On Top of PR with Jason Mudd

Send us a text Our Guest: Our episode guest is Amy Dunham, chief communications officer at Habitat for Humanity International. Overseeing the organization’s global brand, marketing, and communications strategy, she helps reach audiences across all 50 U.S. states and more than 70 countries. Amy is a seasoned communications leader passionate about using market insights to shape strategy and strengthen engagement worldwide. Five things you’ll learn from this episode: 1. How to leverage market insights to shape and guide PR strategy 2. The balance of art, science, and passion in effective strategic planning 3. Practical ways communicators can advocate for audiences at the strategy table 4. How messaging and strategy must stay in lockstep to maintain credibility and consistency across audiences 5. How brand perception gaps create opportunities for stronger audience engagement Quotables “The human brain always absorbs things best in threes. And communications know if you’ve got 15 priorities, you have no priorities. When setting priorities, it has to be a clear way to say yes and to say no. If it doesn’t give you the ability to say no, then it’s not really helping you set a strategy.” — Amy Dunham “You can't have good communication or public relations strategy without messaging. They're in lockstep together.” — @JasonMudd9 “To really stand out in PR, whatever you're doing, is to make sure you're saying things that are provocative, contrary, and have a unique point of view from what everybody else is saying because otherwise, you're just going to blend in and not stand out.” — @JasonMudd9 “It's not a conversation about ‘I know better’ versus ‘you know better.’ It's much more about ‘Here's what the data indicates, and now here's the flexibility to be able to use it in the way that works best in your market.’” — Amy Dunham “It's really through the lens of ‘How can I add value in a way to enable their work?’ rather than to direct how things should get done.” — Amy Dunham If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Amy Dunham Amy leads Habitat for Humanity’s brand, marketing campaigns, and communications efforts across its global footprint in all 50 U.S. states and in more than 70 countries. Before joining Habitat in 2022, she held brand and communications roles at the NCAA, the U.S. Department of Homeland Security, and US Airways. Guest’s contact info and resources: Amy (Kudwa) Dunham on LinkedIn Habitat for Humanity website Fact Fullness by Hans Rosling Crucial Conversations Additional Resources: Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this solocast episode, On Top of PR host Jason Mudd discusses why 96% of AI citations come from PR content and how brands can lead with media relations in the age of AI. Tune in to learn more! Five things you’ll learn from this episode: 1. Why 96% of AI citations come from PR-driven content 2. The six types of content AI trusts most for brand visibility 3. How earned media, thought leadership, news coverage, and press releases shape AI search results 4. Why reviews, social media, and web content boost generative discovery 5. Seven steps to ensure your brand and not your competitors gets cited Quotables “PR has become the front door to artificial-intelligence-powered discovery.” — @JasonMudd9 “PR isn't just part of the marketing mix anymore. It's the backbone of your visibility in 2025, the age of AI.” — @JasonMudd9 “AI is shaping first impressions of your brand, and PR determines what AI learns and repeats back to them.” — @JasonMudd9 “When you combine earned PR content with the supporting signals, you're feeding AI the content it needs to cite your organization.” — @JasonMudd9 “You must feed AI platforms the content they crave that's credible, quotable, and consistent.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Jason Mudd, Axia Public Relations Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more. In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets. Contact info and resources: Axia AI Visibility Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Serena Ehrlich joins On Top of PR host Jason Mudd to discuss how AI-powered search engines take data from press releases, and how they decide on what to show their users. Tune in to learn more! Our Guest: Our episode guest is Serena Ehrlich. She’s the go-to-market director at Notified, the parent company of GlobeNewswire, which provides global press release distribution services. Serena helps spread the “good word” of up-to-date, evolving PR strategies to help PR pros navigate an ever-shifting landscape. Five things you’ll learn from this episode: 1. How AI ingests press releases and what sticks 2. How the rise of AI-powered search engines parallels the rise of traditional search engines like Google 3. Who actually reads press releases and why they’re the most important to your business 4. The current and future impact of fake press releases 5. How to build a quality press release that will reach your intended audience Quotables @4:20 — “When somebody says a press release doesn’t work, the very first thing I think of is, ‘Oh, you don’t know what it’s supposed to do.’” – Serena Ehrlich @13:33 — “Search, social, and AI.” – Serena Ehrlich @22:21 — “If it’s as easy as you and me releasing a press release and having that impact AI, look at the opportunity.” – Serena Ehrlich @25:35 — “I love you guys, but your press releases are terrible.” – Serena Ehrlich @ - “People read in an F pattern. If you don't have images, you’ve lost them” – Serena Ehrlich If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Serena Ehrlich Serena Ehrlich is a veteran professional in the fields of investor relations, public relations, and marketing. She currently serves as the director of product marketing at Business Wire. Over more than 25 years, she has become a trusted authority on emerging communication technologies and strategies, helping guide organizations through evolving trends in media and consumer behavior. Her deep-rooted experience began in advertising, where she honed her understanding of large-scale branding before continuing through two decades in the newswire industry. She has driven successful local, national, and global campaigns for major brands such as Kraft, Kohl’s, Avon, Mattel, and more. Serena transitioned into a strategic go-to-market and social media leadership role, currently serving as the go-to-market director at Notified. Known for her dynamic approach to modern media, she blends content creation, data insights, and format innovation to drive education, advocacy, and revenue. Her philosophy encapsulates this approach: Data + Content + Format = Education + Evangelists + Revenues. A recognized thought leader in the industry, she was named one of the Top 25 Women in Mobile to Watch in 2013 and continues to leverage her pr Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Matt Dzugan joins host Jason Mudd to discuss how PR pros can use data, AI, and smarter tools to improve media outreach. Tune in to learn more! Our Guest: Matt Dzugan is the Director of Data at Muck Rack, leading efforts to integrate AI and data intelligence into earned media reporting for major clients including Google, Duolingo, and Golin. With a background in electrical engineering from Northwestern University and early experience in system modeling and signal processing at Boeing Space, he now drives impactful machine learning initiatives in PR and communication analytics. Five things you’ll learn from this episode: 1. How to use PR software to streamline journalist research and pitching 2. Why understanding journalist preferences improves outreach effectiveness 3. What data points matter most when evaluating earned media success 4. How Muck Rack supports PR teams through integrations and automation 5. Trends in AI, media relations, and PR measurement that pros should watch Quotables “We’re building tools that PR pros actually use and value every day.” — Matt Dzugan “Muck Rack isn’t just a database—it’s a full platform for earned media success.” — Matt Dzugan “Better media outreach starts with better journalist insights.” — @JasonMudd9 “PR is evolving fast. You need the right tools to keep up.” — Matt Dzugan “Good PR tech doesn’t replace relationships—it enhances them.” — Matt Dzugan If you enjoyed this episode, please take a moment to share it with a professional colleague or friend. You may also share your experience with others, buy me a coffee, or leaving us a quick podcast review. About Matt Dzugan Matt Dzugan is the Director of Data at Muck Rack, driving innovation in AI, data infrastructure, and product intelligence. He leads a team focused on building and optimizing machine learning systems that enhance user experiences and power intelligent decision-making across the platform. His work centers on developing scalable solutions for media analysis, data architecture, and personalized recommendations. Earlier in his career, Matt worked at The Boeing Company, contributing to space-based communication systems with a focus on system engineering and signal processing. He later transitioned into advanced data science roles, including at Uptake, where he applied analytics to optimize operations in the energy and industrial sectors. Matt holds both Bachelor’s and Master’s degrees in Electrical Engineering from Northwestern University, where he developed his foundation in systems thinking, data modeling, and algorithm design. Guest’s contact info and resources: Matt Dzugan on LinkedIn Muck Rack Website What is AI Reading? Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Daniel Mendez joins host Jason Mudd to discuss how PR drives B2B marketing and sales success. Tune in to learn more! Our Guest: Our episode guest is Collective Measures’ Daniel Mendez, vice president of earned and owned media. He helps B2B companies integrate PR into their broader marketing strategies to support brand awareness, lead generation, and buyer engagement. Five things you’ll learn from this episode: 1. How PR can influence and support the B2B sales cycle 2. Why aligning PR, marketing, and sales messaging improves buyer engagement 3. How earned media helps generate leads 4. The role of PR in positioning executives as trusted industry thought leaders 5. Why measurement matters — and how to report PR impact in a B2B environment Quotables “The B2B buyer journey is long, complex, and very content-heavy.” — @DanielMendez “PR creates third-party validation that sales teams can use to move buyers forward.” — @DanielMendez “When PR, marketing, and sales aren’t aligned, the buyer feels the disconnect.” — @DanielMendez “If you want measurable results from PR, it has to support business goals, not just brand awareness.” — @DanielMendez “There’s no reason PR should be a silo anymore. It belongs in the B2B revenue conversation.” — @DanielMendez If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Daniel Mendez Daniel Mendez is vice president of earned and owned media at Collective Measures, a Minneapolis-based performance marketing agency. With more than 15 years of experience across public relations, content marketing, and media strategy, Daniel helps B2B companies connect PR with business outcomes. At Collective Measures, Daniel works closely with marketing and sales teams to align messaging, support each stage of the buyer journey, and use earned media to drive awareness and credibility in niche markets. His approach bridges strategy and execution, making PR a measurable, impactful part of the demand generation engine. Guest’s contact info and resources: Daniel Mendez’s website Daniel Mendez on LinkedIn Additional Resources: Navigating PR and communications hiring with Brooke Kruger How public relations impacts company reputation, revenue, and recruiting Corporate comms, PR, and marketing employee turnover and staffing is hurting brands Recorded: May 10, 2025 Our On Top of PR sponsors: Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, M.J. Clark joins host Jason Mudd to discuss how PR pros can manage stress and thrive under pressure by adopting better leadership practices. Tune in to learn more! Our Guest: Our episode guest is M.J. Clark, vice president at Integrated Leadership Systems. With more than 15 years of experience as an executive coach and leadership consultant, she specializes in helping professionals in high-stress industries like PR thrive under pressure. M.J. supports executives in strengthening communication, setting boundaries, and building emotional intelligence. She’s the author of Leading Through Listening and other books on assertive leadership and workplace wellness. Five things you’ll learn from this episode: 1. Why PR is among the most stressful careers and what you can do about it 2. The five ways people typically respond to stress and how to identify your style 3. Ways to manage stress before it leads to burnout 4. How tools like journaling, affirmations, and body language influence emotional control 5. How assertiveness and boundary-setting help PR pros manage clients Quotables "You don’t realize how much stress you’re taking on when you’re not sharing your thoughts and feelings." — @MJ Clark "PR is high-pressure by nature, but burnout isn’t inevitable." — @MJ Clark "Being a trusted adviser means showing up clearly, confidently, and consistently." — @JasonMudd9 "When we reframe our thoughts, we reshape how we lead and respond under pressure." — @MJ Clark "Assertiveness isn’t confrontation. It’s clarity with compassion." — @MJ Clark If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About M.J. Clark M.J. Clark is the vice president at Integrated Leadership Systems, where she serves as an executive coach, leadership consultant, and trainer. With over 15 years of experience, she helps professionals and organizations manage stress, improve communication, and develop stronger leadership skills. M.J. specializes in guiding executives through high-pressure situations, teaching them how to set boundaries, build emotional intelligence, and communicate with clarity and confidence. She holds a master’s degree in organizational communication from The Ohio State University and authored three books, including “Leading Through Listening.” Her work blends research-based strategies with real-world applications, making her a sought-after speaker and coach across industries. M.J.’s mission is to help leaders thrive under pressure while fostering healthier workplace cultures through assertiveness, trust, and self-awareness. Guest’s contact info and resources: M.J. Clark on LinkedIn Integrated Leadership System website Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this solocast episode, On Top of PR host Jason Mudd discusses why “guaranteed media” isn’t earned and how to protect yourself from misleading PR firms. Tune in to learn more! Five things you’ll learn from this episode: 1. What “guaranteed media coverage” really means — and why it’s rarely earned 2. The differences between earned, placed, contributed, and sponsored content 3. How deceptive firms use fake credibility and vanity metrics to lure clients 4. The true cost of falling for pay-to-play PR, including damaged trust and wasted budgets 5. What questions you must ask before hiring a PR partner to protect your investment Quotables “If it’s guaranteed, it’s not earned. And if it’s not earned, it’s not PR — it’s advertising.” — @JasonMudd9 “You’re not being pitched to journalists. You’re being pitched to a payment processor.” — @JasonMudd9 “Too many firms are ghostwriting puff pieces and calling it earned coverage. It’s not.” — @JasonMudd9 “Earned media is hard to win, and that’s exactly why it works.” — @JasonMudd9 “You deserve real answers, not marketing spin.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Jason Mudd, Axia Public Relations Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more. In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets. Guest’s contact info and resources: Jason Mudd on X Jason Mudd on LinkedIn Axia Public Relations 1:1 consultations and training with Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, HireMyMom’s Lesley Pyle joins On Top of PR host Jason Mudd to discuss how remote work is transforming the modern workforce Tune in to learn more! Our Guest: Our episode guest is HireMyMom’s Lesley Pyle, founder and CEO of the platform. She has been connecting small businesses with skilled remote professionals since 2007 and brings over two decades of experience in public relations and entrepreneurship. Five things you’ll learn from this episode: 1. How remote work has evolved from a niche option to a mainstream employment model 2. What today’s professionals are looking for in flexible or freelance roles 3. Why small businesses are embracing remote hiring and the benefits it brings 4. How digital platforms and collaboration tools have removed barriers to remote work 5. Tips for staying relevant, confident, and competitive in a digital-first workforce Quotables “Flexibility is the number-one thing people are looking for. That freedom is like gold.” — @LesleyPyle “Technology has made it easier than ever for businesses to connect with top-tier talent virtually.” — @LesleyPyle “We’ve gone from asking ‘Can this be done remotely?’ to ‘Why wouldn’t it be?’” — @LesleyPyle “Staying engaged in your field, even just a few hours a week, keeps you current and competitive.” — @LesleyPyle “The evolution of remote work isn’t just about where we work — it’s about how we define work altogether.” — @LesleyPyle If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Lesley Pyle Lesley Pyle is the founder and CEO of HireMyMom.com, an online platform that connects small businesses with experienced remote professionals. She launched her first online community for home-based working moms in 1996 and has been a leading voice in the evolution of flexible freelance work ever since. With a master’s degree in public relations and over 25 years of entrepreneurial experience, Lesley understands the shifting priorities of today’s workforce. Through HireMyMom, she empowers professionals to find legitimate remote roles and helps businesses discover top-tier talent outside of traditional hiring models. Guest’s contact info and resources: Lesley Pyle on X Lesley Pyle on LinkedIn Lesley Pyle on Facebook Lesley Pyle on Instagram HireMyMom website Additional Resources: How Much Money Can You Save by Working from Home? Products for Your Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Chris Hackney joins On Top of PR host Jason Mudd to learn how to track, interpret, and leverage media coverage. Tune in to learn more! Our Guest: Our episode guest is Chris Hackney, chief product officer at Meltwater. He brings more than 25 years of experience in B2B SaaS, specializing in media intelligence, PR technology, and communications strategy. At Meltwater, he leads product innovation to help brands navigate complex media landscapes and act on real-time insights. Five things you’ll learn from this episode: 1. What media intelligence is and how it strengthens PR strategy 2. How to turn media monitoring into measurable business insights 3. Why PR professionals must embrace data-driven storytelling 4. Which metrics matter most when evaluating earned media coverage 5. How Meltwater is evolving its tools to meet the needs of modern communicators Quotables “Media intelligence helps you move from reporting what happened to influencing what happens next.” — @ChrisHackney “PR needs to speak the language of the boardroom. That means data, context, and outcomes.” — @ChrisHackney “The goal isn’t more coverage — it’s the right coverage that moves the needle.” — @ChrisHackney “You can’t manage what you don’t measure. And that includes reputation.” — @JasonMudd9 “Media monitoring tools have evolved. It’s time PR pros evolved with them.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Chris Hackney Our episode guest is Meltwater’s Chris Hackney, vice president of enterprise sales. Chris brings nearly two decades of experience in digital media, SaaS technology, and public relations. At Meltwater, he works closely with communications leaders and enterprise organizations to help them gather, analyze, and act on media insights that drive strategic decisions. Chris has a deep understanding of the evolving PR landscape and the growing need for measurement and accountability in earned media. He frequently works with clients to strengthen their media intelligence capabilities and align communications with business outcomes. His insights help brands better understand their reputations, competitive positioning, and media performance in a fast-moving digital environment. Guest’s contact info and resources: Chris Hackney on LinkedIn Meltwater website 10 steps to prepare your company for crisis Additional Resources: Understanding the differences of PR monitoring, measurement, and evaluation Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Jessica Pantages joins host Jason Mudd to explore how AI is reshaping storytelling and public relations Tune in to learn more! Our Guest: Our episode guest is Jessica Pantages, Egnyte’s chief communications officer. With more than 20 years of experience in aerospace, construction, consumer tech, and agriculture, Jessica leads the global corporate marketing team at Egnyte, a B2B software company focused on collaboration, governance, and AI-enhanced solutions. She brings deep insight into how marketing and PR professionals can responsibly and strategically integrate AI into their communications work. Five things you’ll learn from this episode: 1. How AI is enhancing PR storytelling and content workflows 2. Why marketers must understand prompt crafting and data literacy 3. Ways PR pros can use AI to develop personalized media pitches and optimize translation at scale 4. The importance of AI governance, including style guides, usage policies, and compliance tracking 5. How communications professionals can evolve into “story systems architects” Quotables “Humans will set the narrative arc and the ethics. Machines will handle the infinite micro stories.” — @JessicaPantages “If you try to avoid AI now, you're just going to find yourself in a heap of trouble in the future.” — @JessicaPantages “Treat AI like any other vendor. You need a usage log, disclosure rules, and a style guide.” — @JessicaPantages “We're just at the beginning of figuring out the prompts that give us usable drafts.” — @JessicaPantages “AI is a great beginning, but a terrible ending. It still needs human oversight.” — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Jessica Pantages Jessica Pantages is the chief communications officer at Egnyte, where she leads the company’s global corporate marketing and communications strategy. With over two decades of experience across aerospace, construction, consumer tech, and B2B software, Jessica brings a deep understanding of how to connect complex technology with real-world audiences. At Egnyte, she helps teams leverage AI to streamline workflows, enhance storytelling, and maintain brand integrity at scale. Her leadership has been instrumental in navigating major company milestones, including a recent acquisition, and in guiding her team through the evolving landscape of content creation, governance, and digital engagement. Jessica is passionate about blending human creativity with machine insight to shape the future of PR and marketing. Guest’s contact info and resources: Jessica Pantages on X Jessica Pantages on LinkedIn Egnyte Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Vannyda Thach joins host Jason Mudd to discuss expert strategies for media pitching and journalist relationships Tune in to learn more! Our Guest: Vannyda Thach is the Head of Media Success at Qwoted. With a background in media relations and digital communications, Vannyda helps journalists find trusted sources and build meaningful relationships through the Qwoted platform. Her experience spans PR campaign management, social media strategy, and work with major entertainment events, including Disney’s “Big Hero 6” premiere. Five things you’ll learn from this episode: 1. Why building relationships (and not just landing placements) is the foundation of good media pitching 2. The difference between cold pitches and media query responses — and how to craft both effectively 3. Best practices for using Qwoted to match sources with journalists quickly and accurately 4. How personalization, clarity, and relevance impact whether journalists notice or ignore a pitch 5. The role of urgency and profile optimization in earning top-tier media coverage Quotables “You want to be unique. You want to have your own take on the topic.” — @VannydaThach “Remember to call the journalist by their name. If your pitch isn’t personalized, they’ll see right through it.” — @VannydaThach “Pitching media is about being helpful, not selling. Focus on building the relationship.” — @JasonMudd9 “Don’t ghost reporters. Communicate early if something changes. It’s all about respect.” — @JasonMudd9 “Journalists are busy and under pressure. The more complete your profile, the more credibility you have.” — @VannydaThach If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us though Buy Me a Coffee or by leavinging us a quick podcast review. About Vannyda Thach Vannyda Thach is the Head of Media Success at Qwoted, a platform dedicated to connecting journalists with expert sources. Based in Los Angeles, she leads a team committed to supporting media professionals — including journalists, freelancers, podcasters, and producers by facilitating connections with the right experts for their stories, even under tight deadlines. With a journalism and public relations background, Vannyda earned her bachelor's degree in journalism with an emphasis in public relations from California State University, Long Beach. Her career began with roles such as a communications intern at AARP and public relations manager for DisneyExaminer. She later joined Citizen Relations, progressing from a junior account executive to senior account executive, managing PR campaigns and fostering media relationships. At Qwoted, Vannyda leverages her PR experience to assist journalists in finding trusted sources and building meaningful relationships through the platform. She emphasizes the importance of being helpful over selling in media pitching and building genuine connections with reporters. Guest’s c Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Bill Zimmerman joins host Jason Mudd to discuss how the creator economy is transforming public relations and marketing strategy. Tune in to learn more! Our Guest: Our episode guest is Bill Zimmerman, a professor in the College of Communications at Penn State University. With a background in journalism and public relations, he recently authored a textbook on the creator economy. His academic work focuses on preparing students for the evolving landscape of influencer marketing, content creation, and digital media strategy. Five things you’ll learn from this episode: 1. Why brands must understand the difference between influencers and content creators 2. The power of evaluating creators’ niche audiences instead of just follower count 3. Why trust, disclosure, and transparency are crucial in influencer partnerships 4. How to build an effective creator brief and why it matters for brand alignment 5. Tools and trends shaping the future of influencer marketing and PR education Quotables “Trust is the currency of the creator economy. It must be earned and maintained.” — @BillZimmerman “A million followers doesn’t mean a million buyers. Engagement matters more.” — @BillZimmerman “Creators are trusted more than institutions because they deliver real talk and transparency.” — @BillZimmerman “You hire a creator for their voice. Over-directing the message kills authenticity.” — @JasonMudd9 “Disclosure isn’t optional. It’s ethical, smart, and legally required.” — @JasonMudd9 “The creator brief is quickly becoming the backbone of successful campaigns.” — @BillZimmerman If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review. About Bill Zimmerman Bill Zimmerman is an assistant teaching professor at Penn State University’s College of Communications. He brings a wealth of experience from his previous roles as a newspaper reporter and PR professional. Bill holds a bachelor’s degree from Indiana University of Pennsylvania and another in higher education from Penn State, along with accreditation in public relations. A thought leader in the evolving world of digital media and PR education, Bill authored a textbook on the creator economy and is launching a content creator certificate program at Penn State. His work is helping shape how future PR and marketing professionals approach influencer strategy, creator partnerships, and audience trust in the digital age. Guest’s contact info and resources: Bill Zimmerman on LinkedIn Understanding the Creator Economy: Making Digital Media Work for You Additional Resources: Influential.co Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this solocast episode, On Top of PR host Jason Mudd discusses what every company must know about media relations before hiring a public relations firm. Tune in to learn more! Five things you’ll learn from this episode: 1. Media relations is just one part of strategic public relations 2. What makes a story newsworthy 3. What journalists really care about when evaluating your pitch 4. Why relationships don’t guarantee coverage 5. What PR tools you shouldn’t buy until you’re ready Quotables "Public relations is not only media relations. Media relations isn’t what most people think it is either." — @JasonMudd9 "Earned media must be earned. If someone guarantees coverage, you’re buying ads, not PR." — @JasonMudd9 "The only audience that matters is the journalist’s audience — not your CEO or marketing team." — @JasonMudd9 "Great [news] stories beat great [media] relationships." — @JasonMudd9 "PR is a long-term business strategy — not a one-time campaign or quick win." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us by buying us a coffee or leaving us a quick podcast review. About Jason Mudd, Axia Public Relations Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more. In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets. Guest’s contact info and resources: Jason Mudd on X Jason Mudd on LinkedIn Axia Public Relations 1:1 consultations and training with Axia Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Linda Zebian joins host Jason Mudd to discuss the challenges journalists face in maintaining work-life balance and how PR professionals can better support them. She shares industry insights from Muck Rack, explores newsroom pressures, and offers strategies for improving media relations. Tune in to learn more! Our Guest: Linda Zebian is the senior director of communications at Muck Rack. She leads internal and external communications strategies across the enterprise. Her work spans across messaging, issues management, media relations, social media, and employee communications. As Muck Rack’s first-ever communications hire, Linda brought extensive experience from The New York Times, where she spent 10 years in various communications roles. She was named a “Woman to Watch” by PRWeek in 2024 and recognized for her leadership in Ragan Communications’ 2023 Top Women in PR list. Five things you’ll learn from this episode: 1. The current state of work-life balance in journalism 2. Key stressors impacting media professionals today 3. How PR professionals can improve relationships with journalists 4. The evolving landscape of newsroom workflows 5. Strategies to support journalists’ well-being and efficiency Quotables "The media industry has changed dramatically, and work-life balance is a bigger challenge than ever." — @LindaZebian "Journalists are under immense pressure. PR pros can help by being mindful of their time and needs." — @LindaZebian "The relationship between PR and journalists should be built on trust, efficiency, and respect." — @JasonMudd9 "Empathy in media relations goes a long way. Understanding journalists' workload can improve PR success." — @LindaZebian "Being strategic and concise in your pitches will make journalists more receptive to your stories." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend, buy us a coffee, or leave us a quick podcast review. About Linda Zebian Linda Zebian is the senior director of communications at Muck Rack, where she leads internal and external communications strategy, including messaging, issues management, media relations, social media, and employee communications. She joined Muck Rack in January 2022 as its first-ever director of communications, bringing a wealth of experience in media and corporate communications. Before working at Muck Rack, Linda spent a decade at The New York Times, where she held various communications roles supporting growth, product, and technology teams. She played a key role in reinforcing the company’s innovation and financial success, driving subscription growth, and strengthening brand affinity. Prior to that, she worked at Consumers Union, managing media relations for Consumer Reports. She began her career as a reporter at Folio before transitioning into conference programming for Red 7 Media. Linda was named a “Woman to Watch” by PRWeek in 2024 and a “Top Woman in PR for Leadership” by Ragan Communications in 2023. She frequently giv Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Brooke Kruger joins On Top of PR host Jason Mudd to discuss the latest hiring trends in PR and communications, the importance of networking, and strategies for standing out in today’s competitive job market. Whether you’re a job seeker or a hiring manager, Brooke shares expert insights to help you navigate the evolving landscape of talent acquisition. Tune in to learn more! Our Guest: Our episode guest is Brooke Kruger, a seasoned executive recruiter and founder of KC Partners. She has over 20 years of experience helping companies build high-performing leadership teams. Her expertise extends into the PR and communications world, where she has successfully placed top talent in roles that shape brand narratives and corporate messaging. With a keen understanding of industry trends, she connects organizations with strategic communicators who drive engagement and reputation management. Five things you’ll learn from this episode: 1. The latest trends in PR and communications hiring 2. Why networking is essential for job seekers and hiring managers 3. How to stand out in today’s competitive job market 4. The best strategies for companies to attract top talent 5. Common hiring mistakes and how to avoid them Quotables — "Networking is critical in today’s job market for both candidates and hiring managers." — Brooke Kruger — "Hiring managers have the upper hand right now, so they need to be strategic in selecting top talent." — Brooke Kruger — "Candidates should optimize their LinkedIn presence — hiring decisions start there." — @JasonMudd9 — "Transparency in the hiring process leads to better experiences for both candidates and employers." — Brooke Kruger — "A well-structured hiring process ensures you make the right talent decisions for long-term success." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through buy me a coffee or by leaving us a quick podcast review. About Brooke Kruger Brooke Kruger, a seasoned executive recruiter and founder of KC Partners, has over 20 years of experience helping companies build high-performing leadership teams. Her expertise extends into the PR and communications world, where she has successfully placed top talent in roles that shape brand narratives and corporate messaging. With a keen understanding of industry trends, she connects organizations with strategic communicators who drive engagement and reputation management. Guest’s contact info and resources: Brooke Kruger on LinkedIn: https://www.linkedin.com/in/brookechilenkruger KC Partners website: https://kc-partners.com/ Our On Top of PR sponsors: Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine Presenting sponsor: Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Mark Riggs joins On Top of PR host Jason Mudd to discuss how brands can build stronger relationships with their PR agencies, set clear expectations, and maximize their agency partnerships Tune in to learn more! Our Guest: Our episode guest is Mark Riggs, CEO and lead strategist at Pemberton, a consultancy helping PR and marketing agencies achieve organic growth. With over 20 years of experience, Mark has worked with top brands like Allstate, Honda, Ford, and Coca-Cola to create award-winning consumer programs. His expertise in client-agency relationships offers valuable takeaways for brands and agencies. Five things you’ll learn from this episode: 1. Why unspoken expectations can hinder agency-client relationships 2. How agencies and clients can align their goals for better results 3. The importance of defining measurable success metrics 4. How agencies can push back when clients demand work beyond the scope 5. The best way for brands to collaborate with their agencies for long-term success Quotables - "Unexpressed expectations lead to frustration. Transparency is key." — Mark Riggs - "Agencies should be treated as strategic partners, not just vendors." — @JasonMudd9 - "Define your success metrics from day one to ensure alignment." — Mark Riggs - "PR is more than just media coverage; it's strategic communication." — @JasonMudd9 - "If you're hiring an agency, give them the data they need to measure success." — Mark Riggs If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through buy me a coffee or by leaving us a quick podcast review. About Mark Riggs Mark Riggs is the CEO and lead strategist of Pemberton, a management consultancy helping PR and marketing agencies achieve organic growth. With over two decades of experience, Mark has led successful campaigns for major brands and specializes in guiding agencies toward better client relationships and business strategies. His deep industry knowledge makes him a sought-after consultant and speaker. Guest’s contact info and resources: Mark Riggs on LinkedIn: Mark Riggs on LinkedIn Pemberton website: Pemberton Worldwide Our On Top of PR sponsors: Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine Presenting sponsor: ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews Coffee sponsor: Fans like you fuel our efforts through buy me a coffee. Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this solocast episode, On Top of PR host Jason Mudd discusses how the top 20 mistakes companies make with social media and how to fix them Tune in to learn more! Five things you’ll learn from this episode: 1. How to properly resource your social media department 2. The importance of platform-specific content optimization 3. How to effectively incorporate user-generated content and employee advocacy 4. Why social media crisis planning is crucial 5. The value of consistency in social media schedules and audits Quotables "Social media has become its own little marketing department because of all the resources that you really have to put into it." — @JasonMudd9 "If you're not responding to comments and messages, your audience will move on to your competition." — @JasonMudd9 "Social media moves fast. If your reply takes days, your audience has already moved on." — @JasonMudd9 "A sporadic posting schedule makes your brand forgettable." — @JasonMudd9 "Have a crisis readiness response plan in place and ready to go." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You can also support us through buy me a coffee or by leaving us a quick podcast review. About Jason Mudd, Axia PR Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more. In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face help his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets. Guest’s contact info and resources: Jason Mudd on X Jason Mudd on LinkedIn Axia Public Relations 1:1 consultations and training with Axia Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Nicole Scarbrough joins host Jason Mudd to discuss data analytics for social media growth Tune in to learn more! Our guest: Our episode guest is Nicole Scarbrough, a social media analyst at Dun & Bradstreet, a leading global provider of business decisioning data and analytics. Nicole produces and manages organic social media content across platforms including LinkedIn, Instagram, Facebook, X, and TikTok. From writing copy and crafting impactful campaigns to reporting and graphic design, she continuously works to optimize content and processes. Born and raised in Northeast Florida, Nicole attended the University of North Florida, graduating with a B.A. in political science and a B.S. in communication. When she’s not at the office or spending time with friends and family, Nicole is an avid distance runner, mountain biker, and gym goer. She also loves to take advantage of the plethora of scenic trails and parks in the area. Five things you’ll learn from this episode: 1. How to leverage LinkedIn Lives with strategic partners to build organic reach 2. Strategies for managing social media platforms with distinct approaches 3. Best practices for implementing employee advocacy programs 4. How to balance data-driven content with people-focused storytelling across platforms 5. Essential tools and technologies for efficient social media management Quotables "LinkedIn Lives are a fantastic tool to grow your audience, and they really play off name recognition." — Nicole Scarbrough "From channel to channel, we have different strategies. LinkedIn is going to be more business-focused." — Nicole Scarbrough "I can't imagine not being in a role or a position with a company where you're not learning and getting opportunities to grow and do new things every day." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a professional colleague or friend. You may also share your experience with others, buy us a coffee, or leave us a quick podcast review. About Nicole Scarbrough Nicole Scarbrough is a social media analyst at Dun & Bradstreet, a leading global provider of business decisioning data and analytics. Nicole produces and manages organic social media content across platforms including LinkedIn, Instagram, Facebook, X, and TikTok. From writing copy and crafting impactful campaigns to reporting and graphic design, she continuously works to optimize content and processes. Guest’s contact info and resources: Nicole Scarbrough on LinkedIn Dun & Bradstreet Sprout Social Our On Top of PR sponsors: Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine Presenting sponsor: Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Jennifer Radke joins On Top of PR host Jason Mudd to discuss the evolving landscape of social media marketing careers, professional certification benefits, and strategies for combating burnout in the industry. Tune in to learn more! 🤔 5 things you’ll learn during the full episode: 1. Social media marketing trends 2. The importance of analytics, content management, and keyword analysis 3. How certification can lead to career advancement 4. Strategies for communicating social media value to leadership 5. Ways to combat burnout and imposter syndrome 🎧 Episode Highlights [00:00:09] Introduction to Jennifer Radke Jason: "Hello and welcome to On Top of PR. I'm your host, Jason Mudd with Axia Public Relations. Today I'm joined by our special guest, Jennifer Radke from the National Institute for Social Media and Online Marketing certified Professionals." [00:04:20] Industry Trends and Challenges Jennifer: "One of the trends that we're seeing right now is unfortunate because it hasn't changed... social media marketing professionals are feeling a lack of respect for the work that they do." [00:13:18] Certification Benefits Jennifer: "54% of those who were certified received a raise as a result of getting their certification, 56% received a promotion." [00:27:11] Addressing Burnout in Social Media Jennifer: "Burnout is a real thing. So we are seeing and the data in the study has actually shown us that people are leaving the industry right now when we shouldn't be seeing that." [00:31:26] Finding Community Support Jennifer: "Find a community, whether it be ours or something more in your space. That you can collaborate with, commiserate with and just share resources." [00:33:28] Healthcare Social Media Example Jennifer: "If you think about that person on your social who's consistently yelling at people and or brands about what they didn't do right. Put that in the perspective of being the person answering that for a health care system in the middle of a global pandemic." 📚 Resources On Top of PR podcastAxia Public RelationsJennifer Radke on LinkedInJennifer Radke on XNational Institute for Social Media (NISM)Online Marketing Certified Professionals (OMCP)Get a free NISM eBookSupport the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Shel Holtz joins On Top of PR host Jason Mudd to discuss AI in corporate communications. Tune in to learn more! Our Guest: Shel Holtz leads communications innovation at Webcor, a premier commercial construction firm. As Webcor’s senior director of communication, Holtz pioneers AI integration in corporate communications. He brings over two decades of Fortune 400 experience and strategic communication expertise to help organizations navigate digital transformation. Five things you’ll learn from this episode: 1. Strategic AI implementation in PR workflows 2. Advanced prompting techniques for superior AI-generated content 3. Cutting-edge AI platforms for diverse media creation, from visuals to audio 4. Essential guidelines for ethical AI use in communications 5. Career advancement strategies in an AI-enhanced PR landscape Quotables "AI is transforming PR fundamentally. It's not about uniform implementation but personalized workflows that enhance strategic thinking." — @ShelHoltz "The future belongs to communicators who leverage AI for enhanced productivity while maintaining human creativity." — @ShelHoltz "Strategic AI disclosure builds trust. Be transparent when AI use could influence audience perception." — @ShelHoltz "AI liberates PR professionals from routine tasks, enabling focus on high-value strategic planning." — @ShelHoltz "Success in modern PR requires mastering AI as a strategic tool, not fearing it as a replacement." — @ShelHoltz "Effective AI implementation requires understanding both technology capabilities and human communication needs." — @ShelHoltz "Tomorrow's PR leaders will be those who strategically combine AI efficiency with human insight." — @ShelHoltz "I'm definitely leading the charge of AI within my organization, showing examples and inspiring others instead of thinking the old way." — @JasonMudd9 "We can produce more volume than before at a greater quality using AI. That's what makes us more valuable to our clients." — @JasonMudd9 If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through buy me a coffee or by leaving us a quick podcast review. Guest’s contact info and resources: LinkedIn: Shel Holtz Website: holtz.com Twitter: @ShelHoltz Additional resources from Axia Public Relations: Listen to more episodes of the On Top of PR podcast. Find out more about Axia Public Relations. Support the show On Top of PRAxia Public RelationsReviewMaxer