On this episode of HR & Payroll 2.0, Pete and Julie step into the evolving world of public relations, brand storytelling, and answer-engine optimization with Kate “Katie” Achille, co-host of Up Next at Work and partner at Devon PR. 

Together, they explore how PR (public relations) has shifted from traditional media and press releases to a strategic growth engine that now shapes search visibility, AI-powered discovery (AEO), and generative engine optimization (GEO) across the HR technology marketplace.  

Katie breaks down why messaging matters more than ever, how companies can differentiate in an overcrowded HR tech, recruiting, and payroll ecosystem, and why the firms winning mindshare aren’t the loudest - they’re the ones who clearly articulate what they do, who they serve, and how they solve real problems. She shares practical insights on leveraging analysts, navigating buzzwords, aligning brand and product narratives, and building credibility in a market where AI is rewriting the rules of communication.

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/katieachille/

Up Next @ Work Podcast: https://wrkdefined.com/podcast/up-next-work 

Katie’s Substack, ‘The How’: https://thehowof.substack.com/

DevonPR: https://www.devonpr.com/ 

Connect with the show:

LinkedIn:  http://linkedin.com/company/hr-payroll-2-0

X: @HRPayroll2_0 

X: @PeteTiliakos 

X: @JulieFer_HR

BlueSky: @hrpayroll2o.bsky.social

YouTube: https://www.youtube.com/@HRPAYROLL2_0 

WRKDefined Podcast Network: https://wrkdefined.com/podcast/hr-payroll-20 

Thank you to our marquee sponsors for powering the HR & Payroll 2.0 podcast forward! 

G-P ‘Globalization Partners’: https://www.globalization-partners.com/

OneSource Virtual: https://hubs.ly/Q03YFNR90

Zoho: https://www.zoho.com/press.html