In this edition of Media Matters, Fublis delves into the multifaceted career of Jennifer Birn, a seasoned journalist, editor, and PR professional. From her early days at The Arizona Republic to leading Austin Lifestyle Magazine and founding Birn Communications, Birn has mastered the art of storytelling across journalism, marketing, and public relations.

With insights into crafting impactful narratives, adapting to evolving media landscapes, and balancing diverse roles, Birn shares her journey and vision for the future. Her expertise offers a compelling look at the intersection of media and communication.

How did your early experiences as a journalist for publications like The Arizona Republic and Glamour influence your transition into public relations and marketing with Birn Communications?

Jennifer Birn: I think journalists make some of the best publicists because journalists:
-Have an understanding of what people will find newsworthy and experience identifying trends and what people care about
-They know how to pitch publicists from being on the other side fielding pitches
-Are able to create, frame and tell a story, which is a skill learned in journalism that translates well to marketing/PR

As the Editor of Austin Lifestyle Magazine, what strategies do you employ to curate content that resonates with the diverse culture of Austin?

Jennifer Birn: As Editor of Austin Lifestyle, I try to stay active in the Austin community to stay on top of what stories I think people who receive our magazine would like to read. I also carefully consider pitches sent to me by members of the community and regularly ask readers to send me ideas on what they’d like to read that I consider as well.

What motivated you to establish Birn Communications in 2011, and how has your background in journalism informed your approach to PR and marketing?

Jennifer Birn: Birn Communications began organically. While I was still an Editor at OK! Magazine I met Sir Richard Branson, pitched him an idea and consequently began freelancing for Virgin America, and later Virgn Australia for several years, while still at OK! At a certain point while I was at the magazine, as it became increasingly more gossipy, I realized I was enjoying the creative marketing and PR I was doing with Virgin more than writing about the Kardashians or acting like I cared about Real Housewives or The Jersey Shore (neither of which I’ve ever watched) While sitting in a sauna one day, I decided I wanted to quit my job at the magazine and figure out what I wanted to do next. During this time I was pitched a lot of projects by friends and colleagues and started taking them on as they interested me and I thought I could help achieve the goals. It’s been more than 13 years, and I’m very fortunate to still be referral-based, listening to pitches, and taking on projects that interest me where I think I can help achieve the goals.

Regarding how my background in journalist informed my approach to PR & Marketing, as stated above, I think journalists make some of the best publicists because journalists have a clear understanding of what is newsworthy, identifying trends and what people care about, they know how to pitch publicists from being on the other side fielding pitches and being able to create, frame and tell a story is a skill learned in journalism that translates well to marketing/PR.

Having interviewed personalities ranging from Donald Trump to Angelina Jolie, which interview stands out as particularly impactful, and what insights did you gain from it?

Jennifer Birn: I’m fortunate to have interviewed hundreds of amazing people who each offered something a bit different. Just last week I interviewed Matthew McConaughey’s soon-to-be 93-year-old mother Kay McConaughey and it left an impact on me because she was so inspirational (why I was compelled to interview her in the first place). Since the interview I’ve been finding myself trying to implement advice she gave for our readers into my own life, like ‘Don’t ever stress, just turn the page.’

With the evolving media landscape, how have you adapted your content creation and PR strategies to stay relevant and effective?

Jennifer Birn: Of course, gone are the days when a ‘PR company’ only does PR. Companies are now called communications companies because the strategy has to be bigger and ‘PR’ now must now include a synergistic combination of strategies on thought leadership, social media, affiliate marketing, collaborations and integrations – not just pitching a product to press and hoping for coverage.

Can you share your experiences speaking at events like SXSW 2024, and how such engagements have influenced your professional perspective?

Jennifer Birn: I recently did a talk with Iskra Lawrence at SXSW on growing a brand via TikTok and moderated a panel on podcasting with Christy Carlson Romano’s podcast company PodCo and it reiterated that people are thirsty for knowledge and support on how to thrive in the new media landscape.

Through Simplyjen Creative Consulting, how do you blend your expertise in journalism and PR to offer unique value to your clients?

Jennifer Birn: Now called Birn Communications, I blend my expertise in journalism and PR to offer unique value to my clients by using my abilities to see and craft a newsworthy story, think out of the box from both a journlist and marketer’s perspective and leverage my relationships with media, talent and influencers which have been cultivated over more than two decades in journalism and PR/communications.

In your role as Editor, how do you ensure that Austin Lifestyle Magazine reflects and engages with the local community authentically?

Jennifer Birn: I aim to keep the content hyper-local, so the content consists of at least 95 percent people, places and things that are part of the fabric of the local community.

Managing roles as an editor, publicist, and consultant can be demanding. What strategies do you employ to balance these responsibilities effectively?

Jennifer Birn: I work on this balance every day, incorporating work/life balance into that mix as well. It involves daily handwritten lists and using the day’s minutes efficiently.

But, doing the magazine now for four years and my marketing/PR company for 14, I’ve established somewhat of a cadence. And, for me, it’s a lifestyle more than a 9 to 5 job. It’s not for everyone, but I love what I do and am grateful to have the privilege of being a journalist and working with amazing clients, so I don’t mind if sometimes that means working more than many to be able to do it all.

Looking ahead, what are your goals for both Austin Lifestyle Magazine and Birn Communications, and how do you envision their growth in the coming years?

Jennifer Birn: I’m very proud of what I’ve achieved at Austin Lifestyle Magazine the last four years. Looking ahead, I’d love to see the page count increased so that it’s a bigger book with more space to tell even more stories each month.

Re: Birn Communications, my hope is that I will continue to have the opportunity to work with amazing, passionate people and brands that make the world a bit better to help them level up and achieve their goals.