Creating the News, Not Reacting to It

By: Calsie Penzien

Chris Foltz, the owner and founder of one of the fastest growing public relations firms, came and spoke to Ferris State PR students on Thursday to tell his story and share how he believes one can change an industry.

Chris Foltz started out in politics and was very successful.  He then got addicted to opiates and spent 119 days in jail.  Now he owns one of the most successful public relations firms that literally started from nothing.

Chris introduced public relations students to a new way of thinking, to change an industry forever.  Chris believes in creating news, not reacting to news.  Chris’ plan is called CORE Brand Strategy.  CORE stands for concept, offer, relationships and finally exposure, and to follow through correctly each step needs to be followed and in the correct order.

Concept is an idea, a starting point.  This is where everything begins.  Someone can’t hope to change the world without an idea.

Offer is where the ball gets rolling.

Relationships are the people who help along the way.  They are the contacts that are used to get to wherever the end result it.

Finally Exposure is the PR of it all.  Exposure gets the word out; this is where it all comes together.  This is where the concept, the offer, and relationships converge. There can’t be exposure without relationships, the offer, and the concept.  They all work together to help a person change their industry or the world.

According to Chris, there are two types of PR: classroom and application.  The classroom stuff is important, but application is where it is at.  It is nice to recite what is learned in the classroom but if it cannot be applied and practiced, the knowledge is useless and one is never done learning the application stuff.  Chris said, “Once you realize you will always be a student, you will go far.”

All in all, it was an honor to have had the privilege to listen to Chris speak.  He was truly inspirational and his advice and insights will be helpful and beneficial to every student in the public relations program.


About ferrisprssa

We speak the truth with compassion. We embrace diversity in all forms. We are innovative, creative, upbeat and engaged. We are the Ferris State University PRSSA Chapter! Our student-run PR firm gives students outstanding hands-on experience and professional training.
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