Vitamin boss keeping it all

The president and chief executive officer of Baltimore-based Vitamin Inc., Karfakis created his own boutique firm in 2002. At Vitamin, Karfakis brings experience from the marketing world to grow his public relations firm. Separating itself from others in the area, Vitamin specializes in identity, print, interactive and public relations, all in-house. As for the future, Karfakis wants to keep Vitamin healthy and build the company in the region.

Q What is the most important thing you learned working with other organizations?

A PR is the epicenter of marketing. It builds brand, credibility and awareness. Without PR, businesses are more likely to fail on account of not developing a positive relationship with the public or with their target audience.
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Q What is the project you are most proud of at Vitamin?

A Our projects are like children and hard to choose between. Since I am an avid mountain biker, I would have to say that working with Germantown Cycles and Avalon Cycles has been near and dear to my heart. Since they are sister companies, Vitamin created unifying Web systems for each company. So far, we have been able to garner awards for the Web sites, editorial coverage among cycling media and sponsorship relations. This project really allowed Vitamin to apply our holistic approach in terms of brand, interactive and PR strategies.

Q What is your future vision for the company?

A In order to stand the test of time, a company must first and foremost stay true to its brand. It is therefore extremely important that Vitamin remains boutique. Our value proposition depends on it. As such, my vision is no greater than 10 to 12 employees. We are at five employees now, and we are always on the lookout for good talent, but we are in no rush to grow.

Q What is the hardest part of your job?

A Recruitment can be a challenge. We look for a very specific individual who has standout talent, a great personality, and admirable business and personal morality. Business ethics are very important. If someone has great talent but cannot stand by their word, they have no place here.

source:www.examiner.com