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PUBLISHED ON JUN 28, 2021

Team Spotlight: Dori Busell, Media Strategist

Meet the RAISE Team: At RAISE, we usually focus on sharing client stories. For this series, we’re shining the spotlight on our amazing team. We’d like to introduce you to media strategist, Dori Busell, who has been part of the RAISE team for the past three years.  

What you do at RAISE?

I am a media strategist that works with our clients to develop stories that resonate with the media. My goal is to help build relationships between my clients and the media that matter to them for the long term and work with reporters to help get them expert sources for the stories they hope to report on.

Favorite part of what you do?

My favorite part of PR is building relationships and connections – with media, with brands and with influencers. I also love learning about brands and founders and pulling out interesting tidbits to make compelling stories that help brands differentiate themselves.

Top advice to a tech CEO looking to stand out in the press 

Have a point of view and don’t be afraid to share it. It’s so crowded out there – the CEOs that will get noticed and ask to comment are those who have something unique, controversial or compelling to say. And do try and build your own relationships with the media too so they feel comfortable coming back to you as an industry expert. Follow them on Twitter, start a dialogue.

What do you read every day?

I read a lot every day. It’s the best way to understand what key reporters are covering and how to best fit my clients into the new cycle. I start off with New York Times, Axios, The Skimm and Morning Brew. Throughout the day, I check in with CNN.com, Fast Company, Adweek and then depending on what I’m pitching that day a number of trade media ranging from retail to fintech to sports technology.

First job?

My first job in high school was working the FroYo at TCBY in Coral Springs, FL before I moved on to the more glamorous world of mall fashion at Structure (remember those?). My first PR internship was working at The Fragrance Foundation in NYC before starting as an assistant account executive at Ogilvy Public Relations Worldwide in the tech team in the early days of dot comms. This is where I met Jenny  Mulholland with whom I have worked since 2000! You could say I was born to be in PR – my parents met working at Burson Marsteller where my dad worked for twenty years.

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Team Spotlight: Holly Blum, Content Strategist

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