The PR Net 100: Praytell


International communications agency Praytell has had a busy year on all fronts. In addition to its six US offices and one London space, the firm just opened a new outpost in Melbourne, Australia. In addition to its physical expansion, the Praytell team grew: Anheuser-Busch’s Adam Warrington joined as the company’s first chief reputation officer, and Syreeta Mussante as head of technology. The agency also doubled down on its DEI efforts, reaching more than 42% BIPOC representation within the agency. Among its milestone campaigns this year, Praytell supported Bay Area collective HellaCreative’s #HellaJuneteenth – a movement demanding influential companies to pledge to observe Juneteenth as a national holiday. The agency also worked with Destination Canada to keep the destination top of mind for American travelers though the US-Canada border remained closed.

Notable long-term clients

Anheuser-Busch, Estee Lauder Companies, Zappos, Tile, Tito’s Handmade Vodka, DroneDeploy, Fender

Recent client wins

Shopify, DoorDash, Norton and Cox Automotive

Is there a big industry trend you’re backing in terms of your agency offering, and why do you think this area will continue to grow and influence the PR practice?

Interrogation of the industry we inherited. How we can rethink all of it – equitable teams, equitable work, mental health for employees, billable hours, the ‘office’ – it's all up for grabs. So, we’re experimenting with four-day work weeks, mental health benefits, how we build more diverse teams, fostering inclusive communities through our ERGs and so much more. We believe the biggest industry trend is at the heart of the agency model with a clear demand from staff and clients to evolve with urgency, and we hope to meet this time with empathy, creativity and ambition.

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