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What would it look like for your company's message to actually connect with it's biggest stakeholder? The local public.

AM Group founders Andrea Ritchie and Mary Mickel have built one of Northwest Arkansas’ most respected communications and public relations firms by helping organizations tell their stories better. In this conversation, they share how a chance friendship evolved into a business partnership, why communications should be part of every company’s growth strategy, and how authentic storytelling can shape everything from local restaurants to billion-dollar development projects.

Summary

Andrea and Mary walk through the early days of building AM Group, growing from a handful of clients to a rapidly scaling agency trusted by some of the region’s most influential organizations. They discuss the importance of understanding your audience, owning your narrative before someone else does, and why relationships remain one of the most valuable assets in business. Their experience spans hospitality, tourism, real estate development, technology, economic development, and community-building initiatives, giving them a unique perspective on what makes organizations stand out in a crowded marketplace.

The conversation also offers an inside look at modern public relations in an era dominated by AI, social media, and nonstop information. Andrea and Mary explain why businesses can no longer rely on their products to "speak for themselves," how strategic communications influences growth, and why founders should view storytelling as a core business function rather than an afterthought.

Perhaps most importantly, they share lessons on building a values-driven company, choosing the right business partner, scaling a team without losing culture, and creating a business that serves both clients and employees well. For founders at any stage, it's a thoughtful conversation about growth, relationships, community impact, and the power of telling the right story at the right time.

Highlights

00:00 What is AM Group?

7:30 How much of PR is putting out client's fires?

22:30 Landscape of PR & Communications in NWA
27:00 Client success story: Experience Fayetteville
41:00 Balancing A.I. & Originality
55:00 Partnering with national brands coming to NWA
69:30 What is the ROI on PR?

Key Takeaways

1. If you don't tell your story, someone else will - The most successful businesses are intentional about shaping their narrative. Whether you're launching a startup, expanding into a new market, or navigating growth, clear communication builds trust and prevents others from defining your story for you.

2. Relationships are still the ultimate competitive advantage - AM Group's success has been built on authentic relationships with clients, journalists, community leaders, and partners. In a world filled with automation and AI, genuine human connection continues to create opportunities that technology can't replace.

3. Growth requires both strategy and culture - As companies scale, systems and processes matter, but so do people. Andrea and Mary emphasize hiring great talent, creating a healthy culture, and building a business that supports both client success and employee well-being.

For guest suggestions or inquiries nwafounders@gmail.com

NWA Founders is a voice for Founders, Owners, and Builders driving growth in Northwest Arkansas, and is hosted by Cameron Clark and Nick Beyer.