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Published by Michelle Garrett
PR Explored, my PR podcast, where I interview those I trust and respect about topics related to public relations and communications. We take a deeper dive into public relations topics with some of the brightest folks in the business. The show is my opportunity to discuss the questions on our minds about the work of PR pros today, as well as industry trends.
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In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer interviews her guest B2B growth strategist Gina Tobasso about why manufacturers and other B2B companies should treat marketing as a continuous process, especially amid ongoing uncertainty (COVID, supply chain disruptions, tariffs, reshoring). Tobasso says many B2B companies underinvest in marketing, recommending 3–5% of revenue, and warns that cutting spend dries up the funnel, slows sales, and triggers panic “lead gen” efforts that ignore long sales cycles (often 18 months) and the need to nurture the 97% not ready to buy. They discuss foundational priorities like updating websites, implementing an affordable CRM to track ROI, and focusing on organic tactics (content, SEO/AEO/GEO, PR backlinks, reviews, YouTube) over ineffective low-budget ads. Tobasso also explains buyer-journey stages including loyalty/advocacy, shares a customer-feedback/NPS example, and describes her holistic approach aligning sales, marketing, and operations and bringing in trusted partners for sales coaching, strategic planning, or M&A. 00:00 Welcome and Guest Intro 00:57 Gina's Career Journey 03:08 Why Manufacturers Delay Marketing 04:47 Uncertainty Is the New Normal 07:15 Budgets and Funnel Basics 10:44 B2B Reality and Marketing Ops 14:44 Lean Six Sigma for Marketers 18:42 Buyer Journey and Loyalty Loop 22:58 How Much to Spend on Marketing 26:17 When to Adjust the Budget 27:15 Invest Through Downturns 29:07 Price Versus Value 30:43 When Marketing Stops 33:41 Consistency Beats Cycles 36:13 Organic Budget Priorities 41:43 Sales Assessment And VOC 43:51 Strategic Partners For Growth 47:41 Networking And Wrap Up Show notes: Gina Tabasso’s LinkedIn newsletter that this episode is based on: https://www.linkedin.com/pulse/most-expensive-customer-acquisition-strategy-waiting-gina-tabasso-ugzyc/?trackingId=gZ900l9q2nGXZCr481cA5Q%3D%3D Gina Tabasso on LinkedIn: https://www.linkedin.com/in/ginatabasso/ Gina’s company, Barracuda B2B Marketing: https://barracudab2b.com/ Manufacturing Resource Group: https://mfgresourcegroup.com/ Barracuda B2B Marketing on YouTube: https://www.youtube.com/@barracudab2b The Manufacturers’ Efficiency Webinar Series: https://webinar.barracudab2b.com/manufacturers-efficiency-webinar-series Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer interviews her guest Sword and Script founder Frank Strong about trends and 2026 research. They discuss pricing reputation via balance-sheet “goodwill,” the limits of click-based optimization versus long-term brand value, and why in-person trade shows are resurging, with PR pros better used networking, creating content, and meeting media than sitting in booths. A study finding 62 touches and about 192 days to close B2B deals underscores sustained visibility and differentiation amid a “sea of sameness.” They cover AI’s mixed impact—82% of B2B marketers say AI skills haven’t boosted pay, AI content tends to average out and underperform, and many AI customer-service replacements are being rolled back—while emphasizing AI for research, brainstorming, and critique. Strong argues thought leadership is highly trusted and requires access to real experts, notes declining B2B marketing budget share versus four years ago, highlights hidden buyer influence from finance/legal/procurement, and explains why selling to existing customers is rising but warns against overusing in-app upsell prompts. 00:00 Welcome and Introductions 01:00 Frank Strong Background 01:55 Military Service and Pets 02:58 Data Driven PR Mindset 04:25 2026 Stats Overview 05:06 Pricing Reputation Value 08:08 Measuring Beyond Clicks 10:53 Events Comeback Strategy 13:17 Trade Show PR Hustle 17:35 Human Connection Craving 18:57 62 Touches to Close 23:20 Sea of Sameness 24:39 Budget for Experiments 26:04 AI Skills and Reality 29:19 AI Content Pitfalls 30:46 Using AI the Right Way 32:21 Dotcom Parallels 34:20 Thought Leadership Trust 35:05 Why Thought Leadership Works 36:50 Ghostwriting and Long Game 38:10 Access Makes It Real 41:08 Interviews Beat Email 43:52 Journalism vs Click Culture 46:08 Budgets and Compounding Returns 52:10 Educating Executives 55:30 Authority and Failing Fast 56:43 Hidden Buyers in Deals 59:46 Marketing to Existing Customers 01:03:49 Newsletter and Staying Sharp 01:07:13 AI Monitoring and Humility 01:09:30 Wrap Up and Goodbye Show notes: The Sword and the Script blog post this episode is based on: https://www.swordandthescript.com/2026/07/pr-and-b2b-marketing-statistics-2026/ Learn more about Frank's agency, the Sword and the Script: https://www.swordandthescript.com/ Frank's newsletter on Substack: https://monthlymarcom.substack.com/ Read Frank's blog or contact Frank: https://www.swordandthescript.com/contact/ Follow Frank Strong on LinkedIn: https://www.linkedin.com/in/frankstrong/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews her guest Matisse Hamel-Nelis, PR consultant, trainer, professor, and speaker, to discuss her new co-authored book with Lisa Riemers on accessible communications in PR, created to help practitioners “create impact, avoid missteps, and build trust.” Hamel-Nelis shares how a Twitter hashtag mistake at CNIB introduced her to digital accessibility and revealed a gap in PR education despite accessibility laws and WCAG standards. The conversation covers practical starting points like plain language, PascalCase/camelCase hashtags, alt text, captions, accessible Word styles, and the complexities of PDFs and reading order, plus vendor support. They emphasize progress over perfection, leadership buy-in using audience and revenue impact, building accessibility into projects early to save costs, and examples from Microsoft, Apple, and NASA. 00:00 Welcome and Guest Intro 00:42 Book Launch Journey 04:00 Teaching and Consulting Updates 05:04 Why Write the Book 05:41 Hashtag Accessibility Wakeup 09:43 Acronyms and Screen Readers 12:18 DEI Acronyms and PDFs 15:24 Start Small Progress Over Perfect 22:51 Emojis and Alt Text Pitfalls 25:58 Accessibility Laws and WCAG Basics 28:01 PDF Standards and Structure 30:06 Word Styles and Tagging 31:54 Social Media Accessibility Rules 33:37 Prioritizing Fixes and New Content 37:02 Captions Done Right on YouTube 39:41 Winning Leadership Buy-In 44:15 Designing Accessible Video Audio 47:47 Accessibility Helps Everyone 49:58 Brands Doing It Well 55:55 Start Now and Keep Learning Show notes: Learn more about Matisse Hamel-Nelis: https://matissenelis.com/ Get Matisse's book, Accessible Communications: Create Impact, Avoid Missteps and Build Trust : https://matissenelis.com/accessible-communications-by-lisa-riemers-and-matisse-hamel-nelis/ Follow Matisse Hamel-Nelis on LinkedIn: https://www.linkedin.com/in/matissenelis/ Follow Matisse Hamel-Nelis on Instagram: https://www.instagram.com/matissenelis/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews her guest, Nicole Schuman, managing editor of PRNews, who describes her role planning editorial content, newsletters (including Friday Five and her weekly PR Roundup), podcasts, events, and social strategy. They discuss industry trends, including major agency mergers and acquisitions leading to layoffs, while smaller independent and specialized agencies benefit from available talent and strong profits, and consultants help lean marketing teams. Schuman notes PRNews readership increasingly includes marketers as comms responsibilities expand, prompting new e-learning modules. They note that Schuman is receiving fewer AI-written pitches but that there remains a sameness in AI-driven contributed content, emphasizing the importance of specificity, relationships, and unique storytelling. They review Morning Consult’s 2026 Most Trusted Brands report (Dawn, Band-Aid, Google) and note that trust gains are driven by nostalgia, including Mr. Pibb’s campaign, and that Tylenol remains the most trusted in medicine despite controversy. They also discuss World Cup and Toy Story 5 brand tie-ins and using LinkedIn for sourcing and visibility. 00:00 Welcome and Guest Intro 01:06 Nicole Schumann Background 04:51 Life in DC and New York 08:10 Setting Up PR Trends 09:17 Agency Mergers and Talent Shifts 13:58 Going Independent and Niching Down 16:53 PR and Marketing Converge 22:04 AI Pitches and Inbox Fatigue 25:23 Thought Leadership Needs Specifics 28:39 Writing Voice Over Automation 30:51 AI Tool Overload and Reality Check 31:48 AI Jobs Rebound 32:45 Hiring Struggles Today 33:36 Brand Newsroom Boom 36:32 Trust Brands Report 38:58 Nostalgia Trust Wins 39:55 Tylenol Trust Case 44:02 Comfort Brand Consistency 45:35 World Cup Brand Plays 47:54 Lego Breakthrough Campaign 51:32 Toy Story Tie Ins 54:10 Long Game Marketing 56:11 LinkedIn Sourcing Tips 59:11 Wrap Up And Links Show notes: Follow Nicole Schuman on LinkedIn: https://www.linkedin.com/in/nicoleschuman/ Visit PRNEWS online: https://www.prnewsonline.com/ Sign up for PRNEWS newsletters, including the Friday 5: https://www.prnewsonline.com/subscribe-newsletters/ Articles we discussed: https://www.prnewsonline.com/pr-roundup-tylenol-tops-trust-rankings-local-journalism-hits-a-new-low-and-allbirds-becomes-smartbird https://www.prnewsonline.com/pr-roundup-when-culture-moves-brands-follow-lessons-from-kalshi-the-world-cup-and-toy-story-5 Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews her guest, Kelly Rodriguez, editor-in-chief of Refrigerated & Frozen Foods (BNP Media), to explain what trade media is and why it matters for B2B PR. Rodriguez contrasts trade and mainstream coverage, emphasizing trade media’s highly engaged niche audiences, subject-matter expertise, and industry-specific language, using food and beverage examples. She advises PR pros to know each publication’s coverage area, tailor pitches, include the basics (who/what/when/where/why/how), and offer strong hooks, timeliness, and access (plant tours, trade-show meetings, and knowledgeable spokespeople like C-suite and R&D). They discuss relationship-building, noting it shouldn’t determine coverage but can improve relevance and responsiveness. Rodriguez also addresses editorial independence versus paid opportunities, and highlights growing importance of being cited in AI-driven search (GEO/AEO). Both stress providing high-quality, permissioned visuals and captions. 00:00 Welcome and Guest Intro 02:35 What Trade Media Is 03:36 Trade Media vs Mainstream 07:32 Why Niche Coverage Matters 12:56 Inside the Cold Chain World 16:28 Pitching Trade Editors 20:06 Passing Pitches to Peers 22:43 What Makes Pitches Pop 27:06 Trade Shows and Relationships 30:39 Long Timelines in B2B 31:18 PR Editor Partnerships 32:16 Offer Real Experts 33:15 Does Relationship Matter 36:33 Fairness And Fit 37:44 Editorial Versus Paid 43:08 Ads Influence Coverage 48:46 GEO AEO Trade Media 54:19 Visuals That Get Used 56:41 Photo Delivery Rights 59:01 Wrap Up And Thanks Show notes: Follow Kelley Rodriguez on LinkedIn: https://www.linkedin.com/in/kelleyrodriguez/ Visit Refrigerated & Frozen Foods online: https://www.refrigeratedfrozenfood.com/ Follow Refrigerated & Frozen Foods on LinkedIn: https://www.linkedin.com/company/refrigerated-frozen-foods-magazine/posts/?feedView=all Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews her guest, Fred Cook, director of the Annenberg Center for Public Relations at USC and chair emeritus of Golin, about USC’s 2026 Global Communication Report, “A Quiet Shift,” on how political and social polarization is reshaping communications. Based on a survey of about 800 PR professionals worldwide and CCO interviews, the report finds polarization is seen as harmful to the country and mental health yet beneficial to PR’s value; corporate advocacy support has dropped 38% since 2023 as companies say less about DEI, sustainability, and purpose. Government/regulators have become the top stakeholder focus, resources are shifting toward crisis communications and government relations, silence is increasingly used as a strategy, departments anticipate restructuring, and most PR pros still expect positive growth while needing stronger political, crisis, and financial skills. 00:00 Welcome and Introductions 00:37 Fred Cook Background 02:02 USC PR Program Highlights 03:37 Report Theme Quiet Shift 05:55 Key Findings on Polarization 08:14 Generational Views and Public 09:50 Stakeholders and Government Focus 13:39 Corporate Advocacy Pullback 14:54 CEO Silence and Defensive Comms 18:51 Budget Shifts and New Skills 23:24 Restructuring and AI Readiness 27:11 Future Outlook and Apocaloptimists 32:05 Industry Risk and Brand Examples 34:51 Wrap Up and Final Thoughts Show notes: Follow Fred Cook on LinkedIn: https://www.linkedin.com/in/fredhcook/ View USC's 2026 Global Communication Report, “A Quiet Shift": https://annenberg.usc.edu/research/center-public-relations/global-communication-report Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest Andy Lambert, co-founder of ContentCal (acquired by Adobe) and author of Spheres of Influence, to discuss how B2B companies should approach social media and PR, especially on LinkedIn and YouTube. Lambert highlights LinkedIn’s algorithm shift toward personal profiles and subject-matter expertise, advises prioritizing original content over reshares, and notes strong performance from carousels and polls when used thoughtfully. He explains LinkedIn’s crackdown on automated AI comment tools while distinguishing useful AI assistance from low-quality AI-generated posts. The conversation emphasizes consistency, content pillars, and quality over “hacks,” plus the growing importance of LinkedIn and YouTube for AI-driven search, including the value of long-form YouTube and LinkedIn articles/newsletters. Lambert also shares practical AI search wins like creating a Wikipedia page and aligning messaging across profiles and review sites. 00:00 Welcome and Introductions 00:54 Andy Lambert Background 02:55 Being Everywhere to Audience 04:56 LinkedIn Trends and Algorithm 06:54 Formats Video Carousels Polls 09:56 Reshares Versus Original Posts 11:34 AI Comments and Content 19:40 Posting Frequency and Timing 23:21 Quality Over Hacks 26:21 Hashtags on LinkedIn 27:05 Why LinkedIn and YouTube 29:51 AI Search Proof Point 33:14 Think Like Media 34:00 Search Is Audience 36:50 Long Form and Articles 38:48 Newsletters and Repurposing 41:42 Do You Need YouTube 44:07 Budget and Authenticity 46:21 Trust and Human Stories 49:24 Algorithm Proof Strategy 50:18 Three AI Search Wins 53:19 Wrap Up and Thanks Show notes: Subscribe to Andy Lambert’s Substack: https://spheresofinfluence.substack.com Follow Andy Lambert on LinkedIn: https://www.linkedin.com/in/andyrlambert/ Andy Lambert’s latest book, Spheres of Influence: https://spheresofinfluence.co/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest crisis communications expert Shawna Bruce, who shares her 40-year communications background, including 25+ years in military public affairs, work at Dow Chemical, and her current focus (since 2018) on training organizations to prepare for crises. They discuss why crisis communications is now operational infrastructure, how to anticipate risks by studying incidents in your sector, and the importance of preparation, practice, reviews, succession planning, and internal coordination. Bruce emphasizes message maps, fast approvals (including pre-approved holding statements), using owned media as a crisis hub, and having backups/shadows and realistic exercises ranging from lunch-and-learns to multi-day shift-based drills. They address AI-driven misinformation, the need for trusted official channels, careful use of AI for planning (not unsupervised response), and how trust is tested and reinforced during crises rather than built from scratch. 00:00 Welcome and Introductions 01:57 Shauna’s Crisis Background 04:46 Preparation Over Parachuting 06:01 Why Crisis Comms Matters Now 09:33 Anticipating Risks by Sector 14:07 Comms as Part of Response 17:04 Air Canada Language Lesson 21:34 How to Practice Crisis Drills 29:09 Small Business Crisis Basics 33:23 Preapproved Holding Statements 35:35 Trust and Cadence in Crisis 38:02 Internal Comms Ripple Effects 40:20 Track Issues Before Crisis 41:20 AI Misinformation Reality 43:36 Own Your Channels 50:59 Build Trust With Humanity 52:36 AI For Planning Not Response 57:10 When Everything Feels Crisis 58:57 Educate Leaders And Triage 01:05:18 Preparedness Resources Wrap Show notes: Follow Shawna Bruce on LinkedIn: https://www.linkedin.com/in/shawnabruce/ Visit Shawna Bruce’s site: https://www.mdbruceandassociates.com/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest Katie Suiters of Brighton Media to discuss modernizing media training for executives. Suiters contrasts outdated, scripted talking-point memorization with a hyper-custom approach that builds authentic, teachable communication skills across scenarios, including media interviews, internal all-hands, social video, panels, and crisis moments. She recommends starting with intention-setting: defining the business objective of an opportunity and how the spokesperson and organization should be perceived, then measuring success against those goals. They address misconceptions that journalists are “out to get you,” the importance of taking pauses, and avoiding jargon because it erodes trust and loses audiences. Suiters advocates ongoing monthly or quarterly prep instead of one-time sessions, explains how to deliver constructive feedback, warns that “internal” remarks can leak, and notes AI increases demand for human, credible delivery and voice-aligned messaging; outside trainers can provide candid third-party coaching. 00:00 Welcome and Introductions 01:02 Rethinking Media Training 02:05 Beyond Broadcast Scenarios 03:33 Effort and Practice Payoff 05:20 Evolving Past Talking Points 06:14 Set Goals and Perception 08:45 Debrief and Say No 11:50 Misconceptions About Training 14:46 Journalists Are Not Enemies 19:40 Pause and Speak Clearly 22:29 Avoid Jargon and Acronyms 28:38 Ongoing Prep Sessions 29:26 Always Be Ready 30:53 PR As Insurance 31:51 Short Tailored Sessions 33:59 Handling Training Resistance 36:14 Introverts And Authenticity 37:46 Giving Executive Feedback 41:56 One On One Vs Group 43:31 Assume Everything Leaks 47:14 Difficult Questions And Bridging 50:03 AI And The Human Premium 53:42 When To Hire A Trainer 56:59 Media Training Wrap Up Show notes: Follow Katie Suiters on LinkedIn: https://www.linkedin.com/in/katiesuiters/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest Katie Robbert, CEO of Trust Insights, about how SEO and GEO (generative AI engine optimization) affect PR work. Robbert explains GEO as serving a new “business to machine” audience—LLMs like ChatGPT, Gemini, and Claude—which summarize information from sources such as listicles and quoted articles, making PR placements and strong SEO fundamentals still essential. Rather than throwing out playbooks, she recommends reverse-engineering AI results by asking for sources, targeting high-quality publications (including trade media), and measuring impact via analytics segments and “how did you hear about us” form fields. They discuss EEAT (experience, expertise, authoritativeness, trustworthiness), avoiding low-quality AI content, and making “machine-readable” content more detailed across owned and Google properties. Robbert also notes using constrained-source tools like NotebookLM and improving accessibility to help machine readability. 00:00 Welcome and Guest Intro 01:16 Why GEO Matters Now 02:00 Defining GEO vs SEO 03:29 Trust Insights GEO Course 06:46 SEO Not Dead Explained 11:05 No Need to Overhaul PR 13:19 Paid Placement and Authority 16:18 Measuring LLM Discovery 20:01 Are LLM Leads Better 24:30 PR Priorities for SEO GEO 27:07 Avoiding AI Content Slop 29:21 Google AI Mode Question 29:42 Critical Thinking vs AI 30:27 Sniff Test and Skepticism 33:27 Ask for Sources 34:07 Control the Inputs 35:10 Notebook LM Workflows 37:11 Trade Media Strategy 40:49 Press Releases for Machines 43:24 Wire Services and GEO 46:16 Start Your Own Publication 47:42 Be Everywhere for LLMs 50:50 Accessibility as SEO 52:14 Final Optimization Takeaways Show notes: Katie Robbert on LinkedIn: https://www.linkedin.com/in/katierobbert/ Trust Insights GEO 101 course: https://academy.trustinsights.ai/courses/geo-101-for-marketers Trust Insights site: https://www.trustinsights.ai/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
PR scams are EVERYWHERE these days. We also see a rise in the number of agencies selling “fake PR” placements. My guest, Bill Byrne, co-founder of Remedy PR, and I delve into this topic on this episode of PR Explored. What should you watch out for? How can you tell when someone is trying to sell you something that's too good to be true? And how should you vet a PR provider to ensure you're hiring a credible consultant or agency? Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews Becky Lawlor of RedPoint Insights about using original research to support B2B PR and thought leadership. Lawler defines original research (surveys, internal proprietary data, or unique analysis) versus third-party stats and explains how it builds authority by “owning the narrative.” She emphasizes upfront strategy, competitor analysis, and alignment with goals; choosing credible respondents via vetted B2B panel vendors rather than consumer tools; and planning sample size (often 100 minimum in B2B, ~500 robust, larger for segmentation). The discussion covers budgeting ranges from boutique pilots around $10K to large consultancies costing $100K+; incentives and fraud risks; careful survey design to drive headlines, avoid excessive open-ended questions, and ensure clarity; deeper data analysis for benchmarks and contrasts; and PR execution via tailored pitching beyond press releases. They also outline broader uses including lead gen, paid/organic social, sales enablement, speaking slots, SEO/backlinks, and LLM search, and note buyers may find brand-owned research as credible as third-party studies. 00:00 Welcome and Introductions 01:02 Becky Background and Focus 01:53 What Counts as Original Research 04:00 Why Research Builds Authority 05:26 Research Strategy and Angles 07:47 Finding the Right Respondents 10:06 Sample Size and Segmentation 13:38 Credibility and Media Scrutiny 16:02 Budget and Panel Costs 19:51 Incentives and Fraud Risks 21:26 Survey Design for Headlines 26:52 Avoiding Open Ended Pitfalls 27:26 Survey Fatigue Traps 27:47 Open Ended Limits 28:48 Deeper Data Analysis 30:46 Pitching the Right Stats 33:53 Bring PR In Early 37:14 Repurposing Research Everywhere 42:08 Measuring PR Impact 46:00 Budget-Friendly Pilot Surveys 49:02 Finding Industry Gaps 51:15 Own Your Research Credibility 54:02 Wrap Up and Resources Show notes: Redpoint Insights: https://redpointinsights.com/ Becky Lawlor on LinkedIn: https://www.linkedin.com/in/beckylawlor/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews Fatou B. Barry, founder of the PR Girl Manifesto, a global community and editorial platform created to provide culturally competent PR resources, strategy, and professional development. They discuss the rise of “personality brands” as a structural shift where companies prioritize long-term identity, recurring voices, and entertainment-driven continuity over one-off product campaigns, driven by fragmented attention and declining institutional trust. Using Gap’s new Chief Entertainment Officer as a signal, they cite examples like Nike, Red Bull, Dick’s Sporting Goods, and Skims to show brands building studios, original programming, and IP to own audience relationships. They explore how paid, earned, and owned media are merging, expanding PR into narrative systems, production, ethics, and talent strategy, raising expectations for skills, education, media literacy, and compensation. They also predict collaborations will shift from reach-based influencers toward credible experts and community leaders, emphasizing alignment, authenticity, and trust. 00:00 Welcome and Introductions 00:50 PR Girl Manifesto Origin 03:23 Defining Personality Brands 05:48 Attention Fragmentation Today 06:54 Gap Chief Entertainment Role 07:52 Brands as IP Studios 12:24 Paid Earned Owned Blur 14:12 Skills and Education Shifts 17:47 Media Literacy and Trust 23:43 Hiring the Right PR Pro 26:38 PR in a Media Company Era 28:03 Scope Creep and Fair Pay 30:51 Expert Era Shift 34:54 Authenticity Over Hype 37:01 Beyond Influencers 38:11 AI Search Rewards Credibility 39:25 Journalists As Creators 44:10 Trust And Personality Brands 49:43 Values And Taking Stands 53:28 Interactive Story Content 54:59 PR As Story Makers 57:57 Opportunity And Responsibility Show notes: The PR Girl Manifesto: https://www.prgirlmanifesto.org/ The PR Girl Manifesto on LinkedIn: https://www.linkedin.com/company/the-pr-girl-manifesto/ Fatou Barry on LinkedIn: https://www.linkedin.com/in/fbarry/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest, Stacia Doss from Glassdoor, as they dive deep into the current job market’s complexities and provide actionable advice for job seekers. In this episode, they discuss effective job search strategies, the importance of networking, leveraging AI, and how to stand out in a crowded field. This follows the discussion on the last episode about skills pros need to succeed in a PR career . They also touch on mental health aspects of job searching and the value of maintaining professional connections. Whether you’re in PR, comms, or any other industry, these insights and tips are designed to help you navigate your job search more effectively. 00:00 Welcome and Introduction 00:31 Guest Introduction and Background 01:34 Current Job Market Challenges 02:47 Statistics and Trends in Job Listings 04:59 Impact of AI on Job Market 12:19 Application Process Frustrations 16:25 Exploring the Hidden Job Market 20:08 Networking and Building Connections 23:04 Leveraging LinkedIn for Job Search 33:39 Enhancing Skills and Upskilling 35:11 Weekly AI Learning Routine 36:34 Free Resources for PR and Comms Pros 38:27 Networking and Weak Ties 39:28 Informational Interviews and Follow-ups 42:34 Virtual Coffee Chats and Professional Organizations 45:04 Staying in Touch with Your Network 48:06 Mental Health and Community Support 52:04 Researching Companies and Job Markets 53:17 Organizing Your Job Search 58:57 Final Thoughts and Resources Show notes: Follow Stacia Doss on LinkedIn: https://www.linkedin.com/in/staciadoss/ Stacia’s article on which the episode is based: https://www.glassdoor.com/blog/beyond-online-applications-job-search/ The Lonely Office podcast: https://www.glassdoor.com/Community/the-lonely-office Glassdoor’s blog with more tips and advice for job hunters: https://www.glassdoor.com/blog/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett interviews Kristina Markos, an associate professor and co-founder of GenSpark Solutions. They discuss the significance of soft skills such as listening, presenting, collaboration, and curiosity in public relations. Kristina shares her varied background in agency work and academia, emphasizing the transition needs between generations in the workplace. They address the importance of effective presentation skills, the need to ask questions, and the impact of AI on communication roles. The episode highlights the evolving PR landscape and the exciting opportunities for emerging professionals in the field. 00:00 Introduction and Guest Welcome 00:50 Guest Background and Experience 02:03 Importance of Soft Skills in PR 03:28 Predictions and Essential Skills 05:04 Teaching Communication Skills 09:42 Presentation Skills and Their Importance 15:38 Collaboration and Intergenerational Communication 30:37 The Impact of Short Attention Spans 31:15 The Importance of Asking Questions 32:36 PR Professionals and Journalism Training 36:32 Understanding Organizational Dynamics 43:08 The Role of Writing in PR 49:52 Listening and Perspective Taking 53:47 The Exciting Future of PR 58:06 Conclusion and Final Thoughts Show notes: Kristina Markos on LinkedIn: https://www.linkedin.com/in/kristinamarkos/ GenSpark Solutions: https://www.thinknovl.com/genspark PR Club Prediction Post with Kristina's thoughts that sparked the idea for the topic: https://prclub.org/tips-from-the-board-its-prediction-time Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
Public speaking is a powerful way for thought leaders to stand out from the crowd. How can PR pros and communicators leverage speaking opportunities to help clients get more visibility for themselves and their brands? In this episode of PR Explored I talked with guest Tricia Richards-Service, founder of I Need a Speaker, which helps organizations and event planners find the right speaker for their events. Overview: In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, welcomes Tricia Richard Service, founder of I Need a Speaker, to discuss how public speaking can enhance public relations efforts. The conversation delves into the creation and benefits of I Need a Speaker, guidelines for effective public speaking, and how organizations can strategically utilize speakers to boost their PR programs. Tricia offers practical tips for potential speakers, including the importance of practice, clear messaging, and working closely with communications teams. The episode also covers advice for organizations seeking speakers and the value of compensating speakers appropriately. 00:00 Introduction and Guest Welcome 00:31 The Birth of ‘I Need a Speaker’ 01:16 How ‘I Need a Speaker’ Works 02:19 The Value of Diverse Speakers 04:12 Public Speaking and PR Programs 07:06 Maximizing Speaking Opportunities 11:37 Choosing the Right Events 23:32 The Importance of Practice and Feedback 29:05 Overcoming Public Speaking Anxiety 29:49 The Importance of Preparation 30:12 Avoiding Off-the-Cuff Remarks 33:22 Handling Media Interviews 36:13 Engaging with Your Comms Team 40:05 Advice for Event Planners 46:11 Speaker Compensation and Expectations 49:46 Final Thoughts and Resources Show notes: I Need a Speaker: https://www.ineedaspeaker.com/ Tricia Richard-Service on LinkedIn: https://www.linkedin.com/in/triciarichardsservicephd/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer chats with Marc Whitt, a seasoned public relations consultant and author. The conversation explores Whitt’s extensive 40-year career in PR, primarily within higher education and nonprofit sectors. They discuss essential topics such as the unique challenges faced by nonprofit PR professionals, the importance of ethical conduct, the role of events in nonprofit PR, and the critical relationship between PR practitioners and legal counsel. Whitt emphasizes strategic planning, efficient use of limited funds, and ways to avoid burnout for one-person PR teams. The episode highlights the significance of maintaining trust, transparency, and integrity in PR and provides actionable strategies for effective crisis management. 00:00 Introduction and Guest Welcome 01:27 Marc Whitt’s Background and Personal Life 02:44 Marc’s Career in Public Relations 07:54 The Role of PR in Nonprofits 08:43 Challenges in Nonprofit PR 11:47 Strategies for Effective Nonprofit PR 16:52 Importance of Integrity and Ethics in PR 23:02 Managing a One-Person PR Team 31:11 Focused Budgeting for Nonprofits 33:59 The Stress of Nonprofit PR 35:10 The Multifaceted Role of Nonprofit PR Professionals 40:28 Crisis Communications in Nonprofits 45:48 The Importance of Events in Nonprofit PR 50:32 Building a Strong PR-Legal Relationship 58:15 Final Thoughts and Mentorship Show notes: Marc Whitt on LinkedIn https://www.linkedin.com/in/marcwhitt/ Marc Whitt’s site: https://www.marcwhitt.com/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
Here we go, heading into 2026. Changes are coming at PR pros faster than they can keep up. But, what should we really focus on? What trends deserve our attention? And which ones should we adopt a wait-and-see approach for? My guest, Bill Byrne of Remedy Public Relations, is with me to discuss what to expect as we hurdle into the new year. Whether you’re in B2C or B2B PR and comms, we’ll cover the insight you need to get ready for what lies ahead. Overview: In the final episode of 2025, PR Explored host Michelle Garrett, a PR consultant, author, and writer, welcomes guest PR veteran Bill Byrne. The episode delves into the transformative trends in public relations, discussing the impact of AI on PR practices, the enduring value of press releases, the integration of thought leadership, and navigating the evolving media landscape. Michelle and Bill highlight the importance of consistent PR efforts, the role of various media types including niche media and Substack newsletters, and the need for creating credible, valuable content. They emphasize building long-term relationships with the media and the criticality of trust in communication strategies. The discussion also touches on the challenges and opportunities posed by AI-driven search, the resurgence of press releases, and strategies to adapt to changing PR dynamics. As the industry moves forward, the episode encourages brands to be proactive, stay informed, and embrace comprehensive PR audits to effectively target their audiences. 00:00 Introduction and Welcome 00:28 Meet the Guest: Bill Byrne 00:40 Holiday Festivities and Personal Touches 01:30 Bill Byrne's PR Journey 03:24 PR Realities: What Won't Change 16:20 AI and PR: The Deep Fakes Issue 32:01 The Power of Consistent Content in B2B PR 32:28 The Importance of Building a Deep and Clear Trail 33:01 Creating News Beyond Product Announcements 35:20 The Role of AI in PR and Media Relations 37:10 Navigating the Media Landscape: Newsletters and Niche Media 45:40 The Resurgence of Press Releases in the AI Era 57:43 The Value of Thought Leadership in Building Trust 01:02:31 Final Thoughts and Future Trends in PR Show notes: Bill Byrne on LinkedIn: https://www.linkedin.com/in/billbyrne/ Remedy Public Relations: https://remedypr.com/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
Social media is a valuable part of a company’s marketing program – but it can sometimes take a turn we may not have anticipated . What happens when your brand finds itself in the midst of a crisis created by a social media post? Well, first, you probably panic. Then, you might turn to your social media or PR team for help. How can a company best manage a crisis created when a customer complaint goes viral? Overview: In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, welcomes guest Brooke Sellas, founder of B Squared Media, to discuss the nuances of managing social media crises. Brooke shares her expertise on how social media, often viewed merely as a content channel, should be utilized more effectively as a customer experience channel. Brooke emphasizes that the key to handling crises includes proactive listening, empathetic responses, and timely engagement with customers. She introduces the CARE model (Conversation, Acquisition, Retention, Engagement) for social media management and stresses the importance of building a strong community before a crisis occurs. They discuss various real-world examples, including crises at Chipotle, Kit, and Nike, and the long-term impacts of each. Brooke also shares advice about team coordination, especially between social media and PR, and provides tips on how to keep responses authentic without sounding scripted. The episode concludes with a Q&A session addressing common social media crisis scenarios. 00:00 Welcome and Guest Introduction 01:02 Brook Solis: Social Media Expertise 03:49 Defining a Social Media Crisis 07:08 Examples of Social Media Crises 10:43 Handling a Social Media Crisis 22:15 The Role of PR in Crisis Management 29:35 Balancing Brand Personality and Crisis Management 30:22 The Power of Emotional Content: Patagonia Case Study 32:16 Breaking Down Silos in Marketing and PR 34:22 The CARE Model for Social Media Crisis Management 46:19 Handling Layoffs and Sensitive Situations 51:07 The Importance of Authentic Conversations on Social Media 57:34 Final Thoughts and Future Trends Show notes: Brooke Sellas on LinkedIn: https://www.linkedin.com/in/brookebsellas/ Brooke’s website – B Squared Media: https://bsquared.media/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, invites communications and presentations coach Joel Schwartzberg to discuss key message development and the importance of media training for executives. Joel shares his approach to executive communication, emphasizing the importance of having a clear and compelling point, and offers practical tips on how to effectively convey messages to a reporter’s audience. The conversation covers techniques such as the primacy and recency effects, bridging off-topic questions back to key messages, and the importance of making messages simple yet impactful. The episode concludes with recommendations for tailoring communication styles to different mediums without altering the core message, solidifying the idea that preparation and practice can turn anyone into a confident spokesperson. 00:00 Welcome to PR Explored 00:17 Meet Joel Schwartzberg 01:29 The Importance of Key Messages 04:17 Effective Communication Strategies 07:55 Crafting Strong Key Messages 21:39 Bridging Off-Point Questions 30:52 The Pitfalls of Overloading Information 32:04 Prioritizing Key Messages 34:21 Effective Storytelling in Media 37:31 Handling Off-the-Cuff Remarks 41:04 The Importance of Media Training 42:45 Crafting Authentic Email Interviews 47:26 Defining Technical Terms for Impact 49:43 The Power of Practice and Feedback 54:50 Adapting to Different Media Channels 58:55 Conclusion and Upcoming Topics Show notes: Learn more about Joel Schwartzberg and his services: https://www.joelschwartzberg.net/ Follow Joel Schwartzberg on LinkedIn: https://www.linkedin.com/in/joelschwartzberg/ Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here . About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results , an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals .
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