I have been in Los Angeles now for one week interviewing PR candidates for our beauty and fashion division. Edy Eliza, our LA director and I have pretty much seen the gamut of publicists whether lifestyle or fashion, entertainment or personality based – LA has a vast mix of media beats, uniquely different from Manhattan.
Yesterday we interviewed a candidate that was qualified and the team was hopeful that she could be ‘the one’ then…. a follow-up gift arrived today! It reminded me how a simple gesture can go a long way and make a "pro-found" (pun) impact. I typically get a ‘thank you’ email or hand written note after the interview. I usually delete the emails without reading them and sometimes read the hand written notes but they often stay on my desk as a coffee coaster for my 4pm mocha. I’m just busy, I notice if I don’t get a follow up but I don’t necessarily have the time to always read them.
Today’s follow-up “note” was neither of the two. It was in fact an oversized basket of homemade chocolate cookies, brownies and cakes tied with balloons at the top and a bow hanging in satin ribbon. Taped to the outside of the basket was a popular consumer magazine. The note inside thanked Edy and I for our time and shared how enthusiastic and excited this candidate was about coming back in for the pitch (the final phase). The note ended by telling us to turn to a particular article in the magazine that was on the basket where we would find many of her current clients featured. This showcased to us some of her top work.
Whether the candidate knew it or not, Pierce Mattie PR used to send fresh baked organic cookies to all our friends in the media. The cookies were a hit and came with our client’s product and press releases to “sweeten the pitch” and make the day a little more yummy and manageable. The gift reminded me of those early years when the firm was only five people. Knowing how to connect and relate is all part of reaching people. My fingers are crossed that this candidate’s pitch next week is up to par with the requirements and we will see this candidate as our next Pierce Mattie Brand Advocate in the LA office. If you are reading this and currently doing rounds of interviews – this is the skill you want to follow, know a little about who you’re "pitching" and reach them emotionally.
