Small, Focused, and Still Outperforming: The RMG Model for PR Success

Zach Rosenfield’s boutique media strategy shop, RMG, has achieved remarkable success by refusing to chase scale. With a 12-person team representing A-list talent and billion-dollar corporations, the firm’s client roster boasts an impressive array of high-profile clients.

RMG’s approach is founded on a deliberate choice: saying no to prospective clients who don’t align with its values or capabilities. This may seem counterintuitive, but it allows the firm to identify potential red flags early on, saving time and resources in the long run. By doing so, RMG ensures that it only takes on clients it can truly serve.

This strategy has proven remarkably effective for RMG. The firm’s reputation and quality client relationships have earned it a 95% referral rate, minimizing the need to actively hunt for new business. Instead, clients come to them, eager to tap into RMG’s expertise.

The industry would do well to take note of RMG’s approach. In an era where AI-powered tools are increasingly used to streamline PR tasks, human judgment and expertise still hold immense value. By focusing on quality over quantity and being willing to turn down clients who don’t align with their values, RMG is showing that there’s a better way to do business in the PR world.

RMG’s success has sparked interest among other firms looking to replicate its model. With revenue on track to grow another 14% in 2026 and Rosenfield receiving interest from potential merger partners, it’s clear that this boutique agency is onto something special.

One area where RMG excels is live events. As President Amanda Brocato notes, people are craving a sense of community and connection – something that even the most sophisticated AI-powered tools can’t replicate. By focusing on human connection and expertise, firms like RMG are well-positioned for continued growth in this area.

While some might view RMG’s willingness to adopt AI as a sign of weakness, Rosenfield sees it as a necessary step forward. “Failing to fully implement AI is like the Titanic not recognizing the iceberg,” he says – a sobering reminder that even the most successful firms need to stay ahead of the curve.

As RMG continues to thrive in an industry where size and scale are often seen as the ultimate measures of success, it’s clear that there’s a better way. By focusing on quality over quantity, being willing to say no to clients who don’t align with their values, and embracing AI as a tool rather than a replacement for human judgment, RMG is showing that even in the most competitive industries, size doesn’t have to matter.

Rosenfield’s words are a fitting conclusion: “You have the decision whether you want to get around that iceberg today and lean into the future, or you want to get it last minute and plow right into the iceberg.” With RMG at the helm, we know which option they’re choosing – and it’s one that’s sure to propel them even further towards success.