Helping people spread good news about their life’s endeavors is her passion, and Dana Humphrey has turned her passion into a successful business. Connecting and building relationships is her expertise. As a Public Relations expert, Humphrey is helping entrepreneurs, small business owners and others spotlight their accomplishments, their products and services. She enjoys connecting with people so much that she was inspired to start her company, Whitegate PR. Humphrey has an advantage which most public relations experts don’t have -- she’s traveled to over 45 countries and has lived in five of them. “Being able to travel and connect with people from various backgrounds and languages definitely helps.” says Humphrey. She is also using her gift as a natural born leader to take on other roles within her community. Humphrey’s recent community leadership roles include: We Are Booming Board of Directors 2011, PRSA-NY International Volunteer Committee 2009, and Ideablob Guest Advisor 2009. This past year she was an Associate Board Member of the American Cancer Society in Brooklyn, and she is currently on the ACS Queens Board of Directors for 2010 and 2011. Humphrey shared helpful advice and tips on how to create a great press release. Monica: You‘ve had a unique opportunity to travel to over 40 countries and you’ve also lived in five countries. What inspired your quest for traveling and have you been able to use that in your profession as PR consultant?
Dana Humphrey World Traveler and Public Relations Expert “Promoting Yourself and Your Business”
Dana: Absolutely. I think that being a traveler can help anyone in their career. It helps you become a well-rounded person and to understand different cultures and different people a little bit better. The reason for my travel was mainly because of my parents. I was born in Canada then my family moved from Cameroon, Africa to London, England. I grew up in London. My sister was born there and we moved to California. Along the way we travelled and visited other countries. Once that travel bug gets in you it never really goes away. So, I’ve been traveling alone, with friends, for work and for pleasure ever since, and my family and I continue to travel together as well.
Minding My Business
Monica: How are you able to use that experience to help change lives through your work? Dana: Public relations is about connecting with other people. It’s all about developing relationships and maintaining them. Being able to travel and connect with people from various backgrounds and languages definitely helps. I speak French and Spanish, which helps me in my day-to-day life as a PR Consultant. It gives someone who speaks French or Spanish that confidence that I can better connect with them when I speak their language.
Dana: From time to time I teach marketing boot camp courses or guerilla marketing tactics for small business owners. That’s something I’m really passionate about, helping them to come up with low cost or cost-effective solutions to market their business on a grass roots level. That’s something I really enjoy sharing with other people so that they can do it for themselves. It often turns out that a business owner wants to outsource that side of the business. I’m able to share my tips and tricks, and at the end of the day some people just don’t want to do the marketing themselves and that’s where I come in.
Monica: As a PR consultant, your area of focus is mainly the pet industry. Why that particular industry?
Monica: As a PR consultant, what do you consider to be your most valuable asset?
Dana: The pet industry is my background. When I graduated from San Diego State University, my first two positions were at a wine company, doing all of the PR and marketing and then a pet boutique. Now that I’m out on my own, we specialize in consumer products and services specifically in the pet industry but we also have a couple of wine clients as well.
Dana: I would say networking. I have a lot of connections; I know a lot of people and I’m constantly meeting new people. So if a client needs something, it’s highly likely that I already know someone who can fulfill the need. I’m constantly connecting people that may be able to work together. It’s value added that I can bring to the table – being able to put together the right people; the right team, to make things happen.
Monica: You also specialize in small and large businesses, as well as artists, authors and non-profits. Can you share some key points about how entrepreneurs and business owners can use public relations as a way to effectively help them promote their businesses?
Monica: Many business owners and entrepreneurs are not familiar with how to write a press release or they don’t know what elements should be included. Can you offer
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Minding My Business
some tips on what would be considered a great press release? Dana: A great press release is going to be something that’s newsworthy and time worthy. So if you’re launching something, if you have something really exciting to share, then you want to write a press release. You don’t want to write a press release just for the sake of having one. You really want to find a unique angle to put the press release together in a way that’s going to be exciting and newsworthy. As a PR person or as someone who wants to promote your business or engage in PR, you want to make the reporter’s job as easy as possible. So if you write a press release that has a hot title, a great story line, with great statistics and great quotes, it’s much more likely to be picked up because the reporter or journalist doesn’t have to do so much additional research. You’ve already put it out there for them. For example, there’s a big trend this year about staycations. A lot of people are not going to be traveling this spring and summer because of the rising gas prices. So that’s a nice hook for using some statistics about the gas prices to lead into other story ideas. I can go over a few elements of a press release.
• You always want to have your logo somewhere on the press release, usually in the top left corner.
• Then you want to have your media contacts. It could be your company contact, it could be the PR person or it could be both and you want to list phone numbers and email addresses.
• Then you have your title. You really want to focus your energy on creating a great title that’s interesting and really announces whatever you’re trying to release, the big news.
• You want to have your location. I’m here in New York.
Social media can help promote you, your products and services.
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So press releases that I write would come from New York, New York. If you’re in California, you can put Santa Barbara, California, and add the release date. Begin with that really good bit of information, whether it’s a statistic, a trend or something really interesting that’s the reason for the press release in that first paragraph.
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• You usually want to have a quote from an expert in the industry or the CEO of the company, and you always want to have a section that has boilerplate information about the company with the website address at the bottom.
• To signal to the reporter that the press is complete, you want to put three pound signs (###) at the very bottom. That lets the person know this is the end of the release. Monica: I’ve heard that press releases are best if they are one page. Dana: If you are launching something that is very detailed and very expensive, it might be a three-page press release. It just depends how much information you have. I don’t follow page rules on that. You want to keep it concise and tight and if you can fit it to one page, great but if you have a lot of information to share and it’s as streamlined as possible but still makes two or three pages, that’s fine too as long as it’s all critical information. Monica: What makes Whitegate PR standout from other public relations companies? Dana: Definitely the focus on the pet industry. With public relations you have media relations, which is a big part of pitching. Stories often come in two ways. One is pitching a story to a reporter that is a perfect fit for them and that they have a real interest in. The other is working with contacts that you already have, seeing what stories they have coming up and seeing if any of your clients fit in with what they are doing. We have extensive contacts and media relations within the pet industry. That’s really our niche. So, if you’re a small business owner and you have a pet company, you want to talk to Whitegate PR because we can help you get into the pet magazines, the pet trade magazines, consumer pet magazines, pet radio shows, and influential pet bloggers. Monica: What do you enjoy most about being a marketing and PR consultant?
Utilize the services of a good public relations consultant to help you succeed in business.
Dana: It’s very exciting to get a media hit. It’s still very exciting every time it happens. When you get confirmation from a newspaper, magazine or TV show that your client is going to be featured, it’s that rush of “Yes we’re going to be featured” and being able to call them July-August 2011 | Exceptional People Magazine | 29
Minding My Business
with exciting news that they are going to be featured in one of their target places or in a place that’s really going to help their business. That’s definitely my favorite part. Monica: I realize that public relations is an important part of the overall marketing plan for any business, but how important is public relations to a business? Dana: It’s essential. The idea of “build it, and they will come” doesn’t work anymore. In this day and age, people are getting thousands of messages everyday. You have to be part of the mix. If your competitors are doing a better job of marketing their products than you, you can have a superior product but if no one knows about it, it doesn’t really matter. Brand awareness and public relations being a trusted source in the field is essential for almost any business. Being prepared for any kind of crisis in your industry is also a critical part of public relations. Have a public relations strategy in place. We are a member of the Public Relations Society of America (PRSA), which is the professional association for public relations practitioners. I think that is important because a lot of people don’t understand what public relations is and what a PR practitioner does. This is a professional association that really tries to communicate this to the public and continues to push the boundaries of traditional PR. They have something called Accredited Public Relations (APR), which is something that I am working on this year. After you have been practicing public relations for over five years, you can take a test to gain your APR. Hopefully within the next year I will achieve that goal. Monica: You consider yourself to be a natural born leader and a go-getter. You have served on a few boards and you are associated with some wonderful organizations. Dana: One of the associations that I’m very proud to be a part of is the American Cancer Society of Queens. I’m on the board. I recently participated in the New York City triathlon to raise money for leukemia, and it’s something that I’m really passionate about. I do a lot of charity runs and half marathons to raise money for different organizations. I’m also on the board of directors for a group called We Are Booming. This is an interesting project that is looking at the baby boomer generation and recognizing that in 30 | Exceptional People Magazine | July-August 2011
the next 18 years there will be over 70 million baby boomers in the United States. Turning 65 is not what it used to be -- a symbol of retirement and lots of other things associated with that. Today, a number of people who are 65 are not able to retire. They may be beginning a third or second career. I’m on the board to help celebrate aging and bring awareness to the baby boomer generation. ♦