We were lucky to catch up with Shirley Johnson recently and have shared our conversation below.

Shirley, thanks for joining us, excited to have you contributing your stories and insights. Early in your career, how did you think through the decision of whether to start your own firm or join an established firm?

When I started out in PR, I joined a firm. It was a boutique agency owned by a husband and wife team. They were very interesting individuals, no longer alive. He was an actor who happened to start a PR agency on the back of his wife who had actual PR experience. Sometimes they would have the funds to pay the staff and sometime they didn’t. What I found most inspirational about them is they kept striving even when there wasn’t a roadmap. I think at the time it was a good choice for me because that is where I sharpened my media relations skills. I made the choice to join this firm because I had just graduated from college and needed a job in my field.

It was not easy finding a job especially when you did not have experience so I was grateful to actually be working in PR. My first job was as a reception and I was not very good at it at all. So when I got the offer to join this boutique agency, I was thrilled. The clients were interesting — mostly governmental agencies. There were only 5 of us working and I was the youngest. I am still friends with some of those employees and that was 33 years ago.

The owner made most of the revenue through acting. He appeared in many Hollywood films including My cousin Vinny, Mississippi Burning and a popular tv series –In the Heat of the Night. I got the privilege of meeting Carol O’ Connor who portrayed Archie Bunker and Howard Rollins. That was really a pivotal moment for me because it was my introduction to celebrities.

Anyway, the boutique agency gave me an opportunity to build a lot of different skills — writing, working on new business, pitching media and building media list.

Shirley, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I attended the University of Georgia. My goal was to become an anchor woman. I had actually interviewed Monica Kaufman when I was 15 years old because I admired her and thought I could follow her footsteps. But after taking several courses in broadcast media, I was literally bored. There were several programs at the Peabody School of Journalism (UGA) and I fell into PR. I took a course and we had to work on a team and provide a PR program for a local, non profit entity. From there I fell in love with this career.

I got my first intern working for the Democratic Party of Georgia. That was the year Dukakis ran and lost. While working there, I learned the power of persuasion and building grassroots events — standing outside holding signs supporting Dukakis and cheering him on. Additionally, my job was to pull together the news articles of the day and share with the staff.

From these experiences, I found I was good at organizing, writing, calling the media and getting coverage for my clients. I was very fortunate to work consistently and for very fascinating companies and individuals. I worked for the Oprah Winfrey Show, globally renowned PR agencies — Edelman and MS&L and for well-known brands such as the United Way, The March of Dimes and for several pharmaceutical companies. I represented over 30 celebrities throughout my career.

After working tirelessly for other companies, I decided to become a consultant in 2017, the year my mother died. It was scary but it was the best decision I made. Because I met so many people, I am often referred business. What set me apart is that I get results for my clients. Plus, I take their business or communications challenge very seriously. Much of my expertise lies in project management and media strategy as well as media relations.

How about pivoting – can you share the story of a time you’ve had to pivot?

Today I found I am often pivoting. As a consultant, I find that I have to increase my skills or learn new skills such as digital marketing to increase business. With so many news rooms changing and sometimes decreasing due to layoffs, getting media can be very challenging. It’s doable but you have to really make that a main focus. And I do not want to put myself in a box. I have several more years — 13 years before I retire so I have to stay on the cusp of new technology.

I have been very blessed that I haven’t had to look for work but rather work came to me. I know that is not going to always be the case so I try to think of news ways I can improve or add another skill so that I can attract new business. So I would say I try to pivot in my career everyday.

What’s been the most effective strategy for growing your clientele?

I would say the following practicing has helped me grow new clientele: –reaching out to past colleagues who continue to work in this field but not just asking them for work but asking them for referrals
— speaking at industry related meetings
–being interviewed by industry related media such as yourself
— being visible on social media such as LinkedIn
–cold calling industries that are interesting to you

Contact Info:

• Website: www.stage1pr.com
• Linkedin: https://www.linkedin.com/in/stage1prpro/

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