We caught up with the brilliant and insightful Michelle Lam a few weeks ago and have shared our conversation below.

Michelle, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

When I started Bklynite Media in 2019, it wasn’t born out of a grand vision but rather a necessity to redefine my career and personal life. At the time, I was a stay-at-home mom with a toddler, navigating the challenges of motherhood while yearning for professional fulfillment. I had spent years working in corporate PR, handling Fortune 500 companies and earning accolades like PRSA’s Reputation & Brand Management award. But the long hours and rigid structures left little room for flexibility or creativity, especially as a mom.

After two years at home, I attempted to re-enter the workforce but was met with rejection. Hiring managers would pigeonhole me into my old PR roles or dismiss my interest in social media because I was either “too experienced” or “not experienced enough.” The frustration grew. I knew I couldn’t go back to the 60-hour workweeks and sacrifice my role as a present mother. Yet, I also felt a fire inside me to contribute meaningfully to my industry.

That’s when I decided to take a leap of faith and create something that merged my passion for communication with my need for flexibility. I launched Bklynite Media from my small Brooklyn apartment, with barely any financial resources but a wealth of experience and determination.

What made this endeavor worthwhile was recognizing a gap in the market: small businesses, especially in food, beverage, and hospitality, lacked the tailored PR strategies that larger corporations could afford. These businesses often had incredible stories—ones rooted in culture, tradition, and passion—but didn’t have the tools or time to tell them effectively. I saw an opportunity to bring these narratives to life in a way that was personal, impactful, and accessible.

The logic was simple – storytelling is universal. Whether it’s a family-owned restaurant or an artisanal distillery, every brand has a story that resonates with people. My unique approach focused on digging into these stories, crafting them authentically, and sharing them through traditional and digital media. What excited me most was the potential to help these businesses not just survive but thrive by connecting them with their audience on a human level.

There were doubts and challenges, of course. Would clients take me seriously as a solo entrepreneur? Could I juggle motherhood and entrepreneurship? But every “yes” from a client validated my decision. Seeing their success—whether it was a packed restaurant, sold out event, or a beverage brand breaking into a new market—proved that my approach worked.

Today, Bklynite Media is more than just a PR agency; it’s a reflection of my journey. It’s proof that with grit, passion, and a willingness to rewrite the rules, you can create something extraordinary from the simplest of beginnings.

I’ve always loved storytelling—it’s at the heart of who I am. From a young age, translating English letters into Chinese for my family taught me the power of communication and the importance of getting the story just right. Turning that passion into a paying career as an entrepreneur has been deeply meaningful, not just for me but for the example I want to set for my daughter.

As a mother, I feel a strong responsibility to show her that women can lead, innovate, and thrive in any industry. The public relations world, while incredibly dynamic, often lacks visible role models who reflect the diverse leadership we need today. Founding Bklynite Media wasn’t just about creating a business; it was about creating a legacy. I wanted my daughter to see firsthand what’s possible when you pursue your passion with purpose and determination.

Through my work, I hope to inspire other women, especially those juggling motherhood and ambition, to carve their own paths. Storytelling isn’t just my career; it’s my way of shaping how brands, businesses, and individuals see themselves—and how the world sees them, too. It’s a privilege to do this work, and it’s even more rewarding to know I’m building something my daughter can look up to.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Michelle Lam, founder of Bklynite Media, a public relations agency born out of passion, resilience, and a desire to bring authentic stories to life. My journey into this industry started early—I grew up in a Cantonese family running a restaurant on Manhattan’s Lower East Side, where I witnessed firsthand the power of connecting with people through culture, food, and community. Later, I honed my craft in financial PR, working with Fortune 500 companies on everything from corporate communications to crisis management. But after years in the corporate world, I realized my true calling was helping small businesses amplify their voices.

At Bklynite Media, we specialize in public relations and marketing for the food, beverage, and hospitality industries. Whether it’s a Michelin-starred chef launching a new concept, an artisan distillery entering the U.S. market, or a family-owned restaurant needing a refresh, we’re here to craft compelling stories that drive results. Our services include media relations, branding, social media strategy, event planning, and creative storytelling tailored to our clients’ unique needs.

The problems we solve go beyond publicity. Many of our clients struggle with standing out in crowded markets, connecting with modern audiences, or articulating their brand story in a way that feels authentic. We bridge that gap by bringing a deep understanding of both the industries we serve and the audiences they aim to reach.

What sets us apart is our personal touch and cultural sensitivity. As the daughter of immigrants and someone deeply rooted in the hospitality world, I know the nuances that come with running a small business. I approach every client’s story as if it were my own, digging deep to uncover the heart of their brand and delivering campaigns that resonate.

I’m most proud of the relationships we’ve built and the trust our clients place in us. Seeing a small brand grow into a household name, a local restaurant packed with new customers, or a product launch exceed expectations—it’s those wins that keep me inspired.

For potential clients, followers, or fans, I want them to know that Bklynite Media isn’t just about getting press; it’s about creating lasting connections between brands and their audiences. We’re here to champion small businesses, elevate diverse voices, and make a meaningful impact through storytelling. This isn’t just my work—it’s my passion, and I’m excited to share it with the world.

We’d love to hear a story of resilience from your journey.

One story that truly captures my resilience dates back to the early days of Bklynite Media, particularly during the turbulent times of COVID-19. The pandemic turned everything upside down, and the industries I serve—restaurants, chefs, and hospitality brands—were hit especially hard. It wasn’t just the businesses that were struggling to survive; I was too.

I knew I couldn’t wait for opportunities to come to me. I had to act. I adapted, pivoted, and did whatever it took to keep moving forward. To make ends meet, I worked through every holiday and even took on the role of Santa’s elf during one season, delivering holiday cheer and extra income when I needed it most. And then there was that one time I dressed up as a unicorn, capturing content in Times Square, NYC. It may have seemed unusual, but I did whatever it took to create memorable moments and build brand visibility, even if it meant going outside my comfort zone.

As I championed both global and local brands, as well as small businesses, I realized that to truly understand each brand’s unique needs, I had to be extremely hands-on. I took the time to learn the intricacies of their marketing needs, which varied greatly from one business to another. Public relations strategies aren’t one-size-fits-all; they’re personal, dynamic, and tailored to the specific goals of each client. Every day, I customized our approach to meet the unique objectives of the press and media space, adapting quickly and ensuring the right narrative was delivered for every client.

During this time, I also worked tirelessly to help my clients. Many small businesses were on the verge of closing, so I dove into action—launching virtual campaigns, reimagining marketing strategies, and offering a listening ear to anyone who needed it. Whatever I could do to keep their businesses afloat, I did.

While it was an exhausting period, it reinforced why I do what I do. It wasn’t just about surviving—it was about showing up for my clients and demonstrating to myself and my daughter that resilience and creativity can see you through even the toughest of times.

Looking back, I’m proud of how I powered through. Becoming an elf and a unicorn wasn’t part of the plan, but it became a symbol of my unwavering commitment to building this dream. It was a reminder of the strength required to juggle being a business owner, a mother, and someone who will never give up on their vision. That experience shaped not only Bklynite Media but also my belief that no matter how difficult things get, resilience is key to making it through and finding success.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing my clientele has been building authentic relationships and demonstrating value through hands-on experience. In the early days of Bklynite Media, I focused on truly understanding each client’s unique needs, tailoring my approach to meet their specific goals. By offering personalized strategies and being adaptable, I was able to establish trust and prove that I could deliver results, even in challenging times.

Additionally, I’ve leaned heavily on word-of-mouth referrals and client testimonials. When clients see real success and feel supported, they naturally share their positive experiences, which helps generate new opportunities. I’ve also worked hard to create meaningful connections with influencers, other PR professionals, and industry leaders, expanding my network and broadening my reach.

Lastly, being extremely hands-on and showing up—whether it’s helping businesses through difficult times, taking on additional roles like creating content or pitching campaigns, or going the extra mile—has helped set me apart and encouraged long-lasting relationships with clients. It’s been a blend of personalized service, networking, and going above and beyond that’s allowed Bklynite Media to grow steadily.

Contact Info:

• Website: https://www.bklynitemedia.com
• Instagram: https://www.instagram.com/bklynitemediapublicrelations/
• Facebook: https://www.facebook.com/michelle.lam.520357
• Linkedin: https://www.linkedin.com/in/michellelamnewyorkny/
• Twitter: https://x.com/bklynitemedia

Image Credits

I have rights to all photos Bklynite Media