From the beginning, Loretta Prencipe’s career has been about making an impact. Whether winning awards for her reporting on 9/11 or developing stories at the Department of Energy that were cited in two of President Obama’s State of the Union speeches, Loretta is always looking for that groundbreaking story that shifts public perception.

As vice president and the newest member of our leadership team, Loretta will help our clients in the critical DC market and beyond manage the headwinds from a challenging political environment and an economic downturn. Her wealth of PR and public affairs experience will help our clients navigate these uncertainties and strengthen their corporate communications in the months and years to come.

Interested in learning more about Loretta? Here’s a Q&A we put together:

What drew you to work in energy, sustainability and technology PR?

Part luck and part making the right career decisions. When I transitioned from being a tech reporter to working in PR, I picked up SunEdison as a client in its early days. SunEdison defined the solar market as we know it today, and it was a very exciting and important company to be a part of at the time. My work included opening new markets, handling communications through two CEO changes and managing big events with notables, such as then California Governor Schwarzenegger. I’ve been fortunate to work in energy, advanced materials, environmental tech and more. My view is this: If it’s geeky, it’s good.

Loretta installing solar panels

How do your past experiences as an attorney and a reporter inform your work today?

My training as an attorney taught me about the power of words. It helps me “speak legal” and work well with both the CMO and legal counsel during a crisis communications situation. It also taught me there’s always someone smarter than you in the room. My experience as a reporter is useful for media training clients and for thinking about that really ugly follow-up question.

Can you share some of your proudest moments from your career to date?

Winning the SABRE for getting the U.S. hardwoods industry included in the first round of trade negotiations between the U.S. and China was pretty amazing. Also producing two videos on extremism that were shown at the New York Metropolitan Museum of Art still makes me stop and wonder: just how did I happen to be at the right place at the right time?

What are your plans for your first year at RH Strategic?

Building on the great work that this firm does and bringing that to innovators who are redefining energy and energy services or creating market solutions to address climate change. I also want to contribute to how the firm uses data to demonstrate client successes.

What work are you doing for the broader PR and business ecosystem?

Community and opportunity — those are the common threads to my work outside of RH Strategic. One of the things I (hopefully) taught my daughters is: you are responsible for creating your own community, and what you create ideally should reflect what you value. The concept of community-building shouldn’t fall by the wayside during the pandemic. Can we build community when we’re not face-to-face anymore? Yes, but it requires thinking differently now. My take is that it should include creating opportunities for others, and that’s part of my board work at Women’s Council on Energy and Environment, with the principal at a local university’s investment fund, and with the work I do on diversity, equity and inclusion with Rotary. That said, sometimes I need to leave the community behind and go for a hike – alone.

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RH Strategic is a Seattle and D.C.-based communications firm with a nationwide presence and additional global reach via membership in the Worldcom Public Relations Group. We provide strategic public relations for innovators in the technology, government and healthcare markets.