Jessy Klein Fofana is the CEO and Founder of LaRue, a New Jersey-based public relations and affiliate marketing agency. Fofana and LaRue are trailblazing a new kind of PR strategy that leverages the power of earned media while maximizing performance-driven press opportunities. Here, she discusses her company’s unique approach to affiliate marketing, working with news organizations, and the brand awareness-to-affiliates funnel.

Key Takeaways:

- Affiliate marketing

- Luxury brands and affiliate marketing

- Working with affiliate partners

- Creating affiliate relationships with news organizations

Episode Timeline:

1:30 Tod and Jessy's dog troubles

3:00 LaRue's transition from traditional PR to full-service PR and affiliate marketing

4:35 It all starts with brand awareness.

5:45 A LaRue case study

8:50 Common mistakes in affiliate marketing

10:00 Balancing performance PR, affiliate marketing, and earned media

11:00 What makes a good third-party affiliate partner

12:30 Luxury brands are becoming more comfortable with affiliate marketing.

14:00 Working with news organizations

17:00 Kristen Bell’s affiliate marketing campaigns

19:00 Tracking affiliate pieces

20:30 Jessy's sneaker obsession

This episode’s guest:

• Jessy Klein Fofana

• Check out LaRue online and follow Jessy on Instagram

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