What The Wilbert Group does

The Wilbert Group is a privately held, full-service communications and public relations firm founded in 2009 by former journalist Caroline Wilbert and headquartered in Atlanta, Georgia. The firm delivers integrated programs spanning public relations, social media and digital, and content creation, supported by an in-house video production unit established in 2017 that operates a retainer-based batch model producing platform-optimized video content across horizontal and vertical formats. Its core services include media relations, thought leadership, crisis communications, paid and organic social, influencer partnerships, e-newsletters, and video/photography production, delivered by a team of approximately 16 professionals including former journalists and newsroom editors.

The Wilbert Group generates revenue through customized professional services engagements, typically structured as multi-year retainers with proposals tailored to each client's strategic objectives. Pricing is not publicly disclosed and varies by scope. Business development is sales-led and relationship-driven: President Liana Moran Zabowski has stated that the firm obtains "almost all of our business from referrals." The customer base is anchored in commercial real estate developers across the Southeast and nationally (Avalon, Fenton, Halcyon, Colony Square, The Works, Selig Enterprises, Wood Partners, Hines, Toro Development), with secondary practices in financial services (Churchill Mortgage, Georgia's Own Credit Union), law (Fisher Phillips), and nonprofits (City of Refuge, Christian City). Notable client outcomes include 630+ media placements and 7.1B media impressions for Churchill Mortgage, 5,100+ media hits over six years for Avalon, and a 26% office rent increase enabled by coverage of Colony Square.

In 2017, the firm expanded via the acquisition of SPR Atlanta and launched its in-house video unit in the same year. The company has remained founder-owned with no disclosed external institutional investment, employs a referral-driven GTM motion anchored in commercial real estate, and supports community initiatives through its Wilbert Cares program, which logged 580 volunteer hours and an estimated $84,000 in community value in 2023 with 100% employee participation.

Name

The Wilbert Group

Legal name

The Wilbert Group

Website

https://thewilbertgroup.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

The Wilbert Group is a privately held Atlanta-based public relations, social media, and content firm serving commercial real estate developers, financial services, law firms, and nonprofits across the Southeast and nationally via referral-driven, integrated communications retainers.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. PR and Communications Services: The Wilbert Group provides strategic public relations, digital media, and content services to clients. Revenue is generated through customized client programs and retainers for ongoing strategic communications support. Services include media relations, social media management, content creation, thought leadership programs, and crisis communications.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

The Wilbert Group is an integrated communications firm that delivers strategic public relations, social media management, and content creation services to enterprise clients, with a particular focus on commercial real estate developers. Services include media relations, thought leadership placement, crisis communications, paid and organic social media programs, influencer marketing, e-newsletters, and in-house video production. Programs are customized per client and typically delivered under ongoing retainer engagements rather than transactional purchases.

Product overview

The Wilbert Group is a unified PR, social media, and content service firm offering integrated communications programs. The core offerings consist of Public Relations (media relations, thought leadership, crisis communications), Social Media & Digital (strategy, paid campaigns, influencer marketing, e-newsletters), and Content Creation (video, photography, copywriting). The firm also maintains an in-house video unit for client content production and a community initiative called Wilbert Cares. All services are delivered through seamless collaboration between teams, allowing clients to execute consistent, comprehensive storytelling across all channels to drive business results.

Differentiator

Problem solved

Functional benefit

Brands

• Wilbert Cares: Company's community service and charitable initiative focused on volunteering, industry involvement, and nonprofit support

Products and services

• Public Relations Strategic media relations services including PR strategy, thought leadership placement, crisis communications, issues management, media training, and awards programs. Focused on securing consistent positive coverage in traditional media outlets for enterprise clients.
• Social Media and Digital Social media strategy, content creation and day-to-day execution, paid social campaigns, community management, influencer marketing partnerships, and e-newsletter programs that enable clients to tell stories directly to audiences across owned channels.
• Content Creation Production of brand videos, quick-turn Reels, photography, and copywriting, including an in-house video unit established in 2017 with a retainer-based batch production model that delivers cost-effective multi-platform content and builds a reusable content library for clients.

Quantifiable outcome

• 630+ news stories, 41M+ coverage views, 7.1B media impressions for Churchill Mortgage over 3 years
• +5 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered minor.

• Atlanta Community Food BankminorOthersWilbert Cares volunteer partner. Team members volunteer and support food bank initiatives including meal packing events.
• Atlanta Humane SocietyminorOthersWilbert Cares volunteer partner. Team volunteers for animal shelter activities.
• Open Hand AtlantaminorOthersWilbert Cares volunteer partner. Team volunteers for meal preparation and delivery organization.
• Lost-n-Found YouthminorOthersWilbert Cares volunteer partner supporting homeless LGBTQ youth.
• Atlanta Children's Day ShelterminorOthersWilbert Cares volunteer partner. Team supports children's shelter with holiday activities.
• City of RefugeminorOthersPro bono and in-kind service partner. Wilbert provides ongoing media relations support and has worked with City of Refuge since 2017. Also serves on committees and boards.
• Urban Land Institute (ULI) AtlantaminorOthersIndustry organization where Wilbert team members hold leadership positions and volunteer time. Related to commercial real estate industry support.
• NAIOPminorOthersCommercial real estate industry association where Wilbert team members serve on communications committee.
• Public Relations Society of America (PRSA)minorOthersProfessional association where Wilbert team members plan events, work on committees, and support the fellowship program. Co-chair PRSA Annual Conference and Awards.
• Hosea HelpsminorOthersWilbert Cares volunteer partner. Team packed 300+ family meals for community organization.
• Covenant HouseminorOthersWilbert Cares Q3 2023 volunteer partner supporting Georgia's homeless adolescents with career clothing closet organization.
• PAWS AtlantaminorOthersWilbert Cares Q1 2023 volunteer partner. Team cleaned kennels and enhanced outdoor yard at animal shelter.
• Alliance TheatreminorOthersVice President Caroline Gold serves on Advisory Board since 2022, providing strategic advice to theater board and executive staff.
• Atlanta Children's ShelterminorOthersWilbert Cares partner for holiday service projects including family shopping assistance and toy drives.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Highwire PR: Mid-sized B2B technology and consumer PR boutique with integrated content and digital services. Comparable boutique scale and integrated offering; primarily competes for enterprise tech and B2B retainers.
• 5W Public Relations: Mid-sized US public relations agency offering integrated PR, digital, and content services to consumer, lifestyle, and B2B clients. Comparable in scale to Wilbert but national in footprint and stronger in consumer verticals.
• M Booth: Mid-sized integrated creative communications agency with PR, social, influencer, and content capabilities. Comparable in offering breadth and senior-led model, though typically stronger in consumer and lifestyle than commercial real estate.
• Jackson Spalding: Atlanta-based integrated marketing and PR firm of comparable size and Southeast footprint. Targets similar enterprise and public-sector accounts including commercial real estate, legal, and nonprofit clients - making it Wilbert's closest geographic and offering-level competitor.
• Gregory FCA: Mid-sized integrated PR and communications firm serving financial services, professional services, and B2B clients. Similar boutique scale and integrated offering with comparable enterprise client profile.
• Trevelino/Kule (now AMP Agency): Integrated creative + PR agency serving technology, financial services, and consumer clients. Comparable size and integrated offering with adjacent creative-production capabilities to Wilbert's in-house video unit.
• Antenna Group: Integrated communications and public relations agency with comparable size and client mix including financial services, real estate, and professional services. Direct competitor for enterprise retainers in consumer and B2B categories.

Broad incumbents

• Edelman: World's largest public relations firm with global footprint across every major industry. Wilbert competes with Edelman for enterprise retainers in CRE, financial services, and crisis communications.
• Weber Shandwick: Global integrated PR and communications network with deep enterprise and consumer practice. Direct competitor for large enterprise accounts despite the dramatic scale gap.
• Ketchum: Major global PR firm now part of Omnicom, serving enterprise, consumer, and public-affairs clients. Competes for national and global enterprise communications engagements Wilbert targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TheWilbertGroup
• Facebookfacebook.com/TheWilbertGroup
• LinkedInlinkedin.com/company/thewilbertgroup
• Instagraminstagram.com/thewilbertgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Wilbert Group