Brand Builders: Frances Alban, CEO & Founder, Alban Communications

Brand Builders: Frances Alban, CEO & Founder, Alban Communications

2023-04-24T15:45:21-04:00November 10th, 2022|Brand Builders, Economy, Miami|

3 min read November 2022 — “In both boom and downturn markets, there is ample reason to keep a business’s profile relevant and accessible,” Frances Alban, CEO and founder of Alban Communications, said in regard to how public relations helps maintain an organization’s identity in the current economic landscape. In a conversation with Invest:, she touched upon her 20 years of experience, operating in the age of ‘cancel culture’, the importance of relationships and the keys to keeping competitive as a PR firm. 

You have over 20 years of experience in the industry. What initially drew you into a career in Public Relations? 

Sometimes you fall into things.  I obtained my bachelor’s in communications, which was a broad springboard to launch a career from. After graduation, I interviewed at several advertising and marketing firms before landing my first job in PR – in what was then and still remains – the top PR agency in Miami-Dade County.  I cut my teeth in a competitive environment with lots of big accounts and a bustling office. I was hooked on the energy, fast-paced nature, constant learning, high-profile projects and clients, and the smart colleagues around me at the office. 

A strong foundation in public relations opens doors as the skills required to excel are desirable across industries and roles – powerful writing, effective problem-solving, adaptability and an acute attention to details. In addition, I was very driven and had an adventurous spirit which led me to traverse the country and build my professional portfolio in Los Angeles working for top global communications and creative agencies Hill & Knowlton, and later Jack Morton. 

Thereafter, I launched my firm in 2008 in Miami. I have had a steady stream of interesting and stimulating work and have expanded my firm’s service offerings to include digital tactics, event marketing and multicultural communications. Staying agile and being adaptive has allowed me to grow, and explore possibilities, including working abroad from Sicily for two years. 

A career in PR can do that, exposing one to incredible experiences, people, places and opportunities. It has gravitas, and often you have a seat at the table working with executives through their most important decisions and affairs. But of course, it depends on what you put into it.

Alban also provides crisis communications and reputation management for its clients. In this current age of cancel culture, how much of an uptick have you seen in this service? 

This area of my firm’s practice has seen an uptick with the explosive growth of social media platforms, online news channels, and smartphones. We live in a time where things are highly shareable, and an innocent mishap can easily fall prey to the court of public opinion. 

Each crisis communications or reputation management campaign is unique and has its own goals and needs.  With our current client roster, which includes a residential developer, architecture firm, Euro-inspired bakery café and consultancy services for a local PR firm, we work with clients to create a preemptive approach which helps prevent a communications crisis from happening in the first place.

How important is collaboration with other departments, like marketing & communications, in making sure a brand or company is front and center for consumers or clients? 

Good collaboration is the key to success. The ideas and output that comes from cross-pollination is nothing short of inspiring. Through the years, I’ve worked in various collaborative settings. Some have proven less fruitful than others, and mainly that happens when there is a lack of competency, cutthroat attitudes, unmotivated participants and/or no clear lead or director.  When the opposite is true, it is pure magic. 

How does public relations help maintain an organization’s identity in the current economic landscape? 

In both boom and downturn markets, there is ample reason to keep a business’s profile relevant and accessible. The key is to adapt core messaging and marketing tactics so they are in sync with the current economic reality. Working in business services, my job is to not only think about the messaging my clients would like to convey but work through and consider the messaging, tone and platforms most likely to reach and resonate with their end-users.

In an age where people and companies have never been more connected, how important are relationships in driving successful PR practices? 

One of the things that became abundantly clear during the pandemic lockdown was how much could get done remotely, including maintaining and further cultivating relationships. This was a welcomed revelation as someone who is not always up for social outings and networking events and is usually pressed for time. Through professional social media channels like Linkedin, and online meeting channels like Zoom, you can stay connected and in-touch with clients, reporters and colleagues in meaningful ways.  

I find a hybrid approach, combining digital with analog methods, is optimum. It can be as simple as routinely inviting colleagues or prospective clients out for coffee. More involved approaches stand to elevate your personal and professional brand. For example, seeking a leadership role at a local non-profit that is important to you, joining a business group or providing mentorship to others are all great ways to stay connected while making a real impact — and that’s good business.

In the age of influencers, what is the key to keeping traditional PR competitive? 

Influencers have added another channel for generating buzz. They have created more opportunities for exposure. When appropriate, adding social media influencers into the PR marketing mix amplifies your message and efforts and oftentimes, leads to increased brand awareness, loyalty and overall sales growth. Influencer marketing is especially effective with B2C businesses, and something my firm has executed successfully for clients in the fashion and F&B space.

For more information, visit: 

https://www.albancommunications.com/ 

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