As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Carolyn Izzo.
Carolyn Izzo is the Founder and CEO of CIIC PR (Carolyn Izzo Integrated Communications), a full-service public relations and marketing communications agency specializing in travel and tourism, hospitality, food and beverage, and luxury lifestyle. With nearly 30 years in business,
Carolyn has built CIIC into a nationally recognized, award-winning agency known for transforming ideas into powerful stories and delivering highly personalized service. Under her leadership, the agency has expanded from its roots in New York to offices in Miami and Los Angeles, with global affiliate partnerships in Canada, Mexico, and beyond. CIIC PR is a proud member of LatamPR and Tribe Global and is a certified woman-owned business through the Women’s Business Enterprise National Council (WBENC). A passionate storyteller and mentor, Carolyn is deeply committed to nurturing the next generation of communications leaders.
What inspired you to start your own PR agency, and how did you get your first client?
My background is actually in theater, dance, and communications, so storytelling has always been at the heart of who I am. Early in my PR career, I worked at some of the top agencies in the country and was fortunate to learn from incredible mentors. Still, I found myself craving something more hands-on and relationship-driven. I wanted to build an agency that emphasized authenticity and principal-led service.
With a lot of encouragement and a spare room from my mother, I launched CIIC PR. My first client came through a personal connection, which reinforced what I’ve always believed: this business is about relationships. From there, I focused on delivering exceptional work, growing a team with shared values, and building momentum one relationship at a time.
What unique challenges have you faced as a woman entrepreneur in PR, and how did you overcome them?
In the beginning, I felt a lot of pressure to appear as though everything was perfect, especially as a woman building a business from scratch. I even hid the fact that I was running CIIC out of my mother’s home. But I’ve learned that authenticity is far more powerful than perfection. Another challenge was the outdated notion that emotional leadership is a weakness. I’ve found the opposite to be true. Leading with empathy, intuition, and vulnerability has helped me build stronger teams and deeper client relationships. It’s a strength I now fully embrace.
How do you stay ahead of trends in an industry that’s constantly evolving?
I believe in being both a student and a teacher. Staying curious is essential. I keep a close eye on emerging platforms, regularly engage with thought leaders, and encourage my team to brainstorm around what’s next in storytelling. I also surround myself with younger voices who bring fresh ideas and help us stay relevant, culturally connected, and innovative.
What’s your go-to strategy for building lasting relationships with clients and the press?
Authenticity and consistency. Whether you’re talking to a journalist or a client, people want to feel heard and valued. I lead with listening, really listening, to understand what they need and how we can support them. Relationships in PR aren’t built in a pitch. They’re built over time through trust, reliability, and genuine care, even when there’s no immediate ask on the table.
Can you share a campaign or media moment you’re especially proud of?
One that stands out is helping to launch Krispy Kreme in New York. At the time, the brand was virtually unknown in the Northeast. We created a 1-800 hotline to build excitement, and the buzz was electric. People were literally lined up around the block for the opening. It made national news, landed a spot on The Rosie O’Donnell Show, and helped open 12 more stores within a year. It was the perfect storm of great storytelling, media instincts, and cultural timing.
Which platforms or tactics have been most effective for growing your brand?
For CIIC, thought leadership and strategic storytelling have been incredibly effective. We’ve invested in sharing our team’s expertise through editorial placements, speaking opportunities, and industry collaborations. LinkedIn, in particular, has been a strong platform for shaping our voice in the PR and hospitality space. We also believe in showcasing our people and our wins because celebrating your team creates authentic connection.
What role has mentorship played in your career, and how do you pay it forward?
Mentorship has been foundational. I’ve had women in my life who believed in me before I believed in myself, and I carry that forward by fostering a culture of mentorship within CIIC. Watching my team grow into leaders is one of the most rewarding parts of my work.
How do you handle high-pressure situations or crises?
With calm, clarity, and compassion. During the height of COVID, many of our clients in hospitality were in crisis. My instinct was to protect my team first, and we didn’t let a single person go. That human-first approach paid off. The resilience and loyalty that emerged from that time were extraordinary. When a crisis hits, I believe in pausing, gathering facts, and acting with empathy and purpose.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Be bold, and be yourself. Don’t wait until you feel “ready.” Start where you are. Speak up, ask questions, and trust your instincts. This industry rewards creativity, grit, and relationships. Lean into your strengths and surround yourself with people who challenge and champion you.
Is there a mantra or philosophy that guides your leadership?
Yes, something my mother once told me: “To dream of the person you would like to be is to waste the person you are.” It reminds me to stay grounded, present, and appreciative of how far I’ve already come. It helps me lead with authenticity and purpose.
What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?
1. Surround yourself with people who believe in you
When I started CIIC, my mother’s belief in me was unwavering. Her support gave me the confidence to keep going when things felt uncertain.
2. Celebrate small wins
Confidence is built brick by brick. Whether it’s landing a story, getting a thank-you note from a client, or mentoring a team member, it all matters.
3. Stay grounded in your why
When doubt creeps in, I go back to why I started: to build a people-first PR agency rooted in purpose and creativity.
4. Never stop learning
Knowledge is empowering. I’m constantly investing in learning, from books to podcasts to peer mentoring.
5. Own your story
For a long time, I didn’t talk about how scrappy the early days were. Now I do, and I’ve found that honesty inspires others and gives me strength.
If you could inspire a movement, what would it be?
Something rooted in joy and connection. I’d love to inspire a movement that encourages intentional human connection, whether through dance, music, or even something as simple as a 7-second hug. There’s so much healing power in joy, touch, and presence. In a world that’s increasingly digital, we need more reasons to unplug and reengage, especially women who carry so much on their shoulders. A little joy and movement can go a long way.
How can readers follow your work?
You can follow CIIC PR’s work at ciicpr.com and connect with me on LinkedIn.
