Today we’d like to introduce you to Lori De Waal.
Lori, can you briefly walk us through your story – how you started and how you got to where you are today.
I graduated from UCLA with a Communications degree. Public relations was a natural progression. I worked at a very large entertainment PR firm, Solters & Roskin, and then moved onto The Garrett Company where I was Vice-President and headed the celebrity division for 18 years. I started my own business after Don Garrett retired. In addition to entertainment, my career has expanded into many directions including architecture/design, restaurants, lifestyle, and non-profits.
Has it been a smooth road?
The transition to having my own business was fairly easy since I had a lot of responsibility at The Garrett Company. We were really more like partners. I can’t say I’ve always enjoyed the aspects of running a business such as dealing with office lease agreements, etc. I enjoy the actual work of getting results for clients and making a difference.
So let’s switch gears a bit and go into the De Waal & Associates story. Tell us more about the business.
We handle every aspect of a client’s public image and messaging. In layman’s terms, we create a strategy. We provide well-written press materials. We secure interviews. We significantly contribute to a client’s career and/or business by various methods.
I am most proud of our work ethic. We don’t count the hours or phone calls. We are very hands-on and in contact with our clients on a daily basis. Simply put, we get the job done.
How do you think the industry will change over the next decade?
Social media is a hugely important for certain types of clients. But a social media expert does not set interviews with TV shows, radio, podcasts, newspapers, magazines, book personal appearances, facilitate book deals, agent hunting and a number of other services. Nothing yet has replaced the long-standing power of effective traditional public relations.
Contact Info:
- Address: De Waal & Associates
14724 Ventura Blvd., St. 507
Sherman Oaks, CA 91403 - Website: dewaalpr.com
- Phone: 818-817-4444
- Email: [email protected]
- Twitter: @dewaalpr
Image Credit:
Photos courtesy of Lori De Waal
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