Chief Strategist at Falk Communications and Research
Website Address: https://janetlfalk.com
What services does your company provide?
About Falk Communications and Research:
Falk Communications and Research provides Public Relations and Marketing Communications services to attorneys, CPAs, business owners, financial services firms, and consultants. Strategy for news coverage and revenue growth.
How do you define success?
Making my client’s phone ring is my greatest thrill.
What makes your company unique?
My diversified experience means that I see the larger picture, understand the point of pain of the person my client wishes to reach, and understand how to connect with them.
Who in the industry inspires you and why?
Solo-preneurs who have re-launched and re-branded themselves, like me.
What is a tip for success that you would provide someone in your industry?
Listen to the client without interruption. Then speak your mind in their language.
How did Falk Communications come to be?
Falk Communications and Research was founded in 1990 when I unhappily had the rug pulled out from under me at my first public relations agency as an employee. Over the intervening years, this is now 30 years, I have from time to time raised the flag and re-posted my shingle working as a solo entrepreneur. As you know, many people think that marketing and public relations are an expense. You and I know that they are an investment. From time to time, when I find myself on the sidelines because of a market downturn, budget cuts, employee reorganization, loss of business, then I hang up my shingle and work as an independent consultant.
What changes have you seen within public relations and how has Falk Communications adapted to that?
I think the biggest change of the last few years has been, of course, the rise of social media and also the use of video. That’s going to continue. I would caution, however, that whatever is posted by the organization itself or by other so-called authorities has to be taken with a grain of salt. You have to consider, is this a reliable source or not. A lot of things that I find on social media are not necessarily authoritative and reliable sources. I think this is something that the public needs to keep in mind when they are consuming information. That which comes from the media has been analyzed, dissected, and edited whereas a lot of things that are posted elsewhere on social media and through video may not have gone through the same scrupulous fact-checking process.
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