With Agency Spotlight, we’re featuring the independent PR and marketing agencies that Fashionista loves to work with. Meet the hardworking professionals behind them and discover what it really takes to make it in fashion publicity.

As one of Miami’s most-loved agents, PR powerhouse John James Muller is behind such notable industry events as Paraiso Miami Swim Week, NYC’s lingerie trade show CurveNYC, Petite Parade and more.

The founding of Muller’s agency John James PR, Inc. in 2016 was somewhat unexpected: The NYC agency he was working for at the time passed on a client he felt strongly about, so he pursued the lead and they hired him independently. That client was the children’s industry event Petite Parade, a platform that Muller has now grown from the ground up. He’s since done the same for Paraiso Miami Swim Week (the official Miami Swim Week), in addition to overseeing the Curve trade shows in New York, Los Angeles and Montreal. Muller was also behind Chromat’s September 2021 NYFW show, noted for helping the brand survive in a post-COVID world.

By background, Muller obtained a Bachelor of Science in mass communications, with a public relations concentration, from Florida International University. After an opportunity to sit on the board of judges for Parsons School of Design’s Kidswear show, Muller proceeded to teach Public Relations at Parsons for five consecutive semesters, before focusing fully on his agency.

Muller notes that there are special perks an independent agency can offer their clients, as compared with a larger company. “There are so many advantages to working with a smaller agency like ours,” says Muller. “We are an extension of our clients’ teams. We’re reachable, and our clients know everyone who works at our agency by name. We are able to put the pen to paper, not having to jump through loopholes like waiting for corporations to respond, or waiting on designers to create things. We all wear so many hats, and I’m so proud of the team we’ve built.”

Muller warns of common pitfalls in the industry and says discernment is key: “Listen and connect with everyone who crosses your path and know when to stop talking. People can be energy absorbers, so you have to have limits and boundaries.” At the same time, he adds, “Don’t ever think that you’re bigger than anyone! You never know which assistant will be promoted, so stick with people for the long haul, because it’s a very small industry and world.”

Speaking of which, the PR founder reminds those in his field that there are other industries that need press as well, so if women’s fashion isn’t proving prosperous, try broadening your horizon to other types of clients. “The focus should be on investing your time in what will create a lasting impact both in your life and in the lives of others in positive and meaningful ways,” says Muller, describing a sentiment that has kept his success from plateauing.

Looking to the future, Muller plans to continue on his professional path by expanding into other locations outside of Miami (that is, if he doesn’t start a family and “go straight into fantasy land and have a farm with goats and alpacas” first).

“I want to see us expand into multiple cities while staying true to our philosophy of being kind, human and honest with everyone we encounter.”

Interested in working with JJPR? Contact John at info@johnjamespr.com.

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