About Prism PR

Rick Pendrick has spent more than 25 years in public relations, at top New York PR agencies and in-house running corporate communications for the NBA and NASCAR.

At the NBA, Rick led global corporate communications, promoting the league’s sponsorships with Fortune 500 and global brands like Nike, FedEx, Gatorade and adidas, and helping make the NBA one of the most popular sports leagues in the world, broadcast in 215 countries and 41 languages. He also worked on the league’s first official visit to India, a campaign with the U.S. State Department that produced 1,219 media placements and the first NBA front-page feature in the Financial Times. That story led to the NBA’s first broadcast deal in India.

At NASCAR, he led executive and crisis communications for Chairman and CEO Brian France, turning unfair media scrutiny into positive coverage that grew 394% from 2015 to 2017. He also ran entertainment marketing, promoting more than 200 celebrity appearances at the Daytona 500.

He founded Prism PR in New York City in 2019 on a simple observation: linkbuilding had become a PR job. Earning a link from a national outlet takes a story a journalist wants to write, and that is what senior PR people do. Prism has since placed more than 25,000 stories and earned more than 20,000 editorial backlinks for clients.

In 2026, Rick was named a PR News Person of the Year in Digital PR and Data.