After 25 years of promoting some of the city’s most compelling brands, Atlanta publicist Liz Lapidus made a “pandemic pivot” to work with nonprofit and purpose-driven organizations. While she had always given back to the community, inspired by COVID-19, she went all-in.
On Earth Day this year, Lapidus even co-founded a sustainability-focused nonprofit called Root Local.
Though she has a long history of aligning her for-profit clients with charities, Lapidus’ complete focus has proved rewarding. “At the end of the day, my clients see a direct ROI when a media hit draws a donation. That’s a great feeling,” she said.