We had the good fortune of connecting with Ashley Martinez and we’ve shared our conversation below.

Hi Ashley, what’s something about your industry that outsiders are probably unaware of?
California Public Relations & Advocacy assists clients in two industries that generally overlap – public relations and public affairs.

While there is a distinction between the two – public relations is a strategic communications process that builds mutually beneficial relationships between organizations and their public(s); public affairs is a process to influence government actions and decisions – success in both fields has a common factor: relationships.

When I started working with clients, I realized that an essential part of my work was educating the client on the nuances of working in these two industries. A vital aspect of that education is sharing with the client why developing and maintaining relationships with key stakeholders is essential.

For example, I regularly hear from organizations that have distributed a press release via a distribution service and are disappointed with the media coverage results. They signed up for the service assuming they would receive coverage in the New York Times, LA Times, and Wall Street Journal, only to receive little to no media mentions.

Most clients are unaware of the importance of building relationships with journalists and editors before pitching them on your news release. Most do not personalize the pitch, if they send one at all.

Journalists and editors publish timely news from sources they trust, usually from people they trust.

It’s the same in public affairs, where relationships with elected officials and key government staff can open the door to a conversation about your issue.

Take the time to build relationships with other people, and don’t rely on emailing, texting, and direct messages via social media to build those relationships. Pick up the phone, call or invite them to coffee, and get to know them. You’ll make new friends and build professional relationships.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
When I launched California Public Relations & Advocacy, I had over a decade of professional experience in public relations and government affairs.

Most of my experience comes from working in large organizations that had significant resources and experienced professionals at the helm.

In addition to learning how to do the work, I also learned to think about the “why.”

It is easy to create a task list and check the boxes, but why are those tasks the most important, and do they ultimately contribute to achieving the objective.

What is the objective, and why is that the most important thing to work towards?

These are the types of questions I learned to ask, and this type of strategic thinking serves as the foundation of my work with clients.

I have a saying, “it’s about the strategic thinking, not just about the things,” which encapsulates what differentiates us from about half of the other public relations and affairs service providers.

The other key differentiator that sets us apart is our focus on providing a seamless client experience.

During the pandemic, I had two goals for my business: streamline the client consultation and onboarding process and transition to a 100% paperless office.

Two years later, I can say that we have accomplished both goals with the help of software and processes.

The first step in the client process is the consultation, in which we offer a free 20-minute conversation via phone or Zoom video. I have found that clients prefer Zoom as it allows them to meet with me from the comfort of their home or office and provides that visual connection.

If we are a good fit to work together, the next step is to have the client sign the engagement letter and pay a retainer fee. Before going 100% electronic, we would send the contract, wait for the client to print, sign, scan, and email it back. Then, we would send an invoice and wait for payment, usually by physical check.

Now, we use a digital signature platform and offer payment options via credit card, debit card, ACH transfer, and e-check. We also accept Bitcoin for payment. This process has cut down the client onboarding time by 75%.

Once we receive the signed contract and retainer, we send a welcome letter and set up an onboarding call. My team sets up a client portal and provides the client with 24-hour access to their documents, invoices, and messages.

Finally, we establish communication preferences and set regular check-ins to keep the client apprised of relevant project updates.

Our clients have well-received this entire process, and it was completely worth the time and resources invested in setting it up.

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?
I love this question, and the first thing I would say to do is visit californiadatenight.com. My fiancée and I own the brand California Date Night, where we share our favorite travel tips, hikes, food and drink recommendations, and wine. We have extensive guides on what to do in Carlsbad, Coronado, Napa, Pacific Beach, Point Loma, Sonoma, Tijuana, and more.

So, it depends on whether it’s their first time visiting the area and their level of interest in exploring the tourist spots or doing something off the beaten path.

I will highlight one recommendation we always give: to explore the incredible food scene in Tijuana and the wineries in Valle de Guadalupe. We have guides on those too. 🙂

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’ve said this before, and I’ll repeat it: I have been extremely fortunate to work with incredible people from different backgrounds throughout my career and life. Each person has had an extraordinary impact on how I think about my work, how I approach building California Public Relations & Advocacy, and how I find a balance between work and life.

It isn’t easy to name all the people who have helped and guided me along the way, but my most significant takeaway is that we need people to help us succeed.

I work with and mentor entrepreneurs, and I’ve noticed that it is common to feel alone and feel the pressure of building a business bearing down on their shoulders.

I remind them that they are not alone and to celebrate and connect with the people that have supported them through the process. I also encourage them to reach out to other entrepreneurs or professionals in their field. Quickly, you’ll realize that people are critical to our success in business and life.

Website: https://www.californiaprad.com/

Instagram: https://www.instagram.com/californiapradvocacy/

Linkedin: https://www.linkedin.com/in/ashleytmartinez/