Among the public relations elite, Deidre Gaskin looks to change the game at its very foundation with the launching of her self-help tool, MostValuablePublicist.com.
You have been a renowned publicist for some time, what inspired you to launch MostValuablePublicist.com?
I was on a marketing call and my marketing manager at the time asked me how did I get into PR. So prior to becoming a publicist I was a collegiate athlete and I told her that now I want to be like the MVP for my client, the best asset on their team to ensure they have a long-standing brand, the Most Valuable Publicist if you will. She immediately said, “trademark that”. So, I did and here we are (laughing)
Who have been some of major brands to benefit from your expertise?
I have represented the American Basketball Association, Sheryl Swoopes, Hewlett-Packard, BET, TV One, The Harlem Globetrotters, Keurig Coffee and more.
Tell us about some of the information and tools available through your portal.
Of course, mostvaluablepublicist.com is for athletes, business owners and publicists alike to assist with their visibility efforts on and offline. The website features e-books, courses and consultations to speak with me directly about their PR goals and how I can help accomplish them.
What kind of brands should consider the do-it-yourself approach to public relations?
Those who cannot afford to hire or retain a publicist full time. This approach is only to keep you afloat not to remain a permanent option of not having a PR rep on your team. Do it yourself until you can’t do it anymore then hire someone to do it for you.
Does providing potential clients a basic understanding of publicity help them in hiring professionals?
YES! Most definitely! As publicists, it’s our job to educate you so you do understand why PR is important. I think that’s where the disconnect is sometimes as well because it’s not that people don’t need PR; they just don’t understand the importance of having it in place.
How has your experiences in your field prepared you for this new venture?
Well, a lot of trial and error on my part to learn from my mistakes and to help those up and coming not make the same ones. Haha. Also, with what I call, my three E’s (Education, Experience and Expertise), I’ve learned a lot in this business, and I no longer want to play small, and this platform is encouraging others to level up too! After 10+ years in the game, I am a coach at this point. However, this industry is ever changing so I’m forever a student because I’m always open and willing to learn. My time put in is what YOUR brand gets out of it.
What things should clients consider when hiring a publicist?
1. Have a budget. A great publicist can cost anywhere from $2k-$10k per month with a six, nine, or twelve month contract commitment. PR is a LUXURY service it’s not a BOGO opportunity, meaning it’s not cheap!
2. Have a story. What makes you different from every other athlete, what makes you different from every other hairstylist, what makes you the best in your business? What’s your brand story and why should media care about you vs your competitors?
3. Have patience. PR is a marathon, not a sprint. PR can and DOES WORK. You just have to be willing to be patient to generate the results to see your brand elevate and take off.
Are you still accepting clients while running this new venture? If so, how do plan on balancing the workload?
I am. My main goal with this is to break the curse of poverty. Just because you’re a small business, you don’t have to stay that way. I want my clients to build brands for their kids’ kids’ kids. You know? I want them to be here 10, 20, 30 years from now and they need the MVP to do that. 😉 As a servant, wife and fur mama I think women can do it all especially black women, we’re known for it but I’m looking to build a bigger team so that clients can have my brand as a one stop shop to all things publicity!
Do you have any advice for someone looking to enter public relations?
Crawl before you walk. I don’t care what society or social media says, you must learn in order to execute. Don’t become a microwave publicist. Take the time to learn and apply. Shadow, intern, volunteer and learn from those before you. There’s no harm in that, only growth.
Be’n Original
