Mark Allen & Co. Launches CEO Advisory Service

Mark Allen & Co., a leading NYC-based PR firm founded by media veteran Mark Pasetsky, has launched a CEO Advisory service for executives navigating communications challenges.

“The CEO’s voice has never been more central to business success,” said Pasetsky. “Our new service helps CEOs and C-suite executives tell their authentic stories, navigate market obstacles, communicate their vision and POV, and establish themselves as thought leaders—essential elements that drive both personal and brand growth.”

The division offers one-on-one consultations with Pasetsky, who specializes in:

• – Reputation management
• – Messaging guidance
• – Executive transitions
• – Mergers and acquisition
• – Crisis management
• – Communications programs
• – Generative AI content creation

Pasetsky brings decades of experience counseling executives at global brands, creative companies, media organizations, AI leaders, and startups. As CEO of Mark Allen & Co., he has helped executives define themselves professionally, orchestrate successful rebrands, build thought leadership with placements in major business publications, secure prestigious awards including recognition from Fast Company, ADWEEK and Business Insider, and navigate high-profile public crises.

His career also includes leadership roles at Bauer Publishing and MTV Networks Online. Pasetsky’s background as managing editor of OK! Magazine and editor-in-chief/general manager of Life & Style Weekly provides him with unique insight into media and content strategy, building high-profile brands, and running fast-paced, rapidly evolving organizations.

About Mark Allen & Co.

Mark Allen & Co. is in the business of getting people to pay attention to brands where they need it most. The firm delivers compelling earned media and thought-leadership campaigns, award-winning submissions, and high-profile speaking opportunities for leaders. Clients span global brands, creative companies, media organizations, and technology innovators. An NGLCC-certified company, Mark Allen & Co. recently launched PrideNOW, connecting brands with the LGBTQ+ community.

As Seen in Adweek: Mark Allen & Co. launches PrideNOW

As Seen in Adweek: Mark Allen & Co. launches PrideNOW

Mark Allen & Co., a public relations firm, has launched “PrideNOW,” a specialized PR consulting service designed to help marketers connect with the spending power of the fast-growing LGBTQ+ community year-round. The new service will be led by vp of client relations and former Out Magazine editor, R. Kurt Osenlund, who will oversee a team of publicists and writers.

As seen in PRovoke Media: Mark Allen & Co. Announces Promotions

As seen in PRovoke Media: Mark Allen & Co. Announces Promotions

New people in new roles at Inizio Evoke, Golin, Salient Global, PAN, Bevel, BPCM and Mark Allen.

 

As seen in Ad Age: Mark Allen & Co. Announces Promotions

As seen in Ad Age: Mark Allen & Co. Announces Promotions

 

Public relations agency Mark Allen & Co. has promoted Jason Fink to the new role of executive VP. Fink, who was formerly senior VP, will now oversee editorial operations.

As seen in Fashion Beauty Monitor: Mark Allen & Company announces promotions

As seen in Fashion Beauty Monitor: Mark Allen & Company announces promotions

 

As seen in Adweek: Mark Allen & Co. Brings on Julie Farin as Director of Media Relations

As seen in Adweek: Mark Allen & Co. Brings on Julie Farin as Director of Media Relations

 

Mark Allen & Co.

Julie Farin was named the new director of media relations for Mark Allen & Co. Farin brings more than 25 years of PR experience to service the firm’s marketing, media and tech clients.

As seen in Adweek: Mark Allen & Co. Announces Media Training Service

As seen in Adweek: Mark Allen & Co. Announces Media Training Service

 

Mark Allen & Co.

Mark Allen & Co, launched a new media training service, and appointed director of media relations Julie Farin to lead it. The agency also made three new appointments recently, including Jason Fink as executive vice president, R. Kurt Osenlund as vp of client relations and Melanie Shaw as account supervisor from The Estée Lauder Companies.

Mark Allen & Co. Launches New Media Training Service Headed by Director of Media Relations and PEOPLE Magazine Veteran Julie Farin

Mark Allen & Co. Launches New Media Training Service Headed by Director of Media Relations and PEOPLE Magazine Veteran Julie Farin

(NEW YORK, May 15, 2024) – Mark Allen & Co., a public relations firm combining traditional communications expertise with leading editorial talent, today announced the launch of its new Media Training Service, which will be headed by its Director of Media Relations and PEOPLE magazine veteran Julie Farin.

The new offering comes at a time of growth and momentum for Mark Allen & Co., which recently promoted Jason Fink to Executive Vice President, named R. Kurt Osenlund Vice President of Client Relations, and hired new Account Supervisor Melanie Shaw from The Estée Lauder Companies.

“In today’s fast-paced media landscape, clear and concise communications is crucial,” said Mark Pasetsky, Mark Allen & Co. CEO and founder. “Our Media Training Service, led by Julie and a team of former editors and reporters, will provide executives with the tools they need to navigate media interactions with poise and professionalism. We’re excited to offer our clients access to Julie’s years of experience at PEOPLE, where she coached some of the most well-known executives and editors in the industry.”

The comprehensive program prepares executives, spokespeople, and public figures with the skills and confidence they need to excel in media interviews and public appearances, in order to communicate effectively to a broad audience. The service includes:

• Customized Training: Programs are tailored to individual needs and experience levels, focusing on key areas such as crafting compelling messages, anticipating and responding to tough questions, and leveraging non-verbal communication for maximum impact.
• Mock Interviews: Clients receive real-world practice through simulated media encounters, conducted by our experienced media professionals, allowing them to refine their message delivery, manage nerves, and receive valuable feedback in a safe environment.
• Crisis Communications Training: Develop the skills necessary to handle sensitive situations effectively, ensuring clear and consistent messaging during moments of crisis.
• Media Landscape Analysis: Gain insights into current media trends and best practices for engaging with different media platforms.

 

About Mark Allen & Co.

Based in New York City, Mark Allen & Co. is a public relations firm that focuses on their clients number one priority: growth. The firm represents a wide array of established marketing, media and tech leaders. For more information, please visit markallenco.com.

Mark Allen & Co. Appoints J.P. Escobar as Vice President

Press release appears in CityBiz and Adweek.

 

On the Move: Mark Allen & Co.’s Jason Fink Kurt Osenlund and Melanie Shaw

This news appears in O’Dwyer’s PR.

Mark Allen & Co. promotes SVP Jason Fink to EVP and ups R. Kurt Osenlund from creative director and account director to VP of client relations. Before coming to the agency, Fink was a VP at Butler Associates. Osenlund was previously a producer and creative director at PROSE. With his promotion to EVP, Fink will oversee editorial operations while continuing to manage key accounts at the agency. Osenlund will work closely with Fink, managing key accounts and providing counsel to all Mark Allen & Co. clients. The news follows the firm’s hiring of its first director of media relations, Julie Farin, who spent 13 years leading Brand Communications at PEOPLE Magazine. Additionally, Melanie Shaw, a former marketing associate at Estée Lauder Companies, joins the agency as an account supervisor.

On the Move: Mark Allen Hires People Mag Vet Julie Farin

This news appears on O’Dwyer’s, Adweek, PRovoke Media and more.

 

Mark Allen & Co. hires People magazine PR veteran Julie Farin as director of media relations. Farin spent the past 13 years at People as senior director of brand communications, managing PR across platforms including print, digital, video and television. She previously served in similar roles at Gemstar-TV Guide and at King World’s nationally syndicated TV newsmagazine programs Inside Edition and American Journal. “Julie is a powerhouse media relations professional,” said Mark Allen & Co. founder and CEO Mark Pasetsky. “She is charged with guiding our clients towards national consumer and business press, and ensuring their stories resonate and captivate audiences.”

Mark’s tips on developing a successful Cannes Lions strategy

 

This article originally appeared in PRWeek.

Here are seven steps for rising above the noise at June’s Cannes Lions International Festival of Creativity and developing lasting relationships with journalists.

Mark Pasetsky Speaks on 5 Steps to Promoting Your AI Product

This article originally appeared in PRNews.

 

There’s been an explosion of AI tools in the market, making it harder for new solutions to break from the pack and get meaningful attention.

In this environment, it’s not as simple as having great technology. You need to build an ecosystem of content and earned media around your product to boost awareness.

While you might be an expert in cognitive computing, machine learning or LLMs, you may not know where to start when it comes to developing a PR and content strategy.

To get started, follow these five steps to get your AI offering noticed.

1. Lead with the problem your tool solves

If you can’t explain what pain point your AI tools alleviate in a few sentences, it’s time to refine your elevator pitch.

You should be able to communicate the problem you’re solving through AI easily. Does this problem live in the vacuum of a specific trade? Are you solving an emerging problem? Or are you addressing something people face in their daily lives?

Once you articulate your problem, you can streamline your talking points.

2. Define your target audience

Next, you need to narrow in on your core customer—the end-user who will buy and deploy your tool. If you create an AI solution for a specific industry, take the time to research who deals with the issue you’re addressing. From there, try to get in front of those users organically.

For instance, BrightHire, an AI recruiting tool, hosts an educational center with content and updates on talent, hiring and HR. BrightHire’s offering serves a niche, so the best way to speak to potential clients is to answer their questions through a content catalog dealing with user experience and education.

3. Develop a library of content to promote your AI functionality 

When starting a Google search about your offering or the issue your AI solves, you want your content to be the top result.

Creating an AI tool requires plenty of testing, analysis, rebuilding and demos. That information can be used to create white papers, case studies, blog posts, videos and user reviews.

As OpenAI rolls out content for Sora, the text-to-video offering, it showcases the videos created by the tool, alongside the prompt driving the AI processes. This content speaks to a much larger audience, relying on press excitement and word of mouth to spread the message.

4. Create an ecosystem of earned media 

Now that you’ve started creating content, contact journalists in your industry to let them know what you’re working on.

Develop thought leadership content based on breaking news and trending topics, using that content to showcase your expertise and connect with editors.

Lastly, speak at conferences if the opportunity arises. AI is an emergent space, and people want to hear what experts have to say. With your content and stories in the press, you increase your chances of hosting or speaking on a panel.

5. Share content about your AI on socials

As you assemble your content library, you want a strategy for each applicable platform, from LinkedIn and Facebook to X, Threads and TikTok. Use these channels to broadcast original social content and amplify earned media placements.

If you’re selling a B2B product, focus your efforts on LinkedIn, where you know you can dial in for a specific audience.

Technologists creating an AI tool for consumers may need to be inventive. Think about how to make your AI come to life through a TikTok or Instagram video.

Repeat–and refresh

As your brand and product evolve, continue to create content. Learn as you go and lean into the channels and topics that drive the most engagement. And remember to similarly update and iterate your approach to reach out to journalists, while always embracing a proactive approach.

Mark Pasetsky is founder & CEO Mark Allen & Co.

Mark Pasetsky shares thoughts on repackaging your brand’s product image

This article originally appeared in Fast Company.

14 steps to consider before making a marketing design switch that could confuse or alienate loyal customers.

It may be time to update your product in the marketplace; however, it’s important to do your research and revisit how and why the brand was successful in the first place. You may not necessarily need a full overhaul to remain competitive and relevant in the current market space. It may just take a tweak here and there to highlight a timeless feature that consumers still care about.

Taking this approach and reaching out to collaborate with your PR department is a smart way to put your brand over the top for continued success among competing companies in the industry. Below, 14 Fast Company Executive Board members each offer one idea to keep in mind when preparing for a package redesign of an established product that needs a bit of modernization in these current times.

1. AVOID ERASING THE BRAND’S VISUAL AUTHENTIC IDENTITY.

Design is the externalized soul of a brand, so look to the DNA and respect the graphic language that preceded you. Burger King and Pepsi are two recent examples of contemporizing brands without discarding their authenticity. Design should feel current, but iconic brands also need to feel timeless. – Tim Maleeny, Havas North America

2. UNDERSTAND THE NATURE AND HISTORY OF YOUR PRODUCT OR SERVICE.

You need to remember that a product or service is sometimes popular and sellable not because it keeps innovating, but because it remains the same over the years. Ensure you understand the nature and history of the product or service before making packaging and marketing changes. However, if the product has been known to reinvent itself every few years, then, by all means, do so. – Zain Jaffer, Zain Ventures

3. FIND OUT HOW YOUR LOYAL CUSTOMERS ARE STILL USING THE BRAND.

This is probably a good time to take a hard look at who’s using the product and why. Get out there and talk to your customers and see what they’re doing. You’d be surprised how many brands launch a product and have a GTM strategy that is aimed at the wrong people or highlights the wrong value proposition or features. – Rio Longacre, Slalom Consulting

4. COLLABORATE WITH A DIVERSE TEAM TO PRIORITIZE CULTURAL REPRESENTATION APPROPRIATELY.

As a woman of color, I suggest that business leaders prioritize cultural representation when refreshing a product’s package design. Ensure that there is diversity in the imagery and colors, reflecting various ethnic backgrounds. Collaborate with a diverse team to capture nuanced perspectives, and be mindful of language choices to avoid cultural misunderstandings. By embracing inclusivity in design, you authentically foster a sense of belonging. – Maria Alonso, Fortune 206

5. HIGHLIGHT AND CELEBRATE ONE SINGLE DETAIL FROM THE ORIGINAL PACKAGE DESIGN.

For many old brands, the best idea for new packaging is often to highlight and celebrate a single detail from the original package design. Find that detail. Enlarge it. Simplify it. Then, get rid of all the clutter around it. By giving that original element new space and focus, you will create a design that feels fresh and exciting but familiar and welcoming at the same time. – Barry Fiske, Merkle

6. BALANCE INNOVATION WITH FAMILIARITY.

When launching a new package design for an established product, consider brand consistency. Ensure the new design reflects the brand’s identity and values while both appealing to existing customers and attracting new ones. Balancing innovation with familiarity is key to maintaining brand loyalty and recognition in the market. – Leigh Burgess, Bold Industries Group, Inc.

7. ASSESS THE VALIDITY OF YOUR ORIGINAL ‘PRODUCT, FEATURE, OR COMPANY’ QUESTION.

Revisit the “product, feature, or company” question objectively. Something that was a company before may be a product or a feature now—or may become a feature tomorrow, given the rate of innovation. Generative AI is going to turn a lot of products into features very rapidly—and a lot of companies into yesterday’s news. A sanity check against GenAI and future artificial general intelligence is a must, even if it’s painful. – Jared Reimer, Cascadeo

8. CONSIDER THE FOUR DESIGN ELEMENTS.

When you’re refreshing a package design, there are four equally weighted elements to consider: How does the design look on a screen? How does it look on the shelf (next to your competitor’s packaging)? How does it feel in people’s hands? What is the unboxing experience like? Each of these four aspects should deepen the customer’s awareness and connection with the brand. – Theresa Neil, Guidea

9. WEIGH CONSUMER PREFERENCES WITH MARKET TRENDS.

Strike the right balance between maintaining brand equity and consumer loyalty while infusing freshness into the design. This includes everything from the packaging graphics (visual design) to the out-of-box experience (structural design). It’s important to acknowledge evolving consumer preferences and market trends. When paired with the right design strategy, your product becomes craveable. – Beau Oyler, Enlisted Design

10. BRING YOUR PR TEAM ON BOARD TO STRATEGIZE THE RIGHT MESSAGE.

Bring your public relations team into the conversation as early as possible. They need time to develop a thoughtful PR plan, which includes a PR strategy, identifying top media targets, developing key messaging, explaining why your product needs a refresh, and creating a Q&A document that anticipates questions the media will ask during interviews. – Mark Pasetsky, Mark Allen & Co.

11. CREATE FOCUS GROUPS, CONDUCT SURVEYS, OR LAUNCH A/B TESTING.

Customer perception is the main factor to consider. Before finalizing a design, conduct various market research to understand the customer response. This might involve focus groups, surveys, or A/B testing to see how consumers react to the new design compared to the old one. Your design process should be built upon understanding customer preferences, values, and expectations. – Gergo Vari, Lensa

12. STRENGTHEN YOUR PRODUCT’S POSITION WITHOUT ALIENATING CORE AUDIENCE MEMBERS.

It’s crucial to strike a balance between innovation and familiarity. Use consumer feedback and iterative design to guide the refresh, ensuring new designs appeal to both existing and potential customers. Don’t overlook the importance of market research, understanding user personas, and key features. The goal is to strengthen the product’s market position without alienating its core audience. – Jack Borie, Ubix Labs

13. CREATE OPPORTUNITIES FOR CONSUMER-BRAND CONNECTION.

When refreshing a new package design, look at modernizing the graphics and adding fresh elements. Include cross-functional team members in the updates to ensure feedback is included. It’s beneficial to have a prototype created so that you can see if the edits for the packaging are produced. Look for ways to connect the brand to the consumer and make sure the refreshed packaging achieves the objectives. – Jo Ann Herold, Herold Growth Consulting

14. COME UP WITH A CHANGE-MANAGEMENT PLAN.

Consider how your ardent fans would feel about it. Change is generally met with resistance, so thinking through how you are doing change management is important. – Kalyan Kuchampudi, Almabase

Mark’s take on biz conferences still being relevant

This article originally appeared in Fast Company.

In 2024, it’s about finding an event that provides value and is worth your time.