Spotlight on Success
Featured Interview
Lucy Rendler-Kaplan
“Spotlight on Success” is an interview series created by David Levine of I Am Your Virtual Professional. Its purpose is to amplify the voices of today’s business leaders. Each interview provides actionable insights that readers can implement immediately. No fluff, just practical wisdom that enables individuals to move forward with clarity and confidence.
Lucy Rendler-Kaplan
| Business | Arkay Marketing & PR |
|---|---|
| Role | Founder, Arkay Marketing & PR |
| LinkedIn Profile | https://www.linkedin.com/in/lucyrendlerkaplan/ |
| Website | www.arkaymarketing.com |
PUBLIC RELATIONS & BRAND STRATEGY EXECUTIVE
Publicist and marketing strategist with 17+ years of experience leading high-impact brand launches, media relations, and experiential campaigns across consumer products, entertainment, hospitality, and emerging industries including cannabis.
Proven track record of securing media coverage, developing compelling brand narratives, and executing culturally relevant campaigns that drive awareness, partnerships, and revenue.
Recent work includes launching a celebrity-backed beverage with Whoopi Goldberg, developing entertainment-driven fitness brands, and producing celebrity gifting lounges tied to major award shows and festivals.
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
Interview Questions
1. What’s one strategy your business used recently that created meaningful growth?
One strategy that has consistently created meaningful growth for my business has been shifting the conversation from “getting press” to “creating stories that deserve attention.” A lot of companies come to me asking for media coverage, but journalists aren’t looking for advertisements—they’re looking for compelling stories that matter to their audiences. Instead of leading with a product or service, I work with clients to uncover the bigger narrative: a founder’s journey, a unique trend, a community impact, or a problem they’re solving. That approach has helped us secure stronger media placements, build more credibility, and create opportunities that extend well beyond a single news story. It also leads to more referrals because clients see that we’re focused on long-term brand building rather than just short-term publicity. For me, meaningful growth has come from becoming a strategic partner instead of simply a publicist.
2. How has AI or technology changed the way you operate or serve clients?
I use AI to help brainstorm story angles, organize research, identify trends, and streamline some of the early stages of Content development. That allows me to spend more time on the work that truly moves the needle for clients: building relationships with journalists, developing creative campaign ideas, crafting personalized media pitches, and advising clients on positioning. PR is still a relationship-driven business. A great pitch isn’t just well written—it reaches the right reporter with the right story at the right time. That requires experience, judgment, and genuine human connection. Technology has made me more efficient, but it hasn’t changed the core of what I do. If anything, it has reinforced the value of strategic thinking and authentic storytelling, because those are the things AI can’t replace
3. What’s one thing you stopped doing that actually helped your business grow?
One of the best decisions I made was stopping the habit of saying “yes” to every opportunity. Earlier in my career, I wanted to help everyone, which often meant taking on projects that weren’t the right fit or spreading myself too thin. Over time, I realized that my clients get the best results when I can be fully strategic and invested in their success. Now I’m much more intentional about the clients and projects I take on. I look for partnerships where I can truly add value, build long-term momentum, and become an extension of their team rather than just another vendor. Ironically, narrowing my focus has helped my business grow. My clients see better results, referrals have increased, and I’ve been able to build stronger, more meaningful relationships with the brands I work with.
4. What’s a customer insight you discovered that changed the way you do business?
One of the biggest insights I’ve gained is that clients rarely come to me because they simply want media coverage—they come to me because they want credibility. At first, it seemed like the goal was always to land a television segment or a feature article. But what I discovered is that what clients are really looking for is validation. They want potential customers, investors, partners, and employees to see that someone else believes in what they’re building. That realization changed the way I approach every campaign. Instead of chasing as many media placements as possible, I focus on securing the right coverage and building a broader strategy that includes thought leadership, partnerships, events, and authentic storytelling. A well-placed feature in the right outlet can do far more for a brand than dozens of mentions that don’t reach the right audience. That shift has helped me become more of a strategic advisor than just a publicist, and it’s led to stronger long-term results for my clients.
5. If a business had to improve ONE area to grow faster in the next 90 days, what should it be?
If I could give every business owner one piece of advice for the next 90 days, it would be this: get crystal clear on your positioning. Too many businesses spend time and money trying to reach more people before they’ve clearly defined why someone should choose them over the competition. Growth happens much faster when your message is focused, differentiated, and solves a real problem for your audience. Before investing in more marketing or advertising, I encourage clients to ask themselves three questions: What problem do we solve? Why are we different? Why should someone care right now? Once those answers are clear, everything else—from PR and social media to sales and partnerships—becomes much more effective because you’re telling one consistent, compelling story. In my experience, the businesses that grow the fastest aren’t always the ones with the biggest budgets. They’re the ones with the clearest message.
6. What’s one thing you do consistently that keeps your pipeline healthy?
One thing I do consistently is stay in touch with people—even when I’m not trying to sell them anything. Whether it’s checking in with former clients, congratulating someone on a new role, sharing an article that made me think of them, or making an introduction that could help their business, I believe relationships should be nurtured long before you need something. That approach has been one of the biggest drivers of my business. Many of my best opportunities have come from referrals, repeat clients, and people I’ve stayed connected with over the years. In PR, relationships are everything, and I’ve found that’s true in business as well. A healthy pipeline isn’t just built through constant outreach—it’s built by consistently adding value and staying top of mind.
7. What’s a decision you made in the last year that had a bigger impact than you expected, and what led you to make it?:
One of the most impactful decisions I made over the past year was becoming much more intentional about the clients and projects I take on. Earlier in my career, I had a tendency to say “yes” to almost every opportunity because I wanted to help everyone. Over time, I realized that the best results—for both my clients and my business—come from partnering with organizations where I can make a meaningful, long-term impact. That shift has allowed me to spend more time developing thoughtful strategies, building stronger client relationships, and focusing on quality over quantity. It has also led to more referrals and repeat business because clients see me as a strategic partner, not just someone they hire for a specific project. It reinforced an important lesson: sustainable growth doesn’t come from doing more—it comes from doing the right work for the right clients and delivering exceptional results.
8. What’s one process you streamlined that made a noticeable difference in efficiency or results?
One process I streamlined was how I prepare and launch PR campaigns. Instead of treating every campaign as a one-off project, I developed a more structured workflow that starts with strategy first—identifying the story, defining the target audience, building tailored media lists, creating core messaging, and then adapting those materials across press releases, pitches, social Content, and spokesperson talking points. I also use technology to handle research, organization, and first drafts more efficiently, which gives me more time to focus on the work that has the biggest impact: building relationships with journalists, developing creative story angles, and providing strategic counsel to my clients. The result has been faster campaign execution, more consistent messaging, and ultimately better outcomes because I can spend more time thinking strategically instead of getting bogged down in administrative tasks.
9. What book, podcast, or resource has influenced your thinking or business decisions lately and why?
One resource I rely on consistently isn’t actually a book or podcast—it’s the media itself. As a publicist, part of my job is staying on top of what journalists are covering, how stories are evolving, and what topics are resonating with audiences. I spend time each day reading publications across business, marketing, lifestyle, and consumer media because it helps me identify emerging trends and uncover opportunities for my clients before they become obvious. That habit has influenced my thinking more than any single book. It’s reinforced the importance of looking beyond a client’s product or service and asking, “Why does this matter right now?” When you understand the broader conversation happening in the media, you can position your clients as part of that conversation rather than simply asking for coverage.
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
I am Your Virtual Professional's
3 Key Takeaways
# 1
The strongest brands lead with stories that matter, not headlines that fade.
Arkay Marketing & PR has built meaningful growth by shifting the focus from simply securing media coverage to uncovering the larger story behind a business. By emphasizing credibility, positioning, and authentic narratives, clients gain lasting visibility that extends well beyond a single press mention.
# 2
AI supports the process, but human strategy creates the impact.
AI is used to accelerate research, trend analysis, brainstorming, and early Content development, freeing more time for relationship building, strategic thinking, and crafting compelling stories. Technology enhances efficiency, but trust, creativity, and authentic communication remain the foundation of successful public relations.
# 3
Sustainable growth comes from focus, consistency, and relationships.
By becoming more selective about clients, creating repeatable campaign processes, and consistently investing in professional relationships, Arkay Marketing & PR has strengthened referrals, improved client outcomes, and positioned itself as a trusted strategic advisor rather than simply a publicity resource.
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
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