If a public relations person with personality and energy is a very good thing — and we’d certainly like to think so — then it’s hard to beat Emily Reynolds Bergh of R Public Relations. She describes herself as nothing less than the following: “New York native, Nomad by choice. Mermaid hair aspirant. Vintage shoe hoarder. Cycling junkie. Mother. Hugger. Boutique Hotel Seeker. Lover of all pink drinks.”
Add to that the distinction of 15 years running her own firm — which focuses on hospitality and lifestyle brands — and you’ve an ideal candidate for this latest installment of the Qwoted 100 stars in PR. Here, Bergh talks about the potential role of AI in PR, the give and take that drives a successful business, and getting real in a field known for its spin.
Qwoted: What do you see as the future of PR?
Emily Reynolds Bergh: I see AI being used in very practical, strategic ways. For example, it could be employed to better target media, curate pitches, and craft more personalized relationship building opportunities. Even though technology has become a major part of the PR industry, we still need to keep the basics of PR in mind. At the end of the day, our work is all about relationships and approaching each campaign thoughtfully.
Qwoted: What do you think you do that other PRs could learn from?
Bergh: I put a great deal of effort into my relationships, and I’ve noticed the way that practice makes me stand out. I’m constantly calling connections and colleagues, texting them to check in, scheduling coffee meetings, and generally making myself available not only as a peer but also as a friend. It’s important for me to remind people that there’s a real person on the other end of the email.
Qwoted: What’s your toughest challenge with reporters?
Bergh: I find there can be communication issues on the front end of pitching. I wish reporters would ask more detailed queries about our pitches and storyline suggestions so we could curate robust responses and ensure each hit is a great fit for our clients. My team and I are working on adjusting our pitches to better meet reporters’ needs, but I do feel this is an area in which we can meet each other halfway.
Qwoted: How do you approach breaking through the noise floor to get effective coverage?
Bergh: In all of our pitches, we strive to be real and personable. We’re not robots, so we shouldn’t write like we are! I find more conversational language and highly personalized pitches makes it easier for reporters to connect with us and leads to better coverage.
Qwoted: How does PR in 2023 square with the future of journalism?
Bergh: This past year we saw huge trends on TikTok, social media, and media merging more than ever. Journalists also got back to the desk with more innovative ideas and fast-paced storylines. I expect both of these movements will continue into 2023 and beyond as the media landscape continues to evolve in our post-COVID world.
Qwoted: What advice would you give to those seeking to find an effective PR person?
Bergh: Look for someone who uses both sides of their brain. They’ll need to have the ability to think strategically and engage with the big picture of your campaigns, but they’ll also need incredible brainstorming and creative skills. On a smaller scale, hire a PR person whose emails make you want to respond. If you feel that level of connection between yourself and your PR person, you can bet media personnel will feel the same way!
Qwoted: What is your golden rule of PR?
Bergh: Ask from someone and you shall receive! Business is all about the give and take. Don’t be afraid to make requests, but always be ready to give back when the time comes.
Qwoted: Anything else to add?
Bergh: PR is such an exciting, creative and fast-paced field. Every day, I have the chance to write, sell, brainstorm, network, collaborate, and celebrate successes. What other industry can say the same? I highly recommend young marketers consider internships and entry-level positions in the field.
You can connect with Emily Reynolds Bergh of R Public Relations via email at emily@rprfirm.com or connect with her on LinkedIn.
Lou Carlozo is Qwoted’s Editor in Chief and the Editor/Publisher of Talking Biz News. Email lou@qwoted.com or connect on LinkedIn.
