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Learn how to effectively work with influencers with our host, Jason Mudd. Jason is the managing partner of Axia Public Relations.

Five things you’ll learn from this episode:

1. Mistakes companies make when working with influencers
2. The difference between an influencer and a spokesperson 
3. The slippery slope of working with influencers who buy followers
4. Why influencers are relevant to B2B brands
5. The value of micro influencers

Quotables

• “Every major influencer and many household brands buy fake (or real) followers.” — @jasonmudd9
• “If you have a million social media followers and half of them are fake, then half of your audience isn’t going to engage with your content at all.” — @jasonmudd9
• “If you’re not getting authentic engagement on social media, the social media algorithm won’t place posts as often.” — @jasonmudd9
• “The more followers an influencer has, the less credibility they can have with their audience.” — @jasonmudd9

About Jason Mudd

Jason Mudd, APR, is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia in July 2002.

Clients love Jason’s passion, innovation, candor, commitment, and award-winning team. In an increasingly tech-forward world, Jason’s grasp of technological demands on companies provides his clients in multiple sectors a unique advantage toward reaching their top audiences.  At Axia, Jason attracts, develops, retains, innovates, and leads top PR talent and clients. He oversees strategic communications for the firm’s national clients and provides high-level consultations to client leadership teams at billion-dollar global brands, both business-to-business and business-to-consumer, including spokesperson training, crisis communications management, analytics, social media, online reputation management, and more. He also speaks frequently to corporations and industry groups and writes about public relations trends and best practices for national businesses.

Jason’s contact info and resources:

• Twitter: @jasonmudd9
• LinkedIn: https://www.linkedin.com/in/jasonmudd/
• Website: https://www.axiapr.com/
• Have a question for Jason?  Email: [email protected]

Additional Resources:

• www.axiapr.com/influencers
• Check a Twitter account for fake followers: Follower Audit
• Check an Instagram account for fake followers: FakeCheck.co

Sponsored by:

• We are thrilled to have Burrelles sponsor our solocast episodes. Thanks to Burrelles for its support. Burrelles has a special offer exclusively for On Top of PR fans. Check it out at

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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Learn how to build a team that will improve a brand’s damaged reputation with our guest Mark Sherwood, Deputy Executive Director of Marketing at Detroit Public Schools Community. He develops and manages annual marketing and communication strategies, staff, budgets, research, competitive analysis and surveys.

Five things you’ll learn from this episode:

1. Why outsourcing work can be more efficient for your marketing department 
2. What it’s like to market a public school district in Detroit 
3. The value of marketing partnerships 
4. How to adapt to several different audiences 
5. The challenge of building a brand  

Quotables

• “As a marketer, if someone tells you they're gonna give you the worst brand possible to turn around and you don't think that that's a challenge that you would want to undertake then, you're probably in the wrong field.” — Mark Sherwood
• “One of the things that I've learned over the years is how to surround myself with key individuals that have unique talents or skill sets.” — Mark Sherwood

If you enjoyed this episode, would you please share it with others and leave us a review?

About Mark Sherwood

Mark Sherwood is a Senior Marketing Executive who brings over twenty years to the table, performed and served both B2B and B2C industries, and has been tasked with establishing in-house agency services in each role throughout his career. Mark believes every decision boils down to creating, establishing, growing, and protecting the brand. When not deep in a "how can I make it better" mindset, Mark enjoys spending time with his wife, enjoying his daughter's artwork as she pursues her degree at NYU, golfing whenever he can, and is still a closet gamer nerd.

Guest’s contact info and resources:

• Mark Sherwood on LinkedIn

Sponsored by:

• 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.
• Burrelles has a special offer for On Top of PR fans. Check it out at burrelles.com/ontopofpr.

About your host, Jason Mudd

On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies.

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

Learn how communicators can be a trusted advisor to their company’s executive team with our guest John Herbkersman. John is a semi-retired senior communications executive who has served as a senior counselor for numerous Fortune 500 executives/companies.

 Five things you’ll learn from this episode:

1. How Jack Welch changed business operations and transparency 
2. Why communications has evolved to be so prominent in the workplace
3. Why transparency with employees creates a better work environment for everyone 
4. How to properly use a communicators’ toolbox 
5. Being a trusted advisor to leadership as a communicator  

Quotables

• “Communications has been prominent at most companies because communicating information to employees allows them to become active in the communities they serve.” — @JohnHerbkersman
• “Communicators have a toolbox of things, but before we take action we need to understand what's the goal, what's the objective? What do we want to accomplish?” — @JohnHerbkersman
• “Always be prepared. Understand what the short term business goals are for your company and the financials.” — @JohnHerbkersman
• “Prepare yourself and write down the 10 to 15, most likely crisis scenarios that can occur at your business. Have talking points ready.” — @JohnHerbkersman
• “If you have an opportunity to meet with your CEO, make sure it's a good meeting.” — @JohnHerbkersman

If you enjoyed this episode, would you please share it with others and leave us a review?

About John Herbkersman

John is a strategic communications and marketing leader with demonstrated, results-driven experience in all facets of corporate communications and strategic planning - including public relations, media relations, reputation management, crisis communications, social media, investor relations, marketing communications, event planning, public affairs, government affairs, community affairs, and more.

Guest’s contact info and resources:

• John Herbkersman on Twitter
• John Herbkersman on Linkedin

Additional Resources:

• Fortune The Greatest Business Decisions of All Time: How Apple, Ford, IBM, Zappos, and others made radical choices that changed the course of business 
• Jack: Straight from the Gut

Sponsored by:

• 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.
• Burrelles has a special offer for On Top of PR fans. Check

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

Learn how you can build and maintain a relationship with a PR agency with our guest Shannyn Lee,  director of coaching at Win Without Pitching. Shannyn spent a decade in senior marketing and communication roles in Fortune 500 companies before moving to a business development leadership role.

Five things you’ll learn from this episode:

1. What clients need to know when hiring the right agency
2. How you can be a good partner to your PR agency 
3. When to walk away from a potential PR agency 
4. How to avoid the procurement when hiring a PR agency 
5. How to have a candid conversation about agency budgets 

Quotables

• “You as the client have so much pressure on you during the day that hiring of a firm to help you with a problem is one of a million things on your plate.” — Shannyn Lee, @WWPitching
• “Employ any and all social capital you have within your organization to avoid procurement when hiring an agency. If you have good relationships with senior executives go make your case for why you don't wanna run this through procurement.” -Shannyn Lee, @WWPitching

If you enjoyed this episode, would you please share it with others and leave us a review?

About Shannyn Lee

Shannyn spent a decade in senior marketing and communication roles in Fortune 500 companies before moving to a business development leadership role at a well-regarded Seattle design firm. She also spent four years at Catapult New Business where she worked with agencies of various disciplines and size, building and leading their business development programs. Her time on the front lines of agency business development coupled with many informative years on the client side, has given Shannyn a unique perspective into what marketers are looking for in agencies and what agencies must be doing in order to compete and win.

Guest’s contact info and resources:

• Winwithoutpitching.com
• Win Without Pitching Youtube 

Sponsored by:

• 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.
• Burrelles has a special offer for On Top of PR fans. Check it out at burrelles.com/ontopofpr.

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

Our episode guest is Kate Warnock, Director of Communications and Brand Strategy at Forcura. She manages all communications and brand efforts for Forcura, a leading SaaS technology company in the post-acute health industry.

Five things you’ll learn from this episode:

1. The benefits of having a company podcast 
2. The challenges of starting a podcast
3. How to promote your podcast
4. If a video or audio-only podcast will work better for you
5. The most important element for a successful podcast or video series

Quotables

• “Depending on the industry you’re in, you need a secure infrastructure to sustain your podcast inventory.” — @mkatewarnock
• “There’s nothing more personal and humanizing than the human voice.” — @mkatewarnock
• “If you interview guests on your podcast, you can drive brand awareness and business for your company.” — @mkatewarnock
• “The platforms today are so user-friendly, it really doesn’t take anybody with any sophisticated knowledge to produce a podcast.” — @mkatewarnock
• “Make your podcast something you can be proud of and that can stand the test of time.” — @mkatewarnock

If you enjoyed this episode, would you please share it with others and leave us a review?

About Kate Warnock

Kate is a health industry nerd having spent her entire career in this sector, first with a large health insurance company, and now in a healthcare technology firm. She is currently the director of communications and brand strategy at Forcura.

Guest’s contact info and resources:

• Kate Warnock on Twitter
• Kate Warnock on Linkedin
• Forcura.com
• Innovate Jax podcast

Sponsored by:

• 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.
• Burrelles has a special offer for On Top of PR fans. Check it out at burrelles.com/ontopofpr.

About your host, Jason Mudd

On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies.

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

Learn the benefits of using commercial newswires and the mistakes companies make when posting their news releases with our host, Jason Mudd. Jason is the managing partner of Axia Public Relations.

Five things you’ll learn from this episode:

1. How commercial newswires work 
2. The benefits of using commercial newswires 
3. When to use a commercial newswire 
4. Why publicly companies need to use commercial newswires 
5. Mistakes companies make when using commercial newswires 

Quotables

• “The primary benefit of using commercial newswires is instantly getting your news story in front of thousands and potentially millions of consumers over night.” — @jasonmudd9
• “A lot of publicly traded companies have to post to commercial newswires for disclosure reasons.” — @jasonmudd9
• “If dollars are limited I would spend more of my time media pitching and picking up the phone and teasing a news release than I would putting a news release on a commercial newswire.” — @jasonmudd9

If you enjoyed this episode, would you please share it with others and leave us a review?

About Jason Mudd

Jason Mudd, APR, is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia in July 2002.

Clients love Jason’s passion, innovation, candor, commitment, and award-winning team. In an increasingly tech-forward world, Jason’s grasp of technological demands on companies provides his clients in multiple sectors a unique advantage toward reaching their top audiences. 

At Axia, Jason oversees strategic communications for the firm’s national clients and provides high-level consultations to client leadership teams at billion-dollar global brands, both business-to-business and business-to-consumer, including spokesperson training, crisis communications management, analytics, social media, online reputation management, and more. 

Guest’s contact info and resources:

• Twitter: @jasonmudd9
• LinkedIn: https://www.linkedin.com/in/jasonmudd/
• Website: https://www.axiapr.com/
• Have a question for Jason?  Email: [email protected]

Additional Resources:

•  10 elements of news and newsworthiness
•  News release engagement tips with Serena Ehrlich

Sponsored by:

• We are thrilled to have Burrelles sponsor our solocast episodes. Thanks to Burrelles for its support. Burrelles has a special offer exclusively for On Top of PR fans. Check it out at burrelles.com/ontopofpr

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

Learn 10 tips on how you can spring clean your website to get ready for summer with our guest Clarissa Schearer, PR Strategist at Axia Public Relations. Clarissa builds and maintains client relationships, shares client messages across news media, and builds brands through web media.

Five things you’ll learn from this episode:

1. How you can improve your company website 
2. How every part of your website reflects back on SEO
3. Why website SEO is important
4. How to increase your website page speed
5. The importance of website accessibility

Quotables

• “Having a website that loads quickly is important because it impacts your company credibility too, so if customers don’t find your website credible, they might not find your services credible either.” - @ClarissaRose728
• “If you’re not keeping up-to-date with your Javascript libraries, you’re putting your website at risk of being attacked.” - @ClarissaRose728
• “If your company is being accused of not following the Americans with Disabilities Act, the first thing a plaintiff’s lawyer will look at is if your website has an accessibility statement.” - @ClarissaRose728

If you enjoyed this episode, would you please share it with others and leave us a review?

About Clarissa Schearer

Clarissa is a PR strategist. She builds and maintains client relationships, shares client messages across news media, and builds brands through web media. Clients love her work ethic and results. 

Clarissa’s contact info and resources:

• Clarissa on LinkedIn
• Axia Public Relations website

Additional Resources:

• Accessibility statement solutions
  • accessiBe
  • UserWay
  • Schedule a free website consultation

Sponsored by:

• 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.
• Burrelles has a special offer for On Top of PR fans. Check it out at burrelles.com/ontopofpr.

About your host, Jason Mudd

On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies.

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

Learn how your company can improve its social media presence with our guest Emily Barrett of Axia Public Relations. Her role is to monitor social media channels and develop unique, innovative, and engaging content.

Five things you’ll learn from this episode:

1. Social media best practices 
2. How companies can improve their social media presence
3. What it means to post natively on a social media platform
4. The importance of boosting and sponsoring your social media posts
5. How you should manage your social media budget

Quotables

• “Every company is going to have a different social media platform that works best for them.” -Emily Barrett
• “When someone asks you to post natively to a platform, it means your content is posted directly on to the social media page and it matches the content that’s on that platform.” -Emily Barrett
• “Creating social media groups can help you build a community and connect with people on a personal level.” -Emily Barrett

If you enjoyed this episode, would you please share it with others and leave us a review?

About Emily Barrett

Emily is a social media specialist at Axia Public Relations. Her role is to monitor social media channels and develop unique, innovative, and engaging content. Emily earned social media marketing certification from HubSpot while studying communications and environmental science at the University of North Florida. Born and raised in West Palm Beach, she has always had a passion for writing and the environment.

Emily’s contact info and resources:

• Emily on LinkedIn
• Axia Public Relations website

Additional Resources:

• The 2%: You’re talking to yourself and why no one likes your social media posts
• Social media checklist 

Sponsored by:

• 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.
• Burrelles has a special offer for On Top of PR fans. Check it out at burrelles.com/ontopofpr.

About your host, Jason Mudd

On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies.

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

Learn why corporate communicators should collaborate with a PR agency to better share brand messages with Dawn Buzynski, Director of Strategic Communications at Hy-Vee. She oversees the communications initiatives designed to promote and elevate the brand.

Five things you’ll learn from this episode:

1. The benefits of the having a PR agency mindset while working in corporate communications 
2. How to highlight employees at your company  
3. The difference between working at a PR agency vs. a corporate communications role
4. What are pros and cons of working with a PR agency vs. working with an ad agency with a PR department 
5. Why corporate communicators need a PR agency’s help

Quotables

• “Having a learner mentality is important if you decide to transition your career to the agency side.” — @dawnbuzy
• “Having category expertise is the primary area you need to consider in your search for an agency.” — @dawnbuzy
• “If you don’t have a PR agency helping you communicate during a pandemic, it’s not too late, hire one.” — @dawnbuzy
• “Communicators need to be at the decision-making table.” — @dawnbuzy

If you enjoyed this episode, would you please share it with others and leave us a review?

About Dawn Buzynski

Dawn is an accredited public relations practitioner (APR) with more than 20 years of experience in communications and marketing. Her expertise encompasses public affairs, media relations, social media, and digital communications. She has experience in both B2B and B2C communications in various sectors, such as government affairs, education, nonprofits, real estate, and industrial manufacturing.

Guest’s contact info and resources:

• Dawn Buzynski on Twitter
• Dawn Buzynski on Linkedin
• hy-vee.com

Sponsored by:

• 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.
• On Top of PR’s solocasts sponsor, Burrelles, has a special offer for On Top of PR fans.

About your host, Jason Mudd

On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies.

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

Our episode guest is Gideon Fidelzeid, managing editor at PRWeek. Gideon’s covered the PR industry for two decades, and his insights into the industry have been informed through his leadership on projects like the annual PRWeek Awards, Best Place to Work, and Salary Survey.

Five things you’ll learn from this episode:

1. What are PR industry trends?
2. What might the future look like for the PR profession?
3. How has COVID-19 changed the PR industry, and how has the industry pivoted its PR campaigns?
4. What are examples of companies that have some of the best PR campaigns?  
5. What is the importance of diversity and inclusion on communications teams?

Quotables

• “Small PR agencies have so many capabilities these days that I hardly even look at them as small anymore.” — @GFidelzeid
• “This is a wonderful time to be a PR agency.” — @GFidelzeid
• “When it comes to the PR industry, I think the glass is more than half full.” — @GFidelzeid
• “One of the things PR has always been able to hang its hat on is its social media prowess.” — @GFidelzeid
• “Diversity and inclusion have gone beyond being a nice thing to do. It’s a must-do.” — @GFidelzeid

If you enjoyed this episode, would you please share it with others and leave us a review

About Gideon Fidelzeid

Gideon Fidelzeid is the managing editor of PRWeek and a senior producer at the Haymarket Studio, PRWeek’s custom content arm. Having covered the PR industry for two decades, Gideon’s insights into the industry have been informed through his leadership on projects like the annual Agency Business Report, Best Places to Work, Salary Survey, Diversity Distinction in PR Awards, and the Comms Report in partnership with Cision.

Gideon’s contact info and resources:

• Gideon on Twitter
• Gideon on LinkedIn
• PRWeek website: www.prweek.com/us

Additional Resources:

• PR Week awards

Sponsored by:

• 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.
• Burrelles has a special offer for On Top of PR fans. Check it out at burrelles.com/ontopofpr.

About your host, Jason Mudd

On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired

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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.