Episode Summary
Jennifer Risi is the founder and president of The Sway Effect, a PR and marketing communications agency based in New York City. With a strong background at agencies like Weber Shandwick and Ogilvy, Jennifer built her firm on the principle that diversity, equity, and inclusion (DEI) should be at the center of business strategy, not an afterthought.
In this episode, Jennifer shares her personal evolution from aspiring doctor to communications powerhouse, reveals how she landed major clients early on without a business plan, and explains why saying “no” has become one of her strongest business strategies.
Episode Highlights
- How a consulting gig and a little good karma launched The Sway Effect right before the pandemic
- Why DEI isn’t just a moral stance, it’s a business driver
- What Jennifer learned from competing with legacy agencies and winning
- How she cultivates a team-led culture through hybrid flexibility and shared decision-making
- The creative PR stunt that turned heads in Grand Central Station
Agency Info
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Company: The Sway Effect
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Guest: Jennifer Risi
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Year Started: 2019
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Employees: 11-25
If brands don’t do what they say or aren’t who they claim to be, we don’t work with them.
Jennifer Risi
Key Takeaways
Purpose Attracts the Right Clients
Jennifer didn’t start her agency to serve just anyone. She set clear boundaries from the beginning, focusing only on clients who align with her values. This alignment led to longer client retention (over 4 years!) and deeper partnerships.
“If brands don’t do what they say or aren’t who they say they are, we don’t work with them.”
Inclusivity Drives Better Outcomes
Drawing from her years leading DEI initiatives, Jennifer asserts that diverse teams aren’t just better for culture, they create better work. From product launches to PR crises, inclusive teams bring the insight needed to connect authentically with audiences.
“I’ve seen stock prices go up and sales increase when inclusive strategies are implemented.”
Leadership Is Listening
Rather than dictate return-to-office policies, Jennifer opened the floor to her team. Their hybrid model was built together, reinforcing a culture of shared ownership and trust. “We rule by the team. It’s not my decision. It’s a team decision.”
The Power of No
Saying no has become Jennifer’s focus in recent months. She’s learning to protect her team and values by declining misaligned opportunities, even when it’s tough.
“As an entrepreneur, the hardest thing to do is to say no. But I’ve learned its power.”
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