Turning Failure into Success

Two years ago, we were finalists in multiple categories for a prestigious, national PR award. There we were, in a Manhattan hotel ballroom rubbing elbows with some of the biggest brands in the world, all vying for the same prize: PR News’ Platinum PR Awards.

Then we lost to the likes of Volvo, IBM, Sheraton and Lincoln Motor Company.

Back home with our Honorable Mention certificates we tried to console ourselves –– after all, how many Fort Worth firms have shared that experience of being on the national stage with such stellar company? But the moral victory rang hollow.

After a brief mourning period, we turned the defeat into a useful learning tool and source of motivation. And, in true “Rocky”-like fashion, our PR and Social Media team got the eye of the tiger in its quest for success.

Now, two years seems like an eternity ago. In the time since, we have added service lines such as branded content creation, thought leadership platforms, expanded outreach and listening technologies, recruited talented new staff, and attracted profile clients including La Moderna (Mexico’s largest pasta maker), ClubCorp, and energy-sector disrupter, ST9 Gas + Oil, among others. We also have improved outcomes and increased our overall PR billings. And, yes, won more (other) awards.

We also learned how to turn lemons into lemonade. Recent work for La Moderna’s new, state-of-the-art pasta plant opening in North Texas, and the launch of TRG Duty Free –– the largest (and spectacular) duty free shop in the western hemisphere –– at DFW Airport have provided successful case studies that we think have a chance to win a PR News’ Platinum PR Award. Perhaps we’ll have good news to share next fall from New York.