Why Our CEO says Our Agency is “Not Just Another Hype Machine”

A journalist's credibility carries weight, my friends. It’s why our team at Lozafina can easily differentiate our agency from other branding, marketing, and public relations agencies.

We sat down with our Founder and CEO Josefina Loza to discuss how Lozafina continues to gain popularity in an oversaturated market of creatives and here’s what we learned.

Our founder’s journalistic integrity serves as the bedrock of our business.

A journalist with more than 20 years of experience, Loza worked for the Omaha World-Herald, Associated Press, Colorado Springs Gazette, Omaha Magazine, Huffington Post, National Association of Hispanic Journalists, and Momaha.com, a parenting site operated by the World-Herald. She was recently honored as the Midlands Business Journal’s 40 Under 40 and one of Omaha’s most influential Latinas in Media gracing the cover of the 2020 Directorio Latino and by the Omaha Jaycees as one of the Ten Outstanding Young Omahans for her work in the communication field.

“We’re building Lozafina on honesty and ethical principles that underpin a journalist’s work, including a commitment to accuracy, impartiality, and transparency,” Loza said.

To maintain credibility, journalists must adhere to established ethical standards and principles, such as verifying information, avoiding conflicts of interest, and presenting multiple viewpoints. They must also be transparent about their methods and sources, and be accountable for any errors or inaccuracies in their reporting.

One key advantage to working with a journalist-turned-agency-owner is that “we have a deep understanding of the media landscape and what it takes to get a story published or shared,” Loza added.

A journalist's credibility can be built over time through consistent, accurate, and fair reporting, as well as through their reputation within the industry and among their peers, Loza explained. This credibility can be a valuable asset in securing access to sources, breaking important stories, and building a loyal readership.

The Lozafina team has established relationships with journalists and media outlets that can be leveraged for our clients' benefit. This can be especially valuable for companies or individuals who are looking to raise their profile or establish thought leadership in their industry.

In addition, a journalist's experience in researching and writing stories can be a valuable asset in creating compelling content that resonates with target audiences. “Our agency is able to help their clients develop a distinctive voice and style that sets them apart from their competitors,” Loza said.

Furthermore, a journalist's commitment to accuracy, transparency and ethical reporting can help build trust with clients and stakeholders. By adhering to these principles in their work, a journalist-turned-agency-owner like Lozafina can establish a reputation for integrity and credibility that sets them apart from other agencies that may be more focused on generating buzz or hype.

“We’re not just another hype machine, “ Loza said.

The Lozafina team cares deeply about editorial oversight.

“Just as reporters are typically subjected to editorial oversight,” Loza said, “so, too, holds true for our writers which means their reporting is reviewed and approved by editors before it is published.”

This helps to ensure that the reporting is accurate, fair, and meets the standards of the news organization. Bloggers and other online sources may not have this kind of oversight, which can lead to inaccuracies or biased reporting.

Overall, a journalist's credibility can be a valuable asset in the world of branding, marketing, and public relations. By leveraging their media expertise, storytelling skills, and commitment to ethical principles, they can help their clients achieve their goals and stand out in a crowded marketplace.

“At Lozafina, we strive for the same level of professionalism, accountability, and adherence to journalistic standards that reporters bring to their work.”