Jenna joined the team a couple of years ago, and, thanks to the amazing weather and activities that Cape Town offers, has caused jealousy in the team ever since. But we still love her, which is why we are delighted to present her to you and the world in our latest instalment of “Meet The Team”!
Read on to find out about her take on PR and how startups can improve their storytelling. OK, yes, there are also some more details about life in Cape Town (try not to get too jealous). Jenna is also our ‘Chief Wellbeing Officer’, making sure the team has all it can get to protect their mental health in the crazy world of PR, organising remote yoga sessions, meditation and more.
Here we go!
Where are you based?
Jenna Rosmarin: In (usually) sunny Cape Town, South Africa!
What are your favourite things about living in Cape Town?
Jenna Rosmarin: I’m most at peace in nature, so definitely the phenomenal natural landscapes all around us! Our country has so much diversity, but Cape Town I believe, is particularly beautiful – from our white sandy beaches, to our mighty mountains, there is so much to offer. You’ll never be bored.
How long have you been at Black Unicorn PR?
Jenna Rosmarin: I’ve had the privilege of being part of the team for close to three years now!
What are the startup verticals that most interest you?
Jenna Rosmarin: As a quintessential millennial, I have a strong urge to contribute positively to our world, even if it’s indirectly. Consequently, I find working with environmental startups and those addressing mental health and wellbeing incredibly fulfilling. Their vision inspires me, and it feels rewarding to be part of initiatives that contribute to something good in some way.
What are things you have seen startups struggle with, when it comes to PR?
Jenna Rosmarin: The most common challenge I’ve seen is identifying what truly sets the business apart and crafting it into a compelling, newsworthy narrative. Journalists and their readers are more interested in engaging stories than a hard sell. The days of adopting a ‘spray and pray’ approach to news releases are long gone. Today, successful PR requires thorough research, relationship building, customization, and strategic planning.
From startups that you see excel with PR, what are some of the things that they are doing right?
Jenna Rosmarin: These startups have nailed the art of storytelling and understand the importance of starting small and slow but aiming high. They consistently build relationships with key journalists, eventually becoming a trusted source of news or expert opinion in their respective sectors. Moreover, they often work with dedicated PR agencies, particularly ones that invest time in understanding their business and view themselves as partners rather than temporary service providers.
What would you recommend to a startup that wants to get started with PR that they focus on first?
Jenna Rosmarin: To navigate the PR landscape, it’s essential to know which journalists and publications might be interested in your story and the kind of content they typically cover. This knowledge can offer valuable insights about who to approach and what to present. Without this, you’re shooting in the dark and possibly burning bridges while you’re at it. I’d also suggest studying competitors or similar businesses to gain insights from their successes and failures. Consistency is key to getting noticed and amplifying your brand voice, but it’s crucial that your output is newsworthy and tailored to each journalist’s interests.
What is your top tip for early stage startups when it comes to PR?
Jenna Rosmarin: Firstly, it’s never too early to start. While you may initially encounter more rejections (and often not even an acknowledgement) than acceptances, it’s important to make your presence known to journalists in a constructive manner. Engage with their social media posts, be responsive to their needs, and introduce yourself when you spot an opportunity.
Are you a summer or winter person? Why?
Jenna Rosmarin: I’d have to say both. As I’ve learnt in life, you can’t have the good without the bad. So I’d never be able to enjoy a summer as much as I do without a winter. That being said, my UK and CEE colleagues do have a good chuckle when I’m wrapped up in a blanket and scarf in our mild Cape Town (usually 20 degrees celsius) winter temperatures.
Favourite cuisine? Why?
Jenna Rosmarin: A good Indian dish always hits the spot, but if I had to eat one thing for the rest of my life, it would probably be sour cream and chive flavoured crisps. I have no idea why, but I can’t live without them.
What are your favourite hobbies? /that you are doing atm?
Jenna Rosmarin: As a symptom of my ADHD, I have more hobbies than I can count or have time for. Some more recent ones have been learning the Ukulele, tap dancing, DIY projects, fostering homeless puppies, gardening, cold water immersions in the ocean, watercolor painting, yoga, running and photography.
You have a free weekend. Movies and popcorn or outdoor adventures?
Jenna Rosmarin: True to the theme of balance, I’d say a bit of both!
Meet our other amazing team members!
