Background:
Jacqueline Lorenzo-Jones is the Vice President of Consumer Brand Strategy at Ketchum, specializing in PR for top consumer brands. She’s a 2011 graduate of Ohio University with a degree in Journalism and Public Relations. Lorenzo-Jones was actively involved in PRSSA, which helped spark her passion for brand communications.
She has extensive experience as a PR consultant in the consumer foods and technology sectors, working with high-profile clients such as Frito-Lay North America and Modelo Beer. Her past clients include iconic brands like Mars Wrigley, Kellogg’s (now Kellanova), SC Johnson, HP, Norton Lifelock and Mike’s Hard Lemonade.
Key Takeaways:
Embrace the unexpected. While her PR degree provided a solid foundation, many of her current responsibilities came with experience and adapting to new roles.
Building trust is key. Leading strategy teams requires establishing trust with clients and team members to deliver effective results.
News Values Important in PR:
- Authenticity: Use real insights to make stories relatable. For instance, Flaming Hot’s partnership with Megan Thee Stallion created a personal connection by supporting her alma mater.
- Novelty: Develop fresh, first-ever ideas. Her team at Kellogg’s even launched the world’s first record made from cereal!
- Timeliness: Tap into cultural trends to keep stories relevant. When fans launched a Change.org petition to bring back Fruit Loops cereal straws, her team saw an opportunity. They not only re-created the straws but also interacted with reporters to generate buzz.
- Impact: Show how products make a difference. The Huggies Nano Diaper campaign conveyed its benefit to new parents with simple yet powerful imagery.
Earn attention. Combine authenticity, novelty and impact to create stories that capture audiences.
Networking matters. Connect with alumni and industry contacts for opportunities. Stand out in interviews by providing your unique perspective!
Connect with Lorenzo-Jones on LinkedIn here.
Henry Gorsuch is a Journalism Strategic Communications major with a minor in Marketing and can be found on LinkedIn here.