Launched in 2018 by founder and CEO Jonathan Ochart, Beverly Hills-based The Postcard Agency has historically delivered inclusive PR, marketing and communications for a range of B2B, B2C and non-profit clients.

Its work includes Miami Beach Pride, transgender author and motivational speaker, Stephanie Battaglino and a national influencer PR campaign for Bret Shuford and Stephen Hanna, aka “Broadway Husbands” which earned the agency a Gold Hermes Creative Award in 2023.

Additionally, it has supported the National Bleeding Disorders Foundation (NBDF) in educating Spanish-speaking women across the U.S. and Puerto Rico about bleeding disorders, and created a PR campaign for the Society of Hispanic Professional Engineers (SHPE) to increase Hispanic representation in STEM.

In January, US president Donald Trump issued a flurry of executive orders as part of a DEI crackdown in the US public sector. While he is yet to find a way to make the private sector follow suit, his strong anti-DEI stance has caused some companies to drop DEI policies.

PRmoment caught up with Ochart to find out more about his founder journey and how the recent political upheaval is impacting his agency.

Tell us a bit more about yourself and The Postcard Agency?

Jonathan Ochart: “I launched The Postcard Agency in 2018 when I discovered the magic of being your own boss. After crossing paths with a brilliant marketing and PR agency owner who taught me the ins and outs of running a business, I decided to leave the corporate world and start an agency of my own. While risky, building a company and culture I truly believed in from the ground up was extremely enticing at the time—and it still is to this day.

“We collaborate with brands dedicated to making the world a more beautiful, interesting and welcoming place for all to enjoy.

“Throughout our seven years in business, we’ve secured meaningful media coverage for mission-and experience-driven brands like: Museum Store Sunday, Smoothie King, Miami Beach Pride, StartOut, Propense.ai, the Broadway Husbands and the Society of Hispanic Professional Engineers in thousands of media outlets like ABC, CBS, NBC, NPR, Business Insider, the Los Angeles Times, USA Today, TIME Magazine and the Wall Street Journal.”

How has the political landscape impacted you and the clients you work with?

“The political landscape has impacted the media landscape in more ways than one. When national television networks let go of beloved anchors and newspapers eliminate large amounts of their news staff, we have fewer opportunities to share our clients’ stories with the media. Nonetheless, the current landscape encourages us to push the envelope and be even more creative with our pitches. Since we work with several clients in the nonprofit and LGBTQ+ spaces, we’re also seeing more opportunities to share their stories with the media seeking different perspectives for ‘DEI-related’ pieces.

“That being said, it’s more critical now than ever to respect journalists and their time by pitching them story ideas that are truly relevant to them and their audiences. We must treat them with dignity and respect as they navigate these uncertain waters.”

From a PR perspective, can businesses make the DEI crackdown advantageous, and what would be your advice to those navigating the situation?

“Several reporters are still covering stories requiring quotes, statements and insights from brands that embrace the power and value of diversity. Just take a look at Costco—it has received tons of coverage for sticking to its diversity policies. In turn, the company is gaining new customers who share its values.

“Think outside of the box with your PR campaigns. Collaborate with your clients to organise events and fundraisers that make a difference for their communities. Partner with celebrities and spokespersons who really believe in your client’s story and are willing to go the extra mile on press tours.

“Don’t be afraid to represent clients from communities that are being impacted by everything going on right now. Their voices and stories deserve to be heard, and many reporters are seeking their perspectives for their coverage. Just make sure to provide your clients with strong media training so they can get their message across without stepping into potential pitfalls.

“Lastly, as we know, journalists are swamped with boring and irrelevant pitches. Make their jobs easier by providing them with unique and newsworthy story angles that tie into national conversations, and access to expert sources that speak to timely topics. Doing so will make your job easier and open the door for more PR opportunities.”

What are the main challenges you see on the horizon for Postcard Agency, and how do you plan to overcome them?

“As we’re seeing in the media, there’s a lot of economic uncertainty, and it’s affecting businesses and organisations of all shapes and sizes across industries. They might reconsider investing in marketing and PR projects because of budgetary constraints, but it’s important now more than ever for brands to take communications efforts seriously.

“Audiences want to know where brands stand before giving them their business. We’re known for helping our clients connect with audiences by defining and conveying their missions and values in organic, meaningful ways. We’re confident that leading with our own mission and values will continue attracting clients who want to make the world a better place, too.”

If you could be the PR of any brand for a day, what one would you pick and why?

“Developing PR campaigns with the Los Angeles Tourism and Convention Board would be a dream come true. There’s so much to see and do in this city, and small businesses could use as much support from visitors and locals as possible after the destruction caused by the Eaton and Palisades Fires.

“Plus, I think the world would be a brighter place if more people could experience this beautiful city and everything it has to offer—from contemporary art at The Broad to sunkissed cliffs on the California coast. There’s something for everyone to enjoy in Los Angeles, and it would be an honor to share its magic with the world through creative PR campaigns.”