What inspired you to create a PR company specifically for Women of Color?
I have been in the industry for 10 years doing a variety of things before I decided to venture out on my own. I would flip through different publications and watch tv where I would see more coverage on random things, like avocado toast or cat clothes. Those topics were getting more coverage than the phenomenal women of color that were a part of these phenomenal brands. I realized women of color weren’t getting the media coverage they deserved. Instead of constantly complaining about the problem I decided, I am going to create the solution. That is truly what The Couture Agency has done for so many young women of color that are out here with startup, mid-size, and even large brands that are looking to get their voices out there for their brand and bring it to another level.What are some of the main challenges small businesses owned by women of color face when trying to create greater brand awareness and publicity?
I find it to be a lack of awareness and knowledge of how to get to the next level. I have been doing this for four years coming up in 2021. My parents will tell me how proud they are of me, but still aren’t sure what I do exactly. Public relations is a whole new world for those who are unaware of how it works or who are just getting started in it. Even finding the right person and getting a publication is a completely new world that most brands are unaware of. I start the process by doing my discovery calls with potential clients. The first few questions out of potential clients’ mouths are, “I don’t know where to start,” or “can you show me how to start?” I will tell them to let me do all the heavy lifting of public relations because that is what I went to school for and what I know. This really gives them the opportunity to focus on their creativity.What advice would you give PR companies who might have lost clients/contracts due to this ongoing pandemic?
If I could give any advice at all, I would say don’t quit, keep going, and keep pushing. The reason behind that is, and this could just be me being super optimistic, but I feel like going into 2021 we are going to see a change. We finally found the vaccine for COVID-19. SO, take this time to learn about your craft and expand on some of the services you have. Also take the opportunity to start changing your website around or your brand. But don’t quit or give up. I have heard people say that this has always been a dream of theirs and they aren’t able to do it anymore. They feel they may have to go back to working in a corporate setting. There is nothing wrong with corporate, but if you have the passion instilled in you and believe this is a business you have dreamed of and have worked for, don’t quit. There are a lot of millionaires and even billionaires that come from times like this. There are people that have been able to take their brand to the next level during pandemics and unprecedented times. Just take this time, even if you need to reset for a little bit, that is fine too. Re-figure out why you did a certain thing and redo your business cards. So, when 2021 rolls around and all this new business comes in, you now have everything in place to prepare for your new clients.
What do you consider before taking on a client?
Before I take on a client, we always have a discovery call. Oftentimes, people think of the discovery calls as more of a way to sell yourself to a potential client. But I also use that time to see if we would be a good fit. I am at a point in my life and career where if I don’t feel a connection with you as a client or if I don’t feel we have a good vibe, then it’s not going to be a good fit for either one of us. During the discovery call I will tell them that we are going to take this time to see if we are a good fit for one another. I have had a few clients and people after the discovery call, where I say “no, that’s not going to work.” I don’t want to be stressed over anyone. I determine if we will be a good match from certain questions I ask and if their expectations are realistic. I am always about being transparent. PR is a foreign and crazy world. Letting potential clients know how PR works and seeing their response, helps me figure out if we are a good fit for each other. You can tell in your everyday business activities and conversations from the first interaction if it’s going to be a good fit. Those in PR, we don’t have normal nine to five workdays. Our clients are our extended family members who we are constantly communicating with.Do you have any advice or suggestions for small business owners when it comes to pitching their brand to major publications?
I always like to think of pitching as dating. When you go on a date, I am hoping you know the date’s name and probably have gone on their social media platforms, so you know what their interests are and what they are into. The same principles go with pitching. So many times, editors, PR people, and even brands pitching themselves can lack a human touch. Oftentimes, we want to send off 50 pitches, but you have to keep in mind, there is a person behind that email address. They’re human beings too. I hear all the time from editors or freelancers who will say “I don’t even cover that.” They could be a fashion editor and get wellness pitches. Do your homework and research. Even with the publications you are pitching, ask yourself “is this client a good fit for this publication?” Then take it a step further to the person you are pitching to and ask “do they cover what I am trying to pitch?” Go through their digital platform and look at previous stories that they have actually pitched. Maybe you can correlate those things together. Taking an extra step in the world of PR is vital. It’s not quantity over quality. I recently went to an all-day PR summit; they had such a great idea that was COVID friendly and suggested reaching out to people, asking if they could do virtual coffee. You can send coffee to them through UberEats or send a Starbucks gift card and ask if you can have 15 minutes of their time. You can get together on Zoom to talk to them about things you are pitching and show them how you can be a resource to them. Like dating, it’s not one side and shows how you can be a resource to each other.Do you have advice for WOC in the industry specifically?
My biggest advice is to keep on going. Oftentimes, in PR we will hit a wall where our accounts or pitches might not take off. Ultimately we, that is, us and our clients, are looking to be seen and taken seriously. There are so many extra steps that we have to take to get to that point and to keep going. Get your niche and move forward with that. Whatever it is that you are doing. God gave you that for a reason. Keep going, keep pushing, and take those extra steps that you need. Read up on your craft. No matter what your skin tone may be, when you walk into the building or that meeting, they can’t deny your greatness and can’t deny the fact that you continue to bring success with what you are doing.
Can you explain briefly how PR differs from marketing?
I feel as though PR and marketing are cousins and not twins. They come from the same family but are not the same thing. Normally, when you have a marketing team they are helping in the beginning stages of your products. Let’s say you have a jewelry brand; your marketing team is going to be the ones that help you with the font options or color options. Marketing helps you create your brand whereas public relations comes in and helps with brand awareness. Whether that means media relations, there is so much we do in public relations. I came across a quote on Instagram the other day and it was brilliant. It pretty much was saying that PR is not a sales funnel. That is not what we do. What we do is bring brand awareness over time and with time it will help your sales. There is no brand without awareness. That is where we, PR practitioners, come in and help with awareness, not sales funnel. If you need additional sales now, I will tell them that I am not the one for you. If you are looking for sales you may want to talk to someone that does your website or some SEO tech. But PR takes time.How do you keep yourself and your team motivated?
As you see I am a ball of energy. We are a small but mighty team. For instance, I will do things for the girls’ birthdays on our team, like tell them to take a half or whole day off and give them money for a pedicure. One time we were starting the day and one of my girls was so stressed. This is a no stress zone. I don’t care what type of things we have coming up or what is happening with the campaigns we have going on right now. I don’t want anyone to get burnt out. When you have burnt out people, they will either quit or assume this job isn’t for them. The Couture Agency is a stress-free zone. I am always trying to motivate the team by showing them new tactics and fun things we can implement with new clients. I will encourage them to go get a pedicure or manicure. Just do whatever they need to do to reset and then after, we will come back to this. We are doing pretty good with our retention if I do say so myself. That is how we motivate.How do you keep work-life balance?
I don’t, it’s so bad. That is something that I have got to work on. I have a two-year-old little boy, a four-year-old little girl, and my husband and I am so bad at my work-life balance. I can’t even lie. I’ll be sitting in bed with my computer in my lap, one child crawling up on me and the other child on my legs. I feel like I am always working. In 2021, one thing I am going to set up is hard limits and boundaries with my clients. After 5:30PM, I am not responding to emails or text messages. My four-year-old is going to be in school next year which makes me so sad to even think about. My daughter was a big reason why I even started The Couture Agency in the first place. Just being able to always be there when she needs me or if I need to be with her especially in the mornings where I can reset and do PR at midnight. I have to get better with my work-life balance.
What is one thing you think is most important when dealing with social media?
If I could give anyone any advice for social media, it is to be consistent. If you can, try to have something on your feed at least once a day. Take the time to research the best hashtags to use on Instagram because they are always changing. It is no longer the same day or age where you can be seen like we were on Instagram and they know that. Instagram knows they can gain a cash flow with the businesses. There are new features like reels, IGTV, and all these different things that you have to stay on top of so you can be on the top of the algorithm. If you don’t have something on your feed every day, try to put up a story or a reel. Just try to be engaging. Even ask questions in your stories. On The Couture Agency Instagram, I asked something as simple as what I should do on Saturday for my birthday because I haven’t planned anything yet. Be consistent.About Voices in PR:
Voices in PR is a platform where we discuss relevant issues regarding PR and social media. We get insight from influencers and PR leaders about useful and trending topics. Check out our video as well, linked to this blog. If you like this program, or would like to share your thoughts, please comment below. Headquartered in New York City, Bao Communications is a full-service bilingual PR Agency specializing in social media, media relations, content creation, and influencer marketing. We serve local, national, and global clients in the United States and China.