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Meet Beverly Lages
In
1988, Beverly founded Lages & Associates. Over the years, she has
built the agency based upon solid marketing principles which called for
a deep understanding of the market environment and the technology offering
at-hand. Her expertise in public relations program development is grounded
in practical experience in marketing high technology products and services
for many years.
What's your background and how did you get involved in high-tech?
My history in high-tech is equivalent to starting in the mail room and
working my way up. I began what was to become my career industry, stuffing
circuit boards at a company in Silicon Valley called Systems Industries.
From that "in the trenches" beginning, I moved to configuration control
in engineering services to marketing communications at one of the Valley's
hottest companies at the time, Tandem Computers. I stayed at Tandem for
four years, then relocated to Southern California to work for a number
of start-up companies. Once I realized the tremendous value and impact
PR had on these start-up companies, I too, got the entrepreneurial bug
and launched my own venture where I could recruit a crew of top-notch
talent to work with me in providing the PR edge to all sorts of high-tech
companies.
Your
agency is noted as providing PR for emerging companies, products and markets.
But my company is nearly 10 years old. Is L&A really right for me?
Okay. So, you're saying you're not "emerging" and your company is well
beyond the start-up phase. We may not be right for your company if you
are operating in a mature market phase and seeking to simply maintain
market share. However, if you are creating new products and services,
and looking to open up entirely new markets, then we are well-suited to
deploy the appropriate PR programs. Some of our most entrepreneurial clients,
who are pushing new boundaries, have been in business a long time. The
term "emerging" is more of a commentary on the innovative spirit of a
company rather than the length of time in business.
What's
so cool about Lages & Associates?
We do great PR work for some of the high-tech industry's most interesting
and innovative companies. We are so focused on doing what we do best and
that acts as a magnet, drawing other like companies to our door. We really
excel at partnering with companies that are forging entirely new applications
in new markets. Evangelizing the new and unknown is what drives us and
keeps us going. And we consider that pretty cool.
What
types of products do you promote?
From biometric technologies, to Internet software, to sound, audio and
multimedia, to highly sophisticated object mirroring software, to creating
new product categories for CD-library devices, to USB peripherals and
the like, we're the agency of record for those who choose to embark on
the "road of challenge." It's much like the road to Hana on Maui -- treacherous,
full of obstacles, winding -- it's uphill all the way. But once you get
there, its full of beauty and rewards.
What's
it like operating in such a dynamic market?
In the world of high-tech, we've got companies "crossing chasms," "blurring,"
"taming tornadoes," "bridging the gap," and any number of amazing feats
that in days past could just as well have been headlines for the traveling
circus. You need a lot of practical experience, the "been there, done
that" kind, a high level of commitment and energy and a highly creative
mindset that can sort through layers upon layers of complexity to craft
the right strategy. Oh - and a good sense of humor is a must.
So,
tell us a little bit about your agency.
Our agency is very much a reflection of Southern California, which is
highly entrepreneurial, and the high-tech industry, which moves at breakneck
speed. Our motto is simply that life's too short, so let's do great work
and have fun.
Having said that, our core values center on people. Our own and our clients.
Within our walls, I strive to create an atmosphere of the work family
where we all come to know each other very, very well, and respect and
support each other. Each person is encouraged to seek the areas they excel
in and develop those talents. "Creating your own position" is an ongoing
activity that is never complete. The idea is to do what you are best at
and you'll deliver the best work, and find inner happiness and satisfaction.
When it comes to the clients, we like to have more than just a professional
relationship -- we like to know them as people and understand what makes
them tick. Again, life is too short -- we want to enjoy the journey.
When
should my website be an element of the PR program?
We now have a medium where dialogue is inherent, but we're still approaching
it conventionally. Typically, the Web is viewed just as another marketing
medium along with broadcast, print, billboards and direct mail. It's the
old monologue verses dialogue scenario. The Web is an interactive media
and, as such, is capable of providing value to anyone who visits and takes
advantage of the site. The Web is all about building communities, customer
relationships and providing valuable services designed to reinforce product
loyalty and satisfaction.
For a website to have true promotional value, it needs to be viewed as
a product. As such, it should have its own supporting efforts to ensure
consumer awareness and encourage site visits. When the creative development
team views the website as a product and not just a new medium to publish
brochure and collateral material, the site's value and impact to its target
audiences escalates.
With a true value proposition built into the Web, we now have a foundation
for newsworthiness. This is what separates high-impact websites from those
that are online literature services. There isn't anything wrong with this;
however, if your goal is to attract repeat visits and secure press coverage
on your website, you'll need to rethink your approach. There are few media
outlets interested in covering the development of a new brochure. However,
access to real-time services that provide real benefits and perhaps even
change the way things are traditionally done commands attention, as does
a website that provides an engaging and entertaining experience that is
unique to the new capabilities of digital media.
What's
your take on measurement? Can PR really be measured?
Of course PR effectiveness can be measured. It begins with establishing
goals up front, then deciding what will determine success and how will
it be measured. Anything worthwhile takes an investment and the same holds
true for measurement. If you are fully committed to measurement, then
there are benchmarks to measure perceptions, awareness, influencer penetration,
share of voice and product coverage penetration.
Determining the value of your PR program is a much harder task. How much
is it worth to build an image, develop influential relationships with
press and analysts, receive important insights about market changes, to
be quoted in a story, have influencers comment on your company or generate
interest from investors? These intangibles have a real impact on your
company and the value placed on such items is one of the strategic differentiators
that is unique to each company.
Please email your one-on-one questions to: beverly@lages.com
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