Spotlight on our founder in this Textilia interview

More than two decades ago, Thijs Willekes founded So PR with one simple ambition: to do PR differently. Not louder, not bigger, but smarter. Built on genuine relationships, strong storytelling and the belief that the best publicity can’t be bought, it has to be earned. Today, that philosophy still shapes everything we do. For Thijs, PR has never been about just sending press releases or chasing coverage. It’s about trust. About understanding a brand before telling its story. And about knowing exactly which story deserves to be told, to whom and why. This interview with Gina, whom we know through the industry, is a testament to that. It’s also one of the best explanations of what PR really means that we’ve read in a long time.

Key takeaway: PR should never be measured by the amount of coverage alone, but by the role it plays in achieving a client’s wider business goals. Relationships remain the foundation of that approach. Not only with media, creators and industry professionals, but equally within the So PR team itself. Long-term collaborations, shared experience and mutual trust are what continue to set us apart.

Read the full interview here >