The Strategy Behind the Story: PR, Social, and Influencer Marketing

In this episode, we chat with Nikki Dindo, founder of Spring Media Co., a boutique agency specializing in social media management, influencer marketing, and media relations. Nikki shares her journey through the fashion and PR industry, emphasizing the importance of authenticity, storytelling, and strategic branding. She discusses her experiences working with notable figures in PR and her approach to launching Spring Media Co. The conversation covers common mistakes in social media and PR, the process of developing a social media strategy, and actionable advice for fashion entrepreneurs.

About Nikki Dindo

With over a decade of experience leading digital strategy in both Vancouver and New York City, Nikki Dindo is a powerhouse in the world of PR, social media, influencer marketing, and event production. As the founder of Spring Media Co., she and her team helps brands show up with confidence, clarity, and creative impact online and off. From managing influencer campaigns for global brands to producing shows at New York Fashion Week, Nikki brings big picture thinking and hands-on experience to everything she does. She's also worked with luxury clients like Park Hyatt and built authentic connections that go far beyond algorithms. When she's not supporting founders and creators through her agency work, Nikki shares her expertise as a social media instructor at Blanche McDonald, mentoring the next generation of digital talent.

Whether she's consulting from her hometown in Vancouver or creating content from a coffee shop in New York City, Nikki's all about empowering people to tell their stories well and build a brand that actually feels like them.

Contact info

Website: https://www.springmediaco.com/

Instagram: @nikkidindo

Takeaways

- Define your brand voice and visuals before posting.

- Focus on quality over quantity when choosing social platforms.

- Posting without a plan leads to off-brand content and burnout.

- Authentic storytelling builds stronger customer trust.

- Don’t chase trends that don’t align with your brand values.

- Select influencers based on audience alignment, not just reach.

- Long-term partnerships perform better than one-off posts.

- Track engagement that signals real connection—not just likes.

- Short-form video is a powerful, low-cost way to grow.

- Showing your face and sharing your story creates a deeper impact.

00:00 The Heart of Branding and Creativity

01:47 Nikki Dindo: A Journey Through Fashion and PR

05:56 Launching Spring Media Co.: A New Approach to PR

09:36 Lessons from Kelly Cutrone: Intensity and Clarity

13:36 Common Mistakes in Social Media and PR

17:30 Developing a Social Media Strategy: The Process

21:27 The Importance of Authenticity in Influencer Marketing

25:27 Case Study: Skip Hop Campaign Success

29:15 Finding the Right Influencers for Your Brand

33:03 Actionable Advice for Fashion Entrepreneurs

37:10 The Creative Influence of New York and Broadway