Proper
Proper is a privately held boutique public relations firm co-founded in 2015 by Pam Manela and Rose Mary Gorman, operating from New York and Nashville to deliver integrated media relations, social media, events, influencer outreach, branding, and advertising services to lifestyle brands.
- Company typePrivate
- Founded2015
- HeadquartersNashville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Proper does
Proper is a privately held boutique public relations firm founded in 2015 and headquartered in New York, with a secondary office in Nashville. The firm provides integrated communications services to lifestyle brands spanning interior design, architecture, hotels, restaurants, beauty, and fashion, as well as adjacent verticals such as music and nonprofit organizations. Proper is co-founded and operated as a partnership between Pam Manela and Rose Mary Gorman, who together bring 18+ years of combined experience in consumer lifestyle and arts/culture PR, including prior tenures at Clifford Public Relations and the Frist Center for the Visual Arts.
The firm's service portfolio comprises six core offerings: Media Relations, Social Media Services, Event Planning, Influencer Outreach, Positioning & Branding, and Advertising. These services are delivered as customized, personalized campaigns rather than templated packages, with the firm's primary assets being the co-founders' longstanding relationships with editors across features, tech, lifestyle, entertainment, food, travel, and business outlets at local and national levels. There is no proprietary technology platform; Proper operates as a pure service business.
Proper monetizes through professional services fees (retainer and project-based, not publicly disclosed) sold via direct outreach, industry referrals, and relationship-based client acquisition. The target customer base consists primarily of SMBs and select nonprofits, with named client engagements including Crowell + Co., Design Pavilion, songwriter Liz Rose, and Musicians On Call. The firm operates without external funding, a parent company, or institutional ownership, and currently employs between 1 and 10 people across its two locations.
Proper firmographics
Firmographics- Name
- Proper
- Legal name
- Proper
- Website
- https://properpr.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Proper is a privately held boutique public relations firm co-founded in 2015 by Pam Manela and Rose Mary Gorman, operating from New York and Nashville to deliver integrated media relations, social media, events, influencer outreach, branding, and advertising services to lifestyle brands.
- Ownership category
- akta.pro rank
Proper industry classification
Industry- Product category
- Public Relations Services
- NAICS
- Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)
- akta.pro primary industry
- Product & Brand PR (Consumer & B2B) (BPAFADAH)
- akta.pro secondary industries
- Social Media & Community Management (PR-led) (BPAFADAM), Reputation Management & Online PR (BPAFADAN)
Keywords
Where Proper is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Proper business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Public Relations Services: Full-service public relations firm providing media relations, social media management, event planning, influencer outreach, positioning and branding, and advertising services to lifestyle brands.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Proper product offering
Product offeringCore offering
Proper is a full-service boutique public relations firm that delivers media relations, social media management, event planning, influencer outreach, positioning and branding, and advertising services. The firm sells customized communications campaigns to lifestyle brands, with strategies tailored to each client's goals, personality, and budget.
Product overview
Proper is a full-service public relations firm offering a unified portfolio of six integrated PR and marketing services. The core offerings include Media Relations (securing coverage across lifestyle, entertainment, food, travel, and business media), Social Media Services, Event Planning, Influencer Outreach, Positioning & Branding, and Advertising. These services work together as a cohesive communications strategy—Media Relations and Social Media provide audience engagement and coverage, Event Planning creates memorable brand experiences, Influencer Outreach extends reach through trusted voices, Positioning & Branding shapes the overall brand identity, and Advertising reinforces messaging through paid channels. All services are customized to each client's unique goals, personalities, and budgets.
Differentiator
Problem solved
Functional benefit
Products and services
- Media Relations Securing media coverage across key features, tech, lifestyle, entertainment, food, travel, and business editors on local and national levels; a core component of all PR campaigns for Proper's lifestyle brand clients.
- Social Media Services Executing social media campaigns that engage audiences, broaden reach, and help clients convey brand personalities authentically while building communities and developing influence and trust.
- Event Planning Planning events from high-profile product launches to intimate dinner parties with journalists that generate brand awareness and introduce clients to the marketplace in memorable ways.
- Influencer Outreach Developing authentic influencer communities and leveraging relationships with influencers who participate in events, activations, and help spread clients' messages while reinforcing brand aesthetics.
- Positioning & Branding Strategic brand development including shaping client identities verbally and visually, ensuring consistency in larger brand narratives across all communications.
- Advertising Creating print, digital, and outdoor advertising strategies designed to maximize message impact authentically and memorably for target audiences.
Companies that use Proper
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Proper technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Proper partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
Proper competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Proper social profiles
Digital presenceProper financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proper leadership team
Management profileNumber of profiles
Profiles2 records
Proper funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proper 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 Proper
What does Proper do?
Proper is a full-service boutique public relations firm that delivers media relations, social media management, event planning, influencer outreach, positioning and branding, and advertising services. The firm sells customized communications campaigns to lifestyle brands, with strategies tailored to each client's goals, personality, and budget.
Is Proper a public or private company?
Proper is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Proper founded?
Proper was founded in 2015. It employs 1 to 10 people.
Where is Proper based?
Proper is headquartered in Nashville, United States, in the North America region.
How does Proper make money?
One revenue line is on record: public Relations Services.
Does Proper have an API?
No public API is recorded for Proper.
What industry is Proper in?
Proper's product category is Public Relations Services. Its primary akta.pro industry code is BPAFADAH, Product & Brand PR (Consumer & B2B), with a secondary code of BPAFADAM, Social Media & Community Management (PR-led). Its NAICS code is 541820.