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In this episode, Mark Basch joins host Jason Mudd to discuss the common media mistakes publicly traded companies make.

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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:

Mark Basch on LinkedIn

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 relat

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Jamie Shibley, CEO of The Expressory joins host Jason Mudd to discuss how to strengthen relationships through thoughtful, strategic corporate gifting.

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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:

Jamie Shibley on LinkedIn

The Expressory website

“Relationship-First Strategic Engagement” book

Recorded: June 23, 2025

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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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

Habitat for Humanity website

Fact Fullness by Hans Rosling

Crucial Conversations

Additional Resources:

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this solocast episode, On Top of PR host Jason Mudd discusses why 96% 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 96% 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:

Axia AI Visibility

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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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 pr

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us a text

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.

Tune in to learn more!

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)

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us a text

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

2. Why you must give in a relationship before you can take.

3. Why PR professionals shouldn’t neglect personal branding.

4. The role of PR and communications and how it shapes narratives.

5. The role of community in your career and the impact it has on it.

Quotables

“What you’re trying to do is build relationships” — @DanielMendez

“PR people are amazing at promoting others and telling other people's stories, but we forget to tell our own story.” — @DanielMendez

“The best opportunities that I've ever gotten in my career didn't come from a job board, they came from people.” — @DanielMendez

“People think communications is just sending an email or a poster … It's not. It's so much more than that.” — Jason Mudd

“That personal brand is what people remember when they're making decisions about who to bring on board.” — 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.

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:

Daniel Mendez’s website

Daniel Mendez on LinkedIn

Additional Resources:

Navigating PR and communications hiring with Brooke Kruger

How public relations impacts company reputation, revenue, and recruiting

Corporate c

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us a text

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.

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Our Guest:

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:

M.J. Clark on LinkedIn

Integrated Leadership System website

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us a text

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:

Jason Mudd on X

Jason Mudd on LinkedIn

Axia Public Relations

1:1 consultations and training with

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us a text

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:

Lesley Pyle on X

Lesley Pyle on LinkedIn

Lesley Pyle on Facebook

Lesley Pyle on Instagram

HireMyMom website

Additional Resources:

How Much Money Can You Save by Working from Home?

Products for Your

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.