Strategy Objectives has named a longtime employee as its new president to lead the PR firm into 2023.

Adriana Lurz, who has been with Strategic Objectives for nearly two decades and became a partner in 2021, has been promoted from SVP into the new role. Her new mandate will see her contributing in a big way to the firm’s development, including growing its team, building relationships with its existing clients and attracting new business.

“We are committed to growing and mentoring our team and to dazzling clients, both current and future, who recognize the power of positive third-party endorsements and word-of-mouth,” Lurz says. “Our future is bright. Public relations represents effective, affordable marketing options; digital and influencer marketing are critical because their impact is measurable. I am excited to bring innovation to the agency and to PR.”

Lurz will work alongside the agency’s co-founders, Deborah Weinstein and Judy Lewis, who will now serve in an advisory capacity on strategy, creative direction and agency projects, and collaborate with key clients. She will also continue to lead Strategic Objectives’ crisis and issues management team.

“We have always been committed to communications excellence and Adriana is set to advance this tradition with innovation, passion and the style of compassionate leadership that inspires both our teams and our clients,” says Lewis.