Publicity Campaign

Houston Small Business Alliance: Grassroots PR Mastery

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Boosting Your Houston Small Business | Small Business Alliance

In the vast business world, small enterprises, including those forming a part of the Small Business Alliance, often need help competing with the more prominent players. This challenge is particularly pronounced in a bustling city like Houston, where businesses of all sizes jostle for attention. In such a competitive environment, it becomes essential for small companies to employ innovative and cost-effective strategies to make their mark.

One such strategy that has proven to be incredibly effective is grassroots PR. Check out our insight on small business owners in Houston, including those associated with the Small Business Alliance, offering practical tips and strategies to boost brand recognition, leverage local resources, and maximize their PR impact.

The Power of Grassroots PR & Small Business Alliance

Before we dive into specific tactics and strategies, it’s essential to understand what grassroots PR is and why it matters for small businesses in Houston, especially for the Small Business Alliance. At its core, Grassroots PR is a form of public relations that focuses on building a brand from the ground up. It involves creating connections within the local community, tapping into local events, influencers, and partnerships, and utilizing digital tools to amplify these efforts. Small businesses, including those affiliated with the Small Business Alliance, can benefit from grassroots PR in several ways:

1. Authentic Connection with the Local Community

Small businesses, especially members of the Small Business Alliance, have the potential to establish a genuine connection with their local community. Houston is a city that thrives on its rich cultural diversity and vibrant neighborhoods. Grassroots PR allows businesses to immerse themselves in this culture and build relationships with residents, fostering trust and loyalty.

2. Cost-Effective Marketing

One of the primary advantages of grassroots PR, particularly for the Small Business Alliance, is that these types of campaigns can be executed with a limited budget. Unlike large corporations with hefty marketing budgets, small businesses within the Small Business Alliance can significantly impact without breaking the bank. This cost-effective approach allows Small Business Alliance members to allocate their resources more efficiently.

3. Long-Term Sustainability

Building a solid presence in your local community and nurturing customer relationships, especially through initiatives like the Small Business Alliance, can result in long-term sustainability. Grassroots PR is not about quick wins but establishing a foundation for lasting success.

Now that we’ve established the importance of grassroots PR for small businesses in Houston, let’s explore specific tactics and strategies, including those aligned with the principles of the Small Business Alliance, that have proven successful.

Leveraging Local Events

1. Participation and Sponsorship

Houston is a city that is constantly abuzz with events and festivals. Small businesses can boost their visibility by participating in or sponsoring these events. Whether it’s a local food festival, charity run, or art exhibition, having a presence at community events will allow you to connect with your target audience.

2. Hosting Your Events

Consider hosting your events, workshops, or seminars related to your industry. This positions your business as an authority and provides an opportunity for direct interaction with potential customers.

3. Collaborations with Event Organizers

Forge partnerships with event organizers. You can access their network and promote your business more effectively by collaborating with them. Event organizers often profoundly understand the local market, making them valuable allies in your PR efforts.

Influencer Marketing

1. Identify Local Influencers

Influencer marketing isn’t just limited to global celebrities. Houston boasts a thriving community of local influencers across various niches. Please spend some time researching influencers and establishing collaborations with them. These influencers have the potential to expand your reach within the local community.

2. Genuine Partnerships

The key to success with influencers lies in creating genuine partnerships. Motivate influencers to visit your establishment, sample any products or services you offer, and encourage them to share your offerings with their audiences. Authenticity is critical in influencer marketing.

Building Partnerships

1. Collaborate with Complementary Businesses

Identify businesses in Houston that complement your offerings. For instance, partnering with a local coffee shop can be a win-win situation if you run a bakery. Collaborative promotions and events can attract a broader customer base.

2. Non-Profit and Community Partnerships

Align your business with local non-profit organizations and community initiatives. These partnerships showcase your commitment to social responsibility and connect you with a passionate and engaged audience.

Digital Tools and Platforms

1. Leverage Social Media

Social media can effectively make the best of your grassroots PR campaign. Create engaging content that resonates with your local audience. Utilize platforms like Facebook, Instagram, and Twitter to share updates, promotions, and customer stories. Remember to use location-based tags and hashtags to increase local visibility.

2. Google My Business

Ensure your business is optimized on Google My Business. It’s a free tool that helps you manage your online presence and appearance in Google search results. Encourage customers to leave reviews and provide detailed information about your business.

3. Local SEO

Invest in local search engine optimization. This encompasses enhancing your website and digital content to achieve visibility in local search results. Local SEO strategies include keyword research, creating location-specific content, and obtaining high-quality backlinks from local websites.

4. Email Marketing

Email marketing remains a valuable tool for small businesses. Establish a customer mailing list and distribute newsletters containing updates, promotions, and pertinent content. Personalize your emails to make your customers feel valued.

Real-World Examples of Houston Entrepreneurs

Here are a few Houston area businesses that have achieved success with a grassroots PR campaign.

Cafe Connoisseur: A Coffee Shop’s Success Story

A local coffee shop in the Heights district of Houston capitalized on the city’s love for caffeine. They collaborated with local influencers, inviting them to taste their unique coffee blends and share their experiences with their followers. This strategy drove foot traffic to the cafe and helped create a solid local community of coffee enthusiasts.

Artisan Bakery: A Sweet Partnership

An artisan bakery in Houston partnered with a nearby gym to offer special post-workout treats. This collaboration encouraged gym-goers to visit the bakery and vice versa. The bakery also sponsored local charity events, making it a recognizable name within the community.

Local Craft Brewery: Community-Building

A local craft brewery in the Houston Heights area actively engaged with the community. They organized monthly events, such as trivia nights, and collaborated with local food trucks. Through consistent social media presence and a strong emphasis on community-building, they became a beloved establishment in the neighborhood.

Budget-Friendly Strategies for Small Businesses

Utilize Free PR Opportunities

Keep an eye out for opportunities to get free PR. Local newspapers, magazines, and blogs often seek interesting local stories. Pitch your unique angle and get featured without spending a dime.

DIY PR

To enhance your grassroots PR efforts, consider establishing connections with organizations like the Small Business Alliance. Many educational institutions in Houston are open to partnerships with local businesses. Offer to sponsor student events, provide internships, or collaborate on research projects. Joining forces with the Small Business Alliance can further amplify your impact and create valuable opportunities for your small business.

Leverage Employee Advocacy

Remember to involve your employees – employees make great ambassadors, too. Please encourage them to share your business on their social media profiles and participate in local events or volunteer opportunities.

Collaborate with Local Schools and Universities

Many educational institutions in Houston are open to partnerships with local businesses, and joining forces with a Small Business Alliance can be particularly beneficial. Offer to sponsor student events, provide internships, or collaborate on research projects through your alliance connections. This strategic collaboration not only fosters a strong bond between academia and businesses but also enhances the visibility and credibility of the Small Business Alliance within the vibrant Houston community.

Conclusion

In the bustling metropolis of Houston, the Small Business Alliance recognizes the uphill battle that small enterprises face in gaining visibility and recognition. However, these businesses can not only survive but thrive with the right grassroots PR strategies. The Small Business Alliance encourages small businesses to establish a solid presence by connecting with the local community through events, influencers, and partnerships, all while harnessing the power of digital tools. By adopting budget-friendly approaches, small businesses can maximize their PR impact without straining their resources.

The success stories of Houston entrepreneurs, such as Cafe Connoisseur, the artisan bakery, and the local craft brewery, highlight the effectiveness of grassroots PR strategies endorsed by the Small Business Alliance. These businesses leveraged their unique strengths to build loyal customer bases and become integral to their communities.

For small business owners in Houston, the Small Business Alliance emphasizes that the key to success lies in embracing the city’s vibrant culture, nurturing genuine connections, and utilizing the available resources and opportunities. With the guidance of the Small Business Alliance’s tips and strategies, your small business can flourish in the heart of Texas. So, get ready to boost your Houston Small Business Alliance with the power of grassroots PR.

Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you want to work together, don’t hesitate to reach out!

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PR Power Play: Boost ROI with the Strategic Hire a Publicist

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hiring a publicist 2023 | Hiring a publicist

Hiring a publicist can be a crucial investment for a business. Whether you are launching a new product, wanting to maintain a strong brand image, or hoping to reach a wider audience, a skilled publicist can make a difference. However, the return on investment (ROI) can significantly vary depending on how you work with your chosen professional. In this post, we will explore practical strategies to ensure you maximize the ROI of hiring a publicist.

Overview Hiring a publicist

When investing in hiring a publicist, the focus is not merely on the spending but on how the collaboration can yield tangible results. A publicist’s expertise can provide considerable value to your business, but you need a well-structured approach to harness it fully. Let’s delve into the essential subtopics that will guide you in effectively working with hiring a publicist.

1. Setting Clear Goals and Expectations

The foundation of maximizing ROI from hiring a publicist rests on setting clear goals and expectations. This crucial step provides direction, coherence, and accountability, ensuring that both parties align. It involves three vital components:

Defining Objectives

  • Identify Target Audience: Understand who you want to reach and tailor your strategies accordingly.
  • Craft a Unified Message: Collaborate with hiring a publicist to create consistent messaging that reflects your brand’s values and goals.

Measuring Success

  • Quantitative Metrics include measurable indicators such as website traffic, conversion rates, and media mentions.
  • Qualitative Metrics: This could involve brand sentiment, customer satisfaction, or other factors that might be harder to quantify but still crucial.

Alignment with Brand Values

  • Regular Workshops: Conduct workshops or meetings hiring a publicist to ensure they fully understand your brand’s ethos and vision.
  • Brand Guidelines: Create comprehensive brand guidelines for the publicist to follow.

2. Maintaining Open Communication

Maintaining open communication is a pivotal aspect of a successful collaboration with hiring a publicist. It ensures that both parties remain aligned, trustful, and responsive to the evolving needs of the campaign. This section explores three fundamental aspects of open communication:

Regular Updates

  • Scheduled Meetings: Regularly discuss progress, obstacles, and updates.
  • Reporting: Implement detailed reporting protocols to keep all stakeholders informed.

Transparency

  • Open Dialogue: Encourage honest communication about both successes and failures.
  • Budget Discussions: Discuss budget constraints and possibilities openly so there are no surprises down the line.

Feedback Channels

  • Feedback Tools: Utilize tools that allow seamless communication and instant feedback.
  • An Open Door Policy: Encourage open and honest communication at all levels.

3. Regularly Reviewing Progress

Regularly reviewing progress is essential in a successful collaboration with hiring a publicist, ensuring that the campaign is on track and aligned with the defined goals and expectations. This continual evaluation allows for prompt adjustments and fosters a dynamic approach to achieving results. This section delves into two key areas:

Monitoring Metrics

  • Use Analytics Tools: Leverage data analytics tools to track KPIs.
  • Performance Reviews: Schedule monthly performance reviews to evaluate campaign progress.

Adjusting Strategies

  • Agile Approach: Adopt an agile approach to pivot strategies as needed quickly.
  • Ongoing Collaboration: Foster continuing collaboration between all team members to make necessary adjustments.

4. Leveraging the Publicist’s Network and Expertise

Collaborating hiring a publicist extends beyond mere execution; it involves tapping into their valuable network and expertise to amplify your reach and efficacy. Here, we examine how to maximize the ROI by fully leveraging what the publicist uniquely brings to the table:

Utilizing Connections

  • Media Outreach: Utilize the publicist’s connections to access media opportunities that might otherwise be inaccessible.
  • Networking Events: Take advantage of industry events to broaden your reach.

Benefiting from their Expertise

  • Utilize Their Skills: From writing press releases to crisis management, trust your publicist’s professional skills.
  • Continual Learning: Learn from the publicist’s experience and insights to continually grow and evolve.

5. Tips for a Fruitful Collaboration

The success of a partnership with a publicist doesn’t solely hinge on expertise or connections but relies heavily on the dynamics of the collaboration itself. This section provides practical tips to foster a fruitful collaboration, ensuring that the partnership is productive, satisfying, and contributes to the desired ROI:

Choose the Right Publicist

    • Interview Process: Conduct thorough interviews and seek references to find a publicist who fits your needs.
    • Review Past Work: Analyze their previous campaigns and results.

Create a Collaborative Environment

    • Joint Planning: Encourage joint planning sessions to foster a genuine partnership.
    • Shared Responsibility: Embrace shared responsibility for both successes and failures.

Embrace Flexibility

    • Adapt to Market Changes: Stay updated with market trends and be ready to adapt strategies accordingly.
    • Flexible Contract Terms: Consider flexible contract terms that allow for changes as your needs evolve.

Long-term Relationship

    • Ongoing Engagement: Consider retaining and hiring a publicist to continue to build continuity and trust.
    • Performance-based Incentives: Offer incentives for achieving long-term goals.

Brief Recap 

hiring a publicist is not just about spending money but investing in a partnership that can propel your brand to new heights. You can get the most out of your investment by setting clear goals, maintaining open communication, regularly reviewing progress, and leveraging the publicist’s network and expertise. Remember, a successful collaboration with a publicist is not a one-off task but a continuous process that requires commitment, understanding, and a shared vision for success. Happy publicizing!

Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you want to work together, don’t hesitate to reach out!

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Top 10 PR Tactics for Small Businesses on a Budget

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PR Tactics for Small Businesses

Public relations (PR) is essential to any small business’s marketing strategy in today’s digital world. PR helps businesses build and maintain a positive reputation and communicate their messages effectively to their target audience. Public relations campaigns can also help small business owners attract new customers. However, many small businesses need help implementing PR tactics due to budget constraints. In this article, we’re discussing top PR tactics for small businesses on a budget.

1. Develop a PR Plan

Developing a PR plan is the first step to effective PR for small businesses. This plan should outline your goals, target audience, key messages, and tactics for achieving your objectives. A well-structured plan ensures you have a clear direction and focus on what must be done to achieve your PR objectives.

Your plan should include a clear understanding of your target audience and the messages you want to communicate to them. It’s important to consider what channels your target audience uses to consume information and tailor your messages to fit these channels.

2. Leverage Social Media

Social media is a cost-effective way to reach your target audience and build brand awareness. Platforms like Twitter, LinkedIn, Facebook, and Instagram are great places to share your company’s news, updates, and upcoming events. Make sure to use relevant hashtags and tags to increase the reach of your posts.

In addition, social media allows you to connect and interact with your audience. By directly connecting with your audience, you can quickly answer their questions or concerns in real-time. Engaging with your core audience helps build trust and establishes your business as a reliable source of information.

3. Use Content Marketing

Content marketing is a powerful PR tactic that allows you to create valuable content that educates, informs, and entertains your target audience. By producing high-quality content, you can establish your business as an authority in your industry, increase brand awareness, and attract potential customers.

Some effective content marketing tactics include creating blog posts, infographics, videos, and whitepapers. Sharing your content on social media and other platforms can expand your reach and engage with your target audience.

4. Leverage Local PR Opportunities

Building relationships with local media outlets and community organizations is crucial for a small business. Contact local newspapers, radio stations, and online publications to see if they’re interested in featuring your business. You can also participate in local events and sponsor community initiatives to build your brand in the community.

5. Build Relationships with Influencers

Influencers have a large social media following and can influence their audience’s buying decisions. Building relationships with content creators and influencers who align with your company’s product or service will help to build brand awareness.

You can reach out to influencers on social media and offer them free products or services in exchange for promoting your business. Select content creators and influencers who align with your brand and consistently interact with your audience.

6. Monitor and Respond to Reviews

Reviews play a significant role in a small business’s online reputation. Positive reviews are likely to attract new customers. Be aware of any negative reviews that must be addressed, as negative reviews may harm your business’s reputation.

It’s important to monitor reviews on platforms like Google, Yelp, and Facebook and respond to them promptly. It’s also an opportunity to showcase your brand’s personality and demonstrate your commitment to customer satisfaction.

7. Participate in HARO

small business pr tactics

Help a Reporter Out (HARO) is an excellent platform for connecting journalists with stories and sources for their articles. As a small business owner, you can sign up for HARO and respond to journalist queries related to your industry. If your response is selected, you can get featured in a news story and gain valuable exposure for your business. 

8. Host Events

Hosting events is an effective way to engage with your target audience and build relationships. You can host product launches, webinars, or networking events to showcase your products or services and connect with potential customers and industry peers.

Events can be hosted in-person and online, depending on your budget and target audience. In-person events may require a larger budget, but they provide opportunities for face-to-face interactions and personalized experiences. On the other hand, online events like webinars or virtual conferences are more cost-effective and can reach a wider audience.

9. Utilize Press Release Distribution Services

Press releases are a great way to announce your business’s news and updates to the media and your target audience. Press releases distribution services like PRWeb and PR Newswire can help you reach a wider audience and get your news featured in various publications. While these services may require a budget, they offer targeted distribution to journalists and media outlets in your industry, increasing the chances of getting media coverage.

10. Utilize Google My Business

Google My Business is a handy tool any business can use to manage its online presence on Google, including search results and Google Maps. Optimizing your Google My Business profile is also ideal for attracting potential customers. Make sure to complete your profile, including your business’s name, address, phone number, hours of operation, and photos. Google My Business is always used to manage and respond to customer reviews.

Conclusion

Regardless of budget constraints, PR is essential to any small business’s marketing strategy. By developing a PR plan, leveraging social media, using content marketing, building relationships with local media and influencers, monitoring and responding to reviews, participating in HARO, hosting events, utilizing press release distribution services, and optimizing your Google My Business profile, small businesses can implement effective PR tactics on a budget.

The key is identifying your target audience and tailoring your messages to fit their needs and interests. By building relationships with your audience, you can establish your business as a trusted source of information and build a positive reputation that increases brand awareness and customer loyalty.

Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you would like to work together, don’t hesitate to reach out!

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Why You Should Hire a Publicist: The Benefits of Professional PR

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In today’s competitive business environment, standing out and getting noticed can be challenging. That’s where public relations (PR) comes in. PR is crucial to any successful business strategy, helping build brand awareness, establish credibility, and drive sales. But navigating the complex PR world can be daunting for many business owners, so hiring a professional publicist can be a game-changer. In this article, we’ll explore the benefits of professional PR and why you should consider hiring a publicist.

What is Public Relations (PR)?

First, let’s define what we mean by PR. The core foundation of public relations boils down to building relationships between a business and its target audience. PR aims to create positive publicity for a brand, product, or service and to enhance the business’s overall reputation. PR can take many forms, including media relations, social media management, content creation, events, etc.

Why is PR Important for Businesses?

PR is one of the most commonly used business strategies for brands seeking to increase visibility. Below we discuss several critical benefits of professional PR:

1. Builds Brand Awareness

One of the primary goals of PR is to build brand awareness. By getting your business in front of the right people through media coverage, social media, and other channels, you can increase brand recognition and make your business more visible to potential customers.

2. Establishes Credibility

A strong PR strategy can help establish your business as a trusted authority in your industry. You can position yourself as an authority figure and expert within your industry through media coverage and thought leadership content.

3. Enhances Reputation

A good reputation is essential for any business, and PR can help enhance your reputation by promoting positive news and stories about your business. A publicist can help protect and improve your brand’s reputation by managing crises and mitigating negative publicity.

4. Increases Sales

Ultimately, the goal of PR is to drive sales. By raising brand awareness, establishing credibility, and enhancing your reputation, you can create a positive perception of your business, increasing sales and revenue.

 

Why Hire a Publicist?
hire a publicist houston While PR is essential, navigating the complex world of media and publicity can be challenging for many business owners. That’s where a professional publicist comes in. Benefits of hiring a publicist:

1. Expertise and Experience

A professional publicist has the expertise and experience to navigate the complex world of media and publicity. They understand what makes a story newsworthy, how to craft compelling pitches, and how to build relationships with journalists and influencers. You can tap into their expertise and benefit from their experience by working with a publicist.

2. Connections

One of the most valuable assets a publicist brings is their connections. A professional publicist has relationships with journalists, editors, bloggers, and influencers that they can leverage to increase awareness for your business. By tapping into their network, you can increase your chances of getting media coverage and other forms of publicity.

3. Time and Resources

Managing your PR campaign can be a time-consuming and resource-intensive process. Hiring a publicist frees up your time and resources to focus on other aspects of your business. A professional publicist can handle everything from media outreach to content creation, freeing you to focus on running your business.

4. Objectivity

Maintaining objectivity regarding your business as a business owner may take time and effort. A publicist, on the other hand, can bring an objective perspective to your PR strategy. They can help you identify your unique selling points, craft your messaging, and position your business in front of your intended audience.

5. Crisis Management

While no business wants to deal with a crisis, being prepared is essential. A professional publicist can help you develop a crisis management plan and be there to guide you through any potential problems. By having a plan in place and a publicist on your side, you can minimize the damage to your brand and reputation in the event of a crisis.

6. Customized Strategy

Every business is unique, so a one-size-fits-all PR strategy needs to be revised. A professional publicist will work with you to develop a customized strategy that considers your business goals, target audience, and unique selling points. By tailoring your PR strategy to your specific needs, you can achieve better results and see a greater return on investment.

7. Measurable Results

Finally, a professional publicist can help you measure the results of your PR campaign. By tracking media coverage, social media engagement, and other metrics, you can see the impact of your PR efforts and make data-driven decisions about your strategy moving forward.

In today’s fast-paced business environment, PR is more important than ever. By hiring a professional publicist, you can tap into their expertise, connections, and resources to build brand awareness, establish credibility, enhance your reputation, and ultimately drive sales. While the cost of hiring a publicist or public relations agency varies, the benefits of professional PR far outweigh the costs. So if you’re serious about getting significant media coverage and taking your business to the next level, consider hiring a publicist.

Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you want to work together, don’t hesitate to reach out!

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Ideas for Planning a Publicity Campaign

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publicity planning

The word planning automatically fills the mind with thoughts and images of a lengthy to-do list, scattered notes and paper. If you’ve ever been put in charge of anything, especially a publicity campaign you can easily feel the pressure mounting as people continually call and email for updates posing the key question: “How are things coming along?” No fear, it’s a typical scenario that can be managed by carefully planning the steps you’ll take to successfully execute your campaign.

A few guidelines in sorting out where to begin start with a quick Q&A brainstorming session so that you can get an idea of what you need to accomplish. Then, analyze the media to determine which outlets would be more suitable for pitching the story about your product or service. Make sure their subscribers or readers are the type of consumer you can market your product to. Finally, how does the media play a part in your campaign? Will you be inviting them to attend an event or submitting a feature request/media pitch?

Here are 7 planning tips & ideas:

1. Make a timeline or schedule of the product launch and determine when you’ll turn to media for attention. This needs to be thought out and timed at the right moment.

2. Draft a media release and determine distribution outlets (will you use a press release distribution service?)

3. Research media outlets that serve a demographic similar to your target market and research their past coverage. This is especially important when dealing with magazines, tv networks, radio and blogs.

4. Determine your purpose for contacting the media (are you seeking live event coverage, a feature, a review?)

5. Utilize existing business relationships with those individuals who can assist in sharing your pitch with their network of associates and friends.

6. Discuss possibility of a promotional tour in high traffic areas where you can come face to face with your target audience. It doesn’t have to state-to-state, it can be city-to-city or smaller; consider visiting college campuses, malls, libraries, community centers and the like.

7. Create relevant press/media kits and business cards along with any promotional items you wish to give away. Be sure to give them something to remember you by in addition to your wonderful first impression.

Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you would like to work together, don’t hesitate to reach out!

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