Show Navigation

The Team

Our team is well connected, strategic, creative, reliable and professional. We know, love and use new technology everyday to deliver effective public relations and social media services.


Heidi Groshelle

Over the past three decades, Heidi has consulted with 200+ technology start-ups and growth stage companies from the US, Europe and Asia. Her clients appear in top-tier, main-stream-media outlets including ABC-TV, Businessweek, Forbes, Los Angeles Times, Newsweek, New York Times, Time Magazine, USAToday and The Wall Street Journal, and in target-right online news outlets like Engadget,, Mashable!,, and TechCrunch. She is also an expert in social media, blogging and new media. In 1997, Heidi introduced the first plasma flat-screen televisions in the U.S., working closely with Fujitsu, Hammacher Schlemmer, and Starbucks. Heidi has a Bachelor of Arts degree from the University of California at Santa Barbara. Her passions also include creating raku (a Japanese technique of ceramic firing) and high-fired pieces of ceramic art. She lives and works in the middle of San Francisco, where she grew up.


Alexandra Pony

Alexandra has worked on Jimmy Kimmel Live, in-house at Graham & Associates PR, and at Katalyst Films in Hollywood. She is gregarious, creative and outgoing. With her out-of-the-box thinking and collaboration, Alexandra is a tremendous support team. She has many PR successes under her belt including launching innovative and disruptive tech companies with coverage in New York Times and Fast Company as well as successfully launching the world’s first flexible screen technology in the U.S. Top-tier coverage include ComputerWorld, ITT Spectrum and Engadget. Alexandra’s passion for unique and quality companies has led her to successfully support Michelin-starred restaurants and five-star hotels securing coverage in Yahoo! Travel,, Bing Travel, New York Times T Magazine and NBC LA/San Diego.
Alexandra graduated from University of California, Berkeley.


Matt Pascarella

Matt knows how to develop high-impact creative storytelling and citizen engagement initiatives that create brand awareness, adoption, and action for influential journalists, authors, filmmakers, entrepreneurs, and start-ups. He has contributed to news reports and investigations that have been broadcast on Al Jazeera, ARTE, Democracy Now!, BBC World News America, BBC World Service, Free Speech TV, Channel 4’s Dispatches, Pacifica and other networks; as well as articles published in Harper’s, Rolling Stone, The Guardian, The Progressive, The Indypendent, The Huffington Post, Monocle, The Nation, Hustler, Surface and others.


Erin Lumley

With 20+ years in the business, Erin Lumley knows public relations. She has a strong results-oriented approach to every initiative and she has gotten her clients coverage in scores of news outlets like USA Today, Wall Street Journal and NY Times. Erin’s experience includes messaging, PR strategy and planning and creating thought-provoking media campaigns. Erin graduated from Chico State with a bachelor’s in journalism and got her social media certification from San Francisco University. Erin lives and works in San Francisco’s quaint Russian Hill neighborhood and in her free time she loves to read, explore the city and spend as much time as possible at Crissy Field.