Valerie Allen on Pivoting to Changes and Opportunities in 2022

Valerie Allen is Founder and CEO of VAPR Public Relations and Expert Connection PR. She is a media relations and communications strategist with more than twenty years of entertainment, lifestyle and health & wellness public relations and branding experience. She is considered one of the most trusted names within the public relations industry and was recently awarded TOP Branding Firms in Los Angeles by Expertise.

Allen’s Advice for 2022:

Stay focused and stay on course! Build a great team. Be a great leader. Continue to learn and grow. Be selective and surround yourself with people who love and support you.

What was the biggest lesson you learned from 2021?

2021 was all about adapting to change. VAPR changed where we work as we transitioned from a traditional office setting to a completely remote environment. We were also part of the "great resignation" and experienced top to bottom staff changes. We said goodbye to longtime staff and clients and said hello to new staff members and clients. My organization has always been nimble and we were able to adapt and pivot quickly to new strategies.

What advice would you give other female founders that are looking to create big success in 2022?

Stay focused and stay on course! Build a great team. Be a great leader. Continue to learn and grow. Be selective and surround yourself with people who love and support you.

What’s your 2022 mantra?

The same mantra I've had for 20 years - CARPE DIEM! Make the most of each day and the most of each opportunity that is presented.

How are you preparing for 2022?

VAPR will be celebrating 20 years in 2022 and we are beyond excited to delve into new business opportunities and expand our PR services to better service our clients. I will be getting ready for success by building my team by staffing up, hiring freelancers, expanding our robust internship program, updating my employee handbook, reviewing policies and creating new business materials for 2022.