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Charese Fruge’ (@McMediaonline) Talks To Avery King
February 7, 2023
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Avery King is the Director of Publicity at Elicity Public Relations in Nashville. She’s been in Music City since 2016. She says her job is “very exciting!” “No day looks the same. I get to work with our team overseeing a roster of clients in various genres. I’m responsible for helping craft our artist’s narrative in a way that will allow fans to develop a deeper connection with that artist. That kind of connection is what made me fall in love with PR, and probably what makes me love connecting/networking with people now that I think about it.”
After starting with the company, King began expanding her networking skills outside of public relations by joining the local industry non-profit SOLID (Society of Leaders in Development) where she has remained active for the past 6 years and completed her second term as President during the organization's 25th anniversary year in 2022. Avery’s relationship-building skills have allowed her to help raise over $400,000 for the Nashville community. These accolades led to Avery being recognized on Nashville’s Top 30 under 30 business professionals making an impact on the city in 2022, following her first “30 under 30” recognition with Nashville Briefing in 2021.
In addition to these enormous responsibilities and accolades, King had some downtime during the beginning of the pandemic, and has now added to those with a side hustle. “Like everyone else in the beginning, I had a bit more time on my hands when touring wasn’t happening. I used that time to get my real estate license where I work with Reliant Realty in Nashville.”
Here’s how it all started for Avery. “I graduated from the University of North Alabama with a bachelor’s degree in Journalism. While finishing school and shortly after, I worked with Big River Broadcasting in Florence, AL, before I was encouraged by the PD, Fletcher Brown, to move to Nashville,” she explains. “Fletcher introduced me to so many influential members of the industry, one being the owner of Elicity PR, Elise Anderson. We immediately became close friends and started working together shortly thereafter. Elise, and many others, continued helping me build my relationships. After a few invitations to local SOLID (Society of Leaders in Development) events, I knew that was an organization that I could make an impact in. As soon as I qualified for membership, I applied and joined the organization where I remained active for 6 years and led as President for the last two years.”
“Back when I when I was in school, I was convinced that I wanted to work in sports but it didn’t take long to figure out that was not the path for me, at least not full-time,” says King. “I interned with Big River Broadcasting, then began working there after completing my internship. After being given the opportunity to see how the radio world worked, I grasped an understanding of how shows were booked and promoted. That quickly turned into me falling in love with the people, shared experiences, and stories that originated around music. And the rest is history, as they say.”
It's obviously no secret that SOLID is a huge priority for King. In fact, it may be her biggest accomplishment in her career so far. “The opportunity to be the President of SOLID for two years is one that I’m most proud of. While I was still in the process of finding my place in the industry, I was driving hours to the city to attend SOLID events. I had no idea that the organization would become such a huge part of my career and accomplishments.”
It hasn’t always been a walk in the park for Avery however; in fact, in the beginning, it was hard for her to be taken seriously. “I was always the youngest in the room. I remember avoiding answering any questions about my age because on multiple occasions, I had been cut off for not having the experience or time under my belt to warrant giving a knowledgeable response,” she says. “The first time Elise Anderson ever saw that happen, she immediately stood up for me and demanded I be heard. She helped me learn to stand up for myself when I felt I was being disrespected. Now, I always try to make sure that someone newer in the industry knows I’m one they can rely on to have their back in the same way Elise had mine.”
Not only is King an advocate for young and new talent in the industry, but she also has great advice for them. “Continue being present and always keep asking questions. In order to have success in anything, you have to be willing to put the time in,” she says. “But that doesn’t just go with experience: If you take the time to truly build honest relationships, it will take you so much further than knowing someone’s job title and what they can do for you. So, instead of asking about someone’s professional strategy, try asking about how they grew up, what their family is like, and what they enjoy when they’re not working. Authentic friendships are far more valuable, and it feels less intimidating to reach out to someone as a friend rather than someone that made you a sales pitch.”
Understanding and advocating for younger demographics is not only important when networking, but also when working to expand loyalty and engagement for brands and talent (both new and seasoned). The future of the industry is largely dependent on the growth of Millennials and Gen Z, and so on and so forth. King has that locked in. “Focus on authenticity and originality,” she says. “Each day, we consume more content across our screens than we ever imagined possible. If you want loyalty, engagement and growth, you have to be willing to let people in to see the real version of you and your personal brand. These are the artists people are excited about and the brands that people want to partner with. Stay true to yourself and real with your audience. Speak their language.”
When it comes to Diversity, Equity and Inclusion (DEI) in the industry, King believes we’ve made improvements but knows we have a very long way to go. “Our industry’s problems with DEI didn’t happen overnight which means they won’t be corrected overnight. It’s going to take long incremental steps to accurately represent our industry as a whole, and it’s our job to make sure that it remains a priority in all aspects if we want to make a longstanding difference.”
Now, as recommended by King earlier in this interview, let’s get to know her more on a personal level. I asked her the one thing that people would be surprised to know about her. “One thing that a lot of people who have gotten to know me later in life probably don’t know is that I was attacked by a dog when I was younger,” she explains. “The entire left side of my face has had to be reconstructed through seven facial plastic surgeries, but even after all of that, I’m still a huge animal lover today. It’s been a blessing to be a ‘friend’ for those younger children going through similar challenges, and the stories of their recovery and prosperity always bring me to tears.”
What keeps Avery up at night? “Most of the time, it’s some idea that I’m trying to focus on or expand on and the only way I’m able to let it go is to write it down in the journal I keep by the bed. After all, the most creative ideas hardly ever happen behind a screen.” (Brilliant statement).
Despite her busy schedule, Avery has found a way to balance her personal and professional life. “Last year I got into a routine of working out with a friend and our trainer every morning. Then, if it’s warm enough afterward, I’ll go for a walk at the park,” she says. “This is something I’m practicing (and counting down the days until the mornings are at least in the 50s). There is something about being outside first thing in the morning to jump-start a creative energy for the day.”
“My big project this year is focusing on myself and traveling much more. In 2022, between work, being SOLID’s President, and planning my wedding, I bit off a bit more than I could chew and the stress physically made me sick more than once,” says King. “My goal for this year is to take more time off, see the world, and enjoy time with my new husband, family, and close friends. And I’m doing just that: this month, I’ll be in San Miguel De Allende Mexico, and by end of the year, I’ll be in Greece or Barcelona (we haven’t decided yet). If you have a recommendation, feel free to tell me because I’m torn.”
Follow Avery King on her new adventures for 2023 on Instagram at @averyeking.
“People can also reach out to me at avery@elicitypr.com. As you’ve probably learned, I love connecting with new people and connecting those around me.”
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