Inspiring Conversations with Will Armstrong of Armstrong Public Relations

Today we’d like to introduce you to Will Armstrong.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Well, I didn’t start in PR—I started in jazz hands. I was a professional dancer on Broadway, on cruise ships, at Disney, at Radio City… basically, if there was glitter and a cue to hit, I was there. Eventually, I trained as a stage manager, which got me on the business side of the Wicked national tour. When we landed at the Pantages Theatre in LA, I met the legendary publicist Howard Bragman.

Howard took one look at me and said, “You have the heart of a publicist.” And honestly, I didn’t even know what that meant at the time—but he wasn’t wrong. He mentored me, helped me land freelance gigs, and eventually hired me at his firm, 15 Minutes Public Relations. I thought I’d go straight into entertainment, but he threw me into brand work instead and said, “If you can do brands, you can do anything.” Challenge accepted.

My big breakthrough? Believe it or not… the Shake Weight. Yep, that Shake Weight. I took it seriously (as only a dancer could), hired a real trainer, built a curriculum, and pitched a fitness class using it. KTLA’s Allie Mac Kay covered it—and the segment went so viral it literally crashed their website. That was the moment I realized PR could be creative, weird, fun, and wildly effective. That’s the kind of publicist I wanted to be.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Let’s just say… smooth adjacent. I loved working at 15 Minutes. I loved Howard, my clients, my managers—but the office dynamics? Not it. I came from a world of standing ovations and backstage crews, so navigating office politics was like being thrown into a soap opera with no script.

At one point, they gave me a raise… and then immediately asked me to support an announcement that someone else was getting promoted to VP. A person I was told I “didn’t get along with,” which was news to me. It was clear that some folks just didn’t vibe with my whole “joyfully busting my ass” energy.

So I left.

But before I walked out the door, Howard handed me several accounts and said, “Go start your own firm.” And I did. Armstrong Public Relations was born with the best kind of startup capital: trust and good karma. For years, Howard kept referring clients my way. If their budget wasn’t “Howard money,” he sent them to me. That’s loyalty. That’s mentorship. That’s the reason I’m here today.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Armstrong Public Relations is a boutique PR firm built for people who love what they do and want the world to know it. I work with entrepreneurs, creatives, experts, and small businesses to get their stories placed in powerful, strategic, and occasionally fabulous ways. Whether it’s a profile in Forbes, a feature in Us Weekly, or a viral lifestyle segment on KTLA—I specialize in shaping narratives that get attention and build lasting credibility.

What makes my approach different is that I work the way real life works: sometimes you need long-term strategy, and sometimes you just need to make a splash. I offer traditional monthly retainers for clients who want full-service support and partnership—media outreach, press strategy, brand positioning, the works. But for those who aren’t ready for a retainer—or just want to test the waters—I also offer à la carte PR. That means guaranteed placements, story by story, with fixed pricing and clear deliverables. No mystery. No long-term contracts. Just results.

I’m most proud of building a business where creativity and connection live side by side. My clients know I’m in their corner, and I don’t just pitch their stories—I believe in them. I craft every pitch with intention and work every angle with heart. It’s not just about where your story lands—it’s about how far it can go once it does.

So whether you’re a startup founder with a bold new idea, a seasoned expert ready to grow your platform, or a creator with something to say—I’m here to help you be seen, heard, and celebrated.

Are there any important lessons you’ve learned that you can share with us?
Protect your peace. People are going to misunderstand you. They’re going to project their fears onto you. That’s not your problem. I’ve learned that joy, hustle, and integrity will make you stick out—and not always in a way that people love. But if you can create your own environment where those things are celebrated instead of resented? That’s where the magic happens.

Contact Info:

• Website: https://Armstrongpublicrelations.com
• Instagram: https://www.instagram.com/willarmstrongpr/
• LinkedIn: https://www.linkedin.com/in/will-armstrong-15919993