By Jen Carmichael | Red Rock Branding – Your Purpose Driven Agency

I remember the exact moment it clicked.
I was working as an associate editor at a technical trade magazine for the broadcast industry, covering a trade show in Las Vegas, when I found myself striking up conversation after conversation with publicists. They were pitching stories, offering angles, introducing clients—and as I listened, I thought: I want to be on the other side of this.

Back at the office, I couldn’t shake the feeling: I was meant to shape the story, not just edit it. While I wrote the occasional article, most of my day-to-day was revising someone else’s words. Something was missing.

That moment stuck with me—and eventually led me here, to Red Rock Branding.

The Leap into PR

Writing has always come naturally. I had a few standout high school teachers who encouraged me to pursue journalism, but I quickly realized daily deadlines and the chase for breaking news weren’t for me. I was drawn to longer-form storytelling. I needed time to dive deep, ask questions, and shape narratives until they felt right.

What I didn’t realize at the time was that those instincts—listening, translating complexity into clarity, and shaping a cohesive message—were the foundation for a career in public relations.

Curious, I started reaching out to contacts and asking questions. Eventually, I landed my first PR job at a boutique agency the old-fashioned way—by mailing personalized letters to agency leaders.

That persistence paid off—and opened the door to everything that followed.

It was the perfect training ground. I wrote press releases and bylined articles, pitched stories, secured speaking engagements, and positioned our clients as thought leaders. We didn’t wait for the media to discover them—we created our own platform. Literally. The agency launched its own magazine and hosted industry events to drive the conversation forward.

Lesson: Don’t wait for someone to write the story—sometimes, you have to build the platform and tell it yourself.

Small Teams, Big Lessons

From there, I joined a Silicon Valley PR firm as it opened an East Coast office. Once again, a small team meant I wore many hats—from strategic planning to analyst relations. That last piece, in particular, taught me how powerful third-party validation can be. Media coverage is great, but a Gartner quote in a pitch deck? That’s gold.

Lesson: Never underestimate the power of analyst relations and third-party testimonials. It’s not just about visibility—it’s about credibility.

Later, I joined an integrated marketing agency, where I worked alongside creative and advertising teams. It gave me a true 360-degree view of brand storytelling—and a deeper understanding of how PR fits into the larger marketing picture.

And then… I went solo.

Freelance Life: A Mix of Both Worlds

Long before remote work became the norm, I was living it—and loving it. I worked with startups, nonprofits, thought leaders, and lifestyle brands, helping shape their stories and secure meaningful media coverage. Thanks to years of agency experience and strong mentors, I was able to build a rewarding freelance practice.

Around this time, I also began picking up writing assignments. Suddenly, I was on the receiving end of pitches. Reporters were reaching out to me. That shift gave me an invaluable perspective.

I realized quickly: I didn’t want a pitch that read like a novel. I wanted the journalist version—the who, what, when, where, and why I should care. That’s it.

Skip the three-paragraph bios. Skip the attachments I can’t open. Just send a clear, relevant pitch—with links I can access immediately. And most importantly, know what I write about. 

Lesson: Freelance writing made me a better publicist. It taught me how to craft a pitch that grabs attention—and what gets ignored without a second glance.

Remote Virtual Agency with Purpose 

That perspective ultimately led me to Red Rock Branding, a fully remote, virtual agency with a purpose. Here, as PR Manager, I get to do all the things I’ve loved throughout my PR journey—crafting stories, building relationships, helping clients grow—but now I’m focused on work that feels even bigger than myself.

Don’t get me wrong—it’s fun landing a morning show segment for a chef or helping an interior designer win an award. That kind of visibility matters. But helping to spread awareness of a life-changing mental health program, or supporting companies developing technology that protects our planet? That hits differently. At Red Rock Branding, I get to help tell those stories—and be part of something that’s truly meaningful.

Lesson: Purpose gives the work staying power. The tools may change, the tactics may evolve—but when you’re telling stories that matter, the work doesn’t feel like a job. 

After all these years, I’m still energized by the challenge of crafting the right message, landing the right placement, and watching clients (and myself) light up when their story resonates. PR has never been just about publicity—it’s about connection, clarity, and impact.

Want to craft a story that clicks? Contact Red Rock Branding. 

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Let’s build a future where brands thrive with purpose-driven marketing and public relations!