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People and Pop Culture

Hangin' With ... Sabrina LCP Communications Founder & Principal Sabrina Carrozza

SABRINA CARROZZA is the founder and principal of communications agency Sabrina LCP Communications. Carrozza founded the agency in '11 and counts several brands from the world of sports as her clients, including digital media group Perform. Prior to founding her own company, Carrozza worked for a number of PR agencies, including The OutCast Agency, Access Communications and Connors Communications. Carrozza talked to SBD Global about starting her own business, developments in the industry and the difference between sports and non-sports clients.

On founding her own agency ...
Sabrina Carrozza: From a very young age, I was an entrepreneur, starting my first business (of many) when I was 8 years old. I put friends to work to create uniquely designed products like pencils and boxes, which we would sell to professionals coming off of the train from Manhattan during rush hour. Having worked with many diverse and talented people for years, I realized that entrepreneurs are born more than they are made. You have to have tolerance for risk and truly believe in yourself. That being said, the decision to start my own PR agency came down to feeling prepared. After having worked for more than a decade under extremely smart, capable PR executives on campaigns for Fortune 100 brands and bootstrapped startups, I felt ready to take the leap.

On industry developments ...
Carrozza: The sports industry is going in the direction most industries are headed in order to keep up with consumption trends. Consumers are engaging with content in real-time, 24/7, on mobile devices, and via social media and messaging platforms. From a PR perspective those shifts influence how you communicate with audiences. It’s not enough to just show up. You have to tie your clients into current trends while simultaneously standing out and offering perceived value. The key themes for communicating in today’s environment are to:

  • Maintain an authentic voice -- people don’t want to see some made-up persona or brand image. They want the real, behind-the-scenes, colorful and at times, messy, truth. As an established brand, it’s challenging to balance this, but when it’s done properly, the results are staggering.
  • Show, don’t tell -- visuals continue to play a pivotal role in content consumption, and thus, storytelling. Compelling images, fun emojis and GIFs, and short videos, should accompany every consumer campaign.
  • Communicate in real-time -- media outlets and the audiences they serve want the scoop before or as it happens. That means sometimes you have to push forward with a good story before it loses its steam. Timeliness continues to be the element that can make or break a story.
  • Don’t forget to be funny -- comedy has a way of bringing people together and driving viral buzz. People ultimately want to be happy and have a good laugh to blow off steam. Find ways to get your message out with a joke. Check out this Dollar Shave Club video that was used to launch a then unknown startup. It’s one of the most shared videos of all time.
On the difference between sports vs. non-sports clients ...
Carrozza: Tech is my agency's other key focus area, and tech companies thrive on iterating out in the public eye for the world to see and experience. The sports industry is more inclined to get things right and buttoned-up before sharing it with the world. Both have pros and cons that trickle down to the way you approach communications. The goal is always to find balance. It’s great that we can straddle both worlds and share advice with clients from a completely different perspective.

On what's next for Sabrina LCP Communications ...
Carrozza: This year, I would like to rebrand the agency to reflect the great work we've been doing over the last four years, and to prepare for growth over the next five years. My agency is all about steady, strategic growth with the right clients and employees. Mostly, we want to continue deepening our long-standing relationships with current clients, and when we find the right opportunities, add to our family with interesting people doing big things in sports and technology.

Hangin' With runs each Friday in SBD Global.

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