About Us

Ours is a story of a shared commitment to telling our clients’ stories.

For a number of years, we have been both personal friends and colleagues in the sphere of public relations. Throughout our numerous discussions – many times over wine – we would chat about how difficult it is to truly define what PR is, and we would find ourselves perplexed to even define ourselves as publicists. What we both agree on is that our clients come first, and our daily drive is to share them and their stories with the world. Our avenue to doing so happens to be through the media. From securing segments on national television, to getting write-ups and features in local publications, ultimately, we are storytellers.It is our hope that you will be both entertained and educated about the art of public relations and communication, and enjoy as much as we do the rollercoaster of adventures that we embark upon. Our weekly program will take you behind the scenes of our daily lives and the work we do with clients, and introduce you to innovative lifestyle movers and shakers throughout DFW and beyond. This podcast is dedicated to the incredibly hard work that every publicist puts in to help their clients achieve their dreams.

Susan Friedman


Lead publicity technician, logician, and magician, she works magic. Susan Friedman has over 20 years of experience in media relations. promotions, special events, marketing and publicity and 14 years as founder and president of Friedman Marketing and Public Relations, LLC. By creating a calculated and strategic PR plan, crafting innovative, well-written press pitches, and building trustworthy relationships with the media, Susan attains press coverage for her clients. Her philosophy is that she is not pleased until the client is pleased.

Her media relationships have led placements in the Huffington Post, New York Times, Wall Street Journal, Elle, In Style, Associated Press, People Magazine, and Food & Wine, to name a few.  Local results include Dallas Morning News, Fort Worth Star-Telegram, Dallas Business Journal, Texas Monthly, D Magazine, Modern Luxury, and numerous radio and television segments, among many others.

Working with Burberry’s, Max Mara and other high-end designers, Susan launched her PR career as an intern in London in the fashion industry. After graduating from Texas Christian University, she moved to New York City to pursue a career in public relations for high profile fashion designers and dance companies including Mikhail Baryshnikov, The Royal Ballet, Jean Paul Gaultier and Moschino. In 1998, Susan moved to Texas where she served as Marketing & PR Director for Liberty Noodles and Club Clearview before launching her own company in 2004. 

Susan has served as Publicity Chair of AIDS Services of Dallas’s No Tie Dinner & Dessert Party for the last seven years, volunteers with Refugee Services of North Texas, and has been involved with numerous organizations including Dallas Symphony Orchestra, Texas Ballet Theatre, Leadership Ballet, and Association for Women in Communication, among others. During her free time, she loves to read (TIMEMagazine and historical fiction are her favorites.) and adventure travel. She lives in the Oak Lawn neighborhood with Brian (husband), Isis (German Shepard), and Youpie (orange cat that thinks he’s a lion). 

Waylon Tate


Waylon Tate is the president and principal publicist for J. Waylon & Associates (JWA), located in Dallas, Texas. JWA is a full spectrum creative public relations and marketing agency that provides a tailored suite of services for clients in a variety of industries including brick-and-mortar startup ventures, hospitality and lifestyle, culinary and spirits, nonprofits and public policy. Waylon is educated with a Master of Public Policy from the University of Texas at Dallas, with a concentration in legal studies. In 2010, he was selected as a recipient of the esteemed UT Systems Bill Archer Fellowship, where he fulfilled the fellow program in Washington, D.C.

Through client relationships and campaigns, Waylon has cultivated concrete relationships with local, national and international media outlets. Working to secure placements for his clients has afforded him the opportunity to develop robust press relationships with editors, writers and producers at New York Times, Boston Globe, CNN, Fox News, MSNBC, Time Magazine, Dallas Morning News and Huffington Post, among others.

Over the span of his career, he has worked closely with the White House and numerous national non-profits and think tanks on a variety of issues. He has collaborated on community initiatives with local agencies including Dallas City Council, the Dallas County Commissioners, the Dallas County District Attorney’s Office, State Senators and Representatives, and law enforcement agencies. His reputation as a public speaker has gained him notable speaking engagements including the commencement speech for the University of Texas at Dallas’ graduating class of 2017, and most recently the introductory remarks at World AIDS Day at the Bush Presidential Library in Dallas.

Waylon understands the complex universe of diversified communications, and the integral roles that brand identity and client development play in measuring success. He is a committed industry professional who has proven leadership in advancing the principals, goals and ideals of his clients.

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