Today we’d like to introduce you to Lindsey Palmer.
Lindsey, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I feel like I am truly one of the lucky ones that found a career that I am not only passionate about but that also aligned with my college degree. Studying journalism and media studies with a minor in marketing led me to where I am professionally, but I’d say my family background played a major role in that, as well. More than 30 years ago, my dad started his own ad agency and leads the operation from their office in San Francisco, along with my brother. So, I guess you could say I grew up in the whole advertising/marketing/PR world. There were times where I was even in commercials or appeared on billboards when I was young, all of which are fun to think back on.
Fast-forwarding to college…while in my undergraduate studies at San Diego State University (go Aztecs!), I secured a phenomenal internship with Allied Global Marketing, a leading agency that handles publicity, promotions and marketing for some of the most popular film studios and entertainment brands. That experience sparked my interest and understanding of the power and importance of creating buzz for events, individuals and organizations and how to boost brand awareness through multi-channels (i.e. street teams, advanced screenings, media partner giveaways, promotional materials, public surveys, collecting post-screening audience commentary, etc.). After graduation, I immersed myself into gaining a tremendous amount of experience with small- to medium-sized agencies, matriculating to Director of PR at Olive Creative Solutions, a powerful PR and marketing agency that continues to expand at an incredible rate.
After relocating to the mountains and garnering amazing media coverage while serving as director of media and communications at an e-commerce startup, I decided to really go for it and established my own agency in 2016. And here I am today just over three years in with Palmer Public. We currently specialize in media relations, partnerships and brand-building efforts for a variety of family, lifestyle and business voices. Even more specifically, my team and I have hit a stride in the subscription and B2B spaces all in which are quite niche, but really fun and interesting to navigate. Every day is different and every day there is a new person to introduce our clients to.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I don’t think it’s ever “smooth” for any business owner, entrepreneur or even employee. You may have a vision, but really at the end of the day, it’s just a vision. You must be flexible. I’ve learned that you have to be open and willing to accept that there is no perfect plan. You have to show up every day motivated to modify your roadmap in order to build your personal and abundant reality.
When I decided to take on my first client, I was still working at my full-time, in-house position. I took on a company that was in a complex industry. But I would literally sit in my car every day at lunch and plug away at their PR plan, pitch reporters, take client calls, join media interviews and more. It was a struggle and a hustle, but I wouldn’t change a thing.
Once I decided to quit my full-time job, I had two smaller clients on our roster. I didn’t feel stable, but I absolutely knew I could and would make it work — I wanted it! I knew how to do the PR and client work, but the learning curve and challenge was building the actual agency — fine-tuning processes to have better profit margins while still upholding superior work, identifying the true gems in the world that I now call my team, knowing how to fill my sales pipeline for new business, delegating tasks that freed up my time to quickly and successfully drive the company forward, and the list goes on. The list is never done. The challenges are never over. As you evolve, new obstacles arise and you adopt new methods to give you the support you need.
Alright – so let’s talk about business. Tell us about Palmer Public – what should we know?
Palmer Public supports bold brands and leading industry pioneers that influence positive decision-making and spark movements through public relations, partnerships and brand-building efforts. Responsible for igniting impactful conversations for family, lifestyle and business voices, we produce media coverage, conscious collaborations and community growth programs for our clients – capturing the attention of both media and brand loyalists.
I lead the Palmer Public team with more than a decade of experience. I’ve landed coverage in top-tier outlets such as USA Today, The New York Times, SELF, National Geographic, BuzzFeed and more. I’m proud of the clients that we work with. They are in it with us and they rise to the occasion to help us get our job done. I’m proud of the relationships I’ve built with the media over the years, be it lifestyle or trade. I always approach the situation thinking “How can I help them?” and “How can this help the public or a specific group?” With this mentality, I’ve built more genuine relationships. I understand that journalists get hundreds and thousands of pitches a day. I don’t want to find my email in their trash. I try to approach the pitches realistically.
One of my proudest moments that I’ve experienced while managing a personal client base is crafting a highly coveted award application which resulted in securing a spot on Fast Company’s 2019 Most Innovative Companies list for a client. Being selected for the globally recognized program was definitely a celebratory moment.
Lastly, while we are still a lean team, my team is powerful, professional and passionate. They put their all into it and that to me as a business owner is an invaluable asset to possess. I value people. I value the relationships I have and nurture those connections by being an authentic and reliable resource to the media, a defender and guide to my clients and a leader and motivator to my employees.
Is there a characteristic or quality that you feel is essential to success?
Ability to accept rejection: In PR, you’ll pitch a lot of people and you’ll get denied. It’s just a fact and it’s one that not everybody can handle. Over time, and as you cultivate contacts, the rejection will decrease, but it will always be there. Not just in pitching, but hiring employees, going after new business, among more.
Patience is a daily battle: I have to be completely honest, patience is a daunting practice for me. I’ve never been known for my patience. However, I think it’s a beautiful quality. I recently became a mom and that has been my greatest lesson in patience. In turn, it now helps me with my business more than I could’ve ever imagined. Whether it is being patient when a reporter says they can cover my client in three months instead of right now or when you’re just purely trying to get through general admin tasks, it starts with understanding that things take time. Plain and simple.
Maintain integrity: I put my all into my clients, business and team and I expect the same from them. I have relationships to protect, a business to operate and a family to build a future with. Therefore, I always strive to align myself with people that are on that same positive and organic wavelength. I’m in the field of telling people’s stories and providing solutions to the public, so honesty is a critical piece that is non-negotiable.
Create a culture of consistency: Consistency instills reliability and sets expectations. Whether it’s the format of our agenda, organized reporting methods, or a standard review process, I’ve found that my clients embrace and appreciate the role that consistency plays in our engagement. They recognize the benefit. They have an understanding of what’s to come. By locking in a solid workflow, you minimize the chance of surprises and can be more effective with your resources.
Keep longevity in mind: I am in this for the long haul. I have to knowingly love and embrace that this is a marathon with sprints in between. I have to strengthen my business’ stamina in order to achieve optimal endurance and the resilience to flourish as the market and industry changes.
Contact Info:
- Website: https://palmerpublic.com/
- Phone: 619-507-5281
- Email: lindsey@palmerpublic.com
- Instagram: https://www.instagram.com/palmerpublic/
- Twitter: https://twitter.com/palmerpublic
- LinkedIn: https://www.linkedin.com/company/palmerpublic/
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