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In this solocast episode, On Top of PR host Jason Mudd discusses what every company must know about media relations before hiring a public relations firm.

Tune in to learn more!

Five things you’ll learn from this episode:

1. Media relations is just one part of strategic public relations

2. What makes a story newsworthy

3. What journalists really care about when evaluating your pitch

4. Why relationships don’t guarantee coverage

5. What PR tools you shouldn’t buy until you’re ready

Quotables

"Public relations is not only media relations. Media relations isn’t what most people think it is either." — @JasonMudd9

"Earned media must be earned. If someone guarantees coverage, you’re buying ads, not PR." — @JasonMudd9

"The only audience that matters is the journalist’s audience — not your CEO or marketing team." — @JasonMudd9

"Great [news] stories beat great [media] relationships." — @JasonMudd9

"PR is a long-term business strategy — not a one-time campaign or quick win." — @JasonMudd9

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

About Jason Mudd, Axia Public Relations

Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon.

Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more.

In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets.

Guest’s contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

Axia Public Relations

1:1 consultations and training 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.

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In this episode, Linda Zebian joins host Jason Mudd to discuss the challenges journalists face in maintaining work-life balance and how PR professionals can better support them. She shares industry insights from Muck Rack, explores newsroom pressures, and offers strategies for improving media relations.

Tune in to learn more!

Our Guest:

Linda Zebian is the senior director of communications at Muck Rack. She leads internal and external communications strategies across the enterprise. Her work spans across messaging, issues management, media relations, social media, and employee communications. As Muck Rack’s first-ever communications hire, Linda brought extensive experience from The New York Times, where she spent 10 years in various communications roles. She was named a “Woman to Watch” by PRWeek in 2024 and recognized for her leadership in Ragan Communications’ 2023 Top Women in PR list.

Five things you’ll learn from this episode:

1. The current state of work-life balance in journalism

2. Key stressors impacting media professionals today

3. How PR professionals can improve relationships with journalists

4. The evolving landscape of newsroom workflows

5. Strategies to support journalists’ well-being and efficiency

Quotables

"The media industry has changed dramatically, and work-life balance is a bigger challenge than ever." — @LindaZebian

"Journalists are under immense pressure. PR pros can help by being mindful of their time and needs." — @LindaZebian

"The relationship between PR and journalists should be built on trust, efficiency, and respect." — @JasonMudd9

"Empathy in media relations goes a long way. Understanding journalists' workload can improve PR success." — @LindaZebian

"Being strategic and concise in your pitches will make journalists more receptive to your stories." — @JasonMudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend, buy us a coffee, or leave us a quick podcast review.

About Linda Zebian

Linda Zebian is the senior director of communications at Muck Rack, where she leads internal and external communications strategy, including messaging, issues management, media relations, social media, and employee communications. She joined Muck Rack in January 2022 as its first-ever director of communications, bringing a wealth of experience in media and corporate communications.

Before working at Muck Rack, Linda spent a decade at The New York Times, where she held various communications roles supporting growth, product, and technology teams. She played a key role in reinforcing the company’s innovation and financial success, driving subscription growth, and strengthening brand affinity. Prior to that, she worked at Consumers Union, managing media relations for Consumer Reports. She began her career as a reporter at Folio before transitioning into conference programming for Red 7 Media.

Linda was named a “Woman to Watch” by PRWeek in 2024 and a “Top Woman in PR for Leadership” by Ragan Communications in 2023. She frequently giv

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, Brooke Kruger joins On Top of PR host Jason Mudd to discuss the latest hiring trends in PR and communications, the importance of networking, and strategies for standing out in today’s competitive job market. Whether you’re a job seeker or a hiring manager, Brooke shares expert insights to help you navigate the evolving landscape of talent acquisition.

Tune in to learn more!

Our Guest:

Our episode guest is Brooke Kruger, a seasoned executive recruiter and founder of KC Partners. She has over 20 years of experience helping companies build high-performing leadership teams. Her expertise extends into the PR and communications world, where she has successfully placed top talent in roles that shape brand narratives and corporate messaging. With a keen understanding of industry trends, she connects organizations with strategic communicators who drive engagement and reputation management.

Five things you’ll learn from this episode:

1. The latest trends in PR and communications hiring

2. Why networking is essential for job seekers and hiring managers

3. How to stand out in today’s competitive job market

4. The best strategies for companies to attract top talent

5. Common hiring mistakes and how to avoid them

Quotables

— "Networking is critical in today’s job market for both candidates and hiring managers." — Brooke Kruger
— "Hiring managers have the upper hand right now, so they need to be strategic in selecting top talent." — Brooke Kruger
— "Candidates should optimize their LinkedIn presence — hiring decisions start there." — @JasonMudd9
— "Transparency in the hiring process leads to better experiences for both candidates and employers." — Brooke Kruger
— "A well-structured hiring process ensures you make the right talent decisions for long-term success." — @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.

About Brooke Kruger

Brooke Kruger, a seasoned executive recruiter and founder of KC Partners, has over 20 years of experience helping companies build high-performing leadership teams. Her expertise extends into the PR and communications world, where she has successfully placed top talent in roles that shape brand narratives and corporate messaging. With a keen understanding of industry trends, she connects organizations with strategic communicators who drive engagement and reputation management.

Guest’s contact info and resources:

Brooke Kruger on LinkedIn: https://www.linkedin.com/in/brookechilenkruger

KC Partners website: https://kc-partners.com/

Our On Top of PR sponsors:

Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine

Presenting sponsor:

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 a text

In this episode, Mark Riggs joins On Top of PR host Jason Mudd to discuss how brands can build stronger relationships with their PR agencies, set clear expectations, and maximize their agency partnerships

Tune in to learn more!

Our Guest:

Our episode guest is Mark Riggs, CEO and lead strategist at Pemberton, a consultancy helping PR and marketing agencies achieve organic growth. With over 20 years of experience, Mark has worked with top brands like Allstate, Honda, Ford, and Coca-Cola to create award-winning consumer programs. His expertise in client-agency relationships offers valuable takeaways for brands and agencies.

Five things you’ll learn from this episode:

1. Why unspoken expectations can hinder agency-client relationships

2. How agencies and clients can align their goals for better results

3. The importance of defining measurable success metrics

4. How agencies can push back when clients demand work beyond the scope

5. The best way for brands to collaborate with their agencies for long-term success

Quotables

- "Unexpressed expectations lead to frustration. Transparency is key." — Mark Riggs
- "Agencies should be treated as strategic partners, not just vendors." — @JasonMudd9
- "Define your success metrics from day one to ensure alignment." — Mark Riggs
- "PR is more than just media coverage; it's strategic communication." — @JasonMudd9
- "If you're hiring an agency, give them the data they need to measure success." — Mark Riggs

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.

About Mark Riggs

Mark Riggs is the CEO and lead strategist of Pemberton, a management consultancy helping PR and marketing agencies achieve organic growth. With over two decades of experience, Mark has led successful campaigns for major brands and specializes in guiding agencies toward better client relationships and business strategies. His deep industry knowledge makes him a sought-after consultant and speaker.

Guest’s contact info and resources:

Mark Riggs on LinkedIn: Mark Riggs on LinkedIn

Pemberton website: Pemberton Worldwide

Our On Top of PR sponsors:

Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine

Presenting sponsor: ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews

Coffee sponsor: Fans like you fuel our efforts through buy me a coffee.

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 a text

In this solocast episode, On Top of PR host Jason Mudd discusses how the top 20 mistakes companies make with social media and how to fix them

Tune in to learn more!

Five things you’ll learn from this episode:

1. How to properly resource your social media department

2. The importance of platform-specific content optimization

3. How to effectively incorporate user-generated content and employee advocacy

4. Why social media crisis planning is crucial

5. The value of consistency in social media schedules and audits

Quotables

"Social media has become its own little marketing department because of all the resources that you really have to put into it." — @JasonMudd9

"If you're not responding to comments and messages, your audience will move on to your competition." — @JasonMudd9

"Social media moves fast. If your reply takes days, your audience has already moved on." — @JasonMudd9

"A sporadic posting schedule makes your brand forgettable." — @JasonMudd9

"Have a crisis readiness response plan in place and ready to go." — @JasonMudd9

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

About Jason Mudd, Axia PR

Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon.

Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more.

In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face help his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets.

Guest’s contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

Axia Public Relations

1:1 consultations and training 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 a text

In this episode, Nicole Scarbrough joins host Jason Mudd to discuss data analytics for social media growth

Tune in to learn more!

Our guest:

Our episode guest is Nicole Scarbrough, a social media analyst at Dun & Bradstreet, a leading global provider of business decisioning data and analytics. Nicole produces and manages organic social media content across platforms including LinkedIn, Instagram, Facebook, X, and TikTok. From writing copy and crafting impactful campaigns to reporting and graphic design, she continuously works to optimize content and processes.

Born and raised in Northeast Florida, Nicole attended the University of North Florida, graduating with a B.A. in political science and a B.S. in communication. When she’s not at the office or spending time with friends and family, Nicole is an avid distance runner, mountain biker, and gym goer. She also loves to take advantage of the plethora of scenic trails and parks in the area.

Five things you’ll learn from this episode:

1. How to leverage LinkedIn Lives with strategic partners to build organic reach

2. Strategies for managing social media platforms with distinct approaches

3. Best practices for implementing employee advocacy programs

4. How to balance data-driven content with people-focused storytelling across platforms

5. Essential tools and technologies for efficient social media management

Quotables

"LinkedIn Lives are a fantastic tool to grow your audience, and they really play off name recognition." — Nicole Scarbrough

"From channel to channel, we have different strategies. LinkedIn is going to be more business-focused." — Nicole Scarbrough

"I can't imagine not being in a role or a position with a company where you're not learning and getting opportunities to grow and do new things every day." — @JasonMudd9

If you enjoyed this episode, please take a moment to share it with a professional colleague or friend. You may also share your experience with others, buy us a coffee, or leave us a quick podcast review.

About Nicole Scarbrough

Nicole Scarbrough is a social media analyst at Dun & Bradstreet, a leading global provider of business decisioning data and analytics. Nicole produces and manages organic social media content across platforms including LinkedIn, Instagram, Facebook, X, and TikTok. From writing copy and crafting impactful campaigns to reporting and graphic design, she continuously works to optimize content and processes.

Guest’s contact info and resources:

Nicole Scarbrough on LinkedIn

Dun & Bradstreet

Sprout Social

Our On Top of PR sponsors:

Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine

Presenting sponsor:

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 a text

In this episode, Jennifer Radke joins On Top of PR host Jason Mudd to discuss the evolving landscape of social media marketing careers, professional certification benefits, and strategies for combating burnout in the industry. Tune in to learn more!

🤔 5 things you’ll learn during the full episode:

1. Social media marketing trends

2. The importance of analytics, content management, and keyword analysis

3. How certification can lead to career advancement

4. Strategies for communicating social media value to leadership

5. Ways to combat burnout and imposter syndrome

🎧 Episode Highlights

[00:00:09] Introduction to Jennifer Radke Jason: "Hello and welcome to On Top of PR. I'm your host, Jason Mudd with Axia Public Relations. Today I'm joined by our special guest, Jennifer Radke from the National Institute for Social Media and Online Marketing certified Professionals."

[00:04:20] Industry Trends and Challenges Jennifer: "One of the trends that we're seeing right now is unfortunate because it hasn't changed... social media marketing professionals are feeling a lack of respect for the work that they do."

[00:13:18] Certification Benefits Jennifer: "54% of those who were certified received a raise as a result of getting their certification, 56% received a promotion."

[00:27:11] Addressing Burnout in Social Media Jennifer: "Burnout is a real thing. So we are seeing and the data in the study has actually shown us that people are leaving the industry right now when we shouldn't be seeing that."

[00:31:26] Finding Community Support Jennifer: "Find a community, whether it be ours or something more in your space. That you can collaborate with, commiserate with and just share resources."

[00:33:28] Healthcare Social Media Example Jennifer: "If you think about that person on your social who's consistently yelling at people and or brands about what they didn't do right. Put that in the perspective of being the person answering that for a health care system in the middle of a global pandemic."

📚 Resources

• Listen to more episodes of the On Top of PR podcast.
• Find out more about Axia Public Relations.
• Jennifer Radke on LinkedIn
• Jennifer Radke on X
• National Institute for Social Media (NISM)
• Online Marketing Certified Professionals (OMCP)
• Get a free NISM eBook with code "ontopofpr"

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 a text

In this episode, Shel Holtz joins On Top of PR host Jason Mudd to discuss AI in corporate communications.

Tune in to learn more!


Our Guest:

Shel Holtz leads communications innovation at Webcor, a premier commercial construction firm. As Webcor’s senior director of communication, Holtz pioneers AI integration in corporate communications. He brings over two decades of Fortune 400 experience and strategic communication expertise to help organizations navigate digital transformation.

Five things you’ll learn from this episode:

1. Strategic AI implementation in PR workflows

2. Advanced prompting techniques for superior AI-generated content

3. Cutting-edge AI platforms for diverse media creation, from visuals to audio

4. Essential guidelines for ethical AI use in communications

5. Career advancement strategies in an AI-enhanced PR landscape

Quotables

"AI is transforming PR fundamentally. It's not about uniform implementation but personalized workflows that enhance strategic thinking." — @ShelHoltz

"The future belongs to communicators who leverage AI for enhanced productivity while maintaining human creativity." — @ShelHoltz

"Strategic AI disclosure builds trust. Be transparent when AI use could influence audience perception." — @ShelHoltz

"AI liberates PR professionals from routine tasks, enabling focus on high-value strategic planning." — @ShelHoltz

"Success in modern PR requires mastering AI as a strategic tool, not fearing it as a replacement." — @ShelHoltz

"Effective AI implementation requires understanding both technology capabilities and human communication needs." — @ShelHoltz

"Tomorrow's PR leaders will be those who strategically combine AI efficiency with human insight." — @ShelHoltz

"I'm definitely leading the charge of AI within my organization, showing examples and inspiring others instead of thinking the old way." — @JasonMudd9

"We can produce more volume than before at a greater quality using AI. That's what makes us more valuable to our clients." — @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:

LinkedIn: Shel Holtz

Website: holtz.com

Twitter: @ShelHoltz

Additional resources from Axia Public Relations:

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

Find out more about Axia Public Relations.

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.