In an illuminating episode of the Grit Daily Startup Show, Jordan Lentz, founder and CMO of HighKey Agency, shares comprehensive perspectives on the evolving interplay between PR and technology.
Lintz and HighKey Agency have charted a unique path in the PR industry, combining traditional strategies with the latest technological advancements. This conversation offers a glimpse into their innovative approach to reshaping the PR landscape and much more.
Early beginnings and development
Jordan Lentz's entry into the world of public relations was not traditional. Initially, Lentz and his team delved into e-commerce, where they began shipping wireless earbuds, catching the market trend before it reached its peak. This initial project served as the foundation upon which HighKey's branding expertise was built and laid a strong foundation for its future customer service endeavors.
The shift from e-commerce to a customer-centric model was a strategic move driven by scalability and profit margins. The shift from product to service was not only a major shift in their business model, but also paved the way for their future growth and expansion into the PR industry.
Public relations philosophy and approach
At the heart of HighKey Agency's success lies its unique approach to public relations. Lentz emphasizes that effective PR is not about buying placements, but about earning them through compelling storytelling and strong relationships with publications.
His earned media philosophy is central to HighKey's operations, as the agency focuses on crafting and telling authentic stories for its clients. Doing so ensures that their digital identities are not only visible, but resonate with their target audience.
Strategy involves an in-depth understanding of each customer's story, HighKey's skill is to transform a simple list of accomplishments into a compelling story that captures the essence of the brand or individual. This process is not just about announcing achievements, but about linking them to a larger, more relevant context that appeals to both the media and the public.
Managing high-level clients
The big challenge in the world of public relations is managing relationships with high-profile clients. Lentz personally supervises interactions with celebrities, ensuring a high level of professionalism and discretion. The agency's success in this field is not limited only to communication. Instead, it's about building and maintaining trust with some of the most famous figures in entertainment and business.
As such, HighKey's client management extends beyond celebrity relationships. Their team of qualified publicists, all with formal education in relevant fields, handle client relations meticulously. The diverse skill set within the team allows HighKey to meet a wide range of client needs, maintaining a balance between high-profile celebrity engagements and the precise requirements of other clients.
Embracing decentralized social media
Looking to the future, Lentz is particularly excited about the role of decentralized social media in the future of public relations. He expects blockchain technology to revolutionize the way content creators and journalists work, giving them full ownership of their profiles and content. This paradigm shift could dramatically change the landscape of digital storytelling, providing greater transparency and freedom.
The implications of social media decentralization for public relations are profound. It can redefine the dynamics of media promotion, content distribution, and audience engagement. HighKey Agency's foresight in anticipating and preparing for these changes places it at the forefront of public relations and technology integration.
Lentz's insights into the world of public relations and technology provide valuable lessons in adaptability, storytelling, and insight. HighKey Agency's journey from a start-up e-commerce venture to a leading PR firm embodies the power of strategic development and a deep understanding of market dynamics.
As the industry continues to evolve with technological advances such as decentralized social media, HighKey Agency aims to be positioned to lead the charge, navigating the future of PR through innovation, expertise and an unwavering commitment to authentic storytelling.
Philip Lanos is the host of the Grit Daily Startup Show, a popular self-help author, personal brand manager, and digital marketing expert. With over 2,000 interviews with industry leaders, Philip is a seasoned voice in the world of entrepreneurship. Featured on platforms like Entrepreneur and Inc Magazine, Philip brings a wealth of experience and insight to every conversation.