The latest in my series of Buying PR interviews is a slightly different one. I have been working indirectly with Zak as a partner of one of my clients on a couple of media opportunities and thought he would provide a different perspective. Zak is the MD of Prezzybox.com, where they run their PR campaigns inhouse. That said, he understands the strength of working with the PR agencies of partners to help them get exposure and to also spread the word about what they are doing.
Name and title: Zak Edwards – MD
Company and what it does: Prezzybox.com – online gift retailer
Paul Stallard: Have you ever worked at a PR agency?
Zak Edwards: No.
PS: What role does PR have within your marketing mix?
ZE: We promote all new “champion products” with traditional press releases as well social networking with blogging, twittering etc. We also send out Press Releases about milestones and achievements we reach
PS: What most annoys you about PR agencies?
ZE: In my experience they promise a lot and often deliver little.
PS: What are the basic skills a PR agency should have?
ZE: Networking, organisation, flair
PS: Do you think that social media now part of modern PR?
ZE: 100% yes. Social Networking is an integral part of the online marketing mix. Continue reading