Speed. Accessibility. Connection. The themes and values that North Carolina-based Joe Karasin has stressed in his media relations career speak volumes about how he’s landed on the Qwoted 100 list of PR superstars. (That he’s a big fan and frequent user of Qwoted doesn’t hurt either, natch.)
Karasin’s digital marketing agency focuses on Google Ads, YouTube Ads, SEO and Microsoft Ads. In the latest of our Q&A series, Karasim talks about how, as a PR self-starter, he’s used his talents and hustle to land key placements for his clients in the absence of any formal training.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Joe Karasin: PR has become more accessible due to tools such as Qwoted and Prowly. These new technologies connect brands with reporters and media in a way that wasn’t easy even just three years ago. Now, with more access, more new brands can earn coverage for their products and services and really get their names out there. It has also made the barrier for entry into the field a lot easier. I’m able to earn significant media coverage for clients, and I am not formally trained in public relations.
Qwoted: What do you think you do that other PRs could learn from?
Karasin: I respond quickly to requests that make sense for my clients and I put the information in my pitch. Often a reporter might ask for something specific and get responses that amount to “you can interview my client…” The truth is that journalists want the information up front so they can determine whether the client is a good fit for the article they’re writing.
Qwoted: What’s your toughest challenge with reporters?
Karasin: There is still some bias in some sectors of the media. I have a client who is in a niche that many reporters deem “inappropriate” even though the business has been successful for more than 30 years. Often valuable insights and inputs are overlooked as a result. Another major challenge is the vast amount of reporters that are Amazon affiliates. With companies that sell D2C, it is really difficult to break through the wall and get product coverage from these types of writers.
Qwoted: How do you approach breaking through the noise floor to get effective coverage?
Karasin: I’m lucky to have clients that can offer more than the usual canned responses to inquiries. Some are building incredible new technologies, some have been creating new industries, and some are in traditional industries but doing new and innovative things within them. By offering these unique and new perspectives, we can cut through a lot of the noise.
Qwoted: How does PR in 2023 square with the future of journalism?
Karasin: PR in 2023 is different than it was even five years ago. With the advent of new technologies, the old school of journalism is beginning to adapt, albeit more slowly than the PR side of the business. More “journalists” are simply looking to push their affiliate business via placements of products.
Qwoted: What advice would you give to those seeking to find an effective PR person?
Karasin: Find someone who will aggressively work toward your goals. If you want to be placed in major outlets, find a PR person who will aim for those placements.
Qwoted: What is your golden rule of PR?
Karasin: Be as helpful to as many people as you can. I can’t tell you how many times I’ve been contacted by a journalist on a deadline who can’t find a source for a piece. By responding effectively and rapidly, you will begin to see the benefits.
Qwoted: Anything else to add?
Karasin: Be fast. Speed is an underrated PR skill.
You can connect with Joe Karasin of Karasin PPC via email at j.karasin@karasinppc.com or connect with him 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.
