We welcome to the Palm Beach Live Work Play family of sponsors, advertisers, supporters and friends Gary Schweikhart and his PR-BS.net. Gary is well thought of and has been in our area for many years, he will be contributing, so watch out for his own special area with suggestions for you. Of course the mission here is to show why the Palm Beaches is a world-class place to visit, live, work & play, and it all fits together. So, be sure to look for Gary’s suggestions on the home page of Palm Beach Live Work Play, these are his pick for you, our readers, feel free to tell your friends or to share it on Facebook, twitter, LinkedIn, Tumbler or any other social platform, and sign up for automatic delivery every week, free of charge, simply go to the top right of the home page.
I asked a few questions as a way to introduce him to our loyal readers, enjoy! Tim Byrd “The Byrdman”
How long have you been in PR?
I’ve been in the yak-yak business for 45 years. The first third of my career was spent on the media side, working in radio and TV, writing and editing newspapers and magazines, starting in Omaha and later in San Francisco. The next 15 years was spent in corporate PR for two international retail chains, The Sharper Image and Office Depot, where I started the PR department; and in 2001, I opened PR-BS.
PR-BS? How did you come up with that?
It stands for Public Relations By Schweikhart, what else could it be? Actually, an effective marketing campaign is about half PR and half BS. It is just critical to know which is which, and when to use what, and – most importantly – not be suckered by your own BS. Also, I find the name is a great client filter. It shows that I like to use humor, and if someone is offended by the name, then I’m probably not the right choice.
What have been a few of your favorite campaigns?
The Staples Remover campaign when Office Depot opened its first stores in NYC. The Bottom Line Poetry Contest seeking the best original poem about colonoscopies. The Third Thursday Fun-Raisers at Crane’s Beach House in Delray Beach. I’m also proud of co-founding three successful and ongoing institutions: the Office Depot Foundation, the Gold Coast PR Council, and the popular series Culture & Cocktails At The Colony, now in its 12th season.
What are your five favorite quotes about public relations?
“PR is a little like sex. Most people think they’re good at it. Few really are.” (Business Week)
“Making people laugh is the first step to getting them to listen.” (John Waters)
“If the hunter does not tell his story, the lion will” (Berry Gordy)
“Everybody has a plan, until they get hit in the mouth.” (Mike Tyson)
“If you’re being run out of town, get in front of the crowd and make it look like a parade.”
Gary Schweikhart is president of PR-BS, Inc. a Boca-based public relations firm with more than a dozen clients, including the Kravis Center for the Performing Arts, Crane’s Beach House Boutique Hotel & Luxury Villas, DCOTA, Mounts Botanical Garden, MNM Productions, the Palm Beach Photographic Centre, Lynn University’s Conservatory of Music, Old School Square, the Palm Beach Poetry Festival, Caffe Luna Rosa, Delray Beach Marketing Cooperative, the Donald M. Ephraim Palm Beach Jewish Film Festival, MusicWorks, Palm Beach Opera, and more.