Scenario Communications

Steven Wilson, Co-Founder & Co-President

Steven Wilson’s path from aspiring entertainment professional to co-founder of Scenario Communications reflects a blend of creativity, strategic thinking, and dedication. With experience spanning major brands like HBO, Universal Studios, and a decade at B|W|R Public Relations, Steven has honed his expertise in crafting impactful campaigns and building lasting client relationships. In this Q&A, he shares insights into his career path, the founding of Scenario Communications, and what sets the agency apart in a competitive industry.

How did you get your start in PR, and what was your experience before co-founding Scenario Communications?

Growing up, I always aspired to work in the entertainment industry. I thought I might be an actor, director or producer. After graduating from SUNY Geneseo, with a degree in Communication and a minor in Public Relations, my first job was in the media relations department at HBO. This experience helped me solidify my interest in PR and the start of my journey. From there, I joined Universal Studios in Orlando, FL, where I worked on the launches of their new properties: Islands of Adventure, City Walk, and their hotels—an incredible opportunity to learn about the strategy and execution to launch a large-scale project. Later, I moved to Los Angeles and worked at B|W|R Public Relations (a WPP company) for about 12 years, eventually transferring to their New York office. These experiences taught me the value of building relationships, thinking strategically, and executing creative campaigns. In 2018, I co-founded Scenario Communications with my two business partners, bringing together decades of experience to create the agency. In fact, many of the clients we worked with trusted us to join into this new chapter, coming with us to this new agency and are still with us today -- including the Palm Springs International Film Festival, SCAD, Endometriosis Foundation of America, FX, National Geographic, Jon Taffer, and more. 

How did you come together with your partners to co-found Scenario Communications?

I had worked with my two business partners, Ron Hofmann and Hayley Antonian, at B|W|R Public Relations. After more than a decade there, we found ourselves seeking a change from the traditional agency structure. Ron approached us with the idea of starting a new venture that reflected our shared vision for a more collaborative and client-focused agency. It felt like the right move at the right time. We were fortunate to partner with Brian Lee from Bam Ventures, who has provided invaluable guidance and introductions throughout this journey in shaping our agency’s growth. Together, we built Scenario Communications, an agency of which we’re incredibly proud and which celebrates its 6-year anniversary on December 10.

As Co-President, what does your day-to-day look like, and which aspects of your role do you find most fulfilling?

Every day starts with my to-do list, which includes balancing client work and tasks for Scenario. However, as with any job, things can shift quickly throughout the day, requiring constant adaptability and quick decision making. My responsibilities include overseeing client accounts, ensuring the team is on track, and managing the operational side of the business—from employee relations to finances. The variety of tasks keeps the work challenging and engaging. What I find most fulfilling is the balance between creative problem-solving and the strategic thinking required to run a business. Bringing an idea to life and watch it evolve into a successfully executed campaign—one that exceeds expectations and resonates with audiences—reminds me why I love this work. 

Scenario Communications has built a strong reputation since its founding in 2018. What do you believe sets your agency apart in such a competitive market? 

I believe several factors set us apart. First, our leadership team—Ron, Hayley, and I—is deeply aligned on values, making it easier to make decisions that benefit both our staff and our clients. We intentionally work with clients whose brands we respect and believe in. Second, we have cultivated a strong, cohesive team that operates as an extension of our clients’ teams, ensuring we understand their unique needs and goals. An example is our recent work with Boot Barn, where we collaborated across our TV & Entertainment and Fashion/Corporate Departments to execute a red carpet and media campaign for their fashion show at The Parthenon in Nashville. This project demonstrated our ability to bring together diverse expertise to amplify our client’s vision. 

What are some key ways the agency has evolved since its inception? 

Since our founding, Scenario Communications has continually evolved to meet the changing needs of the industry. In 2020, Jennifer Reed joined our team to head up our TV & Entertainment division, leading campaigns for the Emmys, American Idol, Dancing with the Stars, and programming for Apple and FX. Her expertise has elevated our presence in the TV PR space. Last year, we expanded further by launching a Digital Marketing division led by Lisa Vetrone, specializing in social media and influencer campaigns. This team has delivered impressive results for clients like National Geographic and several fashion and lifestyle brands, proving our ability to adapt to the evolving marketplace. Looking ahead to 2025, we’re exploring additional opportunities to expand our services and stay ahead of industry trends.

Cultivating a strong team culture is essential in any successful agency. How do you foster collaboration and innovation within your team?

Though we’re primarily a work-from-home company, we try to prioritize in-person interaction when we can. We meet weekly to foster collaboration, and plan quarterly team-building activities to help strengthen our bonds. Regular internal touch bases, smaller team calls, and one-on-one check-ins ensure clear communication and support. Our in-person events like red carpets, media previews, and festivals also provide opportunities for the team to connect and build better relationships with each other and the media attending. These moments of shared success keep our culture strong and innovative. By balancing virtual and in-person interactions, we try to create a flexible environment where our team feels supported, and empowered to deliver their best work.

Are there any upcoming projects or partnerships you're particularly excited about and can share with us?

There are lots of exciting projects we have for 2025, but one that stands out is our continued work with the Palm Springs International Film Festival. This January marks my 24th year working on this prestigious event and it’s been a privilege to be a part of its growth over the years. The Palm Springs International Film Festival has become one of the key events for awards season, with its Film Awards Gala being a must-attend stop for major campaign trails. This year’s festival will honor an extraordinary group of talent who are part of the award season conversations, including Adrien Brody, Timothée Chalamet, Kieran Culkin, Colman Domingo, Ariana Grande, Angelina Jolie, Nicole Kidman, Mikey Madison, and the casts of Conclave and Emilia Pérez.  

What advice would you give to aspiring PR professionals looking to make a lasting impact in the industry?

For those entering the industry, focus on two key areas: experience and networking. Internships are invaluable for gaining hands-on knowledge and trying new roles or responsibilities will make you a stronger candidate. Networking is equally important; stay connected with peers and mentors via LinkedIn or email—they may become future collaborators, clients, or employers.

Additionally, I always try to tackle projects with a smile and a positive can-do attitude. These principles have guided me throughout my career and can help aspiring professionals thrive in this ever-evolving field.