Ask Tyler Prow, and he’ll tell you he has one of the coolest jobs in the communications industry: spreading the word about fragrances that infuse homes and business spaces.
In an email, Prow describes his role as "the most fun job at Z9." As director of public relations for Hotel Collection and Aroma360, he oversees strategic communications for the luxury scent company, recognized as a leader in the scent marketing industry.
The company has created custom fragrances for hotels, including the Borgata Hotel and Casino and the Atlantis Hotel in Paradise Island, as well as spas such as the Bellagio in Las Vegas, Disney Senses Spas, and the Ritz-Carlton.
In his role, Prow doesn’t just gain press coverage for retail stores and product launches—he plans events and secures partnerships that amplify brand awareness tenfold.
He’s familiar with press release distribution platforms, saying in an interview that he regularly uses EIN Presswire’s services to amplify his work.
Prow started at Aroma360 in April 2023 as the perfume and body brand manager, where he made an impact by signing supermodel Winnie Harlow as a brand ambassador and organizing a star-studded launch event in New York City.
In his executive role, he’s taking the luxury scent company to new heights. And these aren’t just run-of-the-mill collaborations.
For instance, Prow played a key role in securing the company’s partnership with the NBA, culminating in a high-profile launch event in 2024 to debut their new luxury scent collection.
Take a step back in time, and you’ll see that the public relations executive has deep roots in various facets of media, including major accomplishments in television.
After graduating from New York University’s film program, he landed roles at Bravo and “Watch What Happens Live” with Andy Cohen before becoming a reality television producer.
His career in reality TV soared when he secured a position working directly under Mona Scott-Young, the executive producer of “Love & Hip Hop” and CMO of Myx Moscato. He worked on productions that contributed to her growing media empire.
Now, Prow calls Miami home, where he splits his time between coasting the pristine beaches and thriving as a brand consultant and communications executive.
In an exclusive interview with EIN Presswire, Prow reveals how his media background shaped his public relations career and shares insider strategies for building brand success.
Q: Tell us more about your journey into public relations and communications, and how you got started.
A: My profession began in the media industry, specifically in television, so public relations comes really naturally to me. It's all about storytelling. It's all about telling the brand's story or even the product's story. And then relating that story to the audience.
Q: Describe your PR firm and the industries and clients you serve.
A: I am director of public relations for Aroma360 and Hotel Collection. We are the world's leading luxury scenting brands. We produce the technology and fragrance that allow your home, business, or even your car to smell like a 5-star hotel lobby or luxury spa.
Q: What specific areas of public relations do you specialize in?
A: I am all about experiences! I am a major champion of experiential retail moments, gifting suites where I am interacting directly with influencers, celebrities, and media, as well as major branded events where our clients can interact with a brand in a more organic way on their turf.
Q: Could you share some insights into strategies or best practices that have been key to your clients' success?
A: I think a crucial part of Aroma360 and Hotel Collection's success has been from their willingness to partner with other brands, such as Disney, Star Wars, the Miami Heat, and now the NBA. This allows me to create more interesting, multi-layered experiences for our customers. And it also brings more eyeballs onto the brands.
Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?
A: Do not forget who your consumer is. Brands—and PR executives in particular—get so caught up in the celebrity, model, or influencer angle that we can forget who is actually buying the product. Celebrity and influencer buy-in is supposed to be important so that a brand can reach a wider audience—not just other models and actors.
