@GirlBossTown Is The Future of PR
@GirlBossTown, also known as Robyn Delmonte, is a pop culture and celebrity influencer who’s paved her way into the PR industry through the use of social media. When I came across her TikTok I was obsessed. As a PR student, I love hearing what other people have to say about PR and Robyn definitely makes her voice known. Over the past year, I have watched her grow from 50,000 followers to over 420,000 followers along with 40 million likes on her TikTok. Her video concepts discuss celebrity and company brand ideas and what she would pitch as a PR professional. “The Internet’s Agent” is the bio of her Tiktok account and it is becoming more true by the day.
Struggling to find a corporate marketing job in Boston for years, social media was the place that secured hope for her in the PR world. “I landed my dream job from my couch,” said Robyn Delmonte in one of her videos. Girlboss Town booked her dream gig hosting her own episode on E! News’ original series “The Rundown '' through the success of her TikTok. The influencer is now being represented by the United Talent Agency and does creative consulting for companies. Although her rise in the industry is unique it could very well be the future for PR’s next generation.
Her most popular videos involve celebrity brands. She offers her advice for the company and what she would pitch if she was on their PR team. One video she posted is on Addison Rae’s Fragrance line which goes by ARF. Delmonte suggested a different sort of branding by taking advantage of the Y2K trend and using the phrase Y2K by Addison Rae. My favorite one of her videos talks about Emma Chamberlain’s coffee company. Delmonte suggests Emma reach out and send her coffee cups to everyone she knows in the social media industry and have them walk around town with it. Getting photographed by paparazzi or taking a selfie for Instagram with her coffee will make the brand seem desirable and an everyday staple. These videos are just the tip into Girlboss Town’s creative insight and industry ideas.
I love her new series she has been posting called the “GMT Stamp of Approval” where she looks at different brand campaigns and decides if she likes them or not and why. One of her most popular posts for this series is about the Heinz campaign where they had people draw ketchup and everyone drew Heinz. Girlboss Town gave this a massive stamp of approval and explained why she loved it. This series is a great tool to learn about different PR campaigns to see what works and what does not.
Overall, Girlboss Town is a growing creator who has made use of this changing social media and online world. Delmonte acts as a leader for this next generation of PR professionals and has inspired me to take advantage of the tools social media has to offer.
Bio: Tiana Sandberg is a junior at California State University Northridge (CSUN) majoring in journalism
with an emphasis in public relations. After graduating she plans to enter the entertainment industry as a
PR professional.