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Meet Dani Cordaro of Piccolo Public Relations

Today we’d like to introduce you to Dani Cordaro.

Dani, can you briefly walk us through your story – how you started and how you got to where you are today.
I never dreamed of a career in public relations. In fact, I went to school (UC Irvine) for criminology, law and society, interned with Interpol in Washington DC after college and very much looked forward to a career in criminal justice or law. I even went to law school for a year at Loyola Law School, Los Angeles until making the very difficult but as it turns out, very good decision, to take my life down a different road. One might say I encountered a quarter-life-crisis. Who was I and what did I want to do for the rest of my life?

Shortly after dabbling in law school, I began working with a private wealth management firm. A friend of mine was an estate planning attorney with the firm and I thought, why not? Let’s give this a try. After just a few short years. I knew all too well that finance was not my world. As one former colleague put it, “you’re too bubbly for this, Dani.” Yes I am! From there, I took a long hard look into myself, thought about moving to New York but ultimately decided that I couldn’t live that far away from my family. (My parents, brother, sister-in-law, niece and nephew live in Chico, Calif., a small rural town about an hour and a half North of Sacramento, where I grew up.)

After reading many books, journaling, meditating, seeking advice and guidance from friends and family I began to realize that public relations was possibly the perfect fit. I wanted something that would feed both my left and right brain. I wanted a business that was exciting and creative. I soon began working with a boutique entertainment public relations firm and ultimately founded Piccolo PR in 2012. I needed to do something on my own, my way and I felt there was no better time. Fortunately, it worked out. I now work with entertainment clients (actors, producers, directors, films), non-profits, artists, designers, and products. It’s been an exciting seven years. Never a dull day!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
NO! But that’s what makes my career all the more fulfilling now.

Unless you are very lucky, your hopes and dreams going into college as a seventeen or eighteen-year-old rarely come together. How can you possibly know yourself at that age and know how you want to spend your life? Well, I certainly did not. As much as I love the study of criminology and law, I wasn’t meant to work in those fields. I think being honest with myself was probably the rockiest road that I faced. I thought I had wanted to do something for so long that it clouded my heart and my mind to what I was really meant to do.

Being self-employed is no cakewalk. Yes, I often work from home and yes, I make own schedule but this also means, I am always working. I am never off the clock. There is always something to do. This can be incredibly exhausting but is also incredibly rewarding. I have also found that being self-employed and working from home can become depressing. It’s amazing what a 3 PM coffee break or friendly banter about last weekend’s festivities with a colleague can do. Fortunately, I have found people and places that I connect with and visit weekly to keep my environment and my mind fresh and lively!

So, as you know, we’re impressed with Piccolo Public Relations – tell our readers more, for example what you’re most proud of and what sets you apart from others.
I specialize in people. My clients are more than just business to me. Public Relations is a very personal business and therefore, I am very selective about who I work with. It’s amazing when you can invite your clients to your wedding not because they are clients but because they are friends and family. I have been very fortunate and honestly can’t believe how lucky I am.

I am always kind. There is a bit of a publicist stigma that seems to tarnish many of us in the business. While I must be assertive at times, I am always kind and polite. I was just at a photoshoot with a client of mine and after the shoot, the stylist came up to me and said, “I must say, today was the most lovely experience I ever had with a publicist on set.” I was touched. And I get this a lot. I always look out for the best interests of my client and will fight for them, if necessary, but there is never a reason to be mean. We are professionals and I value the work that those do around me. I can’t do everything alone and respect everyone’s specialties. It makes my work and life so much better!

I know my clients. I’m not here to boss my clients around. I’m here to guide them and present them eloquently to the world. It’s important to know who your clients are as professionals and as people. This knowledge has allowed me to work seamlessly with clients as they evolve.

So, what’s next? Any big plans?
Everything! Haha!

I am constantly evolving and growing as a person and as a professional. I look forward to working with new people and new businesses and just as excited to continue my work with clients that have been with me since the beginning.

Contact Info:


Image Credit:
Head & Heart Photography (dream foundation image)

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