Blaze PR’s Matt Kovacs on building an award-winning company culture, embracing AI in comms and more
'PR isn’t about chasing hits—it’s about aligning perception with real business objectives,' Kovacs says, sharing PR insights
From the day Matt Kovacs left top PR firms to start an agency with his team, he had one major goal: bridging the gap between strong company culture and meaningful client relationships.
That vision became the foundation of Blaze PR, a boutique firm serving consumer and B2B clients.
With offices in California and Washington, D.C., the consumer PR firm distinguishes itself by the way it treats staff with respect and support, and its clients as “true partners.”
Kovacs, who serves as president of Blaze PR, said his time working with talented teams at various firms — where he learned “how to build integrated strategies for major national brands” — shaped his understanding of leadership and the power of storytelling.
Those experiences were the driving force behind launching Blaze PR.
“Over time, I realized I wanted to create an agency that blended big-agency thinking with a boutique level of attention and agility. That led me to Blaze PR, where I initially joined in a strategic leadership role,” Kovacs told EIN Presswire in an exclusive interview.
“As the agency continued to grow and evolve, stepping into the president role became a natural progression,” he continued. “My goal has always been to build a company where great work and great culture coexist and where clients feel like true partners, not just accounts.”
Fortunately, Kovacs and his team at Blaze PR have lived up to those values. The firm has been recognized as one of the Best Places to Work.
In addition, Kovacs was recently honored by the International Association of Top Professionals as Top President and Brand Strategist of the Year — recognition he humbly calls a “reflection of our entire team’s dedication.”
“Being named one of the Best Places to Work validates our belief that great PR only happens when teams feel supported, empowered and inspired,” Kovacs said.
“Awards are never the goal; they’re simply a byproduct of consistently doing the work the right way.”
At Blaze PR, the “secret sauce” is a mix of strategic thinking, creativity and a focus on measurable results.
Blaze PR works with clients across diverse industries, including natural foods, beverage, wellness, travel, hospitality, retail, and more.
On the consumer side, the agency has represented brands such as Monster Energy, Mary’s Gone Crackers and others, building visibility through media relations, influencer engagement, product launches and experiential activations.
As for B2B clients, the firm has supported companies including Boxed Water, Ralphs Grocery, and Next Level Apparel.
When speaking with Kovacs, one thing becomes clear: he isn’t shying away from the future of AI-driven communications.
He’s leading his team to evolve their strategies for an era where appearing in AI-generated search results is essential. At the same time, they continue to secure earned media placements and use PR distribution tools like EIN Presswire and others to amplify their clients’ stories.
In a wide-ranging conversation, he offers his take on the evolving PR landscape in the age of AI, plus career insights, practical tips, and more.
Q: Looking back on your career, what obstacles have you faced, and how did those experiences shape the professional you are today?
A: Like most careers in PR, mine has been shaped by moments of both success and challenge. Early on, I faced the common obstacle of learning how to manage high expectations from major brands while still finding my own voice and leadership style. I also navigated economic downturns, shifting media landscapes, and the evolution of digital and social channels, all of which forced me to rethink how PR delivers value. But each challenge strengthened my adaptability and reinforced the importance of staying proactive, not reactive. These experiences taught me that resilience, transparency, and creative problem-solving are essential. They pushed me to become a leader who empowers teams, embraces change, and always keeps clients’ long-term business objectives at the center of our strategy.
Q: We’ve talked about AI’s role in communications. From your perspective, what’s the most exciting or challenging way it’s changing how brands connect with audiences?
A: AI is reshaping communications in ways that are both incredibly exciting and undeniably challenging. On the exciting side, AI gives brands the ability to understand their audiences at a much deeper level, faster than ever before. We can analyze sentiment, trends, and content performance in real time, allowing us to create messaging that’s more relevant, more personalized, and more timely. For PR specifically, AI helps us identify reporters’ interests, craft smarter narratives, and optimize content for search in a world where AI-driven discovery is now the first stop for many consumers.
The challenge is ensuring that the speed and efficiency of AI never replace authenticity. Audiences can spot generic or automated messaging instantly, and trust is still built on human insight, creativity, and emotional connection. The brands winning in this new landscape are the ones using AI as an enhancer, not a substitute. The key is to leverage the technology to work smarter while doubling down on the human side of communications: strategic thinking, relationship-building, and storytelling with real heart.
Q: Tell us more about your journey into public relations, and how you got started.
A: My journey into public relations wasn’t something I mapped out from day one, it evolved from a genuine curiosity about how brands shape culture and how stories influence behavior. I studied Communications and History at the University of Southern California, and that combination gave me a unique lens: understanding both how narratives are crafted and how they endure over time. Early in my career, I landed opportunities with agencies that exposed me to major consumer brands and fast-paced environments where no two days looked the same.
What drew me in, and ultimately kept me in PR, was the blend of strategy, creativity, and problem-solving. I loved the challenge of taking a complex idea or a crowded category and finding the right message, the right moment, and the right media to bring it to life. As I took on more responsibility and began leading larger accounts, I realized that I valued building relationships just as much as building campaigns. That combination is what ultimately led me to Blaze PR. Today, I still get the same energy from helping brands tell their stories, evolve their identities, and navigate the ever-changing landscape of communications.
Q: Describe your firm and the industries and clients you serve.
A: Blaze PR is a nationally recognized agency specializing in strategic communications for consumer and B2B brands that want to stand out in competitive markets. What sets us apart is our ability to pair big-agency strategic thinking with boutique-level service, clients get both top-tier expertise and hands-on partnership.
We work across a diverse range of industries, including natural foods, beverage, wellness, travel, hospitality, retail, and sustainability. On the consumer side, we’ve supported brands like Monster Energy, Mary’s Gone Crackers, Chronic Tacos, and Cycle Gear elevating their visibility through media relations, influencer engagement, product launches, and experiential activations.
On the B2B front, we help companies like Boxed Water, Ralphs Grocery, Next Level Apparel, and AU Energy translate complex or technical messaging into compelling narratives that resonate with trade, retail, and business audiences. Whether it’s a legacy brand repositioning or a startup breaking into the market, we tailor every strategy to meet the client’s immediate needs and long-term objectives.
Ultimately, Blaze is built on a simple philosophy: deliver creative, measurable PR programs that move the needle and make the process collaborative, transparent, and enjoyable for the brands we represent.
Q: Blaze PR was recognized by PR Week as one of the Best Places to Work. What do you think contributed to earning that honor?
A: Being named one of PR Week’s Best Places to Work is an honor that truly reflects the culture we’ve built at Blaze. At our core, we prioritize people, our team’s well-being, growth, and sense of purpose. We’ve always believed that great client work starts with a great internal environment, so we focus heavily on mentorship, professional development, and giving our team real ownership over the work they do.
Transparency is another big part of it. We operate with open communication, clear expectations, and a collaborative approach that makes everyone feel heard and valued. We also make space for creativity, risk-taking, and celebrating wins, big or small. And, importantly, we try to maintain balance. PR is a fast-moving industry, so we strive to create a workplace where people can do exceptional work without sacrificing their lives outside the office.
Ultimately, the recognition is a reflection of our team. Their passion, curiosity, and commitment to one another are what make Blaze PR not just an award-winning agency—but a place people genuinely enjoy coming to every day.
Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?
A: One of the biggest mistakes brands make is treating PR as a quick fix instead of a long-term strategy. Too often, companies come in wanting immediate headlines without first building the foundation, clear messaging, a compelling narrative, consistent content, and a relationship-driven media approach. PR works best when it’s proactive, not reactive.
Another common misstep is assuming that one story fits all audiences. Reporters, consumers, investors, and retailers each care about different angles, and brands have to tailor their story accordingly. When companies skip that nuance, they risk blending in or missing the moment entirely.
Ultimately, the strongest PR programs come from brands that invest in thoughtful strategy, listen to data and trends, and commit to telling their story authentically over time. PR isn’t about chasing hits, it’s about shaping perception in a way that aligns with real business objectives.
Q: Anything else you’d like to share about the industry you work in or helpful tips?
A: One thing I always tell clients and young professionals is that PR is ultimately a relationship business. The tools, platforms, and technology will keep evolving, AI, new social channels, shifting media models, but the fundamentals remain the same: know your audience, tell a compelling story, and build genuine connections. Reporters don’t just want pitches; they want partners who understand their beat and bring value. Audiences don’t want noise; they want clarity, authenticity, and consistency.
Another tip is to stay curious. The best PR people are the ones who constantly read, ask questions, and push themselves to understand not just their clients, but the world around them. Trends move fast, and the brands that succeed are the ones willing to adapt, experiment, and embrace change rather than fear it.
Finally, don’t underestimate the importance of patience. PR is a long game. The impact comes from cumulative effort, showing up with great stories, meaningful insights, and consistent value. When you stay committed to the process, the results follow.