Two “Top Chefs” of PR Offer the Recipe for Success
In the weeks leading up to Street Fight LIVE 2025, we’ll be getting up close and personal with some of our speakers, encouraging them to share stories of how they found themselves in the MULO (multi-location) ecosystem. Lori Ruggiero is Managing Partner & EVP of 5WPR and Gabriella Velez is also an EVP at 5WPR.
They offer their perspectives on the industry, their career paths, and the future of PR. The session with these 5WPR Top Chef’s will provide you with insights into what PR means today and assess whether your agency is well-equipped for the future.
What motivated you to pursue a career in PR?
Lori: “After 16 years working in media as a journalist and supervising producer, I wanted a new challenge that allowed me to use my storytelling skills in a different way. Transitioning into PR gave me the chance to help brands shape their own narratives instead of just reporting on them. At the same time, it allowed for more balance as I was starting my family. The fast pace never intimidated me, in fact, I thrive in it.”
Gabriella: “I’ve always had a passion for building. Whether it’s building a brand, shaping a narrative, or finding creative ways to connect with different audiences, that process excites me. For me, PR is about creating momentum where there wasn’t any before and helping people see a brand in a new light.”
What’s changed since you started your media career?
Lori: “The biggest shift has been the credibility gap. Between political attacks on journalism, the rise of infotainment, and the explosion of misinformation, audiences today are much more skeptical. For brands, that means consistency and authenticity matter more than ever. You can’t just land one story and call it a win – you need to build a sustained reputation.”
Gabriella: “The biggest shift has been how people consume and value media. Readers and viewers today have endless choices, and they’re quick to filter out what doesn’t feel relevant or more importantly, authentic. That forces both media and brands to meet audiences where they are and to deliver real value, not just noise.”
Getting a client into major media (for the right reasons) can be more challenging than ever. What should clients expect when they hire an agency?
Lori: “Clients should expect honesty and strategy, not promises of going viral. A great agency counsels, prepares, and guides you through the process so you understand how media works. Coverage isn’t addictive, it’s compounding. It’s about building momentum, not chasing shortcuts. If it were easy to get into the New York Times every week, everyone would be doing it.”
Gabriella: “Clients should expect partnership. An agency isn’t just pitching stories; we’re strategists, creative thinkers, and advisors. We help refine the message, identify the right platforms, and think beyond the ‘one big hit.’ Success today comes from integrating earned media with digital, social, and influencer engagement so that coverage works harder and reaches further.”
How do you prevent “burnout from rejection” in your field?
Lori: “In PR, rejection is part of the job. You learn to separate constructive feedback from the natural course of pitching and move on quickly. The key is not taking it personally. Every ‘no’ is just another step closer to the right ‘yes.'”
Gabriella: “I remind myself and my team that rejection isn’t failure, it’s feedback. Sometimes it means we need to reframe the story, sometimes it just means the timing isn’t right. Resilience in PR comes from knowing that persistence and creativity often win in the long run.”
What do you do when you’re not working?
Lori: “I’m usually in the kitchen cooking and trying new recipes -nothing relaxes me more than feeding the people I love. I also love traveling and experiencing new places and cultures. And most weekends, you’ll find me being a very vocal spectator at my kids’ sporting events. Cooking brings me calm, travel feeds my curiosity, but enjoying my children and supporting them, teaching them, and cheering them on, that’s what truly makes me whole.”
Gabriella: “When I’m not working, I’m with my husband and our two little ones, whether we’re cooking together, exploring outside, or just enjoying the chaos that comes with toddlers. Cooking helps me slow down, but my real joy comes from being with my kids and experiencing the world through their eyes for the first time all over again.”
Reserve your ticket today for Street Fight LIVE 2025. And maybe YOUR brand’s story will be covered in a future edition!
