The PR Net 100: Hawkins International

Hawkins International

Hawkins International PR represents multinational brands across luxury travel, hospitality, lifestyle, culinary and wellness, with offices in New York and Los Angeles. Led by founder and president Jennifer Hawkins, the agency started to focus on new digital offerings late last year, appointing a new lead for its digital team and enhancing capabilities to best meet the needs of clients in challenging times. Broadening beyond social media, the still-growing menu of digital media services helps the agency’s hotel and lifestyle clientele reach guests and consumers at every touch point en route to bookings and sales. The expansion of digital media services and creative partners introduced tailored marketing solutions as Hawkins International continues to elevate its creative digital strategy for its clients.

Notable long-term clients

Montage, The Tryall Club

Recent client wins

Air Partner, Living Vehicle

Is there a big industry trend you’re backing in terms of your agency offering, and why do you think this area will continue to grow and influence the PR practice? 

The big industry trend is Influencer strategy, which should now be integrated into every 360 PR plan. Long treated as something nice to have by lifestyle brands, with the evolving social landscape calling for more and different forms of content, and more consistency, Influencers are being leaned on as a must-have marketing channel – or a need, not a want – much like Google is for most brands. Influencers essentially bridge the gap between traditional and social media, having spent time and effort building their brands and loyal followings with people who trust their word. That gives them power to influence purchasing preferences and makes them indispensable at reaching new audiences

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