The creator platform publicists should get very excited about
Plus new PR jobs, job changes, and tons of newly published stories.
Hello friends! A couple of months ago I quietly onboarded as a creator in the Yahoo Creators platform. I wasn’t sure what to expect, but the experience has so far exceeded my expectations in almost every way — reach, revenue, editorial control. Only get me started talking about it if you have a lot of patience for digital media industry deep dives, because it is my favorite professional topic right now.
I’m quoted in a Digiday story, published this week: “Yahoo takes cues from platforms as it offers more editorial control to creators.” The story thoroughly gets into the approach, and positions the Yahoo Creator platform within the larger marketplace. Among the many salient bits:
Publishers are facing mounting pressure, due to traffic challenges from AI and algorithm changes in search, as well as younger generations shifting their media consumption habits to social and video platforms. In response, many are turning to creators to reach the growing creator economy pie — and the advertiser revenue that comes with it.
In brief, this is an exciting opportunity not just for creators like me, but it’s also something publicists should absolutely not sleep on. Writers’ creative control means empowerment to tell the kind of stories we want to tell, in our chosen framing — and in whatever quantity we see fit. And the reach is — like whoa. (My top-performing pieces have seven-figure views.)
That’s something that publicists, brands, and marketers can seriously celebrate and should absolutely embrace. End PSA.
Tools of the trade
You already know my own press opportunities are in this very Substack! I’m also a media member of Press Hook, where publicists can create and manage press kits and brand profiles on behalf of clients and use the AI-driven platform to connect with journalists in a streamlined way. If you’re not using Press Hook yet, you should definitely give it a try: It’s designed as a platform to connect journalists looking for story sources with brands who want to showcase their products and experts, and it’s all really built on trust and meaningful connections (it’s not spammy). It also offers a suite of helpful workflow tools. Journalists can search by product and category, and participating brands get exposure and affiliate opportunities — so it’s designed as a win-win for everyone (in the same vein as this Substack, I like to think). Give it a try — and let me know what you think.
Are you a publicist who needs help understanding the affiliate game? This course can really help: Affiliate Marketing for Publicists. (It’s from Sarah Karger, a brilliant affiliate expert who you might remember from some of my past Zoom workshops.) In this course, you’ll learn what affiliate marketing really is, why it has taken over the industry, and how to navigate the waters of all things affiliate to be successful.
Media job moves
Share your job change news with me to be included! Send to info@alicedubin.com.
Daylyn Weppner has moved to a new role as director at Small Girls PR. Clients in the lifestyle space include Hover (property visualization and design app), Gen Phoenix (recycled leather manufacturer supplying recycled leather to over 250 airline partners), Cleo (AI-driven money tech tool), and Stitch Fix (online personalized shopping platform).
Carla Tomillo has left Purple PR and joined PRC as associate director, fashion/culture. “In this role, I'll be working on brand strategy, PR and communications for adidas Originals, GapStudio, and Banana Republic.”
I'm really looking forward to continuing to collaborate with all of you in this new chapter,” she says.Element Brand Group has officially been acquired by The Lede Company. (WWD announcement: The Lede Company Acquires Element Brand Group.) Email addresses have changed to the format firstname.lastname@ledecompany.com, but Element emails are still active.
Laura Bottke recently joined REM Public Relations, with clients including The Abaco Club (Marsh Harbor, Bahamas), CDA National Reserve (Coeur d’Alene, Idaho), Ibiza Gran Hotel (Ibiza, Spain. Reach her at laura@rempublicrelations.com.
Julia Feinbloom left J/PR and recently joined Murphy O’Brien as a senior account executive and am now working across a beautiful lineup of luxury travel clients, including Auberge du Soleil (Napa Valley), Viceroy Snowmass (Colorado), The Hermitage Hotel (Nashville), Marriott Marquis San Diego Marina, THesis Hotel Miami, and more. Reach her at jfeinbloom@murphyobrien.com.
Marcella Thompkins recently joined J/PR as a senior account director, likely specializing. To start, she’ll be working with Foley Family Wines, Foley Family Spirits, and California Olive Ranch.
Ruby Virchow has recently joined the af&co. team as an account supervisor! She writes: “I'm thrilled to be joining such a well-reversed team with strong roots in the Bay Area hospitality scene.”
Hanae Reith left J/PR and joined Dreamday as an account director.
Amanda Ostrove, formerly of NJF PR/MMGY, has joined REM Public Relations, representing hospitality, travel, and golf across the globe; clients include San Ysidro Ranch, Romer Waikiki, Ibiza Gran Hotel, and more. Her new email is amanda@rempublicrelations.com.
PR vet Ty Bentsen has launched P-22 Agency, with a namesake inspired by Los Angeles’ famous mountain lion. It offers “a new breed of founder-led, strategic communications for leading luxury and lifestyle travel, tourism, commercial and private aviation, and wine/spirits clients. Operating in Los Angeles and New York City, the bi-coastal agency brings big, brand-level thinking to clients at scale with an ethos that prioritizes high-touch service over ego.”
After 10 years at White Oak Communications, Annie Goldenberg is now at MMGY, where she’ll be working on travel accounts including Visit Greater Palm Springs, Visit SLO CAL, LUMA Hotels in SF and NY, and more.
Meredith Strodel has left C&R after more than 10 years at the agency. She’s currently consulting and taking on select clients under her own new PR Lab brand umbrella.
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Open jobs
Job posts in this newsletter are now a free perk for paying subscribers. Do you have an open opportunity you want me to promote? First, upgrade here if you need to. Then email me at info@alicedubin.com.
Carli PR is looking to bring on two new contract positions for the hospitality, restaurant, and travel-focused PR agency. These are remote positions, with preference for regional candidates. Email interest for both jobs to cb@carlipr.com.
PR Account Director (New York City)/ approx 20 hrs/ wk: This role will support various NYC accounts and potentially also manage new accounts that come online (with commensurate compensation). This role requires restaurant and hospitality PR experience in the NYC market.
PR Administrative Officer (NYC or South Florida)/ approx 30 hrs pr/ wk: This role will support the agency with day-to-day administrative tasks, such as scheduling and coordinating, note taking and call recaps, shepherding communications/ keeping teams on task and on deadlines, etc. This is ideal for someone who is extremely organized and enjoys playing an essential support role for a team.
Modern Currency PR is currently seeking a dynamic, media-savvy PR account executive with a deep passion for luxury travel and hospitality. “We’re looking for a true media relations powerhouse with someone with 2-3 years of hands-on experience, strong media relations, and a proven track record of securing results. The ideal candidate brings a sharp strategic mind, fresh creative thinking, and an unwavering work ethic to the table each day. If you're energized by luxury travel, storytelling, and thrive in a collaborative, high-performance environment, we’d love to hear from you.” This position is fully remote but must be based in Los Angeles with the ability to be mobile for on-site client meetings/shoots/influencer tours and meet-ups, etc. Interested candidates can send resumes directly to meghan@moderncurrencypr.com and jordan@moderncurrencypr.com.
MMGY is hiring for a senior account executive based in the Los Angeles office. The role would entail storytelling via pitch and press release writing, creative development of packages, promotions, events and partnerships, arranging interviews and landing thought leadership pieces, coordinating and hosting amazing press trips (“you will rack up miles!”) and more. Candidates should have a BA/BS college degree in communications or journalism and 3-5+ years PR; related experience with direct travel and lifestyle client background preferred. MMGY Global provides a comprehensive PTO + benefits package that includes a hybrid telework policy. Full information, including how to apply, is available on LinkedIn or the MMGY website.
Work with me
I am available for project-based consulting. Please reach out to discuss your needs: info@alicedubin.com.
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Here’s how to pitch: Simply respond to this email with a new subject line or pitch me at pitch@alicedubin.com.
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