Robyn Lanci

Practice patience. Everyone works at different speeds so it’s important to know how to adapt.


Whether it’s pushing Harry Potter books on a hotel bell cart down the streets of Manhattan or launching a refrigerator makeover campaign to promote a healthy lifestyle on social media, Robyn’s passion and can-do attitude are evident in everything she does. And that’s why brands of all sizes – from a New York-based yoga studio to a global luxury hotel brand – have tapped into her public relations and marketing expertise to grow their business for nearly 15 years.

Robyn draws upon her talents in the wellness, lifestyle, and travel industries to bring her clients measurable results. She has successfully generated top-tier press coverage, formed impactful marketing partnerships, created eye-catching content and planned large-scale events. She’s also launched e-marketing and social media campaigns that deliver higher open rates, more click-throughs and increased engagement.

In addition to a degree in Public Relations from Hofstra University, Robyn holds a Health Coach certification from the Institute for Integrative Nutrition and a Personal Training certification from the National Academy of Sports Medicine. Her combined expertise provides Robyn with a distinct skill set that marries public relations and marketing with health and wellness to give her a strong understanding of her clients’ industries.

Where did the idea for Owl PR come from?

The idea for Owl PR came from my last job in corporate America, a PR Director position for an online marketing company. I had grown a division of the owner’s business by 300%, and was miserable in the process, so I thought, if I can grow someone else’s business, why not my own? So I left my job and began building Owl PR with a vision of making marketing and pr attainable for small businesses in the health, wellness, and travel industries.

Everything – from the name of the company to the teal and grey branding – is a nod to my family. My son’s bedroom is Owl-themed, so that’s how I incorporated him into it, and I weaved my husband and I into it by using our wedding color (teal).

What does a typical day look like and how do you make it productive?

There is no one set typical day. My clients each have different needs and deadlines, so I prioritize, but am careful to make sure that everyone gets the attention they need and deserve in the process. Planning my week out with a to-do list helps me stay productive, but last minute things always seem to arise which means adapting is often necessary.

How do you bring ideas to life?

I’m a planner and a researcher. When I have an idea, I poke around online to see if I would be entering an already oversaturated market. Then I evaluate if my idea offers value (both to the customer and myself) and write a step-by-step plan. That’s how my company’s business model came to life.

What’s one trend that excites you?

The trend of taking a more natural approach to health and wellness excites me. For example, I’ve noticed more and more, people are turning to vitamins, probiotics, and other supplements in an effort to prevent sickness rather than just waiting for sickness to happen and taking some OTC medication to help with their symptoms.

What’s one habit that makes you more productive as an entrepreneur?

Writing out an hour-by-hour schedule for myself is helpful. I have a type-a personality, which works to my advantage as an entrepreneur.

What advice would you give your younger self?

Practice patience. Everyone works at different speeds so it’s important to know how to adapt.

Tell us something that’s true that almost nobody agrees with you on?

The importance of paying very close attention to your words. Whether it’s intentional or not, I notice that people are often very defensive – especially in business. It can be something as minor as avoiding use of the word “you” when things go wrong. For example, “It looks like you made a mistake with XYZ” versus “It looks like a mistake was made with XYZ.”

That same strategy can be applied to your own attitude. For example, you can eliminate what might unintentionally come off as a know-it-all attitude by saying “I realize” instead of “I know.”

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Network! You never know where your next lead may come from. Join local face-to-face entrepreneurs groups, join facebook groups, and attend relevant industry events.

What is one failure you had as an entrepreneur and how did you overcome it?

I undercharged my first two clients significantly. That taught me a really important lesson: some money is not always better than none. Always remember that your time is valuable. I’ve since adjusted my fees to figures that are realistic for the marketing budget of a small business, but worthwhile to me at the same time.

What is the best $100 you recently spent? What and why?

It’s a tie between having a web developer on hand to help me with website updates and recently hiring a marketing assistant.

The reality is that the backend of my website is very user-friendly, but the time it would take me to figure out how to do what I want ends up costing me in the end because I would have less time to focus on my clients. A similar theory applies to my recent new hire. I can absolutely do the work she’s doing and have always prided myself on not having a “that’s not my job” attitude, but it’s a better use of time and resources for someone to help me complete some of the tasks my business requires.

What is your favorite quote?

I may not be there yet, but I’m closer than I was yesterday.”

What is one business idea that you’re willing to give away to our readers?

There are many people out there who want to get healthy but don’t know where to start. Or they need some hand holding to do it. If you have experience in that area, offer online workshops/modules like how to read a food label, how to decode clever food manufacturer marketing jargon, strategies for eating out at restaurants, etc. Just make sure to check what your state’s guidelines are in this area and adhere to them.

What is one piece of software or web service that helps you be productive? How do you use it?

I love Google Docs for a few reasons. Firstly, it allows me to work anywhere, so I can do work on my phone through the app and then my updates are on my drive when I turn on my laptop. I also like it because clients can easily add comments (in addition to making changes.)

What is the one book you recommend our community should read?

Go For No” is a great book for any entrepreneur. Unfortunately it’s a word you’ll probably hear often, and can make you feel discouraged. Go For No changes that mindset to focus on increasing your failure rate to push you toward your goals.

Key Learnings:

– Figure out what method of organization works for you and follow it.

– Be disciplined. When you don’t have a boss to report to, you have flexibility to do what you want, when you want to. But that can end up costing you in the long run if you don’t plan accordingly, so treat this just as you would any job. Set your hours and stick to them. If you do a personal errand during your business hours, make up that time.

– Understand that your time is valuable. Evaluate every situation and realize that outsourcing/hiring may end up increasing your profits in the long run because it frees up some of your time to grow your business.

– Manage money carefully. It can be tempting to draw a larger salary when you’re bringing in a lot of business, but look at the big picture. There may be months when business is slow, so it’s important to have a cushion to get you through those times.

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