In celebration of Women’s History Month and Women’s Day, we decided to honor one of our favorite publicists and branding experts, Valese Jones. By selectively choosing clients who empower and uplift Black women and the culture as a whole, Valese is making a difference by bringing much-needed attention to those who deserve it most.
What inspired you to pursue a career in public relations and branding?
I was inspired to pursue a career in public relations and branding by my passion for media and marketing, which was cultivated at an early age. I started creating highlight tapes for local athletes and events, and after my first semester as an undergraduate, I realized that I wanted to pursue a career in media. Working in internships and non-traditional media jobs further solidified my passion for public relations and marketing.
Can you share a memorable project or campaign that you’ve worked on in the past, and what made it successful?
This is such a hard question because I’ve done so many things I’m proud of but if I’m forced to pick one, I’d have to say the Civilized Drive-In Concert & Conversation in 2021 because it was my first major production under my own company. Plus, I had to do it during unprecedented times. I raised all the funds, secured the partnerships, media coverage, and ran the show. It resulted in so many opportunities for myself and the client.
How do you approach building and maintaining a strong brand image for your clients?
Building and maintaining a strong brand image for my clients is a priority. I approach this by offering custom-tailored strategies that are rooted in genuine empathy and an unwavering passion for every brand’s success story. I go beyond traditional PR boundaries to capture hearts and elevate brands, ensuring that the brand image resonates with the target audience and aligns with the brand’s values and goals.
In today’s digital age, what role do social media platforms play in shaping public perception of a brand, and how do you leverage them effectively?
In today’s digital age, social media platforms play a crucial role in shaping public perceptions of a brand. They provide a direct channel for brands to communicate with their audience and showcase their values, products, and services. I leverage social media platforms effectively by developing comprehensive social media strategies that align with the brand’s objectives. This includes creating engaging content, monitoring and responding to audience feedback, and leveraging social media analytics to measure the impact of the brand’s presence on these platforms.
What strategies do you employ to navigate and manage potential crises or negative publicity for your clients?
When faced with potential crises or negative publicity, I employ a proactive approach to navigate and manage the situation. This includes having a crisis communication plan in place, swiftly addressing any issues or concerns, and transparently communicating with stakeholders. I work closely with my clients to develop authentically strategic messaging and ensure that their brand reputation is protected. Additionally, I utilize media relations and public relations techniques to mitigate the impact of negative publicity and restore trust and confidence in the brand.
With the increasing emphasis on diversity and inclusion in branding, how do you ensure that your campaigns resonate with diverse audiences?
Ensuring that campaigns resonate with diverse audiences is imperative at this moment in time. I prioritize diversity and inclusion in my campaigns by conducting thorough research and understanding the cultural nuances and preferences of the target audience. I collaborate with diverse influencers, organizations, and community leaders to ensure authentic representation and messaging. By engaging with diverse communities and listening to their feedback, I can create campaigns that are inclusive, relatable, and resonate with a wide range of audiences.
How do you stay updated on emerging trends and technologies in the PR and branding industry, and how do you incorporate them into your work?
To stay updated on emerging trends and technologies in the PR and branding industries, I regularly engage in professional development activities such as attending industry conferences, participating in webinars, and networking with industry professionals. I also follow thought leaders and industry publications to stay informed about the latest trends and innovations. Incorporating emerging trends and technologies into my work involves adapting strategies and techniques to leverage new platforms that can enhance the effectiveness of PR and branding efforts.
Can you discuss the importance of storytelling in branding, and how you craft compelling narratives for your clients?
Storytelling is crucial in branding as it allows brands to connect with their audience on an emotional level and create a memorable and compelling narrative. I craft compelling narratives for my clients by understanding their stories, values, and unique selling points. I use storytelling techniques, such as developing a brand narrative, identifying key messages, and creating engaging content that resonates with the target audience. By telling authentic and relatable stories, brands can establish a strong emotional connection with their audience and differentiate themselves from competitors.
What advice would you give to aspiring female professionals looking to break into the field of public relations and branding?
My advice to aspiring female professionals looking to break into the field of public relations and branding is to be confident in your abilities, embrace opportunities for growth and learning, and ask for help. I believe it was Issa Rae who said build with who’s next to you. Building a strong network is key to longevity and success in PR. Also, seek mentorship from experienced professionals. I have multiple people I can call on for guidance, advice, and connection. Stay updated on industry trends and technologies and continuously refine your skills. Embrace diversity, equity, and inclusion in your work, as it is essential if you plan to be on the right side of history. Finally, stay committed to your why, be authentic, passionate, persistent, and always strive for excellence in everything you do.
How do you measure the success of your PR and branding efforts, and what metrics do you find most valuable in assessing impact and ROI?
The success of PR and branding efforts can be measured through various metrics, depending on the specific goals and objectives of the campaign. Some valuable metrics for assessing impact and ROI include media impressions, website traffic, social media engagement, brand sentiment analysis, lead generation, and sometimes sales conversions. I do want to make it clear that our job is not to sell, but our efforts can affect our client’s bottom line. It is important to define clear objectives at the outset of a campaign and track relevant metrics throughout to assess the effectiveness and success of the PR and branding efforts. Regular evaluation and analysis of these metrics allow for adjustments and optimization to achieve the desired outcomes.
Be’n Original
