Are you ready to Be
Inkandescent?
Hope Katz Gibbs
A
h, the art of being yourself
and living your dream —
while making enough money
to employ others and grow
your marketshare. Isn’t that
every entrepreneur’s goal?
Doing it with spirited passion, brilliance,
and white-hot light is what makes the
best companies stand out from the crowd,
for they are “inkandescent.”
That’s the mission for The Inkandescent
Group, LLC — a PR, content marketing
and publishing company that I founded in
2008: www.TheInkandescentGroup.com.
I knew there were thousands of
entrepreneurs who needed help with
their public relations and marketing
campaigns, but couldn’t afford the big
guns in NYC. For the last five years, our PR
firm “by entrepreneurs, for entrepreneurs”
has helped businesses raise awareness of
their brand and ideas.
Staffed by award-wining print and
broadcast journalists, designers, web
developers, and photojournalists, our
team knows how to tell a great story — and
has fun doing it. It’s been very satisfying
to help other small-business owners craft
their message, create stunning websites,
write educational newsletters, and get
quoted in the news.
Realize that Content Marketing Is Queen
16
Evolution Magazine/ December 2013
Since getting in the news is what most
entrepreneurs hire PR firms to do, we’ve
been happy to oblige. We’ve gotten
our clients mentioned in national
publications such as The New York
Times and Wall Street Journal, as well as
“The CBS Early Show,” and on Fox News,
and more.
But what is the real value of that kind of
fireworks if you don’t catch the embers?
Sure, being quoted in the New York
Times or Wall Street Journal is a great
credibility builder, but if you don’t
catch the embers — on your website,
in a monthly newsletter, and on your
social media pages — it’s just a pretty
memory.
That’s why we focus on helping our
clients develop a logical, methodical
strategy around their PR and marketing
campaigns. This includes using every
article they write, every press mention
they generate, and any accomplishment
they achieve three times.
Embracing the “Power of 3” is also the
reason we launched our own business
magazine in January 2010. We wanted
to give our clients, and other smallbusiness experts, another means of
sharing their insights and ideas with
our growing network of entrepreneurs.
After all, a tenet of journalism is to
“show, don’t tell,” and what better way