Guest: Jennifer Berson, President & Founder of Jeneration PR

Topic: Public Relations and Influencer Engagement for E-commerce Businesses

In this episode, Jennifer Berson shares her journey from being a civil litigator to founding Jeneration PR, a Public Relations & Social Media Marketing firm specializing in promoting beauty, baby, and lifestyle brands. Jennifer discusses effective PR strategies for e-commerce businesses, the importance of targeting the right media outlets, and the benefits of working with micro and nano influencers.

Key Takeaways:

• Jennifer’s Career Transition (00:01:00 – 00:05:00)
  • From practicing law to starting Jeneration PR in 2005.
  • Importance of following your passion and creating a career that aligns with your lifestyle goals.
• Narrowing Focus for PR Success (00:06:00 – 00:10:00)
  • Developing a deep expertise in specific niches such as beauty, baby, and lifestyle brands.
  • The benefits of focusing on a particular niche to establish strong media relationships and reputation.
• PR Strategies for E-commerce Businesses (00:11:00 – 00:16:00)
  • Focus on securing digital media placements for high-quality links and traffic.
  • Target specific outlets that align with your brand and products for better media coverage.
• Effective Influencer Engagement (00:17:00 – 00:25:00)
  • The role of micro influencers (10,000 – 50,000 followers) and their effectiveness.
  • Introduction of nano influencers (500 – 10,000 followers) and their high engagement rates.
  • Importance of genuine engagement and fit with your brand’s aesthetic.
• The Role of Press Releases Today (00:26:00 – 00:30:00)
  • Press releases are less effective for SEO and media features but can help control the narrative around your brand.
  • Focus more on strategic pitches tailored to specific media outlets.
• DIY PR Tips for Businesses on a Budget (00:31:00 – 00:38:00)
  • Conducting targeted media outreach by identifying relevant outlets and crafting personalized pitches.
  • Follow-up is crucial; most media features result from persistent follow-ups.
• Fun Fact About Jennifer (00:39:00 – 00:42:00)
  • Jennifer’s home office was designed by HGTV, providing a daily source of inspiration.

Guest Info and Resources:

Jennifer Berson is the President & Founder of Jeneration PR, specializing in promoting beauty, baby, and lifestyle brands. She is also the creator of Press Success, a PR Master Class for entrepreneurs, and the Agency Accelerator, a program for launching, growing, and scaling a profitable PR & marketing agency.

Connect with Jennifer:

• Website: Jeneration PR
• Social Media: @jenerationpr