About Wolf Craft
We’re strategists — our mission is to teach you how to define your most media relevant stories and create the assets to tell them at an industry standard.
Wolf Craft was born out of a desire to work with companies and individuals who haven’t been able to engage with a PR firm in the past due to budget or content constraints.
We bring you the tools and expert guidance you need to do your own PR and create long term media strategies.
Tell me more about Design Thinking for PR?
Design thinking is fundamentally a work strategy rooted in research and guided by clear stages. In each stage you produce concrete material that is the foundation for the next stage.
This structured method makes overwhelming and unfamiliar processes much more manageable, small victories at every stage!
Why is Design Thinking great for PR
The focus is who you’re creating for.
As designers and businesses we’re trained to be customer-minded — we research habits, follow trends, and test prototypes.
When tackling PR, editors and publications are the center of your work and research, you must understand them as well as you do your core business customers.
Research research research.
You have to look at what is happening to understand where you want to go and where you can go.
We provide you with time-tested methods and a clear research structure to better understand what editors are looking for and what you need to do to get there.
All problems are questions.
By reformulating problems into questions you stimulate critical thinking and draw out new ideas. For example, my work isn’t getting the great features I want.
We help you break these often paralyzing ‘problems’ into a series of smaller questions so you better understand how to move forward.
Every project has hidden stories.
Design thinking helps you uncover hidden stories and develop compelling ways to talk about the things you make — how collaborators met, hilarious failures in the prototyping process, the innovative science behind new materials.
Great press pieces are always engaging stories.
By utilizing design thinking as a PR method you learn the ins and outs of the public relations process and underlying concepts.
Meaning you can make informed decisions and execute the best PR choices for your business.
Our Team
Nora Wolf
Nora has worked in PR her entire professional life and has been running her boutique public relations shop Wolf PR since 2011. Nora’s undergraduate degree in art and design continues to inform/inspire her current work as a design publicist. Wolf PR specializes in furniture, textiles, lighting, and collectable design, in addition to this they have consulted with a wide range of companies, from a Fortune 300 multinational chemical company to DTC cat food start up; they always welcome a diversity of clients. Nora has also always maintained a small business, enjoying the intimacy and agility that comes from having a nimble and dedicated team.
In 2020 (during the Corona outbreak, no less!) she decided to launch a second business, called Wolf Craft, to address PR needs that her first company, Wolf PR, was not designed to do. She is particularly excited about working one-on-one with other small businesses to help them tell their stories.
Kirsten Larson
Kirsten is an interdisciplinary designer, urbanist, and researcher, who has worked as consultant for Wolf PR since its inception. Most recently she worked on corporate accounts to develop and lead multifaceted audits of peer companies, thought leaders, and outreach opportunities in design innovation, eco-fabrics, and C-suite sustainability leadership.
In addition to Wolf PR Kirsten has worked as a key collaborator on multidisciplinary projects across the arts, architecture, technology, and urban research and is highly skilled at leading initiatives that require strategic planning to manage many moving parts. Kirsten is a co-founder at Manacá&, an architecture firm based in São Paulo, Brazil, and she understands the ins and outs of running a small design business.
Kirsten holds a master’s degree in architecture and urban planning from the University of California, Berkeley and a bachelor’s degree in fine art from The School of the Art Institute of Chicago.
Our Commitment
Even though we're a small business, we know how important it is to engage in the important conversations happening during this moment.
We've built in several commitments that will extend into the lifetime of our business. They are:
We will always donate a percentage of sales to community organizations. We recognize that there are a lot of good places to send funds to, and we believe that smaller, community-based organizations need the money the most, and will make the most use of those contributions. Proceeds from our first digital PR course will be donated to the Audre Lord Project, a Lesbian, Gay, Bisexual, Two Spirit, Trans and Gender Non Conforming People of Color center for community organizing, focusing on the NYC area.
We will use our social media platforms to share the work of talented black designers, makers, and artists on a weekly basis and the work of BIPOC-owned and women-owned businesses often.
We will continue to listen, reflect, and take concrete action as individuals and as a small business in the fight for equality and social justice. Black Lives Matter.