We're honored with this edition of 'A Capital Conversation' [see past editions
here,
here and
here]
to converse with Kathleen Formidoni, founder of blast! PR, a Raleigh-based public relations firm that works with clients nationwide with a focus on Web 2.0.
Raleigh Philosophical Society: Where did the name for your company come from?Kathleen Formidoni: When Bryan (my husband and business partner) and I first decided to start our PR agency almost 10 years ago, finding the right name to define our brand

was our first course of action. We began naming exercises which really consisted of writing down words that we felt captured who we wanted to be.
There was a lot we didn't know back then but one thing we
did know was that we wanted to be fun and different, we wanted to be cutting edge and we didn't want to be a
Last Name and Last Name PR agency - BORING! So, we narrowed our selection to words that were energetic and made people smile.
As you can imagine,
naming a business can be a very daunting process with many factors for consideration as it relates to finding available web addresses, even 10 years ago. Blaster was our dog, our lovely smiley border collie who made us laugh every day for 13 years. The word
blast kept making the cut - over and over. The rest is history.
RPS: What exactly does blast! do?KF: blast! PR creates and manages strategic
PR campaigns for our clients and we ensure that our PR plans help our clients meet their business objectives. Whether it be increasing sales or brand awareness, we leverage communications and public relations to meet those goals and objectives.
RPS: What sets blast! apart from other PR firms?KF: This is

a good question. I believe it comes down to our culture, our people and our approach. We have an awesome team and we treat each other like family -- like sisters with one big brother.
In addition to being amazing people, our staff is extremely driven to perform for our customers. They are very energized and enthused to do the best they can do -- 24/7, 365 days a year.
Since we work as an outsourced communications department rather than a PR agency, our approach also sets us apart. We take the time to really understand each client and, in turn, we are better equipped to represent them to the media. This approach helps us gain meetings, speaking engagements and media exposure.
RPS: Your office is near Moore Square, in the heart of downtown. How long have you had offices there? What changes have you seen in DTR in that time? KF: Although we started the company out of our house, we've been in the
Montaque Building for four years and down on Hillsborough Street for two years before that.
The changes in downtown Raleigh have been tremendous. It's been amazing to see the influx of restaurants and bars along with a strong residential communit

y. The museums are also top notch. I'm so excited about the opening of the
Convention Center and I adore the
Shimmer Wall - it makes me so happy.
I love walking from my house in Oakwood to the offices and we also enjoy walking our two dogs and son around the city on Saturdays. There is something about downtown Raleigh on a
Saturday morning. There is just enough early morning planning and activity to make you feel as though it's going to be a wonderful day. Yet, not so much activity that the energy is frenetic. It's really a small town and very charming.
RPS: What is your background/experience?KF: I studied zoology and botany in college; I was going to save the condors. But after college I took a job at The Gap whilst I decided what my next move would be (grad school, vet school, etc.).
I got the chance to move from
Chicago to Cary in the 90s to manage some of the stores in this fine state. From there, life took over. I ended up working for the Gap for a few years and then worked for a local vet as a technician. At the time, I really needed to pay the bills so I got a job at a
local software company. I was told by a good friend that if I entered the company as the receptionist and did a fantastic job, that I could move into sales or marketing. The rest is history.
I've been doing PR now for over 15 years and I love it. I still do love birding and gardening and take time every day to spend time in my garden. I imagine at some point I will get back into that field -- perhaps organic gardening with an emphasis on bringing host plants and insects to your backyard. Sounds like a good book!
RPS: What was it that led you (and thus blast!) to Raleigh?KF: As stated, I was drawn to the state by warm climate and the job opportunities -- but mostly I wanted a life change.
I moved to Raleigh nearly 10 years ago and just adore the city. Our long-term plan is to have our office and house in the city while also having a beach house. Hopefully within the next 10 years!
RPS: As someone who has lived elsewhere and traveled extensively, what are your feelings in general about Raleigh and the area?KF: I love it here. As I've said before, it's like a throwback charming city with modern urban amenities. The people are really nice, the city is really beautiful and there is so much to do.
RPS: How do you "sell" Raleigh to your friends and family from out of town? Have any of them drank the "kool-aid," so to speak?KF: I typically tell them about the history of the city -- I think it's interesting that Raleigh was one of the only southern cities that wasn't burned to the ground during the civil war.
In general though, I think Raleigh suffers from brand awareness. If you ask anyone outside the state, most have no idea about our capital. They know about the beaches and they know about the mountains but they don't know much about the state capital. Then, when you talk to folks inside the state, Raleigh often receives the little brother status with Charlotte being the lurking big sister.
Bottom line, once my friends and family spend time here, they are in love. From my father to my sister to my father-in-law, all of them love visiting Raleigh. Thus the reason we are adding onto our house!
RPS: What are there things you'd like to see happen here?KF: I really think the city made a big mistake by not putting a sports center downtown. I would like to see that. Perhaps a Major League Baseball team or something.
RPS: What do you like doing in your spare time?KF: I love to spend time with my family and my dogs. I enjoy hiking,
yoga, gardening and volunteering in my neighborhood of Historic Oakwood.
More about blast! PR (from its website):
Founded in 2000, blast! PR was named after a border collie named Blaster (1990-2003). Blaster was unconventional, free-spirited and full of energy and the blast! team strives to keep these core qualities embedded in everything we do. Located in the historic Montague Building in downtown Raleigh, NC, blast! PR is a boutique agency run by a group of professionals to ensure that the same core team works on every client account. The blast!ers are a creative and energetic team with 50+ years of combined experience in public relations, marketing communications and creative strategies.
Our nimble size allows us to cross-pollinate media and analyst relationships, better anticipate needs and craft creative, effective messages that increase awareness and get results.
Areas of expertise include:
- Online advertising/Internet marketing
- Social media/Web 2.0
- Internet technologies
- Email
- Web analytics
- Consumer technology
- B2B products and services
- Search engine marketing/SEO
- Not-for-profit organizations
We serve clients across the country in areas including New York, San Francisco, Austin and Philadelphia.
(Shimmer Wall photo from New Raleigh)