During introductory meetings, I often say, “I’ve been doing this work for over 30 years, but joining VVK slightly after its inception four years ago was my first experience on the agency side of the communications relationship.”
My career has taken me through corporate communications, nonprofit leadership, and complex organizational change, yet stepping into agency life later in my journey has been one of the most energizing shifts I’ve made.
It reminded me that reinvention is always possible and that new environments can sharpen your instincts in unexpected ways. So, in stepping into a new role as Executive Vice President of Public Relations, this moment feels both like a milestone and a beginning.
A New Role, Same Focus on What Matters
My focus now is on where we can take our PR team next. We have assembled a creative and forward-thinking group of storytellers and strategists, and I want to continue building our culture—where curiosity, accountability, and creative thinking truly thrive.
My primary goal is to strengthen how we collaborate with our clients, deepen our strategic rigor, and push ourselves to deliver counsel that is not only shrewd and impactful but deeply aligned with the realities they are facing.
A More Demanding Reality for Clients
And those realities are challenging. The economic and societal pressures weighing on many organizations—especially nonprofits—are real and growing. Nearly all of our clients are being asked to do more with less, adapt to new technologies and to navigate uncertainty while still serving communities and customers that depend on them. In this environment, our role as communicators and partners becomes even more critical.
Showing Up at Critical Moments
I’m thinking a lot about how we show up for our clients these days. Many of our clients come to us at pivotal moments—when new leadership steps in, when an organization is experiencing exciting growth, or when they’re navigating a crisis.
These inflection points require more than tactical support—they require a partner who can listen deeply, respond quickly, and help chart a path forward with both confidence and empathy.
Being part of an agency allows us to meet clients exactly at these moments, bringing perspective, structure, and steadiness when the stakes are high and the pressure is real.
What Comes Next for Our Team and Our Work
Stepping into this role, I feel grateful for the path that brought me here and energized by what lies ahead. There is tremendous opportunity to elevate our craft, strengthen our partnerships, and help our clients navigate whatever comes next.
This new chapter holds so much possibility—and I’m especially grateful to be building it alongside an extraordinary team.
—Laura L’Esperance, Executive Vice President, Public Relations
VVK Podcast Highlights Michigan News Landscape—now with video
Local news fuels nearly every conversation we have, from politics to schools to the stories we share at work, yet the system that produces it is under real strain.
In this episode, we sit down with Katy Locker of Bridge Michigan and BridgeDetroit, Annalise Frank of Axios Detroit, and Zoe Clark of Michigan Public to talk plainly about what’s changing and what’s worth protecting as journalism adapts to shrinking newsrooms, fractured audiences, and nonstop platform shifts.
We dig into how people actually consume information today, from early morning newsletters to breaking news on the radio and fast-moving, personality-driven social platforms, while also examining the business realities behind local journalism, including paywalls, membership models, nonprofit funding, public media support, and the lasting impact of the “free news” era.
Watch the full episode on YouTube by clicking the link below, or listen on Spotify, Apple, Amazon Podcasts, or Buzzsprout.
VVK Thought Leadership
Beyond the Brochure: Messaging That Restores Higher Ed Optimism
Higher ed can’t rely on data and prestige alone to rebuild trust.
This blog outlines how mindset mapping helps leaders meet that moment with empathy, emotion, and clear paths to action—turning doubt into belief and engagement.
What if the Mascot didn’t Show up for a Sponsorship… but Showed up for Work Instead?
Most sports sponsorships follow a familiar script—and are easy to forget.
In this blog, VVK’s VP, Creative Production John Heiple shares how we took a different approach for John Foy & Associates, resulting in a campaign built on honest humor and unexpected moments, and a reminder that the best creative often comes from ignoring the formula.
Welcoming VVK’s Newest Clients
