Jennifer Hart: I know that you and the Rossetti Public Relations team do public relations for companies nationwide. Las Vegas is a unique market to execute in, and you all are so good at it. What do you think the biggest challenge is to be successful in this market?
Renata Follmann: Ah, that is very kind of you to say! When Amy and I left to open the agency, we knew we wanted to do things differently, and bringing our “in-house” mentality – that helps us fully immerse ourselves into the client’s business and really see big picture. We also have a differentiator, which is both Amy and I came up on the Strip so we have a unique understanding of gaming & hospitality.
Jennifer Hart: Public relations requires a lot of creativity with concepts and problem-solving solutions. Where do you draw inspiration for new ideas?
Renata Follmann: One source of inspiration for new ideas is to stay up to date with industry news and trends, and have constant conversations. Networking and collaboration are critical sources of inspiration, and by monitoring what is happening in the industry, we can identify opportunities to leverage new strategies to help our clients stand out. Don’t be afraid of coming up with out-of-the-box ideas, and sometimes you have to look beyond the industry and find inspiration in other fields – technology, music, art. Creative concepts and solutions can be adapted from other industries and applied to public relations.
Jennifer Hart: All our work is special to us, but do you have a favorite project or event that comes to mind that you are particularly proud of?
Renata Follmann: Opening resorts is something we gravitate towards and know we can execute well. Amy and I first did it together when we opened The Cosmopolitan of Las Vegas in 2010, and then again in 2017 with Parq Vancouver – our first resort opening under Rossetti Public Relations. By that time, Amy had already opened a few other casinos on the Strip. Both of these projects required extensive planning and coordination to ensure success. Communication plays a key role in generating excitement and awareness for the new resorts, especially when working closely with the media to secure coverage and create buzz around the openings. The success that we’ve had is a testament to the hard work and dedication of everyone involved.
Jennifer Hart: What advice would you give aspiring marketing pros interested in public relations work?
Renata Follmann: First, find a mentor and take as many internships as you can. Internships are an essential step for students or anyone who wants to enter a particular industry or profession. They allow you to gain practical experience, develop professional skills, build a network, explore different career paths, and increase your marketability. Second, lead with kindness.
Jennifer Hart: Marketing is so nuanced that I feel like it requires constant education. Some through experience and some through research. Anything you’ve learned recently that has been super valuable to your work?
Renata Follmann: Always have snacks with you! I am joking but when it gets busy and meetings are back to back, it is really helpful to have a little pick me up.
But in all seriousness, I hope to be always evolving and learning – and I think that is true for any job. And because of the field we are in, improving how we communicate clearly and effectively is critical – might it be internally or externally.
Jennifer Hart: What is your favorite part of your job?
Renata Follmann: Mentoring up-and-coming professionals – that’s living up to the example set by the many mentors that I’ve had. Another favorite part is connecting with like-minded people.
Jennifer Hart: Are there any upcoming projects or events you are really looking forward to?
Renata Follmann: Here in Las Vegas, we are really looking forward to the opening of Fontainebleau Las Vegas in the fourth quarter of 2023. But there is so much going on with our clients as they continue to grow, expand, be amazing in their own ways.
Jennifer Hart: Did you have a mentor coming up in your career or someone you aspired to emulate? Can you tell us what inspired you about this person?
Renata Follmann: I hope everyone says yes to this question! I don’t know if you can go through a professional journey without mentors. I am so incredibly fortunate that I have had several – some that I still work with, like Amy, some that have moved on to other projects, and some that are no longer with us. They each signify a little piece of how I aspire to lead every day. If it’s through work ethic, compassion, and challenging myself to do better – they are all valuable. We are dedicated to nurturing the next generation of women in business, as our careers were shaped by incredible mentors.
Jennifer Hart: What is the most surprising thing you’ve learned while building your career?
Renata Follmann: That the world is really small like I was told it was! Also, you never know who you are going to work with and at what capacity, that’s why, again, it’s important to lead with kindness.
Jennifer Hart: What’s next? Can you share any personal or professional goals that are on your current goal board?
Renata Follmann: Like everyone else on the planet, life was impacted profoundly during the pandemic and I want to ensure some of the lessons I have learned in terms of prioritizing what truly matters are not going to waste just because I am busy. So, I have refocused on community giving and I am saying yes to all volunteer opportunities – might it be running with girls to help empower them find their own voices, plant a garden, or help pack lunches, they all matter and are valuable to our community.
About Renata Follmann
Renata Follmann has crafted unforgettable stories over more than 15 years in public relations, launching and shaping influential brands in food and beverage, hospitality, and lifestyle. She has executed successful campaigns and events across Las Vegas, as well as outside markets ranging from historic Milwaukee to Canada’s vibrant west coast.
Ms. Follmann helped realize the vision of Rossetti Public Relations in 2017 as founding Principal, providing the Las Vegas agency powerful creativity and expertise in strategy, messaging, media relations, event execution, and crisis management. She engages in many sides of the business, from running operations to mentoring colleagues to building true partnerships with clients.
Author/Editor: Jennifer Hart
Associate Editor: Vicki Goebner
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