May 13, 2022
Pitch Perfect: Kristin Olson, Communications & Marketing Consultant.
By Chelsi McLean
Introducing
Kristin Olson, Communications & Marketing Consultant
Location
Find me on
Kristin Olson, Communications & Marketing Consultant
Location
Los Angeles, CA
Find me on
Website and LinkedIn
Clients & Collaborators
Ace Hotels, Cuyama Buckhorn, The Cape Hotel, Valentino, Versace, Montalba Architects, Maybelline, and Rimowa
The “Pitch Perfect” Series is where we tap Hello Human’s publicity pros and PR experts we admire to share 5 practical PR tips, useful insights and experiences they’ve learned on the job, for small businesses to start using today.
One piece of advice for a small business starting out with their own PR
What’s your latest big PR win and how did you get there?
Build relationships! Solid relationships are the cornerstone to building a successful PR campaign. Check out your social media channels and see who is already a fan of your brand or product. Leverage relationships that you already have. Journalists and ambassadors who are already fans of what you do will translate your work into the best story. Once you’ve identified potential contacts, be mindful of what you share with them. Make sure you have high quality imagery and a strong angle to hook them whether it be a product launch, a special event, or a collaboration!
What’s your latest big PR win and how did you get there?
My client was the principal architect and founder of Montalba Architects in Los Angeles and had just finished construction on his new residence. He was very proud of the project, so was eager to secure thoughtful coverage. We ended up receiving a feature on the home in Wallpaper*. The journalist took a tour of his home and immediately fell in love with the space. She expressed interest from the get go, so while it took a while for the story to materialize, we were pleased with the result. It’s always beneficial to nurture a relationship with a writer who strongly believes in your brand!
Montalba Architects in California Home & Design. Photo: Kevin Scott.
Three words that best describe your PR style?
Persistent. Agile. Creative.
Best advice for leveraging PR wins
Persistent. Agile. Creative.
Best advice for leveraging PR wins
When your brand secures a big PR win, you can leverage it to showcase your brand to different audiences. For example, you can share the win on your social media channels to cement your reputation with your following or use the win in e-mail marketing communications to foster relevance with your subscribers. Other ideas include showcasing the coverage on your website as content for a blog, building paid advertising campaigns around the win, or as a tool to land partnerships. The opportunities are endless!
Digital or print?
Visual or verbal - what gets more attention and why?
Digital! While I grew up collecting magazines and spending my entire weekend reading the new issues, digital is the way forward. Aside from the obvious advantage of being a more sustainable option, digital outlets provide the opportunity to reach a wider audience and to expose your brand to a new audience who may not have known about you otherwise! There’s also a lot of room to play with fun partnerships in the digital realm, which may not be possible in print.
Visual or verbal - what gets more attention and why?
Visual. The dominance of social media in marketing and advertising has necessitated the need for arresting visuals to showcase your brand. High quality imagery can make or break the success of landing a major story.