Why 2 PR moguls say: 'F**k being liked by everyone'
Aug 16, 2023
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"WorkParty" welcomes PR powerhouses Jessy Klein Fofana and Lauren Kleinman. They discuss controversial media coverage, the challenges of being liked as a boss, and the shift in PR strategy from being liked to being controversial for press. They also explore the future of PR, combining PR and affiliate marketing, and the joys and challenges of entrepreneurship.
Success requires a single-mindedness that sometimes makes it a lonely road.
PR strategies should include taking positions and sharing opinions guided by a moral compass.
Deep dives
The importance of being liked
The podcast episode explores the idea that being liked by everyone as a founder or business leader is overrated. The speaker, Jesse Klein-Fafana, discusses the need for a single-minded focus and dedication to achieve success, which can sometimes alienate people. She emphasizes the importance of making choices and decisions for the good of the business, even if they are not popular. Lauren Kleinman, another guest, adds that being a female founder can be particularly challenging due to the pressure to be a pleaser and balance being a boss and a friend. They both agree that creating a work environment that fosters growth and empowerment, as well as surrounding oneself with senior employees who are owners of the business, can help maintain long-term relationships.
The evolving landscape of PR
The podcast delves into the changing landscape of PR and the shift from a focus on being liked by everyone to gaining media coverage through controversial and newsworthy topics. The guests discuss the need for PR strategies that include taking positions, sharing opinions, and being guided by a moral compass. They point out that opinions are good as long as they are sincere and appropriate, and highlight the importance of aligning PR efforts with the evolving media industry. The guests also emphasize the significance of understanding the media landscape and trends, such as the growing influence of performance PR, commerce content, and affiliate marketing.
Strategies for success in PR and media
The podcast provides three key strategies for setting oneself and their brand up for success in the PR and media landscape. First, having a strong and authentic story is crucial, along with a clear mission and vision for the brand. Second, developing a great product that stands out in the market is essential for generating press and media attention. Third, it is important to have realistic expectations about the timeline and outcomes of PR efforts, considering factors such as the competitiveness of the market and the impact of external events. Additionally, the discussion highlights the significance of teaming up with expert agencies or freelancers to navigate PR effectively.
Challenges and trends in the PR industry
The podcast episode addresses the current challenges and trends in the PR industry. The guests note that it is a challenging time for direct-to-consumer (D2C) brands, as they face pressures to be profitable, find investment, and navigate the diversification of retail channels. They highlight the importance of establishing a strong and unique brand angle, ensuring a quality product, and having a realistic understanding of the competitive landscape. The conversation focuses on the dominance of commerce content and the increasing significance of performance PR and affiliate marketing. The guests also mention the impact of cancel culture and the need for accountability, but acknowledge that the media landscape is continually evolving.
On today’s Hot Takes episode, we’re chatting with PR powerhouses Jessy Klein Fofana and Lauren Kleinman. Jessy is the founder and CEO of LaRue PR, an award-winning agency dedicated to disrupting the media industry with a roster of best-in-class DTC and B2B clients. Lauren is the founder and CEO of DreamDay PR, a first-of-its-kind Performance PR agency, and co-founder of The Quality Edit, a curation of the Internet’s best brands. Both Jessy and Lauren have been ahead of the PR curve– and they are coming in hot with a spicy hot take - “Fuck being liked by everyone; success requires a single-mindedness that sometimes makes it a lonely road”. Listen in as this duo talks all things solopreneurship, controversial media coverage, why being liked by everyone is overrated.
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