Good day Ari Nicole! How is everything going in your world?
Everything is great here, I woke up this morning so I cant do anything but smile.
I always like to ask, what would you say to a stranger if they came up to you and asked “What do you do?”
I used to say I handle PR for athletes, but a lot of people didn’t understand what all that entails. So now I would say I handle branding, appearances, and autograph signings for athletes as well as being the point person for athlete/fan relations.
Can you tell me what inspired you to create your own Public Relations firm? Like, what happened in your life’s story that led you down the path you are on now?
At the time I was a senior at Michigan State University and interning for the Miami Heat. I had already started to receive job offers for post grad and when I started looking over contracts and roles in the job offers, the number didn’t add up for me. I thought to myself “why should I work for someone else and have to give them a percent of what I’m making from the client?” I just figured, I had enough experience and knew the right people to do it on my own.
Tell me more about career? How long have you been in public relations? Did you receive “formal” training? Or did you just use “street smarts” or what I prefer, failing your way to success?
I’ve been working in PR for 5 years now. I went to school for PR and Marketing, and that’s what I received my degree in. I also interned for two NBA teams, a NHL team, and worked for Michigan State men’s basketball while in school. So I guess you could say I had a lot of hands on experience
What type of services do you offer an athlete or potential client at Double Coverage PR? (Love that name by the way!) Who are some of your current clients?
The services we offer are branding, setting up autograph signings, paid public appearances, charity/ foundation work, and in-house styling. For disclosure reasons I cant mention every client we work with but some of them are Taijuan Walker of the Mariners, Tyrell Jenkins with the Braves and Darqueze Dennard of the Bengals.
To be job specific, how do you handle a “crisis situation” that may happen for an athlete? Are there any well known examples in history that you think were handled ‘like a pro’?Personally, I’ve been lucky enough to not have too many negative crises to handle. The types that we usually handle are in the essence of being cut or traded. One of our MLS clients was traded mid season this year and unexpected. Like 10 minutes after it happened, I went into work mode reaching out to media in his new teams city to introduce him to the community and work on getting housing situations together. I try to stay away from the clients who are going to get into legal crisis situations.
I was doing some research on you and I realized that you worked with the great college basketball coach Tom Izzo! How was that experience? And do you believe in the theory of surrounding yourself with success to become successful?
Coach Izzo is great! I honestly owe him a lot when it comes to getting my career kick started. I worked for him as a student secretary while in college. He kind of knew that I wanted to work in sports as a career. I remember one day as a junior, he asked me into his office and was just like “what do you want to do when you graduate?” We had a long talk and next thing you know I was interviewing with the Miami Heat. I definitely think you have to surround yourself with the right people to get to where you want to go. You have to evaluate who you let your in your presence; if they’re not helping or inspiring you in some way, why have them around.
We have a saying here, “DO WHAT YOU DESIRE” or #DWYD. How does that apply to what you have and are doing with your pr career?
I mean I think that has everything to do with my career. I could be working for someone else right now at a desk, probably burnt out. Instead I created my own path and enjoy every day doing what I love in PR and sports.
How can we find out more about you and Double Coverage PR online? Facebook? Twitter? Instagram? Website?
Twitter is @dblcoveragepr I also post a lot on my instagram about my clients at @arinicolelife. Our website is www.doublecoveragepr.com
Are there any last words of wisdom or advice you’d like to give any of our readers?
Don’t be scared to do things your way. Even if its not conventional, you have to do what the heart desires. Nothing is more rewarding than making your own lane and succeeding.