PR for the People Spotlight: Michelle Yee
This is a series of interviews with participants in PapaLoDown’s ‘PR for the People workshop’. Hear first hand from amazing people and businesses, who are learning how to amplify their stories in the news, and growing their visibility and brand awareness in the process.
Meet Michelle Yee, photographer and writer:
What is your background and experience?
My name is Michelle Yee and I am an Asian-Canadian artist, photographer, and writer, based in San Francisco, California. Before moving to the US in 2017, I had an established career in Toronto as a commercial and editorial photographer, working with a diverse range of clients that included VICE, Mercedes-Benz, The Associated Press, University of Toronto, Public Health Ontario and Royal Bank of Canada.
But, deep down, I know I have always been a writer. I have been writing for most of my life. When I made the leap and moved to US, I decided that the time was right to expand on that change and move towards creating the kind of work that really speaks to me and makes my heart sing.
What is the current Public Relations (PR) campaign you're working on about?
I’m on the verge of launching my first book, After That August. I wanted to create art in the form of a book. After That August is a photographic memoir; it is a portrait of a moment in time and the story is told through the combination of my writing and photography.
Back in May of this year, I successfully ran a 30-day Kickstarter campaign and raised $23,350 USD for the production of this book. I’m now in the midst of making that book real and planning for its official launch on November 21st in Toronto and on December 8th in San Francisco.
What goals do you hope to accomplish through this PR campaign?
Because I’m independently publishing this book, my goal is to assume the role of a traditional publisher and do what I can to get my book, my name, and my work in front of as many people as possible – specifically by looking for writers / journalists / podcasters / media outlets that cover projects similar to mine and helping them to “discover” me and what After That August is all about.
How has the experience of pitching and working with media to amplify the stories in your PR campaign been like so far?
I’ve been reminded through this process that I have a certain kind of working style. When it comes to things that I’ve never done before (like, launch a PR campaign), I have to give myself time to let those seeds germinate. I was told in the beginning to think about story angles that I could pitch and it took me weeks to be able to come up with ideas that not only deeply resonated with me but could also work for this specific campaign. In short, I’m like a slow cooker.
What are a few things you know now about PR that you didn't know before you started?
Through this course, I’ve come to see that the overall goal is more than just putting myself and my work out into the world – the larger goal is to create a win-win situation for everyone involved. Beyond the promotion whatever it is that I’m doing, the goal is also to form partnerships and build long-term relationships; to help journalists and media outlets by crafting pitches and story ideas that are appropriate and in alignment with their chosen subject matter and making it easy for them to create more content (by featuring me and my project!).
What other projects are you working on that we should have on our radar?
On Sunday, December 8, I’ll be hosting a launch party for “After That August” at The Ruby in San Francisco! And on Thursday, November 21st, in Toronto, for my Canadian peeps!