Dini von Mueffling, Founder and CEO of Dini von Mueffling Communications (DVMC), runs one of the most recognized boutique PR agencies in the social impact space—and in this episode of "Five Questions With...," she discusses her work with the late Virginia Roberts Giuffre, the most prominent Epstein survivor and her family. Von Mueffling discusses what it takes to do meaningful, high-stakes communications work, how the connections have impacted her practice and her recent Titanium Cannes Lion win.
Key Topics Covered:
The Work Behind the Titanium Cannes Lion: Von Mueffling shares the client work and long-term commitment that earned DVMC one of the most prestigious honors in the industry.
Why Every PR Pro Should Do Social Impact Work: Von Mueffling makes a compelling case for why communications professionals should volunteer for nonprofits—and what happens when they do.
Navigating High-Stakes Media Relations: When the stakes are this high, every media decision matters. Von Mueffling breaks down how she approached one of the most sensitive and complex client relationships of her career.
Grief, Legacy and an Unstoppable Movement: Von Mueffling reflects openly on a side of PR work that few professionals talk about—and the unexpected ways a client's legacy can grow.
Personal Insights: Von Mueffling shares her dream client and makes the case for why they could be a force for genuine social good.
Nicole Schuman is Managing Editor at PRNEWS.
Transcript:
Nicole Schuman: Hi, everyone, and welcome back to Five Questions With. Today, we are with Dini von Mueffling, Founder and CEO of Dini von Mueffling Communications, also known as DVMC. Dini runs one of the most recognized boutique PR agencies in the social impact space, and she just took home a Titanium Cannes Lion. Dini, congratulations, and thank you so much for being here today.
Dini von Mueffling: Thank you very much for having me.
Nicole Schuman: That Titanium Lion is a huge deal. Can you tell us a little about the work behind it and what that recognition means to you at this stage in your career?
Dini von Mueffling: We are thrilled to have received the award. It's an award that at any stage in anybody's career, they would be ecstatic to get. I received the award for the work that we have done on behalf of Virginia Roberts Giuffre, who is the most prominent Epstein survivor, and by extension also with her family, who took on her mantle and continued her work after her passing last April. At this stage in my career, 17 years into having my own agency, it's an incredible recognition. But as always, everything is a team effort.
Nicole Schuman: Absolutely. And we'll talk a little bit more about that in the questions to come. DVMC has built a real niche around purposeful, high-stakes work. You've worked with Sandy Hook Promise, Undue Medical Debt and people like Monica Lewinsky. How has running an agency focused on social impact changed over the years? And what do you think PR pros need to be prepared for — practically and emotionally — if they want to take on this kind of work?
Dini von Mueffling: This is such a good question. We didn't start out as a social impact agency, and we actually do a lot more than just social impact. But I think our best-known work is in that space. The stakes can be very high when you're doing social impact because it can be emotional. It can be about changing legislation that improves people's lives, or bringing attention to issues that affect everyone in a dramatic or emotional way — whether it's sex trafficking in the case of Virginia and Epstein survivors. I think everybody should try to do a little social impact work in their career. One thing I often tell PR professionals not in the space is: go volunteer for a nonprofit and help an organization doing meaningful work, because they don't have the kind of expertise that you have. They probably can't afford it and probably aren't very well versed in how to message better. And one thing that happens is you become completely addicted to doing good. When you find out what can be achieved from this kind of work, it kind of blows your mind. When we started working with Undue Medical Debt, which was initially called RIP Medical Debt, no one had heard of the organization. A decade later, they're on the map and they've eradicated $40 billion worth of people's medical debt. Sandy Hook Promise has changed the way we think about gun violence prevention and education. That came about because I met Nicole Hockley, one of the co-founders, at a friend-raiser, and I was so blown away by her. I went after her and said, "Who's doing your PR?" And she said, "You're looking at it." And I said, "Well, that's just not possible — how can you do everything and that too?" So I volunteered on the spot. You never know where it will take you if you do volunteer to do this kind of work.
Nicole Schuman: I think also, a lot of PR people are so pigeonholed — they're just doing media relations or client relations. I feel like working with nonprofits or purpose-driven organizations gives you a nice look at things like public affairs and government affairs. I'm sure that's definitely broadened your skill set as well.
Dini von Mueffling: Definitely. This last year, working with Virginia and her family on the passage of the Epstein Files Transparency Act has been eye-opening for me. I hadn't done that kind of work before.
Nicole Schuman: That's amazing. Speaking of that work — you represented Virginia Roberts Giuffre for six years, right up until her passing last year. Can you walk us through what that work actually looked like, how the relationship came to be and how it evolved over time?
Dini von Mueffling: Initially, when Virginia and I started working together, she was in the middle of a lot of lawsuits and had to be very careful about what she could and could not say publicly. We were walking a very fine line when she would do media to make sure she didn't jeopardize any of the various cases she was involved in. As the victories piled up — for example, her settlement with Andrew Mountbatten-Windsor — we were able to do more, because she was validated by those victories and recognized globally for the hero that she was. A lot of forces were working against her, trying to discredit her. As she was able to discuss what she was focused on and holding people accountable more, we were able to do more together — namely her memoir, which I helped put together for her. I introduced her to her agent and worked on it with her. But there were a lot of ups and downs. She really struggled with the negative press that bad actors would incite, which she felt challenged her credibility even though we knew she was a totally credible person. That was one of our biggest challenges — maintaining her as a voice of authority and credibility. And then at the end of her life, trying to navigate her passing, which was so sudden. The way I did that was to work with one reporter at the very end of her life and say, "This is the definitive story of Virginia Roberts Giuffre." We pointed all other media to that particular story to ensure accuracy around the news of her passing.
Nicole Schuman: Is that a tactic you like to use more broadly with clients, or was that specific to her situation?
Dini von Mueffling: In that case, it was appropriate — we were so inundated, and this reporter had followed her story for a long time and knew her. But I would say it really depends on the client.
Nicole Schuman: She was definitely a brave woman who went through so much and opened the door for a lot of other women to come forward. Not a lot of PR people go through this — losing a client who was also someone you had gone through something that significant with. That's not something most PR professionals talk about openly, so we appreciate that. You also have a team that worked with her and the family. How did you all respond to that loss, and how do you think about that kind of grief in this work?
Dini von Mueffling: We lost Virginia, and we say all the time that she should be here — she should be here to see what we've achieved since her passing, since her book was published. But we also gained Sky and Amanda Roberts as extraordinary advocates who have really stepped up. Her memoir and their advocacy have galvanized so many other survivors to come forward that her passing created an unstoppable movement. We take a lot of comfort in that.
Nicole Schuman: That's wonderful. Are you still close with the family?
Dini von Mueffling: Every day I talk to them.
Nicole Schuman: That's great. I hope they're doing OK — the work probably helps a little for sure. Last question, and we're going to make it a lighter one. You've worked with some amazing clients, but if you could take on any cause, brand or public figure you haven't worked with yet — your dream scenario — who would it be and why?
Dini von Mueffling: I love this question, and I've thought about it a lot. I would love to work with the Kardashians — and that might surprise you. The reason is because they wield so much power and influence, and I would love to see them wield some of that for good. I think they have done an incredible job as successful businesswomen, but they have the power to change the world through their massive reach. And if they want help with it, I'd be thrilled.
Nicole Schuman: I mean, you've heard about Kim doing work around criminal justice reform and women in prison, but beyond that it does seem like there's more they could do in the nonprofit world.
Dini von Mueffling: You have so many people emulating them, and so much of what they're emulating is about physical appearance. I think there's a lot more to focus on. And actually, Kim Kardashian once reposted one of our Sandy Hook Promise campaigns, which was a huge win for us. We worked really hard to make sure she saw it, and we were thrilled that she did. So I know it's in there for them.
Nicole Schuman: Well, I hope they hear you. Thank you so much for joining us, Dini. Five Questions always goes by really fast, but you really gave us a lot to think about. We hope that the work you're doing continues to change lives and improve people's perspectives. Thank you so much.
Dini von Mueffling: Thank you so much, Nicole. Really appreciate it.