Our Year in Review: LáLew’s Top Five Moments of 2025
We’re excited to share some of our most meaningful moments from 2025. At LáLew, we remain committed to helping businesses and entrepreneurs grow, thrive, and build lasting legacies. While narrowing it down to just five highlights was no easy task, we’re especially proud of launching the House of LáLew, collaborating with the incredible team at Barclay Damon, facilitating the Urban League of Rochester’s 60th Anniversary celebration, providing strategic guidance to the Underground Railroad Consortium of New York State, and supporting our clients through new relationships and strengthened existing ones.
1. The Launch of a Legacy: The House of LáLew
Since launching the House of LáLew, this membership program has received strong feedback, achieved major milestones and positively impacted clients. House of LáLew has quickly become a program people gravitate toward because of its strategic messaging and intentional brand development for members. With every new member, House of LáLew has strengthened its identity and built and connected a community of changemakers and entrepreneurs.
Loyalty continues to deepen as House of LáLew defines what modern, confident and personalized PR looks like in today. House of LáLew isn’t simply growing — it’s thriving, carving out a powerful presence in its market and proving that it isn’t just a membership program, it’s a movement.
2. Empowering Confident Communicators at Barclay Damon
LáLew led a presentation for Barclay Damon on empowering confidence in communications. The goal was to help participants elevate their public presence, refine their communication skills and step more boldly into leadership roles. Participants left with not only stronger communication skills but also a deeper understanding of how to own their voice and amplify their impact — within the firm and beyond. This collaboration was especially meaningful for us this year, as it reflected LáLew’s ongoing commitment to empowering women to lead.
3. Preserving and Spotlighting the Underground Railroad in New York State
This year, LáLew delivered a comprehensive suite of strategic and creative services to advance URCNYS (Underground Railroad Consortium of New York State) and the Tubman Corridor initiative. Our team provided clear guidance and standards for regional contractors, strengthened URCNYS’ brand storytelling and conducted audience analysis to identify national and international markets aligned with African American cultural tourism and American history. We refined messaging, built cohesive content frameworks and ensured all creative assets, from copy to visuals, reflected the depth and significance of the Underground Railroad story.
We also developed the tools and deliverables needed to position the Tubman Corridor for local and statewide recognition. This included crafting the brand for the future Harriet Tubman Underground Railroad Scenic Byway, creating marketing toolkits for partner sites, building website and content management systems infrastructure, producing print and digital collateral, and designing the materials used at tourism events. Through this work, LáLew has helped strengthen URCNYS’ visibility, unify its communications and lay the foundation for long-term growth and recognition of the Corridor.
4. A Sold-Out Celebration of Community and Progress: The Urban League of Rochester’s 60th Anniversary
The Urban League of Rochester engaged LáLew Public Relations to manage and promote its 60th Anniversary Gala. Our primary role was project management, ensuring seamless coordination among committee members, consultants and Urban League staff. In addition to project oversight, we provided earned media support and managed the social media campaign to build momentum ahead of the gala, which featured acclaimed R&B artist KeKe Wyatt as the evening’s headliner.
Our event management and earned media strategy surpassed all objectives. The gala sold out, exceeding the goal of 800 attendees and drawing six elected officials. Our nearly 20 media placements included ARC Rochester (FOX News), Rochester Business Journal, Minority Reporter, WHEC-TV, WDKX-FM, Democrat and Chronicle and MSN. Social media efforts contributed significantly, with 1.7K link clicks and sustained audience engagement.
5. Our Favorite Media Coverage
Grow-NY:
LáLew’s top media mentions from the 2025 Grow-NY Food and Ag Summit highlight the impact of this year’s event. The summit was once again a major success, and we thoroughly enjoyed collaborating with such an exceptional organization that brings together entrepreneurs, researchers, and students. Check out our top stories from Food & Beverage Magazine, News10 Rochester and Rochester First.
The Harley School:
LáLew helped the Harley School secure strong media mentions that elevated the school’s profile across the region. Coverage from Spectrum News Rochester spotlighted Harley’s continued commitment to thoughtful, inclusive education, while a feature in the Rochester Business Journal highlighted leadership developments within the school community. Fox Rochester showcased the Harley School’s passion for giving students the opportunity to excel.
Tour Cayuga:
With LáLew’s guidance, Tour Cayuga earned meaningful visibility through stories in Blavity, National Parks Traveler and Medium, each spotlighting the region’s deep ties to Harriet Tubman and the legacy of the Underground Railroad. At LáLew, we take pride in securing coverage that both informs audiences about this vital history and honors the community’s ongoing commitment to protecting it.
Wayne County Apple Tasting Tour:
This season, LáLew promoted the Wayne County Apple Tasting Tour, featured in Yahoo! News and the Finger Lakes Times. Regional and local coverage of the 28th annual tour spotlighted New York’s top apple county, helping share the event’s charm, community spirit, and unmistakable fall magic with an even wider audience.