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In this episode, Bill Zimmerman joins host Jason Mudd to discuss how the creator economy is transforming public relations and marketing strategy.

Tune in to learn more!

Our Guest:

Our episode guest is Bill Zimmerman, a professor in the College of Communications at Penn State University. With a background in journalism and public relations, he recently authored a textbook on the creator economy. His academic work focuses on preparing students for the evolving landscape of influencer marketing, content creation, and digital media strategy.

Five things you’ll learn from this episode:

1. Why brands must understand the difference between influencers and content creators

2. The power of evaluating creators’ niche audiences instead of just follower count

3. Why trust, disclosure, and transparency are crucial in influencer partnerships

4. How to build an effective creator brief and why it matters for brand alignment

5. Tools and trends shaping the future of influencer marketing and PR education

Quotables

“Trust is the currency of the creator economy. It must be earned and maintained.” — @BillZimmerman

“A million followers doesn’t mean a million buyers. Engagement matters more.” — @BillZimmerman

“Creators are trusted more than institutions because they deliver real talk and transparency.” — @BillZimmerman

“You hire a creator for their voice. Over-directing the message kills authenticity.” — @JasonMudd9

“Disclosure isn’t optional. It’s ethical, smart, and legally required.” — @JasonMudd9

“The creator brief is quickly becoming the backbone of successful campaigns.” — @BillZimmerman

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About Bill Zimmerman
Bill Zimmerman is an assistant teaching professor at Penn State University’s College of Communications. He brings a wealth of experience from his previous roles as a newspaper reporter and PR professional. Bill holds a bachelor’s degree from Indiana University of Pennsylvania and another in higher education from Penn State, along with accreditation in public relations.

A thought leader in the evolving world of digital media and PR education, Bill authored a textbook on the creator economy and is launching a content creator certificate program at Penn State. His work is helping shape how future PR and marketing professionals approach influencer strategy, creator partnerships, and audience trust in the digital age.

Guest’s contact info and resources:

Bill Zimmerman on LinkedIn

Understanding the Creator Economy: Making Digital Media Work for You

Additional Resources:

Influential.co

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• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
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