An Inspired Chat with Derek De Vette

Derek De Vette shared their story and experiences with us recently and you can find our conversation below.

Hi Derek, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What’s the most surprising thing you’ve learned about your customers?
All our clients were doing incredible work before HALO Comms—they just weren’t being found unless someone specifically searched for their founder or company by name. In other words, Google skipped right over them when people were looking for their actual solutions or products online.

We call that an “awareness gap.” Closing that gap is what we do—so our clients show up front and center when it matters most. This aligns with our entire ethos: “If people can’t see you, they won’t choose you.”

Can you briefly introduce yourself and share what makes you or your brand unique?
HALO Comms helps wellness companies, integrative medicine practices, and values-driven lifestyle brands grow through smart PR strategies and communications. “Values-driven” to us just means people or products that genuinely make life better.

But the one thing all our clients have in common is the need for TRUST. In wellness and lifestyle particularly, credibility is everything. Authentic stories and outside validation aren’t nice-to-haves anymore—they’re what make a brand stand out in a really crowded space. When I say crowded, everyone claims to be “good for you,” but only the ones who can PROVE IT truly stand out.

That’s what we’re driven by—helping meaningful brands earn visibility in the right spaces: credible media, authentic conversations, and those key moments when someone’s searching for exactly what they offer.

One such standout client right now is SWITCH, reimagining sweets—like gummy bears, maple syrup, caramel chews, liquid sweeteners—that taste absolutely real but have zero sugar impact on your health. Even diabetics can indulge in them guilt-free. Our job is simple: making sure their founder’s quiet brilliance doesn’t stay quiet.

Great, so let’s dive into your journey a bit more. What’s a moment that really shaped how you see the world?
I was raised by two New Yorkers who taught me to be genuinely interested in people—no matter how outlandish their background, beliefs, or appearance. They valued curiosity over status—a gift that’s helped me connect with an incredible range of close friends and clients.

When you were sad or scared as a child, what helped?
When I was around eleven, a close friend betrayed me. I was crushed, crying. My mother hugged me and said, “I’m so sorry, Derek. This is awful. But our family doesn’t do victim. We face it and move through it.” That moment hardwired something in me—it’s shaped how I’ve handled everything since, especially in a culture that so often defaults to blame.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. Where are smart people getting it totally wrong today?
Too many smart founders and CMOs still think visibility means running paid Google ads or blasting out a company press release through a $1,000 newswire service—and celebrating 27 pickups. Hate to say it, but most of those efforts are wasted. They’re generic, don’t reach your real audience, and don’t build credibility. Real PR is earned. It’s stories pitched and placed in outlets your clients actually read, by reporters who carry real trust. Paid ads and wire releases have their place, but they’re not a strategy. Earned media like I just described builds trust—and trust drives both reputation and consumer choice.

Okay, so let’s keep going with one more question that means a lot to us: What do you understand deeply that most people don’t?
You can’t shortcut authenticity in PR. I’ve seen people lease Ferraris and flash luxury watches online or in their socials, thinking it makes them look influential—but people always see through it.

Media coverage means nothing if it doesn’t grow your business; vanity press never fools anyone. I’ve worked with complete unknowns to Oscar nominees and Harley-Davidson, and the lesson is clear: authenticity isn’t just refreshing—it’s magnetic.

The real key is competent storytelling—shaping your story arc to fit a reporter’s beat right where it intersects with your customer’s need. My Managing Partner at HALO Comms, Franco Bossa, is the one who brings those stories to life. I focus on shaping the strategy behind them—making sure every effort moves our clients closer to their goals, whether that’s greater market share, a higher valuation, or stronger sales.

Contact Info:

• Website: https://halocomms.agency/
• Instagram: https://www.instagram.com/derekdevette/
• Linkedin: https://www.linkedin.com/in/derekdevette/