PRESS PASS: October 3, 2024
Hallow spotlight, The Art of the DeskSide, and a Q&A with PR Guru Johnna Muscente
Hello!
We're excited to bring you this week's edition of Press Pass. In this issue, we've got some great content lined up for you:
Get to know DeskSides brand of the week: Hallow
How To: Master "The Art of the DeskSide" with our comprehensive how-to
DeskSide with: Johnna Muscente, VP of PR and Communications at Corcoran
Happy reading,
Allison and Blish
Brand Spotlight: Hallow
Hallow is a leading Catholic prayer and meditation app designed to help users deepen their relationship with God and incorporate prayer into their daily lives. The app has grown from Founder Alex Jones' personal journey to reconnect with his faith into a powerful tool for spiritual growth and reflection used by millions.
Offering a comprehensive suite of features, Hallow provides audio-guided prayers, meditations, Bible stories, and Christian music. The app's content ranges from daily essentials like the rosary and gospel readings to sleep meditations and seasonal challenges for Advent and Lent. A standout feature is the popular "Bible in a Year" podcast by Fr. Mike Schmitz.
Hallow has gained significant attention through high-profile partnerships and endorsements, with celebrity users such as Mark Wahlberg, Jonathan Roumie (known for playing Jesus in The Chosen), Mario Lopez, Andrea Bocelli, and David Henrie.
The app allows users to personalize their prayer experience and offers community features for setting prayer routines. Hallow offers a free two-week trial for new users, with affordable monthly plans starting at $8.99.
The Art of the DeskSide
The foundation of successful PR is building strong relationships. One powerful tool in the PR arsenal is the deskside meeting. These face-to-face interactions offer a unique opportunity to connect with media contacts, showcase products, and lay the groundwork for future collaborations. Here's how to make the most of your DeskSides visits:
Understanding Their Purpose
DeskSides are informal meetings with journalists—in the past, these have been in-person at their workplace or nearby location, or in DeskSides’ case, virtually. They provide an intimate setting to discuss potential stories, present products, and build personal connections.
Best Practices for Success
Target the Right Contacts: With the DeskSides platform, we've taken the guesswork out of the process for you with our match technology. But, as a general rule of thumb, always ensure you're focused on the right writers for your story or product.
Prepare Thoroughly: Before the meeting, review the journalist's profile. Understand their work experience, current publications, types of stories they write, and their typical audience. Use this information to tailor your conversation accordingly.
Respect Their Time: Aim for brief, 15-minute meetings. Remember, journalists are often time-constrained and need to get back to their work.
Make It Personal: Focus on building a connection rather than delivering a formal pitch. Inquire about their current projects or who they're looking to connect with, and explore how you can potentially assist. DeskSides should be mutually beneficial!
Follow Up Promptly: Send a thank-you message within 24 hours of the meeting. This reinforces your professionalism and keeps you in the journalist's mind.
Don't Expect Immediate Coverage: Avoid asking the journalist when they plan to feature you. These meetings are for authentic relationship building, and the journalist doesn't owe you anything. Focus on nurturing the relationship, and coverage will naturally follow.
By following these guidelines, you'll maximize the impact of your DeskSides meetings and set the stage for successful, long-term media collaborations!
DeskSide with: Johnna Muscente
We can’t wait to bring you this one!
Johnna Muscente stands as one of the preeminent voices in the PR world, with 18 years of invaluable experience spanning luxury brands across fashion, publishing, and travel industries. Currently serving as the Vice President of Communications and PR for Corcoran, Johnna's impressive career journey started during New York Fashion Week at BPCM supporting PR efforts for renowned clients like Derek Lam and Christian Lacroix, to spearheading communications for Hearst titles, including Harper's BAZAAR, Town & Country, and O, The Oprah Magazine. Most recently, she directed global communications for ski industry giant Vail Resorts. Johnna's talent for storytelling and ability to secure high-profile media opportunities have consistently elevated the brands she represents, cementing her status as a formidable force in the PR landscape!
You've had an impressive career spanning agency PR, in-house PR at major media companies like Hearst, and corporate communications for large brands like Vail Resorts and Corcoran. What are some of the key lessons you've learned navigating these different PR and marketing environments?
My career path has been anything but linear and I’ve worked in a variety of industries. The real unlock for me came recently when I recognized the common thread connecting all these experiences: I’ve spent a career working with lifestyle brands that have an enthusiastic following and strong leadership at the helm. They’ve also been companies that I've genuinely been passionate about; brands that reflect my own values and interests.
This journey also helped me identify the type of PR that truly resonates with me—and where I excel. While I may not be the publicist you call to get your product into a holiday gift guide, I’m exactly who you want advising a CEO on their communications strategy. I’ve developed a passion for collaborating with executives to craft and refine a foundational narrative that translates their mission and personality into a compelling point of view. It’s a path that my 22-year-old self, back when I was an eager fashion intern, could never have imagined.
Let your experiences guide you. Take note of the clients and brands you genuinely enjoy working with and the types of projects that excite you. PR is a fast-paced, often high-pressure field, but always remember: we save PDFs – we don’t save lives. Make sure you love and enjoy what you do.
Also, never forget that we’re in the business of storytelling. Success in our industry hinges on our ability to engage others to tell a good story. Remember, the media's primary goal is to report news and drive clicks to their site—so if your brand doesn't have something particularly newsworthy, it's your job to create it by finding the right angle.
And perhaps most importantly, your reputation is your most valuable asset. This industry is incredibly interconnected, and word travels fast. If you’re notorious for being challenging to work with, there’s a good chance that someone outside of your immediate sphere is aware of it too.
On the agency side, you've managed PR campaigns for a wide range of clients. What are some common mistakes or misconceptions that brands make when first venturing into PR, and how can they avoid them?
This is such a great question. Ultimately, PR is a specialized field, and if you’re unfamiliar with how it works, it can be hard to fully understand the nuances. Some clients conflate PR with advertising or assume that getting media coverage happens the second you send out a press release. This lack of understanding can quickly lead to unrealistic expectations.
In my experience, there are three common misconceptions:
Viewing PR as a quick fix. Some clients mistakenly believe that PR will deliver immediate results. In reality, it’s a long-term investment that builds over time. Focus on sustained efforts to build credibility.
PR is not spin. Contrary to what you see on TV, that’s not the job. You can’t “PR” your way out of a leadership problem, weak sales or an operational issue. It’s not a silver bullet you can turn to when you want to make inconvenient truths disappear.
Ignoring your target audience. Some brands focus on quantity of coverage rather than the right coverage. Understanding your target audience and where they consume media is crucial. Always make sure that you’re tailoring your strategy to the outlets and platforms that resonate with your audience.
The media landscape is constantly evolving. How have you adapted your PR strategies and tactics to keep up with changing audience behaviors, journalist preferences, and new digital/social media channels?
Stay informed! Read and consume as much as you can. Even if your role in communications doesn’t involve a lot of media pitching, you need to know what’s going on in the world and you need to be aware of what people are responding to. The media landscape is incredibly crowded today – and not just with traditional outlets – there are dynamic conversations unfolding on podcasts, on YouTube, and on social.
Journalists are constantly innovating, and as publicists, we must do the same. And while embracing change is essential, even more importantly, you need to be discerning. It’s tempting to jump on every buzzworthy trend, but you have to evaluate its long-term value. Take Clubhouse, for instance—remember that invite-only audio app? It skyrocketed in popularity during the pandemic, but quickly lost momentum. The lesson? Stay adaptable, but don’t be swayed by hype alone.
Key strategies I use:
Embrace digital and social media. In 2024, this feels obvious, but you’d be surprised how many brands are hesitant to expand their PR strategies to include influencer partnerships, content marketing, and social media engagement to meet audiences where they’re most active. There’s an assumption that anything involving influencers requires major budget, but that’s not always the case. Creativity and the right pool of micro-influencers can go a long way.
Tailor your pitches. You’ve really got to do your homework—research journalists, understand their beats, and familiarize yourself with their recent work. To be successful, your outreach needs to match journalists' specific interests and platforms. The era of mass emailing press releases to a BCC’d list of 300+ reporters is well behind us, not that it was never all that effective to begin with.
Focus on multichannel storytelling. With so many platforms available, it's crucial to adapt your announcements for each one. Your press release can be the central 'source of truth,' but it's important to tailor that message for each social channel your brand is on, to personalize it for internal emails, create supporting video content, and seize the opportunity for executive thought leadership. The key is to maintain consistency while meeting the unique requirements of each channel.
Building strong media relationships is crucial in PR. What are your top tips for brand marketers to cultivate authentic, long-term connections with relevant journalists and influencers?
Building strong media relationships is vital and it’s less daunting than it seems. As I mentioned before, it all starts with thoroughly researching the journalist: understand their beat, get to know their recent work, and familiarize yourself with the topics they cover. Respect for their expertise and reaching out without an expectation of coverage often opens doors. I also suggest engaging with reporters and influencers on social media, commenting on any stories when they resonate with you. Trust me, it’s noticed.
Beyond that, be consistent but not overwhelming in your communication. I always try to offer value too. Think beyond just promoting your brand - offer valuable content, expert opinions, or exclusive insights that they can’t easily find elsewhere. Try to position yourself as a trusted resource rather than just another PR person who needs something from them.
And most importantly, be honest. Trust is the foundation of any relationship. Be straightforward, own up to any mistakes (trust me, it happens!), and always deliver on what you promise.
What are some underrated or overlooked PR strategies that you've found to be particularly impactful for raising brand awareness and driving results?
It's tempting to want to impress clients or your C-Suite with a big, attention-grabbing national feature—and you should certainly aim for those. But don't overlook the power of regional outlets and trade publications.
Targeting specific regions with localized stories or campaigns can forge stronger connections within communities, especially for brands with a physical presence or those breaking into a new market. Meanwhile, trade publications reach a highly specific audience within your industry, ensuring your message resonates with the right people – whether they’re consumers, future partners or prospective employees.
This focused approach not only enhances the likelihood of meaningful engagement and business opportunities but also bolsters your brand's credibility. Being featured in a respected trade publication can elevate your reputation as a leader or an innovator, as these outlets are often seen as the authoritative voice within their industries.
Quick Hits:
Apps: As a busy mom of an even busier toddler, I try to carve out some time for myself, and the Calm app has been a go-to for quick meditation sessions that help me reset and refocus. It’s incredibly convenient. And when it's time for a break, I’m likely on Instagram—probably more often than I'd like to admit.
Restaurant: I absolutely love dining out. Lure Fishbar in Soho is a forever favorite, as are Indochine and Pastis, where the people watching is almost better than the food. Morandi is an easy, cozy spot for Italian and if I'm feeling fancy (and have the patience to tackle the reservation line), there’s no better burger in the city than at The Polo Bar.
Daily Media Diet: I make it a point to scroll through The Wall Street Journal, Bloomberg, and New York Magazine daily. I also check in on X a few times throughout the day to stay in the loop on current conversations. And though it's on a weekly cadence, Axios Communicators is an essential read for anyone in our industry.
Item You’re Eyeing: I'm a huge fan of @habituallychic on Instagram, and a few weeks ago she posted a stunning Toteme belted suede tote that feels timeless. It might be a (very) early Christmas gift to myself.
Piece of Life Advice: Make it simple but make it significant. – Don Draper