We had the good fortune of connecting with Niki Ostin and we’ve shared our conversation below.
Hi Niki, have there been any changes in how you think about work-life balance?
Work has always been important in my life, so finding time to completely disconnect sometimes feels more stressful. When I first started my own business in 2008, I would work 24/7 at my desk to prove that I was capable of handling multiple clients and tight deadlines. Over a decade ago, I realized that if I was working all the time, at least I could travel to a new country and enjoy touring and a different environment. I had a blast while working too! Once my daughter was born 3 years ago, it was no longer possible to keep up with my intense work schedule and constant travel. Work life balance took on a different meaning. It’s now focused on working efficiently and then spending time with my family. I’m still always available for my clients, but I’ve expanded my team of marketing professionals so that my colleagues can collaborate with me. The COVID-19 pandemic has made work life balance very challenging with a child, but I still try to take some “me” time.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
After working for PR agencies for over a decade, I started PR Lab in 2008 with the goal of providing clients who have consumer products with personalized and strategic public relations services that will generate awareness for their brand. Initially we only focused on press outreach, but the PR landscape has changed so much over the years, so we added a lot of services including product placement, influencer campaigns, and experiential marketing events. What sets us apart from other agencies is our willingness to go above and beyond for our clients. They are family to us. I’m most proud of the fact that our first client Platinum Guild International remains our client to this day! And almost all our clients have been through referrals. The past year and a half during the pandemic has been especially challenging as a business owner since many brands have been scared to spend money on marketing. I’m taking a lot of time explaining to prospective clients why marketing is even more crucial during these times and how we can help them. As a company, you must adapt to changes to stay relevant. We started to produce virtual events and develop even more digital campaigns. My vision for PR Lab is to continue expanding our offerings and global partners, while signing exciting and fun clients.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Here are some of my favorite spots in and around LA. My office is in LA and I regularly commute between LA and San Diego. Eat: Kreation restaurants all around LA. They have the best organic food and juices. And, I love that you can pick up pre-made items. Also, the farmer’s markets in LA offer yummy local produce.
Drink: I don’t drink alcohol, but I’m a fan of having a meal or tea on a hotel rooftop. The London West Hollywood and Petit Ermitage are beautiful.
Visit: MOCA, LACMA, and both Getty museums. Then, drive to San Diego for stunning beaches and trails, plus lots of free parking! Santa Barbara is also one of my favorites driving destinations. They have the most charming hotels and restaurants, plus the Santa Barbara Bowl is a fabulous venue for outdoor concerts.
Who else deserves some credit and recognition?
I’ve been very fortunate to have great role models, including my parents Lynda & Marvin Ostin. They both have a strong work ethic and are also caring, family-oriented, and philanthropic. I’ve also had fantastic mentors and bosses along the way including Joe Earley and Jill Hudson (when I worked at FOX), and Dan Doran (a publicist at ABC Television). My goal is to always surround myself with positive and inspiring people!
Select images credit: Getty Images.