Solveig Raftery comes from a long line of entrepreneurs and knew at an early age that running her own company was her destiny. She founded The Firm Public Relations & Marketing in 1993 and since has grown the company into a full-service public relations and marketing agency offering targeted and customized programs that generate results for clients in the fields of travel and tourism, luxury and retail, health care, and real estate and development.

As President and CEO, Raftery is intimately involved in devising strategy and developing creative ideas for the company’s clients. She is responsible for The Firm’s growth and new business development and works closely with the executive team. Her take charge, no-nonsense personality, quirky sense of humor and boundless energy make for an interesting combination.

As The Firm prepares to celebrate its 22nd birthday, we discussed the public relations industry and the history of The Firm with Raftery.

How has public relations changed through the years?

Everything now is immediate, which ties into the change of having everything digitally. With the ability to reach anyone at any time with cell phones, email and social media, it creates a sense of urgency that was not there before when we were faxing and postal mailing press releases. The audience has also changed. Media are everywhere with bloggers and citizen journalists sometimes having a larger impact than mainstream media.

How has the focus of The Firm changed?

We’ve learned a lot through the years, including what type of client is a fit for us, and what really doesn’t work. We’re fortunate to be at a place where we can be more particular on the type of client we’ll work with. We’ve also evolved into an extension of in-house communications and marketing for our clients. We focus on the bigger picture being strategic and bringing together all aspects of communication - internal, external, social. Our staff is smart and creative allowing them to develop great results consistently.

Who are some of the clients The Firm has worked with?

We’ve been lucky to work with some amazing clients throughout the years including World Wildlife Fund, Nevada Public Radio, Canyon Ranch Spa, Trump International Hotel Las Vegas, Macy’s and Motor Trend Auto Show. We’ve also worked with numerous food and beverage clients including Starbucks, California Pizza Kitchen, Tropical Smoothie Café, Three Square Food Bank’s Las Vegas Restaurant Week, Whole Foods Market and Ping Pang Pong at Gold Coast Hotel & Casino.

What are some of the most recent successes for The Firm?

Two that come to mind are Three Square Food Bank’s Las Vegas Restaurant Week and Go Red Day with Scientific Games and the American Heart Association.

We’ve been working with Three Square and the Restaurant Week efforts since 2011 providing expertise in managing, facilitating and coordinating interviews, in-studio cooking demos, photo shoots and on-site live television broadcasts. As a major awareness and fundraising initiative for Three Square, our strategic public relations campaigns have helped to ensure Las Vegas Restaurant Week is successful year after year.

For Go Red Day, our efforts secured participation from more than 40 businesses in every corner of the Valley, and notable Las Vegas attractions such as The LINQ, Fremont Street Experience and ‘Welcome to Fabulous Las Vegas’ sign. Participants turned lights and signage red and included Go Red messaging to show their support and awareness of women’s heart health.

Anything else you’d like to add?

The Firm has accomplished a great deal in its 22 years in Las Vegas. Here’s to the next 22!

For more information about The Firm Public Relations & Marketing, call 702-739-9933 or visit www.thefirmpr.com, facebook.com/thefirmprandmarketing, or on Twitter @thefirmpr.