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ALMA PR Founders Hannah Gottlieb-Graham and Andrew Samuels on Building an Arts Agency on Trust

other · 2026-09-17

In a recent chat with Surface magazine, Hannah Gottlieb-Graham, the founder and president of ALMA PR, and COO Andrew Samuels discussed their journey in creating a public relations firm focused on arts and culture. Gottlieb-Graham linked the agency's core values—like creativity and community—to her parents’ long marriage and their work as educators. She shared a touching moment from her visit to MacDowell, the U.S.'s oldest artist residency, where she spotted her father's name on a plaque. Samuels, who transitioned from corporate law, felt ALMA had great potential after meeting Hannah at a boxing gym. Established seven years ago, the firm has grown its team and client roster, which includes notable names like the International Center of Photography. The agency’s name, ‘alma,’ meaning ‘soul’ in Portuguese, also pays tribute to Hannah’s mother.

Key facts

  • Hannah Gottlieb-Graham is President and founder of ALMA PR; Andrew Samuels is COO and creative director.
  • ALMA was founded seven years ago and has been named among the industry's 50 most influential firms.
  • Clients include the International Center of Photography, the National Academy of Design, and Southern Guild.
  • Gottlieb-Graham's parents had a 50-year relationship and were professors for over 30 years.
  • A recent press trip visited MacDowell, founded in 1907 as the nation's oldest artist residency program, in New Hampshire.
  • MacDowell has hosted artists such as James Baldwin, Faith Ringgold, and Ta-Nehisi Coates.
  • ALMA's hiring process invites candidates to spend several weeks working in the office before a mutual decision.
  • The agency has dedicated PR, Design, Digital, and Linguistics departments.

Entities

Artists

Institutions

Locations

  • Cobble Hill
  • New Hampshire
  • United States

Sources

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