Francesco Marconi, an early AI newsroom pioneer, explains how artificial intelligence is transforming journalism and PR. He also outlines why communicators must structure content for AI systems that now read and rank information before humans.

Newsrooms are increasingly embracing large language models (LLMs) to streamline production, support reporting, and reshape how journalists work.

One pioneer who worked at major news outlets led early efforts to integrate artificial intelligence into editorial workflows, helping lay the foundation for how generative AI is used in modern journalism.

Francesco Marconi, a computational journalist who founded AppliedXL, helped The Associated Press and The Wall Street Journal bring AI into their editorial processes before these tools went mainstream.

So has AI use in the newsroom become the norm?

Recent global surveys show that a strong majority of news organizations have already experimented with generative AI tools for tasks such as transcription, summarization, data handling and drafting.

About 73% of those news organizations said AI platforms such as ChatGPT present new opportunities in the journalism industry.

But AI is not only being used as a tool in newsrooms. It is also reading content and deciding what gets surfaced online.

In fact, humans are often second in line when it comes to reading online content like press releases, Marconi said in an exclusive interview with EIN Presswire.

That’s why Marconi says communicators should structure content with the most helpful information at the top — for what he describes as the first reader: AI systems. He expands on that subject later in the interview.

Speaking at events and on podcasts, Marconi continues to share how he has helped spearhead AI-driven newsroom tools.

Some of those innovations include automated systems that generate routine, data-based stories such as earnings updates and sports results, and machine-learning models that identify trends in large datasets.

He’s also known for leading early experiments in AI‑assisted reporting.

Still, Marconi maintains that AI should augment journalists, not replace them, by handling routine tasks so reporters can focus on deeper, more investigative work.

Today he leads AppliedXL, a company built on the idea that early signals in public data can be detected long before they become news. Its clients include Bloomberg, Dow Jones, Washington Post Intelligence and more.

His career — spanning newsroom R&D labs, MIT Media Lab research, and books on AI in journalism — has made him one of the most influential voices on AI in modern journalism.

EIN Presswire caught up with Marconi to further explore how AI is reshaping the news industry, why machines are now reading content before humans, and how communicators can “survive machine consumption” by writing structured content.

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Q: How did your time at The Wall Street Journal and the Associated Press shape your views on AI and the future of news?

A: At the AP, we were generating thousands of earnings stories a month from structured data before most newsrooms had a coherent AI strategy. Not as an experiment, as production infrastructure.

At the Journal, we took a step further to build data mining and event detection tools that monitored massive troves of data from regulatory fillings, transcripts and press releases to find signals and break stories against the competition.

What that work made clear is that the constraint in journalism has never been writing. It’s knowing what to look for, in which data, at what moment. The harder problem is encoding that judgment, the investigative instinct, the research discipline, the sourcing logic, into systems that can apply it at scale. That’s what we do at AppliedXL. We turn the insight of journalists and domain experts into AI that can run those same steps across millions of data points continuously. The outcome is detection. Signals that would take a team of researchers weeks to surface, found in seconds, before they become headlines. We’ve benchmarked this directly against the leading general-purpose AI systems. General-purpose models produce complete responses. They do not produce high-signal ones. That’s the difference between a system trained on everything and a system built to know one domain deeply.

Q: You recently wrote that AI agents are becoming the primary consumers of news. What does that mean?

A: Most news is still produced as if a human will read it first. Increasingly, that’s not true. For every human a bot sends to a publisher, that bot has already read the publisher’s work up to 70,000 times. The machine isn’t a distribution channel. It’s the primary audience. And it reads differently. A 2,000-word article is less accurate than a 200-word list of facts if the audience is an AI. Agents don’t read. They retrieve fragments and discard the rest. Every sentence that isn’t a clean, extractable claim is noise the machine uses to mis-rank and mis-summarize the source. Narrative flow is exactly what breaks the pipeline. Organizations that understand this early have a structural advantage. The ones that don’t will find their content readable but not usable.

Q: You’ve introduced the concept of “pre-news.” How would you explain that idea to communications professionals in simple terms?

A: Before a story runs, there’s a data trail. A clinical trial registry update. A regulatory filing. A carbon credit issuance. These are public records, just not yet news, because no journalist has connected them to a narrative. The gap between when that signal appears and when it becomes a headline can be hours, days, sometimes weeks.

And it goes beyond detection. We build risk scores and prediction models on top of those signals. Our clinical trial prediction model calls trial outcomes with 88% directional accuracy, higher than any peer-reviewed model in the literature. That’s what happens when you encode genuine domain expertise into the system rather than applying a general-purpose tool to specialized data.

Q: Your company works heavily with public data and signal detection. How can that help communications teams or agencies today?

A: Some of the most sophisticated investors and hedge funds have been doing this for years. Mining regulatory filings, tracking activity patterns in job postings, running linguistic analysis on public disclosures to find risk signals and decode what companies are actually doing versus what they’re saying. That infrastructure exists. It’s being used on your clients right now.

Between 50 and 70 percent of S&P 500 companies in healthcare, energy, utilities and other regulated sectors have material signals sitting in public data right now that their own IR and communications teams aren’t seeing. Not because the data doesn’t exist, but because accessing it requires the right infrastructure. Hedge funds built that infrastructure years ago. Most corporate communications teams are still working without it. We give them access to the same types of signals, the same patterns sophisticated market participants are already reading, so they can walk into any conversation knowing what the data already says about them.

Q: As AI systems increasingly scan press releases, filings and online content before humans do, how should communicators adapt?

A: Structure matters more than prose now. A material fact buried in paragraph six may never get weighted correctly by an automated system. Putting the most important signal at the top, with precision and not marketing language, has always been good practice. Now it has operational consequences.

The deeper shift is about what information needs to become. To survive machine consumption, content needs to be atomic, structured, and retrievable. Not just the facts, but the context that tells the machine what the facts mean. Ontologies. Structured claims. Instructions an agent can follow without distorting the source. Almost none of what gets published today is built that way. The communicators who figure it out first will have a significant advantage over those still optimizing for human readers who may no longer be first in line.

Q: You’ve said the “signal before the story” may become more valuable than the story itself. What does that mean for journalism and media companies?

A: Every era of media gets defined by what it monetizes. Print monetized distribution. Digital monetized data. Social monetized attention. The next era will monetize truth, because demand for it is about to outstrip supply by orders of magnitude.

AI-generated content went from roughly 7 percent of new web articles in 2022 to over 50 percent today. At the same time, US newsrooms have lost roughly half their journalists since 2008. The investigative desks, the regulatory beat reporters, the people whose job was to say “this is true and here is why” have been cut, consolidated, or eliminated. The supply of things to verify has exploded in three years. The workforce capable of verifying them has been shrinking for fifteen.

That asymmetry has a price. A market trading on unverified information misprices risk. A court admitting it as evidence reaches the wrong outcome. A clinical decision shaped by it harms a patient. No hiring wave closes that gap. The math doesn’t work.

Meanwhile, Google is already deciding which information surfaces. OpenAI is deciding what counts as a credible source. None of them have editors. None of them issue corrections. What’s true is becoming an engineering decision. A century of journalism built the infrastructure to verify truth. Nobody has figured out how to sell it at the speed it’s now needed. That’s the market that’s opening up.

Q: What skills do you believe journalists, PR professionals and communicators will need most in an AI-driven industry?

A: Data literacy, not programming, but the ability to read a database, parse a filing, know where primary sources live before they enter the news cycle. Domain depth, because generalist skills are being commoditized faster than specialist knowledge. A communications professional who genuinely understands pharmaceutical regulation or carbon markets is not interchangeable with a general-purpose tool.

It also helps to understand which kind of journalism you’re in. There are two. The first is utility journalism: information whose job is to inform decisions. For that kind, the article is increasingly the wrong container. The machine retrieves fragments and discards narrative. Structure is everything. The second is community journalism, news you feel, identity, belonging, storytelling as the product rather than the packaging. That one doesn’t need to change. The professionals who struggle most in the next few years will be the ones who haven’t figured out which of those two they’re actually doing.

How is AI affecting creativity, and how important is it to maintain originality while using AI platforms for PR‑related work? Hear what they have to say in EIN Presswire’s young professional panel discussion.

The panel — made up of emerging PR professionals, PRSSA leaders, and students — included A’Mya Kendrick (Eastern Kentucky University), Kiley Fenn (University of Tennessee), Courteney Sykes (Clark Atlanta University and Florida State University), and Lilibet Kirwan (marketing intern at Newsmatics, parent company of EIN Presswire).

Check out the full panel discussion, which will be posted soon on YouTube. Subscribe below for more Heard on the Streets episodes, exclusive interviews, and additional content.

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One major shift these budding PR graduates and early‑career professionals are navigating is artificial intelligence. To explore their thought process, our intern Lilibet Kirwan hosted a panel discussion for Heard on the Streets, discussing how AI is reshaping the PR landscape for Gen Z.

How is it affecting creativity, and how important is it to maintain originality while using AI platforms for PR‑related work? Hear what they have to say in part 1 of EIN Presswire’s young professional panel.

If you’ve been following our panel discussions from last year, you’ll recognize a familiar face: A’Mya Kendrick, a former intern and PR guru who led a similar conversation during her internship. In the clip, Kendrick shares what she considers “good taste” in comms in the age of AI.

In the full video coming soon, you’ll also see a new face and another familiar one in our latest panel discussion as they share their insights on AI, agency experience, and internships.

The panel — made up of emerging PR professionals, PRSSA leaders, and students — includes A’Mya Kendrick (Eastern Kentucky University), Kiley Fenn (University of Tennessee), Courteney Sykes (Clark Atlanta University and Florida State University), and Lilibet Kirwan (marketing intern at Newsmatics, parent company of EIN Presswire).

The full episode drops soon on YouTube, so stay tuned. Subscribe below for more Heard on the Streets episodes, exclusive interviews, and additional content.

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When Shelby Leigh began sharing her work online nine years ago, she hoped to learn how to market her products and connect with others in her space. What she may not have expected is that she’d go on to inspire hundreds of creatives and sell more than 60,000 books.

That experience led her to launch Marketing by Shelby, a platform that makes her marketing expertise accessible to artists, authors, entrepreneurs, and other creators.

But one thing that sets Leigh apart from many creatives in the marketing space is her advocacy for mental health. She has used social media to reach millions through her poetry, which explores topics such as anxiety, self-love and healing.

The bestselling author has also integrated mental health awareness into Marketing by Shelby, where she helps creatives navigate the impact of social media on their well-being.

Today, Leigh has written four successful books and worked with more than 9,000 students.

With over a decade of experience helping shape brands and a following of hundreds of thousands, she has become a trusted resource for many creatives.

Leigh has built her business around a simple philosophy: “Marketing isn’t a chore, but an extension of your creativity.”

In a conversation with EIN Presswire, Leigh shared how she got started in her career, her perspective on building brands and strategic communications, as well as insights for creatives.

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Q: Tell us a bit about your path. What were you doing early on, and how did that lead to what you’re building today?

A: I studied Communications and PR in college, so marketing was always part of my world. After graduating, I worked in corporate social media and branding while also writing and self-publishing poetry books on the side. I was a marketing professional by day, soaking up everything I could about marketing, branding, PR and social media, and at night, I was an author trying to figure out how to sell books and pursue a passion I’d had since I was a young kid.

From there, I was applying what I knew about branding and social media to my own books, and it was working. Other authors started asking me how I was doing it, and I realized there was a real gap: creatives who were talented but had no idea how to market themselves without feeling like they were selling out. I started Marketing by Shelby shortly after leaving my corporate job to pursue my writing passion, and it just grew from there.

Q: Was there a moment when things started to gain momentum for your brand? Any milestones that stand out?

A: For a long time, it was more like a bunch of small wins that started adding up. As an author, hitting 500K followers was a cool milestone, but what actually felt meaningful was selling over 60,000 books, because I remembered selling two copies the very first week I self-published and spent many months wondering if anyone would ever care.

On the business side, one of my favorite milestones was when I launched my membership, The Creative’s Content Club. I had over 300 creatives join during launch week, which was beyond my wildest dreams. (My goal was 100 members!) I’ve now had over 9,000 students be a part of my programs. That’s a lot of creatives who decided to bet on themselves, and I don’t take that lightly.

Q: Looking ahead, what shifts in media, marketing, or audience behavior are you paying closest attention to right now?

A: A few things, honestly. I’m watching how tired people are getting of content that feels manufactured. Audiences are really good at detecting inauthenticity now, and I think that’s actually great news for creatives who are willing to just be real and show up. A lot of the creatives I work with are hesitant at first. They like to be behind-the-scenes and not be on camera, which I completely understand because I’ve been there. But with the rise of AI content, we need to show up as ourselves to stand out.

I’m also paying close attention to email. Everyone keeps counting it out and it keeps proving people wrong. For the people I work with, owning your list versus renting space on a platform is a conversation I’m having constantly. I love email marketing and I don’t think it’s going away anytime soon.

Q: From your perspective, what do creatives often get wrong when trying to build an audience or make their brand visible?

A: The biggest one is waiting too long to start. They want everything to be perfect before they put themselves out there, and that costs them so much time.

The other thing I see constantly is creatives trying to copy what big brands or influencers are doing instead of leaning into what actually makes them different. Your story, your voice, your specific way of seeing things is what builds a real audience. People don’t follow logos; they follow people. There’s a reason why big brands are now leaning into personal brands. And as small businesses, we have that personal edge that big brands don’t!

The other thing creatives get wrong is overdoing it, thinking they need to be everywhere, doing everything, all the time. They don’t. They need one clear message shared consistently to the right people. Being strong on 1-2 platforms is more impactful than trying to be on 5 platforms at once with a weak strategy.

Q: What’s one approach, habit, or strategy that’s been consistently effective for you as the industry evolves?

A: Storytelling, without question. Before I create anything — a caption, an email, a course lesson — I ask myself what the human moment is behind it. That’s what makes content actually connect, and it’s the one thing that doesn’t change no matter what the algorithm is doing.

Platforms shift, trends come and go, but people always want to feel understood. If your marketing is built around that, you’re going to be fine.

Q: What advice would you give to someone looking to build their audience?

A: Start before you feel ready, and be more honest than you think you’re supposed to be. The content that has actually moved the needle for me was never the most polished or perfect — it was the most honest or vulnerable. Like I said before, humans want to connect with other humans.

And think about your audience as actual people, not a number. Don’t ask, “How do I get more followers?” Ask, “How do I genuinely help the person already reading this? How can I make sure my ideal audience feels understood, inspired, or empowered by our brand?”

Also, and this is the one that a lot of people have a hard time hearing: give it more time than feels comfortable. Slow growth is still growth.

Some people learn to speak on camera. Karla Ray lived it.

Long before she ventured into the communications side of the business, she was in newsrooms across the United States, chasing stories and anchoring newscasts. At just 19, she got her start in local news, hauling her own gear across dozens of counties as a one‑woman‑band reporter in South Dakota.

Her firm, Unprompted Strategies, which she doesn’t label as strictly public relations, gives clients an edge by focusing on a part of communications many overlook: telling stories both on‑camera and off.

“I don’t really view myself as a practitioner of public relations, but I am a master communicator,” Ray told EIN Presswire. “I’ve been a writer and storyteller for as long as I can remember.”

Unprompted Strategies was born, as she says, “after leaving news unexpectedly in 2024 to help others amplify stories on camera, online or on their behalf.”

The standout service she’s known for is one not every traditional PR shop can pull off: media coaching.

Her areas of expertise are media coaching and media placement, shaped by her extensive newsroom experience and a keen instinct for what reporters look for.

And she’s the ideal person to school you on being interviewed by the media — just look at her background, spending more than a decade investigating, anchoring, and earning Emmy nominations in Florida.

When she was let go from her news role in 2024 — an “unprompted job loss” — everything shifted. What came next wasn’t a backup plan but rather the foundation of the company she continues to build today.

Ray launched Unprompted Strategies to help people and brands show up with clarity, command a camera, and own the room. She ditched the teleprompter to teach others how to think like journalists, pitch with purpose, and deliver when the red light turns on.

In this “Heard on the Streets” feature, Ray shares how she turned a career pivot into a platform, why former journalists are PR’s secret weapon, and what brands get wrong when they wait too long to ask for help.

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Q: Tell us a little more about your journey and how you got started.

A: I think I wrote my first ‘book’ at age 4- something ridiculous that’s no doubt in a box somewhere in my parents’ basement. I started on the print journalism track in college but quickly realized that I was better suited for the pace and style of broadcast. I spent 17 years working as a television investigative reporter and anchor, mostly in Florida.

Q: Describe your firm and the industries and clients you serve.

A: I want to teach people how to fish. My goal is to help people learn how to tell their own brand story so well that they don’t need to pay a retainer fee to a PR firm each month. Unprompted Strategies is run on authenticity and audacity, and the authentic and audacious are the clients I hope to serve. I have a full-time 8-5 as a Community Relations Manager at a law firm, so I am only taking on a few clients at a time under Unprompted. This allows me to really focus on their needs and deliver results.

Q: What specific areas of PR do you specialize in?

A: Media coaching and media placement are my calling cards, due to my extensive work history in TV news. I can write a press release, but my placements have come from knowing how to pitch a good story and preparing my clients for their on-camera or quotable moment.

Q: Could you share some insights into the strategies or best practices that have been key to your clients’ success?

A: It’s all about learning to think like a journalist. Once you know how to identify a good story, feel empowered to tell it, and build relationships with the reporters who can amplify your voice, the pitching part is easy. Too often, brands and businesses focus only on the chance to be featured without doing any of the prep work to make sure they nail it when the spotlight is on.

Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?

A: Waiting too long to ask for help. Imagine spending all this time creating your brand or business, only for it to flop because you don’t have the right team helping to get your story out! I also find that PR is often the first budget to get cut when times are tough; this is a mistake because without public interest, even the best ideas can die on the vine.

Q: Anything else you’d like to share about the industry you work in or helpful tips?

A: Don’t overlook former journalists. We know what makes a good story, a strong pitch, we understand production, we are deadline-driven and are incredible multi-taskers! Even if we don’t have an APR behind our names, we know how to play the game.

But there’s a caveat, says David Olajide, senior marketing manager at Curzon PR. The Nigerian native supports AI use in the communications industry but stresses the importance of using it ethically.

He breaks down what responsible AI use looks like and discusses reputation management, a core service at the London-based firm where he works.

🎧 We just dropped the audio podcast with EIN Presswire and Olajide — check out the full conversation on our YouTube.

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Before documenting conditions of animal cruelty and streaming award‑winning vegan cooking shows to millions worldwide, Jane Velez-Mitchell was a host of a primetime crime show on CNN Headline News, often appearing alongside or filling in for famed television personality Nancy Grace.

Velez-Mitchell, who has served as a CNN commentator, navigated courtrooms and covered trials that gripped the nation, including the high-profile O.J. Simpson case.

It’s no surprise that, through her extensive TV career, she honed the storytelling skills that would later shape her next venture.

In a video call with EIN Presswire, a large TV screen glowing in the background and a warm smile on her face, Velez-Mitchell explained how to access UnchainedTV, a free vegan news and entertainment channel that she founded several years ago.

She casually mentioned well-known figures she is closely connected to in the industry, including TMZ founder Harvey Levin, with whom she has worked with.

Velez-Mitchell also pointed to celebrities who have embraced veganism and have been featured on her network, some of whom may come as a surprise, such as boxing legend Mike Tyson.

Meanwhile, her decades in television, including a six-year stint covering stories for nationally syndicated shows like Celebrity Justice, laid the foundation for a different path within media, one that was the complete opposite of covering crimes.

Velez-Mitchell’s entrepreneurial venture created space for what seems to be a niche: a streaming network devoted entirely to animal rights, plant-based living, and environmental issues — topics that mainstream media don’t cover much.

Today, the former pescatarian turned vegan leads a team of volunteers and advocates passionate about UnchainedTV, which is a nonprofit.

Their goal is simple, outlined in a mission statement: to entertain viewers worldwide but also “ignite change through stories that matter — for animals, people, and the planet.”

The mission-driven media platform blends original programming with celebrity-driven content, including series like At Home with the Jenners, alongside award-winning shows recognized by the Taste Awards, often called the “Oscars of Food.”

Specifically, the show Kale Krew won “Best City or Regional Program” at the 16th annual awards in 2025, while New Day New Chef previously won two Taste Awards.

Today, much of Velez-Mitchell’s time is spent producing and curating stories that advocate for animal rights, climate change, and veganism — using the same rigor that once brought courtroom drama to living rooms to illuminate a very different kind of justice.

In an exclusive interview, the award-winning journalist and entrepreneur discussed her latest documentary, The Climate Healers, the moment that led her to embrace veganism, and why she says mainstream media has overlooked what she calls “the crime of the century.”

She also expanded on building UnchainedTV, pointing to its growth, award-winning programming, and more.

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Q: You spent years covering some of the most high-profile criminal cases in the country. Was there a moment that pushed you to transition to animal rights and plant-based media?

I’ve reported on the trials of the Menendez Brothers, OJ Simpson, Phil Spector, Robert Blake, Michael Jackson, Casey Anthony, George Zimmerman, Jodi Arias, and others. But, the crime of the century has been ignored by the mainstream media. That is the industrialization of animal production. Every year, more than 80 billion cows, chickens, pigs, turkeys, lambs and goats are raised and slaughtered in conditions that are prison-like. It’s called factory farming. They live in CAFOs, which stands for Concentrated Animal Feeding Operations. These animals are just like our dogs and cats. They suffer enormously. The world has somehow decided that their suffering does not count. But, it does. We want to show people the truth.

Q: Was there a specific experience or realization that led you to fully commit your life and career to veganism?

I was raised in a mostly pescatarian household in Midtown Manhattan. Gradually, I became vegetarian. Then, in 1998, while I was working for a Disney-owned Los Angeles news station on the Paramount lot, in walks Howard Lyman, promoting his new book. He was the 4th generation cattle rancher, turned vegan activist, who’d gone on the Oprah show and revealed the horrors of the industry. She famously said his revelations just “stopped me cold from eating another burger.” The cattlemen sued Oprah but she won, declaring “free speech not only lives, it rocks.” After I interviewed Lyman, he and his publicist asked if, being a vegetarian, I still consumed dairy. I reluctantly admitted that I did. “Liquid meat,” they said. And, that was the moment I went vegan. I have not looked back. Best decision I ever made.

Q: UnchainedTV focuses on topics that many say don’t always receive adequate attention in mainstream media. When you launched it, did you feel you were filling a gap others had overlooked?

I started the UnchainedTV streaming and FAST channel network specifically because — having been in mainstream television news for more than 30 years — I saw firsthand that animal rights and the plant-based lifestyle were generally either ignored or denigrated by advertiser-based mainstream media. Why are these issues crucial? Because animal rights are human rights. It’s the key to solving the world’s most pressing problems, like climate change. The New York Times, reporting on an Oxford University study, said, “...vegans are responsible for 75 percent less greenhouse gases than meat-eaters.” That’s a climate solution! However, that story was not picked up by the other big media outlets. Then, there’s America’s leading killer, namely, heart disease. It’s generally caused by plaque buildup from cholesterol. All vegan products have zero cholesterol. Animals produce cholesterol, not plants. Also, most people have no idea that processed meats are carcinogenic, according to the World Health Organization and red meat is labeled “probably carcinogenic.” And, there’s world hunger. Globally, over 600 million people suffer from chronic hunger. We could feed them all if we redirected them to all of the soy, corn and other commodity crops we are currently feeding to billions of factory farmed animals.

Q: You’ve mentioned upcoming documentaries and new releases. Can you expand on any of those projects and what viewers can expect, whether they’ve already been released or are still in development?

We just shot another season of our popular vegan cooking series New Day New Chef, this time co-hosted by vegan movie star Nina Bergman, known for action films like Hell Hath No Fury. UnchainedTV’s latest documentary, debuting during LA Climate Week 2026, is entitled The Climate Healers and is focused on the work of famed systems engineer Dr. Sailesh Rao. Dr. Rao is working to engineer a global transition to a plant-based culture to avoid the oncoming climate catastrophe. The UN Secretary-General has already warned that humanity is in the process of shooting past the 1.5-degrees Celsius climate target set by the Paris Agreement and warned of “devastating consequences.” We are also doing several other series: Green Goddesses, about two actresses/activists on a series of adventures, Kale Krew, featuring fabulous vegan dining experiences and a still untitled new reality series about a lawyer/bodybuilder starting a vegan restaurant franchise.

Q: Describe your experience building a passionate team of volunteers and advocates. How did you go about constructing your team for a nonprofit, and have you brought on less-experienced or experienced journalists and producers?

Having worked on TV shows for some of the biggest names in news and entertainment — from CNN to CBS, Disney and Telepictures — I already knew how newsrooms and networks operate. The challenge was: how to staff ours. While UnchainedTV is known as the Vegan CNN/Netflix, we have a minuscule budget. So, we rely, to a large degree, on volunteers. I’m a volunteer and so are the chefs, show hosts and reality TV personalities we feature. While we do pay a small number of people for their technical expertise, they also work for a fraction of the going rate because they’re passionate about plant-based solutions. We have directors and editors — who have worked for the biggest networks in the world — helping us for a pittance because they, too, want to get the message out.

Q: Your programming has earned recognition from the Taste Awards, often called the “Oscars of Food.” What does that recognition mean for your mission, and where do you hope to take UnchainedTV next?

Awards are a great way to mainstream the plant-based lifestyle. Several of UnchainedTV’s series have won Taste Awards including: At Home with the Jenners, starring Brandon Jenner of Keeping Up with the Kardashians fame. Brandon, along with his wife Cayley, are passionately plant-based. Kale Krew has also been honored by the Taste Awards. Hosted by Nemanja Golubovic, owner of Chicago’s acclaimed Kale My Name restaurant, this series shows how the plant-based movement is growing exponentially. And, New Day New Chef, our celebrity-packed vegan cooking series, has been honored as well. Having been trained as a breaking news reporter, I treat every day like it’s all hands on deck. There is no time for complacency or a “don’t look up” attitude. Everyone at UnchainedTV behaves like we are in a race against time... because we are... for animals, people and the planet.

Could artificial intelligence proficiency tests be part of the future of comms jobs? Love it or hate it, AI is becoming ingrained in nearly every major industry, including public relations — and it’s not just a fad.

And while technology accelerates, so do expectations that communications professionals showcase measurable results from their PR work, said Phil Rabin, a veteran PR practitioner, journalist and editor of Capitol Communicator.

In an exclusive interview with EIN Presswire, Rabin expounded on how the industry has transformed with AI and major mergers among PR firms. He also addressed a taboo subject for many communicators: showing measurable results from public relations campaigns.

For Rabin, whose career spans print, broadcast and communications, the transformation is here to stay. He has also been involved for almost two decades with Capitol Communicator, an online resource for communicators in Washington, D.C., Maryland and Virginia.

As for AI, Rabin believes it is quickly becoming a necessity for communicators. In fact, about 75% of PR professionals use AI tools in their work, and 80% of communications leaders consider AI essential to the future of the industry, according to a 2025 report.

Rabin pointed to a Capitol Communicator post, stating “employers will increasingly ask candidates who want to join the organization’s communications staff “to take AI tests … and may hire the proficient AI users.”

In addition, the post reads, as time progresses, “employers will demand continued (AI) testing as part of ongoing employment.”

Rabin said: “I don’t know of any other profession where employers will continue to test employees to see if they are current with what’s happening in their field…(and) wouldn’t it be embarrassing if your CEO’s children know more about AI and social media than members of the communications staff.”

But technology is only part of the equation, he argues. The larger challenge is credibility, particularly when communications teams fail to align their work with core business priorities.

In our interview focusing on his industry takeaways, Rabin talks about the moment it became clear how much the business world is beginning to expect ROI from PR, his early work in media relations for America’s space missions at Cape Kennedy, and the guidance he now shares with rising PR professionals.

(ROI, short for return on investment, tells a business whether it made or lost money compared to what was invested.)

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Q: How did you get your start?

A: When I was in my senior year at New York University, I also had an entry-level job at NBC/WNBC-TV News in Rockefeller Center in Manhattan — I went to NYU in the morning and early afternoon; and then went to NBC, where I worked until 11:00 or 11:30 p.m. At NBC/WNBC, I did everything from answering phone calls, to getting sports scores on the 11 p.m. WNBC newscast, distributing wire service stories to reporters, and assisting in NBC’s coverage of America’s manned spaceflight endeavors. At the time, the U.S. was involved in the Vietnam war and there was a good chance that after graduating from NYU I could be drafted into the Army and sent to Vietnam.

A correspondent who I worked with on NBC’s space coverage suggested that, because of my knowledge of the space program, I could be an asset to the Air Force if I was sent to Cape Kennedy/Cape Canaveral. (Cape Canaveral/Cape Kennedy refers to essentially the same area but, when I was there, the military portion was called Cape Kennedy Air Force Station.) It turned out that most manned spaceflight activities from the Cape had a military component. So, I joined the Air Force, was sent to Officer Training School in Texas, and then to Patrick Air Force Base, which is close to the Cape in Florida. At Cape Kennedy, among other things, I worked with the national news media covering launches, produced audio reports on Air Force activities, wrote for the base newspaper, and was the countdown “voice” for Air Force unmanned launches.

Q: What did you do after you left the Air Force?

A: I joined the Air Force Reserve at Andrews AFB where, among other things, I worked with the national and local news media covering VIP arrivals and departures, and was the narrator for the annual “open house” that attracted hundreds of thousands of people yearly. I retired as a Lieutenant Colonel.

While in the Reserve, a part-time job, I had a number of full/part-time and freelance jobs including producing film and news media material for a national trade association, working for two communications agencies, holding senior-level communications positions at two non-profit organizations, being co-author of a weekly newspaper column for 17 years on developments in communications, writing for PR Week, being co-owner of a four-color magazine and website on trends in communications, being a news anchor on all-news WTOP radio, running meet-the-media seminars nationwide for communicators who wanted to stay current with developments in PR and the media, and had a one-time walk-on role in a local theater production of “Hello Dolly.”

Q: What changes have you seen during the decades you have been in communications?

A: The changes have been — and will continue to be — profound. But, perhaps, the biggest change has not been the tools we use, but the fact that our success — and perhaps continued employment — will be measured based on ROI, the return on investment that an organization wants from its communications program.

Also, one of the fundamental changes facing the PR community is how to reach the audiences we need to reach. For those who have not followed the recent fate of newspapers, The Washington Post, recently announced it was cutting 30 percent of its workforce, including 300 reporters. And, the Atlanta Journal-Constitution, which stopped print editions and went all-digital at the end of 2025, announced it was cutting roughly 15% of its staff. And, change is also impacting broadcasting.

In addition, agency consolidation will result in significant job shifts. In fact, the recent merger of two large agencies — Omnicom and IPG — may have resulted in the loss of 10,000 jobs. Then, Omnicom merged Golin and Ketchum, and is folding Porter Novelli into FleishmanHillard. It did not announce how many people would be impacted by these changes.

Q: How important is it for PR professionals to focus on ROI?

A: A few years ago I attended a conference where one of the speakers was a former CEO and he talked about how members of his senior staff understood the importance of measuring ROI — everyone but his communications team. He described, with some disdain, how his communications staff was talking to him about an exhibit they created for a conference. And, the CEO said he wondered if his communications team had an understanding of the goals of his business - not how attractive the display was. In fact, he asked, did you ever wonder why so few communicators became CEOs? His answer was that communicators don’t talk ROI, the language of business.

As another example: I was at a social event with a man who was the head of a trade association based in D.C. We were there because we knew his wife. At one point, he asked me what I did for a living and I told him I was in communications and he responded with “I have no need for people like you.” Based on these experiences, communications professionals will not be taken seriously in the C-suite until they show measurable value to those they serve.

Q: What advice do you have for those entering the PR field or those who want to stay in it?

A: Here are two points: You have to stay nimble. Business, in general, will continue to be focused on the bottom line and if you can not show your worth to your organization’s leadership, which will change from time to time, you might find yourself searching for another job or career. The second is to hang around people brighter than you. I met a number of them when I was in the Air Force. One of them was a Colonel who led Air Force operations at the Cape. He had three college degrees and was so bright that he was sent to the Naval Academy in Annapolis to teach engineering to Navy cadets. And independently, I got to spend 10 hours on a Navy ballistic missile submarine undergoing sea trials. I saw the caliber of the officers — former Naval Academy cadets now officers — and they were the brightest group of people I have ever been around. It was eye opening to me. So, hang around bright people. They force you to think and produce to your highest potential.

It’s rare to find a publicist who knows how to use branding and public relations tactics to execute campaigns that drive awareness for clients, all while balancing life as a dedicated mother and working tirelessly to elevate brands.

With a passion for both motherhood and helping her clients grow, Brittany Nycole has shown that her visionary approach to PR and personable style help brands stand out and stay visible, even as artificial intelligence forces publicists to rethink communications strategies.

Since leaving her job in 2013 to become a full-time entrepreneur, Nycole hasn’t looked back, launching Brittany Nycole Brand (formerly Brittany Miller Brand PR Consulting Firm), where she serves as CEO. Her clients include independently owned brands, small businesses, corporations, and celebrity clients.

One thing is certain: her 10x award-winning PR company may be small, but it consistently delivers big results for the brands she represents through campaign strategy, collaboration, and building relationships with the media and others.

In a phone conversation with EIN Presswire, Nycole said a good publicist should be versatile, able to work with clients from a variety of industries. She emphasized that PR professionals should focus on building connections and seizing opportunities broadly, rather than limiting themselves to a specific industry or existing contact list.

“PR is evolving with the growth of social media use across the board as well as with the new presence of AI,” she said. “It’s an asset for PR teams and independent publicists to operate in versatility regarding the industries they service and clients they work with.”

“Industry-based PR teams tend to work off a Rolodex of acquired contacts, but the base skill of communications and public relations should never be limited to a contact list,” Nycole said, adding that these skills should be adaptable to any industry and help build relationships around the world.

As Nycole puts it, “At Brittany Nycole Brand, we have never narrowed down an industry niche because we are efficient in our ability to connect progressive professionals with fruitful opportunities.”

In the first 2026 “Heard on the Streets” feature, Nycole dives into her journey as a PR entrepreneur, how she integrates AI in communications while staying authentic, and the strategies and insights she uses to help brands succeed.

Q: Briefly tell us more about your journey into public relations and communications and how you got started.

A: I fell into PR. Originally, in 2016, I didn’t know what PR actually was and I was three years into full-time entrepreneurship as a full-time hair stylist and non-profit founder. I was doing all my own marketing and networking and was able to score multiple celebrity mentions and media interviews for the work I was doing. As a women’s advocate and successful non-profit Facebook group creator, many people began asking for my help and expertise in advertising and business growth. This is when I began to explore business to business services. I also relocated to Atlanta, GA, which placed me into a vigorous entrepreneur market and I was able to learn the proper role for my new ventures in B2B services. My PR and Branding company was born and I gained lots of high profile clientele and premier media partnerships. It was history from there!

Q: As you built your PR firm, what were some of the toughest moments, and what kept you going?

A: Some of my toughest moments in building my company were figuring out how to scale to support the large demand I was receiving for branding and PR as a rare, one-stop shop duo. As a new platform, I wasn’t quite ready financially to support a full-time team but my demand was thirsting for it. I was able to develop a rotating 6-month internship program in-house, which allowed me the time to build as well as provided me with hands-on help. From there, I was able to bring on full-time paid hires and scale to support a much larger team.

Q: As AI continues to shape communications strategies, how are you helping your clients stay relevant and visible?

A: AI is a big blessing but can also become a curse if not used and implemented properly. Too many brands are marketing AI forward and this is a big mistake. AI should be used as a backdrop tool rather than a forefront face. AI helps reduce time on tasks and helps build and develop visions but it is becoming an overused and oversaturated space for marketing. At this point, it’s safe to say that most successful brands and platforms use AI, but my journey has now included helping my clients stay AUTHENTIC within this new space. It is important to maintain credibility and realism in our work as businesses because ultimately, consumers and potential partners want to know that their investments are supporting something real and genuine. The people behind the brands are still the most important asset of growth and scaling.

Q: What are some of the strategies you rely on to help brands succeed? Any highlights that stand out?

A: I love a good fourth quarter calendar for marketing and PR planning. It’s important to stay in control of brand messaging throughout the year and to make it creative and engaging with the public. Fourth quarter calendar strategies help organize campaigns and map movement for brands to grow partnerships, gain new leads and stay new and exciting with their approach in advertising and public relations value, such as media presence and community engagement.

Q: Anything else you’d like to share about the industry you work in or helpful tips?

A: I’d love to note that PR professionals should master the actual skill of communications and negotiation. The traditional setup of publicists only serving one industry market is so limiting.

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From the day Matt Kovacs left top PR firms to start an agency with his team, he had one major goal: bridging the gap between strong company culture and meaningful client relationships.

That vision became the foundation of Blaze PR, a boutique firm serving consumer and B2B clients.

With offices in California and Washington, D.C., the consumer PR firm distinguishes itself by the way it treats staff with respect and support, and its clients as “true partners.”

Kovacs, who serves as president of Blaze PR, said his time working with talented teams at various firms — where he learned “how to build integrated strategies for major national brands” — shaped his understanding of leadership and the power of storytelling.

Those experiences were the driving force behind launching Blaze PR.

“Over time, I realized I wanted to create an agency that blended big-agency thinking with a boutique level of attention and agility. That led me to Blaze PR, where I initially joined in a strategic leadership role,” Kovacs told EIN Presswire in an exclusive interview.

“As the agency continued to grow and evolve, stepping into the president role became a natural progression,” he continued. “My goal has always been to build a company where great work and great culture coexist and where clients feel like true partners, not just accounts.”

Fortunately, Kovacs and his team at Blaze PR have lived up to those values. The firm has been recognized as one of the Best Places to Work.

In addition, Kovacs was recently honored by the International Association of Top Professionals as Top President and Brand Strategist of the Year — recognition he humbly calls a “reflection of our entire team’s dedication.”

“Being named one of the Best Places to Work validates our belief that great PR only happens when teams feel supported, empowered and inspired,” Kovacs said.

“Awards are never the goal; they’re simply a byproduct of consistently doing the work the right way.”

At Blaze PR, the “secret sauce” is a mix of strategic thinking, creativity and a focus on measurable results.

Blaze PR works with clients across diverse industries, including natural foods, beverage, wellness, travel, hospitality, retail, and more.

On the consumer side, the agency has represented brands such as Monster Energy, Mary’s Gone Crackers and others, building visibility through media relations, influencer engagement, product launches and experiential activations.

As for B2B clients, the firm has supported companies including Boxed Water, Ralphs Grocery, and Next Level Apparel.

When speaking with Kovacs, one thing becomes clear: he isn’t shying away from the future of AI-driven communications.

He’s leading his team to evolve their strategies for an era where appearing in AI-generated search results is essential. At the same time, they continue to secure earned media placements and use PR distribution tools like EIN Presswire and others to amplify their clients’ stories.

In a wide-ranging conversation, he offers his take on the evolving PR landscape in the age of AI, plus career insights, practical tips, and more.

Q: Looking back on your career, what obstacles have you faced, and how did those experiences shape the professional you are today?

A: Like most careers in PR, mine has been shaped by moments of both success and challenge. Early on, I faced the common obstacle of learning how to manage high expectations from major brands while still finding my own voice and leadership style. I also navigated economic downturns, shifting media landscapes, and the evolution of digital and social channels, all of which forced me to rethink how PR delivers value. But each challenge strengthened my adaptability and reinforced the importance of staying proactive, not reactive. These experiences taught me that resilience, transparency, and creative problem-solving are essential. They pushed me to become a leader who empowers teams, embraces change, and always keeps clients’ long-term business objectives at the center of our strategy.

Q: We’ve talked about AI’s role in communications. From your perspective, what’s the most exciting or challenging way it’s changing how brands connect with audiences?

A: AI is reshaping communications in ways that are both incredibly exciting and undeniably challenging. On the exciting side, AI gives brands the ability to understand their audiences at a much deeper level, faster than ever before. We can analyze sentiment, trends, and content performance in real time, allowing us to create messaging that’s more relevant, more personalized, and more timely. For PR specifically, AI helps us identify reporters’ interests, craft smarter narratives, and optimize content for search in a world where AI-driven discovery is now the first stop for many consumers.

The challenge is ensuring that the speed and efficiency of AI never replace authenticity. Audiences can spot generic or automated messaging instantly, and trust is still built on human insight, creativity, and emotional connection. The brands winning in this new landscape are the ones using AI as an enhancer, not a substitute. The key is to leverage the technology to work smarter while doubling down on the human side of communications: strategic thinking, relationship-building, and storytelling with real heart.

Q: Tell us more about your journey into public relations, and how you got started.

A: My journey into public relations wasn’t something I mapped out from day one, it evolved from a genuine curiosity about how brands shape culture and how stories influence behavior. I studied Communications and History at the University of Southern California, and that combination gave me a unique lens: understanding both how narratives are crafted and how they endure over time. Early in my career, I landed opportunities with agencies that exposed me to major consumer brands and fast-paced environments where no two days looked the same.

What drew me in, and ultimately kept me in PR, was the blend of strategy, creativity, and problem-solving. I loved the challenge of taking a complex idea or a crowded category and finding the right message, the right moment, and the right media to bring it to life. As I took on more responsibility and began leading larger accounts, I realized that I valued building relationships just as much as building campaigns. That combination is what ultimately led me to Blaze PR. Today, I still get the same energy from helping brands tell their stories, evolve their identities, and navigate the ever-changing landscape of communications.

Q: Describe your firm and the industries and clients you serve.

A: Blaze PR is a nationally recognized agency specializing in strategic communications for consumer and B2B brands that want to stand out in competitive markets. What sets us apart is our ability to pair big-agency strategic thinking with boutique-level service, clients get both top-tier expertise and hands-on partnership.

We work across a diverse range of industries, including natural foods, beverage, wellness, travel, hospitality, retail, and sustainability. On the consumer side, we’ve supported brands like Monster Energy, Mary’s Gone Crackers, Chronic Tacos, and Cycle Gear elevating their visibility through media relations, influencer engagement, product launches, and experiential activations.

On the B2B front, we help companies like Boxed Water, Ralphs Grocery, Next Level Apparel, and AU Energy translate complex or technical messaging into compelling narratives that resonate with trade, retail, and business audiences. Whether it’s a legacy brand repositioning or a startup breaking into the market, we tailor every strategy to meet the client’s immediate needs and long-term objectives.

Ultimately, Blaze is built on a simple philosophy: deliver creative, measurable PR programs that move the needle and make the process collaborative, transparent, and enjoyable for the brands we represent.

Q: Blaze PR was recognized by PR Week as one of the Best Places to Work. What do you think contributed to earning that honor?

A: Being named one of PR Week’s Best Places to Work is an honor that truly reflects the culture we’ve built at Blaze. At our core, we prioritize people, our team’s well-being, growth, and sense of purpose. We’ve always believed that great client work starts with a great internal environment, so we focus heavily on mentorship, professional development, and giving our team real ownership over the work they do.

Transparency is another big part of it. We operate with open communication, clear expectations, and a collaborative approach that makes everyone feel heard and valued. We also make space for creativity, risk-taking, and celebrating wins, big or small. And, importantly, we try to maintain balance. PR is a fast-moving industry, so we strive to create a workplace where people can do exceptional work without sacrificing their lives outside the office.

Ultimately, the recognition is a reflection of our team. Their passion, curiosity, and commitment to one another are what make Blaze PR not just an award-winning agency—but a place people genuinely enjoy coming to every day.

Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?

A: One of the biggest mistakes brands make is treating PR as a quick fix instead of a long-term strategy. Too often, companies come in wanting immediate headlines without first building the foundation, clear messaging, a compelling narrative, consistent content, and a relationship-driven media approach. PR works best when it’s proactive, not reactive.

Another common misstep is assuming that one story fits all audiences. Reporters, consumers, investors, and retailers each care about different angles, and brands have to tailor their story accordingly. When companies skip that nuance, they risk blending in or missing the moment entirely.

Ultimately, the strongest PR programs come from brands that invest in thoughtful strategy, listen to data and trends, and commit to telling their story authentically over time. PR isn’t about chasing hits, it’s about shaping perception in a way that aligns with real business objectives.

Q: Anything else you’d like to share about the industry you work in or helpful tips?

A: One thing I always tell clients and young professionals is that PR is ultimately a relationship business. The tools, platforms, and technology will keep evolving, AI, new social channels, shifting media models, but the fundamentals remain the same: know your audience, tell a compelling story, and build genuine connections. Reporters don’t just want pitches; they want partners who understand their beat and bring value. Audiences don’t want noise; they want clarity, authenticity, and consistency.

Another tip is to stay curious. The best PR people are the ones who constantly read, ask questions, and push themselves to understand not just their clients, but the world around them. Trends move fast, and the brands that succeed are the ones willing to adapt, experiment, and embrace change rather than fear it.

Finally, don’t underestimate the importance of patience. PR is a long game. The impact comes from cumulative effort, showing up with great stories, meaningful insights, and consistent value. When you stay committed to the process, the results follow.

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Ask clients about Pam Perry PR and they’ll tell you this: when you hire her firm, you get Pam Perry herself — not an associate, not a partner, but Perry — a visionary whose track record proves her dedication to delivering PR campaigns that have elevated brands.

And when you work with her, whether you’re an author or an aspiring public speaker aiming to take your brand to the next level, you can pick up the phone and call her directly. No red tape, no middleman — just frank conversation about how her PR firm can implement a strategic communications plan to help you reach your goals.

In her conversation with EIN Presswire, Perry shared how decades in journalism, marketing and public relations shaped her approach to helping clients craft “buzz-worthy” stories that gain earned media and build effective digital brands with a strong social media presence.

Before earning all her accolades, Perry recalled how her upbringing in Detroit helped shape her vision. Growing up in the Motor City during the 1960s, she said she “learned at a very young age about the necessity and power of public relations and marketing in fulfilling a dream,” a lesson that stayed with her as she built her career.

A native of Michigan, she began her career writing and producing for Detroit media. Later, she launched Speakers Magazine, a monthly publication she still runs today that highlights professional and motivational speakers, with a special focus on amplifying Black voices in the industry.

Touted by Publishers Weekly as a “PR Guru,” Perry has expanded her portfolio beyond public relations to include events, podcasting and a Substack publication.

Her annual two-day event “Speak Sell Shine,” held in Washington, D.C., brings together professional speakers, authors and entrepreneurs to help advance their careers through media training, brand development and networking.

She even stresses to clients and event attendees the importance of using press release distribution services like EIN Presswire to get their news picked up by media outlets and into the AI tools people use every day, such as ChatGPT and Gemini — a growing strategy known as generative engine optimization, or GEO.

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In our interview, Perry opened up about how her early love for writing, her time in Detroit media and her drive to help others be seen all shaped the work she does today.

Q: Tell us more about your journey into public relations and communications, and how you got started.

A: I’ve always been passionate about media and messaging. Even back in high school, I was writing stories that highlighted people doing great things. In college at Wayne State University, I took that love for communication even further: publishing newsletters, working at the campus newspaper, and getting hands-on experience at WDET, our PBS station. That early exposure to journalism taught me the power of storytelling and how it can shape perception and purpose. Eventually, that passion evolved into a career in public relations — first working in nonprofit PR, and later launching my own firm to help others tell their stories strategically and shine in the spotlight.

Q: Describe your firm and the industries and clients you serve.

A: At PamPerryPR.com, I help experts, authors, and entrepreneurs elevate their visibility, credibility, and influence. My firm focuses on transforming messages into movements through storytelling, strategy, and media exposure. I also publish Speakers Magazine, host the Get Out There and Get Known podcast, and run the Ready Set Go Speak community — a hub for speakers and thought leaders ready to amplify their platforms. My clients range from corporate professionals to faith-based leaders and creative entrepreneurs, all with one thing in common: they’re serious about making an impact and leaving a legacy.

Q: Earned media is a major goal for many brands. How does effective storytelling help achieve this?

A: Earned media is all about connection. Journalists, producers, and audiences are drawn to authenticity; stories that inform, inspire, and ignite emotion. When your message reflects your mission and your audience sees themselves in your story, that’s when the magic happens. A well-crafted narrative makes editors lean in, not scroll past. Effective storytelling turns what you do into why it matters and that’s what earns coverage that lasts longer than any paid placement ever could.

Q: From your perspective, how has the PR and communications industry evolved? Have best practices shifted—and if so, what new approaches are emerging?

A: The industry has completely transformed. We’ve gone from faxing press releases to producing podcasts, from pitching newspapers to building personal media empires. Today, everyone has access to platforms but not everyone knows how to use them effectively. The best practices now blend traditional PR with digital strategy. It’s about creating content that’s both credible and clickable. Personal branding, video storytelling, and thought leadership have become essential parts of the mix. Publicists today must think like journalists, producers, and marketers all rolled into one.

Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?

A: One of the biggest mistakes I see is people chasing visibility before they’re ready for it. They want the spotlight, but they haven’t built the foundation. You can’t pitch the media without a clear message, strong visuals, and a solid digital footprint. Another common mistake is thinking PR is a one-time event, it’s not. It’s a process, a relationship, and a rhythm. Consistency and credibility go hand in hand. You don’t just want to be seen; you want to be remembered.

Q: Anything else you’d like to share about the industry you work in or helpful tips?

A: PR is about purpose, not just publicity. The best results come when your story serves others. Whether you’re a speaker, author, or brand leader, remember that people don’t buy information, they buy inspiration. Stay true to your message, invest in your image, and always keep learning. The media landscape changes fast, but integrity and authenticity never go out of style.

And if you want to hear my unfiltered thoughts on the industry, subscribe to my Substack, Get Out There and Get Known. I rant there (with love and a little Detroit grit.)

The power of influencer marketing has become a go-to strategy for PR veterans like Sherrie Handrinos, founder of Houston-based Boost 1 Marketing & PR. In part two of Heard on the Streets: The Power of Influencer Marketing, she takes a deeper dive into how influencers shape brand visibility and customer engagement with real-world examples.

Handrinos explains a day in the life of her team managing influencer campaigns, why influencers deserve the same respect as any customer, and how the best partnerships—like one standout restaurant in Houston—turn marketing into real customer loyalty.

Missed part one? You can check it out here. Subscribe below for more Heard on the Streets episodes and exclusive interviews with PR leaders and EIN Presswire clients.

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Combine a veteran journalist with a PR executive skilled in both storytelling and communications, and you have a recipe for success in launching a PR firm.

That’s exactly what Michelle Mekky, an award-winning broadcast journalist and PR professional, did when she turned her experience into her own agency, Mekky Media Relations, Inc.

Based in Chicago, the boutique agency serves clients ranging from startups to industry leaders across the United States, helping them tell stories that inspire real action and growth.

But one thing that sets her firm apart from others is its specialty in media relations. Drawing on her journalist roots, Mekky and her team go beyond press releases to craft meaningful stories that earn real media coverage and build lasting brand visibility.

The recognition hasn’t slowed down, either. During a recent phone conversation with EIN Presswire, Mekky humbly shared how her firm recently took home a prestigious award from PRSA Chicago for a campaign that centered on storytelling.

“Our team was proud to be recognized by PRSA Chicago for our work on Westfield Old Orchard’s campaign, ‘A Vision for Community-Driven Redevelopment,’ which earned the award for Best Earned Media Relations,” Mekky told EIN Presswire. “The project focused on telling the mall’s story of transformation – highlighting community, sustainability and innovation.”

Since launching Mekky Media in 2016, Mekky and her team have helped clients in various industries — from healthcare and tech to retail and nonprofits — amplify their stories through strategic PR, social media strategies, and personal branding.

She understands the business from both the newsroom and the PR side, which was key to leading successful campaigns for her agency’s clients. Before launching her firm, Mekky recalled when she was a senior producer at Fox-TV Chicago and later worked in marketing and PR at top agencies before taking the leap to build her own.

Today, Mekky Media partners with clients nationwide, offering media training, digital strategy, and integrated PR — all fueled by the same storytelling skills that complemented her journalism career.

Her success has garnered national attention, including Gold and Silver Stevie Awards, a PR News Top 100 Agency Elite Award, and more. Mekky was also named among the 100 Women to Know in America in 2025.

In her interview, Mekky shared her journey to building an award-winning firm, reflected on her recent honor, and discussed what true media relations means — while offering tips for staying ahead in a fast-changing PR world.

Q: Tell us more about your journey into public relations and communications, and how you got started.

A: I actually began my career in broadcast journalism, where I spent over a decade as a writer and producer at FOX-TV Chicago. I always dreamed of becoming a journalist, and I loved every second of telling stories that informed and inspired people. Over time, though, I realized what I loved most was helping others share their stories, especially those that could make a real impact. The realization sparked my transition into public relations and communications.

My path wasn’t a straight line. After more than 12 years in television and deep in my PR career, I faced two life-changing challenges – a battle with ovarian cancer and a sudden job loss. During that period of uncertainty, my husband, who is always my biggest fan, encouraged me to take a leap of faith and start my own business. A family mentor believed in me so much that she handed me a $10,000 check and said, “It’s a loan, go start your business.” And that’s how Mekky Media Relations was born in 2016.

I built Mekky Media with a vision to redefine what PR could be – focusing on authentic storytelling, creativity and purpose. Today, nearly a decade later, we’ve grown into an award-winning, women-owned agency serving clients across industries. Every challenge and chapter, from the newsroom to entrepreneurship, has shaped the leader I am today and the culture of passion, heart and resilience that defines Mekky Media.

Q: Describe your firm and the industries and clients you serve.

A: Mekky Media Relations is a boutique, women-owned public relations agency based in Chicago, built on the belief that authentic storytelling drives meaningful results. Our mission is to craft and share powerful stories that inspire action, elevate brands and make an impact.

We specialize in media relations, PR strategy, media and public speaking training, event promotion, social media strategy and influencer engagement. Our team of passionate communicators brings a creative, hands-on approach to every campaign, providing personalized attention that larger firms often can’t match.

We’re proud to represent a diverse roster of clients across industries including hospitality, retail, finance, healthcare, nonprofits, technology and lifestyle brands to name a few. Some of our partnerships include Giordano’s, Abt Electronics, Start Early and the American Library Association, among many others.

What truly sets the agency apart is our commitment to authenticity, collaboration and purpose-driven PR. Whether we’re launching a national campaign or amplifying a local nonprofit, our goal remains the same: To tell stories that connect, inspire and create lasting impact.

Q: One area your firm specializes in is media relations. Can you explain what that means in practice and how you help clients get their stories covered by the media?

A: Media relations is at the heart of everything we do. It’s about building genuine relationships with journalists, editors and producers – and knowing how to connect a client’s story to what’s timely, relevant and newsworthy. With my background in journalism, I understand exactly what the media looks for and how to shape a story that will capture attention.

In practice, this means we work closely with our clients to uncover the most compelling aspects of their brand or mission, then craft thoughtful, strategic pitches tailored to the right outlets and reporters. We don’t just send mass emails – we create targeted, creative angles and follow through with persistence and professionalism.

Our goal is to earn meaningful, credible coverage that aligns with each client’s business objectives – whether that’s a segment on local TV, a feature in a national publication or an industry trade piece. When done right, media relations builds visibility, credibility and lasting brand trust – and that’s where our team truly excels.

Q: You recently won an award from PRSA for a campaign your firm worked on. Tell us more about the campaign and what you were able to achieve to be able to win this prestigious award.

A: Our team developed a comprehensive strategy that focused on authentic storytelling, positioning Westfield as a thoughtful, forward-looking leader in the Chicago suburban landscape. Through targeted media outreach, compelling visuals and consistent relationship-building with key outlets, we generated extensive coverage across broadcast, print and digital media, sparking excitement and meaningful conversations around the redevelopment plans.

This award truly reflects our agency’s core values – passion, curiosity, entrepreneurship and trust. I’m so proud of our team’s passion and the trusted partnerships that make achievements like this possible.

Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?

A: One of the biggest mistakes I see is when brands treat PR like marketing or advertising. They expect immediate results from media coverage through sales, web/foot traffic or use overly promotional language that reads more like an ad than a story. Journalists aren’t looking to run commercials – they want to tell stories that are timely, credible and meaningful to their audience. When brands forget that, their messages often get ignored.

Another common misstep is seeking coverage without true news or alignment. You can’t expect media attention without something fresh, relevant or insightful to share. At Mekky Media, we help clients find that “why now” factor, whether it’s a human-interest angle, thought leadership perspective or data-driven insight.

Ultimately, great PR isn’t about pushing messages out, it’s about earning trust through authentic storytelling. When brands focus on connection over promotion, that’s when PR delivers real, lasting impact.

Q: Anything else you’d like to share about the industry you work in or helpful tips?

A: The public relations industry is constantly evolving, and that’s what makes it so exciting – but also challenging. My biggest advice is to stay adaptable and lead with authenticity. Trends, technology and media landscapes will always change, but people will always connect with genuine stories told with heart and purpose.

I also encourage anyone in this field to prioritize relationships and mental well-being. PR can be fast-paced and demanding, so it’s essential to build strong connections with your clients, your team and yourself. Take care of your people, celebrate small wins and never lose sight of why you do the work.

At the end of the day, great PR isn’t just about headlines. It’s about making an impact through storytelling. When you focus on that, everything else falls into place.

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In the world of sports, there are champions on the field and off it — sometimes even behind a desk.

Bruce Wawrzyniak is one of them. A public relations leader, he spent nearly a decade handling communications for two professional teams, one in the National Hockey League and another in indoor lacrosse.

But that was just one part of his public relations career.

Wawrzyniak went down memory lane, telling EIN Presswire how he has worked across different corners of media. He’s involved in podcasting, worked in radio, even served as a DJ — and he’s earned credits on international television.

Fast forward to today, he has grown his PR agency, Now Hear This, from a one-man band into a team with a dedicated staff.

His agency, where he is founder and president, serves clients across the United States and works with a wide mix of industries, from music artists to actors, book authors and more.

Not long ago, Wawrzyniak added to an already impressive portfolio by becoming a member of the Recording Academy.

He is no stranger to the grind, though. After moving to the Sunshine State (Florida), Wawrzyniak took on freelance roles with PR agencies, which eventually led him to a leadership position for two Summer Olympics.

“In the Olympic Movement, I worked for someone who would fly halfway around the world to sit in a meeting for a few hours and then come back,” Wawrzyniak said. “His attitude was basically ‘out of sight, out of mind.’ I’m a big networker and so his example made a big impression on me, and I travel quite a bit so I can meet people.”

And his story doesn’t stop there. Wawrzyniak is passionate about building strategic communications campaigns tailored to each client, knowing that every industry requires a different approach.

He stumbled upon EIN Presswire while looking for an effective platform to pitch his clients to the media; and he says it has simplified the process by helping them see real-world results through placements on several online platforms.

Press release distribution, when it captures something newsworthy, is still one part of his PR toolbox, Wawrzyniak said in a phone conversation. He and his staff rely on other tools as well.

According to his bio, Wawrzyniak is a member of the American Marketing Association, the Social Media Marketing Society, the Podcast Academy, and he runs the Florida Podcasters Association.

In an exclusive interview for EIN Presswire’s Substack, Wawrzyniak shares his inspirational story, opening up about his career path and what drives his work in public relations, which he says leaves him with no days off — though he loves what he does.

Q: Tell us more about your journey into the industry and what inspired you to start helping clients build their brands.

A: I began in PR as an intern in college and saw that turn into ten years working for a National Hockey League team, the last six of which I served concurrently as the director of public relations for the pro indoor lacrosse team in the same arena (proud to have gotten three world championship rings along the way). From there, I was the first hire at the league office, serving as vice president of public relations for the National Lacrosse League.

I then moved to Florida and spent a year-and-a-half freelancing for three different full-service agencies before getting hired to work in the Olympic Movement, a position I held for ten-and-a-half years, including a position as chief press officer at two Summer Olympics, but left to focus full-time on Now Hear This.

When I started seeing more and more results I was getting for clients (and the struggles they were having) and the potential not only for the agency but for these individuals, I knew that was what I wanted to put all my time and energy into.

Q: Were there any personal challenges you had to navigate along the way in your career?

A: As an entrepreneur, a small business owner, I’m not sure you’re ever fully prepared for the financial demands of building your company and your brand, but here I am today all these years later having weathered that storm. Additionally, I still to this day work ALL the time, seven days a week – because I love what I do and I always challenge myself to get more and better results for our clients. But I don’t think I knew when I started all of this how important time management would be, and that when it’s yours, you’re going to sacrifice a lot of recreational time that others in traditional work environments have the luxury of. And let’s face it: you also don’t know what you don’t know when you’re first starting out.

Q: Describe your firm and the industries and clients you serve.

A: Ironically, when I first started Now Hear This, the focus was entirely on serving music clients. Today, we still have folks in that category, but the current client roster also includes authors, a filmmaker, an actor, a nonprofit, and someone who I like to refer to as a ‘wildcard’ because he is none of those.

Q: Take us down memory lane. What moments stand out — either big wins for yourself, your firm or client milestones?

A: There are some really nice reflections here. On the client side – back when booking was part of what Now Hear This did for music clients – I was so proud to see a client performing at the House of Blues inside Mandalay Bay on the Las Vegas strip (booked by me). To this day, I still get real satisfaction from book signings that I put author clients into at Barnes & Noble stores and TV interviews that I get for any client. As for the company itself, the moments that stand out are having to build a staff! Having started all those years ago as a solopreneur and now having a team around me has been a tremendous highlight for Now Hear This. And personally, having all my years of hard work recognized by being chosen to become a member of the Recording Academy has just been tremendous. I’m so truly grateful for that. One or two of my big speaking engagements come to mind here too, though.

Q: Given your work across industries such as music, sports, and book publishing, how do you tailor communications strategies for a particular client? To what extent have press releases contributed to visibility and outreach?

A: Needless to say, these are very different categories, very different clients, and very different audiences we’re serving, although some of the fundamentals of PR are woven throughout. It has been interesting to work in reactive (pro sports) versus proactive (indie authors and music artists) environments.

Press releases have very much been one of those common tools used across all these different applications. I remember sitting in the general manager’s office getting details on a trade to go write about for media send out versus present day ‘sprinkling my Now Hear This dust’ – as a music colleague has said about me – over announcements we send out on clients’ behalf relative to a new film, a new book, a new single, EP, or album, and other similar proclamations. Yes, that’s just one action on a long list of services we provide, but still very important nonetheless, especially as it relates to giving a client an EIN Presswire link and the accompanying reporting to punctuate that work that we did for them.

Q: You had a stint in sports communications and the radio industry. Can you elaborate on those experiences and how they shaped your understanding of the media landscape? Do they help you better serve your PR clients today?

A: I got a full view into radio because I did everything from being a DJ to working in a news environment to doing sports, play-by-play. Regarding the latter, I have also done some of that same work on TV, including internationally. And then being on the sports PR side, it was really a full 360˚ view of deadlines, demands, knowing the media side of the equation, and then going full speed within those parameters. (I’ve always talked about a four Ps approach that I take with my business: patient, polite, professional, but persistent.) And so, with our Now Hear This clients, as a result, I can better show them the importance of why certain steps have to be followed, why they’re important, how they’re helpful, as well as bring my experience of walking them through the related timelines, all relative to coverage we’re working on securing for them. And as a speaker – still with my publicist hat on – I can often tell audiences, ‘Think of a newscast as they throw it to a break.’ That teaser that keeps you through the commercial for when they come back to tell the full story is how you have to think (when you’re putting together your pitch) in terms of what will get the media’s attention and not just, ‘because it’s a great story.’

Q: Anything else you'd like to share about your journey?

A: I’m also fortunate in that I really like what I do. I recognize that that’s a rare thing. My encouragement is to make sure you’re having fun in what you’re doing. You can work hard but enjoy the ride. And then equally important is to be seen.

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For diverse and mission-driven businesses, visibility can be the difference between staying unseen and changing lives. It creates access, builds trust, and opens doors to opportunity.

Castleigh Johnson, founder and CEO of My Home Pathway, can attest to the notion that with the right resources and guidance, people who have been overlooked by traditional lending can take meaningful steps toward homeownership and long-term financial stability.

But getting the word out about his fintech prop-tech platform takes some effort. That’s where consistent press release distribution has played a role in reaching his growing audience, many of whom are from underserved communities.

Though often seen as an old-school tactic, press releases remain one of the most effective ways to connect meaningful work with the audiences that need to hear it.

Johnson purchased the corporate package to distribute his news to his target audience.

As a result, the fintech expert strategically leveraged the world’s leading press release distribution platform not only to secure AP News placements but also to gain additional media coverage. That, combined with partnerships with major banks across the country, has fueled the growth of his company.

Most importantly, Johnson is passionate about the people he serves, providing them with the tools needed to ultimately secure mortgages.

His fintech prop-tech platform supports consumers who aren’t yet mortgage-ready by helping them build credit, reduce debt, and prepare for homeownership.

The mission of MHP: to address the widening wealth gap, with home equity as the single most significant driver of generational wealth.

EIN Presswire intern Lilibet Kirwan had a conversation with Johnson about how his company has helped make the dream of homeownership come true for so many who thought it was out of reach, his communications strategies, and how he has used press releases to gain media attention.

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Q: How has PR helped consumers understand home equity and their options?

A: “Housing is one of the most complicated products from a consumer standpoint. Press releases cut through some of that noise so people understand their options” and hopefully act on them, he said.

That clarity challenges the red tape—credit score minimums, opaque lending criteria, and biased underwriting—that has long kept qualified buyers out.

By reframing assumptions about risk, Johnson's series of press releases helped to dismantle these barriers and create real pathways to homeownership.

The releases also play a vital role in B2B marketing. “Sometimes I’ll just forward a bank our press release and say, ‘Here’s one of our partners,’” Johnson added.

“It sparks warmer conversations” that helps to build trust right from the start,” Johnson said. These relationships with banks, real estate organizations, and social impact programs like Chime’s Changemakers translate directly into more resources for underserved communities.

Johnson and many others have shown that in an industry where myths can block opportunity, consistent and credible media exposure can drive lasting change.

Each announcement reinforces that homeownership can be accessible, sustainable, and equitable. For diverse businesses committed to financial inclusion, press releases are more than a PR tool—they are where storytelling meets strategy, and where visibility becomes a pathway to measurable impact.

Q: And what's one point you hope journalists take away from My Home Pathway?

A: “[That] true equity does not take away from anyone else… we’re going to make the pie bigger so everyone else can feed on that pie.

There is a sustainability element… you have to stay in the home for five or 10 years to build equity. So we want to make sure people are truly prepared for that journey, and our tools can help them become prepared and stay prepared once they’re in there.”

Johnson’s vision focuses not just on expanding access to homeownership, but on preparing people to sustain it—turning press releases into more than headlines and into catalysts for lasting financial security.

Although AI is reshaping how PR teams operate, public relations students are still learning the traditional fundamentals of the field: building media relationships, drafting press releases, and crafting clear, consistent messaging.

Two students recently shared their perspectives on these topics and more during our latest “Heard on the Streets” podcast. In the interview, A’Mya Kendrick and Chloe Martin offered insights into where public relations and news technology are headed.

From the growing role of press releases to the future of digital journalism, they discuss how the next generation of PR professionals can adapt, innovate, and uphold ethical standards in a fast-changing industry.

Their conversation offers a glimpse into how emerging tools and platforms could redefine how stories are told — and how audiences engage with them.

🎧 Give it a listen, share it, and let us know what you think.

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A veteran PR practitioner and founder of Houston-based Boost 1 Marketing & PR, she is known for keeping it real when it comes to the communications industry. Now, she’s back—this time on our first-ever audio podcast—talking about a hot-button topic: influencer marketing.

🎧 We just dropped the debut podcast with the chief of staff at EIN Presswire and Handrinos — give it a listen, share it, and let us know what you think.

She breaks down how some influencers are raking in serious dough by promoting brands on platforms like TikTok, Facebook and Instagram. Also, click here to subscribe to our EIN Presswire Substack for the next episode and more content.

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Who knew social media and data analytics are key parts of an effective communications campaign?

That’s something Professor Joe Stabb teaches his students at the University of Tennessee’s Tombras School of Advertising and Public Relations in Knoxville.

His students get to learn from a PR leader who’s used his marketing communications skills to serve clients and companies across a ton of industries before stepping into the college classroom.

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Now, Professor Stabb brings that industry experience to help students prepare for careers in today’s evolving communications world.

Oh, and though he’s humble about it, Stabb brings more than 20 years of industry experience and over a decade of teaching, bringing a mix of academic insight and practical knowledge.

He’s not just scratching the surface in his courses.

At the University of Tennessee in Knoxville, he takes a deep dive into how analytics shape modern communications. His students learn how to evaluate campaigns, measure performance using real metrics, and understand why strong writing is still key to career growth upon graduation.

These are tools he’s actually used himself throughout his career.

Stabb’s background spans marketing communications, public relations, fundraising, business management, and leadership development. He’s taught a wide range of courses and is known for helping shape the next generation of PR professionals.

As a respected community leader in the field, he’s focused on helping students connect classroom lessons to the demands of today’s fast-paced and evolving industry.

EIN Presswire sat down with Stabb for an in-depth conversation about how PR curriculums nationwide have evolved, and why strong writing skills are still a must for every communications student. He also talked about his leadership role with the Knoxville chapter of the PRSA and more.

Q: Before stepping into the classroom, what kind of work did you do in the communications industry?

Before stepping into the classroom, I worked with a variety of organizations, including advertising and communication agencies, news media outlets, nonprofits, government agencies, health care organizations, manufacturing firms, and food and beverage companies. I had many roles that included public relations, advertising, digital communications, and website development and management. I grew professionally as a generalist who could easily support most efforts as needed.

Q: Press release writing and distribution have been key skills for PR students for years. In today’s fast-changing media landscape, how do press releases still play an important role in the field?

Press releases are still an important tool for communicators and for media relations. But this is not the only tool. This is not the only tactical tool. Press releases as a tool, partnered with other media relations tactics, can be very effective and helpful for journalists and media outlets.

Press release distribution and media pitching are skills that more students need to learn in the classroom to be effective at media relations upon graduation and entering the profession. This is sometimes difficult to do in a classroom where we are not actively calling or emailing journalists and media outlets to pitch news stories. I wish we could do this, but I am sure that the media professionals would find it very distracting.

Q: What’s it like serving as president of the PRSA Knoxville chapter in Tennessee, and how does that leadership role support your work with students or the local PR community?

It’s an honor to serve as president of the PRSA Volunteer Chapter in Knoxville, Tennessee. It’s also humbling to lead an organization of industry professionals, including peers, mentors, mentees and some of the best communicators I know.

Leadership roles like this are extremely beneficial to my work as an educator. It helps me to learn and grow professionally, maintain connections with the industry, and be visible as an educator. Any PRSA member I have ever met has always been willing, able, and a huge support to any student through connection and mentorship. These connections and professional networks can make a huge impact on a student’s professional trajectory or an aid in landing that first internship or job. I am very grateful to all the industry professionals who connect with me and our students and are willing to help when asked.

Q: Between your time in the classroom and your leadership roles in communications, how did your past experiences prepare you to thrive in both academic and professional PR spaces?

I have always had a passion and commitment to learning. I love to learn! Learning can be self-guided, formal classroom learning, or just exploring the mistakes we make and our bumps in the road to do better in the future. I have never won awards for my professional work, but I know that I can produce good, solid work that meets outcomes and objectives. I believe my passion for learning and commitment to continual self-improvement have best prepared me to thrive in both academic and professional public relations spaces. I try to instill this in my students. It is okay to make a mistake or fail, I have, but you need to figure out how and why so that you can do better in the future.

Q: You teach data and social media analytics, but PR is also all about creativity. How do you help students see that both are needed to build a strong campaign or tell a great story?

Data is king in business right now. Every decision that is made by an organization, for-profit or nonprofit, is backed by the data available to that organization. A good public relations or communications professional needs to be able to support decisions with data. This does not mean it diminishes the creativity that can happen. Data can also support creativity, new ideas, and inspire imagination. Data can help us to improve in many ways. I try to teach students that we can use data, just like any tool that is available, to improve and execute better work that will hopefully lead to better outcomes for our organizations.

I have always thought of public relations and other communication-related fields like both art and science. We need to be able to use both to be great professionals in our field. One can support the other.

Q: Back when I was in college, most of us took the usual courses like news writing and reporting as part of our journalism or communications programs. From your perspective, has the curriculum shifted in recent years, especially with the rise of AI and other emerging trends? If so, how?

Curriculum and courses are continually evolving. There are basic learning objectives that need to be accomplished with any course, but how we accomplish the learning objectives can change frequently.

Writing is still indicated as the number one skill for any person in a communication-related field. No one is born with a gene that just makes them a perfect writer. As humans, and as good communicators, we need to continually practice the skill of writing to keep improving our abilities. I have shown students some of my writing examples from when I took class over 20 years ago. Sometimes it is embarrassing too. I read some of the things that I wrote and cannot believe that I wrote in a certain style or made certain AP style errors. Twenty years later, I have had more time to practice and to improve my skills and abilities. I want them to see that at this point in their professional career, they may not be perfect, but you need to keep practicing.

Any technology is always going to be a disruptor in how we, as professional communicators, do good work. AI and current technological advances are not different to the history of technological advances. During my lifetime, we have seen the rise of the internet, the rise of social media, and now the rise of generative AI. Just as has been done before, the technology is used to help students gain experience and critical thinking skills to use the tools available. This is what everyone in the professional industry is doing and technology is changing and evolving quickly. We can mimic this in the classroom to give the current students better professional skills.

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Just because it's a smaller public relations firm doesn’t mean it can’t deliver big results for its clients.

Keisha Pickett Boyd knows that firsthand. She owns Pickett Public Relations Group, a boutique PR firm offering everything from brand and communications strategies to media training and online promotions.

A dual threat in the game, Boyd has often worked as a two-person team alongside her lead strategist, amplifying awareness for client projects and various campaigns.

She’s taken those same skills and hustle into her current role, where she leads communications for an agency that manages toll roads and offers transportation solutions in Tampa Bay.

Her journey into PR was definitely not typical. But we'll let her elaborate on her story in her own words.

When she first started college, she planned on pursuing a medical degree. But that quickly changed after she helped promote a community event that ended up raising a historic amount of money. That moment sparked something, and she realized she had a real knack for communications (and for bringing in major dough for companies).

Now, with more than 30 years in the game, the Florida A&M University grad has taken on roles in ag comms and worked with all kinds of clients — pro athletes, film and TV studios, big-name brands, nonprofits — you name it.

In an exclusive interview with EIN Presswire, Boyd talks about what it means to lead communications in the transportation sector, an industry that affects nearly everyone in some way.

She shares a list of top brands her firm has worked with and the special projects they’ve led, and drops a few gems on how transparency has played a key role in her success.

Q: Tell us more about your journey into public relations and communications, and how you got started.

A: As a freshman at Florida A&M University, I wanted to be a doctor. That was until I realized that the sciences were not my jam. As a sophomore, I volunteered for this event called the Gobble Wobble, a 5K run/walk that raised money for less fortunate families for Thanksgiving. The organizer of the event was a graduating senior who asked me to take over and run the event. That 5th annual event was amazing. It was the most attended. We raised a record amount of money; and we partnered with Publix to feed the families. In addition, we had every news station in town at the event. It felt natural and fun. It was at that moment that I decided that public relations would be my focus.

I’ve been in communications for nearly 30 years. I started in agricultural comms fresh out of college. While the HQ was in Los Angeles, Dole and Del Monte were my first accounts in Hawaii. After some time, the company asked if I wanted to relocate to Hawaii. I declined and decided to move to Tampa to build the East Coast book of business. I would eventually open my own PR firm, Pickett Public Relations Group, which is now 22 years old. I’ve had the pleasure of working with so many amazing projects in an array of industries. It led me to be hired/contracted by other agencies across the country.

Currently, those acquired and nurtured skills have landed me at the Tampa Hillsborough Expressway Authority where I proudly serve as the Director of Communications, Strategy, and Community Engagement.

Q: Describe your firm and the industries and clients you serve.

A: Pickett PR is a small shop, usually just me and an assistant that is focused on building and protecting the images of our clients. It is a small firm with a big reach. It serves a variety of clients, including professional athletes, film/TV studios, household brands, and non-profits.

We’ve worked with Paragon Film Music and several related projects including OWN’s “David Makes Man”, NBC’s “Shots Fired”, and the “Equalizer” movie series. We’ve also worked on several Disney Branded projects in conjunction with ONE35 Agency (“Proud Family”, “Moon Girl & the Devil Dinosaur”, “Sneakerella”). Pickett PR also worked on projects with Google, YouTube, Fox Sports (“Club Shay Shay”, “Nick Wright Show”) and Warner Brothers Studios (“House of Gucci”). We also worked on the NFL Superbowl, with several HBCUs (FAMU, Fayetteville State, Elisabeth City State, Bethune Cookman) and non-profits.

Q: What specific areas of PR do you specialize in?

A: Pickett PR is a media relations, community engagement, and activation firm. We’ve helped brands elevate their image and increase awareness around special projects. While my lead strategists are still pushing forward, for the past two years, I haven’t had much time for agency work. My full-time adventure has kept me busy; and I love the challenge of it all. It is a new industry that requires quite a bit of learning. It is a fascinating industry because it affects everyone around the world. I’m excited to see where this opportunity will take me.

Q: Could you share some insights into the strategies or best practices that have been key to your clients' success?

A: The key to my client’s success has been the personal touch and full transparency. I learned early on that people do business with people they like. We’ve operated with that in mind over the last 20 years or so. We must have good chemistry with those we work with or we politely decline. We don’t promise our clients any results or guarantee placement. We are completely open and honest about expectations and pivot when necessary to protect the clients. We also learned the power of the word “no”. Sometimes you just have to be assertive with clients and say “no” if it’s in their best interest.

Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?

A: As a person who has worked in crisis communication - one of the biggest mistakes has been the lack of transparency and proactiveness. A lot of times, they can miss the moment or opportunity to educate and raise awareness. Sometimes the risk is worth the reward, even if it's not clear.

Q: Anything else you'd like to share about the industry you work in or helpful tips?

A: PR/communications is an industry built by passion, pure desire and strong relationships. If you are not into talking to people, shaking hands and discussing solutions/collaborations - this is not the field for you. Show up authentic, personable and hungry to make things happen!

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With almost every success story, there come obstacles that make the climb to greater career heights even more meaningful and inspiring to others.

Few understand this better than veteran entertainment publicist Michael Levine.

Before the public relations expert ventured into representing star-studded actors, comedians, and legendary musicians, Levine faced struggles during his childhood in New Jersey, including learning difficulties due to dyslexia.

Levine, who founded public relations firm Boundless Media, says he was able to use the learning disorder to his advantage.

He didn’t let it stop him from reaching his goals, though he remains empathetic to others — especially children — who have been diagnosed with it.

His career spans decades and goes beyond public relations. He's written best-selling books and provided commentary for major media outlets, including The New York Times, USA Today, Forbes, Variety, Fox News and Good Morning America.

A native of New York City, Levine has also spoken at Oxford and Harvard universities, delivering career development presentations.

Some of the many notable celebrity clients Levine has represented include Joan Rivers, David Bowie, Michael J. Fox, and Michael Jackson. Overall, he’s represented 61 New York Times best-selling authors, 58 Academy Award winners and 36 Grammy Award winners.

Levine has provided unpaid media counsel to three U.S. presidents from both major political parties. He also worked with Bill Gates’ leadership team after the billionaire Microsoft co-founder was impressed by Levine’s best-selling book on business strategy.

His award-winning PR firm understands the power of sharing newsworthy stories to secure earned media coverage, with a team dedicated to "telling stories for a new world."

Levine has frequently used EIN Presswire, the world's leading press release distribution service, to circulate press releases for his clients.

In an exclusive interview with EIN Presswire, Levine dishes on the essential PR tools and strategies young professionals need to succeed, opens up about living with dyslexia, and shares his experience working with some of the biggest names in the game.

Q: You've been touted as a PR legend. Tell me how you earned this title and which notable clients you've worked with.

A: Though flattering, but it is not a title that is self-proclaimed. I started with nothing on a borrowed desk with barely a high school education and worked tirelessly, seven days a week, on behalf of our valued clients, whom I referred to as partners from day one. It's a matter of public record that we've represented 61 New York Times bestsellers, 58 Academy Award winners and 36 Grammy Award winners, and many other famous people on a long and hardly predictable journey.

Q: Describe your journey in public relations. How did you get your start, and what industries have you worked in along the way?

A: I began our PR firm on June 1, 1983, within hindsight far more audacity than knowledge. I have never worked for anyone in my life and I've always been self-employed, but I felt more out of necessity than careful planning.

Q: You wrote a book that is a best seller. What's the biggest lesson businesses can take from the Broken Windows, Broken Business approach?

A: The whole premise of The Broken Windows Broken Business book is that little details matter massively in running a business or life in general. I sensed that the book had a chance to be successful, but I had never dreamed that it would become an international bestseller when it was first published in 2006. It has now been ranked as one of the most influential business books of the last decade, which was unthinkable to me then. Imagine my surprise when Bill Gates hired me to speak to his leadership team because he found the book compelling. www.BrokenWindowsBook.com

Q: How has living with dyslexia shaped the way you approach communications? Has it affected your career in any way?

A: This is likely to sound strange, but I have come to believe over time that life has advantages and disadvantages if you learn how to play your cards right. I would never wish dyslexia on a child; however, I have also come to believe that my disability, strangely, almost mystically, has become a particular advantage in my life that I can't fully and completely explain.

Q: You mentioned working with Charlton Heston on a podcast. What areas did you assist him with—PR, branding, or something else? How did that experience impact your career?

A: I had the honor and privilege of representing Charlton Heston for 25 years, and because he was our first major international star, I have a remarkable memory of that relationship. After he passed away, I worked three years of my life, all without pay, to battle with the United States post office to make sure he got a postage stamp in his honor.

Q: Any other tips?

A: Honestly, what I tell young people all the time is that I am not very bright, but I am above average. I believe in watching what bright people do, and that has been very helpful in my life. I think, however, I'm even better in my opinion watching what dopey people do, and believe it or not, that's been even more critical.

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