The Power of PR
Sisters Jodie and Paris launched Adaptogenic Apothecary after their own experiences with stress and burnout led them to discover the power of adaptogens. With decades of PR expertise, they’ve built a brand rooted in trust, clarity, and connection.
Let’s start at the beginning — can you share a bit about your background in PR and how Adaptogenic Apothecary came to life?
Jodie: Paris and I have spent over 3 decades in the PR world, working with wellness, FMCG and lifestyle brands. We’ve always been passionate about storytelling and connecting people with products that genuinely make a difference. Adaptogenic Apothecary was born from our own real-life journeys—navigating stress, hormonal shifts, and burnout. We discovered adaptogens and were amazed at the transformation, so we set out to create a brand that made these powerful botanicals accessible, trustworthy, and beautifully presented.
Paris: We saw a real gap in the market for adaptogens that were both effective and targetted for differing life phases. Our PR background gave us the confidence to launch with a strong brand voice and a clear mission: to help women feel balanced, resilient, and joyful.
How has your PR expertise shaped how you’ve grown and invested in your brand?
Jodie: From day one, we knew the importance of building credibility and trust. We invested in beautiful branding, clear messaging, and educating our audience—not just selling to them. Our PR skills helped us secure features in key publications early on, which helped build credibility and momentum.
Paris: We approach every launch, campaign, or partnership with a PR mindset: What’s the story? Who needs to hear it? How can we add value? That perspective has shaped every decision, from packaging to partnerships.
What has it been like managing your own PR and media outreach?
Paris: It’s been, and is a pleasure! But pitching your own brand is a different kind of vulnerability. We’ve built wonderful relationships with journalists and influencers, but we also know when to bring in outside help for bigger campaigns.
Jodie: It’s a juggle, especially as the business grows. But being hands-on means we can respond quickly, keep the messaging authentic, and build genuine connections. We wouldn’t have it any other way (most days!).
What aspects of PR have been most valuable for Adaptogenic Apothecary?
Jodie: Third-party validation has been huge—whether that’s a magazine feature, a podcast interview, or an award win. It builds trust so much faster than paid ads.
Paris: And storytelling. PR allows us to share real customer journeys, our own experiences, and the science behind adaptogens in a way that resonates. It’s about education and empowerment, not just promotion.
Your Instagram/Facebook has grown to 19K followers in just over a year — how has social media played a role in your broader PR or brand strategy?
Paris: Social media is where we connect directly with our community. It’s an extension of our PR—it’s where we share press wins, customer stories, and behind-the-scenes moments. Instagram, in particular, has been a powerful tool for building brand loyalty and amplifying our message.
Jodie: It’s also a great listening tool. We learn so much from our followers about what they need and love, which shapes our products and content. Social media and PR go hand-in-hand for us.
You’ve proudly won multiple awards — have you noticed a tangible impact from that recognition, whether in sales, awareness, or credibility?
Jodie: Yes, awards are like a stamp of approval—they boost credibility. We’ve seen spikes in sales and press interest after each win, but more importantly, it reassures customers that they’re choosing a trusted, high-quality brand.
Paris: It also opens doors for retail partnerships and collaborations. People take notice when you’re recognised by industry experts.
What does a typical timeline look like for brands new to PR — from onboarding to seeing results?
Paris: It really depends, but generally, you should allow about 3 – 6 months to start seeing consistent results. The first month is all about strategy, messaging, and asset creation. Then, it’s outreach, follow-up, and building relationships. Sometimes you get quick wins, but the real magic happens with persistence and consistency.
Jodie: PR is a long game, but the momentum builds over time. The more you invest, the more you see results compound.
How do you measure the success of a PR campaign?
Jodie: We look at both quantitative and qualitative results: media coverage, website traffic, social growth, and sales spikes. But we also pay attention to brand sentiment, customer feedback, and the quality of relationships we’re building.
Paris: Sometimes a single feature in the right publication can change everything. It’s not always about volume—it’s about impact.
Do you believe PR is essential for all small brands, or does it depend on where they are in their journey?
Paris: We truly believe PR is essential for every brand, but the approach should be tailored to your stage. Early on, it might just be founder storytelling and local press. As you grow, you can invest in bigger campaigns. PR builds trust, and trust is everything—especially when you’re new.
Jodie: If you can’t afford an agency, start by building relationships and telling your story authentically. Every brand has something unique to share.
Lastly, what should a brand be prepared to contribute when reaching out to or working with a PR agency?
Jodie: Be ready to collaborate; the best results happen when you’re open, responsive, and willing to share your story, your wins, and even your challenges.
Paris: You need to provide assets — images, product samples, founder bios, and clear messaging. And most importantly, trust the process. PR is a partnership, not a quick fix. The more you put in, the more you get out.
