DEBRA LOCKER GRIFFIN
PRESIDENT & OWNER, DEBRA LOCKER GROUP
Founded in 2008, Debra Locker Group is an award-winning boutique public relations agency specializing in the lifestyle, beauty, spa, travel, and wellness markets, and is a consummate champion for female entrepreneurs.
DLG President and Owner Debra Locker Griffin provides strategic, sophisticated PR and communications services, seasoned with small-town charm, by applying the same inquisitive spirit that powered her early career in television news journalism. Three decades of professional excellence have landed Debra on the short list of coveted consultants in her field.
In 30 years, she has developed and grown collaborative, meaningful relationships with prominent journalists and media outlets, and continues to do so daily. This type of long-term success takes skill and tenacity, both of which Debra wields with grace and precision to elevate her clients’ brands.
DEBRA LOCKER GRIFFIN
PRESIDENT & OWNER, DEBRA LOCKER GROUP
Founded in 2008, Debra Locker Group is an award-winning boutique public relations agency specializing in the lifestyle, beauty, spa, travel, and wellness markets, and is a consummate champion for female entrepreneurs.
DLG President and Owner Debra Locker Griffin provides strategic, sophisticated PR and communications services, seasoned with small-town charm, by applying the same inquisitive spirit that powered her early career in television news journalism. Three decades of professional excellence have landed Debra on the short list of coveted consultants in her field.
In 30 years, she has developed and grown collaborative, meaningful relationships with prominent journalists and media outlets, and continues to do so daily. This type of long-term success takes skill and tenacity, both of which Debra wields with grace and precision to elevate her clients’ brands.
Eight Reasons to Partner with DLG
1. Not one-size-fits-all PR. The personalized work produced at DLG is unique to each client. We take time to interview clients, learning every detail of their stories. It’s this insightful information gained during those ongoing conversations – about the people, the pain points, the successes & challenges, and the why – that enable us to have authentic conversations with journalists.
2. Speaking of journalists, we know how the media think and work because we used to be in their shoes. Journalists take our calls and trust us to send actual stories their way – not waste time.
3. We produce results nationally, regionally and in our home state of Kentucky. Real earned coverage, not pay to play.
4. Boutique from day one, we avoid the layers that come with large firms. Clients work directly with Debra or one of her partners, not a junior account executive.
5. The intimate, customized attention given to brands leads to long and meaningful relationships.
6. We know what it takes to run a business because we do it every day. We don’t make unreasonable demands on clients’ time or money; every dollar and every minute is used strategically. Additionally, as decision-makers, we are willing to think creatively about pricing.
7. We are choosy. We’ve built a reputation that affords us the opportunity to say no. We put a great deal of thought into personalities and expectations before partnering with brands.
8. We have a lot of experience working as part of national teams managing the local PR side in Louisville and the surrounding areas. We seamlessly become part of the team to ensure there are no gaps in service.
Eight Reasons to Partner with DLG
1. Not one-size-fits-all PR. The personalized work produced at DLG is unique to each client. We take time to interview clients, learning every detail of their stories. It’s this insightful information gained during those ongoing conversations – about the people, the pain points, the successes & challenges, and the why – that enable us to have authentic conversations with journalists.
2. As former journalists, we know how the media think and work because we used to be in their shoes. Journalists take our calls and trust us to send actual stories their way – not waste time.
3. We produce results nationally, regionally and in our home state of Kentucky. Real earned coverage, not pay to play.
4. Boutique from day one, we avoid the layers that come with large firms. Clients work directly with Debra or one of her partners, not a junior account executive.
5. The intimate, customized attention given to brands leads to long and meaningful relationships.
6. We know what it takes to run a business because we do it every day. We don’t make unreasonable demands on clients’ time or money; every dollar and every minute is used strategically. Additionally, as decision-makers, we are willing to think creatively about pricing.
7. We are choosy. We’ve built a reputation that affords us the opportunity to say no. We put a great deal of thought into personalities and expectations before partnering with brands.
8. We have a wealth of experience working as part of national teams managing local PR in Louisville and the surrounding areas. We seamlessly become part of the team to ensure there are no gaps in service.
OUR SERVICES
DLG partners with clients to create coverage that achieves results. We do this via:
- Strategic planning
- Development of key messaging
- Expert positioning
- Pitch planning + execution
- Content creation
- Media relationships + introductions
- Press events, tours + FAMs
- Photo + video shoot management
- Product gifting + sampling campaigns
- Interview + TV segment management
- Media training
- Engaging brand partners in spreading your messages
- Collaborations with/introductions to like-minded individuals
DLG partners with clients to create coverage that achieves results. We do this via:
- Strategic planning
- Development of key messaging
- Expert positioning
- Pitch planning + execution
- Content creation
- Media relationships + introductions
- Press events, tours + FAMs
- Photo + video shoot management
- Product gifting + sampling campaigns
- Interview + TV segment management
- Media training
- Engaging brand partners in spreading your messages
- Collaborations with/introductions to like-minded individuals
THAT DLG PIXIE DUST
DLG was named Best PR firm in Louisville by readers of LEO Weekly five years in a row (2020, ’21,’22 ’23 and ’24), and listed as a top PR firm by the editors of Louisville Business First.
In 2024, Debra was chosen by editors of Louisville Business First as one of 20 People to Know in Advertising, PR & Marketing.
Prior to launching DLG, Debra was the Public Relations Director for the International SPA Association. Ingrained in the spa industry since 2001, Debra received the 2020 Women in Wellness PR & Marketing Award from American Spa.
THAT DLG PIXIE DUST
DLG was named Best PR firm in Louisville by readers of LEO Weekly five years in a row (2020, ’21,’22, ’23 and ’24), and listed as a top PR firm by the editors of Louisville Business First.
In 2024, Debra was chosen by editors of Louisville Business First as one of 20 People to Know in Advertising, PR & Marketing.
Prior to launching DLG, Debra was the Public Relations Director for the International SPA Association. Ingrained in the spa industry since 2001, Debra received the 2020 Women in Wellness PR & Marketing Award from American Spa.
Before beginning her PR career, Debra was a reporter and producer at TV stations throughout the Southeast, including CBS in Lexington and Louisville, Ky.; NBC in Knoxville, Tenn.; and NBC in Charlotte, N.C., Debra’s background in journalism makes her uniquely qualified as a storyteller who is respected by the media.
Debra has been nominated for three Emmy® Awards for her work in video production.
Before beginning her PR career, Debra was a reporter and producer at TV stations throughout the Southeast, including CBS in Lexington and Louisville, Ky.; NBC in Knoxville, Tenn.; and NBC in Charlotte, N.C., Debra’s background in journalism makes her uniquely qualified as a storyteller who is respected by the media.
Debra has been nominated for three Emmy® Awards for her work in video production.
Memorable PR placements and experiences include:
- Placing a client’s products on the TODAY Show twice in one quarter.
- Implementing a plan that resulted in top-notch coverage for an $8 million renovation of a distillery.
- Securing internationally shown segments on MSNBC’s Your Business for two clients.
- Leading four national media on a press trip to the Kentucky Derby.
- Big hits. Coverage for a bourbon brand in the Wall Street Journal, Garden & Gun, and Southern Living; a profile about a tourism client in USA Today; and placing an interior decorator in Architectural Digest and Success.
- Worn-out shoes, tired feet, and the hours spent sitting in coffee shops in Midtown were well worth it for the resulting stories secured via numerous visits to and events in New York City.
Memorable PR placements and experiences include:
- Placing a client’s products on the TODAY Show twice in one quarter.
- Implementing a plan that resulted in top-notch coverage for an $8 million renovation of a distillery.
- Securing internationally shown segments on MSNBC’s Your Business for two clients.
- Leading four national media on a press trip to the Kentucky Derby.
- Big hits. Coverage for a bourbon brand in the Wall Street Journal, Garden & Gun, and Southern Living; a profile about a tourism client in USA Today; and placing an interior decorator in Architectural Digest and Success.
- Worn-out shoes, tired feet, and the hours spent sitting in coffee shops in Midtown were well worth it for the resulting stories secured via numerous visits to and events in New York City.
Community commitment. Debra is the Past Board Chair for the Indiana, Kentucky, Tennessee Chapter of the National MS Society and one of the founding creators of Louisville’s Misters for MS fundraiser. Over seven years, more than $750,000 was raised for the MS Society from Misters for MS. Additionally, Debra served on the Kentucky Derby Museum Ball planning committee.
Happily based in Louisville, Debra and her husband have one son and one of the biggest dogs on earth – Great Pyrenees – which are often mistaken for polar bears.
Community commitment. Debra is the Past Board Chair for the Indiana, Kentucky, Tennessee Chapter of the National MS Society and one of the founding creators of Louisville’s Misters for MS fundraiser. Over seven years, more than $750,000 was raised for the MS Society from Misters for MS. Additionally, Debra served on the Kentucky Derby Museum Ball planning committee.
Happily based in Louisville, Debra and her husband have one son and two of the biggest dogs on earth – Great Pyrenees – which are often mistaken for polar bears.
Current and Past Clients
Where We Place Clients
