NEW YORK — Digital media company Betches has named the Sway Effect as its new public relations agency of record.

The firm won the business in a competitive pitch conducted late last year. Betches, which targets young women, previously worked with PR firm Sunshine Sachs.

Sway Effect’s remit includes developing a communications strategy to support the company, which, in addition to its website and social media platforms, produces podcasts, live events, merchandise and books.  Betches launched in 2011 as a blog created by Jordana Abraham, Samantha Fishbein and Aleen Kuperman, who were Cornell University students at the time.

The agency, which Jennifer Risi launched last July, will focus on honing Betches’ brand strategy and narrative, as well as a media relations campaign to boost Betches’ visibility and partnerships.

“The Sway Effect brings together a proven network of experts that has the skills, experience and know-how that our team needs at this important time in the evolution of our brand,” said Betches CEO and cofounder Aleen Kuperman. “Our company has always been focused on providing a place where all women feel empowered and can express their true self. Partnering with another female driven brand, like the Sway Effect, was the right fit for us as Jennifer Risi and her team are bold thinkers that share our values and views on how to change the world.”