The PR Net 100, 2022: LaForce

Nestled in their new Chelsea, NYC office, the LaForce team has been busy, as an influx of new business and internal growth led to an agency-record topline revenue growth of 54 percent in 2021. Dynamic leadership across all practices, plus expanded digital and social offerings, have led LaForce to opportunities and partnerships with some of the best brands in the world. Read: their longtime clients include Gap Inc., LinkedIn, Moet Hennessy USA and Target. Between the new client projects and the agency’s renewed focus on evolving its DEI programs, the LaForce staff grew 43 percent last year alone. The team is aiming to keep the momentum going strong throughout the rest of 2022, so keep an eye on their socials to see their client happenings over the next quarter.

Leadership team:

Olita Mills, President

James LaForce, Founder & CEO

Notable long-term clients:

Target, Moet Hennessy USA, Gap Inc., LinkedIn

New client wins:


How is the agency advancing DEI in the industry?

“LaForce has made it a top priority to make our workplace a beacon of equity, diversity, and inclusion by prioritizing the hiring, promotion, and advancement of diverse talent. It starts from the top. Our agency is quite proud to be led by two diverse voices, our gay founder + CEO James LaForce and our African-American President Olita Mills. Under their leadership and guidance, LaForce has made a very intentional effort to transform how our agency identifies, recruits, develops, and promotes talent. As a recruiting tactic, we proactively connect with diverse community groups on social media that are comprised of underrepresented voices in public relations to share information around positions at LaForce. We've established a talent partnership with the T. Howard Foundation and have taken a multi-tiered approach in retooling our thought process and recruiting methods when it comes to reaching out to and bringing in young, diverse talent into our agency family. LaForce has also established the DEI Leadership Taskforce, with pillars that include education, resources and recruiting. This group spearheads a range of educational sessions, trainings, panels and discussions agency wide. We also implemented a system for survey feedback so that we can continuously evolve in terms of agency culture, advocacy, community support, and engagement. Our employee referral program also incentivizes staff members to bring in new diverse talent, ensuring that recruiting and opportunity is a communal and democratic effort.”

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