In PR 360's 300th episode, Tod Perry sits down with Linda Zebian, Muck Rack’s Vice President of Communications, and Matt Dzugan, the company’s Senior Director of Data, to discuss the evolving relationship between PR and AI. Together, they explore Muck Rack’s new AI-powered tool, Generative Pulse, along with its latest report on AI search. The conversation also delves into how AI is reshaping PR strategies and why earned media remains crucial for visibility in the age of artificial intelligence.

Key Takeaways:

- Why earned media is crucial for AI visibility and brand reputation

- Niche outlets are becoming more important in PR strategies

- The future of journalism in the AI era

Episode Timeline:

2:00Muck Rack's new tool: Generative Pulse

4:35 What does Generative Pulse look like for a client?

6:45Generative Pulse helps in a crisis

7:30How has AI changed the PR world and beyond in the past 18 months?

8:30People are using AI for retail purchases

10:22Muck Rack's AI search study insights

12:30Why does AI love learned media?

14:15ChatGPT's initial shortcomings

15:50Strategies for increasing AI visibility

21:00Crisis management with AI Tools

22:40Introduction to AI agents

25:30Building the ultimate agent

28:40The future of journalism and AI

This episode’s guests:

• Linda Zebian on LinkedIn

• Matt Dzugan on LinkedIn

• Muck Rack's free report at GenerativePulse.AI

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In this episode of PR 360, Tod Perry interviews Melissa Christensen, co-founder of Vigilante PR. For nearly 20 years, she’s been the bridge between brilliant minds and the rest of the world, balancing the art and science of communication to flip tech jargon into stories that captivate investors, intrigue journalists, and convert customers. In this episode, they discuss how Melissa founded Vigilante PR after her former agency went under due to questionable management. Now, Vigilante is breaking the mold through creativity, authenticity, and harnessing the power of true crime podcasts. 

Key Takeaways:

- The agency has worked on true crime stories to help families seek justice

- Thought leadership should be educational, not promotional

- How a surprise career turn inspired Melissa to create Vigilante

Episode Timeline:

1:30 How Vigilante is using PR to bring justice for Megan Trussell

4:10 How Vigilante got involved in the Trussell case

5:30 How a shocking career turn inspired Melissa to create Vigilante

8:00 Forging a new path for PR

9:30 Why are a lot of agencies stuck in their ways?

11:15 Why senior-level PR people need to be involved on every level

13:30 Melissa's favorite campaigns

15:30 New ways of approaching journalists

17:15 How does Vigilante defy the odds

19:45 The band Melissa has seen over 400 times

22:30 Melissa's thought leadership philosophy

This episode’s guest:

• Melissa Christensen on LinkedIn

• Vigilante PR on LinkedIn

• Email: [email protected]

• PR Unplugged

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In this episode of PR360, Tod interviews Drew Holmgreen, the President and CEO of PPAI, the largest trade association for the $27B promotional products industry. Drew shares insights on the industry's massive economic impact, the emotional connections created through branded merchandise, and how companies can integrate physical products into digital campaigns. He also addresses challenges faced by the industry, including trade disruptions, and explains how PPAI is navigating the choppy waters. 

Key Takeaways:

- Memorable promotional products can create lasting impressions and connections

- How trade disruptions have impacted the promotional products industry

- The importance of positive leadership

Episode Timeline:

0:00Introduction to PPAI and Drew Holmgreen

2:00The scope and impact of the promotional products industry

4:20Understanding branded merchandise

6:54The emotional connection of promotional products

9:45Integrating merch with digital campaigns

11:45The revenue potential of merchandising

13:00Howard Stern's aversion to promotional products

13:52Memorable promotional products and their impact

18:00Common mistakes in merchandising

20:25The creative side of the promotional products industry

22:00Navigating trade disruptions

27:40Thought leadership philosophy and positive leadership

This episode's guest:

• Drew Holmgreen on LinkedIn

• PPAI.org

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Paul Cohen is the founder of Attention Comms, an agency that helps mission-driven organizations fight for the attention they deserve and make a meaningful impact. As a trusted communications advisor, he has guided executives and teams across three continents, representing multinational corporations, startups, industry associations, sovereign governments, and nonprofits. In this episode of PR360, Paul explores the power of purpose-driven communication and what it looks like in the current cultural moment. He also discusses the important distinction between attracting attention versus media coverage.

- How purpose-driven organizations can stand out in today's climate

- Why organizations should focus on genuine causes rather than trends

- How AI companies pull their data

Episode Timeline:

0:00Introduction to Paul Cohen and Attention Comms

2:00Transitioning to Attention Comms

3:40The Importance of purpose-driven communication

5:40Authenticity in social justice messaging

7:50Attracting attention vs. media coverage

11:35The role of authenticity in leadership

15:50The role of AI at Attention Comms?

17:10How AI companies pull their data

19:10Paul's pitching secrets

This episode’s guest:

• Paul Cohen on LinkedIn

• AttentionComms.com

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Julie Wright is the Founder and CEO of (W)right On Communications, an award-winning strategic communications agency based in San Diego. Since launching the firm in 1998, she has grown it into one of Newsweek’s Best PR Agencies in America. In this episode, Julie shares insights on the difference between organic and AI search, how to optimize brands for AI-driven discovery, and the profound ways AI is reshaping journalism.

- Unique advantage that PR has in AI search

- The difference between AI and organic search

- The current state of US tourism

Episode Timeline:

1:30 Julie reflects on 30 years in PR

2:35 Staying informed on top of the rise of AI search

3:50 A searchable podcast database

4:45 The decline in organic search traffic

6:00 How does AI search change the world of journalism?

8:00 Optimizing your brand for AI search

10:50 How thought leaders can adapt to AI

13:35 Which sites are favored by AI search

16:00 How is (W)right On implementing AI?

19:00 Julie's recent acknowledgements

21:30 Changes in US tourism

22:30 Julie's thought leadership philosophy

This episode’s guest:

• Julie Wright on LinkedIn

• WrightOnComm.com

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Bridget Mercuri is the PR and Earned Media Director at AMPLIFY, a revolutionary boutique legal marketing and PR agency. She specializes in getting lawyers and law firms into the conversations and spaces that matter most—positioning them as thought leaders in an increasingly crowded legal landscape. On this episode, she shares the significance of earned media in the legal field, the importance of humanizing lawyers, and how to prepare clients for media appearances. 

Key Takeaways:

- Amplify specializes in positioning lawyers as thought leaders

- The benefits of non-traditional media outlets

- The ins and outs of cruise law

Episode Timeline:

0:00Introduction to Bridget Mercuri and Amplify

3:30The importance of earned media in law

6:10Building relationships with reporters for effective PR

9:20Humanizing lawyers and their stories

12:00Preparing clients for media appearances

14:30How can good PR solve current problems in the legal industry

15:50Exploring non-traditional media outlets

18:00The ins and outs of cruise law

21:30Bridget's thought leadership philosophy

This episode’s guest:

• Amplifyforlawyers.com

• Email: [email protected]

• Email for lawyers: [email protected]

• Amplify for Lawyers on Instagram

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Julia Drake is the co-founder of Wildbound PR, a boutique literary PR and marketing firm that has led successful campaigns for high-profile and indie authors alike, partnering with major publishers, indie presses, and literary organizations. In this episode, Julia explores the distinct aspects of publishing PR versus traditional PR, how to foster cultural conversations around books, and the impact of social media, particularly TikTok, on book promotion.

Key Takeaways:

- How to prep authors for interviews

- How to promote books through TikTok 

- How to connect books to current events

Episode Timeline:

0:00Introduction to Wild Bound PR and Julia Drake

1:30The journey from film to literary PR

4:00Successful Wildbound campaigns

6:00 The myth of inspiration

7:25Differences between traditional PR and publishing PR

8:50Creating conversations around books

10:30Preparing first-time authors for PR

13:35The success rates for book publishing

15:00The impact of social media on Book promotion

16:25The ins and outs of BookTok

19:45Client expectations vs. reality in publishing PR

22:05What sets Wildbound apart

24:30Julia's thought leadership philosophy

This episode’s guest:

• Julia Drake on LinkedIn

• WildboundPR's website

• Wildbound PR on Instagram

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Jennifer Adler is the founder and CEO of Adler Public Relations. With more than 20 years of experience, she has represented high-profile clients across industries ranging from real estate and hospitality to healthcare, finance, and nonprofits. In this episode, she shares how luxury brands are adapting to shifting consumer expectations, the importance of crisis preparedness, and what it’s like working with Medieval Times.

Key Takeaways:

- The state of luxury brands in 2025

- How Jennifer started her own agency

- The basics of crisis management

Episode Timeline:

1:45Introduction to Jennifer Adler and Adler PR

2:45How to choose a luxury influencer

4:45How are luxury brands positioning themselves in today's economy

7:25Has the idea of luxury changed over the past 20 years?

9:10How does Jennifer keep her finger on the pulse

10:00Preparing clients for a crisis

12:00The Coldplay debacle crisis

15:15The importance of a cool head in a crisis

17:00The quote that inspired Jennifer to start her own agency

20:20Lessons Jennifer learned hosting the "Earn It" podcast

22:00Working with Medieval Times

25:22Jennifer's thought leadership philosophy

This episode’s guest:

• Jennifer Adler in LinkedIn

• Adler Public Relations

• Adler Public Relations on Instagram

• "Earn It" podcast

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Lexie Smith, founder and CEO of Growth Mode, discusses misconceptions about the industry and the increasing demands from clients. Lexie emphasizes the importance of education in managing client expectations and the need for a strategic approach to building personal brands. She shares insights from her podcast, "Pitchin' and Sippin,'" and her work with the nonprofit Everyday Action, which addresses food waste and hunger in Los Angeles.

Key Takeaways:

- How PR people can do more with less

- Clearing up PR misconceptions

- How to build a personal brand

Episode Timeline:

0:00    Introduction to Lexi Smith and Growth Mode

2:03    Why PR agencies are being asked to do more with less

4:10    PR is having a hard time defining itself in the new era

5:10    People need to be educated about PR

8:00    Mistakes people make in personal branding

11:00  The "why" of your personal brand

13:15 Taylor Swift's marketing brilliance

14:30  Lessons Lexie has learned from the "Pitchin' and Sippin'" podcast

17:15 Tod's pitch preferences

19:30 Lexie's work with Everyday Action

23:25 Lexie's thought leadership philosophy

This episode’s guest:

• Lexie Smith on LinkedIn

• Growth Mode's website

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Alexandra Zendrian, a former reporter and founder of A to Z Communications, brings a unique perspective to public relations thanks to her journalism background. On this episode, she reflects on her time reporting on the front lines of the COVID-19 pandemic and her transition into PR, where she believes in delivering exceptional PR services at a competitive price. Alexandra also shares her approach to educating clients about common PR misconceptions, the importance of strong media training, and the valuable lessons she’s gained through her podcasting journey.

Key Takeaways:

- Why PR should be affordable

- Alexandra's front-line COVID reporting

- How to be a bold thought leader

Episode Timeline:

2:40 Alexandra's front-line COVID reporting

5:15 Alexandra on "Good Morning America"

7:25 Delivering good PR at a great price

9:40 How people overpay for PR

11:55 How Alexandra's experience as a reporter helps her in PR

13:30 The power of a great soundbite

15:00 Educating new PR clients

16:15 Media training dos and don'ts

18:40 Verbal crutches

21:20 Being authentic in media appearances

22:40 Lessons Alexandra has learned from hosting her podcast

25:25 Alexandra's thought leadership philosophy

This episode’s guest:

• A to Z Communications' website

• Alexandra Zendrian on LinkedIn

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