Marketing, PR & Advertising and Small Business & Startups

Former Haworth communications specialist opens new PR firm

Firm supplies media relations, digital and social media work, and writing.

September 5, 2014
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Adam Russo
Adam Russo is finding ‘rejuvenation’ in starting a PR firm. Courtesy COM 616

There is a new PR firm in town, headed by a former Haworth communications specialist.

Adam Russo quietly opened COM 616 LLC in mid-July with a small stable of clients already in place.

He said so far he is surprised by how well things are going for his new business.

“It’s really been a fun couple of months,” Russo said. “It’s really been exciting and given me a shot of rejuvenation within my personal career. The days are longer than I am used to, but they seem to go by a lot faster.”

Russo actually started the transition to business owner last year, taking on public relations work alongside his day job at Haworth.

“I thought it might set me up for the future, and it turned out it did,” he said. “I always had an entrepreneurial spirit and it’s always something I thought about doing.”

COM 616 is focused on providing three key services for clients: media relations, digital and social media services, and writing services.

Under the media relations heading, Russo said he provides everything from helping develop key messages to developing news releases and media materials, and interacting with the media on behalf of his clients.

Digital services include things like social media content strategy and channel audits, website consultation, and training of a client’s full-time staff on social media content opportunities and strategy.

Russo plans to work with clients of all types, from startups to large global companies and nonprofits, and everything in between.

His Haworth experience has helped him land a few clients in the furniture industry already and he expects he will continue to build clients in that area due to his recent background, but he said he doesn’t plan to specialize in any niche area and points to his experience beyond the office furniture industry.

Prior to Haworth, he spent two and a half years at SeyferthPR, where he worked with a vast array of clients, including McDonalds, Rockford Construction, EMS Life and Ronald McDonald House Charities of Outstate Michigan.

“My time at Seyferth was invaluable to me. I loved it,” he said. “Having the exposure to the types of clients, industries and different types of companies really gave me that perspective of different types of organizations.”

Russo said what he thinks he is bringing to the table that is different from an agency or others in town is a fresh perspective and new ideas at a lower cost.

“I think I bring a lot of fresh ideas, balanced with still having that grounded, sophisticated counsel that I can provide my clients,” he said. “I pride myself on offering the services of a full-service agency.”

Russo is a West Michigan native. He grew up in Hudsonville and graduated from Grand Valley State University. He said he always thought his career would take him to other cities, but was glad to find he could make a name for himself without having to leave home.

In addition to COM 616, Russo serves on the board of directors of the West Michigan Public Relations Society of America.

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