Pop Quiz, Monday with Heather DeSantis, CEO of Publicity For Good and Press Demand


The Pop Quiz, Monday is a fun little exam that we love to give to savvy business owners. The examination is not a surprise after all since the interviewee already knew about the questions in advance. However, we can always pretend and have fun with the scenario of a young entrepreneur sitting in class nervously biting on their pencil. They are ready to take a pop quiz on a chapter that they were supposed to read the night before. Instead, they played Metroid all night on their SNES (Oops, this was me in high school). The real purpose of the pop quiz is that this is a fun way to introduce business tips from real-world experiences that you can not learn in a classroom. We want to thank our entrepreneur for being a good sport and volunteering their time to answer a few questions to help our community grow from their knowledge.

I want to introduce you to our guest today who will be taking our Pop Quiz Monday.

Can you please tell everyone your name?

Heather DeSantis

What is your job role?

CEO of Publicity For Good and Press Demand

Tell us about your company?

Publicity For Good is a purpose-driven PR firm. We love working with brands which believe that having a mission and doing good work is as important as the product or service you provide. Our passion lies around an early stage, emerging and fast growth companies who focus on results and believe that the way PR has always been done is ripe for a change — and we’re excited to be that disruptor.

Press Demand is a monthly PR SaaS program which allows experts to pitch themselves to the media directly using the software. This subscription-based program simplifies media relations for entrepreneurs and media by using our proprietary PR process.

What do you love most about your job?

What I love most about my job is being able to launch innovative campaigns and secure organic interviews for my clients. Most of the time I find that companies have worked with other PR firms and Ad agencies and were not able to experience any media interviews. I love being able to support our clients and their goals by getting them in the media, through our proprietary process, understanding their brand first, being a consumer, building a campaign around social listening and trending topics.

Being a publicist since 2012, and securing more than 1000 interviews since then on TV, Radio and Online, my excitement for every booked interview for our clients has never dwindled. And I genuinely love being able to teach and support my team so that they’re able to be the fantastic Publicists that they are.

What motivates you to get up every day and go to work?

I am motivated building a purpose-driven PR firm such as Publicity For Good because the real ‘mad men’ style of doing things in the PR world isn’t working.

How do your co-workers inspire you?

My co-workers inspire me because day in and day out they are so client focused and they get behind the movement of their clients. I wouldn’t be able to service our clients and/or build Publicity For Good to the PR agency that we are today without the support of my team.

How do you have fun at work (team building, pranks, etc..)?

I have fun at work every single day and every single second by simply living an unfiltered life where I can be me every second of the day. No part of my life is compartmentalized, and everything is integrated through showing public gratitude to my team, to celebrating client and team member wins. I love creating a culture that is client obsessed and a culture where team members can truly be themselves.

What are some of the challenges of your job?

The challenges include every day being in the trenches to support our clients in the media. When you’re so focused on your client’s story, and mission and you get a ‘no’ from the media, it’s important to take a moment to know that ‘no’ is not a forever ‘no’ and then to take a moment before reaching out to more media.

Also with this industry, there is so much confusion when it comes to Public Relations. With some contributors charging for their articles and the unethical behavior of some, not only does it taint the industry but it is hurting how people think of PR. Traditional PR is needed, where traditional PR is securing with physical media members instead of giving someone money for a feature.

What are some lessons learned from a past project that you can share with us?

Always follow your intuition and gut. Only take advice from people who are ahead of you and in alignment with your ethics and beliefs. The importance of understanding the goal of what your client is trying to do and what they’re hoping to see come from the PR articles. Often there’s a misalignment with what people think will come from PR and a lack of understanding about how to amplify on their own social media channels the media they’ve done elsewhere. Most times people think traffic or more sales will result automatically. But there needs to be a plan to share media results with your email lists and use as content. Also, transparency is super important too.

What advice would you give to someone who is starting in your industry?

Absolutely get an internship first. I worked at an Ad agency for three and a half years which is where I learned everything I know about PR. Anyone looking for an internship with Publicity For Good should let us know as we’re always looking for purpose-driven interns. If interested in an internship, you can email us at hiring@publicityforgood.com.

Thank you for taking our pop quiz today. You get an A+ for effort. You can learn more about our interviewee and their business by visiting them on the web:



Author: Ricky Singh, MBA

Editor of The Startup Growth.

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