Today, we’re shining a spotlight on an extraordinary figure in the world of public relations: Romina Groot. Known as a rockstar publicist, Romina has carved out a niche for herself with her innovative strategies, unparalleled dedication, and a knack for making her clients shine in the spotlight. As the founder and driving force behind Groot PR, Romina has built a company that’s synonymous with excellence, creativity, and success.
At Groot PR, Romina and her team don’t just handle public relations — they revolutionize it. Whether it’s launching groundbreaking campaigns, managing high-profile events, or crafting compelling narratives, Groot PR delivers results that go beyond expectations. With a client roster that reads like a who’s who of industry leaders, Romina’s reputation for delivering results is well-deserved.
Join us as we delve into the inspiring journey of Romina Groot, explore the innovative strategies of Groot PR, and discover how this dynamic powerhouse is setting new standards in the public relations industry. Get ready to be inspired by a publicist who truly is a rockstar and beyond!
Tell us a bit about yourself?
Born and raised in Bentveld, The Netherlands, a very small, picturesque town 20 min outside of the city of Amsterdam. I always knew I wanted a career in the music and entertainment industry. I started volunteering at a local venue in Amsterdam when I was 14 and immediately got a taste for what hard work is and started building a network with artists, and crew that came through. When I was 18 I moved to the UK where I went to music school for 2 years and then moved onto the United States where I went
to college in Los Angeles and graduated with two degrees in Entertainment Marketing and Entertainment Business Management.
How did you get started in PR?
During my studies at Santa Monica College & The Los Angeles Film School I interned for several companies such as Red Light Management and Infamous PR, here I got the opportunity to learn all sides of the industry. During my internship at Infamous PR I truly found a love for public relations, the hard work, and came to find out I wanted to work in music PR.
What advice do you give clients who want to stand out in today’s world?
I always tell my clients to keep their feet on the ground, be honest, true to yourself, and be ready to face obstacles. I think staying true to yourself and sound is so incredibly important and will truly show the world who you are and what you’re capable of. Today’s world is incredibly fast paced and people praise authenticity nowadays.
What are key elements you focus on when working with musicians?
Finding outlets and journalists that fit my client’s music and personality. Every writer has a different writing style, a different genre they write about, and a personality that sometimes doesn’t match with my clients. I think it’s extremely important to find writers and events that work for my clients. I also focus heavily on social media presence. In today’s active social world so many musicians are discovered on apps such as TikTok and Instagram Reels. I always tell my clients to focus on pushing their music on social media. Groot PR also offers social media content creation and social calendar planning as an added service or as part of a retainer package.
How did you end up forming Groot PR?
Once I graduated from the Los Angeles Film School with a degree in Entertainment Business Management, I worked for high-level clients as an executive assistant and quickly came to realize I truly dislike working for others, and I wanted to be the one in charge. I started thinking back to what I love and that was public relations. So, with that motivation and new knowledge I started building out Groot PR with a business plan I had built during my final project in college. One year later I officially launched it and now we have been in business for a little over a year!
What are you plans for the future?
Our plans are to expand to a different city and obtain a more expansive roster of musical clients.
Our current clients are country and pop focused, however, I would love to see some DJ’s, festivals, and other entertainment companies join our roster.
How do you stay inspired and avoid facing burnout in the daily grind?
This can be rather challenging. I also work as a merchandise manager on tour whilst running my PR agency full-time. When I am off the road it is a little bit easier to stay focused, I usually try and get some sunshine first thing in the morning to get that energy for the day, and work with a few breaks throughout the day.
On tour it’s harder because every day is so different. The days that are hard and tiring, I struggle the most. It’s truly about finding that happy place and break time to be able to get the work done. And my interns who are young and in college keep me super motivated with their fresh ideas!
Any advice for others out there interested in working public relations and branding?
Follow your dreams and network as much as you can. If there’s a person you follow that inspires you, just reach out! It never hurts and my motto is, “You already have a no, but you can always get a yes!”
But truly, networking is key. Find Facebook groups, online networks, networking events etc. Public Relations Society of America has amazing options as well.
Visit https://grootpr.com/