Heather, what inspired you to found Publicity For Good?

Publicity For Good grew out of my passion for service. After losing my father to lung cancer during my senior year of high school, I became deeply focused on legacy and the impact we can have on others. While studying communications, I discovered how powerful the media can be in helping organizations raise awareness, inspire action, and advance meaningful causes. That realization inspired me to create Publicity For Good, where we help purpose-driven brands become industry leaders through strategic publicity, media relations, and thought leadership.

How did Publicity For Good evolve into the company it is today?

From the beginning, I wanted the company to stand for something bigger than myself. The agency was originally named after me, but I quickly realized I wanted clients to connect with a mission rather than an individual.

That shift shaped the direction of the business. Over time, Publicity For Good became a home for brands that combine commercial success with meaningful impact. What excites me most is helping those organizations tell their stories in ways that educate consumers and raise awareness around important issues.

"The clients who see the greatest success understand that publicity is a long-term investment, not a last-minute solution."

Having worked with hundreds of purpose-driven brands, what qualities do you see successful founders share?

One quality I see consistently among successful founders is resilience. Many of the businesses connected to a deeper mission develop a stronger ability to persevere through difficult periods because purpose provides an additional source of motivation alongside financial success.

I’ve seen founders overcome extraordinary obstacles because they feel a responsibility to the people they serve and the vision they’re trying to bring to life. That sense of purpose helps them keep moving forward when others might give up.

What do you wish more businesses understood about PR?

One of the biggest misconceptions about PR is that publicity alone will transform a business overnight. Media coverage can create incredible opportunities, but what happens after the coverage is what ultimately determines success. The businesses that gain the most value are those that integrate media features into their broader marketing strategy rather than viewing publicity as the finish line. Another misconception about PR is that AI can completely replace public relations professionals. While technology is creating new efficiencies, it cannot replace the relationships that are at the heart of effective public relations. Journalists receive thousands of pitches every day, and standing out still requires trust, credibility, and a genuine understanding of what creates value for readers.

At the same time, the rise of AI has made high-quality media coverage even more valuable. Mentions in reputable publications, backlinks, and industry recognition, including awards, all contribute to online authority and visibility. 

Publicity For Good is a family business. What have you learned about building a successful business with family?

Building a business with my husband has taught us the importance of clarity. We have very clear responsibilities and understand who owns which areas of the business. We often joke that we have our own “mom and dad” roles, but staying in our respective lanes is what helps us work effectively together. Clear roles are only part of it. We’ve found that creating intentional space for communication while protecting family time is just as important. It hasn’t always been perfect, but recognizing and respecting each other’s strengths has allowed us to build something much larger together than either of us could build alone.

"When people have a deeper purpose behind their business, it helps them keep going on the hardest days."

With technology rapidly transforming the way businesses operate, what do you think small business owners need to do to stay ahead?

A growth mindset is becoming more important than ever.

AI is changing the way businesses operate, and it’s not something business owners can afford to ignore. I don’t believe technology replaces people. Instead, it rewards those who continue to learn, adapt, and improve the way they work. That means looking beyond simple productivity tools and understanding systems, automation, and how technology can support better decision-making.

Quality control remains just as important. AI can help teams move faster, but human judgment still plays a critical role. The businesses that thrive will be the ones that combine technological efficiency with thoughtful oversight and continuous learning.

For more information about Heather Holmes and Publicity For Good, visit PublicityForGood.com