The team

Heather Besignano

Founder & CEO

Heather Besignano, Founder & CEO of ICON PR and previously COO at East 2 West Collective, has a decade of experience within the publicity field and a previous background in music management and artist development. During this time, she has led campaigns for high-level talent, artist tour and release strategy campaigns, charitable events and has successfully led years of awards campaigns including Oscars, SAG Awards, Golden Globes, Critic’s Choice Awards, Grammy Awards and the Emmys.

Heather Besignano’s passion, strengths, and creative vision aspire to breed the next generation of breakout talent and artists. She has a knack for re-branding clients who have long been in the media eye, and handles crisis communication of varying levels regularly. Additionally, she has grown with the ever-changing digital space creating media opportunities and platforms for her clients that contribute to the “digital digestion” the millennial generation so craves. Many of her clients are cross-over talent that are both artists and actors, or are social influencers with a known talent that can be utilized to create a narrative for their brand partnerships, projects and more.

A Houston, Texas native, Heather is known for bringing her Southern charm and marketing expertise to the campaigns she works on. A niche specialty, Heather is also savvy in the celebrity author arena having worked on the campaigns for several best-selling authors including Mayim Bialik’s multiple releases: “Beyond the Sling”, “Mayim’s Vegan Table” and the New York Times #1 Best-Seller “Girling Up: How to be Strong, Smart and Spectacular”, Alicia Silverstone’s “The Kind Diet”, Kate Siegel’s “Mother, Can You Not” and Melissa Rivers’ “Book of Joan” to name a few. She is married to music composer and artist, Kevin Besignano.

Becca Malzahn


A fresh face to entertainment, Becca Malzahn has well-established herself in publicity in just over a year. After graduating from James Madison University in 2016, Becca moved across the country to Los Angeles, CA to dive headfirst into the heart of the entertainment industry. As a Northern Virginia/D.C. Metropolitan area native, Becca has gained coast-to-coast video production and brand/marketing experience in D.C., Los Angeles and Italy at companies such as the Smithsonian Institution, etc. Settling into the realm of personal publicity, Becca has worked with talent of all ages and entertainment professions – helping them nourish their professional growth and catch the media’s eye. With a creative backbone and youthful spirit, Becca adds a fresh and innovative perspective to the ICON PR team.

Madeline Zeppa

Junior Publicist – NY Office

Madeline Zeppa is a Junior Publicist with significant experience working in the entertainment industry. Madeline has worked with talent in every genre of entertainment, honing her skills at companies such as Entertainment Tonight, Disney, Billboard, MTV, Relevant PR, and has a strong background in Video Editing from her time spent with Hula Post and Moviola Digital. Madeline also brings a bicoastal approach and perspective to all of her work, having lived in New York City and Los Angeles, the two ‘Meccas’ of entertainment. As a native Midwesterner, Madeline has a deep knowledge of the entertainment market across the country, and knows how to apply this knowledge in dealings with both talent and media. Madeline’s high-octane energy and ample experience make her a perfect fit for the Icon PR Team.

Amber LaFrance

President & Executive Publicist, CultureHype + Head of Dallas ICON PR Office

Amber LaFrance, President and Executive Publicist of CultureHype, has spent the last 10 years pushing the envelope of public relations. Her rule-breaking approach bucks tradition every step of the way, ensuring her clients stand out from the crowd.

Amber is a longtime advocate of Texas game-changers who began her career by shining an international spotlight on the state’s vibrant arts and culture scene. With her industry knowledge and unstoppable work ethic, she’s landed clients in top media like Forbes, Women’s Wear Daily, Wall Street Journal, Wired, The New York Times, Refinery29, Texas Monthly, Jimmy Kimmel Live, and BuzzFeed.

In addition to her work with local creatives, Amber now partners with national brands, using her killer connections to create widespread buzz. She is the recipient of numerous industry awards.

Amber also heads two additional full-time businesses–we told you she’s a hustler–including DFW Style Daily and the historic Longhorn Ballroom live music venue.

Amber believes good PR is about more than selling a story. It’s about building one from the ground-up, and she’s just getting started.