This week's Q&A comes courtesy of PerkettPR's Terry Frechette, who lifts the lid on hockey, hypnotism, and the malodorous side of working in a virtual agency. You are feeling very sleeeepy ...Describe the company you work for Founded by Chris Perkett in 1998, PerkettPR is a boutique, virtual PR agency providing only senior counsel to emerging-growth companies. As a virtual agency, our offices are scattered throughout the US, though the majority of our executives live in the New England area.
What do you do? I'm an account director, and the company alpha geek.
I love the technology world and pitching these stories.
What do you love most about your job? I still get to speak to the press and the analysts that I've worked 10 years to get to know.
It always seemed to be a fundamental flaw in agencies that once an exec reached a certain level, they moved to management and never used the experience they gained.
Tell us something embarrassing about your company We had a team meeting at 3pm one day when we all realized that none of us had showered yet.
The perils of a virtual agency.
How did you get into PR? I went to Syracuse for journalism. After covering midnight sessions of town meetings discussing how to fix the beaver dam issue, I realized that small town newspaper life may not be my speed.
My brother was a producer at a Boston ad agency, said that agency life was great, and pointed me towards some agencies. I was able to intern for free during the day at a large agency and write at night for the paper until the agency hired me.
What was your biggest screw-up? Taking wrong directions and getting my client lost in New York City on the way to a meeting with The New York Times. I still have nightmares about that.
What's the most daring thing you've ever done? Getting my nose broken in a hockey fight the night before my engagement photos and still telling my wife that I was going to play in the finals the week before the wedding.
If you could work on one account, what would it be? Pixar. I spent several years working in the post-production/movie industry and am constantly fascinated by computer animation, digital content, and Hollywood. Plus, pitching Buzz Lightyear would earn me big brownie points with my daughter.
What invention would make your job easier? Hypnotic e-mail: "You will read this e-mail. You will put this on the cover."
What is the biggest item you've ever put on expenses? A hot dog at the Javits Center in New York. I can't remember what the price was, but I am sure it was more then the GNP of many countries.
Write the headline for the story you would most like to read in PRWeek "Clients finally see the light and realize that big agencies are too expensive."
What's your party trick? I can balance an editorial calendar on my nose.