PR 360

Kylie McMullan, principal of Finch Media, has a strong background in public relations and marketing, stemming from her experience both client side with Johnson & Johnson, Doctors of BC, and Nature’s Path Organic Foods, and in agency, working on accounts such as Celestial Seasonings, Happy Planet Juice, and BC Women’s and Children’s Hospital. Kylie is also the co-author of the first Canadian-based public relations textbook, “Canadian PR for the Real World.” Kylie has a PhD in Industrial Economics and Management from KTH Royal Institute in Stockholm, Sweden. In this episode, Kylie shares her thoughts on building successful influencer campaigns and why earned media has become so important.Key Takeaways:- Why earned media is becoming more important than ever- Keys to successful influencer campaigns- AI is making PR ethics more important than everEpisode Timeline:1:45 Tod and Kylie are both getting over colds3:00 What's happening at Finch Media?4:00 The importance of earned media in 20256:00 How does the need for earned media benefit media outlets?7:30 The importance of brand consistency in the AI era9:25 The 3 tensions between influencers and organizations13:30 Spokespeople can be a surprise16:00 What are the qualities of an effective influencer17:15 Do AI influencers matter?20:00 PR practitioners are always adapting to technology21:30 What are Kylie's students' ethical concerns26:04 How Kylie helped her sibling, Chelsea, promote their short film28:00 What's Kylie's thought leadership philosophy?This episode’s guest:• Kylie McMullan on LinkedIn• Finchmedia.ca• Finch Media on LinkedInSubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening!

Keith Bowermaster, founder and president of The Modig Group, is a seasoned executive who specializes in strategic communications and change management. For over thirty years, he has excelled at developing effective communication strategies, managing crises, and influencing diverse audiences. In this episode, he discusses his strategies for effective change management and how PR agencies are fundamentally evolving on an organizational level.Key Takeaways:- An introduction to change management- How the loss of junior-level employees will affect PR- Keith's approach to thought leadershipEpisode Timeline:1:30 Keith's love of "Calvin and Hobbes"4:00 What's happening at Modig Group?5:45 The growing field of change management7:45 Creating key messages in change management9:30 Coca-Cola's AI ad11:15 Why are agencies focusing on affordable PR13:45 The rise of smaller agencies16:15 Why smaller agencies have more skin in the game18:00 The problems of losing junior-level employees in PR22:00 Why Tod cringes at some AI talk22:45 Keith's thought leadership philosophyThis episode’s guest:• Keith Bowermaster on LinkedIn• ModigGroup.comSubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening!

In PR 360's 300th episode, Tod Perry sits down with Linda Zebian, Muck Rack’s Vice President of Communications, and Matt Dzugan, the company’s Senior Director of Data, to discuss the evolving relationship between PR and AI. Together, they explore Muck Rack’s new AI-powered tool, Generative Pulse, along with its latest report on AI search. The conversation also delves into how AI is reshaping PR strategies and why earned media remains crucial for visibility in the age of artificial intelligence.Key Takeaways:- Why earned media is crucial for AI visibility and brand reputation- Niche outlets are becoming more important in PR strategies- The future of journalism in the AI eraEpisode Timeline:2:00 Muck Rack's new tool: Generative Pulse4:35 What does Generative Pulse look like for a client?6:45 Generative Pulse helps in a crisis7:30 How has AI changed the PR world and beyond in the past 18 months?8:30 People are using AI for retail purchases10:22 Muck Rack's AI search study insights12:30 Why does AI love learned media?14:15 ChatGPT's initial shortcomings15:50 Strategies for increasing AI visibility21:00 Crisis management with AI Tools22:40 Introduction to AI agents25:30 Building the ultimate agent28:40 The future of journalism and AIThis episode’s guests:• Linda Zebian on LinkedIn• Matt Dzugan on LinkedIn• Muck Rack's free report at GenerativePulse.AI

In this episode of PR 360, Tod Perry interviews Melissa Christensen, co-founder of Vigilante PR. For nearly 20 years, she’s been the bridge between brilliant minds and the rest of the world, balancing the art and science of communication to flip tech jargon into stories that captivate investors, intrigue journalists, and convert customers. In this episode, they discuss how Melissa founded Vigilante PR after her former agency went under due to questionable management. Now, Vigilante is breaking the mold through creativity, authenticity, and harnessing the power of true crime podcasts. Key Takeaways:- The agency has worked on true crime stories to help families seek justice- Thought leadership should be educational, not promotional- How a surprise career turn inspired Melissa to create VigilanteEpisode Timeline:1:30 How Vigilante is using PR to bring justice for Megan Trussell4:10 How Vigilante got involved in the Trussell case5:30 How a shocking career turn inspired Melissa to create Vigilante8:00 Forging a new path for PR9:30 Why are a lot of agencies stuck in their ways?11:15 Why senior-level PR people need to be involved on every level13:30 Melissa's favorite campaigns15:30 New ways of approaching journalists17:15 How does Vigilante defy the odds19:45 The band Melissa has seen over 400 times22:30 Melissa's thought leadership philosophyThis episode’s guest:• Melissa Christensen on LinkedIn• Vigilante PR on LinkedIn• Email: Melissa@Vigilante-PR.com• PR UnpluggedSubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening!

In this episode of PR360, Tod interviews Drew Holmgreen, the President and CEO of PPAI, the largest trade association for the $27B promotional products industry. Drew shares insights on the industry's massive economic impact, the emotional connections created through branded merchandise, and how companies can integrate physical products into digital campaigns. He also addresses challenges faced by the industry, including trade disruptions, and explains how PPAI is navigating the choppy waters. Key Takeaways:- Memorable promotional products can create lasting impressions and connections- How trade disruptions have impacted the promotional products industry- The importance of positive leadershipEpisode Timeline:0:00 Introduction to PPAI and Drew Holmgreen2:00 The scope and impact of the promotional products industry4:20 Understanding branded merchandise6:54 The emotional connection of promotional products9:45 Integrating merch with digital campaigns11:45 The revenue potential of merchandising13:00 Howard Stern's aversion to promotional products13:52 Memorable promotional products and their impact18:00 Common mistakes in merchandising20:25 The creative side of the promotional products industry22:00 Navigating trade disruptions 27:40 Thought leadership philosophy and positive leadershipThis episode's guest:• Drew Holmgreen on LinkedIn• PPAI.orgSubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening!

Paul Cohen is the founder of Attention Comms, an agency that helps mission-driven organizations fight for the attention they deserve and make a meaningful impact. As a trusted communications advisor, he has guided executives and teams across three continents, representing multinational corporations, startups, industry associations, sovereign governments, and nonprofits. In this episode of PR360, Paul explores the power of purpose-driven communication and what it looks like in the current cultural moment. He also discusses the important distinction between attracting attention versus media coverage.- How purpose-driven organizations can stand out in today's climate- Why organizations should focus on genuine causes rather than trends- How AI companies pull their dataEpisode Timeline:0:00 Introduction to Paul Cohen and Attention Comms2:00 Transitioning to Attention Comms3:40 The Importance of purpose-driven communication5:40 Authenticity in social justice messaging7:50 Attracting attention vs. media coverage11:35 The role of authenticity in leadership15:50 The role of AI at Attention Comms?17:10 How AI companies pull their data19:10 Paul's pitching secretsThis episode’s guest:• Paul Cohen on LinkedIn• AttentionComms.comSubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening!

Julie Wright is the Founder and CEO of (W)right On Communications, an award-winning strategic communications agency based in San Diego. Since launching the firm in 1998, she has grown it into one of Newsweek’s Best PR Agencies in America. In this episode, Julie shares insights on the difference between organic and AI search, how to optimize brands for AI-driven discovery, and the profound ways AI is reshaping journalism.- Unique advantage that PR has in AI search- The difference between AI and organic search- The current state of US tourismEpisode Timeline:1:30 Julie reflects on 30 years in PR2:35 Staying informed on top of the rise of AI search3:50 A searchable podcast database4:45 The decline in organic search traffic6:00 How does AI search change the world of journalism?8:00 Optimizing your brand for AI search10:50 How thought leaders can adapt to AI13:35 Which sites are favored by AI search16:00 How is (W)right On implementing AI?19:00 Julie's recent acknowledgements21:30 Changes in US tourism22:30 Julie's thought leadership philosophyThis episode’s guest:• Julie Wright on LinkedIn• WrightOnComm.comSubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening!

Bridget Mercuri is the PR and Earned Media Director at AMPLIFY, a revolutionary boutique legal marketing and PR agency. She specializes in getting lawyers and law firms into the conversations and spaces that matter most—positioning them as thought leaders in an increasingly crowded legal landscape. On this episode, she shares the significance of earned media in the legal field, the importance of humanizing lawyers, and how to prepare clients for media appearances. Key Takeaways:- Amplify specializes in positioning lawyers as thought leaders- The benefits of non-traditional media outlets- The ins and outs of cruise lawEpisode Timeline:0:00 Introduction to Bridget Mercuri and Amplify3:30 The importance of earned media in law6:10 Building relationships with reporters for effective PR9:20 Humanizing lawyers and their stories12:00 Preparing clients for media appearances14:30 How can good PR solve current problems in the legal industry15:50 Exploring non-traditional media outlets18:00 The ins and outs of cruise law21:30 Bridget's thought leadership philosophyThis episode’s guest:• Amplifyforlawyers.com• Email: Bridget@Amplifyforlawyers.com• Email for lawyers: LFG@Amplifyforlawyers.com• Amplify for Lawyers on Instagram

Julia Drake is the co-founder of Wildbound PR, a boutique literary PR and marketing firm that has led successful campaigns for high-profile and indie authors alike, partnering with major publishers, indie presses, and literary organizations. In this episode, Julia explores the distinct aspects of publishing PR versus traditional PR, how to foster cultural conversations around books, and the impact of social media, particularly TikTok, on book promotion.Key Takeaways:- How to prep authors for interviews- How to promote books through TikTok - How to connect books to current eventsEpisode Timeline:0:00 Introduction to Wild Bound PR and Julia Drake1:30 The journey from film to literary PR4:00 Successful Wildbound campaigns6:00 The myth of inspiration7:25 Differences between traditional PR and publishing PR8:50 Creating conversations around books10:30 Preparing first-time authors for PR13:35 The success rates for book publishing15:00 The impact of social media on Book promotion16:25 The ins and outs of BookTok19:45 Client expectations vs. reality in publishing PR22:05 What sets Wildbound apart24:30 Julia's thought leadership philosophyThis episode’s guest:• Julia Drake on LinkedIn • WildboundPR's website• Wildbound PR on InstagramSubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening!