Why Platinum?
Behind the Name: Platinum Project Collective
I chose this name deliberately.
After 25 years of leading communications for governments, destinations and organizations through their highest-stakes moments, I understood something clearly: work either holds up under pressure or it doesn't. There is no middle ground when public trust is on the line.
Platinum is the metal that chemists use as a catalyst. It accelerates change without being diminished by it. It performs where other materials fail. It is rare - not because it is scarce - but because it refines- and survives- under intense pressure.
That is the standard Platinum Project Collective is built on.
No shortcuts.
Refined under pressure.
Irreducible in quality.
Platinum.
--Tiffany Russell, Founder/CEO, Platinum Project Collective LLC
About the Founder
Tiffany Russell, APR
Tiffany Russell, APR, is the founder and CEO of Platinum Project Collective LLC, a management consulting firm that helps local and regional government agencies strengthen leadership, communication, and execution.
Tiffany brings more than 25 years of experience in marketing and communications across the nonprofit, government, and private sectors. In the largest city in Virginia, she directed public education and crisis communications on some of the most consequential initiatives in its recent history. These included a landmark $567 million flood protection bond referendum, trauma-informed communications supporting a community’s recovery and resilience after a mass violence event, election system redistricting, presidential visits, emergency response communications following an EF-3 tornado, public safety recruitment campaigns, and a citywide brand refresh for the city’s 60th anniversary.
Her tourism marketing leadership also earned national attention. During the COVID-19 pandemic, the city ranked first in the nation for hotel occupancy for 18 consecutive weeks. The same efforts drove measurable increases in consumer awareness, travel intent, lodging occupancy, and tax revenues.
Tiffany continues to deepen her practice in leadership development, communications and coaching as she pursues the Associate Certified Coach (ACC) accreditation with the International Coaching Federation (ICF). She is a certified DRiV administrator and holds the Prosci Change Management certification. Her other credentials include APR certification from the Public Relations Society of America (PRSA), a Certificate in Strategy Execution for Public Leadership from Harvard University, and graduate status from the Senior Executive Institute at the Virginia Institute of Government.
She holds a Master of Arts in Strategic Communications from National University and a Bachelor of Arts in Public Relations from Harding University.
