Meet Leeza Hoyt, the Accidental Entrepreneur Who Built an Award-Winning Business
Public relations (especially reputation and crisis management, social sentiment, and investor relations) is rapidly changing and plays an even more critical role in the media mix than ever before. One disruntled team member or company scandal can spread bad news (true or false) like wildfire and damage a MULO (multi-location) brand. On the other hand, positive media exposure can lead to a sales boom and increased product demand. One woman who has seen it all is Leeza Hoyt.
Leeza Hoyt, President and Founder of public relations agency THO, we be joining us at Street Fight LIVE to talk about the changing face of PR and why it can be one of your most important brand functions today.
How did you decide to embark on a PR career? Start your own company?
“I didn’t set out to build a company. In fact, the whole thing started as a fluke.
I was working at a new job when the phone rang. On the other end was a former client who wanted us to represent their company. It seemed like the perfect fit—until my boss shut it down. ‘Not our type of client,’ he said.
That could have been the end of it. But this client knew me well. They trusted me. And instead of walking away, they threw out an idea I hadn’t considered: ‘Why don’t you pitch it on your own?’
It was a daring suggestion. Risky. But something about it stuck. So I took a deep breath, gave it a shot… and won the business.
Suddenly, I was faced with a choice: stay safe in my job, or take the leap into the unknown. I quit.
What felt like an accident at the time turned into the foundation of something lasting. Today, more than 25 years later, that one phone call has grown into a thriving agency—proof that sometimes the best opportunities don’t arrive neatly packaged. They sneak up on you, disguised as chance.
And if you’re brave enough to say yes, they just might change your life and a few other people’s path along the way.”
What are three major changes you’ve seen in the industry over time?
“The first biggest change is the move away from heavily media driven campaigns, to a digital first emphasis. While media is clearly a component – PR is based on storytelling after all – it is now not only media but social media including X, LinkedIn, Instagram, TikTok, and more. Podcasts have heavily moved into the mix and no doubt there will be many other channels as we move forward.
The second biggest impact is the availability of data, which influences campaigns. Who’s reading the content and what actions are being taken? It’s all measurable. Campaigns are based on engagement, sentiment, lead generation, and a hard-line contribution to the company’s business goals. This has elevated PR from ‘soft’ awareness to a solid, measurable driver of brand reputation, and ultimately, more sales.
The third major shift is that stakeholders now lean into brands as they expect them to take stands on social, environmental, and cultural issues. Thus, PR is central to maintaining and building corporate reputation, crisis management, and the authenticity of the company. It points to value alignment, and today, it has evolved from media pitching to strategic, data driven reputation management across many digital ecosystems.”
What MULO (multi-location) brands are among your favorites?
“OMG, Many! I’m a true Starbucks fan (sorry not sorry!) Marriott is one of my go-to brands for travel; I know they will always be safe, clean and have solid amenities. Subway is always my go to for awesome sandwiches no matter where I’m traveling.”
What do you do outside of work?
“I’m an animal lover, and currently have a number of fosters and ‘foster-fails’ at my house (visitors beware!) I’m also an avid skier and I love to travel!”
We invite you to join us and meet THO’s Leeza Hoytt (as well as leaders from companies like Scorpion, Fat Brands and Massage Heights) at Street Fight LIVE 2025 , September 30th in Los Angeles. Let’s shift the discussion on brand reputation … together!
