Toy Stories: Verticalized PR w/ Josslynne Welch

"One of the things that we do best across all of our product categories is talk to niche audiences.” – Josslynne Welch, President at Litzky Public Relations

Public relations is a fast-moving industry, yet today’s guest has successfully stayed ahead of the news cycle for close to three decades. Meet Josslynne Welch; Today, she sits at the helm of the communications agency Litzky Public Relations, a company she joined some 26 years ago.

The agency specializes in toy companies, publishing, and entertainment, and runs with a small 15-person team that comprises account, strategy, and creative services. And, according to Josslynne, it’s their nimbleness that allows LPR to execute fast to connect the dots between culture, trends, and their clients.

In essence, what sets LPR apart is their deep specialization in their industry, how they show up through initiatives like The Love Litzky Grant, and their policy of running a tight ship. They only work with the right fit, both vertically, and personality-wise.

Together, Corey and Josslynne cover topics like culture building and retention, keeping your teams motivated, hiring for specialty versus skills, the importance of peer perspectives in agency leadership, and more.

Here’s what we cover in this episode:

- Josslynne’s three decades running a PR agency.

- Verticalization and expansion of your existing niche.

- PR best practices from strategy to tactics.

- Leadership lessons from culture to team retention and giving back.

Here are some actionable key takeaways for agency founders:

- A niche focus doesn't mean dull; Seek variety within your area of specialization.

- Be opportunistic about trends in your niche to shape the news.

- Leadership can be lonely, make sure to tap into peer networks to connect with fellow agency leaders.

- You can’t fake caring. Show up for your industry in tangible ways.

The resources mentioned in this episode are:

- Connect with Josslynne on LinkedIn Here
- Check out Litzky PR Here

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