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Creating Relevant Messages Across Cultures, with Lisette Paras

Episode 50

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Lisette Paras is the president & founder of Gravitate PR, a marketing communications firm that specializes in transforming high-growth technology companies into category leaders. Lisette has a wide breadth of experience in a career that’s spanned in-house corporate, multinational, and boutique PR agencies, working primarily with enterprise technology brands. She started her career in Australia, where she led Asia Pacific regional PR campaigns before moving to the Bay Area a decade ago.

What you will learn in this episode:

  • How to help clients distinguish between urgency and reality
  • Why it’s important to ensure your message stays relevant for all audiences and regions
  • Why you need people who know each industry and stay current on related trends
  • The importance of staying curious and asking questions in a PR career
  • What Lisette’s process looks like with her clients, and why she emphasizes an in-depth kickoff
  • The pros and cons of being an in-house PR professional as opposed to an agency


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