Huma Gruaz: “Nothing is impossible”

Huma Gruaz, founder and president of Alpaytac Inc., has been named one of the nation’s top three “Brand Marketers of the Year” by PR News. Gruaz was honored at the 2008 PR People Awards in Washington D.C. last week. 

I had an interview with her for Turkish Journal. So here is my questions and her answers:

First of all congratulations for your success… 

Thank you.

How did you feel when you heard about this award? 

I was very thrilled to be recognized among the best in our industry. I have to say that I could not achieved this without my brilliant team who works so hard to achieve great results for our clients so I share this great honor with my team.

What is the hardest and easiest thing in this business?

Hardest thing is to find outstanding PR professionals who share the dedication and commitment I have to the success of the business. I am happy to say that the team we have in place now is truly amazing but it took me some time to get to this point. As we grow, we will be very careful to ensure we only recruit those individuals who can perform at the high standards we have set for ourselves.

The easiest thing in this business is nothing. If you want to get great results you need to work hard and push yourself. I tell my team that we can never settle unless we believe that the work we produce is simply outstanding. To reach this level, everybody has to push their limit which is never easy.

What makes you different? 

We are one of the very few PR agencies in the country that has a solid understanding of all areas of marketing and thus our campaigns are fully integrated with the marketing strategies of our clients. Smaller companies bring us on board as marketing consultants in addition to benefiting from our PR services. For them, we are a one-stop shop where we can not only develop a strong brand for them, but also communicate this to a wide audience through the power of Pubic Relations. Big clients use us exclusively for our PR services where we have the “nothing is impossible” attitude.

As a professional what would you like to tell to students who wants to be in your position one day? 

Think big, turn obstacles into opportunities, always look for a way to improve what you are working on and never settle for mediocrity. Once you are in my position, surround yourself with great people. Know your weaknesses and make sure that your team is such that they make up for them. Empower your people, give them the right leadership skills so they reach for the sky…

What is your connection with Turkey?

I am Turkish American. I was born and raised in Turkey (Istanbul). I came to the United States when I was 18 years old to get my Bachelor’s Degree. After graduation, I went back to Turkey and worked at Ogilvy & Mather Istanbul as an Account Executive for 2 years then left Turkey to live in Holland for 5 years and about 12 years ago, came back to the United States. I think Turkey is one of the most beautiful places in the world and I have been consistently trying to promote its image in the United States and around the world through marketing and PR initiatives I have led in Chicago.

What are your future plans? 

The future plan is to sign on projects that make a difference in the lives of many. The more powerful our agency is, the more we can achieve this. Last year, due to our growth, we were able to take on several pro-bono projects such as promoting the fundraiser for Chicago-based Lincoln Park Community Shelter.

We also have an outstanding internship program that teaches the world of marketing and PR with a full immersion approach. We would like to become a pioneering agency that not only delivers outstanding results for its clients, but also makes a difference in its community through such programs.

What’s next? 

Finally, through our sister entertainment company, we work with several European countries including Turkey, bringing A-list celebrities to events. We would like to go on expanding this exciting service and become a stronger bridge between Hollywood and Europe, continuing to facilitate these relationships.

Huma Gruaz

An expert in public relations and marketing with over 15 years experience in the industry, Gruaz has worked with leading brands all over the world. She has been instrumental in developing new product categories in the consumer electronics and housewares industries, and has been recognized as a principal contributor to Shark Euro-Pro’s success in the launch of its new products for the past four years. Gruaz is a graduate of Northwestern University’s Kellogg School of Management with a Master of Business Administration and is a Magna Cum Laude graduate of Bryn Mawr College with a double major in Economics and Fine Arts. Fluent in 4 languages, Gruaz’s global expertise along with her creative background have been key to her success.

Alpaytac Inc.

Founded in 2004, Chicago-based Alpaytac Inc. is one of the fastest growing public relations and marketing communications agencies in the US. Focused on providing clients with premium service, Alpaytac strives to create ROI-minded marketing campaigns to build brands and increase bottom lines through strategic, measurable programs. Clients span the housewares, consumer electronics, fashion and business-to-business technology industries, among others. For more information, please visit www.Alpaytac.com

(Turkish Journal)