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?

Featured NativeAdVantage:

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

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

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

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


Paul Furiga: President & CEO, WordWrite Communications

My NativeAdVice:


Paul Furiga is chief storyteller of WordWrite Communications. He is writing a book on storytelling in business Why Your Story Trumps Your Brand, that builds on WordWrite’s storytelling process, StoryCraftingâ„ . Previously, Paul was a vice president at Ketchum Public Relations, working with Firestone, Delta and Rutgers University. He spent two decades in journalism, covering Congress and the White House and working for magazines, newspapers and newswires.

While a Congressional Fellow, he served U.S. Sen. Paul Simon of Illinois and was issues director for Simon’s 1988 presidential campaign. Paul is a Miami University graduate and an Accredited Business Communicator through IABC.

How did you get into the industry?

I spent 20 years in journalism before I joined Ketchum Public Relations. Over my years covering Congress, the White House and glamorous beats like night cops, I interacted with enough PR types to know that I wanted to be a different kind of PR pro when I entered the business – an honest broker of information, if you will.

Any emerging industry trends?

The biggest trend is the melding of traditional public relations and related disciplines, especially content marketing or inbound marketing and social media. Great PR pros have always been skilled at two-way conversations and engagement, and that’s what success is all about in our 21st-century, Internet-driven world. Our client work is gravitating toward more of what many of us call the PESO model, for Paid, Earned, Social and Owned. That means we’re active in paid social or content, in more traditional earned media, including working with journalists, as well as the full gamut of social networks. Owned content begins with blogging and extends to the creation of videos, whitepapers and other intellectual capital that our clients create.

Any industry opportunities or challenges?

There’s a tremendous dichotomy for traditional PR pros today: On one hand, the news media continues to evolve in ways that reduce the number of journalists and outlets available for engagement. At the same time, as the social media world becomes more “noisy” because Facebook and other leaders are monetizing their platforms, study after study shows that audiences are placing increasing value on earned media. So what PR has historically been good at – earned media – is still important. The competition and the opportunities have narrowed, at least for now. I’m confident our modern global society will always need journalists. It’s impossible right now to predict how many we’ll have in ten years, let alone where they will be working, how many media outlets will survive and what they will look like.

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

Even before I started WordWrite in 2002, I knew that I wanted to develop a distinctive service based on the power of storytelling. My two decades in journalism provided plenty of ideas as to why storytelling was important to public relations. I knew that as an agency product, I needed a structure to help clients understand the power of storytelling, to help them develop their own unique story, and then tell it. That led us to create our patented process for storytelling, StoryCrafting.

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

We’re excited about the next several years in WordWrite’s future. We’re in our 15th year and we’ve built a sustainable model for success. We’re looking to take it to the next level by adding complementary capabilities, such as a creative department, and by expanding in areas that are critical to the future of our profession, including content marketing and inbound marketing.

Your key initiatives for the success of the Business?

We’ve developed a deep expertise in public affairs and have partnered with government affairs professionals on several client engagements. We’re finding this to be a very ripe area for growth. Digital advocacy is the new hot button in public affairs, and that’s what we do.

As well, our StoryCrafting process has lots of room to run. I’m in the midst of writing a book about storytelling, with the working title, Why Your Story Trumps Your Brand. This is the juice for all we do for our clients. We’re in the business of making our clients the heroes in their own stories. The ageless power of storytelling is the fuel that drives our success for clients.

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

Starting my own firm was a complete leap of faith. Entrepreneurship carries daily risks, big and small, that most PR pros never experience while working for someone else. In our early years, there were some lean times. The necessity of making payroll or paying the rent is a pretty sobering wake-up call that focused me on growing our business!

Ideal experience for a customer/client?

In the business world, there are stories and then there are “Stories,” those that stand the test of time, the ones that are repeated and remembered and taught in business schools. We call these capital “S” stories. They answer questions such as why would someone want to buy from you, work for you, invest in you or partner with you. Every organization owns a story with the answers to these questions. This is what we focus on at WordWrite – uncovering, developing and sharing these stories in ways that drive results. This is what our clients value most about our work for them.

How do you motivate others?

Motivation is all about opportunity. At WordWrite, we place no limits on what people can do, or on their creativity. I can’t think of the last time that someone came to me with a good idea and I said no. My typical response is, “how can we make this happen?” As a boutique firm, our team has broad exposure to nearly every aspect of what we do and they have a lot of autonomy to come up with great ideas and run with them. Actively participating in the direction of your team, your company and your clients’ success is the greatest motivator.

Career advice to those in your industry?

Three qualities are critical in those we hire: Curiosity, Humility and Impatience. If you’re not curious, if you think you know it all – you’re of no use to our clients or our team. Our business has changed so much in the last five years that a hunger for learning is essential. I don’t know how anyone can expect a long-term career in our business if they aren’t willing to learn something new every day.

By humility I mean a willingness to collaborate for success. Agencies are all about teams collaborating, and client relationships are all about collaborating. We need strong leaders. The best leaders know how to engage their colleagues and their clients through collaboration to deliver success. We have a lot of sayings at WordWrite. The one that describes this principle is: “PR is something we do WITH you, not TO you.”

Impatience is all about delivering results. Many of the most important measures of success in our business happen over time. I often joke that PR is not a one-night stand, it’s a long-term relationship.

For long-term success, we still have to demonstrate appropriate results every day, in ways that enable our clients to see long-term progress. The best pros in our business develop the skills to win the long game while delivering results along the way that provide value to our clients.