Lisa A. Shenkle is no stranger to the world of marketing and public relations.
She has coordinated publicity for national authors, organized press junkets for the film “The Running Man” and arranged publicity for celebrities such as Billy Joel and James Earl Jones. Currently the president of marketing agency VERB! Communications, Shenkle shows no signs of slowing down.
Q What?s the story behind the founding of VERB! Communications?
A I went from working in entertainment to concentrating on media relations and crisis management in transportation. After six years of 24/7 on-call duty, I wasn?t sure what I wanted to do. When I decided to take a break, I never intended to start my own business. Former employers wanted to hire me to do projects, and some national trade publications hired me to write articles on port-related and commerce issues. In 1998, I realized I had to get serious about naming my business. While doodling, I wrote: I need a VERB! Just like that.
Q What’s the advantage to working in the media industry independently (as opposed to a big corporation)?
A I find that working independently removes the heavy hand of office politics. There aren?t multiple layers to wade through or endless committee meetings. I can focus energy more on strategies and execution. It also gives me the flexibility to team-build with other independents.
Q What is a project you are especially proud of?
A I created a joint promotion between a homebuilder and decorating book author. The home was decorated in the design spirit of the book ? it was like walking into the pages of the book itself. We landed a spot on “Good Morning America.”
Q Future plans for VERB! Communications?
A I love teamwork, so I?m hoping to expand my partnerships with more independents on large projects, but I want to continue focusing on programs that help people make positive changes in their lives or that bring to light important information.
