Rebecca Felten, owner, Bull’sEye Communication, a P.R. firm specializing in publicity
1. Tell us about yourself – What is your educational and professional background (schools, degrees, jobs that led you to your current endeavor, location)
I wanted to major in journalism in college, but had the choice of either doing so at a state university or accepting a grant to work on the student newspaper at a local liberal arts college, which did not offer that degree. At the time (late 1960s), there was some merit being given to majoring in something (in my case, sociology) that would give those interested in a newspaper career a wider perspective, so long as they could get “practical experience” in the field.
I chose the grant and the assurance I would work on the school paper (later to be its editor).
2. How did you first get started in your industry? What are you most passionate about in your line of work?
My entrance into the P.R. industry followed a nearly 20-year career as a newspaper editor. When I moved to a new state I got a free sample of a recently-launched local daily. I read one of the articles, told my husband, “I can write better than this,” and went to the newspaper office and applied for a job. The managing editor took a chance on me and I started in the night newsroom, taking stories over the phone from reporters in the field. Soon I began editing copy, designing pages and eventually ran the night, then day, newsroom. Our job was to tell people’s stories, to make sure everyone was heard, to give a voice to those who had none. I continue to do that.
3. What was your deciding moment, when you decided to open your own business?
I left the newspaper business to become a legislative aide to a state senator. When he decided to run for Congress, I resigned my position to become the communications director for his campaign. When his bid failed, he offered me my former job. But my role with the campaign, which had received national attention, made me eager for another new experience – though one that would give me more control over my time (and life). What bugged me in the newspaper business were the slick “media kits” and convoluted press releases sent by P.R. agencies, and other organizations, that were immediately thrown in the trash because they didn’t relate to our coverage area – or maybe they did, the writers just didn’t tell us. I wanted to help folks get their message out without wasting their time or money. And it was something I knew!
4. Pros of business ownership
In theory, you call the shots. You decide policy, hire who you want, set rates with which you are comfortable, decide how you’ll use your time and resources.
5. Cons of business ownership
While you think you’re the boss, if you’re in a service industry, your clients are. I can have 12 at one time, all with pressing needs and deadlines. If you could “clone” yourself, you might be able to “do it all.” It’s hard to find employees/contract workers with the same devotion to detail. It’s easy to fall prey to, “It will be quicker if I do it myself.” Then there’s the paperwork, billing and invoices to pay….and, of course, “the buck stops here.”
6. Any mentors that helped you get started/stay on the right track or create your vision?
While she was never able to fully engage in the businesses, I started it with a former colleague. There’s courage in numbers and it was great fun working together to create a company.
7. Is your current company still representative of your original vision?
Strange as it seems, after nearly 11 years, it is. With all the changes in the communications industry and the downturn in the economy, I thought I’d be out of business. But I’m just as busy as ever, though I have to stay current with online outlets and new opportunities for publicity.
8. Is there anything in the beginning stages of your business that, in hindsight, you would have done differently?
I might have done more research on what other P.R. people/firms were offering and at what rates. We were very timid in our pricing; we didn’t know what would fly and started out fairly low. It’s hard to raise prices, especially when you’re working with individuals, nonprofits and small businesses.
9. What have you done to get new clients and retain existing clients?
I’ve honestly not had to advertise or push for new business. It’s come from word of mouth, from satisfied clients who gave my name to others within their circles/community. What did help was working with a several chambers of commerce that led to new contacts. I also gave mini-seminars, at the request of various organizations, on how to get publicity. And it didn’t hurt that I was known in the community from my years in the news business. I’ve been happy with the size of the business, but from time to time, I think about expanding. For that, I need time away from deadlines!
10. Any tips you have for budding entrepreneurs?
It’s one thing to identify what you’d like to be doing, but having the “dream” isn’t enough. Too many start-ups have a great concept, but don’t fully explore whether the location, space, demographics are a good fit. They’re too excited by the “love” of whatever it is. Many are underfunded. On several occasions, while working with one chamber of commerce, retail businesses went out of business before their “ribbon-cutting” photos hit the press. It sometimes takes a while, though, to find your “niche.” When we started the business, we planned to be full-service – publicity, marketing, collateral materials, etc. But we soon found it was better to stick to what we knew best – publicity. That allowed us to narrow our focus and identify the kinds of clients we wanted to serve.
