By: Arron Lowe

When former magazine editor and celebrity publicist Chrissy Johnston, 51, met fashion model and TV personality Lucy Clarkson, 43, it didn’t take long before they realized they shared not only a friendship but also a mission. Both had built successful careers in the limelight—Chrissy behind the headlines, Lucy in front of them—and both recognized the same challenge: traditional PR had become increasingly out of reach for the very people who needed it most.

Their response? As Seen In The Press, a next-generation PR and media agency aimed at opening up PR opportunities to those who typically can’t afford it.

Unlike conventional agencies that rely on costly monthly retainers, As Seen In The Press offers more accessible, pay-as-you-go PR options and DIY press training for entrepreneurs, startups, and brands. Clients can either tap into affordable, ready-made press coverage opportunities or learn how to secure their own through online courses, digital playbooks, and ebooks. Topics include How to Pitch to Media, DIY PR: How to Get Press in 5 Days, and How to Self-Publish Your Book—all drawn from Chrissy and Lucy’s decades of experience at the sharp edge of media and celebrity culture.

“We teach people how to pitch to the media like pros,” says Chrissy. “The same approach we’ve used for years, but without the intimidating price tag.”

Chrissy’s confidence in her craft is well-earned.

“I’ve helped many celebrities, tech firms, and brands secure covers and positive coverage in prominent publications around the world,” she shares. “We recently helped AI startup Foxy.ai gain significant visibility, featuring in over 120 outlets with a combined audience of more than a billion. So I know what it takes to get noticed, and now we’re offering others the chance to do the same.”

A Lifelong Love Affair with Media

Chrissy’s media journey began at just 19, writing for the London weekly Girl About Town. She quickly climbed the editorial ladder, contributing to leading publications such as Total Style, Women’s Health, InStyle, Financial Times, Sunday Mirror, Daily Star, and News of the World—where her column ran for four years in what was then the world’s most-read Sunday tabloid.

By 2002, she shifted from journalist/editor to agent, founding IntriguePublications.com, a PR and celebrity management firm that would go on to work with an impressive roster of stars, from La Toya Jackson, Jamie Foxx, and Michael Jackson to Jenna Jameson, Amber Rose, and Farrah Abraham. Her firm also collaborated with a wide range of TV networks, brands, and tech startups, including Foxy.ai, MTV, AE Network, Channel 5, Fashion Nova, Athletic Greens, Jackery, Tommy Hilfiger, and Huggle App.

That blend of storytelling intuition and branding acumen has become Chrissy’s hallmark, and the foundation upon which As Seen In The Press was built.

The Face of a Generation

Lucy Clarkson’s journey began on the glossy pages of More magazine, where she won the publication’s prestigious national modeling competition, earning a coveted contract with Elite Models. Nine More magazine covers later, she was a household name. Her six-foot frame and striking presence landed her campaigns with Chanel, Vivienne Westwood, Kellogg’s, Diesel, Marks & Spencer, Accurist, De Beers, and La Senza, and made her the fourth official Lara Croft model for the Tomb Raider video game series, catapulting her to global fame.

Television soon followed. Lucy appeared on many TV shows, including the BBC’s My Life As An Animal, the Asian design series The Apartment: Celebrity Edition, and, most recently, Netflix’s Gunther’s Millions. She is also a licensed real estate agent and hosts programming for The Beach Channel in Miami, showcasing her versatility as an on-screen personality, model, and businesswoman.

Add to that a stint in music—she recorded a single, Royalty, with rapper Fat Joe—and Lucy’s creative portfolio reads like a masterclass in reinvention.

Levelling the PR Playing Field

Together, Chrissy and Lucy embody two sides of the same media coin: the storyteller and the story subject. Their combined experience means As Seen In The Press understands both the mechanics of publicity and the emotion behind it—what it takes to build a personal brand, to stand out, and to be taken seriously.

“There are so many amazing entrepreneurs, startups, and small brands doing incredible things,” Lucy says. “They simply don’t have the knowledge, contacts, or budget to get noticed, and that’s what we’re here to change.”

Whether it’s a founder dreaming of seeing their brand in Vogue, an author seeking book launch coverage, or a wellness coach aiming for a podcast feature, As Seen In The Press gives them the tools and the confidence to do it themselves.

Empowering the Next Wave of Media-Savvy Entrepreneurs

In a landscape where attention is currency, As Seen In The Press feels refreshingly inclusive. It’s PR for the digital age, stripped of gatekeeping and powered by accessibility.

For Chrissy and Lucy, this venture isn’t just about visibility; it’s about empowerment.

“The media world has changed,” Chrissy adds. “We’re just helping people change with it and showing them that with the right know-how, anyone can make headlines.”

As Seen In The Press officially launches in November 2025, with online resources and services available worldwide. For updates, follow them on Instagram.