The team

Heather Besignano

Founder & CEO

Heather Besignano, Founder & CEO of ICON PR and previously COO at East 2 West Collective, has over 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, Critics’ 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/creators 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 a member of the San Fernando Valley chapter of Moms Demand Action, a member of the Houston International Sports Film Festival Advisory Board, a member of the Female Founder Collective and an Executive Council Member with the Elevate Network. She is married to music composer and artist, Kevin Besignano and currently resides in Los Angeles with their daughter, Bella.

Rebecca Malzahn

Senior Publicist

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.

Hailey Bailey


Hailey Bailey, the newest member of our team, recently graduated from the University of Texas. Growing up as an actress in Fort Worth, Texas, Hailey realized her passion for the entertainment industry at a young age. Her original love of acting taught her the ins and outs of the entertainment industry, giving her a unique perspective when it comes to representing talent. After exploring many different areas of the entertainment field, she finally found her perfect match with personal publicity. Hailey’s previous experiences with directing, performing, script development, production, media relations, brand outreach, public relations, social media, and event coordination, allow her the insight and confidence to secure the right kind of exposure for our clients.

Her creativity, determination, and ambition inspire her to find creative solutions when working under pressure and in high profile situations. Hailey is excited to bring her energy and expertise to the ICON PR Team in Los Angeles.

Leah Perry

Junior Publicist

Leah Perry’s love for entertainment and respect for the talent of artists springs from her artistic passions and upbringing in the heart of Los Angeles. While growing up in a creative household surrounded by family in the entertainment industry, she was regularly surrounded by media buzz and innately attracted to all things media from a young age. After graduating from the Art Institute of Portland in 2014 with a degree in Fashion Marketing, she quickly gained experience in the fashion world, working for ABC TV shows’ costume departments and various fashion brands. She then decided to switch course to the digital media space to get exposure to different types of talent, working in social media and talent relations for companies such as PC Social Media and Sweety High.

Having worked in many facets of the entertainment industry and surrounding herself with creative professionals, she has a keen eye for what makes talent stand out and a strong knowledge of media concepts and how media is evolving. She is always keeping up with pop culture and entertainment industry trends to be in the know on what is new and exciting.

With a fun-loving spirit, upbeat personality, and constant drive, she is excited to continue her journey with ICON PR.

Gayle Davidson

Publicist, Nashville Office

No matter where she is or who she’s with, Gayle Davidson has a connection. From a tiny fishing village in Indonesia, to a majestic homestead in Australia, to the suburbs of London, to the hipster corners of Brooklyn, to the veneers of Hollywood… Gayle knows-a-guy.

Having lived and worked in every major media hub of the world, Gayle cut her teeth with actors and playwrights and then graduated to songwriters, producers and music supervisors. Later, she established herself in the intermingled worlds of songwriting, production, management, marketing, booking, and PR. She has worked with artists in every relevant genre, through release campaigns, licensing deals, break-ups, make-ups, tours, and videos. A 6’2 powerhouse, Gayle balances lovable aggression with a Mary Poppins bedside manner. Now, shifting out of development and into the mainstream, Gayle is a perfect fit for the Icon PR team and is excited to bring her expertise to their Nashville office.

Ben Jackson

Publicist, Nashville Office

Australian born, raised and now a proud U.S.A permanent resident!

Ben brings over 9 years of artist and live event tour publicity, marketing and music promotions experience to our Icon Nashville office.

Ben has been blessed to work on publicity, marketing and promotional campaigns for some of the world’s most loved artists including 9 time Grammy award winner Sheryl Crow (tour publicity/promotions - Australia), the cast of hit TV and film series Twin Peaks (event director and tour management - Australia/New Zealand), Academy award winning director David Lynch (event director and tour management - Australia/New Zealand), Grammy award winner Melissa Etheridge (tour publicity/promotions - Australia), Legendary Count Basie Orchestra (tour publicity - Australia), Canadian Hall-of-Famers Cowboy Junkies (tour marketing manager - Australia/New Zealand), The Monkees (tour marketing manager - Australia/New Zealand), Rick Springfield (ZOOT tour marketing manager - Australia) and Genesis guitar pioneer Steve Hackett (tour marketing manager - Australia/New Zealand) to name just a few.

Ben has his finger on the pulse with the Nashville songwriter, producer and music community. He provides PR and digital content delivery for BMI award-winning songwriter Jeff Trott who is widely known as Sheryl Crow’s most revered longtime songwriting collaborator (‘If It Makes You Happy’, ‘My Favorite Mistake’, ‘Soak Up The Sun’, ‘Everyday Is A Winding Road’, plus many more). Ben loves heading out to gigs and ‘songwriters in the round’ shows around Nashville to hear the new (and classic!) tunes from the world’s music city.

In 2021, Ben completed a course in marketing management at UC Berkeley, refreshing and furthering his skill set. He achieved an A+ grading for his course completion!

With a ‘go hard or go home’ work ethic, Ben thoroughly enjoys creating and activating publicity, marketing and promotional campaigns that are tailored to achieve maximum results. He is captivated by genuine artistry and absolutely relishes promoting talent to the world.

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.