PR Pros: Alison Grand Of Grand Communications On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro

An Interview With Kristen Shea

Work ethic — They say there’s no substitute for hard work — and they are right! Showing up consistently (which is at least half the battle), putting in the time and effort the job requires (and then some!), and fully committing yourself to the work with a focus on meeting a goal, and then another and another, is the most clearcut way to achieve success, as a PR pro or a pro in any field. They also say there are no shortcuts and they’re right about that too…!

Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences.

As a part of this series, I had the distinct pleasure of interviewing Alison Grand, Grand Communications President.

Alison Grand, President of Grand Communications, Inc., has made her mark in entertainment publicity working on behalf of widely-respected companies such as Disney, PBS KIDS, Amazon Studios, Discovery Channel, Fred Rogers Productions, BBC Studios, and Scholastic Entertainment, among many others. An intuitive and hands-on leader, Grand helps shape and execute sweeping publicity campaigns for some of the most celebrated brands in the world — from Emmy-winning hit children’s series to compelling documentaries and other non-fiction programming tackling a broad range of topics. Prior to founding the agency in 2021, Grand was Director of PR for The itsy bitsy Entertainment Company, where the national publicity campaigns she directed for the company’s top kids’ entertainment properties and execs regularly captured the headlines of major media.

Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?

I didn’t know anything about PR, I wasn’t even aware it was a “thing,” let alone a career path I would soon be embarking on. I was an undergraduate student, a Journalism major, looking to pursue a career as a reporter. I spotted a class that fit neatly into my schedule and had the word “writing” in it and decided to sign up. I believe it was called “PR Writing and Communication.” The teacher of that class, which I somewhat arbitrarily added to my course load that semester would become my mentor for years to come. Upon graduating and after returning from a cross-country road trip odyssey (because how many times does one get to take to the open road like that in a lifetime?!), I started interviewing for editorial assistant positions in the offices of various storied publications at Condé Nast’s NYC headquarters — and becoming increasingly disillusioned by this seemingly narrow path to becoming a journalist. From tests to assess the speed and accuracy of my typing(!) to the idea of striving for that golden opportunity to finally write a line or two in some issue’s Table of Contents, I started thinking that perhaps this wasn’t going to be my “dream job.” At some point in the interviewing process, I had the good sense to reach out to that former teacher of mine. I recalled that she would sometimes ask the students if they were interested in interning with her and now I was reaching out to see if she could use another pair of hands. It was her then assistant who answered the phone that day and, as it turned out, she was just about to leave her post. The timing was perfect, and I snapped up the gig. I figured it would mean having some gainful employment — and rent money — while I searched for a full-time journalism job. Four and a half years later, I turned around and realized I had gained a wealth of experience, both in the “job” of PR and the business of running a PR shop. I brought in clients, established a new licensing division, and helped the business grow from a home-based firm of just two employees (me and the owner) to a full-fledged boutique entertainment agency with an office in NYC’s SoHo. And the rest, as they say, is history!

Can you share the most interesting story that happened to you since you began at your company?

There have been so many interesting and fun adventures since the early days of Grand Communications, that it’s not easy to choose! One experience that always stands out for me is when we were promoting a new documentary for Amazon from Joe Pantoliano (aka Joey Pants), the Emmy-winning actor known for a slew of memorable roles in iconic shows and films like The Sopranos, The Goonies, and Risky Business. Joey’s film aimed to bust the stigma around mental illness or what he referred to as mental “dis-ease.” Promoting his documentary brought Joey and I together as newly-minted paesanos. Suddenly, he’s in my office with his adorable fluffy dog, he’s making a phone call from the floor of our conference room while lying flat on his back to relieve some lower back pain, he’s meeting my mother-in-law, my husband, he’s giving my daughter acting advice. Then, we’re in his convertible, careening up 6th Avenue, to make it to CNN in time for a live interview — adorable fluffy dog nearly flipping out of the backseat and into my lap as Joey’s flew ever faster through NYC traffic and toward the Turner building. Sometimes his own eccentricities and outsize personality would overshadow his more serious mission of bringing awareness to the issues surrounding mental health. On the Today show set, just after his interview with Kathie Lee, Joey bent down and for some inexplicable reason removed his socks and shoes to reveal toenails painted bright orange with green polka dots. Kathie Lee caught one glimpse and announced to all other anchors and crew within earshot, “Don’t worry, everyone! He’s still crazy!”

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

I learned early on in my career just how competitive national morning television can be. In this case, it wasn’t a sought-after A-list celebrity, nor a new buzzed-about blockbuster we were promoting, but something altogether…different. Through a toy and branded entertainment company we represented at the time, we became “ground zero” for an unforgettable sporting event, the World S.U.M.O. Challenge — Battle of the Giants. This larger-than-life — quite literally! — spectacle, which took place at Madison Square Garden, brought two dozen sumo champions from Japan, Mongolia, Germany, Ukraine, and the Republic of Georgia, among other countries. Our job was to promote the event in a suitably BIG way. I got a bite on my pitch from the Today show, then consistently the #1-rated morning show, and was psyched to land such a key coup right out of the gate. Likewise, the Today show was excited to nab the very first TV appearance with all 24 sumos in tow. What I didn’t know is that another publicist who was promoting the event on behalf of one of our client’s partners had already promised the same to Fox & Friends. It being so many years ago now, the details are a bit fuzzy, but one thing I remember, clear as a bell, is one irate Today show producer admonishing me with a warning, “The Today show won’t forget this.” P.S. That producer moved on long ago and my healthy relationship with the Today show continues to this day.

What are some of the most interesting or exciting projects you are working on now?

One of the things I love best about being at an agency is getting to work on a constantly shifting array of projects covering a range of fascinating — and widely disparate — topics and individuals. It’s hard to get bored! In the space of just an hour or so, I have gone from standing beside Nas to promote the Great Performances concert Nas Live From the Kennedy Center: Classical Hip-Hop to standing next to Mr. McFeely actor David Newell to publicize the PBS documentary Mister Rogers: It’s You I Like, without missing a beat! At the time of this writing, my team and I are working to set interviews for Bobby Moynihan and Taran Killam of SNL fame along with Kate Micucci of Big Bang Theory for the PBS KIDS series Nature Cat (They’re all voice actors in the show), while also lining up interviews and coverage for an upcoming film adaptation of Broadway’s Keeping Company With Sondheim and new episodes of the animated kids’ show Alma’s Way in which series creator Sonia Manzano (Maria of Sesame Street) makes her debut as the voice of Granny Isa. To name just a few….

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

• Strong work ethic — From as far back as I can remember, I’ve been hardwired so that when I get into something I love, I’m all in! So, whether I was sitting fully fixated (for hours!) on my latest Lite-Brite creation as a kid or in deep concentration (for hours!) making jewelry and beadwork in my high school and college years or noodling around with a press release (for hours!) to make it “sing” just right once I entered the PR world, I have always been fully committed to the work, to the craft. I’ve found again and again that by putting in the extra time, thought, and care, it will come back to you tenfold, both now and down the line, because people tend to remember and seek out the “rock stars.”
• Empathy — The ability to listen to (and really hear) other people and value and respect their opinions or unique “takes” on topics — even when they differ from yours — is a crucial ingredient for achieving success as a team and an agency. It makes no difference whether it’s an intern, an entry-level staffer, or a senior member of our team, my aim is always to treat people with respect, make all feel comfortable, welcome, and “worthy” enough to voice their opinions and ideas, and not make the foolish mistake of thinking I’m the smartest person in the room.
• Optimism — I’ve always had a positive mindset, which I feel has served me well throughout my career. Rather than focusing on the challenges or potential roadblocks of work and life, my nature is to see my way around them, to live in the possible, not the impossible. I often end my pitches to media with, “Please let me know what’s possible.” (Truth be told, I only want to know what’s possible, not what isn’t!). I’ve also long been a believer in the adage “You make your own luck.” By believing you can achieve that goal in front of you, showing up consistently, keeping your “eye on the prize,” and moving ever closer to it, you can (and will!) get there.

Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. For the benefit of our readers, can you help articulate what the different forms of PR are?

From where I sit, PR is anything that helps inform or shape public opinion, whether that’s influencing someone to see a new film or series they’ve just read about or calling viewers to action in support of a cause or crisis that’s spotlighted in a documentary. PR can mean securing press coverage or engaging influencers to spread the word to their followers through a campaign or activation or it can take the form of promoting something on social media, so that fans of the brand will be in the know. It often means a combination of all three of those forms of PR working together to help us (and our clients) arrive at our goals.

Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?

Learning the basics of PR and communications while still in school is a great way for one to begin their PR journey. I’ve found that some of the best, most effective publicists I’ve worked with have also studied journalism in college or, better yet, worked as a journalist prior to entering the world of PR. One of the very best ways to understand how reporters, editors, and producers think and what they look for a story or segment, is to experience what it’s like on the other side of that coin. PR, at its core, is like the flipside of journalism, and having more familiarity with both sides and how the two intersect and often rely on one another, will help build a far better publicist then one whose focus is more narrowly on PR/communications alone.

You are known as a master networker. Can you share some tips on great networking?

Networking isn’t just about schmoozing at cocktail parties and events, it’s every day, any time. Maintaining ties with people you’ve worked with over the course of your career can be invaluable. When they inevitably change jobs or even industries, that contact or client you had a relationship with at company X could well be your next new client (or job prospect, if you’re in the market) at company Y next year or even years later. My own aim as a networker is not just to make connections that last for myself and my business, but to spread the love around, helping to pass along opportunities and leads and make “love connections” for others in my sphere. Just as someone can be my entry point to a great new client or project for my firm, I can sometimes be that gateway to an exciting new job or partnership by connecting those dots or making that introduction for someone else. And it can be very gratifying — both for me and the other person — when those stars align.

Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?

For me and my agency, it’s all about word of mouth. That’s why it’s so important that we do a great job for every client and with every project. Good news travels fast. I recently sent a thank you note to a long-time client for recommending us to a series producer who’s in his circle and he responded with, “Recommending you and your team is the easiest thing in the world to do and I do it with enthusiasm!” That’s just what we want to hear! I also keep my eyes and ears open for opportunities. Something I read in an industry trade or a tidbit I gather at a trade show may well lead to our next client, if I take the proper initiative to follow through and make it happen, to see what’s possible.

Ok super. Here is the main question of our interview. Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why.

“Eye of the Tiger” — PR lies at the crossroads of the arts of storytelling and persuasion. Those who tend to do well in this field are natural born communicators, typically strong writers with plenty of verbal prowess to match, but there’s another required ingredient for any PR pro worth their salt, the ability to tell the story in a way that makes it interesting or compelling enough for media to get onboard and want to share it with their audiences too. From when I was a young girl, my mother felt she could never win an argument with me. I even managed to convince my very non-pet-people parents that we should adopt a cat! That sort of “eye of the tiger” persuasiveness is a must in the PR biz. When I believe in something or someone I’m pitching to media, I have the confidence and (near magical sometimes!) ability to get an anchor of a leading morning show or a reporter at a top national newspaper buzzing about the topic to their audiences of millions too.

Work ethic — They say there’s no substitute for hard work — and they are right! Showing up consistently (which is at least half the battle), putting in the time and effort the job requires (and then some!), and fully committing yourself to the work with a focus on meeting a goal, and then another and another, is the most clearcut way to achieve success, as a PR pro or a pro in any field. They also say there are no shortcuts and they’re right about that too…!

Keep your word — A mentor of mine once told me, “The only thing you have is your reputation.” So, live up to what you say and be accountable for the job you do. Whether you’re leading a team or you’ve newly joined one, it’s important to carry your own weight and be a real contributor to the greater good. My team counts on me, just as I do them, and our clients look to us to make things happen for them. I never take for granted the responsibility and trust that comes with that, it only makes me want to work that much harder and deliver that much more. And, as I’ve mentioned, people tend to remember the rockstars, so the better the job we do for them, the more positively it reflects on me and my team, too!

Be open to opportunity (from whomever and wherever it may come) — Though luck, determination, and hard work no doubt play an important part in propelling you to where you want to go, being opportunistic with an eye always open and an ear ever pricked for leads that will help take you there is also essential — at every stage of your career journey. So, whether it’s a new client we’ve landed via the recommendation of a current client or business contact or an intern who joins our team by way of her parent, who was once a client of ours, opportunities abound for those who are tuned-in to the “possible” and not shy about following up on those potentially valuable leads.

Be willing to learn — If you’re just entering the PR field, no one expects you to know it all, sure. But I’m here to tell you, as a publicist of nearly 30 years now, you never stop learning and that’s a great thing! I constantly gain new information, different perspectives, and unique experiences from the people and projects I work with. It’s one of the things I love best about this job. One week we might be promoting a documentary on a celebrated dance icon (Looking at you, Twyla Tharp!), the next, we could be publicizing a film about a legendary Bluesman (Talking about you, Buddy Guy). The following week, you may find us talking up a groundbreaking new children’s series (Hats off and Mahsi’ Choo, Molly of Denali!). Through it all, my team and I are always learning, becoming better publicists, and more interesting individuals as we go.

Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Peace!

This was really meaningful! Thank you so much for your time.