What is public relations? Dictionary sources view it as the professional maintenance of a favorable public image of a person or organization. It’s also seen as the state of the relationship between the public and a company, organization or famous person. But we all know that publicists do much more than this. They build relationships, prestige, brand awareness, brand visibility and let’s not forget the crisis management! The day to day grind isn’t usually between 9-5 or within one set office. A publicist handles daily meetings, consultations, and overall maintenance of rapport building. It’s a nonstop grind that requires grit, sacrifice, expertise, passion and patience. So it’s no wonder that there’s a National Publicist Day.
October 30th is the national day of recognition for publicists everywhere. But oftentimes the women of color in public relations go overlooked for their rise in the media industry. BIPOC women in public relations bring about much behind the scene success that you may not even be aware of. So this year, here’s a highlight to some top women in public relations that you should know more about. Their hard work is not going unnoticed and they should be on everyone’s radar for success. Get into this:
photo by Jeff Cravotta Photography
Meet Dawn Michelle Hardy, “The Literary Lobbyist”
Based in Charlotte, NC
“Public Relations when done right can be the tipping point that your brand, product or career has been waiting for. It can elevate your brand and business substantially when you’re getting the right type of exposure. Press outlets can cover more territory than any one individual ever could.”
What inspired your career in public relations?
My natural ability to advocate and champion for something that I believe in is what inspired my career as a book publicist. I don’t have formal training in public relations. I graduated from The Fashion Institute of Technology as an International Trade major, however I am a diligent researcher, extrovert and strategically creative thinker. My choice to be in public relations was personality driven; I’m a talker, and a friend asked me to help her produce and promote her first swimwear line fashion show. At the time I wasn’t familiar with the term publicist, I just knew I could promote her. If I believe in it, I’ll champion for it.
How does public relations impact communities, brands and the daily lives of others?
Public Relations is making the public aware of a person’s product, service, brand, a new movie release, an album, a book etc. If you have something and you believe that a specific audience needs it, your job as a publicist is to help that audience discover and understand the product and its benefit to the user. Even if that benefit is something as simple as “this book will entertain you” that’s still a benefit. PR helps develop a positive attitude to the product and the company/talent. So to me, I believe public relations impacts communities, brands and the daily lives of others because it can help with reputation building and connect businesses and initiatives with the community at large. Publicity helps build connections.
photo by Marcel Allen Photography
Meet Dr. CaSay Vaughn, “The Franchise Group”
Based in the DMV and Atlanta, GA
“Public Relations will enhance your narrative and bring awareness to important campaigns.”
What inspired your career in public relations?
Funny thing , I actually became a Publicist after first working in TV and Radio as a producer. Due to the relationships I established and the great connections I had it just made sense.
How does public relations impact communities, brands and the daily lives of others?
Public relations impact our daily lives because it allows us to bring awareness to positive campaigns, events and initiatives that affect our lives.
photo by Lydia Williams Photography
Meet Shauna L.
Lamore Lifestyle Public Relations
Based in Columbia, MD & Houston, TX
“Public Relations will always be one of the biggest necessities for a brand. In the words of Bill Gates: “If I was down to my last dollar, I would spend it on PR. It’s that important.”
What inspired your career in public relations?
Several years back I owned a different business and reached out to several companies to help me with visibility, engagement and social media. After not gaining the results I was hoping for or any results at all, I decided I could do my own public relations. I knew I had great relationships and I knew no one could tell my story better than me. At the time my daughters owned a business too. I implemented all the visibility strategies I knew of and ended up getting them 18 media placements within a few months. When my friends who were entrepreneurs saw what I could do they wanted me to do the same for them. I’ve always been one to plug my friends anyway so it came naturally. I realized I was passionate about it and I enjoyed doing it more than any career I’d ever had so I started as a single publicist and now run a full firm.
How does public relations impact communities, brands and the daily lives of others?
Public relations is literally a brand’s relationship with the public. Community relations is a big part of a PR campaign. The reason for that is because if you don’t build a community then you won’t have the social proof or the brand trustworthiness needed to sustain.
photo by Jakeem Smith -Lifestyle Images ATL
Meet Tammy Reese
Visionary Minds Public Relations & Media
Based in Upstate NY
“Public Relations will forever be there;forever be needed; forever be important; forever be complex; and will eventually be more valued.”
What inspired your career in public relations?
I began my career as a theater actress, then became a writer and short filmmaker. I eventually went to college to obtain my degree in media studies, but I fell into PR from a friend who is a renowned publicist and event producer by the name of Eric Vollweiler. He encouraged me to consider a new avenue because I was great at storytelling and being creative. Also he knew my passion for helping others. I dabbled for a while and began to love obtaining media features for clients. It’s fulfilling when you play a hand in making someone else’s brand grow and flourish without needing the credit of doing so.
How does public relations impact communities, brands and the daily lives of others?
Public Relations plays a vital role in so much in today’s world. People wouldn’t be aware of products, talents, services, businesses and opportunities without the public relations industry being a major force of getting various types of information, companies, and people to the masses.
photo by Nathaniel Isaac – Unique Photos
Meet Tonya L. Moore
Based in Baltimore, MD
“Public Relations will define, develop and measure. It will define the problem, develop strategies and measure the result.”
What inspired your career in public relations?
Working with Tosha Whitten Griggs at BET in Corporate Communications inspired my career in public relations. It all started when BET’s PR team was looking for volunteers to work the 2015 BET Awards. I applied and was chosen. I resigned from my job at John Hopkins Hospital and drove from Baltimore to Los Angeles in hopes of landing a full-time job at BET. That volunteer gig eventually landed me a full-time position at BET. Working behind the scenes with Tosha allowed me to see the ins and outs of working in PR. From the outside looking in, it looks fun but it’s a lot of work. I learned that building relationships are key in this industry. Learning to accommodate and work with different personalities is a skill within itself. Watching Tosha execute seamless red carpet experiences really inspired me.
How does public relations impact communities, brands, and the daily lives of others?
Public relations impact communities, brands, and the daily lives of others by building a brand reputation. Ensuring that the brand is properly represented in hopes of gaining positive publicity. It also helps to build relationships with its public. Publics aren’t just limited to the media. Publics could be employees, sponsors, stakeholders, suppliers, etc. It impacts communities by getting messages out to a large group of people at once. For example, the Jordan McNair Foundation, which is one of our clients, mission is to get the message out to athletes, parents, and coaches about heatstroke. Jordan McNair was a lineman on the University of Maryland’s football team who died from heatstroke during practice. The message the foundation wants to get out is that heat strokes are 100% preventable. The great thing about PR is that we can create and pitch stories to the media in hope of them sharing the story across their platforms to amplify the message.
photo by Rashid Hassaan – Elite Ego Photography
Meet Chandra Gore
Based in Stafford, VA
“Public Relations will be a gamechanger for the lives of those who incorporate a sound strategic plan from the start.”
What inspired your career in public relations?
I stumbled on to my career in public relations. Every career I have worked in has somehow taught me a skill that I use daily as a publicist. For example, running cases for DOD – I had to research and find contacts. As I transitioned into my next position I learned to become skilled in project management, writing responses to proposals and other communications which allowed me to hone my skills in persuasive writing. It wasn’t until I was working with a client after launching my consulting firm that I wrote my first pitch and landed several outlets that it dawned on me about adding public relations to my service offerings. I have been able to secure placements both domestically and internationally and put my clients in rooms with individuals that have changed the trajectory of their lives.
How does public relations impact communities, brands and the daily lives of others?
Public Relations is the way to connect communities and brands with individuals and companies that can have a great impact on their lives. It is often missed at times because no one really attributes a ribbon-cutting for a grand opening to bridging the gap for those who may be looking for employment or that the business has provided a solution to a community. Public Relations or Strategic Communications is a part of our daily lives. We just have to open our eyes just a tad bit – as a publicist, you are keen to see the connections.
photo by Roy Cox Photography
Meet Regan Farley
Based in Baltimore, MD & Jersey City
“Public Relations will elevate your brand through visibility and third party media validation.”
What inspired your career in public relations?
I knew I never wanted to be on camera talent but I wanted to be someone behind the scenes pulling the strings. What was most important to me was the ability to tell the stories that uplift both brands and individuals alike. I remember being in college and getting my first taste of an external affairs position with the student government which was basically PR for the student body. That allowed me to learn contract negotiation, and a bit of event planning for the future events I would go on and do.
How does public relations impact communities, brands and the daily lives of others?
Both good and bad news travel fast but I’m very clear beyond a shadow of a doubt that there is such a thing as bad publicity. You never want the wrong news or news that you can’t control traveling around about you. Because PR is what people say about you and not what you say about yourself it impacts committed and brands daily without even knowing.
photo courtesy of Eclectic PR
Meet Cherrie Woods
Based in Baltimore, MD
“Public Relations will help your audience, customers and supporters understand your business/organization and how it will benefit their lives. It also helps businesses and organizations forge a stronger connection with their audience, customers with the goal of gaining attendance, sales, sponsors and donors.”
What inspired your career in public relations?
Public relations found me. I was in Toronto working for a social services agency that was on the path to automating a manual system of doing business. At a mass staff meeting, the organization’s general manager asked how best management could get the word out to staff and prepare them for the coming changes. I whispered to a friend that I hoped management would find a better way to communicate with staff other than sending out a memo. The general manager saw me whisper to my friend, pointed her finger to me and asked, “What did you just whisper?” I could not ignore her question, so I shared what I had said with her. She responded with, “I agree with you. We need to do better. I want you to be a part of the public relations team that will put together a public relations campaign.
How does public relations impact communities, brands and the daily lives of others?
Public relations (PR) is the key to connecting communities to products, events and businesses that can play a significant role in their lives. It gives individuals essential information and allows them to challenge, question and to become aware of how these will affect their lives. PR also allows products, events and businesses the opportunity to create a positive image in a way that marketing and advertising cannot do.
photo courtesy of Plug Star
Meet Michelle Mackel
Based in Oklahoma City, OK
“Public relations will never become passé. Businesses, products, and people will always need to be promoted, and an important aspect of brand building is controlling the way in which the message is shared and received. The advent of social media has changed the game in that the public has joined the efforts to pitch and promote ideas; however, the guidance and direction of PR professionals remains critical for larger campaigns.”
What inspired your career in public relations?
Prior to joining the military, I’d aspired to become a successful music artist; however, the needs of my family took me down a different path. During my service, I assisted the Army Morale, Welfare, and Recreation program with arranging concerts for the enjoyment of military personnel. Upon being honorably discharged, I went on to produce live, mainstream concerts and became a club owner. I knew then that it was too late to return to my dream of becoming an artist, but it wasn’t too late to help others achieve their dreams. Additionally, I saw that it would be possible to utilize what the military had taught me about teamwork, paying attention to detail, and workload prioritization in a new way. It would start by building relationships with clients, and then follow by building them up, helping to develop their brands, and promoting them to the public. In the process, I launched my company, Plugstar Entertainment, and now represent individuals, products, music artists, models, authors, actors, television shows, and more. Critical to the company’s brand is a focus on educating clients about the ins and outs of the entertainment industry and the access we provide to those who live outside of media hubs like Los Angeles.
How does public relations impact communities, brands, and the daily lives of others?
The business of public relations is about shaping an image, a message, or the perception of a product or event for a desired outcome. Often, it starts with educating the public, be that about details, facts, the brand, or value. Recipients will decide for themselves what to do with the information, but a good PR campaign will provide strong guidance. Once accepted, the message will be shared and can impact both wider audiences and the community at large.
Their Black Girl Magic is spreading rapidly in the field of public relations. Each woman of color is accurately securing the bag while making strides in relationship building, media and beyond. It’s vital to remain on the lookout for each publicist if success is the goal for your brand. From entertainment, lifestyle to literacy; each publicist has their keen niche and are providing amazing visibility for their client brands. Connect with them directly and follow their progress online to learn much more.
Writer C. Scott is an authorpreneur, social worker and mom. Follow her online as @curls_coils.
Featured Image by @WOCInTech of Nappy Co
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