I am one of the West Coast’s best publicists for lifestyle & entertainment PR. My company Innovative PR adapts with the changes in the PR industry, from traditional PR tactics to the rise of branding and the changes in PR & Marketing in the digital age. As CEO, my company has taken 8 emerging brands global. Whether a client is just starting out or looking to expand, my pursuit for them is global recognition.
2 | How long have you been in business or working in your field?
I have over a decade of experience. I launched Live Loyal PR in 2009 and opened Innovative PR in 2016.
3 | What are some challenges you have faced being an entrepreneur/working your field?
There are many challenges but the biggest challenge is change. It is hard to continuously train good staff in this field. The job is not brain science, but it is difficult to find that publicist that “gets it and gets it well”. After a great employee has decided to move on or change career paths I do my best to pick up and keep going. I treat my staff like family, and it is hard to see them go when they do.
4 | How much has social media impacted your business/career?
So much! Social media has become a game changer. To be successful in today’s market you have to understand it. As a publicist, you have to be able to be ahead of the popularity curve. Your company shouldn’t be jumping on existing hashtag bandwagons, but rather creating the new must have hashtag #.
It is important to understand what social content creator is creating conversion in client sales, social numbers, and consumer awareness. Today, everyone is an influencer and in such a saturated market it is a must to understand who is worthy and what social channel is most profitable.
5 | What makes you unique to other professionals in your space?
Loyalty and a good eye- I honestly think I have such a good heart in a competitive set. I truly get too investing in all aspects of this publicity game. I hold true client deliverables and brand elevation. I also feel that I have a good sense of what consumers want and grasp to be. I feel that I can see quality at reasonable spends with my PR campaigns.
6 | What advice can you give to millennial entrepreneurs?
It doesn’t matter whether you’re a millennial or a baby boomer. Working in PR you have to be flexible, creative, and of course innovative. Grow a tough skin, and learn from your mistakes.
7 | What are you currently working on?
The Los Angeles Time Food Bowl, Unicon, Habitat for Humanity Los Angeles, The Orthopaedic Institute for Children, and over 10 beauty brands.
8 | Bossfidence is all about finding your bliss and building your confidence, how did you know that you needed to branch out from your comfort zone?
Honestly, I am never in my comfort zone. I am never comfortable. I cant get comfortable. I want more, I want the client happy, I want my staff happy, I want my media happy. I will not stop until I know everyone is.
When I feel that there are no more tools the client can offer me to get the job done. I know we are at a comfort zone, and more work needs to be done.
9 | Who is your biggest influence or inspiration?
My parents have instilled the deepest level of work ethic in me. I wouldn’t be here today if it wasn’t for their guidance.
10 | What do you hope to achieve that you haven’t yet?
I would like to see Innovative PR doing more in the traditional media space. I would like to acquire more traditional news sites. I’m excited to launch a new digital platform that will provide news in the lifestyle space, and I would like to be an agency known for emerging content creator partnerships.