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Communication strategy has evolved dramatically in recent years, requiring professionals to understand not just how to craft messages, but how those messages are received by diverse audiences. Joshua Altman, Managing Director of Beltway Media in Washington DC, takes us on a fascinating journey through modern strategic communications, sharing invaluable insights from his experience working with both government agencies and private sector clients.

At the heart of effective communication lies understanding what people "read, see, hear, and experience." Altman explains to host Peter Woolfolk how behavioral science principles reveal that audiences need to encounter messages 7-14 times before truly internalizing them, making strategic repetition across multiple touchpoints essential. The conversation examines how dramatically communication approaches must differ when targeting 100 key decision-makers versus 330 million Americans, illustrating the importance of tailoring strategies to specific audience parameters.

Having worked as a contractor for the Department of Justice and Department of Commerce, Altman offers rare insights into the unique challenges of government communications. He describes the evolution from expensive satellite systems to modern digital platforms, highlighting how technology has democratized access while reducing costs. When working with clients starting from what they perceive as a "blank slate," Altman demonstrates how identifying and leveraging existing assets—from email lists to professional networks—can build confidence and create foundations for effective communication programs.

Throughout the discussion, Altman emphasizes his role as a "fractional Chief Communications Officer" rather than simply a task vendor, integrating deeply with clients to shape perception and build trust over the long term. The conversation also explores open-source tools that can compete with expensive platforms, making sophisticated communication possible even with limited budgets. As Altman summarizes with his guiding principle: "Communicate strategically, not voluminously"—quality messaging will always triumph over sheer volume.

Ready to transform your organization's communication strategy? Subscribe to the Public Relations Review Podcast for more expert insights, and visit publicrelationsreviewpodcast.com to share your thoughts on this episode.

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Have you ever wondered why so many marketing research tools fail to capture what customers truly want? James Warren, CEO and founder of Share More Stories, talking with host Peter Woolfolk, has dedicated his career to solving this problem through an innovative approach that combines storytelling with artificial intelligence to reveal the "why" behind customer and employee behavior.

Warren introduces us to the SEEQ platform (Stories to Engage, Explore and Question), which takes a fundamentally different approach from traditional surveys and focus groups. While conventional research tools excel at identifying who, what, when, and where, they often miss the crucial question of why people make the decisions they do. By inviting participants to share personal stories rather than just answer predetermined questions, SEEQ creates a safe space for authentic expression that yields remarkably rich insights.

What makes this methodology particularly powerful is how it transforms qualitative experiences into measurable emotional data. The platform analyzes 55 different emotions, needs, values, and attitudes to create an "emotional map" that helps organizations understand not just what people experienced, but why it mattered and how it made them feel. For communications professionals, this represents invaluable intelligence for crafting messages that genuinely resonate.

Warren shares compelling success stories, including how Virginia Tourism Corporation used story-based insights to reimagine their approach to reaching Black travelers. By deeply understanding these travelers' experiences and then creating a campaign that authentically reflected those stories, they achieved remarkable results, increasing Black tourism to Virginia while earning industry recognition.

The interview highlights what's missing in most corporate communications today: authentic voice. Too often, PR messages are developed from the company's perspective rather than centering the voices of customers or employees. By incorporating authentic stories and emotional insights into communications strategy, brands can dramatically shorten the distance between message and audience, creating that elusive "ring of truth" that drives engagement and loyalty. Ready to make a bigger impact in your organization? Start by truly listening.

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Discover the future of influencer marketing with Luke Yarnton, founder of Influencer Radar, as he discusses with host Peter Woolfolk how brands are finding their most authentic advocates within their existing customer base.

The marketing landscape is shifting dramatically away from traditional paid endorsements toward genuine customer advocacy. Yarnton's groundbreaking technology identifies customers who already have significant social media followings at the moment they make a purchase, allowing brands to transform existing customers into powerful brand ambassadors.

What makes this approach particularly effective is its foundation in authenticity. These aren't hired spokespeople reading scripted testimonials—they're genuine customers who've spent their own money on products they value. Yarnton shares a fascinating psychological insight: offering to refund a purchase in exchange for content converts at rates 1000 times higher than offering the same amount as a direct payment for posts.

Trust in traditional advertising continues to decline, while word-of-mouth recommendations from friends, family, and smaller influencers remain highly valued. Yeoman notes an inverse relationship between follower count and perceived trustworthiness—as an influencer's audience grows larger, audience trust typically decreases. This makes micro and nano influencers particularly valuable for authentic marketing.

Brands can implement this strategy through simple notification systems alerting them when influencers make purchases, automated email offers exchanging refunds for content, or "surprise and delight" campaigns sending personalized gifts to customer-influencers. Each approach taps into the powerful combination of authentic product experience and established audience trust.

This shift represents a broader transition toward decentralized marketing, where brands empower thousands of individual creators to share products in their own authentic voice rather than tightly controlling messaging. As consumers grow increasingly skilled at identifying inauthentic content, brands that embrace real customer voices will build stronger, more meaningful connections with their audiences.

Ready to transform your existing customers into your most powerful marketing force? Visit theraveco.co or email [email protected] to learn how Influencer Radar can revolutionize your influencer strategy with authenticity at its core.

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The growing economic power of the Hispanic community in America presents an unprecedented opportunity for savvy PR professionals. When Susana Mendoza joined the Public Relations Review Podcast, with host Peter Woolfolk, she illuminated why reaching this vital demographic isn't just smart business—it's essential strategy.

"Right now, Latinos make up about 65 million people, approximately 19% of the overall population," Mendoza explains, before revealing the projection that truly demands attention: by 2050, the Hispanic population will reach 100 million. With the annual US Latino GDP hitting a staggering $4.1 trillion in 2023—growing faster than China and India—this represents a market segment too powerful to ignore.

Yet many PR agencies still treat Hispanic outreach as an afterthought or special add-on rather than a fundamental component of comprehensive campaigns. Mendoza challenges this approach, advocating for intentional inclusion that recognizes the nuances within Hispanic communities. "The mistake that PR companies make when dealing with Hispanics is thinking they're a monolith," she cautions, noting that cultural differences between Hispanic communities in different regions require tailored approaches.

The conversation delivers practical insights on navigating Spanish-language media landscapes, creating family-centered events that resonate with Latino audiences, and building authentic partnerships with Hispanic community organizations. Perhaps most valuable is Mendoza's insider perspective on the current state of Spanish-language newsrooms, which face even greater staffing shortages than their English counterparts. Her advice on providing ready-to-use content and maintaining direct relationships with journalists offers PR professionals a roadmap for successful media placement.

Whether you're looking to expand your PR agency's service offerings or seeking to connect with the Hispanic market for your organization, this episode provides the cultural context and strategic framework for meaningful engagement. Subscribe to the Public Relations Review Podcast for more expert conversations on maximizing your communication impact.

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Navigating today's communications job market requires strategy, preparation, and insider knowledge. PR recruitment expert Brooke Kruger joins host Peter Woolfolk to pull back the curtain on what makes candidates stand out in a fiercely competitive landscape.

From her unique vantage point as founder and CEO of KC Partners, Kruger reveals the dramatic shift in the communications hiring landscape since 2020. What began as an unprecedented boom through mid-2022 transformed into a challenging market with more candidates competing for fewer positions. Now showing signs of recovery, Kruger offers a roadmap for professionals seeking to advance their careers despite these challenges.

The conversation explores why seemingly minor details can determine which candidate receives an offer when several qualified applicants reach final rounds. From thorough interview preparation and thoughtful follow-up to properly briefing references, Kruger highlights the critical steps many candidates overlook. She also addresses the significant return-to-office trend, with approximately 95% of current searches requiring 3-4 days of in-person work weekly.

Both host Peter Woolfolk and Kruger share how their early political campaign experiences provided exceptional training for communications careers. The pressure-cooker environment of campaigns teaches problem-solving, adaptability, and meticulous attention to detail – skills that transfer perfectly to PR roles. They discuss how continuous learning remains essential in a rapidly evolving field, particularly regarding emerging technologies like AI that complement (rather than replace) human communication expertise.

Whether you're seeking to hire top communications talent or position yourself as a standout candidate, this episode delivers actionable insights from someone who's been successfully matching the right people with the right opportunities for over 18 years. Listen, share with colleagues, and leave a review if you find these insights valuable for navigating your communications career journey.

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The media landscape has fundamentally transformed, leaving brands struggling to navigate an increasingly fragmented ecosystem. But according to Michael Kempner, CEO of Mike WorldWide, this transformation presents unprecedented opportunities for those who understand how to leverage today's digital environment.

Kempner, speaking with host Peter Woolfolk, reveals how successful PR strategies have evolved from broad-brush approaches to precision-targeted, audience-centric campaigns. "Today you can design media strategies that are very audience-centric," Kempner explains, noting that younger generations have almost entirely abandoned traditional news sources like newspapers. Instead, they curate personalized news environments through digital channels, newsletters, and social platforms.

This shift demands a complete rethinking of media strategy. Rather than focusing solely on prestigious publications, brands must understand their audience's entire "media lifecycle" – what they consume when waking up, during commutes, at work, and before bed. Kempner calls this "the new top tier," emphasizing that cable news might reach only 1-2 million viewers while digital platforms collectively reach tens of millions.

Perhaps most revolutionary is how AI and predictive analytics have transformed campaign planning and measurement. These tools now enable unprecedented precision in targeting specific journalists, predicting content virality, and demonstrating clear ROI. "If we increase brand love for your service or product by 2%, I can tell you how many more cases of beer you're going to sell," Kempner notes, highlighting how PR can finally prove its value alongside other marketing disciplines.

For PR professionals seeking to remain relevant and effective, embracing these data-driven, audience-centric approaches isn't optional – it's essential. The future belongs to those who can integrate earned, owned and paid media strategies with precision measurement to deliver genuine business results in our increasingly complex digital ecosystem.

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Are you ready for the technological revolution reshaping public relations in 2025? The landscape is transforming at breakneck speed, and those who adapt will thrive while others struggle to remain relevant.

Sally Falkow, a social media strategist with over 30 years of experience, talks with host Peter Woolfolk as she pulls back the curtain on five critical trends every PR professional must master. With her deep expertise in digital PR and technology, Sally provides actionable insights that cut through the noise and highlight what truly matters.

Gone are the days of broad-stroke messaging. Today's successful PR demands precision audience research using sophisticated tools that identify micro-segments within your target demographics. Sally reveals how platforms like SparkToro enable unprecedented depth of audience understanding, allowing for hyper-targeted communication strategies that genuinely resonate.

The conversation explores how authentic storytelling continues to be the backbone of effective PR, but with crucial modern twists. "If a brand tells me they're the best thing since sliced bread, well of course they would," Sally notes, explaining why personal narratives and multimedia approaches have become essential for building trust in an increasingly skeptical world.

Perhaps most provocatively, Sally challenges common fears about AI replacing PR jobs with a powerful insight: "AI won't take your job - but the PR person who really knows how to use AI will." She breaks down practical applications for artificial intelligence in PR work, from content creation to sentiment analysis, while emphasizing the continued importance of human expertise.

The discussion also tackles the evolution of online visibility strategies as Google transforms from a search engine to an "answer engine," and why measurement analytics can no longer be optional for PR professionals seeking C-suite respect.

Whether you're a seasoned PR veteran or just starting your career, this episode provides the strategic framework needed to navigate the rapidly changing technological landscape of public relations. Listen now to ensure your PR approach remains cutting-edge in 2025 and beyond.

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The power of promotional products extends far beyond simple brand recognition—they create lasting connections that transform awareness into loyalty. Amber Carter, CEO of Loudmouth Marketing, joins the Public Relations Review Podcast to unpack the strategic value of branded merchandise in today's competitive marketplace.

Drawing from decades of experience in sales and marketing, Carter articulates a crucial distinction: "Marketing is what you say about yourself. Branding is what others say when you're not in the room." This perspective shifts how we understand promotional products—not as mere logo-bearing trinkets but as powerful tools for creating meaningful brand experiences.

Through compelling case studies, Carter demonstrates how thoughtfully selected items can drive specific business outcomes. She shares how personalized snow globes recognized airport employees after a weather emergency, creating emotional connections that lasted long after the gift was presented. At trade shows, unique items like Bluetooth-enabled mugs generated significant leads by creating excitement that translated into business card exchanges. For retail establishments, branded merchandise can incentivize larger purchases, as demonstrated by a Louisiana restaurant that offers souvenir platters with large crawfish orders.

Carter also addresses practical concerns facing businesses implementing promotional strategies. For budget-conscious companies, she suggests measurement techniques like QR codes to track engagement and demonstrate ROI. For environmentally conscious organizations, she highlights the growing availability of sustainable and recyclable options. When delivery challenges threaten event timing, she emphasizes the importance of backup solutions to ensure brand moments aren't missed.

What truly distinguishes Carter's approach is her emphasis on solving customer problems rather than simply distributing branded items. Whether you're looking to enhance employee engagement, generate qualified leads, or encourage repeat business, the right promotional strategy can deliver measurable results while creating authentic brand connections that advertising alone cannot achieve.

Want to transform your brand's promotional strategy? Listen to this episode for actionable insights you can implement immediately, regardless of your industry or budget constraints.

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Join us as we delve into the evolving world of public relations and discover how integrating traditional strategies with modern digital tools can lead to powerful PR outcomes. In our latest episode, Mike Falkow, the CEO of Meritus Media, shares his expertise with host Peter Woolfolk on how to find this balance in the fast-paced digital landscape. 

This conversation highlights the enduring relevance of old-school PR while embracing the vast possibilities presented by technology. We explore the importance of branding and how organizations can build trust with audiences in a crowded market. Mike emphasizes the need to understand audience sentiment using analytics tools to tailor messaging effectively. 

As we navigate through shifting landscapes, we also dive into the modern PR playbook that includes creating thought leadership content and utilizing platforms like LinkedIn and WordPress to maximize reach. Listen in for practical examples of how organizations can leverage digital platforms to establish their identity while maintaining genuine relationships with their audience. 

Furthermore, we discuss the critical role of crisis management and the necessity of having built relationships with media professionals to ensure accurate representation during tough times. This episode will equip you with the insights you need to modernize your PR approach effectively, combining the best of both worlds.

Don’t miss out! Tune in, subscribe, and join the conversation to stay updated on the latest PR strategies. Your feedback matters—share your thoughts with us by leaving a review!

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Unlock the transformative power of Large Language Models (LLMs) and witness their impact on public relations like never before. Peter Woolfolk talks  with Frank Strong, the insightful founder of The Sword and The Script, to explore how these cutting-edge technologies are reshaping the PR landscape and altering our approach to information retrieval. We'll guide you through the evolution from traditional news outlets to Google searches, and now to the conversational prowess of LLMs. With practical examples, we reveal the benefits and the hurdles, providing an engaging and comprehensive look at the future of PR.

Discover the pivotal role LLMs are playing in reputation management, crisis communication, and consumer research—especially in sectors like automotive sales. Frank shares expert insights on the applications of AI in media monitoring, content brainstorming, and social media strategies. Yet, amidst this digital revolution, we underscore the irreplaceable touch of human creativity and judgment. Tune in to grasp the exciting potential of generative AI and how it's poised to redefine public relations, while always valuing the unique contributions only we humans can make.

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