Lori Zelenko | Founder, LSZ Communications
Award-Winning Public Relations & Marketing Communications Strategist
Lori Zelenko is the founder and driving force behind LSZ Communications, a boutique public relations and marketing communications firm specializing in brand strategy, media relations, and storytelling for upscale lifestyle, beauty, fashion, spirits, and luxury brands. With decades of experience, Lori has built a proven track record of transforming brand perception, launching high-profile campaigns, and generating global media attention.
She is the recipient of the Silver Anvil Award, the highest honor in the public relations industry, awarded for conceptualizing and executing The World’s Largest Grilled Cheese—a landmark campaign that launched Kraft 2% Singles and reached more than 500 million people worldwide.
Strategic PR Leadership Backed by Editorial Expertise
Lori Zelenko combines award-winning marketing communications expertise with a distinguished background as a published writer and content creator. She has held senior editorial roles with Hearst Publications and independent media outlets in both the United States and the United Kingdom. This editorial foundation informs her strategic approach to public relations—identifying compelling stories and delivering them with precision, clarity, and impact.
Her storytelling expertise led to leadership roles at some of the world’s most respected PR and marketing communications agencies, including Finn Partners, Manning, Selvage & Lee, and Hill & Knowlton. Following her tenure at global agencies, Lori transitioned into entrepreneurship, maintaining long-term advisory and execution roles with leading consumer brands.
Brand Reputation Management & High-Profile Product Launches
At Parlux Inc., Lori worked directly with the CEO to rebuild and elevate the company’s public image following an SEC investigation, successfully positioning new leadership through coverage in Women’s Wear Daily (WWD), beauty trade publications, and financial media.
She has led national and international fragrance launches for celebrity and designer brands including Rihanna, Paris Hilton, Jessica Simpson, Marc Ecko, and Queen Latifah. Her work included managing national media tours, coordinating retail events with Macy’s and other major retailers, and securing broadcast exposure across E!, Entertainment Tonight, Access Hollywood, CBS, and NBC, collectively reaching tens of millions of viewers.
Luxury Beauty, Fragrance & Lifestyle Brand Expertise
Lori has served as lead media relations strategist for established luxury brands such as Eau d’Italie, the fragrance house of the iconic Hotel Le Sirenuse in Positano, and Ligne St Barth, the Caribbean’s premier natural skincare brand favored by Michael Kors and Claudia Schiffer. Her work positioned these brands for renewed relevance, distribution growth, and editorial acclaim.
Oprah Magazine recognized the originality of Eau d’Italie’s reinvention with a full-page feature reaching 2.3 million readers, while Forbes profiled Hervé Brin, CEO of Ligne St Barth, highlighting the brand’s authenticity and spa protocols featured at elite wellness destinations worldwide, including Eden Roc St Barth.
Spirits, Fashion & Emerging Brand Growth
With a consistent focus on upscale lifestyle categories, Lori has led impactful campaigns for ZYR Vodka and U’luvka Vodka, positioning founders as innovators reshaping the spirits industry. Coverage included CNBC, Fox News Channel, and NBC, alongside print and digital placements in New York City and South Florida. Media exposure for ZYR’s Tampa launch alone generated $16,000 in opening-day sales. For U’luvka, LSZ Communications secured the honor of pouring at Quentin Tarantino’s Roast at The Friars Club, leading to celebrity relationships and private tastings with A-list influencers.
Lori also guides emerging brands, including Fort Mosé 1738, a cross-continental (USA–Africa) fashion startup focused on organic brand growth. Through LSZ Communications’ strategic PR and influencer engagement, the brand has gained traction among musicians, fashion leaders, spirits executives, and media entrepreneurs. The brand is entering its second season with pop-ups planned for New York City and St. Augustine, Florida, home to Fort Mose—the first free Black community in America.
Results-Driven PR With Forward-Thinking Strategy
From startups to globally recognized brands, Lori Zelenko delivers forward-thinking public relations strategies, elite writing skills, and intuitive storytelling that consistently exceed expectations. Her work blends creativity with credibility—driving visibility, authority, and long-term brand equity.