What In The World Are Poodle Tips?

posted Tuesday, July 6, 2010 by Rebecca Brooks

My nickname around the office is Poodle, but most know me as Erika Martineau. This might sound like a silly nickname for the Vice President of a prestigious PR agency, but I embrace it. I can't remember when it exactly started but I think it stems from the combination of my curly hair, my admiration for the super smart four legged creatures, and my overall state of mind. In my first career I was a teacher, and as the second in command at The Brooks Group, I take my role as advisor to the other Brookette's very seriously. On a daily basis I offer the girls my words of wisdom AKA “The Poodle Tips” along with the story of how I learned the lesson. It’s taken me years to amass all my tips but since we only have a few minutes here on Behind The Purple Door, I thought I’d share a few of my favorites with you:
 
Poodle Tip #1 – BE RESOURCEFUL
Working in PR is sort of like being a handyman. You come across new situations that need fixing everyday - whether it's tracking down contact info for a producer, or finding a tailor that will stay open late and fix a dress for a red carpet event. If you are resourceful and think creatively, you'll be able to skillfully and promptly deal with any situation and go far in PR. 
 
Poodle Tip – The Agency Client Relationship Is A Lot Like Dating
In the agency business, bringing on new clients is a lot like courting. We start out with a few meetings to check each other out, and then decide whether we’d like to go steady. Bringing on new business is a big undertaking and the most important thing to consider is how passionate you are about a potential client and their brand. Your head should be swimming with pitch ideas and dream placements. Only date the ones you are truly crazy about (in personal life and work) and you are bound to wind up happy and successful. (Note: Inevitably along the way there will be some break-ups and there are tips for getting over those too).
 
Poodle Tip - Always Bring Sneakers
We represent our clients when we are out at events and meeting with media, so it’s important to dress the part. However, the truth is PR often results in some running around, so my secret weapon is to always have a pair of comfortable shoes or sneakers with me. One minute you’ll find me in cute stilettos walking the red carpet with a client, and the next in my sneakers running 20 blocks to Bed, Bath & Beyond for last minute props. 
 
Poodle Tip - Don't Be Shy or A Prude For That Matter
You know the expression, “it doesn’t hurt to ask”? It’s a lie, it does. Being a publicist can no doubt be an embarrassing job! You constantly have to ask for favors - often of people you don’t know that well. Whether it’s in person, by phone or even email, it can be awkward and there are many cringe worthy moments along the way, but a good publicist puts on a brave smile and asks. You never know what will happen when you do…I once got Katie Couric to wear the most ridiculous looking flowered hat during a Today Show segment, and instantly became my client’s hero. And that feeling is priceless!
 
Poodle Tip – Listening, Not imitation, May Be the Sincerest Form of Flattery
Dr. Joyce Brothers actually came up with that piece of advice, but I think it’s brilliant so I’ve adopted it. In this job, you do an awful lot of talking, but sometimes what you really need to do is be quiet and listen. Whether it’s a client talking about their goals or the media explaining why a pitch won’t work, take time to absorb everything being said. You can only deliver amazing results, when you truly understand what people need.