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ranchandcoast.com 32 JANUARY 2026 RANCH & COAST MAGAZINE e Business of Success PR powerhouse leverages Hollywood know-how in San Diego A s the dynamic creator of BurgerRock Media, Irma Peñuñuri knows how to capture attention for people who seek it. Her entertainment clients span the likes of Will Smith, Paris Hilton, Steve Harvey, and music industry stars Ozuna and French Montana. But the San Diego-based media and public relations powerhouse doesn't limit her expertise solely to benefit celebrities. "ere's many different kinds of clients that I've had that are in the spotlight," she says. "But through that, I always had business clients — I have attorneys, I have doctors, I have Fortune 500 companies." Despite BurgerRock being a global entity with offices in L.A., New York, Paris, London, Tokyo, and Mexico City, Peñuñuri has remained steadfast in her love of San Diego, where she grew up, attended college, and is raising her eight-year-old daughter, Roman Alexander, and where her family is just across the border in Tijuana. Not only has it shaped how she's always done business — she's never caved to the pressure of moving to the expected hubs of her industry, like New York or Los Angeles — but it's shaping her next goal for BurgerRock Media's non- celebrity arm, BurgerRock Business. "I want to give back to my community," she says. "I love San Diego so much, and really [want to] develop clients and superstars in San Diego." She says that her sharp skills that shape the elements of her client strategies allow her to seamlessly transition between seemingly disparate business categories, whether it's a law office or a restaurant, a fitness facility, or a public figure. Her savvy with media in all its forms is a pivotal element in her strategies — both in and out of the Hollywood spotlight. "One of the reasons [celebrity] clients hire me is because I've kind of become this powerhouse of knowing trends," says Peñuñuri, a self-proclaimed pop culture devotee. "I knew years ago that even though people felt like it was awkward, that everyone was going to be a celebrity in their own form. So, people like BY DEANNA MURPHY | PHOTOGRAPHY BY YASMINE KATEB Focus business Irma Peñuñuri