Sari Cicurel

So nice to meet you! First off, what’s your name? Tell our readers a bit about yourself—where you’re from originally and where you live now.

Sari Cicurel is an in-demand publicist in metropolitan Detroit. She offers the public relations, communications and marketing services you would expect from a big agency and partners them with the specialized attention of a boutique firm. For all her clients, Sari brings her passion, determination and expertise, garnering significant media exposure for her clients in broadcast, print and online news outlets.

She leverages over 35 years of experience to spearhead projects, social media strategies, event production, community relations campaigns and marketing. Sari is a storyteller who cultivates a favorable public image for her clients in a variety of industries, including healthcare, retail, restaurants, hospitality, fashion and publishing, as well as professional services and numerous nonprofit organizations.

Sari grew up in East Grand Rapids and graduated with a telecommunications degree from Michigan State University. When she is not helping her clients tell their stories, Sari can be found with her family. Together with her husband of 35 years, she has three adult children, a wonderful daughter-in-law and the best grand-puppy.

Tell us one thing you love about where you live now.

What I love about living in Metro Detroit is watching Detroit grow into such a vibrant city. From the theater and museums to the music, restaurants and cultural experiences, there’s always something to discover. There’s a pride, creativity and resilience here that makes it special, and I love being part of it. That said, I’ve always dreamed of being a New Yorker—the energy, Broadway and the idea of having so much just a walk away. I could retire to Manhattan!!

Tell us a little more about what your company does and how it started. How does it help your customers?

Sari M. Cicurel Public Relations is a boutique firm based in Metro Detroit that helps businesses, nonprofits and individuals tell their stories and build recognition. My business grew out of my love of storytelling, connecting people and bringing attention to the people and organizations doing meaningful work in our community.

With more than 35 years of experience, I provide media relations, marketing, social media strategy, community relations and event support. I work with clients across industries, including restaurants, retail, healthcare, entertainment and nonprofits, combining broad experience with personal, hands-on attention.

I help clients recognize what makes their story compelling and connect it with the right audience, whether through a television segment, a feature article or a community event. For me, public relations is about building credibility, creating relationships and helping people understand why a business or organization matters. I become an extension of my clients’ teams, so they can focus on what they do best while I help get their stories heard.

If someone wants to start a business, what advice would you give them?

I work with many startups and stand by these tips:

Build relationships from the start. Get involved in your community, make connections and take the time to learn about other people’s businesses.

Know your story and share it. Be clear about what you do, why you started and how you help your customers. You don’t have to be the biggest business to get noticed, but you do need to give people a reason to remember you. Put aside a budget for marketing and media relationships to announce the business, and a strategy for building name recognition.

Your reputation starts with how you treat people. Be responsive, set realistic expectations and do what you say you’ll do. When clients know they can count on you, they’re more likely to return and recommend you to others.

What is one piece of feedback from a happy customer or client that you won't forget?

One of the most rewarding calls I get from a client is when they say, “Someone saw us on TV or heard us on the radio and reached out—and it turned into business!” Hearing that the earned media coverage I secured led to a new customer, an appointment or a sale never gets old. It’s especially meaningful knowing how much my clients put into their businesses.

Where do you see your company in the future?

After so many years in business, this year I hired a publicist. It allows me to grow my business and have my agency in multiple media locations. When I was young, I would go to work with my father and grandfather, and I learned that being fair and honest grows your business. I stand by my motto: You Do You.

What is the biggest misconception about your industry?

Public relations is just sending out press releases. A press release is one tool. PR involves finding compelling stories, building media relationships and connecting clients with opportunities that reach the right audiences and build credibility.

One media appearance will lead to instant sales. A TV segment or article can generate business, but PR also builds recognition and trust over time. Consistent visibility helps people remember your business when they need what you offer.

What has been one of your biggest struggles building your business, and how did you deal with it?

One of the biggest struggles for a small business is building visibility while managing a limited budget and the demands of running the business. Owners have great stories, but they don’t always see the big picture: that you need to tell people through media.

As a publicist, my challenge is turning those stories into something timely and relevant for the media. I do my best to have a range of services and pricing.

Who was your favorite music artist and athlete growing up?

This may be the easiest of all the questions. To know me is to know that in 1983 I went to my first Bruce Springsteen concert. That was it for me, and I have followed Bruce around the country since. Two years ago, I traveled to Milan to see my first overseas show, a bucket list item. Unfortunately, Bruce was sick and the show was cancelled, so an overseas show is back on the bucket list. As for sports, I am a die-hard MSU fan and a fan of all the Detroit teams, and because my mother grew up in Pittsburgh, I have always been a Steelers fan!

Any shoutouts you want to make?

Well, if Bruce Springsteen is reading... See you down the road!

Where can our readers learn more about you and your company?

sarimcicurel.com