PR Pros: Kiara McKinney of Boost Public Relations On The 5 Things You Need To Create A Highly…

Posted on

PR Pros: Kiara McKinney of Boost Public Relations On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro

Don’t give up. This career is not a cake walk! In a lot of ways, it’s like baseball. There is more failure than success, but it makes those wins that much sweeter. If it takes you awhile to secure your first media mention or if your first stab at a press release gets torn up, that’s normal! Hang in there.

Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences.

As a part of this series I had the distinct pleasure of interviewing Kiara McKinney.

Kiara McKinney is the founder and chief strategist of Boost Public Relations based in Dallas, Texas. She is a highly skilled publicist who has secured clients in countless high-profile national publications, podcasts and broadcast segments. Specializing in the fashion and beauty industry, she is passionate about helping small business owners and content creators effectively tell their stories and gain visibility.

Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?

I was always interested in pursuing a career that involved writing. I’ve always loved storytelling and finding creative ways to utilize the English language. In high school, I took a sports marketing course as an elective and went on a field trip to a broadcast station, where the PR director led the tour. When she explained her role to us, I instantly knew it was the job for me!

Can you share the most interesting story that happened to you since you began at your company?

The most interesting aspect of starting my agency has easily been watching it grow. In the beginning, I used a lot of lead generation services to win my clients, but after only a few months, I began getting leads organically through referrals and social media, which I’ve been really proud of.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

I’ve made more mistakes in business than in any other aspect of my life! I am a careful person, by nature but try to take risks when it comes to my agency. The silliest mistakes I’ve made have been discounting my prices for customers. Those are typically the clients that are unhappy with my process or continue to ask for more. I’ve learned the hard way that no matter how badly I want to help someone, the price is the price!

What are some of the most interesting or exciting projects you are working on now?

I love working with solo female entrepreneurs in the fashion and beauty industry. Some of my favorites are a freelance makeup artist who is doing cool things every day, a fashion photographer whose work is exquisite and a triple threat influencer/lawyer/fashion designer who is showing the world she really can do it all. It’s rewarding to bring visibility to the things these awesome women are doing.

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Humility: I have a unique ability to check my ego at the door when it comes to business. I think more like a publicist and less like a business owner in order to show my employees that I’m on their side and in the trenches with them. Although my role is more about the big picture, I don’t let the title of CEO cloud my judgment.

Visionary: As I mentioned before, I’m all about the big picture. I am able to come up with new, fresh ideas and pivot when things are not panning out as planned. I aim to never wait for the client to bring me an idea or strategy.

Resilience: Whether or not I am able to provide the coverage the client desires, I am going to exhaust every possible opportunity. I leave no stone unturned.

Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. For the benefit of our readers, can you help articulate what the different forms of PR are?

There are many! I break down my services in the following ways:

Media relations: Media relations involves securing earned (not paid) placements in news outlets like magazines, newspapers, broadcast segments, podcasts or newsletters. This involves having keen knowledge of reporters of a particular beat and excellent pitching skills.

Partnerships: Whether with brands or influencers, strategic partnerships can be a great way to strengthen credibility and increase visibility through capturing a new audience.

Branding: When people think of branding, oftentimes logos and color schemes come to mind, but brand messaging is a crucial aspect of a brand’s identity and positioning strategy. It’s important to have solid key messages, slogans and taglines before approaching the media.

Other marketing elements like social media, copywriting and event promotion can also fall under the PR umbrella, when applicable.

Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?

A degree in any form of marketing, communications or journalism will take you far in the world of media. I was fortunate enough to earn my degree in public relations specifically, but oftentimes schools will require you to major in journalism or communications and specialize in public relations. However, any education you can get in those realms will be helpful to you. Apply for internships!

You are known as a master networker. Can you share some tips on great networking?

Say yes! In the early days of owning my business, I said yes to everything I was invited to. And as a business owner, you get invited to a lot of things. I found which groups operated close to my home and had awesome people there I wouldn’t only do business with, but I’d grab a drink with after. Say yes to everything, then narrow it down.

Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?

When I first started, I used services like Bark to find leads. It cost money, but it earned me more! Since establishing a quality book of business, I now mainly receive referrals from the industry, my network or social media. I’m also available on several directories for agencies and local businesses in my city.

Ok super. Here is the main question of our interview. Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why. (Please share a story or example for each.)

  1. Hone your writing skills. The number one most important thing you can do to have a successful career in PR is to sharpen your writing skills. Whether it’s emails, blogs, pitches or press releases, there is writing to be done every day! Get comfortable with it and get yourself the latest copy of the AP Stylebook!
  2. Learn to love research. Being a quality publicist requires a lot of research about different industries and verticals as well as some sleuthing to find media contact information. If you’re not a fan of mini research projects, this field may not be for you!
  3. Find ways to manage your time. Particularly if you choose the agency route, you will be managing several projects for several clients all at once, and it’s easy to let things slip through the cracks. Find a time management tool that works for you and stick with it! I personally make lists of “urgent” tasks and “important” tasks and tackle them in that order.
  4. Figure out what you like. There are so many different forms of PR and so many different ways a career in this industry can look. You can specialize in one form, you can choose to go in-house or work for an agency, you can work in B2B or D2C. After trying it all, I’ve found myself comfortably nestled in a D2C agency life, which is perfect for me. Figure out what it is you like and what you’re good at and don’t look back!
  5. Don’t give up. This career is not a cake walk! In a lot of ways, it’s like baseball. There is more failure than success, but it makes those wins that much sweeter. If it takes you awhile to secure your first media mention or if your first stab at a press release gets torn up, that’s normal! Hang in there.

This was really meaningful! Thank you so much for your time.


PR Pros: Kiara McKinney of Boost Public Relations On The 5 Things You Need To Create A Highly… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.