Tag Archives: digital-marketing

If Your PR Is Like a Light Switch, You’re Always in the Dark

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  • Public relations doesn’t work.
  • We reach out to journalists, but they don’t cover our news.
  • The media get it wrong or they refuse to tell our side of the story.

Across a decades-long career in communications, I’ve heard a few variations on the above responses from executives when discussing public relations. The longer I do what I do, the more emphatic I’ve become in my response to these statements: It’s because you’re doing it wrong. 

That’s not a condemnation or criticism; it’s simply reality.

PR has been around for a long time, and while times have changed, the fundamentals of good storytelling have not. This means the more frustrating-but-nuanced response to the above statements is this: PR works if you consistently work at it.

PR Is Not a Light Switch

Most business leaders never trained for internal or external communications, so, respectfully, their understanding of its particulars is limited.

Where I see the disconnect for many organizational leaders is in the application of PR. Countless times businesses and non-profits determine the ideal time for PR is when they have something to say about themselves; a new CEO, a speaking opportunity they want to promote, a new product or service or simply because they want to drum up new business. And that’s the disconnect; they want to talk about something that offers little or no impactful benefit to the audiences of those media. 

The most effective PR incorporates consistent outreach and rarely talks about the organization trying to get coverage. This seems counter intuitive, right? The goal is to promote the organization and its reputation. You want to drive sales or fundraising. So why would you not talk about the organization? The answer is simple: Self-promotion won’t drive clicks on media platforms, which means it doesn’t benefit their organization or the readers/listeners/viewers/followers they reach.

PR Works if You Work It

The best PR strategy is an always-on PR strategy. By continuously engaging media with what they need (not what you want), organizations can enjoy larger benefits than those that treat PR like a light switch, only turning it on to promote themselves. 

So, what does an always-on PR strategy look like?

It offers a steady cadence of genuine thought leadership, from organizational leaders and other subject matter experts, on trends and issues of import to the industry or industries where the organization operates. Shrinking newsrooms need content, and if you can provide well-written, authoritative content or insightful nonpromotional interviews then you have an opportunity to become a valuable media source. 

An always-on PR strategy also includes real- or near-real-time monitoring to gauge and react to trends or issues, as well as reputational threats to the organization. Doing so allows you to engage on an issue or communications concern before it is missed or becomes a problem. This approach also helps to better assess where the organization stands with the media, and the public, in terms of perception, reputation and sentiment. An always-on approach allows organizations to also benchmark their share of voice in the media against their competitors. This last piece will help inform leadership on the most-discussed narratives and trends, and the perceived experts in these discussions with the media. 

In practical terms, this usually ends up looking like a monthly editorial calendar of issues, trends, company announcements and rapid response strategies to emerging topics within the media itself. This calendar covers content and expert participation both with the media as well as the organization’s owned channels, such as newsletters, social media and email blasts that speak to both internal and external audiences. Various monitoring and analysis tools provide the metrics and feedback needed to measure success.

Always-on, Always Helpful

Warren Buffett once said, “It takes 20 years to build a reputation and 5 minutes to ruin it.” In modern times, that reputation can be damaged in the time it takes to bang-out a 280-or-less-character social media post. Employing an always-on PR strategy helps to mitigate risk to the reputation of the organization it serves. It also ensures that same organization has a voice media are willing to hear, if only because of the consistent familiarity of that voice.

Outwit, Outplay, Outlast: Finding New Audiences Without Sacrificing Established Ones

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In August of 2000, the season one finale of “Survivor” became one of the decade’s most-watched television events with over 50 million viewers. 

In today’s streaming era, live viewership of that caliber is a rare achievement, especially around a reality TV event. While ratings for “Survivor” have never again reached the first season’s finale, the show is currently airing its 50th season, proving lasting power lies in its ability to evolve with the times. 

With 26 years under its belt, “Survivor” has viewers, and even contestants, who are younger than the show itself. Over the course of 50 seasons, the show has had to find ways to not only keep its audiences watching but to also draw in new, younger viewers with noticeably different appetites. 

For the producers of “Survivor”, and really any business, finding and connecting with new audiences, as well as evolving audience preferences is imperative to organization growth and long-term viability. 

Strategies for Surviving New Audience Outreach

When it comes to reaching new audiences, company leadership are best served by involving their communications teams from the jump. PR pros and comms professionals can help to guide the process ensuring any new messaging conveys a refresh, not a wholesale replacement of everything that made your product or service appealing in the first place. Consider the following tips when conducting outreach to new audiences: 

  • Stay consistent with your mission: For the first 32 seasons, “Survivor” would film in a new location, from the Australian Outback to the Amazon rainforest. But beginning in season 33, the show found a permanent filming location on the beaches of Fiji. While the logistical decision may have removed a unique aspect of the show, the competition continued to fight the harsh conditions viewers tuned in to watch. Similarly, an organization cannot forego its core value proposition in a quest to reach new audiences. Without aligning new messaging to core values, companies can run the risk of muddying their brand on their way to reach a new demographic. 
  • Understand your audience needs: “Survivor’s” New Era, targeting millennial and Gen Z viewers, has been focused on a faster play style, greater diversity among contestants and flashy twists to catch audiences by surprise. When considering expanding your audience, a good marketing and communication team will know to conduct research, social monitoring and analyses of competitor strategies to identify how and where new audiences are most likely to receive information and engage with the organization. From there, the communications team can dive deeper into a target audience’s needs to ensure new messaging will resonate.
  • Respect your existing audience: While many surface-level aspects of the game of “Survivor” have been updated over the past 26 years, core game mechanics have mostly remained. Still, certain twists like season 41 and 42’s Hourglass twist, were negatively received due to what some audience members felt compromised the game’s integrity. When companies are considering refreshing messaging around a product or with the goal of reaching new audiences, it’s important that messaging does not upset existing audience expectations. Communications pros can help organizations develop strategic messaging that acknowledges the brand’s past while connecting with its future. 

Over the course of 700 episodes, “Survivor” has consistently worked to keep the show fresh for its original audience and entice new and younger viewers. The show’s attempts to stay fresh may not always work, but it is that forward momentum that has gotten it to its landmark 50th season. 

With the right communications support to navigate different audiences and their evolving preferences, your company’s messaging will continue to resonate and fuel growth. Careful and thoughtful communication is key to ensure a brand is not left behind like a contestant with their torch snuffed out at tribal council. 

Not So Sweet Surprise: How Product Messaging Makes or Breaks Brand Trust 

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In the world of consumables, consumers experience a brand with all five senses. The look and feel of a product, what the package sounds like when opening it, how it smells and of course, how it tastes. In short, when a consumable product changes, people tend to notice. 

In the case of any product or brand, consumers and their appetites shift, markets transform and costs rise, making change inevitable. But it is not necessarily the change that can be a risk to brands, it is how they communicate that change to their stakeholders. Failing to thoughtfully and proactively message around a product in the face of change can leave even the most loyal consumers questioning their brand allegiance. 

The Reese’s Family Legacy 

The Hershey Company experienced this firsthand just a few months ago when one of their legacy brands, Reese’s Peanut Butter Cups, came under fire by the original creator’s grandson.  

In February, Brad Reese took to LinkedIn in an open letter to Todd Scott of The Hershey Company. In his letter, he alleged the “Reese’s identity is being rewritten,” going on to criticize the company’s decision to replace milk chocolate with more cost-effective compounds and ingredients. The letter gained national media attention, covered by The Associated Press, CBS News, NPR and more. Days later, The Hershey Company opened their doors to a local CBS news station claiming the recipe had not changed, and gave them a tour of the factory in an attempt at transparency. But the tour was not perceived as transparent at all. 

A few weeks later, The Hershey Company made a public announcement that they would return to using “classic milk and dark chocolate recipes” in all its products by 2027, suggesting they did in fact change the recipes. This promise fell flat on Brad Reese, who was quoted in the New York Times saying “if they were serious, they would do it right away.” 

Lessons in Product Messaging 

Though Brad Reese’s viral LinkedIn post and the subsequent national media attention the incident received is an extreme example, the risks that brands take when they are not proactive with communication, in particular in communicating a change, is clear. The very minute Brad Reese posted his letter to LinkedIn, The Hershey Company was forced to react rather than lead the narrative and use the change as an opportunity to build trust with their audiences. A decision that was likely rooted in the rising costs of chocolate was quickly escalated to a conversation on the future of the entire Reese’s brand. Consider the following relevant lessons in product messaging: 

  • Be Proactive: Business communications is about more than “sharing the fun” or the positive company announcements with the world. When it comes to product messaging, businesses must think strategically about how a change to a product may be received by its stakeholders. This is where involving a communications professional from the beginning of a process can be helpful. They can carefully and strategically consider various scenarios and possible outcomes. The Hershey Company, for example, likely did not predict that Brad Reese’s LinkedIn post would spiral into a crisis. Having ample time to consider all scenarios and adjust messaging before any changes are made public can help prevent misinterpretation, confusion and subsequent distrust. 
  • Be Transparent: Too often when companies are criticized, it comes down to a lack of corporate transparency. In The Hershey Company’s example, quietly changing the product over time then claiming the recipe had remained untouched diminished their credibility when they inevitably had to come clean. Transparently communicating product changes and providing context around its reasoning, especially in cases when changes are received unfavorably, can help reinforce brand loyalty.    
  • Be Prepared: The court of public opinion is unpredictable. When changes are made to a product, a proactive and transparent approach can help limit backlash, but it is always a good idea to be prepared for the worst scenario. Having responses and spokespeople ready to provide context and answer questions can help ensure any negative public sentiment is contained, the business can promote an accurate narrative and avoid rash decision-making. Failing to prepare for such scenarios leads to further inconsistencies in media coverage, misinterpretation by stakeholders, and eventual dissolution of trust. 

Brad Reese’s public dissatisfaction with The Hershey Company is a perfect example of how a single voice can turn the public’s perception upside down overnight. Communicators must be alert to change and consider how that change is not only shared with the public, but how the public may respond. By being proactive, transparent and prepared for all scenarios, businesses can avoid unnecessary crises, while maintaining loyalty and trust among their stakeholders. 

What to Expect From a PR Partner: Debunking Common PR Myths

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Public relations’ (PR) function in business can often be misunderstood. The frequent conflation of PR with marketing and advertising, which both contribute to a brand’s visibility and growth in different ways, can complicate its understanding further. Like many communications efforts, PR’s direct impact on sales isn’t easily measured, making it difficult for those who don’t understand its value to commit to consistent PR in order to take full advantage of the long-term audience-building and reputational benefits. 

Below, we’ve listed and debunked some of the most common misconceptions we see related to public relations: 

  • “PR is just putting out press releases” 

The role of PR in building a business’ reputation goes well beyond press releases. While press release writing and distribution does remain an important tactic for sharing relevant and timely business updates, press releases are not and should not be the sole method PR professionals leverage; they should be one tactic of a more strategic approach likely involving proactive pitching of thought leadership and more. Press releases should be used tactfully and strategically. An effective PR partner will avoid the “spray and pray” approach, in which press releases are distributed broadly across a myriad of publications to prioritize the quantity of placements over quality ones that reach relevant audiences and perpetuate an organization’s communications goals. Before a press release is distributed, media lists should be curated carefully to ensure only media contacts with related beats and relevant audiences are on the receiving end.

  • “All publicity is good publicity”

In today’s digital world, where an ill-timed social media post or public faux pas can catapult an everyday individual into public infamy overnight, bad press can tank careers and upend businesses. In the current news cycle, there is never a guarantee those individuals will get a chance to share their side of the story. Any good crisis PR expert will tell you negative publicity requires immediate, careful consideration for the short and long-term reputation of the individual at issue and/or the health of a related organization. 

  • “There is no ROI on PR”

As mentioned above, PR success can be difficult to measure as verified numbers regarding accurate article views are rarely shared or can be unclear. Earned media is earned not bought, which means there is no absolute guarantee of coverage as there would be with advertising or sponsored content, especially in a crowded and fickle news cycle. Our agency has had success measuring share of voice (SOV) with clients, which measures the percentage of a brand’s presence in market conversations relative to competitors. Media relations results are dictated by the given coverage and even if a PR pro sends a well-crafted, relevant pitch to the perfect contact, one breaking news story could completely disrupt their efforts. An effective PR agency will work with clients to identify what metrics are most important to an organization’s goals and report these measurements at a regular cadence. 

From media relations to crisis communications, PR can be misunderstood. At the end of the day, it’s a key component in ensuring your organization remains not only in good standing but reflects the company’s mission and draws in its audience. A good PR partner will be well-versed in how best to identify storytelling opportunities, navigate relationships with the media and position organizations in front of their target audiences. Don’t let these PR myths deter your business from committing to a PR team who will implement a consistent approach that will set your company up for media success. 

Brand Beckham: When Muddy Messaging Leads to a Brand Breakdown

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Family is complicated. We have all faced our fair share of uncomfortable familial conflicts, but for most of us, those conflicts don’t end up as front-page news. The same can’t be said for the Beckham family, whose years-long family drama has consistently made headlines. 

Since Brooklyn Beckham’s wedding in 2022, gossip around the former Spice Girl-turned-fashion mogul and international soccer phenom’s dislike of their new daughter-in-law, Nicola Peltz, has circulated online. The feud came to a head in a recent Instagram post from Brooklyn, where he detailed the many ways his parents had allegedly undermined and embarrassed him and his bride on their wedding day. In the post, he also claimed Brand Beckham always came first, with the behind-the-scenes feuding clashing with the close-knit public-facing image Victoria and David had spent years cultivating. 

This isn’t the first time family feuds have turned public. Of course, the former Prince Harry and his wife Megan Markle’s separation from the Royal Family also continues to drive headlines. Such is the price of building a public image so closely entwined with your personal life, but it also reflects a larger issue that arises when brands fail to ensure internal alignment on strategy and purpose. 

Even for those whose businesses aren’t centered around family, there is valuable insight to gain from these famous family fallouts. If you’re building a brand, buy-in across your team is critical. Otherwise, if there is a public rupture, it can color your brand, stain your reputation and generate costly financial losses. Just one ill-planned comment or social media post could be enough to send the house of cards tumbling. 

Building Internal Alignment

As communication professionals, we often work with corporate partners to incorporate internal teams into long-term branding strategy. Consider the following best practices for making sure your team is on the same page with your organization’s brand narrative: 

  • Align company culture with brand identity: Team members shouldn’t only be hearing about your organization’s values amid a crisis. Those values should be visible in every aspect of the organization. If you build a company culture that reflects your external messaging, your team members have a greater likelihood of buying into it. Building and communicating a supportive, collaborative culture will incentivize team members to contribute positively to the brand’s narrative. A communications team can help drive this cultural push to build a team that genuinely has a positive view of the brand.  
  • Be direct and concise: Make the strategy and purpose behind your brand narrative and accompanying communications clear. If internal teams are working off muddied messaging, it can clog execution and increase the likelihood of communications that contradict an organization’s mission. Consider pulling together a brand book to consolidate messaging and ease your team’s access to important communication tools.  
  • Plan ahead for crises: Accidents—often in the form of poorly worded social media posts—happen. Even with the proper mitigation, there are still outside sources that could put an organization’s reputation at risk. A crisis communications partner can help formulate a plan of action, consulting on messaging and potential next steps to keep public-facing channels transparent without making you vulnerable to further speculation. 

Whether the Beckham family’s public dispute will be enough to hurt their brand’s bottom line in the long run remains to be seen. In the meantime, business leaders should learn from their mistakes and invest in culture to evaluate their team’s alignment on messaging. With the right communications partner, you can build clear and consistent messaging to reinforce your values and culture, help build your team’s confidence in the organization, empower them to handle any obstacles your brand encounters and pave the way for future growth. 

Journalists Are Using AI to Filter You Out

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Your AI content isn’t yours, and people are noticing.

For some, the advent of ChatGPT has democratized public relations, marketing, graphic design and countless other creative fields, empowering just about anyone to create whatever content they want anytime, anywhere. And, yes, people are noticing—but their reaction might not be positive.

In the case of public relations, some unwanted or unintended recognition is happening among journalists who are filtering for and flagging AI-generated email pitches and/or contributed content.

This can lead to a simple admonishment if the AI content runs up against an outlet’s AI policy. Alternatively, the impact can be more extreme, leading to an outright ban of the offending organization and/or the public relations pros connected to the infraction. It comes down to the outlet’s AI policy, a nascent but growing best practices area for media outlets. Some I’ve spoken to have told me if contributed content is deemed to be 30% or more AI generated, they will return it for re-writing. Others, at their discretion, say they reject outright any content deemed to be written—in whole or part—by AI. By the way, it’s not all about my beloved em dashes anymore.

As for email pitches, what’s clear is some reporters are turning this shiny tech resource against itself.

To be sure, journalists have always applied filters to their email inboxes. Some journalists use built-in tools to file or discard certain messages, keywords or even the emails of ne’er-do-well publicists and public relations people who have run afoul of basic rules of the road.

However, with AI—ironically—journalists are now leveraging their own artificial intelligence tools and resources to identify AI vagary (a tell-tale indicator of either AI or ill-informed public relations people), relevance to their beats or interests, lack of clear opinion, perspective or concrete angle and clean, simple writing. Still other journalists are training Google’s Gemini or ChatGPT (used by 77% of journalists according to Muck Rack’s State of Journalism 2025 Report) to look for the superlatives that drive editors out of their logophile minds such as:

  • Unique
  • Best-in-class
  • Unprecedented
  • Cutting edge

So why should you care as a non-communications professional leading an organization? For the same reason you deploy public relations in the first place: to protect and enhance your reputation. If the media are filtering you out because AI has become the driver of your public voice, that public voice will be overlooked and ignored in the din of others clamoring for attention.

Here’s what I advise:

  1. Understand the AI practices of your public relations team, be they an external agency or an in-house communications department. And if you’re tasking your marketing team with executing your public relations efforts, I respectfully submit you are likely mismanaging your marketing team at best and at worst failing to execute PR properly, which wastes your organization’s money and the time of everyone involved.
  2. If you don’t already have an AI policy for content, create one that addresses how and when to employ AI for content and communications purposes, leaning heavily into fact checking as well as using AI to support, not lead, your comms work.
  3. Deploying AI in preliminary research and outline generation makes sense, but don’t use it to write. AI content is often obvious to outside observers and it often dilutes your messaging and thinking to a malaise of sameness.
  4. Understand the media you’re pitching and what, if any, AI policies they employ before sending them anything remotely connected to AI content.
  5. Using AI to improve or better articulate your message is one thing, but asking an algorithm to grab a journalist’s attention without original thinking on your part is the fastest way to prove how you are not a good source of information for serious media doing serious work.
  6. Work with PR professionals who understand how journalists work and who follow ethical practices to ensure your reputation is in the best possible hands.

Remember good tech is designed to enhance, streamline and assist while leaving the human aspects of the work—in this case creativity and communications—intact. Used poorly, technology takes over the world, destroys humanity and runs for governor of the Great State of California.

New Year, New PR Habits

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Gyms across the country are cashing in on countless new memberships as New Year’s Resolutions have begun in earnest as many of us aim to make 2026 a year of personal and professional growth. Like all resolutions, it’s the follow-through that counts.

For business leaders as well, the new year provides an opportunity to start the year off with resolve to address pain points and produce better business outcomes. This includes addressing all aspects of the business from technology to operations to communication and marketing initiatives.

As PR pros focused on building brands, protecting reputations and raising awareness for our clients, we offer a few best practices here to help your business succeed in 2026 from a public relations perspective.

Building Sustainable Goals for Better Strategy

According to Forbes, more than 80% of resolutions end up failing by February. Why? We don’t build in the resources necessary to make them sustainable.

Just as someone who hasn’t stepped foot in the gym in years is unlikely to immediately run a marathon, businesses that have not invested consistently in communications will find it difficult to secure a high-profile media win with their target audiences right out of the gate. With that in mind, here are some good communications habits to incorporate in 2026 to set your business up for success in the eyes of your employees, stakeholders, clients/consumers and the public:

  • Invest in Communications: As mentioned above, building brand awareness through PR can take time as the company needs to build credibility before it can be seen as a trusted source by the media. Ensure your company is putting budget aside and support from the top either to make sure your in-house comms team has the resources they need or to engage a PR agency team who knows your specialty.
  • Commit to Transparency: Whether it’s a communications partner or an internal team, transparency about company goals and setbacks is imperative. Prioritizing candor about the organization not only builds trust among your team members but can also lead to more effective strategic planning by allowing your communications team a greater opportunity to get ahead of potential roadblocks. Transparency should also extend to your audiences, maintaining a consistent and open level of communication to ensure they don’t feel isolated or unheard.
  • Be Proactive Storytellers: Don’t wait for stories to come to you. To further build out thought leadership, identify accessible subject matter experts who can serve as effective spokespeople and provide an informed, unique perspective on topics in your industry. A good communications team will be able to work with your thought leaders to refine their ideas and get them ready for media interviews or on-camera appearances.
  • Understand your audiences: Take steps to stay better connected with your audiences’ needs, whether through improved social media engagement or more consistent brand messaging. This clarity can provide greater guidance for both internal and external communications efforts. A communications team can also be an excellent sounding board for new business decisions, ensuring they are aligned with your target audiences and reflect your branding.
  • And new for 2026, Keep AI Search in Mind: In 2025, we saw online search begin to evolve rapidly with more users relying on artificial intelligence (AI) for search and this will continue to be the case in 2026. Good communication strategies in 2026 will consider AI search in content they produce, as AI search scours the internet to produce summaries from multiple pieces of content with trusted third-party media content high on the list. Savvy comms teams will encourage content that avoids jargon and focuses on clarity.

The phrase “New Year, New Me” is commonly thrown around at the start of the new year. But it’s important to remember building better habits is no easy feat. It requires setting up resources to help you find success. To ensure your company is capturing the share of voice among your competitors you want to see and owning the conversation in your space, work with your communications team or engage a public relations agency specializing in your industry to learn their plan to build stronger audience connections in 2026.

Get to Know PR Manager Logan Thompson 

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Public relations is all about relationships—the people behind the stories. That’s why periodically offer blog content about our team members who work with and represent our clients. This isn’t about our professional accomplishments but who we are as people. We hope you have as much fun reading along as we do interviewing each other. 

What got you interested in public relations? 

I’ve always loved to write. In kindergarten, I wrote a two-page essay on how much I loved my dog. While I’m sure it was barely legible and probably made little-to-no sense, it’s been clear to me from that moment on that I should follow that passion. Luckily, my writing has evolved since that “essay”, but my love for putting thoughts into words has never wavered. So, when it came time for me to choose my major in college, communications was an easy choice. From there, I stumbled across an amazing internship at a PR agency where I had the opportunity to run multiple client accounts for local small businesses. I was able to put my passion for writing into practice while helping small business owners grow their presence in the community, which was very gratifying. After that experience, I knew public relations was something I’d genuinely enjoy pursuing as a career. 

Tell us about your favorite movie and what appeals most to you about it? 

As a former choir kid, one of my favorite movies is Mamma Mia! Everything from the catchy ABBA soundtrack to the picturesque Santorini cinematography is whimsical and alluring. It’s one of those movies that makes you want to drop everything, move across the world and start an entirely new life. I think that’s what appeals to me the most about some of my favorite movies, shows and books: they make you feel something. 

What was the last, best book you read and what about it spoke to you? 

One of my most recent reads was Local Woman Missing by Mary Kubica. It’s a mystery about two women who go missing around the same time. The book follows multiple timelines and is told from the perspective of a few different characters, making it highly engaging. It kept me guessing from page one, and I didn’t want to put it down. The constant plot twists left me wondering where the story would end, and when it did come to a close, it left me just as intrigued as when I started it. Thrillers and mysteries are always my favorite because they keep you on your toes until the very last second. Highly recommend Local Woman Missing! 

Tell us about a meaningful hobby or “outside of work” commitment that is important to you? 

Admittedly, I don’t have very many hobbies. I love to read, binge-watch the latest Netflix original and occasionally paint, but my favorite thing to do outside of work is spend time with my fiancé, CJ, my orange tabby, Phil, and my family. I’m the youngest of four and am extremely close with my family, so most of my free time is spent in the company of my sisters or visiting my parents on the coast of Delaware (a free beach vacation is definitely a plus). Quality time with the people I love is my biggest commitment outside of work! 

Share a fun fact about you. 

A fun fact about me is that I used to run my own reselling business where I sold vintage and pre-loved clothes online. It started as a way to clear out my closet but quickly turned into a passion project (that also happened to help me pay the bills). While it eventually fell to the wayside with work and other commitments, I hope to pick up that side gig again in my downtime and eventually have my own booth at a local market. 

You Wrote It, But Do You Own It?

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Beware trade media bearing your byline; the work you see may not be your own.

This is a universal caution Kimball Hughes Public Relations provides to all organizational leaders, business executives and subject matter experts who create and submit articles to trade media for publication. While the resulting published article may represent hours of research and thoughtful wordsmithing on behalf of these individuals, in most cases, that intellectual property—at least in part—belongs to the publishing outlet regardless of who is credited as the author. Why? Because of copyright laws.

Let Me Explain

It’s important to note I’m not a lawyer, although I have represented hundreds or more of them as a public relations practitioner. Therefore, nothing here should be considered legal advice. (This is the disclaimer that also keeps the lawyers happy.)

I was, however, a trade magazine editor for several years. And back then, when writers (many of them lawyers, by the way) would contribute articles for publication, whether compensated or not, the magazines I ran would assume First North American Serial Rights. This is just one sector of the more than 700 sections of Title 17 of the U.S. Code encompassing U.S. copyright law. Under First North American Serial Rights, a common right asserted by third-party publishers, our publications maintained the one-time right to publish a work first in the U.S. Our agreements, although this isn’t necessarily standard, also required the author to note in second and subsequent publications of the same content (sometimes on their own website or blog) that the article was first published in our magazines.

This is just one example of the intricacies of U.S. copyright law.

Why Is This Important?

According to the October 2025 findings from McKinsey, 50% of consumers are using AI-powered search already, and numerous sources note AI search will overtake traditional online search by 2028. Those AI searches are driven by third-party content.

This means trade outlet articles, Tier One media content and well-optimized podcasts and streaming platforms will form the basis of how business and non-profit leaders and subject matter experts show up. In many cases, organizations will put an increased emphasis on earned media placements and contributed content going forward. And when organization leaders have contributed articles published that highlight their deep understanding of industry trends or certain sectors of the economy, those same leaders and those who employ them are going to want to share those articles. This is where copyright law becomes important.

Those third-party publishers of contributed content may obtain, purchase or assert exclusive rights, First North American Serial Rights or full copyright transfer—among other options, where a contributed article is concerned. Republishing these works, without understanding the rights involved, can put the organizations that republish them, and/or their authors, in legal jeopardy. At a minimum, it is possible to so deeply damage a relationship with the third-party publisher that the author, as well as their employer, may be banned from ever again contributing to the outlet at issue.

How To Address Copyright with Trade Outlets

With content continuing to remain king, contributed or otherwise, authors who submit contributed articles or opinion pieces for publication should work closely with their public relations representatives to understand what, if any, copyright matters may be at issue. This is a frequent, and typically ongoing conversation editors and PR pros have when content is submitted for publication.

Additionally, most outlets will provide Writers’ Guidelines that can explain what copyright, if any, may be asserted around published, contributed content. Other outlets provide a writer’s agreement for signature prior to publication that details what rights may be assumed or assigned.

Most importantly, when uncertain, consult an attorney to avoid ambiguity, the potential for damaged relationships with important trade media as well as the possibility of costly litigation. That’s not legal advice; just smart advice.

Takeaways from the College Admissions Process: It’s All about Building Your Brand 

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It’s finally fall, and for over 8.5 million prospective college students across the country, application deadlines are looming.  

Long gone are the days when you simply needed decent grades to get into a good college. With the number of applicants to four-year colleges steadily on the rise, the process has only become more competitive and upped the pressure to stand out.  

Grades–while still important–can only take a candidate so far today as most undergraduate programs are placing a greater emphasis on finding well-rounded individuals, who can best market themselves through a series of essays and possibly an interview. For most high school students, this submission process is the culmination of a multiyear effort of building their resumes with extracurricular activities like clubs, sports and volunteering over the course of their high school, and sometimes even middle school, careers.  

While most readers here are likely past the days of completing their own undergraduate applications, one aspect of the process should resonate. Successfully applying to college relies heavily on how a student markets themselves—the same holds true for the future success of our own professional careers.  

Just as prospective college students can market themselves in a well-crafted application chocked full of thoughtful essays, a stellar GPA, strong SAT score and robust list of extra-curriculars activities, so too can industry leaders through thought leadership, LinkedIn engagement and speaking opportunities.  

Consider some of the following to build your own brand: 

  • Become a thought leader: Thought leadership helps to build credibility and name recognition. In our digital world, which relies on quick moments to foster connection with audiences, thought leadership can establish professionals as voices worth listening to and lay the groundwork for long-term success for both leaders and their organizations. Great places to bring this thinking to the world include LinkedIn articles and posts, company blogs and contributed articles published in industry trades. If you don’t know where or how to begin, partner with a good content writer or PR agency staffed by former journalists to help you get started.  
  • Get active on LinkedIn: Just as College students are building their own brand for the eyes of admissions leaders through applications and essays, industry professionals can take steps to cultivate a professional brand on LinkedIn. In the business world, LinkedIn is a valuable tool for posting original thought leadership as well as for sharing comments and feedback on the content of others. Find a posting cadence that fits your schedule and make sure to engage on other posts through likes, comments and reposts. Consider developing a LinkedIn newsletter to publish thought leadership and build a trusted audience among your professional network.  
  • Get out there: Just as colleges want to see students engaged in the world, so to do employers. Getting involved should be part of building your professional brand as an industry leader. Consider attending more events to stay in-the-know on the latest industry news and for more effective networking. Seek out and, when possible, take advantage of speaking opportunities where you can draw attention to your expertise. Doing so will help you stand out in a crowded industry landscape, helping to shape both the perception and eventual reality of your role as a thought leader in your space. 

Getting into college is really all about building your own brand. For individuals struggling to establish a strong connection with prospects, clients, peers or employers, a strong brand identity can help cut through the noise and set them apart. Establishing and maintaining a strong professional brand with thought leadership, a consistent LinkedIn strategy and active speaking schedule can pave the way for long-term success.