Small talk with Michael Layne, on public relations and the region's future

The Detroit News -

Public relations guru Michael Layne formed MarxLayne & Co. with late partner Fred Marx 25 years ago. The Farmington Hills firm has since established a track record for promoting companies in the region and getting the word out. MarxLayne works with clients in industries including manufacturing, hospitality, sports, fast food and technology using traditional, digital and social media marketing tools.

On the dawn of his company's silver anniversary, Layne talks to The Detroit News about the local economy and why his industry is misunderstood.

Where do you see business in southeast Michigan headed in 2012?

I'm excited. We live in a region of 5.2 million people. That's a lot of people buying cars, going to the movies, eating out and just doing business here. I see the next generation of business leaders stepping forward. I think we're going to have a tremendous auto show this year. I'm optimistic — if you're good and industrious, you will do well here.

Is public relations about creating spin?

I think people don't really understand what PR is. It's not just about creating publicity. PR falls flat when trying to create spin. I think … there's too much information out there. I think it's about educating, informing and creating awareness and providing detail that can be difficult to provide in advertising. It also can create credibility.

What makes you excited to get to work every day?

I like my clients as people. I'm fascinated by their businesses, and I enjoy being part of communicating their messages. The business of communication fascinates … me. It's constantly evolving. There's always something new to learn.

What's your ideal Michigan day?

Taking my two golden retrievers, Grand and Trevor, for a walk in the woods, a good productive day at work,a good workout at the gym before going home,and dinner and a bottle of wine with my wife, Judy.

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