Interview with PR Guru - Jason Krell

In an era where a single tweet can make or break a brand, public relations has become the unsung hero of the beauty industry. Today, we have the pleasure of sitting down with Jason Krell, a seasoned PR professional and TV lifestyle expert with nearly two decades of experience under his belt. Jason has a knack for cutting through the noise and ensuring his clients not only get noticed but also stay relevant in an increasingly crowded marketplace. From the shifting sands of digital media to the art of storytelling, he’s here to share his insights on why a solid PR strategy is more crucial than ever. Jason has helped his clients with earned media placement across Canada and the US, including in top publications like Oprah’s O Magazine and Essence. Get ready to take notes!

 1. Why is PR important? How has it changed in the past few years. 

A strong PR strategy is important for so many reasons but, for me, there are two main goals: consistency and credibility. Having a communicator on your team can ensure that the messaging, tone and feel of your content is always on brand. Especially in a digital world, people want to feel emotionally connected to their favourite companies and every piece of written content, photo, video, and beyond, should feel like it’s coming from the brand. When you do that effectively, and with the help of social networks, and publicity wins, you earn credibility.
As for the changes in the industry, there are too many to list! Technology has changed everything, especially how we define what “media” is. It used to be broadcast, print, and radio that clients deemed as ‘wins’, now we’re considering multiple social networks, podcasts, influencers, affiliate codes and links, there is a lot more to consider – and with all of the opportunities it’s more important than ever to choose your platforms, and your words, wisely.
 
2. What are the PR opportunities that cosmetic brands in the past few years can take advantage of?

One of the biggest opportunities that cosmetic brands, in particular indies, can take advantage of is to connect directly with their customers through social media. This means consistently creating strong, beautiful content. Social media is a hungry beast and that content creation is a big job. Beyond that, if you’re hungry for media wins there are new ways you can find placement through platforms that offer affiliate commission. That asterisks you see on media websites saying something like “we independently review all products but may receive a commission,” there is some pay-to-play happening. Sure, there are still publicity ‘wins’ that don’t require commission but they are more and more challenging to earn.
 
3. What is the value of being in gifting bags and magazines? How do you pick the right one? 

For me, I think a gift bag can be a good strategy but you can give until it hurts too so don’t feel pressured. I like to look at what else is going in the bag. If it’s full of coupons nobody cares. Placement in magazines is definitely helpful – putting that magazine logo on your website and sharing it on your social media will show others that you are worth a try. Plus, it will make you feel great.
 
4. Storytelling is essential but it’s easy to get lost, what do you recommend the first step is? 

You need to know who you are as a brand, who you’re selling to, and what makes it special. This story needs to be TIGHT because you don’t have long to get (or keep) people’s attention. Layer that with your brand design, photography, video, and beyond. Again, that consistency will go a long way. I also believe that in today’s world there is a lot of noise and scepticism, people love sincerity.
 
5. What can you do to help brands get the right attention in the current market? 

Create a strategy. I want to get to know my clients and their brands, find their voice and pick the opportunities that will not only feel authentic but start generating revenue. I also want to make sure that they have the right team around them to ensure that their website is perfect, because there is a world of customers out there if you can be found (hello, SEO!). I love the beauty industry; it is an exciting business to a part of but it’s exactly that – a business.

In addition to his impressive track record, Jason recently brought his expertise to Atomic Pom Labs, a cutting-edge beauty innovation hub known for its groundbreaking formulations and forward-thinking approach to product development. Joining the team as their Head of Public Relations, Jason has been instrumental in elevating the brand’s visibility and credibility in both Canadian and international markets. His strategic vision and deep understanding of the beauty industry have made him a valuable asset to Atomic Pom Labs, where he continues to craft compelling narratives that resonate with consumers and media alike.​

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