Why blend in when you were made to stand out?
Every brand has a story, but not every brand knows how to tell it. That’s where GRIT PR comes in.
GRIT PR makes disruptive and rebellious businesses, products and leaders impossible to ignore. Principal, Nicole Yelland brings deep experience in mortgage wholesale communications, mortgage broker communications, nonprofit, fintech and automotive brands where visibility and trust drive growth. She also has experience in sports, entertainment, consumer tech, healthcare and retail demonstrating her capacity to move markets regardless of the industry.
The formula is simple: data + guts + strategy + untouchable work ethic = measurable growth, credibility and trust.
If you’re ready for earned media, stronger brand authority and real business results, you’re in the right place.
This is how we do it
Project-Based Strategy & Execution
Ever hear someone say they can’t wait to go on a pilot’s first flight? Me either. I take on projects that need senior-level experience and execution. Think product launches, market repositioning or rebranding, reputation turnarounds, executive visibility or lay the ground work to build your own in-house PR machine. I build the plan, run point on execution and deliver results that are aligned to your business objectives and goals without blowing your budget
What I bring to the table:
Launch strategies that generate headlines, customers and growth
Media and influencer campaigns that deliver reach
Executive visibility programs that build credibility fast
Crisis and reputation strategies that keep control of the story
Tight, results-focused execution from start to finish
Crisis Communications
When your brand takes a hit, you do not need sugarcoating or a panic spiral. You need a steady hand, a sharp strategy and someone who is not afraid to tell you the truth. I bring calm to get you through the moment and out the other side with your reputation intact.
What I bring to the table:
Situational analysis that finds the real problem fast
Messaging, statements and strategy that stop the bleeding
Rapid response for breaking news, negative press, viral moments or social media fires
Executive counsel and media coaching that prepares leaders for the toughest questions
Post-crisis reputation repair that rebuilds trust and shows measurable recovery
Part-Time/Medical Leave/Maternity Leave Support
Creating stability during life’s big moments is a competitive advantage that builds an unstoppable culture. It’s about keeping strategy sharp, wins rolling and workload manageable for the rest of the team while making the handoff back smooth and seamless when they return.
What I bring to the table:
Messaging and narrative strategy
Media relations and crisis communications
Executive thought leadership that earns respect and ink
Strong media relationships
Power Hour
Need another set of eyes on something? Maybe a gut check on a response to a potential issue? Feel stuck and want a fast, focused shot of strategy?
What I bring to the table:
60-minute phone call
Actionable strategies and tactics delivered to you within 24 hours
Principal, GRIT PR
Nicole Yelland is a communications strategist who makes disruptive and rebellious business, leaders and products impossible to ignore. For two decades, she’s transformed underdog companies, niche products and high-stakes moments into front-page stories. Her career spans automotive, beauty, consumer tech, fitness, financial services (banking, fintech, mortgage, housing finance), nonprofit, sports and retail.
She has driven narratives for Fortune 500s, market leaders, and high-growth startups landing coverage in The Wall Street Journal, Bloomberg, CNBC, Forbes, The Today Show, Good Morning America and more sparking industry conversations and positive change. Yelland led PR for the largest SPAC in NYSE history, launched the first bilingual mortgage LMS, repositioned automotive giants into technological leaders and created culture-driving campaigns that hit media hard.
From building in-house communications engines to scaling startups into industry leaders, her formula has been simple: data + guts + strategy + untouchable work ethic = measurable growth, credibility and trust for the brands she represents.
Armed with a bachelor’s in Integrative Public Relations from Central Michigan University, Yelland has earned recognition as a HousingWire Marketing Leader, GM Transformers Award winner and Woman to Watch. And yes, she even designed a shoe. Because she knows how to spark a conversation that matters for the brands she represents.
