STRATEGICALLY WINNING
Michelle Smith
President of M Strategies, Inc.
Dallas, TX
Story: Amira Kidd
Photo: Johnson Price
Just recognized this year in The Dallas Business
Journal as 2008’s Minority Business Leader,
Smith has a lot to say about strategy and what
should come of it. President of M Strategies
Inc., Smith has been featured twice in PR Week
for the expert advice she gives in her field of
media strategy and training. Paving the way
for those to succeed through her channels,
learn what Michelle Smith can do for you.
First of all, what is a media strategist?
Actually, a media strategist is a classic discipline
in public relations. It helps us know how
to communicate, for example, with marketing
executives and the audience they are trying
to reach through media. Media strategy is an
exact science and if we can hit the target every
time, it makes us successful with the clients.
How did M Strategies Inc., get started?
I was a VP at Ketchum Publications at the time
and we were experiencing a lot of layoffs. In
1999 to 2000, there were a lot of technological
booms which means there was a lot of money
being given out to start companies, but a lot
of these companies failed by 2000 causing the
tech bust. When 911 occurred, it hurt us in
the pocketbook and in our field the first to get
laid off are the public relations departments.
I figured we had to do something to help
ourselves out. I had cultivated relationships
with top CEOs and decided I could start my
own practice, never ever thinking of myself as
a business starter.
What about leaving Ketchum Publications?
I realized it was a crucial time for the agency
and I didn’t want to leave my boss alone. If I
did, it would also mean I would be taking most
of my clients with me. So I continued to consult
for her, and she even told me to leave my
belongings in the office to make the place look
busy, and I was able to work there whenever
I wanted. I did this for three months, took a
deep breath, closed my eyes, and jumped.
If I were a client walking into your office,
what could I expect from you?
You would notice our energetic, creative vibe,
but with a buttoned-down attitude. We are a
boutique firm and there are only seven of us in
the office. We have what we call the discover
plan deliver process, where we line up a communication
goal to fit your strategy. Clients
love the attitude we bring to the table.
In your opinion, what does it take to survive
in the business world no matter your title?
You have to have a good sense of humor and
the ability to roll with the punches and get
back on your feet. What do you do when that
three million dollar contract you have runs
out? Think about that rainy day and keep contracts
continuously coming in. Also, have some
good financing. All business owners know the
term chasing the checks, because a lot of the
time clients pay late.
To make a great brand a reality, what formula
do you think is needed?
A formula implies that it’s a science, which
means it’s an art. The art to me is getting the
right people. Great people make great brands.
If my people are doing their best work, then
they are an ambassador to my brand.
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