Howard Bragman advises PR people
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Howard Bragman explains how we redefined PR.
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Howard Bragman:

Howard Bragman is Hollywood's leading public relations expert. He founded Bragman Nyman Cafarelli Public Relations and Marketing (BNC) in 1989. The company is one of the most respected PR agencies in the United States, with annual revenues of over $15 million and a top-tier client list of celebrities, consumer products and events. In 2001, BNC was purchased by Interpublic, one of the world's largest marketing holding companies. In 2005, he founded a strategic media and PR agency, Fifteen Minutes.

Bragman is a nationally recognized crisis counselor and has assisted a significant number of high-profile cases and individuals through trial. These include: Joseph Steffan, who was expelled from the U.S. Naval Academy because of his sexual orientation; the Lewinsky family; and Sharon Smith in Smith v. Knoller, a high-profile civil rights and justice trial involving a tragic dog bite death. Bragman also served for six years as an Adjunct Professor of Public Relations at the University of Southern California's Annenberg School for Communications and has been honored by his students and the University for his teaching excellence. Bragman has written articles for publications including: Advertising Age, The Advocate, The Los Angeles Times, and Playboy. Bragman is a frequent television guest on entertainment and pop culture topics and has appeared over 100 times on local and network news programs. He has been a keynote speaker for numerous groups including the U.S. Conference of Mayors, UJC Youth Congress, and many others. He is also the author of Where's My Fifteen Minutes?: Get Your Company, Your Cause, or Yourself the Recognition You Deserve.
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TRANSCRIPT:

Question: What are the responsibilities of PR people? Bragman: In the early 20th century, there was a practitioner named Edward Bernays, known as the father of spin or the father of public relations. One of his phrases was, "A PR person…" – and this phrase is still relevant today – "A PR person has three jobs," and I've always taken that very seriously. The first, of course, is to present your client to the public, right? The second is to interpret the environment that your client is entering. That is, when you go public with a story, if you're a car manufacturer and you go public with a story about a new car, you have to deal with the environment that you're entering. I have a real estate company, a luxury residential real estate company that I represent in Los Angeles, and the story we tell is, "Why are these idiots owning a luxury residential real estate company and starting it in the middle of the worst recession in decades?" and we've gotten a lot of [bother] about it. The third job of a PR person is to do good, and for lack of a better vision, to make society a better place, to create positive change. Those are the good things we do, and I've always tried to follow that in my career. Q: What are the key elements of PR today? Bragman: You have to manage your perception in this world. That's a basic life skill. Let me explain. PR used to stand for public relations, it doesn't anymore. PR now stands for "perception and reality," and my job as a media and PR person is to manage that relationship between perception and reality. And for most people, reality is better than perception if this is perception and this is reality. That's most people. I'm really good, people just don't know it. I'm a great actor, a great dentist, a great environmental activist. For some people, their perception exceeds their reality.

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