Meet the media powerhouse helping San Diego professionals thrive in the modern spotlight

As 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. “There’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 doctors and attorneys — they’re doing TikToks, they’re doing press, and that’s what differentiates them from the rest.” 

Peñuñuri says she sees so much potential within the San Diego business landscape that hasn’t yet embraced new media as a critical element in their strategy. “San Diego, I noticed, hasn’t really tapped into that, and there’s a lot of [traditional] advertising, and I can really leverage that with my connections and my knowledge of media, because now everybody looks at social media for references of people’s work, so it’s very, very relevant to the next phase of marketing and people’s careers,” she says.

“I think what makes someone stand out is a combination between modern media, of social media — all those platforms — and knowing how to use the algorithm and social proof of press and legitimacy,” she continues. “So, I think the combination of telling that story and someone who knows both ends, which I do, is kind of the bulletproof way to get to the next level. Because too much of one or the other doesn’t really move the needle.”

Her expertise in mastering the methodologies of social media isn’t her only edge. Managing celebrity clients has unlocked access to some of the most coveted events and experiences worldwide, from Paris Fashion Week to Formula 1 racing in Abu Dhabi, Cannes Film Festival, and more. Because of her spectrum of access, she says, “I can really leverage local people to be the stars in their space.” 

Despite her global exposure, it’s abundantly obvious that her appreciation for the unique San Diego spirit and the genuine warmth of its residents has a hold on her. “I really like San Diego people, because even though it’s a big city and there’s a lot going on, [there’s] a small-town mentality where people have been friends for years, people have the same communities,” she says.

Peñuñuri’s enthusiasm for what she does is simple. “I really love people living their full potential and really hitting the spotlight in a way that they never thought they could,” she says. “I’m very passionate about people who are really good at what they do and then finding a way for everyone to find out about it.” burgerrockmedia.com/business