Amy Prenner: In the fast-paced world of entertainment and media, very few names stand out for both creativity and consistency. Amy Prenner, founder and CEO of The Prenner Group, is one of those rare professionals who has managed to stay ahead for nearly two decades. Her boutique public relations agency has built a strong reputation for promoting films, TV projects, and brands with honesty, strategy, and heart.
Amy’s journey began in film unit publicity, where she learned the power of storytelling. Over the years, she turned that skill into a full-fledged career, representing a wide range of clients, from the artistic world of Cirque du Soleil to the deeply personal mission of BabyQuest. What makes her different is her ability to adapt without losing sight of what matters most: real human connection.
Staying Relevant in a Changing Industry
When asked how she keeps her agency relevant in such a fast-changing world, Amy’s answer is simple. “Never get too comfortable,” she says. “This industry moves fast. What worked six months ago might not work today.”
Her team at The Prenner Group constantly studies new trends, platforms, and audience behaviors. Amy believes that curiosity keeps the agency agile. “We pay attention to where people are spending their time and what stories are connecting with them,” she explains. “You can’t rely on what worked before. You have to be open to trying new ideas.”
For Amy, relationships are still the foundation of success. “Technology changes all the time, but trust, good communication, and authenticity never go out of style,” she says. “We’ve spent years building real relationships with media and influencers, and that gives us an edge.”
What Makes a PR Campaign Truly Impactful
Amy has handled publicity for award-winning documentaries such as Common Ground and Roads of Fire. For her, the difference between a good campaign and a great one is the impact it creates.
“A good campaign gets attention and meets goals,” she explains. “But a great one sparks conversation and connects to something bigger than the project itself.”
She believes that the secret lies in being genuine. “Start with the truth. What is the real story, and why should anyone care? If that isn’t clear, nothing else matters.”
Timing and relationships also play big roles. “Even the best story will fail if it’s told at the wrong time. And when you’ve built trust with journalists, they listen because they know you bring them something valuable.”
Adapting to New Media
With streaming, podcasts, and social media changing how people consume content, Amy’s approach has evolved too.
“You can’t run campaigns the same way anymore,” she says. “Audiences are everywhere, and each platform has its own voice.”
Podcasts, she adds, are great for deep storytelling. “They give space to explore ideas and connect emotionally with listeners.” Streaming has also changed the rhythm of campaigns. “Content now has a longer life. We think about how to keep interest going, not just how to create one big moment.”
Flexibility is key. “Some projects need traditional press, while others do better through smaller communities or influencers. Each one is different.”
Balancing Creativity and Data
In today’s digital world, many PR firms focus heavily on data. Amy uses data too, but she never lets it take over creativity.
“Numbers help us understand what’s working, but they can’t replace instinct,” she says. “Algorithms change all the time, and not every metric shows real connection.”
Her process starts with the story, not the statistics. “We first find the heart of the story, then use data to decide how to share it. Data guides us, but creativity drives us.”
Leading a Boutique Agency with Heart
Being a small agency is one of Amy’s greatest strengths. “We’re small enough for everyone to have ownership and for clients to get personal attention,” she says. “Good ideas don’t get lost here.”
She hires people who are independent thinkers. “I look for people who can solve problems and aren’t afraid to speak up. I give them space to do great work.”
Teamwork is also important at The Prenner Group. “Everyone understands what’s happening with each client, so we can help one another and stay flexible.”
Amy carefully chooses the projects her agency takes on. “We only work with clients we believe in. That’s why I’m personally involved in every campaign. Clients know they’re getting my full attention.”
Tailoring PR for Every Client
Amy’s clients range from world-famous entertainment brands to meaningful nonprofits. Each one has its own voice and audience, and she believes in building a unique strategy for each.
“Cirque du Soleil and BabyQuest couldn’t be more different,” she says. “One is about creativity and spectacle. The other is about family and hope. Our approach must fit their mission and audience.”
Amy and her team start by listening. “We don’t come in with a fixed plan. We get to know the client, their goals, and what makes their story matter. Only then do we build the strategy.”
Finding the Human Touch in the Age of AI
With AI and social media dominating communication today, Amy believes that traditional PR is still vital.
“The heart of PR hasn’t changed,” she says. “It’s still about relationships, trust, and storytelling. AI can help with some tasks, but it can’t replace human judgment or emotion.”
She believes that genuine storytelling will always stand out. “People can tell when something is real. That’s why the human touch matters more than ever.”
Amy Prenner : Looking Back and Moving Forward
After nearly 20 years in business, Amy looks back with pride. Some of her favorite projects are those that made a real difference. “COMMON GROUND was special,” she recalls. “It wasn’t just about promoting a film. It got people to think differently about education. It became a movement.”
She’s also proud of building a company that has lasted. “Running your own agency for this long isn’t easy, but we did it by staying true to our values.”
What keeps her inspired is simple. “I love a good story. When a client comes to us with something special and we find a way to make people care about it—that’s what makes me love what I do.”
For Amy Prenner, success isn’t about fame or numbers. It’s about connection, authenticity, and passion for storytelling. And after all these years, her enthusiasm for helping others share their stories is stronger than ever.
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