Meet Danita King, the Principal and Founder of PR Noir, one of the fastest growing boutique public relations firms in New York City. Hailing all the way from Houston Texas, this young CEO opened PR Noir in 2007, with a mission to fill the void for innovative, brand-centric PR.
Graduating from Tulane University, magna cum laude with a triple major B.S. in English, Spanish and African Diaspora Studies, King later received a full academic scholarship to Boston University, where she earned a Master of Science degree in Corporate Public Relations in 2003. She then began her career as an apprentice at a contemporary sportswear fashion showroom in London, later moving to New York City to work in-house positions for fashion and luxury brands Joseph Abboud and Coach in New York.
Throughout her career, King has executed strategic PR campaigns and media-driven events for such notable brands as Bill Blass, Simmons Jewelry Company (Russell Simmons), Disney, August Silk, Bongo, VH1 and Target, among others. She has also worked with a number of celebrity, sports and music-driven campaigns and holds close strategic partnerships with celebrity management, publicists and record label executives.
PR Noir has a solid client roster of boutique and mass-market brands in the fashion, beauty, sports, luxury goods and lifestyle categories. King has worked hard to carve a unique, niche specialty and competitive edge: equal footing and relationships with both mainstream and multi-ethnic media.
Flip the script to see what advice King has to offer for young black women wanting to break into PR or start their own business.
MN: How did you go from being a publicist to owning your own PR firm at such a young age?
DK: Well, I like to consider myself a ‘brandist‘ rather than a publicist. A brandist is a cross between a publicist and a brand builder. My company does PR from a brand driven perspective. Not only do we do PR, but we focus on branding, social media, marketing, media relations and advertising. When I was working as a publicist at outside firms, I realized that a void needed to be filled for multifaceted PR firms and thought PR Noir filled the void.
MN: What advice do you for those who are looking to start their own business?
DK: Start small and build. It’s like building a house, brick by brick. Don’t worry about instant overnight success, realize that like anything else in life, starting a business is a journey. My first office was in the living room of my Harlem apartment, but through hard work and perseverance, I built my business and clientele up to where I now have office space in a great Manhattan location. Be comfortable with taking lot of risks. There are times when you will think; where is my next check? Where is my next client? It’s really scary and overwhelming but the risk is worth it.
MN: Starting a PR firm, from the ground up, how were you able to gain clients at first?
DK: Most of my clients have been referral and word of mouth. I’m very proud and take that as a testament of doing great work. Now that I have progressed, I’m seeking new and bigger business on a mainstream scale.
MN: Do you feel that you face any challenges in Corporate America as a black women, business owner?
DK: Yes, at times. I feel like I sometimes have three challenges; being black, being a female and being young. I have faced some obstacles because of those three things, which some would consider barriers, but I believe it’s all in how you handle it. My philosophy is to use those ‘barriers’ to my benefit. Take whatever challenge you are given, and turn it into something positive.
MN: Do you do any other work outside of PR Noir?
DK: This may sound random, but I have taken an interest in prison reform. I’m all about the community and family. The Black family, starts with the Black man and unfortunately, a lot of those who have been incarcerated aren’t given a second chance and I want to do something about that.
I also sit on various youth boards and spend time volunteering with a Harlem cheer-leading squad.
MN: What’s your business motto or mantra?
DK: Character and quality relations are essential to me, no matter the business opportunity. I started my company with the premise that a good company keeps ‘good company’. Whether we are working with a start-up company, national brand, or forging a relationship with a media outlet, we put forth our best efforts and work diligently to produce the highest quality work. The most important principles to be in business are: a good reputation, consistent track record and letting your work speak for itself.
To find out more about Danita King & PR Noir, visit www.prnoir.com and follow her on Twitter @prnoir.
Tianna is a NYC girl about town, blogging about beauty and business. Follow her @TeeNecole
