Behind the Scenes: What a Month at Lozafina Actually Looks Like
Photography by Tootie Claxton of That Life Visuals.
When people ask me what it's like to run a marketing and public relations agency, I usually smile because the answer is: every day is different.
One hour, we're helping a nonprofit refine its message. The next, we're preparing a leader for a major announcement, brainstorming a social campaign, responding to a communications challenge, or researching history to ensure every word we publish is accurate and meaningful.
July was one of those months that perfectly captured what life at Lozafina is all about.
This month, our team partnered with organizations making a difference in very different ways.
We worked alongside the Great Plains Black History Museum to help preserve and share stories that have shaped our region. That meant diving deep into history, researching people and events, developing campaigns around the 63rd Anniversary of the March on Washington (which will be held Aug. 1), and ensuring every piece of messaging honored the legacy behind it.
We collaborated with MENTOR Nebraska to tell stories that inspire more adults to become mentors, highlighting the life-changing impact one caring adult can have on a young person's future.
We continued supporting Inclusive Communities as they prepare for their Youth Impact Summit and Conversations for Change initiatives—work that encourages people to engage across differences with curiosity, respect, and a commitment to building stronger communities.
We also partnered with leadership experts, entrepreneurs, venture capital firms, commercial real estate professionals, and growing businesses, helping each of them communicate with clarity and confidence.
Different industries. Different audiences.
The same mission.
Helping organizations tell stories that matter.
The Work People Don't See
Most people see the finished product.
The social media post.
The press release.
The newsletter.
The LinkedIn article.
The event announcement.
What they don't see are the countless conversations that happen beforehand.
The research to verify every historical fact.
The strategy sessions to identify the right audience.
The revisions that transform a good message into a memorable one.
The media outreach that happens behind the scenes.
The analytics we review to understand what's working — and what isn't.
Sometimes a single social media post represents hours of planning, collaboration, writing, editing, and refinement.
That's the invisible work of strategic communications.
One of my favorite parts of this job? Being behind the camera, not in front of it. During this 2025 shoot with EPIC for Girls and Channel 3 News, our team helped coordinate interviews, identify the strongest visuals, and ensure every angle told the story. That's the part people don't always see—but it's where great public relations comes to life — photography by Tootie Claxton of That Life Visuals.
Every Story Starts With Listening
One thing I've learned over the years is that great marketing doesn't begin with a clever headline.
It begins with listening.
Before we write a single word, we want to understand the people behind the organization.
What do they believe?
Who do they serve?
What impact are they trying to create?
What story has yet to be told?
When we take the time to answer those questions, the messaging becomes more than marketing.
It becomes meaningful.
A Month That Reinforced Why We Do This Work
This month also reminded me that communications isn't about being the loudest voice in the room.
It's about helping the right stories reach the right people.
Whether we're preserving history, recruiting mentors, developing leaders, supporting nonprofits, or helping businesses navigate growth, every project comes back to one simple idea:
People connect with people.
Not algorithms.
Not trends.
Not buzzwords.
Stories.
That's why we do what we do.
As we move into another month, I'm excited for what's next.
New partnerships.
New campaigns.
New challenges.
And more opportunities to help organizations communicate with purpose.
Because behind every great organization is a story worth telling.
And at Lozafina, we're honored to help tell it.