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Headcount for Orange County’s public relations firms remained steady in 2025 as the industry adapted to changing technologies.
The region’s 24 largest agencies reported a 1.3% increase in employees to 379 full-time staff, up from last year when it fell 2.7%, according to this week’s Business Journal list. Artificial intelligence (AI) is a source of both excitement and concern for PR firms, executives said, pointing out that it’s reshaping the industry by cutting down on tasks, such as drafting press releases and monitoring media trends, with some fearing that it will replace jobs.
Given the rise of AI, firms are emphasizing creativity and client relationships. “The concern I have is that some in our industry are using AI as a shortcut—not just for content but for thinking,” Reveille Inc. Chief Executive Brenda Singer told the Business Journal.
Reveille, tied for No. 6 on this week’s Business Journal list with 17 local employees, specializes primarily in the healthcare and nonprofit sectors. The Costa Mesa-based firm serves notable local clients including City of Hope, Pacific Symphony, the Samueli Foundation and Vanguard University.
Flexible Hybrid Work Model
“There is an ‘anti-capitalist’ movement that seems to be sweeping the nation, making it more important than ever for companies to communicate how they operate and conduct good business,” Jenn Quader, CEO and president of The Smart Agency, told the Business Journal.
Quader said that this year the firm, ranked No. 6, grew its client relationships and moved its headquarters about a mile down the street to 7700 Irvine Center Drive.
“We do use our office flexibly, allowing team members to come and go as they need in order to fulfill their responsibilities across client companies while still connecting and engaging with our team,” Quader said.
Costa Mesa-based Idea Hall also employs a hybrid staff model, made popular by the pandemic, to “ensure a consistent and integrated team in-house paired with trusted contractors,” according to CEO Rebecca Hall.
Idea Hall, No. 9 on the list, saw local headcount decrease 25% to 15 employees.
Economic Challenges
Spotlight Marketing Communications, No. 12 on the list, saw headcount decrease 14% to 12 employees. The Tustin-based firm specializes in commercial real estate, an industry that has been impacted by rising interest rates, which has “reshaped deal flow, financing structures and investor sentiment,” according to Damon Elder, president of Spotlight.
“The volatility and uncertainty that have defined the early months of 2025 have only intensified these headwinds, making strategic messaging and market positioning more critical than ever—particularly as clients grow increasingly conservative and hesitant to commit to major business investments,” Elder told the Business Journal.
Madison Alexander PR solely focuses on the technology sector ranging from cybersecurity to semiconductors. “I have represented clients in OC, but tech PR in respect to cybersecurity is far more national and global than just OC,” CEO Dan Chmielewski told the Business Journal.
New Firms to the List
Headcount changes were varied across the county. Eight firms reported an increase in employee count while six reported a decline. Seven reported no changes.
Costa Mesa-based The Brand Amp retained its No. 1 spot on the list, even with an 11% decrease in headcount to 56 employees. Co-founder Todd Brooks attributed the drop to economic uncertainty, pushing clients to spend less “on programs that aren’t directly attributable to sales.”
“Since our staffing is directly tied to the scope of business we support, the reduction was necessary and planned for,” Brooks told the Business Journal.
Forge, based in Lake Forest, saw the greatest growth on the list, with its headcount up 71% to 24 employees. Forge describes itself as a full-service creative studio and recently added public relations to its service offerings. It has worked on advertising campaigns for Kia and a collaboration between Coca Cola and “Star Wars.”
“This new addition has allowed us to forge strong connections to help our clients reach their goals while allowing us to grow our team,” Matthew Givot, founder and CEO of Forge, told the Business Journal.
Other new firms on the list include Los Alamitos’ Miller Geer & Associates, exclusively focused on healthcare and life sciences, as well as Rox United in Huntington Beach.
Miller Geer last month announced that it’s partnering with local business accelerator Octane as an Octane Preferred Advisor. In this role, the firm will provide operational and consulting advice to Octane’s portfolio companies. n