The Dana Agency
The Dana Agency is a Miami-based boutique public relations and special events agency founded in 2005, serving enterprise hospitality, food and beverage, real estate, and destination-marketing clients nationwide through media relations, event management, influencer relations, and social media services from offices in Miami, New York and Los Angeles.
- Company typePrivate
- Founded2005
- HeadquartersMiami, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What The Dana Agency does
The Dana Agency is a Miami-headquartered boutique public relations and special events agency founded in 2005 by Dana Rhoden Baran. It is structured around five core service lines — Public Relations (media relations, earned media, crisis communications, reputation management), Event Management (launches, grand openings, press conferences, celebrity red carpets), Social Media (content creation, community management, paid social), Creative Partnerships (brand collaborations, activations, product placement) and Influencer Relations (vetting, contracts, ambassador programs) — alongside a pro-bono BIPOC PR program. The agency's differentiation rests on a senior team of former editors, reporters and TV producers drawn from major outlets, layered across physical offices in Miami, New York and Los Angeles and reach into Chicago, San Francisco and Washington D.C. Its core technology is the production process and media relationships themselves; there is no proprietary software platform, API surface or AI/ML product disclosed in the source data.
The client base skews to enterprise and mid-market accounts across three primary verticals — hospitality (Arlo Hotels portfolio, The Goodtime Hotel, Mondrian South Beach, Ritz-Carlton Residences South Beach), food and beverage (Fogo de Chão multi-location, Uchi Miami, Café Bastille multi-location, Global Gift Gala), and real estate (Lefferts Development, Esplanade at Aventura) — with secondary exposure to destination marketing (Greater Miami Convention & Visitors Bureau dual national and local agency of record; Dominican Republic Ministry of Tourism), entertainment (Magic Mike Live tour, PSG Miami takeover, Kiehl's amfAR LifeRide, Coca-Cola FIFA Trophy Tour), fashion, art and culture, beauty and nonprofit. Go-to-market is direct enterprise field sales via RFP processes, industry networking and conversion of project work into long-term agency-of-record retainers.
The revenue model is professional services delivered on retainer, project and contract bases across the five service lines; pricing is not publicly disclosed and inquiries are directed through [email protected] (general), [email protected] (influencer relations) and [email protected] (careers). The agency is privately held with no external funding, parent company or PE/VC backing identified in the source materials; founder Dana Rhoden Baran maintains principal ownership. Recognition track record includes the Inc. 5000 list of America's fastest-growing private companies (2025), the South Florida Business Journal's Fastest-Growing Companies of 2026, Gator100, O'Dwyer's Top F&B Firm, SFBJ Top PR Agency, Daily Business Review No. 3 PR Firm, and PRNEWS Platinum Awards finalist status.
The Dana Agency firmographics
Firmographics- Name
- The Dana Agency
- Legal name
- The Dana Agency
- Website
- https://thedanaagency.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Dana Agency is a Miami-based boutique public relations and special events agency founded in 2005, serving enterprise hospitality, food and beverage, real estate, and destination-marketing clients nationwide through media relations, event management, influencer relations, and social media services from offices in Miami, New York and Los Angeles.
- Ownership category
- akta.pro rank
The Dana Agency industry classification
Industry- Product category
- Public Relations Services
- NAICS
- Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Media Relations & Press Office Services (MPAAADAI)
- akta.pro secondary industries
- Reputation Management & Online PR (BPAFADAN), Public Affairs & Government Relations (MPAAADAE)
Keywords
Where The Dana Agency is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The Dana Agency business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Public Relations Services: Professional PR services including media relations, strategic campaigns, celebrity placements, and thought leadership positioning for lifestyle, hospitality and real estate brands.
- Event Management Services: Event production, management, and execution for launches, grand openings, press conferences, celebrity red carpets, and special activations.
- Social Media Services: Social media management, content creation, influencer relations, and community management for lifestyle brands.
- Creative Partnerships & Influencer Relations: Brand collaboration facilitation, influencer vetting and management, and creative partnership development.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
The Dana Agency product offering
Product offeringCore offering
The Dana Agency is a full-service boutique public relations and special events agency delivering integrated communications for lifestyle, hospitality, and real estate brands. Its core offerings include strategic public relations (media relations, earned media, crisis communications), event management (launches, red carpets, press conferences), social media management, creative partnerships, and influencer relations. Services are sold on retainer, project, and Agency of Record contract bases to enterprise and mid-market clients across the U.S.
Product overview
The Dana Agency is a full-service public relations and marketing agency offering a unified suite of integrated communications services. The core offerings include Public Relations (media relations, strategic PR campaigns, crisis communications), Event Management (event production, launches, red carpets), Social Media (content creation, community management, paid social), Creative Partnerships (brand collaborations, activations, product placement), and Influencer Relations (vetting, contracts, ambassador programs). These services are delivered as a coordinated service offering rather than distinct software products or modules, working together to serve clients in hospitality, real estate, food & beverage, art & culture, fashion, and lifestyle industries.
Differentiator
Problem solved
Functional benefit
Products and services
- Public Relations Services
Quantifiable outcome
- 737+ million impressions in 6 months for Arlo Wynwood opening
- +4 more outcomes
Companies that use The Dana Agency
Customer profileNamed customers10 records
Segments8 records
Ideal customer profiles4 records
The Dana Agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Dana Agency partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, core and major.
- Greater Miami Convention & Visitors BureauflagshipThe Dana Agency was named both the national and local agency of record for GMCVB, marking a major milestone in the agency's 20-year legacy. This unprecedented dual-role positions the agency as the primary PR and marketing partner for Miami's official tourism marketing organization, responsible for destination promotion and tourism initiatives.
- Arlo HotelscoreFollowing success with Arlo Wynwood opening, The Dana Agency was named agency of record for the entire Arlo Hotels brand portfolio. The agency manages PR for multiple Arlo properties including Arlo Wynwood, Arlo Williamsburg, and other hotel openings and ongoing communications.
- Fogo de ChãocoreThe Dana Agency won a competitive RFP to become PR agency of record for Fogo de Chão's flagship Coral Gables location, subsequently expanding to represent Fort Lauderdale and Dadeland openings as well.
- Café BastillecoreTapped as PR Agency of Record for Café Bastille's Fort Lauderdale location, with services subsequently expanded to Miami Beach and Weston locations, plus new lifestyle concept Maison Yoga.
- Islamorada Resort CollectionmajorHired by Trust Hospitality to drive brand awareness for Islamorada Resort Collection and its properties including Amara Cay Resort, Pelican Cove Inn, Postcard Inn, and La Siesta Resort.
- Kiehl'smajorManaged PR for Kiehl's Celebrity LifeRide for amfAR events, including celebrity motorcycle ride kickoff events and partnership activations.
- Coca-ColamajorHired to manage PR and media strategy for Coca-Cola's FIFA World Cup Trophy Tour stop in Miami, including VIP events at private airport.
- Paris Saint-Germain Football ClubmajorExecuted PR and media strategy for PSG's two-week Miami takeover leading up to International Champions Cup match against Juventus FC.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
The Dana Agency competitors and assessment
Company assessmentDirect peers
- Shadow PR: Consumer and lifestyle PR boutique representing fashion, beauty, hospitality, and food & beverage brands with earned media and influencer focus.
- 5W Public Relations: Mid-sized U.S. PR agency serving consumer, lifestyle, hospitality, and entertainment brands with media relations, events, and influencer services — directly overlapping with Dana's core offerings and verticals.
- HL Group: Boutique communications firm focused on fashion, lifestyle, beauty, food, and hospitality brands; the same mid-market, vertical-specialized positioning The Dana Agency occupies in luxury lifestyle PR.
- BPCM: Brooklyn-based boutique PR and creative agency serving lifestyle, hospitality, food & beverage, and design brands — a comparable boutique structure serving adjacent lifestyle verticals.
- Factory PR: Lifestyle and consumer PR boutique representing fashion, beauty, and hospitality brands with media relations, events, and influencer work — directly comparable boutique lifestyle PR peer.
- M18: Hospitality, food & beverage, and lifestyle communications boutique that competes directly with Dana for restaurant openings, hotel launches, and culinary talent positioning.
- Rachel Harrison Communications: Restaurant and food & beverage PR specialist representing chef-driven restaurants, hospitality groups, and culinary talent — directly competing in Dana's strongest F&B vertical.
- Susan Blond Inc. Entertainment and celebrity PR boutique representing live events, talent, and pop-culture campaigns — comparable in size and lifestyle/entertainment overlap (e.g., Magic Mike Live work).
Broad incumbents
- Edelman: Global communications firm serving consumer, hospitality, and lifestyle brands at scale; represents the larger incumbent that Dana competes against on enterprise RFPs.
- Burson: Global communications network formed from the merger of BCW and Hill & Knowlton; competes with Dana for large destination-marketing and hospitality mandates including tourism boards.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Dana Agency social profiles
Digital presenceThe Dana Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Dana Agency leadership team
Management profileNumber of profiles
Profiles1 record
The Dana Agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Dana Agency M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Dana Agency
What does The Dana Agency do?
The Dana Agency is a full-service boutique public relations and special events agency delivering integrated communications for lifestyle, hospitality, and real estate brands. Its core offerings include strategic public relations (media relations, earned media, crisis communications), event management (launches, red carpets, press conferences), social media management, creative partnerships, and influencer relations. Services are sold on retainer, project, and Agency of Record contract bases to enterprise and mid-market clients across the U.S.
Is The Dana Agency a public or private company?
The Dana Agency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Dana Agency founded?
The Dana Agency was founded in 2005. It employs 11 to 50 people.
Where is The Dana Agency based?
The Dana Agency is headquartered in Miami, United States, in the North America region.
How does The Dana Agency make money?
Four revenue lines are on record. Public Relations Services are the primary driver. The others are event Management Services, social Media Services and creative Partnerships & Influencer Relations.
Who are The Dana Agency's main competitors?
Direct peers on record are Shadow PR, 5W Public Relations, HL Group, BPCM, Factory PR, M18, Rachel Harrison Communications and Susan Blond Inc.. Broad incumbents are Edelman and Burson.
Does The Dana Agency have an API?
No public API is recorded for The Dana Agency.
What industry is The Dana Agency in?
The Dana Agency's product category is Public Relations Services. Its primary akta.pro industry code is MPAAADAI, Media Relations & Press Office Services, with a secondary code of BPAFADAN, Reputation Management & Online PR. Its NAICS code is 541820 and its SIC code is 7311.