Episode 498 Adapting Public Relations for the Modern World with Ryan Gerding

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Apr 21, 2025

Ryan Gerding, CEO of Inc. Public Relations and a seasoned expert with over 22 years in PR, joins the discussion. He shares insights on the transformation of public relations from traditional media to storytelling in the digital age. Ryan highlights the importance of building genuine relationships with media, emphasizing a helpful approach over mere coverage chasing. Additionally, he discusses how AI can assist in PR tasks while noting its limitations in creativity, offering practical advice to enhance agency visibility and credibility in today’s media landscape.

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INSIGHT

PR Evolution and Core Truth

PR has evolved beyond media relations to include digital marketing, social media, and SEO.
Despite new platforms, the core need remains: people still want a truthful, relevant story.

INSIGHT

Challenge of Media Trust

Audiences struggle to discern unbiased information due to blurred lines between editorial and sponsored content.
Trusted earned media coverage is crucial for authentic credibility in PR.

ADVICE

Be Helpful to Reporters

Build relationships with reporters by being genuinely helpful, not just pitching stories.
Offer assistance on their current projects even if it doesn’t involve your client.

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Welcome to another insightful episode of Build a Better Agency! In this session, host Drew McLellan is joined by PR expert Ryan Gerding, CEO of Inc. Public Relations, to explore the evolving landscape of public relations and its crucial role in modern communication strategies.

Ryan brings over two decades of experience in the PR industry, offering a comprehensive look at how the traditional boundaries of PR have expanded far beyond media relations. Together, Drew and Ryan explore the shifting dynamics of the PR world and how agencies can leverage storytelling, media relationships, and new platforms to enhance their clients' visibility and credibility.

They dive into the art of building valuable relationships with media outlets and reporters, emphasizing the importance of being genuinely helpful rather than simply seeking coverage. Ryan also shares his take on the integration of AI in PR, its benefits in organizing thoughts, and its limitations when it comes to creativity—a conversation rich with practical advice for navigating today’s media landscape.

This episode is a must-listen for agency professionals eager to understand the nuanced strategies of modern PR. Discover how to turn potential challenges into opportunities by being a trusted resource and explore the ways PR can significantly boost your agency's success in these ever-changing times.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

- Navigating the modern PR landscape and its evolution from traditional media relations
- Building effective relationships through relevance and helpfulness
- The impact of AI on PR strategies and operations
- Understanding the value and implications of pay-to-play PR opportunities
- Preparing clients for successful media interviews with authentic conversations
- Enhancing agency-client collaboration through education and expectation management
- The importance of persistence in media outreach efforts