Founder and Creative Director, Melissa Orozco, shares just how PR has the ability to be used as a force for good

Starting her career while living in New York City and cutting her teeth at one of the city’s most creative Public Relations (PR) agencies, Melissa Orozco decided it was time for a change! As a lifelong believer of stories having the power to drive behaviour, and the ability that PR could have as a force for good, Melissa moved to Vancouver, a global epicenter for social innovation, and founded Yulu PR. While she still calls NYC her second home, she is a native New Mexican who holds strong to her roots and will challenge anyone to a chili cook-off. Melissa shares her drive and determination for good through her career story and advice for those looking to break into the impact space.

What’s YULU in a nutshell?

Yulu is an award-winning public relations firm founded on the principles of sharing stories that matter and using PR as a force for good. We are the heart and mind behind Impact Relations, a new standard for authentic communications.

What inspired you to start YULU and what do you hope to achieve?

I knew I wanted to do communications and PR from the first day of freshman year – I’ve always believed that stories have the power to drive behaviour, and this led me to found Yulu.

Fun facts from Melissa:

My first job ever was…

photographer’s assistant.

Most people don’t know I …

am an amateur sailor and race year-round.

The skills and resources that I rely on most for my job are…

creative brainstorming. I think it’s one of my most undersold assets to clients.

The best piece of advice I ever received is…

shoot for the stars and stick to your values.

Advice I have for others looking for a career in social impact…

understand that communication is a really powerful tool and that PR can be used as a force for good.

My greatest productivity tip is…

know when you’re adding value and what energizes you and you’ll always feel motivated.

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