We’re excited to introduce you to the always interesting and insightful Rachel McRae-Keith. We hope you’ll enjoy our conversation with Rachel below.

Alright, Rachel thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The Belle Agency began as a mere idea. During my junior year at Delaware State University (DSU), I was deeply involved with the radio station as a host and Program Director. Eager to interview popular artists and celebrities, I learned to leverage the radio station to my advantage. While at DSU, I actively participated in the Recording Academy’s Grammy U and served as a College Representative for Atlantic Records, which allowed me to build numerous relationships within the entertainment industry. At that time, we only had X (formerly Twitter) to contact artists and celebrities, so I reached out via DMs to request interviews. I contacted many artists, hoping they’d schedule interviews with me, but some referred me to their publicists. That was the first time I heard the title; I wasn’t sure what they did but wanted to know. As I began making a name for myself in college radio and during my time at Atlantic, I realized being in front of the mic was great, but pulling all the strings was even better. I wanted to connect the dots and be the bridge between college radio stations and celebrities through the relationships I built. I had no idea where to start but knew I’d figure it out soon enough.

Networking afforded me many great opportunities, allowing me to build relationships with notable figures in entertainment. I was a mentee of a prominent radio personality who wanted an exclusive interview with an artist. My friend was DJing for that artist, so I called at 5 or 6 a.m. and pitched the idea for the artist to call into the show and give my mentor the exclusive. It was the first time I ever pitched and organized an interview on behalf of someone else. Fortunately, all parties agreed, and the phone interview lasted over 30 minutes, achieving significant numbers and generating quite a buzz. All in all, I was the person who made it happen. There was an immediate need, and I was there to fulfill it—I bridged the gap and connected the dots. That day, I realized public relations was where I wanted to be. That day in October 2009 was when the idea of my business was born.

After that, I became known as the one who could get in touch with anyone at any time, connecting the media with talent. I began working under a very successful publicist, which allowed me to gain more experience before officially launching my agency. In September 2010, I officially launched The Belle Agency and have been involved in public relations work since.

Rachel, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m certain readers have not read about me because I have always flown under the radar until now. I’m a wife, daughter, sister, aunt, friend, colleague, and founder. I’m from the great state of New Jersey until I relocated to Philadelphia, PA a few years ago. I stumbled into communications during my undergraduate studies at Delaware State University after one of my residents kept talking about mass communications. I started spending time in the department and saw the camaraderie among my peers, and I wanted to be a part of it. Soon, I began working at the radio station, serving in the Mass Comm Society, participating in the campus PRSSA chapter, and attending every entertainment-related event.

I founded The Belle Agency after embracing my passion for writing and realizing my talent for connecting the dots. Before long, people started seeking me out for biographies, press releases, and interviews with talent. When artists came to town, their teams would contact me for advice on which local colleges to visit, as there was a gap between artists and college students. The Belle Agency initially began by bridging this gap through relationships and connections.

I am most proud of the resilience I’ve shown over the past 15 years. I took a hiatus some years ago, and when I decided to return to PR full-time, I doubted myself because I felt behind compared to many of my colleagues. Instead of dwelling on that, I dove right in and expanded my reach into community and sports PR as well. That’s what I’m most proud of.

The main thing I want potential clients to know about the agency is that we like to partner with a wide variety of clientele. There is no single specialty. We have a vibrant roster of clients—musicians, media personalities, non-profits, and even partnerships with sports organizations. As long as you align with our agency standards, there is always the possibility of working together in the future. The main thing I want potential clients to know about me is that I will be your biggest supporter, even when you may not want me to be.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the most significant lessons I had to unlearn as an agency founder and owner is that what worked in the past, does not necessarily work in today’s climate. Specifically, I had to unlearn the idea that informal, direct communication with journalists or writers—such as reaching out via social media DMs—was an effective and sufficient way to build relationships and secure coverage. While this approach was once a hallmark of PR agility and personal connection, the landscape has shifted dramatically in recent years. When I first started my agency, one of my go-to strategies for pitching stories or building rapport with journalists was leveraging social media platforms like X (Twitter) or Instagram. It felt natural and efficient to send a quick DM introducing myself, sharing a pitch idea, or even just commenting on their recent work. Journalists often appreciated the immediacy and informality of these interactions, which helped me establish strong connections without needing formalities like email introductions or lengthy proposals.

However, over time, I noticed a significant shift in how journalists preferred to be approached. Many began emphasizing professionalism and structure in their communications. Increasingly, they required pitches to be sent via email rather than through informal channels. This change likely stemmed from several factors: the overwhelming volume of messages received on social platforms, concerns about maintaining boundaries between personal and professional spaces, and the need for more detailed information that does not always fit into a short DM. I quickly learned that while adaptability is critical in PR, recognizing when old habits no longer align with current industry norms is equally important. Today’s journalists often value well-crafted emails with clear subject lines and concise yet comprehensive details about the story being pitched. They also appreciate when PR professionals take the time to research their beat thoroughly before reaching out.

Unlearning informal outreach has allowed me to refine my agency’s approach to media relations. We have developed robust systems for crafting tailored email pitches that respect journalists’ time while conveying creativity and relevance. Additionally, we now prioritize building relationships through thoughtful engagement over time, such as commenting on articles publicly or attending industry events.

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

I believe one of the most significant factors that helped build a great reputation in the public relations space is our commitment to honesty and transparency. In an industry where trust is paramount, we have always prioritized being upfront with clients about what is attainable. We refer to this as “managing expectations.”
Hard work has been another cornerstone of our reputation. From the beginning of founding the agency, I dedicated myself to understanding client needs and delivering results that exceed expectations. We consistently demonstrate a strong work ethic. Lastly, building strong relationships through collaboration has been instrumental in establishing our reputation. Whether working closely with clients or partnering with other teams, we emphasize collaboration and teamwork. These collaborative efforts ensure alignment across all stakeholders while reinforcing trust—a vital element in any successful PR endeavor.

Contact Info:

• Website: https://www.thebelleagency.co
• Instagram: @TheBelleAgencyPR

Image Credits

The Small Vicinity — Rapper Beanie Sigel and me in background
Ray Valdez Photography — Group shot with actor Romeo Miller and Rapper Gillie Da Kid