CHIEF CLIENT SUCCESS OFFICER (CCO)

Rachelle Peterson is part strategist, part storyteller, part whirlwind, and all mastermind. As the co-owner and CCO (Chief Client Officer) of XL PR, she has emerged as a trusted leader in the fast-moving world of public relations, known for her tenacity, her sharp eye for narrative impact, and her unwavering commitment to elevating the underdog.

She has earned placements in The Wall Street Journal, The Today Show, Entrepreneur Magazine, Forbes, USA Today, Good Day New York, Home and Gardens, AARP, SUCCESS Magazine, Built In, and Accounting Today. But for Rachelle, the feature is just the beginning. She’s laser-focused on the ripple effects of smart media—how strategic coverage fuels SEO, boosts digital credibility, and triggers long-tail search visibility, especially in today’s AI-powered landscape.

A devoted boy mom and fitness enthusiast, Rachelle moves through life with intention and momentum. She’s rarely found without a project, and wouldn’t have it any other way.

VP OF CORPORATE STRATEGY

Jacqueline Crane has a Master of Business Administration (MBA) from UVU and a bachelor’s degree in communications, specializing in public relations from BYU with minors in business and music. She combines strategic thinking, business acumen, and innovative ideas to drive impactful results. Her great work has not gone unnoticed. She has been recognized by Utah’s PRSA Chapter as the 2021 Young Professional of the Year at the Golden Spike Awards. Her former role as co-host of the Influencer Marketing for Destinations podcast won the 2022 w3 Silver Award and 2022 Communicator Award of Excellence. She has 11 certifications in the verticals of social media, media relations, influencer marketing and the fundamentals of Generative Engine Optimization (GEO). 

MEDIA RELATIONS STRATEGIST

Sara Hall, APR is a seasoned PR strategist and media relations expert. Sara has a proven track record of landing targeted earned media for clients in every industry from classic cars to cosmetics. She is passionate about the big picture, and well-versed in weaving stories, events, reviews and everyday business dealings into award-winning campaigns that drive client reputations forward. On her days off, Sara is also a wife, mother to and advocate for her four children, and a former trumpet player for her high school’s German band. She holds a bachelor’s degree in communications from Brigham Young University.

MEDIA RELATIONS

Shannon Golladay is a public relations professional, entrepreneur, and outdoor enthusiast. A graduate of Brigham Young University with a degree in public relations and a minor in business management, she began her career in New York City at Middleton and Gendron, a travel PR agency. She later returned to Utah, working as a Public Relations Director for a candle company and an investment firm, gaining expertise in media pitching, press releases, networking and strategic communication.

In addition to her work in public relations, Shannon spent 13 years running a successful fitness and nutrition business focused on helping busy moms achieve their health goals. She is married to Patrick and a proud mom of three daughters. In her free time, she enjoys snow skiing, hiking, and mountain adventures.

MEDIA RELATIONS

Lindsey Lefevor loves connecting brands with audiences through stories that matter. With more than five years of experience in marketing, she brings an understanding of brand voice and creative storytelling to every campaign.

Her pivot to PR was driven by a desire to dig deeper and share the why behind each story. Since then, her work has earned Smart PR’s 2025 Best Pitch of the Year - Vertical and a finalist spot for a Golden Spike with Utah’s PRSA chapter. Lindsey has secured media coverage in top-tier outlets including CNBC Make It, Business Insider, The Associated Press, and Travel + Leisure, along with regional coverage across Utah and the Greater Seattle area.

Whether she’s crafting a pitch or collaborating with journalists, she’s passionate about helping people and brands tell stories that inspire connection.

CONTENT SPECIALIST

Kylie Jackson Burgener has worked as a content specialist, PR consultant and marketer for more than 15 years. She is an expert at deep-diving into diverse topics, telling the stories that need to be heard. Kylie has contributed to articles that have appeared in Entrepreneur, Fast Company, Forbes, INC, and others. She squeezes this in around being a wife, full-time mother of three and avid Seahawks fan. Kylie holds a bachelor’s degree in communications from Brigham Young University–Idaho.