Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with Carolina Copello, founder of Copello Communications, a boutique PR and strategic communications agency based in Miami, Florida. What began with curiosity and an impromptu leap of faith has grown into a career that spans continents and empowers companies and women alike.
Episode Highlights:
- How Carolina’s global upbringing and corporate experience led to starting her agency
- Why she believes keeping her agency lean has been a key to longevity
- Her experience translating live at a press conference for 500 journalists
- The inspiration behind launching Global Latinas, a mentorship community for women
- Practical lessons in independence, risk-taking, and trusting your network
Agency Info
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Company: Copello
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Guest: Carolina Copello
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Year Started: 2011
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Employees: 1-10
People reach out asking for a press release, but I always ask why. That’s where the real work begins.
Carolina Copello
Key Takeaways
Start Before You’re Ready
Carolina’s journey into PR was far from traditional. She didn’t go to school for it, she Googled her way into the field. Her story is a reminder that curiosity and initiative can open doors faster than credentials. Sometimes, passion is discovered along the way, not before the first step.
Go Small to Grow Strong
Rather than scale for the sake of it, Carolina intentionally kept her agency lean. She emphasized flexibility, personalization, and high-caliber partners over headcount. This model allowed her to deliver consistently tailored results while maintaining work-life balance, especially as a mother and entrepreneur.
The Power of Proximity and Relationships
Carolina’s first clients didn’t come from cold calls or campaigns. They came from her community. Her approach? Build meaningful connections before you need them. Those relationships have carried her agency through more than a decade of economic and industry changes.
Building Community Builds Business
Her latest initiative, Global Latinas, stems from her desire to create a platform for Latin American women to connect, grow, and access global opportunities. It’s a full-circle moment for someone who once needed to look everything up and is now building paths for others.
PR Is More Than Press Releases
Carolina is quick to dig deeper when clients ask for traditional deliverables. Her philosophy: Understand the “why” before delivering the “what.” This strategic mindset allows her to align messaging with real business goals, making communications more meaningful and effective.
Show Notes
Resources & Mentions:
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