Alumnae-run J Public Relations makes Forbes list of best PR agencies
J Public Relations, founded by School of Communication alumna Jamie Sigler O’Grady and Thomas Harriet College of Arts and Sciences alumna Sarah Evans, was named by Forbes magazine as one of the top PR companies in the country for 2021.
The award comes after a particularly challenging year for the agency, which specializes in travel, destination and consumer brands. Its clients include tourism organizations like Visit North Carolina and Visit Utah as well as flagship hospitality brands like Vail Hospitality, Relais & Chateaux, and Iconic Luxury Hotels. Normally, their keen ability to inspire wanderlust is just a golden-hour social media photo away. But when the coronavirus pandemic brought vacation travel to a near halt, clients began calling to pause or cancel their business.
“Pre-March, we had our biggest month ever in February. We had just signed Virgin Limited Editions [Richard Branson’s luxury portfolio] and were working with really strong, successful hospitality companies,” Evans said. “Within eight days, we lost about 60% of our business. It was completely unbelievable.”
According to the Bureau of Labor Statistics, employment in the leisure and hospitality industry fell by almost 50% between February and April, while employment in all other industries fell by a much smaller but still substantial 10%. J Public Relations (JPR) had to cut work hours, furlough staff and lay off about 20 people. But O’Grady and Evans strove to be transparent and vulnerable with employees and kept charging forward. By the end of the year, they were able to hire back most of their team and felt poised for a comeback, which was underscored by the Forbes recognition.
“Leading through a time when you’re hit so hard, and it’s completely out of your control, is very scary,” O’Grady said. “To be named by Forbes during that time was just what we needed to reinforce everything we had known internally. It was such a bright spot.”
Forbes partnered with market research firm Statista for the inaugural ranking of America’s Best PR Agencies 2021. According to Forbes, Statista surveyed more than 12,700 experts and 20,500 customers who nominated more than 5,000 firms. Statista then narrowed the list to the top 200 and gave each a rating of four or five stars. JPR received five stars.
Making a Model PR Agency
O’Grady and Evans met at East Carolina University and became fast friends and sorority sisters. O’Grady, who grew up working in the tourism business in her native Cape Cod, was a news junkie studying communication. Evans studied political science and dreamed of working in the media a la Katie Couric. After graduating in 2001, the two moved to California together.
They both got their feet wet at different PR agencies. After a couple years, Evans took a job in travel PR in New York while O’Grady stayed in San Diego and, at 24, started her own agency. J Public Relations grew from a local agency to national to international.
Jamie Sigler O’Grady and Sarah Evans founded their award-winning PR agency after graduating from ECU. (Contributed photo)
“That’s when I called Sarah and asked if she wanted to join me in JPR, running an East Coast office in New York,” O’Grady said.
JPR is now one of the largest privately held PR firms in the travel space, although the firm also works with clients in real estate, wellness and sustainability. With offices in New York City, London, Los Angeles, San Diego, Toronto and Nashville, JPR has become a leader in integrated media relations and branding, trend forecasting, influencer engagement and social media strategy. The company’s global portfolio includes clients in the U.S., U.K., Mexico, Dubai and New Zealand.
“It’s a model company,” said School of Communication professor Festus Eribo. O’Grady credits Eribo, her advisor while at ECU, as an incredible inspiration. Eribo, in turn, has kept track of O’Grady’s career over the years.
“The company uses all the latest trends in PR, including data mining, AI, new communication technologies and social media. I recently discussed her company with some of my students in China while teaching international public relations,” he said.
The agency is committed to keeping up with the times in other ways as well. After witnessing the social unrest of the summer, JPR created a BIPOC Mentorship Program to increase the diversity in public relations, which is mostly white. The program includes a four-month stipend for housing and transportation for the recipient at JPR’s San Diego headquarters.
Staying close to ECU
Despite their ever-growing success and responsibilities, Evans and O’Grady stay connected to ECU and each other.
Evans was named to the university’s inaugural “40 Under 40” list and is a recipient of the Incredible ECU Woman Award by the Women’s Roundtable. She and O’Grady have returned to campus to speak with classes, and the agency funds a scholarship for students interested in public relations. Several JPR employees started as interns from ECU. And O’Grady’s son, Aidan, is a current freshman at ECU.
“I really believe in the education and spirit of ECU. It’s such a special place for anyone who’s experienced it,” O’Grady said.
Through it all, the two have remained friends.
“To be on this ride with a best friend you met in 1997 at sorority rush is amazing if you think about it,” Evans said. “I feel really grateful for what we’ve built together. When I look back on my career, I was able to do it with my best friend by my side.
Related:
Recent ECU graduate places in top 10 in international dance competition
ECU alumna receives Arthur Miller Foundation arts education award