--- title: 2 Reasons Why PR is a Powerful Tool, From a Stevie Awards Winner description: Stevie Awards winner, Samantha DiGennaro, shares why PR is such an important tool for businesses today. image: https://blog.stevieawards.com/hs-fs/file-13812011-jpg/images/0212digennaro_web_150-resized-600.jpg --- [![stevie-awards-full-logo](https://blog.stevieawards.com/hs-fs/hubfs/Stevie%20Awards%20Blog%20Theme%20Files/stevie-awards-full-logo.png?width=347&height=70&name=stevie-awards-full-logo.png "stevie-awards-full-logo")](http://stevieawards.com) Click to View Posts by Stevie® Awards Categories # 2 Reasons Why PR is a Powerful Tool, From a Stevie Awards Winner Posted by [Liz Dean](https://blog.stevieawards.com/public-relations-awards/author/liz-dean) on Tue, Jul 10, 2012 @ 02:06 PM - [Tweet](https://twitter.com/share) *[DiGennaro Communications](http://www.stevieawards.com/pubs/women/awards/414_2653_21553.cfm) (DGC) of New York, New York, USA won a Stevie**®** Award for Best Overall Company of the Year/Service Businesses with up to 100 Employees - Advertising, Marketing, and Public Relations in the [company awards](http://www.stevieawards.com/pubs/women/awards/282_1448_8468.cfm#Company) categories of the 2011 [Stevie Awards for Women in Business](http://www.stevieawards.com/women/default.cfm?). (The early-bird deadline for the 2012 Stevie Awards for Women in Business, the world's premier awards for women executives, entrepreneurs, and the organizations they run, is July 25. [Request your entry kit today](http://www.stevieawards.com/pubs/women/mailinglist/323_1616_9359.cfm).) Here we asked DGC founder, Samantha DiGennaro, why PR is so important for business.* ***![Samantha DiGennaro](https://blog.stevieawards.com/hs-fs/file-13812011-jpg/images/0212digennaro_web_150-resized-600.jpg)Why is PR such an important business tool? *** 1. **PR is a powerful tool that helps build enterprise value.** Enterprise value can ultimately help a company to be bought or sold. 2. **PR creates pride of place among both clients and employees.** Winning organizations attract the best of everything and everyone. ***Do you have a favorite app or blog?*** My favorite blog is [www.thehitboard.com](http://www.thehitboard.com/) … because it’s written by the best and brightest in the communications industry—DGC! ***What item of news recently caught your eye and why?*** “Snooki Pregnant!” The amount of coverage that this story has received is a terrible commentary on the state of our society, our values, and of journalism in general. ***If you could choose another profession, what would it be?*** I’d be an art therapist working with children of abuse in the inner city.                   ***What quality or qualities do you most value in your business associates?*** Honesty, integrity, an individual voice, self-expression, critical thinking, intelligence, and fearlessness. ***As someone at the top of your profession, what keeps you inspired or makes you hit the ground running in the morning?*** Duty, loyalty, and the desire to provide the best service to my team, to our clients, to our partners, and to society. ***The Stevie Awards for Women in Business offer several [business awards](http://www.stevieawards.com/pubs/women/awards/282_1448_8468.cfm) categories including [PR awards](http://www.stevieawards.com/pubs/women/awards/282_1448_8468.cfm#Communications) and [marketing awards](http://www.stevieawards.com/pubs/women/awards/282_1448_8468.cfm#Communications). See all [communications awards](http://www.stevieawards.com/pubs/women/awards/282_1448_8468.cfm#Communications). *** **About Samantha DiGennaro:** Samantha DiGennaro launched DiGennaro Communications (DGC) in January 2006. Since then, she has built DGC into a highly reputable business-to-business public relations agency that boasts a roster of clients ranging from global media companies to full-service advertising agencies to digital and design outfits.   Before launching DGC, Samantha built and oversaw the New York, North American, and Global Communications teams at J. Walter Thompson, the world's first ad agency. During her tenure, Sam helped reposition JWT as a more nimble creative agency. Prior to JWT, Samantha was public relations manager at DMB&B. **About DiGennaro Communications:** DiGennaro Communications is a leading full-service strategic communications company specializing in the marketing, media, entertainment, and business sectors. Its clients include premiere global and boutique companies such as GroupM, David & Goliath, Goodby, Silverstein & Partners, Mr Youth, Organic, and Live Nation. In 2011 DGC was named one of the top five most entrepreneurial companies in New York City by the New York Enterprise Report, was a finalist in the HR category of the New York Enterprise Small Business Awards, and was listed on the Inc. 500|5000 list. 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