An Open and Schutt Case Cindy Schutt runs a PR business but enjoys working for free BY BRANDON BALLENGER
C
indy Schutt is a business owner, and drive time, can keep an eye on her kids a mom, and a Gators fan. But (18 and 20), and gets to choose clients she there’s another role she considers works well with. essential: giver. “I offer small-firm service with big-firm Over a 30-year career, she’s done public experience. You always get me, never passed relations for everything from restaurants to a lower level person,” she says. “I think and retail establishments to bank and people appreciate that, having me available real estate companies. But over time, she 24/7.” became drawn to working with nonprofits Schutt is also the board chair for the – The Broward Performing Leadership Broward Foundation, which she Arts Foundation, Meals “I offer small-firm service first got involved with a on Wheels, the Broward Partnership for the decade ago for networking with big-firm experience. Homeless, just to name a opportunities. “I realized You always get me, never it was much bigger than few. that. It’s an educational “It’s important I’m not passed to a lower level doing it for the sake of program that teaches you the bottom line or money, person,” she says. “I think about all the ins and outs I’m doing it because it of the county and offered people appreciate that, ultimately helps people,” behind the scenes stuff Schutt says. “I can say to having me available 24/7.” you wouldn’t have access myself, ‘I did something to otherwise,” she says. “I good here.’ That gives me came away from that firstyear experience thinking it was cool and I joy.” wanted to continue with this.” It also gives her more business. Schutt attributes much of her success to The experience gave her more confidence always giving back to the community and and eventually led to running for chapter continually building relationships. “If I’m president of the Public Relations Society of standing next to another professional with America. “I never would’ve done that if it the same experience, and I’m polite and weren’t for Leadership Broward,” she says. respectful and have a good relationship, Always ready to give, Schutt was happy I’m going to get that business over them,” to share some tips on dealing with the she says. media. “People seem to be very afraid of an Besides helping people, she says she has interview, and the key is just being prepared “the best job on the planet” working from and thinking it through in advance,” she home where she avoids everyday meetings says.
PR ADVICE FROM A PRO If you ever need to speak to the media, handle a crisis, or promote your products, Cindy Schutt offers this advice… 1. Be honest. “Especially in a crisis situation, tell the whole truth. Any kind of lie or variation of the truth will come back to bite you and make you look bad. If you don’t know the answer, just say, ‘I don’t know and I’ll get back to you.’ Follow through.” 2. Be brief. “Keep it short, especially on TV. Speak in sound bites, short sentences, so that you can easily be edited, so a print reporter can get what you’re saying. Even in press releases or emails, don’t dance around. ‘Here are the facts, what do you think?’ Period.” 3. Be helpful. “We have a tendency to think, ‘What’s in it for me?’ A reporter has a job to do, and if you can make it easy as possible for them you’ll end up with results and perhaps a long-time relationship. Think through what they need from you – it’s OK to ask.” 4. Be direct. “Remember to tell your story. An interview is two-way communication. It’s not just about what the reporter’s questions are. You add a transition, say ‘and what I want to add is,’ or ‘what I want to make sure you understand is this.’”
LIFESTYLEMAGAZINEGROUP.COM | JANUARY 2013
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