Alright – so today we’ve got the honor of introducing you to Phyllis Caddell. We think you’ll enjoy our conversation, we’ve shared it below.

Phyllis, appreciate you joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

The PR industry is adopting AI and automation quickly, even though some traditional publicists may not like it. I am one of those! However, once I learned these advancements enhance what humans can do and are valuable for businesses, I researched the pros and cons. Think of AI as your assistant that can help with tasks.

AI is good at generating creative ideas, making media lists, monitoring the media, analyzing data, creating website content, scheduling, and automating tasks. By using AI, PR and communication professionals can focus on strategy, creativity, and building relationships.

Recently, three of our clients were in different parts of the world, engaging in product promotion and event production. As part of our responsibilities, we must maintain knowledge of all relevant media outlets. However, because of the frequent job transitions of journalists, we needed to update our media lists. We needed to make sure we could establish connections with the contacts at various media outlets. By using our research skills and leveraging an AI program, we got detailed media lists tailored to each region our clients were visiting. This enabled us to pitch our clients’ stories and secure interviews with the relevant media professionals.

AI can also monitor public sentiment toward brands, campaigns, or public figures. It’s important to use AI tools wisely and be aware of the positive and negative outcomes they can have.

I see nothing wrong with the use of AI as long as it’s implemented ethically. AI in PR is growing, so it’s a good idea to embrace these advancements and take advantage of them.

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

I’m Phyllis Caddell, founder and lead strategist of PCPR Communications, a Los Angeles-based PR agency. We represent clients in entertainment, lifestyle, sports, business, and literary industries.

Born in Los Angeles to an entertainment manager/promoter and a legal negotiator, I was exposed to both creative and corporate worlds early on. While I considered pursuing law like my mother, I ultimately found the entertainment industry, my father’s domain, more exciting.

In college, I focused on radio and television broadcasting, initially aspiring to be a news anchor. However, an introductory course in public relations led me to shift my concentration.

After graduating, I held PR positions at various companies in different industries, including record labels, entertainment companies, nonprofits, and beauty. Following multiple layoffs, I launched my company from my bedroom with a $500 loan from my sister, Dayna Caddell.

The success of my company skyrocketed after securing a spot for my client, the late Tommy Ford, on The Oprah Winfrey Show. Subsequently, Essence Magazine and other reputable publications featured my company as a leading firm, bridging the gap between faith-based and mainstream entertainment.

As a storyteller, I transform clients’ stories into newsworthy narratives. With my strategic thinking and A-type personality, I’m a bit bossy and impatient, and I strive for excellence by holding high standards for myself and my team.

Consistency is a core value in my approach. I believe a brand should consistently deliver on its promises (and if it does not come to fruition; I make sure I make it up to them), and establish trust, reliability, dependability, and credibility. In PR, I consistently emphasize to my clients the importance of patience. Clients who understand the process and stay committed are the ones who achieve the recognition they deserve. Those who give up prematurely may miss out on potential opportunities.

Some of my proudest moments include publishing my book, “Do-It-Yourself Publicity: For Those Too Cheap or Too Broke to Hire A Publicist,” and being hired as an adjunct instructor and expert content creator for Azusa Pacific University.

As a writer, I aim to inspire and encourage readers. I recently contributed to the best-selling book “Your Deck of Success,” which offers a diverse range of perspectives and valuable insights for professionals from different backgrounds.

I have a passion for supporting the underdog and believe that everyone has a voice. Through my PR work and writing, I leverage my platforms to amplify their voices.

What’s worked well for you in terms of a source for new clients?

When I initially launched my business, I placed significant emphasis on securing media coverage to create awareness, which played a crucial role in establishing my brand. As time went on, however, the power of word-of-mouth referrals took center stage and became the backbone of my company’s success. Today, I incorporate effective marketing strategies to ensure my brand stays relevant. Some strategies include:

1. Content Marketing: I create valuable and informative content that resonates with my target audience. This includes blog posts, articles, public speaking and being a guest on podcasts. By sharing my expertise and addressing the challenges and solutions, I attract and engage the audience, establishing my credibility and building brand awareness.

2. Social Media Marketing: I leverage social media platforms to connect with my target audience, share content, engage in conversations, and build a community around my brand. Each platform has unique features and demographics, so identifying the platforms where my audience is most active is important.

I also take part in industry events, conferences, or live IG interviews. This gives me an opportunity to show my expertise, connect with potential clients, and generate leads.

Have you ever had to pivot?

My career journey has presented me with several opportunities to pivot and adapt. The first significant pivot occurred when I launched my PR firm, driven by the numerous layoffs I experienced. Determined to take control of my professional path, I embarked on the entrepreneurial route.

The second pivotal moment coincided with the global financial crisis, commonly known as the Great Recession, which resulted in my client roster shrinking from 15 to zero. In response to this challenging circumstance, I immersed myself in writing and consulting. Recognizing that clients may not have had the financial resources to hire a publicist, I tapped into their demand for affordable alternatives. This led me to offer consulting services and author a book titled “Do-It-Yourself Publicity: For Those Too Cheap or Too Broke to Hire A Publicist.” During this time, I pursued a Master’s degree in Organizational Communications, expanding my skill set to better serve my clients once the world transitioned into a new normal.

The third pivot was an indirect one. Initially hired by Azusa Pacific University for an in-person teaching position, the school transitioned the program to an online format months before the Covid-19 shutdown. Fortunately, I was prepared for this shift and readily embraced the opportunity to teach as an online adjunct professor. It was a testament to the importance of adaptability and being open to new possibilities.

These experiences taught me the value of always having a Plan B. Not because I didn’t believe in myself, but an acknowledgment that life can be unpredictable.

Contact Info:

• Website: www.pcpr.co
• Instagram: @pcpr_communications
• Facebook: Phyllis Caddell
• LinkedIn: Phyllis Caddell Strategic Communicator

Image Credits
Tracci Johnson: Legacci by Tracci