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NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?


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Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur

 

Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of LittleThings.com

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of Edmunds.com

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of Reputation.com

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

Monday
Oct312016

Christine Pietryla Wetzler: CEO, Pietryla PR 

My NativeAdVice:

Bio:

Christine Pietryla Wetzler is the CEO of Pietryla PR and has assisted many energy, healthcare, sustainability, and professional service clients by serving as lead strategist, company spokesperson, and primary communications counsel. Clients often hire her as an interim CMO during early growth stages. Because of her personal investments, she also serves within leadership positions at a few startup companies. She graduated from the University of Florida College of Journalism and proudly serve on its PR Department Advisory Board.

How did you get into the industry?

I went to the University of Florida and attended the College of Journalism and Communications. While there, they had a PR 101 class which I found fascinating. I didn’t know such a skill set existed. From then on, I found my path. I graduated in 1999 with a job at an agency in Chicago. For the first few years of my career, I worked in two agencies for more than 25 clients. I went off on my own when two of my clients offered to fund my startup.  

Any emerging industry trends?

The last few years has been interesting experiencing the shift from print to digital. I’m thankful I got a chance to work in both so I can see the strengths and weaknesses of both models very clearly. I believe the way we consume information is always changing but THAT we consume the most compelling has not. So, I think the key to success in PR is always to be listening to/watching how people get their information. I think emerging PR leaders are going to have to have a great grasp on digital marketing to be successful. It’s not just about great writing, but knowing how to push your content past the other noise – you’ll need that skill too.

Any industry opportunities or challenges?

The downside of the deluge of content is – there’s a ton of content to wade through! Ha. Again, I think writing for an online/searching audience is going to set some practitioners apart. And, the race to “startup” and remain nimble has stripped the quality out of marketing. I think sometimes the new paradigm of “fast versus perfect” can be taken to the extreme. Even if you do a short market survey online in one afternoon, don’t skip it. I’ve seen a lot of businesses fail because they didn’t road test their messaging. It reminds me of the John Wooden quote, “If you don’t have time to do it right, when will you have time to do it over?”

Inspiration for the business idea, and your vision for the Business?

My goal since 2002, has always been to make executive-level thinking and marketing/PR execution available to early-stage manufacturing, healthcare, energy, cleantech, materials, and professional services companies. I work best with companies disrupting an old market. For example, my latest client has dramatically improved a medical procedure that’s been the industry standard for 10 years. The audience is very specialized and there’s a high barrier to entry. This is where a shallow strategy just isn’t going to work – and where Pietryla PR excels.

What's next for the Business in the near future?

The lines between disciples are going to continue to blur. To be successful you need to specialize, but be very aware of how all of the other disciplines impact your business – especially digital. The next frontier right now is mobile. More than ever before, people are using their mobile devices to consume content. Mobile marketing budgets are going up. Mobile can’t be an afterthought; it has to be a part of the main strategy.  

Your key initiatives for the success of the Business?

Quality control. You can be quick and effective at the same time. I’m personally investing in technology that takes a lot of heavy lifting (which traditionally slows down execution) off the plate or accelerates it so the marketing team can stay focused. My consulting firm Pietryla PR & Marketing created One Time List to expedite marketing and sales research. At the beginning of a relationship, we do tons of market, media, and lead research. We wanted to offer this to companies whether or not they are ready for a longer-term agency relationship.

Your most difficult moment at the Business? (and what did you learn?)

2009 – 2011 were the worst. The economy was horrible, so people stopped investing in PR and marketing services. Before that time, I had a great stable of clients that I had worked with for more than five years each. I got complacent in doing my own marketing. In hindsight, had I done a good job of branding myself as the more cost effective solution to an agency I might have been able to pick up some of the business that fled expensive agencies. I just didn’t invest in myself from a PR standpoint, and I learned never to do that again.

Ideal experience for a customer/client?

My most viable and long-term relationships are with companies just starting out that need a good marketing and PR mind but can’t necessarily afford a $250,000-year executive. For half of that investment, I serve as an executive-level Interim CMO. We can work within a company’s existing marketing department, build one and make it self-sufficient, or stay on as a management resource.

How do you motivate others?

In my experience, when someone has a good idea, is great at their job, and has a forward-looking goal they believe in – motivation comes from within. Admittedly, I’m not great at training people, but I’m a fantastic sounding board and mentor. I love talking strategy and really admire critical thinking in other people. The groups I belong to that motive me, and in which I hope to motivate others, are full of creativity and drive. When I have been responsible for motiving a team, I favor an approach that groups people together to spark this kind of excitement. When people feel like they are part of a group that values their ideas, validates their thinking, and encourages them to improve, I think motivation is a natural result of that atmosphere.  

Career advice to those in your industry?

Read everything. Keep learning. You think because you are in B2B PR you don’t need to take a coding course? Wrong. Do it. Learn how to do keyword searches and why you’d buy ads versus earned editorial. You must be able to sit in the same room with other people and see the world from more than just your view. Successful people can see all the moving parts – in meetings and in life.

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