PR Expert Dick Pirozzolo Says, "Take on the issues," In PRSA Boston Profile
“Clients have limited resources and the media is tired of blah, blah, blah stories about the latest techno-twist. You have to cut through the patter. Journalists want two things: issues and powerful stories,” says Dick Pirozzolo, who offers advice on publicity, branding, and communication careers.
This is how Dick Pirozzolo described his public relations philosophy when the Boston Chapter of Public Relations Society of America recently profiled him.
Pirozzolo, is the founder of Pirozzolo Company Public Relations. His firm has introduced new technology, promoted financial institutions, helped US business enter international markets and represented foreign governments and corporations in the US.
The Boston-based Pirozzolo Company (http://www.pirozzolo.com) does not shy away from the big issues. It took on US-Vietnam reconciliation and trade during the mid 1990s, acid rain, carbon offset trading, foreign investment in US farmland, high-speed foreign exchange trading and hotel development in the Middle East. The firm also represented startups that have become NYSE companies or been acquired by major corporations.
On becoming a PR pro today, Pirozzolo said, “I don’t like to pigeonhole academic backgrounds, since a lot of disciplines develop logic, communication, leadership and managerial skills. You do see a lot of discussions on LinkedIn about whether journalism matters anymore as a background for public relations. Of course being a journalist is more relevant than being an entomologist.”
Pirozzolo believes companies today are creating communication siloes – one person manages the Website, another social media and still another is involved in internal communication. He said, “The PR person on staff is better equipped than anyone in the organization to pull it all together. No one is going to give that to you. You have to earn it and sometimes fight for it.”
His advice, “Learn management skills, study leadership, take sales training courses. Learn how to talk like a CEO and a Marketing VP.”
He said that while embracing technology is important, being a great storyteller is what really matters. “You have to be able jump right in the middle and suck in the reader or TV viewer.”
Pirozzolo has written for Consumers’ Digest, Yankee, The Washington Times, The Boston Herald and is the author of four books on homebuilding and design.
For the full text of Pirozzolo’s PRSA Boston profile, visit: http://prsaboston.org/
Pirozzolo Company Public Relations is located at 30 Newbury Street, Boston, MA 02116. Contact” Dick Pirozzolo at 617-959-4613 or firstname.lastname@example.org.
Page Updated Last on: Jun 18, 2014