I) We will deliver no Times story before its time.

One of the biggest sins an agency can commit is allowing the client to push them into going for the New York Times before they are ready. Like a Hollywood blockbuster, a piece in the “newspaper of record” must have all the proper elements: a true point-of-difference, revenue, pre-existing trade buzz, and a chief executive with enough media training to take on a reporter whose job it is to knock you off the log.

II) The publicist stays out of the picture.

When someone hires us, she/he hires us to get them media, not use the client relationship as a springboard for fame. A good publicist is an invisible publicist. One who doesn’t involve themselves in the story in any way – or jeopardize the client by becoming a story themselves. (That’s right, we have no reality shows about how great we are in the works – and you won’t catch us in any Hamptons nightclub hit-and-runs.)

III) If we’re not the right agency for you, we will let you know.

We would rather not do business with someone than take their money and then fail to meet expectations. There is nothing wrong with referrals. As with affairs of the heart, the right client should be paired with the right agency. Call it an executional “fit.” (There should also be common interpersonal values, such as people who love to shout being paired with fellow shouters, but we won’t get into that now.)

IV) Trade reporters are people too.

Just because someone writes for Industrial Packing Materials Weekly doesn’t mean they shouldn’t be afforded the same respect as Bill Carter. Plying trade reporters with drinks and expecting them to reprint the press release reflects badly on all concerned.

V) You pay us to know things you don’t know.

Knowing is more important than doing because knowing precedes doing. That’s why our day begins with a thorough perusal of all the major newspapers, trade journals, and blogs. An agency that doesn’t have piles of newspapers around is a lazy agency.

VI) When you hire us, you hire us – not the 20-year-old intern.

It’s called the “old bait and switch.” And it’s what you’re probably going to get at a lot of places. We won’t mention any names, but we think you know what we’re talking about. That hip, fast-taking, high-energy account guy? He was only around until you signed the contract. Now you’re stuck with Jason who comes in 2 days a week when he’s not majoring in Communications at the local community college.

VII) “Brash” and “aggressive” are overrated.

Let’s put it this way: would you rather have someone smart, someone who has been a journalist, calling reporters on your behalf, or would you prefer a rude moron who fits the publicist stereotype?

VIII) There are no cookie-cutter solutions.

Each campaign is different. And so is every client. When you work with us, we will create a thoughtful, customized media plan that fits your unique brand identity and unique business proposition. It’s not just about how – it’s about how, and where and when we strategically develop your brand narrative.

IX) All business is personal.

For us, all business is personal. We take a personal interest in you and your business and we derive personal satisfaction from doing good work. Anyone who says otherwise is looking for an excuse to be a snake.

X) PR is a force of Good – if done properly.

Each industry has its own code of ethics. PR is no exception. Anyone interested in how to comport themselves should consult the following Statement of Professional Values from the Public Relations Society of America. We certainly have.