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NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?


Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur

 

Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of LittleThings.com

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of Edmunds.com

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of Reputation.com

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

Thursday
Jul052018

Alyson Roy: Co-founder, AMP3 PR

My NativeAdVice:

Bio:

Alyson Roy is the co-founder of AMP3 PR, a boutique agency in NYC that is currently ranked in the Top 10 Fashion PR Agencies in the country according to O’Dwyer’s. She was named PR Couture’s “Communicator of The Year” in the 2017 Bespoke Communication Awards, where AMP3 also took home the award for best “Media Event” of the year,  and most recently, AMP3 won “Agency of the Year” at the 2018 BCAs.  Over the years, Alyson has handled countless brand launches from indie designers to flagship store openings for both emerging and established global brands, and has served as Director of Publicity for the Nolcha Shows at New York Fashion Week for the past 15 consecutive seasons. She was named a “Game Changer of PR” by PR News and she regularly contributes to a slew of media outlets including Creator Magazine, StartUp Fashion and PR Couture.  Outside of the office, she serves as a founding Junior Board member for Rosie's Theater Kids: a non-profit organization that provides music, dance and theater training to under-served inner-city youth.

How did you get into the industry?

I originally studied marketing and always knew that I wanted to be on the business side of the entertainment industry and discovered public relations while I was working at a record label.  As soon as I found it, I knew that PR was the culmination of all the things I love in this life, and I dove in head first.  Today I run a boutique Fashion PR agency in NYC.

Any emerging industry trends?

I love that doing good and giving back is increasingly becoming the norm for all brands big and small.  We’re working with several brands that are vegan/cruelty-free, sustainable, focused on making the best decisions for the environment, and that have a philanthropic component to their sales.  More often than not, our clients are coming to us to help match them with a like-minded non-profit organization as an essential part of their PR and marketing strategy.  I am passionate about helping to tell these stories and love to see that this trend is only growing.

Any industry opportunities or challenges?

In the past, brands had to rely heavily on print and broadcast coverage to spread the news about their products or services.  Today, thanks to social media, influencer marketing, and countless digital tools, there are so many unique and creative ways we can help our clients to speak to and connect directly with their consumers.  With digital media, it’s becoming easier to track and quantify the impact of great publicity which is also exciting.

Inspiration for the business idea, and your vision for the Business?

We originally set out to launch an agency that had heart.  In PR, there tends to be a lot of fluff, so at AMP3 PR, we have a “zero fluff” policy.  We’re constantly on the hunt for those stories that make our hearts beat faster, those stories we can’t NOT tell.  

What's next for the Business in the near future?

We’ve built our company up from scratch and this year we won the “Agency of the Year” award.  Our goal is to continue to grow the momentum at AMP3 and to do even greater campaigns in the years to come.

Your key initiatives for the success of the Business?

Supporting and building each other up is a very important part of our company culture.  There is a cut-throat stigma associated with Fashion PR, so at AMP3, we make educating and inspiring the next generation a priority.  Because of this, we’ve launched “CAMP3”—a complimentary PR Boot Camp designed to mentor college students studying PR, Marketing and Communications in New York City and its surrounding areas.  This initiative has allowed us to strengthen what our brand stands for and to attract superstar talent.

Your most difficult moment at the Business? (and what did you learn?)

Publicity is a moving target.  In the beginning, I used to get so excited when I had a big TV segment or print spread coming out featuring my client. I’ve learned that nothing is official until it’s published and anything can get cut at the last minute due to breaking news, space, or a paying advertiser.  There are highs and lows in PR, and the lows can be very low.  The saying rings true: “It’s important not to count your chickens before they hatch,” but when they do, enjoy the wins and celebrate!

Ideal experience for a customer/client?

We’ve built a reputation for being direct, organized and most importantly NICE to work with, and we seek out projects that are going to allow us to offer our media contacts exciting and relevant content.  As such, we’re extremely selective with the clients we take on.  It’s a priority for us that each and every client feels our dedication and accessibility. We enjoy becoming an extension of our clients’ internal teams.

How do you motivate others?

Validation and gratitude are key.  It’s really important to make sure the people working for you know that you are grateful for their time and efforts and that they are incentivized and rewarded for their successes.

Career advice to those in your industry?

PR by nature is a stressful job.  You cannot guarantee the results of a campaign as all the media coverage you secure is earned (not bought) and the pressure can be extreme at times.  Someone once told me “This is PR, not the ER”—and it puts things into perspective.  As fast paced as it feels, we are not saving lives in PR so when the intensity takes over, it’s important to take a step back, take a deep breath, and find your way through the noise as best you can.  Being able to pivot quickly and find the silver lining in tough situations is an important characteristic of any successful PR pro.

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