Perspectives

PR measurement, from a founder who has watched agencies sell volume for a decade. The seven KPIs that matter, and how to pick three to five.

Spokesperson training from a 23-year practitioner: the message-and-bridge technique, a drill checklist, and how to handle the question with no good answer.

Home Depot and Lowe's own 30% of AI citation share in home services. Ronn Torossian on why the other 70% is open ground — and how challengers win the specific query.

Google AI Mode is not AI Overviews. Learn how it works, how it differs from classic search, and the optimization checklist that fits both.

Elbit in Roanoke. IAI in Herndon. Sabra in Chesterfield. 119 Israeli-founded companies. $2.3 billion. The defense corridor documented.

Earned Media Value, explained plainly: the formula, benchmark multipliers by media type, and why PRSA and AMEC warn against reporting AVE alone.

Perplexity AI cites specific pages inline instead of just ranking links. Here is how it sources answers and what PR teams should do to get cited.

The reporter was the gatekeeper for a century. Now a model answers first — before the reporter, the search engine, or the salesperson gets a turn. A new Everything-PR study shows the retrieval layer deciding who exists,

ESG communications, defined and separated from ESG reporting. The checklist I use with clients to substantiate claims and avoid greenwashing risk.

Press release format, updated for the AI era: numbers-first leads, standalone facts, consistent naming, and a full template you can use today.

Twelve real PR crises, ten from our own case files and two classic ones, each with the one specific lesson it teaches. No theory, just what happened.

How to build a media list that gets responses: define the beat, verify bylines, track fields, and prune it every quarter.