Q & A

Q. What's the one thing to know about David and Sam PR?

Our founding philosophy is doing things creatively so our clients stand out. We are not conservative, traditional or passive. If you are ready to be the leader, and not follow the leader, we can take you there. But ask yourself if you really want to be # 1 because we're not the ones to choose if you are content with being # 4. If you want your ads, sales brochures or stories to be "safe," just like the # 3 and # 5's, don't choose us. There are agencies out there who will bill you through the roof and paint by the numbers, keeping you mediocre. 

Q. What's the other?

We like to laugh while we work hard.

Q. How long has David and Sam PR been in business?

The studio was founded in 2005. You do the math after that.

Q. Why the name David and Sam PR?

The most effective messages are simple, easy to remember, authentic and yet still distinct. Eichler Alpert doesn't really meet code. Now "King Kong "on the other hand...

Q. Why is it "David and Sam" and not "Sam and David?"

Everyone always asks us this, and we laugh. David wanted Sam's name to go first and Sam wanted David's -- which pretty much sums up how we work as business partners. We knew a lot of people would say it the other way, either way, or reference the 60's soul band (yes, we have heard of them), so ultimately what difference does it make?

Q. And the logo?

Our logo represents the complementary styles, backgrounds and strengths that make our business partnership a "whole, greater than the sum of its parts." David makes us fly and Sam keeps us well grounded.

The logo also represents our sincere belief that if everyone on our team doesn't have balance between their work and personal life they won't be happy and won't provide great client service. If you swing around the site you'll see what we're talking about.

 

Q. How big does a gorilla get?

The male gorilla may attain a height of 1.6 m (5.5 ft) and a weight of 181 kg (400 lb) in its natural surroundings. The female is about 30 cm (about 12 in) shorter and half the weight of the male. Gorillas are the largest living primate.

Q. Do you guys have a specialty?

We stuck PR in our name because we thought that would make more sense than "David and Sam Alpaca Breeders." We are just as passionate about the marketing, advertising and online work we do, as we are about public relations. And we have learned through experience, that the "L" in public relations makes all the difference.

Q. How about a focus on a particular industry?

We are infinitely more valuable to our clients because of our experience, resources and relationships in diverse industries. It is our objectivity and perspective which gives us clarity on how to communicate on your behalf. Effective communication techniques, relationships and tools transcend any one business.

 

Q. Can whales swim far?

Yes, some gray whales swim as much as 12,000 miles each year on their migration from feeding grounds in the Arctic all the way down to breeding and calving grounds in Baja.

Q. What are David and Sam's backgrounds?

We met in prison. Or was it the psych ward?

Q. Where's our studio?

Uh...hello, try the "contact us" tab.

Q. How long does a Gorilla live?

The known life span is about 30 years.

Q. How do we manage the agency?

We're not the kind of company that has many policies. What we do have is a sense of priorities, how to treat people and how to honor relationships. See Top 10. 

Q. Where is David and Sam PR heading?

We are focused on working with great brands that want to do great things. Mediocre and conservative just aren't in the plan.

Q. How is David and Sam PR doing?

David and Sam are still relatively sane and talk frequently - sometimes fairly civilly. We do spend more time together than with our spouses and friends.

When people are empowered to make decisions, celebrated for their successes and supported after their mistakes, they have fun working together and that's when the good stuff happens.

We are in a business notorious for high turnover and job-hopping and yet our associates have been with us for the majority of the time we've been in business. Not surprisingly most of our clients have been with us for two, three, four years. We receive an average of 10 resumes a week for the Training Program. DSPR Trainee alumni are working all around the country - some even in marketing and PR.

The Studio has always run in the black. 

Q. What is a google?

The correct spelling is "googol" which is a one followed by one hundred zeros. Interestingly, Larry and Sergey made this spelling error when naming their company.

Q. What is public relations?

People equate "PR" with being on TV, radio or in the paper, which is what we define as media relations. Working with the press is of course a big part of what we do. But equally important is how we position you in your professional and local community. The work you do with local nonprofits is essential for establishing your identity as a good citizen. Being on the right lists, nominated for the right awards, attending the right conferences and just knowing the right people all are equally important as media relations. In fact, more often than not it is all that "other" stuff which makes you more attractive to the press than just what you do at work.

Q. What are the greatest myths about working with the media?

No reputable publication believes in "pay to play." Serious journalists insist on a separation of "church" and "state." Just because you buy an ad doesn't mean you get an article written about you.

We do not write the article for the journalist. We have no control what the journalist writes or says, nor do we get to see the piece or segment before it runs. Frequently we don't know if it's happening until it happens. All too often we will supply accurate information to a publication or channel and yet somewhere along the way the facts get twisted or mistaken. Retractions and corrections are few and far between.

It's actually very rare that a journalist is out to get someone or has an evil agenda. Leave all that "All The President's Men" stuff for the movies.

Q. Will my story be on the cover of every paper, everywhere?

You expect your own clients and customers to have realistic expectations, right? Face it, the odds that your story will make Oprah or the cover of the Wall St. Journal are lower than Barry Bonds' making the Hall of Fame. We will try our best. Do you realize how many people want to be on Oprah and what % actually make it on?

We recently asked a very well respected business journalist what his typical day is like. He receives over 300 emails, most of which are story pitches, 100 calls, 50 faxes and a stack of mail. He writes three-five articles a week. Our job is to cut through all that clutter on your behalf, but how many times do you really expect that reporter to choose your story in a given year?

Q. What do Gorillas know about the birds and bees?

Gorillas mate year-round. The female produces one offspring about every fourth year. If her offspring gorilla dies in infancy, which happens 40-50 percent of the time, she will breed more frequently. A young gorilla remains with its parents three years after its birth.

Q. What makes or breaks a good story?

Is it timely? Is it local? Does it affect a lot of people? Is it really new? Is there a clear antagonist? Has something similar been covered recently? Is something much bigger going on in the news? Did you tell a reporter the truth the last time you worked with them? Did you show them respect? We help you answer those questions and avoid those pitfalls.

Q. What should a client expect working with David and Sam PR?

We insist that our clients commit to creativity and quality - expecting nothing less of each other.

Q. What is the fastest land animal?

The Cheetah.

Q. What does David and Sam PR do differently?

We do things as teams here. Unlike virtually every agency, DSPR will not relegate your account to the eager but inexperienced watch of a junior account executive. Either David and/or Sam direct every account. We never "hand you off." Managing your account on a daily basis is a Senior Associate or Associate, who are supported by our Training Program.

Q. What does a Gorilla do when it's thirsty?

When a gorilla drinks, which is rarely, it soaks the back of its hand and sucks the water from its fur.

Q. What do we charge for a PR client?

Our fees are a market-calculated, blended-hourly rate of $125. Generally speaking, it takes 30-40 hours a month to service most accounts. Some are larger, a few are smaller.  We understand that a client has a budget.  If we don't think we can accomplish what they are asking for within that budget we will not take the account.  We'd rather preserve the relationship for a later day when circumstances are different than disappoint. Good karma.

 

Q. What about marketing, advertising and online work? How much?

$125 remains the hourly rate but generally speaking everything will be estimated on a project basis which you approve before work commences. One of the most common places of misunderstanding between a client and agency on these projects is "revisions." When we agree on a budget for a project, it doesn't mean it can be changed and tinkered with endlessly for that price.  Here's a good way to think of it.  We will move the piano into the house.  We'll place it where you want.  We'll adjust it in the room. But we have to charge for the time it takes if you want to see what it looks like upstairs. Fair, yes?

There are also two variables that determine pricing:

    * The length of the agreement. We are happy to offer a client a discounted rate in exchange for a contract longer than six months, but of course that is entered into with the clear understanding that our lawyers (who are our oldest client) enforce contracts at no cost to us. We honor our commitments and expect the same in return. Icky subject - but lessons learned, what can we say?
    * How much work must be accomplished in what period of time? The reverse also holds true. All too often a company will hire a PR or marketing firm much later in the game than they should have. They panic when sales numbers go down. They debate in-house v. outsource. They go through an extended agency RFP. By then, the next quarter is as spoken for as the previous one was when they hopped on this rollercoaster. So, if you need three months worth of work completed in two, the fees will reflect that.

Q. Do we only handle "retainer" clients or also projects?

Yes, we handle projects.  Very often it's a good way for both of us to get to know one another before a larger commitment.

Q. How long does it take to see results?

As mentioned above, far too often a client will hire a firm and expect immediate results. That is like asking a construction crew to start pouring the cement without blueprints, a budget and the right materials on hand. Unless extremely extenuating circumstances exist, we need at least 30-60 days to properly launch a campaign. Of course during that period we keep our eyes open for short-term opportunities, but for the most part it means that planning, research and preparation takes place, not external outreach. If you want or expect an immediate result, our recommendation is to buy lots of advertising and even then it takes weeks to secure the right space, develop effective messaging, copy and artwork.
 
Factoring in that two-month planning and strategy period, we require no less than a six-month binding commitment from a client before they will evaluate the job we have done and determine whether they wish to proceed beyond that.

Q. What does Gorilla mean?

The name was derived from the Greek word Gorillai (a "tribe of hairy women" - no we didn't make that up)

Q. How do we measure results?

The age old question still has no simple answer. The fact of the matter is you are taking a leap of faith when you buy an ad or secure an article in the newspaper. And yet, what successful company doesn't use PR and marketing? Unless you have a mass consumer/retail product or service, it is highly unlikely that your clients will walk in the door and say it was the investment you made in marketing that led them to you. Here's the more likely scenario  -- your new client reads about you in the paper, then forgets about you, then sees your ad in the paper out of the corner of his eye.  Then a year later he is introduced to you at a party and he recognizes your name but can't quite place why. 
 
Our job is to get you noticed and to keep you liked and respected. We do not produce sales; your sales people and executive team do that. If we are doing our jobs well, the traffic to your Web site or store will increase. The number of qualified leads will increase. Your present clients will read about you, reinforcing their "purchase decision" of you. What is out of our control is your pricing, margins and quality. It is the client's job to leverage the results we produce into increased revenue.

Q. What's The Meaning of Life?

That answer will need to be billed separately.