Debra Locker Griffin, Founder of the Debra Locker Group
Name: Debra Locker
Founder: Debra Locker Group
In one sentence, what problem do you solve and for who?
Through the work we do at our boutique public-relations agency, we educate and position experts in the lifestyle, travel, and wellness markets to build their brands, businesses, and reputations.
What's your story? Share how you got to where you are and WHY it is you do what you do.
I grew up with entrepreneurial parents who, despite working a lot, had great flexibility. That lifestyle was unique within my friend circle and is appealing today - each and every day.
I learned early on that I don’t thrive in a 9-to-5 office setting. My first career was in TV news. I was a reporter and producer at stations in Lexington & Louisville, KY., Knoxville, TN., and Charlotte, N.C. When I started in television, I set a goal of leaving the business at age 30 - I was 22 when I began. I, indeed, left at 30 and ran out of the newsroom’s doors in Charlotte so glad my mental health was intact!
When most people think about TV news, they envision glamour and excitement. In reality, it's filled with working holidays, long hours, low salaries (my starting salary in 1993 was $13,000), big egos, and bad bosses. I experienced all of those things. However, I learned a ton, covered meaningful stories, and made life-long friends. I have the utmost respect for those who work in local TV news.
After leaving journalism in 2001, I started my career in public relations as the in-house PR director for a corporation based in Lexington. I had the benefit of travel, healthy budgets, and leading an annual media event in New York City. I also managed a team, which led me to learning that management takes away my creativity. This lesson is one of a couple of reasons why my firm is me! Being a manager was not a strong suit.
My son was born in 2006 and I knew immediately that I wanted flexibility to be a mom whenever he needed (picking up from school, attending field trips, etc.) I spent two years putting together a business plan, gave three months’ notice (I don’t like to burn bridges), and started my firm in 2008.
What does BEING a FoundHer mean to you?
We knew what we wanted, went for it, and are living the life we want.
How do you support other female founders and women in business?
I have been described as a consummate champion for female entrepreneurs. From day one of our firm in 2008, we have successfully represented women in business.
These quotes from current and past clients tell the story best:
“Debra has in-depth industry knowledge and represents your brand with the utmost professionalism and a commitment to your strategy. DLG has resources for anything related to PR you may need. They will advocate for your business, offering extremely trustworthy service and advancement on your goals. DLG will guide you through the process, prompting when needed, being direct, truthful and transparent.” - Terri Paige, CEO and Co-founder, Medical Transformation Center
“Working with DLG made my small business look like a big operation. DLG secured features on local and regional news stations, national TV shows, and cultivated opportunities for me to be a regular contributor on websites. I saw the benefits I desired, and then some, by working with Debra. I cannot recommend her enough!” – Liz Toombs, President, PDR Interiors
“Debra is the absolute best at what she does. She has the contacts and charisma to help anyone get the word out about their business or project. She is the perfect partner. I could not recommend her more!” – Beth Richardson, Founder, Spotz Gelato
What are the first five things that you did when you were starting your business?
Network, built upon previous relationships, let everyone in my network/community/circle know I launched a company, set up all of the legal "stuff", and hired someone to build a website.
At what point did you make your company a full time gig? How did you know the time was right?
It was a full-time gig from day one. I left a corporate role to start my company in Sept. 2008.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
It's all about relationships!
Let’s talk social media—who handles it for your company?
I manage my personal and professional accounts.
How did you land your first client?
I had an existing relationship with the female owner and had seen how many PR people she had gone through that didn't understand her personality or brand.
What is something you do differently from the industry standard?
We do Not practice one-size-fits-all PR. The personalized work produced at DLG is unique to each client. We take time to interview clients, learning every detail of their stories. It’s this insightful information gained during those ongoing conversations – about the people, the pain points, the successes & challenges, and the why – that enable us to have authentic conversations with journalists.
Did you raise capital? What was the process and avenue you chose to take?
The expense of opening my PR firm was low - I've always worked from a home office, and I don't have a team (which is by design). I had the basic set-up fees that all entrepreneurs have - website, legal, setting up an LLC, logo creation, etc.
What would you do differently if you were starting your business today?
Work with a CPA who is a partner in communication and education. My first CPA supplied no education and I didn't know what to ask because it was all new to me. He also did not check in with me throughout my first year in business. As a result, a few days before April 15, 2009, he told me I owed $15,000 in taxes.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
Trusted relationships, earned results, and facilitating connections/Introductions. I continually connect clients with other clients, associates, and friends when I see the potential for synergy.
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