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Barbara Pflughaupt Founder BP Media Relations, LLC
		Education Brooklyn College, NYC Books Reading: Don’t Shoot the Dog by Karen Pryor Love Is the Killer App: How to Win Business and Influence Friends by Tim Sanders		Favorite Quotes: "Never give in, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense" -- Winston Churchill Inspirational Figures: My husband, Jonathan Miller, my sister-in-law Mindy Schanback, Philanthropists Relationship Status: Married

Toughest challenge overcome in your career?
In general I would say combating the outright lies and misinformation spread about performing animals by uneducated intellectual sheep.  The worst part is that they prey upon children who do not know how to question their premises, like pedophiles – and they will ultimately doom animals to extinction if allowed to continue.

What was your defining moment at your agency?
Deciding to start the agency with only 1 small client.  Lots of confidence and hard work and 18 years later decided to start another :)

Favorite assignment completed to date?
Too many to note but among them was the launch of Johnathan Lee Iverson, the first African-American Ringmaster for The Greatest Show On Earth.  The campaign started with a front page Metro Section in the NY Times, NBC News that night and wound up with Johnathan as one of Barbara Walter’s “10 Most Fascinating” of the year.  From unknown to world-wide recognition in 1 year was fun :)

Best describe your agency:
Partner with and help clients successfully connect to their business and customer audiences through all forms of media. Drive revenue and stimulate purchase intent through increased targeted brand exposure, recognition and loyalty. Develop powerful messaging that tells exciting and engaging stories about the benefits of our clients, their issues, products and services through national, regional and grass-roots communications campaigns.

Why do clients choose your agency and how have you been able to maintain such long relationships?
My business has always been built on referrals. The recommendations on LinkedIn describe it better than I, but I believe it’s because we become true partners with both clients and media and we understand both their needs.  It’s a hard line to walk – and helping your clients understand realities of earned media coverage is key.  I am happy to say that Feld Entertainment worked with us for 15 years, New Line Home Entertainment 8 years, MATHCOUNTS for 3 and many others bringing projects to us over and over again throughout the years. 

Advice for those entering into the space from college?
Find a small to middle-sized agency or company that will allow you to take on as much as you can to learn and grow – and offer to do more than you were hired to do when your job is finished for the day.  Large agencies and companies often pidgeonhole new employees and the box is small.  Start somewhere they need lots of help and learn everything you can about the business.

Advice to the smaller agency owners in this tough economic climate?
Call 3 people you know every day and reconnect – let them know you are looking for projects and make sure they know how to get back in touch.  Join forums like the EMF.  Planting seeds every day that will pop over time helps grow the business organically. Try and receive half your project fee upon signing the LOA or contract, and the remainder at completion or in stages.  In these times even companies and people who have every intention of paying you find themselves unable to when push comes to shove -  Even large ones – e.g. automakers, banks, museums etc.

How you use and define experiential methodology?
Remember that you are talking and communicating with people – not consumers. They are not there for you – you are there for them - so value is key.  Relevance and meaning, as Erik Hauser would say, is what you have to bring to the table.  In the case of traditional publicity – you are there for the media outlets and their audiences.  When connecting through digital and social media – you are talking to your client’s customers directly.  Your client needs to remember that so that you can connect to their intended audience digitally, traditionally and through social media with real value that builds brand ecosystems and long-term relationships.