Partner

With more than 20 years of experience working with brands across the outdoor, fashion, travel and consumer lifestyle industries, Emily brings equal parts strategy, creativity and energy to her work. She specializes in building integrated PR programs that help brands find their voice, tell compelling stories and connect with the people who matter most.

Emily’s approach reflects the way public relations works today—blending earned media, creator partnerships, social storytelling, thought leadership and community building to create authentic connections and measurable momentum. Whether she is launching a new product, developing an ambassador program or uncovering a story that makes a brand impossible to overlook, she is always thinking about what will resonate and inspire action.

Over the course of her career, Emily has cultivated trusted relationships with journalists, editors, creators, athletes and industry leaders. Her work has earned brands meaningful coverage across national newspapers, television, consumer magazines, digital media, podcasts, influential social platforms and industry trade outlets.

When she isn’t dreaming up what’s next for a brand, Emily is usually logging miles or heading outside with her husband (and kids if they are home). Her three dogs split their time between hiking with the family and loafing around the office – providing moral support, creative inspiration and the occasional interruption.

Partner

For more than 30 years, Els has been turning great products and brands into stories people want to read, watch and share. Her career has taken her from in-house communications to agency life and, ultimately, to co-founding HFS Communications in 2004, where she has built a reputation for creative, results-driven public relations and media relations.

Els has a knack for finding the story that makes a product stand out and knowing exactly who needs to hear it. Her work has generated an impressive volume of high-quality coverage across print, digital, television and podcasts, fueled by decades of strong editorial relationships and a reputation for being responsive, resourceful and reliable. She knows how to make a reporter’s job easier while delivering the kind of ideas and access that get attention.

Her expertise extends well beyond traditional PR. Els has extensive experience developing and managing social media programs, creating content and working with influencers across platforms through both paid and earned partnerships. Whether working with brand ambassadors, developing a media-worthy campaign or helping a brand find its voice, she brings a creative eye and an instinct for what will resonate with an audience.

And while she’s always looking for the next great placement, Els is equally likely to be found experimenting with a new recipe, digging in the garden, planning her next trip, getting lost in a good book or scouting out a restaurant worth talking about. She lives in Connecticut with her husband and dogs and happily welcomes her adult children whenever they wander back home. She believes curiosity keeps the work interesting, creativity keeps it fresh and a good sense of humor makes just about everything better.

Associate Partner

Kris Hathaway has over 20 years of public relations and social communications experience. Prior to working with HFS, Kris was owner of KHPR, her own PR/media relations firm. Over the years, she has worked with a variety of clients across many channels including outdoor,  winter sports, and cycling.  Her personal connections to the brands, as well as her relationships with the media have resulted in placements in national magazines and newspapers, TV and blogs. Critical to a brand building, Kris brings a comprehensive knowledge and experience working with clients to strategize and enrich a brand’s community via content creation, ambassador relations and social media. Based in the mountain town of Stowe, Vermont, Kris dreams of skiing powder-filled trails around the world as well as mountain biking, trail running and adventures closer to home.