We had the good fortune of connecting with Tiffany Buchen and we’ve shared our conversation below.

Hi Tiffany, how do you think about risk?
Risk, by definition, is “a situation involving exposure to danger” — I view risk as “a situation involving exposure to opportunity”.

We are unknowingly trained by society to believe that risks will lead to a negative outcome, and while this can sometimes be true, I have learned that these moments, more often than not, lead to growth, success, and evolution.

During my career, I have been exposed to some of the great innovators behind our current public relations, marketing, social media, and content creation industries. Several years ago, a mentor of mine shared insight on their own successes in business which has stuck with me to this day and is a pillar to my ideology behind my current company, Ashe Collective.

He provide me with this gift — “Never be scared or say no to trying everything once. No matter the idea, it deserves to be given the chance to succeed. You never know what thought will change the trajectory of your business…”

Taking a risk is allowing yourself, and/or your business, the opportunity to do something never done before.

The public relations industry is one that is ever-changing, and it is changing fast. Taking risks and allowing yourself the freedom to try innovative strategies and untested methods is a key step to staying on top of what’s to come. Every day, I remind myself that my business and my clients both deserve a team that is going to run calculated risks to ensure that we are missing no opportunities for growth.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I am the founder and owner of the media agency, Ashe Collective.

More specifically, we are a public relations and marketing agency specializing in a range of fashion, lifestyle, and wine/spirits brands.

Externally, our goal is to bring brand awareness for our clients through influencer and celebrity partnerships, print and digital media, event management, and content creation. Internally, we really focus on taking a client-first approach. This means we work closely with each of our brands to ensure we create and understand the story behind every product, launch, and collection.

For me, personally, it is important that the story we are telling on behalf of our clients is one they would also be proud of.

PR and publicists often get a bad rep, and unfortunately, like many industries, it definitely has its flaws. I see a huge switch in ideology in the newer generation of publicists and agencies coming up. There is a vast difference in how we are looking to approach partnerships, how we look at inclusivity, and how we are advising our clients to position themselves in the public eye.

Most of us are familiar with the phrase “no press is bad press”, but modern-day society has taught us this is no longer true – consumers are going to hold companies responsible for their public messaging and civil responsibilities.

I have had the great honor of growing in this industry in a rather unique way. I began working as an Account Executive at a boutique fashion agency prior to graduating college, where I learned a much more traditional method of PR than what we see today.

I learned to find contacts through a masthead in my magazines rather than in the search bar on Cision. I would cold-call media offices directly, rather than mass-email contact lists of 500+ names. Press previews, desksides, and gorilla-style marketing were how I was introduced to speaking about my brands face-to-face, not over Instagram DMs.

Although much of this has changed, I do feel this has given me and my business a unique take on how to get our brands in front of some of our amazing network and industry leaders.

This industry is changing quicker than most of us can even keep up with, but at the end of the day, we are still looking to achieve the same target which is creating a clear and captivating brand image for our clients.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
What I love about Dallas is there are so many little pockets of community throughout the one city. I adore the West Village in Uptown Dallas, it is a great place to walk around and enjoy a nice Fall day. Kittenish, originally from Nashville, just opened their doors in Uptown and I was honored to have one of my brands sponsor the event for Jessie James Decker. It was an absolutely magical night with a ton of opportunities to shop and get photos on their pink mechanical bull — a must see!

Along the same streets is the french pâtisserie, Bisous Bisous, where you can stop in for a classic macaron or a cruffin!

If you are looking for a girls-night-out hot spot, then XOXO Dining Room is a no-brainer; it is absolutely a go-to when anyone is visiting the Dallas Fort Worth area for the first time. They have curated a visually stunning dining experience full of Instagram-ready decor as well as beautifully garnished cocktails and finished with a cupcake Ferris wheel and sparklers.

As much fun as Dallas can be, I have found, in any larger city, it is necessary to take some additional time to explore the more subtle locations that allow you to have some “you” time. For me, the Fort Worth Water Gardens are a great place to get out of your own head and enjoy the now. There is something beautiful about experiencing these peaceful gardens with the contrast of the city peering from beyond the trees.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
A large thank you to Wayne Buchen for providing me the freedom and support to always chase my goals, and for giving me the much-needed nod of approval when I was weary about taking my next steps.

Website: https://www.ashecollectivepr.com/

Instagram: https://www.instagram.com/ashe.collective

Linkedin: https://www.linkedin.com/in/tiffany-buchen-ab6297a7/

Image Credits
Chasadie Necessary Julian Martin Jessica Karr Noam Harari

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