For Jazmin Slaughter, public relations starts with understanding why a story matters. Through A Hint of Jazz Management, she works with clients to identify the message behind their brand and connect it to the people they hope to reach. That same focus carries into her work in public service, where she sees communication as part of advocacy.
Slaughter spoke with Urban Magazine about her path into PR, serving on city council, and how the Five Cs of Connectivity grew from the relationships she has built across business, government, education, health care, and technology.
What first attracted you to public relations, and what helped shape the way you approach publicity today?
I was first attracted to public relations during an internship while I was in college. I graduated during the pandemic and was interning for an independent record label based in New York City. I was doing a lot of public relations and marketing work, and I became more interested in PR as I gained experience. A-My original career goal was to become a news anchor and work in broadcasting. I really loved that work. I had a podcast and wanted to become an on-air host. But when I was in college during the pandemic, there weren’t many internship opportunities in broadcasting.
That introduced me to the world of PR. I later got my first job as an account coordinator for Cheryl Overton Communications, where I became immersed in agency and communications work. That’s where I really fell in love with public relations.
When working with a client or brand, what do you look for before deciding how to position their story for the media?
I’m always looking for the connection to people. I believe storytelling inspires change, so I’m always trying to find the message within something. When I’m working with a brand that wants to amplify and elevate its message and story, I want to make sure there’s something people can connect with. We don’t want to simply say, “Hey, I do this. Come buy this,” or, “We have this going on.”
I want to explain the story behind it and why people should connect with it. I love the hero’s journey, and I always want to amplify that because the hero’s journey can inspire people to take action.
Public relations has changed because of social media and digital platforms. How has that affected the way you build campaigns and maintain visibility for your clients?
I think social media is one of the most powerful tools available. When we look at the PESO model and media and marketing campaigns, we have paid, earned, shared, and owned media. Social media plays a major role in shared and owned media. It gives us an opportunity to amplify a story and diversify the channels where that story is promoted. If we’re earning media coverage through digital publications or print, social media allows us to keep pushing and amplifying that coverage.
Print has also become interesting because there’s something about being featured in a physical magazine that feels almost like a commodity now. People get excited and say, “Wow, I’m in a print magazine.”
Social media allows us to take that earned coverage and extend its life across other platforms.
What is one misconception people have about publicists and the work that happens behind the scenes?
A lot of people think I’m a spin doctor or that I’m automatically ready to handle a crisis. I know it’s not realistic to expect the perfect client, but I want clients who are willing to listen. One misconception is that I’m just here to save the bad guys. I’m actually here to amplify the good guys.
How do you help clients stand out when so many brands, entrepreneurs, and personalities are competing for attention?
My business is called A Hint of Jazz, and one of the things I do for my clients is help them find their “hint.” What is that special thing about you? You may sell purses or lip gloss, but what is the “why” behind it? For example, someone might say, “Growing up, I had bigger lips than other people, and I used to feel uncomfortable about it. I started making lip gloss because I wanted my lips to stand out. That became my hint.”
It’s about finding that spark that makes someone stand out. I have those conversations with clients so we can identify and amplify the reason behind what they do.
What advice would you give someone who has a strong brand or business but hasn’t learned how to tell their story in a way that connects with the public?
I would tell them to take some time, sit down, and think about their favorite story, movie, song, book, TV show, or any piece of media with a message that has inspired them. Then ask yourself: What motivates the message in that story? For example, I love the movie “Transformers.” “Transformers” makes me cry, and people tell me that’s weird.
But at the end, Optimus Prime is calling out to the Autobots, who are lost, and essentially saying, “Come to Earth. We have friends here. We will be your family.” Think about what motivated Optimus Prime throughout that entire story. He maintained his character, stayed committed to his people, and continued to be there for humans and Autobots.
That’s what I mean by finding the motivation behind your “why.” You know what you’re doing, but you also need to understand why you want to do it.
In addition to your work in public relations, you serve on the city council. How has public service influenced the way you approach leadership, communication, and building relationships within the community?
I’ve always had a heart for people, and I believe everybody should serve in some capacity during their time on this earth because it’s not just about me. It’s also about the people who come after me. As a Black woman, it’s important for me to continue pushing progress forward. A lot of people fought for me to be where I am today, whether they knew me or not. I want to fight for the people who come after me, whether I know who they are or not. Part of that means being in public service, being in the room, and advocating for voices that aren’t always heard.
It also ties into my work in PR because I’m passionate about amplifying stories that need to be heard and told. Public service is also helping me gain experience working within government and build new relationships. Working in public service gives you access to information, people, and experiences that can also strengthen my credibility as a business owner.
The Five Cs of Connectivity focuses on creativity, commerce, community, consciousness, and communications. What inspired those five areas, and how do they connect to the overall purpose of the event?
The Five Cs of Connectivity was inspired by A Hint of Jazz Management, reaching five years in business and reflecting on all the different places and spaces I’ve been in. I’ve had many different jobs. I’ve worked in education and health care. I’m involved in public service now, and I also work part-time in tech.I’ve been in all kinds of rooms—sometimes as the only Black woman and sometimes as one of many. I’ve learned how to navigate spaces where I’m completely comfortable as well as spaces where I’m not as comfortable, while still walking away having learned or accomplished something.
I wanted the Five Cs of Connectivity to reflect all the different ways I’ve connected with people throughout those different places and spaces. Each of the Cs represents connections that were made through those experiences.
The event includes networking, interactive content, activations, and refreshments. What kind of experience do you want attendees to have when they walk into the room on Oct. 23?
My goal is for attendees to walk into the room and immediately feel safe and comfortable. I want it to be a low-pressure environment. I don’t want people feeling like, “I have to wear a suit,” or, “I’m going to meet all of these corporate professionals, so I have to act a certain way.” I want to create a space where people can interact and network without feeling that pressure.
I understand what it’s like to experience social anxiety. After the pandemic, I sometimes felt nervous going to networking events. I want this event to be an opportunity for people to realize that they can show up as themselves, exactly as they are, and still leave with something meaningful.
Be’n Original
