PR Tips From a Newbie—Everything I Learned From Signing My First Client

I recently stepped out of my comfort zone to work with a new-to-market beauty brand. Whether you're itching to do the same, or you're an old pro, I'm excited to offer insight into the experience.

Photo by Christin Hume on Unsplash

As some of you may know (from TikTok, IG or the media circle), I signed my first PR client in April (a month before the brand officially launched in May). I held off on writing this post for months because I wanted to first ensure I was where I wanted to be with the situation and my efforts. You honestly never know how things will go. The uncertainty is scary, even if you’re confident within. I also deeply value keeping things personal when they’re in the early stages. You never know who has their eyes and opinions on you, and I enjoy being in control of my energy and outcome. With that, I feel strongly about what I’ve done up to this point, and I’m ready to share some insight/personal experience.

Any time a publicist takes on a new client, it’s a risk, no matter their experience level. Regardless of whether the brand is established, fun, exciting—whatever the case—there’s so much that goes on behind the scenes of what makes a PR-client relationship tick. It’s like any relationship, really. Are you always going to love your boss? Are you always going to vibe with the Hinge date? The unknown is nerve-wracking, but it’s also exciting!

I’m not going to sit here and tell you just because I signed one client I suddenly know everything about PR. Well, I guess I actually know more than the average newbie since I’ve learned so much from the journalism side of things. But nevertheless, I’m not a PR guru by any means. That said, I have learned the fundamentals from working with my first client. Most importantly, I’ve determined where I set my bar.

I recently wrote a detailed Substack about assessing if your brand or client is even ready for PR. I highly recommend reading it, as I included intel from two longterm PR pros. Acknowledging where the brand is in its growth journey is the first step. If the brand doesn’t check the boxes that reflect if they’re ready for PR, then off the bat, the PR-client partnership is doomed.

In my case, the first thing I noticed is my new-to-market client Buttface was ready to go (ICYMI, it’s the first facial-grade skincare brand designed solely for the butt - LMK if you want to try anything from the DIY butt facial kit!). What the founder needed was someone to pull the trigger on a public launch. His bootstrapped brand had all of its marketing/branding assets, a strong point of view, detailed website, physical products and a small-yet-mighty team.

Since hiring me to give him the public boost he needed, I wasted no time setting him up with affiliate programs, getting him a handful of strong media coverage (Business of Beauty, The Daily Beast, Good Day LA, Fat Mascara podcast, Reserved Magazine, LA Weekly, Daily Front Row and more), one-off partnerships with Alo gym and Moxy DTLA, and voluntary influencer coverage by way of gifting. I’ve also had the brand’s sheet masks included in various event gift bags. While I am a journalist, it’s a conflict of interest to write about my own client, so it’s important to note that all coverage came from me pitching other writers/editors.

So is that it? Nope, that’s just the start. Below is everything else I’ve learned about signing a new client, and the elements that make a strong founder/brand worth signing with in the first place. **Note: I’m mostly referring to independent brands here. It will obviously differ with something bigger.