Hybrid Event
Utah PRSA October Luncheon
October 7 @ 11:30 am - 1:00 pm
Hybrid Event
Free – $28.00
Utah PRSA • October Luncheon
From Press Hit to AI Recommendation
How Earned Media Now Drives Discovery
Wednesday, Oct. 7 • 11:30 a.m.–1 p.m. • Hybrid Event
Join us Wednesday, Oct. 7, as the leaders of XLPR share how they’re reshaping earned media strategy for the age of AI.
Learn how to reverse-engineer your PR strategy and build a tiered media target list focused on coverage with the greatest potential to compound. Then, discover what separates the pitches reporters ignore from the ones that get results.
Focus
Earned Media + AI
See how modern PR strategy now fuels search, discovery, and AI recommendation.
What You’ll Learn
Strategy That Compounds
Build smarter media target lists and improve the odds of meaningful placement results.
Speakers
XLPR Leadership
Featuring Erynn Kerrigan and Rachelle Peterson of XLPR.
Event Details
Event
Utah PRSA October Luncheon
Date
Wednesday, Oct. 7
Time
11:30 a.m.–1 p.m.
Speakers
Erynn Kerrigan, Founder and CEO, XLPR
Rachelle Peterson, Co-owner and Chief Client Success Officer, XLPR
Rachelle Peterson, Co-owner and Chief Client Success Officer, XLPR
Format
Hybrid: In-person luncheon, watch party, or Zoom
Cost
$0–$28 based on ticket type
Zoom Access
Zoom link will be provided upon registration for virtual attendees.
Choose How You Attend
In-Person Luncheon — Salt Lake City
Zions Bank Building
Watch Party — St. George
Utah Tech University Marketing Office
Online — Zoom
Join virtually from anywhere.
Zoom link will be provided upon registration.
Zoom link will be provided upon registration.
About the Speakers
Erynn Kerrigan
Founder and CEO • XLPR
Erynn Kerrigan is the founder and CEO of XL PR, working with human-impact financial services and public health organizations across the country. A BYU communications grad, she’s been named Utah PRSA’s 2022 Young Professional of the Year, a Utah Business 40 Under 40 honoree, and the winner of Michael Smart’s National Pitch of the Year three years running (2022–2024). One TV reporter called her “the Scrappy PR Pro,” and the name stuck. Her team’s placements include major national media outlets across business, finance, and news.
Rachelle Peterson
Co-owner and Chief Client Success Officer • XLPR
Rachelle Peterson is co-owner and Chief Client Success Officer of XL PR, where she builds strategy for public health, financial services, and clients ready to disrupt the system. Rachelle excels at helping organizations build trust in industries where credibility matters. Her work includes high-impact financial services visibility campaigns, including a founder-story campaign for BookSmarts Accounting that generated $13.73M in earned media value, 140+ placements, a 25% revenue lift, and a 2024 Utah PRSA Golden Spike win against billion-dollar competitors.
Ticket Options
In-Person Salt Lake City (Member): $20
In-Person Salt Lake City (Nonmember): $28
Watch Party St George (Member): $18
Watch Party St George (Nonmember): $28
Student (Either In-Person Location): $12
Online (Zoom) Member: $0
Online (Zoom) Nonmember: $10
