As part of our PR Strategy Series, Kage Spatz talks with PR pros at the top of their game to provide an inside look at proven strategies you might leverage to grow your business. Today, we had the pleasure of talking with Amy Golden & Tessa Franchini.

In 2015, Amy and Tessa founded Paxson Fay, a full-service communications firm born from a shared passion for storytelling, design, and sustaining the world for future generations. Longtime friends and Fordham University alumnae, the duo combined their distinct backgrounds — Amy’s in media and business, Tessa’s in design and strategic communications — to build a company that champions mission-driven architecture, design, real estate, and arts organizations.

Kage: Thank you for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

Amy: Thanks so much — we’re thrilled to be part of this series! Our story really begins back at Fordham University, where Tessa and I met as undergrads. After school, we each went our separate ways, but both of us ended up building careers rooted in storytelling. I moved to New York to work in media and advertising at CNN, then spent some time in Los Angeles before heading back to Seattle for my MBA.

Tessa: And I started out at 3form, this really innovative architectural materials company, where I realized I could actually combine my love of design with communications. That experience shaped my perspective on brand storytelling, particularly in the built environment. After extended time living in South Africa, where I freelanced and volunteered, I moved to Seattle, where Amy and I reconnected.

Amy: It felt like the timing was right. We’d both gained experience in different areas — media, design, strategy — and it just clicked. Even before I’d officially finished my MBA, we started laying the groundwork for Paxson Fay.

Tessa: We wanted to build something that felt aligned with our values: working with thoughtful, mission-driven clients doing beautiful, meaningful work. What started as a partnership between the two of us has grown into a full team of publicists and strategists, and it’s been incredibly rewarding to help our clients share their stories in a way that resonates.

Kage: What separates your agency from others in the space?

Tessa: We’ve carved out a niche in architecture, design, and the arts, which means we’re fluent in the language our clients and editors speak. That specialization gives us an edge — not just in storytelling, but in placing stories where they’ll have the most impact.

Amy: And because we work exclusively in this space, our media relationships run deep. We’re not pitching cold; we’re collaborating with editors we’ve known for years. That trust goes a long way.

Tessa: We also take a values-first approach. Our clients are thoughtful, mission-driven companies — brands prioritizing sustainability, craftsmanship, and community. That alignment leads to stronger partnerships and better outcomes.

Amy: Being a small team allows us to stay nimble and connected. We offer highly tailored service, and our clients get direct access to us and our senior team. Plus, we’re results-oriented — we don’t just aim for press, we aim for impact. Whether that’s growing a small firm’s following from zero to 30k on Instagram or landing national coverage that leads to business inquiries, we customize everything to meet our clients’ goals.

Kage: As business leaders, which 3 character traits do you think were most instrumental to your success?

Amy: Adaptability has been huge for us. The industries we work in — architecture, design, and media — are constantly evolving.

After COVID, many of our clients who specialized in office design had to quickly pivot into new sectors like retail or hospitality. We supported that shift by identifying emerging industry trends and reframing their expertise to match.

At the same time, the PR landscape has undergone significant changes. The rise of influencers, for instance, has transformed how stories are told. With Nakamoto Forestry — a global producer of yakisugi (charred wood siding) — we embraced this shift by integrating content creators into our strategy at the International Builders’ Show (IBS), a key event for the construction and design industry.

Content from those influencer collaborations at the trade show helped us reach an estimated audience of over 1.1 million on Instagram, engaging a key builder demographic while staying true to the brand’s roots.

Tessa: Curiosity plays just as big a role. We’re constantly scanning the horizon for themes shaping the built environment, which helps us develop smarter, more relevant story angles.

A great example is our work with HYBRID Architecture. As media interest grew around the housing crisis and urban infill solutions, we saw an opportunity to spotlight their thoughtfully designed townhouses — projects that reimagine density through smart interiors, durable materials, and community integration. The story resonated at every level: global, national, and local.

Amy: And then there’s compassion. It’s central to how we lead and how we serve. We’ve intentionally built a people-first culture that honors both career ambition and personal growth. That means unlimited vacation, hybrid work, and, most recently, a sabbatical program that allows our team to live and work abroad.

We aim to create a work environment where people can thrive both personally and professionally — and that’s reflected not just in our team’s retention, but also in the long-term partnerships we’ve established with clients.

Kage: Let’s jump over to the main theme of our discussion, starting with small business strategies. What 3 media strategies would you use to grow a local customer base and why?

Amy: If we were launching a local business today, hyperlocal PR would be our first move. You don’t need a national story to make a meaningful impact — what you need is relevance.

We’ve seen this play out with our client Vulcan Real Estate, a major developer in the Pacific Northwest. Strong relationships with outlets like The Seattle Times, Puget Sound Business Journal, and DJC have kept them top of mind with their communities. It’s about creating momentum with the right audiences in your backyard.

Tessa: We’d also look at strategic partnerships — especially co-branded events or collaborations with community organizations.

That’s what we did with our client Chown Hardware. By partnering with local design groups like IDS (Interior Design Society) and KBB (NKBA’s Kitchen & Bath Business group), we brought Chown’s target audience directly into their showroom in a way that felt natural and mutually beneficial. It’s a great way to drive foot traffic and build brand affinity through shared values and face-to-face connection.

Amy: And if you’re a consumer-facing business with a bit of budget, a light paid social strategy can go a long way.

When we developed the social strategy for Yesler — an emerging neighborhood in Seattle — we used Instagram to raise awareness for the neighborhood. By spotlighting local businesses, events, and neighborhood history, the account grew to 2,000+ followers in its first year and became a central tool for connecting current and future residents, businesses, and surrounding communities.

Kage: Let’s shift to PR strategies that can attract customers across the country. What 3 media strategies are typically most effective in generating more business for a national brand?

Amy: For a national brand, one of the most effective strategies we’ve seen is a well-rounded storytelling campaign — especially around a product launch or standout project. It’s not just about getting a single article placed; it’s about aligning PR, social media, influencers, and even event strategy to create a cohesive story.

Our client Móz Designs — a California-based manufacturer known for their customizable architectural metal products — is a great example of this. When they launch a new material collection, we coordinate placements in national design publications, secure award wins, and build a strong social presence to support visibility across multiple touchpoints.

Tessa: Another key strategy is thought leadership. Contributed articles, expert commentary, and op-eds position a brand’s team as go-to voices in their field.

For example, with our client Graphite Design Group — a Seattle-based architecture firm specializing in retail, mixed-use, and urban development — we’ve secured placements in Construction Specifier, Urban Land Institute, Chain Store Age, and BD+C. We also helped them land a guest spot on VMSD’s podcast, NXTLVL Experience Design. These opportunities provide credible validation and an influential platform to demonstrate their industry leadership.

Amy: And finally, we always prioritize strategic award programs and speaking opportunities. These platforms elevate a brand’s reputation and create pathways to new partnerships.

For instance, The Miller Hull Partnership has earned numerous national design awards and served on juries and speaking panels at events like Facades+, a respected conference dedicated to advancing building envelope design and innovation. Participating in Facades+ for two consecutive years has helped position them as leaders in the field while keeping their work visible to influential industry audiences.

Ultimately, building momentum across these diverse fronts — awards, thought leadership, storytelling campaigns — creates a dynamic ecosystem of exposure. Each element amplifies the others, fostering sustained recognition and expanding opportunities for growth.

Kage: Would your PR strategy change if a client is selling a physical product versus a service-based solution? B2C versus B2B?

Tessa: Absolutely, the PR strategy shifts quite a bit depending on whether a client is selling a physical product or a service, and whether their audience is B2C or B2B. For product-focused, consumer-facing brands, we lean into lifestyle storytelling, strong visuals, and partnerships. These approaches help build emotional connections and tap into the way consumers discover and share new products.

Amy: On the other hand, service-based or B2B clients often require a different approach. It’s more about founder storytelling, thought leadership, and securing coverage in trade publications that speak directly to industry decision-makers. Case studies are crucial for showcasing measurable results and building trust.

Tessa: For example, when we worked on a furniture line launch, the focus was on visually driven content, lifestyle placements, and engaging influencers who could authentically share the product in real-life settings. But for a branding agency client, we prioritized founder profiles, bylined articles in industry trade press, and case studies that demonstrated the impact of their strategic work on clients’ businesses.

Amy: So while the core principles of storytelling remain, the tactics and channels vary quite a bit depending on the product or service and the audience you’re trying to reach. Tailoring the approach to those specifics is key for success.

Kage: If a business currently does PR, what other marketing strategies would you recommend they invest in to complement that work best?

Amy: If a business is already investing in PR, I’d say the next best moves are paid social media, SEO, and content marketing. Paid social is great for amplifying PR wins, helping get those stories in front of even bigger, targeted audiences.

Tessa: Totally. SEO and content marketing are also crucial, especially now that AI is shaping how people search and discover brands. Creating valuable content that aligns with PR messaging helps drive consistent inbound traffic over time.

Amy: And email marketing can’t be overlooked. Sharing PR successes directly with current customers, past clients, and leads keeps your community engaged and reinforces your credibility. It’s a smart way to nurture relationships and turn awareness into action.

Tessa: When these strategies work together — PR, paid social, SEO, and email — they create a powerful ecosystem that feeds business growth from multiple angles. It’s all about making sure your story reaches the right people, at the right time, through the right channels.

Kage: Wonderful. Now to the main question of our PR series. If someone has already been covered in the media, what are the best next steps after that? What are your “5 Ways To Leverage that Media Coverage To Dramatically Grow Your Business”?

Tessa: Once you’ve landed media coverage, the next steps are crucial. First up, social amplification — don’t just share one article once. Turn that coverage into a strategic social media campaign that stretches over weeks with quotes, behind-the-scenes stories, and even user-generated content tied to the feature.

Amy: Definitely. Another important tactic is integrating press hits into your newsletters. Featuring media coverage in emails builds credibility with your current audience and keeps them engaged with your brand’s ongoing story.

Tessa: And use that initial coverage to pitch follow-ups. Reporters respond well to momentum, so showing recent placements can help unlock more top-tier media opportunities.

Amy: Sales enablement is another key piece. Incorporate your media mentions into decks, proposals, and RFPs to provide third-party validation that can sway decisions in your favor.

Tessa: Lastly, create a dedicated press page on your website. This not only improves SEO and searchability but also offers a centralized, trustworthy resource for potential clients exploring your work.

Amy: When combined, these five strategies turn media exposure into sustained growth by maximizing every opportunity your coverage presents.

Kage: One more before we go. If you could start a movement that would bring the most good to the most people, what would that be?

Amy: I would start a movement that uses the power of thoughtful design to tackle some of the biggest challenges in the built environment, especially around sustainability and inclusivity. The goal would be to elevate innovative brands of all sizes and backgrounds, helping their ideas reach farther and make a real impact. By doing so, we can create healthier, more equitable, and more beautiful communities for everyone..

Tessa: Absolutely. By shining a spotlight on these visionary brands, we not only validate their work but also inspire the industry to prioritize solutions that truly make a difference — for people and the planet.

Thank you both for sharing your insights with our audience today.