FAQ

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. .

  • Bulldog Awards Small Agency of the Year – Gold (2019)
  • O’Dwyer’s Best PR Firm for CPG Brands (2020)
  • Bulldog Awards Midsize Agency of the Year – Bronze (2021)
  • PRNEWS’ Top Women in PR Entrepreneurs Award (2021)
  • Honorable Mention, CEO of the Year by PRNews Platinum PR Awards (2021)
  • Forbes 30 Under 30 Nominee
  • Top PR Firm in NC Clutch Awards (2022)
  • Increase attention 
  • Reviews
  • Backlinks
  • Increase brand awareness
  • Telling your brand story
  • Story telling
  • Having positive press before a crisis comes
  • Getting featured month over month to stand out amongst your competition
  • More profit
  • How do you support your clients?
  • Media and omi presence
  • Media training
  • Market share of voice
  • Brand reviews by consumers
  • Credibility
  • Insurance
  • Intangible assets + scaleable value
  • Reach more people for less
  • Media relations and PR is less expensive than advertising

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:

  • Main contact person and their email and contact number
  • The company’s mailing address 
  • The company’s website
  • Social Media handles of the company and the CEO 
  • Bio of the CEO 
  • Credentials 
  • Dream Media
  • Expectations
  • Goals 
  • Accountability (email, text, or call?)
  • Referral
  • Key SEO words
  • Content/ marketing plan 
  • Product launch calendar
  • Clients will need to fill out the “Client Onboarding Q&A Form” 
  • Clients’ company logo and product shoots/photography/headshots [Hi-Resolution Photography (300 DPI)]

The onboarding steps & The PFG process 

  • Clients will learn about PFG and how PFG has helped other brands
  • Get contract signed 
  • We will send over an onboarding document/checklist
  • Clients will need to fill out the “Client Onboarding Q&A Form” 
  • Clients will need to be informed of their program, client expectations and communications 
  • Clients will need to understand Media Opportunities with PFG
  • We will then create the strategy for us to start your PR journey together
  • We will schedule a kick-off call
  • All necessary assets needed needs to be gathered
  • We then start to pitch “low-hanging” fruit, clients will then begin their PR journey

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:

  • Company Profile
  • Marketing or PR brief (a document that explains what your needs are, why you think PR is the right tool for you, and your goals)
  • High res copy of your logo (PNG)
  • Product shots (Minimum of 300 DPI)
  • Bite-size information about your products
  • Business footprint / sales channels
  • Overview of past PR or marketing efforts

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 

  • Clients will learn about PFG and how PFG has helped other brands
  • Get contract signed 
  • We will send over an onboarding document/checklist
  • Clients will need to fill out the “Client Onboarding Q&A Form” 
  • Clients will need to be informed of their program, client expectations and communications 
  • Clients will need to understand Media Opportunities with PFG
  • We will then create the strategy for us to start your PR journey together
  • We will schedule a kick-off call
  • All necessary assets needed needs to be gathered
  • We then start to pitch “low-hanging” fruit, clients will then begin their PR journey

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..

 

  1. Forbes 
  2. Entrepreneur
  3. Medium 
  4. Business Insider
  5. Chicago’s very own WGN 9
  6. KHTS – hometownstation.com
  7. Fox 31
  8. ABC10
  9. NBCRightNow
  10. CNN
  11. Yahoo!
  12. Food Network Online
  13. CW Atlanta
  14. Popsugar
  15. Uproxx
  16. Eat This, Not That!
  17. Buzzfeed
  18. Your California Life
  19. Spectrum News 1
  20. News Channel 8

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.

  • We’ve collected extensive knowledge and experience after working with ang growing more than 200+ CPG brands
  • We provide constant feedback to let clients know of the status and impact of our campaign through competitor analysis and measuring our client’s share of voice in the industry.
  • We are relentless at delivering speedy results and guarantee media opportunities in the first few weeks after signing-up
  • Clients will take advantage of the close ties we have with other purpose-driven brands similar to theirs where they can learn from and grow.

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.

Clients will need to submit the following:

  • Hi-Resolution Photography (300 DPI)
  • Logos and Brand Assets (PNG)
  1. PA
  2. Publicist

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.

Publicity For Good is on a Mission