A Conversation with Dina Rezvanipour, Founder and President of 3d Public Relations & Marketing
Dina Rezvanipour is the Founder and President of 3d Public Relations & Marketing. She started at Fox Studios and moved to Distinctive Assets. As the Vice President of Distinctive Assets, she handled all aspects of PR for the company, and was their talent wrangler for the official backstage gift lounges for shows such as; the GRAMMY Awards, Country Music Awards, and Latin GRAMMY Awards. After moving to New York City in 2011, she launched 3d Public Relations in January 2012. She also started her own charity in 2010 called Generation Philanthropy.
Seoyoung Hong (BT): Where did the inspiration for 3d PR & Marketing come from?
Dina Rezvanipour (DR): So, I have worked in PR for about 15 years now. Prior to starting the company, I always envisioned starting my own firm. While working at a PR firm in New York, I started to realize that after so many years in the industry, I had the skill set and qualifications to start my own practice. There was this kind of aha moment, in which I knew that it was time for me to branch off and create something of my own.
BT: You also recently launched 3d Connected; what has that experience been like?
DR: It’s been a really rewarding experience. We launched 3d Connected, a full-service talent management firm, back in April 2019 and we primarily work with influencer moms. We realized that the current marketing landscape was shifting toward an influencer-centric model, and since we were already working with so many of these influencers, we thought it would be beneficial to our clients if we solidified these preexisting relationships by actually representing them. It has definitely been an interesting ride so far.
BT: Similarly, where did you find the inspiration for Generation Philanthropy and how did you come to find this need for supporting young philanthropists?
DR: So, as a child, I was taught to give back. At an early age, my mom used to take me to shelters, where we would take gifts to the children. Those experiences had a profound impact on me, and revealed not only how fortunate I was, but the endless amount of ways there were for me to give back. Growing up I was involved in various non-profits until I eventually decided to start my own organization aimed at helping children with learning disabilities. At Generation Philanthropy we provide children with the right resources and tools to build a strong sense of self-esteem, find what they’re good at and really grow into the person they were meant to be.
BT: What are some of the biggest differences and notable similarities in founding and growing your three companies?
DR: Generation Philanthropy is a passion project, and I’m lucky enough to have an incredible board that is very hands-on and helps with both day-to-day deliverables and long-term projects like planning events. My background in PR, marketing and events has really lent itself to producing successful galas and fundraisers for Generation Philanthropy. So, I think there’s a nice tie-in there. Out of all of the things I’ve been involved in throughout my life, 3d PR & Marketing is the venture I am most proud of. People had a lot of doubts around whether it would happen, or if it had any longevity, but after eight years, we are thriving and I couldn’t be prouder. It’s been fun to see the company grow and transform into what it is today.
BT: What was the biggest challenge you faced as an entrepreneur in these spaces?
DR: It was interesting, and also challenging at times, navigating the entrepreneurial side of things. I had to learn what my strengths are and what I can handle on my own, as well as what aspects of the business I need help with. Once you recognize that you’re not going to be great at everything, it frees you to bring on people that can help fill in those gaps. For example, I excel at finding new and creative ways to secure great press for my clients and produce beautiful events, but the financial aspects of the business are not my forte. By realizing that early on, I was able to find the right accounting team to handle billing, invoicing, contracts and chasing the money, and in turn, was able to greatly enhance my business’ growth and trajectory by fully allocating my time to my strength areas. Delegating different aspects of the business to other people, and accepting that you can’t do it all, is key to building a successful enterprise of any kind.
BT: You have past experiences in working with talent, how have they contributed to your journey as an entrepreneur?
DR: I work with talent on a regular basis throughout the year. We co-produce the official gift lounge for the GRAMMY Awards and the Latin GRAMMY Awards, and we also coordinate an Oscar gift bag each year. We always make sure to incorporate our clients into the gifting aspect of these award shows and tie in a celebrity component, because I am interacting with talent during the entirety of the award season which allows for great client exposure. During rehearsal days, I am in communication with talent, making sure they’re coming in and getting their gifts. I’m really out there pushing my clients, and working to get their brands into the rights hands.
BT: It’s been several years since 3d PR & Marketing was founded. What changes have you witnessed in the PR and marketing industry through your work with clients and where do you see the industry heading?
DR: There’s been quite a shift in the last month with COVID-19, and the shift has gradually started to become the new normal and where everything is headed for at least the near future. Events and large gatherings will be a thing of the past for the next year or so, and everything will be brought online to become virtual. This forced us to rework our business strategy, as we are an events-heavy agency, but we’ve been testing out alternatives to in-person events, hosting Instagram Lives, Zoom events, etc. to figure out what’s working and what’s going to stick. Well ahead of COVID-19, our team had already started to realize that things in the PR world were changing. Clients were more enthusiastic and excited about an influencer posting their product versus an article being written. Years ago, it would’ve been a huge win if you secured a segment in a magazine, but today, getting clients in the hands of the “right” influencer is almost of higher value.
BT: Speaking of change, how has COVID-19 affected your companies, relating to work culture and the projects that the teams are taking on? What are some of the ways you are working around the new challenges posed by the pandemic?
DR: I don’t mean to be insensitive when I say this, but with all of the bad brought about by COVID-19, I have also seen so many positive things come into play, especially within my own company and team. When this first started, there was this initial shock, but once we sat down, regrouped and had an open conversation with one another, we got more creative and resourceful. My team has always been like family, but now more than ever, the girls feel more connected to each other. As a CEO and teammate, it’s been inspiring to see. What COVID-19 has brought to my team and to the world at large is a strong sense of community. We’ve all had to recognize that we are going through this together, collectively, and that we’re going to need to help each other and rely on one another to get through it. We can use this time to connect with our clients one-on-one, showcase our expertise, and explain to them how we will work with them through this period of time to help them come out on the other side stronger.
BT: Where do you envision your companies in a few years? What are some of your plans or ideas for growth?
DR: A year and a half ago, we started 3d Wellness Retreats, which we host three times a year in great locations like Malibu and the Hamptons. I think my company is on the projection of growing as a whole. Along with expanding 3d PR & Marketing and 3d Connected, I also see our 3d Wellness Retreats reaching a whole new level of growth these next few years, especially as people’s priorities change. I have a feeling that people are going to be shifting their focus from material goods, like clothing and money, to areas such as holistic wellbeing and health from the inside out. Our retreats have started to grow at the same time we’re seeing this widespread change in mentality, and can give people the tools to navigate through that process of healing.
BT: What advice would you give to a student looking to enter the PR & Marketing Industry or founding their own agency?
DR: I’m a firm believer in internships and interned throughout all of high school and college. It really helped me navigate the world of PR and events and pinpoint my passions. As a student, I strongly suggest that you pursue internships and embark on a personal exploration to find what aspect of PR you love most. Is it representing celebrities? Is it representing influencers? Is it representing brands? If it’s brands, is it in wellness or tech? There are so many options, so take advantage of the fact that you are in a phase of your life conducive to exploration and trying things out, and focus on growing your professional experience.
For people who want to start their own company, it is definitely a scary process, but if you set your mind to it and you really want to do it, you can achieve anything. Make sure you have a great lawyer and that you’re comfortable with bringing on other people to help you as I mentioned earlier. Don’t micromanage everything and accept help when you need it, and you’ll be on the right track to success.