We were lucky to catch up with Sara Schiffer recently and have shared our conversation below.

Hi Sara, thanks for joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

At Proof PR, our name is more than just a clever play on words—it’s a reflection of our approach to communications. We love that proof ties into both writing and food—just like you proof a document to ensure accuracy and clarity, you let dough rise to reach its full potential. The same thing applies to great PR—messages need time, refinement, and the right conditions to truly take shape.

But the meaning doesn’t stop there. Proof is also a nod to strength, whether it’s the proof of alcohol or the proof of concept needed to turn an idea into reality. In public relations, you need both—strong messaging and solid evidence that what you’re saying holds weight. We believe in thoughtful storytelling, strategic execution, and making sure every piece of communication is as polished and persuasive as possible.

At the end of the day, Proof PR is all about substance, strategy, and making an impact—and our name reflects precisely that.

Sara, 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?

Hello! I’m Sara Schiffer, founder and CEO of Proof PR, a boutique public relations firm based in Denver. With nearly two decades of experience in communications, I launched Proof PR in 2012 as a one-woman operation, driven by a passion for storytelling and a deep love for the restaurant industry. What started as just me working closely with independent restaurant brands has now grown into a team of six talented professionals, and I couldn’t be prouder of the amazing work we do together.

At Proof PR, we specialize in media relations, brand strategy, and creative storytelling, helping restaurant, hospitality, and lifestyle brands craft compelling narratives that resonate. We don’t believe in cookie-cutter PR—our approach is highly tailored, strategic, and built on genuine relationships with our clients and the media. Whether it’s launching a new concept, driving national press for a growing brand, or helping an established company refine its messaging, we’re here to make sure every story is polished, powerful, and heard by the right people.

One of the things I’m most proud of is how Proof PR has evolved—not just in the caliber of clients we serve, from local favorites to national brands, but also in the team we’ve built. Growing from a solo venture into a tight-knit team of six has been incredibly rewarding, and I take immense pride in mentoring and developing young talent in this fast-paced industry. Watching my team grow into thoughtful, strategic, and creative PR professionals has been just as fulfilling as landing major media wins for our clients.

Proof PR is about substance, strategy, and storytelling—helping brands make an impact while staying true to what makes them unique. I want potential clients to know that we’re not just another PR agency; we’re partners, problem-solvers, and champions for our clients’ success.

We’d love to hear a story of resilience from your journey.

One of the most defining moments in my journey—and one that truly tested my resilience—was navigating the COVID-19 shutdowns alongside my restaurant clients. When the world came to a standstill, restaurants were among the hardest-hit industries, and I knew I couldn’t just stand by and watch as so many incredible businesses fought to survive.

Rather than stepping back, I offered my services free of charge for three months, doing everything I could to help my clients pivot, adapt, and stay visible during the uncertainty. Whether it was spreading the word about takeout and delivery, amplifying fundraisers for staff relief, or keeping brands in the media spotlight despite closures, my focus was on making sure they had the support they needed.

I’ve always believed that a rising tide lifts all boats—my business depends on the success of the incredible restaurants I work with, and in that moment, it wasn’t about contracts or bottom lines. It was about community, loyalty, and doing the right thing. Seeing every single one of my restaurant clients make it through to the other side is something I’m immensely proud of. It reinforced my belief that resilience isn’t just about pushing through challenges alone—it’s about lifting each other up and ensuring that when one of us thrives, we all do.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing my clientele has been simple: always give 100% and go the extra mile. PR is a relationship-driven business, and I’ve found that the best way to build a strong client base isn’t through flashy pitches or aggressive sales tactics—it’s by consistently delivering great work, being invested in my clients’ success, and proving my value every single day.

When a client knows you’re all in, that you genuinely care about their brand as much as they do, they not only stick with you—they tell others about you. Word-of-mouth has been one of the biggest drivers of growth for Proof PR, and that comes from continually showing up, thinking ahead, and making sure my clients feel supported beyond just what’s outlined in a contract.

For me, going the extra mile isn’t about grand gestures—it’s about being reliable and proactive, treating every client’s business like it’s my own. That’s what builds trust, earns referrals, and keeps clients coming back year after year.

Contact Info:

• Website: https://proof-pr.com/
• Instagram: https://www.instagram.com/proof_pr/
• Facebook: https://www.facebook.com/proofPR
• Linkedin: https://www.linkedin.com/company/proof-pr/
• Twitter: https://x.com/ProofPR

Image Credits

Kyle Bianchi