Think of the locals in your community, individuals who have influence based on earned trust and proven authenticity.
This is how I want your audience to view you — a prominent voice with credibility & expertise, the new local.
Headlines and media hits create great visibility, but the heart of successful PR is when you can see, hear, and feel your mission reflected in your community. This is why my approach to PR is rooted in establishing genuine, deep relationships within desired industries and markets, spanning fashion, outdoors, sports, culture, film, lifestyle, and beyond. There are several key tenets I work by to help seamlessly embed your voice into strategic spaces:
-
PR has a reputation and a history for “spinning” the truth and because of that, consumers are rightly skeptical. Part of the philosophy at New Local PR is setting communications’ standards with stakeholders that start and end with transparency. When we work with the truth as our centerpiece, it becomes much easier to effectively connect with media partners and consumers. In terms of PR, honesty in practice might look like truthful and vulnerable storytelling, evidence of tried-and-tested values, candid conversations, and principled business decisions.
-
I always start partnerships by taking the time to understand the history of a business and the unique stories within it. This practice ultimately determines my broader strategy, enabling me to consistently communicate your story and mission to media, and creatively apply to varying opportunities for publicity. Businesses that have consistency in their identities and across their practices are considered reliable sources in the media landscape.
Consistency also refers to PR efforts. It’s my job to continually communicate with you, and with media while finding relevance in the ever-shifting news cycle.
-
In New Local PR, you’ll find a partner to help you and your team in adapting to any situation. Whether we are talking about supply chain hiccups, personnel changes, or cultural movements, I understand clients have to be able to pivot and do so thoughtfully and swiftly. I also consider adaptability in terms of PR objectives. Sometimes the best of strategies need analysis and amending, and this is something built into the New Local PR way. No client is the same. A tactic that worked in the past may not work now and similarly, an approach for one client may not work for the next. With this understanding, I operate with humility, flexibility, and creativity. Your PR plan will be a balance of customization and continual fine tuning.
-
Founding New Local PR, I have an opportunity to creatively intertwine brands with ongoing efforts around equality, diversity, and inclusivity. I’ll always encourage my partners to strive to create equity in their communities, cultivate a sense of acceptance for all of their audiences, and elevate movements and voices for justice in our society. I view my work in communications and PR as a tool of accountability to create a more just reality, whether it be partnering a brand with an advocacy group, facilitating diversity training, pitching a diverse voice to specific outlets, or creating programming for historically marginalized groups.
If something about the above doesn’t translate or isn’t appealing, please drop me a note. I want to explore any hesitations with you. Even if you initially don’t think this type of approach will work for you, we can talk through ways in which it might!
Meet the Founder | Anna Avery
-
More and more folks are starting to rethink work and the time/energy it holds in their life. I’m no exception. I started New Local PR so I could balance an adventurous and community-centered lifestyle while providing PR expertise to partners I align with. In an ideal world, I get to connect with people, help elevate and bring visibility to their mission/product, and genuinely enjoy the process together.
Even though I’m a one-woman show, the team behind New Local PR is large! From my mentors, wide network of PR pros and connections in photography, film, design, and marketing, I get the best of both worlds by being supported in my work and also calling the shots.
A few important things to know about me:
I am a 7th-generation Texan on my paternal side and a first-generation American on my mother’s side. I’m incredibly proud of my heritage.
My 16-year old dog is shy and sometimes cranky, but she’s my road warrior and partner in crime. She’s also the only member of my Board of Directors.
I love to watch shows and movies, listen to podcasts, and read books, but rewatching The Office will always be my go-to move.
Texas is my home, but I work from just about anywhere. Two plus years in a fully remote role was a lifestyle that fit me perfectly and it’s a bonus that I’m highly effective at it.
-
I attended St. Edward's University in Austin, Texas where I majored in communications with a specialization in PR and advertising.
I found a foothold in sports PR, working for teams in the WNBA and MLB; 4 NCAA Division 1 athletic programs; and the United States Olympic and Paralympic Committee in Colorado. I had the opportunity to travel to the Rio 2016 Olympic Games as a member of the communications team where I ran over 50 press conferences in about 20 days for Team USA.
While living in the Bay Area working for a professional baseball team in a PR role, I decided to transition to the outdoors industry. I started as Senior Account Executive at a top-tier, boutique agency that specializes in fitness, outdoors, fashion, and lifestyle brands. In three years and through several promotions, I was able to earn placements in top-tier outlets including Vogue, Good Morning America, Men’s Journal, Outside Magazine, Glamour, How I Built This, and many more. I’m proud to say I earned clients’ consumer awards, trade industry honors, gift guide inclusions, feature stories, founder profiles, speaking and podcast opportunities, and various other forms of media and audience exposure.
I also had the opportunity to develop and lead programming for a justice, equality, inclusivity, and diversity (JEDI) council while at the agency. With our JEDI team, I guided founders into how to use their voice for advocacy, assisted brand teams in communications around social justice, consulted and pitched pro-bono projects, and assisted journalists of color break into the outdoor industry and find stories of diversity.
From crafting high-level strategy, shaping messaging and talking points, drafting quotes for founders, writing press releases, pitching, pitching…and more pitching, and aiding clients in crisis communications, I have expertise and a strong track record in all facets of PR.