Explorez tous les épisodes du podcast On Top of PR with Jason Mudd
| Titre | Date | Durée | |
|---|---|---|---|
| One brand, four generations: Why trust doesn't transfer | 20 Oct 2026 | 00:31:15 | |
In this episode, Mari Considine, chief brand and marketing officer at Acenda Integrated Health, joins host Jason Mudd to discuss how to reach Gen Z, millennials, Gen X, and baby boomers with one brand promise. Tune in to learn more! Meet our guest: Our guest is Mari Considine, chief brand and marketing officer at Acenda Integrated Health. Mari brings more than 25 years of executive leadership experience connecting brand storytelling with business strategy, especially in healthcare. She is a national speaker, an adjunct professor, and a PRSA ICON 2026 speaker on reaching four generations of patients. Five things you’ll learn from this episode: 1. How to adapt your tone without changing your core message 2. Why trust doesn’t transfer across generations and how to choose the right messengers 3. Where patients now look for healthcare information 4. How to match the right message, messenger, and medium 5. How to adapt one brand promise to each generation without fragmenting your brand Quotables “Trust is the thing that is less transferable than other things.” — Mari Considine “It's not about being everything to everyone, where your target audience is everyone. That's the nightmare scenario.” — Mari Considine “If we're not on social media or we're not driving that audience to talk about us, then we're pretty much invisible.” — Mari Considine “We're promoting the same product and the same service, and we're going to use the same core messaging. We're just going to tweak how we tell the story a little bit and where we're going to appear.” — Mari Considine “People are using AI even when they either don't want to or don't realize they are.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us by leaving us a quick podcast review. Guest’s contact info and resources: Acenda Integrated Health website Additional Resources: Earned media: The future of PR in the age of AI search Why does AI skip your website and cite the news instead? How earned media gets AI to remember your brand If you like this episode, you’re going to love these episodes: Behavioral science secrets behind top brands Ageism in the workplace: Hiring bias, careers, and the future of work The best argument for PR? Surprisingly, it's AI Recorded: Oct. 8, 2026
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| The AI trust problem: Can you trust your AI? | 13 Oct 2026 | 00:27:03 | |
In this episode, former Goldman Sachs partner Mike Ryan, CEO and co-founder of Bullet Point Network, joins host Jason Mudd to discuss the trust problem at the heart of AI, why trust is now the biggest barrier to enterprise AI adoption, and how you can keep human judgment in control of AI output. Tune in to learn more! Meet our guest: Our guest is Mike Ryan, the CEO and co-founder of Bullet Point Network, an AI-driven investment platform. Mike is a former Goldman Sachs partner and global co-head of equities. He also served on the Harvard endowment’s investment committee. Five things you’ll learn from this episode: 1. Why trust, not capability, is now the biggest barrier to enterprise AI adoption 2. How AI-enabled advisory support pairs speed with human judgment and quality control 3. Why off-the-shelf AI isn’t built for high-stakes communication 4. How AI can reduce the constant rebuild of senior communication 5. The 20-60-20 strategy for avoiding AI slop
Quotables “If you can’t trust the information you’re getting, you can’t rely on it.” — Mike Ryan “AI is not going to take the job of most smart people, but a person using AI better than you might take your job.” — Mike Ryan “Just because you can produce it fast doesn’t mean you want it or want to distribute it.” — Mike Ryan “You don’t want AI to take you fast in the wrong direction.” — Mike Ryan “If you use AI the same way, you can elevate your thinking and your mindfulness about the organization and think more as a strategist.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You can also support us by leaving us a quick podcast review. More about Mike Ryan Mike Ryan is CEO and co-founder of Bullet Point Network, an AI-driven investment platform built on an "AI + 1" philosophy that combines AI with human expertise to speed investment decisions. A former Goldman Sachs partner and global co-head of equities, and a former member of the Harvard endowment's investment committee, Mike brings more than 20 years of experience in investing, leadership, and advisory work. He serves as an adviser and board member for companies and nonprofits, with a personal focus on advancing education and economic opportunity. Guest’s contact info and resources: Additional Resources: Fighting to be trustworthy to AI and humans Reputation management for AI search: monitoring and response framework 7 responsible principles to guide the use of AI in public relations If you like this episode, you're going to love these episodes: The PR playbook for getting recommended by AI with Unusual AI and PR with Microsoft’s CCO Frank Shaw The future of PR in the age of AI with Agility PR
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| Is your brand PR ready? 5 steps for the AI era | 06 Oct 2026 | 00:12:44 | |
In this episode, Slava Balykov joins host Jason Mudd to discuss how you can assess your brand's public relations readiness before a crisis or AI tool exposes your gaps. Slava shares his five-step framework, explains how to respond when AI gets your brand wrong, and reveals what executives really want from PR reporting. Tune in to learn more!
Quotables
If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources:
Additional Resources:
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Recorded: September 2026
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| Why brands should lead with public relations | 29 Sep 2026 | 00:14:47 | |
In this solocast, On Top of PR host Jason Mudd explains why brands should earn attention before they buy it and how generative AI makes leading with PR more important for marketing leaders. Tune in to learn more! Five things you’ll learn from this episode: 1. Why the order of PR and advertising matters when you launch something new 2. How Starbucks, Tesla, and Pepperidge Farm earned attention before they bought it 3. Why launching advertising first can spend your news value 4. How earned media shapes what generative AI platforms say about your brand 5. Which three questions to ask before your next launch
Quotables “They earned attention before they bought it.” — @jasonmudd9 “Lead with PR. Then use advertising to amplify what PR helped build.” — @jasonmudd9 “If you have something new, different, or disruptive, you have something advertising can’t buy. You have news value.” — @jasonmudd9 “PR helped other people do the talking.” — @jasonmudd9 “You don’t always have to buy attention first. Sometimes the better strategy is to earn it.” — @jasonmudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Prioritizing PR over advertising with Laura Ries | On Top of PR podcast Muck Rack: What Is AI Reading? (May 2026) PR Success Stories: From Struggling Startup to More Than $130 Million in Revenues Additional Resources: 7 ways to build credibility using public relations PR is now the front door to AI discovery Listen to more episodes of the On Top of PR with Jason Mudd podcast Find out more about Axia Public Relations If you like this episode, you're going to love this: The best argument for PR? Surprisingly, it’s AI How public relations changes business outcomes 95% of AI citations come from PR content Recorded: September, 2026
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| Why business acumen is critical for PR professionals today | 01 Sep 2026 | 00:48:57 | |
In this episode, Ron Culp joins host Jason Mudd to discuss why business acumen now outweighs writing skills in PR hiring, the three stages of a corporate PR career, and five practical ways to build business acumen at any career stage. Tune in to learn more! Meet Our Guest: Our guest is Ron Culp, a professional-in-residence at DePaul University and a former corporate chief communications officer. He brings decades of experience across government, corporate communications, public relations agencies, and higher education, where he helps prepare the next generation of PR professionals. Five things you’ll learn from this episode: 1. Three stages of corporate public relations 2. Why business acumen has taken over writing skills as the top thing employers want 3. Five practical ways students and young professionals can build business acumen 4. Why understanding how your company makes money changes the decisions you make 5. Why business acumen matters
Quotables "When what you're doing isn't having any impact on the business, you really have to question it. If you don't, you're gonna start being questioned." – Ron Culp "You just make better decisions if you have a sense of what the business is all about." – Ron Culp "Good writers are good thinkers, always has been the case, and good writers can be trained." – Ron Culp "If we can't figure out how they make money, then I'm not sure we can be the trusted strategic partner that we need to be." – Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Ageism in the workplace: Hiring bias, careers, and the future of work How trusted strategic advisors influence leaders Additional Resources: Marketing leaders are reframing reputation management as a revenue strategy Traditional PR doesn’t work anymore How to turn social and reputation management into a revenue operating system Listen to more episodes of the On Top of PR with Jason Mudd podcast Find out more about Axia Public Relations If you like this episode, you're going to love this: How public relations changes business outcomes How communications professionals shape business success Maximizing Agency Partnerships with Mark Riggs Recorded: August, 2026
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| AI can synthesize your data. It can't tell you what matters. | 24 Aug 2026 | 00:50:26 | |
In this episode, Jessica Barber Scott joins host Jason Mudd to discuss how public relations professionals can move beyond impressions and advertising value equivalency to measure outcomes and impact, build measurement frameworks around business objectives, and use AI without losing the human judgment a CFO relationship requires. Tune in to learn more!
Meet our guest: Our guest is Jessica Barber Scott, a senior communication professional with 15 years of experience across regulated financial services, state government, and higher education. She is a PRSA Silver Anvil Award winner for crisis communication and has advised C-suite leaders at organizations including TIAA, Corebridge Financial, and EverBank. Five things you’ll learn from this episode: 1. Why AVE still shows up in reporting and what it costs you 2. How to climb the three tiers of PR measurement (outputs, outcomes, and impact) 3. Why your measurement framework should start with the business objective, not the data 4. Four moves that change the dynamic of any CFO budget meeting 5. What AI can do for measurement and what it can’t replace
Quotables “The numbers are getting smaller as the work gets credible.” — Jessica Scott “Come in with the data. Not with an apology, with data.” — Jessica Scott “AI can pull faster. It can synthesize more broadly. It can find patterns across data at a scale that really no human team can match. But what it can't do is tell you whether you're measuring the right thing in the first place.” — Jessica Scott “Getting media coverage is not a result. It's an output of the work and the effort that you made.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Additional Resources: The 3 biggest PR measurement mistakes 5 metrics you should measure in PR Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: What you should be measuring in your PR campaigns with Johna Burke Barcelona Principles 4.0: How to measure PR effectively with AMEC CEO Johna Burke The power of PR measurement with Katie Delahaye Paine Recorded: August, 2026
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| Applying leadership frameworks to AI | 04 Aug 2026 | 00:45:59 | |
In this episode, Ken Jacobs, principal of Jacobs Consulting & Executive Coaching, joins host Jason Mudd to discuss how communications leaders can apply proven leadership principles to AI adoption. Tune in to learn more! Meet our guest: Our guest is Ken Jacobs, principal of Jacobs Consulting & Executive Coaching. Ken helps public relations, communications, and marketing leaders become more effective and inspiring leaders through executive coaching and consulting. Before launching his consulting practice, he spent 25 years in leadership roles at leading PR agencies. He also hosts Taking the Lead, a leadership video podcast, and writes the quarterly Taking the Lead column for the Public Relations Society of America's Strategies & Tactics publication. Five things you’ll learn from this episode: 1. How courageous leaders embrace AI 2. Why every organization needs AI guardrails 3. How leaders can build AI confidence 4. Why listening leads to stronger teams 5. How AI and human judgment work together
Quotables "If you're not already deep in AI, you're behind, but it's also never too late." — Ken Jacobs “Walk the walk, not just talk the talk.” — Ken Jacobs “True leaders update their knowledge and fluency.” — Ken Jacobs “You as a leader have to be able to ask the right kind of questions.” — Ken Jacobs "Hire smart people and get out of their way." — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Jacobs Consulting & Executive Coaching website How to stay ahead of AI in communications and marketing Four leadership tips to guide you through uncertain times Additional resources: What sources feed generative AI answers? What Google AI Mode means for your PR and media strategy How are AI tools changing PR jobs? Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: The best argument for PR? Surprisingly, it's AI 95% of AI citations come from PR content Managing communications and PR in the AI era Embedded AI: The future of PR and communication workflows Recorded: July, 2026
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| Managing communications and PR in the AI era with Brenda Duran | 28 Jul 2026 | 00:45:58 | |
In this episode, LA County communications leader Brenda Duran joins host Jason Mudd to discuss how to manage communications and public relations in the AI era through trust and authentic storytelling. Tune in to learn more! Meet Our Guest: Our guest is Brenda Duran, director of external affairs at the Los Angeles County Justice, Care and Opportunities Department. An award-winning public affairs and communications executive with more than 12 years of experience, Brenda specializes in crisis communications, community engagement, and building trust through authentic storytelling. A former journalist, she brings a unique perspective on how public institutions can communicate with transparency, empathy, and impact. Five things you’ll learn from this episode: 1. The rise of AI in public relations 2. Building trust in a digital-first world 3. Leading communications during high-stakes moments 4. The power of authentic storytelling 5. The future of communications leadership Quotables “[AI] is not there to replace anything; it's more to enhance what we're already doing.” — Brenda Duran “Trust isn't really built in with one campaign. It's earned through repeated reliable communication over time.” — Brenda Duran “AI definitely cannot replace some fundamental things like strategic thinking, relationship building, emotional intelligence, ethics and cultural understanding. Those are things that no machine will ever be able to take from us.” — Brenda Duran “We need to become AI literate, but you have to also remain human-centered.” — Brenda Duran “We still have to be trusted strategic advisors, lead with strategy, lead with empathy and humanity, and just make the right choices of what's good and what's ethical for the marketplace.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: From newsroom to PR: Journalists making the switch Transition from journalism to PR Additional Resources: AI in PR: Transforming communication strategies The emerging role of AI in public relations How to speak with clarity and authority during a crisis Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: The best argument for PR? Surprisingly, it's AI When a crisis hits, say this or stay silent Effective crisis communications Recorded: July, 2026
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| How public relations changes business outcomes | 14 Jul 2026 | 00:08:34 | |
In this solocast, On Top of PR host Jason Mudd discusses how public relations drives awareness, credibility, trust, and demand to create measurable business outcomes beyond media coverage. Tune in to learn more! Five things you’ll learn from this episode: 1. Why organizations should measure PR by business outcomes instead of media outputs 2. How awareness can remove growth barriers for great products and services 3. Why earned media builds credibility that influences customer behavior 4. How visibility creates demand through real-world business examples 5. What marketing leaders should ask when evaluating PR performance
Quotables “Organizations invest in PR because they want business results.” — @jasonmudd9 “The game didn't change; awareness changed.” — @jasonmudd9 “Awareness gets attention, credibility earns trust, and trust influences behavior.” — @jasonmudd9 “Public relations isn't magic, but when it's aligned with business objectives, it can be a powerful driver of business outcomes.” — @jasonmudd9 “Awareness influenced credibility. Credibility influenced demand, and demand influenced business outcomes.” — @jasonmudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Contact info and resources: How the power of PR saved Twister PR Success Stories: From Struggling Startup to More Than $130 Million in Revenues PR Success Stories: Media Coverage for HeadBlade Creates $25,000 in Website Sales Axia Case Study Foundation Financial Group Additional Resources: 7 ways to build credibility using public relations 5 ways PR can generate buzz for your business Listen to more episodes of the On Top of PR with Jason Mudd podcast Find out more about Axia Public Relations If you like this episode, you're going to love this: 3 ways franchisors can use PR to grow their company with John Hewitt Recorded: June 15, 2026
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| How trusted strategic advisors influence leaders | 07 Jul 2026 | 00:49:51 | |
In this episode, James (Jim) Lukaszewski joins host Jason Mudd to discuss how to influence leaders through trust, candor, and strategic communication. Tune in to learn more! Meet our guest: Our guest is James (Jim) Lukaszewski, president and CEO of The Lukaszewski Group. Jim has advised business leaders through crises and high-stakes situations for more than five decades. He shares practical strategies for becoming the trusted strategic advisor leaders rely on when making important decisions. Five things you’ll learn from this episode: 1. Why trusted advisors begin by understanding leadership challenges before communication challenges 2. How candor helps build credibility with executives 3. The Three-Minute Drill for presenting strategic recommendations 4. Why offering options instead of conclusions leads to better leadership decisions 5. How studying leadership helps communicators become more influential advisors Quotables “All problems are management and organizational problems before they are any other kind of problem.” — Jim Lukaszewski “You have to start where the person you're advising is, not where you think the solution is.” — Jim Lukaszewski “Management happens in real time.” — Jim Lukaszewski “Anybody who can offer three perspectives or useful concepts about any problem the boss is facing is a valuable person.” — Jim Lukaszewski “Your highest and best use … is being a trusted advisor to leadership.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: James E. Lukaszewski on YouTube Pre-order the “Influencing Leaders” book Pre-order Jim’s new book. Email a copy of your receipt to jel@e911.com with the subject line "TOP." Subscribe to Jim’s newsletter. When the book is released in August, you'll receive the handbook by email. Additional Resources: Defining leadership in corporate communications Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: How to be a trusted adviser with Del Galloway When a crisis hits, say this or stay silent Recorded: July, 2026
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| Why PR is the last budget line you should cut (and what happens if you do) | 23 Jun 2026 | 00:28:31 | |
In this episode, Heidi Howell joins host Jason Mudd to discuss why organizations should think twice before cutting PR during economic uncertainty. They explore the connection between reputation, recruiting, employer branding, visibility, trust, and revenue growth. If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources:
Additional Resources:
If you like this episode, you're going to love this:
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| Inside the newsroom: Media relations advice from a former CNN producer | 16 Jun 2026 | 00:56:50 | |
In this episode, former CNN producer Tiffany Anthony joins host Jason Mudd to discuss media relations best practices, newsroom operations, and journalist preferences. Tune in to learn more! Meet our guest: Our guest is Tiffany Anthony, a communications and storytelling professional and former CNN cross-platform producer at Warner Bros. Discovery. With more than 18 years of experience in broadcast, digital, and social media, Tiffany has helped shape high-impact stories and audience engagement strategies while working inside local and national newsrooms. Five things you’ll learn from this episode: 1. Why strong media relationships still matter, even when newsworthiness comes first 2. Common media pitching mistakes that damage credibility with journalists 3. How to effectively follow up with reporters without becoming a nuisance 4. Why understanding newsroom operations improves media relations success 5. How changing newsroom dynamics and audience behaviors are reshaping media relations Quotables “Relationships matter a lot when it comes to newsrooms as well as with PR. Basically, you don't want to be a stranger.” — @Tiffany Anthony “You need to consume news yourself. You need to know what's going on.” — @Tiffany Anthony “It is not always about the fastest anymore. It's about the most accurate, the most in-depth, the most personal.” — @Tiffany Anthony “You have to grab the reporter's attention, just like we have to grab the viewer’s attention. And you have to do it quickly because people will lose interest; reporters will lose interest.” — @Tiffany Anthony “Every touchpoint should add value to the relationship. Every touchpoint should be another piece of insight.” — @Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: From newsroom to PR: How journalists can successfully make the switch Additional Resources: What strong media relations actually look like The best and worst media relations efforts from public relations professionals The 4 R’s of media relations: Responsive, resourceful, rapid, and respect Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: Advanced AI media relations strategies for public relations How to improve your media pitches with Jason Mudd of Axia Public Relations Media relations best practices with Axia
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| The best argument for PR? Surprisingly, it's AI | 09 Jun 2026 | 00:13:52 | |
In this solocast, On Top of PR host Jason Mudd explains why earned media now drives visibility in ChatGPT, Gemini, Claude, and AI search. Five things you’ll learn from this episode: 1. Why earned media is the primary driver of visibility in AI-generated search 2. How ChatGPT, Gemini, and Claude determine which brands to recommend 3. What the 2% pitch overlap statistic means for PR and marketing teams 4. Why media velocity and recency matter more than one big placement 5. What to do right now: three actions to strengthen your brand's AI visibility
Quotables “Earned media is what AI trusts.” — @jasonmudd9 “The right earned media in the right outlets at the right frequency is the primary lever for brand visibility and AI-generated search. Not one of the levers, it's the primary lever.” — @jasonmudd9 “The brands that figure this out first are going to own the narrative inside the AI tools their buyers are already using every day.” — @jasonmudd9 “99% of links cited by AI come from unpaid media.” — @jasonmudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Contact info and resources: Muck Rack: Earned media still drives 84% of AI citations Gartner: Predicts 2026: Top Predictions to Inform 2026 Comms Strategies Additional Resources: Why earned media is so powerful in the age of AI and GEO Why AI tools now rely on earned media How earned media gets AI to remember your brand Listen to more episodes of the On Top of PR with Jason Mudd podcast Find out more about Axia Public Relations If you like this episode, you're going to love this: The PR playbook for getting recommended Embedded AI: The future of PR and communication workflows How to stay ahead of AI in communication and marketing Recorded: June 06, 2026
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| The secrets every professional speaker knows (that you don't) | 02 Jun 2026 | 00:43:27 | |
In this episode, Matt Mosich joins host Jason Mudd to discuss what separates professional speakers from aspiring speakers. From storytelling and stage presence to preparation, mindset, and memorable messaging, Matt shares practical insights from years of coaching executives, founders, and business leaders.
Meet our guest: Our guest is Matt Mosich, president and owner of The Mosich Group. Matt is a communication and speaker coach for executives, founders, and their teams. He helps clients prepare for and build keynotes, board presentations, podcasts, and media interviews. Five things you’ll learn from this episode: 1. Why every point needs a story and every story needs a point 2. How great speakers collect stories from everyday experiences 3. Why audiences remember sentences, not speeches 4. The hidden preparation behind seemingly effortless presentations 5. How to use nerves as an advantage instead of trying to eliminate them
Quotables “There are probably thousands of people out there who can speak on your topic. They might have the exact same conclusions that you do. The only difference is how you arrived at them.” — Matt Mosich “The best speakers aren't more creative. They're better at noticing and writing down what everyone else walks past.” — Matt Mosich “People remember sentences, not speeches.” — Matt Mosich “Our mindset is how we observe the world; it's how we live our experience.” — Matt Mosich “You have to show up as a professional in order to get paid like a professional.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Additional Resources: Axia Public Relations’ SpeakersBureau service Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. The right way to apply for a speaking engagement Don’t let your superstar company speaker go unnoticed; promote today! If you like this episode, you're going to love this: Embracing the power of “No” and storytelling How company executives can become powerful keynote speakers How to become an excellent TEDx speaker
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| From newsroom to PR: How journalists can successfully make the switch | 25 May 2026 | 00:47:18 | |
In this episode, CNN producer Tiffany Anthony joins host Jason Mudd to discuss one of the most talked-about career pivots in media today — journalists transitioning into public relations and corporate communications. Tune in to learn more! Meet our guest: Our guest is Tiffany Anthony, cross-platform producer at CNN/Warner Brothers Discovery. Tiffany is a communications and storytelling professional with 18+ years of experience crafting clear, high-impact narratives across broadcast, digital, and social platforms. She has led messaging for high-stakes news and major public-facing initiatives, with a focus on audience engagement, clarity, and collaborative leadership. Five things you’ll learn from this episode: 1. Why journalists are uniquely positioned to succeed in PR and corporate communications 2. How newsroom experience strengthens media relations, storytelling, and strategic communications 3. How former journalists can position their skills and experience to stand out in today’s PR job market 4. How AI, applicant tracking systems, and evolving hiring practices are changing communications careers 5. Why companies increasingly value journalists who understand newsrooms, audiences, and compelling stories Quotables “You always have to learn to adapt and evolve.” — Tiffany Anthony “Some of the best stories are about people and interesting people. It’s not just about a product.” — Tiffany Anthony "People want people's stories. They want to connect emotionally with stories. And I think a lot of companies forget that and lose sight of that." — Tiffany Anthony “You have to be willing to say, ‘I’m no longer a journalist. I’m now a corporate storyteller.’” — Jason Mudd "If you don't tell them, you won't sell them." — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Public Relations Employment Statistics by BLS.gov Additional Resources: 6 ways agency work provides the best work experience Top 6 questions public relations students ask us about the PR industry Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: Transition from journalism to PR with David DeCamp Behind the mic with Jason Mudd: An Ask Me Anything special solocast on PR and Axia’s beginning Networking without an agenda: The key to career longevity
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| Advanced AI media relations strategies for public relations | 19 May 2026 | 01:09:09 | |
In this episode, Qwoted’s Shelby Bridges joins host Jason Mudd to discuss how AI, shrinking newsrooms, and faster news cycles are reshaping modern media relations and earned media strategies. Tune in to learn more! Meet our guest: Our guest is Shelby Bridges, director of customer success at Qwoted. Shelby works at the intersection of PR, media, and technology, helping communicators build stronger relationships with journalists through smarter, more strategic data usage and platforms like Qwoted. She leads training, demos, and user initiatives that support agencies and brands in a fast-moving media landscape. Five things you’ll learn from this episode: 1. Why modern news cycles now behave like breaking news by default 2. How shrinking newsrooms are increasing pressure on journalists and PR teams 3. Why responding within 48 hours significantly increases placement success 4. How AI is changing pitching, and why similarity is becoming a problem 5. Why diversification of angles and sources is critical for credibility
Quotables “All news is almost breaking news now. It has to be told immediately and as quickly as possible because somebody else is already writing it.” — Shelby Bridges “The people who are responding within the first 48 hours are the ones that are winning.” — Shelby Bridges “Everybody should be able to use AI to pitch — but not to falsify data, personas, or companies.” — Shelby Bridges “What journalists need is something that stands out and isn’t generic.” — Shelby Bridges “If people in the room all look like you, you're not going to hear as good or thoughtful storytelling and insights as you might want.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Additional Resources: Journalist PR responses under 3% for third straight quarter Journalists don’t want AI-generated commentary (and what to give them instead) Top PR pros share their tips for earning U.S. media coverage The best and worst media relations efforts from public relations professionals How to use media relations strategically to boost SEO Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: Making your media pitches stand out The 4 R’s of media relations: Responsive, resourceful, rapid, and respect Media relations best practices
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| When a crisis hits, say this or stay silent | 12 May 2026 | 00:44:37 | |
In this episode, University of Memphis expert Michele Ehrhart joins host Jason Mudd to discuss crisis communication, leadership preparedness, reputation management, and how organizations can navigate high-pressure situations with clarity and confidence. Tune in to learn more! Meet our guest: Our guest is Michele Ehrhart, senior vice president and chief marketing and communications officer at the University of Memphis. Michele is a crisis communications expert with three decades of experience in corporate affairs, executive communications, and PR strategy. Five things you’ll learn from this episode: 1. Why crisis preparation must happen before a crisis occurs 2. How leaders can use “what if” scenario planning to prepare for high-risk situations 3. Why silence can be a strategic communication choice depending on context 4. How reputation is built slowly but can be damaged quickly during a crisis 5. Why defining roles and responsibilities in advance improves crisis response execution Quotables “The day you have a crisis should not be the first day you've thought about what you'll do.” — Michele Ehrhart “Planning the work and working the plan.” — Michele Ehrhart “Silence is a strategy. If the story isn't yours, don't talk about it.” — Michele Ehrhart “The brand is what you put out there; reputation is what they think of you.” — Michele Ehrhart “When PR is at its best, it's building a reputation for your company — just not visibility, but also the reputation. You could have great visibility, but it's not positive.” – Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More About Michele Ehrhart Michele Ehrhart is a crisis communications expert with three decades of experience in corporate affairs, executive communications, and PR strategy. After 22 years with FedEx, she now serves as the University of Memphis's senior vice president and chief marketing and communications officer. She is a bestselling author, speaker, and industry expert helping leaders navigate crises with confidence and clarity. Guest’s contact info and resources: Get the “Crisis Compass: How to Communicate When It Matters Most” book Axia’s Reputation Restoration service Additional Resources: How to recover from a PR crisis and manage your reputation What is reputation management? Build a crisis communication plan that works fast Question-based crisis communication: What leaders miss online How to build a crisis-resilient marketing and communication plan
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| How PR influences recruiting, retention, and workforce quality | 05 May 2026 | 00:08:27 | |
In this solocast, On Top of PR host Jason Mudd dives into how PR shapes recruiting, retention, and workforce quality through reputation. Tune in to learn more! Five things you’ll learn from this episode: 1. How candidates evaluate your reputation before your careers page 2. Why PR influences recruiting outcomes before HR gets involved 3. The role of visibility, credibility, and interpretation in hiring decisions 4. Why employer brand perception is formed in search and media results 5. How PR reduces hiring friction and improves talent quality
Quotables “Candidates don't start with your careers page; they start with your reputation.” — @jasonmudd9 “Your careers page doesn't create perception. It confirms or contradicts what they already perceive or believe.” — @jasonmudd9 “Recruiting is a reputation-driven system.” — @jasonmudd9 “PR didn't create demand; it removed the friction that prevented their growth.” — @jasonmudd9 “Public relations doesn't just influence how customers see you, it influences who wants to work for you, who shows up, and how they perform.” — @jasonmudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Contact info and resources: LinkedIn Talent Solutions - Employer’s brand matters Glassdoor - Employer Branding 101: Why, How and Proven ROI Additional Resources: Case study: Improving a company’s recruiting How to turn award wins into long-term assets Warning signs your online reputation management is failing How to improve your company’s Glassdoor reviews Find out more about Axia Public Relations. Axia Public Relations resources Listen to more episodes of the On Top of PR podcast. If you like this episode, you're going to love this: Job search and hiring tips with Nicole Balsam Navigating PR and communications hiring with Brooke Kruger Networking without an agenda: The key to career longevity
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| Stop agency pitches: Build better client partnerships | 28 Apr 2026 | 00:54:02 | |
In this episode, Brand Revolt’s Camden Bernatz joins host Jason Mudd to discuss why traditional agency pitches often fail, how clients can build better partnerships, and why diagnosis must come before solutions. Tune in to learn more! Meet our guest: Our guest is Camden Bernatz, creative director and strategist at Brand Revolt and author of “Stop Asking for Pitches: 10 Rules to Fix the Client-Agency Relationship.” Once drawn to psychiatry, he now applies that same curiosity to branding, helping organizations diagnose challenges and build stronger brands. Five things you’ll learn from this episode: 1. Why traditional agency pitches often prioritize performance over real problem-solving 2. Why diagnosing the problem must come before prescribing any solution 3. How treating agency relationships as strategic investments improves outcomes 4. How shifting from vendor transactions to partnerships leads to better results 5. What a true client-agency partnership looks like in practice Quotables “You want that agency that helps you develop the brief [to] help you figure out what we actually need. What are we trying to accomplish? What would success look like?” — Camden Bernatz “The reason you have a need for an RFP or to hire a firm and hire an agency is because you don't totally know what you need.” — Camden Bernatz “It’s just having things on the table early, talking about like, ‘We think that you're prescribing something that's going to cost more than you say you have money for.’” — Camden Bernatz “There's a difference in the way it feels to spend money on an agency versus spending the money with the agency.” — Camden Bernatz “Your agency is like an engine to fuel as opposed to a resource to drain. You will treat it differently, and they will perform differently.” — Camden Bernatz “Buying agency services is about buying a creative class of expertise, experience, guidance, and consulting that is much different than buying staples, pencils, and other supplies.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: “Stop Asking For Pitches: 10 Rules to Fix the Client-Agency Relationship” book The Win Without Pitching Manifesto Clients behaving badly: Video store, hair salon haggling Additional Resources: 7 steps to working effectively with your PR firm Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: Hiring a PR agency with Shannyn Lee
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| Behavioral science secrets behind top brands | 21 Apr 2026 | 00:43:46 | |
In this episode, Richard Shotton joins host Jason Mudd to discuss the behavioral science behind some of the world’s most successful brands and how to apply those principles in marketing and PR. Meet our guest: Our guest this episode is Richard Shotton, founder of Astroten. Richard is a behavioral scientist and best-selling author of “The Choice Factory,” “The Illusion of Choice,” and “Hacking the Human Mind.” He specializes in applying behavioral science to marketing and works with global brands to solve real-world challenges. Five things you’ll learn from this episode: 1. Why what people say influences them vs. what actually drives behavior 2. How “effort storytelling” can increase perceived product value 3. Why simplicity in messaging increases perceived intelligence and trust 4. How timing and “fresh start” moments influence behavior change 5. Why social proof remains one of the strongest drivers of decision-making
Quotables “Behavioral science is what people say influences them and what actually influences them. They are wildly different.” — Richard Shotton “If you ever need someone to make a really big change in their life, don't target them randomly.” — Richard Shotton “The more effort that goes into something, the better it is. People have got that as a rule of thumb in their head. And the interesting thing is, the rule of thumb takes on a life of its own.” — Richard Shotton “If you want to convey strong brand values, the argument from Oppenheimer is to speak in a simple, clear way.” — Richard Shotton “The simplest answer is usually the best answer. If it’s focused on one thing, it's clear, easy to digest.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More About Richard Shotton Richard Shotton is a behavioral scientist and founder of Astroten. He is a best-selling author of three books, including “The Choice Factory” and “The Illusion of Choice.” His latest book, “Hacking the Human Mind,” explores the behavioral science underpinning the success of 17 leading brands. He specializes in applying behavioral science to marketing, helping brands like Google solve real-world challenges through consultancy, copywriting, and training. Guest’s contact info and resources: Additional Resources: Earned authority + emotional resonance = brand wins What is social proof, and how is it used in PR? Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: Using psychology to become a better leader Human motivation with Darryl Salerno Re
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| Ageism in the workplace: Hiring bias, careers, and the future of work | 14 Apr 2026 | 00:44:24 | |
In this episode, Carly Roszkowski joins host Jason Mudd to discuss ageism in the workplace, how it affects job seekers over 50, hiring bias, and strategies for multigenerational teams. Tune in to learn more! Meet Our Guest: Our guest on this episode is Carly Roszkowski, vice president of financial resilience at AARP. She leads strategy and outcomes within AARP’s Work and Jobs and Financial Resilience initiatives, helping individuals over 50 strengthen their competitiveness in the labor market and access meaningful employment opportunities. Carly also works to eliminate age discrimination and promote inclusive hiring practices across organizations. Five things you’ll learn from this episode: 1. How ageism in the workplace impacts job seekers and employees over 50 years old 2. The biggest challenges experienced professionals face when seeking new opportunities 3. How department leaders can effectively support and manage multigenerational teams 4. Best practices hiring managers can use to better support experienced talent 5. Practical ways employees and coworkers can help create a safe, inclusive, and high-performing workplace Quotables “AARP is fighting every day to end age discrimination in the workplace and educate consumers, knowing their rights, as well as educating employers on the value that older workers bring to an organization.” — Carly Roszkowski “Networking and knowing someone is still a really great way to start your job search.” — Carly Roszkowski “60% of workers 50 and older have said that they would love to learn new skills for their job or on the job.” — Carly Roszkowski “Research shows that there's increased innovation, increased creativity, better problem solving when you have a mix of ages, mix of different backgrounds, or from different points of view.” — Carly Roszkowski “Mirror the language; reflect the terminology that you see in the job description in your application.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Older Workers are Building Tech Skills Research Additional Resources: How to calculate the true cost of hiring an employee Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: Courageous conversations about diversity, equity, and inclusion Shattering the Six Gender Bias Barriers Still Holding Women Back at Work Recorded: December 10, 2025
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| Embedded AI: The future of PR and communication workflows | 07 Apr 2026 | 00:22:19 | |
In this episode, Muck Rack CEO Greg Galant joins host Jason Mudd to discuss how embedded AI is transforming PR and communications workflows. Tune in to learn more! Meet Our Guest: Our episode guest is Greg Galant, CEO and cofounder at Muck Rack. A returning guest on On Top of PR, he is a leading voice at the crossroads of PR, technology, and media. Greg is also recognized as an early champion of generative engine optimization, shaping the emerging frontier of brand visibility in an AI-driven world.
Quotables
If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources:
If you like this episode, you're going to love this:
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| Why isn’t your press release getting any coverage? | 31 Mar 2026 | 00:16:51 | |
In this solocast, On Top of PR host Jason Mudd dives into why most press releases fail and how to craft news releases that capture attention, clicks, and engagement. Five things you’ll learn from this episode: 1. Five reasons your news release isn’t getting coverage 2. Understanding the move from “press releases” to news releases 3. Common mistakes that cause press releases to be ignored 4. How to write headlines and content that attract attention and clicks 5. Adopting an audience-first mindset to make your news releases effective Quotables “A journalist or reader is asking, ‘Why should I care?’ ‘Why now?’ and ‘Why does this matter now?’ And if you don't answer that in the first few lines of your pitch or your news release, you lose that audience.” — @jasonmudd9 “Safe content doesn't get shared; it gets ignored.” — @jasonmudd9 “Your content now competes in search, AI, and social feeds. Structure matters. You need clear headlines, direct language, and answer-driven content.” — @jasonmudd9 “Shift your mindset from ‘What do we want to announce?’ to ‘What would someone care [about], click, and share?’ Define your audience, validate your angle with data, and write like a journalist.” — @jasonmudd9 “Coverage isn't requested; it's earned. It starts with how you think about the story before writing.” — @jasonmudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Listen to more episodes of the On Top of PR podcast. Find out more about Axia Public Relations. Axia Public Relations resources 1:1 consultations and training with Axia 10 2026 press release tips marketers aren’t going to like Additional Resources: What's the difference between press releases and public relations? What’s the difference between newswire and press release distribution wire agencies? How press releases are powering generative engine optimization and answer engine optimization 3 elements of an effective news release 11 tips to craft engaging press release headlines Should you use a commercial newswire for news release distribution? If you like this episode, you're going to love this: Rethinking press releases with the rise of AI
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| Shaping the future of PR with AI: Insights from Microsoft’s Frank X. Shaw | 24 Mar 2026 | 00:39:41 | |
In this episode, Microsoft CCO Frank Shaw joins host Jason Mudd to discuss how AI is reshaping PR workflows, strategy, and corporate communications. Tune in to learn more! Meet Our Guest: Our episode guest is Frank X. Shaw, chief communications officer at Microsoft. Frank leads global communications strategy, product PR, media and analyst relations, executive and employee communications, and global agency partnerships. He shares insights on how communicators can leverage AI to focus on high-value work and improve efficiency. Five things you’ll learn from this episode: 1. How to identify high-value PR work and apply AI to repetitive tasks 2. Practical AI applications for media monitoring, analyst engagement, and internal communications 3. How autonomous AI agents can enhance predictive insights for communications teams 4. The mindset needed to embrace AI tools without fear of job loss 5. How efficiency gained through AI can drive growth rather than just cost-cutting Quotables “It's not like you can outsource your judgment, but you can augment it.” — Frank Shaw “I don't look at all this technology as something that is going to cut costs. It's going to allow us to do the things that are in front of us that we want to do that we can't get to right now because we don't have the resources and the time.” — Frank Shaw “The mindset has to be one of experimentation, curiosity, trying new things, being willing to fail, at some, grabbing every tool that comes out there and thinking about how we can apply it to the work that we do. “ — Frank Shaw “I think everybody should be experimenting with stuff at home and at work because it's moving really fast, and the way you stay on top of it is just to play.” — Frank Shaw “People say the corporate communication profession has changed over the years. And my argument is it really hasn't changed. We just have better tools. But those same tools require us to be even better practitioners, more strategically minded.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: LinkedIn Learning: Communicator’s Guide to AI Tools and Mindsets for Modern PR and Media course Additional Resources: Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. If you like this episode, you're going to love this: How to stay ahead of AI in communication and marketing
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| Media-first PR in the AI era with Storyblok’s Brandon Watts | 17 Mar 2026 | 00:41:51 | |
In this episode, Brandon Watts joins host Jason Mudd to discuss how to prioritize audience and authenticity in media-first PR during the AI era. Tune in to learn more!
Meet Our Guest: Our episode guest is Brandon Watts, director of PR and communications at Storyblok. With 20-plus years in shaping narratives for startups and enterprise tech, Brandon brings insights from both the media and PR sides. He’s also contributed to Fast Company, Entrepreneur, and Adweek. Five things you’ll learn from this episode: 1. How to adopt a media-first approach in PR during the AI era 2. Why quality matters more than quantity when pitching stories 3. How to put the audience before your PR agenda 4. The power of exclusives and timings 5. Tips for pitching original, AI-proof stories Quotables “The biggest challenge here is when we think of what we're trying to tell, the story we're trying to tell, it's usually always framed through our lens. What do we have to say? What benefit do we get from it? That's a lot of we, me — a lot of self-service focus. So we have to reframe this. If it's media first, it means that it's really media first.” — Brandon Watts “Communication with your pitch is so critical because that's really what helps you to sell it, to make it more broad in terms of who's going to want to listen to that and why.” — Brandon Watts “You have to create the stories that AI can't. And all of that is due to your personal experience, what your company's experiencing, what your team is experiencing, and your customers' lived experiences that cannot be hallucinated, that cannot be made up. That's authenticity.” — Brandon Watts “We use AI just in the right way to help you get more power out of your content creation. So you just have to take that extra bit of time to understand that you can't just prompt and run. You've got to give it context and tweak.” — Brandon Watts “Garbage in, garbage out. If you put bad input into a generative AI app, you're going to get bad output from it.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: How to stay ahead of AI in communication and marketing Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. Additional Resources: AI in PR: Transforming communication strategies AI is transforming PR: What are the risks and benefits? What strong media relations actually look like How to pitch and earn media without breaking news Pitching exclusives by the numbers If you like this episode, you're
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| HARO’s comeback: Modern sourcing for journalists and brands | 10 Mar 2026 | 00:34:55 | |
In this episode, Brett Farmiloe joins host Jason Mudd to discuss the comeback of HARO and smarter PR pitching. Tune in to learn more! Meet Our Guest: Our episode guest is Brett Farmiloe, founder and CEO at Help a Reporter Out (HARO). Brett has scaled startups and worked with global brands, and he helps professionals share their expertise online. His mission is to make knowledge more accessible and human. Five things you’ll learn from this episode:
1. Why HARO was revived and what’s changed since its launch 2. How journalist profiles and “Open to Write” signals improve pitch success 3. Tips for better pitches with fewer blasts to stand out to reporters 4. How HARO is expanding to support journalists beyond sourcing experts 5. How PR pros can measure expert authority instead of vanity placements in the AI era More About Brett Farmiloe Brett Farmiloe is the CEO of Help a Reporter Out (HARO), a platform connecting journalists with sources to create expert-powered content. An entrepreneur and author, Brett has scaled startups, collaborated with global brands, and helped thousands of professionals share their expertise. His mission is to make knowledge more accessible and human online. Quotables “Our goal at the end of the day is to connect journalists with great sources for stories.” — Brett Farmiloe “When sources come to us and they're like, ‘What do I do here? How do I be helpful?’ It's really in the HARO acronym: It's be Helpful, be Authentic, be Relevant, and be On time.” — Brett Farmiloe “Be authentic; don't just use 100% AI, and add your own human expertise to things.” — Brett Farmiloe “What comes around, goes around, and I really think that just being helpful and friendly and nice to people goes a long way.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Guest’s contact info and resources: Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. Additional Resources: 6 tips for using HARO to pitch your story HARO Shifts to Connectively: What does this mean for PR professionals? Authentic PR: Giving it a human touch PR pros have a new way to connect with reporters If you like this episode, you're going to love this: How to improve your media pitches Building relationships with Peter Shankman Making your media pitches stand out with Qwoted Recorded: November 10, 2025
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| How to stay ahead of AI in communication and marketing with Martin Waxman | 23 Feb 2026 | 00:36:28 | |
In this episode, Martin Waxman joins host Jason Mudd to discuss AI’s impact on communications and marketing, why training matters, and how to avoid “AI slop” by pairing AI with real expertise. Meet Our Guest: Our episode guest is Martin Waxman, LinkedIn Learning instructor, adjunct professor at the York Schulich School of Business, and associate director of the Future of Marketing Institute. He writes an AI and digital marketing trends newsletter, delivers hands-on generative AI training workshops, and conducts AI research. Five things you’ll learn from this episode: 1. Why using AI only to offload tasks can lower quality and why thinking first matters 2. What Martin predicted correctly about AI and what surprised him about its rapid adoption 3. How to move beyond basic content generation to strategy and analytics 4. Why subject-matter expertise is critical when using AI for insights and data 5. How leaders can manage hype, train teams, and stay ethical as AI evolves Quotables “Use their brains first so they can start to push themselves and then get AI tools to push them even farther.” — Martin Waxman “We have to prompt AI, but we also have to get AI to prompt us to think about things from a different perspective.” — Martin Waxman “You don't have to go at the pace of AI development, which is really fast, but you need to go at a much faster pace than we as communicators have been used to using.” — Martin Waxman “There's a new term called FOMO, fear of becoming obsolete, which is really real. Because we don't know what we need to learn to do our job successfully. So managing The hype is job number one, figuring out what's new, when it's going to start affecting us, and what can we do to prepare along the way.” — Martin Waxman “AI will take your job if you're the master and commander of it.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More About Martin Waxman Martin Waxman writes a popular AI and digital marketing trends newsletter, delivers hands-on generative AI training workshops, and conducts AI research. He’s a LinkedIn Learning instructor, adjunct professor at the York Schulich School of Business, and associate director of the Future of Marketing Institute. Guest’s contact info and resources: @martinwaxman on X @martinwaxman on Instagram Martin Waxman on Facebook LinkedIn Learning course: Using Generative AI in Public Relations Listen to more episodes of the On Top of PR with Jason Mudd podcast. Find out more about Axia Public Relations. Additional Resources: AI in PR: Transforming communication strategies
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| Exclusives, advances, and embargoes: How to use each ethically in media relations | 10 Feb 2026 | 00:21:23 | |
In this solocast, On Top of PR host Jason Mudd discusses the ethical and practical differences between exclusives, advances, and embargoes and how to use them correctly in media relations. Tune in to learn more! Five things you’ll learn from this episode: 1. The clear differences between exclusives, advances, and embargoes 2. The most common PR mistakes that quietly damage credibility 3. Why advances don’t restrict publication unless you explicitly say so 4. How to structure ethical exclusives without limiting coverage 5. Practical scripts you can use for exclusives, advances, and embargoes Quotables “If you promise a national consumer outlet an exclusive and then you pitch another national consumer outlet the same story, you broke your promise.” — @jasonmudd9 “Reporters don't forget. They may confront you; they may not. They may complain; they may not. But they will remember, so always be honest and ethical in all of your communication.” — @jasonmudd9 “Embargoes work best when your organization has a plan for what happens if the embargo breaks. If you want to use embargoes correctly, you must be precise.” — @jasonmudd9 “This is a critical lesson: Don't rely on terminology alone. Don't assume the other party defines the offer the same way you do.” — @jasonmudd9 “Media relations is not about getting coverage. Media relations is about earning trust, earning credibility, and building relationships that last.” — @jasonmudd9 “If your goal is first-class media relations, the standard is simple. Say what you mean, mean what you say, deliver what you promise.” — @jasonmudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Contact info and resources: Axia Public Relations resources 1:1 consultations and training with Axia If you like this episode, you're going to love this: What journalists want from your media pitch with Jason Mudd, Axia Public Relations Common mistakes publicly traded companies make when working with the news media Getting More Media Coverage by Making Journalists’ Lives Easier
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| Navigating AI ethics in public relations with PRSA CEO Matthew Marcial | 27 Jan 2026 | 00:37:01 | |
In this episode, PRSA CEO Matthew Marcial joins host Jason Mudd to discuss the ethical use of AI in PR and key insights for communicators. Tune in to learn more! Meet our guest: Our episode guest is Matthew Marcial, CEO of the Public Relations Society of America. He leads PRSA’s strategic priorities, focusing on advancing the profession and guiding communicators through emerging challenges, including the ethical use of artificial intelligence. Five things you’ll learn from this episode: 1. The biggest ethical risks with generative AI in PR 2. The “Promise and Pitfalls” principles every PR team should adopt 3. How smart PR teams are using AI without crossing ethical lines 4. PRSA’s role in helping professionals navigate the fast-changing AI landscape 5. Tips for rising PR pros who want to lead the profession forward Quotables “As a leader, you really need to be able to set clear expectations with your team around what the role of AI is and what it is for your organization.” — Matthew Marcial “Being comfortable with that, sharing, and training across your teams is really going to help leverage that (AI) insight and expertise.” — Matthew Marcial “I think that as a communicator, putting out anything that compromises your reputation is going to be a risk.” — Matthew Marcial “We are taking a bolder voice on issues that impact our members, the industry, and the profession.” — Matthew Marcial “The best way to learn is through trial and error.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More about Matthew Marcial Matthew Marcial, CAE, CMP, is the CEO of the Public Relations Society of America, the nation’s leading organization for public relations and communications professionals. Appointed in March 2025, he leads PRSA’s strategic priorities, focusing on advancing the profession, supporting member growth, and navigating emerging challenges, such as the ethical use of artificial intelligence. With more than 20 years of association leadership experience, Matthew is a frequent speaker on ethical leadership and professional development and has recently led sessions across PRSA’s regional districts on the organization’s AI Ethics Guide for PR professionals. Guest’s contact info and resources: PRSA’s Promise and Pitfalls: Ethical AI Guide PRSA’s Membership | Promo Code for Listeners: PRPROD25 Axia’s PR Scholarship in collaboration with the PRSA Foundation Additional Resources: How PR pros are using AI today
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| Barcelona Principles 4.0: How to Measure PR Effectively with AMEC CEO Johna Burke | 13 Jan 2026 | 00:30:00 | |
In this episode, AMEC’s CEO Johna Burke joins host Jason Mudd to discuss the Barcelona Principles 4.0 and PR measurement best practices. Tune in to learn more! Meet Our Guest: Our episode guest is Johna Burke, CEO and Global Managing Director at the International Association for the Measurement and Evaluation of Communication (AMEC). With more than 30 years of experience in marketing, PR, communications, and strategy for B2B and B2C organizations, Johna is a global leader in communication measurement and evaluation and a sought-after speaker on PR, media relations, and metrics. Five things you’ll learn from this episode: 1. The 7 Barcelona Principles Explained 2. How to apply the Barcelona Principles 4.0 to measure and evaluate PR effectiveness across channels 3. How AMEC’s Integrated Evaluation Framework can guide planning, measurement, and reporting in your organization 4. Practical ways to use data ethically to build credibility, trust, and impact in communications 5. How professional development and resources from AMEC can strengthen measurement skills and PR strategy
Quotables “When we looked at the Barcelona Principles, because they were rooted in best practice, a lot of them are just making them clearer statements.” — Johna Burke "Supporting the Barcelona Principles, being compliant, helps communicators make a greater value to their organization and gives credibility and reliability to their data." — Johna Burke “It gives you the planning elements, and it is a fill in the text box for what you are doing, starting with your objective and going through to put your activities, your outputs, the outcome, so that when you use this with your team and you put everything in the framework, it also helps you understand which efforts are paid, earned, shared, and owned.” — Johna Burke “Use it as the planning tool as much as you use it as a measurement tool, which arguably, if you're doing measurement effectively, you need to have good concrete planning in place to have those well-defined objectives to know and understand what's working and what's not working.” — Johna Burke If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More About Johna Burke Johna Burke, CEO and Global Managing Director at the International Association for the Measurement and Evaluation of Communication (AMEC), has more than 30 years of experience driving results in marketing, public relations, investor relations, general management, communications, strategy, and operations for B2B and B2C organizations. She is an expert in strategic planning, analytics, research, business growth, and operational efficiency and is a national and international speaker on PR, media relations, measurement, social media, and metrics. With over 20 years of focused experience in B2B and B2C marketing and public relations, Johna is recognized globally for her leadership in communication measurement and evaluation. Guest’s contact info and resources: AMEC’s Barcelona Principles 4.0 AMEC’s Integrated Evaluation Framework If you like this episode, you're going to love this:
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| The PR playbook for getting recommended by AI with Unusual's Keller Maloney | 30 Dec 2025 | 00:42:14 | |
In this episode, Keller Maloney joins host Jason Mudd to discuss why PR drives AI recommendations and how earned media and brand trust shape how AI models talk about brands. Tune in to learn more! Meet Our Guest: Five things you’ll learn from this episode:
Quotables “If you give AI models clear claims, real proof, consistent messaging, they reward your brand like a human reviewer would. You can just do what PR folks have always been excellent at doing, which is building a brand.” — Keller Maloney “The first thing that you need to make sure of when marketing to a customer is awareness. If they don't know you exist, then there's no hope in having them buy your product. The second is specificity, to actually get recommended. When ChatGPT is having a conversation with a specific user about their specific problem, in order for that model to recommend you, they need to know that your product or your solution is the best solution for their user's very specific problem.” — Keller Maloney “The real key is earned media. It’s like convincing a human. Earned media and a corroboration across trusted sources goes a really long way in helping these models find out about your brand and then determine that you are legitimate enough to consider as a recommendation for their customer.” — Keller Maloney “Getting more AI recommendations looks a lot more like PR than anything else.” — Keller Maloney “The things that help an AI model refer to your brand are the same things that help humans refer your brand, which is strong brand presence, earned media trust, and presence across sources.” — Keller Maloney “The best PR work is helping people, educating people. Steve Jobs is famous for saying, ‘Advertising helps with sales, but good PR educates.’” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More about Keller Maloney Guest’s contact info and resources:
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| How brands leverage curiosity to drive innovative thinking with Carla Johnson | 15 Dec 2025 | 00:43:52 | |
In this episode, Carla Johnson joins host Jason Mudd to discuss how brands can use curiosity to drive innovation and ideation. Tune in to learn more! Meet Our Guest: Our episode guest is Carla Johnson, keynote speaker and Innovative Architect at Think Labs. She’s the author of “RE:Think Innovation” and has helped companies like Amazon, Dell, Intel, and Hilton embrace change and generate stronger ideas. Five things you’ll learn from this episode:
How breakthrough ideas form and why you must push past the obvious How to turn “no” into momentum and a steady flow of stronger ideas Why curiosity matters How the “What I Like” and “What I Wish” method improves ideas How fresh perspectives transform PR and communication
Quotables “We all like interesting things. We like stories that are clever, that are memorable, and the more memorable you make that story, the easier it is for somebody to share.” — @Carla Johnson “The beautiful thing about that whole process of coming up with the ideas, sharing the ideas and socializing them, talking about what they could look like, doesn't mean that you'll need that idea right now. But every corporate communicator, PR person, media relations person has needed an amazing idea at a drop of a hat.” — @Carla Johnson “People come to our profession for answers on how to solve something, or ‘How do I tell the story?’ Or ‘How do I fix this situation?’ But oftentimes, this diabolical need to answer the question really limits the creativity and innovative thinking that we're able to put into it.” — @Carla Johnson “When we hear about creativity and innovation, the term we always hear is about connecting the dots. And what we don't think about is in order to have dots to connect, we have to collect those dots.” — @Carla Johnson “If we have unlimited resources, we better be creative and responsible with those resources.” — @Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More About Carla Johnson Carla Johnson helps organizations break out of conventional ways of thinking. She helps teams think bolder so they can create massive momentum and deliver a bigger impact much faster. She’s the author of 10 books, including the bestseller “RE:Think Innovation.” She’s worked with companies like Amazon, Dell, Intel, and Hilton on embracing change and welcoming new ideas. All of this has helped them transform their businesses, get people excited about the work they do every day, and deliver a level of results they never imagined possible. Guest’s contact info and resources: Carla Johnson: Innovation Keynote Speaker (video) Additional Resources: Axia’s Ideate and Innovative Brainstorming Session Ideation and innovation with Duncan Wardle
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| Behind the mic with Jason Mudd: An Ask Me Anything special solocast on PR and Axia’s beginning | 02 Dec 2025 | 01:21:43 | |
In this solocast, On Top of PR host Jason Mudd answers Fernandina Beach High School students’ questions and shares his PR career journey, experiences, and key insights. Tune in to learn more! Five things you’ll learn from this episode: 1. How perseverance helped build Axia into the agency it is today 2. How integrity shaped Jason Mudd’s career, leadership, and long-term reputation 3. Why lifelong learning sets great communicators apart in PR and beyond 4. The value of genuine relationships in public relations, business, and everyday life 5. How setting long-term goals can guide you in owning and running your future business
Quotables “One thing about the profession of public relations, you’re always getting exposure to new ideas and new information. No two days are the same.” — @jasonmudd “My primary goal and aspiration for what I do is to have a great reputation of providing both valuable and helpful services that companies benefit from.” — @jasonmudd “Growing my agency with integrity and having a reputation of giving back so that we can attract the best talent in the profession, as well as attract the best clients and do some of the best work.” — @jasonmudd “In starting a small business, you've got to do what 99% of the people are unwilling to do themselves. And that's hard by itself.” — @jasonmudd “Think about everything long-term. So, whatever you’re doing personally, professionally, think long term about it. Will your future self thank you for what you’re doing today?” — @jasonmudd “Regardless of what profession you pursue, always be learning and improving. So improve your communication skills, both verbally and written. Because at the end of the day, that will apply to any profession you're in.” — @jasonmudd “Your integrity and reputation are essential to your success in life, in business, but also in your personal life. People want to do business with people they like, know, and trust.” — @jasonmudd “The greatest compliment for a small business is probably to get a referral. If you know a small business, don't hesitate to leave them an online review or give them a referral because that is the lifeblood of a small business.” — @jasonmudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. Contact info and resources: Brightway Insurance PR case study Foundation Financial Group PR case study First Coast Community Bank case study Dave & Buster’s PR case study base
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| The future of PR in the age of AI with Agility PR | 18 Nov 2025 | 00:39:41 | |
In this episode, Pragya Dubey, Agility PR’s VP of Global Services & Analytics, joins host Jason Mudd to discuss how AI is reshaping PR, media intelligence, and measurement for smarter, data-driven strategies. Tune in to learn more! Meet Our Guest: Our episode guest is Pragya Dubey, Agility PR Solutions’ VP of Global Services & Analytics. With more than 20 years of experience across three continents, she helps organizations transform media data into meaningful insights that demonstrate ROI and elevate the impact of communications. Five things you’ll learn from this episode:
1. How AI is changing the media intelligence landscape and how we can measure it 2. Ways PR professionals can use AI to make smarter, data-driven decisions 3. What the emerging AI landscape means for PR professionals 4. How to use AI to enhance productivity and creativity in PR 5. How press releases are regaining power as vital tools for AI-driven search visibility Quotables “AI is really reshaping the way we are accessing information and our need for information.” — Pragya Dubey “PR teams can be empowered with more data-driven decisions as opposed to basing their decisions on anecdotes, or an impression, or simply instincts – that’s the biggest shift.” — Pragya Dubey “AI is the assistant that PR never had that can help public relations professionals work smarter.” — Pragya Dubey "The question to ask is how AI is getting its information. AI is getting that information from the web, from Google, Yahoo, all those aggregator websites and media. So if you're not putting yourself out there more and more, you're missing out on that opportunity to be read and analyzed by AI.” — Pragya Dubey “The press release that we all thought was on life support and losing credibility year after year is suddenly the new sexy PR tool that everybody's talking about again and getting excited about.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More About Pragya Dubey Pragya Dubey is Vice President of Global Services and Media Analytics at Agility PR Solutions, where she leads strategy and client success for media monitoring, measurement, and insights. With over 20 years of experience across Canada, the U.S., and India, she specializes in turning complex media data into actionable narratives that demonstrate ROI and drive smarter decision-making. Since joining Agility in 2006, she has helped clients — including Fortune 500s, governments, and nonprofits — align media analysis with strategic goals. Pragya is a passionate advocate for using meaningful metrics to elevate the role of communications. Guest’s contact info and resources: Additional Resources: How generative AI uses earned media coverage (fueling PR’s resurgence) Do news releases influence AI visibility? Google’s AI Mode and the rise of reputation-driven visibility
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| Common mistakes publicly traded companies make when working with the news media – Mark Basch | 04 Nov 2025 | 01:04:24 | |
In this episode, Mark Basch joins host Jason Mudd to discuss the common media mistakes publicly traded companies make. Tune in to learn more! Meet our guest: Our episode guest is Mark Basch, a seasoned business journalist with decades of experience covering publicly traded companies. He provides insights on economics, business trends, manufacturing, real estate, and unemployment, drawing from data releases and press statements. Five things you’ll learn from this episode: 1. Consequences of companies mishandling bad news 2. Best practices for publicly traded companies to work effectively with journalists 3. Why preparation and anticipation are key to effective media interactions 4. Why understanding media evolution is critical for PR 5. The difference between embargoes and advance news, and how to use them strategically
Quotables “When something is happening, it's a good idea to preemptively get together with the key people and have a response ready because one of the things that could happen in today's world is the story is going to be posted online and nobody is ready to respond.” — Mark Basch “Clever is great, but it better be accurate.” — Mark Basch “The headline … is designed to get you to read the story but also should tell you what the story is.” — Mark Basch “If you want to make this newsworthy, if you want to get media coverage about your company, its success and its growth, we've got to have credible indicators of how quickly you are growing.” — Jason Mudd “Always prepare, always assume the worst, and have proper preparations.” — Jason Mudd “Have a plan, but have a plan in case the plan fails of what you're going to do secondarily.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More about Mark Basch Mark Basch is a seasoned business journalist who’s covered publicly traded companies for decades. His reporting focuses on economics, business trends, manufacturing, real estate, and unemployment, drawing regularly from data releases and press statements. Guest’s contact info and resources: Additional resources: The best and worst media relations efforts from public relations professionals How to speak with clarity and authority during a crisis 11 crisis management tactics to avoid or prepare for a PR disaster The 4 R’s of media relations: Responsive, resourceful, rapid, and respect Examples to prepare your company for a crisis 10 steps to prepare your company for crisis Recorded: June 25, 2025
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| Corporate Gifting Done Right with The Expressory | 21 Oct 2025 | 00:40:49 | |
In this episode, Jamie Shibley, CEO of The Expressory joins host Jason Mudd to discuss how to strengthen relationships through thoughtful, strategic corporate gifting. Tune in to learn more! Meet Our Guest: Our episode guest is Jamie Shibley, CEO of The Expressory, a strategic engagement agency helping businesses strengthen relationships through thoughtful, relationship-first strategies. She’s a best-selling author and recognized expert in strategic gifting and relationship marketing, with insights featured on “Entertainment Tonight” and Forbes.com. Five things you’ll learn from this episode: 1. Strategic and themed gift giving for internal and external audiences 2. How to redefine “gifting” beyond presents 3. The three emotional pillars that build strong business relationships 4. Ethical considerations and best practices for corporate gifting programs 5. Why systems and consistency are essential to meaningful engagement
Quotables “To form a relationship with somebody, that person needs to feel three things. They need to feel that you understand them, they need to feel that you validate what's important in their world, and they need to feel that you care.” — Jamie Shibley “You recognize that it's not only the people that you already know and have some sort of relationship with. It's about nurturing the ones you want for the long term as well.” — Jamie Shibley “When your vendor partners feel valued and seen, they will work harder for you.” — Jamie Shibley “Sometimes a gift is your smarts. Sometimes a gift is just something that's simply helpful to someone so you don't have to spend. The budget does not matter.” — Jamie Shibley “We would be better off not sending a gift or not sending a note card to somebody if it has something that has a negative unintended consequence or ramifications.” — Jason Mudd If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. More About Jamie Shibley Jamie Shibley is the CEO of The Expressory, a strategic engagement agency that believes the key to accelerating business growth and profitability in the post-COVID era lies in your ability to maintain personal connections and build emotional loyalty in your relationships. Jamie is the best-selling author of “Relationship-First Strategic Engagement” and is widely respected as a market leader. Her work has been featured on “Entertainment Tonight” and Forbes.com. Guest’s contact info and resources: “Relationship-First Strategic Engagement” book Recorded: June 23, 2025
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| Market Insights Shape PR – Habitat for Humanity | 08 Oct 2025 | 00:29:42 | |
Our Guest: Our episode guest is Amy Dunham, chief communications officer at Habitat for Humanity International. Overseeing the organization’s global brand, marketing, and communications strategy, she helps reach audiences across all 50 U.S. states and more than 70 countries. Amy is a seasoned communications leader passionate about using market insights to shape strategy and strengthen engagement worldwide. Five things you’ll learn from this episode: 1. How to leverage market insights to shape and guide PR strategy 2. The balance of art, science, and passion in effective strategic planning 3. Practical ways communicators can advocate for audiences at the strategy table 4. How messaging and strategy must stay in lockstep to maintain credibility and consistency across audiences 5. How brand perception gaps create opportunities for stronger audience engagement
Quotables “The human brain always absorbs things best in threes. And communications know if you’ve got 15 priorities, you have no priorities. When setting priorities, it has to be a clear way to say yes and to say no. If it doesn’t give you the ability to say no, then it’s not really helping you set a strategy.” — Amy Dunham “You can't have good communication or public relations strategy without messaging. They're in lockstep together.” — @JasonMudd9 “To really stand out in PR, whatever you're doing, is to make sure you're saying things that are provocative, contrary, and have a unique point of view from what everybody else is saying because otherwise, you're just going to blend in and not stand out.” — @JasonMudd9 “It's not a conversation about ‘I know better’ versus ‘you know better.’ It's much more about ‘Here's what the data indicates, and now here's the flexibility to be able to use it in the way that works best in your market.’” — Amy Dunham “It's really through the lens of ‘How can I add value in a way to enable their work?’ rather than to direct how things should get done.” — Amy Dunham If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Amy Dunham Amy leads Habitat for Humanity’s brand, marketing campaigns, and communications efforts across its global footprint in all 50 U.S. states and in more than 70 countries. Before joining Habitat in 2022, she held brand and communications roles at the NCAA, the U.S. Department of Homeland Security, and US Airways. Guest’s contact info and resources: Amy (Kudwa) Dunham on LinkedIn Additional Resources: Should PR pros be storytellers? with Carnival Cruise Line’s Chris Chiames Recorded: May 28, 2025 Our On Top of PR sponsors: Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine Coffee sponsor: Fans like you fuel our efforts through Buy Me a Coffee.
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| 95% of AI citations come from PR content | 22 Sep 2025 | 00:16:26 | |
In this solocast episode, On Top of PR host Jason Mudd discusses why 95% of AI citations come from PR content and how brands can lead with media relations in the age of AI. Tune in to learn more! Five things you’ll learn from this episode: 1. Why 95% of AI citations come from PR-driven content 2. The six types of content AI trusts most for brand visibility 3. How earned media, thought leadership, news coverage, and press releases shape AI search results 4. Why reviews, social media, and web content boost generative discovery 5. Seven steps to ensure your brand and not your competitors gets cited
Quotables “PR has become the front door to artificial-intelligence-powered discovery.” — @JasonMudd9 “PR isn't just part of the marketing mix anymore. It's the backbone of your visibility in 2025, the age of AI.” — @JasonMudd9 “AI is shaping first impressions of your brand, and PR determines what AI learns and repeats back to them.” — @JasonMudd9 “When you combine earned PR content with the supporting signals, you're feeding AI the content it needs to cite your organization.” — @JasonMudd9 “You must feed AI platforms the content they crave that's credible, quotable, and consistent.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Jason Mudd, Axia Public Relations Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more. In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets. Contact info and resources: MuckRack’s Generative Pulse Report AI Platforms: ChatGPT, Perplexity, Google Gemini Review Platforms: Google, Facebook, Yelp, Glassdoor
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| Rethinking Press Releases in the AI Era with Notified | 02 Sep 2025 | 00:36:11 | |
In this episode, Serena Ehrlich joins On Top of PR host Jason Mudd to discuss how AI-powered search engines take data from press releases, and how they decide on what to show their users. Tune in to learn more! Our Guest: Our episode guest is Serena Ehrlich. She’s the go-to-market director at Notified, the parent company of GlobeNewswire, which provides global press release distribution services. Serena helps spread the “good word” of up-to-date, evolving PR strategies to help PR pros navigate an ever-shifting landscape. Five things you’ll learn from this episode: 1. How AI ingests press releases and what sticks 2. How the rise of AI-powered search engines parallels the rise of traditional search engines like Google 3. Who actually reads press releases and why they’re the most important to your business 4. The current and future impact of fake press releases 5. How to build a quality press release that will reach your intended audience
Quotables @4:20 — “When somebody says a press release doesn’t work, the very first thing I think of is, ‘Oh, you don’t know what it’s supposed to do.’” – Serena Ehrlich @13:33 — “Search, social, and AI.” – Serena Ehrlich @22:21 — “If it’s as easy as you and me releasing a press release and having that impact AI, look at the opportunity.” – Serena Ehrlich @25:35 — “I love you guys, but your press releases are terrible.” – Serena Ehrlich @ - “People read in an F pattern. If you don't have images, you’ve lost them” – Serena Ehrlich If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Serena Ehrlich Serena Ehrlich is a veteran professional in the fields of investor relations, public relations, and marketing. She currently serves as the director of product marketing at Business Wire. Over more than 25 years, she has become a trusted authority on emerging communication technologies and strategies, helping guide organizations through evolving trends in media and consumer behavior. Her deep-rooted experience began in advertising, where she honed her understanding of large-scale branding before continuing through two decades in the newswire industry. She has driven successful local, national, and global campaigns for major brands such as Kraft, Kohl’s, Avon, Mattel, and more. Serena transitioned into a strategic go-to-market and social media leadership role, currently serving as the go-to-market director at Notified. Known for her dynamic approach to modern media, she blends content creation, data insights, and format innovation to drive education, advocacy, and revenue. Her philosophy encapsulates this approach: Data + Content + Format = Education + Evangelists + Revenues. A recognized thought leader in the industry, she was named one of the Top 25 Women in Mobile to Watch in 2013 and continues to leverage her prowess across public relations, marketing, and digital evolution. Guest’s contact info and resources: Serena Ehrlich’s previous On Top of PR appearance Additional Resources: Axia's AI policy: 7 responsible pri
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| How Earned Media Fuels PR’s Rise in the AI Era – MuckRack | 18 Aug 2025 | 00:55:12 | |
In this episode of On Top of PR with Jason Mudd, we welcome Matt Dzugan, senior director of data at Muck Rack, to unpack the findings from Muck Rack’s new report, “What Is AI Reading?” Together, they explore how generative AI platforms like ChatGPT and Gemini rely heavily on earned media coverage — especially journalistic content — to shape their responses. Learn why timely, credible PR coverage is more important than ever, how to optimize your brand visibility in AI-driven search, and what PR pros need to do now to stay relevant. Our Guest: Our episode guest is Matt Dzugan, senior director of data at Muck Rack. As a software engineer, he contributes to building tools that help journalists and PR professionals collaborate more effectively. With a strong background in full-stack development, he focuses on creating scalable, user-friendly solutions in the media tech space. Five things you’ll learn from this episode: 1. How generative search engines source answers from earned media coverage 2. How best to influence AI-generated answers in your brand's favor 3. Why credibility is crucial to consumers and generative AI models 4. How much AI will rely on legacy media going forward 5. The importance of earned media and how to use it Quotables “We’re building tools that PR pros actually use and value every day.” — @mattdzugan “Better media outreach starts with better journalist insights.” — @JasonMudd9 “PR is evolving fast. You need the right tools to keep up.” — @mattdzugan “Good PR tech doesn’t replace relationships — it enhances them.” — @mattdzugan If you enjoyed this episode, please take a moment to share it with a professional colleague or friend. You may also share your experience with others, buy me a coffee, or leaving us a quick podcast review. About Matt Dzugan Matt Dzugan is a senior software engineer at Muck Rack, where he helps develop tools that empower journalists and PR professionals to collaborate more effectively. With a background in full-stack development, he brings a thoughtful, systems-oriented approach to building reliable, scalable software that meets the media industry’s evolving needs. His work spans from backend architecture to user-facing features, all designed to enhance the transparency, speed, and efficiency of media workflows. Beyond writing clean, maintainable code, Matt is known for his collaborative mindset and dedication to continuous improvement. He actively engages with cross-functional teams to ensure that engineering decisions align with product goals, and he’s always looking for ways to optimize performance and user experience. At Muck Rack, Matt plays a key role in helping the company scale its platform to support a growing user base while staying true to its mission of supporting a free and sustainable press. Guest’s contact info and resources: Matt Dzugan on X (@mattdzugan) Muck Rack’s website How do generative AI tools like ChatGPT decide which companies to mention?
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| Networking Without an Agenda: The Key to Career Longevity | 12 Aug 2025 | 00:36:20 | |
Daniel Mendez of Collective Measures shares how the importance of early and active networking. Tune in to learn more! Our Guest: Our episode guest is Collective Measures’ Daniel Mendez, vice president of earned and owned media. He is a seasoned public relations and corporate communications professional with more than 17 years of experience leading global strategies in employee engagement, executive visibility, and reputation management across industries such as healthcare, energy, and pharmaceuticals. Five things you’ll learn from this episode: 1. How networking must be intentional and ongoing
Quotables “What you’re trying to do is build relationships” — @DanielMendez If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Daniel Mendez Daniel Mendez is vice president of earned and owned media at Collective Measures, a Minneapolis-based performance marketing agency. With more than 15 years of experience across public relations, content marketing, and media strategy, Daniel helps B2B companies connect PR with business outcomes. At Collective Measures, Daniel works closely with marketing and sales teams to align messaging, support each stage of the buyer journey, and use earned media to drive awareness and credibility in niche markets. His approach bridges strategy and execution, making PR a measurable, impactful part of the demand generation engine. Guest’s contact info and resources: Additional Resources: Navigating PR and communications hiring with Brooke Kruger How public relations impacts company reputation, revenue, and recruiting Corporate comms, PR, and marketing employee turnover and staffing is hurting brands Recorded: May 10, 2025 Our On Top of PR sponsors: Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine. Coffee sponsor: Fans like you fuel our efforts using Buy Me a Coffee.
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| Managing Stress in PR with M.J. Clark | 21 Jul 2025 | 00:38:57 | |
In this episode, M.J. Clark joins host Jason Mudd to discuss how PR pros can manage stress and thrive under pressure by adopting better leadership practices. Tune in to learn more!
Our episode guest is M.J. Clark, vice president at Integrated Leadership Systems. With more than 15 years of experience as an executive coach and leadership consultant, she specializes in helping professionals in high-stress industries like PR thrive under pressure. M.J. supports executives in strengthening communication, setting boundaries, and building emotional intelligence. She’s the author of Leading Through Listening and other books on assertive leadership and workplace wellness. Five things you’ll learn from this episode: 1. Why PR is among the most stressful careers and what you can do about it 2. The five ways people typically respond to stress and how to identify your style 3. Ways to manage stress before it leads to burnout 4. How tools like journaling, affirmations, and body language influence emotional control 5. How assertiveness and boundary-setting help PR pros manage clients Quotables "You don’t realize how much stress you’re taking on when you’re not sharing your thoughts and feelings." — @MJ Clark "PR is high-pressure by nature, but burnout isn’t inevitable." — @MJ Clark "Being a trusted adviser means showing up clearly, confidently, and consistently." — @JasonMudd9 "When we reframe our thoughts, we reshape how we lead and respond under pressure." — @MJ Clark "Assertiveness isn’t confrontation. It’s clarity with compassion." — @MJ Clark If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About M.J. Clark M.J. Clark is the vice president at Integrated Leadership Systems, where she serves as an executive coach, leadership consultant, and trainer. With over 15 years of experience, she helps professionals and organizations manage stress, improve communication, and develop stronger leadership skills. M.J. specializes in guiding executives through high-pressure situations, teaching them how to set boundaries, build emotional intelligence, and communicate with clarity and confidence. She holds a master’s degree in organizational communication from The Ohio State University and authored three books, including “Leading Through Listening.” Her work blends research-based strategies with real-world applications, making her a sought-after speaker and coach across industries. M.J.’s mission is to help leaders thrive under pressure while fostering healthier workplace cultures through assertiveness, trust, and self-awareness. Guest’s contact info and resources: Integrated Leadership System website Additional Resources: Dealing with stress in the public relations industry with Mark Mohammadpour PR professionals are not perfect Our On Top of PR sponsors: Production sponsor:
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| The dirty truth about ‘guaranteed media coverage’ | 08 Jul 2025 | 00:25:44 | |
In this solocast episode, On Top of PR host Jason Mudd discusses why “guaranteed media” isn’t earned and how to protect yourself from misleading PR firms. Tune in to learn more! Five things you’ll learn from this episode: 1. What “guaranteed media coverage” really means — and why it’s rarely earned 2. The differences between earned, placed, contributed, and sponsored content 3. How deceptive firms use fake credibility and vanity metrics to lure clients 4. The true cost of falling for pay-to-play PR, including damaged trust and wasted budgets 5. What questions you must ask before hiring a PR partner to protect your investment
Quotables “If it’s guaranteed, it’s not earned. And if it’s not earned, it’s not PR — it’s advertising.” — @JasonMudd9 “You’re not being pitched to journalists. You’re being pitched to a payment processor.” — @JasonMudd9 “Too many firms are ghostwriting puff pieces and calling it earned coverage. It’s not.” — @JasonMudd9 “Earned media is hard to win, and that’s exactly why it works.” — @JasonMudd9 “You deserve real answers, not marketing spin.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Jason Mudd, Axia Public Relations Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more. In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets. Guest’s contact info and resources: 1:1 consultations and training with Axia Additional Resources from Axia Public Relations Is 'Guaranteed Media Coverage' from PR Firms Too Good to Be True? Can You Get Guaranteed Earned Media Coverage? What Should I Know About Media Relations and Earned Media Coverage Before Hiring a PR Firm?
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| The evolution of remote work with HireMyMom’s Lesley Pyle | 25 Jun 2025 | 00:26:22 | |
In this episode, HireMyMom’s Lesley Pyle joins On Top of PR host Jason Mudd to discuss how remote work is transforming the modern workforce Tune in to learn more! Our Guest: Our episode guest is HireMyMom’s Lesley Pyle, founder and CEO of the platform. She has been connecting small businesses with skilled remote professionals since 2007 and brings over two decades of experience in public relations and entrepreneurship. Five things you’ll learn from this episode: 1. How remote work has evolved from a niche option to a mainstream employment model 2. What today’s professionals are looking for in flexible or freelance roles 3. Why small businesses are embracing remote hiring and the benefits it brings 4. How digital platforms and collaboration tools have removed barriers to remote work 5. Tips for staying relevant, confident, and competitive in a digital-first workforce Quotables “Flexibility is the number-one thing people are looking for. That freedom is like gold.” — @LesleyPyle “Technology has made it easier than ever for businesses to connect with top-tier talent virtually.” — @LesleyPyle “We’ve gone from asking ‘Can this be done remotely?’ to ‘Why wouldn’t it be?’” — @LesleyPyle “Staying engaged in your field, even just a few hours a week, keeps you current and competitive.” — @LesleyPyle “The evolution of remote work isn’t just about where we work — it’s about how we define work altogether.” — @LesleyPyle If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Lesley Pyle Lesley Pyle is the founder and CEO of HireMyMom.com, an online platform that connects small businesses with experienced remote professionals. She launched her first online community for home-based working moms in 1996 and has been a leading voice in the evolution of flexible freelance work ever since. With a master’s degree in public relations and over 25 years of entrepreneurial experience, Lesley understands the shifting priorities of today’s workforce. Through HireMyMom, she empowers professionals to find legitimate remote roles and helps businesses discover top-tier talent outside of traditional hiring models. Guest’s contact info and resources: Additional Resources: How Much Money Can You Save by Working from Home? Products for Your Company’s PR Pro Who’s Working from Home Variety Is the Spice of Business
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| Media intelligence and PR measurement with Meltwater’s Chris Hackney | 09 Jun 2025 | 00:32:59 | |
In this episode, Chris Hackney joins On Top of PR host Jason Mudd to learn how to track, interpret, and leverage media coverage. Tune in to learn more! Our Guest: Our episode guest is Chris Hackney, chief product officer at Meltwater. He brings more than 25 years of experience in B2B SaaS, specializing in media intelligence, PR technology, and communications strategy. At Meltwater, he leads product innovation to help brands navigate complex media landscapes and act on real-time insights. Five things you’ll learn from this episode: 1. What media intelligence is and how it strengthens PR strategy 2. How to turn media monitoring into measurable business insights 3. Why PR professionals must embrace data-driven storytelling 4. Which metrics matter most when evaluating earned media coverage 5. How Meltwater is evolving its tools to meet the needs of modern communicators Quotables “Media intelligence helps you move from reporting what happened to influencing what happens next.” — @ChrisHackney “PR needs to speak the language of the boardroom. That means data, context, and outcomes.” — @ChrisHackney “The goal isn’t more coverage — it’s the right coverage that moves the needle.” — @ChrisHackney “You can’t manage what you don’t measure. And that includes reputation.” — @JasonMudd9 “Media monitoring tools have evolved. It’s time PR pros evolved with them.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Chris Hackney Our episode guest is Meltwater’s Chris Hackney, vice president of enterprise sales. Chris brings nearly two decades of experience in digital media, SaaS technology, and public relations. At Meltwater, he works closely with communications leaders and enterprise organizations to help them gather, analyze, and act on media insights that drive strategic decisions. Chris has a deep understanding of the evolving PR landscape and the growing need for measurement and accountability in earned media. He frequently works with clients to strengthen their media intelligence capabilities and align communications with business outcomes. His insights help brands better understand their reputations, competitive positioning, and media performance in a fast-moving digital environment. Guest’s contact info and resources: 10 steps to prepare your company for crisis Additional Resources: Understanding the differences of PR monitoring, measurement, and evaluation 5 metrics you should measure in PR From crisis to AI, PR may require a pivot but ALWAYS requires a plan How to ethically use AI in public
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| AI storytelling and PR strategy with Egnyte’s Jessica Pantages | 28 May 2025 | 00:32:57 | |
In this episode, Jessica Pantages joins host Jason Mudd to explore how AI is reshaping storytelling and public relations Tune in to learn more! Our Guest: Our episode guest is Jessica Pantages, Egnyte’s chief communications officer. With more than 20 years of experience in aerospace, construction, consumer tech, and agriculture, Jessica leads the global corporate marketing team at Egnyte, a B2B software company focused on collaboration, governance, and AI-enhanced solutions. She brings deep insight into how marketing and PR professionals can responsibly and strategically integrate AI into their communications work. Five things you’ll learn from this episode: 1. How AI is enhancing PR storytelling and content workflows 2. Why marketers must understand prompt crafting and data literacy 3. Ways PR pros can use AI to develop personalized media pitches and optimize translation at scale 4. The importance of AI governance, including style guides, usage policies, and compliance tracking 5. How communications professionals can evolve into “story systems architects”
Quotables “Humans will set the narrative arc and the ethics. Machines will handle the infinite micro stories.” — @JessicaPantages “If you try to avoid AI now, you're just going to find yourself in a heap of trouble in the future.” — @JessicaPantages “Treat AI like any other vendor. You need a usage log, disclosure rules, and a style guide.” — @JessicaPantages “We're just at the beginning of figuring out the prompts that give us usable drafts.” — @JessicaPantages “AI is a great beginning, but a terrible ending. It still needs human oversight.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Jessica Pantages Jessica Pantages is the chief communications officer at Egnyte, where she leads the company’s global corporate marketing and communications strategy. With over two decades of experience across aerospace, construction, consumer tech, and B2B software, Jessica brings a deep understanding of how to connect complex technology with real-world audiences. At Egnyte, she helps teams leverage AI to streamline workflows, enhance storytelling, and maintain brand integrity at scale. Her leadership has been instrumental in navigating major company milestones, including a recent acquisition, and in guiding her team through the evolving landscape of content creation, governance, and digital engagement. Jessica is passionate about blending human creativity with machine insight to shape the future of PR and marketing. Guest’s contact info and resources: 7 Responsible Principles to Guide the Use of AI in Public Relations Additional Resources: On Top of PR podcast episodes How AI is Transforming Strategic Communications AI for Strategy, Measurement, and Monitoring
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| Making your media pitches stand out with Qwoted | 13 May 2025 | 00:48:45 | |
In this episode, Vannyda Thach joins host Jason Mudd to discuss expert strategies for media pitching and journalist relationships Tune in to learn more!
Vannyda Thach is the Head of Media Success at Qwoted. With a background in media relations and digital communications, Vannyda helps journalists find trusted sources and build meaningful relationships through the Qwoted platform. Her experience spans PR campaign management, social media strategy, and work with major entertainment events, including Disney’s “Big Hero 6” premiere. Five things you’ll learn from this episode: 1. Why building relationships (and not just landing placements) is the foundation of good media pitching 2. The difference between cold pitches and media query responses — and how to craft both effectively 3. Best practices for using Qwoted to match sources with journalists quickly and accurately 4. How personalization, clarity, and relevance impact whether journalists notice or ignore a pitch 5. The role of urgency and profile optimization in earning top-tier media coverage
Quotables “You want to be unique. You want to have your own take on the topic.” — @VannydaThach “Remember to call the journalist by their name. If your pitch isn’t personalized, they’ll see right through it.” — @VannydaThach “Pitching media is about being helpful, not selling. Focus on building the relationship.” — @JasonMudd9 “Don’t ghost reporters. Communicate early if something changes. It’s all about respect.” — @JasonMudd9 “Journalists are busy and under pressure. The more complete your profile, the more credibility you have.” — @VannydaThach If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us though Buy Me a Coffee or by leavinging us a quick podcast review. About Vannyda Thach Vannyda Thach is the Head of Media Success at Qwoted, a platform dedicated to connecting journalists with expert sources. Based in Los Angeles, she leads a team committed to supporting media professionals — including journalists, freelancers, podcasters, and producers by facilitating connections with the right experts for their stories, even under tight deadlines. With a journalism and public relations background, Vannyda earned her bachelor's degree in journalism with an emphasis in public relations from California State University, Long Beach. Her career began with roles such as a communications intern at AARP and public relations manager for DisneyExaminer. She later joined Citizen Relations, progressing from a junior account executive to senior account executive, managing PR campaigns and fostering media relationships. At Qwoted, Vannyda leverages her PR experience to assist journalists in finding trusted sources and building meaningful relationships through the platform. She emphasizes the importance of being helpful over selling in media pitching and building genuine connections with reporters. Guest’s contact info and resources: Additional Resources: The Best Media Pitch is a Story That's Already Done
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| What you should know about earning media coverage | 29 Apr 2025 | 00:20:54 | |
In this solocast episode, On Top of PR host Jason Mudd discusses what every company must know about media relations before hiring a public relations firm. Tune in to learn more! Five things you’ll learn from this episode: 1. Media relations is just one part of strategic public relations 2. What makes a story newsworthy 3. What journalists really care about when evaluating your pitch 4. Why relationships don’t guarantee coverage 5. What PR tools you shouldn’t buy until you’re ready
Quotables "Public relations is not only media relations. Media relations isn’t what most people think it is either." — @JasonMudd9 "Earned media must be earned. If someone guarantees coverage, you’re buying ads, not PR." — @JasonMudd9 "The only audience that matters is the journalist’s audience — not your CEO or marketing team." — @JasonMudd9 "Great [news] stories beat great [media] relationships." — @JasonMudd9 "PR is a long-term business strategy — not a one-time campaign or quick win." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us by buying us a coffee or leaving us a quick podcast review. About Jason Mudd, Axia Public Relations Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more. In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets. Guest’s contact info and resources: 1:1 consultations and training with Axia
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| Understanding the creator economy with Penn State’s Bill Zimmerman | 14 Apr 2025 | 00:41:59 | |
In this episode, Bill Zimmerman joins host Jason Mudd to discuss how the creator economy is transforming public relations and marketing strategy. Tune in to learn more! Our Guest: Our episode guest is Bill Zimmerman, a professor in the College of Communications at Penn State University. With a background in journalism and public relations, he recently authored a textbook on the creator economy. His academic work focuses on preparing students for the evolving landscape of influencer marketing, content creation, and digital media strategy. Five things you’ll learn from this episode: 1. Why brands must understand the difference between influencers and content creators 2. The power of evaluating creators’ niche audiences instead of just follower count 3. Why trust, disclosure, and transparency are crucial in influencer partnerships 4. How to build an effective creator brief and why it matters for brand alignment 5. Tools and trends shaping the future of influencer marketing and PR education Quotables “Trust is the currency of the creator economy. It must be earned and maintained.” — @BillZimmerman “A million followers doesn’t mean a million buyers. Engagement matters more.” — @BillZimmerman “Creators are trusted more than institutions because they deliver real talk and transparency.” — @BillZimmerman “You hire a creator for their voice. Over-directing the message kills authenticity.” — @JasonMudd9 “Disclosure isn’t optional. It’s ethical, smart, and legally required.” — @JasonMudd9 “The creator brief is quickly becoming the backbone of successful campaigns.” — @BillZimmerman If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Bill Zimmerman A thought leader in the evolving world of digital media and PR education, Bill authored a textbook on the creator economy and is launching a content creator certificate program at Penn State. His work is helping shape how future PR and marketing professionals approach influencer strategy, creator partnerships, and audience trust in the digital age. Guest’s contact info and resources: Understanding the Creator Economy: Making Digital Media Work for You Additional Resources:
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| Earn Media by Helping Journalists’ Lives Easier with Muck Rack | 01 Apr 2025 | 00:59:23 | |
In this episode, Linda Zebian joins host Jason Mudd to discuss the challenges journalists face in maintaining work-life balance and how PR professionals can better support them. She shares industry insights from Muck Rack, explores newsroom pressures, and offers strategies for improving media relations. Tune in to learn more!
Linda Zebian is the senior director of communications at Muck Rack. She leads internal and external communications strategies across the enterprise. Her work spans across messaging, issues management, media relations, social media, and employee communications. As Muck Rack’s first-ever communications hire, Linda brought extensive experience from The New York Times, where she spent 10 years in various communications roles. She was named a “Woman to Watch” by PRWeek in 2024 and recognized for her leadership in Ragan Communications’ 2023 Top Women in PR list. Five things you’ll learn from this episode: 1. The current state of work-life balance in journalism 2. Key stressors impacting media professionals today 3. How PR professionals can improve relationships with journalists 4. The evolving landscape of newsroom workflows 5. Strategies to support journalists’ well-being and efficiency Quotables "The media industry has changed dramatically, and work-life balance is a bigger challenge than ever." — @LindaZebian "Journalists are under immense pressure. PR pros can help by being mindful of their time and needs." — @LindaZebian "The relationship between PR and journalists should be built on trust, efficiency, and respect." — @JasonMudd9 "Empathy in media relations goes a long way. Understanding journalists' workload can improve PR success." — @LindaZebian "Being strategic and concise in your pitches will make journalists more receptive to your stories." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend, buy us a coffee, or leave us a quick podcast review. About Linda Zebian Linda Zebian is the senior director of communications at Muck Rack, where she leads internal and external communications strategy, including messaging, issues management, media relations, social media, and employee communications. She joined Muck Rack in January 2022 as its first-ever director of communications, bringing a wealth of experience in media and corporate communications. Before working at Muck Rack, Linda spent a decade at The New York Times, where she held various communications roles supporting growth, product, and technology teams. She played a key role in reinforcing the company’s innovation and financial success, driving subscription growth, and strengthening brand affinity. Prior to that, she worked at Consumers Union, managing media relations for Consumer Reports. She began her career as a reporter at Folio before transitioning into conference programming for Red 7 Media. Linda was named a “Woman to Watch” by PRWeek in 2024 and a “Top Woman in PR for Leadership” by Ragan Communications in 2023. She frequently gives guest lectures at Boston University, NYU, and the University of Massachusetts Amherst, and she’s spoken at industry events hosted by The Society of Professional Journalists and NYU. She holds a B.A. in English from Fairfield University and lives in Massachusetts with her husband and two children. Guest’s contact info and resources: &
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