Faces and Markets of PRGN is a new series of blog posts in 2024 that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
In this week’s blog post, Leeza L. Hoyt, APR, President & Founder of The Hoyt Organization in Los Angeles, California, describes the business and communications environment in LA and offers advice to businesses navigating her home market.
Business Environment in Los Angeles, California
Los Angeles is an epicenter of global communications. It’s where people come to be noticed. It’s where you start if you want to reach the world. With the world-famous Pacific Ocean beaches to the left, and picturesque – often snowcapped – mountains to the right, Los Angeles is what many would view as paradise.
It’s also one of the world’s most powerful, and often unforgiving, media markets. Fortunately, THO can navigate the media just as a tourist can navigate a map of star homes.
Los Angeles, California
Los Angeles is a sprawling metropolis that is known as a vibrant business nexus that has global significance. As one of the nation’s largest cities, it covers approximately 4,000 square miles and includes the islands of San Clemente and Santa Catalina. With nearly 10 million residents – the second most populous city in the U.S. behind New York City – from over 140 countries, speaking 224 languages, Los Angeles is truly a unique cultural mosaic that is simply a microcosm of the entire world.
Best known as the home of the Hollywood film industry, it is the fourth most visited city in America, attracting more than 50 million tourists annually, drawn by its famous landmarks, the entertainment industry, and diverse cuisine all of which bolster its tourism economy. As a result, it is also home to many leading business sectors including media, tech, fashion and sports, with a landscape ripe for innovation and entrepreneurship.
How to Communicate with the World via Los Angeles
Los Angeles is the global hub for strategic communications, which is celebrated for its innovative, cross-cultural storytelling. It houses a blend of large firms, startups, and PR agencies that lead in fusing traditional and digital media, influencing global perspectives and pushing out brand narratives. Here, professionals excel in integrating social and traditional media, producing genuine content for worldwide audiences.
There are a wide variety of avenues available to reach specific client markets, thus understanding what they are and how to use them are critical when developing communications programs.
Known as a congregate of cities within a metropolitan area, as markets around the city differentiate themselves by a significant margin. From Santa Monica to Echo Park, each market in LA is vastly unique, presenting both opportunities and challenges for organizations to build and promote their brand. Thus, as a business tool, PR in Los Angeles is vital for shaping public images and managing reputation. As a result, it truly mixes art with strategy.
Key Expertise of The Hoyt Organization
As a leading integrated communications agency, The Hoyt Organization is known for a deep bench of knowledge in five verticals all of which fall in the B2B and B2C sphere. These include real estate, healthcare, technology, non-profits and luxury/lifestyle.
With strategic focus on both traditional earned media as well as paid and organic digital media, the firm has successfully launched campaigns that resonate with target audiences and drive impactful results. By using a tailored approach, each program navigates the intricacies of the sector with compelling narratives that capture attention and foster meaningful connections while driving brand growth for clients.
With a seasoned team of dynamic go-getters, THO is dedicated to delivering excellence in PR, leveraging more than 25 years of expertise to elevate brands and drive success.
Advice for Companies Seeking to Navigate LA’s Media Market
1. Understand the local culture and trends:
LA is the international hub of culture, trends, and preferences, yet there are nuances that will make a difference. Stay on top of current trends, both in terms of popular culture and social issues. Consider demographics, lifestyle, and values of the specific target audience in Los Angeles and bring that into the campaign communications.
2. Build relationships with local influencers, reporters, media outlets:
Establishing strong relationships with local media outlets, journalists, and influencers is crucial in the congested LA media market. Reach out to key players in the Los Angeles media/influencer scene on a hyper-local level and build connections before major campaigns.
3. Utilize digital and social media intentionally:
Leverage digital and social media platforms to engage with the LA audience. Develop a strong online presence through platforms like TikTok, Instagram, and YouTube, as these are used most widely. Consider collaborating with local influencers who can help amplify your message to a wider audience and make sure you’re geotargeting to the right demographic.
Most Influential Media for Consumer Communications in LA
TikTok, Instagram, YouTube, and Influencer user-generated content and brand partnerships.
Most Influential Media for Corporate Communications in LA
Los Angeles Business Journal
The Los Angeles Times
The Hollywood Reporter
Deadline
Bloomberg
CNN Bureau
FOX News
The Most Popular Social Media Channels from Los Angeles
YouTube:
Markiplier – 30.6 million followers
Collins Key – 23.4 million followers
David Dobrik – 18.3 million followers
X/Twitter:
Elon Musk – 166.43 million followers
Justin Bieber – 111.2 million followers
Rihanna – 108.4 million followers
LeBron James – 52.8 million followers
Instagram:
Dwayne Johnson (@therock), 391.7 million followers
Beyoncé (@beyonce), 318.6 million followers
LeBron James (@kingjames), 158.8 million followers
Facebook:
Will Smith, 116 million followers
Vin Diesel, 106 million followers
Rihanna, 104 million followers
TikTok:
Charli D’Amelio, 152 million followers
Bella Poarch, 93.9 million followers,
Mr. Beast, 93.5 million followers
LinkedIn Top B2B platform:
Bill Gates, 35 million followers
Richard Branson, 19 million followers
The Most Important International Events in Los Angeles
Summer Olympic Games will be held in Los Angeles in 2028. The Summer Olympic Games, also known as the Games of the Olympiad, and often referred to as the Summer Olympics, is a major international multi-sport event normally held once every four years on leap years. https://olympics.com/en/olympic-games/los-angeles-2028
The 2024 general elections will be held for Los Angeles in November of 2024, with the new president taking the Oath of Office in January 2025. https://www.archives.gov/electoral-college/key-dates
The Rose Parade/Tournament of Roses: Held on Jan. 1 every year, millions of people tune in from around the world to watch this iconic New Year’s Day tradition. The parade travels 5 ½ miles down Colorado Boulevard in Pasadena, California. The theme for 2025 is “Best Day Ever.” https://tournamentofroses.com/about/about-rose-parade/#about
Los Angeles by the Numbers*
Population
9.6 million
Languages spoken
224 languages identified in California
Religions
2,941 identified congregations
GDP Per Capita
$86,532 (2021)
Real GDP Growth Rate
4.8%
Inflation Rate
3.5% (January 2024)
Unemployment Rate
5.2% (December 2023)
Key Sectors (% of GDP)
agriculture (0.96%), industry (17.88%), services (77.6%)
Mobile Penetration
10.4 million (2019)
Internet Users (% of population)
89.7% (2022)
Corporate Profit Tax
8.84% (2022)
Consumer Tax or VAT
9.5%
*Sources: Los Angeles Almanac, Los Angeles County Economic Forecast, California Department of Tax and Fee Administration
President, Founder, Ideator - The Hoyt Organization
As THO’s founder and non-stop guiding force, Leeza is the agency‘s namesake and ongoing leader whose teams embrace versatility and fight for success. With a strategic mind blended with commitment to client success, she serves as the backbone of her agency’s rise, as well as the success of every client that delves into PR.
In her role, Leeza guides and mentors employees and shapes the direction of the agency. Her diverse background gives THO the ability to focus on key verticals including luxury/lifestyle, real estate, healthcare, technology, education, retail, nonprofits and more. As a steadfast PRGN partner – executive board member and marketing director – Leeza shows commitment to the industry globally.
