In Episode 4 of So What: The PR Strategy Podcast, Content Manager Shelby Watkins and Senior Content Specialist Mary-Elizabeth Breslin break down what actually separates good content from forgettable content in the age of AI.

As GenAI floods the internet with fast, polished, and increasingly indistinguishable content, Shelby and Mary-Elizabeth argue that emotion, lived experience, and perspective are what make people stop scrolling. From ghostwriting and brand voice to social strategy and thought leadership, they explore how POV is built and why it can’t be outsourced to a model.

They also get tactical, unpacking how to use AI as a tool (not a crutch), how to repurpose one strong idea into an entire content engine, and why brands that fail to “read the room” risk more than just a bad post.

The takeaway: content needs to be more human.

Produced by The Bulleit Group. For more information, please visit us at bulleitgroup.com or connect with us on LinkedIn. https://www.linkedin.com/company/the-bulleit-group

In Episode 3 of So What: The PR Strategy Podcast, CEO Kyle Arteaga sits down with Matt Dzugan, Senior Director of Data at Muck Rack, to unpack one of the biggest shifts facing communicators today: generative engine optimization (GEO) and AI visibility.

Drawing from Muck Rack’s Generative Pulse research, Matt shares what AI models are actually reading, how brands are being cited (or ignored), and why earned media now plays an outsized role in how companies show up inside tools like ChatGPT, Gemini, and Claude. Together, Kyle and Matt explore the surprising power of trade publications, the importance of crawlability, and why promotional content falls flat in AI systems.

They also tackle a long-standing industry challenge: measurement. With AI visibility emerging as a clear, objective metric, is this the moment PR finally gains a KPI the C-suite understands? And if so, how should communicators operationalize it internally?

The takeaway: AI visibility isn’t optional, and the brands that start measuring and acting now will shape the narrative before someone else does.

Produced by The Bulleit Group. For more information, please visit us at bulleitgroup.com or connect with us on LinkedIn. https://www.linkedin.com/company/the-bulleit-group 

In Episode 2 of So What: The PR Strategy Podcast, Account Director Katie Helander and Account Manager Morgan Malone dive into what crisis communications really looks like in today’s nonstop media environment. From viral social moments to investor missteps and internal breakdowns that never make headlines, they unpack why crisis strategy starts long before anything goes wrong.

Katie and Morgan explore how founders can control their narrative before someone else does, why media relationships act as an insurance policy, and how modern monitoring goes far beyond Google Alerts. They also discuss the evolving role of AI in scenario planning, the importance of internal messaging, and why what happens after a crisis often matters more than the initial response.

The throughline: the companies that weather storms best are the ones that build systems, not just statements.

Note: This episode was recorded on July 15, 2025. Any eerily accurate predictions about how certain CEO scandals tend to resolve? Let’s just say Katie might have missed her calling as a crisis psychic.

Produced by The Bulleit Group. For more information, please visit us at bulleitgroup.com or connect with us on LinkedIn. https://www.linkedin.com/company/the-bulleit-group 

In the inaugural episode of So What: The PR Strategy Podcast, Account Director Hannah Sills sits down with CEO and co-founder Kyle Arteaga to explore the origins of Bulleit Group, how it has evolved over the past 12 years, and where PR is headed next. Kyle shares stories from the early days, including work with Google and Thor Trucks, and reflects on how PR has shifted from press conferences to going direct, and now to a renewed emphasis on credibility and consistency. Together, Hannah and Kyle discuss why conflict makes for the best stories, why PR shouldn’t be neutral, and what it takes to build systems—not quick wins—in today’s chaotic media landscape.

Produced by The Bulleit Group. For more information, please visit us at bulleitgroup.com or connect with us on LinkedIn. https://www.linkedin.com/company/the-bulleit-group/