January 2025 has felt like the longest month ever, probably because I'm here in Los Angeles. As you know, we've been seriously impacted by wildfires. Two entire communities were completely wiped out—just devastation beyond anything you could envision. Truly heartbreaking.

We finally had some much-needed rain this weekend. Outsiders might feel like there's no imminent danger anymore, so it’s okay to move on with pitching and business as usual. But it’s not business as usual.

Let's have a much-needed conversation about it in this week's podcast episode.

Why PR is not "business as usual" during a tragedy

How to navigate pitching and outreach with sensitivity

Steps PR professionals can take to genuinely support affected communities

What NOT to do—avoiding opportunistic or tone-deaf messaging

How to communicate with media contacts during difficult times

This episode is all about leading with empathy, supporting our media contacts and clients, and making PR a force for good in challenging times.