Today we’d like to introduce you to Alexandra Grizinski.
Alexandra, we appreciate you taking the time to share your story with us today. Where does your story begin?
My co-founder Jenny and I met in a screenwriting class when I first moved to Los Angeles. I’d just earned my bachelor’s degree in chemical engineering, so naturally, I decided to become a writer and move to LA! At the time, Jenny was busy with her copywriting and influencer clients and I was trying to figure out how to make a living screenwriting. We’d just completed a grueling TV fellowship season in the spring and decided to celebrate by going to Hawaii (as you do?). On the way back, I told Jenny, “You know, you have something you could teach people.” I was fascinated by the coaching industry at the time, following and occasionally hiring coaches. I told her I thought she had something to sell and she thought “why the heck not?” The very next day she posted on Facebook that she was taking on new coaching clients. Six months or so later, she asked me to help her and boom! A partnership was born. We saw milestones like our first $500K year and our first six-figure month of business but quickly realized that money wasn’t everything. We wanted to be proud of what we were building, and we got stuck. We knew we needed to transition the company. From the get-go, we made a pact that we were not going to coach freelancers without continuing to freelance ourselves. So we did both because we thought it was important to practice what we preach.
The freelance side of our business started to grow and take shape as a PR firm, doing PR campaigns for health and tech startups, skincare companies, and Instagram influencers, just to name a few. When our hearts were no longer in the coaching, the answer was obvious. Sitting at LAX airport across from a random bystander with a navy blue button-down dotted with pink sharks, a company name — and a company — was born. Pink Shark PR scored five clients right out of the gate and we were off to the races. It hasn’t all been easy or effortless, but it’s definitely been a flowing transition from coaching and general freelance into a full-blown PR agency. The first year of business we were able to transition the entire company over to only PR and not take a dip in company revenue, which we counted as a huge accomplishment. Recently we’ve started to make a splash in the industry. Companies are choosing us over dozens of other agencies, world-renowned universities have been calling on members of our team to talk to their students and start internship programs, and we’re being recognized by heavy-hitters as a top LA PR firm. It feels like we’re building something exciting and mighty, and it’s only been less than two years.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Ha! A smooth road full of potholes. There’s a saying, coined by Helen Woodward, the first female advertising executive in the US: “Advertising is what you pay for, publicity is what you pray for.” Needless to say, press can be an uphill battle at times. Companies have to be press-worthy and our job is to find all press-worthy angles. Companies are hungry for big press that moves the needle and often you can give them the moon and then they ask, “Where are the sun and stars?” One thing that’s taken us time to learn is that it’s important to let clients in on the process, the behind-the-scenes of all the work we’re doing. We know how much work goes into scoring juicy press wins, but clients don’t know unless you show them. In PR, hundreds of hours of work can go into scoring big features, and small press often leads to the big press. The work we do is bigger than just landing the New York Times — we also give our clients valuable information about their reach and analytics, what stories are selling, and where to focus their marketing efforts. We gather information to help them build and scale their company, target their ideal customers and improve their messaging. We do everything we can to make our clients happy and since PR is often hard to measure, we’ve made it a priority to learn how to provide metrics to our clients that they can understand. CEOs of companies want to know how PR adds to their bottom line — so we’ve bent over backward to get them the numbers that matter the most (to them).
Thanks – so what else should our readers know about Pink Shark PR?
Since we’re based in Hollywood, we specialize in a unique blend of tech and entertainment. Jenny worked for a long time as a SaaS copywriter and loved the tech industry, so we’re always getting tech referrals. We discovered tech companies have a hard time finding PR agencies who specialize in their needs, so we’ve made it a priority to hire publicists and specialists who meet their high standards. Pink Shark PR is a female-led PR company that prioritizes diversity and equality and hiring women. One of our top executives is a Black woman and we are devoted to having diverse representation from the top-down at our company. Last but not least, we love to work with disruptors in any industry. For example, a diamond tech client a few years ago set the diamond industry on its head, which led to TechCrunch and New York Times features. The media loves a pot-stirring, disruptive force, and so do we.
- Our Visionary PR package is currently $2500 a month and designed for leaders who want to be visible as an authority in their chosen field, often referred to as “thought leaders.” It’s based on a contributor model where we help our visionary clients create headlines and write articles and get them published in reputable publications that accept contributor pieces. This is a basic press package to start putting a spotlight on the clients’ unique leadership, thoughts, and ideas about how to run a company and how to change the world.
- Our full press packages start at $4,000 a month and can run up to five digits monthly depending on the needs of the client and the services their company requires. Everything from media relations and brand positioning to crisis management and corporate communication. We also have a thing for strategic brand partnerships because you can’t have too many friends in high places!
- Email: email@example.com
- Website: www.pinksharkpr.com
- Instagram: www.instagram.com/pinksharkpr
- Facebook: www.facebook.com/pinksharkpr
Joe Greto Angela Moon