PRfect Pitch focuses on interviewing media people and event managers who PR agencies pitch regularly on behalf of clients. We also like to bring in experts from the PR world, who have established practices that elevate the media relations discipline in general.
The podcast discusses how and when to pitch a story to editors and producers who in turn learn which PR sources can be trusted to bring them interesting stories that resonate with their audience.
Our 14th guest was none other than THE Howard Bloom. Howard is considered PR royalty, having worked with some of the most famous and infamous artists and musicians of 1970s and 1980s. In this episode, you’ll hear about how he carved a path from science to publicity, how he built an empire for himself and his clients, the practices he established, and what he believes is missing from the music industry today.
Aliens Are Assets
At the age of 10, Howard had developed a keen interest in microbiology and theoretical physics, learning from some of the most prestigious scientific minds on the East Coast in cancer research, dark energy, and space studies.
You know … your typical publicist background, right?
But Howard had also become fascinated with the “ecstatic experience” at an early age as well. This fascination is what eventually led him to a career as in PR. After receiving fellowship offers from a variety of scientific graduate programs, Howard chose to go in a different direction to chase these “ecstatic experiences.” After being named editor of the impactful Literary Magazine at NYU, doors started to open. He was given the opportunity to co-found an art studio, giving him special insights into the art and pop culture movements coming out of the heart of NYC. This allowed Howard to start the biggest PR firm in the music industry and establish a scientific approach to the methods that did and did not work to maximize his efforts.
Howard described himself as an “alien” coming into the music business with the mind of a scientist. But that mindset is what differentiated his firm from all others: the meticulous analysis of his business’ best practices elevated his firm to the very top of its sector. This shows that there’s something to be gained from outside perspective, and sometimes your biggest asset can come from the least likely of places.
“You Owe Your Audience Your Life”
Howard has worked with some of THE MOST iconic artists of modern times and knows firsthand the immeasurable influence they have on their fans and followers. He understands that a song goes far beyond its lyrics, beyond its production and performance. To become a true icon in Howard Bloom’s eyes, you must “become a steppingstone in which an entire generation of kids sees itself mirrored.”
As publicists and PR professionals, it’s our job to help our clients realize the impact they have on their audiences, regardless of if they are popstars, doctors or CEOs. We want to give voice to the disciplines they represent, as Howard did to the subcultures his clients represented. If they want to be true leaders in their respective fields, their audiences must know and respect them well beyond their mission statement.
Passion Makes Diamonds
Having worked with eccentric personalities like Prince and ZZ Top, Howard has experience sifting through anti-media sentiments to bring the very best out of his clients during interviews.
To do this, he sits down with each of them one-on-one to work through their stories and craft the narrative that lies behind their passions. Once he has all the pieces, he puts them together as part of a coherent and chronological story such that even the most mundane questions from media can receive thoughtful, provocative, and passionate responses. As publicists, we must make sure to stage these storytelling opportunities ahead of time to get the very best out of our clients during every interview.
Cultivate The Relationships
Howard once styled himself a “collector of souls.” He knew that the crux of his business lied between the relationships he built with his clients and those he built with his media contacts. The connections they would in turn make with their audiences were the fruit of his meticulous labor. At the end of the day, those connections are the heart of our business, and the soul of our practice.
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Do you have tips and tricks for PR professionals that you want to share? Whether it be about pitching, media relations, podcasting or more, we’d love to hear your thoughts! Drop a comment on this interview with Howard on YouTube, which can be found here!
You can also listen to this season of PRfect Pitch via Apple Podcasts, or your preferred podcast platform.