Krista Thomas

Authenticity is key for senior executives to be influential on LinkedIn, but not every leader finds it easy to engage genuinely. 🔸In episode 342 of our For Immediate Release podcast, Shel Holtz, SCMP, and I explore how communicators can help executives craft authentic online personas and build influence and trust, focused on LinkedIn, with practical examples. I also dive into this topic in a new blog post published today, arguing that authenticity opens the door to success. Communicators must guide leaders who struggle with authenticity, identifying formats or mediums that play to their strengths. Take a read and listen to our discussion ⬇️ #Authenticity #Communication #LinkedIn #FIRPodcast https://lnkd.in/eMu9D48j

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The October monthly episode of our For Immediate Release podcast explores critical communication trends. Shel Holtz, SCMP, and I discuss six compelling topics, including Reddit's potential for crisis comms, the state of blogging in 2024, ethical concerns in celebrity news coverage, workplace connection challenges, and AI's impact across industries. In a blog post, I've set out some key takeaways that present opportunities for communicators, including leveraging Reddit for stakeholder engagement and preparing to guide organisations through AI adoption. Read more and listen now for valuable perspectives and insights on navigating today's complex communication landscape. https://lnkd.in/e5_CcMR2

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As our world gets more fraught and complex, audiences are increasingly choosing news sources which are more visual, reports are more watched, less read, with YouTube continuing its rise. The implications of this trend for deep understanding of difficult issues is worth pondering. More people are concerned about how to grapple with the rising torrent of fake news, and many having doubts about how AI might be deployed by newsrooms. Edelman has partnered with the Reuters Institute for this annual report as we are all in the business of communicating and good, credible and trusted information is critical to everyone in that process

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I keep seeing PR agencies make the mistake of hiring prompt engineers with no experience actually doing PR work. Whyyy? 1) Prompt engineers are no longer relevant - LLMs can write their own prompts better than any human can. 2) Unless you deeply understand the use-case, what is the point of someone who knows how to prompt AI to get a broad range of results. It's AI + a narrow focus that delivers value not AI + general use case humans. 3) Just hire smart, capable, problem solvers that are also PR consultants.

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Pro PR Tip 💡 Build media connections and relationships before you need them. Disinformation is a growing problem and having reporters who already are on your side and know what you stand for is the best way to combat the Internet trolls - which seem to be everywhere (even in places you'd expect to be credible). It's much harder to get your commentary placed in the midst of disinformation if they've never heard of you before -- but if they've covered you before and trust you, they'll continue to trust you. Because while you can't totally avoid the dark side of the Internet - repeating your values publicly, prioritizing a positive message and stacking reporters who champion your work will always help you come out on top. 🔥 P.S. If you'd like more easy and actionable PR advice that is designed to help you get more media coverage right now (and just in time for the biggest PR season of the year!) make sure to subscribe to our monthly newsletter Fintech & Friends. #pr #pragency #publicrelations #startups #fintech #media

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🎙️ New FIR Podcast Episode 430 🎙️ In this long-form episode for September, Shel Holtz, SCMP, and I dive into the evolving landscape of marketing and communication, highlighting how AI tools like NotebookLM are reshaping content creation, and the rise of corporate influencers. We explore meme marketing's growing impact, influencer-driven political campaigns, and why authenticity and transparency are more important than ever for brand trust. Key takeaways include: 🔹 NotebookLM’s revolutionary approach to AI-generated conversations 🔹 The power of corporate influencers for connecting with Gen Z 🔹 Meme marketing as a strategy to engage younger consumers 🔹 The ongoing importance of chat podcasts and human interaction in an AI-driven world In his Tech Report, Dan York shares the latest news on Substack's evolution, the spiralling kerfuffle between WordPress and WP Engine, and the launch of the Social Web Foundation. 🎧 Tune in to discover insights that can help you stay ahead in this rapidly changing field ⬇️ #Marketing #GenZ #AI #NotebookLM #MemeMarketing #Podcast https://lnkd.in/ePVyDgMb

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On Saturday, Elon Musk told his followers on X, “You are the media now.” Media democratization isn’t new, but it is accelerating. Check out this new piece from Weber Shandwick's Brad Burke offering fresh insights on the implications for businesses and brands. Highlights include: The 'media network effect:' The 'media network effect' means that everyone—from legacy media outlets to meme accounts—has the potential to shape public narratives. Insufficient strategies: Traditional media strategies are no longer sufficient. Media diets are increasingly personalized. Engaging with influential creators and communities has become even more essential. AI’s role in media: AI is transforming how news spreads. The future media ecosystem will be defined by machine-readable information. Companies must optimize their content to inform AI models before audiences even search, marking an 'owned media renaissance.' Profitable polarization: Polarization is not only politically effective but also profitable. Objectivity is less lucrative than algorithms that reaffirm biases. Advancing narrative intelligence: Deeper narrative intelligence has become essential, and AI can help test a broader range of messages and predict how stakeholders might respond. Check it out here: https://bit.ly/3CAv2KG. Would love to know what you think.

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Beware the AI bear trap that turns thought leadership into thought laggardship. Don't get me wrong: AI is a transformational technology, but it's not a silver bullet. In this piece for our Edelman website, I'm looking at the AI pitfalls that companies must avoid. https://lnkd.in/e377u73i #thoughtleadership #ai #artificialintelligence #content #goodwriting

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Comms Pros know - more than most - words matter. But sometimes, we use language that undermines our value. In-house stakeholders aren’t “clients.”  → We’re shoulder-to-shoulder partners. P&L centers shouldn't be called “The Business.”  → We're part of the business, not a subordinate function. Reinforcing an "us'" and "them" mindset is a disservice: It positions us as a less strategic function and makes us less effective. Ultimately, our job is to protect & promote brands and reputations. - Our roles are critical. - Our opinions are essential  - Our voices / expertise truly matter. We're Strategic Partners, not Service Providers.

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Good article on the value of original quality content and risks of GenAI’s generics & distortions today when AI volume is everywhere online. The image simulation is cool example!

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In today's data-rich environment, PR practitioners who embrace data-driven decision-making are gaining a significant edge in developing more effective, targeted and measurable campaigns -- H Patel, FINN Partners https://odwpr.us/3zBzyYe

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Just a few threats to a CMO's success: 🔹 Unclear GTM strategy or motion 🔹 'Silver bullet expectations' of marketing 🔹 'New day/new strategy' situations 🔹 Under-hiring for the stage 🔹 Over-hiring for the stage Thankfully, there's a model for countering those threats and building CEO/CMO alignment *before* Day 1. It was great to talk with James Lamberti from Georgian about this approach. If you're a CEO or investor hiring a CMO -- or a CMO looking to define your 'ideal CEO profile' -- you will find this conversation valuable. https://lnkd.in/eda2dBYq

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Join our experts as they dive into PR Newswire's groundbreaking AI innovations. We'll explore: ✨ How AI is revolutionizing #PR & comms ✨ Our unique solution that leverages historical data to offer press release insights ✨ Findings from our State of the Press Release Report on how PR pros are embracing #AI Save your spot now and join us as we drive the AI conversation forward!

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Check out my thoughts on agency Rolodexes, diversity in the industry, underdog agencies, AI, and more in this Q&A with AdForum.

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🚨 Beware *shiny object* syndrome in media relations. In tech PR, we *always* celebrate a big client “hit” in TechCrunch. 🕺 Ditto coverage in powerhouses like the WSJ & NYT & HBR. That never fails to thrill! 🤩 But the truth is, the media relations game usually *isn’t won or lost* with these heavy hitters. It’s not. These big hits are spikes 📈 They’re peaks in the PR pro’s never-ending quest to *eliminate valleys* from a media relations program. I won’t bullshit you: Coverage in these top outlets are both precious & rare — and that’s why they’re so highly coveted. 🌟 But in between these spikes in huge coverage wins is the *aggregate* body of work of media relations. This is where the true PR pros earn their stripes without much fanfare. You know, the unsexy stuff. I’m talking about *grinding it out* for clients in: *Trade publications *Contributed articles *Podcast appearances *Newsletters & Slack channels *Across a variety of social channels like LinkedIn They say slow and steady wins the race. 🐢 I disagree. Fast and steady wins the race in tech PR. 🐇 So yes, celebrate the huge wins. For sure. But never look down your nose at the day-to-day victories that power a consistently productive program. This is the way ✊ #publicrelations #mediarelations

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Sharing a few words today about the use of embargoes in PR. First, let me say that if you're using the embargo tactic to try to get more reporters to read your pitch—without any real value to them—don't. Embargoes are only effective in 𝐜𝐞𝐫𝐭𝐚𝐢𝐧 situations - and even then, they should be used sparingly. Slapping the word "embargo" on your press release doesn't do _anything_. 😕 The reporter must first AGREE to honor the embargo. And in most cases, using one just doesn't make sense. After talking with reporters, the takeaway is that it may be OK to use an embargo IF: 1. You have a story worth embargoing 2. You have an existing relationship with the journalist built on trust To back up a bit, 𝐰𝐡𝐚𝐭'𝐬 𝐚𝐧 𝐞𝐦𝐛𝐚𝐫𝐠𝐨? When public relations practitioners pitch news to journalists using an embargo, they’re sharing information (many times in the form of a press release) before the announcement date. An embargo gives reporters time to write the piece and have it ready the moment the news is publicly announced. It’s offered under the notion that reporters won’t publish the story until the stated date. But - unless the news is earth-shattering, an embargo isn't warranted. And - reporters often won't honor them, even if asked, because they've been burned in the past when they held a story - and a competitor didn't. In other words, is your story worth asking a reporter to honor an embargo? For most companies in most cases, the answer is no. #mediarelations #PRTips #publicrelations

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SafeGuard Privacy co-founder and CEO Richy Glassberg punctuates the end of Advertising Week with a blunt yet sage op-ed in AdExchanger. Read more about why he thinks CTV Advertising Sucks and what to do about it. Link to full article: https://lnkd.in/g88HH4mA #Adtech #Standards #CTV #TVAdvertising #AdvertisingROI

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My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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