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Get to Know the PR Pros

XL PR is a high-touch, women-owned, boutique public relations firm dedicated to leveraging our elite capabilities in media relations and story placement to drive recognition, credibility, and results for inspiring, Utah-based businesses.

Erynn Kerrigan

Founder and CEO

Rachelle Peterson

Co-owner and Chief Client Success Officer

Jacqueline Crane

VP of Corporate Strategy

Shannon Golladay

Media Relations Specialist and Account Manager

Lindsey Lefevor

Media Relations Specialist and Account Manager

Kylie Jackson Burgener

Content Specialist and Account Manager

Emily Hooke

Media and Influencer Relations

Brittney Fifield

PR Manager and Strategic Operations Specialist

Dara Johnson

Media Relations Specialist and Account Manager

Abigail Hansen

Media and Influencer Relations Specialist

Hannah Ashley

Account Manager & Social Impact, Nonprofit, and Gov. Relations Lead

Elizabeth Cuillard

Executive Assistant

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Erynn Kerrigan

Founder and CEO

Erynn Kerrigan is the founder and CEO of XL PR, working with human-impact financial services and public health organizations across the country. A BYU communications grad, she’s been named Utah PRSA’s 2022 Young Professional of the Year, a Utah Business 40 Under 40 honoree, and the winner of Michael Smart’s National Pitch of the Year three years running (2022-2024). One TV reporter called her “the Scrappy PR Pro,” and the name stuck. Her team’s placements include CNN, CBS News, CNBC, Fox Business, Forbes, The New York Times, The Wall Street Journal, and The Washington Post.

In financial services, Erynn’s work with BookSmarts has produced an Inc. 500 honoree, a Utah CEO of the Year award, a 703% increase in organic SEO, 60 new clients, and five buyout offers. In public health, her work with Utah Radon Services has driven over 5,100 free radon test requests and helped prevent lung cancer in Utah families, along with partnerships with North Star Recovery and Wellness and Youth Futures.

Erynn doesn’t just talk about financial discipline, she lives it. She read Dave Ramsey in high school, tracked every expense for seven years straight, bought her first home on her own income, and has never had a car loan. She brings the same lived experience to public health, raising three neurodiverse kids and walking alongside her husband through two years of long-COVID and over a decade of chronic illness. The stigmatized and taboo topics that keep most people quiet are the ones she’s most comfortable sitting in.

She loves to travel and attend retreats and you can always find her planning one of her own or for her team. 

Areas of Expertise

  • Media Relations
  • Strategic Messaging
  • Public Relations Strategy
  • Financial Services Communications
  • Public Health Communications
  • Brand Storytelling
  • Campaign Development
  • Thought Leadership
  • SEO & Digital Visibility
  • Business Growth Communications

Career Highlights

  • Named 2022 Young Professional of the Year by Utah’s PRSA chapter at the Golden Spike Awards
  • Named to the 2025 Utah Business 40 Under 40 list
  • Won Michael Smart’s National Pitch of the Year three years running (2022–2024)
  • Led XL PR’s growth from startup to more than $715K in revenue in under three years

Education & Certifications

Bachelor of Arts (Communications, emphasis in Public Relations), Brigham Young University

In the News

Notable client placement campaigns Erynn has led include:

CNN · CBS News · CNBC · Fox Business · Forbes · The New York Times · The Washington Post

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Rachelle Peterson

Co-owner and Chief Client Success Officer

Rachelle Peterson is co-owner and Chief Client Success Officer of XL PR, where she builds strategy for public health, financial services, and clients ready to disrupt the system.

Rachelle excels at helping organizations build trust in industries where credibility matters. With her public health degree from Utah Valley University, she shaped messaging for the university’s annual fundraising efforts, the first-ever student-to-student giving campaign, and led events and education efforts for The Center for Women and Children in Crisis. She has also led high-impact financial services visibility work for BookSmarts Accounting, where CEO Jenny Groberg’s founder story became a campaign that generated $13.73M in earned media value, 140+ placements, a 25% revenue lift, and a 2024 Utah PRSA Golden Spike win against billion-dollar competitors.

You can find Rachelle’s clients mentioned in top tier national outlets, renowned trade publications and prestigious local news. For Rachelle, media stories are the starting line. What really matters is the SEO momentum, digital credibility, and long-tail visibility in an AI-powered search landscape that comes next.

A boy mom and fitness enthusiast, Rachelle is rarely found without a project in motion.

Areas of Expertise

  • Client Strategy
  • Public Health Communications
  • Financial Services Communications
  • Media Relations
  • Strategic Messaging
  • Reputation Building
  • Digital Visibility
  • Long-Tail Content Strategy
  • Campaign Development
  • Account Leadership

Career Highlights

  • Turned BookSmarts Accounting’s founder story into a campaign that generated $13.73 million in earned media value with 140+ placements
  • Won the 2024 Utah PRSA Golden Spike Award against billion-dollar competitors
  • Shaped messaging for Utah Valley University’s annual fundraising efforts and first-ever student-to-student giving campaign
  • Led events and education efforts for The Center for Women and Children in Crisis

Education & Certifications

Bachelor of Arts (Public Health), Utah Valley University

In the News

Notable client placements Rachelle has generated include:

The Wall Street Journal · The Today Show · Forbes · Entrepreneur · USA Today · SUCCESS · Accounting Today · AARP · Built In · Good Day New York

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Jacqueline Crane

VP OF CORPORATE STRATEGY

As VP of Corporate Strategy, Jacqueline leads strategy and operations for XL PR, turning one-time PR engagements into multi-year partnerships and building operational infrastructure that keeps both clients and team members for the long haul. With a dual role in account management, her client retention rate is over 90%.

Before XL PR, Jacqueline spent six years at Relic+EKR, rising from Public Relations Specialist to EKR Team Director, where she ran the agency’s brand division and roughly half the company. She managed teams of up to 10 through a merger and major 2022 restructure with notably strong retention. Across her tenure, she oversaw PR and content for 28+ clients of various scopes, sizes, and brands. She sat on the firm’s executive team, shaping agency direction. She handled some of the agency’s most sensitive work, including crisis communications, litigation PR, and acquisition PR, and led company-wide initiatives implementing company-wide project management systems and processes.

Within XL PR’s financial services and public health niches, Jacqueline has worked with a wealth management company, Ronald McDonald House Charities’ Salt Lake chapter, St. George Surgical Center, and a funeral aftercare brand. She also has a unique specialty in tourism marketing.

Areas of Expertise

  • Operational Infrastructure & Project Management Systems
  • Strategic Planning
  • Content Creation & Copywriting
  • Social Media Strategy
  • Crisis Communications
  • Strategic Partnerships
  • Podcast Production Strategy
  • Health Communications & Wellness
  • Financial Literacy & Education
  • Litigation 
  • Mergers & Aquisitions
  • Tourism Marketing

Career Highlights

  • Named 2021 Young Professional of the Year by Utah’s PRSA chapter at the Golden Spike Awards
  • Co-host of the Influencer Marketing for Destinations podcast, winner of the 2022 w3 Silver Award and 2022 Communicator Award of Excellence
  • Led implementation of XL PR’s company-wide project management system, achieving near-total team adoption

Education & Certifications

  • Master of Business Administration, Utah Valley University
  • Bachelor of Arts (Communications, public relations specialization with minors in business and music), Brigham Young University
  • 12 professional certifications across PR writing, social media, media relations, influencer marketing, and Generative Engine Optimization (GEO)

In the News

Notable client placement campaigns Jacqueline has led include:

Utah “Cookie Wars” litigation PR campaign — Secured national and regional coverage in The Wall Street Journal, Deseret News, and Fox 13 News for a Utah-based cookie brand navigating high-profile trademark litigation.

All-female-built home for the Utah Valley Parade of Homes — Landed broadcast and national trade coverage in KUTV (CBS 2 Salt Lake) and NAHB Now (National Association of Home Builders), spotlighting an industry-first project for a home in the 2020 Utah Valley Parade of Homes (first parade in UT to be both in-person and virtual).

Outlets: The Wall Street Journal · Deseret News · Fox 13 News · KUTV (CBS 2 Salt Lake) · NAHB Now

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Shannon Golladay

Media Relations Specialist and Account Manager

Shannon Golladay is a possibility-driven momentum builder who helps clients see their own potential. Her PR expertise is shaped by experiences spanning a New York City agency, managing communications for a large wealth management firm, and building her own nutrition and fitness brand. Shannon also channels her belief in possibility into her life as a founder, mother, and advocate for women through the nonprofit she created to support widowed and divorced single mothers.

Areas of Expertise

  • Media Relations/Placements
  • Social Media Strategy
  • Health Communications/Wellness
  • Financial Literacy/Education
  • Strategic Partnerships
  • Event Execution

Career Highlights

  • Named Employee of the Year for standout performance in public relations and client growth
  • Organized a breast cancer awareness campaign and fundraising event that awarded $10,000 to help cover medical costs for a woman undergoing treatment
  • Founded Live Your Dream Foundation, a nonprofit supporting widowed and divorced single mothers
  • Recognition as an Ernst & Young Entrepreneur of the Year award winner
  • Helped a wealth management firm earn its first Best of State Award

Education & Certifications

  • Bachelor of Arts (Public Relations, minor in Business Management), Brigham Young University
  • Michael Smart PR Training
  • Muck Rack Media Relations Certification

In the News

Notable client placements Shannon has secured include:

CNBC · Accounting Today · KSL · Fox 13 · ABC4 · Utah Valley BusinessQ · Utah Business · The Salt Lake Tribune · Daily Herald · Valley Journals

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Lindsey Lefevor

Media Relations Specialist and Account Manager

Lindsey Lefevor is an instinctive pitch architect with a gift for turning unexpected client stories into media-ready narratives. With a background in substance abuse prevention, community outreach, and health promotion, Lindsey understands how to connect messaging to real-world impact. She has supported communications efforts for clients including a paramedic team and behavioral health resource group, GuardianMD and Peerbridge. Outside of work, Lindsey is always chasing her next adventure, hopefully involving a paddleboard and a good view.

Areas of Expertise

  • Media Relations/Placements
  • Public Health Policy/Advocacy
  • Health Communications/Wellness
  • Strategic Partnerships

Career Highlights

  • Won Michael Smart PR’s Best Pitch of the Year — Vertical in December 2025
  • Named a 2025 finalist for Utah PRSA’s Golden Spike Award for Publicity & Media Relations
  • Helped launch a substance abuse prevention team at Springville High School and supported grant and stipend proposals that secured $17,500 in funding

Education & Certifications

  • Bachelor of Science (Public Health, Health Promotion emphasis), Brigham Young University
  • PR Writing Mastery, Michael Smart PR
  • Muck Rack PR Certification, in progress

In the News

Notable placements Lindsey has led include:

Travel + Leisure · The Associated Press · The Wall Street Journal · CNBC Make It · Business Insider · The New York Times · SUCCESS Magazine · Bob Vila · Yahoo · AOL · MSN · The Boston Globe · The Washington Post · Dallas Morning News · The Olympian · PBS NewsHour

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Kylie Jackson Burgener

Content Specialist and Account Manager

Kylie Burgener is a curiosity-driven storyteller who turns complex ideas into clear, compelling content. Her expertise spans copywriting, thought leadership, and strategic account management. She has built a wide-ranging communications background through agency, broadcast, and freelance roles, including behavioral and environmental health work with UnitedHealthcare, content strategy for Utah Valley University. In her freetime, Kylie travels the U.S. in search of national parks with her husband and spends too much energy on Seattle’s sports teams.

Areas of Expertise

  • Content Creation/Copywriting
  • Health Communications/Wellness
  • Financial Literacy/Education
  • Market Analysis/Research
  • Thought Leadership
  • Awards & Recognition Applications

Career Highlights

  • Wrote the Inc. 500 Female Founders application that secured national recognition for a regional finance client and led to an ongoing Inc. column
  • Part of three teams that earned Golden Spike Awards from Utah’s PRSA chapter
  • Wrote four successful Best of State applications for Utah-based clients, including one “Best of Show” winner.
  • Wrote the application that landed XL PR’s founder on the Utah Business 40 Under 40 list, driving statewide recognition and new business leads

Education & Certifications

  • Bachelor of Science (Communications, minor in Political Science), Brigham Young University–Idaho
  • Associate of Science (General Studies) Brigham Young University–Idaho
  • Muck Rack Fundamentals of Generative Engine Optimization Certification, in progress

In the News

Kylie’s writing on behalf of clients has appeared in:

The Wall Street Journal · Inc. · Forbes · Entrepreneur · Fast Company · The Washington Post · Venture Beat · MedCity News · HIT Consultant · Healthcare Business News · Drug Store News · EnsembleIQ · Healthcare IT Today · Medical Economics · Utah Business · HR.com

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Brittney Fifield

PR Manager and Strategic Operations Specialist

Brittney Fifield is a highly organized, relentless problem-solver. Brittney brings experience across nonprofit, military, and public service environments such as Boys & Girls Clubs, the Utah National Guard, and Military OneSource. At XL PR, she applies her systems-minded approach to partnership development, account management, and research-informed communications, while also helping build and implement the firm’s internal project management processes. Outside of work, Brittney enjoys spending time with her husband and three daughters and is happiest hiking in the mountains.

Areas of Expertise

  • Strategic Planning
  • Market Analysis/Research
  • Strategic Partnerships

Career Highlights

  • Piloted XL PR’s Generative Engine Optimization service, earning Muck Rack certification and training team members on client implementation
  • Secured a strategic partnership with Intermountain Health by identifying a new stakeholder path after traditional communications channels stalled
  • Built a strategic partnership with Utah Cancer Specialists to support public health-focused client initiatives

Education & Certifications

  • Bachelor of Science (Business Management), Utah State University
  • Bachelor of Science (Professional Studies), Brigham Young University–Idaho
  • Muck Rack Fundamentals of Generative Engine Optimization Certification

In the News

Brittney, specializing in local media, has helped client stories appear in: 

KSL · Iron County Today · St. George News · Utah News Dispatch · Cedar City News · Utah Stories

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Dara Johnson

Media Relations Specialist and Account Manager

Dara Johnson is a journalist-trained media strategist who brings editorial judgment, media instinct, and genuine care to every client story. With experience writing for Stowaway Magazine, Y Magazine, Utah Business Magazine, and other publications, she understands what media professionals are looking for because she is one herself. She brings expertise in media relations, content creation, copywriting, health communications, and healthcare IT to XL PR, shaped by more than two years editing research and content for KLAS Research.

Areas of Expertise

  • Media Relations/Placements
  • Content Creation/Copywriting
  • Health Communications/Wellness
  • Technical Editing

Career Highlights

  • Secured 20 media placements for clients in less than six months
  • 100% track record of landing coverage for each pitch sent

Education & Certifications

  • Bachelor of Arts (Editing and Publishing, minor in TESOL), Brigham Young University
  • Muck Rack Media Relations Certification
  • Michael Smart PR Quick Start Program

In the News

Specializing in local media, notable client placements Dara has secured include:

KSL · The Salt Lake Tribune · ABC4 · KUTV · Fox 13

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Abigail Hansen

Media and Influencer Relations Specialist

Abigail Hansen is a creative, digital-first communicator who turns audience insight into content, partnerships, and campaigns that perform. Her expertise in influencer relations, affiliate marketing, content creation and social media strategy has been shaped by work with more than 30 beauty, personal care, and wellness brands like CeraVe and L’Oréal. She brings that knowledge of what motivates people to engage, trust, and act to media relations as well, finding  stories through a behavioral lens for clients in the finance, behavioral and environmental health spaces.

Areas of Expertise

  • Media Relations/Placements
  • Influencer Relations
  • Strategic Partnerships
  • Content Creation/Copywriting
  • Social Media Strategy
  • Health Communications/Wellness
  • Financial Literacy/Education
  • Market Analysis/Research

Career Highlights

  • Partnerships with more than 30 companies in the personal care and wellness space, including Tarte Cosmetics, Benefit Cosmetics, Goli Wellness, MicroIngredients, CeraVe, and L’Oréal
  • Developed and managed multiple digital brands, overseeing concept development, content production, campaign execution, live digital engagement, and performance analysis

Education & Certifications

  • Bachelor of Arts (Public Relations, minor in Business), Brigham Young University
  • Muck Rack Media Relations Certification
  • HubSpot SEO Certification
  • Influencer Relations Certification

In the News

Abigail’s clients have been seen in:

ABC4 · Benefitnews · Vendingtimes · KQ2

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Hannah Ashley

Account Manager & Social Impact, Nonprofit, and Gov. Relations Lead

Hannah Ashley is a principled, people-first communicator who brings strategy, steadiness, and conviction to stories that deserve to be heard. Her expertise in crisis communications, public affairs, and advocacy communications has been shaped by work for clients like HealthEquity, America First Credit Union and the UVU Gary R. Herbert Institute of Public Policy. Outside of work, Hannah can be found reading with her kids, working through her own book stack, or singing along to the Wicked soundtrack.

Areas of Expertise

  • Media Relations/Placements
  • Crisis Communications
  • Strategic Planning
  • Content Creation/Copywriting
  • Public Health Policy/Advocacy
  • Financial Literacy/Education
  • Strategic Partnerships

Career Highlights

  • Contributed to the passage of 5 bills in the Utah Legislature through advocacy and communication efforts
  • Helped plaintiffs reclaim their public narratives after being silenced by trusted institutions
  • Guided a school through crisis recovery, helping restore community confidence and elevate its reputation beyond pre-crisis standing

Education & Certifications

  • Bachelor of Science (Public Relations and Strategic Communication), Utah Valley University
  • Associate of Science (Humanities and Humanistic Studies), Utah Valley University 

In the News

Hannah’s clients have been seen in:

The Salt Lake Tribune  · KSL · BenefitsPRO · KUER/NPR Utah · Deseret News · ABC4 · Fox 13 · Dice