Judy Nichols She looks like Joan Collins. She has scads of movie-star friends. And this Houstonian does an incredible job as a public relation professional who churns out prolific numbers of press releases on every client she takes under her wing. Little wonder, Judy Nichols sparkles when she describes a string of reminiscences as exciting as the walls of her Houston home, which is covered with pictures of the gliterati. Basically, it looks like fun-and-games life, this stuff she has been doing for 30 something years, although she's quick to admit to having had her share of adversities. "But my number-one philosophy is to take every negative and turn it into a positive" Following graduation, she got married, left Phoenix, where she had grown up, and moved to California. "Then, in 1968, I moved to Hong Kong for two years and traveled extensively throughout the Orient. It was a great education." She adds, " I even want to Cambodia during the war and lived through it." Upon returning to U.S., Judy relocated to Houston, Texas, where she started her own public relations firm in the early 70's. "My career has provided me with a good living and a life full of fun, excitement and privileges" she says. "It has also taken a strong commitment and many, many hours of work." One memorable experience was representing the Houston-base airline Ultrair. "It was new, and it became the airline of choice for the national press corps to use when following the President," she says. That put us in the middle of the TravelGate episode for a period of time. I quickly earned the title of "spin doctor." One of the key elements of promotion, according to Nichols, is doing your homework. "I firmly believe in the value of research," she says. "I learn everything possible about the client, his product, his market, his competitors, and, Of course, his goals." She works closely with each client, defining objectives and determining the best strategies for achieving those objectives. "Whatever the nature of their requirements-public relations, social or charity involvement, or sales promotions-those needs can be served," she says. "My proposals are based on practical experience and research and only then does tactical work begin." She adds with a smile, "there are still a lot of people who don't understand PR or what it is, and how I make a living doing it." Her client list has included the Astro Wives, Charles Jourdan Boutique, Elan (remember seeing this single's hot spot in "Urban Cowboy"?) Fame City, Greater Houston Restaurant Association, Great South Wrestling Association, Maggiano's Little Italy Restaurant Palm Restaurant, Peng's, Stickler Premium Ostriches, Citizen for Animal Protection, Houston Livestock Show & Rodeo "Ladies Go Texas," St. Joseph Hospital Foundation, University Children's Hospital at Hermann, Houston Children's Charity - and scores more. Over the years, some of the celebs she has met and befriended are Ceasar Romero, JoAnne Worley, Jamie Farr, Rich Little, Richard Egan, Jim Drury, Doug McClure, Bob Hope, Mickey Rooney, Tom Poston, Joey Bishop, Farrah Fawcett, Kay Starr, Jon Voight, and Ray Price. "A good deal of my career has been working with celebrities," she explains. "Although I spent 10 years in Southern California, most of my celebrity association have occurred in Houston." Judy has discovered that most luminaries are "quite insecure." She adds, "They live in the world of constant rejection, being trying out for a part or working to set show dates. Of course, I treat them as I would anyone, like a normal, everyday person." She says, "Richard Egan used to say, "you don't mess with Judy! She'll show up at your door, hand you a cup of coffee, and tell you that you have 15 minutes to get ready." As one might expect, strokes are very important part of star-handling. "It's very important to let them know how they did after a performance," she says. "Good strokes mean a lot." For Judy Nichols, the hardest part of the PR biz is rejection. "You're constantly trying to sell your story ideas to the media. There are times when you believe you have a real winner, and no one seems to be interested." Another difficulty, says Judy, is training clients to communicate about themselves and/or their product. "This puts me in a better position to create a story idea for them. I have to guide clients to understand their values and what would make a great story for the media." Sometimes the obstacles she faces in creating an event can loom large. In staging the Exhibition Arabian Horse Show on the Galleria Ice Rink with Patrick Swayze, first she had to convince the Galleria powers-that-be that the idea was doable. "My next problem was finding the proper stabling to keep six very expensive horses housed on the ice for three days," she says. "Another problem was getting six horses through The Galleria and down on the ice rink." Bottom line: she pulled it off, and the event was a huge success for The Galleria. "Over 15,000 people per day showed up in March, generally a slow month of the year for them," recalls Judy. HER APPROACH "I've always believed in honesty and integrity, following by developing longstanding relationships with the media," she says. "It's also very important to provide the media with complete information. Anticipate their questions and have them answered in your press release or press kit. If art (photos) are available, include them, or state that these are available upon request. Press people are inundated with story requests; therefore the more thorough you are, your opportunity to receive coverage increases dramatically." For those considering PR as a profession, Nichols says "Prepare to dedicate yourself to many, many hours of work. This is not an eight-hour a day job." She adds, "Public Relations has often been conceived as a glamorous, fun job, and it is to a degree, but, I find it a constant education about products, people, the city and the economy. "She explains," A creative, open mind is very important" and conceiving realistic plans that will attract the media's attention. The media doesn't have time to waste, so once you have deceived them, it's very difficult to get them to respond to you late." As one of the editors says of Nichols, "She's so energetic and smart that she is always one step ahead of everyone else. Judy Nichols has an incredible "nose for news," which enables her to pitch terrific story ideas to the media." Nichols reflects, "I always want to be in a position to help people and make things happen for them." The Fun of It What has been the most fun? "My entire life!" she says. "I've been very blessed with a strong positive outlook. God has given me a survival attitude. Living in Hong Kong was an incredible experience that helped me gain great knowledge and understanding of others and their cultures"and learning to accept others as they are." Not every experience, however has been a slamdunk. "While working in Hong Kong for the Yellow Pages, I was asked to make a presentation to 120 Chinese salesmen on how to reach a decision-maker over the phone. I had been number one in the U.S. for telephone sales prior to moving overseas. I prepared a brief opening and then left it up for questions and answers. But the Chinese don't ask questions: they loose face by not knowing." She laughs. "Needless to say, my presentation was far from a success." Like Joan Collins, Nichols has had her share of marriages and mayhem, but she remains full of relish for work and friends and canines-a constant reminder of the importance of enjoying what we do " and serving it up with gusto. Thus, her second philosophy: "If you can't see it from across the room, I don't want it."
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