Romina Groot, a native of Amsterdam (The Netherlands), relocated to the United States in 2015. After settling in Hollywood and earning her degree from The Los Angeles Film School, she began her career in creative media production at a prominent PR firm in Los Angeles, where she successfully assisted on high-profile campaigns. In 2021, Romina established Groot PR, a boutique agency specialized in PR and Client Development for niche brands and leading professionals in the entertainment industry. Romina has since worked with a diverse range of clients worldwide.
Romina recently launched a comprehensive mentorship program designed to support aspiring professionals in gaining entry into the industry. Through this program, participants will gain valuable insights into public relations and learn proven strategies for successfully launching and growing their own business.
“Just do it. Follow your dreams and goals, because if you don’t try it, you’ll never know.” – Romina Groot
Can you introduce yourself and tell us more about your story and your business?
When I was a young girl, I knew my dream was to move to the U.S. and as I would say back then “become famous”. Haha well, the become famous part I left behind, that was a little girl’s dream. But the moving to the U.S. part stuck with me forever. I left the Netherlands in 2011 and moved to Manchester, the United Kingdom, where I obtained a degree in Music Business and spent 3 amazing years.
In 2015 I moved to the U.S. to pursue a degree in Los Angeles and I ended up graduating with a degree in Entertainment Marketing and another degree in Entertainment Business Management. From there I worked for a few companies in the Los Angeles entertainment industry and soon realized I wanted to work for myself. I relocated to Dallas, TX during the pandemic and created Groot PR. What once was a small idea, has turned into a business I could’ve never dreamed of. I now live in Nashville, TN after briefly living in San Diego, after Dallas.
So far Groot PR has worked with niche creative brands, event promoters, top-tier artists, 4 ex-NFL players, and athletes, and it’s way beyond my biggest dreams!
What made you decide to go into business for yourself?
After working for several bosses I came to realize I want what they have. A business they run on their terms, and their time. All my family is in Europe and I wanted to create a life for myself where I have the flexibility to create my own schedule but also work with my own clients. I believe every person has a dream and goals, and as a business owner, I truly thrive on making these goals and dreams come true for my clients.
How did you market your business when it was brand new?
This was and still is the hardest part for me. Technology and social media are shifting so rapidly every day, that it sometimes is hard to keep up with the trends. Being a business that sells a service and not a product, it makes things even harder sometimes. I have come to utilize TikTok and started creating engaging content that viewers can learn from whilst enjoying the message. I also run ads to a very specific target market and use LinkedIn to connect with like-minded industry professionals.
What are the three most important habits to be a successful entrepreneur?
My number 1 would be: Routine.
Number 2: Health = Wealth.
Number 3: Networking
Routine is incredibly important in my daily life. Without routine, I wouldn’t get anything done. It doesn’t mean I do the same thing every day, it simply means I get up around the same time, workout first thing in the morning, and eat + sleep around the same time.
This goes into number 2, where health = wealth. Sleeping, eating healthy, and working out, I personally think benefit your mental capacity and of-course your physical health. When my physical health is down, or I don’t get enough sleep, my mental capacity suffers and I can’t get anything done.
Last but not least, networking. As a business owner, it is crucial to create a network of like-minded individuals, but also meet potential new clients. Networking is key to a successful business.
If you had one piece of advice for someone just starting out, what would it be?
Just do it. Follow your dreams and goals, because if you don’t try it, you’ll never know.
Since we just moved to Nashville we are very new to the city, but this is something we are very eager to do. So if anyone is reading this, Groot PR would love to be able to support the local community in Nashville!
Every entrepreneur has a goal and problem they’re trying to solve. What was the inspiration that started your journey?
I noticed that there are a significant number of artists and brands that do not get the recognition they deserve. There is such an incredible amount of talent out there, whether its music, athletics, business, brands etc. I wanted to create a business that truly listens to the creators ideas and goals, and build a PR campaign that stands out from the crowd.
What would you consider your biggest accomplishment and why?
Moving to the United States and accomplishing my goal of starting my own business. It definitely has not been easy, and the immigration process can be hard at times, but if you really want something, you must work extremely hard for it, and so I did. I truly see being able to live my dream in the United States of America, as a female business owner, my biggest accomplishment to date,
What challenges have you faced in the workplace, especially your experience in male-dominated environments?
Being a small and new business, people often don’t take you seriously. They don’t believe you have what it takes, and have nothing to prove for it. However, that is of-course not the case. Most people, including me, that started their own business all had to start somewhere, where we gained significant experience that we took into our own business. I think that is the biggest challenge for me. As for a male dominated field, the music industry is rapidly shifting and a lot more women are taking high-up positions. I have definitely dealt with my fair share of men that don’t take me seriously, however, they quickly come to find out that I am the only person they can handle that specific situation with and change their demeanor.
Can you share some of the most important lessons you’ve learned from your successes and failures in business?
To always stay humble and kind. No matter how successful you get in life, we’ve all started somewhere. Right now there is someone sitting with a million dollar idea that may be even more successful than you, but I’ve learned that no matter what, to always treat people with respect and kindness.
What initiatives or actions do you believe are crucial for fostering a more supportive and inclusive business environment for women?
To create opportunities for women. I personally love to hire interns as they’re willing to learn, help, and are open to new challenges. Most of the females I have hired as interns, I introduce to my network so that they can grow in their career as well.
How do you set your business apart from others in your industry?
We consider ourselves a boutique agency as it’s truly just me running everything and my clients communicate with me directly. This means it sets us apart from other agencies where clients have to communicate between several sources where things can get lost in translation. On top of that, I am Dutch and have an extensive network in Europe, which I utilize for my PR clients. We are a very personable agency that uses a global approach to PR.
Do you have a favorite quote or motto that inspires you?
It is actually a bible verse, Isiah 43:2 – “When you walk through deep waters, I will be with you.” It’s a comfort for me when things get really hard and I feel like giving up that there is always god looking over me and that it’ll be okay.
Conclusion
I truly believe that exceptional storytelling can change a person’s entire career for the better. My goal is to put every client in the spotlight they deserve. I truly love what I do, and I love that I am living my dream of being a business owner in the United States.
Never in my wildest dreams would I have guessed that as a little girl. If you’re someone who is new to PR, have no clue what it is about, or do know, and would love to get some insights on how we can help you, please don’t hesitate to reach out! You can find our website at Groot PR or Instagram.
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Melissa Stewart is the founder of SheOwnsIt.com. She is a Purveyor of Possibility, Entrepreneur Advocate and Coffee Addict. She believes that behind every successful woman is her story. What’s your story?
