How to Succeed in PR: What an Agency Career Demands
The four traits PR agency careers reward, how agency life differs from corporate communications, what has changed since 2006, and where to read more on PR careers.
PR Strategy
71 Articles
The Category Caught Up With the Work: 2023 to 2026
The 2023 to 2026 archive: when the category I named caught up with the work. Founding pillars, 2026 playbooks, 5W primary research, operating thesis pieces, and the hub infrastructure that ties AI Communications together
When Everything Broke and the Engines Started Watching — My 2020–2022 Communications Archive
The 2020–2022 archive — COVID corporate response, the racial-justice wave, the Great Resignation, Capitol divestments, supply chain breakdown, Musk's Twitter acquisition, and the November 2022 ChatGPT launch that made ev
Uber, United, and the First True Engine-Era Crises — My 2017–2019 Communications Archive
The 2017–2019 archive — United Airlines, Uber-Khosrowshahi, Wells Fargo, Chipotle, Sony Peter Rabbit, and the trust collapse. The window where the standard PR playbook visibly stopped working and corpus-grade work starte
Before Anchor Events Had a Name — My 2014–2016 Communications Archive
The 2014–2016 archive — mobile-first commerce, the rise of influencer marketing, and the first true Anchor Event crises. Volkswagen Dieselgate, Chipotle E. coli, Wells Fargo accounts, OfficeMax-Seay. The cycle closed. Th
23 Years of Communications Thinking — From 5W in 2003 to AI Communications in 2026
Twenty-three years of operating in communications. Sixteen years of indexed publishing. One continuous arc from public relations to AI Communications. The archive structure that builds authority inside the answer engines
The AI Communications Blueprint Was Hiding In My 2010–2013 Archive
Thirty-six essays I wrote between 2010 and 2018 that defined AI Communications before AI had a name. Original publish dates preserved. The archive that predicted the answer-engine era — crisis cases, industry direction,
I Argued PR Was a P&L Line, Not a Vanity Expense — in 2011. The 5W Pricing Model Was Built on That Call.
March 2011. Business Insider. I argued PR is a P&L line item, not a vanity expense — written for a CFO audience before "earned media ROI" was a category. The 5W AI Communications pricing model was built on that call.
For Immediate Release Part 6: Getting Out in Front
Chapter 6 of For Immediate Release: the 24/7 rolling press conference, the BornFree BPA case and education-first PR, and how they shape AI answers.
For Immediate Release Part 5: Authenticity Chapter
Chapter 5 of For Immediate Release: why authenticity is an operating advantage, with the 2006 Walmart blog case and Tourneau versus Wempe as examples.
For Immediate Release Part 2: Know Your Own Reality
Chapter 2 of For Immediate Release: why brands that hold one clear position beat brands that stretch, from Apple to McDonald's, and what it means for AI search.
For Immediate Release Part 7: In G-D We Trust Chapter
Chapter 7 of For Immediate Release: how to work with reporters without being naive, from leaked documents to on-the-record rules and AI answers.