We caught up with the brilliant and insightful Donna Werking a few weeks ago and have shared our conversation below.

Alright, Donna thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

In the mid-2000s we were all beginning to use social media as a way to network. While in the late 2000s, metro areas were establishing ways to leverage social media for their companies, our region was still a decade behind so I began to educate myself in this new platform for business. I leveraged social media in launching new ideas. I created Travel Northern AZ and I am the creator and co-founder of the New Year’s Eve Boot Drop in Prescott, Arizona. I leveraged social media to increase our engagements for events. We used paid ads to collect data from our attendees pushing our surveys for the now named, Whiskey Row Boot Drop. With so much experience under by belt, in 2015, it seemed to be a no brainer to create Northern AZ Social, LLC – Prescott, Arizona’s first social media and full service marketing agency. Northern AZ Social, LLC offers digital advertising, social media management, traditional media, video production and more.

Donna, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Donna Werking, Owner of Northern AZ Social, LLC, a full-service marketing and public relations agency based in Prescott, Arizona. I’m also the co-founder and creator of the Prescott New Year’s Eve Boot Drop, which has grown into one of Prescott, Arizona’s most recognized New Year’s Eve celebrations.

My background in marketing and promotions began years ago while working in corporate sales for the Arizona Sundogs Hockey Club. That experience introduced me to the fast-paced world of sponsorships, community partnerships, events, and creative marketing. I quickly realized I loved building connections between businesses and the communities they serve. In 2010, I launched my own consulting business, which eventually evolved into Northern AZ Social.

Today, my company provides social media management, public relations, branding, photography and video production, digital advertising, website content, event promotion, media relations, and tourism marketing. I work with a wide range of clients including small businesses, nonprofits, tourism organizations, community events, and established brands throughout Northern Arizona. I also serve as the Marketing and Public Relations Director for Prescott Frontier Days®, Inc. – World’s Oldest Rodeo®, where I help lead the marketing efforts for one of the most historic rodeos in the country.

What sets me apart is that I truly believe marketing is about storytelling and relationships, not just advertising. I take a very hands-on approach with my clients and genuinely care about helping them grow. I’m deeply connected to the Northern Arizona community, and I think that local knowledge, combined with creativity and real-world experience, allows me to create campaigns that feel authentic and impactful.

One of the things I’m most proud of is creating the Prescott Boot Drop. What started as an idea to help bring tourism and energy to downtown Prescott during the winter season turned into a major annual event that draws thousands of people each year. Seeing the community come together around something I conceived and built has been incredibly rewarding.

At the end of the day, I want people to know that my brand is built on passion, hard work, creativity, and community. I love helping businesses and organizations tell their story in a way that connects with people. Whether I’m promoting a historic rodeo, launching a marketing campaign, or helping a small business gain visibility, my goal is always to create meaningful work that leaves a lasting impression.

Let’s talk about resilience next – do you have a story you can share with us?

I did not grow up with a silver spoon, and I had to work for everything I wanted in life. I remember moving multiple times as a child, attending many different schools, and never really having a strong foundation of support or stability. Looking back now, I truly believe those hardships became one of the greatest gifts I could have received.

Those experiences taught me resilience, independence, adaptability, and how to keep moving forward no matter the circumstances. Because of that, I’ve never allowed setbacks, obstacles, or challenges to deter me from my goals. While I’ve watched other businesses struggle over adversity or “cry over spilled milk,” I’ve always approached challenges as opportunities to learn, pivot, and work harder.

I’ve realized over the years that I’m simply wired differently. I was meant to be a business owner. I was meant to build something of my own. I thrive under pressure, and I believe no one will ever work harder for my success than I will. That mindset has driven me throughout my career and continues to fuel everything I create today.

My work ethic, determination, and passion are at the core of who I am and what my brand represents. I don’t take opportunities for granted, and I genuinely love helping businesses, events, and communities grow through creative marketing, storytelling, and authentic connection.

What do you think helped you build your reputation within your market?

This is probably one of the most common questions I receive: “How did you get started and build your reputation and clientele?”

Honestly, I know my reputation was built during my years working with the Arizona Sundogs Hockey Club. I was the Director of Corporate Sales, but in reality, I wore every hat imaginable. I was the person who took on the upset sponsors, handled the difficult conversations, solved problems, and stepped into situations that others often avoided because they didn’t want to deal with conflict.

For me, conflict never felt intimidating. When you grow up around instability and challenges, you learn to face problems head-on rather than run from them. I’ve always viewed conflict as a challenge to solve, not something to fear. That mindset became one of my greatest strengths in business.

After three intense and exhausting years of working seven days a week, I made the decision to leave and start my own company. By that point, I had already built a positive reputation throughout Prescott and Prescott Valley because people saw my work ethic, consistency, and determination. I was actually offered nine different jobs at the time, but deep down, I knew I was meant to work for myself.

There was never fear in making that leap because I truly felt I had nothing to lose and everything to gain. From the day I transitioned into owning my own business, I have never worked for anyone else again. My business grew almost entirely through word of mouth, relationships, and reputation.

The biggest piece of advice I can give anyone is this: when you think no one is watching, everyone is watching. People notice how you treat others, how you handle pressure, whether you follow through, and how hard you work — especially during the moments you think don’t matter. Your reputation is built long before you realize it’s being built.

Contact Info:

• Website: https://www.NorthernAZsocial.com
• Instagram: https://www.instagram.com/northernazsocial
• Facebook: https://www.facebook.com/NorthernAZsocial/
• Twitter: https://x.com/donnawerking
• Youtube: https://www.youtube.com/channel/UC8ExtZy01NeFX0BXVpzJM9Q