The Work Won’t Always Speak for Itself - That’s When PR Comes Into Its Own
Jessica Klavens is a public relations and media strategy leader with over 20 years of experience across the fitness, entertainment, lifestyle, and beauty industries.
She began her career at top agencies in New York City before joining Hearst Magazines, where she worked on the PR teams for Marie Claire, Seventeen, Redbook, and Cosmopolitan. Jessica went on to spend a decade as head of PR at Crunch Fitness, shaping the brand’s voice and driving US national media coverage.
For the past three years, she has led media strategy and thought leadership at Kaplow, delivering high-impact, cross-platform campaigns. Known for her creative vision, strategic insight, and strong industry relationships, Jessica continues to elevate brands and position them at the forefront of their fields.
Below, Jessica chats with LBB about her role in fostering a culture of creativity within FlyteVu, starting her career in PR in New York, and her unique path to VP of PR
LBB> Tell us about your current role and what you do?
Jessica> I am currently the VP, PR at FlyteVu. As vice president of public relations, I sit at the intersection of culture, creativity, and commerce, driving visibility for brands through the lens of entertainment and earned media. My role is part strategist, part storyteller, and always rooted in impact.
I collaborate across FlyteVu’s departments – creative, production, accounts – to embed publicity into the core of campaigns. From early ideation to post-launch amplification, I ensure our stories aren’t just seen – they're shared, discussed, and remembered. I also cultivate and maintain a wide network of media contacts, talent reps, and entertainment partners to secure coverage in outlets ranging from Rolling Stone to Fast Company.
I also play a key role in building and mentoring our PR team, fostering a culture of creativity, accountability, and excellence.
As VP, I don’t just tell stories – I build narratives that create lasting emotional connections between brands and their audiences.
LBB> And how did you get to where you are today?
Jessica> I began my career at top PR agencies in New York City, including Alison Brod PR, where I got my first real introduction to the entertainment world. It was a fast-paced, high-energy environment that laid the foundation for everything I know about PR – how to think on my feet, build strong media relationships, and craft stories that capture attention.
That experience opened the door to Hearst Magazines, where I served as the publicist for iconic titles like Marie Claire, Seventeen, Cosmopolitan, and Redbook. I worked on celebrity covers, fashion and beauty features, brand partnerships, and high-profile events – merging media strategy with pop culture daily. It’s where I learned how to shape narratives that resonate across audiences and time those stories to align with cultural moments.
From there, I joined Sunshine Sachs, where I gained deeper experience in cause-driven campaigns and high-impact storytelling across entertainment, lifestyle, and corporate sectors.
I then stepped into an in-house leadership role as head of PR at Crunch Fitness, where I spent a decade building the PR function from the ground up. It was a pivotal chapter – defining the brand’s voice, leading national campaigns, navigating crisis moments, and mentoring a growing team. I wore many hats: strategist, spokesperson, brand steward, and team leader.
After Crunch, I joined Kaplow Communications as head of media strategy and thought leadership, working across lifestyle, wellness, and consumer clients. My focus was on helping brands break through a noisy media landscape by combining storytelling with credibility, cultural relevance, and a sharp editorial edge.
That path ultimately led me to FlyteVu, where I now serve as vice president of public relations. This role draws on every chapter of my journey – agency agility, brand leadership, editorial instinct, and cultural fluency.
LBB> What does your average day look like?
Jessica> No two days are exactly the same – which is part of what I love about this role. As VP, PR at FlyteVu, I balance big-picture strategy with day-to-day execution, always staying close to culture, clients, and my team.
Mornings typically start with a scan of the headlines – across entertainment, lifestyle, business, and social media – so I know what’s breaking, trending, and bubbling up. I’m always looking for ways to tie our clients’ stories into the broader cultural conversation.
From there, it’s a mix of internal meetings and external touchpoints. I might be reviewing a national campaign strategy with my team, jumping on a call with a journalist about a feature story, or meeting with talent reps to align on upcoming press opportunities. I spend a lot of time working cross-functionally – collaborating with our creative, production, and accounts teams to make sure PR is integrated as needed.
As a team leader, a part of my day is spent mentoring and guiding our PR team –helping them grow, solve challenges, and bring fresh ideas to the table.
LBB> For your organisation, what is the key function of PR and comms? Is it about company culture? Attracting clients? Empowering talent? Something else?
Jessica> It’s really a mix of all of those things. At FlyteVu, PR and communications play a central role in how we show up in the world, both for our clients and as an agency. At its core, PR here is about storytelling with purpose. We're not just trying to get coverage – we're working to create real connection and cultural relevance.
On the client side, it’s about making sure their stories land in the right way, with the right audience, at the right time. Whether it's launching a major campaign or working with talent, we’re constantly thinking about how to elevate their message and create impact through earned media.
Internally, communications helps define who we are as an agency. So yes, it’s about attracting clients, but it’s also about drawing in great talent and building a culture where creativity and strategy thrive. We also use PR to reinforce our own brand – making sure the industry understands what FlyteVu stands for and what makes us different.
So in a lot of ways, PR is the thread that ties everything together – it drives visibility, builds trust, and ultimately helps shape both perception and momentum.
LBB> PR has always been about finding the story or the angle. What is your process for staying ahead of the content curve and serving up something fresh and engaging?
Jessica> I regularly monitor industry news, social media shifts, and emerging conversations to understand what’s resonating now and what’s coming next. From there, I look for unique intersections between those trends and my client’s brand values or mission. It’s about identifying the angle that feels both timely and authentic. Once I find that hook, I build a narrative around it that not only captures attention but adds value to the broader conversation.
LBB> Historically, advertising folk have a very different relationship with the media, especially the press, than PR folk. Advertising is about buying ad space and being able to dictate how and where something is presented - that’s a degree of control you can barely dream of in PR. Does that tension still exist, and if so how do you navigate that tension?
Jessica> I don’t actually see tension between PR and advertising anymore – I see two different but equally important avenues for clients to reach their audiences. For clients, it’s not about choosing one or the other – it’s about understanding how both work, and how each channel serves a different purpose. The most impactful work happens when PR and advertising aren’t competing for space, but complementing each other to tell a fuller, more compelling story.
LBB> And what other common misconception do you advertising/production people have about comms and PR?
Jessica> One of the most common misunderstandings I hear from people in advertising or production is the idea that PR is just ‘free advertising’ – that we’re here to promote a campaign exactly as it was designed, with full control over the message, visuals, and timing.
But PR doesn’t work that way.
In comms, we’re not buying space – we’re earning it. That means shaping a story that’s relevant to the media, aligns with current conversations, and provides real value to a journalist’s audience. We can influence coverage, but we don’t get to dictate it. There are no guarantees.
LBB> To what extent do you feel 'the work speaks for itself'? To what stage of growth can a business rely on this mantra to gain more clients?
Jessica> "The work speaks for itself" can be true to a point – great work is absolutely foundational. In the early stages of a business, delivering exceptional results can organically generate word-of-mouth, referrals, and case studies that help build credibility.
However, as a business grows and enters more competitive or saturated markets, relying solely on the work isn't enough.
Strategic storytelling, consistent branding, and proactive visibility become essential. Clients want to understand not just what you did, but why it mattered – how it solved a problem, created impact, or broke through the noise.
LBB> When it comes to getting coverage/PR for a creative campaign in the consumer press, how should creative teams go about working with their agency’s comms and PR experts?
Jessica> To get consumer press coverage, creative teams need to involve PR early – ideally during the campaign development. Sharing the ‘why’ behind the work helps PR craft compelling stories that go beyond visuals.
Be transparent about approvals and timing, and provide strong assets like visuals and quotes to make pitching easier. Most importantly, trust your PR partners – they know how to position the work for the media and maximise its impact.
Treat PR as a creative collaborator, not an afterthought, and you’ll boost your chances of turning great work into real buzz.
LBB> When a business is faced with very bad news, what’s the key to getting through it?
Jessica> When a business faces very bad news, the key is transparency and speed. Own the story honestly – don’t try to hide or spin it. Communicate clearly, take responsibility where needed, and show empathy for those affected. Moving quickly to address the issue, outline your plan to fix it, and keeping stakeholders updated helps rebuild trust and control the narrative before rumors take over.
LBB> Generally speaking, how do you approach the hack/flack relationship?
Jessica> I see the relationship between journalists (“hacks”) and PR professionals (“flacks”) as a partnership built on mutual respect and understanding. Journalists need credible stories and timely info; PR pros aim to get their clients’ narratives heard.
To make it work, I have always focused on being a reliable source – respecting deadlines, providing clear and honest info, and understanding what the journalist needs to do their job well. At the same time, I’m mindful of protecting my client’s interests without being overly controlling.
It’s about building trust over time, knowing when to push and when to step back, and always keeping communication open and transparent.
LBB> How does doing comms/PR/marketing for the advertising/production [as appropriate] world differ from any other industry you’ve worked in?
Jessica> Doing comms for the advertising and production world is unique – because in many ways, you’re promoting the people who promote. You’re not marketing a product or a service in the traditional sense – you’re telling the story behind the ideas, the creativity, the culture, and the thinking that shape campaigns for other brands.
That’s very different from working in, say, fashion, fitness, or publishing, where the end goal is often clear-cut: drive sales, increase foot traffic, or push subscriptions. In advertising and production, the objectives can be more layered – raise visibility with brand CMOs, attract top creative talent, get recognition in the trades, and build long-term reputation. It’s much more about thought leadership, innovation positioning, and cultural relevance.
LBB> What are the most useful tools in the arsenal of a PR / comms professional working in advertising / creative industries right now?
Jessica> The toolkit for PR and comms professionals today (especially in the advertising/creative industries) really has expanded. While you’ll still recognise lots of ‘classic’ tools and tasks, there are a few new layers and capabilities that matter much more now. A few to note – media relations and outreach tools including Muck Rack, media monitoring and social listening tools, content creation and brand storytelling to name a few!
LBB> In your opinion, how has the role of a PR / Comms professional evolved during your career span? Have things changed greatly or do core tasks / principles remain the same?
Jessica> The role of a PR/Comms professional has definitely evolved – dramatically in some ways – yet many of the core principles still hold firm. At the heart of the job, it’s still about storytelling, relationship-building, and shaping narratives that resonate with the right audiences. But how that’s done, and who it’s done with, has changed significantly.
LBB> What frustrates you about the way the media and PR have changed over the years?
Jessica> There’s a lot to admire about how PR and media have evolved – more voices, more platforms, more creativity. But yes, there are definitely frustrations that come with the shift. Here are a few that are top of mind:
Speed – the demand for immediacy has skyrocketed. Social media, 24/7 news cycles, and the pressure to be ‘first’ have often come at the expense of depth and accuracy
The difference between Earned vs. Paid – The line between editorial and advertorial has blurred to the point where readers often can’t tell the difference.
Media Fatigue and Distrust – The public is increasingly skeptical of both media and PR. ‘Fake news,’ misinformation, and polarised outlets have created an environment where trust is harder to earn – and easier to lose.
LBB> And what excites you?
Jessica> Despite all the changes in the media landscape – and the pressures that come with them – there are still parts of the job that genuinely excite me.
I still get a buzz when a placement lands. Whether it’s a national feature, a niche trade piece, or a thoughtful podcast segment, seeing a story I helped shape out in the world, reaching the right audience – it never gets old.
And I still love the art of the pitch. Crafting a strong, targeted pitch that cuts through the noise and gets a journalist genuinely interested is incredibly satisfying. It’s part strategy, part storytelling, part relationship-building – and when it works, it feels like a real win.
That thrill hasn’t gone away. If anything, the complexity of today’s media landscape makes it even more rewarding when you do break through.
