Public Relations

How to work with reporters without being naive. Beware of stolen documents, leaks, and sensitive information. The Rules of Engagement for press relations.

The closing chapter. Fifty short, blunt rules for working in PR — irreverent, operational, and built from real campaigns. Plus the new rule for the AI Communications era.

The NPCC case. The Anheuser-Busch entertainment PR engagement. Why authentic giving compounds — and fake giving destroys.

The first 48 hours. Product recall, sexual harassment, fraud, bankruptcy, government investigation. Why crisis communications is the highest-leverage PR work there is.

Pop-up customers, partnerships, the double-barreled gun of co-marketing. Why brands should embrace unexpected attention rather than push it away.

Why earned credibility moves markets advertising can't reach, and how that same mechanism now operates inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews.

How language, tone, and message discipline either build or destroy brand equity. The three little words that change everything.

AI platforms now prioritize expert sources over influencers, reshaping beauty discovery and brand visibility.

Learn how to repurpose media coverage across social media, websites, email and paid ads to multiply reach, boost credibility and generate more leads from PR wins.

Learn how to transform market research into media coverage that drives business results. Discover proven strategies for packaging insights, targeting journalists, tracking ROI, and building thought leadership campaigns.

Learn how to build media coverage around industry transformation with strategic PR tactics that drive business results and attract journalist attention.

Learn how to align product roadmaps with global trends through systematic scanning, RICE scoring, and trend-driven messaging that generates PR impact.