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Paul RoetzerAugust 15, 20082 min read

The Marketing Consultant Laws

PR 20/20 ConsultantsWhen PR 20/20 launched in November 2005, we set out on a journey to, “lead and create leaders,” as our mission states.

My theory to grow a wildly successful and influential marketing agency was to hire talented, intelligent and motivated professionals, provide them with the systems and infrastructure necessary to succeed, and then get out of their way.

We wanted to develop and retain the industry's premier public relations and marketing consultants. Professionals whose services and expertise bring immeasurable value to our clients, and directly contribute to their growth and success.
The Marketing Consultant Laws were originally created in August 2008 and distributed as an internal document to give us (the Consultants) direction and focus, and challenge us to become stronger and more valuable, individually, and as a team.

I’ve decided to share them here on our blog (unedited) because most of the Laws have wider application to professionals in any industry, not just PR and marketing consultants.

Hopefully the Laws provide some sort of motivation or guidance to professionals who are looking to differentiate themselves, and become leaders.

The Marketing Consultant Laws

Deliver Results: Tasks, milestones and activity reports are a means to an end. Our job is to deliver results.
Pay Attention to Details: Maintain a vigilant focus on details in all communications and projects. Never make mistakes due to lack of focus or effort. Always ask yourself, “Is this the best I can do?”
Be a Proactive Communicator: Don’t ever leave your clients or peers wondering. Anticipate their information needs and maintain a high level of communication at all times.
Challenge Yourself to be Great: Always challenge yourself and those around you to improve. There is no limit to what you can achieve in business and in life.
Bring Solutions: “I don’t know” is not an acceptable answer. Your clients and your peers rely on you for solutions. Use your experience and the endless resources available to you to find answers.
Maintain a Career/Life Balance: Your career affords you the opportunity to live a full and rewarding life, but don’t let it consume you. Maintain balance among work, wellness, relationships, community involvement, professional associations, friendships, hobbies and interests.
Grow Your Accounts: The life-blood of every consultant is their client base. It is your job to retain and grow your accounts by maintaining an in-depth knowledge of your clients and their industries, building relationships, delivering results and keeping a pulse on opportunities.
Be Creative: Show imagination in your strategic thinking, and bring creativity to every project.
Be an Independent Thinker and Risk Taker: Don’t get stuck in the rut of conformity. Look beyond traditional wisdom and conventional solutions. Be willing to take calculated risks and make mistakes.
Strive for Excellence: Set high performance standards, and always strive towards personal and professional goals.
Think Strategically: Challenge yourself to see the big picture. Always be analyzing —perceptions, audiences, objectives, strengths, weaknesses, opportunities and threats. Find connections in seemingly unrelated news and trends.
Hunger for Knowledge: Don’t ever stop learning. Consume the wealth of information that is all around you, and share your knowledge for the betterment of your clients and peers.
Stay in the Moment: You will see and do things in your career others can only dream of. There will be highs and lows, victories and defeats. Cherish those moments, but don’t dwell on them. Your job is to stay in the moment, and appreciate it for what it is.
Have Fun: Positive energy is contagious. Bring enthusiasm and passion every day.


Paul Roetzer

Paul Roetzer is Ready North's (formerly PR 20/20) founder and senior advisor, as well as the founder and CEO of Marketing AI Institute. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014), and The Marketing Agency Blueprint (Wiley, 2012); and the creator of the Marketing AI Conference (MAICON). Full bio.