On Top of PR with Jason Mudd

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In this solocast, On Top of PR host Jason Mudd explains what SEO teams need to know about earned media and how SEO and PR can work together to earn more AI citations.

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Five things you’ll learn from this episode:

1. Why about 84% of AI citations come from earned media and only about 15% from your own website

2. How SEO and PR can divide the work based on the questions people ask AI

3. Why writing press releases for AI agents is a weak strategy

4. Four steps to turn your announcement into news reporters cover

5. How to set expectations with your CMO for time, control, and measurement

Quotables

"Collaborate with public relations. Not instead of SEO. With SEO." — @jasonmudd9

"Search needs public relations more than ever. Public relations needs search too." — @jasonmudd9

"You build the foundation. We earn the third-party proof." — @jasonmudd9

"You should be writing for journalists, not for AI agents." — @jasonmudd9

"Stop asking reporters to promote your company. Start giving them a reason to include you in their news stories." — @jasonmudd9

"Reporters don't promote companies. They tell stories." — @jasonmudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You can also support us byleaving us a quick podcast review.

Jason’s contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

Muck Rack: What Is AI Reading? (October 2026 report)

Axia Public Relations resources

Request a free consultation with Axia Public Relations

Prioritizing PR over advertising with Laura Ries

Additional resources:

Why PR is the new SEO

Why does AI skip your website and cite the news instead?

Is ChatGPT reading your blog?

Listen to more episodes of the On Top of PR with Jason Mudd podcast

Find out more about Axia Public Relations

If you like this episode, you're going to love this:

AI and data-driven PR with Muck Rack's Matt Dzugan

Earned media-first PR in the AI era

The best argument for PR? Surprisingly, it's AI

Recorded: Oct. 31, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Shelley Spector, founder and CEO of the Museum of Public Relations, joins host Jason Mudd to share what PR pioneers can still teach today’s communicators.

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Meet our guest:

Our guest is Shelley Spector, founder and CEO of the Museum of Public Relations. Located in New York, the museum houses more than 5,100 artifacts that chronicle PR history. Its AI-powered personas let you talk with PR pioneers in their own voices.

Five things you’ll learn from this episode:

1. What public relations originally meant and why the definition still matters

2. Why every strong PR program starts with research on your publics

3. How Ivy Lee, Edward Bernays, and Arthur Page shaped the PR profession

4. Why foundational PR principles get lost in the social media and AI era

5. How AI personas of PR pioneers help you brainstorm big ideas, get crisis advice, and pressure-test campaigns

Quotables

"The original usage is creating good relationships with all your publics." — Shelley Spector

"A very good PR program always starts with doing research." — Shelley Spector

"In my experience, clients want earned media. Clients want good, old-fashioned media relations." — Shelley Spector

“Instead of jumping to Instagram or TikTok, ask: What does the research say? What’s the strategy? What do we want for the objectives?” — Shelley Spector

“It’s time we put relationships back in public relations.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

More about Shelley Spector

Shelley Spector is the founder and CEO of the Museum of Public Relations, the world's only museum dedicated to the global PR and communication profession. Since its 1997 founding in New York, the museum has built a collection of more than 5,100 artifacts that chronicle the history of PR. Visitors can now meet the world's only AI-powered personas of PR pioneers Edward Bernays, Arthur W. Page, Ivy Lee, and Walter Lippmann. The museum built each persona exclusively from the pioneer's own writings and interviews, so you hear each one in their own voice and personality.

Guest’s contact info and resources:

Shelley Spector on LinkedIn

Museum of Public Relations website

Ask Eddie: Talk with the AI persona of Edward Bernays

Plan your visit to the Museum of Public Relations

Book: Always Live Better Than Your Clients

Additional resources:

Blog Post: What should I know about media relations and earned media coverage before hiring a PR firm?

Blog Post: Question-based crisis communication: What leaders miss online

Blog Post: How to develop buyer personas and avatars

If you like this episode, you're going to love these episodes:

Leveraging market insights to shape PR strategy

What you should know about earning media coverage

One brand, four generations: Why trust doesn't transfer

Recorded: Oct. 13, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Mari Considine, chief brand and marketing officer at Acenda Integrated Health, joins host Jason Mudd to discuss how to reach Gen Z, millennials, Gen X, and baby boomers with one brand promise.

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Meet our guest:

Our guest is Mari Considine, chief brand and marketing officer at Acenda Integrated Health. Mari brings more than 25 years of executive leadership experience connecting brand storytelling with business strategy, especially in healthcare. She is a national speaker, an adjunct professor, and a PRSA ICON 2026 speaker on reaching four generations of patients.

Five things you’ll learn from this episode:

1. How to adapt your tone without changing your core message

2. Why trust doesn’t transfer across generations and how to choose the right messengers

3. Where patients now look for healthcare information

4. How to match the right message, messenger, and medium

5. How to adapt one brand promise to each generation without fragmenting your brand

Quotables

“Trust is the thing that is less transferable than other things.” — Mari Considine

“It's not about being everything to everyone, where your target audience is everyone. That's the nightmare scenario.” — Mari Considine

“If we're not on social media or we're not driving that audience to talk about us, then we're pretty much invisible.” — Mari Considine

“We're promoting the same product and the same service, and we're going to use the same core messaging. We're just going to tweak how we tell the story a little bit and where we're going to appear.” — Mari Considine

“People are using AI even when they either don't want to or don't realize they are.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us by leaving us a quick podcast review.

Guest’s contact info and resources:

Mari Considine on LinkedIn

Acenda Integrated Health website

PRSA ICON 2026

Additional Resources:

Earned media: The future of PR in the age of AI search

Why does AI skip your website and cite the news instead?

How earned media gets AI to remember your brand

If you like this episode, you’re going to love these episodes:

Behavioral science secrets behind top brands

Ageism in the workplace: Hiring bias, careers, and the future of work

The best argument for PR? Surprisingly, it's AI

Recorded: Oct. 8, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, former Goldman Sachs partner Mike Ryan, CEO and co-founder of Bullet Point Network, joins host Jason Mudd to discuss the trust problem at the heart of AI, why trust is now the biggest barrier to enterprise AI adoption, and how you can keep human judgment in control of AI output.

Tune in to learn more!

Meet our guest:

Our guest is Mike Ryan, the CEO and co-founder of Bullet Point Network, an AI-driven investment platform. Mike is a former Goldman Sachs partner and global co-head of equities. He also served on the Harvard endowment’s investment committee.

Five things you’ll learn from this episode:

1. Why trust, not capability, is now the biggest barrier to enterprise AI adoption

2. How AI-enabled advisory support pairs speed with human judgment and quality control

3. Why off-the-shelf AI isn’t built for high-stakes communication

4. How AI can reduce the constant rebuild of senior communication

5. The 20-60-20 strategy for avoiding AI slop

Quotables

“If you can’t trust the information you’re getting, you can’t rely on it.” — Mike Ryan

“AI is not going to take the job of most smart people, but a person using AI better than you might take your job.” — Mike Ryan

“Just because you can produce it fast doesn’t mean you want it or want to distribute it.” — Mike Ryan

“You don’t want AI to take you fast in the wrong direction.” — Mike Ryan

“If you use AI the same way, you can elevate your thinking and your mindfulness about the organization and think more as a strategist.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You can also support us by leaving us a quick podcast review.

More about Mike Ryan

Mike Ryan is CEO and co-founder of Bullet Point Network, an AI-driven investment platform built on an "AI + 1" philosophy that combines AI with human expertise to speed investment decisions. A former Goldman Sachs partner and global co-head of equities, and a former member of the Harvard endowment's investment committee, Mike brings more than 20 years of experience in investing, leadership, and advisory work. He serves as an adviser and board member for companies and nonprofits, with a personal focus on advancing education and economic opportunity.

Guest’s contact info and resources:

Mike Ryan on LinkedIn

@mikeryanbpn on X

Bullet Point Network website

Additional Resources:

Fighting to be trustworthy to AI and humans

Reputation management for AI search: monitoring and response framework

7 responsible principles to guide the use of AI in public relations

If you like this episode, you're going to love these episodes:

The PR playbook for getting recommended by AI with Unusual

AI and PR with Microsoft’s CCO Frank Shaw

The future of PR in the age of AI with Agility PR

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Slava Balykov joins host Jason Mudd to discuss how you can assess your brand's public relations readiness before a crisis or AI tool exposes your gaps. Slava shares his five-step framework, explains how to respond when AI gets your brand wrong, and reveals what executives really want from PR reporting.

Tune in to learn more!

Five things you’ll learn from this episode:

• How to assess your brand's PR readiness in the AI era
• Five steps to PR readiness
• Why you should understand your information environment before investing in AI optimization
• How to check what AI says about your organization and what to do when it’s wrong
• What executives want from PR reporting and why coverage volume rarely delivers it

Quotables

• "Before optimizing anything, organizations need to understand the information environment that already exists around them." — Slava Balykov
• "Critical doesn't mean incorrect." — Slava Balykov
• "Treat readiness as an ongoing diagnostic, not a one-off exercise." — Slava Balykov
• "Quality is much more important than quantity." — Slava Balykov
• "Measuring impressions or the number of appearances feels like what people call vanity metrics, as opposed to true business impact." — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

• Slava Balykov on LinkedIn
• Slava's five steps to PR readiness in the AI era:

• Establish your baseline.
Understand what information about your organization is currently discoverable and identify important gaps, contradictions, or outdated information.
• Review owned information.
Make sure your website, corporate pages, leadership profiles, and other controlled touchpoints clearly and accurately explain who you are and what you do.
• Look beyond owned channels.
Examine credible third-party sources, including media, industry publications, and other independent references, to understand the wider information environment around your organization.
• Diagnose the gaps.
Compare owned and external information. Investigate where they materially differ and determine whether the issue is outdated information, factual inconsistency, legitimate criticism, or a broader positioning gap.
• Monitor over time.
Information environments continually change. Regularly review important sources and AI-generated answers to identify new gaps and keep your communications foundation current.

Additional Resources:

• Reputation management for AI search: Monitoring and response framework
• Rethinking reputation management in public relations for the AI era
• AI search is the new front page
• How do you measure PR? A guide to meaningful metrics
• Listen to more episodes of the On Top of PR with Jason Mudd podcast.
• Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

• AI and PR with Microsoft's CCO Frank Shaw
• The PR playbook for getting recommended by AI with Unusual
• How to prepare for any communication crisis with Tom Ciuba
• Crisis lessons learned from Southwest Airlines

Recorded: September 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this solocast, On Top of PR host Jason Mudd explains why brands should earn attention before they buy it and how generative AI makes leading with PR more important for marketing leaders.

Tune in to learn more!

Five things you’ll learn from this episode:

1. Why the order of PR and advertising matters when you launch something new

2. How Starbucks, Tesla, and Pepperidge Farm earned attention before they bought it

3. Why launching advertising first can spend your news value

4. How earned media shapes what generative AI platforms say about your brand

5. Which three questions to ask before your next launch

Quotables

“They earned attention before they bought it.” — @jasonmudd9

“Lead with PR. Then use advertising to amplify what PR helped build.” — @jasonmudd9

“If you have something new, different, or disruptive, you have something advertising can’t buy. You have news value.” — @jasonmudd9

“PR helped other people do the talking.” — @jasonmudd9

“You don’t always have to buy attention first. Sometimes the better strategy is to earn it.” — @jasonmudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

Prioritizing PR over advertising with Laura Ries | On Top of PR podcast

Muck Rack: What Is AI Reading? (May 2026)

PR Success Stories: From Struggling Startup to More Than $130 Million in Revenues

Additional Resources:

The power of PR

How do you measure PR?

7 ways to build credibility using public relations

PR is now the front door to AI discovery

Listen to more episodes of the On Top of PR with Jason Mudd podcast

Find out more about Axia Public Relations

If you like this episode, you're going to love this:

The best argument for PR? Surprisingly, it’s AI

How public relations changes business outcomes

95% of AI citations come from PR content

Recorded: September, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Ron Culp joins host Jason Mudd to discuss why business acumen now outweighs writing skills in PR hiring, the three stages of a corporate PR career, and five practical ways to build business acumen at any career stage.

Tune in to learn more!

Meet Our Guest:

Our guest is Ron Culp, a professional-in-residence at DePaul University and a former corporate chief communications officer. He brings decades of experience across government, corporate communications, public relations agencies, and higher education, where he helps prepare the next generation of PR professionals.

Five things you’ll learn from this episode:

1. Three stages of corporate public relations

2. Why business acumen has taken over writing skills as the top thing employers want

3. Five practical ways students and young professionals can build business acumen

4. Why understanding how your company makes money changes the decisions you make

5. Why business acumen matters

Quotables

"When what you're doing isn't having any impact on the business, you really have to question it. If you don't, you're gonna start being questioned." – Ron Culp

"You just make better decisions if you have a sense of what the business is all about." – Ron Culp

"Good writers are good thinkers, always has been the case, and good writers can be trained." – Ron Culp

"If we can't figure out how they make money, then I'm not sure we can be the trusted strategic partner that we need to be." – Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Ron Culp on LinkedIn

Ron Culp's blog: culpwrit.com

Ageism in the workplace: Hiring bias, careers, and the future of work

How trusted strategic advisors influence leaders

Additional Resources:

Marketing leaders are reframing reputation management as a revenue strategy

Traditional PR doesn’t work anymore

How to turn social and reputation management into a revenue operating system

Listen to more episodes of the On Top of PR with Jason Mudd podcast

Find out more about Axia Public Relations

If you like this episode, you're going to love this:

How public relations changes business outcomes

How communications professionals shape business success

Maximizing Agency Partnerships with Mark Riggs

Recorded: August, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, Jessica Barber Scott joins host Jason Mudd to discuss how public relations professionals can move beyond impressions and advertising value equivalency to measure outcomes and impact, build measurement frameworks around business objectives, and use AI without losing the human judgment a CFO relationship requires.

Tune in to learn more!

Meet our guest:

Our guest is Jessica Barber Scott, a senior communication professional with 15 years of experience across regulated financial services, state government, and higher education. She is a PRSA Silver Anvil Award winner for crisis communication and has advised C-suite leaders at organizations including TIAA, Corebridge Financial, and EverBank.

Five things you’ll learn from this episode:

1. Why AVE still shows up in reporting and what it costs you

2. How to climb the three tiers of PR measurement (outputs, outcomes, and impact)

3. Why your measurement framework should start with the business objective, not the data

4. Four moves that change the dynamic of any CFO budget meeting

5. What AI can do for measurement and what it can’t replace

Quotables

“The numbers are getting smaller as the work gets credible.” — Jessica Scott

“Come in with the data. Not with an apology, with data.” — Jessica Scott

“AI can pull faster. It can synthesize more broadly. It can find patterns across data at a scale that really no human team can match. But what it can't do is tell you whether you're measuring the right thing in the first place.” — Jessica Scott

“Getting media coverage is not a result. It's an output of the work and the effort that you made.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Jessica Scott on LinkedIn

AMEC

Additional Resources:

How do you measure PR?

Yes, PR is measurable. How to measure and report public relations and strategic corporate communications

The 3 biggest PR measurement mistakes

5 metrics you should measure in PR

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

What you should be measuring in your PR campaigns with Johna Burke

Barcelona Principles 4.0: How to measure PR effectively with AMEC CEO Johna Burke

The power of PR measurement with Katie Delahaye Paine

Recorded: August, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, Ken Jacobs, principal of Jacobs Consulting & Executive Coaching, joins host Jason Mudd to discuss how communications leaders can apply proven leadership principles to AI adoption.

Tune in to learn more!

Meet our guest:

Our guest is Ken Jacobs, principal of Jacobs Consulting & Executive Coaching. Ken helps public relations, communications, and marketing leaders become more effective and inspiring leaders through executive coaching and consulting. Before launching his consulting practice, he spent 25 years in leadership roles at leading PR agencies. He also hosts Taking the Lead, a leadership video podcast, and writes the quarterly Taking the Lead column for the Public Relations Society of America's Strategies & Tactics publication.

Five things you’ll learn from this episode:

1. How courageous leaders embrace AI

2. Why every organization needs AI guardrails

3. How leaders can build AI confidence

4. Why listening leads to stronger teams

5. How AI and human judgment work together

Quotables

"If you're not already deep in AI, you're behind, but it's also never too late." — Ken Jacobs

“Walk the walk, not just talk the talk.” — Ken Jacobs

“True leaders update their knowledge and fluency.” — Ken Jacobs

“You as a leader have to be able to ask the right kind of questions.” — Ken Jacobs

"Hire smart people and get out of their way." — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Ken Jacobs on LinkedIn

Jacobs Consulting & Executive Coaching website

Taking the Lead Podcast

How to stay ahead of AI in communications and marketing

Four leadership tips to guide you through uncertain times

Additional resources:

What sources feed generative AI answers?

What Google AI Mode means for your PR and media strategy

How are AI tools changing PR jobs?

Axia’s AIVisibility service

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

The best argument for PR? Surprisingly, it's AI

95% of AI citations come from PR content

Managing communications and PR in the AI era

Embedded AI: The future of PR and communication workflows

Recorded: July, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, LA County communications leader Brenda Duran joins host Jason Mudd to discuss how to manage communications and public relations in the AI era through trust and authentic storytelling.

Tune in to learn more!

Meet Our Guest:

Our guest is Brenda Duran, director of external affairs at the Los Angeles County Justice, Care and Opportunities Department. An award-winning public affairs and communications executive with more than 12 years of experience, Brenda specializes in crisis communications, community engagement, and building trust through authentic storytelling. A former journalist, she brings a unique perspective on how public institutions can communicate with transparency, empathy, and impact.

Five things you’ll learn from this episode:

1. The rise of AI in public relations

2. Building trust in a digital-first world

3. Leading communications during high-stakes moments

4. The power of authentic storytelling

5. The future of communications leadership

Quotables

“[AI] is not there to replace anything; it's more to enhance what we're already doing.” — Brenda Duran

“Trust isn't really built in with one campaign. It's earned through repeated reliable communication over time.” — Brenda Duran

“AI definitely cannot replace some fundamental things like strategic thinking, relationship building, emotional intelligence, ethics and cultural understanding. Those are things that no machine will ever be able to take from us.” — Brenda Duran

“We need to become AI literate, but you have to also remain human-centered.” — Brenda Duran

“We still have to be trusted strategic advisors, lead with strategy, lead with empathy and humanity, and just make the right choices of what's good and what's ethical for the marketplace.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

@bduran5 on Instagram

Brenda Duran on LinkedIn

Brenda Duran’s website

From newsroom to PR: Journalists making the switch

Transition from journalism to PR

Additional Resources:

AI in PR: Transforming communication strategies

The emerging role of AI in public relations

How to speak with clarity and authority during a crisis

Axia’s AI visibility services

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

The best argument for PR? Surprisingly, it's AI

When a crisis hits, say this or stay silent

Effective crisis communications

Recorded: July, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this solocast, On Top of PR host Jason Mudd discusses how public relations drives awareness, credibility, trust, and demand to create measurable business outcomes beyond media coverage.

Tune in to learn more!

Five things you’ll learn from this episode:

1. Why organizations should measure PR by business outcomes instead of media outputs

2. How awareness can remove growth barriers for great products and services

3. Why earned media builds credibility that influences customer behavior

4. How visibility creates demand through real-world business examples

5. What marketing leaders should ask when evaluating PR performance

Quotables

“Organizations invest in PR because they want business results.” — @jasonmudd9

“The game didn't change; awareness changed.” — @jasonmudd9

“Awareness gets attention, credibility earns trust, and trust influences behavior.” — @jasonmudd9

“Public relations isn't magic, but when it's aligned with business objectives, it can be a powerful driver of business outcomes.” — @jasonmudd9

“Awareness influenced credibility. Credibility influenced demand, and demand influenced business outcomes.” — @jasonmudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

How the power of PR saved Twister

PR Success Stories: From Struggling Startup to More Than $130 Million in Revenues

PR Success Stories: Media Coverage for HeadBlade Creates $25,000 in Website Sales

Axia Case Study Foundation Financial Group

Additional Resources:

The power of PR

How do you measure PR?

7 ways to build credibility using public relations

5 ways PR can generate buzz for your business

Listen to more episodes of the On Top of PR with Jason Mudd podcast

Find out more about Axia Public Relations

If you like this episode, you're going to love this:

3 ways franchisors can use PR to grow their company with John Hewitt

PR research with Mark Weiner

Recorded: June 15, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, James (Jim) Lukaszewski joins host Jason Mudd to discuss how to influence leaders through trust, candor, and strategic communication.

Tune in to learn more!

Meet our guest:

Our guest is James (Jim) Lukaszewski, president and CEO of The Lukaszewski Group. Jim has advised business leaders through crises and high-stakes situations for more than five decades. He shares practical strategies for becoming the trusted strategic advisor leaders rely on when making important decisions.

Five things you’ll learn from this episode:

1. Why trusted advisors begin by understanding leadership challenges before communication challenges

2. How candor helps build credibility with executives

3. The Three-Minute Drill for presenting strategic recommendations

4. Why offering options instead of conclusions leads to better leadership decisions

5. How studying leadership helps communicators become more influential advisors

Quotables

“All problems are management and organizational problems before they are any other kind of problem.” — Jim Lukaszewski

“You have to start where the person you're advising is, not where you think the solution is.” — Jim Lukaszewski

“Management happens in real time.” — Jim Lukaszewski

“Anybody who can offer three perspectives or useful concepts about any problem the boss is facing is a valuable person.” — Jim Lukaszewski

“Your highest and best use … is being a trusted advisor to leadership.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

James Lukaszewski on LinkedIn

James E. Lukaszewski on YouTube

E911 website

http://crisisguru.ai

Pre-order the “Influencing Leaders” book

Pre-order Jim’s new book.

Email a copy of your receipt to jel@e911.com with the subject line "TOP."

Follow Jim on LinkedIn.

Subscribe to Jim’s newsletter.

When the book is released in August, you'll receive the handbook by email.

Additional Resources:

Does PR play an active role in your strategic planning? Learn how to make it easier to reach your goals

Defining leadership in corporate communications

Axia’s crisis PR service

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

How to be a trusted adviser with Del Galloway

When a crisis hits, say this or stay silent

Recorded: July, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, Heidi Howell joins host Jason Mudd to discuss why organizations should think twice before cutting PR during economic uncertainty. They explore the connection between reputation, recruiting, employer branding, visibility, trust, and revenue growth.

Tune in to learn more!

Meet our guest:

Our guest is Heidi Howell, she is a marketing executive who leads efforts to transform marketing into a revenue-driving function within healthcare staffing and human resources technology. She partners with executive teams to align marketing, sales, and operations through scalable systems, data-driven strategy, and growth-focused demand generation.

Five things you’ll learn from this episode:

1. Why public relations is often cut first and why that can be a costly mistake
2. How reputation directly impacts recruiting outcomes and talent acquisition
3. Why you should view recruiting as a revenue-driving function
4. How PR keeps you visible to top clients
5. Questions leaders should ask before reducing PR investments

Quotables

“PR is not just about visibility; it's about trust, reputation, and staying known to the people who are ultimately going to be buying your services.” — Heidi Howell

“Recruiting is our revenue. That's how we make money. We make money by placing great candidates at great jobs with great clients.” — Heidi Howell

“When companies cut PR, they're cutting the very thing that keeps them visible.” — Heidi Howell

"When budgets are being cut, trust becomes more valuable, not less." — Heidi Howell

“In a down economy, trust becomes more valuable, not less. PR is one of the few functions built specifically to protect it.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

• Heidi Howell on LinkedIn
• How PR influences recruiting, retention, and workforce quality
• http://ratethispodcast.com/ontopofpr

Additional Resources:

• Reputation management for AI search: Monitoring and response framework
• Warning signs your online reputation management is failing
• Axia’s reputation management service
• Listen to more episodes of the On Top of PR with Jason Mudd podcast.
• Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

• Job search and hiring tips with Nicole Balsam
• Navigating PR and communications hiring with Brooke Kruger

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, former CNN producer Tiffany Anthony joins host Jason Mudd to discuss media relations best practices, newsroom operations, and journalist preferences.

Tune in to learn more!

Meet our guest:

Our guest is Tiffany Anthony, a communications and storytelling professional and former CNN cross-platform producer at Warner Bros. Discovery. With more than 18 years of experience in broadcast, digital, and social media, Tiffany has helped shape high-impact stories and audience engagement strategies while working inside local and national newsrooms.

Five things you’ll learn from this episode:

1. Why strong media relationships still matter, even when newsworthiness comes first

2. Common media pitching mistakes that damage credibility with journalists

3. How to effectively follow up with reporters without becoming a nuisance

4. Why understanding newsroom operations improves media relations success

5. How changing newsroom dynamics and audience behaviors are reshaping media relations

Quotables

“Relationships matter a lot when it comes to newsrooms as well as with PR. Basically, you don't want to be a stranger.” — @Tiffany Anthony

“You need to consume news yourself. You need to know what's going on.” — @Tiffany Anthony

“It is not always about the fastest anymore. It's about the most accurate, the most in-depth, the most personal.” — @Tiffany Anthony

“You have to grab the reporter's attention, just like we have to grab the viewer’s attention. And you have to do it quickly because people will lose interest; reporters will lose interest.” — @Tiffany Anthony

“Every touchpoint should add value to the relationship. Every touchpoint should be another piece of insight.” — @Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Tiffany Anthony on LinkedIn

Tiffany Anthony on Muck Rack

Tiffany Anthony’s website

From newsroom to PR: How journalists can successfully make the switch

Additional Resources:

What strong media relations actually look like

The best and worst media relations efforts from public relations professionals

The 4 R’s of media relations: Responsive, resourceful, rapid, and respect

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

Advanced AI media relations strategies for public relations

How to improve your media pitches with Jason Mudd of Axia Public Relations

Media relations best practices with Axia

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this solocast, On Top of PR host Jason Mudd explains why earned media now drives visibility in ChatGPT, Gemini, Claude, and AI search.

Tune in to learn more!

Five things you’ll learn from this episode:

1. Why earned media is the primary driver of visibility in AI-generated search

2. How ChatGPT, Gemini, and Claude determine which brands to recommend

3. What the 2% pitch overlap statistic means for PR and marketing teams

4. Why media velocity and recency matter more than one big placement

5. What to do right now: three actions to strengthen your brand's AI visibility

Quotables

“Earned media is what AI trusts.” — @jasonmudd9

“The right earned media in the right outlets at the right frequency is the primary lever for brand visibility and AI-generated search. Not one of the levers, it's the primary lever.” — @jasonmudd9

“The brands that figure this out first are going to own the narrative inside the AI tools their buyers are already using every day.” — @jasonmudd9

“99% of links cited by AI come from unpaid media.” — @jasonmudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

Muck Rack: Earned media still drives 84% of AI citations

Gartner: Predicts 2026: Top Predictions to Inform 2026 Comms Strategies

http://ratethispodcast.com/ontopofpr

Additional Resources:

Why earned media is so powerful in the age of AI and GEO

Why AI tools now rely on earned media

How earned media gets AI to remember your brand

Axia’s AIVisibility services

Listen to more episodes of the On Top of PR with Jason Mudd podcast

Find out more about Axia Public Relations

If you like this episode, you're going to love this:

The PR playbook for getting recommended

Embedded AI: The future of PR and communication workflows

How to stay ahead of AI in communication and marketing

Recorded: June 06, 2026

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, Matt Mosich joins host Jason Mudd to discuss what separates professional speakers from aspiring speakers. From storytelling and stage presence to preparation, mindset, and memorable messaging, Matt shares practical insights from years of coaching executives, founders, and business leaders.

Tune in to learn more!

Meet our guest:

Our guest is Matt Mosich, president and owner of The Mosich Group. Matt is a communication and speaker coach for executives, founders, and their teams. He helps clients prepare for and build keynotes, board presentations, podcasts, and media interviews.

Five things you’ll learn from this episode:

1. Why every point needs a story and every story needs a point

2. How great speakers collect stories from everyday experiences

3. Why audiences remember sentences, not speeches

4. The hidden preparation behind seemingly effortless presentations

5. How to use nerves as an advantage instead of trying to eliminate them

Quotables

“There are probably thousands of people out there who can speak on your topic. They might have the exact same conclusions that you do. The only difference is how you arrived at them.” — Matt Mosich

“The best speakers aren't more creative. They're better at noticing and writing down what everyone else walks past.” — Matt Mosich

“People remember sentences, not speeches.” — Matt Mosich

“Our mindset is how we observe the world; it's how we live our experience.” — Matt Mosich

“You have to show up as a professional in order to get paid like a professional.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Matt Mosich on LinkedIn

The Mosich Group website

Jack Sernett

Matthew Dicks

The Four Agreements Book

Toastmasters International

Additional Resources:

Axia Public Relations’ SpeakersBureau service

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

How to become a TED speaker

The right way to apply for a speaking engagement

Don’t let your superstar company speaker go unnoticed; promote today!

If you like this episode, you're going to love this:

Embracing the power of “No” and storytelling

How company executives can become powerful keynote speakers

How to become an excellent TEDx speaker

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, CNN producer Tiffany Anthony joins host Jason Mudd to discuss one of the most talked-about career pivots in media today — journalists transitioning into public relations and corporate communications.

Tune in to learn more!

Meet our guest:

Our guest is Tiffany Anthony, cross-platform producer at CNN/Warner Brothers Discovery. Tiffany is a communications and storytelling professional with 18+ years of experience crafting clear, high-impact narratives across broadcast, digital, and social platforms. She has led messaging for high-stakes news and major public-facing initiatives, with a focus on audience engagement, clarity, and collaborative leadership.

Five things you’ll learn from this episode:

1. Why journalists are uniquely positioned to succeed in PR and corporate communications

2. How newsroom experience strengthens media relations, storytelling, and strategic communications

3. How former journalists can position their skills and experience to stand out in today’s PR job market

4. How AI, applicant tracking systems, and evolving hiring practices are changing communications careers

5. Why companies increasingly value journalists who understand newsrooms, audiences, and compelling stories

Quotables

“You always have to learn to adapt and evolve.” — Tiffany Anthony

“Some of the best stories are about people and interesting people. It’s not just about a product.” — Tiffany Anthony

"People want people's stories. They want to connect emotionally with stories. And I think a lot of companies forget that and lose sight of that." — Tiffany Anthony

“You have to be willing to say, ‘I’m no longer a journalist. I’m now a corporate storyteller.’” — Jason Mudd

"If you don't tell them, you won't sell them." — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Tiffany Anthony on LinkedIn

Tiffany Anthony on Muck Rack

Tiffany Anthony website

Public Relations Employment Statistics by BLS.gov

PRSA Job Board

http://axiacareers.com

Additional Resources:

6 ways agency work provides the best work experience

Top 6 questions public relations students ask us about the PR industry

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

Transition from journalism to PR with David DeCamp

Behind the mic with Jason Mudd: An Ask Me Anything special solocast on PR and Axia’s beginning

Networking without an agenda: The key to career longevity

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, Qwoted’s Shelby Bridges joins host Jason Mudd to discuss how AI, shrinking newsrooms, and faster news cycles are reshaping modern media relations and earned media strategies.

Tune in to learn more!

Meet our guest:

Our guest is Shelby Bridges, director of customer success at Qwoted. Shelby works at the intersection of PR, media, and technology, helping communicators build stronger relationships with journalists through smarter, more strategic data usage and platforms like Qwoted. She leads training, demos, and user initiatives that support agencies and brands in a fast-moving media landscape.

Five things you’ll learn from this episode:

1. Why modern news cycles now behave like breaking news by default

2. How shrinking newsrooms are increasing pressure on journalists and PR teams

3. Why responding within 48 hours significantly increases placement success

4. How AI is changing pitching, and why similarity is becoming a problem

5. Why diversification of angles and sources is critical for credibility

Quotables

“All news is almost breaking news now. It has to be told immediately and as quickly as possible because somebody else is already writing it.” — Shelby Bridges

“The people who are responding within the first 48 hours are the ones that are winning.” — Shelby Bridges

“Everybody should be able to use AI to pitch — but not to falsify data, personas, or companies.” — Shelby Bridges

“What journalists need is something that stands out and isn’t generic.” — Shelby Bridges

“If people in the room all look like you, you're not going to hear as good or thoughtful storytelling and insights as you might want.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

@sbridges0117 on instagram

Shelby Bridges on LinkedIn

Qwoted website

Qwoted resources

Additional Resources:

Journalist PR responses under 3% for third straight quarter

Journalists don’t want AI-generated commentary (and what to give them instead)

Top PR pros share their tips for earning U.S. media coverage

The best and worst media relations efforts from public relations professionals

How to use media relations strategically to boost SEO

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

Making your media pitches stand out

The 4 R’s of media relations: Responsive, resourceful, rapid, and respect

Media relations best practices

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this episode, University of Memphis expert Michele Ehrhart joins host Jason Mudd to discuss crisis communication, leadership preparedness, reputation management, and how organizations can navigate high-pressure situations with clarity and confidence.

Tune in to learn more!

Meet our guest:

Our guest is Michele Ehrhart, senior vice president and chief marketing and communications officer at the University of Memphis. Michele is a crisis communications expert with three decades of experience in corporate affairs, executive communications, and PR strategy.

Five things you’ll learn from this episode:

1. Why crisis preparation must happen before a crisis occurs

2. How leaders can use “what if” scenario planning to prepare for high-risk situations

3. Why silence can be a strategic communication choice depending on context

4. How reputation is built slowly but can be damaged quickly during a crisis

5. Why defining roles and responsibilities in advance improves crisis response execution

Quotables

“The day you have a crisis should not be the first day you've thought about what you'll do.” — Michele Ehrhart

“Planning the work and working the plan.” — Michele Ehrhart

“Silence is a strategy. If the story isn't yours, don't talk about it.” — Michele Ehrhart

“The brand is what you put out there; reputation is what they think of you.” — Michele Ehrhart

“When PR is at its best, it's building a reputation for your company — just not visibility, but also the reputation. You could have great visibility, but it's not positive.” – Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

More About Michele Ehrhart

Michele Ehrhart is a crisis communications expert with three decades of experience in corporate affairs, executive communications, and PR strategy. After 22 years with FedEx, she now serves as the University of Memphis's senior vice president and chief marketing and communications officer. She is a bestselling author, speaker, and industry expert helping leaders navigate crises with confidence and clarity.

Guest’s contact info and resources:

Michele Ehrhart on LinkedIn

Michele Ehrhart’s website

Get the “Crisis Compass: How to Communicate When It Matters Most” book

Axia’s CrisisPoint service

Axia’s Reputation Restoration service

Additional Resources:

How to recover from a PR crisis and manage your reputation

What is reputation management?

Build a crisis communication plan that works fast

Question-based crisis communication: What leaders miss online

How to build a crisis-resilient marketing and communication plan

https://www.axiapr.com/podcast

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Send us Fan Mail

In this solocast, On Top of PR host Jason Mudd dives into how PR shapes recruiting, retention, and workforce quality through reputation.

Tune in to learn more!

Five things you’ll learn from this episode:

1. How candidates evaluate your reputation before your careers page

2. Why PR influences recruiting outcomes before HR gets involved

3. The role of visibility, credibility, and interpretation in hiring decisions

4. Why employer brand perception is formed in search and media results

5. How PR reduces hiring friction and improves talent quality

Quotables

“Candidates don't start with your careers page; they start with your reputation.” — @jasonmudd9

“Your careers page doesn't create perception. It confirms or contradicts what they already perceive or believe.” — @jasonmudd9

“Recruiting is a reputation-driven system.” — @jasonmudd9

“PR didn't create demand; it removed the friction that prevented their growth.” — @jasonmudd9

“Public relations doesn't just influence how customers see you, it influences who wants to work for you, who shows up, and how they perform.” — @jasonmudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

LinkedIn Talent Solutions - Employer’s brand matters

Glassdoor - Employer Branding 101: Why, How and Proven ROI

http://ratethispodcast.com/ontopofpr

Additional Resources:

Case study: Improving a company’s recruiting

How to turn award wins into long-term assets

Warning signs your online reputation management is failing

How to improve your company’s Glassdoor reviews

Find out more about Axia Public Relations.

Axia Public Relations resources

Axia’s NewsBureau Service

Listen to more episodes of the On Top of PR podcast.

If you like this episode, you're going to love this:

Job search and hiring tips with Nicole Balsam

Navigating PR and communications hiring with Brooke Kruger

Networking without an agenda: The key to career longevity

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.