Copper State of Mind: public relations, media, and marketing in Arizona

Abbie and Adrian talk about bridging the gap between what can be measured and what truly matters in communications and public relations.

They discuss how the phrase "what gets measured gets managed"—often wrongly attributed to Peter Drucker—can be misleading since not everything that truly matters can be quantified and counted.

Abbie shares her experiences from earlier in her career, reminiscing about the era of clip books, where the success of PR campaigns was measured by the volume of media coverage, rather than the content or its impact.

They conclude that while measurement tools and technology have certainly advanced, the core challenge remains: identifying the right metrics that resonate with the client’s goals and demonstrate the value of a campaign in achieving business success.

Read the transcript and notes for this episode on our website.

Key Takeaways

• Effective PR measurement requires aligning communications strategy with overarching business goals to accurately assess impact and success.
• Modern tools and analytics enable the measurement of various aspects of PR campaigns, but there is still a challenge in capturing intangible impacts like brand awareness.
• PR & communications professionals must align their measurement strategies with the actual business objectives to demonstrate real value to clients.
• Misalignment between client expectations and PR outcomes can result from failure to ask the right questions at the start of a campaign.
• Continuous dialogue between PR agencies and clients is crucial for demonstrating value and securing long-term partnerships.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

This episode explores how employees can become powerful brand ambassadors, influencing public perception and enhancing brand communication.

Abbie and Adrian discuss findings from a PR Week/Cision study showing that today's audiences increasingly trust employees' voices over paid celebrity endorsements.

This change marks a notable shift in consumer behavior and brand strategy, showcasing the critical role trust plays in modern marketing.

Read the transcript and notes for this episode on our website.

Key Takeaways

• Celebrity endorsements were once the gold standard for advertising, but times have changed significantly.
• Surprisingly, employees are now seen as the most trustworthy and influential representatives of a brand.
• Brands can harness the power of their employees to amplify messages and build trust among consumers.
• The shift in trust from celebrities to everyday employees highlights a major change in consumer behavior and perceptions.
• It's essential for companies to empower employees to share authentic experiences and perspectives on social media.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

The 2025 Comms Report by Cision and PRWeek highlights the significant impact of AI on the PR industry, touching on both the opportunities and concerns AI presents.

Abbie and Adrian discuss how AI is becoming an integral part of their workflows, while also addressing fears about job security and budget impacts. They emphasize the importance of adapting to these changes by equipping oneself with AI knowledge to enhance professional value and ensure a place at the decision-making table in future communications efforts.

Read the transcript and notes for this episode on our website.

Key Takeaways

• AI serves as a powerful tool in PR for brainstorming, research, and content creation, but it should complement rather than replace human professionals.
• There's a growing trend in the industry towards developing proprietary AI tools tailored to specific needs, rather than relying solely on off-the-shelf solutions.
• Embracing AI requires upskilling, with an emphasis on understanding and leveraging technology to retain competitive advantage in PR.
• PR and communications pros need to leverage AI as a tool to enhance their skills and add value, rather than viewing it as a replacement for human expertise in the industry.
• Despite concerns about budget impacts due to AI capabilities, effective communication professionals must demonstrate how they can integrate AI while maintaining the human element essential for strategic insight.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

Abbie and Adrian discuss the backlash against Diversity, Equity, Inclusion, and Belonging (DEIB) programs amidst changing federal policies and ongoing cultural debates. They explore the tension between maintaining an inclusive workplace and the pushback against such initiatives, emphasizing the importance of open dialogue, factual evidence, and continuous learning.

The conversation touches on "merit," the value of diverse voices, and the responsibility of businesses to foster inclusive environments and equitable practices. This episode offers a nuanced exploration of the challenges and opportunities in working together to create a better world.

Read the transcript and notes for this episode on our website.

Key Takeaways

• Diversity is a fact of nature and should be mirrored within workplace environments to promote inclusivity and equity.
• Policy shifts have impacted the traditional DEI landscape, raising questions about meritocracy and representation.
• Systemic biases are pervasive, and acknowledging personal biases is essential for fostering more inclusive spaces.
• Real progress requires open, honest, and sometimes tough conversations about race, equity, and inclusion in society.
• Leaders of companies and non-profit organizations should authentically communicate their stance on DEI issues, reflecting these values in their operations and cultures.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

Abbie and Adrian talk about the 2025 Edelman Trust Barometer report, which reveals rising global grievances and declining trust in institutions. They explore how businesses, governments, and NGOs can rebuild trust amidst economic and social challenges.

The discussion centers on the role of transparent communication, responsible leadership, how generational differences affect perceptions of trust and "hostile activism," as well as what people say institutions should do to improve societal trust.

Read the transcript and notes for this episode on our website.

Key Takeaways

• The Edelman Trust Barometer reveals a global decline in trust across institutions, with grievances rising significantly.
• Business leaders are being called upon to spearhead trust restoration efforts, but this must be a collaborative endeavor involving governments, NGOs, and the media.
• Generational differences exist in perceptions of activism, with younger populations more inclined to view hostile activism as a necessary response to grievances.
• There is a pressing need for transparent and honest communication by institutions to combat misinformation and rebuild public trust.
• Consumers of news must also engage responsibly by seeking diverse perspectives and developing informed opinions.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

It's National Mentoring Month, and Abbie Fink and Adrian McIntyre talk about the transformative power of mentoring and its impact on their personal lives and professional careers.

They discuss the essence of mentorship, emphasizing the importance of both giving and receiving guidance. They reflect on their own experiences with mentors, highlighting how these relationships can profoundly impact one's career trajectory, and they share anecdotes that illustrate how mentors have guided them by teaching them not just what to think, but how to think.

Adrian reflects on key moments in his work in the Middle East and Africa, including his experiences with renowned journalist Christopher Dickey and his work with humanitarian policy and advocacy experts at Oxfam International.

Abbie points out how mentoring can often unfold unexpectedly, deriving immense value from curiosity and active participation that benefits both mentors and mentees. She also touches on the evolving landscape of networking and the need for authentic, meaningful conversations in mentorship.

Ultimately, Abbie and Adrian point out that mentoring is a two-way street, where both parties can learn and grow from each other, fostering lasting relationships that extend beyond formal interactions.

Read the transcript and notes for this episode on our website.

Key Takeaways

• Mentorship doesn't need to be a formal arrangement; the best relationships often develop organically through shared experiences and mutual learning.
• Both mentors and mentees can benefit, as the exchange of knowledge and perspectives sparks growth and insight for all involved.
• Constructive feedback is crucial, providing real-time learning and application opportunities beyond theoretical knowledge.
• Expressing gratitude for the guidance can solidify your relationship with a mentor and encourage continued interaction and mutual support.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

A high-profile legal battle has erupted in Hollywood involving Blake Lively and Justin Baldoni, following allegations of sexual harassment during the production of the film It Ends With Us.

Abbie Fink and Adrian McIntyre talk about the complexities of reputation management in the public relations field, raising ethical concerns around the tactics used by both celebrities and their representatives.

They discuss how these cases reflect broader issues in public relations, particularly the manipulation of media narratives and the potential misuse of reputation management strategies to damage opponents.

The implications of this case extend beyond the individuals involved, touching on the ethical responsibilities of PR professionals and the impact of public perception on personal and professional lives.

Read the transcript and notes for this episode on our website.

Key Takeaways

• The unfolding legal battle between Blake Lively and Justin Baldoni raises ethical concerns for public relations practitioners.
• Public relations can sometimes shift from reputation management to reputation takedown, which is troubling.
• The tactics used in reputation management can have broader implications beyond celebrity culture, affecting public trust in media narratives.
• Crisis communication should prioritize the core of the complaint rather than deflecting attention to peripheral lawsuits and media claims.
• Ethical PR practices should focus on maintaining and elevating client reputations rather than tearing others down.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

The recent $15 million settlement between ABC News and President-elect Trump has sparked significant concern about the future of objective reporting and press freedom.

Abbie and Adrian discuss the implications of this case, exploring how such legal actions can influence journalistic integrity and the delicate balance between business interests and the truth.

They talk about the evolving role of media as both a watchdog and a business, particularly in an environment where ownership is increasingly concentrated among a few powerful individuals.

As the media landscape becomes more fragmented and audiences self-select into echo chambers, the challenge of maintaining impartial reporting intensifies. This raises critical questions about the responsibility of journalists to uphold their mission while navigating the pressures of a changing industry.

Read the transcript and notes for this episode on our website.

Key Takeaways

• The settlement between ABC News and President-elect Trump raises concerns about journalistic integrity.
• As media organizations face financial pressures, maintaining objective reporting becomes increasingly challenging.
• The relationship between media ownership and editorial independence is becoming more complicated in today's landscape.
• The rise of cheap conspiracy theories highlights the high costs of funding real investigative journalism.
• Journalists must navigate pressures from both their employers and the public's expectations of accuracy.
• The fear of lawsuits could lead to self-censorship among journalists, threatening press freedom.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

The holiday season presents unique challenges for communications professionals as we navigate a crowded landscape of messaging and marketing. With many shoppers planning their purchases well in advance—some starting as early as Labor Day—it's crucial for brands and organizations to strategize their communications well ahead of time.

Abbie emphasizes the importance of starting holiday conversations early to ensure messages reach the intended audience amid the noise of competing campaigns.

Abbie and Adrian also discuss the need for sensitivity in holiday messaging, considering the diverse range of celebrations and the emotional complexities many individuals face during this time. Ultimately, the key takeaway is that effective communication during the holidays requires a thoughtful blend of strategy, empathy, and timely outreach to break through the clutter and connect meaningfully with audiences.

Read the transcript and notes for this episode on our website.

Key Takeaways

• The holiday season requires early planning for effective communication and marketing.
• Shoppers are beginning their holiday preparations much earlier, often starting before Halloween.
• Emotional storytelling can be powerful but must avoid manipulation to resonate authentically.
• Nonprofits must engage donors continually beyond just the holiday season to ensure lasting support.
• Culturally sensitive messaging is essential during the holidays, considering diverse celebrations and experiences.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”

The decline of local media outlets in the United States poses significant threats to democracy and community engagement. Abbie Fink and Adrian McIntyre discuss the phenomenon of "news deserts," areas devoid of reliable local news sources, drawing on a comprehensive study by Northwestern University's Medill School of Journalism, Media and Integrated Marketing Communications that tracks the scale and impact of shrinking local journalism.

Adrian and Abbie underscore the consequences of losing local media outlets, such as decreased civic participation, increased political polarization, and the loss of accountability from local governments and institutions.

Abbie emphasizes the need for news literacy, educating communities on the importance of diverse news sources and equipping them with the tools to discern credible local reporting from passive consumption of national clips. Supporting local journalism goes beyond subscribing to local newspapers. It involves participating actively in local media by reading, sharing, and financially supporting credible journalism.

Despite the grim outlook, Adrian points out the resilience and entrepreneurial spirit driving new digital journalism initiatives, including nonprofit organizations like States Newsroom and newsletters like the Arizona Agenda and Tucson Agenda.

Read the transcript and notes for this episode on our website.

Key Takeaways

• The decline of local journalism and the diminishing number of local news outlets has created "news deserts" across the United States.
• Research shows that more than half of the nation's counties have little to no local news coverage.
• Local news is critical for civic engagement; its absence correlates with lower voter turnout, reduced civic participation, and increased political polarization.
• Consumers must support local publications to ensure diverse voices and accurate reporting.
• Investing in local journalism through subscriptions and active engagement is essential to maintain informed communities and foster public understanding and civic responsibility.

Follow the podcast

If you enjoyed this episode, please follow Copper State of Mind in Apple Podcasts, Spotify, or any other podcast app. We publish new episodes every other Friday. Just pick your preferred podcast player from this link, open the app, and click the button to “Follow” the show: https://copperstateofmind.show/listen

Need to hire a PR firm?

We demystify the process and give you some helpful advice in Episode 19: "How to Hire a Public Relations Agency in Arizona: Insider Tips for Executives and Marketing Directors."

Credits

Copper State of Mind, hosted by Abbie Fink and Dr. Adrian McIntyre, is brought to you by HMA Public Relations, a full-service public relations firm in Phoenix, AZ.

The show is recorded and produced by the team at Speed of Story, a strategic communications consultancy for PR agencies and marketing firms, and distributed by PHX.fm, the leading independent B2B podcast network in Arizona.

If you like this podcast, you might also enjoy PRGN Presents: PR News & Views from the Public Relations Global Network, featuring conversations about strategic communications, marketing, and PR from PRGN, "the world’s local public relations agency.”