Client Spotlight: L.A. Comic Con’s Record-Breaking Year
NRPR Group’s relationship with L.A. Comic Con spans eight years, navigating the event industry post COVID-19 and evolving alongside the convention as each year continues to surpass the last in both talent and scale. In 2025, NRPR supported record-breaking results and media relations success, securing more than 800 press attendees and closing over 1,500 press hits. At the 14th annual L.A. Comic Con, the team welcomed a crowd of 131,000 attendees across the three-day weekend, marking the largest event in the convention’s history.
Major highlights from 2025’s star–studded show includes the first-ever Avengers to appear at the show (Paul Bettany and Elizabeth Olsen), a reunion from the iconic horror franchise, Scream, and panels with the casts of Doctor Who and Daredevil: Born Again. In addition to the talent, L.A. Comic Con debuted the 40,000 square foot “Akiba Station” and the premiere of the Stan Lee experience, both of which captured significant attention from local and national news.
Leading up to the event, NRPR continued working closely with L.A. Comic Con to refine its messaging and build on the momentum from the previous year. Team NRPR’s effort carried through every stage of the convention, from early buzz six months out to on-site media coordination throughout the weekend. By the time the doors opened, the PR work was already paying off with the volume of press lined up and new coverage rolling in across outlets.
As L.A. Comic Con looks ahead to its 15th show, NRPR is excited to continue supporting the convention from start to finish and watch the energy come to life when the convention floor fills.
Let’s Talk: PR vs. Marketing
It’s common for companies to group PR and marketing into one department, then wonder why media coverage is minimal and promotions are falling flat. We hear this all the time when clients first come to us for strategic public relations support.
PR and marketing are often believed to be rivals. In reality, they're two parts of the same engine. When they work together, that’s when a brand really starts to gain traction. Now, let’s decode the differences and why they both matter equally.
What’s the Actual Difference?
At the core, public relations builds relationships between organizations and the public through earned media. Marketing, on the other hand, focuses on promoting products and services to drive sales. Simply put, both contribute to how business connects with its audience, just in different ways.
What PR Actually Does
A lot of people think PR starts and ends with podcast features or television interviews. While that’s part of it, it’s only one piece of a much bigger picture. PR handles multiple moving parts, including:
- Crafting a brand narrative people actually care about
- Managing brand reputation and guiding key spokespeople
- Bridging and maintaining relationships with journalists and media outlets
- Helping leadership communicate clearly and authentically
All of this creates trust through consistency and credibility, not just through a few features or quick wins here and there.
What Marketing Actually Does
Marketing shows up everywhere: ads, emails, social media campaigns, and more, reaching a wide range of consumers through different channels. It spans multiple areas such as digital marketing, influencer marketing, traditional marketing, and SEO. Marketing efforts include:
- Driving traffic where it matters
- Running targeted campaigns that resonate
- Optimizing performance and results
- Building consumer interest and strengthening brand awareness
PR shapes public perception, and marketing turns that perception into action.
Alignment in Action
Results happen tenfold when PR and marketing initiatives are aligned. The brand story stays consistent across all channels, leaving little room for confusion or doubt. PR teams understand what messaging will land at the right moment, while marketing data helps uncover which angles resonate the most with certain demographics. Without that alignment, disconnect is likely to happen between the brand and its audience, missing the mark on what the two departments were brought on to do in the first place.
Dual Power
While PR and marketing ultimately serve separate purposes, they’re most effective when they work together. PR features and thought leadership give marketing something to amplify. Instead of the brand saying, “Look at us,” it becomes others saying it for you. That external validation builds credibility in a way ads can’t. At the same time, marketing captures consumer’s attention. But today’s consumers want to know: “Can we trust this?” The dual power leaves no area untouched.
The Takeaway
PR and marketing are two ways of answering why a brand matters. Paired together, they keep a brand running like a well-oiled machine, building belief in the story and turning the belief into tangible results.
5 Things PR Agencies Should Know to Thrive in the Age of AI
AI is no longer an abstract concept of the future. It’s already embedded in daily workflows, how content is created, and how audiences consume information. For PR agencies, the shift isn’t about whether to integrate AI, but how to adapt alongside it without losing the strategic thinking, proactive communication, and meaningful relationships that define the work.
From our CEO’s early experience as a publicist during the rise of mobile entertainment to building a PR firm of her own that’s been thriving for twelve years, NRPR Group has seen firsthand how quickly this industry evolves. Here are five things we’ve learned that PR teams should understand to stay effective and ahead of the curve in this new era.
Storytelling for Impact
AI can help distribute a story, summarize it, and surface it faster. What it can’t do is fix a weak narrative or create real conversation. PR teams are responsible for building a clear message and knowing when to release it for maximum impact. If there isn't a strong story at the core, no amount of AI optimization will make it land. Relevant, well-timed stories matter more than ever, especially as AI continues to increase the amount of content competing for attention.
Pitching in a Cluttered Inbox
Journalists are sent hundreds of pitches everyday, and many of them are now filtered through AI before they’re ever seen. That means your pitch needs to be effective from start to finish with a clear subject line, personalized approach, and a strong angle. OR via a text to a journalist who actually knows and trusts you. No AI owns that type of relationship. The value of being a great PR person is your personal rolodex and ability to grow it. If a journalist doesn’t know you and is bored by the first sentence or subject line of your pitch, it’s highly unlikely to make it through both AI filters or even get noticed in their cluttered inbox.
Data Supporting the Narrative
Supporting a story with concrete data gives journalists and audience something tangible to engage with, and gives you a clear way to paint a picture. Not every campaign needs data to be effective, but in certain markets it can make the angle significantly more credible. The good news is that AI works in the favor of PR agencies for this, helping teams quickly process information, identify trends, and pull relevant insights that support the overall narrative.
Judgement Guiding Every Decision
With how much AI can manage, it’s easy to fall into the trap of believing the tool is equipped for everything. The reality is, nothing can replace the judgement of an experienced public relations professional. The value still comes from knowing what matters and what doesn’t. Meaningful PR has always required judgement, and that hasn’t changed. The agencies that stay on the top will be the ones that don’t outsource critical thinking, even when the tools make it easier to skip that step. AI can give you more information to work with, but fact-checking and verifying sources still needs to happen to avoid mishaps.
Relationships Still Defining the Work
PR will always be a relationship-driven industry. At NRPR Group, we nurture our relationships with both clients and the media year after year to deliver consistent results. AI is an exceptional tool that supports research and workflows, but it will never replace trust. Even as new features emerge, understanding the topics journalists cover and respecting their time will never change. In today’s AI landscape, those relationships are what determine which stories actually get seen, and which don’t.
While AI has changed internal processes and how work gets done, it hasn’t changed the core of effective PR. Strong storytelling, meaningful relationships, and good judgement remain at the heart of what we do at NRPR Group. The agencies that continue to thrive are the ones that stay grounded in that foundation while evolving around external factors.
Client Spotlight: Bridging the Gap Between Health and Taste
There’s no shortage of wellness drinks lining the shelves at your local grocery store, but there is a shortage of options that are genuinely good for you without compromising on taste. Take a closer look at the ingredient labels, and you’ll often find excess sugar, artificial additives, or flavors that miss the mark. The healthier alternatives can feel underwhelming when it comes to taste and satisfaction. Positive Beverage bridges this gap, offering clean, functional hydration and energy drinks that deliver real health benefits—without any of the junk.
A Brand Born with Purpose
For Shannon Argyros, the inspiration for the brand came from a personal desire to better her family’s health. After her husband underwent gastric bypass surgery, he needed to consume large amounts of water to stay hydrated. Around the same time, her son expressed interest in drinking energy drinks, and Shannon was concerned about the ingredients listed on the back of every can. Motivated by her family’s wellness, Shannon set out to create a better alternative, one that she would feel comfortable giving to her loved ones without sacrificing the taste they craved.
Shannon’s positive intentions stood out to us from day one. For her, this pursuit was more than simply following the latest trend. It was about solving a problem that affects thousands of people every day.
Clean Ingredients, Real Benefits
At its core, Positive Beverage is redefining what consumers should expect from their drinks. An expensive beverage without real benefits or great taste is no longer cutting it for the wellness-minded community. Its flagship line of hydration beverages features naturally flavored, vitamin-enriched formulas designed to nourish the body while delivering a refreshing, satisfying taste. The beverages come in three flavors: Berry Bliss, Peach Perfect, and Orange Oasis.
Each drink is infused with essential electrolytes like potassium and calcium, along with immune-supporting vitamins including B12, C, and D. Unlike many options on the market, these beverages are completely free from sugar, artificial sweeteners, and synthetic additives.
Following the debut of its hydration line, the brand expanded into the energy drink space with the launch of Positive Energy. This line delivers a clean boost powered by caffeine derived from green tea, resulting in sustained energy, without the crash or jitters that come from coffee or traditional energy drinks. The drinks come in three flavors: Melon Mania, Poppin’ Orange, and Crankin’ Colada.
A Growing Demand for Better-For-You Beverages
As consumers become more mindful of what they’re putting into their bodies, the demand for clean and transparent brands continues to grow. We’re incredibly proud to work with a brand that’s at the forefront of this shift and a certified women-owned business that supports and uplifts female entrepreneurs.
More Than a Beverage
Positive Beverage reflects more than just an industry shift—it represents a shift in mindset, helping communities across the country tap into a more positive outlook and feel good from the inside out. The company continues to spread their mission through a deep commitment to community engagement, supporting like-minded events that promote health and wellness. Whether it's helping athletes stay hydrated or keeping us at NRPR Group energized, the brand proves to be more than just a beverage.
Available on Amazon
As Positive Beverage continues to expand its retail distribution, consumers can now conveniently purchase both lines on Amazon. At NRPR Group, we love having both lines always stocked in the office, they’ve become a go-to for long days, mid-day refreshes, and much needed energy boosts to keep us ready.
NRPR Group Celebrates Eleven Years of Excellence in Public Relations Powered by Woman-Led Leadership
Award-winning team continues to cultivate long-standing client relationships with L.A. Comic Con, NVISIONx, Trusted Tech Team, and more, while attracting new clients, and leading with unmatched energy and vision
BEVERLY HILLS, CA — June 4, 2025 — NRPR Group Inc (NRPR), an award-winning, boutique public relations and creative marketing agency radically committed to reshaping the art of media relations, proudly marks its 11th year of delivering powerful and compelling narratives for clients across all industries. Founded and led by CEO, Nicole Rodrigues, NRPR has solidified itself in the PR industry as a catalyst for change – taking a distinct, relationship-driven approach to communications by nurturing authentic connections between clients and the media. This approach has not only helped foster relationships with long-standing clients, including Los Angeles Comic Con, NVISIONx, Trusted Tech Team, and Brainworks Ventures, but has also allowed NRPR to expand its footprint with the addition of more recently added clients, including Southern California-based Positive Beverage and Homefront LA.
Over the past 11 years, NRPR has worked with companies at every stage of growth – from startups just beginning their journey to established industry titans, or as the team affectionately calls, “startups to grownups.” With a diverse client roster spanning entertainment, healthcare, technology, events and consumer products, the agency has built a global reputation through creative storytelling, strategic vision, and unparalleled industry expertise. Known for its ability to transform brands and deliver results, NRPR has become a trusted name in the industry, leveraging deep knowledge and bold thinking to drive success for its clients in a rapidly changing media landscape.
“I’m thrilled to be celebrating 11 years in business,” said Nicole Rodrigues, CEO and founder of NRPR. “When I started this agency, it was just me – no investors, no partners, just my passion and drive to make it happen. We’ve been through a lot – a pandemic, economic shifts, and every challenge you can imagine. Through it all, our team has remained resilient, adaptable, and committed to delivering meaningful results to our clients. It’s been an incredible journey, and I couldn’t be prouder of what we’ve built together.”
The agency and founder proudly added to their impressive list of 75+ awards this last year, including:
- Trailblazer Award in the “Entrepreneurship and Business Innovation” category at the USPAACC WISE (Women Initiative for Strategic Empowerment) SHEroes event (2025)
- Named one of the Most Inspiring Women Leaders Making a Difference (2025)
- Beverly Hills Business Hall of Fame Winner - 5 years in a row (2025)
- Awarded the Best Strategic Positioning Agency in the Acquisition International Magazine’s 2024 Global Excellence Awards
ABOUT NRPR GROUP:
NRPR Group is an award-winning, exclusive public relations & marketing machine serving game changers and disruptors across the world. Fearlessly led by CEO and founder, Nicole Rodrigues, the Beverly Hills-based agency is staffed by strong writers, communicators, thinkers and doers who understand the value of relationships and continue to build long-lasting ties between clients, the media and their audiences. NRPR Group prides itself on an award-winning reputation, powerful global network and passionately mission-driven client roster. From startups to Fortune 500 companies within consumer tech, fintech, healthtech, enterprise, mobile, digital entertainment, lifestyle, sports and consumer products industries, NRPR services best-of-the-best businesses and brands with a high-touch, results-oriented approach that positively impacts each client’s bottom line.
For additional information, visit: nrprgroup.com and find us on social media: Facebook, Twitter, Instagram, and Pinterest.
NRPR Group’s CEO and Founder, Nicole Rodrigues, Recognized as a Trailblazer Woman Reimagining Business
Nicole Rodrigues proudly accepted the Trailblazer Award for her extraordinary entrepreneurial and leadership expertise at the 2025 USPAACC WISE SHEroes event
BEVERLY HILLS, CA — March 28, 2025 — NRPR Group Inc (NRPR), an award-winning, full-service public relations and creative marketing agency radically committed to reshaping the art of media relations, is proud to announce the company’s CEO and founder, Nicole Rodrigues, earned the esteemed recognition as a Trailblazer Awardee in the Entrepreneurship and Business Innovation category at the fourth annual USPAACC WISE (Women Initiative for Strategic Empowerment) SHEroes event. The USPAACC WISE exists to celebrate women leaders who empower, inspire, and pave the way for future generations, and honored Nicole as a female entrepreneur of this caliber. Nicole was presented with this award for her relentless work as a fearless woman entrepreneur and her professional journey filled with remarkable milestones.
“Receiving the Trailblazer Award is a tremendous honor and fills me with immense pride,” said Nicole Rodrigues, NRPR’s CEO and founder. “This recognition marks a significant milestone in my career and serves as a reminder that no matter how long you’ve been a leader in any industry, there’s always room for growth and new achievements. With 25 years of experience in PR and nearly 11 years of running my own agency, the road hasn’t always been easy. I’ve had to adjust my strategies along the way to stay ahead of emerging trends, and navigating these changes along with unexpected challenges has brought me to where I am today. I couldn’t be more proud to be recognized for my professional efforts. I hope to inspire women around the world to chase their dreams with courage, passion, and resilience.”
Held during Women’s History Month with over 200 women entrepreneurs and executives in attendance, the USPAACC WISE paid tribute to women creating a positive difference in communities and industries. The mayor of Fremont, Raj Salwan, was proudly in attendance to celebrate and support the women recognized for their leadership contributions. This year’s event featured presentations from dynamic entrepreneurs, a women’s marketplace to shine a spotlight on women-owned products and services, and sessions for leaders to discover how to enhance personal branding.
“It was a true honor to be surrounded by like-minded women who dare to dream, break barriers, and rewrite the narrative for women. Women are powerful and when we work together we can be strong forces for positivity, structure, fun and change in the workplace. The best part is so many of us can do all of this at work and still have the energy and love to go home at the end of a long work day to nurture our family. I strive to be a supportive and empowering leader for my team to create an uplifting environment where everyone feels valued. This award is not only for me, but for my hard-working team who has made this achievement possible with their dedication. Together, we work in stride to deliver exceptional results and exceed our clients expectations.”
ABOUT USPAACC WISE:
WISE is a national program by USPAACC dedicated to empowering Asian women in business. We are a collective of successful Pan Asian American women, united in a singular vision: to cultivate a future rich with accomplished and empowered Pan Asian American women. Our journey began as individual stories of triumph and resilience, and now, we join hands to amplify the voices of other aspiring Pan Asian American women entrepreneurs and executives. At the heart of our endeavor is a commitment to uplift and empower. We believe in the power of mentoring and coaching, offering a platform where wisdom, experience, and support flow freely.
ABOUT NRPR GROUP:
NRPR Group is an award-winning, exclusive public relations & marketing machine serving game changers and disruptors across the world. Fearlessly led by CEO and founder, Nicole Rodrigues, the Beverly Hills-based agency is staffed by strong writers, communicators, thinkers and doers who understand the value of relationships and continue to build long-lasting ties between clients, the media and their audiences. NRPR Group prides itself on an award-winning reputation, powerful global network and passionately mission-driven client roster. From startups to Fortune 500 companies within consumer tech, fintech, healthtech, enterprise, mobile, digital entertainment, lifestyle, sports and consumer products industries, NRPR services best-of-the-best businesses and brands with a high-touch, results-oriented approach that positively impacts each client’s bottom line.
For additional information, visit: nrprgroup.com and find us on social media: Facebook, Twitter, Instagram, and Pinterest.
NRPR Group Thrives in 2024 as the Agency Doubles Down on Long-Lasting Relationships with Trusted Clients
As one of L.A.’s Top PR Agencies for 10+ Years, NRPR Group Wraps the Year With High Hopes for 2025 — Adding 6 New Clients to its Roster and Retaining Some of its Strongest Relationships from L.A. Comic Con, Vroozi, NVISIONx and more
BEVERLY HILLS, CA — January 8, 2025 — NRPR Group Inc (NRPR), an award-winning, full-service public relations and creative marketing agency radically committed to reshaping public relations, is proud to announce that it closed 2024 on a high note, with 14 total clients on its roster throughout the year — 6 of which have been with the agency for multiple years. With 2024 being the company's 10th year in practice, it showcases that the NRPR blueprint continues to define how PR can adapt to emerging changes, trends, and fluctuations in today’s digital age as it looks forward to the year ahead.
“With the emergence of AI and other shortcut solutions to fulfill the companies’ marketing needs, I’m super proud that we’re still able to show how strategic brilliance, creative storytelling, and thoughtful execution are fundamental qualities that can’t be automated away,” said Nicole Rodrigues, NRPR’s CEO and founder. “Of course, we’ve faced some setbacks, but each one has allowed us to regroup and come out stronger by returning to the foundations of public relations — and proving how it’s a magical force in today’s environment. We surpassed our 10-year mark this year by navigating change with resilience and seizing opportunities when they’re presented. I couldn’t be more proud of how far we’ve come and how strong this company continues to thrive a decade after its inception.”
NRPR’s full roster of clients in 2024 captures the vastness, diversity, and versatility of the NRPR way. Touching on industries from sports, e-commerce, healthcare, tech, real estate, entertainment, and media, there is no project or company out of this company’s wheelhouse.
Some of NRPR’s most prominent clients in 2024 included but wasn’t limited to:
- Dappz Sports: the largest cross-platform sports and entertainment media company in the trading card and signed memorabilia hobby. NRPR ensured Dappz Sports was recognized for being the top content creator in the hobby and scoring key partnerships.
- Core Kidney: a patient support and advocacy group that helps kidney disease patients navigate their complex journey, NRPR spotlighted the organization’s “Gift of Life” float at the Rose Parade, which won the 2024 Isabella Coleman award.
- D1srupt1ve: a consortium of companies that leverage artificial intelligence and innovative technology to shape our collective future, NRPR helped build awareness around the company’s key partnerships, AI breakthroughs, and its HQ establishment.
- F-Secure: a leader innovating in consumer scam protection that vows to make every digital moment more secure, NRPR was brought on to help bring F-Secure’s discoveries about global scams to a U.S. audience.
- Invig Consulting: a company that reimagines how brands, convenience stores, and restaurants connect and do business, NRPR continued to outline the company’s marketing roadmap by spotlighting new partnerships.
- L.A. Comic Con: for the 7th consecutive year, NRPR was the PR partner for LA’s largest event for comics, gaming, sci-fi, and pop culture celebration.
- NVISIONx: a data risk intelligence company that empowers organizations to take control of their data by providing visibility into enterprise-wide information, NRPR helped bring media attention to some of the company’s largest channel partnerships and new board of directors announcements.
- Pardee Properties: a leading and thriving real estate brokerage in Southern California, NRPR was brought on to spread the word about this company’s continued leadership and success in the LA market.
- Swimming World: the go-to source for the sport of swimming and the longest-running publication on aquatic sports, NRPR spotlighted the company’s digital transformation and its on-the-ground coverage of the Paris 2024 Olympic Games.
- Vroozi: the intelligent procure-to-pay platform and leading business spend management, marketplace, and accounts payable invoice automation platform for mid-market and enterprise organizations, NRPR spotlighted the company’s key partnership with Deltoid as well as its prestigious recognitions from some of the industry’s most prominent institutions.
ABOUT NRPR GROUP:
NRPR Group is an award-winning, exclusive public relations & marketing machine serving game changers and disruptors across the world. Fearlessly led by CEO and founder, Nicole Rodrigues, the Beverly Hills-based agency is staffed by strong writers, communicators, thinkers and doers who understand the value of relationships and continue to build long-lasting ties between clients, the media and their audiences. NRPR Group prides itself on an award-winning reputation, powerful global network and passionately mission-driven client roster. From startups to Fortune 500 companies within consumer tech, fintech, healthtech, enterprise, mobile, digital entertainment, lifestyle, sports and consumer products industries, NRPR services best-of-the-best businesses and brands with a high-touch, results-oriented approach that positively impacts each client’s bottom line.
For additional information, visit: nrprgroup.com and find us on social media: Facebook, Twitter, Instagram, and Pinterest.
NRPR Group Celebrates A Decade of Success as a Female-Founded Powerhouse in Public Relations and Brand Development
Despite Industry Shifts and AI Advances, NRPR Continues to Thrive, Setting New Standards in Strategy and Innovation
NRPR Group Inc. (NRPR), an award-winning, full-service public relations and creative marketing agency that is radically committed to reshaping and elevating the PR industry, proudly marks its 10th year of empowering brands and redefining industry norms. Founded and led by CEO, Nicole Rodrigues, NRPR Group has defied odds and emerged as a leader in an era where AI threatens traditional PR and marketing roles. Despite shortcuts and quick solutions being prevalent in the minds of brands and customers, NRPR stands firm in its commitment to strategic brilliance and thoughtful execution, knowing that true success in building brands and their reputations comes from authenticity and passion.
In an environment where female-owned businesses often struggle to stay afloat, NRPR not only survives but thrives, cementing its position as a leader in the industry. According to a blog post on SCORE.org titled 'State of Women Entrepreneurs,' “49% of businesses owned by women were 0-5 years old (vs. 52% on average).” This statistic underscores NRPR’s longevity, doubling the average lifespan of a female-owned business.
As NRPR commemorates its milestone ten-year anniversary in 2024, its enduring excellence in PR and marketing shines bright. Offering a comprehensive range of services, the agency continues to cater to a diverse clientele, spanning industries such as technology, entertainment, healthcare, gaming, and web3 innovation.
“Our milestone ten-year anniversary is something I’m so proud of and I'm thrilled to have led and experienced such a powerful evolution,” said Nicole Rodrigues, NRPR’s CEO and founder. “In an industry characterized by constant change, our team's ability to adapt and innovate has been our cornerstone. As we reflect on a decade of navigating change and seizing opportunities, I'm immensely grateful for the collaborative spirit that defines NRPR.”
The agency and its founder also added several new award wins over the years, including:
- Awarded The Best of Beverly Hills Awards for Public Relations Firm (2024)
- Awarded the Gold Stevie award in the “PR Innovation of the Year” category (2022)
- Awarded the Platinum Hermes Creative Award in the “Strategic Campaigns | Public Relations & Comms | Live or Virtual Event” category (2022)
- Secured the #19 spot on the LA Business Journal’s “Top PR Firms” List (as the only firm in the Top 20 without any investors or partners) (2022)
- Awarded a Gold win for “Advertising Agency of the Year” by PR World (2020)
- Named one of “The 30 Most Innovative Companies to Watch” by Insights Success (2019)
Three Tips on How to Run a PR Agency that is Ready for Growth and the Challenges Ahead
Public relations professionals are responsible for positively positioning clients and their organizations in the eyes of their target audiences as well as getting the media interested in subscribing to their point-view. Many people see this as an exciting profession and it is. Leaders get to represent clients that fit their personal beliefs and passions while helping shape entire companies or even industries from the ground up—all exciting stuff.
But with all these significant aspects, many things come with running a public relations agency. Looking back at our experience over the past eight years of running NRPR, here’s what we’ve learned about running a solid PR organization:
Communicate the Vision and Goals
Anyone running a good PR agency will tell you about the importance of not only having a good vision but also being able to translate it. That means communicating your vision and goals to your team so that everyone understands what the marching orders are, not only on a yearly, but also on a monthly, weekly, and even daily basis. Without knowing where you are headed, many short-term (and long-term) challenges will keep popping up that will prevent your agency from growing.
Motivating your team around that vision involves communicating it while encouraging them to do their best. This can take the shape of a vision statement that grounds and unifies everyone around a shared direction.
A wide-ranging vision shouldn't try to communicate all the road map details, nor every single step. Instead, the vision encapsulates the company's dream in a simple, general idea. Then, to make it implementable, you can set small attainable goals that align with the bigger strategy.
To this end, it is highly recommended that you communicate with your team daily through early morning meetings so team members can generally know what's going on with all the accounts, not just their own. Another valuable component involves requiring your team members to turn in daily to-do lists so you can be aware of what they are working on and adjust according to the week's or month's strategy.
NRPR recognizes that the PR environment can be stressful, perhaps more so than many industries. However, building a successful team in this environment involves positive engagement. It also consists in motivating your employees to work as a team.
Taking the time to urge your employees to be on the same page, remaining encouraged and motivated, as well as staying team-oriented will help your company attain its goals.
Learn to Delegate
As with many entrepreneurs, PR agency owners can put too much on their plate and get stressed out from too much work while not having enough time. This is why it's necessary to establish a clear team structure so that you could know how to delegate across the teams based on job function and roles. Of course, this means clearly delineating the job roles.
On the other hand, many fall into the trap of just delegating without taking the time to learn more about the functionality of their team and what they can take on so that the delegating can be more effective.
Also, it would help if you impress upon your team members that they are not entirely confined to their assigned roles or job titles. While each one may have specific responsibilities, there can be flexibility in what assignments they might take on, again, depending on their unique set of skills and interests.
While delegating may sound great on paper, it can be challenging for many leaders in practice. They may say things like, “It’s just going to take too long to show someone how to do it, so I’ll do it myself. Besides, I can do it better.” But, as mentioned, this strategy is not sustainable — you risk burning yourself out while preventing the development of your teams’ capabilities.
Even though resisting the temptation of "taking it all on" is key, a leader should also distinguish between a teachable moment vs. a critical moment. A critical moment is when one of your team members does something wrong in a "life or death" situation involving the client, and you have to jump in, intervene, and move on as quickly as possible.
Have Systems In Place To Implement
High pressure, deadlines, and incomplete information is the reality of any PR agency owner. Under these circumstances, good decision-making skills are crucial as your business can’t afford to get it wrong. Developing these skills involves cultivating emotional intelligence while thinking about how your decision will impact your team and clients.
Another critical aspect of implementation is putting together guidelines or best practices that employees can follow. These can be compiled into an Excel file, organized by topic, and be made accessible for everyone to study, adhere to, and problem-solve with.
Best practices are especially crucial in a grueling agency environment where you don’t have time to coach everybody. In this case, you need to have resources in place that your employees can reference quickly and easily. This will help reinforce training to make them more effective while fostering the growth of your company.
Finally, part of moving your organization forward involves handling your information flow. A leader can quickly get hundreds of emails per day. To manage the flow of information, it is necessary to adhere to a system. At NRPR, we recommend starting with the oldest emails received, and properly filing according to a specific topic. Work with your team for a way to best classify your emails. Then, ensure that you can answer those that need responses right away.
Delegation also works here, so make sure you pass emails to the proper subject matter expert. Usually, they are more involved in working on that specific issue or client. The goal should be to make this time as compact as possible. Organization is critical here.
Hopefully, the blueprint shared in this post will help you build a solid organization that considers your two most important assets: your clients and your team. Though these tips are not easy to implement, provided you are ready to invest the needed time and effort, you can set yourself up for growth and tackle more significant challenges ahead.
The Beginning of the Year is the Time to Consider Five Things Your PR Firm Should Do to Thrive in 2022
The beginning of the New Year is the perfect time for many PR agencies to consider the changes that have taken place in the world around us, and arrive at a renewed growth strategy to move forward.
Today’s public relations professionals are charged with far more than ever before. To help you keep up, the team at NRPR has put together five things you can do to help ensure success in 2022:
Develop Relationships with Your Team, Clients, and Media
The first step is to find better ways to connect and communicate with your team. Studies have confirmed that effective communication positively affects employee productivity and trust. In fact, according to a McKinsey report, well-connected teams saw their productivity increase by 20-25%.
Considering the challenges of remote work, platforms like Slack have proven to be a great supplement to Zoom and regular email to help socially distanced teams stay more connected. With Slack one can choose to communicate with either individuals or groups in real-time. This enables better collaborations in real-time and can help foster better relationships between your employees.
Alongside your team, it is important to connect and stay in touch with your clients and the media. In fact, for many the very definition of public relations should be updated to mean public relationships, yet many don’t make time for this anymore. For example, it is standard practice for PR professionals to maintain a relationship with journalists over email, yet only 47% meet in person. While it may feel time-consuming, this level of investment can help establish life-long relationships that bring media opportunities to your doorstep for clients and journalists alike.
Help Your Clients Become Thought Leaders
An important strategy to help your agency grow involves increasing the visibility of your clients as thought leaders in their fields. A study by LinkedIn indicated that more than half (55%) of business decision-makers said they had increased the business they do with an organization based on their thought leadership.
If executives are well-versed in the latest trends and news driving their industries, communicating their commentary or opinion in a way that interests their target audience can elevate them as an authority. The key with thought leadership content is that it can't be general. Instead, work with your client to help them unearth a specific specialty or set of experiences that set them apart.
Suppose your clients have had a long career in influencer marketing, for example, and can speak from a position of experience. That is something valuable to leverage in developing personas that speak to what audiences need. To stand out using this strategy, the thought leader must have a unique message that addresses an audience's unmet needs or questions and ensures that it resonates with readers, viewers, or listeners.
Stay on Top of the Latest Trends/Technology
The tech world is continually evolving, affecting every industry, and PR is no exception. With new, emerging trends, keeping up-to-date can be tricky. Some helpful digital resources that can help you identify new technologies are many of the media outlets that you may already be working with.
A good one is Thoughtworks Tech Radar. Here, you can find profiles on companies within the tech industry as well as case studies on current technologies, those that are about to debut or are still in early adoption. Other great publications include TechCrunch and Recode. Relevant video content from Two Minute Papers, The Verge, and WIRED is another way to stay informed.
Your own clients may already be a network of industry experts you can turn to for guidance. Your account managers can also help everyone stay current with technology. Many are constantly involved in reading and understanding how your clients’ technologies can be implemented in real-life solutions and situations. Scheduling brainstorming and team discussions can not only help you understand a client better, but also how their technology can potentially be of help to the agency. Also motivate your team members to read up more on the latest emerging technology trends.
Professional Development
To give your agency the edge, the value of professional development for your employees cannot be overstated. Those at the top could benefit from this as well, even if the time investment is only a few hours per week.
One way is to earn related or relevant online certificates. There are a number of programs out there, including Coursera, that offer professional programs that allow you to build industry-specific skills beyond what you may have learned through formal education.
If enrolling in a certificate or degree program is too time-consuming, a la carte coursework may be another option, allowing you to fold your continuing education into your busy life.
Volunteering to speak at conferences or even hosting a podcast can help you develop your public speaking ability in real-time. Plus, it gives you a way to continue your thought leadership efforts to trumpet your unique perspective on your industry.
Create a Feedback Loop
Listening to the feedback of employees, clients, and media members can help the agency continue to improve its processes, from pitching to managing client communication. When it comes to soliciting feedback from employees, this could take the form of one-on-one meetings on a weekly, quarterly, and yearly basis. Gathering employee feedback is valuable because you can use it to improve your firm’s overall culture, which can make employees more satisfied and productive.
Obtaining client and media feedback can be a little trickier, especially since there is no incentive from outlets to communicate on how one comes across. There are more involved ways to obtain this information. One way is to leverage your podcast to focus on interviewing industry-leading journalists who, in a more objective, relaxed environment, could share some of their experiences in a way that doesn’t feel too personal or emotional. Mentors can also be a source of feedback on a more individual level.
Recap
While thinking about an improvement action plan for your agency this year, make sure you involve everyone — including your employees, clients, and media contacts. Here are the summarized steps to do this effectively:
- Improve communication with them.
- Develop your clients into thought leaders.
- Stay up to date with and make good use of the latest technology.
- Explore knowledge resources for you and your team.
- Finally, solicit feedback from all parties involved, and use it to your benefit.
Integrating these tips may not be an easy task today, but we here at NRPR have found these approaches pay tremendous dividends in the long-term. Here’s to a prosperous 2022!