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Executive Vice President/Partner, Bragman Nyman Cafarelli, LLC, Beverly
Hills, CA
B.S. Business Communication, 1989
About Chris' Firm
A Typical Day at Work
What Chris Likes about His Job
Chris' Thoughts about Prospects for Careers in PR
Bragman Nyman Cafarelli, LLC is the largest independent entertainment
PR firm in the world. Based in Los Angeles, with an office also in New
York, BNC has a staff of 80 with annual billings of approximately $8 million.
BNC focuses in entertainment PR and consumer products PR and marketing.
Currently the firm has two main areas of business:
Entertainment Division:
- Celebrity publicity (focusing on celebrities in the film, television,
sports, music and fashion)
- Television publicity (network series, syndicated strips, cable networks,
special programs)
- Special Events (publicizing major celebrity events in Los Angeles
and New York)
Corporate Division:
- Corporate Entertainment (publicizing those involved in Hollywood)
- Fashion (publicity for national fashion designers, retail stores,
clothing manufactures)
- Entertainment Marketing (product placement and promotion in film and
television, as well as outreach to Hollywood community)
- Cause Related Marketing (merging the worlds of corporate America and
non-profit causes to create fully integrated marketing programs)
- Consumer Products (brand building PR and marketing programs that encompass
all areas of marketing and PR including advertising, event/promotion
production, publicity, and strategic counsel.
Clients in our Corporate Division include Levi’s/Dockers, Guinness-Bass
Import Company, Avon, KFC, Johnnie Walker, Tanqueray’s American AIDS
Rides, FHM Magazine, Bloomingdale’s, and deBeers.
Top
There is no such thing as a typical day for me. Which is probably the
greatest lure of working at a PR agency. As Executive VP at BNC I am responsible
for the overseeing our corporate division which accounts for the majority
of our business. Basically, I never know what the next day is going to
bring. All I can do is try to plan what I need to accomplish each week,
then be very flexible once my day begins, because everything I plan usually
changes.
My role has evolved over the past few years, where three years ago I
spent all my time servicing accounts, today I spend very little time working
on actual accounts. The majority of time is spent running our business
from an internal perspective. Basically in a typical week I will spend
my time doing the following:
- Client Servicing: Troubleshooting with senior management to insure
quality control and strategic thinking on all accounts, as well as insuring
that all internal systems are in place to support the accounts.
- Counseling: Providing counsel for senior management on every type
of issue you can think of from account strategy to effective management
to personnel issues.
- New Business Development: Insuring that we have a steady stream of
new business prospects and are winning the pitches that we become involved
in.
- Financial: Insuring that agency employees are focused on profitability,
as well as working with our accounting department to make decisions
on accounts receivable, revenue-expense projections, account budgeting,
etc…
- Account Staffing: Make sure we have the right people working on the
right accounts, which means overseeing hiring, firing, account staffing,
employee development
- Employee Development: Our employees are our most valuable assets so
we have to make sure they have the skills needed to service our clients
and manage our people at the level we expect. To do this I spend a lot
of time teaching and setting up systems to help them do their job more
effectively and efficiently.
- Big Picture: My job is to constantly monitor the big picture to insure
that the agency is moving in the right direction in terms client servicing,
operating as a profitable business, and fostering our reputation in
the industry.
- Cheerleader: Make sure everyone internally is constantly motivated
to do great, high quality work, and that our clients realize how good
a job we are doing on their behalf.
Top
My job is interesting because no day is ever the same. Not only do I
get to work with a great variety of national clients, but also I get to
run a business. Both of which provide constant challenges and stimulation
that keeps me going every day.
Top
The future of PR is very bright. The field is finally getting respect
as a legitimate way to build a brand and thus companies are finally directing
marketing dollars to PR initiatives. This has led to a major growth in
the industry, which is currently skyrocketing because the .com world truly
recognizes the importance of PR for building a brand name in today’s
business environment. The key to future of PR is understanding how to
build a brand using a completely integrated marketing and PR approach,
while not forgetting the most important denominator – how to generate
publicity.
Top
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