In a world increasingly interconnected and diverse, public relations has never been more essential. This is particularly true for organizations seeking to tap into the immense economic potential of the Black community. With their collective spending power projected to surpass $1.8 trillion by 2024, Black consumers are a driving force in shaping trends across industries, from food and beauty to media and technology.
Yet, the value of diversity and inclusion has faced unprecedented challenges in recent years. Some organizations and individuals have questioned their importance or even actively worked to undermine progress in these areas. In the face of such adversity, the leadership exemplified by Keisha Brewer, the founder of the PR Alliance and the visionary behind PRocon, is more crucial than ever.
Launched in 2022, PRocon—a digital community and annual conference—enables communications professionals from all disciplines to connect, learn, and grow together. The event has quickly become a must-attend for PR and communications professionals, focusing on emerging trends, expert insights, and valuable networking opportunities.
To shed light on her journey, Brewer sat for an interview with Adedayo Fashanu, CEO of TANTV, a multicultural-focused platform, to highlight the need for a more inclusive industry while offering crucial insights into the future of public relations.
The PR Alliance to PRocon: Bridging the Gap in PR for Small Businesses
Keisha’s journey into public relations began with a love for storytelling and messaging, which she discovered early in her career as a news writer. But it wasn’t just her passion for strategic communications that led her to establish the PR Alliance. Recognizing that small businesses needed the same level of communication support as larger organizations, Keisha founded PR Alliance.
“What really made me decide to start the PR Alliance was understanding that small businesses still needed the same communications engine behind them in order to grow, just like these large organizations do,” Keisha explained.
The PR Alliance has since grown into a thriving enterprise, now in its eighth year, providing strategic communication services to businesses that traditionally might not have access to them. But Keisha didn’t stop there. As her agency grew, she noticed a growing demand for mentorship and resources within the PR industry itself. Professionals were approaching her with questions—how to start a business, how to navigate the complex world of communications, and how to build a lasting career in public relations. This led to the birth of PRocon, a conference designed to address these needs and offer a space for learning, connection, and growth.
Where Biz Besties Blend Value and Vibes for PR Success
In just three years, PRocon has become a cornerstone event for public relations professionals, particularly those from minority backgrounds. What sets PRocon apart is its commitment to providing “value and vibes,” a unique combination of insightful content and an engaging, inclusive atmosphere. Attendees can expect to leave not only with practical skills and knowledge but also with meaningful connections—what Keisha calls “Biz Besties.”
The conference features workshops on client acquisition, personal branding, and strategies for thriving in an industry that’s rapidly integrating social media into traditional journalism. With notable speakers like Yvette Noel-Schure, who has worked with Beyoncé for over 25 years, PRocon delivers unparalleled insights from some of the best in the field. This year’s event, scheduled for August 31st in Silver Spring, Maryland, promises to be a celebration of the PR industry’s diversity, a showcase of minority talent, and an opportunity for professionals to learn from each other in a collaborative environment.
The New Media Landscape: Journalists, Personal Brands, and Social Media:
As the media landscape continues to shift, one of the most significant trends is the increasing prominence of journalists building personal brands on social media.
“We’re starting to see journalists own their own voices and content, translating that into the digital space,” she observed. PRocon will address this trend and explore how PR professionals can adapt to this changing landscape.
Keisha points out that many journalists, especially Black journalists, are taking control of their narratives and content through digital platforms. With layoffs and pay cuts affecting the industry, creating a personal brand has become more of a necessity than a luxury.
She added that it opens new avenues for collaboration and storytelling, allowing PR professionals to engage with journalists who are more connected to their communities and audiences than ever before. PRocon’s workshops aim to address these dynamics, equipping attendees with the tools they need to navigate this new landscape.
Black Media Is as Valuable as Other Media
One of the recurring themes in Keisha’s work is the importance of Black-owned media. Too often, businesses overlook these platforms in favor of mainstream outlets, driven by the perception that only top-tier media can provide the visibility they seek.
Keisha emphasized the value of diverse media platforms, particularly black-owned media. “Black media is just as valuable as any other media platform,” she asserted, encouraging PR professionals to help clients understand the importance of engaging with these outlets.
For Keisha, the conversation about Black media is not just about representation; it’s about recognizing the expertise and storytelling power that these outlets bring to the table. Keisha challenges this mindset by highlighting the unique value that Black media offers. Not only do these platforms understand the cultural nuances that shape the stories of Black-owned businesses, but they also often reach the audiences those businesses are trying to engage.
As the PR landscape continues to evolve, platforms like PRocon play a crucial role in equipping the next generation of professionals and fostering deep connections with the communities they serve. The upcoming PRocon conference, scheduled for Saturday, August 31st, at the Silver Spring Civic Building in Maryland, welcomes professionals from public relations, communications, marketing, and media sectors.
