Shauna Jackson, owner of Lamore Lifestyle Public Relations, has been leading her fast-paced public relations business for seven years.
The seasoned publicist with offices in Houston, Texas and Columbia, Maryland recalls embarking upon a new career. Before running her growing business, she previously worked as a dermatology technician and patient care technician on the cardiology unit at University of Maryland Medical Center.
“After doing PR [public relations] work for several of my friends’ businesses as a hobby, people kept telling me I needed to become a full-time publicist. I took on a few campaigns and realized how fulfilling it was,” Jackson explained.
Connecting people came naturally for the entrepreneur who was never afraid to hear the word “no.”
“I was really good at making phone calls and sending emails to inquire about opportunities. I gained experience by representing a few acquaintances and friends of mine for free,” Jackson candidly shared.
The majority of Jackson’s current clients are doctors and medical professionals. She represents a few public figures, beauty brands, and authors. Jackson has also worked with food industry businesses, authors, mental health professionals, and fitness and wellness professionals.
Jackson’s media placements for her clients have included “Essence”; “Ebony”; “Sherri Show”; “Today Show”; “Forbes Health”; “PopSugar”; “Good Morning America”; “Cosmopolitan”; “Business Insider”; “People Magazine”; “Black Enterprise”; and hundreds of others.
The role of publicists and the people who may benefit from their services are not always clearly understood.
“Publicists manage the public image and media relations of individuals or organizations, including celebrities, authors, brands, and companies. We typically work for clients who want to promote their work, manage their reputation, or enhance their visibility in the media,” Jackson explained.
One of the biggest misconceptions that Jackson encounters is when individuals believe that publicists only handle press releases and media contacts.
“We strategize, create narratives, and build relationships to shape our clients’ public images. Another common myth is that we can magically fix any PR issue or make someone famous overnight, but effective communication and reputation-building take time and consistent effort. People often underestimate the level of planning and creativity involved in what we do daily. I set realistic goals with potential clients before being hired,” said Jackson.
Publicists also navigate crises effectively and connect with target audiences, ultimately leading to increased opportunities and success for clients in their respective fields.
Much of Jackson’s work is done remotely, although she does provide in-person media interviews or event support.
Jackson added, “As a publicist, I am responsible for crafting and maintaining a positive public image for my clients. This includes developing press releases, managing media inquiries, and coordinating public appearances. I also monitor media coverage, build relationships with journalists, and provide strategic advice to clients on how to effectively communicate their messages to their target audience.”
The shortest campaign that Jackson will accept is 12 weeks. However, many campaigns require a six-month commitment. Some clients retain her on a monthly basis, while other clients hire her public relations firm for a short-term media campaign. The campaign fee depends on how many services are needed.
“Some clients are just simply looking for media placement, some reputation management, some need PR for an event that they are having,” Jackson divulged.
A retainer fee is a fixed amount paid regularly monthly for ongoing PR services. It provides clients with consistent access to PR support and strategy. Conversely, a project-based fee is charged for specific campaigns or short-term projects.
“Our firm charges a one-time fee. This fee covers all services rendered for that particular campaign,” Jackson further explained.
Important qualities to look for in a publicist are strong communication skills and solid media relationships. Additionally, a client needs to have a story that is interesting to the public, according to Jackson.
“Just having a great product is good, but PR is not sales, so you need to have something that engages the public to want to have a relationship with you and your brand. Also having high-quality photos helps tremendously because the media will ask for those visuals.”
Great clients communicate openly and provide timely responses for all their media opportunities. Good clients also maintain realistic expectations about timelines and are actively engaged in promoting their brand, Jackson remarked.
Jackson loves what she does as a publicist because it allows her to gain visibility for minority businesses and she helps them to be seen in spaces where they are often overlooked.
“I enjoy crafting compelling narratives that highlight the unique stories of my clients, connecting them with their audience and shaping public perception,” she also mentioned.
Visit https://lamorelifestylepr.com to learn more about Lamore Lifestyle Public Relations.