FAQ
PFG number to text
PR or Public Relations is the practice of strategic communication that builds beneficial relationships between organizations, groups, or brands and the public or target audience.
Public relations is essentially the management of an organization’s public image and reputation. It includes activities such as the dissemination of information, management of internal and external factors that influence the brand’s image, and acquisition of media opportunities with small and large publications for exposure.
PR Firms in this regard are in charge of handling an organization’s public image and handling the different operations involved in public relations to increase an organization’s visibility and positively influence its image and reputation.
Publicity For Good (or simply PFG) is a female-led, millennial-run boutique communications firm that has made a name for itself as the country’s leading PR agency for purpose-driven CPG brands. It was founded in 2016 by multi-awarded publicist and entrepreneur, Heather De Santis-Holmes after realizing that the best way she can help others is by serving as a megaphone for brands that have social good causes embedded in their DNAs–helping them grow so they can continue to do the good works.
In 2019, Publicity For Good was the recipient of the Gold Award, Small Agency of the Year by Bulldog Awards. Last year, they were named Bronze Awardee, Midsize Agency of the Year by the same institution. They were also given the “Best PR Firm for CPG Brands” by O’Dwyer’s back in 2020. DeSantis, who runs PFG from her Airstream, is well-known as one of the most sought-after PR professionals for CPG brands. She was recently given the PRNEWS Top Women in PR 2021 Entrepreneurs Award and has been working with CPG clients for nearly a decade.
PFG is a counter-culture PR firm that services clients from all over the United States, Australia, UK, and Canada–providing each one with seamlessly integrated social media and PR services that increase visibility, improve market penetration, and help them grow into leaders in their space.
In addition to accolades and recognition from well-established institutions and peers, PFG works with some of the biggest brands across multiple industries including: Certified B Company, Eco Lips; leading zero sugar, plant-based coffee creamer, nutpods; purveyor of chef-quality, ethically raised chicken, beef, pork, duck and game meats, D’Artagnan, and; planet positive food and beverage company, WhatIF.
The agency is able to attract not only clients but also some of the most reputable communications professionals due to their people-first culture and unique approach to PR that integrates relationships with high-level communication strategy, technology, and the legitimate desire for positive change. For its work in providing purpose-driven PR, Publicity For Good has been the recipient of numerous awards including the 2019 Bulldog PR Awards Gold Small Agency of the year; the 2020 O’Dwyer’s Best PR Firm for CPG Brands, the 2021 Bulldog PR Awards Bronze for Midsize Agency of the Year.
Additionally, founder and CEO, Heather Holmes, formerly Heather DeSantis, is the recipient of PRNews’ Top Women in PR in 2021 and a Platinum PR Awards 2021 CEO of The Year finalist, and a Ragan’s PR Daily Leader of the Year awardee in 2021. For all her work in public relations and growing purpose-driven brands, she’s been featured in a multitude of news networks and has also been nominated in the prestigious Forbes 20 Under 30 list.
When you become a client, PFG will assign a Publicist and a Publicist Assistant to your account. The Publicist’s role is to manage the success of client accounts through media strategy, media outreach, media monitoring, and consistent media and client communication. The Success Partner helps the Publicist plan, brainstorm, and pitch clients to gain client wins. The Publicity Assistant is responsible for supporting the Publicist with their back-end support.
One of the easiest ways we maximize PR on social media is by posting our clients’
media features on different social media platforms like Instagram, Facebook, Twitter, and Linkedin.
PR and social media are based on communication but Social Media, with its real-time messaging, amplifies your message, allowing PR to be stronger and more impactful.
Content published via news releases, emails, and other PR-related means can live longer, spread faster, and reach further with the help of Social Media by tagging the media outlet’s Social Media accounts on each platform, improves and maximizes our reach.
Our Social Media Team is in charge of creating the graphics for our clients’ press. After creating the graphics, we share them on our Social Media accounts and tag our clients. We also include the link to the press hit to drive more traffic.
At PFG we will secure media opportunities in the first 30 days.
The Mission
Our passion is serving purpose driven brands to grow their impact and ROI providing high level strategy, messaging and visibility until they become leaders in their space.
We are a world-class communication that is heart-centered. We create a comprehensive communications strategy and execute it with relentless fervor to help our clients’ companies grow.
The Structure
We have the resources, contacts and experience of a larger agency with the personalized service and affordable rates of a boutique firm
Publicity For Good is a business for good with B1G1 and seeks out brand partners who are disruptors in their industry and who are working to change their communities, and the world, for the better
Publicity For Good is ahead of its time as a virtually based company. Nevermind East and West Coast – Business happens everywhere – and that’s exactly where we are.
PFG was named small and Mid-Size Agency of the year with BullDog Awards and was named a top CPG PR firm of O’Dwyer. It was also recognized as the Top PR Firm in North Carolina in the 2022 NC Clutch Awards. Founder and CEO, Heather Holmes, formerly Heather DeSantis, was also recognized in PRNews’ Top Women in PR Entrepeneurs as well as received honorable mention in the 2021 PRNews Platinum PR Awards for CEO of the Year; she was also nominated for Forbest 30 Under 30 list.
It depends on the agreement between the client and the PFG team. However, we usually have client calls monthly. .
Public relations is one of the most widely used yet widely misunderstood segments of the total marketing mix. Some think that, by and large, it is meant to mislead people. On the other hand, there are brands who think that the practice merely involves paying influencers and publications to land features; or even just. Both misconceptions are driven by false–and oftentimes exaggerated–narratives that are seen in movies and television series. The fact is, PR is an age-old practice that helps not just the brand implementing it, but also the society. In its most basic form, PR is word of mouth. It takes advantage of personal recommendations, relations, and reach to promote an idea, product, service, or brand. In the age of mass and social media, PR has changed form, but its essence and effects remain the same.
Broken down into 10 points, here are the main reasons why your CPG brand needs PR:
Establishes avenues for conversations
Think of it this way–advertising is a one-way street while PR is a two-way road. It allows brands to not only send messages but receive them as well. Tapping the right influencers is a great way to do this. Oftentimes, influencers who do their work right will gather feedback about a certain product or brand and send it to the brand so that they can pay attention to consumers’ concerns.
Directly helps those in need
More often than not, campaigns that are tied with CSR efforts are PR-driven. This does not mean that the desire to help is not legitimate. It only means that the brands want people to know that they are helping, and ultimately, ask for support so that they can continue helping others.
Promotes values
From sharing your blessings to those in need to helping care for the environment and everything else in between, PR is one of the best tools for instilling values in others. More often than not, this is done using social experiments, art installations, or other conversational initiatives that can be used as a centerpiece for amplification efforts.
Sheds light on issues that need to be addressed
Women’s month is a great example of this. Brands stepped up to talk about the effects of gender bias, especially in the workplace. This is a great example of how PR can help create positive change in the lives of people. By talking about such issues, the public becomes aware of them and those in power can do something about it.
Provides truthful details about a product or service
PR allows brands to send messages to consumers via influencers and the media. And the great thing about this is that these promoters will take time to police this information so that what gets to consumers is something they can vouch for. This is especially true for product reviews. Yes, influencers get sent products for free (in addition to payment for content creation), but this transaction does not require them to say only positive things about it.
Spreads information about product innovations
PR is a great tool for creating awareness about new and innovative products. It does this by integrating the information in the news that publications and networks deliver to consumers. From round-ups, features, and interviews, PR makes it easy for brands to fully explain to their market what makes their new offering so great and why they should try them.
Allows brands to build a better image
Here’s a fact–more positive news and features coming out regularly about your brand can greatly improve your reputation. Released a new work policy aimed at making things better for your people? Increased your sales last quarter? New promotions within the company? Received industry recognitions? Make sure you have a press release for all of these. It’s not just for now. It’s also for the coming days, months, and years so that when consumers do research about your brand, they will land on all these positive write-ups.
Turns consumers into brand advocates
Combined with outstanding products and great customer service, PR can help turn customers into loyal fans that will stand by your brand through thick and thin. This is done by regularly engaging them and coming up with emotionally appealing content that echoes their sentiments.
Forges partnerships for the benefit of all
Ever seen two entities getting into a collaboration? Whether it be brand X brand or brand X non-profit organization, it’s always PR that drives the force for collaborations to happen. PR agencies are especially adept at making this happen and connecting clients with the same purpose.
Makes your product more appealing
One of the pros of working with content creators and publishers is that they know how to visually represent your products so that their best features are highlighted. They do this while remaining true to their style and without having to lie about the efficacy of your offering.
Clients will need to have affiliate marketing set up and provide any necessary information and assets we will need to start your PR journey.
We will be asking for the following:
The onboarding steps & The PFG process
The answer to this varies depending on several factors including the relevance and timeliness of your materials, and of course, the need for writers and editors for materials. Typically, once a story is pitched to the media, you can see output within 5 to 10 business days. This does not mean, though, that they stop there. There are times when the media would release a story pitched to them a month ago, again, this is because they work on materials depending on their needs.
For other executions like exclusive interviews, the editor or writer would typically let the agency or publicist know when they can expect the feature to come out.
Onboarding Checklist: Here
These are some of the information and materials we ask from clients before we sign them up:
Clients can expect our team to give our all to meet results and to make our clients feel satisfied and taken care of. We have worked with over 200 brands and we are results driven and not hourly-driven. We aim to go beyond expectations and we do that through collaboration and determination. We also guarantee media interest in the first 30 days. In addition to all that, clients can also expect the PFG team to respond to any questions and communicate any media opp we’ve secured within 24 hours.
As a client of Publicity For Good, you are expected to provide us with 1 point of contact that is dedicated to this partnership and to keep us updated on new product launches or any changes in the company that would be appropriate for us to know. Clients are also expected to be timely and responsive and to deliver the necessary assets that we will ask of you. As a client, you are expected to show up on time for status calls with PFG and as well as show up on time for media interviews. If there’s an emergency, clients must let us know immediately. We would also really appreciate it if you would provide feedback to us on areas that we can improve so that we can focus on constant growth to better serve our clients.
We go over team introductions and let our clients know the roles, responsibilities, and collaboration of the people in charge of their accounts. Both the PFG team and the client’s team will need to establish a point of contact so that communication will be seamless. We also give an overview of our client’s account strategy and reiterate goals and objectives. The PFG team also ensures to give a timeline of when we will start our pitching.
A kick off call is necessary because it helps set the tone for our relationship with our new clients. In this call, we learn more about what our client’s needs are and we develop a strong working relationship based on our strategies and plans.
The onboarding steps & The PFG process
According to the contract all brands must give 60 days written notice. Clients will pay for the final 60 days once the written notice is given.
Purpose-driven consumer brands in the beauty, fashion, beverage and food industry. Publicity For Good has worked with over 200 brands including Eco Lips, Flying Embers, Nutpods, R Riveter, Holy Kombucha, Theralogix, Santhigram, SADD, Azuluna Foods, WhatIF Foods, Soom Foods and many more..
As a client of Publicity For Good, you are expected to provide us with 1 point of contact that is dedicated to this partnership and to keep us updated on new product launches or any changes in the company that would be appropriate for us to know. Clients are also expected to be timely and responsive and to deliver the necessary assets that we will ask of you. As a client, you are expected to show up on time for status calls with PFG and as well as show up on time for media interviews. If there’s an emergency, clients must let us know immediately. We would also really appreciate it if you would provide feedback to us on areas that we can improve so that we can focus on constant growth to better serve our clients.
It depends on the media opportunity, If the opportunity is media interview, YES we can anticipate a possible date to have it live because the media contact will let us know if its live or recorded, while if the media opps is for article post or review, We will need to monitor the opportunity by doing a constant follow ups with the media contacts.
Our passion is serving purpose-driven brands to grow their impact and ROI providing high level strategy, messaging and visibility until they become leaders in their space.
We are a world class communications agency that is heart centered.
We create a comprehensive communications strategy and execute it with relentless ferver to help your company grow.
Our ideal client is also doing 1 million in revenue, has affiliate marketing in place and has a VP of marketing and or a contact that believes in PR. They also say yes to every interview
From a pitching perspective, we are working on holiday stories in June. In January and February, we are focusing on long leads for April, May, and June. It takes 3-6 months for long leads for print media. Holiday pitching starts in June, by February we are already working on Mother’s Day stories. In March and April, we are pitching Father’s Day stories.
Media interest in the first 30 days.
For each new brand we will track individualized KPIS. We will track the number of media opportunities, live links, impressions and share of voice.
Our onboarding process takes 45 days.
A media opportunity is defined as the media being interested in a product review, media interview, quote, or contributor opportunity. We can not control when the media goes LIVE. In the case that we do not meet the monthly goal for media opportunities, the missing number of media opportunities will be added to next month’s goal.
Logos and Brand Assets (PNG)
Clients will need to submit the following:
The Publicist in charge will directly manage the success of client accounts through media strategy, media outreach, media monitoring, and consistent media and client communication.. The Publicity Assistant is responsible for supporting the Publicist with their back-end support.
Frequently Asked Questions
Can you tell me more about the Good Impact Framework and how it works?
Our Good Impact Framework is designed to help purpose-driven consumer brands increase brand awareness, saturate the market, increase web traffic, and drive sales. It includes brand discovery and assessment, strategy development, execution, and monitoring and analysis. We believe that a successful PR campaign must be rooted in a deep understanding of your brand’s values, goals, and target audience. Our framework helps us create a customized PR strategy that aligns with your overall business objectives.
How do you determine which media outlets and influencers to target for each client?
We determine which media outlets and influencers to target based on a variety of factors, including your brand’s target audience, goals, and messaging. We also conduct market research and social listening to assess your brand’s impression on the industry and identify key media outlets to pitch.
What is your specialty and industry experience?
We specialize in working with purpose-driven consumer brands that align with our values, making it easy for us to help them achieve their goals. Our clients range from D2C startups to established retail brands, but one thing they all have in common is their commitment to doing good in the world. We regularly work in the following industries: Consumer Goods, Food + Beverage, Health + Wellness, Baby/Parent, Non-Profits, Key Opinion Leaders, Outdoors, Homesteading, and Regenerative Agriculture.
We have the capability to work in all English-speaking countries and help brands launch from Singapore to the US, US to Canada, and Australia to the US.
Why should I hire a PR firm?
Hiring a PR firm like Publicity For Good can bring a range of benefits to your company. Our specialized knowledge and expertise in executing effective PR strategies can help your company navigate the complex media landscape and reach your target audience more effectively. We provide an objective perspective on your brand and messaging, helping to identify areas for improvement and develop more effective PR strategies. Our team can also save you time and resources by managing PR effectively and executing campaigns on your behalf. With established relationships with journalists, bloggers, and other influencers in a variety of industries, we can secure coverage for your brand more effectively. In addition, our experience and expertise in crisis management can help protect your company’s reputation during difficult situations. By improving your brand reputation, executing effective PR campaigns and leveraging our media relationships, we can help you reach a wider audience and achieve your business goals.
Can you provide examples of successful campaigns you have executed in the past?
We have worked with more than 200 brands and counting, achieving successful campaigns across various industries. For example, we helped Prospector Popcorn achieve 76 media opportunities collected, 69 of which are already live, 54 product samples sent out, single-day revenue on National Popcorn Day that’s 84% higher than the previous single-day record from 2022, and revenue up by 3,900% than the previous year’s National Popcorn Day.
How do you measure the success of a PR campaign?
We measure the success of a PR campaign by tracking metrics such as media impressions, web traffic, and sales. We also conduct monthly strategy calls with our clients to refine our campaign strategy and optimize our efforts to ensure consistent success.
What sets Publicity For Good apart from other PR firms in the industry?
At Publicity For Good, we understand that purpose-driven consumer brands require a comprehensive PR and communication strategy to succeed in today’s crowded marketplace. That’s why we offer a range of services designed to increase brand awareness, saturate the market, and drive sales. We specialize in managing PR/media relations, influencer seeding, product launch strategy, and geo-targeting to support local retailers.
We have experience working with a range of industries, including Consumer Goods, Health + Wellness, Baby/ Parent, Non-Profits, Key Opinion Leaders, Outdoors, Homesteading, Regenerative Agriculture, and more. Additionally, we have the capability to work in all English speaking countries and help brands launch from Singapore to the US, US to Canada, and Australia to US.
Our team is committed to delivering high-level, disruptive communications and publicity media services that increase visibility, market penetration, and help our clients grow into leaders in their space. Whether you’re a D2C startup or an established retail brand, our unique approach to PR is designed specifically for purpose-driven consumer brands. Contact us today to see how we can help your brand make a difference.
I‘m curious if you’d be open to a “consultation” call – do you charge for something like that? I’ve done some exploring on your website and would love to hear more about your experience working with brands.
We would be happy to give you an overview of our pricing and how we work. We specialize in purpose-driven consumer brands and provide services such as media relations, product launch strategy, trade show support, influencer partnerships, thought leadership, and more. Our team works closely with each client to create a personalized strategy that aligns with their goals and values. BOOK A CALL HERE
What is your process like?
Our process begins with a comprehensive consultation where we listen to your brand story, learn about your target audience, and understand your unique needs and challenges. From there, we work with you to develop a customized PR and communication plan that leverages our extensive experience and expertise to deliver results. Our process flowchart includes brand discovery and assessment, PR strategy development, execution, and monitoring and analysis.
How do you measure success?
We measure success by focusing on growing share of voice, media interest month over month, and being our client’s growth partner. We regularly schedule monthly strategy calls to refine our campaign strategy and optimize our efforts to ensure consistent success.
What services do you offer?
We offer a range of PR services that are tailored to meet the specific needs of our clients. In addition to managing PR/media relations, influencer seeding, product launch strategy, and geo-targeting to support local retailers, we also provide services such as TV tours, trade show support, press junkets, media tours, and competitor analysis. Our team is dedicated to helping our clients stand out in a crowded market and gain the recognition they deserve. We also understand the importance of awards and are committed to helping our clients earn the recognition they deserve in their industry.
At Publicity For Good, we understand that PR is just one aspect of your overall marketing strategy. That’s why we work closely with our clients to ensure that their PR efforts are integrated seamlessly into their broader marketing plan. We provide guidance on how to maximize the impact of your PR efforts by leveraging earned media to drive traffic to your website and social media channels. Our team can also assist with competitor analysis and awards submissions to further differentiate your brand in the market. Whether you’re looking to increase brand awareness, drive sales, or establish your brand as a thought leader in your industry, Publicity For Good can help you achieve your goals.
We also offer graphic design support to ensure your brand messaging is consistent across all channels. Our team can design eye-catching press releases, media kits, and other collateral to help you stand out in a crowded market.
What is your cancellation policy?
At Publicity For Good, we take pride in our commitment to delivering exceptional PR services to our clients. We understand that circumstances can change, and as such, we have a 60-day cancellation policy in place.
All clients are asked to provide 60 days written notice via written confirmation if they wish to terminate their PR services with us. During this period, we will continue to work diligently on their behalf to ensure a smooth transition. Clients are expected to pay for the final 60 days of services, which will be billed at the agreed-upon rate.
We believe that our cancellation policy is fair and reasonable, and it is in place to protect the investment that clients have made in their PR and communication strategies. Our goal is to help our clients succeed, and we will work tirelessly to achieve their goals. However, if a client decides to cancel their services, we will do our best to make the process as seamless as possible while ensuring that all outstanding fees are settled.
We appreciate the trust that our clients place in us and are confident that our services will exceed their expectations.
What types of media do you secure for your clients?
At Publicity For Good, we have over 10 years of experience in securing media placements for our clients. We have established relationships with national and regional media outlets, digital media, TV producers, and bloggers. We work across all niches, including food, beverage, beauty, health and wellness, homesteading, regenerative agriculture, outdoors, and parenting. We also have the capability to manage press tours, influencer campaigns, and book podcast interviews. We work tirelessly to secure media coverage that will help our clients increase brand awareness, saturate the market, and drive sales.
What is the timeline of partnering with Publicity For Good?
At Publicity For Good, we understand that every client is unique and requires a customized approach to their PR strategy. When a new client joins our roster, we begin with an onboarding process that includes a kick-off call to discuss their goals and objectives. We take the time to research their brand, competitors, and industry to develop a comprehensive PR and editorial plan that is integrated with their promotions.
Within the first 30 days of working with a new client, we begin pitching the media and securing placements. Our team has cultivated strong relationships with national and regional media outlets, digital media platforms, TV producers, bloggers, and influencers across all niches. We also have the capability to manage press tours, influencer campaigns, and book podcast interviews to help maximize our clients’ exposure.
Throughout our partnership, we provide regular updates and reports to keep our clients informed and ensure that we are meeting their goals. Our goal is to deliver results that exceed our clients’ expectations and help them achieve their desired outcomes. With our expertise and dedicated approach, we are confident in our ability to help purpose-driven consumer brands succeed.
Where are you located?
At Publicity For Good, we are a virtual agency that has been providing high-level PR services to clients in the US and beyond for over 7 1/2 years. While we do have an office in the mountains of North Carolina, we also have full-time team members working in both the US and the Philippines. We pride ourselves on being able to provide effective PR services to clients no matter where they are located.
Publicity For Good (PFG) can be described as:
What It Takes To Be A Great Partner Of Publicity For Good – Expectations
For support and general inquiries, you can reach us by scheduling a call.
