Troy Monaco – Public Relations 3.0

Publicity
artist Troy Monaco’s roster of clients includes celebrity makeup artist
AJ Crimson (Kissable Couture) and Rihanna’s hairstylist, Ursula
Stephen. Recently, Monaco spoke with ro about what distinguishes his
business in the crowded field of public relations. –Wesley Brown

You’re not just a publicist, you consider yourself a ‘publicity artist,’ what’s the difference between the two?
Ever been to a makeup counter where a salesperson didn’t know how to
use a product? Or [to] a salon where a hairstylist wasn’t accustomed to
your hair type? A salesperson may have knowledge of the product and how
it works, but the makeup artist has an eye for color and composition
and can apply the products to create a specific look for each
individual client. I like to take my PR techniques beyond just being a
publicist, always considering what I can do to take a project to a
higher level.

Why are people reluctant to use a public relations professional?
People [do] themselves a disservice by not incorporating [a PR rep]
into their marketing mix. This is usually due to a lack of
understanding [of] how it can impact the viability of a product or
service. While marketing and advertising create impulses to buy, PR
creates a heightened awareness and will help to solidify brand
positioning — especially when used as extensively as possible. Most
people don’t even realize that publicity can be the least expensive
marketing tool available if applied correctly.

It’s the end of a long day. You’re extremely tired and there is still a lot of work to be done. What keeps you going?
Being determined to finish everything that I start.