The Public Relations Power of Parlay

April 8, 2013 at 6:36 PM

This month’s column is a bit different from the usual case study where I portray how a business owner uses public relations to raise awareness and grow his or her own business.  This time we are fortunate to have a media guru offer insights into how he used public relations to build his career while simultaneously running a successful public relations firm.

Recently I sat down with public relations expert, Bruce Freeman.  Bruce is a syndicated columnist for Scripps Howard News Service and president of ProLine Communications.  He is the co-author of "Birthing the Elephant." Bruce is an Adjunct Professor at Seton Hall and Kean universities. Bruce can be contacted at Bruce@Smallbusinessprof.com or follow him on Twitter @SmallBizProf and on his Facebook page.

Bruce has an extensive background in all aspects of public relations both as a public relations practitioner and as a syndicated columnist.  He is that rare individual fortunate enough to see both sides of the same coin.

Sign Up for E-News

When I asked Bruce what the one thing he believed helped him build his career – he answered me with one word – parlay.

The definition of parlay, according to Merriam Webster www.merriam-webster.com/ is to increase or otherwise transform into something of much greater value. Of course, Urban Dictionary has its own definition, but that is for another column.

Bruce explains, “To parlay or to build on one success allows everything you do to be repurposed into something new.  The wonderful thing is you never know where any one thing can lead.  It’s all interrelated. I worked at Ziff Davis for a number of years and I parlayed my experiences there to open my own public relations firm, Proline Communications, which specializes in the tech industry.  After awhile an opportunity arose for me to teach a small business class at Kean University.  When I was asked for the name of my class – I blurted out – The Small Business Professor.  Believe it or not, no one was using that moniker and within three years I was able to successfully trademark it.  This allowed me to parlay that name into instant recognition as The Small Business Professor™.  It gave me a platform which parlayed into unbelievable opportunities.  Based on my platform, Brothers International invited me to represent its company as their small business spokesperson.

Building on the trademark of The Small Business Professor – I developed a column called, appropriately, The Small Business Professor.  I had the name and the trademark, but not the national recognition.  Parlaying the success of my teaching and writing, I was able to land a syndicated national column with Scripps Howard News Service.  Now, I had the distribution capabilities to reach a national audience which opened further untapped opportunities.  By parlaying my platform and my distribution abilities, I was invited to co-author the book, “Birthing the Elephant,” which was published by Random House.  While this all may sound like I just parlayed in the usual avenues of traditional media to grow my business and my reputation – that would be wrong – I placed all this information on my blog, www.smallbusinessprofessor.com which allowed my Klout score to grow.  For those of you not familiar with Klout – it is a measurement of influence across several social networks and demonstrates the impact a person, brand or company has. 

In today’s world a high Klout score parlays into higher influence and increased success in both the traditional business and social worlds.

How can you parlay your business accomplishments to get you to the next level?  Please feel free to e-mail me at amydelmanpr@verizon.net with any comments or suggestions.

The opinions expressed herein are the writer's alone, and do not reflect the opinions of TAPinto.net or anyone who works for TAPinto.net. TAPinto.net is not responsible for the accuracy of any of the information supplied by the writer.

TAP Into Another Town's News:

TAP Into Another Town's News:

Sign Up for E-News

Livingston

Livingston Bowling's Allen Cai Named Livingston Athlete of the Week

January 15, 2017

LIVINGSTON, NJ — Livingston High School bowling’s walk-on senior Allen Cai is named Dr. Michael Rieber’s Livingston Athlete of the Week for establishing himself as one of the best bowlers in the SEC's Colonial Division.

According to bowling coach Griff Hughes, Cai currently holds a 205 average, which is the third-best average in the division. He has also bowled ...

Montclair Residents Fill Buses Bound for Women's March on Washington

January 22, 2017

MONTCLAIR, NJ - Hundreds of Montclair and surrounding areas residents loaded onto buses during the wee hours of the morning on Saturday, Jan. 21 headed for Washington, DC.

Buses chartered by several organizations and individuals, including Montclair-based Blue WaveNJ left from the campus of Montclair High School at about 4:00 a.m. There was an air of excitement as ...

Women's March on Washington: Why, and Why Now

January 19, 2017

As Donald Trump’s inauguration draws near, a number of groups are planning various events and rallies – perhaps most notably, the Women’s March on Washington. I have read a number of opinion pieces and spoken to many people about the March, and several questions and criticisms seem to consistently arise. I would like to address some two of the major themes.

(Q) The election ...

Junior League of the Oranges and Short Hills Presents: Murder Mystery Dinner in Livingston

January 21, 2017

LIVINGSTON, NJ — The Junior League of the Oranges and Short Hills (JLOSH), an organization of women developed as civic and community leaders creating lasting community impact, is hosting a Murder Mystery Dinner on Feb. 11 at 7 p.m. at Cedar Hill Country Club, 100 Walnut Street, in Livingston.

Event attire is cocktail and complimentary valet parking will be ...

Andy’s Family Music Showcases Shayne Apple on Guitar

LIVINGSTON, NJ — Andy’s Family Music Center of Livingston is proud to highlight Shayne Apple, a fifth grader at Riker Hill Elementary School with an aptitude for drums.

Shayne also plays trombone in the school band and participates in the school choir. According to his mother, Sharon, Shayne was inspired to pick up guitar not long after his father decided to learn the same ...

Preparing for the Ski Season

It’s all about physical fitness. It’s what allows elite skiers to compete in the most extreme conditions and at their highest levels.  An obvious way to ensure your enjoyment and performance is with the appropriate level of strength, endurance and conditioning.

A balanced program focusing on aerobic fitness, strength training, core and balance is the way to get the most out of ...

Step Right Up

Let’s make America the Greatest Show on Earth Again.

 

I was very sad to learn that after 146 years of big-top entertainment the Ringling Brothers and Barnum & Bailey Circus is folding its tent and leaving town.

 

This comes a year after the circus, due to mounting pressures from animal rights activists, got rid of the elephants.

 

It is not really ...