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LaTorria, a Houston native, is redefining how we see PR relations. She’s a graduate of Clark Atlanta University in Atlanta, GA and I had the opportunity to sit and chat with her about her take on the industry. 

What’s the difference between PR and Management? Which one comes 1st?

PR and management can go hand in hand but are different. Typically, an artist should map out what they need and the timeline of what they have going on. I like to think of it as, if you have something going on then you may need a manager to manage it, but there are different levels and types of managers. For example, there are booking managers, tour managers, business managers, etc. If you’re just starting, you must identify what you need the most as ultimately, it’s an investment (time and financially). As for PR, in short, if you have something worth publicizing, then you may need to seek a publicist. 

How did you get into PR?

I grew up with aspirations of being an actress and syndicated radio personality. Those were my dreams and passions. In college, I pursued an opportunity with a well-known blog in which I would be a correspondent for major red carpet events, etc. After applying and submitting my portfolio, I was informed that they decided to go with someone else. I was truthfully crushed and left, but not too long after, the publicist for that media outlet contacted me and told me she was super impressed with my portfolio and wanted me to explore an opportunity with her company. I wasn’t too familiar with PR or what a publicist consisted of, but I interviewed with her and was shockingly put on a major project with Essence Magazine through her company. From that point, I started working closely with her and eventually changed my major from Radio to Public Relations. I worked for One 35 Agency while in school as well as worked with Haute Behavior in which I progressed into leadership roles while still a student. When I graduated from Clark Atlanta, I began to explore opportunities in both Atlanta and Houston which led me to start Lemon-Lime Light Media 

Can you tell us about the Houston market? And why have you been able to successfully manage in that market?

The Houston market is a growing market that has secretly thrived for a while. When I moved back to Houston in 2013, I used the resources and skills that I learned in Atlanta and began to work with brands, entertainers, and entities. I believe my love and understanding of the culture have allowed me to be successful in the market, but most of all, my integrity. Houston is a humble place, but the city is booming in many ways. We have some of the best entertainers, nightlife, and successful small businesses. I love my city and I made a commitment when I branched into the market that I would try my hardest to provide opportunities to the city that I love. I’m so very thankful for the love and support that I’ve received, but most of all, I’m thankful for those that have entrusted me with their visions. 

Tell us why HBCUs are a huge part of the industry today.

HBCUs produce some of the best students in the world. I believe it, but I also know it. Students must explore their options with HBCUs as it will enhance their personal and professional skills. Attending Clark Atlanta University has been the best choice I’ve EVER made. 

Who’s an ideal client you would want to work with?

An ideal client is serious about their brand, loves growth, and is one that listens. Working with a publicist should be a partnership, but it takes trust from both ends. 

Where can we see Lemon-Limelight Media in 5 years?

Within the next 5 years, I see the brand opening our 3rd office, working with more international brands, providing career opportunities for HBCU grads, and producing more notable experiences.