We had the good fortune of connecting with Vanessa Luster (The PR Muse) and we’ve shared our conversation below.
Hi Vanessa, we’d love to hear about how you approach risk and risk-taking.
“If you never take a leap of faith, you’ll never achieve greatness. You have to risk everything,” by Sydney Reising is a quote which reminds me of the importance of betting on myself. Trusting my instincts has given me access to opportunities that one can dream of. As an entrepreneur, taking risks has become apart of my business strategy. As a freelance publicist, working in the entertainment sector, it takes hard work, dedication, and guts. Five years ago, I found myself graduating from undergrad, and experiencing every student’s fear, not securing my dream job. While applying for jobs, and determined to work in the industry, I found myself frustrated due to the lack of opportunity in my desired field. I started freelancing to build my network and sharpen my skills. Stepping out on faith, I secured my first client, fashion blogger, The Brown Closet. Not having a ton of PR friends and a small network, I learned the ins and out of PR on the job. Still having a passion to work in the industry, I took the risk of moving to a city that would provide me the blueprint of the entertainment world, moving to Los Angeles. It was an all or nothing opportunity. While this was a huge risk for me, it was the beginning of a new chapter of my entrepreneurial career. Moving out of my comfort zone, I found myself networking and securing my dream clients. It landed me in rooms I dreamed of and recognition from the infamous Voyage LA Magazine “As one of the city’s Hidden Gems”. Encouraged to live up to that title, and trusting my gut. It secured work for various companies such as Allied Moxy, Uncle Snoops Army, Bet’s TV Show “Boomerang”, Uptown Hollywood Honors, and much more. Risk can either grow or hinder your business and it’s up to you to distinguish what works for you and your brand. Moving to a new city and stepping outside of my comfort zone, sparked a force to be reckon with.
Let’s talk shop? Tell us more about your career, what can you share with our community?
My name is Vanessa but in the digital world known as “The PR Muse”. I own a freelance public relations business, where I create out-of-the-box strategies to elevate my clients at any stage in their business. I’ve dedicated my time to assisting rising talent, from artists to fashion bloggers, life coaches, and more. Tackling various industries from entertainment to politics, allows me to pivot and tackle any challenge. Being a woman of color working in the industry is not easy. I’ve learned you have to be tough in a skirt and stay focused on your intentions and goals. In today’s climate, from the Black Lives Matter movement, the current pandemic, police brutality, and more, it has taken the blinders of many companies and brands to expand the dialogue of diversity and inclusion. Due to this, my business has taken major losses but gained some wins as well. Working in the entertainment sector, this year a lot of events, awards shows, festivals, conferences, and more have been canceled which has been tough. As a business owner, I had made some major pivots and even learned new skill sets. My brand is still growing every day but I want the world to know the PR Muse is your non-traditional millennial publicist. Her ingenious, creative, and diverse client roster and skill set, make her a force to be reckoned with. She believes in collaborative effectors among her team, being authentic, and setting realistic expectations for her clients. My business motto is “Let’s tell your Story, You set the Tone”!
Any great local spots you’d like to shoutout?
When my family and friends come to visit LA, it’s always a good time. I love making enjoyable experiences with my loved ones and of course, making it a weekend to remember. Due to Covid-19, we’ll make a quarantine edition. 1. Fri-Yay! *First stop is a morning hike to see the Hollywood Sign and ending the day at Santa Monica Pier and the beach while grabbing dinner from one of the infamous food trucks. 2. Saturday Top of the morning includes checking out the Hollywood Walk of Fame and the ending the day by grabbing dinner to-go from Inglewood’s finest Dulan’s Soulfood and hitting the drive-in to catch a movie. 3. Sunday’s are for Brunch! I would host brunch and of course, bottomless mimosas are included. Lastly, take some time to unwind and relax at the spa.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to dedicate my success to my village (my family), without there support, constructive criticism, resources, and love, I wouldn’t have made it this far. There encouragement and wisdom, helped me take the biggest risk of life, starting my own. business. Every step in my career has been guided by faith and trusting my intrinsics. My family reminds me every day to be proud of my highs and lows, to remember that faith and fear can not exist in the same space, don’t compromise your integrity, be a person of your word and let your work speaks for itself. This recognition is for them and I’m glad to make them proud. As a business owner, I had made some major pivots and even learned new skill sets. My brand is still growing every day but I want the world to know the PR Muse is your non-traditional millennial publicist. Her ingenious, creative, and diverse client roster and skill set, make her a force to be reckoned with. She believes in collaborative effectors among her team, being authentic, and setting realistic expectations for her clients. My business motto is “Let’s tell your Story, You set the Tone”!