Meet Nicole Maycroft, the PR & Communications Manager at Kic.     Nicole walks us through what media efforts have successfully converted for Kic, how she gets Steph and Laura involved with timely trends and expert commentary, and how to create leverageable collaborations and events.     We get to hear the behind-the-scenes strategy for Kic’s latest ‘feel good’ January campaign which saw a 100% increase in year-on-year sales, and how the Kic team was able to rise above the ‘new year, new me’ toxic messaging that the health and wellness industry communicates.    Nicole tells about the importance of working with brands and publications that share a like-minded audience who align with your mission and why you should always follow up your initial pitch with a new story angle - it might just be the one that lands you top-tier coverage!    Stick around to learn how this iconic brand has successfully landed thousands of media mentions and prestigious partnerships and how you can adopt elements of Kic’s PR strategy in your own business.