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Most mid-sized to large ad agencies don't just have their own in-house PR—they also retain third-party firms to help raise awareness via earned media placements. These communications professionals pitch the agencies' work and its leadership to trade publications and beyond with the ultimate goal of winning new business. Like many PR operations, they sometimes struggle to prove ROI to their clients.

Matt Van Hoven didn't think that was quite good enough, so he and his partner Hollie Rapello launched Raven Public Relations...

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