From Film Sets to PR Powerhouse: Lisa Malcolm on Building Lynk PR Through Trust, Intuition, and Industry Respect
Lisa Malcolm didn’t just pivot during the pandemic—she rebuilt from the ground up. With over 20 years in the entertainment industry and a successful business partnership behind her, she made the bold decision in 2020 to launch Lynk PR on her own terms. Today, the company thrives on something rare in Hollywood: over 90% of its business comes from referrals and word of mouth.
As founder of Lynk PR and COO and Executive Producer of KAP Productions, Lisa brings a unique dual perspective to the table. She understands both sides of the camera—and both sides of the story. Her work spans from award-winning content like This is My Story on Spotify and Apple Podcasts to strategic publicity campaigns for clients across the entertainment industry. What sets her apart isn’t just experience; it’s the integrity and consistency that have made industry insiders willing to stake their own reputations on recommending her.
In this conversation, Lisa shares what it took to walk away from success to build something better, how she earned the kind of trust that turns clients into advocates, and why producing her own content made her a sharper, more strategic publicist for everyone else.
You started on feature film sets with a communications degree, spent 20+ years in the entertainment industry, and then in 2020 during the COVID shutdown, you left a successful business partnership to launch Lynk PR. What made you walk away from something that was already working to start over on your own, and what did that previous partnership teach you about the kind of company you wanted to build?
The pandemic was a moment of clarity. When everything stopped, it forced me to look at what truly mattered and where I wanted to put my energy. Over time I realized that my values and vision were moving in a different direction, and that meant it was time to trust my instincts and start fresh.
Leaving a business that was thriving was not an easy decision, but it became one of the most important choices of my career. It reminded me that intuition has always been my most reliable compass. Founding Lynk PR allowed me to build something that reflected my own standards for integrity, creativity, and collaboration. Looking back, I see that allowing myself the chance to begin again was not walking away, it was walking toward what I was meant to create.
You've said that over 90% of your business comes from industry referrals and word of mouth: clients, contacts, and colleagues vouching for you. In an industry as competitive as Hollywood PR, how did you build that kind of trust, and what do you think makes people willing to bet their reputation on recommending you to their network?
Trust has always been the foundation of my work. I believe credibility is earned consistently over time by doing what you say you will do, delivering results, and treating people well. Hollywood is a small world. I prefer not to focus on how to get the next client. I prioritize making the current client so successful that they cannot wait to tell someone else.
Most of my business has come from relationships built through consistency, integrity, and care. When people see that you protect their brand as if it were your own, they remember. Referrals are not just about good outcomes, they are about trust in your character. I think that is why people feel confident recommending me. They know that I show up the same way every time, with honesty, commitment, and respect for the work.
You're not just a publicist. You're also COO and Executive Producer of KAP Productions, with award-winning content like "Jingle Trails" on Amazon Prime. How does wearing both the PR and production hats give you an edge in understanding what your clients need, and has producing your own content changed the way you approach publicity campaigns for others?
Working in both PR and production gives me a full view of the storytelling process from concept to audience. When you have sat in both seats, you understand that every creative project carries the same goal, to connect. Producing has made me more strategic in how I approach publicity because I see the entire ecosystem of a project, the creative vision, the production challenges, the distribution realities, and the emotional investment behind it all.
That perspective helps me design strategies that feel authentic to the story and the people behind it. It also keeps me grounded in what really moves an audience. Creating my own content deepened my respect for what it takes to bring an idea to life. It taught me that PR is not about spin, it is about alignment. When the story, message, and intent all match, the results follow naturally.
