5 questions with Kari Torstenson
I met Kari at a business conference and was immediately struck by her expertise in holistic PR and brand-building. And of course I resonated with her as a fellow mom, too. So I was thrilled when Kari agreed to join our Spring Series! Here is Q&A:
1. What's your favorite aspect of your day to day work?
I love that no two days are the same! Some days I spend on team and client calls, while others I’m deep in brainstorming and strategizing or putting together media lists and drafting pitches. We’re a lean team which means we touch every aspect of work and I love that.
2. What do brands need to do now to see success in the future marketing/media landscape?
The PR / media / marketing / communications landscape is ever changing. Because of this, it’s more important than ever for brands to have a clear brand identity and to remain true to that. While the landscape and opportunities and platforms may change, your brand story should remain the same. This doesn’t mean that you can’t evolve, but that the story you tell about who your brand is and what you do remains consistent. This is especially important for building relationships with media and garnering press coverage, and also relevant for building a loyal customer base.
3. What mistakes do you see brands making in PR?
A mistake we see throughout the industry is when brands have a very specific press goal in mind and aren’t interested in pursuing other opportunities. Don’t get me wrong, goals are great and necessary, and we always encourage brands to develop “dream target” lists; however, it’s not always the deemed “top publication” or “popular podcast” that’s going to move the needle for your brand. Instead, it can be a compilation of opportunities and placements that work together to drive awareness, sales, etc.
4. If a business is just breaking into [your specialization], what's your number one piece of advice?
Focus on authentic relationships! Forming and fostering quality relationships will take you much farther than a lengthy media list or strategic pitch ever will.
5. Tell us about your favorite current project.
Simply too hard to pick a favorite at this point! We have so many amazing things in the works for our clients from new launches and exciting events to unique collaborations and much-anticipated press placements.
Extra credit Qs:
What media outlets do you regularly read for inspiration in your career?
I’m a print lover through and through! Give me Southern Living, Veranda, Garden & Gun, etc. and I’ll dig in for hours. These don’t provide career advice but do provide industry inspiration. I read these magazines for enjoyment, but also to find inspiration for my clients. For more career-focused inspiration, I love keeping up with Kelsey Ogletree – founder of Pitchcraft – via her Instagram platform and newsletter.
What's your most random work/life hack?
Does dry shampoo count?! Haha! I rely on it maybe a little too much.
What's a favorite new brand you've just discovered?
Poppi! The brand itself isn’t new, but I just recently discovered Poppi’s sparkling prebiotic sodas and I’m in love. They’re an afternoon or evening treat for me and I love all of the fruity flavors.
Editor’s note: I love Poppi too! There’s a lot to learn from their rebrand. You can learn more about Kari’s work at lbhprco.com.
And be sure to check out the rest of our Q&As with brand strategist Michele Horn, Zingerman’s head of marketing Brad Hedeman, business consultant and founder of The Tiny Tassel Mimi Striplin, and Woman’s Day editor Meaghan Murphy.