Connect
To Top

Meet Gloria Yang of Glow Yang PR in West Los Angeles

Today we’d like to introduce you to Gloria Yang.

Gloria, please share your story with us. How did you get to where you are today?
When I was graduating from college, my friends and I asked ourselves, “Where do I see myself in five years?”

I didn’t have a concrete answer, but I felt so passionately about the beauty world that I said, “somewhere in beauty.” And it took me almost five years after college to start my career as a beauty publicist.

After graduating from UCLA with a degree in Microbiology, Immunology and Molecular Genetics, I worked as a lab technologist for five years. During that time I dabbled in beauty blogging, which was a very different world than it is today. I found a love for writing and story-telling that I enrolled in journalism courses at UCLA Extension.

In one of my first classes, my teacher, an editor for CNN.com, noted that I was a natural at pitching stories. As I got more involved with the beauty blogging world, meeting actual beauty editors, reporters and publicists, I felt like I was finally at ease. These were my people and this is the world I belong in.

A beauty publicist that I had met at one of these events quickly bonded over email, and she suggested that I move to New York to see what the beauty media world was like. Perhaps I can get an internship at a digital publication or even at an actual magazine.

Without securing a job, an internship, or even an apartment, I packed two suitcases and headed to New York City. I networked every way I could and went to every event I could get myself invited to. I even got myself assigned to blog about backstage beauty at New York Fashion Week! I didn’t know exactly where anything was, didn’t know which way subways ran, but I knew I had to get there.

I met so many wonderful people from that one week, including editors that I still work with today. I essentially shadowed Philip Picardi, the Chief Content Officer of Teen Vogue and them, who at the time had just graduated from NYU and was writing for the now defunct lifestylemirror.com.

I also met a fabulous woman who owned a PR agency while getting coffee and really hit it off with her. We ended up sharing our contact information and I followed up with our conversation via email. After some back and forth, she hired me on to create a social media presence for one of her clients. Soon I was asked to join the team full time to assist with all of her brands.

Five years, a move back to Los Angeles, countless pitches, PR plans, media events and a portfolio filled with placements of my clients in national publications like Allure, Harper’s Bazaar and Cosmopolitan, I was ready to set out on my own.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Anything worth your time and effort will be difficult. As a publicist in an ever-changing media landscape, I have to make sure that I stay on top of the media industry to provide the best PR strategy to clients. Being a beauty publicist, I also need to forecast beauty trends, not just in terms of products and beauty treatments, but I need to be able to forecast what type of messaging will resonate best with editors and their readers. I also need to consistently make sure that I hit all the KPIs set by my clients, and to ensure that my work provides top ROI.

PR in general is about being alert, nimble and able to react quickly. Sometimes deliveries don’t make it to the right address or samples aren’t available. It’s dealing with these struggles that make PR interesting and what gives me such an adrenaline rush.

So let’s switch gears a bit and go into the Glow Yang PR story. Tell us more about the business.
My business, Glow Yang PR, specializes in PR for beauty, wellness and lifestyle brands. I’m known for coming up with interesting ways to create buzz around a brand, for being trustworthy, for coming up with creative solutions, and for being a respectful person. Editors know that I don’t oversell, that I don’t overpush, and that I maintain my professionalism. I’m most proud of the relationships I’ve built and the friendships I’ve made with other publicists, editors and freelancers.

Has luck played a meaningful role in your life and business?
Success is part luck and part determination. I’ve had bad luck in magazines pulling pages my client’s products were supposed to be on. I’ve had bad luck getting stormed in New York after I moved away specifically to avoid snow storms. But I’ve also had great luck in being at the right place at the right time and seizing every opportunity that comes my way.

Contact Info:


Image Credit:
Glow Yang PR

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

Leave a Reply

Your email address will not be published.

More in