Claude Mark: Why AI writers can no longer hide

Posted on by
Reply

For those who felt AI had given them license to embrace their inner-but-challenged wordsmith persona, August 10, 2026 will forever be a black mark on their calendars. 

That’s the day Anthropic, the company that created AI tool Claude, announced it will now embed what it called an “imperceptible watermark” directly into all AI-generated text. In practical terms, if a user employs Claude to write, edit or refine any text, that AI watermark will follow said text forever. You can download or copy and paste the text; either way, that text carries an AI Scarlet Letter for all to see. 

TechCrunch reported Anthropic’s move was designed to comply with the European Union’s AI Act, and more specifically, it’s Transparency Code. The Act took effect on Aug. 2. Other companies offering AI platforms, according to TechCrunch, have also committed to complying with the EU’s AI Act. Generally, this likely means all AI text will eventually bear watermarks.

AI users should proceed with caution. Even if one were to write an op/ed or other contributed article and merely run it through AI for a grammar check or simple edit to tighten language, that original content—once inserted into a Claude AI platform, and likely others in the future—will be watermarked as AI generated.

For business and nonprofit executives who regularly submit thought leadership content to third-party publishers, this development may cause any content touched by AI even slightly to run afoul of an outlet’s writers’ guidelines. The result could lead to rejection of the article or an outright ban of the author to make future contributions to the outlet. It all depends on the outlet’s AI particular policies. 

For the AI-built Colleen Hoover wannabes out there, this latest AI development appears to be a potential roadblock to the write-without-much-effort movement AI seems to have fostered. However, for those seeking genuine creativity and deep, experiential expertise across a range of content types, this development is a good thing. It forces writers and those who aspire to write to embrace an essential truth: write what you know; not what Claude or others know. This is a net positive for the writers as well as the readers. It also helps to better safeguard authenticity. 

For executives looking to share their thinking within their industries or broader communities, understanding the burgeoning restrictions on AI content and how third-party publishers are handling AI-generated or edited content is paramount. Expert commentary and content have long been a central element of any reputation management program. AI offered the potential to put this at risk. Handled correctly, with care and understanding of the perspectives of publishers, companies and non-profits will be better prepared to recognize and abide by guardrails put in place to ensure genuine and original thinking still hold sway in the writing process. And, of course, a good public relations team can further ensure those reputations are better protected, the content is original and no executive is harmed by the use of artificial intelligence.

How I Got Here: Logan Thompson’s Journey to PR 

Image

Reply

Many career paths are unplanned. As specialists in insurance communications, we hear from insurance professionals all the time who found their way to their professions through unplanned or unexpected means. The same can be true of public relations. Whether it’s journalism, marketing or human resources—the PR field is uniquely suited to diverse backgrounds. That is why we are sharing this blog series breaking down how our team members came to find their current PR roles. For any new grads trying to figure out what they want to do, or even established professionals looking to make a change, we hope this series can shed some light on the PR field.  

What did you go to school for? 

Communications with a concentration in PR. It took me three semesters to decide on my major, but I always loved writing, so communications seemed like a natural fit.  

What did you envision your job would be?  

Just like when choosing my major, I was undecided. I thought about working for a non-profit, going into government PR or working a beauty brand. Ultimately, working at an agency, with a natural range of client types, allows me to do a little bit of everything I always hoped I might do in this field.  

What was your first job out of college?  

After college I ran an Instagram page selling second-hand clothes from my parents’ house! I also waitressed on the side. My first real job was working at a PR agency specializing in real estate and beauty PR. I worked with a variety of B2B and B2C clients, including residential builders, property management companies, a haircare line and a hand sanitizer brand.  

How did you end up in your current role? 

After being laid off in early 2025, I worked in email marketing for a few months before ultimately recognizing that PR was my true calling. After that, I set out to find another job at a PR agency and came across Kimball Hughes PR on LinkedIn. I was unsure about working in insurance at first. However, now I enjoy it a lot and have been able to learn about a lot of interesting industries through the lens of insurance, including commercial property construction and beauty.  

What has surprised you most about your career or yourself given your current role? 

When I started in PR, I thought working for glamorous industries, like beauty or celebrity PR would be what I enjoyed the most. After having the opportunity to work in those fields and now being in the insurance industry, I’ve been surprised I enjoy working with seemingly less-glamorous industries more. It’s been interesting to push myself outside of my comfort zone and learn about industries I probably never would have had the chance to before.  

What have you learned from your career journey? 

Having confidence in yourself and not being afraid to fail is vital to growing professionally. Sometimes I have had to follow the fake-it-til-you-make-it mindset, but having the courage to go outside of my comfort zone and make mistakes is what has allowed me to grow and add to my knowledge base.  

What lesson or myth-busting idea would you want to share with someone thinking about a career in public relations? 

For someone thinking about a career in public relations, I recommend starting out at an agency. Doing so provides exposure to a range of client types and industries you cannot get working for a single brand or going in-house. Agency life moves at a fast pace. It forces you to multi-task and move from industry to industry all in the course of a single day. This career path allows you to find the types of accounts you enjoy (and don’t enjoy) and flex your skills across accounts with different needs.  

What Does Artificial Intelligence Say About Your Company’s Reputation? 

Posted on by
Reply

When Google released their Analytics platform in the early 2000s, the traditional playbook businesses had used to market themselves, demonstrate credibility and measure those efforts had to be completely reworked. 

And here we go again. 

In the years that have passed since the launch of Google Analytics, tech experts have been working diligently to take us to the next level – to harness, organize and act upon volumes of data. 

Enter artificial intelligence (AI). 

What was once a game of improving a business’ search engine optimization (SEO) ranking through keywords, backlinks and other factors, has now evolved into a new challenge of demonstrating credibility to the Large Language Models (LLM) that are fast becoming the first stop for many in how information is discovered and understood. 

The rise of AI search 

According to a survey by McKinsey & Company, 50% of consumers were using AI-powered search as of October 2025. As AI tools become more sophisticated, that percentage is likely to rise, making it critical that brands begin addressing their AI search credibility. With this increase in popularity, business leaders will find that consumers assess their business’ authority and trustworthiness based on AI’s interpretation of the organization’s online presence. 

Platforms like ChatGPT or Google Gemini pull from a wealth of data points that analyze brands based on factors such as how often a brand is mentioned in the media, expertise on a subject and more. In short, AI platforms depend on third-party credibility to rank trustworthiness. 

Measuring trust 

The data points and rules in place for AI platforms to analyze information are constantly changing based on a multitude of factors. However, because the internet is flooded with generic and increasingly less credible AI-generated content, AI platforms tend to prioritize third-party validation. Thought leadership content, interviews and mentions on reputable media sites including national, regional, business and industry trade press are considered highly credible by AI platforms and feed search summaries. 

LinkedIn is another area AI is increasingly prioritizing for search queries. However, AI search algorithms rely more on how other users reference and interact with a brand across LinkedIn including posts, newsletters, articles, videos and more rather than the LinkedIn posts a business publishes on their own page. 

AI is a moving target

As business leaders look to better understand AI-powered search and improve their brand’s credibility in search queries, they should keep in mind that the technology is ever changing. 

Beyond the platform updates and expanded capabilities, regulatory scrutiny is shaping the future of AI search and will likely continue to do so for years to come. But that should not discourage businesses from investing in their online presence. In fact, it makes a strong case for continued or even additional investment in earned media coverage, thought leadership, owned content and more. Beyond AI-powered search, these communication channels offer businesses more control of their company narrative and their reputation. 

While business leaders cannot manipulate how AI platforms respond, they can have a hand in some of the authoritative information online about their company that is feeding AI’s algorithms. As AI search evolves, the companies investing in building credibility through earned media, thought leadership and thoughtful owned content are building a digital reputation best positioned for success now and into the future. 

How I Got Here: Cassidy Taylor’s Journey to PR

Posted on by
Reply

Many career paths are unplanned. As specialists in insurance communications, we hear from insurance professionals all the time who found their way to their professions through unplanned or unexpected means. The same can be true of public relations. Whether it’s journalism, marketing or human resources—the PR field is uniquely suited to diverse backgrounds. That is why we are sharing this blog series breaking down how our team members came to find their current PR roles. For any new grads trying to figure out what they want to do, or even established professionals looking to make a change, we hope this series can shed some light on the PR field. 

What did you go to school for?

I graduated from a small Liberal Arts College in Easton, Pa., the former home of Kimball Hughes Public Relations, with a double Bachelor of Arts degree in English, and Film and Media Studies. 

I always knew I wanted to go into a career that involved reading or writing but saw the creative fields evolving in a way that would alter the professional landscape. I knew I had to have a good grasp on modern media to remain competitive and relevant, which led to the addition of my Film and Media Studies degree. Additionally, I played Division One soccer while I was in undergraduate school, so you could also say I went to school for the love of the game.

After graduating, I went back to school to receive my Master of Arts in Communications with a certificate in Public Relations and Advertising. 

What did you envision your job would be?

My initial goal was to work in journalism. The fast paced, investigative environment called to me. After an internship with a small, boutique public relations (PR) agency in college, I fell in love with PR. The idea that I could continue to work in a fast-paced environment, tapping into my creative skills while helping organizations achieve their goals was what inspired me to shift fields.

What was your first job out of college?

Immediately after graduating from college, I worked for a global trade association in the fresh produce industry. This in-house role taught me how to support multiple stakeholders at once. I also fell in love with crisis communications in this role. One of my first projects involved a crisis related to a major food-borne illness outbreak. The intensity of both the pace and content brought a high-pressure thrill to the work that I enjoyed – a thrill similar to what I enjoyed during my years as an athlete. 

How did you end up in your current role?

I initially joined Kimball Hughes Public Relations as an intern my junior year of college. During my time as an intern, I worked closely with both the organization’s principle, Rod Hughes and vice president, Eileen Coyne. Rod and I stayed in close communication after my internship ended, and he became an invaluable mentor to me throughout my early years as a public relations professional. As we stayed in touch, I often looked for opportunities to work with Rod again, and the stars aligned in 2021 when I was looking for my next opportunity and Kimball Hughes Public Relations was seeking a public relations manager. 

What has surprised you most about your career or yourself given your current role?

What has surprised me the most about a career in public relations is the amount of trust required. Public relations professionals, clients, journalists, vendors and others all need to work together with a high-level of trust to ensure brand integrity and accuracy are maintained and high-quality, interesting and helpful content makes it to the appropriate audiences. 

What have you learned from your career journey?

Confidence is key. You can be a proficient writer with all the best media contacts, but if the client, journalist or your colleagues do not have confidence in you or your work, success will only be surface level. I have found this confidence, and trust with all stakeholders, comes from connection. The more clients feel you know them, their business and can explain how you will help them achieve their goals, the more confidence they will have in you. 

What lesson or myth-busting idea would you want to share with someone thinking about a career in public relations?

Public relations is not limited to social media content, attending influencer events and putting together PR boxes for celebrities. There is a lot of PR work in the B2C space that looks like what you see in the movies, but many B2B organizations in highly technical fields, such as insurance, legal or finance, also need PR support that looks very different. Anyone pursuing a career in public relations should seriously consider the industries that interest them. This will help you understand where you best fit within a very diverse communications industry. 

How I Got Here: Mike Madry’s Journey to PR

Posted on by
Reply

Many career paths are unplanned. As specialists in insurance communications, we hear from insurance professionals all the time who found their way to their professions through unplanned or unexpected means. The same can be true of public relations. Whether it’s journalism, marketing or human resources—the PR field is uniquely suited to diverse backgrounds. That is why we are sharing this blog series breaking down how our team members came to find their current PR roles. For any new grads trying to figure out what they want to do, or even established professionals looking to make a change, we hope this series can shed some light on the PR field. 

What did you go to school for?

I went to school initially for journalism. During my junior year, I changed my major to public relations after deciding there might be more opportunities there compared to a career in broadcast journalism. 

What did you envision your job would be? 

During my freshman year of high school, I had the opportunity to anchor the school news. After a few broadcasts, I realized I wanted to be a news or sports anchor. I loved the writing aspect of it and really enjoyed the production tasks, such as editing and filming, that came with the job as well.

What was your first job out of college? 

My first job out of college was as a public relations coordinator for the Pennsylvania House of Representatives, and I couldn’t have asked for a better introduction to the profession. The role exposed me to different aspects of public relations, from writing press releases and coordinating press conferences to scripting and producing video content. The variety of responsibilities challenged me to learn quickly and develop a well-rounded skill set. Looking back, that experience laid the foundation for my career and shaped me into the public relations professional I am today.

How did you end up in your current role?

After working in-house for about seven years, I was ready for a bigger challenge in public relations, and I thought joining an agency would be the best move for my career. Then it was about finding a PR firm that best aligned with my industry experience. Having spent the last five and a half years in health insurance, I thought Kimball Hughes Public Relations would be a good fit given their insurance expertise. I also felt a very strong cultural fit. With that said, it was a no-brainer to join.

What has surprised you most about your career or yourself given your current role?

What surprises me the most about public relations is the different opportunities that are out there. I’ve found there are a ton of companies and c-level executives that believe in the power of PR and throw their support behind thoughtful PR strategies. That creates a variety of opportunities for professionals in our field to stay challenged, engage in a fulfilling career and earn a solid living.

What have you learned from your career journey?

For me, the most rewarding part of public relations is seeing the real-world impact it can have. It gives you the opportunity to bring attention to important issues that might otherwise go unnoticed. With the right strategy and the right media coverage, you can spark meaningful conversations that have the potential to influence perspectives and even drive change.

What lesson or myth-busting idea would you want to share with someone thinking about a career in public relations?

Internships are invaluable for anyone considering a career in public relations. They not only help you determine whether the field is the right fit, but they also provide hands-on experience that sets you apart when applying for full-time roles. I’m convinced I wouldn’t have landed my first PR job with the Pennsylvania House of Representatives without the internship experience I gained in college. 

Honoring America’s 250th with a Little History and a Nod to PR

Posted on by
Reply

Red, white and blue festive bunting, parades, grilled hotdogs and fireworks may sum up the Fourth of July for many Americans most years, but 2026 is special. 

This year marks the 250th anniversary of the signing of the Declaration of Independence. It is an opportune time to reflect with respect on U.S. history and the vision, wisdom and bravery of our Founding Fathers.

But, dare we say, it might also serve as an excuse to look back into history from another perspective—public relations. Afterall, it was more than Paul Revere’s “PR campaign,” communicating “The British are coming. The British are coming,” that brought us to where we are today. 

The Communications That Built America 

While the Museum of Public Relations credits cave drawings from 37000 to 17000 BC as the earliest form of communication, for the purpose of this article and to mark our nation’s 250th, we will explore how PR has evolved since 1776.   

The Age of Print kicked off in 1773 when Samuel Adams shared messages to raise awareness among colonists of British oppression. The pamphlets and propaganda he distributed have credited him with inspiring the Boston Tea Party in opposition of British taxation. 

Not long after, colonist Thomas Paine drafted and distributed a famous pamphlet known as Common Sense to promote support of a revolution against Great Britain. Then, of course came one of America’s most famous communications—The Declaration of Independence penned by Thomas Jefferson and the Founding Fathers detailing what the future government of the United States of America would look like.

According to the museum, Amon Kendall, a cabinet member to President Andrew Jackson, was one of America’s first to hold a professional communications position in the White House around 1829. He is credited with drafting messaging for Jackson and redefining his public image from “a southern born war hero to a polished intellectual.”

In the 19th century, early PR tactics were used to promote the abolition of slavery and the women’s suffrage movement. Later, mass media emerged with inventions like the telegraph, telephone, motion picture camera and long-distance radio. These tools enabled communicators to share messages far and wide unlike ever before.

With the dawn of the Industrial Revolution, a free press rose demanding transparency from leading businesses. John D. Rockefeller worked with Ivy Lee, considered the “founder of modern public relations” to reshape his image into that of respected philanthropist rather than oil tycoon. Lee is also credited with the creation of corporate PR departments. 

World War II ushered in a range of new communications tactics, including Joseph Goebbels’ propaganda campaign for Adolf Hitler and the Nazi movement in Germany. Meanwhile, an ocean away, the U.S. Office of War Information office was created to leverage media, radio and other communications tools to share news around the war effort within the U.S. and abroad.  

Soon after, PR agencies entered the scene. 

What’s Next for PR? 

The history of PR is fascinating. It goes on to include the rise of crisis communications with the 1982 Tylenol scandal, to welcome the internet and then, of course, social media. 

As we celebrate America’s 250th birthday this weekend, we are now navigating a new world shaped by artificial intelligence. AI is making its mark across society and business ,and PR practitioners have also been caught within its wake. The good news is AI is shining a spotlight on our industry, which has long operated behind the scenes developing strategy, crafting messaging, ghostwriting for others and the like. As you have read here, PR has been integral to many of the historic movements that shaped our country. That role is positioned to become even more important in this new world of AI. For example, AI search, which society is quickly coming to depend on, relies on credible third-party content known as earned media to inform its responses. 

When you enjoy that hot dog, hamburger or potato salad this July 4th, be sure to honor our Founding Fathers for their vision, initiative and honorable actions in building America. 

And for those of us in PR, let’s take a moment to reflect on the value of our profession and the important role we play in shaping its future. Long before 1776, communication initiatives have helped to inform the public, drive progress and shape societies. Today, our goals as PR pros remain much the same, to advance visibility and build credibility, to share compelling stories, raise awareness and build trust on behalf of our clients.  

How I Got Here: Bianca Pell’s Journey to PR

Posted on by
Reply

Many career paths are unplanned. As specialists in insurance communications, we hear from insurance professionals all the time who found their way to their professions through unplanned or unexpected means. The same can be true of public relations. Whether it’s journalism, marketing or human resources—the PR field is uniquely suited to diverse backgrounds. That is why we are sharing this blog series breaking down how our team members came to find their current PR roles. For any new grads trying to figure out what they want to do, or even established professionals looking to make a change, we hope this series can shed some light on the PR field. 

What did you go to school for?

I studied English and Public Relations in college. I initially planned to become an English teacher but soon made the pivot to PR after learning more about the way it employed storytelling. 

What did you envision your job would be? 

In college, I envisioned myself in an in-house PR role. I worked closely with my campus’ Relay for Life organization and wished to work with a nonprofit. During my internship at a PR agency my senior year, I learned a lot about the value of working at an agency early on in my career. The fast-paced client work provides a great crash course in all things connected to media relations, and I knew it would serve as a necessary push out of my comfort zone.

What was your first job out of college? 

My professional journey started with an account coordinator role at a public relations agency. Most of my clients were B2C focused, from wellness to tech and even a few nonprofits. 

How did you end up in your current role?

I was looking for a new agency position and happened to see an opening at Kimball Hughes Public Relations for a PR assistant position. Though I had some experience with B2B PR, I had limited experience in a niche like insurance, but I have learned so much while working here. 

What has surprised you most about your career or yourself given your current role?

The technical aspect has surprised me most. I’ve never been well-versed in more technical topics but working in the insurance space has helped me hone my skill in a way I didn’t anticipate. 

What have you learned from your career journey?

Staying still doesn’t get you anywhere. Sometimes it takes a push to get you where you need to be or better yet, jump in headfirst. 

What lesson or myth-busting idea would you want to share with someone thinking about a career in public relations?

PR is a great field for transferrable skills, but those skills can stagnate if you don’t continue to develop them. In order to write or pitch effectively, you have to consistently keep up to date with industry news and trending topics or risk being left behind. 

How We’ll Spend Our Summer Down Time

Posted on by
Reply

For many of us, the memory of required childhood essays about how we spent our summer vacations remains vivid. While summer essays are no longer required for us, our team opted for a bit of proactive nostalgia by sharing a few of our summer plans before a single beach footprint, cracking of book spines or scheduling of an Airbnb, is attempted. 

Logan Thompson

I’m escaping the East Coast heat to visit Colorado for the first time. I can’t wait to see the mountains out west! My other summer plans include attending my brother and sister-in-law’s baby shower, going to my parents’ beach house, searching for a wedding dress and channeling the early-2000s at a Hilary Duff concert. 

Bianca Pell

I’m planning to see Ariana Grande in concert for the first time before joining my family for a much-needed beach vacation afterward. Otherwise, I’ll be taking advantage of the few months of sunshine in Massachusetts by celebrating the 4th of July on a trip with friends. 

Kate Glaviano

Other than a few pre-planned, small excursions this summer, I’m hoping to keep things pretty calm. My family and I are going to see singer-songwriter Tyler Childers in concert in July. I’m also planning to tackle some backyard projects with my mom, to enjoy plenty of park days with friends and to spend some downtime at home in between. 

Liz Rubino

Summer fun starts with our annual family getaway to the beach. It’s always a great time! We also have a trip planned to visit Canada with our good friends. Otherwise, we are looking forward to seeing our friends and enjoying lots of lobster.

Mike Madry

This summer is going to be very wedding-heavy for me. I have three on the books, all of which are taking place in my home state of Pennsylvania. My brother is attending all of them, so it will be awesome to get to spend some time with him.

Cassidy Taylor

Starting July 1, new Mom Cassidy Taylor will be returning to work. She will, of course, also be sharing several firsts with Baby Jackson this year along with her husband, Matt. This includes baby’s first fireworks display celebrating the 250thanniversary of American Independence. 

John Forberger

Next weekend we will be attending the first-ever Major League Pickleball tournament in St. Petersburg. The host facility, opened by a friend, is called St. Pete Athletic, and 60 top pros in North America, including the phenom Anna Leigh Waters, will be there. And yeah, I know the names of pickleball pros as any good South Florida resident should.

Paul Eagle

This July I’ll be headed to Austin, Texas to celebrate my son Austin’s birthday. (Yes, that is his name.) The rest of the summer will consist of smaller get-aways to swim in Lake Tahoe, eat oysters in San Francisco, hike with our dog, Angus, at Scott’s Flat Lake and tackle two new rock biographies, including Sing Backwards and Weep, the Mark Lanegan Story, and Even The Good Girls Will Cry, A 90’s Rock Memoir by Melissa Aug Der Mauer.

Eileen Coyne

Every summer my family vacations with close family friends at the Jersey Shore. With six boys between the two families, it’s always a fun adventure. Though the sandcastle-building days may be behind us, no one seems to age out of jumping from the dock into the bay with the occasional “Watch this, mom!”

Rod Hughes

With the big event being my brother’s beach wedding in late July at the Jersey Shore, the rest of our plans this summer are low-key by comparison. Ron Chernow’s biography of Mark Twain continues to call to me from my bedside table as a must-complete summer project. I’ll need to find one more to maintain parity with Paul Eagle’s summer reading list. The rest of the calendar will be filled with coffee and lunch meetups with friends. From all of us at Kimball Hughes PR, we wish you an enjoyable summer!

Managing a Crowded Hour with the Media

Posted on by
Reply

Theodore Roosevelt described his experience leading his Rough Riders, a volunteer cavalry force, on a charge up San Juan Hill in the Spanish-American war as his crowded hour. He used the phrase to describe an intense, critical and life-altering activity where he risked all to achieve a monumental goal; in this case, taking the hill and securing a strategic advantage for the U.S. military.

While few public relations professionals take on anything beyond proverbial fire (they do call us flacks), if you have been in the communications trenches long enough, you have experienced a comms-version of your own crowded hour. Often, these crowded hours involve the need to convey a crucial organizational message or announcement in the wake of bigger news events.

The question, in these high-stakes media moments, is what to do?

Which Hill to Climb?

There are a range of approaches, and each offers its own risk-reward scenario to consider.

  • Ride the Wave. If the situation is pliable, you may be able to tie the organization news or announcement to the bigger issue or news wave dominating the media. This could come in the form of expert commentary as well as market or trend analysis. For instance, if the dominant story is about a major cybersecurity incident and you’re announcing a new SaaS or tech tool, lean on the product or service’s security features to reassure your target audience this new product or service is meeting the moment by providing improved security.
  • Try New Channels. If there is a market-moving event, the likelihood business or trade media will focus on your announcement is slim. The good news is the media market has fractured enough that there are ample opportunities to still get your message out. Social media (especially LinkedIn) can be a godsend and is a major tool feeding AI searches today. Specialty outlets like Substack and Medium can provide access to laser-focused audiences regardless of the news cycle. There are also countless podcasts that have gained credibility and wider audiences. And never count out trade newsletters, which sometimes speak more directly to audiences. 
  • Lengthen Your Runway. Try splitting your announcement into a range of different angles or news hooks. This can include client-testimonials, regional statistics or vignettes, contributed articles to trade media, pithy video content for the organization’s owned social channels (i.e., YouTube, Vimeo, TikTok, etc.) as well as both your email and LinkedIn newsletters. (*If you aren’t self-publishing a LinkedIn newsletter you’re missing a tremendous audience as a B2B brand regardless of the news cycle.)
  • Hold the Announcement. Reading the room is a critical communications tactic. There are moments such as the 9/11 attacks, the March 2008 run on Bear Stearns and the February 2026 initiation of major combat operations in Iran that can distract from all other news events. There are also regional or more focused events, such as school shootings or VIP arrests or deaths that can dominate broader news cycles. In these instances, it’s not worth the risk of your news being missed entirely or only reaching a fraction of your target audiences while the focus is on other events or news. Delay the press release, LinkedIn or other social media posts.

Good public relations professionals, and certainly those who have been through a crowded hour or two, will formulate an informed opinion and advise senior leadership accordingly. 

Experienced leaders should heed the experienced advice provided from their comms teams.  Those who ignore that advice risk wasting their efforts during the media’s crowded hour and damaging their reputations with the media in the process. 

Why Smart Companies Want Journalists on Their PR Teams

Posted on by
Reply

When I was a working journalist, I sometimes hung up on public relations people who called my office. I regret doing so because now I’m on the other end of the line.

While my response back then showed a lack of maturity as well as patience, my reasoning was on somewhat solid ground. Well intentioned, no doubt, those I hung up on would lead the call with some version of the following: “I’m calling on behalf of XYZ company, and I’m just following up to see if you received the press release I sent you by fax.”

In addition to dating myself, the above illustrates how the PR person never considered the perspective of his audience: me, a working journalist.

On any given day, we would receive about one dozen press releases along with two or three menus from local lunch spots promoting that day’s specials. The 1990s were wild; loaded with possibilities and dining options. Still, we had a small team and responding on receipt to each release was never going to happen. Also, there’s nothing remotely engaging about the above phone pitch. Would you search breathlessly to find their press release? I didn’t.

Eventually someone would skim the resulting stack of streaky press releases. If the headline or lede didn’t grab and hold us immediately, it was tossed into the recycle bin. Most were drenched in florid verbiage celebrating the wonder of monumental pronouncements that were of zero interest to our readers.

The Perspective Problem

As a former journalist who never studied PR, I had to reverse engineer my approach to the practice when I entered public relations. That meant identifying the interests of the audience, finding a compelling story or idea that matched that interest, and then dialing in the client’s value proposition. Over the course of two decades I have refined the approach, gut checking myself with current working journalists to make sure what my colleagues and I do remains effective. And when change is needed, we adjust.

That journalism-first perspective has served me, and my clients, well. 

It’s not that native public relations professionals, those who train for the job from the start, aren’t effective. On the contrary, the really good ones, and there are many—including among our team—bring skill and intellect that, well applied, are powerful force multipliers. And when you can teach these PR pros to think like journalists, well, the effect can be positively stunning. 

What former journalists bring to PR sets them apart from the traditional training provided in college for PR pros. Former journalists will:

  • Stress test a story or pitch concept before it ever lands in a journalist’s inbox
  • Constructively, but insistently, push back on leadership who want to promote a story with no news value
  • Not confuse a feel-good company newsletter concept for an actual newsworthy story
  • Always remember trade journalists receive 100-or-more press releases per day while mainstream news outlet reporters get as many as 300 per day, and act accordingly
  • Never forget to consider working journalists are time starved and have zero interest in doing anyone a favor
  • Filter announcements and messaging for credibility, legal exposure, source strength and headline worthiness because that was the job as they pursued enterprise stories from their newsroom days

A Nose for News

Experienced journalists-turned-PR-pros know what today’s journalists need. They know most journalists are skeptics, so they will redouble their efforts to make any press release or announcement bullet-proof and factually accurate. Quotes in a release have to say something meaningful and memorable. They push their clients to stay engaged with media rather than just reaching out with promotional announcements because credibility, availability and consistency matter to journalists looking for reliable sources. And they should have the courage to respect their clients enough to push back when an idea or story concept will fail to serve the reputation of the executive or organization well because their experience and training validate that perspective. 

In short, former journalists working at PR agencies are ideal sounding boards because they’ve had to assess countless pitches to determine real news value, and that’s a skill that never leaves the soul of a journalist. 

This skill, applied to the advocacy they undertake for clients in their PR roles, can be the difference between securing one-off or infrequent coverage and becoming a trusted, reliable and quotable source media will return to regularly.