There is something great to be said about ambitiously starting your own public relations firm and following your dreams. Pretty Living PR, owned and operated by Charissa Lauren (founder) and Allyn Lewis from Pittsburgh, are following their dreams and making their mark in public relations. The dynamic duo has grown into a full-service firm and extended the brand by releasing two additional chapters, Pretty Living Magazine and Pretty Living Weddings, in less than one year of business. Now operating with a staff of six employees, Pretty Living has received tremendous recognitions making the company one of Pittsburgh’s most substantial start-ups of the year. Pretty Living PR has a dynamic offering of public relations and publicity services including marketing, campaign management, promotions, press services and graphic design.
Charissa Lauren (founder) and Allyn Lewis of Pretty Living PR
Recently named finalists for the Entrepreneur of the Year Award by Stiletto Women in Business and additionally recognized by Pittsburgh Magazine’s Women in Business Spotlight, the women behind Pretty Living PR are a force to be reckoned with. Recently, PR Diva had the opportunity to interview Charissa Lauren and Allyn Lewis of Pretty Living PR.
Why did you both decide to start Pretty Living PR?
Charissa & Allyn: We noticed more interest in fashion and beauty careers in our own city of Pittsburgh and found a lack of PR firms working specifically with these companies. But not only Pittsburgh, we found that there are fashion and beauty companies everywhere that may not receive the exposure and advancement opportunities simply because they aren’t LA or NYC based. We wanted to change that and give more opportunities for business expansion wherever they are located on the map. Not to mention we have an extraordinary passion for building other businesses and working one-on-one with women and business and entrepreneurs. Pretty Living PR has been a dream come true.
What is a typical day like for you?
Charissa Lauren: What I love about this career, and being a business owner and a public relations professional is that every single day is different. I’m doing something exciting every day. I’m not sitting in a cubicle, I’m creating ideas, I’m growing fellow businesses and I’m taking action. One day I may be working directly with a magazine, the next brainstorming a campaign, the next an event. PR combines all of my passions and talents into one position.
Allyn Lewis: In my life, there is no ’typical day.’ Every day when I wake up, I have no idea what the world is going to throw at me and what I’m going to find in my inbox. That’s the best part of this job and being in this industry - it’s always new, exciting, and constantly allows me to keep growing as both a person and a business professional. Some of my regular tasks include managing staff, coordinating events, and organizing the company as a whole.
With every event Pretty Living PR hosts, they give back to a worthy cause, including several of Pittsburgh’s own nonprofits. Thus far, the company has donated to Gwen’s Girls, The Autism Center of Greater Pittsburgh, Fair Girls, The Make a Wish Foundation of Greater Pittsburgh, UPMC’s Cancer Center for Melanoma Research and many more to come. “We are extremely passionate, as philanthropists, to stay true to our home city in growth and play a vital role in community giving, we will always give back to a cause with every event,” Charissa says.
Charissa Lauren, Founder of Pretty Living PR
What motivates you? What obstacles have you overcome during your first year?
Charissa Lauren: My motivation is always the general passion for my work and my future goal to not only have a job, but to have a position that I care for. My clients and my co-workers keep me going to. Eventually, the company became something much more than about me, I have other people to look out for now.
The first year in business is tough for everyone, it’s an emotional rollercoaster, but a very rewarding one. There are always obstacles that arise but the important thing is to utilize problem-solving skills. If something isn’t working, create a new method. I’ve also recently learned the value of the waiting game, to wait until you’ve truly seen the effects of an idea. Business itself is a trial and error and I’m pretty sure it will always be that way, but it’s about enjoying ride and keeping hope and trust in yourself and your company.
Allyn Lewis: Problem solving is second nature to me and I think that this is what helps me to stay passionate and motivated. Immediately as an issue starts to arise, my brain analyzes the situation and works through all of the possible options and outcomes. I feel like I always have a plan in place for whatever is thrown at me, and even if I don’t, I’m able to come up with a strategic plan, not just a solution on the spot. No matter what happens, you can’t dwell on the fact that something isn’t working – nothing productive will come of that. Some of the obstacles we have had to face in the first year are determining how to grow in the direction that we wanted to go in. No matter how thorough your business plan is, I promise it will never ever work out exactly like it does on paper, and that’s okay! You have to constantly evaluate your progress and make decisions accordingly. Things arise all the time that there is no way you could have planned for when mapping out the company, and instead of worrying about not sticking to the plan, we’ve learned that you have to use your current situation, no matter what it may be, and adapt your strategy to that. There are always variables you can’t change, but there are also always variables that you can! You are never out of options and if you have the right mindset, you can overcome anything.
“We launched in Pittsburgh to offer assistance to businesses looking to expand into the next chapter. It’s important to us to stay true to our passion of inspiring businesses to thrive,” co-owner Allyn explains. The company anticipates keeping its headquarters in Pittsburgh while working nationally and internationally with clients in fashion, beauty and lifestyle.
What book are you currently reading?
Charissa Lauren: Something More by Sarah Breathnach, about discovering your inner self and living a purposeful life. It’s a great read for women in their early twenties, as these years carry such a drastic change. I’ve been a face in business for quite some time, I think people forget I’m still a twenty-something girl just like the others! 
Allyn Lewis: I wish I had time to read! Which I don’t have a specific book I’m currently reading, I’m always going through magazines, public relation articles, business news, etc. I’m constantly trying to educate myself. I think you stop growing when you stop learning.
“We are now working with companies from across the United States and recently secured our first international client. For the upcoming year we are focusing on building our international clientele and branding our latest branches,” says co-owner Charissa.
What is the best advice you can give someone thinking of making the big jump to start their own PR firm and/or go the freelance route?
Charissa Lauren: If you’re thinking about starting your own PR Firm, I would suggest to first focus on your niche clientele, because this is what will determine your work forever! I would also advice to make sure your company is well-branded, with its on marketing strategy. And, of course, do something that no other firm is doing! PR is becoming an increasingly popular career, make yourself stand out among the rest.
Allyn Lewis: The best advice I can give someone is to trust your gut – something that took me a long time to become comfortable with. Everyone will try to sway you and influence you, but the most important thing is to stay true to who you are, your values, and your beliefs. Your reputation is everything in this business, so you have to be mindful of how you are handling every situation because people are watching you. It’s also important to brand yourself. Decide the person you want to be and show the world. Be unique, be different, and be you. Standout. Then, when you go to apply for jobs (or if you decide to start your own business) people will already be able to see the skills you possess and what you can do because your personal branding will be a great example.
What can we expect from Pretty Living PR for 2014 and beyond?
Charissa Lauren: Throughout this year, we are currently working on the finalization of our sub-companies Pretty Living Magazine, Pretty Living Productions and Pretty Living Weddings, which are used to promote and publicize as well. We are hosting our 1 year party very soon, in May. We are also in the early stages of a new staff development. Of course, we’re also anticipating the exciting upcoming events for our clients!
Allyn Lewis: This year, we’re really focusing on strategically expanding our team and our audience. We made it so much further than we could have ever imagined in 2013, so right now I think that it’s important to focus on how we’re growing and making sure everything is thoroughly thought through to avoid the issue of growing too fast that many businesses confront. We’re also going to be growing our Wedding department, Magazine, and Production department to compliment the foundation of Pretty Living PR. We’re creating a unique, one-stop-shop for our clients to not only provide Public Relation services, but also an overall business development experience.
What do you see in the future of public relations?
Charissa Lauren: The public relations industry has seen a tremendous increase in more recent years. We do think this is because the higher amount of networks, platforms and overall media. PR is everywhere now and we only see it growing.
Allyn Lewis: I think the future of public relations is becoming very dynamic. There are no longer a certain set of sets or guidelines one can follow for general clientele. With all of the unique exposure outlets that continue to emerge, social media, digital press, etc. it’s going to become extremely important to adapt and evolve quickly. No two businesses are alike and because there are so many more resources to utilize, it’s going to become even more important to be able to customize and personalize relationships based on each specific situation.
“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. We ask ourselves, ‘Who am I to be brilliant, gorgeous, talented, fabulous?’ Actually, who are you not to be?” -Marianne Williamson
What is a quote or phrase you live by?
Charissa Lauren: “Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. We ask ourselves, ‘Who am I to be brilliant, gorgeous, talented, fabulous?’ Actually, who are you not to be?” -Marianne Williamson. My personal key to fulfillment is to carry a life of gratitude, purpose, passion and generosity.
Allyn Lewis: You can have your cake and eat it too if you’re the one who bakes it!