Pros in the marcomms space know the synergies between PR and media well, not to mention the power they can generate when they work in harmony. Individuals with work experience on both sides bring a unique perspective to the table, one that sets their approach apart, as we recently learned from three editors-turned-publicists. We sat down with them to learn how their editorial training and sensibilities set them up for success, how and why they were able to transition and their favorite elements of each pursuit.
Wide Awakes 2020 | Cloaks designed by Anya Ayoung Chee, Kambui Olujimi and Coby Kennedy; Photo credit: Jeff Vespa | Olu & Company
For Amani Olu, switching gears felt natural. The founder of Olu & Company and IMG SRVR was managing editor of Whitewall before launching his first venture in 2012, and also got a taste of the PR world working for Nadine Johnson & Associates back in 2010. “I do not have any formal editorial training, but I do have an eye for photography, and that is how I got started contributing to Whitewall,” he shares. “That said, if you are a great communicator and have a way with words, and I love words, then you will be able to excel in the editorial and PR space, and let's face it, they are two sides of the same coin.”
Violetta Malakhova, founder of communications agency PlatformaNY, actually started her career in law before moving to editorial and ultimately focusing on PR. Her experience writing for names like Vogue, Forbes, Marie Claire, L’Officiel and Cosmopolitan actually inspired her to move into public relations. “I lacked dynamics in my life while being an editor," she says. "I have always been too pushy and compulsive (in a good way) for that kind of job, so I decided to choose the path where I would be much more productive.”
Having spent most of his career in editorial, Brain Boye, Vice President at Nike Communications, worked with publicists, agencies and brands for years, forming a unique perspective on the opportunities and challenges both sides encounter. “Having worked at Nike Communications early in my career, before returning to magazines, I knew what brands expected from editors, which helped me become a better editor,” says Boye. “I always listened and asked questions when collaborating with my friends on the PR side, to try and find ways to help them achieve their goal while remaining true to my editorial mission. Now I’m back at Nike, and I understand the challenges that writers and editors face, particularly in the face of such a rapid evolution of that industry.”
Arnel Pineda of Journey and Brian Boye at Nike client Billy Reid’s Bond Street store in NYC
The transition for this group has been smooth sailing for a few reasons. Olu – who now represents the likes of Detroit Institute of Arts, Museum of Contemporary Art Detroit, Wide Awakes and more – says, “[The transition] was easy. I am a good writer but an excellent PR. I also did some calculations, and the profit potential was pretty hard to ignore. More importantly, I believe my purpose in life is to help people reach their full potential.” In that vein, he continues, “Working in the art PR and social justice space, representing many BIPOC clients, I am responsible for securing press coverage that is not harmful. That can be challenging to navigate in our culture of white supremacist thinking.”
For Boye, it was time to face a new challenge. “By the time I left Men’s Health in 2018, I’d been there 17 years. It was a pinnacle professional experience, mostly because I never stopped learning and got to have a hand in the brand’s exponential growth. I came in as a writer, editor and stylist but grew with the magazine as we added a website, social channels, TV, product partnerships and events. I was at a crossroads when Nike Communications founder Nina Kaminer asked if I’d consider returning to the agency. Do I remain with the magazine as it transitions from Rodale to Hearst, or do I use this turning point to face a new challenge? It wasn’t an easy decision, but the more I considered it, I realized the time was right for a new adventure."
As Violetta points out, the transition is made easier by the fact that you already know the industry inside and out, not to mention the value of having former colleagues in publishing. Having editorial training and sensibilities help her collaborate better, too; “My editor's eye and styling experience allow me to understand stylists' needs much better. I was in their shoes myself before I opened the agency. That's why I keep communications super fast and super clear.” To date, Violetta’s company has scored placement for celebs and VIPs including Beyonce, Lady Gaga, Chrissy Teigen, Monica Rose, Lala, Caroline Vreeland, Shay Mitchell and more.
J'amemme fashion featured in Los Angeles Magazine | PlatformaNY
Now, for the goods. The work perks on both sides of the coin are pretty incredible, from lavish gifts and experiences to the benefits that money can’t buy. “The constant pampering and freebies are insane when you are an editor,” says Olu. “Every PR treated me like I was the only writer in the world. The fancy trips, exclusive dinners, expensive clothes and accessories, and latest gadgets are hard to beat. I still travel with a $3,000 Smythson bag from those days. That said, working directly with clients to help them solve complicated business and marketing problems is also rewarding. Sure, it is not Porto Cervo once a year, but it brings a different kind of meaning to my life, and that is worth its weight in gold.”
For Boye, it’s the creative side of both roles that lured him in – and the people, too. “As an editor, I love the challenge of finding inventive ways to shoot or tell a story. My audience was our readers. In PR, I’m motivated to help our clients find smart ways to bring their initiatives and products to life, while speaking directly to my former peers,” he says. “I was fortunate to work with an outstanding group of writers, editors, photographers and publishers in media, which made my work rewarding. Nike is the same. Nina has assembled a talented team that brings diverse sensibilities and backgrounds to our practice. As we grow and evolve as an agency, I’m inspired by my colleagues who are creative, smart and collaborative. I’ve also really enjoyed bringing new brands into our fold, helping them connect with media and consumers in ways that directly impact their bottom line,” says Boye.
At the end of the day, the industry as a whole represents a chance to connect with likeminded pros and create incredible results through working together. Malakhova cites “Human connection and the opportunity of 360-degree collaboration” as the ultimate benefit, continuing to say, “I really admire how many talented and wonderful creatives our industry has.”
It’s often said that PR and media are two sides of the same coin, and today more than ever, that dichotomy is more in sync than ever.
