HomeLifestylePublic relations in 2022: Q&A with Francisco Cortes

Public relations in 2022: Q&A with Francisco Cortes

Francisco Cortes
Co-founder and CEO
The Setroc Group

Q: In an age when anyone, anywhere, at any time can disseminate information, how can a modern-day public relations firm break through the noise and deliver the message of its clients to the masses?

Be unique: We are one of the few PR agencies specializing in multicultural marketing. Every story we tell provides an element of cultural sensitivity to it. No longer can a campaign be launched by a public or private entity that does not involve diversity. This is one of the unique selling points that set us apart from our competitors.

Q:  What are you doing now that you may not have been doing one, three, five years ago?

Technology and the way the public consumes information continue to change. This is why the Setroc Group continues to invest in new innovative software and cutting-edge solutions for our clients. We are

currently working on proprietary AI software, which allows us to measure engagement with diverse communities across the U.S. I can’t express how excited we are about this.

Q: What is your best sales pitch to a potential client who currently is not using a PR firm?

‘Driven by Service, Focused on Results’: This is our company motto, and we take this very seriously as a Service Disabled Veteran-Owned agency. When a potential client approaches us, they are looking for our agency to solve a particular pain point or need. We listen, act and earn their trust. In a crowded marketing space, reputation is key.


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