I’ve been thinking a lot about community lately, how it shapes our lives and what we can do to strengthen it. Over the past few months, as I’ve been recovering from ankle surgery, I’ve experienced firsthand how powerful community can be. Friends and family showed up for me in ways both big and small—cute texts, cooking me meals in our kitchen, even moving book club to my place so I could “host” from the sofa while in repose—and it was a reminder of when you take the time and invest in something important, it comes back to you ten fold.

That idea translates well into building our own PR and business community.

Last month, we hosted our first masterclass in our Create Content That Converts series, and with our next session happening tomorrow, I took a moment to reflect on community that grew in that space.

In that class, we explored what editors look for when vetting a brand—and guess what? A lot of it overlaps with what customers and clients are looking for too. If you’re converting editors, you’re likely converting your ideal client as well.

Then, we did a deep dive into three brands that attended, giving tailored feedback to nearly everyone who attended on at least one area they could refine to improve their ability to convert. While Kirsten was presenting, the chat was buzzing with good questions, ideas, and support—in fact someone asked a technical question that I couldn’t answer and three other people chimed in on how to do that one thing! Everyone was helping each other. It wasn’t a one way street. We had, for that hour and a half, community.

The common adage about PR is that you need good relationships to get good media placements.

Tomorrow, we’re diving into what PR can do for your business, and more importantly, how to identify the right media outlets and editors that align with your brand. Knowing an editor or publication’s point of view allows you to relate to their work and meet their editorial needs, which is key to building genuine relationships. These are the first steps toward creating your own media community—one that supports, amplifies, and grows with you.

We loved what happened at our last masterclass and are looking forward to even more connection, collaboration, and community tomorrow. If you’re joining, send me a DM and say hi!

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PR Wins

One thing we love about running our Holiday Gift Guides PR course is that we get to see press wins from our cohort all year long. And we’re a little sneaky… we use the gift guide course as a trojan horse to teach how to pitch products and get press for your business all year.

Case in point—Adina runs the small batch tonics brand Hany's Harvest. She’s also in our holiday gift guide course cohort. She used the exact methods we teach in the course to secure—not a gift guide placement—but a FULL business feature in local Hudson Valley publication ValleyTable. She’s talking directly to her customer with this in-depth piece. Incredible.

We also love her tip- always title your images properly! This is something we go into in the course and in our photography guide :)

Read the Valley Table feature here

We’re also thrilled to say we have some recent press of our own!

Our PR Masterclass Series landed the #1 spot in Press Hook’s round up of the Best Public Relations Courses to Elevate Your PR Skills.

As they said, it’s best for “small business owners and entrepreneurs looking to secure consistent press coverage.” If that sounds like you, register here!

Thanks for giving our newsletter a bit of time in your inbox!

Nora & Kirsten

PS- If your business feels invisible, check this out.

PPS- Since the inception of Wolf Craft we’ve quietly donated 1% of all our profits to the Audre Lorde Project. It’s an incredible organization that we’ve been proud to support for four years. This quarter, we’ve chosen to contribute to recovery efforts in Los Angeles, supporting communities as they recover and rebuild after the devastating wildfires. There are dozens of good places to donate, among them we’ve selected the California Community Foundation Wildfire Recovery Fund. You can learn more about them here.

How to work with us

If you want to get great at telling your story, for more
press and more clients, we can help!