In the PR industry, where personal careers are built upon others’ reputations, it’s often necessary to make compromises. Protect the client, right? Not always, says Marvet Britto who has repped stars like Kim Cattrall and Mariah Carey:

I always tell people, “It’s not what you say yes to, it’s what you say no to that builds equity.” So, for me, I’ve had to stop working with A-list clients. I knew that I was being asked to compromise my morals or my character or integrity to protect them or to work with them, and I wasn’t willing to do so. I’ve always run my business from a place of truth. There are a lot of people that believe that being a publicist means that you’re supposed to protect your client at any costs. I don’t subscribe to that school. I subscribe to the school of being completely transparent with media and being completely transparent and truthful because, at the end of the day, truth is what elevates brands. When you are a truthful brand, you will create an organic connection to your consumer.

To find out how Britto built her firm with zero experience in the industry, read So What Do You Do, Marvet Britto, President and CEO of the Britto Agency?

– Sherry Yuan