Maura FitzGerald and Jean Serra are the founders and partners of V2 Communications, a Boston-based B2B tech PR agency. FitzGerald is a former newspaper reporter who worked at Miami newspapers covering city government, feature writing, and police/crime before moving back to Boston. The agency is built on six core values: Collaboration, Tenacity, Curiosity, Confidence, Transparency, and Realness. V2 emphasizes measurable results and analytics-driven strategic communications.
The Interview
Q: What led you to careers in PR?
A: Jean: I fell into PR. I got a receptionist position at a regional ad agency with plans to transition into account management, but the agency had a PR department, so I started doing work for them. I grew to love PR — it gave me the opportunity to write creatively that wouldn't have been afforded to me on the advertising side.
Maura: I worked as a reporter at a couple of large newspapers in Miami covering city government, feature writing, police, and crime — the fun stuff. When I moved back to Boston, I freelanced, covering elections and writing for tech magazines. One editor I worked for had a friend starting a PR agency. The entire agency was full of former journalists, so I joined.
Q: What are the philosophies behind V2 Communications?
A: Maura: Our vision when we started V2 was to be our clients' strategic partners, so we took a strong stance in measuring results. PR is an investment of clients' time and money, so we're very analytic in how we approach communications.
Q: What are V2's core values?
A: Jean: V2 is built on six core values: Collaboration, Tenacity, Curiosity, Confidence, Transparency, and Realness. The PR industry is known for over-promising and under-delivering. V2ers take pride in redefining what it means to be a strategic communications partner.
Maura: These values have helped us develop strong client relationships and nurture our award-winning corporate culture. We hold personal character to equal importance as an employee's professional persona.
Q: What's been your experience running a PR agency during COVID-19?
A: Maura: When the pandemic hit, COVID-19 took over every media outlet. Our biggest challenge was learning to traverse a media landscape that felt chaotic and unfamiliar. We went straight to frontline journalists and editors to understand current priorities and pressures in newsrooms. We released "Roadmap for Navigating the Media Landscape During COVID-19," pinpointing current media challenges and offering advice.
Jean: As the year went on, the way the pandemic was discussed shifted from immediate impact to long-term implications on economy, society, and how we work and live. Add the presidential election and the massive social justice movement, and you had an even more complex media landscape. Our biggest challenge was getting in front of journalists and standing out during a news cycle that's more chaotic than ever.
Maura FitzGerald and Jean Serra are the founders and partners of V2 Communications , a Boston-based B2B tech PR agency. FitzGerald is a former newspaper reporter who worked at Miami newspapers covering city government, feature writing, and police/crime before moving back to Boston. The agency is built on six core values: Collaboration, Tenacity, Curiosity, Confidence, Transparency, and Realness. V2 emphasizes measurable results and analytics-driven strategic communications. The Interview Q: What led you to careers in PR?
A: Jean: I fell into PR. I got a receptionist position at a regional ad agency with plans to transition into account management, but the agency had a PR department, so I started doing work for them. I grew to love PR — it gave me the opportunity to write creatively that wouldn't have been afforded to me on the advertising side.
Maura: I worked as a reporter at a couple of large newspapers in Miami covering city government, feature writing, police, and crime — the fun stuff. When I moved back to Boston, I freelanced, covering elections and writing for tech magazines. One editor I worked for had a friend starting a PR agency. The entire agency was full of former journalists, so I joined. Q: What are the philosophies behind V2 Communications?
A: Maura: Our vision when we started V2 was to be our clients' strategic partners, so we took a strong stance in measuring results. PR is an investment of clients' time and money, so we're very analytic in how we approach communications.
Q: What are V2's core values?
A: Jean: V2 is built on six core values: Collaboration, Tenacity, Curiosity, Confidence, Transparency, and Realness. The PR industry is known for over-promising and under-delivering. V2ers take pride in redefining what it means to be a strategic communications partner.
Maura: These values have helped us develop strong client relationships and nurture our award-winning corporate culture. We hold personal character to equal importance as an employee's professional persona. Q: What's been your experience running a PR agency during COVID-19?
A: Maura: When the pandemic hit, COVID-19 took over every media outlet. Our biggest challenge was learning to traverse a media landscape that felt chaotic and unfamiliar. We went straight to frontline journalists and editors to understand current priorities and pressures in newsrooms. We released "Roadmap for Navigating the Media Landscape During COVID-19," pinpointing current media challenges and offering advice.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
