Nata PR School (EN) – Details, episodes & analysis

📺 Watch on YouTube ► https://youtu.be/YLX0O3FfkR4

For this episode, I have the pleasure of welcoming Vanessa Sicotte, design expert and founder of Damask & Dentelle, a digital platform dedicated to interior design. She is known for an approachable, vintage-inspired aesthetic and also hosts the Déco Thérapie podcast.

Before launching Damask & Dentelle, Vanessa graduated in Marketing, then earned a Master's degree in Art History from Concordia University, and worked in the corporate world, including at Louis Vuitton and Canon. She created Damask & Dentelle after deciding to follow her passion for décor, and today embraces a new challenge by joining the NATA PR team.

Vanessa explains how she defines herself first as a mom, passionate woman, and traveler at heart. These aspects have shaped her professional practice in design and as a storyteller. She built her career around one idea: our spaces are never neutral; they reflect who we are.

She shares that Damask & Dentelle was born from her desire to democratize design and show that everyday beauty is found in the details. The name represents Quebec heritage—damask in English and dentelle in French—embodying the blend of heritage and modernity that defines her design vision.

What surprised her most about PR is how deeply it's rooted in human relationships. Behind every press release and strategy, there's dialogue—a way to build trust with media, clients, and communities. This balance between long-term strategy and daily agility excites her enormously.

To brands relying only on social media, Vanessa explains that while social media is essential, it doesn't replace the depth of an article or interview. PR adds credibility and resonance that lasts over time, anchoring stories in collective memory.

She sees each social platform as a room in a house: each has its function, but together they tell a coherent story. For the future, she hopes to serve the NATA PR team and remain curious and open to new encounters, as PR, like design, is all about human connections.

📍WHERE TO FIND VANESSA:

At NATA ➤ vanessa@natapr.com

Podcast ➤ Déco Thérapie — available on all platforms

LinkedIn ➤ Vanessa Sicotte

Instagram ➤ @damask_dentelle

Don't miss one of our last two cohorts of the year to learn how to get the media talking about you for free:

September 29, 2025

November 10, 2025

🚨 GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en

SIGN UP TO OUR LISTS ➤ www.natapr.com

INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/

Dear PR Friends!

An article in BOF (Business of Fashion) recently caught my attention: it talked about influencers (TikTokers) hiring PR agencies to get themselves featured in traditional media.

Interesting, right?

When I tell you that PR is constantly evolving and knows how to take advantage of new technologies, I couldn't think of a better example.

So why do these influencers want so-called traditional media to talk about them?

Because TikTok stars are after the prestige and credibility that come with being featured in outlets like Vogue or the New York Times --- trading viral moments for lasting influence.

An online article can remain accessible for years. And let's not forget about print magazines, which have an enviable shelf life compared to the instant nature of social media!

I have to say, I love this: even these digital stars want to build something lasting, and traditional media still play a key role in growing their reputation.

It may sound counterintuitive that, in an era dominated by influencer marketing, a TikToker with more than half a million followers would still be seeking traditional press coverage.

But they've understood something important: media gives them access to millions of readers who never see them on TikTok... and also to brands that don't know them yet.

As more and more creators aim to build sustainable careers beyond online fame, many are now seeking the legitimacy that only the press can provide.

And those of you who follow me know my message well: PR is here to make you known.

Don't miss one of our last two cohorts of the year to learn how to:

GET FEATURED FOR FREE

- September 29, 2025

- November 10, 2025

Sign up today!

Don't miss our next FREE WORKSHOP on the #1 PR tool -- The Press Release here: September 17, 11 AM ET

Nata

DON'T MISS OUR NEXT FREE WORKSHOP ➤ https://event.webinarjam.com/register/41/m420ws7m

TO SEE THE PROGRAM: HOW TO GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en

6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415

THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model

SIGN UP TO OUR LISTS ➤ www.natapr.com

INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/

PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37

Let's talk about 2025 goals.

Can you believe it's already the end of April? I thought it was the perfect time to check in and share where I'm at with my goals for next year.

I said it loud and clear: 2025 will be my best year yet.

Here's what I've set my sights on:

1. Celebrating NATA PR's 25th anniversary
2. Writing not one, but two books
3. Launching brand-new services

25 years of NATA PR

My plan was to celebrate in Miami with my whole team.

But... with the current situation between the US and Canada, those plans are on hold.

That said, I still managed to go on my first exploratory trip in February with two of my senior team members.

Since then, things have gotten more complicated --- visa issues, trade talk tensions... One of my colleagues, who has a Ukrainian passport, got denied.

So, the Miami celebration is postponed, but we're not giving up! We'll plan something here in Canada instead. Stay tuned.

The two books

The first book, about public relations, is moving forward --- I already have a plan and an introduction written.

You might remember the title: No One Is Waiting for Your Press Release.

The second book is a personal one --- it's about my mother.

At almost 65, she made the bold decision to leave my father.

I'm recording our conversations, letting her tell the story in her own words.

I'm really curious to see where this project leads us.

What's new at NATA PR

I'm also revisiting my goals for the agency.

But the most exciting news? I'm testing out a brand-new service offer.

I've already found a company to try it out, and it feels so right.

You know when you feel excited and energized --- like you're exactly where you need to be?

That's the feeling. I'll tell you more about it soon.

At NATA PR SCHOOL

In 2025, I'll be offering four free workshops!

I'm already getting ready for the third edition of my press release workshop.

Join me and create your own press release in under two hours a week --- with a bit of help from ChatGPT!

The next session is happening on May 8 and 9, and it's going to be the best one yet.

You'll find the link in the show notes.

Why this podcast?

To pause. Reflect.

And remind you: even if your goals are still in progress, it's never too late to revisit or adjust them.

For me, goals are signals --- they get my mind and soul into motion.

I often complete things later than expected --- and that's perfectly fine.

What matters most is to keep moving.

Life isn't smooth sailing, and neither is the entrepreneurial journey.

But if you keep taking action, asking questions, and making changes, that's when things start to click.

So, here are a few questions you can ask yourself:

• What's been working since January?
• What hasn't?
• And what can you do today to keep your momentum going?

One question I ask myself often is:

What did I do today to move closer to my dreams?

Recording this podcast is one of those things.

If you feel like chatting about your own goals, I'd love to hear from you,

Because alone, we move.

But together, we grow.

I also want to give a big thank-you to all my coaches---they've helped me get back on track whenever I felt stuck.

Send me a message --- nata@natapr.com.

I'm here for you.

Talk to you soon,

Nata

May 8, 9 2025 at 11:00 am ET WORKSHOP -- Write An Irresistible Press Release ➤ https://bit.ly/3Gj7tIl

6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415

THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model

PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37

SIGN UP TO OUR LISTS ➤ www.natapr.com

INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/

Unless you are a publicly traded company required to disclose quarterly results or you are already well-known, know that no one is waiting for your press release.

However, this does not mean that you should not communicate at all. On the contrary, if you don't, many of your competitors will, and they will occupy all the media space.

I have already addressed this topic in Episode 122, where I present the angle of the press release, explaining that sending press releases is one of many things PR professionals do.

As you can imagine, PR professionals do much more than send press releases.

"No one is waiting for your press release" may sound provocative, but it is a simple truth that our marketing friends often ignore because they:

1. Confuse press releases with advertising.

2. Believe that the results, mentions, and publications will be instantaneous.

3. Think that journalists/influencers are at their service.

Well, no one is waiting for your press release because journalists/influencers:

1. Are unaware that you have spent years creating and refining your product.

2. Already have a long list of topics to cover.

3. Have already been contacted by your competitors.

Some facts to know:

• 43% of journalists cover more than 5 topics (education, environment, cuisine, theatre, books, etc.).

• 36% of journalists write 4 to 9 articles per week.

However, the number one tool remains the press release, and over 76% of journalists wish to receive relevant information.

No one’s waiting for your press release, it’s true. But it’s the number-one tool for grabbing the attention of journalists and influencers. A critical tool, in fact, for getting known.

*Source: Cision State of the Media 2022.

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Public Relations: Why Use a Spokesperson and How to Choose One

With the growing popularity of influencers, I wanted to discuss the use of spokespersons. When you engage an influencer and establish the terms of a contract in which they are to present your product and use specific key messages and terms, you are employing a spokesperson to represent you.

Here are some tips for choosing the right spokesperson:

1. Social Influence: Influential spokespersons can have an impact on consumer buying behaviour. Their recommendation or use of a product can positively influence consumers' attitudes and purchasing decisions, especially those who admire them or aspire to be like them.

For example, think of a celebrity chef endorsing and praising the qualities of Thermomix.

1. Differentiation: Using a spokesperson can help differentiate a product from its competitors. When consumers are exposed to numerous similar options, a charismatic or unique spokesperson can capture their attention and motivate them to choose the associated product.

Employing a well-known brand ambassador in the cosmetics and beauty industry can influence consumer choices.

1. They are conveying Key Messages: A skilled spokesperson can effectively communicate the key messages of a product. They can utilize their charisma, expertise, or experience to compellingly highlight the product's features, benefits, or values, which can influence consumer perceptions and attitudes.

For instance, if you are introducing an innovation that has yet to become familiar to the general public, such as a new electric vehicle, using a spokesperson can provide detailed explanations about the hows and whys of the new device.

1. Emotional Resonance: Spokespersons can establish an emotional connection with consumers. Their fame, personal story, or personality can evoke positive emotions among consumers, strengthening brand attachment and generating a sense of closeness.

"Mommy bloggers" who share their stories and the products they discover to make a baby's life more enjoyable have a significant impact on their fans.

1. Virality and Sharing: Campaigns with spokespersons are more likely to be shared on social media and go viral. The appeal of the spokesperson can motivate consumers to share advertisements, videos, or messages related to the product, thereby increasing the reach and impact of the campaign.

I recall a public relations campaign where we chose Miss Sushi à la Maison to launch the brand NATREL's new ice cream mochis. It was a tremendous success because of the high engagement of this influencer's community. She asked all her fans to share where they found the mochis in stores. The participation was explosive, and the brand sold out!

Yes, using a spokesperson can have numerous advantages, but it is not always necessary. Some products find their consumers more easily through word-of-mouth or by having a public relations agency successfully engage numerous journalists to feature your product to their readers, fans, or listeners.

However, choosing a spokesperson wisely and for the right reasons is crucial. People can sometimes comment or express opinions that contradict your brand values. 

Consider the example of the partnership between Kanye West and Adidas, which started successfully but eventually took a negative turn.

If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com

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Bonjour, Hello and welcome to Episode 145 of the NATA PR SCHOOL podcast.

Public relations to gain consumer trust

Before the advent of the Web and the digitization of media, our public relations campaigns were evaluated in terms of advertising value. 

For example, if a quarter-page featuring a client's product were published in a magazine and purchasing that same quarter-page in the magazine cost $2000, we would multiply that amount by three, six, or even ten because it was commonly believed, based on studies at the time, that an article was read more than an advertisement.

This practice was based on the fact that articles attract more attention than advertisements, and consumers place more trust in what is written in articles. Experts even claimed that editorial content was more effective than advertisements in persuading consumers. Educational and informative articles significantly influenced purchasing decisions more than traditional advertisements.

I wanted to update this data to see what new research revealed. Here's what I found:

1. Content marketing generates three times more leads than paid advertising on search engines. - Content Marketing Institute

2. 70 to 80% of users ignore paid ads and focus on organic search results." - Search Engine Journal

3. 37% of consumers trust articles or blogs written by experts. - Nielsen

4. 74% of consumers trust educational articles and whitepapers when evaluating a company. - Demand Gen Report

While the phenomenon of "Fake News" has had a significant impact on the credibility of journalists, compared to advertising effects, a review of a new car or beauty product will always carry more credibility with consumers simply because it comes from an independent third party who has tested the product and shares their opinion or expertise.

One of our students at NATA PR SCHOOL, Antoine Bolduc, summarizes this effect very well:

"After just one interview on local TV, I became an expert in the eyes of my followers and gained 400 new followers overnight." - Antoine Bolduc, Atypic Equipment

Advertising generates sales, while public relations aim to make you known.

Public relations will bring you the credibility and recognition Antoine Bolduc enjoys today.

It's your turn! Sign up for our programs to learn how to integrate public relations into your marketing plan in less than 2 hours per week.

If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com

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Is a large public relations agency better than a small one?

Several factors come into play because each agency will have different strengths. I like to say that the perfect public relations agency is a bit like perfect love—it doesn't exist. But there is certainly an agency that is made for you!

How do you find it? 

I suggest four tracks that will help you in your search for the perfect public relations partner:

1. Flexibility and adaptability

2. Feels like they have known you for a long time

3. Always finds time for you

4. Resembles you

Flexibility and adaptability

A bigger public relations agency has more human resources, contacts, and important tools. But a medium-sized agency willing to become your partner will provide you with the flexibility you may need at this stage of your business development. An agency willing to regularly review its objectives and openly analyze its results with you will be a faithful ally. 

Feels like they have known you for a long time 

You know this instant connection that makes you feel confident from the first few minutes. In over 20 years of service at NATA PR agency, virtually all these collaborations have been successful. 

So don't hesitate to continue the exchanges with an agency that makes you feel confident and gives you the impression of knowing them for a long time. It's an excellent start!

Always finds time for you 

Smaller public relations agencies can be more flexible, and reactive, and offer a more personalized service. They won't hesitate to reschedule appointments to accommodate you and connect with you. With smaller teams, agency leaders and experts can be more involved in each project. You won't have to start from scratch whenever a young account executive leaves the agency.

Resembles you

Medium-sized agencies can also specialize in specific domains or industries, which can be an advantage if you're looking for specific expertise. They resemble you and can become your public relations department. 

So, does size matter? Is bigger better? 

It's important to note that the size of an agency doesn't necessarily guarantee its quality or its ability to meet your needs. It's essential to consider other criteria such as experience, references, specific skills, the agency's culture, values, and ability to understand your company and industry. 

The best public relations agency is undoubtedly one that already knows you.

If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com

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You are in search of the best public relations agency and wondering how to navigate through all these agencies that, from the outside, seem similar and offer similar services.

Of course, nothing beats a recommendation from a third party that you know, but even then, be cautious as the recommended partner may not be suitable. I have experienced this several times.

The best agency for you is not necessarily the most expensive, prestigious, or award-winning one. No, the best public relations agency is the one that:

1. Offers you a customized plan
2. Knows your industry
3. Has served clients similar to you
4. Develops Key Performance Indicators (KPIs) based on what is valuable to you

The best PR agency offers you a customized plan

Many agencies propose the same approach to all their clients. Yes, it may generate results, but will it be suitable for you, and will you achieve your desired goals?

Feel free to ask the agencies how their proposal differs from what they offer to all their clients.

The best PR agency knows your industry 

Even if the agency you wish to work with appears competent, if they are not familiar with your field or industry, whether it's agri-food or beauty, they will struggle to:

1. Understand you
2. Write press releases using the appropriate technical terms for your industry correctly
3. Develop a contact list they do not already possess.

Are you hesitant to work with an agency that already represents multiple brands in your sector? Well, if that agency is not working with your direct competitor, there are several advantages to considering a closer partnership:

1. The agency knows the journalists/influencers who will be interested in your company or product.
2. The agency will quickly know how to make you shine in the eyes of journalists, capturing their attention and generating publicity for you.
3. In certain sectors such as fashion, luxury, and beauty, you will benefit from the synergy of other brands in your industry and gain more visibility.

The best agency will develop useful KPIs 

Why did you decide to hire a public relations agency?

1. You want magazines and newspapers to talk about your product - so ask your agency to set a target number of features (e.g., 5 magazines, 10 websites, 3 newspapers, 2 podcasts, etc.).
2. You want to increase the number of visitors to your website - set a percentage increase goal, for example, 5%, 10%, etc., depending on what makes sense.
3. Cost per thousand impressions, etc.

What matters here is determining your expectations and adjusting along the way. No one knows the future, so setting goals and KPIs helps direct efforts in the right direction. It's about the trajectory, not just the end result.

Ultimately, the best public relations agency is the one that is passionate, listens to you, and supports you in your growth and journey towards recognition.

The best PR agency will make you shine, and most importantly, they will love your company almost as much as you do.

Feel free to reach out to us if you would like to continue this discussion with us.

We are here for you!

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If you want to make your business known, increase your visibility in the media, and save time by quickly learning the basics of public relations, then NATA PR SCHOOL's courses are for you!

With over 20 years of experience in the public relations industry, our agency is the only one at this professional level to offer free training to teach you how to get free media coverage.

By following our courses, you can quickly master our 6 simple steps method and take advantage of our weekly coaching to propel yourself quickly.

Here's what our participants have to say:

"After just one interview on local television, I became an expert in the eyes of my followers and gained 400 new followers overnight." 

Antoine Bolduc, Co-Founder Atypic Equipment

"I am thrilled, and I can never thank you enough for the help and advice I received from NATA PR SCHOOL. The time and effort have paid off!!" 

Amal Amgaad, Communications Director YON-KA PARIS USA

In addition to our free courses, we offer a twelve-module program for those who want to go further and quickly implement our process to get free media coverage.

And our weekly coaching is there to help you avoid the most common mistakes and time-wasters.

And all of this in less than 2 hours per week!

There are twelve easy-to-master modules, and you can study one per week in just a few minutes and then put the exercises of each module into practice. I teach you our model in 6 simple steps, the first of which is the most important - determining why a journalist or influencer would talk about you. I show you examples of press releases, ultra-simple correspondence to contact media and influencers.

I teach you what "guest posting" is, how to speak in front of the camera, and what simple tools you need to get free media coverage.

Our course: GET FEATURE FOR FREE, is an access to the training we offer to all our new employees. Many have university degrees in public relations, communication, and marketing, but they have never communicated with journalists and influencers. So, it's all the practical part that I teach you, all the shortcuts to quickly generate results, and all of this in less than two hours per week.

So why wait? Join our community of professionals and entrepreneurs determined to improve public relations and propel their businesses.

Sign up now on our lists by downloading our free model here:

THE FREE NATA PR MODEL https://prschool.natapr.com/The-NATA-PR-Model

We look forward to accompanying you on your public relations journey and helping you succeed!

I am your certified PR Coach who can help with your promotion and business development.

I'm here for you.

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In previous episodes I’ve told you how I found public relations while working for the Opéra de Montréal, Analekta and Parasuco Jeans, where I was head of marketing and communications. It would take me more than a decade of working in different marketing positions before I’d decide to make public relations my focus and create the NATA PR agency.

This is all to tell you how you, too, can include public relations in your business—and that's what I can teach you at the NATA PR SCHOOL.

Some of our students are like me—marketing pros who want to understand public relations and, most importantly, mix it into their marketing plan. Maybe that’s you.

Like me, you probably watch what your competition is doing. You wonder why certain brands are more popular when the products and services you offer are just as good if not better. Why aren’t people talking about you?

I get it! That’s what our clients ask us to do: get people talking about them. So we have all the answers to this question: Why aren’t people talking about you? More importantly, we know how to get them talking about you!

One day, I decided to brainstorm with a friend of mine in advertising who was very familiar with what public relations agencies do, so that she could help me clearly define what sets NATA PR apart from its competitors.

Well, it was thanks to this great lady of advertising, Chris Bergeron, that the NATA PR Six-Step Model was created—the one I'm always talking about and which I include for free in the notes of almost every episode of this podcast.

The Six-Step Model is simple, and it’s our magic formula. I can teach it to you to save you precious time, showing you in a few simple steps how to apply it concretely in fewer than two hours a week.

I’ve been using our model every day for more than a decade, here at NATA PR. I teach it to all our students and all our employees. I make use of this model every time I meet with new clients who want to retain NATA PR.

So if you haven’t done it yet, it’s time to sign up, friends—because three months from now, where will your business be? Will you be standing still, or—with the help of the NATA PR SCHOOL—will you have made a giant leap into the future thanks to the professional support and training I’m offering you?

By signing up now, you’re investing in yourself and your business. You’re giving yourself the opportunity to think and act effectively so you can get featured, raise your profile and boost your sales.

That’s what public relations is for: getting talked about for free, so you become a known entity and your sales increase.

Are your competitors getting talked about, and leaving you behind? We know exactly why. I have 30 years of experience in public relations and I run NATA PR, where we serve clients in every market in North America. And we know what works today.

Getting Featured for Free is our most complete program—our magic formula!

I’m offering you what I would have loved to find 20 years ago, but which wasn’t there in the very early days of the internet: simple, practical strategies to get your business featured and get people talking about you.

I’ll see you in class!

These are the links, and I’ll be here to guide you every step of the way.

Sign up today!

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