In this episode of our "Five Questions With..." Michelle Ciciyasvili, Senior Director of Communications at Betches Media, (the multiplatform destination targeting millennial and Gen Z women) shares insights on strategy, leadership and life beyond the office.
Drawing on a career that spans Disney Theatrical Group, the History Channel, Bravo and Authentic Brands Group, Ciciyasvili discusses what it takes to build lasting media relationships, adapt to a rapidly shifting digital environment and champion a brand you genuinely love.
Key Topics Covered:
The Betches Origin Story: Founded 15 years ago as an anonymous WordPress blog, Betches has grown into a full-scale entertainment platform offering video, editorial, podcasts, social content and live in-person events—all powered by an in-house team of creators, long before creator became a buzzword.
The Long Game of Media Relations: Ciciyasvili spent years cultivating a relationship with a contact at Variety before it resulted in a feature story and podcast appearance for Betches' CEO.
Staying Power in a Shaky Media Landscape: Unlike some of its digital-native peers, Betches was built slowly and sustainably without outside investors. That discipline—combined with a willingness to hire Gen Z creators rather than simply chase Gen Z audiences—has kept the brand culturally relevant while others have faded.
Platform Voice as a Strategy: Betches has maintained a consistent voice and point of view across every channel, from Instagram to TikTok to Substack. The brand's identity, not its distribution, is what ties everything together.
Personal Insights: Ciciyasvili shares advice for her college-age self—reflecting on the importance of staying a fan of the things you love, even after you've made them your career.
Nicole Schuman is Managing Editor at PRNEWS.