Dreena Whitfield is the founder and CEO of the New Jersey-based firm, WhitPR. Born in Newark and raised in Westfield, the New Jersey native is a new mommy, navigating the demands of a booming business. The savvy Jersey Girl earned her Bachelor of Science degree in Mass Communications from Lincoln University, and her Master’s Degree in Strategic Communications from Seton Hall University.
A daughter of a single parent home, Whitfield learned independence at an early age and attributes her success to her mother. “My mother worked three jobs consecutively at one point to care for my brother and me,” she says. “It’s from her that I developed my work ethic. She’s the hardest working woman I know, and I wouldn’t be who I am without her. She always taught us to not give up, have faith and pray through the good and bad times. I started WhitPR in my living room in 2009; with no clients, no media contacts, and no mentors.”
Gwendolyn Quinn: How was it growing up in Westfield, New Jersey? Tell us about that experience?
Dreena Whitfield: I grew up in Westfield, New Jersey, which is a predominately white town, and very affluent. My mother was the first African American meter maid for the town and my brother, and I grew up knowing a lot of the key stakeholders and business owners in Westfield. Her position afforded my brother and me many valuable experiences [golf, piano, and tennis lessons] that I still carry with me today. I love my town, but growing up in Westfield I was often the only African American kid in my class, and that played an integral role in my decision to attend an HBCU.
GQ: When did you become interested in publicity/public relations?
DW: Growing up I used to write fictional stories for my friends and would share chapter-by-chapter with them. I think I always loved the art of storytelling.I fell in love with PR during college at Lincoln University. I started off as a Political Science major, took a few classes and opted to go into communications. It was there that I learned about the many layers of the field and PR stuck out because it was a way to craft not only a story, but also a unique voice based on the audience.
GQ: What do you love about publicity/public relations?
DW: I love to strategize and help my clients share their stories, and then watch the media placements materialize as a result.
GQ: Tell us the difference between publicity and public relations?
DW: Public relations is strategy and creation of messaging with the general public. Publicity is media placements that are a result of the PR plan and strategy; gaining public visibility or awareness for a product, service or company via the media.
GQ: Tell us about your PR firm? What type of PR does your agency handle?
DW: WhitPR is a boutique strategic communications firm that offers traditional public relations, social media, and experiential marketing services. We primarily work with small businesses, emerging lifestyle brands, non-profit organizations, and mid-large corporations.
GQ: As the founder and CEO of your firm, please describe your day-to-day duties and responsibilities.
DW: My day is ever-changing, but each day I start with scouring the news. I receive morning alerts on my phone, so I’m reading those as I’m drinking my first cup of coffee for the day.
Once I’m in the office, I’m working on a myriad of things. We have an open office concept, so I’m always meeting and building with my team about their client workload. Every day we are pitching, following up on outreach, sending out packages and securing logistical information for confirmed client interviews. I also check in with my clients weekly, so each day I’m touching base with a client about our ongoing efforts.
GQ: Who are some of your current and past clients at WhitPR?
DW: Some of our current and past clients include: Tiffany “The Budgetnista” Aliche; the Council of Urban Professionals; The Recording Academy’s New York Chapter; ONA Bags; Nefertite Nguvu, an independent filmmaker; MIST Harlem; Prudential Financial; SCOTCH PORTER; the Newark Public Schools District; Patrisse Khan-Cullors, co-founder of Black Lives Matter; Nicole Roberts Jones, FACE Africa; Dress for Success; and Danessa Myricks Beauty.
GQ: Tell us about a few of the successful PR campaigns your firm implemented?
DW: Some of our successful campaigns and highlights include building brand awareness for SCOTCH PORTER, a men’s grooming brand; my client MIST Harlem hired us to handle the event PR for the New York City book tour for Dwayne Wade’s “A Father First: How My Life Became Bigger Than Basketball;” we played an instrumental role in boosting The Budgetnista brand as the number one African American personal finance expert voice in the country.
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