Public relations Archives

Published on March 18, 2022March 21, 2022

7 mins read

2 Black Public Relations Professionals Share Industry Tips and Advice

The role of a public relations professional is to help create and maintain a favorable public image for their employer or client.

Their clients often include businesses, non-profit organizations, and individuals from entertainers to religious leaders.

We spoke to two Black public relations professionals to find out how brands can best communicate their message, how to handle bad press, and when is the right time to hire a PR professional.

Black Public Relations Professionals

Tracy Aliche Consulting (TAC) is a full-service public relations firm. We are a client-centric agency that specializes in working with purpose-driven brands of all sizes across all industries. Our strength is our holistic wrap-around approach towards image management as it relates to both personal and public brand image.

We have worked with industry-leading companies and public figures in the fields of Finance, Technology, Travel & Lifestyle, Beauty, and Wellness.

Notable clients include Jubril Agoro/Passport Heavy, The Budgetnista, & Bolden skincare. Our clients have been frequently featured in top media outlets such as Forbes, GMA, Essence, CNBC, The New York Times, Cosmopolitan, BET, The Real, & more.

Services include Full-Service Public Relations, PR Coaching, Image Consulting, and Writing & Design Services.

Tara Dowdell

Tara Dowdell Group (TDG) is a public relations and marketing agency with a passion for promoting organizations and businesses engaged in social good. Our clients consist of nonprofits and foundations, healthcare organizations, public sector agencies, and businesses in economic development.

Our services include community and public relations, messaging and copywriting, branding and marketing, and graphic and website design. The most effective communications strategies unify these services, which is why we offer all of them in-house.

Some of our clients include The Rockefeller Foundation, New Jersey Economic Development Authority, Essex County Surrogate’s Court, and HNTB, a 100 year old national architecture and engineering firm. We’re proud to have had our results highlighted by New Jersey Governor Phil Murphy at his daily press briefing last year.

The Questions:

1. When is a business ready to bring on a public relations professional?

TRACY: Your business may be ready to bring on a PR pro/agency when you want to build stronger brand recognition and awareness.

But, remember that a publicist’s job is to amplify the brand that you are building. So, be sure you’ve built an established brand ready to be amplified!

Working with a PR pro/agency, like TAC, will allow you to tap into our unique PR expertise across multiple industries, as well as exclusive access to our established media relationships.

TARA: Communications is an essential business function so it should begin as early as possible and be integrated into the business strategy.

People often underestimate the power of public relations. Just because you build it does not mean they will come. PR should begin once a business is fully operational and has a budget.

Many PR professionals can also assist with branding and other essential communications.

2. How can brands best communicate their message?

TRACY: One of the most effective ways brands can communicate their message is through creatively telling their brand story, and consistently sharing their key messages.

Key messages are the main points of information that you want your audience to hear, understand, & remember. They should be concise, relevant, & memorable, and in close alignment with your overall brand story.

I always advise my clients to leverage accessible channels like social media, newsletters, blogs, podcasts, & media interviews to share these messages.

TARA: First, you should engage a public relations agency or hire a PR professional. This is our area of expertise, and the most effective PR agencies understand that impactful messaging is foundational to communications.

It all starts with a compelling message. What is the inspiration behind the brand? What is the story of impact? Even if you already have a message, it’s important to ensure that it resonates with the target audience.

After you have crafted or revamped your message, you should utilize all the communications tools at your disposal to share it — public relations, digital marketing, social media, events, etc. However, it’s important to ensure that the platforms chosen reflect the target audience. This prioritization is particularly crucial if your budget is limited.

3. How should brands handle bad press?

TRACY: Sometimes, negative press is bound to happen. But, there are ways to overcome a PR crisis. Be thoughtful and think about your messaging. Remember that timing is everything! Responding too quickly may look insincere, however, silence can also be interpreted as a response.

Be sure to get in front of it and acknowledge your mistake genuinely. Use clear language to address what exactly happened, who was specifically affected, and why a statement or apology (if applicable) is needed.

Always be receptive to feedback and implement the necessary changes needed to move forward. And don’t forget to openly share your company’s next steps and action plan along the way!

Lastly, monitor your media coverage and respond to your stakeholders accordingly.

TARA: You should address negative publicity directly and efficiently. You should be intentional, straightforward, and transparent.

Most importantly, if the brand bears responsibility, you should take responsibility and immediately outline in clear and concrete terms how you will address the issue.

Tony O. Lawson

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Published on October 10, 2016November 8, 2017

10 mins read

Renae Bluitt on Creating the Perfect Mix of Passion and PR

In a perfect world, we’d all like to be doing work that we’re passionate about. Renae Bluitt, founder of Public Relations firm, Crush media and the popular blog, In Her Shoes, is doing just that. We caught up with her and this is what she had to say:

SB: What inspired the creation of your PR firm, and later, your blog?

RB: Both were created to fill a void. After working for years in Corporate America and the PR agency world, I realized that I was missing passion for the brands I was representing. Launching Crush Media allows me to hand pick the types of clients I work with. As such, I partner with brands that I truly believe in, mostly owned and operated by Black women or targeting Black women.

As a PR practitioner, actually using, loving, and believing in the the products you’re pitching makes all the difference in the world. In Her Shoes went live in 2009 when there weren’t many places online for us (as in everyday women) to tell our stories of perseverance, dream chasing and brand building. When I realized this was missing from the blogosphere, I created it.

SB: Nowadays, many businesses are creating blogs to draw attention to their product or service. I really like the synergy between your blog and your business. Was this a strategic move or did it just work out that way?

RB: Thank you. The conceptualization of In Her Shoes was definitely inspired by the work I was doing with Crush Media. I was meeting phenomenal women every day who were doing amazing work and creating beautiful legacies. I wanted more people to be exposed to their stories and I wanted women and men around the world to have access to this magic and inspiration I was blessed to be surrounded by regularly.

After launching the blog and quickly realizing that there was lots of synergy between In Her Shoes and Crush Media, I became more mindful and deliberate about how and when the two could support one another.

SB: As a PR professional, the brands you represent are often a reflection of you and your company. How important is it to work with brands you identify with and what do you take into consideration before agreeing to take on a client?

RB: They most definitely are. As mentioned above, it’s important for me to believe in the brands I represent. For example, if it’s a hair care company, there must be products in their collection that I use and would highly recommend to friends and family. How can I expect others to support a brand that I don’t?

Another factor that’s important to me is ownership and/or management of said brand. Who would be my day-to-day contact? Do our personalities and work styles compliment one another? While I don’t believe that I have to be in love with each client, it’s important to have respect for what they do and how they do it (and vice versa). I’m blessed to work with industry leaders that are not just clients, they’ve also become friends.

SB: You are obviously a women who has a personal interest in finding the best beauty and fashion brands. How does it feel to have created business around products that you are passionate about?

RB: It feels really, really great, actually. To be able to shine light on brands I love or work behind the scenes to help elevate the brands I support, gives so much meaning to my work. I won’t pull out the old cliche about doing what you love and never working a day in your life because no matter what they say, there are many times when it does still feel like work. The difference is that you truly enjoy it and want to get up everyday to do it again.

SB: You’ve said that one of your favorite books is The Tipping Point by Malcolm Gladwell. He describes the tipping point as “that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.” Based on your personal observation, what would you say is at a tipping point now?

RB: I think that a renewed sense of Black pride is at a tipping point right now. With so much happening in society today with our community being under attack, we’ve been forced to love on “us” more. Beyond reminding others (and ourselves) that #blacklivesmatter through social activism, I’m seeing more of us celebrating the fullness of who we are and what we contribute to the world.

Whether it’s the popularity of hashtags like #blackgirlmagic, t-shirts that proudly state “Black is My Superpower” and “I Love Black People” or artists like Solange recording songs like “F.U.B.U” (For Us By Us) with lyrics like “this shit is for US” or Kendrick proudly stating “We Gon’ Be Aight,” there’s a collective sense of pride right now in our community. I was blessed to visit the Smithsonian National Museum of African American History & Culture last weekend and I’m still processing what I took in that day.

To see so much of the hardships we’ve faced along with the countless ways we’ve contributed to the world under one roof was a life changing and perspective-shifting experience. We still have quite a long way to go but seeing more Black representation in the media (Queen Sugar, Blackish, Luke Cage, Atlanta, etc.) is a beautiful thing and only amplifies our self-love and pride.

SB: Running one business can be tough. You are running two. How important is it for you to carve out time to step back and enjoy your hard work and how do you accomplish that?

RB: I don’t do this nearly enough but when I do take a step back, it’s usually in the form of a vacation somewhere chill and relaxing or a “staycation” experience like a day at the beach or at home doing absolutely nothing. Definitely plan to do more of this as I’m committed to enjoying the journey and process vs. always looking for what’s next.

SB: If you could wake up tomorrow with one superpower, which would it be?

RB: I’d love to be able to just touch someone and heal them/protect them from whatever it is that’s disrupting their world at the time. If someone is heartbroken I’d like to heal their heart. If someone is struggling with depression, I’d love to be able to simply touch them and help them experience inner joy.

SB: Where do you see yourself and your businesses in the next 5 years?

RB: I’d like to see both businesses making an impact globally and operating independent of me. I love the work I do so I’ll always be involved but I don’t want to be involved at this level five years from now. I’d love to be able to take a spontaneous vacation confident that the show will still go on flawlessly.

SB: What advice do you have for other entrepreneurs and aspiring entrepreneurs?

RB: Keep going! This journey isn’t for everyone and definitely not for the faint of heart, but if you have an entrepreneurial spirit and have figured out a way to nurture and monetize it, don’t give up. We have to create our own legacies.

–Tony Oluwatoyin Lawson

Published on March 5, 2016November 8, 2017

6 mins read

Using Public Relations to Promote Your Business

Using public relations to promote your business can help ensure its success. It’s important to promote your business using the right tools and resources. Over half of a million businesses are created every year. What sets yours apart from the others? How will you effectively reach your audience? Do you know who your audience is? Hiring a publicist to develop a robust PR plan can help you achieve the overall goal you have in mind.

What steps will a publicist take to facilitate great results for my business?

Your publicist will be your guide throughout the journey of starting and growing your business. He or she will have an in-depth conversation with you to learn about your business. You both will discuss short and long term goals, tone of messaging, target audience, target media, strategies and tactics to use, timelines, measurements to determine success, and more.

The publicist, for example, PR agencies philippines that you select should be able to do more than just write content to promote your business. They should be able to pull together all of the necessary tools of public relations to promote your business. As your guide, that person will consult with you about how to leverage social media to obtain results. Not all social media sites are created equal. Knowing which one(s) to use for your business will enhance your brand identity.

Together, you and your publicist will decide what type of content to write, how often, and where it will be published. Should your publicist interview customers for success stories? Do you have a product line that requires detailed explanation in a bylined article? Is a press release recommended for certain announcements? Your publicist will be your content and lead generator. The content he/she creates will generate leads for your business, positioning your brand in the forefront of the industry it’s in.

Managing media inquiries and crisis communication will also be incorporated into your PR plan. As the saying goes, “hope for the best but plan for the worst.” Anticipating a crisis and planning how to manage the aftermath will ensure that you’re best prepared to handle what may come your way. The crisis in Flint, Michigan, was forecasted and warned by Governor Rick Snyder’s communication director, Ari Adler.

Reported by the Detroit Free Press, Adler sent an article to the governor’s office titled “Who wants to drink Flint’s water?” It focused on the impact the water quality had on residents and Adler stated, “This is a public relations crisis — because of a real or perceived problem is irrelevant — waiting to explode nationally.” Unfortunately, Adler was right. What’s even more unfortunate is that his PR advice fell on deaf ears.

Why should I hire a publicist? I can do the work myself.

If you’re asking yourself this question, it’s important to consider your strengths. You wouldn’t ask your plumber to decorate your home. He or she may be great at unclogging your drains; however, that’s their strength. Ask yourself, “What is mine?” The ability to create compelling content isn’t a strong suit of many. It’s a skill honed year after year, draft after draft and publication after publication. Your publicist will know how to tell your story. He or she should have experience writing for different industries and has learned how to use words to pull people in. It’s an innate trait—one many business leaders have recognized, incorporating content marketing into their business strategies.

How do I find a qualified publicist?

Inquire with other entrepreneurs you may know—word of mouth references are some of the best. Also, search the Upwork website for candidates. Copyright laws may prohibit a publicist from publishing work they’ve done for other companies, so don’t be alarmed if their work isn’t posted. Candidates should be able to provide you with links of publications they’ve done and can email you PDF’s of writing samples. Ask for references and check their LinkedIn profile. Get to know your future publicist as you two will likely develop a long withstanding professional relationship. It should be a good fit for the both of you.

Hopefully this serves as a helpful guide in using public relations to promote your business and strengthen your brand.

Contributed by Danielle Tyler – Publicist and Communications Professional

Contact Danielle for more information about creating a PR plan for your business.