Things I Learned From my PR Clients
I’ve been a communications consultant for 15+ years, and honestly thought I’d have a big PR firm working with athletes and entertainers by now.
2011. Me and my former intern, Theresa, doing our PR thing.
God clearly had other plans.
I went in another direction with the creation of CAMPspace, but even through opening that business, I always kept at least 1 PR client on the roster - the most recent being Gangster Vegan Organics, a plant-based restaurant with locations in Baltimore and now Prince George’s County, Md (literally walking distance from my house).
James and Taneea, the husband and wife duo who own the Maryland Gangster Vegan locations initially inquired about my PR services in March of 2019. I had just given birth to baby #3 and wasn’t sure about taking on another client because the one I was working with at the time took a lot of effort. But, after hearing their story and learning about all the work they’d already put in, I figured it would be a great project to lend my expertise.
I was hired to facilitate all marketing and PR for their brand, and, in just a year, they opened two Gangster Vegan restaurants (with an all new plant-based brand on the way). Here are some of the marketing highlights in which I’m most proud:
Being featured in a bunch of media outlets, like Essence, NowThis News, and EaterDC, to name a few,
Creating content that grew the Gangster Vegan DMV Instagram page following to 7K+ in one year, with solid engagement rates,
Scripting and directing fresh new video content like this and this to tell the story,
Planning grand opening celebrations for the Baltimore and Riverdale locations, and
Managing branding and design for Gangster Vegan and that exciting new project that's coming up this year…
2020. Facilitating a grand opening in the middle of a pandemic.
… Proud of what we done!
Despite all that dopeness, what I appreciate them for most is what they (unintentionally) taught me about business.
First, their work ethic is second to none and that’s what is going to sustain your business. You can be the most talented person in the room with the most unique idea. But, if you aren’t committed to doing the work - especially when it’s hard, scary, and frustrating - you won’t have success. It doesn’t matter how big or small the venture may be; what you do when you have 10 customers is what you’ll do when you have 100. So, commit to putting in the work first.
Second, James and Taneea focus on their strengths. They’re a team in all facets of their life, but they only take on their designated tasks. James is an accountant by trade, so budgets, inventory, numbers and operations are his focus. Taneea is an educator, so she has a knack for messaging, customer service, branding and media opportunities. Their strengths compliment each other, but most importantly, they don’t step into the other’s roles.
Third, they listen to and trust the people they hire. This was a big one for me because it’s sometimes hard for me to let go and trust my team. I have to get better at that if I want success. James and Taneea literally tell me “whatever you think is best” at least once a week. Do you know how empowering that feels?! It makes me want to give them the very best I can because they trust me.
Lastly, they invest in whatever their business needs. From time to money to resources, James and Taneea make it happen because they know it’s going to benefit their business (and ultimately their people) in the long run. It’s not just about money. If you won’t even invest the time or brain space into making a business succeed, YOU WON’T SUCCEED. And listen, if you’re out here vacationing and splurging on the business’s dime before you’ve taken care of your staff and/or the expenses needed to grow, you’re whack.
I promise you that I’m talking to myself as I write this post. I want to be better and I’m thankful to have people around me who push and inspire me. At the very least, start putting together your crew of people who do the same for you.
We can all win!
I posted a few pics from the recent Gangster Vegan Riverdale grand opening on my Instagram. Check it out and let me know which of the above items resonated with you most.
God bless.