NP Strategy Expands Across The Carolinas, Hires in Columbia and Raleigh

COLUMBIA, S.C. (December 9, 2021) – With a growing demand for media and public relations services, strategic communications firm NP Strategy is strengthening its presence in the Carolinas with the addition of award-winning journalist Mary Cullen in Raleigh and digital strategy professional Jada Samuel in Columbia.

“Media relations and content generation are growing areas of service for NP Strategy, ” said Heather (Hoopes) Matthews, NP Strategy CEO. “Our new team members will add significant value to our team with their diverse backgrounds and expertise.”

Mary Cullen joins NPS+ in Raleigh as a member of the media relations team and a project specialist. In her previous position, she led the media relations efforts of a B2B PR agency focusing on the tech and telecom industries. As a journalist, Mary worked with the Chicago Sun Times’ Editorial Board, the NPR Bureau, and the public radio team in Bloomington-Normal, IL where she received a Regional Edward R. Murrow award.

“In today’s world there is no lack of stories to tell, which makes the role of media relations more imperative than ever before,” said Cullen. “I am excited to join NPS+ in making sure our clients not only have compelling content to share, but strong relationships with the reporters best suited to share those stories.”

Jada Samuel, who will be based in Columbia, SC, will focus on digital media and content as a project coordinator. Jada most recently served as a digital strategy director, managing content and digital campaigns for small businesses, nonprofits and political candidates. Earlier in her career, Jada served as lifestyle producer-reporter for the Palmetto Weekend at WIS News 10 in Columbia, South Carolina. In 2014, she founded iShapeMe Inc., a nonprofit mentoring organization that has reached over 300 girls in South Carolina and beyond.

“I am thrilled to be able to work on a team comprised of brilliant minds and unique skillsets,” said Samuel. “I look forward to learning, growing and most importantly, serving, in this role.”

In recent months, NP Strategy expanded its operations with the addition of Director Emily Almasy, Manager Kait Park and Project Manager Jamie Lovegrove.


NP Strategy is a strategic communications firm helping clients connect with the right people, in the right way, in order to reach their goals. The NPS+ team is composed of former journalists, communications professionals, political insiders and public relations executives. NP Strategy is a wholly owned subsidiary of Nexsen Pruet, a 200-attorney law firm providing NPS access to deep relationships across the Carolinas and the United States. For more information visit

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