Jeanette Miller is a seasoned public relations practitioner with over 15 years of experience, and Limelite PR’s chief mom-knowledgist. Prior to founding Limelite PR in 2005, she spent a decade managing publicity, grassroots and media promotional campaigns for organizations such as Alliance Atlantis and the Vancouver Film Festival. She is responsible for client engagement, account management, planning, and helping companies build solid strategies for community building.

When did you start the company?

I started Limelite PR in 2005 but I refined our focus to specializing in the mom market in 2008.

What were you doing before you opened your business?

Public relations for the film and lifestyle industry.

What inspired you to start your company?

Most of my adult career life has been working as an independent (freelancer or contract worker) so starting an official company was not that big of a stretch for me.

What is your company all about?

We are a digital PR agency proficient in traditional and social media strategies, with a specialization in the mom market. A lot of what we do is help clients adapt to a networked society and help them cultivate meaningful relationships with moms to inspire action and brand loyalty. A majority of our work right now is training and supporting clients with their social media activities.

What’s your vision for your company?

My vision for Limelite PR is for the company to be well-respected, profitable, innovative and for everyone to be emotionally engaged in our work for clients. I hope to grow the company size to five employees in the next five years.

What excites you about what you’re doing?

Social media and marketing to moms. Actually, it’s the combination of the two that drives my excitement and passion because moms have an enormous impact on their community.

What are some early examples of success?

In my early days, I garnered a lot of local and national publicity coverage for Bug & Pickle, a mom and baby spa line, which was the first of its kind in Canada.

But really, some of what I would consider my “crowning achievements” has been more recent client experience, including working with The Period of PURPLE Crying, which is a program to prevent shaken baby syndrome (SBS). We managed a province-wide grassroots campaign that included publicity, blogger outreach, community outreach, event production, social media strategy and training. Our goal is to change cultural perceptions that will stop SBS.

In many ways, we are working ourselves out of a job. But it is these types of programs that resonate the most with me because I feel we are making a real difference in the lives of moms.

Are there any charities or organizations you’re involved in?

We are most strongly involved in the prevention of shaken baby syndrome, however we have ties with other non-profits including midwives’ associations.

What’s next for you?

I am constantly approached by start-ups (typically those started by moms) with queries on how to do PR. But like most entrepreneurs, they don’t have the budget to afford someone like me (or a firm like Limelite PR) so I refer them to a number of great online sources.

However, I believe there needs to be more tactical training options so these moms feel more confident in gaining traction in their marketing and PR efforts (including social media), so I’m working on developing an online training series that I would like to launch later this year.

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