As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Heather Holmes.
Heather Holmes is CEO of Publicity For Good, a PR agency for purpose-driven CPG brands. She blends data, storytelling, and mission-first strategy to help clients earn media, stand out, and lead in food, wellness, and lifestyle spaces.
In this candid conversation, Heather shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
What inspired you to start your own PR agency, and how did you get your first client?
I started Publicity For Good because I saw a gap no one was filling: mission-driven brands were doing meaningful work but lacked the media presence to match it. I wanted to bridge that disconnect with strategy, speed, and substance. My first client came through a results-only offer. I landed two national TV segments in days. That early win wasn’t just validation, it became the blueprint: deliver fast, deliver big, and build trust through performance.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
In the early days, the biggest challenge wasn’t access, it was being underestimated. I didn’t have the traditional network, the big-city office, or a long client list. What I did have was clarity, work ethic, and a zero-excuse mindset. I built credibility one media placement at a time. Being a woman in PR meant I had to lead louder through execution and results, until the industry stopped questioning and started paying attention.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
We don’t just follow trends: we track them, test them, and translate them into impact for clients. My team runs on speed, relevance, and data. We’re constantly refining our media intelligence, testing AI-driven workflows, and adapting to how journalists actually work today. But it’s not just about tools, it’s about understanding culture. Knowing when to lean in, when to pivot, and when to double down on what works.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
Serve first, pitch second. Whether it’s a client or a journalist, we lead with value. I train my team to listen better than they speak and to always show up with relevance, not noise. Relationships in this space are built on trust, timing, and results, so we prioritize clarity, follow-through, and never overpromise. That’s how you earn the callback and the long-term partnership.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
We ran a campaign that landed 200+ earned media placements in less than three months for a challenger CPG brand. But what made it powerful wasn’t the number: it was the intentionality. We aligned messaging, found the right media hooks, and moved with precision. It became a case study for how purpose, press, and performance can scale when strategy leads and storytelling connects.
Which platforms or tactics have been most effective for growing your own brand visibility?
LinkedIn has been key for B2B credibility, especially when leading an agency. I also leverage podcasts to facilitate longer conversations about purpose-driven leadership. Qwoted is great for connecting directly with journalists. But the most effective tactic has been walking our own talk, we apply the same visibility strategy to ourselves that we use for clients, and that authenticity scales.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
Mentorship has been a cornerstone of my leadership growth. I’ve been fortunate to learn from individuals who challenged me to think bigger and execute smarter. Today, I pay it forward by mentoring team members inside the agency and guiding early-stage founders through Signal Raptor, our low-cost PR platform. As a mom of three, I’m deeply invested in showing the next generation, especially young women, that purpose and performance can coexist at the highest level. Building a business while building a family gives mentorship a whole new layer of meaning.
How do you handle high-pressure situations or crises, whether for a client or your own business?
Crisis management starts with clarity. I believe in moving fast, communicating transparently, and always anticipating the next three steps. We train regularly for high-stakes scenarios so that our responses feel instinctive rather than reactive. Personally, having children has taught me how to stay grounded and make decisions under pressure without emotion taking over. Whether it’s a client recall or a reputational challenge, I focus on facts, timelines, and the path forward, never on panic.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Own your seat at the table, don’t wait to be invited. The PR industry is built on relationships, agility, and storytelling. If you can master those three, your potential is limitless. Don’t underestimate the value of consistency and follow-through. And never let a lack of experience silence your ideas. This field rewards clarity and confidence more than perfection.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a beauty entrepreneur?
“I’m building a business my kids will be proud of and the world won’t ignore.” That line keeps me grounded. Every decision, every campaign, every hire – I filter it through that lens. It reminds me that legacy isn’t just what we build, but how we build it. Leading a purpose-driven agency means balancing ambition with intention, and always staying aligned with the bigger picture.
Here is our signature question: “What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?”
- Clear wins: Track your results. Confidence grows when you can measure your impact.
- Mentorship: Learn from people who’ve been where you want to go.
- Repetition: The more you pitch, lead, and speak, the stronger your voice gets.
- Preparation: Walk into every meeting overprepared. It turns anxiety into authority.
- Purpose: When your work aligns with your values, doubt fades. For me, showing my kids that I lead with purpose fuels everything.
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
I’d amplify mission-driven entrepreneurship at scale. Imagine a global network where purpose-led founders get access to the media exposure, resources, and mentorship they need to compete with legacy corporations. Empowering those voices, many of them women and parents, could shift industries and impact culture in ways we haven’t seen yet.
How can our readers further follow your work online?
You can follow me on Instagram and @PublicityForGood on Instagram, or visit Publicity For Good for our latest insights, client wins, and media opportunities.
