Inside the newsroom: Media relations advice from a former CNN producer

Managing communications and PR in the AI era with Brenda Duran

Send us Fan Mail [https://www.buzzsprout.com/593338/fan_mail/new] 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 [http://buymeacoff.ee/OnTopofPR] or by leaving us a quick podcast review [https://ratethispodcast.com/ontopofpr]. Guest’s contact info and resources: @bduran5 on Instagram [https://www.linkedin.com/in/brendaduran] Brenda Duran on LinkedIn [https://www.linkedin.com/in/brendaduran] Brenda Duran’s website [https://www.bduran.com/about] From newsroom to PR: Journalists making the switch [https://www.axiapr.com/blog/from-newsroom-to-pr-journalists-making-the-switch-on-top-of-pr] Transition from journalism to PR [https://www.axiapr.com/blog/podcast-episode-12-transition-from-journalism-to-pr-with-david-decamp] Additional Resources: AI in PR: Transforming communication strategies [https://www.axiapr.com/blog/ai-in-pr-transforming-communication-strategies] The emerging role of AI in public relations [https://www.axiapr.com/blog/the-emerging-role-of-ai-in-public-relations] How to speak with clarity and authority during a crisis [https://www.axiapr.com/blog/how-to-speak-with-clarity-and-authority-during-a-crisis] Axia’s AI visibility services [https://www.axiapr.com/services/ai-relations-generative-engine-optimization-service] Listen to more episodes of the On Top of PR with Jason Mudd podcast. [https://www.axiapr.com/podcast] Find out more about Axia Public Relations. [https://www.axiapr.com/] If you like this episode, you're going to love this: The best argument for PR? Surprisingly, it's AI [https://youtu.be/nEycvdGgr28?si=obrxQtM0idHEIyXX] When a crisis hits, say this or stay silent [https://youtu.be/Ia_GnST5PrE?si=kavpBI4BwPzN2MkJ] Effective crisis communications [https://youtu.be/YGPeeZDPk6U?si=877v6zEflQCyrwR6] Recorded: July, 2026 Support the show [https://www.buymeacoffee.com/OnTopofPR] * On Top of PR [http://www.ontopofpr.com] is produced by Axia Public Relations [http://www.axiapr.com], 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 [https://www.reviewmaxer.com/pages/on-top-of-pr], the platform for monitoring, improving, and promoting online customer reviews.

How public relations changes business outcomes

Send us Fan Mail [https://www.buzzsprout.com/593338/fan_mail/new] 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 [http://buymeacoff.ee/OnTopofPR] or by leaving us a quick podcast review [https://ratethispodcast.com/ontopofpr]. Contact info and resources: Jason Mudd on X [https://x.com/jasonmudd9] Jason Mudd on LinkedIn [https://www.linkedin.com/in/jasonmudd/] How the power of PR saved Twister [https://www.axiapr.com/blog/how-the-power-of-pr-saved-twister] PR Success Stories: From Struggling Startup to More Than $130 Million in Revenues [https://www.axiapr.com/blog/pr-success-stories-makers-mark-] PR Success Stories: Media Coverage for HeadBlade Creates $25,000 in Website Sales [https://www.axiapr.com/blog/pr-success-stories-media-coverage-for-headblad-creates-25000-in-website-sales] Axia Case Study Foundation Financial Group [https://www.axiapr.com/case-studies/axias-strong-pr-campaign-increases-foundation-financial-groups-reputation-exposure-and-revenue] Additional Resources: The power of PR [https://www.axiapr.com/power-of-pr] How do you measure PR? [https://www.axiapr.com/blog/how-do-you-measure-pr-a-guide-to-meaningful-metrics] 7 ways to build credibility using public relations [https://www.axiapr.com/blog/7-ways-to-build-credibility-using-public-relations] 5 ways PR can generate buzz for your business [https://www.axiapr.com/blog/5-ways-pr-can-generate-buzz-for-your-business] Listen to more episodes of the On Top of PR with Jason Mudd podcast [https://www.axiapr.com/podcast] Find out more about Axia Public Relations [https://www.axiapr.com/] If you like this episode, you're going to love this: 3 ways franchisors can use PR to grow their company with John Hewitt [https://youtu.be/DYYS4E8Dzbc?si=KgwitCcpGKz4zI4F] PR research with Mark Weiner [https://youtu.be/x1LfsnEAO34?si=qelssShiRQalbdGk] Recorded: June 15, 2026 Support the show [https://www.buymeacoffee.com/OnTopofPR] * On Top of PR [http://www.ontopofpr.com] is produced by Axia Public Relations [http://www.axiapr.com], 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 [https://www.reviewmaxer.com/pages/on-top-of-pr], the platform for monitoring, improving, and promoting online customer reviews.

How trusted strategic advisors influence leaders

Send us Fan Mail [https://www.buzzsprout.com/593338/fan_mail/new] 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 [http://buymeacoff.ee/OnTopofPR] or by leaving us a quick podcast review [https://ratethispodcast.com/ontopofpr]. Guest’s contact info and resources: James Lukaszewski on LinkedIn [https://www.linkedin.com/in/jameslukaszewski/] James E. Lukaszewski on YouTube [https://www.youtube.com/c/JamesELukaszewski] E911 website [https://www.e911.com/] Crisisguru.ai [http://crisisguru.ai] Pre-order the “Influencing Leaders” book [https://www.amazon.com/Influencing-Leaders-James-Lukaszewski/dp/1394432283] 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 [https://www.linkedin.com/in/jameslukaszewski/]. Subscribe to Jim’s newsletter [https://e911.us9.list-manage.com/subscribe?u=d4ce718be5a0a9da6543e3eb3&id=bbd10e130b]. 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 [https://www.axiapr.com/blog/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 [https://www.axiapr.com/blog/leadership-in-corporate-communications] Axia’s crisis PR service [https://www.axiapr.com/services/crisis-communications-management-service] Listen to more episodes of the On Top of PR with Jason Mudd podcast. [https://www.axiapr.com/podcast] Find out more about Axia Public Relations. [https://www.axiapr.com/] If you like this episode, you're going to love this: How to be a trusted adviser with Del Galloway [https://youtu.be/yXwwgwof4ME?si=8woVo6Ufe64pMSem] When a crisis hits, say this or stay silent [https://youtu.be/Ia_GnST5PrE?si=QeAUauPtVpAEBPBJ] Recorded: July, 2026 Support the show [https://www.buymeacoffee.com/OnTopofPR] * On Top of PR [http://www.ontopofpr.com] is produced by Axia Public Relations [http://www.axiapr.com], 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 [https://www.reviewmaxer.com/pages/on-top-of-pr], the platform for monitoring, improving, and promoting online customer reviews.

Why PR is the last budget line you should cut (and what happens if you do)

Send us Fan Mail [https://www.buzzsprout.com/593338/fan_mail/new] 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 [http://buymeacoff.ee/OnTopofPR] or by leaving us a quick podcast review [https://ratethispodcast.com/ontopofpr]. Guest’s contact info and resources: * Heidi Howell on LinkedIn [https://www.linkedin.com/in/heidilhowell/] * How PR influences recruiting, retention, and workforce quality [https://youtu.be/yYdhfu4C3sU?si=Qhg_Mw6riu3e8gBd] * ratethispodcast.com/ontopofpr [http://ratethispodcast.com/ontopofpr] Additional Resources: * Reputation management for AI search: Monitoring and response framework [https://www.axiapr.com/blog/reputation-management-for-ai-search] * Warning signs your online reputation management is failing [https://www.axiapr.com/blog/signs-online-reputation-management-is-failing] * Axia’s reputation management service [https://www.axiapr.com/services/online-reputation-management-service] * Listen to more episodes of the On Top of PR with Jason Mudd podcast. [https://www.axiapr.com/podcast] * Find out more about Axia Public Relations. [https://www.axiapr.com/] If you like this episode, you're going to love this: * Job search and hiring tips with Nicole Balsam [https://youtu.be/WjIsaO1srFk?si=CuWoUKWNs_hB9av9] * Navigating PR and communications hiring with Brooke Kruger [https://youtu.be/drtwBoSBAZQ?si=D2ltguOopOxD8_bJ] Support the show [https://www.buymeacoffee.com/OnTopofPR] * On Top of PR [http://www.ontopofpr.com] is produced by Axia Public Relations [http://www.axiapr.com], 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 [https://www.reviewmaxer.com/pages/on-top-of-pr], the platform for monitoring, improving, and promoting online customer reviews.

Inside the newsroom: Media relations advice from a former CNN producer

Send us Fan Mail [https://www.buzzsprout.com/593338/fan_mail/new] 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 [http://buymeacoff.ee/OnTopofPR] or by leaving us a quick podcast review [https://ratethispodcast.com/ontopofpr]. Guest’s contact info and resources: Tiffany Anthony on LinkedIn [https://www.linkedin.com/in/tiffany-anthony-19a36014/] Tiffany Anthony on Muck Rack [https://muckrack.com/tiffany-anthony] Tiffany Anthony’s website [https://tiffanyanthony25.wixsite.com/producertiffany] From newsroom to PR: How journalists can successfully make the switch [https://youtu.be/1cqvqs8rHmk?si=SO1jZV_NcHkV6UqH] Additional Resources: What strong media relations actually look like [https://www.axiapr.com/blog/what-strong-media-relations-actually-look] The best and worst media relations efforts from public relations professionals [https://www.axiapr.com/blog/best-and-worst-observations-of-media-relations] The 4 R’s of media relations: Responsive, resourceful, rapid, and respect [https://www.axiapr.com/blog/the-4-rs-of-media-relations-responsive-resourceful-rapid-and-respect] Listen to more episodes of the On Top of PR with Jason Mudd podcast. [https://www.axiapr.com/podcast] Find out more about Axia Public Relations. [https://www.axiapr.com/] If you like this episode, you're going to love this: Advanced AI media relations strategies for public relations [https://youtu.be/2OtBcxp8pYI?si=QTGG2uP-A-6fcs3i] How to improve your media pitches with Jason Mudd of Axia Public Relations [https://youtu.be/OPDFPQY4Ido?si=lMu35qC9aZ5Y7WpH] Media relations best practices with Axia [https://youtu.be/sWyBu0PXetE?si=YUM_bZobDmH5qdL9] Support the show [https://www.buymeacoffee.com/OnTopofPR] * On Top of PR [http://www.ontopofpr.com] is produced by Axia Public Relations [http://www.axiapr.com], 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 [https://www.reviewmaxer.com/pages/on-top-of-pr], the platform for monitoring, improving, and promoting online customer reviews.