Interview: Tara Bruno PR
When you think about your career path in PR, do you imagine working in-house at a publisher? Full-time at an agency? My friend and collaborator Tara Bruno has taught me a lot and was an inspiration in starting my own business. She’s found success by ignoring traditional PR categories to find what works for her and her clients.
What’s the Tara Bruno PR origin story? In what ways do you see it as different from a traditional PR agency?
Thirteen years ago, with the birth of my daughter, I resigned my position at a boutique PR agency in NYC and began freelancing from home. My former agency became my first client. I continued work as a freelancer while raising my daughter. As she got older, I began taking on more work. A few years ago, a client asked me to build a team. Then I met you, we clicked, TBPR was born and the rest is history.
Tara Bruno PR is a network of highly motivated independent contractors, who do whatever it takes to get the job done. There are no full-time employees. I am a true believer in having everyone on the team know how to do every aspect of PR. For example, in addition to business development and operations, I do everything from coverage reporting and building media lists to writing press releases and pitching. There’s no task too small or too big, for me or for anyone on the team. I believe junior-level contractors gain critical experience much quicker working with TBPR than they would in more traditional work environments.
You don’t grow by doing what you already know. You grow by challenging yourself and learning new things. You can’t learn new things unless you experience them. A respected colleague described her studio’s structure more like a tree than a ladder. I really identify with that. Tara Bruno PR is structured similarly.
What has been the biggest challenge for you this year in navigating PR during the pandemic? How have you overcome it?
Being in PR, you travel a whole hell of a lot. A ton of new business and story ideas happen over drinks or dinner with people at trade shows and events. Being a social person, it’s definitely been somewhat isolating and a challenge not seeing my team, clients, and industry friends in person.
One way I’ve been able to overcome this is by picking up the phone and calling my people more often. Because there are no longer in-person meetings, we’ve all become very reliant on video call platforms. While necessary, I find reaching out and calling people the good ol’ fashioned way to be a bit more personable sometimes and it helps to stay connected. I can even wear my pajamas while doing so!
Another challenge has been team building. Last year, we held a corporate retreat and it was a great way for everyone to bond and to get to know one another. Because our structure has always been remote, some have worked as a team together, but have never met face-to-face.
Since we no longer could get together in person, I needed to find a way to continue building those bonds and developing our team culture. I read a lot of articles on ways to do this and talked to peers. I decided to hold bi-weekly Zoom calls where I check in with the team more broadly. The call is less about account work and more of a check-in, to see how everyone is coping with the pandemic and all our new realities. It’s also a great way for me to inform the team of progress I’m making on the new business front. I also send care packages as often as possible. Let’s face it, the world is on fire and who doesn’t need a nice pick-me-up like a s’mores gift kit to look forward to!
You’re often described as highly motivated and a go-getter. How do you maintain your energy in stressful or fast-changing circumstances?
Wow – what a nice compliment! Thanks, Lizzie.
Exercising and cooking helps me deflect a lot of internal stress, and spending time with family keeps me grounded and sane during these uncertain times. Oh and wine! Yes, really nice wine helps me to unwind at night.
(Some of Tara’s favorites right here: Flowers Pinot Noir Sonoma Coast and Gérard Bertrand Cote de Roses)
What are you most proud of in starting Tara Bruno PR?
The team I’ve built. Just how driven and motivated the entire team is. Each and every person is just as dedicated and hard-working as the next. Collectively, we all care about the work we produce and have a tremendous amount of respect and admiration for one another. I think it’s because of this that we are able to deliver a prolific amount of high-quality work. Not only do we love what we do, but we also love the people we work with. I have THE BEST team and I am truly grateful for it. I can’t wait until it’s safe again so I can give everyone a BIG hug.
For those thinking about a career in PR, what are three critical skills they should possess and why?
High energy: Having as much energy at the start of your day ‘til the end of your day is definitely a skill you’ll need. PR is a busy career that requires lots of talking, pitching, writing, and conference calls, and did I mention lots of talking?
Creativity: No two clients and products are the same. It’s important to keep ideas and approaches fresh. Evolve with the times and think of creative ways to promote your products. The team and I hold brainstorm sessions and a lot of great ideas are born by riffing off one another.
Flexibility: Plans change. Timings change. It’s important to be flexible, pivot and just roll with it. More often than not we are working towards one plan and course of action and then something changes and we have to rethink strategy.
Learn more about Tara Bruno PR here: tarabrunopr.com.