Today we’d like to introduce you to Alexis Davis Smith.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Nearly 19 years ago, I worked for one of the world’s top ten public relations firms. I was 28 years old, traveling the world and meeting celebrities such as LL Cool J, Shakira and the Prince Albert of Monaco. I loved what I did, and was really living the life I imagined I would at that age. However, I realized I was burned out. I found myself grumpy – a lot! I was neglecting my family, my friends, my community. With a lack of time and impatient attitude, there was no way I could maintain a romantic relationship. I stopped and asked myself, “is this all there is? Is this all I want?”
One thing after another happened at work — some positive, some negative — and I realized the “stop” sign had been blinking bright red for a while. Finally, after consulting with my parents, and lots of prayer, I decided I would leave. I would venture out on my own. That was November 1999.
I sent a letter out to my professional network announcing that I would offer freelance and consulting services under the name PRecise Communications starting in January. I didn’t have a logo, letterhead or business cards, just a plan. Two weeks later I received a phone call. It was from Coca-Cola. An executive on the Public Affairs & Communications team asked would I like to work on Super Bowl XXIV here in Atlanta. Of course, the answer was yes. My first client was Coca-Cola, handling media relations around “The Big Game.” Immediately, I knew I made the right decision.
It’s now 18 1/2 years later, and I have been blessed to work with some of the most respected companies and organizations in the world, including two leading global brands, Coca-Cola and Toyota. I’ve grown from having a home-based business with subcontractors to leasing space in a beautiful building downtown with full-time employees in Atlanta and Miami. My business continues to grow and I’m more excited than ever about my company and what I do.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Being an entrepreneur, you have to expect and be prepared to ride through the peaks and valleys because there will be valleys. Sometimes, business is booming and sometimes it is slow. You have to be prepared for every situation. I’ve learned to never rest on my laurels and pursuing new business has to be my No. 1 priority. Budgeting and managing liquid cash flow is critical to business success. Also, it’s a challenge to juggle all of the responsibilities required, especially when you’re small. You have to be the CEO, supervisor, accountant, secretary, marketing expert and sometimes janitor. It’s a lot. When it’s affordable, I recommend outsourcing those areas that are not your strengths, such as bookkeeping, HR, and legal advice. You can not do everything well and those areas are fundamental to business success. My final advice to all female entrepreneurs, especially those that are mothers: you must maintain balance. You have to find time for you, to relax and enjoy life. Without that balance, you’ll burn out.
What should we know about PRecise Communications? What do you guys do best? What sets you apart from the competition?
PRecise Communications is an award-winning marketing communications firm dedicated to establishing meaningful relationships between leading brands and the total market — mainstream and multicultural consumers. We are based here in Atlanta, have a team in Miami and a network of consultants in six markets across the country.
We have built a well-respected reputation in the PR industry based on our work in reaching out to African American and U.S. Hispanic consumers. We are one of few communications agencies, not advertising, that have an expertise in developing successful programs reaching both minority audiences. We’ve been able to leverage those insights for clients such as Coca-Cola and Toyota.
I look at my work in the multicultural arena as more than a job. It’s a professional mission. A key part of what I do is helping companies recognize multicultural consumers as a viable audience and smart business strategy. Multicultural consumers lead spending; yet, in 2018, some companies don’t recognize the value in speaking to them.
What sets PRecise apart is the passion we have for our clients and the commitment to deliver excellent results. We are partners with our clients, not vendors. We’re invested in their business, objectives and ultimately, their success. Clients see that in us and they appreciate it.
As PRecise’s CEO and president, I am most proud of my team. I am confident that I have some of the most talented communications professionals in the business. They are smart, creative and lots of fun. They make it a pleasure to come to work every day.
Looking back on your childhood, what experiences do you feel played an important role in shaping the person you grew up to be?
As I’ve grown older, I have come to realize that I was meant to do exactly what I’m doing — communications and being an entrepreneur. I remember inklings of both skills coming to life as a child. I used to start little businesses and created flyers to promote the services such as dog walking, car washes and housecleaning. I would get on my bike, target specific neighborhoods and distribute the flyers. I never got one phone call but I tried. Those were my first attempts at marketing and being a business owner.
Also, my mom was a journalist and later a public relations executive for non-profits. She used to ask me to proof her news releases and newsletters when I was a teenager. I enjoyed it. I realized I liked words and writing. However, I never thought I would follow in her footsteps. Now, I see all that was preparation. Plus, I come from a long line of entrepreneurs including my father, mother and several relatives on my maternal side. Being my own boss and building a business is in my blood. I wouldn’t trade my professional life for anything in this world.
Contact Info:
- Address: 55 Ivan Allen Jr. Blvd. NW
Suite 840
Atlanta, GA 30308 - Website: https://www.precisecomm.net
- Phone: 404-331-2002
- Email: info@precisecomm.net
- Instagram: https://www.instagram.com/precisecommatl/
- Facebook: https://www.facebook.com/PReciseCommunications/
- Twitter: https://twitter.com/PReciseComm
- Other: https://www.instagram.com/preciselyalexis/
Image Credit:
Alex Jones Photography, E. Mackey Creates
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