Today we’d like to introduce you to Michelle Lam.

Hi Michelle, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?

I started Bklynite Media in 2019, but my journey in public relations started long before that. Growing up in New York City as the daughter of immigrants from Guangdong, China, I spent a lot of time helping my family navigate language barriers—translating English into Cantonese and making sure they understood everything from business documents to everyday conversations. Looking back, that’s where my love for communication and storytelling really began.

I kickstarted my public relations career at a financial services boutique agency, then worked my way up to a midsize firm and eventually a global PR agency, where I handled publicity, corporate and crisis communications, brand management, and consulted on social media marketing for Fortune 500 companies across financial services, Wall Street, healthcare, and the tourism industry. I had the opportunity to help launch the first healthcare campaigns at one of the most globally recognized PR agencies and worked extensively with hedge funds, private equity firms, wealth management companies, investment financial services, and the Big Four, focusing on the investment and financial services sectors. With extensive years of communications experience, I worked closely with investment portfolio managers and C-suite executives, helping them craft strategic messaging and navigate complex financial communications. While I loved the work, I always felt drawn to small businesses—especially in food, beverage, and hospitality, which felt personal to me because of my family’s restaurant.

After stepping away from corporate life to focus on motherhood, I found myself in a frustrating position. I was told I was “too experienced” for certain roles but “not experienced enough” for the ones I was passionate about. It was a tough spot, but instead of waiting for an opportunity, I decided to create my own. With minimal funds but unwavering determination, I launched Bklynite Media from my small Brooklyn apartment. I was honored to be selected as one of Facebook’s Small Business Grant recipients, which gave me the boost I needed to elevate my business to new heights. That support was a game-changer, and from there, things truly began to accelerate. I was also fortunate to be part of JPMorgan’s Ace Next Gen program for small business owners, gaining invaluable resources, mentorship, and networking opportunities that played a key role in propelling my business forward.

What started as a one-woman operation is now a full-service PR agency specializing in hospitality, spirits, and small businesses. Today, Bklynite Media represents brands like Rampur Indian Single Malt Whisky and works with restaurateurs, mixologists, and importers to help them tell their stories in the U.S. market. I also advocate for AAPI representation in media and business because I know firsthand how important it is to have our voices heard.

Along the way, I’ve deepened my connection to the spirits industry, becoming a Women of the Vine & Spirits WSET scholarship recipient and earning my WSET certification in spirits. Working with whisky, gin, rum, and other spirits isn’t just about PR for me—it’s about passion. Understanding the craft behind these brands allows me to tell their stories in a way that truly resonates.

Every step of this journey has been about resilience, adaptability, and staying true to what I love. I built Bklynite Media on the belief that great storytelling can transform brands, and I’m excited to keep helping businesses grow while staying rooted in what matters most—connection, culture, and authenticity.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?

It definitely hasn’t been a smooth road. There have been plenty of challenges along the way, and I’ve had to constantly adapt and find creative solutions. One of the biggest struggles was balancing the demands of building a business with being a full-time mom. In the beginning, I had very limited financial resources, and there were times when I wasn’t sure how I was going to make things work.

There was a lot of uncertainty as I navigated the PR industry, especially when transitioning from a corporate environment to the small business world. I faced skepticism at times and had to prove myself more than I anticipated. For example, some people told me I wasn’t strong enough to be a PR agency owner but good enough to be hired as their public relations director for specific projects or divisions. I also made a lot of mistakes early on, like curating PR strategies based on just weeks of communications with potential clients, only to send proposals and never hear back, realizing I had been “shopped around” for a better price. Over time, I came to understand that this is part of the process—sometimes you win, sometimes you lose. Every experience has been a learning curve, but each challenge taught me invaluable lessons in resilience and adaptability. It pushed me to think creatively and ultimately helped me build Bklynite Media into the success it is today.

Another thing I had to learn was how to accept feedback and criticism—whether constructive or discouraging. It’s important to take it all with a grain of salt and, most importantly, seek professional advice from people who genuinely want to help you succeed, not letting negativity distract you from your vision.

I also learned that to truly make Bklynite Media thrive, I had to prepare myself 10x more and work 10x harder. This mentality became a driving force—taking ownership, pushing through the obstacles, and consistently going above and beyond to exceed expectations. It’s this mindset that continues to fuel my growth and determination today.

Building something meaningful is rarely a smooth road, and the bumps along the way are what shape the strength and resilience of the business. The key is to never give up, to keep learning, and to be ready to pivot when challenges arise. That’s what makes the journey worth it.

Thanks – so what else should our readers know about Bklynite Media?

Bklynite Media is a full-service public relations agency specializing in supporting global spirits brands across 30+ states and growing in the U.S., as well as hotels’ dining, restaurants, lounges, bars, and other small businesses. We help emerging brands build their presence, enhance their messaging, and achieve their business goals. Focusing on the food, beverage, hospitality, and lifestyle sectors, we create customized PR strategies that align with each client’s unique vision and objectives.

What sets us apart is our personal, hands-on approach. We’re not just a traditional PR firm; we’re partners in our clients’ success. Whether it’s a new restaurant looking to launch, a distillery expanding its market presence, or a tech startup needing to craft its story, we take the time to truly understand each client’s needs, goals, and challenges. We work side by side with our clients to develop strategies that are tailored specifically to them, combining traditional media outreach with innovative digital strategies as well as brand ambassador programs to host events.

We’re known for delivering results-driven PR strategies, cultivating strong media relationships, and leveraging our expertise in storytelling, branding, and integrated social media marketing. Our team excels at crafting compelling narratives that connect with audiences, while expertly navigating the complexities of corporate communications in industries that require both precision and creativity.

What I’m most proud of as the founder of Bklynite Media is the impact we’ve had in introducing new brands into the United States market and helping them tell their stories in an authentic and effective way. I take great pride in how we’ve supported and helped grow small businesses, particularly those from underrepresented sectors, by guiding them through the complexities of the ever-evolving media landscape and positioning them for long-term success.

Our clients appreciate our commitment to excellence and our ability to stay agile and proactive in a fast-paced, dynamic industry. Whether it’s securing top-tier media placements, crafting strategic messaging, or handling crisis situations, we pride ourselves on being trusted, knowledgeable experts who always have our clients’ best interests in mind.

At Bklynite Media, we aim to create lasting partnerships that go beyond transactional PR efforts. We’re here to help brands elevate their visibility, shape their reputation, and achieve their long-term success. Our focus is on making sure that each brand’s unique story is communicated in the most impactful way possible, and we take great pride in every client success we help achieve.

So, before we go, how can our readers or others connect or collaborate with you? How can they support you?

People can work with Bklynite Media in a few different ways. If you’re a brand looking to enter the U.S. market or elevate your presence, we offer tailored public relations strategies that align with your unique vision and business goals. We specialize in the food, beverage, hospitality, and lifestyle sectors, and are passionate about helping emerging brands grow and succeed.

We’re also open to collaborating with influencers, industry leaders, and other businesses who share a similar vision, especially those who want to amplify their messaging and make a meaningful impact in the marketplace. Whether it’s through co-branded events, campaigns, or storytelling initiatives, we’re always interested in partnerships that foster innovation and creativity.

Lastly, supporting us means supporting small businesses, especially those in underrepresented sectors, and advocating for diverse voices in the media space. If you’re someone who believes in the power of authentic storytelling and want to contribute to the success of the brands we work with, we’d love to connect!

Pricing:

• Email for consultation

Contact Info:

• Website: https://www.bklynitemedia.com
• Instagram: https://www.instagram.com/bklynitemediapublicrelations
• Facebook: https://www.facebook.com/Bklynitemedia
• LinkedIn: https://www.linkedin.com/company/bklynitemediapublicrelations
• Twitter: https://x.com/bklynitemedia

Image Credits

Bklynite Media