Our People

A company that works with as diverse a clientele as Panorama Life & Style PR needs an equally diverse and energetic staff. We’re a real, and unusual bunch. PR is not smoke and mirrors, jargon and mint juleps; it’s the hard work of managing relationships between brands and audiences.

Some of us are more geared toward numbers or words, internet or print, country music or pop, but we all speak the same language when it comes to executing a successful program. We do enjoy the finer things—to work in life and style you need first hand-experience—but we also believe in helping to solve community issues such as needy children, homelessness and pet abandonment.

Expect us to enact any tactic, no matter how unconventional, if it can accomplish your goals. And you won’t have to strain to see the relevance of any of our activities because we don’t do anything without a metric for success.


Darlene Rotch

Darlene Rotch — CEO

Experienced, Strategic, Connected
Her Professional Journey

As a retailer for the first 15 years of her professional life, Darlene Rotch sold top-shelf luxury goods to consumers. She was intrigued at how the right message applied through targeted marketing accelerated sales: audience perceptions created tangible results.

Rotch demonstrated her expertise at connecting lifestyle brands with consumers through work w well-known clients: Belk and its many designers, celebrities and brands, such as Emeril Lagasse, Kristen Davis (Sex in the City), Tim Gunn, Donald Pliner, Sam Edleman, Lilly Pulitzer, Benefit, Laura Mercier, etc.; REEDS Jewelers and its Pandora and Forevermark brands; Publix Supermarkets; and others in architecture, real estate development, food products and the hospitality industry.

Rotch is passionate about causes that affect women, the hungry and homeless and mental health issues. She is a past member of the boards of directors for Crisis Services of North Alabama and Pathways, organizations designed to help women get out of the cycle of abusive relationships and homelessness. As a breast cancer survivor, Rotch supports the Breast Cancer Research Foundation of Alabama. She is also currently on the Alabama state board of directors for the Amyotrophic Lateral Sclerosis Association (ALS—Lou Gehrig’s disease). Also a supporter of the arts, Rotch is currently on the boards of directors for the Magic City Art Connection Festival and the Foundation for Arts and Cultural Connections.

Rotch is an active member of the Birmingham Business Alliance (BBA) and Birmingham Venture Club, and a past member of its Entrepreneur Accelerator program. She has been noted in Birmingham Business Journal’s Top 10 Birmingham Business Women’s List; was awarded Small-Business Person of the Year by the Birmingham Chamber of Commerce in 2006; and received the Tuck School of Business at Dartmouth IBM scholarship. She has been a certified member of the Women’s Business Enterprise National Council (WBENC) since in 2007.

Her Strengths as a PR Pro

Darlene works with clients to define success in a ways that are strategic and measurable. She integrates traditional pr tactics with creative grassroots campaigns and manages her team to best express their diverse strengths.

Her Personal Interests

Being involved in the branding of her family’s 130-year-old hotel in a small mountain community, fly fishing, traveling, time with family, helping people who need a second chance—especially single moms. For just one year, she would like to live in an apartment on Paris’s Left Bank.

Her Favorite Thing About Panorama Life & Style PR

“I love the creative minds that come together in our office—the chemistry makes it easy to come to work. I love to be challenged by a client to solve a real problem and to earn their trust by showing real results.”


Michele Dickey

Michele Dickey — Director of Media Relations

Analytical, Adaptable, Accountable
Her Professional Journey

Michele is the media relations star at Life & Style. In her 9 years with Panorama she has formed sincere, mutually beneficial relationships with national journalists, bloggers and opinion leaders. She has had work appear in national publications, such as Fox News Magazine, Southern Living, The Washington Post, as well as targeted regional publications, such as B-Metro Magazine, City View Magazine, Charlotte Observer, The Tennessean, Chattanooga Times Free Press, Montgomery Advertiser, Clarion-Ledger, Raleigh News & Observer and St. Petersburg Times. For one of her major clients, Michele has been able to secure media placements in all 16 states of operation.  She takes the time to get to know  important media sources and tailor pitches to them. Michele takes the greatest pleasure in showing clients their return on investment through measurement and reporting.  She gained her selfless, hardworking perspective in past forays in political fundraising and education. She is an ardent Birmingham local in terms of self-concept, but also a cosmopolitan media professional, who appreciates the magic of “world 2.0.”

Her Strengths as a PR Pro

Michele excels at understanding how clients’ messages fit into the total media mix. She knows how to pitch the same content to different media. Most of all, she prides herself on being a credible source for the journalists and bloggers to whom she pitches. She believes that to last long in pr, you have to have the highest ethical standards—it really is earned media.

Her Interests

Topics for cultivating a balanced, analytical mind:  religion, politics, media trends and topics, Birmingham history

For fun:  hiking at Red Mountain Park, deep water aerobics, any nonfiction books and authors Rick Bragg and Harper Lee

Her Favorite Thing About Panorama Life & Style PR

“I love being part of this team, in which we are each more than the sum of our tasks.”


Greg Robinson

Greg Robinson — Content Manager

Composed, Critical, Conversational
His Professional Journey

Greg is a consummate communicator—writer, speaker and listener. Because of his attention to the complete context of clients’ situations, he is sort of a brand medium, who helps to channel your brand’s essence from noisy market discourse. Greg began as an earnest student of speech communication, culminating with his master’s thesis about rhetoric and honky-tonk country. Greg has since built a unique resume of professional communication experience: devising content and media relations for diverse clients such as the Freshwater Land Trust, Sterne Agee, Miles College, Boatright Companies and Jones Walker; serving as a communication research consultant for Jones Day law firm; and teaching university public speaking and human communication courses.

The busyness of business can get in the way of clear brand messaging. Greg prides himself on very simply and eloquently addressing your core identity and goals.

His Strengths as a PR Pro

Writing pretty copy, but devoid of clichés. Analyzing competition’s messages and defining relative strengths and weaknesses. Finding out who you are. Helping you express it across media. Greg doesn’t believe in fooling audiences, but instead enlightening them. They will appreciate your having him on the account.

His Interests

Lifting heavy things, honky-tonk country music (playing and listening), bathing miniature dachshunds without getting drenched, cooking and leftovers, movies that make you feel. . . weird (see also: Sean Connery in Zardoz).

His Favorite Thing About Panorama Life & Style PR

“We don’t get frazzled; we know that coming unhinged doesn’t help our clients or their audiences. Instead, we invest the time and research up front to have calm confidence in our tactics as they unfold.”