Features

AAPRC Weekly: Terrie Williams

Terrie Williams
Founder/President
The Terrie Williams Agency

Though Terrie Williams is trained as a social worker, with an MSW from Columbia, it is through her success as an entrepreneur that we know her. The Terrie Williams Agency, launched in New York in 1988 with Eddie Murphy and Miles Davis on the client roster, has been one of the most successful communications firms in the country. Williams has shaped the public image of the most prominent names in entertainment, sports, business and politics, including Janet Jackson, Russell Simmons, Johnnie Cochran, the Rev. Al Sharpton, Jackie Joyner-Kersee, Time Warner, HBO, AT&T, Essence Communications Partners and more. Today the agency is a division of Players Govern Players Communications (of which Williams is Vice-Chair), a multi-media firm that develops cause-related campaigns for personalities, products and entities.

Williams has also added author to her resume with the publication of three successful books: The Personal Touch: What You Really Need to Succeed in Today's Fast-Paced Business World (1994, Warner Books), Stay Strong: Simple Life Lessons for Teens (Scholastic, Inc., 2001), and A Plentiful Harvest: Creating Balance and Harmony Through The Seven Living Virtues (Warner Books, 2002). Williams is a sought after speaker as well, who is frequently called upon to share her personal and professional development strategies with Fortune 500 companies and numerous organizations.

The commitment to community that brought her to social work nearly two decades ago is still a central component of Williams' life. In addition to extensive volunteer work with various organizations serving the needs of young people, Williams founded The Stay Strong Foundation, a non-profit that develops educational resources for youth and youth organizations. Her awards and honors are numerous; most recently she was honored at the 5th Anniversary of the Ebony Outstanding Women in Marketing and Communications Luncheon.

Many of us know your extraordinary story-–from social worker to communications entrepreneur. Can you identify any one move or strategy that has been key to your success?

It's been more of a strategy that encompasses many things--much of which I talk about in very great detail in my first book The Personal Touch: What You Really Need To Succeed In Today's Fast-Paced Business World. Mostly, I believe it has to do with the right way to do business...doing what you say you are going to do when you say; paying attention to detail; treating everyone with respect and courtesy because you never know in what disguise God (or the help) will come to you; establishing and maintaining relationships; returning phone calls; giving back--success and achievement mean nothing if you get there and you don't bring anyone along with you. Not only is it good business, but when you do something for someone else, you get the gift.

Over your agency’s 16 years, you’ve assembled an impressive list of clients. What are the key elements in successful client building? What has been your most difficult period in regards to client building? How did you get through it?

The key elements in successful client building mostly have to do with reputation and relationships--understanding that your reputation reaches people before you do. So with that in mind, you must

Terrie's Best Advice

"Racism, sexism, ageism, all the isms are alive and well...They are all obstacles to overcome--adversity is the breakfast of champions."

"We need to broaden our interaction with other ethnic groups..."

"People are insanely busy, challenged… so what can you do, how can you have an impact or touch someone?...It's anticipating what someone might want or need before they have even expressed it."

"...Your reputation reaches people before you do."

"It is important to feed your spirit––and be fulfilled––or you will die."

move through life honorably, and understand that people are always watching. None of us is perfect--it's how you handle your mistakes, screw-ups, bad days and attitudes (i.e., if you admit to them, apologize, etc). Gotta keep a stellar reputation for integrity. Relationships –– everything in life and business is relationship-driven. Any rule can be bent, broken or cease to exist with the right relationship. People will go to the ends of the earth for you with the right relationship. Positive word of mouth is the best advertising there is. Difficulties I've had over the years occurred when my business was growing too fast––and I personally wasn't keeping as close a watch on all accounts as I should have been––so I had to slow it down and monitor the growth. I never had a difficult time getting clients. Now, with my partners Xavier Artis and Burgess Harrison of Players Govern Players Communications, I am very particular in choosing the projects and clients I work with. They must have a cause-related theme, and I always want to tie in projects with the Stay Strong Foundation I started three years ago, and/or find other ways to help our youth or give back to the community.

In your professional interactions with African-American public relations specialists, have you observed areas that, in your opinion, African-American specialists need to improve upon?

I think, generally, we need to broaden our interactions with other ethnic groups--I honestly don't see enough penetration of us in their worlds. I think we need to be much more well rounded and well versed.

In regards to the entertainment industry, some people believe that not enough African-American celebrities use African-American publicists. Do you think this is true? If so, what’s the most productive way to bring about a change?

I think it's true--and while I hate to do the white guys' marketing for them––it appears their ice is colder. At least we buy into that notion. But I believe it's changing slowly, but surely. I think over time people will have the courage to step outside their comfort zone, "take a chance" and see that they can win with a member of their own team and spread the news.

As an African-American and a woman, can you identify your own strategies for navigating any encounters you may have had with racism and sexism.

Racism, sexism, ageism, all the isms are alive and well. Nobody ever said life was going to be fair. Fair is for children. They are all obstacles to overcome--adversity is the breakfast of champions. Our ancestors, on whose shoulders we stand, had far greater challenges to endure. How dare we consider not moving forward.

Let’s talk about relationships. They are key to success in this field. Have you consistently employed any particular strategies for developing and maintaining relationships with journalists and media executives?

Creating "top of mind awareness." People are insanely busy, challenged, going through the fire, trying to figure out how to maintain--so what can you do, how can you have an impact or touch someone? That's how I think. It's the “Personal Touch” way of thinking, moving and doing business. It's anticipating what someone might want or need before they have even expressed it. It's sending someone an article about an area of interest, remembering a birthday, anniversary or other milestone. It's being concerned about the person and what's going on in their life and not necessarily what they can do for you. It's about going the extra mile; people need encouragement.

During your years as a leader in this field, what changes, if any, have you observed in the relationship between public relations professionals and the media?

I think, as with any relationship, people grow and mature, and have a better understanding of how they actually need each other, serve each other, uplift and support each other. I personally have witnessed that kind of transformation--so that's how I choose to answer the question. But I do think when you approach people FROM a certain frame of reference, you are likely to be responded to in kind (as far as talent goes, if you are not media friendly, you are likely to be crucified).

Technology and social and political factors are having a profound impact on communications and media, with changes coming faster than ever. How can smart African-American public relations specialists adapt to a fast-paced present and prepare for the future?

Information is power--it's simple. And if you don't keep abreast of what's going on, you will lose your edge.

You’ve been open about your battles with depression and stress. What’s your best advice for staying mentally healthy and maintaining a balanced life in a demanding, competitive industry?

When you are on a plane, just before takeoff, the flight attendant will say that if there is a need for oxygen, the oxygen mask will come down. You are to put it over your own mouth first. Then if you have a small child sitting next to you (or someone acting like a small child), you secure their mask. Most of us, however, get it wrong. We are so busy securing everybody else's masks when we ourselves are choking to death. EVERYDAY, I am challenged to remind myself to be healthy and balanced--and remind myself to put the mask over my own mouth first. It's not easy. The reality is you can't really be there for anyone else if you are not taking care of you.

Your career has evolved in interesting directions, with successful turns as an author and a sought-after speaker. At what point did you envision this for yourself? What advice would you give to African-American public relations specialists who want to grow and expand but remain focused and effective?

It is important to feed your spirit--and be fulfilled--or you will die. It is that simple. My speaking around the country, writing, teaching, guiding young people and changing their lives, helping people to reach their potential is like breathing to me. It all helps me to be more focused and effective in my public relations practice. Each one feeds the other. The reality is there is a common thread and mission, and that is helping people to reach their potential. You must listen to your inner voice--it always tells you what to do. The Creator has your back and will show you the way.

AAPRC's Mission
The African-American Public Relations Collective (AAPRC) is an assemblage of professionals who provide communication conduits among clients, journalists, media and our communities. We come together as a collective because we recognize the importance of building those same conduits amongst ourselves.

A great deal of what we do is professional development––updating our skills, keeping pace with technology, refining and streamlining processes, providing a forum to tackle the issues that impact our work environment––but we believe our professional lives benefit most from the forging of effective alliances. Connected to one another, we possess the power of a nationwide body of committed, knowledgeable practitioners with an eye on the future.

As we move into the 21st century at lightning speed, mass media and its potent messages occupy an ever-larger part of our daily lives and our collective psyche. The AAPRC is focused on helping our members gain a deeper understanding of media's force and supporting their growth as powerful participants in the global communications network.

AAPRC's Contact
GQ Media & Public Relations
1650 Broadway Suite 1011
New York NY 10019
1212 765 7910
1212 765 7905
aapublicistcoll@aol.com

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