Today we’d like to introduce you to Debbie Fitzgerald.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I’ve been a storyteller since I was a kid. I’d create my own newspapers using a large piece of paper, a pencil to draw pictures and design mastheads, a ruler to make columns and a vivid imagination to write creative stories.
In elementary school, I convinced my sixth-grade teacher to assign a video project to the class and offered my wind-up camera as equipment. In high school, I executed one of my first campaigns — to become senior class treasurer — and won. So, I guess you could say that I’ve always had a knack for promotion.
While earning a Bachelor of Science in business administration with a concentration in marketing at California Polytechnic State University in San Luis Obispo, California, I devoted many hours to the theater department — both behind the scenes and on stage. I enjoyed the storytelling so much that I also earned a minor in theater.
After graduating from college I moved to Los Angeles and started working with celebrities at a talent agency. Then I took a job at a production company that produced and developed animated children’s programming, game shows and comic books.
It was there that I discovered the art of public relations (PR).
My interest in PR grew after watching a colleague give a media interview and asking questions about how the contracted PR consultant landed the opportunity. I took that information and formed my first campaign, garnering coverage by local and national media. That success got the phones ringing, which contributed to a film development deal for one of the company’s comic book properties.
Soon after, I sought and landed a job at a PR firm in Los Angeles. The firm was owned by a woman, and her husband also helped with operations — similar to the way my firm operates today. (An interesting side note: I was hired the weekend after I got engaged with Tim.) At the firm, I was encouraged and trained to write better. It took many, many tries to hone my writing skills and produce a decent press release.
And I was trusted with running the daily PR tactics of various clients in the transportation, television production and entertainment industries. I was also included in meetings with prospective clients and learned to draft proposals for business. All those skills are invaluable to understanding how to build your own business.
In 2002, I moved to Cumming, Georgia, with my husband, Tim, and our daughter (our son was born in Georgia the following year). And, after settling in, I got to work launching Fitzgerald PR Inc. I am still passionate about telling a good story and sharing the latest news — so I love that I get to do this work every day for clients.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I would say the bulk of the road has been smooth. And every year it gets better and better, with an always expanding understanding of how to run my business and service my clients.
I started my business with a free business card from VistaPrint and began networking with peers in the Public Relations Society of America, Georgia Chapter, as well as several local business networking groups. Encouragement to continue to build my business came not only from those I trusted in my networks but also through a growing income stream that securely planted my feet in a venture that I knew could propel me far into the future.
To help with the growth, I enlisted my husband, Tim. He became my partner and is now the firm’s vice president and CFO. He handles all the finances and works with me on business development.
We incorporated, built a website (then later social media pages), and have gotten to a point where we have hired an accountant for tax planning, monthly accounting and taxes, as well as a payroll specialist to help dole out payroll to ourselves and outsourced staff. One of the best things I have done to help service my clients was to add a professional writer and editor to the team. Kristen Quirk has worked virtually with our firm since 2006, and I truly marvel at how she executes her craft.
Teaming up with other senior-level public relations professionals on projects and campaigns — like with my buddy Judith Fouts, owner of MarketShare Solutions Inc. — has also been a wonderful experience. Each project I have worked on with her has helped me grow as a practitioner.
In terms of challenges, I’m always up for one! Building a business from scratch was certainly challenging. One aspect of that, which I have mostly overcome, is making sure to align the firm with clients who truly are a good fit. I’m talking personality, budget-wise and work-wise. This is definitely about gut instinct, and I realize I must not forget to listen to it — because the moment I ignore it is when I think, I know better. Client relationships that don’t feel good from the start tend to turn into an exercise in frustration.
I have only a couple of examples of when that occurred out of the dozens of clients I have helped during the past 15 years in business. A clause in our client agreement gives both us and the client an “out” if things don’t go as first expected. An initial challenge with my business was offering too many services and not pricing my services correctly. I learned it was best to focus only on the skills my team and I are great at and, when I priced them competitively, business really took off.
Another experience that was a bit bumpy was to get to the point where I work only during the week. Starting a business while raising a family wasn’t easy and included many hours of work after the kids went to bed. And, in the beginning, I would work on the weekends to catch up. But it’s been many years since I’ve worked weekends. That makes me feel successful. And I always try to keep Sunday as my day of rest.
So, as you know, we’re impressed with Fitzgerald PR – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I tell my husband when I’m headed to my office, “Well, it’s time to go make some magic happen!” Basically, nothing happens until I help make it happen. And with some relatively smart efforts, poof! Results happen. (I did have a magician as a client, so this reference often reminds me of him. Hi Joe!).
Our boutique PR firm specializes in media relations for small to midsize businesses. We connect our clients with journalists who are actively seeking stories to publish. Our team is experienced in working with financial, business, entertainment, religious and other entities to earn and leverage media coverage.
We also provide proven tactics and strategic communications for all a client’s PR needs, including media relations, bylined article writing and placement, social media, awards and list coordination, publicity photo shoots and speaking engagement support.
Everyone has a story. It’s our job to find the unique story about a client’s message and purpose — and then deliver it in a creative way that attracts the attention of curious target audiences. Whether a client wants to increase awareness about their company, an event, or promote a product or service, we utilize the strategic methods of gaining earned media coverage that we have honed for more than two decades.
We cultivate our own client relationship and we are an outsourced option for larger PR firms. We partner with other independent PR practitioners as well. We love what we do. We have worked on projects for the world’s most recognized brands and have worked with some of the brightest entrepreneurs.
What sets us apart:
• My strong background working in the business world. I believe my business degree, the background I’ve had working in many facets of the business world, and the knowledge I’ve gained running my own business have helped me better understand the inner workings of the businesses I serve.
• I have 23 years of PR experience (eight in Los Angeles, 15 in Atlanta) and nine years of entertainment industry experience, and I have overseen thousands of media interviews.
• I co-wrote an award-winning, all-access primer on the world of media relations. In “Megaphones Be With You,” I share experiences, tips and expert advice — my “secret sauce” — to ensure that a media campaign, and the tactics that complement it, is successful.
• Our team has a strong desire to tell positive stories and help others.
• I’m a founding member of the Georgia Entertainment Public Relations Alliance. It’s a virtual alliance of senior-level PR professionals who are building a business around the fast-growing industry in Georgia: entertainment. Like me, the team has expertise in film, television, music and digital entertainment/games.
• I have worked with fascinating people. In the 90s, I spent time as an executive assistant to a billionaire and a personal assistant to a Golden Globe Award winner and Academy Award-nominated actress.
In terms of our company, I am most proud of the wonderful relationships we have built with our clients over the long term. Second to that, I’m very proud of the award-winning work we have produced over the years.
So, what’s next? Any big plans?
My plans for Fitzgerald PR is to continue to grow the business by working on more exciting projects with fascinating professionals. As Atlanta has become a hub for production work, I also think it would be fun to expand the business with entertainment-based clients. I’m particularly interested in promoting family-friendly programming (like what the Hallmark Channel or HGTV have to offer) and work with production companies that create the work.
In regards to the PR industry, I don’t ever claim to have a crystal ball, but in general, I do see it becoming even more mobile, digital and visual. The news cycle will continue to be 24/7. I believe reputable media entities will ultimately prevail and survive — those, especially, that work in the realm of ethical journalism.
I see PR being pretty much as it is now and always has been. It has a lot to do with good storytelling, though now that often occurs using online and mobile platforms. Apps are starting to come out that can help decipher what is “fake news” and what is not. I look forward to seeing how that works out. Being transparent will become more necessary and expected to build trust in the marketplace.
Content creation will continue to increase but, like advertising, most people realize it is basically you or your company talking about yourself. I strongly believe in the value of having a third party (aka the media) highlight the special events, products or services of my clients. This earned credibility is not something you can buy.
Contact Info:
- Website: www.fitzgeraldpr.com
- Phone: 770-887-6060
- Email: debbie@fitzgeraldpr.com
- Twitter: @debbiefitz
- Other: https://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Dstripbooks&field-keywords=debbie+graham+fitzgerald
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