For twenty-five years, Lori De Waal has remained strongly committed to the mission of personalized public relations, representing a prestigious roster of clients in entertainment, architecture and design.

De Waal’s notable clients have appeared in such films as Saving Private Ryan, Get Shorty, Austin Powers, 2010, Snatch, Empire Falls, Air Force One, Miss Congeniality, Ghostbusters, Midnight Run and What Happens in Vegas, along with starring in television series such as Will & Grace, Deadwood, Crime Story, The Simpsons, American Dreams, Baywatch, Magnum P.I., Oz and Law & Order.

In recent years, De Waal has expanded her firm to include the representation of architects and interior designers. Her clients have worked on esteemed projects such as the Staples Center, Wolfgang Puck’s Spago, Lucky Strike Lanes, Typhoon Restaurant at the Santa Monica Airport, Miller Park Stadium in Milwaukee, The Kodak Theatre in Hollywood, The Grill on the Alley chain and many high-end private residences. She also represents feature film directors, books, world-class restaurants and non-profit organizations.

Following graduation from UCLA with a degree in communication studies, De Waal worked at Solters/Roskin/Friedman – one of the largest celebrity public relations firms at the time. Prior to starting her own agency in 1997, De Waal was vice president of The Garrett Company where she mounted national campaigns for Entertainment Tonight, The People’s Choice Awards, Circus of the Stars, the Harlem Globetrotters and the Ice Capades, as well as launching a celebrity division.

De Waal does volunteer work as a guest reader at a local elementary school, and delivers meals for the Valley Interfaith Council.