Working in public relations has been one of the most fulfilling experiences for me. I started my career almost 11 years ago, and I have to say, I’m not the same person I was back then. Not only have I grown as an individual, but also as a business entrepreneur, picking up knowledge along the way.

In the first eight years of my career, I worked for a notable PR agency based out of New York City. It was there that I was inspired to launch my own agency, as my passion for helping and amplifying small businesses, specifically BIPOC-owned ones, grew. I saw the need for these businesses to get as much help and attention as big corporate brands, so I ventured out to start The Bonita Project and do that. 

As I slowly built my client roster, I had the pleasure to work with some of today's most popular Latinx- and Black-owned brands, such as Alamar Cosmetics, Second Wind, Pholk Beauty, Valdé Beauty, and many more. My role as a business entrepreneur and a PR consultant turned me into a mentor of sorts, and I now mentor clients and service their PR needs, while stimulating their growth as individuals and fellow business owners. Here are some of the tactics I used to help my clients achieve success in their own journey.

1. Set shared goals

Upon signing with a new client, set a list of business and personal goals. How do they want to grow their business exposure? How about their mission and image as a new business owner? Let them share their dreams (even if they may seem sky high). Let’s face it, we all have these ambitious dreams for ourselves. 

I always ask new clients what brands they aspire to be like. Who do they follow closely on social media, and what public figure do they see as a role model? We then work on a list of shared goals together, followed by a PR strategy! 

2. Listen and support 

Always lend an ear when they have a question or need advice on something, even if it's not entirely PR related. While we know "time is money," my relationship with my clients isn't always transactional. As a small business owner, I want to make sure they can confide in me and share their ups and downs, and even their work struggles. We usually come to a resolution together, while talking through their feelings.

3. Be their number one cheerleader 

Root for them and share words of encouragement, whether it’s a comment on their social media or a quick text after they’ve finished an interview. There have been many times when clients wrap up an interview, and tell me they did horribly or didn’t feel as confident. Boost their confidence by showing them that you care and plug in some tips for improvement if needed. There is always room for improvement, and our small business clients recognize that. 

4. Set them up for success 

This brings me to my next point. You always want to come prepared and ensure you’re setting your client up for success, while clearing their head of any doubts. You can boost their confidence with media training or practice sessions on how they should handle a press interview. Let the client take notes and you’ll see them improve each time.

5. Challenge them to step out of their comfort zone 

If there's something about me, I constantly challenge our clients with perspective. As the PR and marketing industry continues to evolve, so does today's consumer. And while some brands may be stuck on doing things the traditional way, I usually come in and challenge the client to stir things up a bit. 

My team and I introduce creative ideas, and new influencers and voices to partner with, but sometimes brands will think it's a bit too risky or "not on brand." I usually believe otherwise and give them more context as to why this idea would make sense. Apply the “it doesn't hurt if you don't try it" mentality, and they’ll see the growth. All it takes is being confident in your ideas. You're the expert and more tapped into the industry than the client. 

6. Keep it real 

There will be times when the client says or proposes an idea that doesn’t sit well with you, whether it goes against your values or you don’t think it’ll be well received. Keep it real and tell them what you are thinking. Keeping it real from the beginning will help the bond between you both go further, and grow stronger.

About the author: Danielle Alvarez launched The Bonita Project in 2018, and since its introduction to the industry - she infuses creative, nontraditional ideas while being unapologetically Latinx. The proud Peruvian-American is drawing from her bicultural experience to make sure she keeps breaking barriers between general & multicultural markets.