What Do Real Journalists Like? Cats… and Personal Attention

By: Kelly Stock, Director of Chapter Development

Once upon a time two itty bitty girls named Mallory Blair and Bianca Caampued met one night at Mallory’s 21st birthday party. They were united by the dance floor and have been inseparable ever since. The mighty duo then decided to join creative forces and build, Small Girls PR, now one of Forbes “Top 15 Women-Led Startups.”

Even though neither Mallory nor Bianca knew a lot about starting a company, they are living proof that trial and error can indeed turn into something amazing.

Today, the girls have an impressive client list including a wide variety of brands like GE, AOL, Ann Taylor, Disney Publishing, and Pinkberry.

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The duo “spun” their weaknesses and turned them into strengths. Although Mallory and Bianca were young and did not have formal agency experience, case studies, or a high enough budget for essential PR tools, they used their obstacles to their advantage.

One of the most notable aspects of Small Girls is their personalized interaction with their clients and the media. “Journalists like to feel special. They also like to be treated like real people,” said Mallory. She emphasized their one-to-one relationship with people, and believes it is highly important to follow these simple rules when contacting reporters:

  • Use their first name
  • Indicate why you’re reaching out in the first sentence.
  • Keep it short!
  • And sometimes add in a silly gif, just because you can.

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The girls also felt it was important to keep the image of Small Girls consistent with their own interests in order to keep work fun and exciting. “We built Small Girls on what we were interested in and what things we did in the past,” said Bianca.

“Everyone needs PR, whether you’re into cars, makeup, or fashion. Anything you could be interested in is what you should hone into a craft.” The girls utilize their team’s eclectic personalities and passions to leverage client work that is fun, approachable and engaging.

When looking for your own internship or job in the public relations industry, Mallory and Bianca believe there is something out there for everyone. Whether it be in fashion, technology, agriculture or cars, “everyone and their mother needs PR,” said Mallory.
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Be sure to keep your cover letter short, prepare samples of writing and tweets, and bring your portfolio to the interview. You should be active on social media (it’s a must), read industry news, identify favorite writers, do favors for friends, and be ambitious!

Want to know more about Mallory and Bianca? Check out their website http://www.smallgirlspr.com/, and follow them on twitter: @yourpalmal and @biancarocksout!

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