From MSU to Australia: Dena Vassallo’s Impact on Public Relations
By: Maddie Strauss
In an industry often bound by tradition, Dena Vassallo, a PR and advertising alumna, defied the odds by launching her agency abroad, demonstrating that true success in public relations comes from prioritizing genuine connections and human-centered communication. By focusing on people rather than processes, Vassallo’s journey exemplifies how innovation and empathy can lead to remarkable success in the evolving landscape of PR.
After graduating from Michigan State University in 2000 with her bachelor’s in public relations, advertising and applied communications, Vassallo began her career in public relations at a leading agency. She quickly made a name for herself through her creativity and strategic thinking. She immersed herself in various roles, gaining hands-on experience in media relations, brand management, and client services. Vassallo’s dedication and innovative approach caught the attention of industry leaders, leading her to work with high-profile clients and prestigious campaigns. She says these formative years equipped her with essential skills. They ignited her passion for fostering genuine connections in the industry, laying the groundwork for her future endeavors as an agency founder.
Vassallo achieved early success in the U.S. before moving to Australia with her now-husband, where she continued to work for her American company. After a period, a prominent Australian communications firm recruited Vassallo, where she excelled.
“I kind of had the best of all of [large agency] worlds and felt like something was still missing,” said Vassallo. “I felt like there was an opportunity to build an agency that put people at the heart of everything, both the clients, the people who worked there, and the consumers at the end of the day that these marketing comms messages were reaching out to.”
With that vision, SOCIETY was born.
Vassallo has been committed to fostering a people-centered environment since the
agency’s inception, which is why her agency was named SOCIETY. Her success story is not about creating a thriving agency but a testament to the lessons she learned. Vassallo emphasizes the importance of relationships in public relations, urging aspiring professionals to network and make lots of relationships. She said that it’s a very relationship-based industry, and building a solid network is crucial for long-term success.
Her journey underscores the value of resilience and adaptability. Vassallo’s ability to navigate different roles and challenges in various environments has shown that embracing change and seizing opportunities can lead to unexpected pathways. By fostering a culture of innovation and empathy within SOCIETY, Vassallo has positioned her agency as a leader in public relations and a model for others in the industry.
In a world where traditional practices often dominate, Vassallo’s story inspires and reminds us that true success in public relations lies in understanding and prioritizing the people we serve. Her journey illustrates how vision, dedication and a commitment to human connection can transform an industry, paving the way for future public relations professionals to follow in her footsteps.