The Change Agencies of Independent Multicultural and LGBTQ PR Firms Nearly Doubles In Size

Six independently-owned and operated public relations firms operating in six markets nationwide have joined The Change Agencies, the national network of independently-owned multicultural and LGBTQ public relations and marketing firms that launched in June 2019. The six new member agencies join eight existing member agencies led by Managing Partners Ben Finzel of RENEWPR in Washington, D.C., LaTricia Woods of Mahogany Xan Communications in Phoenix, Ariz., and Tanya Churchmuch of MuchPR in New York, NY. The Change Agencies now comprises 14 agencies operating in 12 major markets across the United States. The new members joining today are:

• April Hale of A.Hale PR in Albuquerque, New Mexico
• Audrey Ponzio of APC Collective in Austin, Texas
• Mike Utaegbulam of Black Digital in Washington, D.C.
• Cindi Creager and Rainie Cole of Creager Cole Communications LLC in New York City, New York
• Dr. Sandra Wills Hannon of The Hannon Group in Washington, D.C.
• Zeke Stokes of ZS Strategies in Nashville, Tennessee

Of special note for this new group of The Change Agencies members:

• April Hale is Diné (Navajo) and is the first Indigenous public relations expert to join The Change Agencies. Hers is the second member firm in Albuquerque, New Mexico
• Audrey Ponzio’s firm is the first new member firm in Austin, Texas
• Zeke Stokes’ firm is the first new member firm in Nashville, Tennessee
• Mike Utaegbulam and Sandra Wills Hannon’s firms are the second and third member firms from the Washington, D.C. market
• Cindi Creager and Rainie Cole’s firm is the second member firm from New York City
• They now join the Managing Partners and the first five members that were announced in January 2023. Those members are:
• Kristelle Siarza of Siarza in Albuquerque, NM, and San Diego, Calif.
• John Avila of Avila Creative, in Chicago, Ill.
• Bernadette Davis of Bernadette Davis Communications in Plano, Texas, and Orlando, Fla.
• Tammy Belton-Davis of Athena Communications in Milwaukee, Wis.
• Sonia Diaz of Zaid Communications in Miami, Fla.

The Change Agencies is a national collective of PR firms offering inclusive communications advice, counsel, and outreach to effectively represent, engage and connect with African American, Asian American, Hispanic, and LGBTQ communities. Utilizing a collaborative working approach, The Change Agencies helps businesses and organizations communicate across cultures, ensuring that outreach and marketing to diverse communities are culturally appropriate, sensitive, and meaningful. Every agency owner is either Black, Asian-American, Hispanic, Indigenous, and/or LGBTQ, and 10 of the 14 member agencies are led by women.

“As communicators and resources for our clients, it is imperative that we are crafting strategies and messages that are strategic to the audiences we are trying to reach,” said LaTricia Woods, Founder and President of Mahogany Xan Communications, a Black and woman-owned public relations firm. “Historically, diverse voices have been missing from the head tables at public relations firms and agencies. That has to change and The Change Agencies is the catalyst for that change. Our member agencies are dynamic firms that are making a significant impact for their clients and their communities and we look forward to working with them and creating a new narrative for diversity, inclusivity, and authenticity for our industry and future clients.”

There are now more than 80 public relations professionals in 22 cities nationwide employed by or partnering with the fourteen firms in The Change Agencies. Among the services offered by the member firms are consumer marketing, public affairs, and policy communications, issues management, community relations, influencer outreach, target market research, crisis communications, annual DEI and ESG reports, DEI consulting/impact planning, creative development, website and social media development, digital ad buys and message development. The Change Agencies’ member firms have experience supporting Fortune 500 companies, privately-held firms and foundations, leading trade associations and advocacy organizations, and nonprofits in sectors including consumer, travel and tourism, healthcare and aging services, the arts, retail, telecommunications, automotive, technology, financial services, education,government, and public affairs.

“The Change Agencies wants to make it easy for businesses and organizations to find the diversity communications support that they need, be it in their geographic market, for a particular are of diversity or a specific type of communications,” added Tanya Churchmuch of MuchPR, an LGBTQ and woman-owned firm. “With the addition of these new team members we’ve broadened our reach on the kind of work we’re able to offer and where we can provide an in-person connection to those who are seeking that option. This also increases our overall bandwidth to support programs that demand a greater number of experienced personnel, while allowing us to still be there for smaller projects that are equally deserving of our attention.”

The signature offerings of The Change Agencies include The CHANGE Audit, a 360-degree, deep-dive discovery process designed to analyze, evaluate and implement appropriate communications throughout an organization; and It’s Not Pie, a communications program designed to make the case that equal rights for all does not mean fewer rights for some by shoring up internal and external support for conducting DEI programs and providing positive counterargument companies and organizations supportive of such programs can use with opponents of these programs.

“Our dramatic growth should be taken as a sign of two things: 1) interest in diversity, equity, and inclusion remains strong despite reports to the contrary; and 2) independent public relations firms led by communications professionals with deep expertise in multicultural and LGBTQ outreach and engagement will be the drivers for these conversations in the years to come,” explained Ben Finzel, president of RENEWPR and one of the Managing Principals of The Change Agencies. “The United States is a multicultural nation and communicators who embrace that fact and commit to celebrating and reinforcing it will be the ones who are the most successful.”