PR's Top Pros Talk

Renee Mailhiot, Senior Vice President of Earned Media at Edelman, explains how she collaborates with clients to understand their media coverage goals. She shares how she prepares spokespeople to deliver authentic messages that align with the company's narrative. Renee also emphasizes the importance of cultivating strong relationships with journalists in today’s ever-changing earned media environment.

Kary Zate, Senior Director of Marketing Communications at Locus Robotics, and Christina Gorini, Vice President at FINN Partners, discuss how they combat misinformation through education. Christina explains how they create in-person experiences to create deeper understanding and engagement. Kary shares insights on how he utilizes testimonials to increase brand awareness.

Mike Gehrig, Managing Director of The Motion Agency, delves into the role of media relations in driving meaningful outcomes. Mike discusses how effective media relations tactics can expand a story's reach and audience engagement. He also emphasizes the importance of analyzing data to uncover meaningful insights.

What’s in store for communicators in 2025? 11 PR’s Top Pros share their top insights in our first episode of What to Watch for in 2025.

Some of the topics discussed include challenges navigating disinformation, diversifying media, and the balance between AI and human intelligence.

- Doug Simon, CEO, D S Simon Media

Emily Teitelbaum, Chief Communications Officer of Libra Group, shares her proactive approach to understanding and leveraging AI. She highlights how comms can lead an organization in adopting new technology and how AI can enhance authenticity and foster collaboration. Emily also reflects on the expanding expectations of – and opportunities for – the CCO.

Bradley Akubuiro, Partner at Bully Pulpit International, discusses valuable insights on how communicators can combat disinformation. Bradley highlights the importance of aligning goals with business objectives. He also shares the importance of leading with your values.

Blake Simpson, Senior Vice President, Chief Communications and Corporate Affairs Officer at Adtalem Global Education, explains how her team defines and measures campaign effectiveness. She shares the importance of integrating non-traditional, owned, and earned media to create a cohesive strategy. She also talks about how the CCO role will continue to evolve.

Melissa Marasco, Corporate Brand & PR at Guardant Health, shares how to leverage the principles of ethos and logos to strengthen strategic communication efforts. She explains the psychological drivers of brand awareness, emphasizing how subconscious decisions influence consumer behavior. Melissa also discusses the importance of blending art and science in storytelling.

For brands aiming to connect with the Hispanic community this holiday season, it’s crucial to understand the traditions that matter to them. Yerddy explains why brands should partner with influencers who are dedicated to social justice and sustainability initiatives. Additionally, she emphasizes the need for communicators to invest in the future of Hispanic students.

Yerddy Lanfranco is the Senior Vice President of Growth and Partnerships for Platforms & Intelligence at KINESSO. She is an Advisory Board Member for FSU’s Center For Hispanic Marketing Communication. Yerddy is also a Guest Lecturer at CCNY, NYU, FSU, Columbia, and Baruch.

Julie Murphy, President of Sage Communications, provides insights on what businesses should expect when working with federal government organizations. She delves into the dynamics of a presidential transition. Julie emphasizes how public relations and rapid response strategies increase visibility in government media. Additionally, she highlights the role of government employees.