Caro

About

On today's episode, I sit down with Caroline McKay, the founder of Caro, a PR agency focused on design and hospitality.

Before starting the firm in 2020, Caroline worked on both the agency and in-house sides of public relations, including running communications for Soho House across North America.

In this conversation, Caroline explains what a PR agency actually does, why even Caro’s most established clients still receive roughly 90% of their opportunities through active pitching, and why every successful pitch needs to answer one question: why now?

We discuss what makes a company ready to invest in PR, the materials and founder participation required to support a campaign, and how Caro decides which potential clients are likely to be a good fit.

Finally, Caroline shares how smaller editorial teams, affiliate commerce, podcasts, Substack, AI, and changing media habits are affecting the way brands earn attention.

I learned so much during my conversation with Caroline, and I hope you enjoy it as much as I did.

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