COSMOPOLITAN MAGAZINE INTERVIEW MAY 2006

Niki Martin

Public Relations Agent for Clubs, Bars & Restaurants, Festivals and Events

Currently representing ONE HAPPY CLOUD - featuring DJ Christo Z. on Thursdays

Aristofanous 12, Psirri

Associate Editor for www.athens24.gr

Age: 33

1.

After having received my Bachelor of Science in Business Administration from Deree College, I decided to move back to Seattle to have my first practical experiences in the work place. After reviewing what my strengths were, what I liked to do and which classes I had most excelled at, I realized that Public Relations was more in my field of interest. I spent my first year working for a PR firm ran by 3 women with national clients as well as under the Marketing Department for the Public Relation Manager of a global company, PhotoDisc. After extending my contracts twice, I decided to move back to Greece and implement what I had learned here. For almost as long as I had been a student in Athens, I had also been working for one of the most popular celebrity clubs in Greece, Atomo Club – where I had made many contacts and was exposed to the business of club PR firsthand  – while I was also learning about business in the formal learning environment of college. My outgoing personality and work ethic was a perfect match for what was then not such a well known or organized job like club public relations. In fact, I helped set up one of the first offices for the administration of a proper club for Plus Soda in 2001 and later for Motel in Psirri.

2. & 4.

Many people mistake my job as that of being out only at night. That is the biggest myth because all of the work needs to be done during regular business hours just like everyone else. My responsibilities usually cover being the direct liaison and having good relations with all of the mass media – beginning with creating press releases and / or any other publicity materials that may be called for and ensuring that the club is publicized in many of the City’s major entertainment magazines and covered by television and radio stations whenever needed Research is also important to keep all lists updated or add to them when specialty events call for other types of media. Complete follow-up with press clippings, feedback, etc. is also very important for me to feel that the job has been done professionally.

Another major aspect is to have a good list of business, VIP and customer contacts with whom I also have close relations with and invite to events.

Depending on what my client asks for, I also offer internet services that vary from being their Website Content Manager or creating newsletters to send to my large mailing lists. This means you need to know how to use a computer very well not only to create documents and send them, but also to understand how graphic design works and can be sent electronically as well as how it will look in print (i.e. flyers, posters, advertisements).

Other duties (again, if asked for) are the creation of advertising plans and budgets along with additional brainstorming as to how to interest more customers. Sponsors have played a large role in the nightlife activities of Athens for the past years and they are important to all of my clients. Therefore, many times I also am asked to make proposals for sponsorship of events of which I will get a percentage if an agreement is made.

Finally, I feel it is my obligation to spend at least 3-4 hours at a venue I am representing a few times per week to show that we are a team and greet my personal guests. I like to introduce people that usually would not have had the chance to meet and many times not only have business contacts been made but I am proud to say that I have even introduced people that are now actually married! I have to say that this is what makes my job the most fulfilling. (8.)

It must be noted that you should not confuse what being a “hostess” is with what doing public relations for a club. The hostess is there every night from beginning to end to greet and mingle with the customers to make them feel comfortable. Public Relations also require that you have excellent interpersonal skills but by now, you should see the difference between these two job descriptions. All I have to do at night is show up and have fun like everyone else!

3. & 6.

Half of the time I use the offices of the city guide website of which I am an Associate Editor: www.athens24.gr and the other half of the time I work from my home office. Most clubs still do not have proper offices, but they are slowly getting there. That is why my fee also includes all of my expenses (including phone calls, internet, time and physical presence at all preparatory stages and at actual events, travel, talent bookings, referrals, misc., etc.). Personally, I have always tried to keep my position as a strictly freelance professional and therefore, prefer to rely on my own resources.

9. & 11

My advice to a young lady that wants to get into this line of business is that even though a college degree is not a prerequisite, I would highly recommend that she gets some form of higher education not only in order to do her job more effectively, but also to be able to diversify her skills and knowledge if the opportunity presents itself from one of the many different contacts she will make in this industry. If you look at my resume, I have been involved in various projects from television and film productions to record label promotions, to modeling (yes, your appearance DOES HELP when doing PR) (12.) – most of which came about through the people I have met on the job over the years. Computer and Internet skills as well as a good grasp of the English language are also valuable assets – which especially help when I am asked on many occasions to coordinate booking major DJs, performers and sponsors from abroad for the clubs I have represented. Most important of all is to keep a good name for yourself and be as truthful as possible My fair dealings, professionalism and trust with all those involved in this business are the reason I am usually actively sought out to represent clubs while never having a problem receiving publicity by the media and have made so many friends who come from all over Athens to enjoy a night that I can promise will be fun and classy. Vise versa, unfortunately, there have been times where some club owners have been insulting or not willing to pay after I have done the work agreed upon and had waited until very early in the morning (5. & 10.). After these cases, I have come out with a better instinct as to who to work with and simply put them on my black list. In this game, your name is all you have so treat it and others with the same respect.

Lastly, remember to smile, it’s contagious!

EDUCATION

You don’t need a degree in Public Relations, just plenty of experience, reliable contacts and, good office and interpersonal skills.

The closest degree you can find at Deree American College is as a

BACHELOR OF ARTS, with a major in Communication: emphasis in Public Relations.

Check out the link: http://www.acg.gr/deree/academic_deree.shtml

Niki Martin

www.athens24.gr