As CEO of 5WPR, one of the largest independently-owned firms in the U.S., Dara A. Busch oversees 5W’s Global Consumer Practice. Under her guidance, 5WPR annually releases its annual Consumer Culture Report whitepaper, which takes a closer look at the biggest influences behind buying behavior. This most recent iteration of the report was crafted amidst the backdrop of inflation, which has become an essential focal point for comprehending and scrutinizing consumer behavior in 2023.
Dara oversees more than $20 million in revenue within her Consumer group. With 25+ years of PR experience, Dara is a seasoned practitioner experienced in developing multifaceted programs and a strategic thinker who isn’t afraid to step out of her comfort zone to create a stunt or a 360-degree communications plan.
What challenges did she face during her journey?
Having worked in the PR industry for over twenty years, she have faced many challenges. From having difficult conversations with clients to quick thinking on her feet, and working to find the balance between my successful career and being a successful mother and wife. She has had just about every experience you can imagine.
How did she overcome them?
In just about every challenge she has overcome, creativity and confidence have gotten her through the moment, and reflecting to learn from these moments helps her the next time she has faced with one. For example, she once had a client who was an author of a self-help book. They had a strategic media campaign in place but needed a bigger hook to secure national press. In one of their conversations, the client mentioned that she needed to reschedule a meeting later that week—she was a long-time trainer for a group of nuns and had a session that day. A lightbulb went off, and they had our hook. The “trainer to the nuns” title landed her client on GMA and a feature in the NY Times, and in the end, even led to her own radio show. Another time, her team and Daras were scheduled to meet with a potential client and present their proposal in Tennessee. They were flying out of different airports and had arranged time at the hotel to prepare our pitch. The team was bringing the presentation and collateral but never made it. A storm hit New York and she was lucky enough to be the only person whose flight made it out. Their pitch had to shift from a team of 6 to me solo, and she had to get fully up-to-speed fast. With a boost of confidence from the kind words of the Uber driver who took her to Staples to pick up the newly printed presentations, she crushed the meeting, and they won the business. The experience really proved to her that you can do anything you set your mind to.
What lessons were learned along the way?
One of the greatest lessons she’s learned throughout her career is to be confident in yourself and trust your instincts and skills. When she reflected back on some of the greatest challenges she has faced, she realized she had the personal experience and knowledge to overcome those obstacles. That’s not to say you shouldn’t utilize the strengths of your greater team, but often when you need to act quickly in a moment of crisis or a decision needs to be made, you most likely already have the tools yourself to succeed.
Her advice for entrepreneurs starting out that they can learn from
Relationships and reputations matter, especially as an entrepreneur. Build personal relationships with colleagues within the industry from the very start, you never know when your paths may cross in the future. Networking events are a great first step to jumpstart this, and they are often offered by your university or local chapter of organizations like the Public Relations Society of America (PRSSA).
About Dara Bush
From the moment Dara Busch arrived at 5WPR – more than 8 years ago – her presence was immediately felt. Dara is a high-impact player, relentless client advocate, engaged mentor, and committed team builder.
Her consumer practice is broad, including food and beverage; health and wellness; travel, hospitality and entertainment; housewares and home furnishings; mom and baby; beauty and grooming; luxury goods and services and non-profits. She has also built the firm’s successful cannabis practice, reflecting 5WPR’s history as an early-adopter firm. Clients range from some of the world’s most respected brands to innovative start-ups.
Respected by editors, journalists, and influencers as an industry thought-leader, Dara has earned a trusted seat at the table as an advisor and counselor to her clients. Her network is a powerful asset for the firm’s clients, whether for day-to-day successes or in crisis mode.
Dara’s hands-on team reflects her commitment – forged over a successful 20-year career – to deliver compelling and immediate results, set in a strategic framework that recognizes how brands build equity over time. With massive shifts in earned, owned and paid media – and the dynamically expanding digital and cross-channel toolkit which innovative communications professionals must leverage – Dara has proven, time and again, her ability to amplify the culture.
Driven by both the recognition that public relationships need to be accountable and ROI-driven, as well as deep consumer and media insights, Dara leads teams that deliver high-impact, clutter-busting results across all domains.
Whether the client need is a large-scale event or a targeted launch, her teams have run award-winning campaigns for clients such as the WNBA, It’s a 10 Haircare, Sparkling ICE, Zappos, Jane Iredale, Bowlmor, Welch’s Fruit Snacks, and Ashley Stewart.
In 2019, Dara was the winner of a silver Stevie Award in the Maverick of the Year “Women in Business” category. She has also been honored as a Game Changer by Ragan’s Top Women in Communications Awards.
Prior to joining 5WPR, Dara was the Executive Vice President/Managing Director at Rubenstein Public Relations, where she worked for 16 years, managing the luxury/lifestyle division in addition to oversight of all agency practices.
Dara holds a Bachelor of Arts degree in public relations and theater arts and a minor in marketing from the University of Miami.
If you would like to get in touch with Dara Busch or her company, you can do it through her – Linkedin Page
