Anyone can start a Web site or open a Twitter account, but Tatiana Read believes it takes time and understanding to use social media tools to their full advantage, especially in public relations. “You can’t do PR without thinking about it,” she says of social media, which she describes as a cornerstone of her new agency, Knot PR.
“I’m very aware of the culture, and I use it in my business practice. It’s about reputation and reputation-building. It’s about influence and communication,” says Read, who spent two years as a public relations associate with Faulhaber PR before launching her own firm in August. With her new agency, Read is using sites like Twitter and Flickr to the advantage of her firm and her clients. With more than 1,700 followers, Read is developing a strong personal presence on Twitter and uses the account @knotpr to generate buzz about clients like Canadian-born, London-based designer Mark Fast.
"So far, social media has been used to help disseminate messaging and make media relations run more efficiently. I expect to use social media more aggressively as part of my client strategy, beyond just spreading the word,” she says. “For instance, Knot PR is heading up the new Mark Fast Twitter account, and consulting on social media strategy and managing blogger relations [for the designer].”
Since launching, Read has worked with a number of food, fashion, beauty, and design clients, including the Il Fornello restaurant chain, Toronto designer Trish Ewanika, and design studio Rhed. In October, she partnered with handbag and women’s clothing designer Jessica Jensen to promote the launch of her new collection at Thrush Holmes Empire. “We toyed with the idea ‘Is it art or is it retail?’ and we created a fashion and art installation. We got a lot of great press,” Read says. The event generated coverage in publications like The National Post, Elle Canada, Flare, and Lush, among others.
“She had a very professional service level and she took the time to understand my brand,” Jensen says. “Tatiana made sure things went above and beyond the expected. She secured the guest list and a lot of the sponsorships, and she made sure the right fit was there for the brand.”
Photos from the launch event are on Read’s Web site, which she’s treating like an interactive blog, rather than a static billboard. The site features PDF press releases and Flickr links to event photos.
“It will have several different audiences. There will be a number of different streams. The media will use it for the latest press releases, but I also want it to be a resource for PR students,” she says, adding that she plans to foster discussions about industry trends. “People have said, ‘You don’t need to show them all your cards.’ But why not? It’s about accessibility and transparency.”
