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Ever wonder why some PR pitches get immediate attention while others languish in crowded inboxes? The secret might be in how you're using—or misusing—research data.

Nathan Richter of Wakefield Research pulls back the curtain on the powerful relationship between public relations and data research, revealing how these disciplines must work in concert rather than as separate functions. With experience on both sides of the equation, Richter speaks directly to the challenges PR professionals face when trying to make their stories stand out.

The conversation tackles a widespread problem in communications: the tendency to equate complexity with sophistication when presenting research. As Richter explains, "Many PR people, when they have data in hand, tend to be extremely excited and eager to publicize it... unfortunately, many equate complexity with sophistication or quality. Nothing could be further from the truth." In an environment where journalists face a barrage of pitches daily, clarity and credibility become your most valuable currency.

Perhaps most valuable is Richter's breakdown of the "broken process" most organizations use to develop research for public consumption. Rather than the common approach of brainstorming questions without clear intention, he advocates for a hypothesis-driven methodology that starts with desired outcomes. This approach triangulates what brands want to communicate, what media wants to hear, and what can actually be discovered through research—creating stories that truly resonate.

For PR professionals looking to elevate their media relations through research, this conversation offers practical guidance on building credibility, avoiding common pitfalls, and developing partnerships with research specialists who understand the unique demands of earned media. Whether you're pitching complex healthcare data or consumer trends, the principles remain the same: simplify, clarify, and validate your story with data that journalists can trust.

Take your PR strategy to the next level by understanding how research can transform from merely supporting content to becoming your strongest competitive advantage in a crowded media landscape.

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What happens when the most powerful marketing tool—customer testimonials—is restricted by privacy laws and personal boundaries? Robin Malone, CEO of RJ Communications, pulls back the curtain and shares with host Peter Woolfolk the unique challenges healthcare brands face when trying to showcase real patient stories.

With nearly three decades of experience in healthcare communications, Malone reveals how she's mastered the delicate art of building "trust bridges" between healthcare providers and potential patient advocates. "This can't be transactional," Malone emphasizes. "You have to build the kind of trust that takes time." Her approach focuses on finding what she calls the "loud voices in the room"—those patients already enthusiastic about sharing their experiences—rather than trying to convince reluctant individuals.

The conversation explores the regulatory maze created by HIPAA laws that protect patient privacy while creating significant hurdles for marketers. Malone walks us through the multi-layered permission process required before a PR professional can even contact a potential patient advocate. She shares a fascinating case study where her team successfully reframed a pharmaceutical campaign to focus on patients' lives rather than their medical conditions, creating powerful advocacy without compromising privacy.

For healthcare communicators, marketers, and PR professionals working in regulated industries, this episode offers invaluable insights into building authentic advocacy programs that respect both legal boundaries and personal comfort levels. Malone's hard-earned wisdom demonstrates that the most compelling healthcare stories come from advocates who genuinely want to share—never from those who've been persuaded against their better judgment.

Have you encountered similar challenges in your industry? We'd love to hear your experiences with navigating regulatory hurdles while trying to showcase authentic customer stories.

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Ever wondered what truly makes a brand successful in today's crowded marketplace? Alexandria "Alex" Hammond, principal of Brand News, cuts through the noise with powerful clarity on what matters most when establishing and protecting your brand identity.

Hammond reveals to host Peter Woolfolk the two deceptively simple questions every organization must answer before launching any marketing initiative: "Who are you?" and "Why should people care?" These foundational queries serve as guideposts for authentic brand development that resonates with target audiences. She emphasizes the importance of going where your audience already exists rather than expecting them to come to you – a customer-centric approach that fundamentally shifts how brands should think about their presence across platforms.

The conversation delves into practical strategies for integrated marketing, where public relations, social media, and digital content work in harmony rather than silos. Hammond shares valuable insights on content creation, explaining how earned media coverage gains exponential value when strategically repurposed across owned channels. With audiences' shrinking attention spans, she stresses the importance of front-loading compelling information – you typically have just 30 seconds to capture interest before losing your audience.

Perhaps most valuable is Hammond's expertise in brand protection through crisis communications. She advocates for having crisis plans and teams established before issues arise, noting that it's not the crisis itself that defines brand perception, but how an organization responds and recovers. This requires strategic thinking, clear communication channels, and experienced professionals who understand the nuances of reputation management.

Whether you're a startup defining your identity or an established organization looking to strengthen your brand presence, Hammond's practical wisdom offers a roadmap for authentic connection with audiences. Remember her parting advice: brand building is "definitely a marathon, not a sprint." Give yourself time to develop messaging, refine strategies, and build meaningful relationships with your audience. Your brand's story matters – what are you doing to tell it effectively?

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Ever wondered when crisis communications became a recognized discipline? This riveting exploration traces the evolution of crisis management from its origins following a deadly 1942 Boston nightclub fire to today's sophisticated frameworks addressing everything from cyberattacks to brand reputation disasters.

Matt Charles, crisis communications expert with a doctorate in public affairs, joins host Peter Woolfolk to walk us through how pioneers like Stephen Fink, Ian Mitroff, and Timothy Coombs established the theoretical foundations that organizations now rely on to navigate their darkest hours. These frameworks transformed crisis management from reactive scrambling to strategic preparation, emphasizing the crucial difference between merely responding and effectively managing threats.

What separates successful crisis navigation from reputation-damaging failures? Charles reveals the essential components every crisis plan must include: dedicated teams, comprehensive scenario planning, regular simulations, and the "devil's advocate approach" that prepares for seemingly unlikely but potentially devastating events. "Nothing is too crazy. Nothing is too far off the table," Charles emphasizes, drawing from his frontline experience handling the 2017 white supremacist rally in Charlottesville.

The conversation tackles modern challenges like ransomware attacks and AI-generated disinformation while examining instructive case studies including Cracker Barrel's logo redesign disaster and Red Lobster's successful handling of its "unlimited shrimp" promotion crisis. Through these examples, Charles demonstrates how transparency, authenticity, and appropriate empathy can transform potential disasters into reputation-strengthening opportunities.

Charles also introduces his new book examining nine crisis types throughout history—from conflict and disease to technological failures—revealing how leadership decisions repeatedly determine crisis outcomes. Whether you're a PR professional, organizational leader, or simply fascinated by how institutions navigate their greatest challenges, this episode provides invaluable insights into preparing for when things inevitably go wrong.

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Feeling overwhelmed by the AI revolution sweeping through public relations? You're not alone. In this illuminating conversation, Pete Pachal, founder of Media Copilot AI, reveals to host Peter Woolfolk how PR professionals can transform their relationship with artificial intelligence from frustration to fruitful collaboration.

The journey begins with a crucial mindset shift. Rather than viewing AI as a magical "Santa Claus" that instantly delivers perfect content, successful PR teams approach AI as a collaborative partner in an iterative process. This fundamental change in perspective opens up possibilities far beyond basic content generation, extending into campaign automation, targeted media monitoring, and even interactive interview training.

Pachal walks us through specific applications that are revolutionizing PR workflows. Content creation remains the most requested capability, but the real value emerges when professionals provide sufficient context and choose the right AI tool for each specific task. When implemented correctly, AI advances projects from halfway complete to 80-90% finished—though human oversight remains essential due to AI's potential for errors.

For teams struggling with expensive, feature-bloated software platforms, Pachal offers a compelling alternative: creating narrowly-focused AI tools tailored to specific clients or campaigns. This approach delivers precisely what PR professionals need without paying for unnecessary features. Perhaps most fascinating is the evolution of media training, where interactive AI now simulates interviews, challenges spokespersons with difficult questions, and provides constructive feedback—all customizable to mimic specific journalists or media personalities.

Media Copilot offers various entry points for PR professionals looking to develop their AI skills, from accessible monthly sessions to comprehensive six-week courses with personalized coaching. For immediate value, download their free "100 Top AI Prompts for PR Pros" guide, which provides specific language patterns and prompting techniques that dramatically improve outputs.

Don't let fear of falling behind paralyze you—start with small steps toward AI integration and discover how these powerful tools can enhance your creativity and efficiency while maintaining the human touch that defines great public relations work.

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Communication strategy has evolved dramatically in recent years, requiring professionals to understand not just how to craft messages, but how those messages are received by diverse audiences. Joshua Altman, Managing Director of Beltway Media in Washington DC, takes us on a fascinating journey through modern strategic communications, sharing invaluable insights from his experience working with both government agencies and private sector clients.

At the heart of effective communication lies understanding what people "read, see, hear, and experience." Altman explains to host Peter Woolfolk how behavioral science principles reveal that audiences need to encounter messages 7-14 times before truly internalizing them, making strategic repetition across multiple touchpoints essential. The conversation examines how dramatically communication approaches must differ when targeting 100 key decision-makers versus 330 million Americans, illustrating the importance of tailoring strategies to specific audience parameters.

Having worked as a contractor for the Department of Justice and Department of Commerce, Altman offers rare insights into the unique challenges of government communications. He describes the evolution from expensive satellite systems to modern digital platforms, highlighting how technology has democratized access while reducing costs. When working with clients starting from what they perceive as a "blank slate," Altman demonstrates how identifying and leveraging existing assets—from email lists to professional networks—can build confidence and create foundations for effective communication programs.

Throughout the discussion, Altman emphasizes his role as a "fractional Chief Communications Officer" rather than simply a task vendor, integrating deeply with clients to shape perception and build trust over the long term. The conversation also explores open-source tools that can compete with expensive platforms, making sophisticated communication possible even with limited budgets. As Altman summarizes with his guiding principle: "Communicate strategically, not voluminously"—quality messaging will always triumph over sheer volume.

Ready to transform your organization's communication strategy? Subscribe to the Public Relations Review Podcast for more expert insights, and visit publicrelationsreviewpodcast.com to share your thoughts on this episode.

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Have you ever wondered why so many marketing research tools fail to capture what customers truly want? James Warren, CEO and founder of Share More Stories, talking with host Peter Woolfolk, has dedicated his career to solving this problem through an innovative approach that combines storytelling with artificial intelligence to reveal the "why" behind customer and employee behavior.

Warren introduces us to the SEEQ platform (Stories to Engage, Explore and Question), which takes a fundamentally different approach from traditional surveys and focus groups. While conventional research tools excel at identifying who, what, when, and where, they often miss the crucial question of why people make the decisions they do. By inviting participants to share personal stories rather than just answer predetermined questions, SEEQ creates a safe space for authentic expression that yields remarkably rich insights.

What makes this methodology particularly powerful is how it transforms qualitative experiences into measurable emotional data. The platform analyzes 55 different emotions, needs, values, and attitudes to create an "emotional map" that helps organizations understand not just what people experienced, but why it mattered and how it made them feel. For communications professionals, this represents invaluable intelligence for crafting messages that genuinely resonate.

Warren shares compelling success stories, including how Virginia Tourism Corporation used story-based insights to reimagine their approach to reaching Black travelers. By deeply understanding these travelers' experiences and then creating a campaign that authentically reflected those stories, they achieved remarkable results, increasing Black tourism to Virginia while earning industry recognition.

The interview highlights what's missing in most corporate communications today: authentic voice. Too often, PR messages are developed from the company's perspective rather than centering the voices of customers or employees. By incorporating authentic stories and emotional insights into communications strategy, brands can dramatically shorten the distance between message and audience, creating that elusive "ring of truth" that drives engagement and loyalty. Ready to make a bigger impact in your organization? Start by truly listening.

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