Everything-PR News spoke with Rick French, Chairman and CEO of Raleigh-based French/West/Vaughan (FWV) — one of O'Dwyer's top U.S. PR firms. Since 2001, French's firm climbed from a less likely perch in North Carolina to compete with the titans of Manhattan and the West Coast — with offices added in New York, Dallas, Tampa, and Los Angeles.
French is an entrepreneur those close to him call a "true visionary." He offered candid insight into his firm, his ideology, and the state of PR.
When Plain Talk Says A Lot
EPR: Thanks very much for taking your time, Rick.
Rick French: My pleasure. Always honored when someone thinks enough to ask my opinion.
EPR: Is it safe to say your business was founded largely in support of the North Carolina textile or garment industry?
Rick French: It was not. I founded the agency as a national firm that just happens to be headquartered in Raleigh, NC. Our focus through the years has been attracting consumer product category leaders.
EPR: The expansion of your company is impressive. You now have offices in New York, Dallas, Tampa, and LA. Can you account for your success?
Rick French: Our success is largely attributed to hiring good people, not being afraid to take risks when others are pulling in their sails, and the fact that our clients themselves have done very well in their lines of business, which has helped fuel our growth.
EPR: A cursory evaluation suggests your company more resembles a traditional firm than a digital one. Fair?
Rick French: It's a misperception. While we started as a traditional firm, the largest growth segment for our agency is in the digital realm, and I have invested heavily in this area.
EPR: How do you envision the "conversation" affecting PR companies?
Rick French: Conversation makes the world go round, and social media is driving more conversation by people interested in similar topics. So I told our people three years ago — get on the digital train or get out of the business entirely. Ninety-five percent got on. Five percent got off.
EPR: Where is your line in the sand on controversial clients?
Rick French: We received the Gaddafi inquiry, as well as ones from Israel and Afghanistan, and it wasn't a difficult decision to pass on any of them. We won't work for any government whose interests are contrary to those of the United States, because all of my people live and work in this country. We have taken on controversial individual and corporate assignments in the past — our current work for Michael Vick comes to mind — but that is what a PR firm inherently does. We counsel clients on how to deal with difficult issues and conversations.
EPR: Richard Edelman has said: "Trust in established institutions is being supplanted by a personal web of trust that includes colleagues, friends and family." Can you elaborate?
Rick French: Richard's analysis is accurate. I liken it to a television ad for Fabergé Shampoo that aired two decades ago. The spokesperson told two friends about Fabergé, who in turn told two friends, and so on. That effectively sums up the power of social media and word-of-mouth conversations.
EPR: Do you have a PR, business, or other hero?
Rick French: My father is my hero because he taught me the value of honesty, hard work, family, and treating people with respect, compassion, and integrity. As far as our industry goes, there are many people I admire — Richard Edelman, Lou Cappozi (MSL Publicis), both of whom I respect greatly.
EPR: One bit of advice for the budding PR professional?
Rick French: Believe in yourself and don't be afraid of taking calculated risks. Had I not done either, there would be no French/West/Vaughan.
In Summary
Rick French is a sharp, no-nonsense type of guy. On O'Dwyer's "top gainers" list from this period, FWV came in 7th — right on the heels of Edelman.
FAQ
Q: Who is Rick French?
A: Rick French is the founder and chairman of French/West/Vaughan (FWV), the Raleigh-based independent PR firm consistently ranked among the top independents in the U.S. by O'Dwyer's.
Q: Where is French/West/Vaughan headquartered?
A: Raleigh, North Carolina, with offices in New York, Dallas, Tampa, and Los Angeles.
Q: What does French/West/Vaughan specialize in?
A: Sports, consumer brands, and lifestyle communications, with a growing digital practice.
Q: When was this interview conducted?
A: August 2011.
Q: How is FWV ranked?
A: A top-tier independent PR firm by O'Dwyer's, frequently in the top 10 of the largest U.S. independents.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
