Disruption in business is a key driver behind growth and innovation, regardless of industry or consumer market. However, the Public Relations (PR) industry often represents market segments where key players are hesitant to change. Rather than search for proactive solutions to challenges, the PR industry tends to take a reactionary approach when faced with new sources of disruption, but this approach often finds major brands spending valuable time and revenue on putting out fires rather than investing in resources to stop fires from starting. By bringing an entrepreneurial mindset to address less-creative or outdated solutions, companies can become truly disruptive.

Among the 5 Most Disruptive Companies of 2022 is an emerging leader in the PR industry headquartered in Orlando, Florida: Otter Public Relations. Since its inception, Otter has proven itself to be an unapologetically disruptive player within the broader PR industry, positioning itself with disruptors in other industries such as PatientPartner, Ricoma, BlockPack, and more. When asked if he hoped to disrupt this industry and the ways in which people think about PR, co-founder Jay Feldman was enthusiastic in his response.

“We saw limitations in a limitless industry,” said Feldman. “We saw the media and corporate sponsors controlling who was represented in the space and the gaps this created. So, we began changing our approach. We doubled-down on our core values, improved our operational model, and shifted our tactics in how we navigate the [PR] industry.”

Indeed, Otter’s approach, values, and model make it a welcome disruptor to the PR industry. These factors have allowed Otter to generate repeated successes for its clients — be they local or international — who have praised the firm for emboldening their voices and meeting their needs with an intricate, personalized feel typically aligned with much larger and more-established PR firms. As Otter grows, its disruptive model is rapidly helping to shape the future of the greater PR industry.

“Clear and concise messaging is key. Attention spans are short so be sure to hook in your audience within your first sentence.” – Alaina Chiappone, Publicist, Otter PR

The tips and hints offered by Otter’s team of publicists and writers represent disruptions in an industry where secrets have historically been kept close to the chest. In bringing a youthful exuberance to the PR space, Otter has showcased a disruptive nature that aims to forever change the atmosphere of PR. Furthermore, as one of this year’s recipients of the 5 Most Disruptive Companies of 2022 award, Otter’s disruptive entrepreneurial foundations have brought immense value to its clients’ stakeholders and empowered their voices in media. For these reasons, we are pleased and proud to present Otter with this year’s award, and look forward to seeing how their game-changing model will continue reshaping the PR industry for years to come.