Today we’d like to introduce you to Amy Rossetti
Hi Amy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My journey began with a deep love for storytelling and a natural inclination toward building meaningful connections. During college, I started out as an interior design major, but I quickly realized my passion lay in the way spaces—and the stories behind them—were communicated to the world. I shifted to communications and knew early on that I wanted to do something tied to architecture, design, and real estate.
My career kicked off at a small marketing and PR firm in Los Angeles, where I worked across a variety of professional services. That experience gave me invaluable insight into the nuances of different industries, but it was real estate that truly resonated with me. I found myself drawn to the intersection of creativity and strategy—crafting narratives that brought developments, communities, and projects to life.
Over time, I developed a keen understanding of the unique distinction between marketing and public relations, which, even today, many people conflate. PR is about shaping reputations, creating long-lasting impressions, and building relationships that transcend transactions. This philosophy became the foundation for R[AR]E Public Relations, the boutique PR agency I launched in 2020.
At R[AR]E, we’ve grown into a recognizable, yet boutique PR firm representing some of the most forward-thinking names in real estate, architecture, and design. We’ve expanded into key urban markets and built a reputation for delivering personalized, strategic communications that truly reflect our clients’ brands.
Looking back, every twist and turn in my journey has reinforced my belief in the power of authentic storytelling—and it’s what continues to drive me every single day.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It hasn’t always been a smooth road, but I think the challenges have been integral to shaping both my personal and professional path. Starting R[AR]E was exciting but also daunting—especially in an industry as competitive and fast-paced as real estate. One of the biggest hurdles early on was building credibility as a boutique agency in a field dominated by larger firms. I had to work hard to prove that our size was an asset, allowing us to deliver more personalized, hands-on service, rather than a limitation.
Another challenge has been navigating the ever-changing landscape of public relations. The way people consume information and engage with brands has evolved rapidly over the past few years. Social media, content creation, and even AI have transformed how we approach PR. Staying ahead of these trends while maintaining our core focus on authentic media relations has required continuous learning and adaptability.
There’s also the reality of running a business itself — I’ve learned that building a great team is crucial; surrounding yourself with people who share your vision and values makes all the difference.
The road may have had bumps, but every challenge has been a lesson and an opportunity to grow.
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?
R[AR]E Public Relations is a boutique agency with a laser focus on real estate. We specialize in crafting strategic communications that connect our clients to their audiences in meaningful, lasting ways. Whether it’s launching a luxury development, amplifying an architecture firm’s brand, or repositioning a commercial real estate company, we excel at building stories that resonate.
What truly sets us apart is our commitment to personalization. As a boutique firm, we take the time to deeply understand our clients—their goals, values, and challenges. Every strategy we craft is tailored to the client, not a cookie-cutter template. That level of attention to detail is what we’re known for, and it’s why so many of our clients stick with us long-term.
We’re also proud of our ability to stay nimble in a fast-changing industry. PR is evolving quickly, and we’ve embraced the integration of digital platforms, social media, and content marketing alongside traditional media relations. This forward-thinking approach ensures our clients are always ahead of the curve.
Brand-wise, I’m most proud of the relationships we’ve built. At R[AR]E, we don’t just secure press or manage campaigns—we’re true partners to our clients. Seeing the impact of our work, whether it’s a sold-out project or a brand transformation, is the ultimate reward.
At R[AR]E, we’re not just about delivering results; we’re about creating lasting value. We understand the nuances of real estate, and we thrive on turning those nuances into compelling narratives that make an impact. Our services go beyond PR—we’re here to be strategic advisors, creative collaborators, and champions for our clients’ success.
Do you have recommendations for books, apps, blogs, etc?
I’m a firm believer in staying informed, inspired, and connected, and I rely on a variety of tools and resources to do my best work. Keeping up with industry news is crucial, especially in fields like real estate and design, where trends are constantly evolving. I make it a priority to stay updated on market developments and broader narratives that impact our clients.
Networking has also been a cornerstone of my success. Being part of professional groups and connecting with peers in my industry has provided incredible opportunities to share ideas, learn from others, and grow both personally and professionally. Surrounding myself with a supportive community of like-minded individuals has been invaluable.
For personal and professional growth, I focus on tools that help me stay organized, manage my time effectively, and maintain a clear vision for both my business and personal goals. Whether it’s improving communication, honing strategic skills, or creating meaningful experiences, I constantly seek resources that align with my goals and values.
Above all, I believe success comes from a balance of staying curious, embracing continuous learning, and maintaining a supportive network to help navigate challenges and celebrate wins.
Contact Info:
- Website: https://www.rarepublicrelations.com
- Instagram: @rarepublicrelations
- Twitter: @rarepragency
Image Credits
Michael Webber Photography
