Over a 30-year career in public relations and marketing consulting, I’ve had my hand in more new business opportunities and written more proposals than I could ever count.
However, joining VVK in early 2025 provided a fresh lens.
Now more focused on business development, I’ve come to learn that some of the proposals I’d worked on in the past perhaps shouldn’t have been developed in the first place—at least not by us.
Wait… Turn Down A Business Opportunity?
Well, yes. At VVK, a “win” isn’t just a signed contract. A true win is a partnership where we can actually move the needle and do so in a way that feels right—because it is right for us.
To get there, we use a simple but essential litmus test based on two pillars:
Vision + Values.
Here’s how it works.
1. Vision: Can We See the Finish Line?
Before we pick up a pen (or hunt and peck on a keyboard in my case) to write a proposal or respond to an RFP, we ask:
Can we clearly envision what success looks like for this client?
If we can’t see the path to victory—or if the client’s definition of success is a moving target—we aren’t doing them any favors by earning their business.
We want to be the guides who enthusiastically see and seek the destination, not just vendors checking off tasks. If the vision isn’t clear, the strategy will always be blurry.
2. Values: Are We Rowing in the Same Direction?
This is where that essential gut check happens. We look for clients whose values align with ours. Why? Because when things get tough (and in PR, they often do), it’s shared values that keep a partnership from fraying.
For us, this isn’t just corporate-speak. For example, our commitment to diversity, equity and inclusion is a non-negotiable part of VVK’s DNA and one of the agency’s founding principles. We believe DEI is a business necessity and a moral one, and we look for partners who respect that perspective.
You can read more about VVK’s perspective on DEI here, but the short version is: we make decisions based on our values and good business—never one at the expense of the other.
Integrity Over Opportunism
By being selective, we ensure that when we say “yes” to a new client, we are all-in—and in it together. Turning down the wrong opportunity isn’t a loss; it’s an investment in the clients we already have and the ones we are perfectly positioned to help next.
Our clients have the assurance that within our community, they are joined by other businesses and organizations that prioritize values that are aligned with their own.
—Ned Ward, Senior Vice President, Public Relations
VVK Podcast Highlights How Liberal Education Leaders Are Thinking Beyond the Job Description
At a time when higher education is increasingly focused on job training, what are we losing?
In this conversation, Craig Fahle sits down with Roosevelt Montas and Rishi Jaitly to explore the enduring value of a liberal education—and why it may matter more than ever in the age of AI.
They discuss what it means to develop “full-stack humans,” the difference between learning for a career and learning for a life, and how the humanities help build the judgment, curiosity, and perspective that leadership now demands.
This is a conversation about thinking—what it means, why it matters, and how we cultivate it in a rapidly changing world.
Watch the full episode on YouTube by clicking the link below, or listen on Spotify, Apple, Amazon Podcasts, or Buzzsprout.
VVK Awards Student Scholarship in Partnership with Wayne State University
The VVK PR + Creative Student Scholarship was officially awarded at this year’s PRSSA Alumni and Student Recognition Breakfast at Wayne State University, continuing a commitment we launched to help support the next generation of communicators and creatives in Detroit.
Created in partnership with Wayne State University’s Department of Communication, the scholarship supports students pursuing careers in public relations, video production, graphic design, and digital design.
At this year’s event, VVK CEO Peter Van Dyke provided welcome remarks and introduced Dean Kelly Young as part of the morning’s program celebrating students, alumni, and industry partners.
This year’s recipient, Giuliana Vico, shared a note with us that perfectly captured why programs like this matter:
“I wanted to reach out and express my immense gratitude for awarding me the VVK PR+ Creative Student Scholarship. I am so thankful that you have considered me and my education for this award. Your support for both my academic and professional career means a great deal! With earning this scholarship, I am motivated to further my involvement in the wonderful community of PR, as well as continue to further my education here at Wayne State.”
Congrats to Giuliana and all of the students recognized at this year’s event! And thank you to our team, clients, and partners for helping make opportunities like this possible.
VVK CEO Co-Chairs CAPRSA National Agency Owner Conference
VVK CEO Peter Van Dyke recently served as Co-Chair of the PRSA Counselors Academy (CAPRSA) 2026 Spring Conference in Carlsbad, California – PRSA’s premier gathering for public relations agency owners and senior leaders focused on the business of agency growth, leadership, and innovation.
As part of the three-day conference, Peter moderated the closing fireside chat with Nicole Schuman, Managing Editor of PR News.
Peter also serves on the CAPRSA Executive Committee and has been named Chair of the 2027 Counselors Academy Conference, which will take place in Puerto Rico.