| Q & A 12.19.08 10:32 AM |
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| Making Her Mark: Alexis Knapp |
| Alexis Knapp, the woman behind Rockaway PR (past clients include T-Mobile and the Broker Boxing Federation), stands taller following a successful merger in 2007. As her new firm, Treskoi PR, celebrates two years, she continues to inspire those willing to take risks. |
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Alexis Knapp, principal of Treskoi PR-a Miami-based firm specializing in public relations, brand management, and special events-puts self-promotion aside to concentrate on what she sees as the main target: the client.
BREAKING INTO THE INDUSTRY A New York native, Knapp attended college at the University of Indiana, double-majoring in communications and journalism while spending her summers as a club promoter for Empire Events in Miami. Executing events at venues such as the Forge, B.E.D., Mansion, and Prive, Knapp was able to learn event production firsthand.
"Though I wouldn't say it makes or breaks an individual, for a publicist it is very important to work in a special events sector," says Knapp, who worked with Empire over six years. "We coordinated a lot of themed and charity events."
Permanently moving to Miami in 2000, she continued to work for Empire and in 2004 signed on with Tara Ink., a top public relations firm, where she worked with national brands such as Evian and locals like Sushi Samba Dromo, who hosted an event in conjunction with the MTV Video Music Awards in 2005.
MAKING HER MARK "I don't think you ever really know if you're ready to breaking out on your own," says Knapp of her departure from agency life. "I just knew I wanted a change."
Channeling her roots-her mother grew up in Far Rockaway, Queens-Knapp launched Rockaway PR in 2005. "I think my young age was a major advantage in Rockaway's success, as I was really able to relate to my team," she says.
Knapp's fresh outlook gained her the respect of several big clients under Rockaway, including T-Mobile's Hotspot@Home campaign and Sidekick LX launch, and Sushi Samba's inaugural "Ginzatropicalia: Graffiti Gone Global" event during Art Basel 2007. They were also recruited by ESPR Inc. for Sony Ericsson's Night Tennis event in 2007.
Two years later, Knapp joined forces with longtime colleague Dana Rhoden of the Dana Agency, and with a combined total of more than 18 years of experience, the two formed Treskoi PR in 2007.
"There are so many agencies in Miami, to garner respect, you have to keep your hands on the pulse of everything that is going on," says Knapp.
With Rhoden possessing beauty and fashion experience and Knapp having an entertainment and hospitality background, the marriage of the two companies was an effortless decision, Knapp says. Today, with a team of eight and an additional hub in Orlando, Treskoi stands out.
"I think we do a very good job keeping our finger on the pulse. Self-promotion is important, but not our goal. Our focus is promoting our clients, rather than us as individuals," she explains, adding that you won't find her out every night in the Miami social circles. "Being everywhere at all times doesn't necessarily qualify someone as a good publicist."
Some of Treskoi's most notable ventures this year include representing clients such as Salon Ciseaux and JC Obando at Mercedes-Benz Spring Fashion Week in New York, as well as designer label ACDG by Nick Law for the Emmy's Style Villa, plus the seventh annual Miami International Wine Fair.
LOOKING AHEAD Projecting future growth, Treskoi signed seven new accounts during the last quarter of 2008. And Knapp doesn't plan on stopping there.
"I would like to expand on our arts division," she says. "We are very excited to have retained the Ginzatropicalia event for the second year, and with it moving to Midtown, we couldn't be happier!"
She adds that in the future, Treskoi will look to expand their B2B clients, as well as continue to solidify growth in the Orlando market.
—Brittany Peitsmeyer
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