Buying PR: David Perry, Cognito

David Perry, Cognito

This week’s Buying PR interview is an interesting one because the marketing manager I have interviewed has a background as an analyst and journalist. Now I have worked with many marketing managers who at the start of a relationship like to tell me that they have done my job before and worked for an agency so won’t be fooled by waffle.

This is never a problem for me as they will soon find out that isn’t the way I work. That said, I haven’t worked for someone with this background before and I am sure it makes for an interesting working relationship. Especially when you consider the amount of relationships and contacts he must have already without your help.

I know David from his days at Freeform Dynamics and it was this extra twist that made me particularly interested in interviewing him.

Name and title: David Perry. Head of Marketing
Company and what it does: Cognito. Mobile Application Solutions Systems Integrator

Paul Stallard: Have you ever worked at a PR agency?
David Perry: No

PS: What role does PR have within your marketing mix and to helping you personally?
DP: Key brand building and outreach program

PS: How did you choose your current agency?
DP: Having worked as a journalist and analyst I knew lots of PRs

PS: What most annoys you about PR agencies?
DP: Churn in Account managers

PS: What are the basic skills a PR agency should have?
DP: Creativity and the desire to work hard every day for the fee

PS: What sources of news do you read religiously?
DP: San Jose Mercury news online edition, BBC website

PS: Are they the same titles that your customers read?
DP: No and yes

PS: How do you evaluate the success of your PR campaigns?
DP: Ink (physical and digital)

PS: What is the most essential skill that a PR professional should have to ensure you get a quality service from them?
DP: To understand our product and market

PS: If you had to cut either your advertising or PR budget which would you choose?
DP: Advertising every time

Previous Buying PR interviews
Ben Keene, Tribeswanted
Zak Edwards, Prezzybox.com
Helen Farrier, Samsung Electronics
Nicola Green, O2
JoAnne Hughes, Cisco
Ben Roome, Nokia Siemens Networks
Andy Lulham, Betfair
Jo Baker, Pegasystems