Lifestyle, Spa, Beauty & Wellness Expert
Debra has worked in the public relations and journalism industries for nearly three decades. She is the President and Owner of the award-winning Debra Locker Group. DLG is a boutique agency that specializes in the lifestyle, beauty, spa and wellness markets as well as representing female entrepreneurs.
"I treat each client individually and position them in the markets they want as well as the markets I feel they deserve to be in.”
Our history of personalized work that is unique to each client. We are not one size fits all.
We know what it takes to run a business because we do it. Therefore, we don't make unreasonable demands on clients' time or money.
Boutique by design, we avoid the layers that often accompany large firms based in major cities. You will work directly with Debra, not a junior account executive.
We don’t have (or want) dozens of employees or the overhead of a huge corporate office. Therefore, we are willing to think of pricing differently because we are the decision makers.
The time we take to learn and build upon each client’s unique story.
The personalized, customized attention given to clients often leads to long-lasting partnerships.
“I’ve been fortunate enough to have the opportunity to create and lead media events in New York and Los Angeles, and travel to Asia and Europe with clients. I’ve been in 30 Rock, the offices of Vogue, the Wall Street Journal, People Magazine, and on the sets of “The Doctors” and MSNBC for client appearances. I’ve even been in the fashion closet at InStyle where the only things that would come close to fitting me were the shoes!”
For nearly three decades, Debra Locker has successfully held leadership positions in public relations and journalism that include creating a boutique communications firm, securing key placements in major media outlets, leading media tours in cities around the world, executing large-scale press events, public speaking, co-authoring a book and receiving three Emmy Award nominations for her TV production work.
Before beginning her PR career, Debra was a reporter and producer at TV stations in Kentucky, Tennessee and North Carolina. She founded Locker Public Relations in 2008, which became Debra Locker Group (DLG) in 2018.
Prior to launching DLG, Debra was the Public Relations Director for the International SPA Association and Host Communications in Lexington, Kentucky. Debra grew ISPA’s annual Media Event in New York from an intimate luncheon with 10 sponsors to a full-scale event with 25 sponsors and more than 150 media outlets in attendance.
An avid writer, Debra is a co-author of Women of Courage, published by Professional Woman Publishing. She is also a monthly contributor for DERMASCOPE.com on the topic of Spa PR Made Easy. Debra speaks at spa and beauty events including Face & Body and IECSC.
Debra is a past recipient of the Small Business Champion of the Year award for Kentucky and the Southeast given by the Small Business Administration. She has been named one of the top women in business by TOPS Louisville, profiled by Today’s Woman and the Louisville Courier-Journal, and nominated as a Most Fashionable Philanthropist by the Younger Woman’s Club of Louisville.
Very involved in the community, Debra is a board member of the Kentucky-Southeast Indiana Chapter of the Multiple Sclerosis Society. She also serves as the Governance Chair for the Chapter and the Co-chair of the Misters for MS fundraiser.
Debra grew up in the central-Kentucky town of Berea and is a graduate of Eastern Kentucky University. She is a member of Alpha Omicron Pi social sorority.
Debra and her husband have one son and two of the biggest dogs on earth - Great Pyrenees – which are often mistaken for polar bears. Other fun facts about Debra: she loves fashion, flowers, exotic travel and makes the best salads ever!
DLG represents brands around the country as well as in Debra’s home state of Kentucky. Based in the Derby City of Louisville, Debra is uniquely positioned to pitch media throughout the state as she previously worked at TV stations in Lexington and Louisville, and in corporate PR in Lexington.
This proud Kentuckian frequently secures coverage in Kentucky-based outlets including The Courier-Journal, Today’s Woman, StyleBlueprint, TOPS in Louisville, Lexington Herald-Leader, Kentucky Monthly, The Lane Report and TV shows around the state.
"I feel Kentucky is often poorly represented by national media. It’s my hope that the small part I play in promoting KY-proud businesses will make a difference in that reputation."
“Working with Debra Locker Group made my small business look like a big operation. DLG secured features on local and regional news stations, national TV shows, and cultivated opportunities for me to be a regular contributor on websites. I saw the benefits I desired, and then some, by working with DLG. I cannot recommend her enough!” - Liz Toombs, C.I.D., President, PDR Interiors
“Debra is my go-to gal for all things PR. I am the expert at what I do, and Debra is the expert at helping my business be seen so that people understand what I do and want to hire me. She has helped me grow my business massively. I wouldn’t have gotten where I am as quickly as I have without her.” – Sara Drury, Author, 21 Days to Self-Love
“Debra is one of few PR people on this planet who will take the time to develop sincere human relationships, and I cannot stress enough how beautiful that is. I know of several editors and freelancers who love her the same way I do, and would likely do their best to find a spin on a can of beans for this woman if that's what she was repping.” - Bryce Gruber, Editor-in-Chief, The Luxury Spot
“Debra has become one of my favorite publicists. She achieves the perfect balance between advocating for her clients and being respectful of my deadlines and obligations. She's irresistibly friendly and approachable, knows her brands inside and out and has strong editor relationships. I would not hesitate to recommend her to beauty or lifestyle brands that needed representation.” - Trae Bodge, Lifestyle & beauty journalist
“As a 25-year veteran of the Wellness industry, it's always a wonderful experience to be able to recommend a true pro at her business. Debra is one of those people. She is an expert in spa, wellness, beauty and luxury, has relationships with key journalists that lead to placements, is respected as a seasoned professional, and is an excellent writer. She is the consummate PR pro in our industry.” - Allan Share - President, Spa Industry Association
“Multi-faceted and professional are two words that come immediately to mind when I think about Debra. After working closely with Debra for more than 25 years, I have seen her many skills and talents first-hand. What truly stands out about Debra is her ability to continue to build strong, lasting relationships with the media. Debra would be a strong asset to any team, especially those seeking to gain a competitive advantage.” - Stefanie Ashley - Owner & President, Artfully Yours
“We’ve had the opportunity to work with Debra Locker Group for media training for the KyANA Board of directors as a group and, on occasion, for one-on-one training. Her efforts have definitely allowed us to present a more polished interview. More importantly, though, to feel at ease, comfortable and confident in the interview chair. With Debra Locker Group, I felt prepared and ready.”- Jana Bailey, APRN CRNA, KyANA President
“I cannot adequately express how grateful I am to have been a client of DLG! Debra changed the course of my business by providing top-notch service and helping me raise brand awareness. She goes above and beyond and is not just your typical PR person. Debra is an encourager, and a great resource for interview prep, written communications, and building buzz. She leverages her relationships to build a network of like-minded individuals who support each other in their respective businesses. I would recommend her a million times over! - Colene Elridge - Owner, Be More Consulting and Author, Monday Morning Pep Talks
“Debra’s attention to detail and clear focus; as well as, her tenacity to think outside the box quickly propelled our tourism commission in a positive direction. When given an overarching goal, she approached the target with creative and dynamic thinking. Through her ingenuity, we were able to host a multitude of travel writers and be included in respected mediums in all forms. The bureau will forever be in her debt.” - Katie Fussenegger, CTA, CTIS, TMP - former President & CEO of ShelbyKy Tourism, now VP at KY Derby Museum
“Debra is professional, creative and, above all, experienced. She takes the ‘work’ out of my job. Debra is clever and has a knack for pitching different types of segment ideas that are entertaining and informative. I cannot say enough good things about Debra” - Katherine Shepherd, WLEX-TV, Producer of "It's ON!"
“Debra brings to the table an incomparable set of skills and experience. If you can manage to procure her services, I recommend you jump on it ASAP!” - Julie Wilson - Director of Communications, University of Kentucky College of Design; Founder, STORY Magazine
“Debra is the absolute best at what she does. She has the contacts and charisma to help anyone get the word out about their business or project. She is the perfect partner. I could not recommend her more!” – Beth Richardson, Founder, Spotz Gelato
Debra Locker Group specializes in representing female entrepreneurs and elevating their brands in the lifestyle space—décor, beauty, skin care, spa, tourism, fashion, wellness and authors.
“I love partnering with visionary leaders to turn their ideas into powerful forces through the strategic use of media relationships, strategy and storytelling.”