Kaplow president’s strong voice travels far for clients and employees alike
Kaplow’s president leads with heart and strategy
By Diane Schwartz
From her early years doing PR in the music industry to her current role leading an agency, Randi Liodice has built a dynamic career fueled by curiosity, resilience and a passion for storytelling. As president and chief strategy officer at Kaplow, she’s played a pivotal role in shaping the agency’s approach to integrated communications while mentoring the next generation of industry leaders.
In this conversation, she shares her professional journey, insights on leadership and how Kaplow stays ahead of the media relations game. The agency’s Digital Emotional Quotient is just one example of an innovative approach to helping clients define their brand reputation online.
This month, Randi celebrates 12 years with Kaplow and will be honored as a Top Woman in Communications during Ragan’s awards gala on March 12.
Here, she offers a compelling look at the future of communications — and how women can continue to break barriers in leadership.
Origin Story
DIANE: How’d you get here? Share some significant stops along your journey as president and chief strategy officer at Kaplow.
RANDI: I began in the music industry, working for a small PR firm that supported record labels, but I knew I had a lot to learn. I thought the agency world could give me a good education that I would use to my benefit. What I didn’t realize is that that decision would set me on a different course with some valuable detours that became great learning opportunities.
After working for clients like Procter & Gamble, Unilever and others, I moved into the world of technology and product management for four years.
It was a time of massive evolution, and it made me realize there was an incredible opportunity to bring both traditional and digital communications together. It was at that point that I joined Kaplow as the agency’s first integrated strategy hire. Since then, I’ve carved out a path for myself that’s propelled my own growth alongside the agency’s, and I couldn’t be prouder of that.DIANE: When you became president of the agency, why was it important for you to hold onto your CSO title?
RANDI: I am inspired by strategy work and feel it is a real differentiator for our agency. These efforts ground us in the “why” – a question we should constantly be asking before we act. Plus, the process of uncovering the unique truths about a brand and its audience is what excites me about what we deliver. I didn’t ever want to give that up.
Leadership
DIANE: Of all your leadership skills, what’s the one you lean on most to run an effective agency?
RANDI: Resiliency. I have learned that we can’t always control our circumstances, but we can control how we react to them. With how fast the world is changing, we need to feel confident in our ability to be solutions-oriented and recognize our strengths and proven achievements.
DIANE: How are you training the next level of agency execs?
RANDI: I am the product of two parents who are educators, so I am very passionate about ongoing learning. I run an apprenticeship program where I take on an assistant every year to mentor. For the past several years, I’m proud to say these individuals have gone on to become full-time account management staff and are an important part of our agency.
I also work closely with our executive team to provide both internal and external trainings, encouraging us to stay one step ahead of our shifting industry and equipping our staff with the knowledge and confidence they need to succeed.
DIANE: What are some top challenges facing PR agencies this year and how is Kaplow positioned to take them on?
RANDI: There are challenges in our industry and then there are obstacles in the world of media as well. In terms of the communications category, it has become more and more difficult to manage RFP processes that require a significant amount of time, energy and money without the requisite respect for our organization’s own business needs.
And in terms of the landscape we’re living in, it’s critical we continue to explore how to establish trust and objectivity on behalf of our clients. While different topics, both require us to make a direct acknowledgement of these truths and stand firm on what we believe is right. And in doing so, these challenges can turn into valuable opportunities.
DIANE: For women in leadership roles, there’s been slow, but steady progress, with small percentages of women in leadership roles and board roles. What are some tangible ways to speed up change?
RANDI: Don’t give up. There were many times I was told to give up in my career – whether it was for a promotion I didn’t get or a family I did. And I wasn’t willing to settle. So, I joined an agency that was focused on elevating women into leadership positions.I serve on a board (New York Women in Communications) that inspires women to elevate their voices; and I became a part of CHIEF more than five years ago, helping to support other women on their journeys. We must show the next generation of women what they can be and lead by example.
Culture
DIANE:What are some ways you’ve been able to keep employees engaged?
RANDI: I want every employee at Kaplow to know how much they are valued. And that goes beyond the work they do every day. I love learning about their passions outside of the office, understanding what gets them excited about getting up in the morning, and what they want to achieve. This is all rooted in our culture of T.R.E.E., which stands for Trust, Respect, Energy and Enthusiasm. They deserve to see that from me as much as I do from them.
The Work
DIANE: Kaplow’s One Sessions are a great way to help clients home in on their purpose. Share some key highlights of that offering.
RANDI: Our proprietary ONE Session brings key brand stakeholders together in a room to identify one key differentiated narrative that sets them apart from the competition. It takes what’s core to a brand’s DNA and intersects it with what’s most relevant to its target audiences.
The result is the identification of an ownable white space that no one else can occupy and a consistent messaging architecture that builds brand equity. The biggest highlight for me when running these sessions is seeing the fun our clients are having while we uncover the magic that lies beneath their brand’s surface.
DIANE: When evaluating your client’s online presence via your Digital Emotional Quotient, what are some common threads you see from brands?
Our Digital Emotional Quotient offering, or DEQ, closely examines the relationship brands are creating with their audiences through digital channels like social, web and email to determine how they can strengthen loyalty and advocacy. The brands doing it well understand the importance of personalization, judgment, humanity and consistency of messaging.
DIANE: How is generative AI helping you and your team to be better agency partners?
RANDI: AI is certainly making us more efficient, cutting down on the time it takes to do administrative tasks. And I believe it’s a time of ongoing learning with a lot of potential for what’s to come. But I am also cautious of its nascency, and I feel it’s important that we understand the current limitations and biases that have yet to be addressed. As high-touch communicators, humanity will always be critical, and that’s something I don’t think AI can replace.
DIANE: What are some ways you’ve been able to demonstrate the value of comms to the bottom line?
RANDI: The best measurement comes down to understanding how communications impacts business objectives, and that goes beyond vanity metrics. In order to tangibly recognize how PR can affect financial growth, we need to look at many factors – how we are reaching influential new audiences, whether communications is working in tandem with all marketing efforts, and the contextual evidence that demonstrates how minds and behaviors are changing through PR efforts.
Self
DIANE: Take us through a typical workday.
RANDI: I’m up by 7 a.m. getting my boys out to school and hopping on my Peloton for a morning ride. The endorphins pump me up especially if I’m leading a ONE Session with a new client or meeting with my executive team to discuss client needs and agency growth.I break for lunch every day, which I usually have with my husband – it’s a nice respite to recharge and get ready for the afternoon, which is more of the same. At the end of the day, my husband and I meet again at what we call “The Snack Bar” — basically the counter in our kitchen where we have a brief bite before dinner and catch up with our kids. By the time night hits, I’m ready to hunker down with an episode of whatever my latest streaming obsession is before I fall asleep and do it all again the next day.
DIANE: Personal habits that work? A habit you want to shed?
RANDI: The best personal habit I have is writing important reminders down on paper. And while I recognize many people may consider it to be somewhat prehistoric, I find the act of putting a pen to my precious notebook solidifies a thought in my head better than a keyboard could. And oh, the joy of crossing it out once it’s done!
As far as habits to shed, I could feel less guilty skipping a day of Peloton – because that pillow is just so hard to leave in the morning!
DIANE: Take us through a typical weekend day.
RANDI: I tend to catch up on sleep before working out and grabbing lunch with my family. The weekends are pretty much the only time the four of us can sit at a table together for meals and I cherish every moment of that, especially as my oldest will be heading to college the year after next. I then try to indulge in some self-care, whether that’s a manicure, a shopping trip or a great movie.
Other Tidbits
Hometown & Current Family:
I grew up in Westchester County, NY, and am back here again to raise my family.
First job:
Camp counselor…and I loved it!
Unusual talent:
I was a mezzo soprano and studied at the Eastman School of Music and Juilliard before going into PR. The talent definitely comes in handy when trying to get the attention of a loud room!
Favorite book:
“The Silent Patient” by Alex Michaelides. I love thrillers that stay with you long after you’re done.
My grandmother, may she rest in peace, always used to say, “You don’t ask, you don’t get!” Words to live by!
Industry Mentor:
Our agency’s founder, Liz Kaplow – she believed in me and continues to believe in me. She gave me the runway to chart my own course, and I will always be grateful for that.
To all Wonder Women: If you’re looking to connect with other women leaders in communications, consider joining us for the next Ragan’s Business Summit & Retreat in September 2025: Details are here.
