A top-tier public relations, marketing and communications professional with a strong record in exceeding goals, and winning customer loyalty through relationship management.

1. Parisnicole Payton’s "The PNP Agency" Helps NFL Players Build Their Brands--On and Off the Field
Who hasn't wondered why so many sports figures go broke, have
trouble dealing with the media and just don’t seem to know how to
protect their brand? Well, Parisnicole Payton’s, The PNP Agency,
has come to the rescue. PNP specializes in public relations,
marketing, management administration and behavioral prevention
advisement for NFL players.
“The idea of my company came from years of public relations and
management experience in servicing artists, celebrities and athletes.
It also symbolizes how I represent my clients with PNP-Persistence, Nurturing, and Prosperity,” says Payton.
As president and CEO of The PNP Agency, Payton plans and
implements positive branding and crisis-management strategies to NFL players. She advises current
and retired NFL players, schedules guest appearances and develops strategies for press
conferences, tours, speaking appearances and events. She even educates players in networking
techniques, including forming vital business relationships and resource alliances. On top of this, she
negotiates contracts and coordinates referral services for clients to ensure lasting recognition and
success.
Among her clients: Shawn Andrews, retired NFL player (2x Pro Bowler); Stacy Andrews, retired
NFL player (Super Bowl XLVI Champion); Eugene Bright, former Philadelphia Eagles tight-end;
Raheem Brock, retired NFL player (Super Bowl XLI Champion); and Rennie Curran, current NFL
Free Agent; among others.
“From a young age, I always wanted to work within the entertainment industry managing artists and
tours. While interning at a local Philadelphia radio and television station, many people suggest for
me to pursue a career in sports management, because I had great people and management skills,”
recalls Payton. “Later, I met a former Philadelphia Eagles player through a friend who also
suggested the same. In essence, sports chose me.”
So in 2002, her sports career began when she traveled to New Orleans to attend Super Bowl
XXXVI. There, she joined the NFL Super Bowl Host Committee and participated as a volunteer
ambassador. During this time, she got to interview several players who shared their story on how
they achieved a successful NFL career and the challenges they faced being an athlete.

2. “Thereafter, I continued to speak with NFL players and sports agents. Over time, I researched,
studied and interviewed several players. After some time, I developed an interest and became
intrigued to learn more about the sports business,” explains Payton. “Many NFL players discussed
exploring business opportunities outside of their athletic career; however, they lacked education and
business skills. They wanted to learn the importance of growth in personal and business
management, two elements that are essential to becoming and maintaining successful - on and off the playing field.”
Payton was able to fill a niche since professional players were unprepared for life after sports.
“Unfortunately, too many athletes have fallen due to lack of guidance and advisement. I continued
to access their stories, and realized the NFL is the #1 sport sector with players who are the least
guided and have the most behavioral issues,” says Payton. “This is when I began to birth a passion
and developed a niche in sports public relations and management. I wanted to provide these players
with advocacy, mission and purpose in finding solutions.”
Payton works with NFL players on various aspects of their career. “As a sports publicist, I assist
athletes in understanding the importance in brand development, business etiquette, community
leadership and behavioral prevention,” says Payton. “My business model is to seek professional
training, personal and business assistance, and instill the importance in completing their college
education. In addition, develop an educational platform to explore and maximize their opportunities,
and build a business portfolio allied with personal and business resources. Lastly, expand their brand
and build upon their corporate and community alliances. After football, they will have a business
entity.”
Though Payton enjoys the challenges of her career, the industry is highly competitive. “The sports
industry is filled with sharks, so I diligently set myself apart by offering authenticity in the services I
provide. In the beginning of my career, I was unknown and had no alliances or affiliations within the
sports industry. On my own, I had to seek out opportunities. I had to gain experience by interning,
volunteering, and offering pro bono work to showcase my skills and build my reputation and
network,” she points out. “In working with players, they need a visual of what you say you do. You
have to show and prove your talents and have a track record of success. Throughout, I have
developed a career portfolio that outlines my education and public relations talents. In working with
a player, it is all about cultivating a respectful business relationship and building an alliance based
on trust, loyalty, commitment and dedication.”
Payton started PNP with $5,000 of her own savings. “My startup was simple. While working in the
corporate sector, I used $5K in savings to travel. I had to go where my target markets were allied. I

3. am based in Philadelphia, a sports fan-based city,” she says. “In doing marketing research, I learned
to secure employment opportunities to work with players in NYC, Miami, and LA during off seasons.
My business is mobile; therefore, I travel to my clients. My office is a cell phone and laptop to carry
on my daily public relations administration.”
Payton has had her share of obstacles starting out but overcame them. “In the beginning, the
business challenge was securing clients in the NFL. In 2002, when I started my career in sports, I
was unknown. After perseverance, I became known as a top-tier sports publicist, working with
several NFL players,” says Payton. After nearly a decade in, she hit a major stump. “During the
2011 NFL lockout, business spiraled down. At that time, players were not getting paid, so they
were no longer able to retain a publicist on a business payroll. Over time, many of those players
were no longer playing in the league due to contract disputes, firing and/or changing agents; many
sustained permanent injuries, which lead to retirement,” explains Payton. “All these mishaps were
out of my control.”
Today there are other issues to deal with. “The players, today, are much younger and have bigger
egos. So again, it is like starting from the beginning, trying to convince these new players to
understand the importance of hiring a publicist who can assist with building their brand and
maintaining their business affairs,” Payton points out.
Despite this, Payton is planning ahead. “My business goal for the coming year is to continue to
position The PNP Agency and its clients on a national platform; secure strategic partnerships with
corporate alliances within the sports and entertainment industry; and eliminate the negative
stereotype of athletes, preferably NFL players,” she shares. “My long-term business goals are to
continue my passion in sports public relations. I love what I do. I want to be recognized as a toptier publicist who has succeeded her business and clients in securing national platforms, and
corporate community relation partnerships.”
Throughout her career, Payton has picked up a few lessons that have guided her through. “The
most important business lesson I have learned is to have thick skin. The sports industry is maledominated. You have to stand firm, know your worth and never devalue your services,” she says.
“Most importantly, don’t take everything so personally.”