In this episode of PR’s Top Pros Talk, Doug Simon talks to Greg Swan, Senior Partner at FINN Partners, to explore the rise of vibe-based decision-making and what it means for today’s communications leaders. Greg explains how emotion is increasingly driving how audiences consume information and form opinions. They highlight the need to move beyond viewing audiences as a single monolith and explain how AI is transforming the user experience in the process.

D S Simon Media is a recognized innovator in broadcast public relations and the creator of the industry’s first AI-Powered Broadcast Media Tour™. Since 2020, the firm has scheduled and produced more than 5,000 media segments annually, further establishing itself as a category leader. Clients include top brands in healthcare, technology, travel, financial services, food and beverage, consumer goods, entertainment, retail, and non-profits. Celebrating its 40th anniversary in 2026, the firm has won more than 100 industry awards.