Roots and Growth

We know what it takes to tell stories and deliver messages. Vast, varied client experience includes productive collaborations with startups, professional service firms, mid-size companies, nonprofit organizations and multinational corporations.

We are communication pros, but not PR lifers. Each partner began his career delivering news and information in major market media positions - a valuable background for knowledgeable, high-impact business counsel with an emphasis on timeliness. That experience led to diverse contributions as award-winning account team managers and community leaders.

Strategists

Don Tanner

A Founding Partner of Tanner Friedman, Don Tanner offers more than 25 years of strategic communications counsel and experience in virtually all industry sectors – automotive, professional services, technology, non-profits, healthcare, and real estate – with a special focus on traditional media relations, social media and adversity management.

The work of Tanner and his teams has garnered numerous national awards, including: a Halo Cause Marketing Forum Silver Award and a PR News Platinum Award for the publicizing of an innovative teen safety program on behalf of one of the world's largest OEMs for whom he also led the conceptualization, development and directing of creative, high profile automotive product debuts, stunts and reveals nationwide. Additionally, an Adrian Silver Award was received for a groundbreaking animal conservation campaign. He has also served as Executive Director of the Woodward Dream Cruise, the world’s largest one-day automotive event, where his team was honored with an international MarCom award.

A former major market print and broadcast journalist, Tanner’s background includes a range of on-air, news, programming/music, production, promotions and public affairs posts – locally including as an anchor/reporter over Detroit radio stations WWJ-AM and WXYT-AM. He also previously served as a writer/editor/research director for the national radio industry weekly trade publication, Monday Morning Replay.

He is the author of No Static at All-A behind the scenes journey through radio and pop music – required reading in the S.I. Newhouse School of Public Communications at Syracuse University. Tanner is also a frequent lecturer on journalism, media and public relations, including at Wayne State University, the University of Michigan-Dearborn, Michigan State University and Central Michigan University. His perspectives on branding, marketing and pop culture have appeared in Fast Company, FoxNews.com, Fox-TV, Detroit News, Crain's Detroit Business, Michigan Lawyer’s Weekly, Detroiter, Palm Beach Post, Trenton Times, and others.

Tanner holds a B.A. in Speech Communications and Business Administration from the University of Illinois at Urbana-Champaign. He is a graduate of the Detroit Regional Chamber's Leadership Detroit Class XXVI and serves on the Chamber’s Ambassador Committee. A Board member of the Public Relations Society of America (PRSA), he served as Co-Chair of the 2010 Michigan state conference and as Co-Chair of the Programming Committee for the International Conference in Detroit in 2008.

Away from the office

“Someone once said, ‘if only life could be set to music.’ I second that emotion. From Frank to the Foo Fighters, I appreciate and enjoy just about all of it. To relax, I also enjoy reading - largely history, cultural studies and current affairs -running and working out, writing, sports and quality time with my family. Favorite position: On the floor in front of a good football game on TV, with a pet Labrador on either side of me.”

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Matt Friedman

Tanner Friedman Co-Founder Matt Friedman works with clients in a variety of industries on developing and executing their communications strategies, helping to build brands and enhance reputations. His clients have included an international airline, the largest global pharmaceutical company, a major research university, print and broadcast media companies, top nonprofit organizations and leading professional service firms.

He is also an experienced media trainer, combining his news and PR experience to create customized traditional media training sessions for clients around the country to learn how to tell their stories and deliver their messages through interviews with journalists. Friedman also frequently speaks to groups about social and emerging media’s positive impact on business.

He began his PR career at a large Metro Detroit firm in the 1990s, after a track record of success in broadcast journalism. Most recently, he was the lead news producer for Detroit station WDIV-TV (NBC)’s 6pm news broadcast, at the time Michigan’s most watched evening news program. He also served as a news producer at WKMG-TV (CBS) in Orlando, Florida and WSB-TV (ABC) in Atlanta, Georgia, where he was the top news writer on the nation’s highest-rated 11pm newscast. Friedman began his professional broadcasting career on-the-air and behind-the-scenes at WWJ-AM radio (CBS) in Detroit. He first started at age 11 as a DJ and sports announcer at Metro Detroit community radio station WBFH-FM, where he eventually became the station’s operations manager. He now frequently serves as a broadcast news and PR trends analyst for newspapers, magazines, websites and TV and radio stations.

Friedman is a graduate of the S.I. Newhouse School of Public Communications at Syracuse University in Syracuse, New York, where he served as News Director at WJPZ-FM, at the time the nation’s highest-rated collegiate broadcast outlet.

A leader in the Detroit community, Friedman serves on the Board of Trustees of Children’s Hospital of Michigan, where he chairs the Governance Committee and on the Board of Directors of both Yatooma’s Foundation for the Kids and Charity Motors. He also chairs the Detroit Regional Chamber’s PR/Marketing Advisory Council, which recommends communications strategy for the nation’s largest chamber of commerce, which named him “Volunteer of the Year.” He also serves on the Detroit Regional Chamber Foundation’s Board. Friedman also received recognition as one of Crain’s Detroit Business’ “40 Under 40.” He resides with his family in West Bloomfield, Michigan.

Away from the office

“ ‘If it ends in a score, chances are Matt will watch it,’ my uncle said about me when I was a teenager. It’s still true. When not talking business, I’m probably talking sports. From Syracuse basketball to the Detroit Tigers to Michigan football, the Red Wings, Pistons, a couple of NFL teams or my fantasy baseball team, I often have it on my mind. One year, the Detroit Free Press put me on the front page for admitting to watching college basketball at work. That wasn’t news to family, friends and colleagues. Otherwise, I’m interested in whatever my family has going on, biking, exploring Northern Michigan, feeding my addiction to news and information and my ongoing search for the best Bar-B-Que joint in America.”

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Zak Walsh

Tanner Friedman Senior Account Manager Zak Walsh has managed multiple award-winning strategic communication efforts for a range of organizations across numerous industries. He helps clients create and implement campaigns that integrate traditional and emerging media platforms to drive business objectives and support organizational goals. Walsh currently is working toward an MBA with a concentration in marketing at the University of Michigan Ross School of Business.

In helping clients navigate the constantly changing media landscape, Walsh develops, orchestrates and advises on campaigns and projects incorporating multiple platforms and tactics. His work often involves counsel in strategic media relations, public relations, social media, internal communications, community affairs, crisis communications, branding, marketing and advertising. Walsh’s client management experience includes a large regional nonprofit service organization, leading multi-state professional services firms, an automobile manufacturer and innovative technology companies, along with events and entertainment venues.

Prior to joining Tanner Friedman, Walsh served as public relations coordinator for the Detroit Red Wings and held positions in the Detroit Tigers community/public affairs department, in marketing communications with Kellogg Company in Battle Creek, Mich. and with another Metro Detroit public relations agency.

Walsh earned a bachelor’s degree from Western Michigan University, where he studied public relations and marketing. He graduated summa cum laude and completed an honors thesis on the public relations strategies enacted by the Chicago White Sox in the wake of the 1919 “Black Sox” scandal.

Away from the office

“Much of my ‘free’ time is spent running after, hosing off and otherwise having fun with my sons, who came onto the scene in October 2008 and October 2010, respectively. When I’m not studying or playing dad, I catch all the Detroit Tigers and Red Wings games I can, practice my juggling skills and enjoy spending time with my wife.”

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Kristin Priest

Tanner Friedman Account Manager Kristin Priest brings a diversified portfolio of experience to her clients, including those in the professional services, non-profit, automotive, technology, education, healthcare and mass media sectors.

Priest began her career with another metro Detroit public relations agency, specializing in media relations, search marketing, product launches and event planning. There, she provided client counsel and enhanced positioning within respective industries and targeted markets—locally and across the country.

Priest earned a bachelor’s degree from Central Michigan University, where she studied public relations and interpersonal and public communication. She graduated summa cum laude and was recognized for excellence in research and composition by the CMU Interpersonal and Public Communications department.

Away from the office

“I try never to live the same day twice, so I’ll try anything once. I like to spend as much time with friends and family as possible, and likely, you’ll find me chatting the ears off of anyone who will listen. When I’m simply relaxing on my own, I’m curled up with my terrier-mutt Piko, reading a book by an author most people have never heard of and listening to a band either everyone has forgotten or barely knows.”

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Justin Fisette

Tanner Friedman Account Coordinator Justin Fisette knows the company well, starting as an intern in the agency’s first year and being hired at the start of its second.

Fisette has distinguished himself as a talented and diverse public relations coordinator through his abilities to multi-task, problem solve and garner tangible results for his clients in a range of sectors, including automotive, healthcare, real estate, technology and non-profits. From media relations to the latest marketing and public relations technologies, he is driven and success-focused.

Fisette earned a bachelor’s degree from Central Michigan University in Public Relations with a minor in Journalism. He was active in PRSSA and PRCentral, Central Michigan University’s non-profit, student-run PR firm. He also wrote for CMLife, CMU’s student-run independent newspaper.

Away from the office

“In a few short months, I’ve learned a lot as a new homeowner, including how much fun it is to put your personal touch on your own piece of property. Most of my time out of the office is spent on home improvement projects or breaking out the 9-iron when I get a chance to hit the links.”

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Melissa Masson

Account Coordinator Melissa Masson focuses her work on traditional and social media programs as well as public relations and marketing initiatives on behalf of agency clients, including those in nonprofit, professional services and communications.

Masson gained public relations experience from multiple internships throughout her college career. Along with her internship at Tanner Friedman, she interned with a Grand Rapids-based PR firm, GVSU’s Laker Late Night Programming and Ann Arbor Radio.

She also worked with a team to create and implement a campaign for the 2010 U.S. Census that encouraged participation from Grand Rapids area college students. Her team’s efforts received coverage from local and regional media and praise from the city of Grand Rapids.

Masson graduated from Grand Valley State University with a bachelor’s degree in public relations and advertising with an emphasis in public relations. During her time at GVSU, she served as program director at its student-run radio station and secretary of the PRSSA chapter. She was also an associate in the student-run PR firm, Grand PR.

Away from the office

“You can usually find me at small coffee shop or reading a book with coffee in hand. I’m a fan of riding my bike, watching poorly acted horror movies, finding new music and cuddling up next to our family Labrador.”

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Kim Higgins / Controller

In her position, Higgins is responsible for overseeing and managing all firm financial and related administrative functions, including forecasting and budgets.

Previously, she served for 12 years in various accounting capacities, including mid-level accounting management with Compuware Corporation in Farmington Hills.

Higgins earned a degree from Walsh Business College where she majored in business and accounting.

Away from the office

Having spent time living in Buenos Aires, Argentina, Higgins still enjoys every opportunity to travel with the family. A Michigan-native, Higgins returned to her home state in 2002 from Connecticut. There, she devoted much of her time to volunteer work including an area Reading Recovery program. Higgins is also a sports and outdoor enthusiast.

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