“It’s the ability to strategize that defines the advanced intellectual status; and the ability to implement that strategy that defines a great PR practitioner.”

In her quest to identify PR industry services gaps, Patti D. Hill polled executives to discuss what they enjoyed (and what they didn’t) from the public relations firms with whom they had worked. Based on that survey, she developed a PR firm with a differentiated business model designed to provide 100% senior-level representation, accountability, efficiency and return on investment to every client account.

Penman PR is one of the most innovative independent PR firms in the nation and the only international public relations firm to offer 100% senior-level representation. The firm proactively engages in the art and science of establishing and promoting brand value by mapping PR strategies and tactics against its clients’ business objectives. Penman excels at implementing company and product launches, branding and re-branding, positioning companies for acquisition, raising stock price, maximizing industry events, business attraction and retention and overthrowing the competition.

BusinessInterviews.com: Why do you believe that PR goes far beyond issuing press releases and having a social media strategy?

Patti: Press releases and social media are tools used in public relations, but they’re only two of many. Skillful PR strategists recognize the value in using all applicable PR tools and tactics to create effective changes in attitude relevant to the client’s brand and reputation.

BusinessInterviews.com: You launched your firm three weeks after 9/11 and were profitable within three months. Why do you think that you were able to find success during one of the most challenging times in recent history?

Patti: I broke from the traditional PR model of deep hierarchies, big egos, and humongous retainers. Instead I hired seasoned professionals with strong business backgrounds that were able to take the PR bull by the horns. Not only did our revered executive practitioners treat editors and reporters with respect and provide them with the services they need in a fast, professional manner, we all earned a special place at the elbows of CEOs by providing much needed strategic counsel.

BusinessInterviews.com: What inspired your rebrand from Blabbermouth PR to Penman PR in 2009?

Patti: The BlabberMouth name was accidental brilliance. In the aftermath of 9/11, the whimsy of the name was readily embraced. It was unbelievably sticky and helped the brand become solid very quickly. Although the BlabberMouth brand name was readily adopted and served the firm well, another survey in 2008 revealed a less than favorable response from technology executives. We rebranded with a name that better resonated with all the industries we so enjoy serving, including complex technologies.

BusinessInterviews.com: Can you talk about the significance of recently becoming the agency of record for Ambient Clinical Analytics and Procyrion?

Patti: Penman PR was hand-selected by both Ambient Clinical Analytics and Procyrion after demonstrating our flexibility and strategic, proactive approach to public relations. The significance for these clients is our ability to deliver nearly instantaneous results that influenced important audiences for them. The significance to our firm is yet another strong demonstration of our capabilities in complex technologies and industries.

BusinessInterviews.com: When you conducted your poll, what were some of the most common responses you received and were you surprised by any of the feedback you received?

Patti: No. No surprises. Because I had hired several PR firms in my career, I had already identified substantial services gaps. The executives I polled had experiences that mirrored my own. One of their biggest disappointments was having their account sold by a firm principal and then handed to a junior person for implementation. We abolished this practice.

BusinessInterviews.com: Congratulations on recently branching into both Houston and Atlanta! How does this growth influence your overall plans for long-term expansion?

Patti: Penman PR is not a stagnant agency. Nor are we driven by geography. We work with companies all over the world. In fact, we’ve even represented a country! With an offering that rivals and surpasses national firms, and a real demand for our services, our reach is dependent on our growing team of senior level practitioners, no matter what city. Our expansion into Houston and Atlanta is purely based on talent.