Alyson Roy: Co-founder, AMP3 PR

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Alyson Roy is the co-founder of AMP3 PR, a boutique agency in NYC that is currently ranked in the Top 10 Fashion PR Agencies in the country according to O’Dwyer’s. She was named PR Couture’s “Communicator of The Year” in the 2017 Bespoke Communication Awards, where AMP3 also took home the award for best “Media Event” of the year,  and most recently, AMP3 won “Agency of the Year” at the 2018 BCAs.  Over the years, Alyson has handled countless brand launches from indie designers to flagship store openings for both emerging and established global brands, and has served as Director of Publicity for the Nolcha Shows at New York Fashion Week for the past 15 consecutive seasons. She was named a “Game Changer of PR” by PR News and she regularly contributes to a slew of media outlets including Creator Magazine, StartUp Fashion and PR Couture.  Outside of the office, she serves as a founding Junior Board member for Rosie's Theater Kids: a non-profit organization that provides music, dance and theater training to under-served inner-city youth.

How did you get into the industry?

I originally studied marketing and always knew that I wanted to be on the business side of the entertainment industry and discovered public relations while I was working at a record label.  As soon as I found it, I knew that PR was the culmination of all the things I love in this life, and I dove in head first.  Today I run a boutique Fashion PR agency in NYC.

Any emerging industry trends?

I love that doing good and giving back is increasingly becoming the norm for all brands big and small.  We’re working with several brands that are vegan/cruelty-free, sustainable, focused on making the best decisions for the environment, and that have a philanthropic component to their sales.  More often than not, our clients are coming to us to help match them with a like-minded non-profit organization as an essential part of their PR and marketing strategy.  I am passionate about helping to tell these stories and love to see that this trend is only growing.

Any industry opportunities or challenges?

In the past, brands had to rely heavily on print and broadcast coverage to spread the news about their products or services.  Today, thanks to social media, influencer marketing, and countless digital tools, there are so many unique and creative ways we can help our clients to speak to and connect directly with their consumers.  With digital media, it’s becoming easier to track and quantify the impact of great publicity which is also exciting.

Inspiration for the business idea, and your vision for the Business?

We originally set out to launch an agency that had heart.  In PR, there tends to be a lot of fluff, so at AMP3 PR, we have a “zero fluff” policy.  We’re constantly on the hunt for those stories that make our hearts beat faster, those stories we can’t NOT tell.  

What's next for the Business in the near future?

We’ve built our company up from scratch and this year we won the “Agency of the Year” award.  Our goal is to continue to grow the momentum at AMP3 and to do even greater campaigns in the years to come.

Your key initiatives for the success of the Business?

Supporting and building each other up is a very important part of our company culture.  There is a cut-throat stigma associated with Fashion PR, so at AMP3, we make educating and inspiring the next generation a priority.  Because of this, we’ve launched “CAMP3”—a complimentary PR Boot Camp designed to mentor college students studying PR, Marketing and Communications in New York City and its surrounding areas.  This initiative has allowed us to strengthen what our brand stands for and to attract superstar talent.

Your most difficult moment at the Business? (and what did you learn?)

Publicity is a moving target.  In the beginning, I used to get so excited when I had a big TV segment or print spread coming out featuring my client. I’ve learned that nothing is official until it’s published and anything can get cut at the last minute due to breaking news, space, or a paying advertiser.  There are highs and lows in PR, and the lows can be very low.  The saying rings true: “It’s important not to count your chickens before they hatch,” but when they do, enjoy the wins and celebrate!

Ideal experience for a customer/client?

We’ve built a reputation for being direct, organized and most importantly NICE to work with, and we seek out projects that are going to allow us to offer our media contacts exciting and relevant content.  As such, we’re extremely selective with the clients we take on.  It’s a priority for us that each and every client feels our dedication and accessibility. We enjoy becoming an extension of our clients’ internal teams.

How do you motivate others?

Validation and gratitude are key.  It’s really important to make sure the people working for you know that you are grateful for their time and efforts and that they are incentivized and rewarded for their successes.

Career advice to those in your industry?

PR by nature is a stressful job.  You cannot guarantee the results of a campaign as all the media coverage you secure is earned (not bought) and the pressure can be extreme at times.  Someone once told me “This is PR, not the ER”—and it puts things into perspective.  As fast paced as it feels, we are not saving lives in PR so when the intensity takes over, it’s important to take a step back, take a deep breath, and find your way through the noise as best you can.  Being able to pivot quickly and find the silver lining in tough situations is an important characteristic of any successful PR pro.