PR for the People Spotlight: Janice Lazaro | Singer/Songwriter

This is a series of interviews with participants in PapaLoDown’s ‘PR for the People workshop’. Hear first hand from amazing people and organizations, who are learning how to amplify their stories in the news, grow their visibility and attract new opportunities.

Meet Janice Lazaro, singer and songwriter.

What is your background and experience?

My background in PR is very minimal. I was a Marketing/PR representative on a part time basis for a fashion company based online (now they're global and their product is sold in shoe retail shops all over). I reached out to blogs and shop retailers, sharing the brand's story in hopes to house/sell their product.

What is the current Public Relations (PR) campaign you're working on about?

Pinayista's Virtual Summit / Pinayista organization and my newest music release titled "Finding Home".

What goals do you hope to accomplish through this PR campaign?

I hope to accomplish learning the art of the "pitch" and to apply the skill with greater ease, and through each respective campaign, my goal is to secure a few features and interviews through notable publications.

How has the experience of pitching and working with media to amplify the stories in your PR campaign been like so far?

My experience has been humbling, now realizing all the work and research it takes to connect with a publication. As far as amplifying stories of each respective campaign, I felt a greater appreciation for the cause and mission, and the story behind it. It was really enjoyable to curate a concise story to best represent the brand, and to craft it in a way that's most appealing and how it can align with the publication's values and intended message.

What are a few things you know now about PR that you didn't know before you started?

I didn't know the "pitch formula", the general outline when reaching out. I now know how to craft a PR email, know what tools to use to understand the reputation and status of a publication, and how to properly use Twitter to engage with journalists.

What other projects are you working on that we should have on our radar?

Last year I promoted the single, "Finding Home", released on Tuesday, November 17th, 2020. It's available for downloading and streaming on all online platforms. As far as upcoming news, i’m releasing a synth-pop album in the coming months, follow me on Instagram @janiceleelazaro.