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Exclusive: Matt Ross Public Relations will rebrand as Print Shop Public Relations; names new partner

Nicole Capatasto will serve alongside founder Matt Ross.

(L-R) Matt Ross and Nicole Capatasto (Credit: Jenny Anderson)

Matt Ross Public Relations has announced a new name: Print Shop Public Relations. Additionally, longtime staff member Nicole Capatasto will join founder Matt Ross as partner. The news comes on the heels of the 10th anniversary of the company’s founding on Jan. 6.

“I wanted to formalize something that I think has already happened organically,” Ross told Broadway News in an exclusive statement. “Capatasto and I have been working together even before the start of Matt Ross PR, dating back to 2010 at the Hartman Group. Capatasto has always been a sharp and talented press agent and a great strategic partner, and over our time together she has also become a great leader, seeing the whole canvas of theater PR and shaping campaigns to best serve our clients.”

Capatasto was a founding staff member of Matt Ross PR in 2014, where her most recent title was vice president, public relations and account services. 

“Ross was already an incredible press agent when I met him, and he quickly became an incredibly generous teacher and invaluable mentor to me as I learned how to do this job and navigate this business,” expressed Capatasto. “When he decided to launch Matt Ross PR, the decision to go with him was the single easiest decision I’ve ever made.”

“I’m so proud of what we’ve done together since. Over the last ten years, we’ve gotten to represent the best of the best,” Capatasto continued. “I couldn’t be more thrilled to start this next chapter with him once again by my side.”

“It was important to move away from a company that was just my name,” added Ross, who founded the company in 2014, following tenures as a press agent for not just the Hartman Group but also Boneau/Bryan-Brown and Keith Sherman & Associates. “Our team of six works in such a fluid and collaborative fashion and I wanted to debunk any remaining notion that our office consists of a press agent plus a support team.”

The company’s new moniker emphasizes “an old-school approach in terms of prioritizing analog relationships and targeted strategy over wide, impersonal outreach,” explained Ross about selecting the new company name “Print Shop.” “I like the throwback to a shop that churns out something tangible.”

Print Shop currently serves as the press representative on the 2023 Tony Award-nominated revival of “Sweeney Todd.” Other recent Broadway clients include the 2021 Broadway premiere of “Pass Over” and the 2021 repertory productions of “Dana H.” and “Is This a Room,” as well as the 2019 Best Play Tony nominee “What the Constitution Means to Me,” its national tour, the 2017 Best Musical Tony nominee “Natasha, Pierre and the Great Comet of 1812” and the 2015 Best Revival of a Musical nominee “On the Town,” all for which Ross also served as a producer. Print Shop’s Off-Broadway portfolio includes the nonprofits Classic Stage Company, MCC Theater, Irish Repertory Theatre and New York Theatre Workshop.

“Capatasto and I will work on accounts both jointly and separately, which gives us the ability to take on more and different types of projects,” said Ross. “We’ve always worked so closely together, but now we can further extend that to the running of the business.”

“This truly felt like the natural next step for both of us, and for the company,” agreed Capatasto.

In addition to its dual leaders, Print Shop’s team includes senior publicist and director of operations Claire Wojciechowski, publicist Sarah Sgro, publicist Liz Lombardi and press assistant Grace Walker.