Persistent Passion: Tikiyah Overstreet Shares Her Mastery of the Industry She Loves

Tikiyah Overstreet

Public Relations Manager

I’m a firm believer that you can learn something from everyone. PR is an industry ever-changing and growing, but your relationships are what keep you ahead of the curve. 

I connected with Tikiyah Overstreet, an eight-year PR veteran, to learn more about her journey. Her fire and passion for the industry still burn, and I could tell right then how she’s made it this far - she loves what she does! The everyday challenges that would deter someone else she uses as opportunities to grow.

Here’s her Ki Takeaways…

Tell me a little about your experience in PR and how you got to where you are today?

I didn’t go to school for PR; I went to school for broadcast journalism. I started in radio, and then I branched out to TV production working for Judge Mathis. When I was working in radio, I was eager to learn everything I possibly could. After my internship, I got a job as a sales assistant, but I became really curious and eager to learn about the different departments. Being fresh out of college, I wanted to learn a little bit about everything. So, I learned promotions, programming, wrote copy, even voiced commercials. The whole nine, and then I decided I want to do more! 

In 2011, I moved to LA and kind of fell into PR. I started working with celebrities with a couple of big PR companies. It was a very interesting ride, to say the least. When you are looking to join PR, you need to find someone that is genuine, who actually wants to teach you something, that actually wants you to grow, not just grab you coffee and walk their dog. I always promised when I have an intern, I’d treat them as if they’re publicists themselves.  

What was the catalyst for you to transition your career into freelance six years ago?  

I found my niche in beauty, a firm hired me, and I learned a lot from them. After a year, I transitioned, I did what everyone does... You fake it till you make it! I started acquiring my own clients, and it was an up and down roller coaster, trying to get people to trust you, clients don’t know who you are in the beginning, and LA is such a saturated market when it comes to being a public relations rep.

After a few years, I branched out and started doing more; I did fashion, lifestyle, automotive, I’ve done every aspect of PR. There are so many avenues in this industry.

Why are you passionate about PR? 

There is so much craziness and a lot that those go into being a publicist that the clients don’t see, but the end result makes it so worth it. What keeps me going is making my clients happy. Genuinely I like to make people happy, that’s why I’ve stayed with it for so long. When the press comes out, clients are happy, when things are moving forward, clients are happy when there are results, clients are happy. 

Describe your day in one word: 

Unpredictable - that’s another reason why I love PR. 

What is your advice for someone who wants to join your industry? 

You have to have thick skin, especially working with celebrities and prominent people in the industry. As a publicist, you have to be their counselor, lawyer, and their therapist. You also need to be aggressive when you are pitching, it's all about your follow up. You have to be able to be hung up on and maybe even cursed out. You have to be strong and sociable. Learn more about yourself; if you learn what you like, you are able to navigate this world in a better way. 

Also, RESEARCH, RESEARCH, RESEARCH! Instagram is the biggest free tool you can use. 

Find a good mentor. Join FB groups - Women in PR, Respect the Publicist, Urban PR, Marketing and Media Czars. We’re all in these groups learning and helping each other out. Utilize the tools available to you, teach yourself, educate yourself. Continue to grow. Never be stagnant.

What are you most excited about? 

I’m excited about the new year; I have a lot of things brewing. 

Learning more about how I can educate others. I’m thinking of teaching PR or providing a course. I’m excited about life in general. 

What is your Ki Takeaway from your professional journey so far? 

Failure is ok if you don’t try, you automatically fail. What’s for you is for you and nobody can take that away. Be true to yourself and be authentic, even with your clients.

You can connect with Tikiyah on Instagram and LinkedIn. Leave your comments below or reach out to Tikiyah directly to continue the conversation!