#263: JBC - The PR Strategy Behind Your Favorite Brands

DTC POD: How The Best Brands Are Built

When she and her colleague Melissa Duren Conner hit a crossroads in their careers, they decided to join forces and create their own agency, Jennifer Bett Communications (JBC). Jennifer and Melissa wanted to create an agency that approached media relations in a strategic and creative way, focusing on meaningful storytelling and more intellectual PR. Since then, JBC has helped launch some of the top names in consumer brands, including Parachute, Magic Spoon, Recess, Cuyana, Andie, Knix, July, M.Gemi, Cuup, and more just to name a few.

[00:00:41] Two friends start PR agency after realizing traditional agencies were ill-equipped for the shift in media landscape.

[00:08:21] PR is essential for brand launch; many options and partners available to fit any budget.

[00:15:55] PR should not be an afterthought; time should be invested to ensure messaging is communicated across all platforms and that the PR partner understands the brand.

[00:21:24] Positioning Ben for success in food and beverage beyond CBD.

[00:23:10] Helping brands reach their goals over time with targeted press.

[00:27:27] Empowering women in healthcare, particularly in fertility, is important to Melissa and the agency. Nodal is an example of a brand doing this.

[00:30:23] Food & beverage division works with innovative brands in climate tech and sustainability, particularly small, independently owned brands, with increasing presence of women.

[00:33:06] Passionate founders, mission-oriented brands, and innovation.

[00:35:02] Innovation and fresh ideas excite people and make them want to be involved.

[00:38:44] Launched affiliate division and executive speaking division, hiring experienced talent, launching brands in various industries.

PR Is Essential for Brand Launches: "I can't stress the importance of PR. I think there's a lot of brands that we've talked to and they'll come to us and they're like, listen, we decided to just launch with influencer, or we're just launching with digital marketing. And they come back three months later and they're like, Shit, we needed PR."— Jennifer Bett

"The Power of PR: "We firmly believe that it is the most scalable investment you can make in your brand 100%. Because the stories that are told exist in real time, all the time. It is truly something you can repurpose for paid media. It impacts how hard or easy it is to work with influencers. It makes it much easier when you want to work with other brands for strategic partnerships. It helps with investors."— Melissa Conner

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Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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Jennifer Meyer - Founder of Jennifer Bett Communications (JBC)
Melissa Duren Conner - Co-Founder of Jennifer Bett Communications (JBC)
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated