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National Publicist Day, founded by publicist Jordanna Stephen, is upcoming on October 30th. In honor of this day, we are highlighting a thriving Publicist.
Shauna Jackson is a dynamic force in the public relations industry and the founder of Lamore Lifestyle Public Relations. Since officially launching her firm in 2017, Shauna has elevated the visibility of hundreds of brands and secured millions of media impressions for her clients. With a mission to amplify the voices of Black and Brown-owned brands, Shauna has positioned herself among the elite in the public relations landscape. Under her leadership, Lamore Lifestyle has transformed from a one-woman operation into a thriving team dedicated to excellence in media relations. Shauna’s impressive roster of clients includes prestigious public figures, million-dollar brands, doctors, and entrepreneurs. Her strategic campaigns have led to features in high-profile media outlets including Essence, People Magazine, The Sherri Show, Forbes, Black Enterprise, Today Show, Cosmopolitan, Parade, Good Morning America, and many more.

Could you share your journey into the world of public relations and what led you to establish Lamore Lifestyle Public Relations?

Shauna: I’ve always had a knack for making connections. When my daughters ran a business during their childhood, I helped them gain significant visibility. I also assisted a number of friends in finding opportunities, which led to repeated suggestions for me to become a publicist. My full-time venture was largely inspired by my desire to ensure minority businesses receive the same visibility and opportunities as others in their industries.

You’ve managed to secure thousands of placements for clients.  Can you recount a particular success story that is especially memorable in your public relations career?

Shauna: One of the standout moments for me was getting a client featured on the Sherri Show. Securing a spot-on daytime television is quite a challenge!

Your agency has significantly helped Black-owned businesses gain high-level media exposure. What approaches do you take to make sure these businesses receive the visibility they deserve?

Shauna: I focus on grasping the unique story and value of each business. My strategies are tailored to leverage media relationships, create engaging press materials, and identify key narratives that connect with target audiences. By continuously monitoring media trends, I adapt our strategies to ensure these businesses gain visibility and maintain a strong, positive presence in the media.

In your opinion, how has public relations assisted Black entrepreneurs and businesses in penetrating sectors where they have traditionally been underrepresented?

Shauna: Public relations is crucial in amplifying the voices of those who have been historically overlooked. By strategically highlighting Black entrepreneurs and their businesses in the media, we create visibility that leads to new opportunities that may have been previously unattainable. PR helps to tell authentic stories, build credibility, and forge meaningful connections.

What steps do you take when collaborating with a new client to develop their media strategy and secure placements?

Shauna: My approach starts with a comprehensive discovery phase where I learn about the client’s brand, objectives, and target market. This includes extensive discussions and an onboarding questionnaire. Once we have a clear understanding, I formulate a customized media strategy that outlines key media targets. Following this, I create targeted pitches to secure placements, ensuring that all efforts align with the client’s goals.

What are some prevalent misconceptions about public relations, and how do you clarify these when engaging with clients?

Shauna: A common misconception is that PR solely involves handling press releases and media contacts. In reality, our role encompasses a much broader scope; we strategize, craft narratives, and build relationships to shape our clients’ public personas. Another myth is that we can instantaneously resolve any PR challenge or make someone famous overnight, but the reality is that effective communication and reputation development requires time and ongoing effort. I set realistic expectations with potential clients from the start.

What guidance would you offer to young women of color aspiring to enter the public relations field?

Shauna: I would encourage them to embrace their unique perspectives and voices. The PR industry is enriched by diverse narratives, and their backgrounds are significant advantages. It’s also important to seek mentorship and cultivate a network of supportive professionals. Networking is crucial!

What does the future hold for you and Lamore Lifestyle Public Relations? Are there any exciting projects or goals on the horizon?

Shauna: We are in the process of launching DIY PR ebooks aimed at brands that wish to utilize PR but might not have the budget for a firm. We’ll be releasing guides tailored specifically for medical professionals, mental health practitioners, and beauty brands.

How can people continue to connect with you?

Shauna: Connect online:

https://www.instagram.com/lamorelifestylepr/profilecard/?igsh=MW41ODllODVlbTF0cw==

 

 

Photo Credits: Courtesy of Shauna Jackson