We’re excited to introduce you to the always interesting and insightful Rose McKinney. We hope you’ll enjoy our conversation with Rose below.

Rose, thanks for taking the time to share your stories with us today If you could go back in time do you wish you had started your business sooner or later

During a public relations class in 1985 at Drake University, I boldly declared that I wanted to own my own agency by the time I was 30. Well… life had other plans — and honestly, better ones.
Marriage and kids shifted the timeline, but also gave me exactly the experience I needed. I spent my 20s freelancing while raising our first two children, gaining hands-on experience, a glimpse of business development, and a growing vision for what my own agency could one day be. At 30, I returned to full-time work thanks to a freelance project that turned into a leadership role at an ad agency, where I built a profitable PR division.
When our third child arrived in 2000, I loved both my parenting and my career, so I decided to do both — and I did. In 2002, I stepped into an even bigger leadership role at a PR firm, further sharpening my skills, client insight, and business acumen. Then in 2006, I had the opportunity to put my name on the door at another agency and build a standalone PR division based on my reputation and network.
By 2011, at age 45, I was ready. I launched Pineapple RM with a focused mission: to help organizations tap their brand and reputation to generate results that matter. My first hire came just a few months later.
Do I wish I had started sooner? Yessss… and no. The years I spent learning from other agencies, testing my instincts, building relationships, and growing up — as a communicator, strategist, counselor and as a person — were invaluable. By the time I launched Pineapple, I had a strong reputation, trusted colleagues, a clear vision, and a grounded perspective. I wasn’t chasing something “big and fast.” I wanted to do good work with good people for good organizations. And I still do.
Because in the end, what matters most to me — and to Pineapple — are Results that Matter. Not just any metrics, but the ones that make a lasting difference, both tangible and intangible.

Rose, 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?

With early dreams of becoming the next Jane Pauley, I started college as a broadcast journalism major. But I quickly realized I wanted to do more than report the facts — I wanted to help organizations communicate with purpose and build lasting relationships. At the suggestion of my academic advisor, I took a public relations class and never looked back. The foundational idea of PR as building mutually beneficial relationships has guided my entire career.
That passion — paired with a childhood spent observing the entrepreneurial spirit of my parents’ wholesale lighting business — eventually led me to start Pineapple RM. I didn’t want the agency to carry my name. I wanted it to reflect what we do and how we do it. The pineapple, a symbol of hospitality, felt perfect. Sea captains used to bring pineapples home from long voyages and place them outside their door as a sign of safe return and stories to tell. That’s the spirit of our work — helping organizations create welcoming environments and meaningful conversations. The “RM” stands for reputation management, results that matter, and yes, Rose McKinney.
At Pineapple RM, we help organizations make promises they can keep. That means:
• Brand – Making a promise (through words, visuals, and strategy)
• Relationships – Sharing that promise with stakeholders (employees, customers, donors, and more)
• Reputation – Keeping the promise through consistent, authentic actions
We work with both for-profits and non-profits, applying the same level of insight and intention across every engagement. Our services range from brand strategy — including stakeholder interviews, messaging, and visual identity — to reputation management, such as employee communication, media relations, social media, content creation, and crisis or issues management.
What sets us apart is our belief in long-term, relationship-based communication programs — not just one-time campaigns. We dig deep to uncover insights that matter and then help our clients communicate them consistently and meaningfully.
What I’m most proud of is the longevity of our client relationships, the referrals we get and the way we show up for our clients: with integrity, creativity, and a commitment to results that truly matter — not just the metrics, but the trust, clarity, and confidence we help build along the way.

How about pivoting – can you share the story of a time you’ve had to pivot?

Although I’ve stayed in the same career path — strategic communications — each chapter has been a meaningful pivot. My journey hasn’t followed a rigid roadmap. Instead, I’ve embraced the natural ebb and flow of life, letting opportunities, challenges, and insights shape my next steps — all while maintaining a client-service mindset and an “always fresh” approach to brand and reputation.
I began in the marketing support group of an ad agency, then pivoted to freelancing as a new mom — a move that gave me real-world experience and flexibility. I returned to agency life to build a profitable PR division, then moved into a leadership role at an Omnicom agency, overseeing client service and business development at one of the world’s largest integrated networks.
Later, I joined a family-owned marketing agency to build a standalone PR division — trying to bring strategic clarity to a team that often took a tactical, “say yes to everything” approach. At one point, I was seriously considering a managing partner role for the Twin Cities office of another Omnicom firm — but instead, I chose to pivot again and launch Pineapple RM.
Launching Pineapple was both a professional and personal shift. I traded a clear corporate ladder for the creative unknown, working from my kitchen counter at first — where strategy decks were crafted alongside kids’ homework and family meals. As the agency grew, so did our space: from home to a small office, then to a vibrant coworking environment. When the pandemic hit, we pivoted once more, shifting to a fully remote model. That experience challenged the old notion that “real work” only happens at a desk in an office. We proved that meaningful work, strong relationships, and measurable results could thrive — even without four walls around us.
Every one of those pivots — whether career-driven, life-driven, or space-driven — helped me redefine what success looks like. It’s not about a set title or timeline. It’s about doing work that matters, with people you trust, in ways that are sustainable and true to your values.
And, now we’re pivoting as we help clients embrace the power and potential of AI. It’s a brave new world.

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

Resilience, for me, isn’t about pushing through alone — it’s about being grounded in what matters and supported by people who make the journey worthwhile. Three things have been foundational to my resilience: my team (at home and at work), my commitment to professional development and volunteering, and my two decades of teaching.
Even during my seven years as a freelancer, I never wanted to be a one-person band. I always saw myself as a vital contributor, an extension of an agency’s or client’s team. That mindset carried into Pineapple RM — I made my first hire within months of launching and have continued to surround myself with talented contractors whose skills and perspectives enrich our work in ways I truly value. I also credit my husband and three kids (all adults now) as incredible sources of inspiration, grounding, and support. They remind me what really matters and have been my cheerleaders through every season of growth and change.
Second, staying connected to the profession — through volunteering, leadership, and learning — has kept me sharp and grounded. I’ve been actively involved with PRSA for decades and have benefited from peer communities like the Women Presidents Organization, where I’ve gained insight not only into my own industry but into how business works across sectors. That cross-pollination of ideas has helped me adapt to change with clarity and confidence.
And third, for 20 years, I taught at Metropolitan State University, serving as an adjunct professor from 2004 to 2024. Teaching has been one of the most rewarding parts of my career. It’s said that when you teach, you learn — and I’ve found that to be entirely true. Guiding future professionals sharpened my own thinking, broadened my perspective, and gave me a meaningful way to give back.
Together, these three elements have given me the perspective and strength to navigate an ever-changing media and technology landscape, respond to evolving client needs, and grow a business that stays true to its values while embracing what’s next – because it’s steeped in meaningful relationships.

Contact Info:

• Website: https://www.pineapplerm.com/
• Instagram: @PineappleRM
• Linkedin: https://www.linkedin.com/in/rose-mckinney-apr-fellow-prsa-8172552/