Amanda Hirsch posted a Polymarket ad about the Lindsay Clancy trial on the Friday that trial ended in a mistrial. By Sunday there was a Notes App apology on Instagram, three paragraphs, comments turned off. Most of the internet read the apology as the story. Molly's argument is that the apology is a red herring, and that anyone stopping there is going to miss what actually happened.

Because Amanda Hirsch does not have a Polymarket deal. Dear Media does. Her podcast sits on that network, Polymarket is a sponsor, and the two are already teaming up on a weekly show called What Are the Odds. So the ad was not a content creator's lapse in judgment. It was an employee doing her job inside a partnership she never signed. It is the same collision as Good Good Golf and Callaway the week before: a brand deal built to reach one audience, meeting public opinion, with the person on camera left holding it. Follow the money and the crisis is a prediction market trying to reach women through a media company.

Then the field guide. Law 3, it is never the thing, it is the response to the thing - the ad was the thing, the apology had one job and made it worse. Law 5, silence gets filled and never by your friends - turning the comments off only moved the conversation to Reddit. Law 7, the hard decision is invariably the right one, and the hard one was for Dear Media to say the word Polymarket out loud. Law 2, the crisis comes from inside the house. And Law 1, trust is the filter: podcast ads work because listeners trust the host, which is exactly what is spent when that expertise gets rented out.

Chapters:
0:16 — The Apology They Typed Instead of Filmed
0:43 — Why This Is Not About Amanda Hirsch
1:49 — The Lindsay Clancy Mistrial
2:25 — Why the Clancy Trial Was the Story of the Summer
3:10 — The Sponsored Reel That Started It
5:15 — The Replies, and the Retreat to Stories
6:45 — Reading the Notes App Apology in Full
10:25 — The Callaway Parallel
13:03 — What Are the Odds, and Who It Is Aimed At
21:03 — Follow the Money
22:16 — A Prediction Market Going After Women
24:39 — Law 3: It Is Never the Thing, It Is the Response
25:01 — Law 5: Silence Gets Filled
25:40 — Law 7: The Hard Decision Is the Right One
26:20 — Law 2: The Crisis Comes From Inside the House
27:02 — Law 1: Trust Is the Filter
27:27 — When Expertise Gets Rented Out
28:35 — The Apology Has Legal Fingerprints
29:13 — Who Was Left to Fall on the Sword
29:27 — Name the Crisis

Every week I break down the biggest PR crises in the news: the slips, the moves, the scandals, and the lessons behind the headlines. I'm Molly McPherson, crisis and reputation strategist, known to my audience as the PR Lady. This channel is home base for the podcast and my weekly Substack live chats. Subscribe and follow along.

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This video is for educational and commentary purposes only.
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Videos are based on publicly available information unless otherwise stated.

Copyright © 2026 Molly McPherson. All rights reserved.

Callaway spent three days saying it was disappointed by an ad. Then its CEO admitted Callaway approved that ad before it was posted.

This episode is about the gap between those two statements, and what a company reveals when it comments on its own conduct as though it were in the audience for it.

A content warning first: the episode discusses domestic violence as an image used in a golf brand campaign. Nobody in this story is accused of real-world violence. The scene was staged. What two companies chose to make, approve and publish is the story.

Then the read nobody in the golf feed has: Good Good is not a golf company. It is a media company that raised forty-five million dollars to become one, and the ad was not a lapse in judgment. It was the formula working the way it was paid to work.

0:00 — Why the communication is the story
0:31 — Three days of being disappointed
1:58 — The parody, described once
4:07 — Who approved it?
7:42 — Statement one: "disappointed by the content that was posted"
8:42 — The PGA Tour calls the response late and defensive
11:08 — Good Good is not a golf company
12:35 — Where the formula came from
18:39 — Statement two: "approved by Callaway prior to posting"
23:04 — A premiere moves at a sponsor’s request
24:17 — Forty-five million dollars
26:24 — "A 360-degree media company"
27:09 — The formula worked the way it was paid to work

The PR Breakdown with Molly McPherson.

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Copyright © 2026 Molly McPherson. All rights reserved.

Three parties could have spoken about Hayden Panettiere. One had ten years with her and said nothing. One had ninety minutes and wrote her a letter. One was her mother.

This is an episode about standing — proximity plus obligation — and what each of them did with it. Since her death roughly 800 articles across 400+ outlets have named Neutrogena alongside her, 79% of them negative, zero carrying a statement from the brand and fourteen written specifically about the absence of one. Days earlier the same brand answered a viral Tate McRae video immediately and took seven in ten positive coverage for it.

We stay on the communication. The cause of death has not been released, the autopsy found no contributing trauma, police have said there are no signs of foul play, and the investigation is ongoing. Brian Hickerson has not been accused of wrongdoing.

0:00 — Three Responses to One Death
1:30 — The Facts, and Where Speculation Stops
2:40 — Charting the Coverage With Muck Rack
3:00 — On NBC News With Hallie Jackson
4:31 — The Tate McRae Video and a Viral Win
6:30 — 93 Articles, and 78 About the Response
7:32 — The May Interview and the Postpartum Contract
9:02 — Silence Is Not a Fixed Object
10:32 — 800 Articles in Four Days
11:18 — The Shape of the Coverage: 79% Negative
12:49 — Fourteen Stories About Saying Nothing
13:34 — Silence Is Selection
14:19 — Standing: Proximity Plus Obligation
15:50 — The Jay Shetty Post
17:20 — ""You Said I Was Now Like a Big Brother""
18:50 — Whose Caption Is It, Really
19:58 — Ten Years Against Ninety Minutes
20:21 — A Eulogy Is a Gift; This One Is a Receipt
20:32 — The Third Response: Her Mother
21:52 — What Lesley Vogel Said, and Did Not Say
22:37 — A Description of a Career
24:08 — The Statement Is the Tell
25:38 — Is This About Them, or About You
26:23 — Take Your Name Out of It
27:40 — Silence Is Not Neutral
       
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Copyright © 2026 Molly McPherson. All rights reserved.

Brad Pitt gave Esquire a Monday. Molly McPherson breaks down what he actually bought with it.

The September cover profile reads like an ordinary man letting a writer into his house — the dogs, the Perrier, a charcuterie board he builds himself. Molly walks through what each of those details is doing, why the drinking line was volunteered rather than asked for, and why a story that spikes and vanishes inside a week is exactly the outcome a reputation reset is aiming for.

With Dr. Abby Medcalf, from the Substack members live.

If you or someone you know is struggling, call or text 988 in the US to reach the Suicide & Crisis Lifeline, available 24/7.

The article: "A Monday with Brad Pitt" by Ryan D'Agostino, Esquire, September 2026 — https://www.esquire.com/entertainment/movies/a73336135/brad-pitt-interview-2026/
Photographs by Chantal Anderson. Styling by George Cortina.

Media data in this episode from Muck Rack (Aug 10–11, 2026).


00:00  The thesis
00:59  It opens with the dogs
04:29  Guests get the view
07:40  Why it ran in August
08:41  The byline was the plan
09:35  The photos argue with the words
12:42  One sentence, one word
15:42  The questions nobody asked
21:21  What the numbers say
24:47  Getting it on the record

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This video is for educational and commentary purposes only.
Some links may be affiliate links. Sponsorships are always disclosed in-video.
Videos are based on publicly available information unless otherwise stated.

Copyright © 2026 Molly McPherson. All rights reserved.

A self-help influencer with nearly nine million followers is being sued by her own business partner, who is also one third of her marriage and, according to the filings, the person who actually wrote her books.

That is the story everybody is going to tell.

It is not the story worth your time. The throuple is the distraction. The product is the problem.

WHAT WE DISSECT

• Why a lawsuit between three spouses is the least interesting document in this file
• How therapy-adjacent language gets sold as coaching, and why the word swap is the whole business model
• Whether credentials survive when the content contradicts them
• What it means that a licensed clinician built a following partly by making people wary of clinicians
• How a $ 24-a-month subscription scales into a nine-million-follower operation, and who's actually paying for what
• Why the New York Times ran this story sourced almost entirely from one side, and what that usually signals
• What happens to a personal brand when the person is the product and the product was ghostwritten

THE POSITIONING

This isn't a messy-divorce story with a wellness angle. It's a credentials story with a marriage attached. When the person is the product, a contract dispute becomes a disclosure problem, and every piece of content she ever published is now evidence in a question about who was speaking.

WHAT YOU'LL LEARN

• How to spot therapy-ish language in an unregulated product, and the specific words that do the work
• The difference between a credentials problem and a character problem, and why only one of them ends a business
• Why a one-sided story in a major outlet tells you as much about the subject's PR as it does about the reporting
• What audiences are really deciding when they choose a creator over a professional

THE SOURCE

Read the New York Times piece, A Self-Help Influencer With Troubles of Her Own, here: https://www.nytimes.com/2026/08/02/style/nicole-lepera-self-help-litigation-holistic-psychologist.html

Chapters:
0:07 — The Photo That Did Not Look Like Her
0:26 — "Her Own Story Is Complicated"
1:13 — The Cream Jacket and the Upscale Look
1:52 — The Book in the Background
2:09 — This Is Who I See On My Feeds
2:23 — A Little Bit of a Front
3:06 — "The Face of a Brand She Did Not Build"
3:33 — A Breakdown of a Crisis, Not a Takedown
4:12 — The Call Is Coming From Inside the House
4:59 — Two Lawsuits Running in Both Directions
5:25 — "I'm Not Looking at the Marriage. I'm Looking at the Communication."
5:39 — Who Nicole LaPera Actually Is
5:56 — The Credential Question
6:22 — Making Millions Off the Backs of the Credentialed
7:11 — "Traditional Therapy Doesn't Work"
7:56 — Don't Waste Your Money on a Therapist
8:19 — The Granola Aesthetic
8:47 — $24 a Month and the Self Healer Circle
9:11 — Where the Scrutiny Comes From
9:54 — The Message That Arrived at Exactly the Right Time
10:12 — Nobody in the Room Has the Degree
10:38 — Who Platformed Her in the Beginning
11:18 — The Server Crashed. She Got Hired.
11:39 — 2021: The Committed Throuple
11:59 — 2023: A Third of a Multimillion Dollar Company
12:23 — August 2025: The Anonymous Post
12:52 — Let's Look at the Receipts
13:25 — Receipt One: What the Book Says
13:53 — Note the Gap
14:23 — Receipt Two: "Written Solely By"
14:40 — The Three E's of Content Creation
15:10 — Why the Trust Bar Is Higher Here
15:50 — Who Are You Going to Believe
16:05 — Ghostwriting Is Not a Scandal
16:41 — When the Publisher Says One Thing
17:24 — Receipt Three: The Brand's Own Advice

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⚖️ DISCLAIMER
    
This audio is for educational and commentary purposes only.
Some links may be affiliate links. Sponsorships are always disclosed in-video.
Videos are based on publicly available information unless otherwise stated.

Copyright © 2026 Molly McPherson. All rights reserved.

The CEO of Cracker Barrel lost her job this week, and the tell was sitting in an interview she gave months earlier. A year after the logo backlash — the one that generated a wall of press, then a second spike now, bookending the whole affair in Muck Rack's data — Julie Fels Masino is out. She did not need to be. Almost everything she decided was right.

That is what makes this one worth your time. This is not a story about a dumb company doing a dumb thing. Cracker Barrel was right about the numbers, right about the strategy, right that something had to change. The industry buckets them next to Denny's. Their average check is $15 against an industry closer to $27. Fifty people work the back of house to put that much food on a table. The business case was real. They walked off a cliff anyway, because they missed the one thing a spreadsheet cannot show you.

Two interviews tell the story. Eight months ago, Julie sat down with Glenn Beck — beside the senior vice president of store operations, in a bone-colored blouse, eating on camera, while Beck got up for coffee mid-answer. It was there that she did her best work: running her hand around the smooth corner of a remodeled table and explaining that customers told them the hard corners hurt. A regular who brings a stadium cushion to dinner because the chairs are uncomfortable. A Bible study group that meets in the booths. That is a customer describing their own pain, unprompted, on camera, for free.

Then Good Morning America, where Michael Strahan lobbed her a softball and she reached for a memorized line instead. The $700 million rebrand had gone after the logo — the thing that was not broken — and the interview never once went near the chairs.

Chapters:
0:00 — The Most Expensive Words in Crisis Communication
0:18 — The Backlash, One Year On
1:53 — "There Is a Lot to Be Optimistic About"
2:19 — Right About Almost Everything
4:02 — The CEO Is a Comms Major (and Was Probably Overruled)
7:32 — The Glenn Beck Interview: The Hard Nos
9:01 — Never Let Your CEO Eat on Camera
10:14 — "Velcro Balls Against the Wall to See What Would Stick"
10:59 — Denny's, the $15 Check, and Fifty People in the Back
13:10 — The Booth Demo That Actually Worked
13:20 — The Customer Who Brings His Own Stadium Cushion
14:22 — The Corner of the Table
14:52 — A $700 Million Rebrand of the Thing That Was Not Broken
15:57 — GMA: The Archetype of the Softball Interview
16:39 — "The Feedback's Been Overwhelmingly Positive"
17:54 — "I'll Give You Another Sound Bite"
18:58 — The Statement Cracker Barrel Never Made
20:02 — The Remodel Question, and Why It Is a Bad Data Point
20:43 — The Values Blind Spot
21:57 — Taking the Bait
22:23 — Where Molly Lands on Julie
23:07 — It Was Never About the Logo


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Some links may be affiliate links. Sponsorships are always disclosed in-video.
Videos are based on publicly available information unless otherwise stated.

Copyright © 2026 Molly McPherson. All rights reserved.

Taylor Farms got the apology it wanted. The FDA told the company that one iceberg lettuce product from Central Mexico had a “confirmed positive” cyclospora test, then said the next day it had made a mistake and the result was a false positive. As of the FDA's own account, no positive product test for cyclospora has been identified. Taylor Farms then built an entire statement around that apology, led with it, and left the people who got sick in the last paragraph under "our thoughts remain."

That is where this crisis got away from them. A false positive on one test does not mean the outbreak isn't yours — and as I say on the live, it is still unclear exactly where this outbreak is coming from. The FDA's traceback pointed at Central Mexico. And while Taylor Farms spent its statement arguing with a federal agency, the story became a Taco Bell story. Muck Rack ran the numbers for the live and you can watch it happen: Taco Bell's article volume runs past everyone else's, Taco Bell turns up inside the Taylor Farms word cloud, then inside the Walmart word cloud. Taco Bell started promoting menu items without lettuce. Taylor Farms took its statement down entirely.

In this breakdown I read the statement line by line, ask who was in the room while it was written, and show you what the media data did before and after the correction. You always have to speak to the pain. You don't have to describe the symptoms, but you do have to see the person who ate that salad at a party, on vacation, at a rehearsal dinner.

Second half: Amy Griffin, her memoir The Tell, and a lawsuit from a former classmate who says the book's most harrowing anecdotes came from her life. Griffin's answer was to file her own suit and pull the New York Times into it. Same week, same playbook as Taylor Farms. Attack the institution, skip the harm. The biggest tell that your story doesn't hold up is when you attack the press.

Chapters:
0:00 The Friday hit list and this week's PR fires
1:12 Where the Taylor Farms PR goes off course
1:58 The full Taylor Farms statement, read line by line
3:15 The headline is a request to be vindicated
4:12 Company versus agency is never the play
5:12 "Our thoughts remain" and who was in the room
6:43 The fatal flaw, it forgets the pain
8:00 The statement gets pulled, and the audience word cloud
9:37 Taco Bell takes the hit, the Muck Rack numbers
10:57 Word clouds for FDA, Taco Bell, Taylor Farms and Walmart
12:26 What a false positive actually means, and the sentiment swing
14:42 A question about FDA quality control
15:30 Amy Griffin, The Tell, and why I stopped reading
16:46 Who actually sells books now
18:43 Bell Burden, Martha's Vineyard, and hidden wealth
20:07 The classmate's lawsuit
21:22 What bad PR looks like in the New York Times
23:23 Maureen Callahan and the media industrial complex
24:23 Attacking the press is the tell
25:00 The legal-threat play
26:29 Same playbook, both stories
27:46 Mitch McConnell watch
28:37 September category trainings

🎙 The PR Breakdown with Molly McPherson

Justin Baldoni hadn't said a public word in almost two years. Then last week he propped up a phone, sat down next to his wife Emily, and posted a video to his own Instagram — no publicist, no People magazine. I told NBC News the most strategic thing about the video is how unstrategic it looked, and in this episode I show you the receipts.

I walk through every move the way I teach my own clients: the owned-channel play (stop fighting Meta's algorithm — bring the crisis to your channel), the optics of the couch and the army-green T-shirt, the family deployment (why Emily delivered the hardest lines, and why Blake Lively's version of that move — deploying Taylor Swift — backfired), the one-word message of gratitude, and the timing window that opened the moment the Taylor Swift wedding coverage cooled. Then my partner Muck Rack and I ran the numbers: 623 articles in four days, 60.7% positive sentiment, only 7.2% negative, and a word cloud that finally puts Justin Baldoni's name in the center of the story instead of Blake Lively's.

You'll also hear the other side of the NBC 'Heartfelt or Creepy' headline — the crisis consultant (a onetime Harvey Weinstein rep) who called the video creepy and pointless — and why I disagree: Baldoni is in reputation repair, he needs to be hireable again, and in this game you need to have the last word.

Chapters:
0:00 No publicist, no People magazine — the whole move
2:40 Two years of Baldoni v. Lively
4:42 Where the case stands: 10 of 13 claims dropped, $8M in fees
6:02 The optics: a couch, a T-shirt, a propped-up phone
8:22 The owned-channel doctrine: stop fighting Meta
10:05 'Heartfelt or Creepy' — the headline that split PR experts
12:04 Reputation repair needs the last word
13:29 Watching the video: the zings and the gratitude message
18:34 The family deployment: Emily vs. Taylor Swift
20:22 Injustice — the word in every client call
25:22 The Muck Rack numbers: 623 articles, 60.7% positive
28:05 The timing window after the Taylor Swift wedding
31:11 My changed playbook: don't fight the algorithm
33:15 When it's your name in the group chat
36:21 Offer it up

Join me for my weekly Lives on Substack, and find me everywhere at Molly McPherson.

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 ⚖️ DISCLAIMER
    
 This video is for educational and commentary purposes only.
    
Some links may be affiliate links. Sponsorships are always disclosed in-video.
    
Videos are based on publicly available information unless otherwise stated.
    
Copyright © 2026 Molly McPherson

Molly stood in the back of a Maine town hall, watching an oyster farmer from Sullivan hold a room with no notes, and texted her kids that they might be looking at the state's next senator. On Monday morning, her algorithm fed her story after story about the same man — now a loser, a liar, a warning. This episode lives in the space between those two feeds, because as Molly puts it in the first fifteen seconds: a crisis begins before the headlines. By the time the video goes viral, the conditions were already in place.

The headline version is everywhere. Politico published Jenny Racicot's account days before the Maine primary, and within 24 to 48 hours the Maine Democratic Party, the DSCC, Chuck Schumer, and Kirsten Gillibrand had pulled the floor out, with a deadline to withdraw by 5 p.m. on July 13. Everyone is covering the allegation. Molly is covering the response — the "own it, explain it, promise it" playbook that carried Graham Platner through a Nazi tattoo and a Reddit dating-app wave, and the exact moment he traded it for the one move that never survives contact: deny, attack, and blame the press.

Two things can be true at once — five things can be true at once. Molly believes Jenny Racicot, and she refuses to throw out the lesson of a candidate who filled rooms by speaking to people's pain. Accountability works because it is self-initiated; it cannot work cornered, and it cannot work twice. And underneath all of it sits the vetting nobody ran — the same three-day shortcut that gave us George Santos, Herschel Walker, and Matt Gaetz.

Chapters:

0:00 — A Crisis Begins Before the Headlines

0:27 — The Algorithm-Packaged Candidate

2:21 — The Tattoo, the Reddit Wave, and the Accountability Candidate

3:25 — The Politico Story: Jenny Racicot's Account

5:47 — Bottom Line Up Front: Why Molly Believes Her

7:39 — Primary O'Clock: Operatives and the Establishment

9:36 — "It Was Electric": Molly in the Room

11:26 — Own It, Explain It, Promise It: Why It Worked the First Time

13:39 — The Marine Who Spoke to Pain

16:56 — The Vetting Nobody Ran

18:18 — 24 to 48 Hours: The Institutional Collapse and a July 13 Deadline

20:06 — Amy Gertner's Video and the Confidence That Leaked

22:52 — The Flag: Blaming the Press Instead of the Story

26:05 — "Troubling, Serious and False": The Denial That Called Her a Liar

29:42 — The Al Franken Mistake

32:01 — Three-Day Vetting: Santos, Walker, Gaetz

34:37 — Where Do You Allow the Three-Day Vetting?

36:07 — "Anyone Who Works for a Living": The Line Worth Keeping


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Copyright © 2026 Molly McPherson

This one was ripped straight from Molly's morning. A client in the middle of a professional crisis that went viral and personal - social media vigilantes mobilizing online, a position lost - and the conversation kept landing on a single question: when someone types your name into a search engine in June 2026, what actually comes up? Google? Social media? A Reddit thread? Or an AI-written answer you never saw coming?

Linda Zebian, VP of Communications at Muck Rack and a ten-year veteran of New York Times corporate comms, has the data to answer it. Muck Rack's "What Is AI Reading?" study analyzed 25 million AI citations - "the biggest study of its kind" - and found that 99% of what AI engines cite comes from non-paid owned and earned media. All of social combined - Reddit, LinkedIn, Facebook, TikTok, YouTube - accounts for just 2.9%. The press release your team wrote off years ago? It out-cites Reddit.

Which means the reputation game has moved. SEO was a ranking on a list; GEO - generative engine optimization - is about being in the answer. If your crisis plan still lives and dies in the Facebook comment section, you're defending territory ChatGPT, Gemini, and Claude stopped reading a long time ago.

Chapters:

00:00 - Linda Zebian and Search Engines

01:20 - Navigating Today's Fragmented Media Landscape

03:18 - How PR Is Evolving Beyond Traditional Journalism

05:57 - SEO vs. GEO: The Future of AI Search Optimization

07:50 - What AI Actually Uses as Trusted Sources

10:40 - How to Write AI-Optimized Press Releases

14:57 - Why Owned Media Matters More Than Social Media

16:23 - FAQs vs. Blog Posts for GEO and AI Visibility

17:33 - Best Crisis Communication Strategies in the AI Era

20:16 - How to Measure AI Visibility and Brand Authority

22:29 - The Future of GEO, AI, and Reputation Management