Greenville Business Magazine 2010 July issue : Page 59TKPR The 32-page spread in the March issue of US Airways in-flight magazine featuring and flattering greater Greenville was a politician’s dream come true and it was all done by Greenville PR exec Taryn Scher. The 27 year-old opened her public relations business barely two years ago and has already managed to get clients into nationally recognized publications like Redbook. “I do traditional PR – my job is to get my clients featured in magazines, on TV, in newspapers – without paying for it. I spend 90 percent of my time writing pitches about a particular product or event and sending them to reporters and editors in hopes they will feature my clients.” “I know I’m not changing the world,” she continues, “but I bring some great attention to smaller brands that can’t afford to buy a $20,000 ad in a national magazine. The big brands have the money to spend on huge advertising campaigns, I work with the little guys to get them some exposure on a budget.” Scher was a small town girl from the Northeast and graduated from the University of Maryland. “I did what many wide-eyed girls from small towns do – I moved to NYC in search of the glamorous life portrayed by Carrie Bradshaw on ‘Sex and the City’.” And she pretty much got what she hoped for. She was doing public relations for a fashion house in Manhattan, when fate threw her a pleasant curve. “The same week I started my first job for a fashion designer on Fifth Avenue, I met my future husband,” she says. “I worked in New York City doing PR for the designer for two years until my husband completed medical school and was offered a residency in Greenville.” Scher telecommuted for a while from her Greer home when she realized she could increase her client base. “I worked as a consultant for the New York fashion house, but when you cut out the 2-hour lunches and meetings and a lot of other typical daily office time-wasters, you learn quickly that what you used to accomplish in five days can be accom- plished in one or two. I had so much free time on my hands, that expanding my client base was only logical.” “What I do requires a very upbeat personality. You get a lot more ‘No’ than ‘Yes.’ But for all those ‘No’s,’ the right ‘Yes’ is worth it,” she says. Scher adds, “In business, the little things will make you stand out amongst your peers – the basic things your parents taught you – like sending handwritten thank-you notes. Thanks to email and texting, everything is so impersonal no one gets regular mail anymore. I guaran- tee you’ll put a smile on the recipient’s face when they go to their mailbox and have a handwritten card.” Taryn Scher can be reached at taryn@tkpublicrelations.com ■ JULY 2010 | GREENVILLE BUSINESS MAGAZINE 59 Publication List |
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