He's yet to do his best stunt, though he realized at a very early stage that it wasn't appearing in a band called Mr. Fish. Meet BVRP Software USA's head of PR and IR, Tyler Andrew.
Describe the company you work for. There are 25 of us in Kirkland, WA, with 400 employees worldwide.
What do you do? I direct North American PR and investor relations for BVRP Software USA, a French software developer.
Tell us something amusing about your company. People mistook our name for BURP USA, so we changed the name to BVRP Software USA to give us a more professional identity. BVRP stands for our founders: Bruno Vanryb and Roger Politis.
How did you get into PR? I started in direct sales at Micron PC, and wanted face-to-face relationships. PR allowed me to do that while I continued selling (the company, its products, etc.).
What is your greatest achievement? We received five PC Magazine Editor's Choice awards at Micron PC, and garnered over 180 awards in 1997 and 1998.
What was your best pitch or stunt? I'm still working on that one ...
What was your biggest screw-up? On a press tour, our agency rep fell asleep in the middle of lunch. She "head-bobbed 50 times over her salad, and again during our EVP's presentation. Her employment ended shortly after. The agency was fired two weeks later. But my own biggest screw-up came on a press tour, carrying a bag of press kits in the pouring rain. The bag broke. All of the kits were damaged. I'll never forget the look on the editor's face when I showed her what became of the press kit.
What are you working on this week? Case studies, case studies, case studies.
Next week: case studies, case studies, case studies.
What invention would make your job easier? A PR measurement tool that would calculate total ROI. Anything besides measuring column inches and calculating ad dollar equivalency.
What is the biggest item you've ever put on expenses? A PR agency: $120,000 a month.
What do you wish you hadn't said to the media? "We expect to be profitable next quarter."
Who would you most like to work with? Michael Dell.
If you were an animal, what would you be? A giraffe: I'm always trying to win the big stories. I need to learn to discover the low-hanging fruit.
Name one thing about your past people would be surprised to learn. I played in a Seattle grunge band called Mr. Fish that flopped faster than you can say, "Mr. Fish. We played one gig at a college party and broke up the next day.
What skill would you most like to have? Persuasion.
Which historical figure would you most like to represent? Ronald Reagan.
What is the secret of your success? Patience and persistence. I've learned to never let a loss get me down. Your greatest success may happen immediately after your biggest failure.