The Silicon Review
Every business around the world is dependent upon its reputation for success and survival. A business’s public image is widely considered its biggest asset, as it sets the organization apart from the crowd. The spectrum of belief in/about a company’s values, offerings and actions is vast and forever fluctuating, making maintaining positive perception from the public a mission-critical business effort. The Public Relations Society of America (PRSA) defines Public Relations (PR) as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Effective public relations has a deep, strategic and visible impact on the overall business. Recently, it has become quite evident that content marketing will continue to thrive at the core of PR efforts, and if your company’s content strategies do not align with current trends in user habits and information distribution, your business will remain behind the curve.
There are various companies providing excellent PR services globally, but one that stands out from the rest is NRPR Group. NRPR serves consumer, digital and enterprise technology companies, working with them on public relations, marketing communications, social media marketing, events, influencer relations, executive thought leadership building and digital marketing services. NRPR knows that the crux of great storytelling is meaningful brand messaging that best represents an organization while resonating with media, influencers, partners and end-users. PR messaging should be considered the most important part of every company’s storytelling machine, and NRPR Group is the best at putting it all together.
Nicole Rodrigues, the founder and CEO of NRPR Group, spoke about the company in an exclusive interview with The Silicon Review. Below is an excerpt.
Q. PR is highly effective when it is targeted and tailored. How flexible are your services for customization?
NRPR Group offers customizable business and image-management services that are hyper-targeted to each client’s specific needs and industry. We work closely with executives and marketing teams to develop strategies and messaging that attract the attention of media, influencers and consumers/end-users. We have a range of packages and pricing, which can both be tailored to fit client needs. As an agency of the future, our primary goal is complete client satisfaction, which requires close cooperation, attention to detail and the thoughtful execution of PR, marketing, digital media and other campaigns to exceed expectations.
Q. Providing flawless PR & Communications services requires experts in the house. How did you form your dream team?
At NRPR, one of our mottos is: “It takes teamwork to make the dream work.” I learned early on in forming the agency that hiring the right people at the right time is mission-critical. I get to know prospective employees in the interview process to see how engaged and passionate they will be, beyond having the traditional PR and communication skills necessary for the job. I look for individuals who can bring high energy, productivity, creativity and grit to the team. We hire hard workers who are persistent, coachable and can handle pressure. All NRPR professionals must be thoughtful communicators and relationship-builders, for our clients, their audiences and the media.
Q. What are the anticipated trends in the PR & Marketing segment?
In 2021, the trend toward integrated communications (like dynamic content marketing) will continue. The art of public relations is about more than just sending out press releases; it is about solid storytelling accompanied by compelling multimedia assets to help audiences visualize and activate the message conveyed. Resource-constrained media professionals now expect to receive videos and images to supplement their written content. Social media will also increase its role in PR and marketing efforts to reach target audiences and connect with them on a personal level. The trite notion, “it’s not personal, it’s business,” is untrue of this work, because PR transactions are inherently tied to relationship building. The right marketing and public relations campaigns can work together to meaningfully connect organizations with the public, including media and current/prospective clients.
Q. It is quite difficult to achieve success in every PR strategy that is developed. Do you promise success to your clients?
It is important to manage client expectations while remaining transparent with them about what public relations can and cannot accomplish, which works to create a successful campaign. The NRPR team knows how to actively evaluate if a strategy is working and when to change course to achieve clients’ best coverage results. In order to be successful, NRPR works closely with clients to optimize assets and messaging, including useful web content, newsroom pages and prepared spokespersons who can speak to the brand’s product, market and mission. For us, success is not defined by only a certain number of press hits - it also includes building customer loyalty, increasing likeability and strengthening a brand’s staying power. While we cannot make promises based on situations outside of the agency’s control, we can tell clients that the NRPR team will do all we can to partner with them for the best outcomes possible.
Q. How do you strive to understand the culture of a client’s organization fully before devising a PR strategy?
NRPR works closely with CEOs, CMOs and other executives across client teams, alongside any internal marketing teams to uncover the true passion, mission and differentiators within any given company, so we can then share those stories with key audiences. This starts by diving into a brand’s messaging, product/service offerings and future vision with the client directly and is bolstered by in-depth industry research, complex content strategy and client media training. We have identified the qualities that make a client a strong fit, and we have worked with game-changing executives who have shown us just how much an enterprise-level company can do when they make PR a priority. This makes for a strong partnership, timely stories and effective coverage.
Q. Trust is a difficult attribute to measure and a delicate dynamic to maintain. How do you maintain this with your clients?
Trust has always been a core part of NRPR’s business practices, but it takes time to earn clients’ and media’s trust. Despite knowing that I wanted to start my own agency while still in college, I first put in fourteen years of hard, on-the-ground work to build out my expertise, reputation, portfolio and processes. I wanted to ensure that, when NRPR’s doors did open, I could confidently promise clients a proven gold standard of public/client relations ─ with their best interests always at the forefront of all business and media decisions. I have since remained steadfastly committed to the NRPR core values of excellence, high-quality service and dedication to helping clients meet business goals. As the “NR” of NRPR, I take personal responsibility for the experience, services and results provided to both clients and the media. As a coach to my NRPR team, I set a standard of individual ownership and investment in the work they do there, empowering them as intentional partners in the NRPR mission. Therefore, trust, transparency and tenacity are key in the everyday communication NRPR has with clients, media and the public. We operate honestly, responsibly and tirelessly, so clients can rest assured of the value we will bring to them and their bottom line.
Q. What does the future hold for NRPR and its customers? Are exciting things on the way?
Yes, the future is bright for NRPR! We have thrived and grown as an agency throughout our 6+ years - even through this pandemic. In 2021, we expect to exceed all previous benchmarks and continue to expand our offerings to meet evolving client/industry needs. In 2020, NRPR opened our new division, NRPR Productions, to increase the agency’s capabilities to create branded content, commercials, corporate videos and YouTube series for clients. We then launched NRPR Business Pro (Biz Pro™), which offers new businesses full concept-to-opening launch support, ranging from legal entity creation to brand identity and design. This significantly differentiates our offerings portfolio from our public relations peers and establishes NRPR as a full-scale, comprehensive agency of the future.
Meet the leader behind the success of NRPR Group
Nicole Rodrigues, Founder and CEO of NRPR Group, is a recognized public relations expert, digital and social media marketing pro with 20+ years of experience under her belt. In her tenure, she has developed and successfully executed strategic campaigns for some of the biggest names in business, including Yahoo!, Dolby, Sony Pictures Entertainment, Sony PlayStation, Hulu, M-GO, Toon Hero, Demand Media, Heal, MOBITV and the Oakland (now Las Vegas) Raiders. Nicole has repeatedly been celebrated as an innovative leader in her industry, most recently as one of PR News’ “Top 50 Game Changers in Public Relations.” She was awarded Bulldog Reporter’s 2017 Gold “Public Relations Professional of the Year” title, along with recognition from the Stevie Awards as “a Top Female Executive in the Public Relations Industry” and “a Business Role Model of the Year” from Women World Awards for Female Achievers. These awards are confirmation of her mission to meaningfully disrupt the way in which public relations are done in the modern era.
In 2017, Nicole launched NRPR Group’s Corporate Social Responsibility Program: Make It Happen, which blossomed into her second venture, the Young Dreamers Foundation. Young Dreamers is Nicole’s answer to the next generation in need of positive role models they can admire (industry leaders, celebrities, athletes, etc.) and the tools necessary to help them thrive forward through any of life’s ups and downs. Her goal is to help foster a community of emotionally intelligent young leaders who will spark a positive ripple effect as they grow into the professional world. Nicole is also the author of Beverly Hills Boss, a business and life skills book aimed at helping others, like herself, who dream of leading despite any humble beginnings or obstacles. Through her book, readers gain inspiration and actionable insight for growing as a person and in their careers. She is also the host of the Beverly Hills Boss show on YouTube. Nicole takes great pride in being a former NFL cheerleader, having spent several years cheering for the famed Oakland Raiders. Today, she continues to cheer on her “new team” at NRPR Group and is a graduate from San Jose State University with a Bachelor of Science degree in Public Relations. She is currently an EMBA candidate at UCLA Anderson School of Management, Class of 2022.