8 Questions with Cherish PR’s New West Coast PR Consultant

Drum roll please… Introducing the wonderful Rhian Humphries who is the new addition to the Cherish PR team. Based out in LA, Rhian is now Cherish PR’s West Coast PR Consultant. She’s creative, she knows how to find a good story for the US press and she’s has excellent insight into what’s hot and what’s not-so hot in the West Coast. Here’s our ‘8 Questions with’ Rhian Humphries.

What advice would you give any brand wanting to build their brand on the West Coast?

In order to stand out on the West Coast where there is rampant competition and a high levels of innovation, brands need to have the “purple cow” factor. In order to succeed on the West Coast, brand need to identify who their target customer is, understand that unique need and desire, and come up with messaging that speaks in authentic ways to their needs.

As the epicentre of innovation, especially in tech, consumers on the West Coast also tend to value time over money, reflected in the growth of on-demand services, subscription and delivery apps like UberEats, Blue Apron, StitchFix, Amazon Prime and more. Having a brand that integrates and meets this on demand need will help reach an audience on the West Coast.

Additionally, consumers on the West Coast tend to be socially conscious, and their buying decisions are driven by more than just price, availability, or branding. Companies that integrate a giving-model into their business, like TOMS or Warby Parker, have shown to be extremely successful on the West Coast, in part due to their ethical approach to commerce.

As a West Coast PR consultant, what trends are you seeing in the technology space?

• SMART Products & AI Integration: One top trend that is definitely notable is the growing use of AI (Artificial Intelligence), in making everything “smart”. From smarter homes, to smarter cars, to smarter medical devices, we’re seeing the use of AI across the board in technology. This is definitely a space to watch.
• Wireless Charging: Another top trend to make note of is wireless charging; with brands like Powercast and Energous unveiling chargers that send power to multiple devices over the air, and the growing prevalence of QI chargers, power cords will soon be a thing of the past.
• The Rise of Cryptocurrency: Bitcoin might get all the attention, but it’s certainly isn’t the only cryptocurrency to pay attention to in 2018 and beyond. As the public continues to learn about the tremendous capabilities of blockchain and cryptocurrency technologies, more and more people are trying to buy in.
• E-Commerce and Social Media: Another big trend for 2018 is the growth of e-commerce utilizing social platforms like Instagram to sell their products and reach new demographics and consumers. By taking advantage of the features within each social network, such hashtags, live video, sign-up buttons, and contests, merchants are able to increase their brand visibility online. According to a recent study, 87% of consumers say that social media helped them decide what to buy.
• Autonomous Vehicles & Automative Innovation: Innovations in technology is leading to a radical transformation in the automotive industry. From driverless technology, to the continued rise of electric vehicles, to the development of vehicle to vehicle (V2V) and vehicle to everything (V2X) – automative technology is definitely a hot space to watch for the remainder of 2018 and beyond.

What can Silicon Roundabout learn from Silicon Valley?

• Don’t exist in a bubble – Silicon Roundabout can avoid the pitfalls of existing in an echo chamber like Silicon Valley does, due to its nature of being in a wildly diverse and cosmopolitan city versus the suburbs of California. Silicon Roundabout can definitely use the fact it is in such an incredible city as London to its advantage.
• Flexibility – you can’t foster innovation while expecting people to work 9-5. Many Silicon Valley companies have adapted to flexible working hours for their employees, unlimited vacation time and telecommuting opportunities to work from home/remotely.
• Celebrate Failures and Embrace Risk Taking – One of the biggest takeaways from Silicon Valley is to not be afraid of failure, or be scared to take risks. Fear of failure is the antidote to creativity and innovation. The most successful companies in Silicon Valley have always been the biggest risk takers.

If you had to describe yourself in three words, what would they be?

• Inquisitive,
• Socially-conscious
• Extroverted

How long have you been in PR?

I have been in PR since 2011, so a total of 7 years!

What’s your favourite part of your job?

Getting to meet and work with so many great innovators and entrepreneurial thinkers

Motto you live by?
“If you don’t like something, change it. If you can’t change it, change your attitude.” – Maya Angelou

What’s your favourite place to eat in San Francisco?

Definitely Foreign Cinema in The Mission District of San Francisco

If you would like to find out more about Cherish PR and our UK, multi-geo or West Coast PR support please contact Pally.Kaur@cherishpr.com or call the office on +44 (0)203 626 0284.