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As a part of the Morning Lazziness sequence highlighting empowering ladies who’re making a exceptional affect with their concepts, I had the pleasure of interviewing Heather Holmes.
Heather Holmes is CEO of Publicity For Good, a PR company for purpose-driven CPG manufacturers. She blends information, storytelling, and mission-first technique to assist purchasers earn media, stand out, and lead in meals, wellness, and way of life areas.
On this candid dialog, Heather shares her journey, insights, and the methods which have helped her construct a results-driven enterprise and empower different entrepreneurs to do the identical.
What impressed you to start out your personal PR company, and the way did you get your first shopper?
I began Publicity For Good as a result of I noticed a niche nobody was filling: mission-driven manufacturers have been doing significant work however lacked the media presence to match it. I wished to bridge that disconnect with technique, pace, and substance. My first shopper got here by means of a results-only supply. I landed two nationwide TV segments in days. That early win wasn’t simply validation, it grew to become the blueprint: ship quick, ship huge, and construct belief by means of efficiency.
What distinctive challenges have you ever confronted as a girl entrepreneur within the PR world, and the way did you overcome them?
Within the early days, the most important problem wasn’t entry, it was being underestimated. I didn’t have the normal community, the big-city workplace, or a protracted shopper listing. What I did have was readability, work ethic, and a zero-excuse mindset. I constructed credibility one media placement at a time. Being a girl in PR meant I needed to lead louder by means of execution and outcomes, till the business stopped questioning and began paying consideration.
How do you keep forward of traits in an business that’s always evolving with media and know-how?
We don’t simply observe traits: we observe them, take a look at them, and translate them into affect for purchasers. My workforce runs on pace, relevance, and information. We’re always refining our media intelligence, testing AI-driven workflows, and adapting to how journalists truly work immediately. Nevertheless it’s not nearly instruments, it’s about understanding tradition. Realizing when to lean in, when to pivot, and when to double down on what works.
What’s your go-to technique for constructing robust, lasting relationships with purchasers and the press?
Serve first, pitch second. Whether or not it’s a shopper or a journalist, we lead with worth. I prepare my workforce to hear higher than they communicate and to all the time present up with relevance, not noise. Relationships on this area are constructed on belief, timing, and outcomes, so we prioritize readability, follow-through, and by no means overpromise. That’s the way you earn the callback and the long-term partnership.
Are you able to share a marketing campaign or media second you’re particularly pleased with—and why it stands out?
We ran a marketing campaign that landed 200+ earned media placements in lower than three months for a challenger CPG model. However what made it highly effective wasn’t the quantity: it was the intentionality. We aligned messaging, discovered the suitable media hooks, and moved with precision. It grew to become a case examine for a way function, press, and efficiency can scale when technique leads and storytelling connects.
Which platforms or techniques have been simplest for rising your personal model visibility?
LinkedIn has been key for B2B credibility, particularly when main an company. I additionally leverage podcasts to facilitate longer conversations about purpose-driven management. Qwoted is nice for connecting immediately with journalists. However the best tactic has been strolling our personal speak, we apply the identical visibility technique to ourselves that we use for purchasers, and that authenticity scales.
What function has mentorship performed in your journey, and the way do you pay it ahead to others within the business?
Mentorship has been a cornerstone of my management progress. I’ve been lucky to study from people who challenged me to suppose greater and execute smarter. Right this moment, I pay it ahead by mentoring workforce members contained in the company and guiding early-stage founders by means of Sign Raptor, our low-cost PR platform. As a mother of three, I’m deeply invested in displaying the subsequent era, particularly younger ladies, that function and efficiency can coexist on the highest stage. Constructing a enterprise whereas constructing a household offers mentorship a complete new layer of which means.
How do you deal with high-pressure conditions or crises, whether or not for a shopper or your personal enterprise?
Disaster administration begins with readability. I consider in shifting quick, speaking transparently, and all the time anticipating the subsequent three steps. We prepare often for high-stakes eventualities in order that our responses really feel instinctive fairly than reactive. Personally, having youngsters has taught me learn how to keep grounded and make choices below strain with out emotion taking on. Whether or not it’s a shopper recall or a reputational problem, I deal with info, timelines, and the trail ahead, by no means on panic.
What’s one piece of recommendation you’d give to ladies coming into the PR or communications business immediately?
Personal your seat on the desk, don’t wait to be invited. The PR business is constructed on relationships, agility, and storytelling. Should you can grasp these three, your potential is limitless. Don’t underestimate the worth of consistency and follow-through. And by no means let an absence of expertise silence your concepts. This area rewards readability and confidence greater than perfection.
Is there a quote, mantra, or philosophy that guides your decision-making and management as a magnificence entrepreneur?
“I’m constructing a enterprise my youngsters shall be pleased with and the world gained’t ignore.” That line retains me grounded. Each resolution, each marketing campaign, each rent – I filter it by means of that lens. It jogs my memory that legacy isn’t simply what we construct, however how we construct it. Main a purpose-driven company means balancing ambition with intention, and all the time staying aligned with the larger image.
Right here is our signature query: “What Are The 5 Issues You Want To Overcome Self-Doubt and Construct Confidence?”
- Clear wins: Monitor your outcomes. Confidence grows when you possibly can measure your affect.
- Mentorship: Be taught from individuals who’ve been the place you need to go.
- Repetition: The extra you pitch, lead, and communicate, the stronger your voice will get.
- Preparation: Stroll into each assembly overprepared. It turns nervousness into authority.
- Function: When your work aligns together with your values, doubt fades. For me, displaying my youngsters that I lead with function fuels all the things.
Okay, we’re almost completed. You’re a individual of nice affect. Should you might encourage a motion that will carry probably the most quantity of excellent for the best variety of folks, what would that be? You by no means know what your thought can set off.
I’d amplify mission-driven entrepreneurship at scale. Think about a worldwide community the place purpose-led founders get entry to the media publicity, sources, and mentorship they should compete with legacy firms. Empowering these voices, lots of them ladies and fogeys, might shift industries and affect tradition in methods we haven’t seen but.
How can our readers additional observe your work on-line?
You’ll be able to observe me on Instagram and @PublicityForGood on Instagram, or go to Publicity For Good for our newest insights, shopper wins, and media alternatives.
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