Mark Pasetsky Shares the 3 Big Mistakes Brands Make in LGBTQ+ PR on Fast Co.
A lot has changed since I came out.
While there’s been a ton of progress in raising awareness and championing the inclusion of the LGBTQ+ community, recent developments, like Florida’s ‘Don’t Say Gay‘ bill and the Texas AG’s anti-trans opinion, show there’s still much work to be done.
This is where my personal and professional life intersect.
As an out gay CEO of PR firm Mark Allen & Co., I work every day with brands that have a tremendous opportunity—and I would argue an obligation—to support the LGBTQ+ community.
PR can be a powerful tool to connect with LGBTQ+ people and stand behind the issues that matter to them. But there are some common mistakes I often see brands make when it comes to LGBTQ+ PR.
Here are the top three mistakes and how to avoid them.
They generalize the LGBTQ+ community.
When attempting to reach LGBTQ+ audiences, many brands fail to recognize the rich diversity of the community.
Everything from your brand messaging and the people or imagery you use in your pitch to the lexicon you deploy in communicating with the media needs to demonstrate an understanding of this diversity. One message doesn’t fit all.
A good way to gauge the authenticity and sensitivity of your messaging is to convene a focus group of diverse members of the LGBTQ+ community.
Capturing the nuances of queer and intersectional audiences will communicate your respect and knowledge of the community to the press and will help you connect in a more genuine way.
They don’t understand the media landscape.
Another mistake I see brands make is treating all LGBTQ+ outlets as the same and failing to do their homework on the different beats, audiences, and reporters.
Out, for example, covers a wide range of topics with a heavy focus on queer pop culture, whereas The Advocate has historically leaned into politics and public policy impacting LGBTQ+ people. Gay Times takes a more global approach to its coverage with a particular emphasis on drag and fashion, while Them tends to focus on trans, non-binary and BIPOC issues.
LGBTQ+ reporters and editors are similarly specialized. Remember, they are covering a vulnerable community and often identify as and employ members of that community. Learn about who you are pitching—what they cover, what they value, and how they identify.
Make sure you’re targeting the outlet and the reporter that makes sense for your story and tailoring your pitch accordingly.
They have a single focus on Pride month.
There needs to be a recalibration around how brands think of Pride. Too often, brands only turn on the LGBTQ+ PR machine during Pride month.
Of course, it is a major time of the year for the queer community, but it shouldn’t be the only month you dedicate to LGBTQ+ outreach.
Like other communities, we’re talking about individuals who exist 365 days a year with new developments breaking every day. If you’re serious about building a relationship with the queer community, then your outreach should be year-round.
And it shouldn’t stop at PR. If you want to connect with queer audiences, then you need to demonstrate your support of LGBTQ+ causes. There are endless opportunities to lift up this community, including partnerships with charities like The Trevor Project, which provides suicide prevention and crisis intervention services to LGBTQ+ youth.
And, if you have a solid reason to do PR during Pride (like big announcements, campaign launches, or thoughtful celebrations), be mindful of how many pitches reporters receive this time of year.
Take the time to develop a strong idea and pitch early (one to two months in advance) to get reporters thinking about your pitch before their inboxes are overflowing with Pride opps.
The bottom line.
PR is a great way to get your company’s message of allyship, sensitivity, and celebration out there. But by all means, don’t stop there.
Companies employ all types of LGBTQ+ people and the LGBTQ+ audience intersects with every other community businesses are trying to reach.
Get to know the community. Get involved. Speak up, stand up, and start now.
Out Magazine Covers Osenlund’s Promotion
This article originally appeared on Out.
Former Out executive editor R. Kurt Osenlund has a new role at the queer-owned PR firm Mark Allen & Co., which represents leaders in advertising, media, and consumer brands as well as the LGBTQ+ space. He has been promoted from creative and media strategist to creative director and account supervisor at Mark Allen & Co., a leading, queer-owned public relations firm founded by media and PR veteran Mark Pasetsky.
Osenlund worked at Out from early 2014 to late 2018. He joined as managing editor and, working alongside fellow brand veterans like Aaron Hicklin, Jason Lamphier, and David Gray, he ran the production of dozens of print issues, produced bespoke online content, and wrote cover stories ranging from Elliot Page to Billy Porter. After his promotion to executive editor, he notably led the development and production of the 2018 Out100, which at the time was hailed as the most successful and diverse in the portfolio’s 24-year history, and yielded 600 million media impressions within a week of release.
Now living in Los Angeles with his husband, the veteran tastemaker has also held other senior positions at Slant Magazine, Playboy, and PROSE.
Since 2019, Osenlund has worked across Mark Allen & Co.’s clients, including RanaVerse, the queer-owned creative agency that specializes in DE&I and LGBTQ+ initiatives for brands like Unilever, and #HatNotHate, the anti-bullying organization that raised significant funds for The It Gets Better Project.
“Today’s announcement recognizes Kurt’s success in helping clients break through with high-profile placements, interviews and newsy byline articles,” said Mark Pasetsky, CEO and Founder of Mark Allen & Co. “Kurt brings a tremendous combination of editorial and PR experience to our clients, and I’m excited to leverage his creative expertise across our entire roster of clients.”
In the newly created role of Creative Director, Kurt will lead Mark Allen & Co.’s focus on generating big PR campaign ideas to help clients stand out in the earned media landscape. He will also lead the development of graphic design assets and videos to illustrate clients’ executive thought leadership efforts and PR initiatives, including white papers, presentations, and social media images. As an Account Supervisor, Osenlund will expand his portfolio of clients and continue to oversee and execute daily account activities.
“Mark Allen & Co.’s focus on helping clients navigate change is invaluable to clients in today’s media landscape,” said Osenlund. “I’m excited about my expanded role and continuing to collaborate with the incredibly talented team of PR and editorial experts at our firm.”
Osenlund added, “I’m also looking forward to helping the firm build on its success in helping brands and executives best engage LGBTQ+ media and consumers.”
The promotion of Osenlund comes amid a busy time for Mark Allen & Co. Over the past year, the firm has become a leading advisor for brands launching NFTs and entering the metaverse. The firm also continues to build out its senior management team as it brought on account director Jason Fink in 2021.
Fast Co. Publishes Mark Pasetsky’s Metaverse PR Article
How to approach metaverse PR: 5 lessons from the early internet
By Mark Pasetsky, CEO and Founder of Mark Allen & Co. Public Relations.
Originally published on Fast Company
As the metaverse divides critics who argue over whether it’s the future or just another passing fad, I can’t help but feel like I’ve seen this all before.
In the late ’90s, I worked at a PR firm, representing internet-only brands such as TheStreet.com and CDnow as well as legacy brands looking to make it big online like BMG and MTV. I went on to become the MTV Networks’ Online Vice President of Communications, where I oversaw PR for the online destinations of MTV, VH1 and Nickelodeon. These years combined excitement and opportunity with confusion and frenzy.
Fast forward 20 years, and I see some clear lessons learned that CEOs can apply to the new frontier: the metaverse.
1. THE METAVERSE ISN’T GOING AWAY
Back then, there were organizations that were dismissive of the internet, particularly in the early years. But everyone eventually got on board. The few CEOs that failed to see the wave of change coming and embrace the internet set their brands (and careers) back years, if not indefinitely.
While a digital presence is a no-brainer today, the same appears to be true for the metaverse tomorrow. Not convinced? Facebook—now Meta—staked its hundred-billion dollar brand on it. Don’t write this off as a trend.
2. START LEARNING ABOUT THE METAVERSE TODAY
If the metaverse is here to stay, the next order of business is to get up to speed. While many of the brands my firm works with are already involved in creating NFTs, leveraging cryptocurrency, and developing innovative virtual experiences, many companies—and entire industries for that matter—are unfamiliar with the metaverse.
Whether you’re the CEO of a Fortune 500 brand or a startup, you need to understand the metaverse—what it is, how it works, and how people are engaging with it. Treat this time as a learning experience. We follow TIME’s Into the Metaverse newsletter and Fast Company’s coverage including surveys of business leaders and experts on what’s next. Publications like CoinDesk and CoinTelegraph were some of the first to report on cryptocurrency and NFTs in-depth.
3. IT’S OK TO START SMALL
Even if you’re ready to launch your brand in the metaverse tomorrow, the truth is that much of the landscape is still taking shape. Similar to the early days of the internet, there are different platforms and players. For example, there isn’t a single metaverse, but instead several different platforms, including Decentraland, Sandbox, Roblox, and Stageverse. Just like you didn’t have to take your business entirely online on day one of the internet in the ’90s, you don’t have to go all-in on the metaverse today.
It’s okay to take your time. Learn about what’s available. Start laying the foundation for your long-term goals. Fashion retailers, for example, like Victoria’s Secret, Gap, Nike, and Adidas have begun selling NFTs or filing trademark applications for virtual products. Now is the time to get the conversation started. Consider what makes sense for your brand, what your industry is doing and what your audience is expecting.
4. DON’T TREAT THE METAVERSE AS A SILO
Avoid a segmented strategy. Having led the PR effort for an “internet division” myself, I can say this is the wrong approach. Just like the internet, the metaverse, AR, VR, and NFTs are eventually going to permeate every aspect of business, consumer, and social life.
Instead of designating a metaverse expert within my team, I’ve encouraged every writer and account manager of my PR firm to familiarize themselves with the area as they encounter it—coming up with creative campaigns, weaving it into thought leadership, and incorporating it into timely pitches.
5. DIVE IN AND GET FAMILIAR WITH THE METAVERSE (YES YOU!)
I remember one meeting during my time at a PR firm with an online retail brand we represented; they asked if we saw their holiday promotion. Many of us didn’t know how to answer because we had never visited their website—some had never visited any website. It was that early on in the days of the internet!
You can’t talk about, write about, promote, or leverage the metaverse if you’ve never personally experienced it. Order a VR headset, start a crypto wallet, create your avatar, and start exploring.
THE BOTTOM LINE
Depending on who you are, the metaverse may sound like a daunting concept, a trivial fad, or an exciting new frontier. But take it from someone who learned from the early days of the internet—the metaverse is likely going to become a bigger and bigger part of our work and personal lives. Start getting familiar with the metaverse today and you’re more likely to be ahead of the curve than playing catch-up with competitors.
Mark Pasetsky is the founder & CEO of PR agency Mark Allen & Co., where he serves as a trusted advisor to top C-suite executives.
Fast Co. Publishes Mark Pasetsky’s Press Interview Article
Nervous about being interviewed by the press? Do these 5 things
By Mark Pasetsky, CEO and Founder of Mark Allen & Co. Public Relations.
Originally published on Fast Company
Whether you’re the CEO of a Fortune 500 company or a brand new startup, meeting with the press can be terrifying.
In my nearly 30 years of counseling executives, the biggest fear for many is saying the wrong thing or being misquoted. This concern can feel heightened in today’s media environment where social media stories travel fast and it’s nearly impossible to issue a correction before the wrong story goes global.
Indeed, the stakes are high. It takes years to build a solid brand reputation and one negative story can destroy it in seconds. So, how can you avoid an interview disaster? Do these five things:
1. KNOW WHAT YOU’RE WALKING INTO
While it may seem obvious, it’s important to understand the format of the interview you’re walking into in order to be ready to provide reporters with what they need.\
Backgrounder interviews, for example, are relatively low stakes and offer the reporter an opportunity to learn more about you or your company. Conversely, expert interviews or interviews based on a specific story the reporter is working on are more likely to be on the record and result in direct quotes.
No matter what type of interview it is, the reporter expects you to be knowledgeable and prepared to answer the majority of questions.
2. GET TO KNOW THE REPORTER AHEAD OF TIME
You can expect the reporter to know your business and it’s your job to know theirs. In some cases, you’ll have a few days to prepare; in others, you may only have a few minutes.
With whatever time you have, read their most recent stories and be able to reference their work in the interview. Review the reporter and the outlet’s coverage of your organization or industry. If there is a history of negative coverage, it’s even more important to be ready for some tough questions.
Don’t forget to review the reporter’s social media feeds, as they can provide further insight into their tone and coverage.
3. PLAN WHAT YOU ARE GOING TO SAY
Whether you’re meeting on background, being interviewed about your company, or providing expert commentary, you should know the key messages you want to get across during the interview.
If you’re unsure, a good way to get there is to ask yourself what you want readers or viewers to take away from the final article or TV interview. The best key messages are simple, memorable, and free of industry jargon.
4. PRACTICE
Athletes practice before a big game. Musicians rehearse prior to a concert. So, why do so many executives think they can walk into an interview without a prep session?
Don’t treat the press like it’s just another conversation with a colleague or a friend. Take the time to talk through what you’re going to say.
To help our clients perform at their best, we provide a series of potential questions that may come up during the interview so they can think about their answers beforehand. We also caution that if there’s a challenging topic they’re concerned about, expect it to come up. It’s crucial to have an answer to any sensitive questions before the interview.
When should you hold the rehearsal? Ideally, schedule time the day before so that if any issues come up, you still have time to prepare. There’s nothing worse than having a prep session the same day and getting totally stressed out!
5. FOLLOW UP WITH A THANK YOU
Once the interview is complete, many executives will ask if it’s OK to send a thank-you note to a reporter, and my response is always “yes.”
Reporters are busy and under enormous pressure to meet deadlines and deliver compelling content. Thanking them for their time and consideration is always appreciated.
And once your story goes live, the ultimate way to show your gratitude is to share the story on social media to help drive traffic and show support for the reporter and the publication.
THE BOTTOM LINE
A media misstep can have big consequences in today’s media landscape, but that’s no reason to shy away from the press. If you know what you’re walking into, have a plan for what you want to say, and practice ahead of time, you’re more likely to secure positive coverage that boosts your reputation.
Mark Pasetsky is the founder & CEO of PR agency Mark Allen & Co., where he serves as a trusted advisor to top C-suite executives.
Fast Co. Publishes Mark Pasetsky’s Article on Thought Leadership Campaigns
Here’s how to build a highly effective thought leadership campaign.
By Mark Pasetsky, CEO and Founder of Mark Allen & Co. Public Relations.
Originally published on Fast Company
When you think of Elon Musk, you immediately think of Tesla. Jeff Bezos…you go straight to Amazon. Mary Barra, General Motors. Rihanna, Fenty. Mark Zuckerberg, Facebook. For better or worse, top executives are inextricable from their company’s brand.
And while not all organizations have (or want) a cult of personality, company leaders are their natural representatives and therefore one of the best vehicles to enhance a brand’s reputation.
The most successful organizations rely on an organized thought leadership campaign—a road map if you will—that connects bylined articles from multiple executives and leaders into one coordinated approach that consistently conveys your company’s key messages.
Here’s how to build a thought leadership campaign that boosts your company’s reputation.
1. DEVELOP CAMPAIGN THEMES
What’s the message your organization wants to put into the marketplace? DE&I? Innovation? Workplace culture? Sustainability? Identify the two or three central themes you can anchor your campaign to and build bylined articles around.
2. IDENTIFY YOUR THOUGHT LEADERS
Once you identify the themes, match them to the best voices in your organization. It can be a member of the C-suite, a subject matter expert, or a rising star within the organization. Your HR leader is a natural fit for culture or talent topics. Tap your CEO to weigh in on industry trends or discuss the new DE&I initiative you launched. If your theme is innovation or growth, leverage your CTO or CRO. The smartest organizations will have a deep bench of thought leaders.
3. SYNC UP WITH WHAT’S HAPPENING IN THE NEWS…
Even with the right topic, securing an earned media placement for your thought leader is more challenging than ever. What helps a bylined article or pitch stand out in an editor’s inbox? Something newsy. Something trending. If there’s breaking news, a trending topic, or a big announcement that’s relevant to your business or your industry, find a way to make it part of the introductory paragraph in your thought leadership piece.
4. …OR VOICE A STRONG OPINION
Nothing is more powerful than offering a strong opinion on a hot topic in your sector. If it’s coverage you’re after, take a stand. For instance, when Hallmark pulled down ads featuring a same-sex couple and issued a generic apology, I wrote a piece about how the channel, known for love stories and happy endings, missed the mark. It was picked up by Campaign.
5. PROVIDE SOMETHING OF VALUE TO READERS
There’s a reason so many publications are partial to listicles: they’re easy to digest and provide quick takeaways for readers. This piece, for example, offers nine straightforward steps to building a thought leadership campaign. Without even going through the entire piece, the reader can understand the basic points from the headline and subheadings. Think about how you can turn your campaign themes into service-style bylined articles for industry trade publications.
6. BRING IT ALL TOGETHER AND WRITE THE ARTICLES
You have your themes nailed down, you’ve identified your thought leaders, and you’ve worked up a newsy or compelling POV. Now it’s time to start writing. In some cases, executives are able to write their own pieces from scratch, while others may need help drafting something in the middle of their busy schedules. Whatever process suits your organization, make sure your articles are proofread and fact-checked before they’re submitted.
7. DON’T STOP THERE—MAKE IT A CAMPAIGN
As soon as an article is published, treat it as the launch of a micro campaign that supports the larger thought leadership framework. Promote the piece on your company’s social media accounts and encourage other members of your organization to share and engage with the posts to build momentum. Publish the article to your website and share via email to clients and prospects.
8. SHARE INTERNALLY
Sometimes thought leadership can be just as impactful inside the organization as it is outside. Share published articles internally to celebrate your thought leaders, encourage others to participate in the campaign, and get everyone thinking like thought leaders.
9. LEVERAGE WINS TO COMPLETE YOUR THOUGHT LEADERSHIP CAMPAIGN
One of the benefits of adopting a campaign approach is that you can use published pieces to secure more opportunities. Look at these bylined articles as an entry point into securing earned media interviews, or submit the piece for an upcoming speaking opportunity.
THE BOTTOM LINE
Consumption of thought leadership is at an all-time high coming out of the pandemic (nearly half of c-suite members are spending an hour or more reading thought leadership content every week). But in a market where all companies are competing to tell their story, crafting quality thought leadership content becomes all the more important. Follow these nine steps to build a thought leadership campaign that leverages the expertise of multiple executives within your company to enhance your reputation and break through the noise.
Mark Pasetsky is the founder & CEO of PR agency Mark Allen & Co., where he serves as a trusted advisor to top C-suite executives.
Mark Allen & Co. Names Jason Fink Account Director
Mark Allen & Co., a leading strategic public relations firm best known for helping organizations navigate constant change, today announced Jason Fink is joining the firm as Account Director. Fink will lead the firm’s efforts to provide strategic counsel for its growing roster of clients.
Founded by media and public relations veteran Mark Pasetsky, Mark Allen & Co. specializes in helping its diverse clients, including B2B, professional services, advertising and media agencies, and consumer brands, elevate their brand and reach their target audience through a full range of public relations services.
Fink brings more than two decades in public relations and journalism to the Mark Allen & Co. team. He most recently served as Vice President at Butler Associates Public Relations, a PR firm representing clients in real estate, financial services, non-profit, public and legal affairs, and more.
“We are thrilled to bring on someone with Jason’s depth and range of experience in the PR and editorial fields,” said Mark Pasetsky, CEO and founder of Mark Allen & Co. “His client-centric mindset and track record of helping companies and organizations navigate through a fast-changing media and communications landscape will bring great value to our clients.”
“I am excited to join the incredibly talented team here at Mark Allen & Co.,” said Fink. “I’m passionate about helping clients tell the important and compelling stories that distinguish their brand in a complicated and ever-shifting communications marketplace. I look forward to advancing the goals of the firm’s dynamic roster of clients.”
An award-winning reporter and editor, Fink began his career in journalism, working for over 10 years covering government and politics, real estate development, law, public policy and other topics. He went on to serve as Communications Coordinator for the New York State Assembly and Deputy Press Secretary for the New York City Department of Education, where he handled a wide-ranging portfolio of breaking news, crisis management and strategic counsel.
Born and raised in New York City, Fink holds a bachelor of arts degree from the University of Michigan. He lives in Westchester County, New York, with his wife and daughter.
About Mark Allen & Co.
Based in New York City, Mark Allen & Co. is a public relations firm that specializes in helping companies and executives navigate unprecedented change with breakthrough messaging that tells the right story to the right audience. The firm represents a wide array of established global brands, advertising and marketing agencies and enterprising startups. For more information, please visit markallenco.com.
TikTok turns to PR Basics. Will it work?
The clock is ticking for TikTok in the U.S., but you may think otherwise based on the company’s recent PR efforts.
In case you missed it, the Beijing-based company behind the popular app has become public enemy number one in the eyes of some governments around the world due to privacy concerns. The app now faces the prospects of being blacklisted from the U.S. or acquired by an American company like Microsoft or Twitter. Last night, its newly minted CEO said he’s leaving.
There are legitimate privacy concerns regarding TikTok’s collection of user data and potential access from the Chinese government. And earlier this year, many people, including me, criticized the platform for its handling of LGBTQ content.
With its future in question, TikTok is turning to PR basics to build trust. Here’s a look at some of the tactics they’ve deployed before, and after, President Trump announced a potential ban of the platform in late July.
Consumer press announcements
In recent months, TikTok has thrown several announcements against the wall to see what will stick as well as steer the conversation away from the data controversy. Some of the actions the platform took predate the announcement of a potential U.S. ban due to mounting concerns surrounding data practices.
For example, TikTok announced a $200 million content creator fund to award top creators on the platform. Following Trump’s calls to ban the app, it also signed a deal with music publisher, UnitedMasters, which will allow artists who get their start on the platform to distribute music from TikTok directly to streaming platforms.
Numerous statements
When it comes to its biggest issue, sharing data, TikTok attempted to head off some of the controversy with a strongly worded statement in July. The platform promised to publicly release its code for anyone to review and stated in no uncertain terms that it has never provided U.S. user data to the Chinese government, and would never do so.
TikTok has continued to release statements against the current administration’s actions. One statement directly criticized the executive order levied against the platform, and another announced the launch of an information hub and Twitter account in order to set the record straight.
The statements reaffirmed the company’s commitment to the U.S. market, and reiterated its claim that it had never shared user data with the Chinese government.
A senior executive speaks to users
Creating a video featuring a senior executive is another PR basic used by TikTok. Vanessa Pappas, the U.S. general manager of TikTok, posted a defiant video to Twitter, the day after President Trump’s proposed ban. “We’re here for the long run; continue to share your voice here and let’s stand for TikTok,” she said.
By presenting a calm exterior in the face of mounting opposition, TikTok is attempting to assure its employees, investors and users that it doesn’t plan to go down without a fight.
Bottom line
From public statements to featuring top executives to continuous announcements, TikTok is turning to familiar PR tactics. The leadership at TikTok clearly understands how to leverage PR tactics to upend a narrative. Some may view it as rearranging the deck chairs on the Titanic, while others may see this as an essential way for TikTok to increase its brand value. Time will tell.
Change with Mark Allen & Co.
Nearly 10 years ago I got the call.
I was told, “Mark, we’re replacing you as the editor of OK! Magazine.”
I could stay in a front office role or leave.
After nearly a decade in the celebrity weekly space combatting the enormous economic challenges facing print, I left and begrudgingly embraced change. I decided against the safe choice of staying in publishing and went for the big entrepreneurial risk. While it’s been a roller coaster, I wouldn’t change a thing.
I launched Mark Allen & Co., a PR firm offering a combination of editorial and PR expertise. The firm has continued to grow over the past 10 years, during which time, we’ve been fortunate to work with some of the biggest names in consumer, advertising, marketing and professional services.
Fast forward to January 2020 when I decided it was time for a brand refresh. The business’s team and services had continued to adapt and evolve alongside our clients, but the look and feel of our brand was in need of an update.
And then March 2020 and COVID-10 came.
The rebranding effort had to continue, but, clearly, the pandemic had changed the perspective. Our new branding needed to reflect the transformed environment our clients now face for years to come.
It’s clear brands have to be ready, not just to respond to change as it happens, but to anticipate what’s next, where they need to be and what they need to do to get there.
During the past six months, Mark Allen & Co. has embraced being the partner that would show up for our clients and help navigate through change, which inspired our new positioning and tagline.
Change with Mark Allen & Co.; we create breakthrough messaging for brands facing constant change.
Back in 2010, I launched Mark Allen & Co. during a moment of big personal change for myself. Today, every organization is facing a tsunami of change, and Mark Allen & Co. is there to be of service to companies that need to adapt and move forward.
Please check out our new look at markallenco.com.
A special shout out to View Source for our incredible new site and DesignGood for our updated logo. And, of course, to my entire team at Mark Allen & Co.
I look forward to your feedback!
Photo by Ross Findon on Unsplash