IPREX is pleased to welcome Heidi Otway, APR, CPRC, President of SalterMitchell PR, as its new Global President. A longtime advocate for collaboration, professional development, and the power of independent agencies, Heidi brings both a global perspective and a deep commitment to partner success. As she begins her two-year term, we sat down with Heidi to discuss her journey within the network, her vision for the future of IPREX, and how independent agencies can continue to grow and thrive in a rapidly evolving communications landscape.

Q: Congratulations, Heidi. To start, can you tell us how you first became involved with IPREX and what the network has meant to you professionally?

My first engagement with IPREX was at the 2017 Global Leadership Conference held in Paris, France. I was at a pivotal point in my career and needed a boost. Well, it happened at the GLC. Over several days of sessions, covering everything from the rapid changes driven by social and digital media to leadership development, hours of reflection, and being surrounded by veteran and mid-level PR professionals, I was enlightened and reminded why I loved working in this industry.

From that moment on, I took advantage of IPREX resources and tools, as well as my new connections around the world, to become a more confident businesswoman and practitioner.

Q: You’re stepping into the role following Ann-Marie O’Sullivan’s leadership. What are some of the successes or initiatives from her term that you’re most eager to build on?

Ann-Marie is someone I look up to for her strong and thoughtful leadership. She guided IPREX through the rise of AI and the shift in global economic markets, which significantly impacted our partners and the industry as a whole.

Her success in leading the organization included establishing Global Board (GB) meetings separate from the Executive Committee. The GB comprises our three Regional Presidents and Treasurer. I will continue this model because the Regional Presidents hear directly from partners in their regions and have a pulse on what’s impacting agencies. When we meet, we strategize and determine what support IPREX can provide. As a partner-driven organization, we need strong and accurate financials, and our members are getting value for their investment. During these meetings, our treasurer helps ensure that we receive timely updates to inform and guide our decision-making.

Over the past year, the GB has worked closely with the amazing Alexandra Mayhew, IPREX’s executive director, to outline a plan with strategies and tactics to advance IPREX as our industry evolves. These discussions generated new ideas and approaches to position IPREX ahead of its competitors, especially to increase partner value and access to resources for business development and knowledge sharing. Retaining and attracting the right agency partners in IPREX is my main goal, and I already have a running start from my work as the Americas President.

Q: How has your experience at SalterMitchell PR shaped your approach to leadership within an international network like IPREX?

I work in Florida, one of the most diverse, multicultural, multilingual, and multigenerational states in North America. Our population and visitors include people from all over the world. As a firm focused on being “Fluent in Floridian,” my leadership approach is guided by my deep understanding and experience helping our clients engage and communicate with people from different cultures and backgrounds. This is extremely helpful when I attend IPREX conferences in certain parts of the U.S. and abroad. As a Black American, when I meet people who don’t look like me or whose first language isn’t English, I smile and say hello. It’s very human-natured and almost always elicits a response. I love meeting and talking to people who don’t look like me or whose first language isn’t English. These encounters provide insights, help break down barriers and stereotypes, and make me a more well-rounded, thoughtful human being.

Vision and Priorities for IPREX

Q: What is your vision for IPREX over the next two years?

Growth. Not only for the network as a whole but also for our partners, by providing resources, fostering collaborations, and listening to understand their needs now and in the near future. They invest in IPREX, and it’s our role to provide ROI by creating in-person gatherings that prompt connections, hosting virtual engagements that educate participants and facilitate potential opportunities between partners, and providing resources that not only help the C-Suite but also the directors, managers, and staff within the agencies, especially the next generation of practitioners.

Q: Independent agencies face constant change — what do you see as the biggest opportunities for growth in this environment?

Partner collaboration within the IPREX network. The majority of our partners are small boutique-to-midsize firms, and a few large agencies with staff across their regions. The ability to expand services and capabilities through partnerships makes IPREX a great investment for an independent firm. However, to achieve that ROI, agency leaders and their staff must be visible, active, and engaged in the network to foster these opportunities and connections.

Q: How do you plan to strengthen collaboration and knowledge-sharing across regions?

By encouraging partners to attend our regional conferences and/or the Annual Global Conference. These in-person events build connections and foster collaboration during several days of curated experiences and sessions. Check out the IPREX page and the attendees’ personal pages on LinkedIn after every conference to see what makes these events worthwhile and impactful.

Between conferences, I will be checking in with agencies to ensure they are taking advantage of the resources provided, staying on top of trends and new opportunities in our industry, and engaging with the network partners and year-round activities. To achieve this, I will host bi-monthly virtual meetings open to all of our partner agency leaders and assigned staff. The purpose of these global check-ins is to listen for new or emerging trends, identify opportunities for collaboration, learn what is affecting our industry and partners, both good and bad, and to leverage the collective minds on these virtual calls to provide solutions, support, or therapy.

Q: IPREX brings together diverse expertise from around the world. How do you see that diversity fueling innovation and growth?

I see it every time I participate in an IPREX conference or virtual engagement. These are spaces where partners get to showcase what they are doing that’s unique and, in some cases, game-changing. Our partners are not afraid to brag and share their innovative campaigns, initiatives, and tools. I look forward to our video calls and in-person events for knowledge sharing that can spark new ideas or approaches. We don’t compete in IPREX. We complement and foster collaboration, growth, and support within this network.

Industry Outlook

Q: What trends or shifts do you think are most influencing the independent agency landscape right now?

AI. Period. I’ve spoken with nearly 40 agencies around the world this year, and this dominated our conversations. From how they are adopting it and building proprietary tools, to how it’s changing the way they work and serve clients, to how they are using it to completely change their services and positioning.

Q: How can IPREX agencies leverage those trends to create more value for clients?

AI is disrupting our industry, and I believe agencies that embrace and harness it will thrive by spending more time leveraging research and insights to be more strategic and letting these agents enhance their work products and produce deliverables faster. All combined, this approach creates more value for clients. If you ask me this question a year from now, I will likely have a different response because this technology is changing rapidly.

Q: With advances in AI and technology, how do you see communications evolving across independent agencies?

From what I’ve read, observed, and experienced at my own firm, agencies are building custom agents and applications, driven by AI and technology, to work smarter and more efficiently. They aren’t relying solely on the machines. It still takes people with insights and knowledge about their clients, campaign goals and objectives, target audiences, strategies, and tactics to inform these tools and generate the desired results.

Independent agencies are harnessing AI and technology to expand their capabilities and enhance their services. Unfortunately, some are not hiring additional employees as a result. However, it does help them stay in business.

Leadership and Culture

Q: What leadership principles guide you, and how will they shape your presidency?

I have a relentless drive to make an impact and deliver results – whether personal, professional, or on behalf of someone else (a client, family member, friend, colleague, an IPREX partner, etc.).

My moral compass is strong, which helps me navigate complex situations, be considerate of those involved, and make sound decisions.

I don’t get caught up in the titles that I’ve earned. In doing so, I can be my authentic self, which is what got me here, and stay grounded and focused on my assignments in whatever position I have.

I ask for help. As a lifelong learner, I still don’t know everything. I thrive on collaboration and on surrounding myself with people who “tell me something I don’t know” or present a challenge that requires me to think or do things differently. IPREX partners definitely meet this need, and I will strive to return the favor.

Q: How do you hope to inspire emerging leaders within the network?

I know from experience that inviting them to the table and having a role or responsibility makes a huge impact. When I was leading a PR industry association in Florida, I created a board seat for a college student to ensure the organization would attract the next generation of talent. That student now owns a PR firm. I saw her recently, and, as with every encounter we have, she reminds me of what it meant to be invited and empowered to contribute to our professional association at a young age.

So now, through IPREX, I’m proud to say we’ve completed the second year of a student cohort at Florida A&M University that introduces journalism and communications scholars to independent agencies. I presented the idea several years ago, and the emerging leaders participating in the IPREX Leadership Academy built the framework. In 2025, it was brought to life at my alma mater. It’s a passion project that’s already made a huge impact. One participant in the inaugural cohort received an internship at an IPREX agency, and the 2026 cohort members raved about their experience after an “Ask Me Anything” session with Liz Sheets at Tunheim. They also created multimedia content for one of my client campaigns and now have a portfolio of content to use when applying for internships within our network.

Q: What makes independent agencies particularly powerful or unique compared to large holding groups?

We’re independent!

We foster deeper relationships and long-lasting connections with our teams and clients.

We are nimble, more accessible, and willing to take creative and strategic risks to produce results.

We have access to the C-Suite, are trusted advisors, and have the ear of leadership.

We grow our talent.

We have more fun!