Praytell Strategy, the Brooklyn-based public relations firm started less than a year ago by Doane alum Andy Pray, has merged with Elm Public Relations.

Read the press release about the merger:

BROOKLYN, NY: Praytell Strategy has merged with Elm Public Relations, expanding the firm’s PR services, client roster, and number of staffers.

Since Andy Pray, former SVP of digital strategy at Ruder Finn, launched Praytell last December, the Brooklyn, NY-based firm has worked with clients including Logitech, MAC AIDS Fund, ADT, Food Bank for New York City,, and Hyatt.

One reason the agency merged with Elm, Pray said, is because Praytell needed to “bulk up in the area of traditional PR.

“We really believe in offering a full-scale communications approach, and you have to have really great traditional PR, as well as social content and other [offerings],” he added.

Through the merger, which became official on Oct. 1, Elm’s staff of four joined Praytell’s office, bringing the total number of staffers to 15.

Beth Cleveland, who founded Elm in 2007, is now the managing partner of Praytell and will lead media relations for the firm. Clevelend’s portfolio of clients have also joined Praytell’s roster, including OfficeMax, Gold Eagle and Ruby Receptionists.

“We both have gotten to the point where we need each other’s assets to really grow,” said Cleveland. “I think this is the way PR is going — it needs to be integrated and it needs to have social and digital and PR all working together.”

Pray added that the firm will continue to work with CSR clients since that sector often gets neglected, but still needs a big brand approach to PR.

Pray and Cleveland first met at Antenna Group Public Relations in San Francisco, where they both started their careers in PR.