About Us
What’s the Story?
Our Practice
Four Leaf Public Relations is a boutique, woman-owned, communications practice. Centered on the idea that organizations can boost their presence in their chosen markets via business storytelling, in just 12 years Four Leaf has grown into an international firm with a dozen associates and partners.
Headquartered in Charlottesville, Virginia with offices in Northern Virginia and Munich, Germany, we help organizations develop powerful business narratives and messages and deliver them to the right people at the right time for greater visibility and influence in their markets. Four Leaf’s public relations campaigns are objectives-based, whether the goal is increased sales, greater marketing success, or more specific vision, mission and goal fulfillment.
The Four Leaf Difference
We are objectives-based. Small by choice in order to deliver the highest quality service and attention, Four Leaf only accepts clients for which we can truly make a difference. Our programs are customized for each individual client and blend the most innovative strategies with real-world and results-oriented activities. We delve deeply into your vision, mission and goals and build programs that will help achieve your business objectives.
We custom build your team. Our model is your advantage. Our virtual structure – retaining only the most seasoned, results-oriented independent PR practitioners based on the project’s requirements – allow for the greatest flexibility and value. An extensive roster of senior counselors, creative agencies, web and social media designers, research companies, and others ensures a one-stop solution to your public relations needs.
We are flexible. At Four Leaf, we are committed to helping you. We determine what you need and provide programs that are economical and efficient—whether that’s a fully executed campaign, a three month positioning and messaging project, or a few hours of general consulting. We are comfortable supplementing your public relations team, or taking on that role entirely. It’s up to you.
We stay in touch. As a boutique agency, we have eliminated the layers of administrators and client managers. You work directly with a top-level public relations expert who answers your calls, addresses your questions, and executes the plans. We have no gatekeepers.
Our Story
Everyone has a story to tell. What’s yours? Ours starts in spring 1999, just as the dot-com bubble was at its peak. Four Leaf founder, Suzanne Henry, had an epiphany around public relations – a field she has been engaged in since 1985: He (or she) who tells the best story wins.
In the late 1990s the world was awash in the Internet’s promise, a true communications revolution. But, the stories seemed to be the same: We are cutting edge. We bring a unique solution. We are mission critical. Suzanne knew that if a business or nonprofit could develop more powerful narratives and messaging, it could more effectively and efficiently earn the visibility from — and begin to influence — its marketplace.
Deciding it was time to get away from the Northern Virginia congestion, she launched Four Leaf Public Relations that spring and moved the firm 100 miles south of Washington, DC to beautiful Charlottesville, Virginia. Working from this historic location, Suzanne was immediately hired by several large Washington-based PR firms to supplement their in-house teams and bring her unique storytelling style to their PR campaigns. Within the first few years, Four Leaf grew its stable of senior, independent PR practitioners to more than a dozen, as national trade associations, corporations, educational institutions and nonprofit organizations engaged Four Leaf to help position themselves, their issues and services before the people they were seeking to attract and influence.
Four Leaf celebrated its 10th anniversary in 2009 by opening an international satellite office in Munich Germany, to help service clients located in Europe. That year, social media also became serious business and the entire Four Leaf team engaged in extensive research and education around this second wave of communication revolution, expanding its abilities and knowledge around social media-based PR.
Today, Four Leaf continues to keep powerful and timely organizational storytelling at the heart of its public relations campaigns. Whether the programs include social media, executive image and reputation management, media relations, community relations or strategic campaign development, Four Leaf remains true to its tenet: No matter the changes our world experiences, no one ever gets tired of hearing “let me tell you a story.”
Our People
Suzanne E. Henry
CEO/President
Suzanne@FourLeafPR.com
+1-434-972-7278
Suzanne is an award-winning communications and public relations consultant and CEO/president of Four Leaf Public Relations LLC, a boutique practice that taps into the best talent and best practices of a cadre of senior, independent practitioners.
Suzanne has been in the communications field for more than 25 years and has a B.A. in mass communications with minor in English from Radford University.
Her areas of expertise include:
- Campaign strategy and public relations counsel
- Designing an organization’s narrative, positioning and messaging
- Leadership communications strategies and skills for senior executives
- Social media strategy
- Writing for influence and persuasion
Suzanne is a frequent guest speaker on such diverse topics as social media strategy, messaging and PR campaign strategy at organizations including the Public Relations Society of America, The Brookings Institution, Company of Friends, the Center for Nonprofit Excellence, American Marketing Association, and the American Society of Association Executives among others.
More About Suzanne’s Story
Why did you choose to go into the communications field?
One of the greatest human needs is to be heard. And, I believe everyone deserves to have a voice. Everyone has a story to tell and they have a right to tell it. They just sometimes they need help getting it across so that it is actually heard.
What is the most extreme thing you’ve done to service a client?
I had to travel to Tampa, Florida to give a presentation to a client’s board of directors. I left the night before, ready to meet with the board at 7 a.m. the next day. But, after arriving (late) at Miami International Airport at 10 p.m. that evening, I learned that my connecting flight to Tampa was cancelled. So, I rented a car and drove across Florida, through Alligator Alley, to get to my client’s hotel at 3 a.m. At least I made it to the board meeting, four hours later!
What is your most proud moment in your career?
In my early public relations days, I did a lot of “stealth” media relations for several large PR agencies in Washington, DC. They would hire me to earn media attention for their clients. Of course, they got the credit. But, I got much needed experiences in media pitching for some pretty big brand names. I distinctly remember one agency hired me on a Monday, and by Thursday, I landed their largest client – an online retailer- a story that appeared on the front page of the Sunday New York Times business section complete with a rather large picture of the CEO holding their lead product. I have to say that launched my reputation as a media maven.
What is the greatest lesson you’ve learned in your communications career?
I have learned so many things, but the greatest lesson was that no matter who you know or who you are, you have to have a great story to tell before anyone will pay attention to you. Even Bill Gates and Steve Jobs had to learn how to tell a good story to get media attention.
If you could do any career other than be in the communications field, what would that be?
A fine art painter. I may be a word person, but I believe a picture can tell a thousand words. I am in awe of people who can make paint and canvas tell a story. They see the world differently.
Caroline March-Long
Consultant
Caroline@FourLeafPR.com
+1-434-295-5938
Caroline March-Long draws on more than 15 years’ experience in promoting products and services with business and trade media, especially in the technology and environmental arenas. As both a consultant and former senior account executive at some of Atlanta’s top PR agencies, she has promoted technology and services related to telecommunications, sustainability/green building, law, utilities, health care, and transportation.
Caroline is fluent in German and has an M.A. in German and History from Duke University.
Her areas of expertise include:
- Writing compelling news releases, articles and white papers that convey complex information in layman’s terms
- Developing comprehensive, results-oriented speaker’s bureaus that get clients in front of influential audiences
- Building a rapport and trust with editors, writers and bloggers based on understanding a reporter’s need for a good story angle and solid, reliable news
Caroline can help companies reach media through both traditional and new, social media outlets with compelling news angles and multi-faceted outreach strategy. During the Internet boom, Caroline led numerous PR campaigns to help build and shape companies in anticipation of their IPOs, and now is adept at leading companies out of R&D into the commercialization – and acceptance – of their product.
More About Caroline’s Story
Why did you choose to go into the communications field?
I was hired by a high technology firm at the beginning of the dot.com bubble and was able to apply my previous experience working for a high tech publishing company, Ziff-Davis Publishing, in Germany and then Atlanta. This was an exhilarating time to be in public relations as the Internet exploded along with advances in business technology and computing. I didn’t choose communications as much as the communications field chose me.
What is the most extreme thing you’ve done to service a client?
In the day when your business lived and died with Kinko’s, we had prepared materials for a television cable industry trade show, and at the last minute, the client wanted to change some information in the booklet and PowerPoint slides. My colleague and I stayed up until 5am, changing the content and then copying, collating and binding at Kinko’s, only to appear for breakfast and then a day full of press meetings from 7:00 am until after the client dinner at 8pm that night.
What is your most proud moment in your career?
I was hired by a small, high growth healthcare technology company that had an incredible software tool for employers, but they needed help getting the word out to help them grow. I researched, prepared for and then reached the key editor at USA Today and proceeded to tell her about the technology and why the readers should care. That discussion turned into a front cover story for the client and as they told me for years afterwards, helped propel them forward and get front and center with key target prospects.
What is the greatest lesson you’ve learned in your communications career?
The greatest lesson is talk to the media/editors as you would to someone sitting next to you; in other words, have a conversation that is informative and positive, but casual. Don’t give them a sales pitch or try to oversell a story or product.
If you could do any career other than be in the communications field, what would that be?
The serious reponse would be that I would envision myself being an Ambassador or in the Foreign Service. The fun response is being a singer/actress starring in a variety of roles from light comedy, thrillers to broadway musicals.
Diane Johnson
PR Consultant
Diane@FourLeafPR.com
+1-703-391-2056
Diane Johnson is a senior public relations consultant who has been in the public relations field for 20 years, having worked previously in financial services for Wall Street institutional banking and brokerage firms. She holds a B.S. in Business Administration/Economics from The College of New Jersey, and also studied undergraduate at Teesside Polytechnic, Cleveland, England.
Her areas of expertise include:
- Developing an organization’s communications strategy.
- Producing research-based issues studies and thought leadership pieces.
- Integrating messaging and organizational objectives into internal and external communications.
- Identifying and securing top tier, strategic media opportunities.
Diane builds positive perception and recognition for her clients through her ability to develop an organization’s messaging and positioning, secure media placements that align with marketing objectives, arrange speaker bookings at targeted industry conferences, and produce customized content that supports organizational brand.
More About Diane’s Story
Why did you choose to go into the communications field?
I started my career as a government bond broker on Wall Street. I found I wasn’t crazy about finance, but I really enjoyed connecting with and bringing people together. Then, it was buyers and sellers of bonds, now it’s reporters and clients with stories to tell.
What is the most extreme thing you’ve done to service a client?
Right after the birth of my daughter, I coordinated an event for the opening of my client’s new facility, planning everything from media relations to catering. It was attended by the state governor and other dignitaries as well as Fortune 100 corporate partners. On the day of the event I drove 150 miles to the venue with my then three-week-old daughter so I could nurse her during breaks. No one knew she was with me, and the event was a huge success!
What is your proudest moment in your career?
It would have to be the completion of the first global research survey report I developed for a client. I did everything from developing the survey questionnaire to analyzing the data to writing the report to creating the graphics. It encompassed all the important aspects of communications—strategic thinking, creativity, writing, developing story angles, attention to detail—in one project. When I received a finalized copy from the printer, I felt like I had been handed an Academy Award.
What is the greatest lesson you’ve learned in your communications career?
Every client, no matter how big or small, is important and deserves my best counsel and effort. That, and I still a kick with every media hit I get for a client.
If you could do any career other than be in the communications field, what would that be?
I was so drawn to communications and it’s such a great fit for me, that I never think about another field. I have been told I’d make a good attorney. It’s probably due to my persuasive communications style.
Christine Louise Hohlbaum
PR Consultant
Christine@FourLeafPR.com
+011-49-177-863-8661
Christine Louise Hohlbaum is a long-time public relations consultant who has been working in public relations and marketing for 15 years. She holds a B.A. in Government and German Literature from Smith College and an M.A. in International Relations, German and American Literature from the University of Konstanz, Germany.
Her areas of expertise include:
- Harnessing the power of social media through corporate blogs, Twitter, Facebook, LinkedIn and more.
- Developing sustainable key messages.
- Establishing long-term relations with influential media members.
- Writing communications for internal and external purposes.
Christine also is an engaging public speaker on time management practices, blogging and a range of lifestyle issues. She has addressed diverse audiences including Marriott International in Bethesda, MD, the American German Business Club in Munich, Germany, Company of Friends in Charlottesville, VA, and senior executives through various professional Webinars. She is also the author of several books including her most recent release, The Power of Slow: 101 Ways to Save Time in Our 24/7 World.
More About Christine’s Story
Why did you choose to go into the communications field?
It is my passion to change the world through words. I’ve always loved telling stories so now I make a living doing what I love!
What is the most extreme thing you’ve done to service a client?
I willingly got up at 6 am three days in a row to write a 25-page report whilst on vacation. It was a deadline-driven project (in PR, what isn’t?) so I snuck in eight billable hours of work between splashes in the pool.
What is your most proud moment in your career?
Landing my client a seven-page spread in their target market publication in German. Yes, I am very proud of that!
What is the greatest lesson you’ve learned in your communications career?
Words are not the only way to communicate. Sometimes leaving things unsaid is even more powerful.
If you could do any career other than be in the communications field, what would that be?
I’d be a full-time actor and writer. (Ed. Note: Christine does act on the side, including in German television productions and is a published book author, three times over.)
Christy Nielson
PR Consultant
Christy@FourLeafPR.com
+1-682 323-7826
Christy Nielson is a PR consultant with 17 years of experience in both public relations and in fundraising and development. She also was an award winning television producer. She holds a Bachelor of Science in Journalism from the University of Kansas.
Her areas of expertise include:
- Turning communications objectives and ideas into action and results
- Fostering long-term relations with influential media members.
- Bringing big picture thinking together with tactical execution
- Developing influential key messages and themes
Her media hits include Conde Nast, Sunset, Gourmet, Slate USA Today, Fox & Friends, Outside, Frommer’s, COWGIRL, Western Art & Architecture, San Diego Union Tribune, Dallas Morning News, Austin American Statesman, Denver Post, Salt Lake Tribune and many others for various industries including the tourism industry, educational institutions, environmental organizations, resorts, and local government and transportation.
Mary Beth Bowen
PR Consultant
MaryBeth@FourLeafPR.com
+1-434-823-1262
Mary Beth Bowen has a decade of experience developing effective, strategic public relations and marketing campaigns for well-known brands that require multi-faceted strategies to reach and influence their audiences.
Mary Beth holds a B.A. in Communications from Virginia Tech with a double-major in Psychology.
Her areas of expertise include:
- Launching consumer products and services
- Using media relations to generate awareness
- Event planning/support (i.e. mobile marketing tours, trade show support).
- Writing for various mediums, including web sites, press materials,brochures and ads
- Helping clients understand and use social media to build brand awareness
Mary Beth is particularly adept at developing and managing diverse, creative strategies, which in the past has included a cross-country mobile marketing tour and sponsorships. She has garnered national media coverage for clients, including appearances on the TODAY Show and Live! with Regis and Kelly, in Good Housekeeping, Parents, InStyle, Real Simple, Entertainment Weekly, GQ and Food & Wine.
More About Mary Beth’s Story
Why did you choose to go into the communications field?
I got a college internship at the Communications Office of Virginia Tech and knew within weeks that it was what I wanted to do. I loved promoting something that I was passionate about. Participating in strategy sessions to craft the Virginia Tech story to help attract new students to the university was my first career “high.”
What is the most extreme thing you’ve done to service a client?
For the Krispy Kreme account, I would get up at 4 a.m. on Fridays during the summer to deliver hot doughnuts to all of the TV and radio stations in my market (and conduct interviews on behalf of the client).
What is your most proud moment in your career?
The account work I’m most proud of is the Advil® Liqui-Gels® cross country mobile marketing tour. I co-managed two teams of eight college students who drove across the country and back sampling Advil® Liqui-Gels® to consumers. In a four-month period, the teams distributed 12 million samples at more than 30 events and in 70 cities nationwide. I was involved in every stage of the planning – from training the students how to drive a Ford Excursion with a trailer attached to selecting the routes based on major events taking place across the country.
What is the greatest lesson you’ve learned in your communications career?
That clear, concise communications is a necessity when it comes to running a business. Whether you’re communicating with employees, stakeholders, consumers or vendors, you need to think about each audience and the messages that will resonate with them before you act.
If you could do any career other than be in the communications field, what would that be?
I would be a buyer for a high-end clothing store. For one of the accounts that I worked on several years ago, I got to spend 10 days at New York’s Fashion Week attending the shows. Definitely the most exciting, most memorable time of my career.
Our Partners
Four Leaf believes in hiring the right people for the right job. So, we hire other specially-skilled individuals and companies when the job calls for it. Several strategies employed in PR campaigns include research, media training and other specialties. We bring in these skills to supplement Four Leaf campaigns when required. Our preferred partner list includes:
- Gretchen Gehrett (market research)
- Heathere Evans-Keenan (media and speaker training)
- Allison Partners (organizational development)
- GF Henry and Associates (management consulting)
- Optipop Design (creative services)
Our Code of Honor
- We promise to tell the truth.
- We promise to recommend only relevant and appropriate services and activities that have the greatest probability for achieving success.
- We promise to provide our best thinking to clients, colleagues and other stakeholders, withholding nothing in the interest of our client’s success, our own ethical standards, and the community at large.
- We promise to share only real ideas and not waste the time of reporters, followers, fans, our clients, or ourselves with non-stories.
- We promise to alert the news media and our social networks promptly of breaking news, honor requests in a timely manner and promptly respond to phone calls, tweets, comments and e-mail.
- We promise to educate and prepare our clients so their social media presence, media interviews, speeches and presentations are productive for both client and audiences.
- We promise to live this code of honor with our PR colleagues, clients, members of the media and the greater social community.
