When the pandemic hit, all of those projects disappeared. But it gave me a blank slate to think about why I do what I do. What’s the most interesting type of work I’ve done, and who do I really want to work with? I realized I wanted to work with my creative community; designers who I was friends with and who had never been able to afford my services before. I thought, there has to be a more mutually viable and beneficial way to work together that’s not a situation where you’re doing a favor for a friend.
I looked at PR as one crucial service for a small business and I broke the process apart to figure out why it costs so much money to work with an agency. And when I did that, I found that much of the work is hand holding the client, and administrative tasks like wrangling files into press kits and what not. It seemed apparent that there was a smarter way to do business, where we provide a streamlined service by focusing on the high-value work, which is me figuring out what the story is, sending it out to the right people, following up, and trying to place the story somewhere. And that all of the sudden opened up the idea of Hello, Human, by looking for mutually beneficial ways to work with the creative community.
Then I started to rewrite the process.