Seize first imPRessions

We have all heard of the saying “don’t judge a book by its cover” . Well this expression can mean a lot to people, unfortunately in the real world, especially as a marketing agency or public relations pro, your cover gets judged.

According to many statistics and research found on first impressions, in the first three to five seconds upon meeting someone, you are instantly judged. Naturally, fathers judge their daughters new boyfriend, the interviewee judges the interviewer and the prospective client judges the marketing firm or PR practitioner.

In an article I recently read from the entrepreneur section of about.com, the first impression process in the business world starts by being considered as a perfect company or person for the job. After a longer period of time, appearance starts to fade and personality, confidence and intelligence starts to come into effect. And last, but not least, the overall appearance can essentially make or break the presentation.

After reading the article it came clear to me that judging a book by its cover can sometimes be helpful in encouraging business pros to perfect their presentations to potential clients so that they can ultimately represent their company and their company’s reputation. In PR, the entire point of campaigns is to persuade the public to have an optimistic view and a great impression on the client’s company or product. In marketing, building a brand and positioning the over-all view and public perception of a company is what agencies do. So why not get judged and be judged?

In a speech that I attended last year for PRSSA, a couple tips for PR students that President of PRSA Colorado, Palmer Pekarek gave was not to wear perfume to an interview and make sure your coat is lint free. Although these tips seem extreme, selling your self and your firm to new and existing clients proves to them that you can handle the reputation of their company.

So when presenting to a prospective client or attending an interview, don’t wear perfume but smell clean, use a lint roller on your clothes, be confident but not cocky and succeed.

After all PR and marketing is all about the making their clients look good.