Founded by Nancy Behrman, a pioneer in the world of beauty and lifestyle brand publicity, Behrman Communications‘ philosophy has always been simple: developing strong collaborative and amicable relationships with the media, manufacturers and retailers is at the heart of a successful brand building strategy.
Widely recognized as a firm of creative, strategic and editorial-minded thinkers, the agency’s first client was Kiehl’s Since 1851, a stellar case study on how an effective and innovative public relations campaign can elevate a brand. Behrman Communications has gained a reputation for taking small ideas and turning them into multi-million dollar ventures.
BusinessInterviews.com: What inspired you to launch your business?
Nancy Behrman: At the time, there was a total lack of dynamism in the public relations industry, and far too many exceptional brands were going unnoticed, due to stale practices and outdated strategies. Recognizing the opportunity to radically alter the public relations and brand-building industries for the better, I founded Behrman Communications with just one client: Kiehl’s Since 1851. Relying on a creative and unconventional approach, Behrman Communications began to develop its reputation for transforming brands into immediately recognizable million-dollar enterprises.
BusinessInterviews.com: What has been your biggest challenge as a business owner and how have you met that challenge?
Nancy Behrman: The biggest challenge that faces every business owner — regardless of the industry — almost always concerns the ability to not only stay current, but to also find ways to avoid complacency and to continually drive innovation. Our over 30 years of success in the PR and brand-building industry is due in part to our ongoing commitment to innovation, and our ability to consistently adapt within an ever-evolving industry.
BusinessInterviews.com: Do you consider yourself successful and by what means do you measure success?
Nancy Behrman: Ultimately, our success is best measured by our clients’. I am a firm believer in ensuring that everyone associated with Behrman Communications — clients, team members, professional contacts — continually benefit from each other’s hard work and experience. It is for this reason that I am immensely proud of the large number of talented PR professionals in the industry who have trained under the agency’s tutelage over the course of more than 30 years.
BusinessInterviews.com: How do your competitors view you?
Nancy Behrman: Even though we may be technically considered competitors, I prefer to view other firms as peers and I hold the majority in the highest regard. As a result, I believe my firm’s competitors view me with respect, and a shared understanding that we all benefit when our industry is able to deliver truly exceptional results for our clients on a consistent basis.
Every time Behrman Communications introduces a new or unconventional PR and brand-building strategy, it inspires other firms to continually strive to become more innovative and effective when working with their own clients. The opposite scenario is also true, and this is part of the reason why the PR and brand-building industry has earned its reputation for being fast-paced and constantly evolving.
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