Liza Anderson knows it’s not easy to grow your agency in the midst of a recession. Her tricks: Hard work, hiring lots of great people, and “constant hustling.” Anderson founded Anderson Group Public Relations, and has since taken on a number of celebrity clients including Eva Longoria and Michael Emerson of Lost.
In this interview, Anderson talks about her style of PR (“I don’t see the benefit of being on Page Six.”) why truth and honesty is key to her business (“I don’t think press is necessarily used to that from a publicist.”) and if Hollywood is overly scared of blogger Nikki Finke (“I don’t pay that much attention.”)
You’ve quadrupled the size of your agency in three years. What are they keys to growing an agency?
Very little sleep. Lots of hard work. I’ve just been working a lot and hiring lots of great people. It’s constant hustling. The minute we opened our doors there was the writer’s strike then the actor’s strike followed by recession. There was a constant black cloud that’s followed us as we’ve grown as a company. That overwhelming gloom and doom is a great motivator for success. It makes you work twice as hard. Sometimes fear is great motivator and it’s worked wonders in my case.