A journalist turned PR agency CEO is redefining media coverage for companies around the world.
When Kelsey Kloss discovers new companies in the wellness and F&B industries, she doesn’t just see health clinics, canned kombucha, or nutrition apps. She sees stories — deeply compelling narratives that can enrich the world if they’re uncovered.
Perhaps it’s the journalist in her, or her upbringing in these industries herself. In either case, Kloss has made a mark as an industry leader by skillfully telling these stories.
As an active media contributor and the CEO of Kloss Creatives — a PR and branding agency focused on the health, food, and beverage industries — Kloss and her team regularly secure features for brands in outlets like Forbes Health, Women’s Health, Well+Good, The New York Times, AARP, and broadcast networks like NBC and ABC.
Based in San Diego, Kloss holds an uncommon but impactful mix of journalism and PR experience: The former national magazine editor still writes for Runner’s World, Livestrong, Global Healthy Living Foundation, and several other health outlets.
“Journalists, including myself, look for two main things: expertise and a great story,” says Kloss. “When you show up as a brand with these elements, you’re much more likely to secure media opportunities. Having this insider insight has made our team so successful in securing consistent, meaningful coverage for brands.”
A Passion Rooted in Storytelling
At a young age, Kloss became keenly aware of a universal but often forgotten truth: When we learn each other’s stories, we understand each other. When we understand each other, we have the patience to learn from one another.
Having grown up in the health and F&B industries, Kloss has a unique ability to see beyond a brand and into the very human stories and expertise behind it. Her father, a dairy nutritionist, and her mother, who started her career as a labor and delivery nurse, went on to also run Gold’s Gym franchises and a protein shake company. Kloss grew up walking through dairies in Central California, working summer jobs at the gyms, and handing out beverage samples behind booths at Natural Products Expo West.
For her, each health or F&B business she witnessed was backed with clear entrepreneurial passion and a deep desire to create value.
“When I look at a company, I see very real people with enriching stories about why they’re bringing their product or service into the world,” says Kloss. “It’s never just a brand — there’s always a purpose and a narrative, even if it’s initially hidden beneath the surface. Telling that story is what moves the needle for companies looking for brand visibility and more sales.”
Her passion for storytelling led Kloss to study journalism at Chapman University, writing her first professional articles at publications like the Reno Gazette-Journal, Los Angeles Confidential, Los Angeles Magazine, and the Orange County Register.
Craving a taste for even more media experience, she moved to New York City at the age of 21, not knowing anyone in the metropolis. Within two weeks, she landed an editorial role in the health department for Reader’s Digest — and quickly grew her career to become the Senior Health & Nutrition Editor for brands like Good Housekeeping, Woman’s Day, Redbook, and Prevention.
Kloss’ time at publishing greats like Rodale and Hearst involved translating complex clinical research into everyday language, interviewing leading health and nutrition experts from around the world, and editing monthly columns for celebrities like TODAY show nutritionist Joy Bauer. She spent time with the CEO of Barilla in Milan to learn about pasta production and consumer demand, chatted with Dr. Phil about his clinical partnerships, and spoke to hundreds of business owners in the health and F&B space.
Combining Storytelling With Marketing for Measurable Results
During her time as a magazine editor, Kloss also received countless pitches from PR companies. Many of them tried to “sell” a client (“Would you like to feature our veggie-based chips in a story?”), forgetting that journalists were rooted in those two simple missions: to educate and tell a great story. It’s a learning she’s carried with her as she’s pivoted to being a PR leader herself.
“There have historically been disconnects between public relations experts and journalists, but there doesn’t need to be,” says Kloss. “When both sides of the newsroom table are eager to tell a compelling story, great things can happen. It’s one reason I’m so passionate about closing those gaps between PR experts and the media through our agency’s work.”
Kloss went on to take on marketing roles as the head of content operations at Scholastic (the world’s largest publisher and distributor of children’s books) and as a senior content strategist at AT&T. This rooted her work in measurable metrics, effective customer journeys, and the importance of ROI for all marketing efforts — which would eventually guide her PR agency’s work.
Today, her passion is supporting the companies that are changing the world with great food, beverages, and wellness services through the power of media coverage. Kloss Creatives’ current clients include a well-known nutrition app backed by Olympic athletes and globally recognized tai chi thought leader Shirley Chock.
As Chock recently wrote on LinkedIn, “Kloss Creatives’ excellent team are artists and creative geniuses in being able to shape a person’s vast experiences into different portraits that connect with different audiences.”
PR Tips for F&B and Wellness Companies
ty? Here are Kloss’ top tips for wellness and F&B companies wanting to secure media coverage. Get clear on your brand story and make sure it is cohesively told throughout your social channels, website, and other marketing collateral. Ensure your company has a strong About page that clearly tells your story and mission. This is often the first place journalists and producers look when considering your company for coverage.
Identify at least two spokespeople who can serve as industry thought leaders with the press. Ensure they have the expertise to speak on behalf of your brand and know how to tell your story in short but impactful soundbites. Your designated expert should have solid credentials based on accreditations, licenses, or industry-specific achievements (this is how journalists choose experts to feature).
For digital pieces, the link you provide to journalists should have impeccable user experience, so your new audience doesn’t bounce off the page shortly after arriving. It should also have a clear “next step” in the customer journey. For instance, if you link to an About page on your website, consider a pop-up that encourages readers to sign up for your newsletter, register for a focuses on not only creating brand visibility through media opportunities, but also converting that awareness into meaningful conversions and outcomes that boost a company’s bottom line. The agency measures website traffic, social media followings, and other metrics to track PR results.
Consistently update your branded photography and videography. Journalists and producers need high-quality imagery and B-roll to accompany their coverage. The availability of these assets is often a significant determinant of whether