In this interview, we delve into the intriguing journey of Olivia, a seasoned professional in the dynamic realm of public relations. From the genesis of her interest during her undergraduate studies to the pivotal moments that shaped her career, Olivia shares insights into her evolution from a communication major to a master in public relations. With a compelling narrative, she recounts her initial foray into entrepreneurship, recounting how social media served as the catalyst for securing her first client—a local music artist seeking her expertise in spotlighting his artistry. Olivia passionately advocates for the indispensable role of public relations in the success of any business, elucidating its significance as the pulse that propels messages and stories into the public domain. As the conversation unfolds, Olivia candidly addresses personal hurdles, including overcoming self-doubt, and provides a glimpse into the future by outlining anticipated PR trends in 2024, featuring the increasing prominence of AI-driven content and the evolving landscape of creative social media usage. The interview concludes with a fascinating exploration of Olivia’s observations on the purchasing trends of Millennials and Gen Z, as encapsulated in her book, “Social Media and Business: Influencing Buying Decisions of Millennial and Gen Z Consumers.” Through her articulate and insightful responses, Olivia offers a valuable perspective on the ever-evolving intersection of public relations, business, and the influence of social media on consumer behavior.
Fancy: What sparked your interest in public relations?
Olivia: My interest in public relations developed years ago during my last year of undergrad. I majored in communication with a concentration in mass media, but during my final year, I took elective courses in public relations and really enjoyed them. After graduating, I eventually landed a job at a local news station in my hometown. My job allowed me to often communicate with public relations reps and better understand the profession. I became more intrigued and decided my next major career move would be to the public relations industry. I decided to start the transition by first obtaining my master’s in public relations.
Fancy: Do you remember how you got your first client? Can you tell us about it?
Olivia: I got my first client from social media! People in my hometown knew me from working in the news industry, and I already had a decent social media following. So, when I launched my business, my first client, a local music artist, reached out to me on social media to see how I could help spotlight his artistry.
Fancy: Why is public relations so essential to our business?
Olivia: Public relations is all about spreading messages and storytelling. All businesses have a message to get to their audience/public and stories to tell. Being able to reach your audience and effectively deliver your message can determine the success of your business. Therefore, public relations is necessary and should be, in some cases, the pulse of your business.
Fancy: What is one thing you overcame while building your business, and how did you do so?
Olivia: One thing that I overcame while building my business is self-doubt. Today, everyone’s an entrepreneur, so sometimes, doubt would creep in and cause me to wonder if I have what it takes. Was my marketing effective? Did my audience believe in me? I overcame doubt with positive self-talk and keeping my mind on where I saw myself in the future, instead of on my current state.
Fancy: What are some PR trends that we will see in 2024?
Olivia: In 2024, it’s projected that there will be more AI-driven content and messages, and more creative social media use. AI has made public relations tasks a lot easier, so I predict AI will be a go-to in 2024. Social media will continue to be source for businesses to communicate and keep their brand in a positive light. As social media continues to evolve and users become more drawn to video, businesses will create more unique content and incorporate more videos and reels in their communication plans. \
Fancy: You also have your book, “Social Media and Business: Influencing Buying Decisions of Millennial and Gen Z Consumers.” What is one thing you have observed about the purchasing trends of those generations?
Olivia: When it comes to buying habits, I’ve noticed that millennial and Gen Z groups tend to be heavily influenced by what they see on social media. Even if they make purchases from brick-and-mortars, their interest was piqued from something seen on social media. As a millennial myself, I can say that some of my purchases, like clothing or personal care products, come from an interest that developed after seeing the items on social media, possibly from an influencer, ad, or post from a business.
Fancy: How would you describe your swagher? What makes Olivia, Olivia?
Olivia: My authenticity is what makes me who I am. Regardless of what’s currently trending, I’ve always stuck to my values and my uniqueness, which makes me stand out and shows people my realness. People like to see and experience the real you!
Fancy: Where can our readers connect with you?
Olivia: Readers can connect with me via my website, www.oliviagunn.com, and on the following social media sites:
Facebook: Olivia Gunn
Instagram: @oliviagunn
TikTok: oliviagunn07
