Drew Gerber Speaks on PR and your Brand

As part of my interview series with “Thought Leaders,” PR guru and author, Drew Gerber from “Pitchrate.com” shares his wisdom with us. I’ve been following Drew online for some time, so I was pleased as punch that he agreed to this important interview.

Ed Roach
: How much does personal branding matter in Public Relations?

Drew Gerber: Personal branding is as important in the world of business survival as food, shelter, and water are to personal survival. If you want to set yourself apart from the competition you have to make a name for your products and services. Chances are someone else is doing the same thing you are, so you really have to find what’s unique about you. The goal of branding is to make it so your target market remembers you. When you’re giving an interview you have to make sure you deliver your message in way that forces people to take notice of your brand. You have to make it like a song they can’t get out of their heads.

Ed Roach: Whenever I speak of corporate branding, I believe a company is smarter to lead than follow. Taking their PR efforts into consideration, how important is “being the leader”?

Drew Gerber: Being a leader is definitely important, but you also have to know what others are doing. I would never advocate following or “riding the coat tails”, but with the Internet and social networking, ideas and thoughts are being exchanged at a very rapid pace. It really comes down to progression these days. How far you can take an idea and how you can leverage it to really make a difference in you company.

Ed Roach: Drew, I’ve heard you say, “When it comes to small businesses, PR is in everything you do.” Since your PR is a part of your brand would you agree that the tone of your brand should be reflected in your PR initiatives?

Drew Gerber: Definitely! The tone of your brand should be reflected in all your PR initiatives. Your brand is who you are. It’s counterproductive to deliver a message in an interview that doesn’t align with your branding. You have to be memorable, not confusing.

Ed Roach: Let’s say a company is in crisis, how can PR play a role in re-establishing brand reputation?

Drew Gerber: PR can be a company’s most effective tool– as long as they are willing to take responsibility and be vulnerable. Crying on camera seldom hurts either. We all watched as Toyota launched a huge PR campaign after all the recalls. They had to reestablish trust with its current and potential customers. They went hard after their long history and track record, and even brought emotion into the campaign, which we don’t see too often from large corporations. When a company’s relationship with the public is tarnished for whatever reason, PR is the most effective way to get the shine back on.

Ed Roach: As a Public Relations expert, how do you believe the Drew Gerber brand is perceived?

Drew Gerber: Well, I always think it’s hard to be objective about yourself, even if you a branding expert. Ever try cutting your own hair? I hope I’m perceived as approachable, passionate, and, above all else, committed to making a difference.

L. Drew Gerber is CEO of Wasabi Publicity, Inc. (www.PublicityResults.com) and creator of www.PitchRate.com, a free media tool that connects journalists, publicists, and experts. Gerber’s business practices and staffing innovations have been revered by PR Week, Good Morning America and the Christian Science Monitor. His companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies with Online PressKit 24/7, a technology he developed (www.PressKit247.com). Contact L. Drew Gerber at: [email protected] or call him at 828-749-3548.

Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on Amazon.com and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.

Comments

  1. Hi Drew!
    I just wanted to say that your “Self” brand description is right on the nose!
    You are most definitely passionate and approachable, AND straightforward and professional.

    Thank you for all that you do.
    Susan Liddy

  2. I’m glad that you enjoyed the interview with Drew, Susan. Thank you for commenting.