Firmani + Associates

What Firmani + Associates does

Firmani + Associates (F+A) is a Seattle-based, women-owned integrated public relations and marketing agency founded in 1994 by Mark Firmani. The firm operates with a team of approximately 12-15 professionals and offers six core service lines: Public Relations, Corporate Communications and Reputation Management, Thought Leadership, Brand Strategy and Messaging, Content and Digital Marketing, and Crisis Communication. Its technology stack is operational rather than productized — combining earned media outreach, owned content, paid digital tactics, and shared social engagement under the PESO model framework (Paid, Earned, Shared, Owned), delivered through senior practitioner involvement on every account.

The firm serves enterprise and mid-market clients across professional services, healthcare, legal, nonprofit, and consumer sectors. Named engagements include EvergreenHealth (healthcare system), Compass Health (behavioral health nonprofit, $68M Broadway Campus Redevelopment), FeganScott (national law firm), Talking Rain/Sparkling Ice (No. 1 U.S. sparkling water brand), PEMCO (regional insurance), NOSSCR (national legal association), and Luvera Law Firm. Documented outcomes include 3,700+ earned media placements, nearly 2 billion media impressions, $34M in publicity value for a single client in 2020, and 203% growth in social impressions for another client.

Revenue is generated through custom enterprise engagements on a quote-based, project and retainer basis, with multi-year contract cadences and direct senior-led relationship selling. Distribution is entirely direct — no self-serve, marketplace, or productized channels. In November 2024, longtime equity partners Kristi Herriott (Managing Partner) and Annie Alley (Partner), along with Keri Barker, completed a full acquisition of the firm from founder Mark Firmani, transitioning it to all-women ownership and securing Washington state Women's Business Enterprise certification.

Name

Firmani + Associates

Legal name

Firmani + Associates Inc.

Website

https://firmani.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Firmani + Associates is a Seattle-based, women-owned integrated public relations and marketing agency serving enterprise and mid-market clients across healthcare, legal, professional services, nonprofit, and consumer sectors with PR, corporate communications, thought leadership, brand strategy, digital marketing, and crisis communication services.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (541820), Public Relations Agencies (54182), Advertising, Public Relations, and Related Services (5418), Marketing Consulting Services (541613)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)

akta.pro industry

PRIMARYMPAAADAA

Corporate & Financial Communications PR

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Public Relations & Communications Agencies

SECONDARYBPAFADAA

Corporate & Financial Communications

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

SECONDARYBPAHACAG

Customer, Marketing & Sales Consulting

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Management Consulting

Keywords

• Public relations services
• Integrated marketing communications
• Corporate communications strategy
• Crisis communication management
• Thought leadership positioning

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Services - PR and Marketing Consulting: Full-service PR and integrated marketing agency providing strategic communications, media relations, brand strategy, digital marketing, and crisis management services to enterprise clients across professional services, healthcare, legal, nonprofit, and consumer sectors

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Firmani + Associates is a full-service public relations and integrated marketing agency that delivers strategic communications services to enterprise clients. The agency offers six core service lines—public relations, corporate communications and reputation management, thought leadership, brand strategy and messaging, content and digital marketing, and crisis communication—delivered through an integrated PESO-model approach combining paid, earned, shared, and owned media.

Product overview

Firmani + Associates is a full-service integrated PR and marketing agency offering a unified suite of services rather than a modular software platform. The core offerings include Public Relations, Corporate Communications & Reputation Management, Thought Leadership, Brand Strategy & Messaging, Content & Digital Marketing, and Crisis Communication. These services work together under an integrated approach where strategy, messaging, and execution flow seamlessly across all channels. The agency combines earned media, owned content, digital marketing, and paid campaigns into cohesive strategies for clients in professional services, healthcare, legal, and consumer sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Relations
• Corporate Communications & Reputation Management Strategic communications services that help businesses strengthen messaging, align leadership, and protect brands through message development, internal/external alignment, and reputation monitoring.
• Thought Leadership Strategic positioning of executives and leaders as trusted industry experts through strategic content, speaking opportunities, guest commentary, and media engagement.
• Brand Strategy & Messaging Brand positioning and voice clarification services including positioning and identity work, messaging frameworks, and audience connection strategies.
• Content & Digital Marketing Content marketing and digital campaigns including content strategy, email marketing, digital ads, social media, and optimization for search and AI tools.
• Crisis Communication Crisis planning, real-time response, and reputation management services for sensitive moments and challenging situations.

Quantifiable outcome

• Earned media placements: 3,700+ for single client in one year
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Kristi Herriott and Annie Alley (Internal Acquisition)coreStrategic or Co-development Partner · 1 January 2024Longtime equity partners Kristi Herriott and Annie Alley acquired full ownership of F+A from founder Mark Firmani in 2024, marking a leadership transition after nearly 15 years of thoughtful planning. Both leaders joined as equity partners in 2011 and 2015 respectively, having dedicated most of their careers to growing with the agency.
• Compass HealthflagshipStrategic or Co-development Partner · 1 January 2017Multi-year integrated communications partnership for Compass Health's $68M Broadway Campus Redevelopment, including media relations, advocacy, fundraising, and thought leadership. Partnership has secured nearly $40 million in state funding and is ongoing for the behavioral health campus project serving Northwest Washington.
• Talking Rain (Sparkling Ice)coreStrategic or Co-development PartnerOngoing corporate communications, CSR leadership, and brand marketing partnership for Talking Rain Beverage Company, makers of Sparkling Ice (No. 1 sparkling water brand in U.S.). Partnership includes product launches, charitable initiatives, and national brand campaigns.
• K9s For WarriorsminorGTM or Marketing PartnerCSR partnership with nonprofit providing service dogs to veterans. Sparkling Ice co-branded six-packs to support the organization.
• The Jed Foundation (JED)minorStrategic or Co-development PartnerTalking Rain partnership with JED to develop mental health workshop curriculum for student-athletes: 'Championing Mental Health: Winning Strategies for Supporting Student-Athletes'
• Political Advocacy PartnersminorStrategic or Co-development PartnerPartnership with political advocacy professionals supporting Compass Health's capital project funding efforts with state and federal legislators
• Real Estate Development PartnersminorStrategic or Co-development PartnerCollaboration with real estate development partners for Compass Health's Broadway Campus Redevelopment project
• Philanthropic Development PartnersminorStrategic or Co-development PartnerPartnership with philanthropic development team for Compass Health's capital campaign 'It's Time: The Campaign for Compass Health'

Scale indicators16 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Singer Associates: Independent, Seattle-based public relations firm founded in 1995 serving healthcare, tech, real estate, and consumer clients with integrated communications. Highly comparable to F+A in size, geography, and service mix (media relations, crisis, digital).
• Fearey: Seattle-headquartered independent PR and communications firm serving consumer, lifestyle, B2B, and nonprofit clients with media relations and integrated campaigns. Closely comparable in scale, regional focus, and integrated offering to F+A.
• GreenRoom Communications: Pacific Northwest PR firm specializing in consumer, lifestyle, and entertainment communications with an integrated earned-media approach. Comparable in firm size and Pacific Northwest footprint to Firmani + Associates.
• Padilla: Minneapolis-headquartered integrated communications firm owned by IPREX, operating in brand marketing, PR, and social/digital at a similar mid-market scale. Comparable to F+A as a similarly-sized integrated agency with multi-vertical reach.
• M Booth: Independent integrated communications agency with a strong earned-media plus social/digital offering serving consumer, health, and lifestyle brands. Similar positioning to F+A in the integrated, multi-vertical mid-market.

Broad incumbents

• 5W Public Relations: Larger independent PR firm providing media relations, digital, and integrated communications across consumer, tech, health, and B2B. A scaled-up version of F+A's model, often competing for the same enterprise consumer/healthcare mandates.
• Edelman: World's largest independent PR firm, broadly competing in PR, digital, and brand strategy across all sectors including healthcare and professional services. The dominant large-incumbent competitor against which F+A benchmarks on regional healthcare and consumer RFPs.
• Weber Shandwick: Global public relations and integrated marketing agency within IPG, serving enterprise health, consumer, and public affairs clients. Direct incumbent competitor to F+A in the healthcare and consumer integrated communications space.
• Ketchum: Global communications consultancy owned by Omnicom, offering PR, digital, and brand strategy across healthcare, consumer, and corporate sectors. Competes with F+A for healthcare and corporate reputation mandates at the larger end.
• FleishmanHillard: Global integrated communications agency within Omnicom, competing in healthcare, consumer, and public affairs PR. A scaled incumbent that bids against F+A on regional and national client RFPs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/firmaniPR
• Facebookfacebook.com/FirmaniPR
• LinkedInlinkedin.com/company/firmani-associates-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Firmani + Associates