Pod Insights Money Making Conversations Master Class Brand Building: She helps define a brand-based company’s reputation, not just its visual identity. About this episode Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Danielle Jeter. A public relations and event planning expert, and founder of Women in Media Global and AOI Events and PR (Affairs of Influence). Here are some key highlights from the conversation: 🎙️ Guest Background Danielle is a Spelman College graduate based in Miami, Florida. She began her career in event planning and transitioned into public relations after working at Radio One in Philadelphia. She founded Women in Media Global in 2012, impacting over 15,000 women and students globally. 📣 Strategic Communication & Branding Emphasizes the importance of external communication and understanding the target audience. Defines a brand as a company’s reputation, not just its visual identity. Brand activations are described as experiential marketing efforts that create emotional connections with consumers. 💡 Marketing & Sales Insights Advocates for niche marketing over trying to appeal to everyone. Encourages small businesses to allocate 10–30% of profits to marketing. Offers a six-week marketing and sales accelerator for startups and growth-phase businesses. 🤝 Client Onboarding Process Offers a free discovery call to assess fit and understand client goals and pain points. Works primarily on a retainer model for PR services. 🎧 Extensions of Her Brand Hosts the WIM Speaks podcast, available on Spotify, Apple, and YouTube. Uses platforms like Instagram and LinkedIn to connect and share her work. #SHMS #STRAW #BESTSee omnystudio.com/listener for privacy information.
Transcript 0:00 Speaker 00 This is an iHeart Podcast. Guaranteed Human.
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2:54 Speaker 01 Welcome to the show. I am Rashawn McDonald, the host of Money Making Conversations Masterclass, where we encourage people to stop reading other people's success stories and start planning their own. Listen up as I interview entrepreneurs from around the country, talk to celebrities and ask them how they are running their companies, and speak with nonprofits who are making a difference in their local communities. Now, sit back and listen as we unlock the secrets to their success on Money Making Conversations Masterclass. Hi, I'm Rashawn McDonald, the host of the weekly Money Making Conversation Masterclass show. The interviews and information that this show provides are for everyone. It's time to stop reading other people's success stories and start living your own.
3:37 Speaker 01 Now, if you want to be a guest on my show, Money Making Conversation Masterclass, please visit our website, moneymakingconversations.com and click the be a guest button. If you have a product, you're a small business owner, entrepreneur, or an influencer, I want you on my show. So, please go to moneymakingconversations.com and click the be a guest button. Now, let's get started. My guest is a proud HBCU graduate. Through the platform Women in Media Global, she has impacted the lives of over 15,000 women and students worldwide. Since 2012, Women in Media has provided a platform for women in media, entertainment, and business,
4:18 Speaker 01 offering education, networking, and multimedia storytelling opportunities to foster growth and collaboration. We will discuss her journey from HBCU grad to visionary entrepreneur. Please welcome to Money Making Conversation Masterclass, Danielle Jeter. How you doing Danielle?
4:37 Speaker 02 I'm doing great. Good morning. Thank you so much for having me today.
4:42 Speaker 01 First of all, where are you based at?
4:44 Speaker 02 I'm based in Miami, Florida currently. I've been here five years now.
4:48 Speaker 01 Okay, now, PR, public relations, was that a strategic move?
4:54 Speaker 02 Actually, no. I first started out in the business as an event planner and event producer. And I then went to Radio One in Philadelphia as an intern when I graduated from Spelman. And I ended up in the promotions department. So I was doing events with the promotions department because I wanted to hone my skills in the event space. And so I thought that would be a great opportunity for me to get started and to meet some of the great people who are influential in my city of Philadelphia when I went back to Philly. And there were people who began to see me in the studio with journalists, with media personalities and other celebrities who would come through the city.
5:40 Speaker 02 Because when I was at the radio station, not only was I in promotions, but I also had the opportunity to learn how to actually produce talk radio shows. And so we began to actually get calls for me to do PR services and for me to offer marketing services to clients. And I said, hey, I don't offer that service. But when the call came in a few times, I was like, okay, we offer that service. And so I, you know, I learned in the field, actually, doing public relations, yes.
6:11 Speaker 01 Okay, cool. So we're gonna talk about events and we're gonna talk about public relations. But let's go back to HBCU, Spelman College, based in Atlanta, Georgia. What makes Spelman College so special?
6:23 Speaker 02 Spelman is a great space. The whole mission is to educate Black women and to create leaders and innovators out of the students who matriculate through the university. It was just a wonderful opportunity to be around such amazing women who are just growing, learning, doing, but also very ambitious.
6:46 Speaker 02 Women, very driven, very smart, intelligent women. And so that sisterhood is something that is rare, is very unique. And what Spelman has been able to create since 1881 has been life changing. It has changed my life. It was a great decision for me to go to Spelman. I was able to be challenged a lot as well. It's not an easy place to matriculate through. And so you, you earn all your grades. There are no shortcuts at Spelman College. So I'm grateful for, for my alma mater.
7:20 Speaker 01 So let's talk about A O I. What does A O I stand for? There's A O I events. And why did you start it?
7:27 Speaker 02 A O I events and P R stands for affairs of influence. So this is, this is a great backstory. We actually had to rebrand our company when the company turned five years old. Because the original name of the company was affairs of ISIS events. That was when President Barack Obama was in his first term. And there was a war on Isole. Right? But the news media kept saying ISIS. And ISIS is actually an Egyptian goddess. So I actually had the opportunity to travel to Egypt with Spelman College. When I was a student, that trip inspired me to launch my business the following year.
8:10 Speaker 02 And I named my company after the Egyptian goddess Isis. I began to get attacked. Online, in person, at events, when I was speaking at panels. And even some of my clients had an issue with the name of my business and did not want to be associated with affairs of ISIS due to the war on Isole. And so we rebranded at year five. And so we were branded to affairs of influence. So A O I events and P R stands for affairs of influence. And we do very niche marketing and P R and strategic communications campaigns for brands who are looking to do social good. They're looking to drive a message, but also to build relationships with their target audience. So we do communications campaigns.
8:55 Speaker 02 We offer brand strategy, branding, marketing campaigns and event activations.
9:03 Speaker 01 Now, it took you a moment to make that name change. What finally pushed you over the edge to say, you know, something? Either I'mma ride this out or my business is gonna close.
9:14 Speaker 02 I changed the name when I had a client who told me I couldn't show up at his event that I planned with my business cards. And he said, I don't know what you need to do. I'mma add extra money to your retainer. I need you to go find some new business cards in 48 hours. So when he told me that that was a hill breaker, I was like, no problem. We gonna figure this out, right? And so what I, what I did was I went to some experts. I sat down, I did a round table, think tank with people that I trusted, advisors that I trusted. And I began to get feedback and information and direction and, and be able to bounce ideas off of them.
9:52 Speaker 02 Then I went to a, another, um, marketing and design company and I sat with them and I got a consultation with them. And I went through the process, right? I had to redo the logo, the logos had to be done over, the website had to be done over, business cards, email addresses. I mean, everything was brand new.
10:11 Speaker 01 So you did this whole rebrand, this whole rebrand. Did you immediately notice the difference? Now you've made those changes. Where were you at and how did you relaunch your brand and let everybody know, I'm the same person, just a different name?
10:27 Speaker 02 Yeah, it was, um, it was a process, you know? And when you rebrand, it's, it costs money. You gotta pay to, to get all of these new marketing assets designed and done. These things could take couple of weeks in order to do, but I felt like it gave our brand an upgrade. It gave us a refresh and it gave us something that was a little bit more relatable to the diverse clientele that we actually want to serve.
10:51 Speaker 01 So that talks about communication. And I think in all conversations, Danielle, I'm talking to Danielle Jeter, uh, PR extraordinaire. I like to say that, uh, event planner extraordinaire, impacted over 15,000 people since 2012. Uh, she did a rebrand on her name and that comes down to communication. Strategic communication, which is the core of success. Being able to listen and being able to speak the right language to people at the right point of communication. Talk to us Danielle about strategic communication.
11:28 Speaker 02 Strategic communications is so valuable. I typically am on the external communication side of things. So I am externally communicating my clients messaging and their mission, their vision to a target audience for their products or services. That's a delicate situation because you have to think about the end user. What is important to the end user that is going to draw them to my client's mission? That is going to draw them to create impact in my client so that they can, they can get more customers within their business. They can get more users within their services and things of that sort. So I'm constantly thinking and keeping my nose to the ground of what's happening on the ground.
12:11 Speaker 02 What are consumers interested in? What is concerning them? And how do we communicate best to them in order to capture their attention? Today, our competition is not other businesses. Today, our competition is the attention of our buyers. Instagram, Tik Tok, podcasts, the news, what they're taking in entertainment and sports, where they're spending their time and what they're utilizing these, their minutes and their hours. That is the attention and that is what we are in competition with. So we have to show up where they are and then we have to communicate in a way that is interesting to them.
12:52 Speaker 02 And now, because we have such short form content and such short form copy, now we have to relay our message in a shorter way that is still attractive to the client and that is going to capture their attention.
13:04 Speaker 01 Okay, Danielle, this is the key part of this conversation because my show is about entrepreneurship, small business owners, influencers, people who have products. Brand activations. So many people don't understand that. First of all, please explain to everybody what is a brand? And then move on to brand activations and how to launch successful brand activations.
13:30 Speaker 02 So your brand is simply your reputation. Sometimes we think, oh, my brand is the colors in my logo. It's my logo. It's, it's, it's the pretty things. It's the website. Your brand is your reputation. It's what people say about you and your company and your services when you are not in the room. It is what they say about you when they are referring or not referring your business to another potential customer. That is your reputation, your customer service, how you deliver, how you communicate, how you follow up and follow through is the reputation of your brand. So that is important elements that you always want to keep at the top of your mind. But we are about experiences.
14:13 Speaker 02 The brand activation gives you an opportunity to create an experience for your customers and those who you want to be your customers. You use brand activations as a way to show up in person, in community, to be able to have personal touchpoints with your customers and with your audience. So you being able to activate a concept, whether it is a in-person event, a in-person experience, a kiosk type of experience. This is you going out into the field and being able to create touchpoints for your consumers, which will create emotion, emotions within them, right? They'll be able to learn, see you, feel you, touch you,
14:56 Speaker 02 and have an emotional connection to your brand and really get to know who you are. So brand activations are a part of your marketing strategy. And a great way to launch a brand activation is to first plan for it in your marketing strategy. So breaking up your marketing and breaking up your planning in quarters, and being able to say, hey, let me go ahead and set a budget aside because I want to activate. Whether you, the, the smart way that brands activate nowadays is activating where the people already are. So the smart way to activate is to go to where the audience already is and buy into that experience. I think another great way to do this and what ways that I started to activate my own brand. Was partnership.
15:41 Speaker 02 And I built relationships with the local elected officials in my city. I'm from Philadelphia. So when I went back home from after graduating from Spelman College, I began to create relationships with local elected officials. They have a need, I have a need, right? And so they also have community events and various events for various audience members within their constituent. So I began to partner with them on behalf of small business networking events, young professional networking events, women in media conferences. And so as a result, my company was able to partner with their bigger brand and then expose us to an audience of people and creating that trust factor.
16:26 Speaker 02 So brand activations could also be something like that. So now we're partnering on an event. I'm co-branding the marketing with this senator, with this congresswoman. Now people are seeing that I'm a credible businesswoman in the city because now I'm partnered with the congresswoman who they already know. And now my logo placement is there with her logo placement. We're doing pop-up banners. I have an opportunity to speak and address the audience. And now she becomes my partner. He or she becomes my partner. It's another great way to activate. And it also doesn't take a lot of capital in order for you to come in and say, hey, I want to have value to this program. This is what I can bring to the table.
17:04 Speaker 03 Please don't go anywhere. We'll be right back with more Money Making Conversations Masterclass.
17:15 Speaker 03 Welcome back to the Money Making Conversations Masterclass hosted by Rashawn McDonald.
17:22 Speaker 01 Let's talk about brand activation mistakes. Everybody wants to do it their way. I always tell people on this show, I say, you can't show up at the door, opening the door where your customers are in line. You gotta be there before your customer. That's an activation mistake. Let's talk about the process of people coming to you. You do events. You also do PR. That's the name of your company. AOI Events and PR. How does a supplier walk into you trying to avoid brand mistakes? How do you welcome a new client into your business?
17:55 Speaker 02 That's a really great question. So at the point of discovery, I invite the prospect, customer, corporation, executive, nonprofit leader. I invite them to have a discovery meeting with me, a discovery call. Before they actually get on this call, I have a short fan and they fill out information on that form. That allows me to gather enough information that I can go ahead and start to drive the conversation as we set up for that first discovery meeting. That first discovery meeting, there's never a charge. I do not charge for a consultation to see if we are a good fit to work together.
18:37 Speaker 01 Thank you.
18:37 Speaker 02 I welcome that one hour conversation and I take the moment to learn as much about this potential prospect, their company, what their goals are, what their mission is, but also what are the pain points? What is not working for you? That you're looking to find a solution and to find a problem. Find this problem. If your problem is something that I feel confident that I can address and help you move forward by way of communications, public relations, branding, especially then, then I go ahead and I offer up our types of services and provide that.
19:21 Speaker 02 So, public relations is traditionally something that is done on a retainer, which means that the customer or the business owner
19:30 Speaker 02 Is signing a contract for several months to retain us for three months, for four months, for six months, for one year, and for us to work on your behalf. And it is services that are done for you. So that is a traditional way of how we go ahead and do our business. If it does not seem as if it's a good fit, there's a variety of reasons it wouldn't be a good fit. One, they're looking for a service that we do not provide. Two, they may not have the appropriate budget to go ahead and start the services of what they're looking to do. Three, sometimes people don't even set up a marketing budget. They don't have an idea of what their budget is.
20:11 Speaker 02 And I think it's premature to have a conversation with a service provider before you actually know how much you can afford to actually spend on that particular product, project or service. And sometimes people come and say, well, hey, well, I don't have the information. I don't know how much PR costs. I don't know how much marketing costs. That's okay. I mean, you could just go ahead and start to do your research. And a lot of that stuff is online already. You know, we have chat GPT now, which makes it even easier. But ultimately, you have to look at how much money your business is profiting. And then drive 10 to 30% of your profits into a budget for marketing.
20:52 Speaker 01 Um, let's talk about the, the marketing plan. Why do people don't understand they have to market something to get people to know what they have?
21:03 Speaker 02 I feel when it comes to small businesses, they get very caught up in, in the product and service and producing what it is that they have. And they fall in love with the creative process of whatever this app is, whatever this, you know, physical product is, whatever this thing that you want to create. And then the execution, which is the marketing and sales side comes in on the backend. So now you have launched a business and now you are in the red because you haven't figured out who the audience is that's going to buy this and then how to actually sell it to them. And so before we even launch the idea, we have To talk about how are we going to fund the idea? How are we going to put together a marketing strategy and a marketing system?
21:47 Speaker 02 Cause you have a strategy, but then you need the system to back up the strategy. And so forth as well with the sales process. So it's really disheartening to see. Um, and I actually started coaching startups and small businesses. Who are in growth phase because of this lack of knowledge around marketing. Um, and in sales, I have a six week marketing and sales accelerator. And just last night, I was invited to a private event. Um, and I met the co-founder of Reebok, who is a billionaire, his name is Joe. And he's European and now Joe is about eighty something years old. And they asked him a question and he said,
22:30 Speaker 02 one of the most, probably the most important aspect to a product or service is the marketing. Is the This is a man who scaled the business and sold it to, to Adidas for about twenty-three billion dollars.
22:49 Speaker 01 And that's what people don't understand. And I think that another part of the whole process of the mistakes that we make is that we try to talk to everybody. And I always tell people, you know, like, like Tesla, I've never seen a Tesla commercial on TV, but you, people buy a Tesla. Okay. I've never, it's a new brand of EV out there called Rivian, I believe. R I V I A N. That's a new EV. That truck, I love that truck. But guess what? I don't see it on TV. So a lot of people want to go out there. Wherever their product, they want to talk to everybody where they should do niche marketing. Like you said, find out who your audience is. Focus on that audience.
23:31 Speaker 01 And any growth outside of that audience is called positive residual income. Talk to about that niche marketing and focusing on, I always tell people, that's where people make a big mistake. They throw a wide net trying to catch everybody. When they should be standing on, next to the bank, catching the fish that they can catch. Talk to us, Danielle.
23:53 Speaker 02 I think that is the huge, that's the huge difference between the business owner entrepreneur who has been doing the work and studying and learning their business and one clearly is still just figuring it out. One of the things that we first understand is that we can't communicate to everybody and that our product or service will not be, you know, for everybody. So it's important to learn and understand the demographics of your audience. Social media has made it very awesome to understand that because if you have your profile set up as business profiles, you can see the demographics, you can see the gender, the age, the location, and then you can begin to study,
24:33 Speaker 02 okay, well, what types of things do these, do, do, do these demographics like? What's important? Where are they finding their news and their media? But then also you can do the work and actually go out and talk to your customers, create moments where you talk to them. When I was young, younger in business, I would always have these think tank, kind of like roundtables where I would bring in strategic people when I'm thinking about a product, when I'm thinking about a service. I first want to make sure that this audience that I'm thinking about actually needs this. So I bring them in, I host them, I give them some hospitality and I get feedback from
25:14 Speaker 02 them. I ask some questions and they, you know, they deliver the information to me and allows me to create a product or service that makes sense for that particular audience because you could be thinking something, but it might not be the case, right? So having those communications, being able to survey your audience, being able to follow up with them and build rapport with them, have those connections and communication, being able to niche down and learn about that is very important. One of the things that I realized in my business is a lot of my clientele is males. A lot of people who hire my PR services and those who I work a lot with are males.
25:55 Speaker 02 And when I saw that trend, then I said, okay, well, I'm going to continue to have conversations with businessmen who are serious about marketing and, and, and building their brands and doing PR. Now, I do represent women, but I'm just saying the statistics show in my business that more men hire me than women hire me. And so, and that's just because I'm following, you know, what's happening within my business. And then I'm able to build those relationships with them.
26:23 Speaker 01 Which is fantastic because you know, Women in Media Global mission in the WM Speaks podcast is about women. And then we just talked about earlier, we're talking about comments in your social media posts. Find out what people are saying about you. Don't ignore if it's consistent, there may be a brand tool you need to bring into your business. Let's talk about the extensions that you've created, your podcast and other platforms as a public speaker that you've created outside of your format, Danielle.
26:51 Speaker 02 Oh, wow. Yes. So, everything that I have created and launched is because I found that there was a need to fill. Right? I don't, I'm not that, that entrepreneur who says, I think my idea is great, I'm gonna go ahead and launch it. I understand that I need a service base. I understand that I need customers. So I'm servicing and providing things that matter to them. When I graduated from school, I also went to a film screening. So I majored in theater arts and dance at Spelman College and a double major in history. And so I was at a film screening and it was about the Philadelphia art scene. And it was a group of young filmmakers who was premiering this screening.
27:33 Speaker 02 But when I saw the screening, I noticed that there was only one woman in this feature film. And I said, well, wow, wow, why only one woman?
27:43 Speaker 02 Now like, there's so many artists that come out of Philadelphia. Like you only found one to talk to in this documentary? And so I was like, wow, this is alarming to me. I think this signifies something bigger that's happening within the industry. So I began to research what was happening in entertainment, what was happening in the media industry. As far as those working as professionals, whether they were in front of the camera or behind the scenes. Literally, I launched Women in Media Global right before Me Too. It was like three years before me too. It was like, it was simmering up and it was like, I felt it. Everybody else felt it and boom, here comes me too. But Women in Media had launched.
28:26 Speaker 02 And I launched this initiative as a reminder to, to, to remind women to own their voice. Because in that situation, a number of things could have happened. One, there could have been a woman there who didn't speak up. Who didn't raise, you know, her opinion about this absence of women being represented. Or her voice was not heard, right? Whoever was, was producing this film did not take into consideration what she said if she did advocate for the need for women. So I created this platform to remind women of that, but also to empower them to advocate to take up more spaces and be able to,
29:05 Speaker 02 um, just, just be bigger and to grow wider and to launch their own initiatives and to be leaders in the space of media, entertainment and business. And that is how Women in Media launched. And so, we've done six annual conferences. We've launched our podcast as well as an extension of that conversation. And we like to bring onto the show, those who are working in the industry. Though they may be entrepreneurs in the industry, like if, or they may be those who are working on behalf of major media companies, but wanting to share their stories, wanting to get their advice on how to best successfully matriculate and navigate such a sticky industry
29:49 Speaker 02 of media and entertainment and to begin to continue to spread it and, and show a spotlight on what women are doing.
29:55 Speaker 01 How can we get in touch with you, Danielle?
29:57 Speaker 02 I have Instagram, which is DP Jeter. So you can go ahead and check out my Instagram. Um, there you will find links in my bio of everything that I have going on. You can send me a DM and set up a conversation with me. Follow the podcast as well, the WIM, W I M Speak Show. We're on Spotify, Apple. We're also on YouTube, all the places that you get your favorite podcasts. And I'm on LinkedIn, Danielle Page Jeter too. So, womeninmediaglobal.org.
30:29 Speaker 01 Thank you, my friend. Danielle, an amazing conversation. The fact that you're impacting so many people, something you started in 2012, and the fact that you are in a business that's very competitive. Event planning, large event planning, or small event planning is very competitive. And also the fact that you understanding how to define the need for marketing, brand activations, and public relations. Thank you for coming on Money Making Conversation Masterclass.
30:54 Speaker 02 Thank you so much for having me. This was amazing. Thank you.
30:58 Speaker 01 This has been another edition of Money Making Conversation Masterclass, hosted by me, Rashawn McDonald. Thank you to our guests on the show today, and thank you, our listening audience. Now, if you want to listen to any episode or want to be a guest on the show, visit moneymakingconversations.com. Our social media handle is Money Making Conversation. Join us next week, and remember to always leave with your gifts. Keep winning.
31:33 Speaker 01 When you're a business owner, interested in expanding to new markets, there's a lot to consider and countless questions to answer before making the call. The most important one being, are you ready? That's where ChatGPT comes in. Give it a go. Add your files and ask it to help you map out different scenarios for the future of your business. So when growth is on the table, you've got an expansion plan ready to implement. Get started at ChatGPT.com. Making money isn't just about having a great idea. It's about being ready when people actually show up for it. With Base44, you can build the software your business needs just by describing it in your own words. A website, app, customer portal, or tool, whatever you need.
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Previous Uplift: How to be a Successful Business Owner using Amazon Business. Next Uplift: Personal journey filled with warmth about a husband-and-wife team who founded homeless shelter in Pickens County, South Carolina. Page updated November 13, 2026 · transcript and summary are machine-generated
