Jan 5, 2021
About the guest:
Fabiana Meléndez is a communications expert and strategic storyteller currently serving as the senior publicist for Zilker Media, an Austin-based agency building people-driven brands. Fabiana uses her industry expertise, and passion for developing in-depth communication strategies, to generate brand awareness for brands and their leaders.
Since joining the Zilker Media family, Fabiana has counseled her clients on the ins and outs of a changing media landscape to break through the noise of a saturated market and achieve their personal brand goals. She has landed top-tier hits for clients in Business Insider, Fast Company, USA Today, U.S. News & World Report and more.
Fabiana enjoys sharing her expertise in communications strategies, public relations brand awareness and her thoughts on navigating the workforce with business and lifestyle media. She has provided tips for navigating the workforce to fellow millennials and Gen Z, shared insights on viral influencer campaigns and marketing trends in the hospitality and legal industries. She has been featured in Fast Company, Reader’s Digest, Refinery29, ABA Journal, Fairy God Boss, Authority Magazine, Modern Restaurant Management, etc.
She received her bachelor’s degree in communication with an emphasis in public relations and advertising from St. Edward's University and holds a minor in Spanish sociolinguistics. She currently lives in Austin, Texas where she enjoys the local culinary scene, aerial arts, dance and spending time with her partner and family.
In the episode:
Fabiana Meléndez takes an open and honest approach with clients, helping to educate them about what public relations entails and creating a plan of action that integrates both the clients’ strategy and the ebbs and flows of the media cycle. In this episode, Fabiana talks about her frank approach to working with clients and with journalists. Instead of reaching out to journalists just for the story, Fabiana describes how she builds relationships with journalists through creating personal connections. Fabiana also describes her work with clients to share their genuine stance on diversity, equity, and inclusion and how important these topics are to public relations today.
2:40 – Fabiana shares how she initially went to college to be a forensic medical examiner but found her passion for PR.
6:07 – Fabiana describes her no BS approach to PR by always being honest with the client about strategy and the media cycle.
10:07 – In addition to the honest discussions she has with clients, Fabiana talks about the up-front conversations she has with journalists and how she builds relationships.
13:46 – Fabiana lists the different ways she connects with journalists.
20:38 – Fabiana defines diversity marketing and how to reach more diverse audiences.
22:12 – Fabiana describes the difference between advertising and PR and why she thinks PR will outlast advertising.
26:34 – Fabiana explains why diversity, equity, and inclusion are important in PR.
34:32 – Fabiana shares some resources that have helped her in her career.
Quote:
“Publicists are connectors of people. That is one of the basic things we do aside from telling stories. If we're not building connections ourselves, how can we connect clients to the people that they also want to be connected with?” - Fabiana Meléndez, senior publicist at Zilker Media
Links:
Zilker Media: https://zilkermedia.com/
St. Edward's University: https://www.stedwards.edu/
How to Be an Antiracist by Ibram X. Kendi: https://www.amazon.com/How-Be-Antiracist-Ibram-Kendi/dp/0525509283
If You Have to Cry, Go Outside by Kelly Cutrone: https://www.amazon.com/If-You-Have-Cry-Outside/dp/0061930946
PR Couture: https://www.prcouture.com/
Learn more:
Advertising vs. Public Relations: https://www.marshallpr.com/advertising-vs-public-relations-what-is-the-difference/
Crisis Communications: https://www.marshallpr.com/podcast/episode-118-how-to-communicate-during-a-crisis-with-steve-mccausland-communications-specialist-at-marshall-communications/
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Looking to connect:
Email: fabiana@zilkermedia.com
LinkedIn: https://www.linkedin.com/in/iamfabiana/
Twitter: @ThePRBish