You will hear a conversation on public relations.For each question (23-30), mar

Man: We all know that public relations is a tough, highly competitive and fast-paced business. What made you decide to be in the public relations and branding field?
Woman: When I graduated from college, my first job was working as the head of marketing for a law firm. But after working long hours with limited vacation time, office politics, and the routine schedule— getting up every morning at 6: 00AM, going to the gym, then going to work and being chained to my desk, I decided to take the leap of faith, quit, go out on my own and start my own company.
Marketing, public relations and branding were areas of business that always interested me. When I was younger, I was fascinated by how people became famous, how the media worked and how different stories were selected, how product/services brands were built, and how sales and marketing are built on the principles of human behaviour.
Man: Well, your public relations business focuses mainly on the fashion and beauty industries. What made you decide to work primarily for these industries?
Woman: When I was in my early twenties, I was a high fashion model represented by various modelling agencies in New York City. I became acquainted with various luxury fashion, accessory, and beauty brands and I fell in love with the quality and details that each brand offered.
Man: Right. What do you think are the advantages to focusing on a narrower segment, especially for small businesses?
Woman: Good question. Small businesses usually have limited funds for marketing, so we have to be resourceful. We have to use all the tools that are available to us, like publicity and public relations. Additionally, when we pick a smaller niche to target, it is much easier to market effectively because we are not spreading ourselves thin by trying to be everything to everyone.
Man: Then, what were the challenges you faced when starting the business?
Woman: Just like any business owner, I encountered all sorts of problems, but the largest problems I had were with the legal aspects of my business—contracts, agreements, and joint ventures. I didn’t have the funds to hire an attorney to draft the contracts in the beginning, so I bartered. Bartering can be very effective if done properly.
Man: The public relations field is one of the most fiercely competitive markets in the business world. What are the factors helping Marquet Communications make its mark in this dynamic and fast paced industry?
Woman: You have that right, PR is so competitive. There are thousands of PR companies here in NY and in LA. I have taken a very concentrated approach to marketing by taking on clients that come as referrals, contact me through a byline in an article or an interview or by contacting me through one of the seminars /workshops I’ve hosted /attended.
Man: Another question. You work from home with a staff of freelancers and virtual assistants. What are the key elements a small business owner needs to remember when managing people?
Woman: The most important thing is to manage and supervise your employees. If you are the President of the company, your job is to oversee the daily operations of the business. Delegate responsibility.