Interview conducted by Rod Walton World Business Editor
1 You've recently been named a partner at Rex PR. What changes does that mean in company leadership and your job duties?
I have been with Rex for more than nine years, so this certainly didn't happen overnight. Particularly over the last four years, Ryan Rex (our CEO) and I gradually started working as a team when it came to the operations and overall direction of the company. We have complementary strengths, so this partnership gives me the ability to take a more active role on the financial side of Rex while continuing to focus on the planning and implementation of client work. It also allows Ryan to focus on new client engagement and the overall strategy of our clients.
2 One of your specialties is brand research and positioning. What does branding mean for different companies?
Everyone seems to know they need some sort of PR or marketing for their business to succeed. However, the question I seem to get a lot is "Just off the cuff, what do you think I should be doing to market my business?" While my gut may point me in several directions, the truth is, you really need to start with knowing your position in the marketplace. What sets you apart from your competitors? What makes you unique? What will ultimately make your client connect with you on an emotional level?
This goes beyond having a cool product or service. Brand positioning requires you to take a hard look at how you differentiate your business - so you can market effectively and efficiently.
3: The public relations arena seems to have gotten busy in Tulsa, with new startups coming up alongside Rex and others. How does a PR firm develop staying power in a changing, competitive market?
One of the elements that drew me to Tulsa when I began my career was a genuinely supportive PR community. I am proud to say I have friends at just about every firm in town, and we share a mutual respect for each other.
However, when it comes to running a business, I like to win. Our strategy is the same as it would be for any of our clients. Know your strengths and capitalize on what makes you different. I believe Rex has a niche in taking a comprehensive approach to public relations, particularly with fast-moving organizations, and we've kept our eyes on that ball. Public relations can't just be about getting a story in the paper. It's so much more - designing the right marketing materials, showing up on Google and having an authentic social media presence. We spend a great deal of time selecting the right tools in the PR arsenal because the same approach doesn't work for everyone. And quite frankly, most businesses can't afford to spread their resources across multiple firms to get the job done.
We're celebrating our 10th anniversary this year, so it's a formula that has proven pretty well for us.
4: You're a first-generation American? Tell us a little of your family's history and how they came to America.
My father, whose mother immigrated from Greece, met my mother in the Netherlands when he was in the Air Force. After I was born, we moved to Germany where he worked for the Department of Defense for eight years as a civilian. We made our home in Tulsa when he got a job with American Airlines, and today he owns an information management firm. I can't imagine a better place to raise my own family.
All of my mother's family is still in Holland, so we visit frequently. I think it's important for my children to maintain a connection with those roots as well as give them exposure to other cultures.
5: What does the American dream mean to you?
It sounds cliché, but this always conjures ideas of opportunity and freedom. We all have goals of where we'd like to be in five or 10 years. Maybe it's starting your own business, getting more time with your family or pursuing a cause dear to your heart. The point is, with hard work, loyalty, focus and prayer, you can get there.
Nicole Morgan is chief operating officer and partner of Rex PR in Tulsa. She has planned local events drawing more than 60,000 people, launched products and guided rebranding initiatives. Morgan was named 2009 Young Professional of the Year by the Public Relations Society of America and won the 2007 SilverLink Best of Show. She is a board member and Barre Society chair for the Tulsa Ballet and past president of the PRSA Tulsa chapter.
Original Print Headline: Breaking away from competition
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