Woman-owned business leading the way with dual leadership model

LANSING, Mich. — Piper & Gold, an award-winning and people-centric PR agency, has appointed longtime Chief of Staff Cassie Cotton as the agency's inaugural president. This strategic move marks a new chapter in the evolution of the agency, while Kate Snyder, the founder and CEO, remains in the CEO role.  

As president, Cotton (left) will spearhead Piper & Gold's operations and oversee the team, upholding P&G’s commitment to exceptional client service. Snyder will continue to enhance and strategically position the agency for growth and impact while representing it in the communities and industries it serves. 

The dual leadership restructure establishes a model uncommon in small businesses, overturning conventional business models that have long posed disadvantages for women in leadership roles. According to the Global Women in PR Annual Index 2021, despite two-thirds of public relations professionals being female, the boardroom continues to be 66% dominated by men.

“P&G consistently has stood at the forefront of the PR industry and is a trailblazer in people-centered work,” Cotton said. "This transition powerfully embodies our unwavering commitment to driving meaningful change through our work and impact on communities. Our dedication to pushing boundaries and redefining industry norms remains firm as we embark on this exciting new chapter."  

This appointment marks a significant milestone for Piper & Gold, as it welcomes the company’s first president in its 11-year history. Cotton, who joined the agency in March 2018 and has excelled as the chief of staff since November 2021, brings a wealth of expertise and experience to her new role. Cotton earned a bachelor’s in public relations and business with an art minor from Coe College in Cedar Rapids, Iowa, as well as a master’s in strategic communication with a certificate in organizational leadership from Michigan State University. She possesses a robust academic foundation that further bolsters her capabilities as a leader in the field. 

“This evolution is the result of years of intentional and measured decisions as a small business,” Snyder said. “We’re in an industry where three out of every four agency CEOs are male, despite two-thirds of the PR agency workforce being female or nonbinary. The sharing of leadership and power will have positive ripple effects in so many ways. In her new role, Cassie will ensure P&G’s values are interwoven daily and magnify the influence of those values with our clients. By stepping out of the day-to-day, I can work more closely with client teams and client leadership for equitable change, including within our own industry.”

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About Piper & Gold: With an emphasis on government organizations, nonprofits, associations and small businesses, Piper & Gold Public Relations is dedicated to award-winning, impact-driven work and the motivation to make the community — and the world — a better place. It is known for its commitment to making a difference, and the team never takes on a project they don't believe in. To learn more about Piper & Gold, visit piperandgold.com.