We’re unveiling a new series here at FreshGigs. Five Things Friday is a departure from the interviews and features we typically post. Part conversation, Part Proust Questionnaire – but with just five questions, Five Things Friday (hashtag alert! #5TF) shows the lighter (and sometimes sillier) side of our interviewees. We’ll be talking to everyone we can get our grubby little hands on; it’s our way of introducing you to the communications, marketing and creative cognoscenti who rock their respective industries. This week, Crystal Henrickson gets Kei Baritugo of BoldLove Communications to open up.
Firstly, tell us about BoldLove. What do you do? Who do you represent?
If BoldLove was a song, it would be Voodoo Child by Jimi Hendrix. As a PR agency, we’re very passionate and a tad rebellious. We’re also a bunch of nerds who love storytelling, strategic thinking and executing measurable impact. It’s no wonder we represent big thinkers, dream chasers and change-makers in the arts & entertainment, technology, and non-profit / social enterprise fields. We get along swimmingly with clients who Kerouac would refer to as the “mad ones.”
As an entrepreneur, running this agency has been an incredible journey that’s taken me all over the world with creative people who want to use their gifts to champion positive social change. My team and I are proud to have worked with notable clients at high profile events such as the Cannes Film Festival, TIFF, SXSW, JUNOS, Vancouver Olympics, and more. Next year, BoldLove turns seven and I can’t wait to celebrate another year of exciting adventures.
What kind of work do you love doing?
At its heart, PR is about building relationships through storytelling.
Globally, we face seemingly insurmountable challenges. Bad news is the standard — as the old adage goes, “If it bleeds, it leads”— and it can leave people feeling paralyzed and apathetic. When people are inundated with bad news, a sense of cynicism and hopelessness takes over, which prevents people from engaging in positive social change. I think this is why too many people are quick to say defeatist statements like, “Well, what I do won’t make a difference.” This is chiefly a perception problem.
I love working on projects that give me the opportunity to shine a public spotlight on stories that inspire and foster hope.
So what’s the solution? We need to transform the stories we tell each other and ourselves to something more hopeful and less dystopian. This is why we love taking on clients who are bold enough to engage the world with love. Clients who are committed to demonstrating that, yes, we can make a difference and we can make a positive impact.
Through my work in PR, I am able to directly participate in reframing stories about the challenges we face, thereby, changing public perception and influencing people’s behaviour toward empowerment. I love working on projects that give me the opportunity to shine a public spotlight on stories that inspire and foster hope.
What is the one thing a rookie PR agent needs to know?
In my spare time, I mentor young women who are interested in a career in PR. Technically, they have so much to learn because the nature of the job is very high pressure and dynamic. As they gain more experience, they will come to learn how to think on their feet and how to deal with difficult personalities. The biggest thing they need to know is the art of building genuine, mutually beneficial relationships. At BoldLove, we have a couple of mantras that I frequently remind my mentees:
- Kindness is free. We operate in a small fishbowl and word travels fast so treat everyone with kindness, especially those who you think can’t do anything for you.
- Grace under pressure. Nobody said it was going to be easy. Smile and don’t let them see you sweat. You got this.
Where do you think your industry will be in 5 years?
The PR industry is intrinsically tied to the media / journalism industry (which is in flux), and it is heavily influenced by new technologies that alter how people communicate and consume information. So naturally, the PR industry is rapidly evolving and many of my fellow PR professionals are locked in debate about the future of our industry.
Already, we’re seeing a trend towards more paid media in the form of advertorials rather than earned media (i.e. publicity). Many of my colleagues in the media face job uncertainty as newsrooms continue to shrink. This, of course, impacts my industry as there are fewer editors and producers to pitch stories to, all while the quality of coverage decreases due to limited capacity and resources.
Looking to the future, I think successful PR campaigns will adopt social, digital and growth hacking strategies that amplify word-of-mouth. With new communication technologies, I think global PR campaigns will be more commonplace and PR teams will include programmers and statisticians who can deliver key insights on big data from campaigns. There’s also a trend towards more hyper-individualized content and native content. I think this trend will hold, and in the future, successful PR campaigns will leverage these types of content to further personalize their clients’ relationship with their audiences.
Complete the thought: I’m famous for…
My predilection towards real talk. I don’t mince my words and I hate beating around the bush. The best compliment I received to date was being called the “female version of Ari Gold.” True story.
Learn more about BoldLove Communications via their website, or follow them on Twitter. Know anyone you think we should profile? Have some feedback on #5TF? We want to hear from you. Drop us a line, or leave a comment below.