Build a Better Agency Podcast
Episode 498 Adapting Public Relations for the Modern World with Ryan Gerding
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.
42:28
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Quick takeaways
- The modern PR landscape has evolved beyond traditional media relations to include digital marketing and compelling storytelling as essential components for success.
- Building genuine relationships with reporters requires a strategic approach grounded in understanding their needs and offering assistance without expecting immediate favors in return.
Deep dives
The Evolving Landscape of Public Relations
Public relations (PR) has undergone a significant transformation, expanding from traditional media relations to encompass a wide array of services including digital marketing, social media, and content creation. As the media landscape shifts, agencies must adapt to the changing expectations of clients who seek various forms of PR support. Despite these changes, one fundamental truth remains: the demand for compelling storytelling endures. Clients must remember that the essence of PR is to create authentic narratives that resonate with audiences, rather than relying solely on superficial spin.
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