PR 360 is a weekly podcast that brings together the brightest minds in public relations, communications, and media to discuss the topics and trends you need to know about. From C-Suite executives and social media experts to top tech innovators and award-winning journalists, PR 360 delivers engaging conversations that transcend traditional PR talk to explore the ever-evolving intersection of business and media. Get practical insights on topics ranging from AI and cybersecurity to crisis communication, brand reputation, and more. Join us each week as we uncover the diverse forces shaping the future of communications.
Produced by Global Results Communications
Hosted on Acast. See acast.com/privacy for more information.
PR 360 is a weekly podcast that brings together the brightest minds in public relations, communications, and media to discuss the topics and trends you need to know about. From C-Suite executives and social media experts to top tech innovators and award-winning journalists, PR 360 delivers engaging conversations that transcend traditional PR talk to explore the ever-evolving intersection of business and media. Get practical insights on topics ranging from AI and cybersecurity to crisis communication, brand reputation, and more. Join us each week as we uncover the diverse forces shaping the future of communications.
Produced by Global Results Communications
Hosted on Acast. See acast.com/privacy for more information.
In this episode of PR 360, Tod Perry interviews Melissa Christensen, co-founder of Vigilante PR. For nearly 20 years, she’s been the bridge between brilliant minds and the rest of the world, balancing the art and science of communication to flip tech jargon into stories that captivate investors, intrigue journalists, and convert customers. In this episode, they discuss how Melissa founded Vigilante PR after her former agency went under due to questionable management. Now, Vigilante is breaking the mold through creativity, authenticity, and harnessing the power of true crime podcasts.
Key Takeaways:
- The agency has worked on true crime stories to help families seek justice
- Thought leadership should be educational, not promotional
- How a surprise career turn inspired Melissa to create Vigilante
Episode Timeline:
1:30 How Vigilante is using PR to bring justice for Megan Trussell
4:10 How Vigilante got involved in the Trussell case
5:30 How a shocking career turn inspired Melissa to create Vigilante
8:00 Forging a new path for PR
9:30 Why are a lot of agencies stuck in their ways?
11:15 Why senior-level PR people need to be involved on every level
13:30 Melissa's favorite campaigns
15:30 New ways of approaching journalists
17:15 How does Vigilante defy the odds
19:45 The band Melissa has seen over 400 times
22:30 Melissa's thought leadership philosophy
This episode’s guest:
• Melissa Christensen on LinkedIn
• Email: Melissa@Vigilante-PR.com
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In this episode of PR360, Tod interviews Drew Holmgreen, the President and CEO of PPAI, the largest trade association for the $27B promotional products industry. Drew shares insights on the industry's massive economic impact, the emotional connections created through branded merchandise, and how companies can integrate physical products into digital campaigns. He also addresses challenges faced by the industry, including trade disruptions, and explains how PPAI is navigating the choppy waters.
Key Takeaways:
- Memorable promotional products can create lasting impressions and connections
- How trade disruptions have impacted the promotional products industry
- The importance of positive leadership
Episode Timeline:
0:00Introduction to PPAI and Drew Holmgreen
2:00The scope and impact of the promotional products industry
4:20Understanding branded merchandise
6:54The emotional connection of promotional products
9:45Integrating merch with digital campaigns
11:45The revenue potential of merchandising
13:00Howard Stern's aversion to promotional products
13:52Memorable promotional products and their impact
18:00Common mistakes in merchandising
20:25The creative side of the promotional products industry
22:00Navigating trade disruptions
27:40Thought leadership philosophy and positive leadership
This episode's guest:
• PPAI.org
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Paul Cohen is the founder of Attention Comms, an agency that helps mission-driven organizations fight for the attention they deserve and make a meaningful impact. As a trusted communications advisor, he has guided executives and teams across three continents, representing multinational corporations, startups, industry associations, sovereign governments, and nonprofits. In this episode of PR360, Paul explores the power of purpose-driven communication and what it looks like in the current cultural moment. He also discusses the important distinction between attracting attention versus media coverage.
- How purpose-driven organizations can stand out in today's climate
- Why organizations should focus on genuine causes rather than trends
- How AI companies pull their data
Episode Timeline:
0:00Introduction to Paul Cohen and Attention Comms
2:00Transitioning to Attention Comms
3:40The Importance of purpose-driven communication
5:40Authenticity in social justice messaging
7:50Attracting attention vs. media coverage
11:35The role of authenticity in leadership
15:50The role of AI at Attention Comms?
17:10How AI companies pull their data
19:10Paul's pitching secrets
This episode’s guest:
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Julie Wright is the Founder and CEO of (W)right On Communications, an award-winning strategic communications agency based in San Diego. Since launching the firm in 1998, she has grown it into one of Newsweek’s Best PR Agencies in America. In this episode, Julie shares insights on the difference between organic and AI search, how to optimize brands for AI-driven discovery, and the profound ways AI is reshaping journalism.
- Unique advantage that PR has in AI search
- The difference between AI and organic search
- The current state of US tourism
Episode Timeline:
1:30 Julie reflects on 30 years in PR
2:35 Staying informed on top of the rise of AI search
3:50 A searchable podcast database
4:45 The decline in organic search traffic
6:00 How does AI search change the world of journalism?
8:00 Optimizing your brand for AI search
10:50 How thought leaders can adapt to AI
13:35 Which sites are favored by AI search
16:00 How is (W)right On implementing AI?
19:00 Julie's recent acknowledgements
21:30 Changes in US tourism
22:30 Julie's thought leadership philosophy
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Bridget Mercuri is the PR and Earned Media Director at AMPLIFY, a revolutionary boutique legal marketing and PR agency. She specializes in getting lawyers and law firms into the conversations and spaces that matter most—positioning them as thought leaders in an increasingly crowded legal landscape. On this episode, she shares the significance of earned media in the legal field, the importance of humanizing lawyers, and how to prepare clients for media appearances.
Key Takeaways:
- Amplify specializes in positioning lawyers as thought leaders
- The benefits of non-traditional media outlets
- The ins and outs of cruise law
Episode Timeline:
0:00Introduction to Bridget Mercuri and Amplify
3:30The importance of earned media in law
6:10Building relationships with reporters for effective PR
9:20Humanizing lawyers and their stories
12:00Preparing clients for media appearances
14:30How can good PR solve current problems in the legal industry
15:50Exploring non-traditional media outlets
18:00The ins and outs of cruise law
21:30Bridget's thought leadership philosophy
This episode’s guest:
• Email: Bridget@Amplifyforlawyers.com
• Email for lawyers: LFG@Amplifyforlawyers.com
• Amplify for Lawyers on Instagram
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Julia Drake is the co-founder of Wildbound PR, a boutique literary PR and marketing firm that has led successful campaigns for high-profile and indie authors alike, partnering with major publishers, indie presses, and literary organizations. In this episode, Julia explores the distinct aspects of publishing PR versus traditional PR, how to foster cultural conversations around books, and the impact of social media, particularly TikTok, on book promotion.
Key Takeaways:
- How to prep authors for interviews
- How to promote books through TikTok
- How to connect books to current events
Episode Timeline:
0:00Introduction to Wild Bound PR and Julia Drake
1:30The journey from film to literary PR
4:00Successful Wildbound campaigns
6:00 The myth of inspiration
7:25Differences between traditional PR and publishing PR
8:50Creating conversations around books
10:30Preparing first-time authors for PR
13:35The success rates for book publishing
15:00The impact of social media on Book promotion
16:25The ins and outs of BookTok
19:45Client expectations vs. reality in publishing PR
22:05What sets Wildbound apart
24:30Julia's thought leadership philosophy
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Jennifer Adler is the founder and CEO of Adler Public Relations. With more than 20 years of experience, she has represented high-profile clients across industries ranging from real estate and hospitality to healthcare, finance, and nonprofits. In this episode, she shares how luxury brands are adapting to shifting consumer expectations, the importance of crisis preparedness, and what it’s like working with Medieval Times.
Key Takeaways:
- The state of luxury brands in 2025
- How Jennifer started her own agency
- The basics of crisis management
Episode Timeline:
1:45Introduction to Jennifer Adler and Adler PR
2:45How to choose a luxury influencer
4:45How are luxury brands positioning themselves in today's economy
7:25Has the idea of luxury changed over the past 20 years?
9:10How does Jennifer keep her finger on the pulse
10:00Preparing clients for a crisis
12:00The Coldplay debacle crisis
15:15The importance of a cool head in a crisis
17:00The quote that inspired Jennifer to start her own agency
20:20Lessons Jennifer learned hosting the "Earn It" podcast
22:00Working with Medieval Times
25:22Jennifer's thought leadership philosophy
This episode’s guest:
• Adler Public Relations on Instagram
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Lexie Smith, founder and CEO of Growth Mode, discusses misconceptions about the industry and the increasing demands from clients. Lexie emphasizes the importance of education in managing client expectations and the need for a strategic approach to building personal brands. She shares insights from her podcast, "Pitchin' and Sippin,'" and her work with the nonprofit Everyday Action, which addresses food waste and hunger in Los Angeles.
Key Takeaways:
- How PR people can do more with less
- Clearing up PR misconceptions
- How to build a personal brand
Episode Timeline:
0:00 Introduction to Lexi Smith and Growth Mode
2:03 Why PR agencies are being asked to do more with less
4:10 PR is having a hard time defining itself in the new era
5:10 People need to be educated about PR
8:00 Mistakes people make in personal branding
11:00 The "why" of your personal brand
13:15 Taylor Swift's marketing brilliance
14:30 Lessons Lexie has learned from the "Pitchin' and Sippin'" podcast
17:15 Tod's pitch preferences
19:30 Lexie's work with Everyday Action
23:25 Lexie's thought leadership philosophy
This episode’s guest:
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Alexandra Zendrian, a former reporter and founder of A to Z Communications, brings a unique perspective to public relations thanks to her journalism background. On this episode, she reflects on her time reporting on the front lines of the COVID-19 pandemic and her transition into PR, where she believes in delivering exceptional PR services at a competitive price. Alexandra also shares her approach to educating clients about common PR misconceptions, the importance of strong media training, and the valuable lessons she’s gained through her podcasting journey.
Key Takeaways:
- Why PR should be affordable
- Alexandra's front-line COVID reporting
- How to be a bold thought leader
Episode Timeline:
2:40 Alexandra's front-line COVID reporting
5:15 Alexandra on "Good Morning America"
7:25 Delivering good PR at a great price
9:40 How people overpay for PR
11:55 How Alexandra's experience as a reporter helps her in PR
13:30 The power of a great soundbite
15:00 Educating new PR clients
16:15 Media training dos and don'ts
18:40 Verbal crutches
21:20 Being authentic in media appearances
22:40 Lessons Alexandra has learned from hosting her podcast
25:25 Alexandra's thought leadership philosophy
This episode’s guest:
• A to Z Communications' website
• Alexandra Zendrian on LinkedIn
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Brian Hart is the founder of Flackable, a PR firm known for delivering “unstoppable impact,” and AuthorPrime, its newly launched sister company that helps industry experts become published authors. In this conversation, he shares how his agency has navigated a volatile economy, the pros and cons of today’s climate, and how content creators can transform their work into credibility-boosting books through AuthorPrime.
Key Takeaways:
- Why credibility is crucial
- How AuthorPrime helps creators turn their work into books
- Brian's upcoming book "Credibility Marketing"
Episode Timeline:
1:45 The uncertainty of the current state of PR
3:30 AI uncertainty
5:30 The PR turnaround
6:45 Ways in which AI isn't cutting it
8:00 The volatility in the current economy
11:28 Brian explains AuthorPrime
14:45 The AuthorPrime process
18:00 Who is creating books from their content?
20:00 What is a false sense of credibility?
22:00 Brian's upcoming book
26:20 The biggest lesson Brian has learned from his podcast
This episode’s guest:
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Lindsey Unterberger, VP of Marketing at SureCo, leads marketing and education initiatives aimed at making healthcare more accessible. Here, she and host Tod Perry discuss SureCo’s Individual Coverage Health Reimbursement Arrangement (ICHRA), which gives employees greater control over their healthcare. Lindsay also discusses the importance of clear communication in healthcare marketing, the role of AI, and the future of innovation.
Key Takeaways:
- Lindsey's transition from beauty editing to healthcare marketing
- An introduction to ICHRA
- Consumer-focused marketing strategies
Episode Timeline:
1:00 Lindsey's former career as a beauty editor
4:00 Transitioning from beauty to healthcare marketing
8:00 Understanding ICHRA and SureCo
9:20 The role of AI in marketing
10:45 Troubles with AI
12:30 Navigating healthcare terminology
15:30 Common mistakes in healthcare marketing
17:45 Positive things to look for in healthcare
20:45 ICRA gives consumers more choices
23:20 Lindsey's spice thought leadership philosophy
This episode’s guest:
· Lindsey Unterberger on LinkedIn
· Lindsey Unterberger on Instagram
· SureCo's newsletter (talk ICRA to me)
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Kat Jones is the founder of Motiv, a California-based global communications company that has represented major names in entertainment and gaming, including Critical Role, Felicia Day, E3 and the ESA, Blind Squirrel Games, and more. In this conversation, she shares her journey in PR, from launching Motiv to shaping it into a trusted partner for some of the industry’s most influential creators and brands. She highlights how the principles of improv—adaptability, listening, and authenticity—translate directly into building meaningful connections with fans and communities.
Key Takeaways:
- Authenticity is crucial in engaging with fandoms
- How improv classes can help with PR
- The evolution of Motiv
Episode Timeline:
1:30 Kat's improv experience
3:45 How can improv experience help in PR?
6:15 Improv helps you understand perspectives
7:00 The importance of being strategic with pitches
9:00 The Motiv story
11:00 Motiv's name change
13:30 Kat's relationship to nerd culture
17:00 Actors who are disingenuous about their fandom
17:45 You have to be transparent with fandoms
18:45 What do other agencies get wrong when working with fan culture
23:20 How to match influencers and brands
26:10 Kat's thought leadership philosophy
This episode’s guest:
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Doug Simon is the CEO and founder of DS Simon Media, an award-winning PR agency that serves top brands in healthcare, technology, travel, financial services, consumer goods, entertainment, retail, non-profits, and more. In this interview, he shares his insights on the importance of authenticity in media appearances, the evolving role of AI in public relations, and the lessons he’s learned from stand-up comedy.
Key Takeaways:
- PR lessons from stand-up comedy
- The enduring power of local media
- Why AI loves earned media
Episode Timeline:
1:45 How has stand-up comedy helped Doug's PR career?
2:50 Finding your voice in comedy
5:00 How Doug's TV background helps him prepare his clients for media appearances
7:45 PR's influence over newsrooms
10:35 How to be authentic in media appearances
13:00 Mistakes people make when appearing on TV from home
16:15 How does AI increase revenue from earned media
18:45 Why does local media show up prominently in AI search?
23:00 What has Doug learned from hosting “PR’s Top Pro’s Talk…”
25:45 Doug's thought leadership philosophy
This episode’s guest:
• Email: DougS@DSSimonMedia.com
• “PR’s Top Pros Talk…” podcast
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Mitch Askenas, Executive Director and Head of Commercial for the Americas at Comcast Technology Solutions, shares how the company's "Ingest once, deliver everywhere" strategy is reshaping the way streaming content reaches audiences. You'll also learn how Comcast is streamlining media delivery across TV, mobile, and streaming platforms, and what it means for the future of media and technology.
Key Takeaways:
- The future of streaming
- The future of content modernization
- Challengers in providing streaming content
Episode Timeline:
1:30 Tod remembers ON TV
2:30 What does "Ingest once, deliver everywhere" mean?
4:25 What content companies really want
6:10 The differences between traditional broadcasting and streaming
8:30 What separates Comcast from other companies
9:30 What does the future of streaming look like?
12:30 How does Mitch stay on top of new technology?
14:20 What are Comcast's advantages for content creators?
15:30 New ways of monetizing content
19:00 Past technologies that have failed
22:30 HD radio
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On this special edition of PR 360, we’re revisiting a standout episode that perfectly captures what we aim to do with the show. It’s a March 2024 interview with Gini Dietrich, founder of the influential Spin Sucks blog and author of Spin Sucks: Communication and Reputation Management in the Digital Age. This episode checks all the boxes—it’s fun, insightful, and packed with valuable takeaways on thought leadership, the evolution of Spin Sucks from a blog into a movement, and even Gini’s take on why Taylor Swift is a brilliant marketer.
Key Takeaways:
- The Spin Sucks story
- Why thought leaders should be bold
- Why Gini loves AI
Episode Timeline:
2:40 How to come up with podcast ideas
4:00 Why is Taylor Swift a great marketer?
5:40 How Spin Sucks grew from a blog to a movement
7:40 Why ethics is the backbone of Spin Sucks
9:50 How to define results with a client
11:00 The PESO model
13:50 The importance of creating authority and trust
14:40 Gini on thought leadership
17:40 Gini's thoughts on AI
This episode’s guest:
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Jackson Wightman is the founder of the consumer tech PR firm Proper Propaganda and author of the bestselling book, "The Tech PR Playbook." Here, he shares the unique benefits of performance-based billing, the importance of adapting to AI in search engine optimization, the value of staying open-minded when targeting media outlets, and why thought leadership is essential for clarifying ideas and strategies.
Key Takeaways:
- PR strategies for AI search
- Performance-based billing in PR
- The importance for PR people to be open-minded
Episode Timeline:
1:30 What's it like working from Aruba?
4:15 Tod's time in Cuba
5:30 The Montreal/Long Beach connection
7:30 What separates Proper Propaganda from other PR firms
8:30 The benefits of paying on performance
11:00 AI search optimization for PR
13:00 Optimizing for bots
18:00 It's time to reconsider some legacy media sites
19:30 Non-traditional sites are popping up in AI search
20:30 The importance of being open-minded
25:00 Jackson's thought leadership philosophy
This episode’s guest:
• Jackson Wightman on LinkedIn
• Email Jackson@Properpropaganda.net
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Karen Sorensen is an award-winning account director at Global Results Communications with a strong track record of securing top-tier media placements in outlets such as USA Today, The New York Times, Forbes, and more. Here, she discusses her upbringing in a large family, the importance of teamwork in both personal and professional life, and the evolving landscape of cybersecurity and AI.
Key Takeaways:
- Why teamwork is essential for success
- The importance of continuous learning
- The convergence of AI and cybersecurity
Episode Timeline:
2:00 Lessons Karen learned from growing up in a large family
4:30 What does dinner look like in a family with 11 kids?
5:50 How does growing up in a large family help in your professional life?
7:25 The importance of teamwork
8:15 New and exciting things happening at GRC
9:00 Current trends in cybersecurity and AI
11:00 The evolution of cybersecurity threats
14:00 How remote work created new security threats
17:30 How do you stay current on tech developments?
20:00 The importance of continuous learning
21:30 Karen's approach to thought leadership
This episode’s guest:
• Karen Sorenson on LinkedIn
• Global Results Communications on LinkedIn
• Global Results Communications on Instagram
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Bob Bilbruck, founder of Captjur, is an accomplished and visionary CEO with nearly 30 years of experience in emerging markets and technology. In his third appearance on PR 360, he discusses his role in bringing flag football to the 2028 Olympics, the importance of diverse AI ecosystems, and the need for the U.S. to stay competitive in the global AI arms race.
Key Takeaways:
- The growing world of flag football
- The future of the gig economy
- The AI arms race
Episode Timeline:
1:50 Captjur Sports' involvement in Olympic flag football
4:15 Legal challenges with NIL
6:30 Pressure is on the NCAA
9:15 Flag football's expansion
12:00 Recent developments in the gig economy
15:15 The importance of diverse AI ecosystems
20:30 CPU vs. GPU computing
21:50 The AI arms race with China
24:00 What's the moonshot in the AI arms race?
27:00 Do consumer AI products give a false representation of its capabilities?
This episode’s guest:
• Email at: info@Captjur.om
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Jennifer Avril, a communications professional specializing in strategic and effective change for both corporations and nonprofits, is a Senior Account Manager at Warner Communications. In this interview, she discusses the importance of effective communication in addressing climate change, how regulations can create opportunities, and the role of thought leadership in PR. She also shares stories from the summer she spent working on feminist activist Kate Millett’s farm, as well as her contributions to a new e-book on movement communications and advocacy.
Key Takeaways:
- Lessons learned on Kate Millet's farm
- How to effectively discuss climate change
- Regulatory changes can create opportunities
Episode Timeline:
1:45 Jennifer's time on Kate Millet's farm
6:30 Kate's friendship with John Lennon and Yoko Ono
7:30 What's happening at Warner Communications these days?
9:25 How should people be talking about climate change in 2025?
10:40 The current state of regulation policy
11:30 The value proposition of environmentalism
12:30 The ramifications of recent political changes
14:30 Talking about eco-friendly products with consumers
17:00 Regulations can create new opportunities
19:00 Void packaging
22:30 Jennifer's thought leadership philosophy
25:00 Jennifer's new eBook
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Mike Atkinson, an account director at Sage Communications, discusses the evolving landscape of cybersecurity and the role of public relations in managing crises and media coverage. He highlights current trends, including the impact of AI on cybersecurity threats, the importance of crisis communication plans, and strategies for breaking into mainstream media. Mike also shares insights on effective pitching and the significance of building relationships with reporters to enhance thought leadership in the tech industry.
Key Takeaways:
- AI's role in cybersecurity
- Building relationships with reporters
- Crafting the perfect pitch
Episode Timeline:
2:20What are the biggest stories in cybersecurity?
3:30 AI's threats to cybersecurity
5:20Crisis communication in cybersecurity
7:45How does Mike stay informed on such a fast-moving industry?
9:45Breaking into mainstream media
11:45The art of newsjacking
12:45AI in the workforce
14:40 Building relationships with reporters
16:30Crafting the perfect pitch
20:20Mike's thought leadership philosophy
This episode’s guest:
• Mike's email: MAtkinson@AboutSage.com
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