In the past I’ve interviewed chefs, travel bloggers, and even a CEO of a billion dollar company but this is the first time I’m talking to someone from the PR industry. As bloggers we depend on PR companies, to an extent, for our work so knowing how to reach out to them and develop mutually beneficial relationships is very important. My latest interview is with Jerry Grymek, VP of Client Services at LMA Communications in Toronto.
Jerry doing his surfing impression on the black sands of Mero Beach in Dominica
The first time I met Jerry was at a local Travel Massive event. We spoke for maybe 5 minutes but what impressed me was that the very next time we met he remembered my name and what my website was all about. Since then we’ve worked together on a couple of campaigns so I reached out to him to find out a little about his background, how he balances work and life, and what he looks for when dealing with bloggers.
Where are you right now and can you send me a photo out of the closest window?
This is my view at the moment as I am in flight.
Tell me a little about your pre PR life and how you got into this business.
I’ve actually been in PR from day one. I studied marketing and was drawn to PR particularly so I pursued a PR certification. The social aspect of it, building relationships, having an opportunity to work on outreach campaigns – it all clicked and I felt natural doing it. I actually recently read that my astrological sign (Gemini) would do great in public relations or running for public office. Who knows, maybe one day…
What’s your role at LMA Communications, and who are some of the clients you work with?
At LMA, I am the Vice President of Client Services. While a majority of contacts know me from the travel destinations we represent, we are diverse in our clientele. We also represent a number of food service, consumer goods, insurance associations, charitable organizations and tech companies.
It’s hard to pinpoint one particular role as I do a great deal within the agency. From pitching to client services to training to accounting to budgeting to press trip hosting – I can list more but in short, I wear many ‘hats’. No two days are alike and I like that.
How does someone get into the PR business?
Either through education and experience. I always like to recommend starting with the fundamentals of PR by taking a certification course or program. Just to get the basic understanding. From there, experience really is the best way to get training.
After that, think about what industry you would like to get into. What interests you? What motivates you? Once you have that, start researching like-minded companies and firms and reaching out for any open positions or even an informational session to find out about the company in case a position opens up.
I know you have a little one at home, how do balance the tons of travel you do with your home life?
I wish there was a better solution but thankfully with video apps we can always see each other and talk no matter where I am. And I like to send reminders through the day to see how they are doing, share photos and remind them that I am thinking about them.
From the work balance aspect, it’s good to have a support team in place to be able to delegate.
Talking about balance, I was just on a trip with you to Dominica and we were on a 1.5 hour horseback ride through the rain forest and you were on your phone with clients most of the time, ON HORSEBACK. Is that normal? What’s the strangest place you’ve held a business meeting/phone call?
The funny thing is that it is not the first time that has happened while riding a horse. I would say the Dominica horseback riding conference calls were the strangest place for me (and you were there). I actually have a reputation in Dominica for doing that a few times.
Those instances are rare – it just so happened that it was an important call that I was not able to miss. I pride myself on being accessible whenever needed including emailing at odd times of the night (which I believe you have received a few as well).
Let’s talk about working with bloggers. How often do you work with them and in what capacity?
I work with bloggers/creators all the time. From press trips to outreach campaigns to social activities, we embrace digital content creators to the fullest. I love meeting with and talking to emerging and well-known creators as much as possible and seeing how I can help them. Because by helping them, I hope to have them remember me in the future so we can have an opportunity to work together.
I’ve done a fair bit of pitching to PR reps. I’ve had some successful ones, and others that didn’t amount to anything. What do you look for when deciding to work with a blogger and what are three things they should definitely include in their pitches?
I can’t speak for everyone, but the key thing to remember is that for some contacts you shouldn’t read it as them saying ‘no’ and more as ‘not at this moment’. Unfortunately we have limited time and resources to do everything and as much as we would like to work with everyone, we have to spread the love. However, do keep in touch with them as you never know how things will work out in the near future.
In terms of what bloggers should include in their pitches:
1) Passion. Tell me why you choose a particular destination. What draws you to that particular spot? What inspires you about the place?
2) Creativity. What do you want to create? Everyone has a unique angle they want to feature, and I like to hear that. Go beyond the general themes – they’ve been done.
3) Long term awareness. How are you going to showcase your story and for how long? I don’t just want the one and done.
What advice would you give to new bloggers who want to start working with PR reps?
I am always happy to talk to new bloggers and content creators. I recommend start with: Reaching Out and Networking.
a) Reach out to PR reps and see if they are available to meet for an informational session.
b) Networking through industry or association events. There are a number of associations such as TMAC (Travel Media association of Canada) and Travel Massive. Every industry has an association with like-minded people. Use that as an opportunity to network.
And don’t forget those PR reps that have helped you out. I have helped out a number of people that I continue to work with them to this day, and they reciprocate by helping me out when I have a new opportunity.
There’s a lot of talk, and evidence, these days about people buying followers/likes. What are your thoughts on that?
It’s unfortunate and that is why I see the industry changing the way and measurement. It’s not just about the number of followers; engagement is more important now and those that are truly influencing travel decisions.
Why do you think they still do it, especially when it’s so easy to spot, and how do you weed out those people?
It’s hard to say the exact reason, but it may have to do with wanting to get an immediate boost of followers.
All it takes is proper research to see through those that do. And now with an increase in tools that help with this, it is becoming easier to notice.
I’ve heard some horror stories about blogger behavior on trips, what are some of the do’s and don’ts that bloggers should remember when on a press trip?
Yes unfortunately I’ve had my fair share. Some that come to mind:
Do’s:
– Be respectful on trips. Understand that the reps have done a great deal of planning and hard work for a trip, and we want to make sure everything works out for everyone.
– Be flexible as tours may change. Representatives try their best to make sure everything is planned out but unfortunately, some plans may change.
– Share any dietary restrictions or physical limitations. Whether it’s allergies or any injuries, it’s good to share this with the representatives so that they plan accordingly.
Don’t’s:
– Get upset if you aren’t invited on a particular trip. There are always future trips and that kind of attitude will be remembered.
– Ignore trip itineraries or meetings. Representatives have taken a great deal of time and cost to put those together.
– Forget to complete all of the agreed upon deliverables.
– Argue with a host on a trip and make unrealistic demands. That isn’t a great start to the trip or a working relationship.
Last question: Why do they call you The Shrimpinator?
The origin of the nickname was from when I was at an all you can eat shrimp restaurant and didn’t realize that I had eaten over 100 shrimp. It’s one of my favourite things to eat and I always have it wherever I go. Since then, a good friend of mine calls me that in posts and at events, and it took off from there. Now I am in the mood for shrimp…
I want to thank Jerry for taking the time to answer my questions. If you want to keep up with what’s going on at LMA or follow along on his travels you can find him on Twitter, Instagram, and Facebook.
