Greg Graf

Strategic Innovation & Member Growth

Gregory Graf is CEO and founder of Snake River Strategies, a Boise firm that handles crisis communications and online reputation management for executives, brands, and political clients. He joined the PRSA Idaho board in 2026 as Strategic Innovation & Member Growth Chair.

Graf's practice sits where public relations meets search. He brings over 25 years of experience in SEO, digital marketing, brand communications, and public relations, with earlier work across media buying and SEM behind how he treats content optimization: writing and structuring a client's own material so that it is what search engines and AI assistants surface. 

The situations he is called into are often already public. A brand in the middle of an activist campaign. A high-profile individual under critical media coverage. A project whose visibility draws attention on its own. Snake River Strategies helps brands, high-profile individuals, and political candidates and organizations develop and deploy optimized communications strategies that protect a reputation and tell the story of the good work behind it, across Google results, AI-generated answers, images, video, and news coverage. Client work has appeared in The Wall Street Journal, The New York Times, Bloomberg, and Forbes.

From 2013-2022, Graf was Director of SEO at Melaleuca: The Wellness Company in Idaho Falls, one of Idaho's largest employers, where he was responsible for online reputation management, domestic and international SEO, social media optimization, and competitive intelligence. Prior to that he worked for national brands and agencies leading digital marketing and communications in Virginia and Utah.

On the political side, Graf has worked with high-profile figures and candidates on communications, messaging, and content optimization for online visibility. The firm's political practice also covers campaign reputation work, strategy consulting, lobbying, and government affairs. He is the creator of the popular Political Potatoes Substack and the Idaho Voter Guide.

In July 2026 he launched Ghosts.app, a multi-agent AI assisted writing and optimized website building platform that researches, drafts in a writer's own voice, and fact-checks its claims.

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