Systemizing Authentic PR Campaigns for Long-Term Growth With Senja Spelman

Senja Spelman

Senja Spelman is a marketing and PR expert who leads national campaigns for top home improvement brands. She specializes in creating meaningful connections through community-driven storytelling and strategic partnerships. With a deep background in performance marketing and public relations, Senja brings a fresh, authentic approach to brand visibility and growth.

Here’s a glimpse of what you’ll learn:

[04:42) How Senja transitioned into home improvement marketing—and why she stayed
[11:16] Senja’s #1 tip for creating an impactful PR campaign
[14:28] The story behind "Baths for the Brave" and its national impact
[21:01) How Home Genius Exteriors built a system for local community engagement
[22:58] A smart, sustainable partnership with Habitat for Humanity
[27:41] How to measure PR impact through metrics, team morale, and brand visibility

In this episode:

What does authentic public relations actually look like in practice? In this conversation, Adi Klevit speaks with Senja Spelman about how to build powerful marketing systems rooted in purpose, not just promotion.

Senja shares her journey from working in dental and disaster restoration to becoming a sought-after PR leader in home improvement. She highlights how storytelling, local partnerships, and authenticity have helped scale brands while staying true to their values. One standout initiative—Baths for the Brave—showcases how thoughtful PR can drive national recognition and meaningful change.

Together, Adi and Senja explore the systems behind consistent community engagement, how to identify causes aligned with company values, and why retention and recruitment often benefit just as much as brand reputation. If you’re looking to build a marketing strategy that resonates and drives results, this episode is packed with actionable insights.

Resources mentioned in this episode:

Quotable Moments:

“PR should not be about vanity—it should be about impact.”
“If your first thought is ‘How can this make us look good,’ you’ve lost the plot.”
“People want to work for companies with purpose. It’s a retention strategy, not just PR.”
“Don’t overcomplicate PR. Start with what genuinely moves you.”
“We created a system where each local division could serve its own community—and that’s scalable.”
“Authentic connection is what makes a brand memorable, not just marketing buzzwords.”

Action Steps:

Identify one local or national cause that genuinely aligns with your company’s mission.
Develop a PR plan that includes pre-, during-, and post-event coverage to sustain momentum.
Repurpose community impact content for internal meetings to boost team morale.
Use metrics like branded search, local website traffic, and social media engagement to track impact.
Partner with local media or nonprofits for authentic visibility—not just advertising.
Create a system that empowers local team members to lead their own community initiatives.

Sponsor for this episode:

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