In this episode, Mickie Kennedy, founder of eReleases, explains how small businesses can access national press distribution at a fraction of standard costs through eReleases' partnerships. The conversation covers why 97% of press releases fail to generate earned media, the importance of story arc elements like use case studies, and strategic approaches, including industry surveys and contrarian viewpoints. Kennedy discusses how AI replicates unsuccessful patterns, why journalist inboxes have become chaotic from database blasting, the limited value of pay-for-play placements, and how earned media functions as social proof that improves conversion rates and reduces customer churn.