Ray Drasnin shared their story and experiences with us recently and you can find our conversation below.
Hi Ray, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What do you think is misunderstood about your business?
I think a lot of people misunderstand what public relations really is. They assume it’s just another form of advertising or social media marketing — but it’s not. Advertising is paid. It’s controlled. And in today’s world, people can see right through it. Audiences are smarter and more skeptical than ever before. What they believe is what’s earned — and that’s where true PR comes in.
Earned media builds trust in a way no ad ever can. It’s a journalist or a news outlet saying, “This story matters.” That kind of credibility can’t be bought — it has to be earned. But here’s the catch: not everyone, or every company, is automatically newsworthy. The media looks for stories that stand out — ones that are the first of their kind, the best at what they do, the only ones doing it, or sometimes even a little controversial.
That’s where I come in. I know how to find the angle that transforms everyday professionals into the kind of people others want to read about. My clients have been named CNN’s Hero of the Year, invited to have breakfast with the President of the United States, and featured in major outlets around the world.
Social media is a great amplifier, but PR gives it purpose. It builds credibility, humanizes your brand, and positions you as someone people genuinely want to know, follow, and trust. In short, PR doesn’t just make noise — it makes impact.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’ve spent more than 30 years in the public relations world, helping everyone from billion-dollar brands to everyday entrepreneurs tell their stories in a way that resonates. My career began at the height of traditional PR — when I founded Drasnin Communications in 1989 — and over the years I’ve represented household names like American Express, Mrs. Fields Cookies, General Electric, DC Shoes, and more. But as time went on, my focus shifted from promoting products to promoting purpose.
Today, through my companies Purple Penguin PR and Foundation Makers, I help mission-driven individuals, from professional athletes to visionary entrepreneurs, use their platforms to make a lasting impact. The media landscape has changed dramatically, but one truth remains: stories rooted in purpose will always stand out.
Foundation Makers was originally launched years ago, but I recently relaunched it with a renewed mission: to help athletes and entrepreneurs turn their passion into philanthropy. We’ve already had the privilege of working with NFL quarterback coach Steve Calhoun and Super Bowl champion Darwin Thompson of the Kansas City Chiefs, helping each of them build foundations that give back in powerful ways. Recently, we partnered with ABC and CBS in Los Angeles to cover Steve Calhoun’s Change the Game Foundation Quarterback Camp featuring Jordan Love, quarterback for the Green Bay Packers. In a week or so, Steve and Jordan Love will be on the NFL network along with Green Bay Packers head coach Mike Lafleur.
At the same time, Purple Penguin PR continues to lead high-impact storytelling campaigns — like the one for Dr. Kwane Stewart, “The Street Vet,” whose story went global and helped him earn the title of CNN’s Hero of the Year. That campaign alone generated more than 2 billion media impressions and raised millions for his nonprofit.
For me, this work isn’t about chasing fame — it’s about helping people use their influence to create legacy, impact, and change. Whether you’re an athlete, a business leader, or someone with a story worth telling, I believe everyone has the potential to make headlines for the right reasons. My job is to make sure the world hears about it.
Great, so let’s dive into your journey a bit more. What was your earliest memory of feeling powerful?
Power, to me, has always meant purpose.
I don’t think of “powerful” in the traditional sense: to me, it’s never been about authority or status. It’s about the responsibility that comes with influence, and how you choose to use it.
One moment stands out clearly. It was the early 1990s, and I was working backstage at a major San Diego Chamber of Commerce event. In a single day, I had the opportunity to interview President Jimmy Carter, former Russian President Mikhail Gorbachev, and former Israeli Prime Minister Menachem Begin.
I was in my early thirties, and yet I found myself sitting across from world leaders. I remember thinking, how did I get here? But it wasn’t luck. It was the result of trust. My community believed in me, believed in my leadership, and that confidence meant everything.
Power isn’t about ego — it’s about earning respect through integrity, consistency, and service.
Since then, I’ve had the privilege of serving on numerous boards of directors… and several times as Chairman of the Board. Each experience taught me something new about leadership, humility, and the impact one person can make when they commit to something larger than themselves.
Today, one of the causes closest to my heart is the San Diego Harbor Police Foundation, which supports the brave men and women who risk their lives every day to protect our community. Giving back to them — making sure they and their families are supported — is one of the things I’m most proud of.
Throughout my career, I’ve been blessed to be surrounded by incredible mentors and peers, especially during my years in YEO (now Entrepreneurs’ Organization). Many of those members began hiring me from around the world early in my career — and many still do today. That enduring trust reminds me that real power doesn’t come from a title or a spotlight.
Real power comes from purpose — from using your skills and influence to lift others up.
The opportunities I’ve been given — from interviewing world leaders to working with world-class clients — have all come from working hard, staying curious, and leading with heart. That’s the kind of power I believe in, and it’s the same kind I try to help others discover in themselves.
When did you stop hiding your pain and start using it as power?
I’ve lived with asthma my entire life — and as a kid, it was brutal. There were nights when I could barely breathe, when I’d wake up gasping for air and my parents would rush me to the hospital. It was scary and, at times, defeating. When you’re that young and something as basic as breathing feels out of your control, it changes how you see the world.
But over time, medicine evolved. Treatments improved. I found the right doctors and learned how to take care of myself. And when that happened, when I finally felt healthy and strong, I made a decision: I was never going to take my health for granted again.
Asthma didn’t kill me. It made me stronger.
I became a dedicated workout enthusiast, dialed in my diet, and started saying yes to every physical challenge that came my way — hiking, cycling, weight training, anything that tested me. The discipline that grew from overcoming something that once held me back became the engine that drives me today.
In PR, that mindset is everything. When you’re pitching national media outlets, you hear a lot of “no’s.” You learn quickly not to take them personally. What matters is the next call, the next idea, the next yes.
I treat every rejection like a rep in the gym: one more step toward a win.
That perseverance has paid off in extraordinary ways… endless magazine covers, TV talk show appearances, speaking engagements, podcast interviews, and global features for my clients. Every victory reminds me that resilience is a superpower.
Asthma taught me that life isn’t about avoiding the hard moments, it’s about pushing through them, one breath, one call, one “yes” at a time.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What are the biggest lies your industry tells itself?
One of the biggest lies in the PR world is that success is measured only by the number of media placements or the size of your client billings. Don’t get me wrong — both matter. But they’re not the whole story. For me, the journey has always been just as important as the destination.
This business isn’t about manipulating the media or playing games with narratives. It’s about building trust with clients, reporters, editors, and producers. I’ve built my career on being a straight shooter, the person journalists know they can rely on for accuracy, honesty, and professionalism. That kind of integrity pays bigger dividends than any short-term win.
Integrity is the best PR strategy there is.
I embrace morals, values, and ethics in every decision I make, not because it’s easy, but because it’s right. I’ve learned that when you do good work for the right reasons, the success comes naturally. The high-profile placements, the global coverage, the major accounts: those are the results, not the goal.
In an industry obsessed with optics and impressions, I measure success differently: by relationships built on trust, stories told with authenticity, and reputations that stand the test of time. That’s what real public relations should be about.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. If you retired tomorrow, what would your customers miss most?
Without a doubt — they’d miss the energy. It’s the first thing people mention after meeting or speaking with me: “I love your energy!” I hear it all the time, from clients to journalists to producers. And I think it’s because I genuinely love what I do.
People feel my passion. They see it, they hear it, they know it’s real.
I see the world through the lens of storytelling. I’m always thinking: What makes good television? Who would make an engaging interview? What visuals will bring this story to life? That mindset comes from passion, pure and simple.
Everyone who works with me feels it. Whether I’m building a nonprofit foundation from the ground up or crafting a national PR campaign, I’m fully in it — heart, mind, and soul.
I often describe myself as an “old-school Hollywood publicist,” because that’s where I started — working with A-list celebrities and professional athletes, managing stories that captured the world’s attention. It was fast-paced, creative, and electric… and I still bring that same intensity and joy to every project today.
If I retired tomorrow, my clients wouldn’t just miss the results — the magazine covers, TV appearances, or global media hits — they’d miss the passion behind them. Because at the end of the day, people don’t just do business with companies; they do business with people they like, trust, and feel inspired by.
And that connection, that shared excitement, is something I never take for granted.
Contact Info:
- Website: https://www.PurplePenguinPR.com
- Linkedin: https://www.linkedin.com/in/raydrasnin
- Youtube: https://www.youtube.com/watch?v=h2nAUCefiPk&t=27s
