Follow-Through Framework for Brands and Creators “Long-term relationships” is the #1 phrase in influencer marketing right now. And yet… follow-through is getting messier. Brands are seeing creators disappear mid-planning, cancel last minute, or go silent after a yes. Creators are dealing with brands that stall approvals, shift expectations, or go quiet after content goes live. Most of the time it’s not personal. It’s process. So let’s make it easier on everyone with a simple

Influencer marketing is kind of the Wild Wild West right now. I was speaking with a business owner recently who said that they wanted to start, but it all felt overwhelming, and they didn’t even know what questions to ask first. Who do you work with? Do you pay or comp? What deliverables should you request? How do you avoid hosting someone and getting little to nothing in return? If you’ve felt that way, you’re not alone. (And know I've been there as well!) The good news is:

How we moved from one-off posts to long-term partnerships that actually drove bookings—by keeping the human touch front and center. For more than a decade, I’ve led creator partnerships for an award-winning family travel brand . We began in the “mommy blogger” era and evolved into a relationship-first creator program—pairing on-grid creators with offline community voices  (PTA organizers, soccer-sideline leaders, and the moms everyone texts for advice). The result: real booki

The Courtesy Gap in PR, Influencer Work & Hospitality (And How We Fix It) After 16 years in hospitality, you see the full spectrum of human behavior. You see the best  of people: the handwritten thank-you notes, the genuine excitement over a family’s first vacation together, the creators and journalists who are an absolute joy to host. And you also see … the other side. Lately, that “other side” has been showing up more and more in my inbox. Big asks. Last-minute demands. Mon

You’re showing up. You’re posting consistently. You’re building community and creating content you’re proud of. But when it comes to getting noticed  — by brands, by media, by people who could change your career — it feels like you’re shouting into the void. Sound familiar? You’re not alone. Most creators are incredible at storytelling and connection, but they overlook one powerful tool that separates hobbyists from thought leaders: PR . Let’s talk about what that really mean

You’ve got the content, the creativity, and the audience — so why aren’t your dream brands saying “yes” to collaborations? Here’s the thing: I’ve been on the other side of those DMs and email pitches. For years, I’ve reviewed thousands of influencer requests for large lifestyle brands. And while every brand has its own priorities, I’ve seen clear patterns in what actually  makes an influencer stand out — and what quietly gets passed over. If you’ve ever wondered what brands a

You’re creating great content, showing up consistently, and putting your heart into your work … but when it comes to landing brand deals, it can feel like shouting into the void. If you’ve ever wondered, “Why aren’t brands responding to my pitches?”  or “What do PR people actually look for when choosing influencers?”  — this is for you. Because here’s the thing: I’ve been on the other side of those DMs and email pitches. For years, I’ve led PR and influencer campaigns for awa