Lana McGilvray is co-founder and CEO of Purpose Worldwide, a brand, communications, PR, and growth consultancy that specializes in helping clients drive their purpose and growth. In 2020, PR News recognized Lana as one of the Top Women in PR. Here, she discusses the importance of purpose in brand growth, the impact of AI on business, and the current state of DEI in PR.

Key Takeaways:

- Purpose is essential for brand growth and authenticity

- Brands often struggle to define their purpose

- The state of DEI in PR

Episode Timeline:

1:30 Why Lana was named "One of the Top Women in PR"

2:30 Not all brands have a purpose

3:45 How to help brands find their authentic purpose

5:15 The problem with purpose-washing

6:15 Matching purpose to growth

9:10 How AI fuels growth

11:45 The importance of human intuition

13:50 The current state of DEI in PR

16:15 Rebranding DEI

20:00 The importance of having a career with purpose

This episode’s guest:

• Lana McGilvray on LinkedIn

• Purpose North America

• Council for Brand Purpose

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Chris Caggiano is the senior editor at Fareportal, a travel E-commerce brand, and Intelligent Relations, an AI-enabled PR software-as-service company. His writing has appeared in Inc., where he worked as a reporter, writer, and editor for 13 years, as well as in CMO, D&O Reporter, The American Lawyer, The Advocate, Business.com, among others. Here, he discusses how Preston, Intelligent Relations’ AI tool, aims to democratize PR for startups and explores the conflict between journalism and PR.

Key Takeaways:

- Developing a PR AI tool for startups

- Finding the balance between clients and journalists

- What makes good travel writing?

Episode Timeline:

1:15 Chris's work as a theater critic

2:17 Chris sang at Carnegie Hall once

4:40 What separates great travel writing from mediocre travel writing?

7:30 Intelligent Relations was created with AI in mind

9:15 The Preston AI

11:00 A Preston use case

13:30 How to insert your PR clients into journalism

14:30 Clients get frustrated by their coverage

16:30 The conflict between journalists and PR people

18:30 How PR AI falls short

19:15 Advertising clients who don't know how to talk about their products

22:00 PR is not advertising

22:45 Thought leadership versus promotion

26:10 It's about serving the reader

26:40 Who is this for?

This episode’s guest:

• Intelligent Relations on LinkedIn

• Intelligent Relations' website

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Gilad Bechar is the Founder and CEO of Moburst, a digital full-service, mobile-first marketing agency that helps companies scale and become category leaders. In this conversation, Gilad discusses what sets Moburst apart from other agencies, the importance of client selection, the role of AI in enhancing marketing strategies, and how to understand Google's content ranking algorithm.

Key Takeaways:

- Making sure clients are a good fit

- Concerns over AI's accuracy and IP rights

- How AI-generated content can drag your SEO rankings

Episode Timeline:

1:00 Introduction to Moburst and Gilad Bashar

3:30 What sets Moburst apart?

6:30 The importance of client selection

9:40 Navigating Facebook's algorithm Challenges

12:08 The role of AI in marketing

15:45 AI's impact on content creation

18:40 AI tools and their applications

21:20 Common client concerns about AI

24:15 Understanding Google's content ranking

This episode’s guest:

• Gilad Bechar on LinkedIn

• Moburst's website

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Michelle Rupp is an EMMY and Edward R. Murrow Award-winning journalist and the Founder and CEO of Memorable Results Media, a boutique agency helping small and mid-sized businesses gain media coverage on local and regional TV. Here, she discusses the evolving landscape of local media, how to craft effective media pitches, and how businesses can prepare for a PR crisis.

Key Takeaways:

- The lasting power of local media

- Keeping the audience top of mind

- How to be prepared for a crisis

Episode Timeline:

2:00 Has local media lost any power recently

3:45 The importance of local journalists

6:30 Connecting clients with local media outlets

8:45 Making clients newsworthy and timely

11:30 Crafting powerful pitches

12:30 Three components of a good story

13:30 The importance of emotion

16:45 How to prepare for a crisis

20:30 Interacting with the media in a crisis

22:00 Michelle's thought leadership philosophy

This episode’s guest:

• Michelle Rupp on LinkedIn

• Memorable Results Media on Instagram

• Memorable Results Media

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Kourtney Jason is the president and co-founder of Pacific and Court, a Brooklyn-based book publicity and digital marketing agency, and the author of five nonfiction books, including "Lights, Camera, Booze: Drinking Games for Your Favorite Movies." Here, she discusses the current state of reading and publishing, the rise of audiobooks, and the importance of innovative PR strategies in reaching audiences. She also shares insights on crafting effective media pitches and the significance of timing in PR efforts.

Key Takeaways:

- Why traditional PR tactics are no longer sufficient in publishing

- Why pitches fail

- Book PR in the digital age

Episode Timeline:

2:45 What is the most popular drinking game from Kourtney's book?

6:00 What is the current state of publishing in America?

7:15 Audio books are becoming more popular

8:00 Audio book recommendations

9:00 Why traditional PR tactics aren't cutting it in 2025

10:45 What are some good Amazon alternatives?

12:30 Why do most pitches fail?

15:45 The benefit of pitching publishers individually

17:00 Celebrities who tell the same stories repeatedly

18:00 The importance of timeliness with pitches

20:00 The increasing popularity of psychedelic books

22:00 How to think like the media

This episode’s guest:

• Kourtney Jason on LInkedIn

• Pacific and Court's website

• Pacific Court on Instagram

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Lindsay Ferraro Bennett is a public relations executive at Pace PR with 20 years of longstanding relationships and results-driven work within the luxury, lifestyle, fitness, food/beverage, travel, health/wellness, and publishing industries. Here, she discusses the evolving landscape of affiliate marketing, the importance of authentic content, and the role of influencers in driving brand success. She also emphasizes the need for a diversified approach in affiliate strategies and shares insights on how Pace PR uniquely integrates PR with affiliate marketing to achieve effective results.

Key Takeaways:

- Why affiliate marketing is a growing sector for publishers

- How Pace PR integrates PR with affiliate marketing effectively

- The importance that thought leadership plays at Pace PR

Episode Timeline:

2:00 How Lindsay's background in magazines helps with affiliate strategies

3:30 Strategies that are currently working in affiliate right now

5:45 How to get niche sites on your radar

7:45 Understanding your client's goals

9:15 Not all affiliate publishers are created equal

12:30 How does Pace choose influencers?

14:30 The benefit of using micro-influencers

16:00 Why is Pace so good at affiliate marketing?

19:30 Lindsay's thought leadership philosophy

This episode’s guest:

• Pace Public Relations

• Pace PR on Instagram

• Lindsay Ferraro Bennett on LinkedIn

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Amanda Lee is the Vice President of Marketing, Analyst, and Public Relations at DDN, the world’s leading data intelligence platform. She has 20-plus years of experience in marketing communications across AI, data intelligence, and technology ecosystems. Here, she discusses the rapid advancements in AI technology, the importance of data infrastructure, and the challenges women face in the tech industry.

Key Takeaways:

- How AI is revolutionizing supply chain, agriculture, and life sciences

- Why data infrastructure is crucial for the success of AI models

- The current state of women in tech

Episode Timeline:

1:30 Amanda's dogs

3:15 How does Amanda keep up with all the changes in AI?

4:30 Recent developments in AI that have impressed Amanda

5:30 What's the hardest thing for marketers to explain to the public about AI?

7:15 Is there enough data infrastructure to support AI growth?

10:15 DDN's commitment to its customers

12:14 AI's impact on various industries

13:15 Autonomous cars

17:00 Online safety issues caused by AI

18:24 Challenges for women in technology

This episode’s guest:

• Amanda Lee on LinkedIn

• DDN's website

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Susan Peters, a former litigator turned PR expert, shares her unique journey from law to public relations. She discusses the benefits of PR for lawyers and offers insights into media training and interview preparation. The conversation also explores the impact of AI on the legal industry and PR, as well as effective social media strategies for lawyers.

Key Takeaways:

- How PR helps lawyers build their reputation and attract clients

- The importance of media training

- Susan's transition from a litigator to a PR expert

Episode Timeline:

1:00 Susan's transition from litigator to PR Expert

4:00 The benefits of PR for Lawyers

5:30 How lawyers can raise their profiles through PR

7:15 The dos and don'ts of media appearances

10:40 The impact of AI on law and PR

14:30 Why Google doesn't like AI writing

16:40 The pain of radio disclaimers

17:45 How are lawyers using social media to raise their profiles?

20:20 Tod's favorite legal radio ad

21:20 Susan's Role in Law Firm Media Professionals

23:40 Susan's thought leadership philosophy

This episode’s guest:

• Susan Peters on LinkedIn

• Greybridgepr's website

• Email: Susan@Greybridgepr.com

Subscribe and leave a 5-star review:

https://pod.link/1496390646

Contact Us!

• Join the conversation by leaving a comment!

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