pr life

By F+A Staff

Getting To Know F+A Senior Account Executive, Julia Irwin

Julia Irwin joined Firmani + Associates in 2016, after making a cross-country move from the Land of 10,000 Lakes, bringing creative and critical thinking and a wealth of PR agency experience to her role as a senior account executive at F+A.

Unlike some PR pros, Julia set her sights on public relations early on, selecting PR as her academic track while studying communication at the University of Minnesota. Fast-forward to today, as one of F+A’s senior practitioners, she leads strategy and execution for a number of the firm’s clients – and she also boasts the agency’s most meticulous copyediting skills.

We sat down with Julia to hear more about her outlook and insights into the PR industry and beyond.

Q: From hospitality to mobile HVAC, you work across some of the firm’s most disparate industries. What stands out to you about advising clients in such different fields?

A: I’ve always enjoyed working on client accounts that are very different from one another, not only because I get to learn the ins and outs of so many different industries, but also because having such a varied portfolio of clients keeps me on my toes. While the nature of a client’s industry certainly impacts the strategies we recommend, the common thread in all of our work is to understand the organization’s business objectives and then figure out how PR and marketing can help realize those goals.

I love that in any given day, I might help a b2b client generate sales leads by developing a digital advertising and email lead generation campaign – and then switch gears to working with a brand that wants to reach consumers directly within a key market, perhaps by securing local broadcast coverage to drive thought leadership and overall visibility. The possibilities are endless, and I never get bored!  

Q: Why Firmani?

A: As a mid-sized agency, F+A offers me the opportunity to really take ownership of my work and gain valuable experience in different areas. While there are areas we specialize in, I appreciate that we don’t limit ourselves to only working within particular industries or with certain clients.

Working here has also enabled me to continually challenge myself and regularly take on new skills outside of my comfort zone. Additionally, working one-on-one with my clients has enabled me to form fantastic, truly collaborative relationships with them. There’s no better feeling than delivering a client win and sharing in our success together.

Beyond the work itself, the team at F+A has become more than just colleagues; I consider them an extended family. My fiancé and I moved to Seattle from the Midwest almost three years ago and barely knew another soul in our new city. Since then, we (and our two pups) have been fully welcomed into the F+A crew. We’ll never say no to a work-sponsored happy hour, Mariners game or putt-putt tournament! Luna and Jolene appreciate all the toys and treats in the office, too.

Q: What advice do you share with recent graduates and young professionals coming up the ranks of marketing and communications?

A: Hone your writing skills. Making it in the agency world (and elsewhere!) requires rock solid writing chops, so look for any opportunity to continue developing your craft. You won’t regret it.

Network, network, network! Join PRSA or any other young professionals group in your area and attend their events to meet fellow people in the industry, on both the agency and corporate side. And if you meet someone that works in a field or position you’re interested in learning more about, don’t be afraid to ask them to coffee. You never know what can result from the connections you make now.

Q: What trends do you see on the horizon that all organizations should heed?

A: Right now, it’s all about data storytelling. We are big believers in using an integrated approach to realize any organization’s PR and marketing goals – and in today’s terms, that means weaving traditional and digital tactics. Organizations should embrace the data mining and digital analytics tools we have at our fingertips to uncover what’s compelling about their own proprietary data. Figure out what makes your data interesting and then present it in a visually compelling way. Better yet, partner with an integrated marketing and PR agency, and we’ll help you tap what’s interesting and promote it in the most effective ways.

Learn more about Julia at

By Jordyn Bauerlein

Meet F+A’s Four-Legged Colleagues

Here at F+A we have a wide variety of furry coworkers. From the first pot of coffee to the last, their steadfast puppy eyes trail us and their little tails wag; they remain impervious to the whirlwind current of client meetings, brainstorming sessions and content development.

We feel that these productive pups enrich our lives and our work. And as it turns out, science is on our side. According to a study by the International Journal of Environmental Research and Public Health (IJERPH), pets in the workplace increase task performance and social interactions. The floppy-eared friends reportedly reduce stress and lead to an overall greater sense of work-life balance.

Anecdotally, we’ve experienced all of these benefits and more – and we love introducing our pets to visitors at the office and via the F+A blog.


Name: Kiki

Breed: Chiweenie

Owner: Keri Barker

Kiki is the first member of our canine team, but don’t let her pint size fool you— this seven-pound Chiweenie can pack a punch.

Kiki, also known by some as Dobby the House Elf due to her prominent ears, is two-and-a-half years old. Her best friend is a tabby cat named Ridley who, unfortunately, doesn’t come to the office, but about whom we’ve only heard great things!

Kiki is known to be fiercely territorial of her backyard and protects it from evil squirrels, villainous racoons and feathered flying creatures of the night. She loves treats, sitting in chairs you just vacated, and her fellow furry coworkers.


Name: Jolene and Luna

Breed: Border Collie mixes

Owner: Julia Irwin

The next two pups we have the pleasure of working with are Jolene and Luna. Both were rescued through Desiderata Rescue and are aspiring Instagram celebrities, which you can see here.

At four years old and the older sister of the group, Jolene is the protector and provider. Much like Kiki, she envisions herself as a master squirrel hunter and has even tried her hand at tree climbing, with little success. After a long day of critter stalking, Jolene likes to hang around as a couch potato, use her insanely effective puppy eyes to earn bits of peanut butter, and cuddle with her little sister.

Luna joined the family in 2018 at just four months old, and quickly captured the hearts of all those she met. Nicknamed “Wigglebutt” for her full-body tail wags, Luna is always excited to meet a new friend, especially if they come bearing milk-bones.

In addition to hanging out with her big sister, Luna loves playing fetch, staring intensely at tennis balls until they are thrown for her to retrieve, and deciding what other random objects can be used in fetch.


Name: Mr. T

Breed: Yorkshire Terrier

Owner: Annie Alley

Last but certainly not least is Mr. T.

As resident “old man” of the group, Mr. T enjoys the simple things in life like a soft bed and a really good scratch behind the ears. At 17 years young, this Yorkshire Terrier has seen the better half of the world, including visiting six countries and living on two continents. For being so well-traveled and popular, it is surprising that the fame hasn’t gone to his head! This bearded pup is as sweet and as humble as they come.

When he isn’t at the office working hard to produce lucrative amounts of ZZZs, Mr. T loves to spend time with his human children, Rowdy and Ruthie, and takes regular strolls through his backyard.

Through the good and the bad, the slow days and the crazy ones, we are thankful for our furry coworkers and, after all the treats we give them, we’re sure they are grateful for us, too.

Getting To Know F+A Senior Account Executive, Julia Irwin
Meet F+A’s Four-Legged Colleagues