Martin Waxman, president and co-founder of Palette Public Relations Inc., gave a great 25-minute interview with professor Barbara Nixon. Waxman offered valuable information about PR and how to be successful.

Palette Public Relations Inc. was founded on 3 Pillars:

  1. Simplicity
  2. Energy
  3. Integrity

Waxman explains the importance of simplicity because its important to always do everything that you can to make your life and your client’s life easier.

Every company needs energy and motivation. Don’t give up until you get the results that you’re looking for.

Integrity is one of the key characteristics that a company needs. It is important to be up front and honest with your clients.

In this interview, Waxman talked about traditional media versus social media.

He used the example of what he would be looking for if he were to hire a potential candidate for the Palette Public Relations team.

  1. The candidate would need to have the traditional skills of PR
  2. They would have to have an understanding of social media
  3. They would have to be knowledgeable of PR professionals
  4. Be on Twitter

Waxman talked about the importance of blogging and the impact that it can have on your readers. He was even looking to hire someone, but decided against it when he noticed all the grammar mistakes and spelling errors in their blog. You become less credible when you have mistakes in your blog.

He  also gave great advice about social media monitoring. If you type a company’s name and then the word “fail” into a search engine, the company can see if people are writing negative things about your company all over the internet.

I would recommend this interview to any student who is striving to be a PR professional. It really makes you aware that traditional media is still very prevalent and social media is continuously expanding with new technology.