On Top of PR with Jason Mudd

Send us a text In this episode, AMEC’s CEO Johna Burke joins host Jason Mudd to discuss the Barcelona Principles 4.0 and PR measurement best practices. Tune in to learn more! Meet Our Guest: Our episode guest is Johna Burke, CEO and Global Managing Director at the International Association for the Measurement and Evaluation of Communication (AMEC). With more than 30 years of experience in marketing, PR, communications, and strategy for B2B and B2C organizations, Johna is a global leader in communication measurement and evaluation and a sought-after speaker on PR, media relations, and metrics. Five things you’ll learn from this episode: 1. The 7 Barcelona Principles Explained 2. How to apply the Barcelona Principles 4.0 to measure and evaluate PR effectiveness across channels 3. How AMEC’s Integrated Evaluation Framework can guide planning, measurement, and reporting in your organization 4. Practical ways to use data ethically to build credibility, trust, and impact in communications 5. How professional development and resources from AMEC can strengthen measurement skills and PR strategy Quotables “When we looked at the Barcelona Principles, because they were rooted in best practice, a lot of them are just making them clearer statements.” — Johna Burke "Supporting the Barcelona Principles, being compliant, helps communicators make a greater value to their organization and gives credibility and reliability to their data." — Johna Burke “It gives you the planning elements, and it is a fill in the text box for what you are doing, starting with your objective and going through to put your activities, your outputs, the outcome, so that when you use this with your team and you put everything in the framework, it also helps you understand which efforts are paid, earned, shared, and owned.” — Johna Burke “Use it as the planning tool as much as you use it as a measurement tool, which arguably, if you're doing measurement effectively, you need to have good concrete planning in place to have those well-defined objectives to know and understand what's working and what's not working.” — Johna Burke 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. More About Johna Burke Johna Burke, CEO and Global Managing Director at the International Association for the Measurement and Evaluation of Communication (AMEC), has more than 30 years of experience driving results in marketing, public relations, investor relations, general management, communications, strategy, and operations for B2B and B2C organizations. She is an expert in strategic planning, analytics, research, business growth, and operational efficiency and is a national and international speaker on PR, media relations, measurement, social media, and metrics. With over 20 years of focused experience in B2B and B2C marketing and public relations, Johna is recognized globally for her leadership in communication measu Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Keller Maloney joins host Jason Mudd to discuss why PR drives AI recommendations and how earned media and brand trust shape how AI models talk about brands. Tune in to learn more! Meet Our Guest: Our episode guest is Keller Maloney, co-founder of Unusual, a platform that helps brands understand and influence how AI models perceive them. Keller has a background in AI interpretability research and works with marketers and PR teams navigating AI as a new audience. Five things you’ll learn from this episode: Quotables “If you give AI models clear claims, real proof, consistent messaging, they reward your brand like a human reviewer would. You can just do what PR folks have always been excellent at doing, which is building a brand.” — Keller Maloney “The first thing that you need to make sure of when marketing to a customer is awareness. If they don't know you exist, then there's no hope in having them buy your product. The second is specificity, to actually get recommended. When ChatGPT is having a conversation with a specific user about their specific problem, in order for that model to recommend you, they need to know that your product or your solution is the best solution for their user's very specific problem.” — Keller Maloney “The real key is earned media. It’s like convincing a human. Earned media and a corroboration across trusted sources goes a really long way in helping these models find out about your brand and then determine that you are legitimate enough to consider as a recommendation for their customer.” — Keller Maloney “Getting more AI recommendations looks a lot more like PR than anything else.” — Keller Maloney “The things that help an AI model refer to your brand are the same things that help humans refer your brand, which is strong brand presence, earned media trust, and presence across sources.” — Keller Maloney “The best PR work is helping people, educating people. Steve Jobs is famous for saying, ‘Advertising helps with sales, but good PR educates.’” — Jason Mudd 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. More about Keller Maloney Keller Maloney is the co-founder of Unusual, a platform he built with his co-founder Will to help marketers understand and influence how AI models perceive their brands. Their work takes classic PR principles and applies them to a new audience — artificial intelligence. A Los Angeles native, Keller went to Princeton University, where he earned All-American honors in water polo. Guest’s contact info and resources: Keller Maloney on LinkedIn Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Carla Johnson joins host Jason Mudd to discuss how brands can use curiosity to drive innovation and ideation. Tune in to learn more! Meet Our Guest: Our episode guest is Carla Johnson, keynote speaker and Innovative Architect at Think Labs. She’s the author of “RE:Think Innovation” and has helped companies like Amazon, Dell, Intel, and Hilton embrace change and generate stronger ideas. Five things you’ll learn from this episode: How breakthrough ideas form and why you must push past the obvious How to turn “no” into momentum and a steady flow of stronger ideas Why curiosity matters How the “What I Like” and “What I Wish” method improves ideas How fresh perspectives transform PR and communication Quotables “We all like interesting things. We like stories that are clever, that are memorable, and the more memorable you make that story, the easier it is for somebody to share.” — @Carla Johnson “The beautiful thing about that whole process of coming up with the ideas, sharing the ideas and socializing them, talking about what they could look like, doesn't mean that you'll need that idea right now. But every corporate communicator, PR person, media relations person has needed an amazing idea at a drop of a hat.” — @Carla Johnson “People come to our profession for answers on how to solve something, or ‘How do I tell the story?’ Or ‘How do I fix this situation?’ But oftentimes, this diabolical need to answer the question really limits the creativity and innovative thinking that we're able to put into it.” — @Carla Johnson “When we hear about creativity and innovation, the term we always hear is about connecting the dots. And what we don't think about is in order to have dots to connect, we have to collect those dots.” — @Carla Johnson “If we have unlimited resources, we better be creative and responsible with those resources.” — @Jason Mudd 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. More About Carla Johnson Carla Johnson helps organizations break out of conventional ways of thinking. She helps teams think bolder so they can create massive momentum and deliver a bigger impact much faster. She’s the author of 10 books, including the bestseller “RE:Think Innovation.” She’s worked with companies like Amazon, Dell, Intel, and Hilton on embracing change and welcoming new ideas. All of this has helped them transform their businesses, get people excited about the work they do every day, and deliver a level of results they never imagined possible. Guest’s contact info and resources: @carlajohnson.co on Instagram Carla Johnson on Facebook Carla Johnson on LinkedIn Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this solocast, On Top of PR host Jason Mudd answers Fernandina Beach High School students’ questions and shares his PR career journey, experiences, and key insights. Tune in to learn more! Five things you’ll learn from this episode: 1. How perseverance helped build Axia into the agency it is today 2. How integrity shaped Jason Mudd’s career, leadership, and long-term reputation 3. Why lifelong learning sets great communicators apart in PR and beyond 4. The value of genuine relationships in public relations, business, and everyday life 5. How setting long-term goals can guide you in owning and running your future business Quotables “One thing about the profession of public relations, you’re always getting exposure to new ideas and new information. No two days are the same.” — @jasonmudd “My primary goal and aspiration for what I do is to have a great reputation of providing both valuable and helpful services that companies benefit from.” — @jasonmudd “Growing my agency with integrity and having a reputation of giving back so that we can attract the best talent in the profession, as well as attract the best clients and do some of the best work.” — @jasonmudd “In starting a small business, you've got to do what 99% of the people are unwilling to do themselves. And that's hard by itself.” — @jasonmudd “Think about everything long-term. So, whatever you’re doing personally, professionally, think long term about it. Will your future self thank you for what you’re doing today?” — @jasonmudd “Regardless of what profession you pursue, always be learning and improving. So improve your communication skills, both verbally and written. Because at the end of the day, that will apply to any profession you're in.” — @jasonmudd “Your integrity and reputation are essential to your success in life, in business, but also in your personal life. People want to do business with people they like, know, and trust.” — @jasonmudd “The greatest compliment for a small business is probably to get a referral. If you know a small business, don't hesitate to leave them an online review or give them a referral because that is the lifeblood of a small business.” — @jasonmudd 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. Contact info and resources: Brightway Insurance PR case study Adecco Group PR case study Foundation Financial Group PR case study First Coast Community Bank case st Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Pragya Dubey, Agility PR’s VP of Global Services & Analytics, joins host Jason Mudd to discuss how AI is reshaping PR, media intelligence, and measurement for smarter, data-driven strategies. Tune in to learn more! Meet Our Guest: Our episode guest is Pragya Dubey, Agility PR Solutions’ VP of Global Services & Analytics. With more than 20 years of experience across three continents, she helps organizations transform media data into meaningful insights that demonstrate ROI and elevate the impact of communications. Five things you’ll learn from this episode: 1. How AI is changing the media intelligence landscape and how we can measure it 2. Ways PR professionals can use AI to make smarter, data-driven decisions 3. What the emerging AI landscape means for PR professionals 4. How to use AI to enhance productivity and creativity in PR 5. How press releases are regaining power as vital tools for AI-driven search visibility Quotables “AI is really reshaping the way we are accessing information and our need for information.” — Pragya Dubey “PR teams can be empowered with more data-driven decisions as opposed to basing their decisions on anecdotes, or an impression, or simply instincts – that’s the biggest shift.” — Pragya Dubey “AI is the assistant that PR never had that can help public relations professionals work smarter.” — Pragya Dubey "The question to ask is how AI is getting its information. AI is getting that information from the web, from Google, Yahoo, all those aggregator websites and media. So if you're not putting yourself out there more and more, you're missing out on that opportunity to be read and analyzed by AI.” — Pragya Dubey “The press release that we all thought was on life support and losing credibility year after year is suddenly the new sexy PR tool that everybody's talking about again and getting excited about.” — Jason Mudd 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. More About Pragya Dubey Pragya Dubey is Vice President of Global Services and Media Analytics at Agility PR Solutions, where she leads strategy and client success for media monitoring, measurement, and insights. With over 20 years of experience across Canada, the U.S., and India, she specializes in turning complex media data into actionable narratives that demonstrate ROI and drive smarter decision-making. Since joining Agility in 2006, she has helped clients — including Fortune 500s, governments, and nonprofits — align media analysis with strategic goals. Pragya is a passionate advocate for using meaningful metrics to elevate the role of communications. Guest’s contact info and resources: Pragya Dubey on LinkedIn Agility PR Solutions website Additional Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Mark Basch joins host Jason Mudd to discuss the common media mistakes publicly traded companies make. Tune in to learn more! Meet our guest: Our episode guest is Mark Basch, a seasoned business journalist with decades of experience covering publicly traded companies. He provides insights on economics, business trends, manufacturing, real estate, and unemployment, drawing from data releases and press statements. Five things you’ll learn from this episode: 1. Consequences of companies mishandling bad news 2. Best practices for publicly traded companies to work effectively with journalists 3. Why preparation and anticipation are key to effective media interactions 4. Why understanding media evolution is critical for PR 5. The difference between embargoes and advance news, and how to use them strategically Quotables “When something is happening, it's a good idea to preemptively get together with the key people and have a response ready because one of the things that could happen in today's world is the story is going to be posted online and nobody is ready to respond.” — Mark Basch “Clever is great, but it better be accurate.” — Mark Basch “The headline … is designed to get you to read the story but also should tell you what the story is.” — Mark Basch “If you want to make this newsworthy, if you want to get media coverage about your company, its success and its growth, we've got to have credible indicators of how quickly you are growing.” — Jason Mudd “Always prepare, always assume the worst, and have proper preparations.” — Jason Mudd “Have a plan, but have a plan in case the plan fails of what you're going to do secondarily.” — Jason Mudd 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. More about Mark Basch Mark Basch is a seasoned business journalist who’s covered publicly traded companies for decades. His reporting focuses on economics, business trends, manufacturing, real estate, and unemployment, drawing regularly from data releases and press statements. Guest’s contact info and resources: Mark Basch on LinkedIn Additional resources: The best and worst media relations efforts from public relations professionals How to speak with clarity and authority during a crisis 11 crisis management tactics to avoid or prepare for a PR disaster The 4 R’s of media relat Support the show On Top of PRAxia Public RelationsReviewMaxer

Send us a text In this episode, Jamie Shibley, CEO of The Expressory joins host Jason Mudd to discuss how to strengthen relationships through thoughtful, strategic corporate gifting. Tune in to learn more! Meet Our Guest: Our episode guest is Jamie Shibley, CEO of The Expressory, a strategic engagement agency helping businesses strengthen relationships through thoughtful, relationship-first strategies. She’s a best-selling author and recognized expert in strategic gifting and relationship marketing, with insights featured on “Entertainment Tonight” and Forbes.com. Five things you’ll learn from this episode: 1. Strategic and themed gift giving for internal and external audiences 2. How to redefine “gifting” beyond presents 3. The three emotional pillars that build strong business relationships 4. Ethical considerations and best practices for corporate gifting programs 5. Why systems and consistency are essential to meaningful engagement Quotables “To form a relationship with somebody, that person needs to feel three things. They need to feel that you understand them, they need to feel that you validate what's important in their world, and they need to feel that you care.” — Jamie Shibley “You recognize that it's not only the people that you already know and have some sort of relationship with. It's about nurturing the ones you want for the long term as well.” — Jamie Shibley “When your vendor partners feel valued and seen, they will work harder for you.” — Jamie Shibley “Sometimes a gift is your smarts. Sometimes a gift is just something that's simply helpful to someone so you don't have to spend. The budget does not matter.” — Jamie Shibley “We would be better off not sending a gift or not sending a note card to somebody if it has something that has a negative unintended consequence or ramifications.” — Jason Mudd 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. More About Jamie Shibley Jamie Shibley is the CEO of The Expressory, a strategic engagement agency that believes the key to accelerating business growth and profitability in the post-COVID era lies in your ability to maintain personal connections and build emotional loyalty in your relationships. Jamie is the best-selling author of “Relationship-First Strategic Engagement” and is widely respected as a market leader. Her work has been featured on “Entertainment Tonight” and Forbes.com. Guest’s contact info and resources: Jamie Shibley on LinkedIn The Expressory website “Relationship-First Strategic Engagement” book Recorded: June 23, 2025 Support the show On Top of PRAxia Public RelationsReviewMaxer

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