Digital Public Relations Myths & Musts for Earned Media Success

Earned media from PR complements paid and organic. These are the "musts" in digital public relations, as well as misconceptions that hinder PR success.

Episode 234: The Future of AI in Public Relations, With Parry Headrick and Chris Penn

This episode covers what you need to know about AI in public relations and marketing. Parry Headrick, founder of Crackle PR, talks about how his agency is adapting to the age of AI and working with experts like Chris Penn, co-founder and chief data scientist at Trust Insights. Parry and Chris explain how AI will be used to streamline data and coverage reporting, content creation and other lower-level tasks. Chris also gives two helpful lists of the different types of machine learning and what agencies must do to survive the shift to AI.

3:08 – Parry explains how he started his career as a journalist but decided to transition to PR after a story he wrote was sensationalized.

6:01 – Chris talks about how he started his career in IT, the evolution of technology in marketing, working at an agency and starting his own business.

10:07 – Parry talks about the role AI will play in PR including streamlining efficiencies, monitoring and content generation.

17:06 – Parry describes how his agency is adapting to AI, such as the shift in SEO.

23:10 – Chris shares how data analytics and PR should go together.

26:45 – Chris explains the three branches of machine learning.

37:50 – Chris lists the three things that agencies must do.

39:58 – Chris talks about what Trust Insights does for its clients.

42:15 – Chris describes the origin of his podcast, Marketing Over Coffee.


“I think ultimately, the biggest disruption is going to be how the largest agencies are billing and justifying the fees they get and I think at the smaller level it’s going to get a little easier to be more nimble because you haven’t pinned your hopes and dreams on a model that is antiquated in the age of AI.”– Parry Headrick, founder of Crackle PR

“Every person in your company who uses Microsoft Office will now have access to a language model and will be able to do things like make a 10-slide presentation out of this press release or tell me what’s important in this Excel spreadsheet. Tell me what the outcome was. And the models will do that instead. So it will dramatically shorten the time it takes people to do work and everyone is going to have to get good at this because it’s going to be built into Office, it’s already built into your search engines and it’s going to be appearing in pretty much every piece of software that’s complex to use.” – Chris Penn, co-founder and chief data scientist at Trust Insights


Marketing Over Coffee Podcast:



Listen to Chip Carey’s episode on The PR Maven® Podcast.

Listen to The PR Maven® Podcast episode featuring students from Northeastern University.

About the guests:    

Parry Headrick

Founder of Crackle PR, Parry Headrick is a 20+ year tech PR agency veteran, having grown some of the largest privately-held agencies in North America. Headrick has grown an audience of more than 60,000 across social media channels by discussing the good, the bad, and the ugly about the public relations industry.

Chris Penn

Christopher S. Penn is an authority on analytics, digital marketing, marketing technology, data science, and machine learning. A recognized thought leader, best-selling author, and internationally renowned keynote speaker, he has shaped five key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and artificial intelligence/machine learning in marketing. As co-founder and Chief Data Scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development.

Mr. Penn is a 2023, six-time IBM Champion in IBM Data and AI, a Brand24 Top 100 Digital Marketer, an Onalytica Top 100 AI in Marketing influencer, and co-host of the award-winning Marketing Over Coffee marketing podcast. Prior to co-founding Trust Insights, he built the marketing for a series of startups with a 100% successful exit rate in the financial services, SaaS software, and public relations industries. His work has served brands such as Twitter, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald’s, and many others.

Mr. Penn is an IBM Watson Machine Learning Certified Professional, a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and a Hubspot Inbound Certified Professional. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction, Marketing White Belt: Basics…

How to Create a Digital Public Relations Campaign

The Ultimate Guide to Earned Media Strategy and Measurement

When it comes to your PR strategy, earned media is essential for building stakeholder trust, growing your brand success and reinforcing the value of communications. From setting objectives early on, to developing an impactful content strategy, to measuring the KPI’s that matter, earned media and measurement will ultimately be the key to your PR success.

In this webinar, you’ll learn:

– How to set the right earned media objectives for your brand
– How to develop a thought leadership strategy that generates valuable content
– How to execute a comprehensive content distribution plan
– The technology and tools available to support your earned media and measurement objectives

What is Digital PR? (and How It Can Improve Your Ranking)

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Digital PR stands for Digital Press Relations. Learn how you can use it to promote your company and reach more customers.

Digital PR can be used by all types of business, from small local businesses (dentists, plumbers, etc) to large multi-national chains. It’s used to promote a company’s brand so that more people are aware of the products or services they offer, normally by promoting a recent story about the brand or something special or unique about them.

Digital PR is incredibly useful within digital marketing as it not only helps to increase brand awareness, it also contributes to other important areas like Search Engine Optimisation (SEO).

Press coverage usually comes with a link to the mentioned business, business owner, or business representative. As links are a large part of how SEO works, these links are crucial. When coverage gets wide attraction, the higher the number of links. The more (good quality) links a website has, the more likely it is to appear at the top of Google for important phrases potential customers may be typing.

Read more about Digital PR in our blog post:

Listen to the podcast episode with our Content Marketing Ninja, Sam

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