“Paying attention to the learning curves and staying in tune with trends in media is one of the biggest challenges.” – Briahna Gatlin
Public Relations companies are vital to all industries, from music to tech, healthcare, retail, and more; all celebrities and brands need them.
In those companies, PR professionals and publicists work to ensure their clients maintain a credible reputation. They are not in the spotlight, but create magic behind the scenes, sending press releases to journalists/editors like me, reaching out to content creators, and building relationships with publications.
When you see your favorite celebrity in the media promoting a project or speaking on a topic, a publicist sets that up. They secure coverage in print, TV, radio, and online. A publicist is also involved when a public figure releases a statement to clarify a comment or situation. In Chicago, it is usually the founder and CEO of Swank Public Relations, Briahna Gatlin. She gets rising and established talent and brands the exposure they want.
When things slow down, how do small PR companies survive?
“Keeping things afloat in this financial climate is different,” Gatlin said. “I am constantly looking for opportunities that will sustain my business currently and for the future, including returning clientele.”
Briahna Gatlin is a PR mastermind
For over 15 years, Gatlin has been a force in Chicago’s music and entertainment industry. She is one of the original co-founders of True Star Magazine. In 2007, she began providing public relations services, media consulting, and more through her PR company. With notable clients such as Chance the Rapper, Vic Mensa, Lupe Fiasco, and the Chicago Bulls, Gatlin built a trusted reputation among some of the city’s biggest names and brands.
Yet, even established professionals must adapt to change, particularly when clients have access to more affordable options. Challenges are an inevitable aspect of running a business.
“Customers not paying on time and competitive pricing are a challenge with the oversaturation of new entrepreneurs in PR, marketing, and media relations. Between small budgets and a challenging economy, some customers will choose an alternative if they feel they can get more at a cheaper price,” she added.
How can returning clients help? They can start by sharing their experience on social media, which Gatlin believes can reach new clients.
“I have built my business on referrals. Other ways customers can step up are by sharing our social media or simply through testimonials and helping promote our businesses. A firsthand experience goes a long way.”
Header photo credit: Instagram/@briahna31/@vanidigital3
