Romina Groot Building Influence and Shaping Culture Through Public Relations grootpr

Globe and Mail

2 days ago

Romina Groot's vision as a public relations specialist is not just about visibility - it is about making the story seen and presenting it to the outer world. Her vision showcases focused commitment to helping individuals and brands tell their stories with intention. From the streets of Amsterdam to the studios of Los Angeles and ultimately to Nashville, she has built a career that is grounded in strategic storytelling and cultural sensitivity. Along the journey, to fulfill this case Romina founded Groot PR to help individuals communicate their backgrounds with clarity, confidence and purpose.
Her work does not follow chasing trends or headlines, instead she works behind the scenes as a quiet architect crafting campaigns that reflect the depth of her clients' identities and the values they stand for.
Early Life and Foundations in Media
Born and raised in the Netherlands, Romina started her creative journey after studying Music Business in Manchester, UK and further deepened her expertise and knowledge in Entertainment Business Management at the Los Angeles Film School. These foundational years were not just about earning degrees; they were about learning to translate culture into connection.
Living and learning in Europe and the United States shaped Romina's understanding of global communication. She got to witness how public perception can open—or close—doors for creative professionals. That realization fuelled her passion for helping others control their narrative and carve out space for their work in competitive industries.
Founding Groot PR
After gaining experience in LA with agencies and with creatives across music and across media, Romina then discovered a gap in the market particularly for independent professionals and for emerging talent, for more tailored publicity that is narrative-focused. In 2021, she founded Groot PR, a boutique public relations firm, focusing on bridging this gap. Initially based in Dallas, Texas, and later relocated to Nashville, Groot PR serves a number of clients like Keaton Interiors, Giselle Chusan also known as 'Explore with GG", Nicole V. Logtenberg, Pete Floyd, Charlie Kolean and other personalities currently and has a growing client base across entertainment, lifestyle, music and sports.
The agency's work ranges from media placement and brand positioning to press campaigns, launches, and reputation management. Former NFL athletes, independent musicians, authors, with founders in business like Shelby Lynn, Lucas Horne, Kyle Daniel and others are some of the clients of Groot PR. Her role extends beyond execution—she is often their strategic advisor, helping creatives and entrepreneurs navigate press relationships with clarity and integrity.
It is clear that her approach is to cater each story with their own customised model. Each campaign is structured around the goals, tone, and vision for the client, so her work is highly personalized and adaptable.
Impact and Recognition
Romina has been featured within multiple industry interviews which include Voyage Dallas, Shoutout LA, ENTRTNMNT and Medium's Creative Leaders column. These features reflect how broad is her work and how peers and clients regard her as a professional in delivering consistency, discretion, and results. Talking about her impact even more, Miami Music Week, a place where CEO's from big companies such as BandsinTown, TicketFairy are featured in the panel, Romina was also selected as moderator where she shared her knowledge about how to build a community in the music industry.
In addition to this, she also runs mentorship programs for young entrepreneurs and mentors small business owners plus freelancers and creatives wanting public relations and brand visibility basics for their businesses. Her broader goal within this initiative is to increase the accessibility of a publicity strategy for early-career and underrepresented talent.
Working Philosophy and Distinctive Voice
Romina's approach is simple – authenticity and presence. She focuses on thoughtful messaging, responsible representation, and long-term narrative building over short-term media buzz. Her multicultural background gives her an edge – a better understanding of global communication, allowing her to bridge audiences and markets with fluency. This method has allowed her to build a career that prioritizes client reputation, message control, and brand sustainability.
Over the years, Romina Groot's contribution to the creative communications field has been marked by steady influence. She has positioned herself as a strategic partner to individuals and brands who value integrity, authenticity, and long-term growth.
Through Groot PR, her mentorship initiatives, and her cross-industry collaborations, she has provided the platform to different stories that resonate across borders, platforms, and industries—quietly but decisively making her mark.