Our Philosophy

YuPR (pronounced "you-pee-ar") is founded on effective engagement. Our philosophy derives from the legendary story of "Yu the Great."

One of China's ancient rulers, Yu was renowned for his moral code and introduction of flood control methods. His high value of the public's interest, coupled with innovative thinking, are among the core principles that drive YuPR Concepts+Strategies.

More than ever before, business entities are tasked with operating with social decency and doing what is in the best interest of their customers or members.

Through our guidance to clients, YuPR is holding itself to the same threshold.

We are researchers. We are visionaries. We are strategists.


Our Founder
A former business journalist for The Wall Street Journal and Dow Jones Newswires, Darrell A. Hughes recently focused on brand positioning and visibility, media relations, reputation management, and social responsibility for communications firm Hill+Knowlton Strategies. Previously, Hughes worked at The Sun News in Myrtle Beach, S.C., where he spearheaded the paper's first business of healthcare reporting beat, and held business writing positions at The Detroit Free Press and Reuters' Chicago bureau.