Taking risks is an inevitable part of building and nurturing a career. No matter what road awaits, nobody can move forward if shadowed by reluctance and fear. Despite countless failures, Liana Zavo never let these roadblocks keep her from reaching her ambitions. The founder and CEO of ZavoMedia, a PR and Digital Marketing Agency based in NYC, she firmly stands by her mantra, “Success is the ability to Conquer failures time and again.” By aligning her personality with her purpose, Liana pivoted her career
From a celebrity stylist and designer to a rockstar publicist and business woman. Her expertise in public relations, entrepreneurship, and leadership led her to appear on Forbes, FOX News, Entrepreneur Magazine, Young Entrepreneur Council, etc. After gaining momentum in the PR industry, Liana expanded her reach using a new platform called Clubhouse. This audio-based app connects people with experts from various trades through ‘rooms’ where anyone can join, listen, and participate in the conversation. Although the app is still in its beta phase, Liana saw this as an opportunity to teach business owners and professionals about PR. Due to the increasing demand on Clubhouse, Liana created ZavoMedia.com PR Academy to teach small businesses, professionals, and entrepreneurs the proper PR strategies to boost their personal brand in the press, media and TV. In this interview, we’ll discover how Liana etched her name in the PR industry and find out her notes on leadership, power and creativity.
NY WEEKLY: As a recognized expert in your niche, why do you think PR is important?
Liana: As a business woman, PR strategist and media mogul having that connection with your audience
Is vital. It means that you’ve successfully gained their trust. When there is trust, they will continue to support and patronize the brand. Trust equates to profit, and profit leads to growth. So, how do we fit PR into the equation? PR bridges the gap between the brand and the consumers through efficient strategies and campaigns like storytelling. People love to listen to stories that resonate with them on an emotional level. And when you have a compelling one that catches their attention, your brand permeates and influences their way of thinking. That’s how powerful PR is when carried out properly by the right people in the industry..
NY WEEKLY: What advice can you give for business owners when it comes to PR?
Liana: A PR’s responsibility is to build and manage brand reputation. It requires time to create the
Desired image for your brand. Don’t expect it to be an overnight success. Instead, delve into the process with your PR team to brainstorm ideas and concepts best for your business. The advantage of PR Agencies is that you don’t have to spend a massive amount promoting your products and services. Packages are tailored and curated based on your needs. A small business owner can start with the basic strategies first to establish personal brand visibility which leads to massive social proof and credibility, and that leads to profitability. This sets the foundation for more speaking engagements and press coverage. Don’t expect to measure PR in ROI. It doesn’t work like that, it’s not marketing or advertising.
NY WEEKLY: Do you believe that the style of leadership matters in leading a company? How did you
Manage your agency all these years?
Liana: Every leader has a different style of management. As long as everyone is passionate about what they do, the rest automatically follows. I believe that leading by example creates a positive environment and inspires the workforce to do the same. I learn from my employees on a daily basis and I listen to them and deliver to create a high-vibrational work environment. Since Covid, my whole agency went remote and that created more creativity to work on campaigns. When everybody works smart for the brand, consumers receive excellent service, bringing positive reviews and feedback to the company. Taking our clients from zero to heroes and making them into irresistible brands, that is our mission. Now that is a cycle that every leader would want to have.
NY WEEKLY: Would it be a good time to start a business in our current state?
Liana: The new normal proved to be a complicated situation for everyone. Businesses had to adjust and pivot according to the new rules and health protocols to keep everyone safe. I suggest studying the latest trends and keeping an eye on where the demand is. Always keep moving like a shark! Social media is an ideal place to start since brands have switched completely digital to boost their presence online. Despite the pressures of the pandemic, there are still plenty of options worth trying. Don’t limit your imagination and ideas.
NY WEEKLY: To wrap up this interview, what is the biggest takeaway that aspiring influencers can
Learn from the media mogul on Clubhouse?
Liana: Own your influence and never let failures define who you are. We all start from small, humble
Beginnings and push forward to evolve into what we desire to be. I started with a few followers on Clubhouse, but that didn’t discourage me. I kept going and visited different rooms, joined in conversations, and connected with many people. I shared my knowledge, and in return, gained wisdom from peers. I showed up consistently until people recognized me for my expertise in my niche. My influence grew and led me to where I am today because I decided to pour into others with my expertise and knowledge in PR, media and how to run a successful business.