EPISODE SUMMARY

Jasmine Garnsworthy is the Founder of Female Founders World, a community for women building consumer businesses. She is a digital communications specialist and former style and beauty editor at POPSUGAR, StyleCaster, and Mamamia. Previously, she founded The Buff, a custom skincare brand which tailored products to each customer's unique skin type.

EPISODE NOTES

On this episode of DTC Pod, Jasmine joins Blaine to discuss the landscape of PR for consumer brands. They cover topics like incentive structure for editors, how the landscape of editorial has matured over the last decade, where things are headed, how to nail your pitch, how to build relationships with editors, the role of PR in building consumer trust, how positive PR impacts purchase behavior and brand recognition, lessons as a founder, community building, and the future of consumer, community, & commerce.

Be sure to check out Female Founders World for more, as well as their recently launched platform Kizmet - a platform for consumer brand collaborations.

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EPISODE HIGHLIGHTS

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12:16 How PR Impacts Consumer Purchase Decisions👇🏼

Maybe you did discover it on TikTok, but then you Google it and you want to establish that there's some credibility there and you see that they were mentioned in a Roundup of the best new beauty products. And so you're like, okay, back my mind. Interesting. And then you see it on your friend's Instagram story a few days later, and then maybe that's where you click through to buy. So I do think that even though the process has changed, you can't eliminate how important that press coverage is.

13:00 Why To Invest In PR Early 🗞️

getting those like really big mastheads in the early days is really integral for lining up bigger brand partnerships down the track. And then also with retailers. So we know that buyers category managers, if you're looking for an omni-channel approach, like they are reading those roundups to try and discover new brands, they listening as well to podcasts like this one and like our podcast to discover new brands. And you really need to have that coverage if you want to be able to get those kinds of like industry ins as well.

16:28 How To Pitch PR 💰

As an editor, I'm still getting pictures because now I have my own media platform. I'm receiving hundreds of pitches every day, like hundreds of emails coming through the one I'll scan through. If I ever received an email that isn't personalized, doesn't have my name, doesn't have either a direct reference to something I've written, or doesn't have a direct reference to a content tentpole that I'm revisiting in my content all the time, I usually disregard it. The emails that I'm always going to read are from a someone that I know. And that's why having a publicist with a really great relationships with press is so important.

This episode is brought to you by OpenStore:

Visit https://open.store to get a free, no-obligation offer for your e-commerce business from OpenStore in 24 hours.

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Jasmine Garnsworthy -  Founder of Female Founders World
Ramon Berrios - CEO of Trend.io
Blaine Bolus - COO of OmniPanel

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