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MPRM Communications filed suit Sept. 19 against fellow entertainment PR firm 42West, claiming breach of loyalty, interference with contract and unfair business practices, according to a report in Deadline. The suit follows the Sept. 15 exodus of MPRM’s senior leadership team to 42West. Earlier this year, MPRM president Mark Pogachefsky, who was planning to retire, had negotiated with current 42West EVPs Sylvia Desrochers and Caitlin McGee on a potential sale of MPRM when they were still at the company. In a June 23 conversation with McGee and Desrochers, Pogachefsky explained that he could not accept an offer that amounted to less than 10 percent of the company’s value. He further explained that MPRM was set up for continued success with the likelihood of significant increased cashflow in the future, adding that he was willing to accept a real offer from McGee and Desrochers and would put off his retirement until something could be worked out. In July, Pogachefsky announced that he was seeking a buyer for the company and asked that McGee and Desrochers be involved. However, they did not make another offer and were well aware of Pogachefsky’s efforts to explore a sale of the company to a third party. Desrochers sent Pogachefsky an email two days after the Sept. 15 executive departures notifying him “that several of MPRM’s most valued customers were terminating their relationship with MPRM in favor of 42West.” MPRM is demanding that the court issue “an order enjoining Defendant from using or possessing MPRM’s trade secrets” as well as paying unspecified damages.
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Praytell introduces Swingset Studios, a hub for experimentation at the intersection of media, data and technology. Swingset is focused on equipping brands with the tools and expertise the need to turn creative communications into measurable influence. It is led by EVP, strategy & analytics Nate Jaffee and EVP, creative & innovation Ryan Delafosse, alongside a team of analysts, data scientists and technology partners. The lab’s first product, Signal Analysis, taps into AI search’s combination of data from across the internet to provide a comprehensive view of brand health — highlighting where brands have established topical authority and influence, where they are vulnerable and how they can influence such LLMs as ChatGPT. “The way people discover, learn, and decide is undergoing a profound transformation, and Swingset Studios is built to help brands step into this future with clarity and confidence,” said Praytell CEO Beth Cleveland.
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EGC Group, a Melville, NY-based marketing agency, launches Sway, a performance public relations agency. Sway’s approach merges classic public relations tactics with measurable marketing outcomes to drive tangible business results. Its services include media relations, brand and creator partnerships, thought leadership, affiliate guidance and awards submissions. “We're leveraging both the backend tools we’ve used to measure engagement for decades in digital media at EGC Group and developing proprietary AI machines to craft effective communications strategies,” said Nicole Penn, CEO of EGC Group and Sway Performance PR.
Matter launches its Review Visibility Management service to address a shift in how companies across verticals earn trust online... A Queens school is putting out the message about Sept. 12, 2001 when people came together to help, comfort, rebuild and unite... Directive expands its Directive Communications division, which will bring PR, organic social, influencer marketing and paid social together under one integrated organization.
Praytell expands its Influence Department—which unites media, creators and social under one team... LRJ PR & Communications and Canopy Brand Group form an alliance that the firms say will bridge the operational divide between high-end brand design and strategic public relations... Twin Minds Media, Hispanic market specialist, increases the scope of its services in an effort to help brands build deeper connections with audiences through culture, storytelling, media and experiences. 
The People Platform, part of Stagwell's The Marketing Cloud, rebrands as Numetrix... Zapwater Communications has earned 17 finalist honors across two PR competitions: eight at the 68th Annual Golden Trumpet Awards, presented by the Publicity Club of Chicago, and nine at the 2026 PRSA Chicago Skyline Awards.. The Florida Public Relations Association presented 122 awards to individuals and teams from across the state at its 69th annual Golden Image and 3rd Annual Pinnacle Awards gala.
The Motion Agency acquires Vehr Communications, a Cincinnati-based strategic communications firm, effective Oct. 1... Lyceus Group, which specializes in financial services, is named a finalist for Public Relations Campaign at the 2026 ThinkAdvisor Luminaries Awards... IPSY, a curated beauty membership platform, launches IPSY Marketing Solutions, a full-funnel marketing and sales acceleration engine. 
Fire on the Hill, which has offices in London, Manchester, New York and Paris, is providing pro bono communications support to the Intergenerational Foundation, the UK's leading authority on intergenerational fairness... The PRSA-NY Big Apple Awards Gala on Sept. 17 will have Gio Benitez, co-anchor of the weekend edition of “Good Morning America” and ABC News transportation correspondent, serving as emcee... CasePR, a boutique litigation communications firm, launches in Portland, OR.
