This interview was made possible by our friends at Guidant Financial:
The leader in alternative startup, franchise and small business financing.
Alexis Morgan is the founder of The Dream Agency and is known as both “the press” and the “spin doctor.” She is a branding expert and communication and media powerhouse. Alexis routinely creates comprehensive media campaigns helping her clients propel their business. She dubs herself as the ‘perfect pitcher’; she’s gotten her clients into local, national and international media outlets.
The Dream Agency is redefining public relations. They are a boutique public relations firm comprised of the top young PR professionals in the business today. The Dream Agency specializes in public relations as well as a variety of other services catering to their diverse clientele.
MO: How have you managed to start your company with a capital investment of $500 and then grow by 800%, 12 employees and 17 clients over the course of 4 months?
Alexis: There’s really only one answer – hard work. My partner Chris and I took the idea and ran with it, we started promoting our business and the clients began rolling in. It was amazing, through word of mouth and our previous reputation for being the go-to PR people in State College, we were able to take on more and more clients and then started adding employees and more locations.
MO: What would your advice be to a company who has recently received negative reviews or press? What should their next PR move be?
Alexis: My first advice would be to respond immediately no matter what. So many times I see people/companies wait to respond to negative press but it just gives more time for the media to come up with conclusions of their own. Whether you are at fault or the story is false, tell the truth as soon as possible. Taking the fall and telling the truth is a lot better than getting caught in a lie.
If a company receives negative reviews, the best thing to do is to learn and build from it. Offer incentives to your consumers for choosing you while ensuring them that a business is a growing process and as such there will be growing pains. Although you can’t please everyone, you can do your best to try and accommodate their every needs.
MO: Why have you dubbed yourself as the “perfect pitcher?” What tips can you provide our readers when putting together their next pitch?
Alexis: I call myself that because of my background in journalism. When I look for sources or stories, I know what I would like to see in a pitch. Therefore I write pitches based upon what I would see as a newsworthy piece to get the reporters attention and I have receive tremendous success with my clients through that method.
MO: What’s the biggest professional risk you’ve ever taken and how did it turn out?
Alexis: The biggest professional risk I’ve taken was to start that company while I was in my last semester in college. I had 20 credits, and internship, and was trying to balance five client accounts at a time. I was nervous that either my academic life would suffer or that I wouldn’t satisfy my clients needs fast enough. In the end it all fell together cohesively. I was able to balance all of my activities in such a way that I still gave 100% to everything I did.
MO: What are some ways that a company can enhance their relationship within the local community and beyond?
Alexis: The first is by giving back through charity. Everyone can give back no matter how rich or poor they are by giving back through their specialty. Our specialty is PR so we do a ton of pro bono PR work for churches, non-profit organizations, and charities. It’s also keeping a relationship with your clients beyond just a B2C relationship.
MO: What’s the most exciting thing on the horizon for you personally or professionally?
Alexis: The most exciting prospect for the future is where the “Dream Team” can take Dream PR. We have so much ambition and drive to take this company as far as we can until we reach the top and have branches in every country worldwide. We are making dreams come true through public relations one company at a time. What can I say, we dream big.
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