The Tasting Panel magazine

May 2016

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58  /  the tasting panel  /  may 2016 HOT SHOT What inspired you to start your own company, KLG Public Relations? I am one of the lucky few who truly love what they do. Albeit starting in finance, I quickly fell into PR and worked hard to reach as high as I could, as fast as I could. After years on the agency side, I moved to Chicago to lead Beam's PR team before returning to another in-house position in New York seven years ago. In October I welcomed my son, and while many will tell you that "you can't have it all," I believe you can. I started KLG Public Relations to continue to do what I love professionally and be pres- ent for my child's many firsts in life. Timing and opportunity aligned giving me the chance to begin what was only the natural next step of my career. As you grow your business, what do you look for when taking on new clients? Work with brands and people you believe in. I look for the unique combination of quality brands that I can be passionate about and products that have equally impressive teams behind them. It is an honor to be working with Casamigos Tequila, The Cooper Spirits Company and Novo Fogo Cachaca—all of which fit this criteria. Describe your most memorable moment since beginning KLG Public Relations? I am constantly inspired and impressed by the spirits industry— which is full of support and camaraderie—and the launch of my company was no exception. My announcement was met with an abundance of compliments, kinds words and well wishes. The positive response added to my existing drive to excel on behalf of my clients. What was the best career advice you've ever been given and who gave it to you? The old adage of "father knows best" is true. When I started KLG Public Relations, my dad told me that while it would be easy to get carried away with the excitement of a new company, I should control my growth. He explained that now, more than ever, my name and reputation are on the line, and I need to over deliver for the clients I currently have without over-extending myself with new business. What are some of the most valuable lessons you have learned from mentors in the industry? I have been fortunate enough to have multiple mentors throughout my career, each helping me grow professionally and personally. Two examples that stand out from the rest would be: Aaron Brost, who motivated me to constantly evolve and incorporate new technology into my strategic approach and daily activities during the initial phase of social media's rise. This lesson stays with me and serves as a reminder to keep evolving with the ever-changing media landscape. Lee Einsidler, who encouraged me to see beyond the PR oppor- tunity and look at the bigger picture, the end game. He invested his time to teach me the ins and outs of the spirits business from production to sales. His knowledge has been invaluable to me as a publicist and now as a business owner. If you didn't work in Public Relations, what would you be doing? Great question—I can't imagine my life without it. E ach month we team up with the bever- age industry recruiting and staffing experts at BevForce and chat with one of their Movers & Shakers to get a behind- the-scenes insight on the job search process, the beverage industry's most innovative com- panies and the executives who drive them. This month, we chatted with Kate Laufer Gorenstein, founder and President of KLG Public Relations LLC. A 15-year veteran of the Hospitality, Food and Beverage industries, most recently as Vice President, Public Relations at Sidney Frank Importing Company, Kate is recognized as a fearless pioneer in the Public Relations world. Kate's strengths include creating fully integrated marketing communications programs, fostering influencer relationships and event planning. FOUNDER AND PRESIDENT, KLG PUBLIC RELATIONS LLC SPINNING THE BOT TLE(S) PHOTO COURTESY OF KLG PUBLIC RELATIONS LLC Kate Laufer Gorenstein

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