Inside Arizona’s Leading PR Firm: How It All Began
Love and structure: the story of Jennifer and Anthony
Jennifer Kaplan and Anthony Farinacci met on Bumble, but their story quickly went beyond dating. A pandemic, a retirement, and the decision to work together accelerated their partnership. Jennifer, ASU Hall of Fame inductee and founder of Evolve PR, had a reputation for follow-through and community impact. Anthony, a former college athlete and FBI supervisory special agent, brought leadership, discipline, and calm under pressure. COVID forced them into the same home and company, pushing them to redefine boundaries, roles, and communication fast. The result: a marriage that works and a business that scaled from 13 to 28 people and 140 clients, fueled by clarity, respect, and strong systems.
Merging lives without losing strengths
Their success didn’t come from perfect personalities. It came from shared values: service, impact, and growth. Jennifer’s routines—4:44 a.m. yoga, strict schedules, back-to-back calls—require discipline. Anthony’s compromise focused on choosing what not to fight, understanding what drives his partner, and translating leadership from SWAT teams to an office floor. With a business coach, they aligned language and expectations. At Evolve, Jennifer is the captain and final decision-maker; Anthony is COO, turning strategy into systems, elevating finance and HR, and supporting the team. Clear lanes reduced friction, accelerated onboarding, and created stability as the company grew.
Impact as a north star
Evolve PR works with nonprofits and household names like Waymo. Wins translate to donations, volunteers, and measurable policy impact. Small business owners connecting sales growth to earned media provides meaningful feedback. The focus: create work that moves people to act. They model this internally by making Evolve a client of Evolve—hiring social, SEO, and AI partners, assigning an internal account manager, and producing video content. The goal: invest in the brand, broaden demand, and create career growth for staff through planned expansion.
Rituals that sustain their relationship
Outside work, rituals strengthen their partnership. Annual vow renewals in Cabo reset and plan the year ahead. Summers include five weeks in Europe, slowing down to connect. December brings UFC cards and warm-weather cruises, chosen intentionally. These rhythms create joy during intense work periods, making high-demand schedules sustainable. Their advice for couples moving fast—living together, blending finances, or joining forces professionally—is practical: do inner work first, know your triggers, define lanes, pick battles wisely, and bring in a coach if needed. Systems support spontaneity rather than stifle it.
Looking ahead: disciplined growth
In 2026, Evolve plans to expand thoughtfully. They’ll strengthen content, refine SEO, and harden processes to scale quality with headcount. Growth focuses on career ladders, precise client services, and a culture that rewards initiative and learning. The throughline remains: respect the partnership, honor the craft, and rely on consistency. When love meets leadership and structure, balance isn’t the goal—integration is. Clear conversations, daily habits, and client wins build success one step at a time.
