Based in Dublin, Joe Garvey has established an expertise in tech-related content at Wachsman, a worldwide agency known for advising the up-and-coming generation of leaders driving the new economy. In a little more than two years, Garvey has made good on the promise he showed when jumping from a waiter position to a marketing and public relations assistant. (We’d like to guess that the restaurant trade taught him a thing or two about an area where he excels: keeping people calm and collected in the face of a mini-crisis.)
The Qwoted/Talking Biz News team is proud to name Garvey to our Qwoted 100 roundup of PR stars. Read on and learn how Garvey approaches a tech beat in an industry that itself is undergoing a technological revolution.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Joe Garvey: Face-to-face interaction and in-person conversation will be prioritized in coming years. The advent of AI-assisted pitch writing and the speedy pace of digital communications means the human element of PR to media relationship is dwindling. I foretell conferences and events being prioritized in the PR agency’s growth strategy, fostering real world relationships in an era of continued digitization.
Qwoted: What do you do that other PRs could learn from?
Garvey: Cool, calm and collected: It’s PR, not ER. If there’s a problem, a calm and collected response will foster a quicker solution than a frantic blame game or stressful reaction. Sure, the job is high energy, particularly in agency. Recognize this and take necessary steps to enable a calm approach to the situations that arise on a daily basis. Carry this down to the teammates you are responsible for managing, to your relationships with media and clients, and your own managers. It enables more creativity, fosters client and media relationships and prevents unnecessary dramatics.
Qwoted: What’s your toughest challenge with reporters?
Garvey: The pace of the news cycle delivers a significant challenge in timely communication with reporters. The way the news cycle continually churns can make information obsolete in an instant. Utilizing strategic time management, enabling rapid client feedback and supporting your team with the news cycle in mind is vital amidst the constantly changing narratives.
Qwoted: How do you approach breaking through the noise floor to get effective coverage?
Garvey: Collaboration is key to making headlines. Taking stock of the talent on your team and allowing for people to share their thoughts leads to breakthroughs. It may be an idea for a pitch, or a completely new strategic approach; use the experience around you to fuel ideas that grab attention. Leaning on the weight of your agency’s brand is also vital. If your agency has built a recognizable brand amongst media, ensure your communication style aligns with your colleagues.
Qwoted: How does PR in 2023 square with the future of journalism?
Garvey: Technology is a private enterprise. The new wave of technology enhancing the lives of everyday individuals is predicated by private businesses. In order to write about these new technologies, reporters require an access point to this information. PRs will continue to act as this information point, allowing a free flow of information for readers and audiences.
Qwoted: What advice would you give to those seeking to find an effective PR person?
Garvey: Consider first what you hope to gain from PR. Do you want direct exposure to audiences? Have you considered advertising? PR is building your brand’s relationship with the public through tools and tactics developed over decades. Make sure you know exactly what you want and how PR can help specifically before approaching a PR person. The clearer your goals, the more effective a PR person can be.
Qwoted: What is your golden rule of PR?
Garvey: Responsiveness. Respond in good time to everything and make sure people know you’re on the case. Other than that, never enter your day without a to-do list!
You can connect with Joe Garvey of Wachsman via email at joe.garvey@wachsman.com, contact him on Twitter, or connect on LinkedIn.
Lou Carlozo is Qwoted’s Editor in Chief and the Editor/Publisher of Talking Biz News. Email lou@qwoted.com or connect on LinkedIn.
