The PR Pace Podcast

Originally published by Lighter Capital on Bootstrapped: The Lighter Side.

Subscribe to The Lighter Side here: https://www.lightercapital.com/podcast

Republished with permission.

In this episode of the PR Pace Podcast, guest host Kate Laursen, Senior Director at Pace Public Relations, sits down with two leaders at the intersection of media, climate, and communications: Dillon Thomas, multi-Emmy Award-winning reporter for CBS Colorado (CBS Denver), and Melanie Kelly, Vice President of Marketing and Client Partnerships at Pivot Energy.

First, Dillon shares how he approaches storytelling as a local TV journalist—from breaking news and presidential interviews to an Emmy-nominated segment on a Colorado agrivoltaics project featuring sheep grazing under solar panels. He explains what makes a pitch stand out, why strong visuals and “real people” matter, and how local journalism delivers the accountability and community-focused reporting national outlets often miss.

See Dillon's piece here: https://www.cbsnews.com/video/sheep-some-lamb-scaping-solar-panel-farms-nearly-eliminating-mowing/

Then, Melanie joins Kate to explore how renewable energy companies and sustainability-focused brands can communicate more effectively in a polarized environment. She breaks down shifting consumer sentiment, why today’s audiences demand evidence-based impact (not vague green claims), and how Pivot Energy frames solar around American energy, local economic benefits, and community partnerships—including agrivoltaics and donations to local nonprofits.

Whether you’re a PR professional, marketer, journalist, or climate communicator, you’ll learn how to:

• Craft climate and clean energy stories that resonate across the political spectrum
• Build authentic relationships with reporters and newsrooms
• Use PR and broadcast coverage to prove your company’s impact
• Tailor messaging for local communities, landowners, and corporate buyers

Tune in for practical insights on renewable energy storytelling, climate communications, and making your message break through.

What is actually happening to the media relations tools publicists rely on daily? In this episode of the PR Pace podcast, host Annie Scranton sits down with Brett Farmiloe, founder and CEO of Featured, to discuss the major shifts happening at the intersection of PR, artificial intelligence, and brand visibility.

Brett shares the exclusive backstory behind his acquisition and relaunch of Help a Reporter Out (HARO) and Connectively, revealing his vision for preserving the nostalgia and product-market fit of the traditional three-times-a-day email newsletter while scaling a unified platform.

Annie and Brett dive deep into the reality of AI-generated pitching, how journalists really feel about AI in their inboxes, and how PR professionals can navigate the shift from traditional SEO to GEO (Generative Engine Optimization). Learn how authoritative press releases and earned media mentions are becoming the ultimate "secret weapons" for training Large Language Models (LLMs) and securing AI visibility for your clients.

Here's what we're talking about:

• The HARO Timeline: What happened to Help a Reporter Out and Connectively, and what their return looks like today.
• AI vs. Human Pitching: How 35% of journalists are actively opting out of 100% AI-generated pitches, and why a "human in the loop" is essential.
• The Evolution of Featured: How Featured is building the first true AI "co-pilot for PR" to solve inbox overload and unify journalist requests, podcasts, and speaking opportunities.
• GEO Strategy & AI Visibility: Direct tactics for landing your brand on the "new front page of the internet"—from authoritative news wires to GEO audits.

Connect with the Guest:

• Visit Featured: Featured.com 
• Visit Connectively: Connectively.us 

In an oversaturated market like Key West, how do you differentiate yourself when 600 other agents have the same license?. In this episode of the PR Pace Podcast, Annie Scranton talks with Jenna Stauffer of Sotheby’s Realty about the practical role of Public Relations and media in building long-term trust with clients.

About This Episode: Jenna shares how national media appearances provide a "stamp of approval" that makes a client feel confident in their choice. We discuss the reality of transitioning from a TV news background into the "service and therapy" side of real estate, where managing emotions is just as important as managing a listing.

What You’ll Learn:

• The Credibility Factor: How national press coverage on networks like Fox Business serves as a powerful "sign" to potential clients during the decision-making process.
• Standing Out: Navigating a small island market that is home to over 600 registered agents.
• Soft Skills from Media: How the pressure of live TV builds the confidence to walk into high-stakes listing appointments without being intimidated.
• Beyond the Listing: Why "timing the market" is often a distraction from a client’s actual needs and life goals.

Timestamps:

• 0:00 - The reality of the Key West market 
• 3:54 - How a TV background prepares you for real estate 
• 9:26 - Managing low inventory on a 2x4 mile island 
• 15:37 - How media presence creates a "competitive edge" 
• 19:26 - The psychological impact of PR on client confidence 
• 23:42 - Honest advice for buyers in an uncertain market 

• How her true crime YouTube series “The Ingle Edit” was born from the stories TV never has time to air
• The haunting 1993 cold case of teacher Sherrilyn Hockley and how new DNA technology could finally solve it
• What she witnessed covering the Scott Peterson, Michael Jackson, David Westerfield, and Sean “Diddy” Combs cases
• Why so many people around celebrities stay silent — and how money, access, and lifestyle keep them complicit
• How journalism has shifted from straight reporting to opinion, and why she fights to stay “right down the middle” at NewsNation
• Her new weekend show and true crime segment “Investigation Nation”
• Lessons from working with Geraldo Rivera, networking in media, and why you should never burn a bridge