Alison Brod, mother and founder of Alison Brod PR
as told by Butterfly co-founder Bradi Nathan
I have read a lot lately about buzz and word-of-mouth marketing. The Tipping Point reinforces the need to cultivate relationships with Mavens and Influencers while The Anatomy of Buzz states that good “buzz” starts with a superb customer experience. Readers look to these best selling titles because they wish to achieve a similar goal: increased business.
In our case, Butterfly is hoping to increase membership by announcing its mission to empower mothers across the globe. Any such buzz or word of mouth marketing would help us achieve our goal. Many like brands enlist the help of a public relations agency to help move things along. Firms, like Alison Brod PR, help to build relationships with magazine editors through feature stories and trend pitching. They work with retailers and brands hosting special events while getting product into the hands of celebrities.
Since 1995, Alison, mother and founder of Alison Brod PR, has successfully created both word-of-mouth marketing and buzz. Chances are you have probably encountered one of Alison’s clients today. Her roster includes the likes of: L’Oreal, Old Navy, Victoria’s Secret Pink and Estee Lauder to name a few. In an exclusive interview with Butterfly, Alison invites us into her life as she balances PR and Parenting:
BN: What do you love the most about your job?
AB: I love never knowing what the day – or the hour - will bring…I don’t have one person dictating their vision from one industry to me and therefore I don’t feel restricted -- I have the benefit of learning from dozens and dozens of people at different companies. I also love working with my staff as we create programs that actually change the way consumers view products or brands.
BN: How do you think working might make you a better mother or better wife?
AB: Working teaches a person how to get things done efficiently. A client once said to me that she would hire a working mother over others because she knows that they have learned not to waste time. Also, managing people is a daily lesson in psychology and I believe there is a lot that can be transferred to teaching your children. My oldest son is only 3, but I believe that he senses the energy I have with my work and thinks I have great candy in the office, so he is impressed.
BN: Many working moms wrestle with guilt to some degree. Why do you think that is?
AB: I often feel that I should be somewhere else – if I am at a work event, I feel as if I should be with my kids, and if I am home, I feel as if I should be working, so that is life… There is a lot of business being done at 1am these days – working moms that run home and catch up late night and that works fine for me.
BN: What are the advantages and disadvantages of being your own boss?
AB: For what I do, client management is the most difficult – making sure I am up on what every brand is doing. Also, the potential for disaster – and success- occurs dozens of times a week with media “hits” that can go well…or not as well as everyone expected. No matter what happens, I take the blame.
BN: Describe your dream client.
AB: Well, all of my clients are dream clients, haha. Actually, the clients that allow us to help with brand development are the best. Some clients hand over a product or brand positioning and demand results that aren’t always achievable based on what they are offering.
BN: How has technology and social networking changed the way in which you attract press for your clients?
AB: We have a lot less control. It is increasingly challenging to be tactful and polite to the hundreds of calls we get a month from every person who loves products and throws up a blog. It requires hiring more staff as well. It is great when we have hard news or events and need to get the word out fast.
BN: What advice do you have for a new business owner who does not have the funds for PR?
AB: It depends on the category, but researching outlets and intelligently sending notes and pitches based on what you see the outlet covers is a start. Everyone wants to hear about a great idea if presented well.
BN: What suggestions do you have for other entrepreneurs who are trying to start a business of their own?
AB: I always say that from what I have noticed, men entrepreneurs tend think too big and women, too small. From office space to over-hiring or under-hiring staff. Working towards the middle ground is best, of course. Also, know what your competition is doing, find a point of difference and create a niche for yourself.
BN: What obstacles or challenges do you face in trying to simultaneously run a business and a family?
AB: I sometimes spend 45 minutes racing home to see my kids for 11 minutes, but 11 minutes is better than none. Time, of course, but I have no regrets either way. I waited for 12 years of marriage to have kids so I had enough time to get to know my husband and develop my business. I still drop off my son at school 80% of the time and don’t feel that he is neglected in any way.
BN: What type of role model do you hope to be as a mother?
AB: Always positive, full of energy to do anything and not complain. Managing time to run to a 4pm birthday party with my kids and be at a client dinner by 7pm. You can do it all, it is just tiring.
BN: How does Alison Brod PR support women in the workforce?
AB: Well, we are an all-women firm not exactly by design, but that is just what tends to work best for us. We have a top internship program with weekly speakers, mentors and long-term projects that trains aspiring publicists to either work for us or someone else.
BN: Alison Brod PR was recognized by Crain’s for being one of the best small businesses to work for. What do you attribute that to?
AB: We were voted #1 small company in NYC to work for and #2 best overall. I work hard to make everyone feel important and we have an open forum where anyone can offer ideas and execute them…and potentially be rewarded for them if they are good ones.
BN: What was your reaction to Butterfly when you first logged on?
AB: I thought Butterfly was a great concept because I am always looking for free-lancers with experience and the Butterfly group is full of smart women who still have a lot to offer, in addition to raising children.
BN: Please share what a “day off” looks like for Alison Brod.
AB: Aaah too much to run through.
Visit Alison's Profile Page on Butterfly
Back to Peer Interviews
I have read a lot lately about buzz and word-of-mouth marketing. The Tipping Point reinforces the need to cultivate relationships with Mavens and Influencers while The Anatomy of Buzz states that good “buzz” starts with a superb customer experience. Readers look to these best selling titles because they wish to achieve a similar goal: increased business. In our case, Butterfly is hoping to increase membership by announcing its mission to empower mothers across the globe. Any such buzz or word of mouth marketing would help us achieve our goal. Many like brands enlist the help of a public relations agency to help move things along. Firms, like Alison Brod PR, help to build relationships with magazine editors through feature stories and trend pitching. They work with retailers and brands hosting special events while getting product into the hands of celebrities.
Since 1995, Alison, mother and founder of Alison Brod PR, has successfully created both word-of-mouth marketing and buzz. Chances are you have probably encountered one of Alison’s clients today. Her roster includes the likes of: L’Oreal, Old Navy, Victoria’s Secret Pink and Estee Lauder to name a few. In an exclusive interview with Butterfly, Alison invites us into her life as she balances PR and Parenting:
BN: What do you love the most about your job?
AB: I love never knowing what the day – or the hour - will bring…I don’t have one person dictating their vision from one industry to me and therefore I don’t feel restricted -- I have the benefit of learning from dozens and dozens of people at different companies. I also love working with my staff as we create programs that actually change the way consumers view products or brands.
BN: How do you think working might make you a better mother or better wife?
AB: Working teaches a person how to get things done efficiently. A client once said to me that she would hire a working mother over others because she knows that they have learned not to waste time. Also, managing people is a daily lesson in psychology and I believe there is a lot that can be transferred to teaching your children. My oldest son is only 3, but I believe that he senses the energy I have with my work and thinks I have great candy in the office, so he is impressed.
BN: Many working moms wrestle with guilt to some degree. Why do you think that is?
AB: I often feel that I should be somewhere else – if I am at a work event, I feel as if I should be with my kids, and if I am home, I feel as if I should be working, so that is life… There is a lot of business being done at 1am these days – working moms that run home and catch up late night and that works fine for me.
BN: What are the advantages and disadvantages of being your own boss?
AB: For what I do, client management is the most difficult – making sure I am up on what every brand is doing. Also, the potential for disaster – and success- occurs dozens of times a week with media “hits” that can go well…or not as well as everyone expected. No matter what happens, I take the blame.
BN: Describe your dream client.
AB: Well, all of my clients are dream clients, haha. Actually, the clients that allow us to help with brand development are the best. Some clients hand over a product or brand positioning and demand results that aren’t always achievable based on what they are offering.
BN: How has technology and social networking changed the way in which you attract press for your clients?
AB: We have a lot less control. It is increasingly challenging to be tactful and polite to the hundreds of calls we get a month from every person who loves products and throws up a blog. It requires hiring more staff as well. It is great when we have hard news or events and need to get the word out fast.
BN: What advice do you have for a new business owner who does not have the funds for PR?
AB: It depends on the category, but researching outlets and intelligently sending notes and pitches based on what you see the outlet covers is a start. Everyone wants to hear about a great idea if presented well.
BN: What suggestions do you have for other entrepreneurs who are trying to start a business of their own?
AB: I always say that from what I have noticed, men entrepreneurs tend think too big and women, too small. From office space to over-hiring or under-hiring staff. Working towards the middle ground is best, of course. Also, know what your competition is doing, find a point of difference and create a niche for yourself.
BN: What obstacles or challenges do you face in trying to simultaneously run a business and a family?
AB: I sometimes spend 45 minutes racing home to see my kids for 11 minutes, but 11 minutes is better than none. Time, of course, but I have no regrets either way. I waited for 12 years of marriage to have kids so I had enough time to get to know my husband and develop my business. I still drop off my son at school 80% of the time and don’t feel that he is neglected in any way.
BN: What type of role model do you hope to be as a mother?
AB: Always positive, full of energy to do anything and not complain. Managing time to run to a 4pm birthday party with my kids and be at a client dinner by 7pm. You can do it all, it is just tiring.
BN: How does Alison Brod PR support women in the workforce?
AB: Well, we are an all-women firm not exactly by design, but that is just what tends to work best for us. We have a top internship program with weekly speakers, mentors and long-term projects that trains aspiring publicists to either work for us or someone else.
BN: Alison Brod PR was recognized by Crain’s for being one of the best small businesses to work for. What do you attribute that to?
AB: We were voted #1 small company in NYC to work for and #2 best overall. I work hard to make everyone feel important and we have an open forum where anyone can offer ideas and execute them…and potentially be rewarded for them if they are good ones.
BN: What was your reaction to Butterfly when you first logged on?
AB: I thought Butterfly was a great concept because I am always looking for free-lancers with experience and the Butterfly group is full of smart women who still have a lot to offer, in addition to raising children.
BN: Please share what a “day off” looks like for Alison Brod.
AB: Aaah too much to run through.
Visit Alison's Profile Page on Butterfly
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