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On Top of PR with Jason Mudd

By: Jason Mudd Axia Public Relations
  • Summary

  • Jason Mudd is a professional public speaker, trusted adviser, and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, Jason has worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in 2002, ranked by Forbes as one of America’s Best PR Agencies. Jason is a certified PR Measurement Master, and clients love his commitment, candor, innovation, passion, and his award-winning team. Jason also writes about public relations best practices for 43 American City Business Journals across the U.S., public relations industry trade media, and other national business news outlets. He’s also the host of Axia’s podcast, On Top of PR. On Top of PR is a videocast to help corporate communications and marketing leaders leverage the power of PR to build a strong brand and great reputation. Every other Tuesday, we have a featured guest and discuss PR and marketing topics, tips, and trends. We want to help every active and aspiring PR professional stay on top of PR. Let us show you how to use the power of PR to build a strong brand and great reputation for your company to attract more leads and earn more customers.
    © 2023 Axia Public Relations
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Episodes
  • Lessons learned from navigating national crises with Linda Rutherford, Southwest Airlines
    Feb 26 2024

    In this episode, Linda Rutherford joins On Top of PR host Jason Mudd to discuss her take on current airline crises and go into depth about Southwest’s crisis communication plan and how they’ve managed their past crises.

    Guest:

    Linda Rutherford is the Chief Administration Officer for Dallas-based Southwest Airlines, the nation's largest airline in terms of domestic Customer boardings. Linda is known for creating and leading powerful teams that equip, empower, and engage the business to serve its people and customers.


    Five things you’ll learn from this episode:

    1. Linda’s take on current airline crises

    2. Southwest’s communications department and response plan

    3. How Southwest has responded to past crises

    4. How to manage the media and consumers’ perception of a crisis

    5. How to balance your message post-national crisis

    Quotables

    “Today, communications represent the pace of media. Before, it might’ve seemed a little slower and more leisurely, and today, I would also say that public relations represents a lot more responsibility for brand reputation and issues management.” - Linda Rutherford


    “Certainly, the role of journalists has changed significantly, much like our roles in communications have.” - Linda Rutherford


    “Obviously, first and foremost, it is the safety of our passengers and employees on the affected flight. It is what do we need to do to get them safely on the ground, and then what do we need to do to understand what happened so we can go about learning how we prevent it from happening in the future.” - Linda Rutherford


    “We like to say that we're in a deregulated environment, but we're regulated in the air and on the ground.” - Linda Rutherford


    “I also like to say that we operate, we fly the general public, and we operate in weather. So what could possibly go wrong daily? That's why you spend a lot of time preparing and understanding what your contingencies are.” - Linda Rutherford


    “My analogy is when Taylor Swift tickets went on sale, and Ticketmaster had a brownout, that's basically what happened.” - Linda Rutherford


    “We did have a union, which we were negotiating with at the time that was perpetuating the story by calling crew, scheduling technology, antiquated. So that storyline was out there, and a lot of media were picking that up.” - Linda Rutherford


    “There's a lot of demand to say everything at once, but we didn't necessarily have the credibility to say everything at once.” - Linda Rutherford


    “We did tell the whole story. We had our chief operating officer give congressional testimony before a Senate subcommittee and told the whole story like I'm telling you.” - Linda Rutherford


    “I tell people all the time that PR is about building up that equity so that when you have an issue, people already know that you're trustworthy and honorable and that you do the right thing.” - Jason Mudd


    “The first thing you need to do is respond to what's right in front of you, and then you can begin to build on the story as you go and as you learn more, admit mistakes, be honest, and then be very transparent about what you're doing to fix things.” - Linda Rutherford


    “Culture is not throwing a party or givin

    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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    46 mins
  • 3 Ways Franchisors Can Use PR to Grow Their Company with John Hewitt of Loyalty Brands PR
    Feb 12 2024

    In this episode, John Hewitt joins On Top of PR host Jason Mudd to discuss three ways franchisors can use PR to grow their company.

    Guest:

    John Hewitt is a renowned entrepreneur who has made a significant impact in the business world through his innovative ideas and strategic thinking. He is best known for his success in the tax preparation industry, having founded two of the largest tax preparation companies in the U.S.


    Five things you’ll learn from this episode:

    1.  How to use PR to build your credibility

    2.  How PR efforts can MAKE you money

    3.  The mindset needed to take advantage of PR opportunities

     4. Where to start when looking for PR opportunities

    5.  Why maintaining relationships with journalists is important

     

    Quotables

    “Part of what a leader has to do is have a somewhat rational goal and be able to sell that goal.” - John Hewitt

    “You need a rival to inspire people and show them the path that you’re on.” - Jason Mudd

    “PR creates that brand name, and it creates support from the local community.” - John Hewitt

    “We often call this newsjacking. That’s the term we use for when something’s happening in the news, and you twist it or position it to your benefit.” - Jason Mudd

    “If you get to start all over again and you don’t do it much better, then you’re an idiot.” - John Hewitt

    “Building relationships with people and not rushing into relationships but just building them slowly over time is important to public relations.” - Jason Mudd

    “I’ve gotten more comments when I’ve provided substantive commentary and expert, helpful advice when I’m quoted in the news.” - Jason Mudd

    “How can someone do business with you if they’ve never heard of you.” - Jason Mudd

    “Happy successful franchisees, that’s our mantra. If franchisees are happy and successful, you can’t stop growing by leaps and bounds. If they’re not, you can’t grow.” - John Hewitt

    “There’s nothing more fun than changing and improving lives.” - John Hewitt  


    If you enjoyed this episode, would you please share it with others and leave us a review?


    About John Hewitt

    John T. Hewitt is an American entrepreneur and founder of Jackson Hewitt, Liberty Tax Service, and Loyalty Brands. Together these companies account for approximately 10,000 tax preparation and business services franchises in the USA and Canada. In addition, Hewitt is a pioneer in the development and use of specialized tax-preparation software, which is now the industry’s standard practice.


    After leaving Jackson Hewitt in 1996, John decided to launch a new company that would be the vehicle for further marketing and brand development innovations, Liberty Tax Service. The new company initially focused its operations in Canada. Liberty Tax Service was launched there when Hewitt purchased a Canadian tax company on September 1, 1997. The new concern achieved a huge measure of success by opening more than 4,000 offices in North America by 2012 which made it the fastest-growing major tax-preparation company in history. Liberty Tax Service is best known for the costumed "wavers" dressed as the Statue of Liberty used in front of offices across the country. Hewitt left Liberty Tax Service in 2018 and founded Loyal

    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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    51 mins
  • Time is of the Essence Solocast with Jason Mudd of Axia Public Relations
    Jan 29 2024

    In this solocast, On Top of PR host Jason Mudd discusses why time is of the essence. Media relations require quick responses because reporters are typically on deadline; therefore, Jason goes into depth about how to be more timely and responsive to journalists’ inquires.

    Five things you’ll learn from this episode:

    1. Why time is of the essence for media relations
    2. How to be more timely and responsive to journalists 
    3. Why you should pad deadlines
    4. The definition of newsjacking
    5. What to do in 2024 for better media relations  

     

    Quotables

    • “In the news business, time is of the essence.” - Jason Mudd
    • “The news moves fast, and if your news is not hard, your news is not breaking news, and if it doesn't have one of the 10 elements of news, then you're not as likely to get news coverage.” - Jason Mudd
    • “Newsjacking is when you hear of a story trending in the news, and you have the ability to hook onto that news story or tie or place or insert yourself, your employer, or your expert into that trending story.” - Jason Mudd


    If you enjoyed this episode, would you please share it with others and leave us a review?


    About Jason Mudd

    On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies


    Resources 

    • Connect and learn more about Jason Mudd on LinkedIn.
    • Follow Jason Mudd on ‘X’.


    Additional Episode Resources

    • How to use newsjacking to support brand awareness and engagement
    • What is news? 10 elements of news and newsworthiness
    • What is earned media (coverage)?
    • The documented proven process for earned media coverage
    • 5 tips for responding to reporters’ media relations query tools


    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.


    Show more Show less
    21 mins

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