Why Avoiding PR Disasters Starts With Respecting Reporters

Smart or stupid? Hilarious or heinous? The President of the United States has once again separated our country into two camps when he called a reporter “Piggy.” Why the insult? Because he didn’t like her questions and wanted to silence her. Beyond the unnecessary shaming of a fellow human, which is the root of the issue, let’s take a look at why his name-calling falls into the stupid-move PR hall of fame and why avoiding PR disasters should always come first.

The Cost of Losing Your Cool

Now, some thought it was hilarious. A deserved comeuppance. How many times has a spokesperson been angered by a reporter’s questions and wanted to lash out? Many, many, many times. But trust me, as a professional media training program leader and crisis manager, the price you pay is simply not worth it. Here is why:

You Look Dodgy

When you deflect a question by spouting off to a reporter, you look like you are evading the subject and have something to hide. According to Harvard Business Review, leaders who respond thoughtfully under pressure maintain credibility and control over the narrative.

You Undermine Your Leadership Power

You look like a bully and a petulant child and you lose credibility with a large part of your audience. Even if you argue that members of Trump’s MAGA base loved it, elections are too close these days to erode other votes.

You Derail Your Message

The worst PR consequence of the incident is that the hours, airtime and ink spent telling the world Trump was nasty to a reporter could have been spent on a proactive, strategic message. Staying focused on message discipline is essential for avoiding PR disasters. Forbes notes that controlling your messaging during a crisis is crucial to protecting reputation.

History Repeats Itself

Bobby Knight Example

Lashing out at reporters is not a new faux pas. Another classic example comes from an ESPN interview with former Indiana Head Coach Bobby Knight after he was fired when a video emerged showing him grabbing a player. During the lengthy interview with Jeremy Schaap, Knight became frustrated with the provocative questions and told Schaap, “You have a long way to go to be as good as your dad, you better keep that in mind.”

The moment Knight said that, he derailed his message and validated the firing. Before he lost his cool, his message was positive. He had been talking about how proud he was of the program and how proud he was of the kids they turned out. Instead of staying composed and steering the topic back, he let the reporter control the narrative. This was the opposite of avoiding PR disasters. According to Pew Research, a respectful media environment helps maintain public trust in both reporters and leaders.

When I use that clip during interactive media trainings, participants’ reactions are often divided. Some see Knight as the petulant child, but others point out that he was known for his volatile leadership style, which appealed to some. True. But I challenge organizational and political leaders to decide what kind of leader they want to be and what kind of legacy they want to leave behind.

Katie Porter Example

A more modern example comes from California 2026 gubernatorial candidate Katie Porter, who was rude and condescending to a reporter giving all candidates identical interviews. Porter became combative and walked out of the interview, announcing, “I am calling it.” Her behavior prompted reporters to unearth other incidents of rudeness to staffers. Her behavior, like Trump’s and Knight’s, became the story. Reports say her support suffered as opponents questioned her ability to handle simple questions. That interview will remain part of her legacy.

A Leader’s Legacy is Shaped in Moments Like These

The same can be said about Trump. His pedestal is even higher than Knight’s and Porter’s. As president, he is expected to be dignified, honorable and composed. People want to see him confident and steady, not acting like a street fighter. His response to a simple question revealed far more about his leadership than the reporter ever intended. Respecting reporters is not only about courtesy. It is a critical part of avoiding PR disasters and maintaining a strong leadership legacy.

Ready to Strengthen Your Media Strategy?

If you want to prepare your leaders, spokespeople or organization to stay composed under pressure, protect your message and build a reputation that lasts, our award-winning PR agency is here to help. Our proprietary media training program equips leaders with the skills, confidence and message discipline needed to excel in any interview or high-stakes moment.

Explore our digital PR and communications services, learn about our internal communications solutions and read more PR insights and thought leadership.

Contact TrizCom PR today to learn how our proven media training and strategic communication services can help you avoid your next PR disaster and take control of the narrative.

Everyone has a story to tell. Let TrizCom PR tell yours.  

About the author
Karen Carrera

Karen Carrera APR is a 40-under-40 award recipient recognized in 2003. With more than 20 years of experience, she advises senior executives on strategic communications brand positioning and reputation management across healthcare construction and design education energy finance insurance government and utilities. Her ability to work across diverse industries has made her a trusted counselor to executive leadership teams navigating complex communications challenges.

She has media trained hundreds of corporate spokespeople on how to handle media interviews and deliver strong industry presentations. Karen’s approach helps executives share their stories with confidence while staying focused on key business messages that support long-term organizational goals.

Throughout her career Karen has developed and executed integrated communications campaigns that build visibility strengthen brands and generate measurable business results. She has led initiatives such as Anheuser Busch’s We all Make a Difference campaign hospital brand evolutions the launch of new healthcare institutes and clinics and national branding for an architectural design firm. Her programs reflect a balance of research-driven planning creativity and practical business strategy.

Recently Karen led a comprehensive brand evolution for Medical City. She oversaw the development of a new brand identity and guided a full website overhaul. In just six months the redesigned reprogrammed and fully rewritten website launched with updated content that aligned with the organization’s evolving vision and services.

Karen holds the Accreditation in Public Relations credential which reflects her expertise in communications ethics and strategy. She is active in professional organizations and is often called upon to mentor other public relations practitioners.

How To Be A Podcast Guest

Podcast guesting is more than a nice conversation. It is a focused way to earn links, citations and attention that show up in organic search and AI answers. When you prepare like a pro and give the host clean assets, your language lands in titles, show notes and transcripts. That is where discovery happens. Pair each interview with a simple landing page, an edited transcript and a short promotion plan. One appearance can fuel weeks of content and a steady stream of qualified visitors. Below are 14 Q&A that will help you prep, perform and turn each episode into measurable results.

How to be a good podcast guest?

Show up prepared, present and helpful. Know the audience, the host’s style and the show’s recent topics. Bring one sharp angle, one story and one resource that matches the theme. Answer the question asked, not the one you wish was asked. Speak in tight, complete thoughts so editors can pull clean clips. Avoid jargon. Share one stat with a source. Mention the URL once early and once near the end. Respect time. Wear headphones. Use a decent mic. Close with gratitude and a clear next step for listeners. Then follow through on promotion. Hosts remember guests who make their job easy and bring value to their audience.

How to prepare for a podcast interview as a guest?

Listen to two recent episodes. Note the pacing, question patterns and segment transitions. Draft three talking points, three example stories and three quotable lines under 120 characters. Write your short bio in 40 words and 90 words. Confirm the episode title options, links and preferred anchor text. Test your mic, camera and lighting. Silence notifications. Place a glass of water nearby. Keep a one-page cheat sheet with your framework, stat with source and the short URL you will say on air. Share your media kit with the host 48 hours ahead. Show up five minutes early. Take a breath. Smile. Think conversation, not monologue.

Do I have to travel for my guest podcast?

Almost never. Most guest interviews happen remotely over Riverside, SquadCast or Zoom. You need a quiet room, a USB mic, closed-back headphones and stable internet. If a show records in studio and invites you in person, weigh the upside. Studio quality can be higher and the relationship building is real. If travel is not practical, ask for a remote slot. Offer to ship your headshot and B-roll photo to support promotion. The goal is a clear recording and a useful conversation. You do not need a plane ticket to deliver that.

Are podcasts videotaped?

Many are. Audio-only is still common, but more shows capture video for YouTube and clips. Assume cameras are on unless told otherwise. Frame your shot at eye level. Use natural light or a simple ring light. Neutral background. No noisy patterns. Wear solid colors. Avoid clacking jewelry. Look at the camera when you deliver your key line. Ask the host if they plan vertical clips so you can center yourself in frame. Video gives you more assets to repurpose. Treat it like a bonus, not an obstacle.

How can I use my podcast appearance in other content?

Think building blocks. Post the edited transcript on your site with H2s and internal links. Write a recap blog with the three takeaways and two links to commercial pages. Cut a 30 to 60 second clip and a carousel for social. Add the episode to your Media Room with a short description and the show logo. Pull one quote into your About page or a sales deck. Drop the link in onboarding emails and nurture sequences. Pitch a related reporter with a data angle you discussed. Schedule reshares at 30, 60 and 90 days. One interview can fuel weeks of content if you plan it.

Does Google index podcasts?

Yes, through the pages around them. Google crawls show notes, transcripts and episode pages. It also sees your site if you publish an edited transcript and a recap. Make those pages clean and structured. Use descriptive titles, H2s that match real questions and links to a resource and a proof page. If the show publishes on YouTube, that video can rank for queries too. The audio itself is not the hero. The surrounding text is. Give Google and AI systems clear language, consistent names and fast pages. That is how your episode gets found after release week.

How can I make my story memorable?

Anchor it to a moment. A date, a client scene, a number that snaps attention. Use a simple framework to organize the lesson. Problem, choice, outcome. Keep details concrete. One quote from a customer beats five adjectives. Name the tension and how you resolved it. Share one mistake you will not repeat. End with a practical step listeners can take today. Then deliver your short URL that ties directly to the story. People remember specifics, not slogans. Give them a reason to retell your story in one sentence.

What is a podcast tour?

A podcast tour is a focused run of guest appearances across several shows in a set window, all tied to one message or launch. Think six to 12 interviews over six to eight weeks. You bring one angle, one resource and a promotion plan that repeats. The value is momentum. Repetition helps your message stick. Links and mentions stack. Search and AI panels see consistent language. Plan the tour like a mini campaign with targets, assets, a landing page and KPIs. It is not spraying and praying. It is a tight sequence with purpose.

How do I prepare the podcast host?

Send a tidy media kit 48 hours before recording. Include a 40 and 90 word bio, correct name and title with pronunciation, three title options under 60 characters, five show note bullets, one sourced stat, your three-step framework, headshot, horizontal image and two links with preferred anchor text. Add your short URL, social handles and promotion commitments. Confirm tech, date, time zone and release timing. Share any topics to avoid and a landmine list if needed. Ask if they want sample questions or timestamps. The easier you make it to copy and paste, the more your language lands on the page where it can be found.

Can you promote your podcast guest appearance?

Please do. Promotion helps the host and helps you. Day 0, post on LinkedIn and X with a quote from the host and tag the show. Day 2, share a 30 second clip with captions. Day 7, publish the recap blog and link it in comments. Add the episode to your Media page. Email your list with three takeaways and one CTA. Share the short URL in sales follow ups. If budget allows, put a small paid boost behind the best clip to your warm audience. Promotion is part of being a good guest. Say yes to it.

Should I leave a review after my podcast appearance?

If the show asks, yes. Keep it honest and short. Thank the host by name, note one specific thing you enjoyed and mention the audience you think will benefit. Do not pitch your product in the review. Share the episode link in your channels and tag the show. A thoughtful review, a social post and timely promotion build goodwill. Goodwill turns into future invites and referrals. In podcasting, relationships travel farther than hype.

How can a podcast help with my SEO?

Podcasts help when you treat each appearance like a content asset. Show notes on reputable sites link back to your pages, which can lift rankings. Publish an edited transcript on your site with clear H2s that match real questions. Add a short summary, one sourced stat and links to a resource page and a proof page. Create a focused landing page for listeners with one primary CTA and a brief FAQ. Interlink the transcript and recap blog to your services and case studies. Make pages fast on mobile and easy to scan. Schedule a few reshares over 30, 60 and 90 days. The result is simple. More quality links, more crawlable text and a steady stream of visitors who already care.

Will my podcast interview show up on AI search results?

It can, if the surrounding signals are clean. AI systems cite pages with clear entities, consistent names and readable structure. Ask the host to include your preferred name, title and links in the show notes. On your site, post a transcript with headings tied to real queries, plus a short summary. Keep product names and phrasing consistent across bios, notes and the landing page. If there is video on YouTube, add a solid description with the same language. These steps help models understand who you are and what you said. You will not control when you are cited, but you can raise the odds by making your content easy to parse and easy to trust.

What equipment do I need to be a podcast guest?

Here’s the simple kit that works:

• USB mic like Audio-Technica ATR2100x or Samson Q2U

• Closed-back headphones to prevent echo

• Stable internet ideally wired or sit close to the router

• Quiet room with soft surfaces to cut echo

• Webcam and light if video, eye-level camera and a small ring light

Quick setup tips:

• Put the mic four to six inches from your mouth, use a pop filter if you have one

• Turn off notifications and HVAC noise

• Keep water nearby and notes at eye level

• Share your short URL and bio with the host before you join

Clean audio, steady internet and a calm room beat fancy gear every time.

Make the momentum last

Treat every guest spot like a mini launch. Pick the right rooms, bring one clear angle and make it easy for the host to showcase your story. Publish fast, link smart and promote on a simple cadence. Do this on repeat and you build authority that shows up in blue links and AI summaries. If you want a plan that turns interviews into measurable results, TrizCom PR can help.

Everyone has a story. Let TrizCom PR tell yours!

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

Should You Still Blog When AI Answers Most Questions Today?

If AI answers everything, why blog?

AI and Google pull from what already exists. I’m going to repeat that, AI and Google pull from what already exists. If your expertise is not on the page, it is not in the results. A steady, useful blog does four jobs at once: earns search visibility, feeds AI overviews with clean facts, arms sales with links that answer real questions and gives reporters quotable lines they trust. Blogging is not a journal. It is a library of answers your customer needs.

When readers land on your site, they want clarity fast. Your blog is the place to explain key ideas, show proof and offer next steps in one visit. Done well, each post becomes an asset that works long after publish day.

“Blogging is not a journal. It is a library of answers your customer needs.”

This blog walks through the why, the how and the proof so you can decide with confidence.

What you will learn

• Why blogging still matters when AI answers quickly

• How to use user intent keywords to match what people actually want

• The signals AI and Google reward and how to bake them into every post

• A cadence plan you can keep without burning out

• Content formats that teach, compare, prove and convert

• Where AI can speed the work and where humans protect voice and facts

AI search vs search engines. Who is winning

AI-powered search tools like ChatGPT and Perplexity are gaining ground. People use them for quick answers, summaries and idea starters. Growth is real and conversational results feel efficient for narrow tasks. Even with that momentum, traditional search engines still carry most of the daily traffic. For broad discovery, shopping and research across many sources, Google and Bing remain the first stop for most users. The behavior shift is visible, but it has not replaced classic search.

What this means for content is simple. Plan for both patterns. Write posts that answer the core question in the first screen, then expand with steps, tables and FAQs that AI can cite cleanly. Keep facts up to date, name entities clearly and link to related guides, pricing and case studies. Use Article schema and add FAQ or How-Tos when they fit. This approach helps posts rank in search while making them easy for AI to reference accurately.

Net: it is not either or. Plan content that can rank in search and be cited cleanly by AI.

AI Search VS Organic Web Traffic Statistics

• Roughly 60% of Google searches now end with no click to a website (so-called zero-click results). Search Engine Land

• Zero-click share has risen year over year; one analysis shows increases across the U.S., EU and UK in 2025.  Search Engine Land

• For queries that trigger AI Overviews, the average CTR on the #1 organic result fell from 7.3% to 2.6% year over year, a ~65% relative drop in clicks to that top listing. Digital Content Next

• Consulting research estimates 15–25% reductions in organic site traffic attributable to zero-click/AI summary behavior across categories. Bain

• News publishers show the sharpest impact: some report traffic declines up to 40% since AI Overviews rolled out, with zero-click rates in news rising from 56% to 69%. (Impact varies by outlet; Google disputes parts of these studies.) New York Post

What is SEO and how can PR help?

SEO is the practice of making your site easy to find and trust in search results. It mixes clear content, technical basics like speed and mobile and links from reputable sites. PR strengthens SEO by earning credible mentions and backlinks from news outlets, trade media and quality blogs. Those links act like votes of confidence that lift rankings. PR also builds entity authority with consistent names for people, products and locations, which helps search engines connect your brand to key topics. Strong PR assets make better SEO pages too: quotable spokespeople, verified stats, case studies and images with alt text. Add article, FAQ or How-To schema, keep facts dated and link posts to service, pricing and case study pages. When PR and SEO plan topics together, you win both awareness and qualified traffic.

What is LLM and how can PR help?

A large language model is AI that predicts words to answer questions or create text. It relies on patterns learned from public content and favors recent, structured and trustworthy sources when citing. PR helps LLM visibility by publishing quality content worth citing. Think clear definitions, timelines, data tables and FAQs that answer in the first 150 words. Use consistent entity names, author bios, dates and linked sources. Mark up pages with article plus FAQ or How-To schema. Place quotable lines and short summaries that models can lift cleanly. Distribute those assets through earned media, partner sites and bylines to broaden trusted signals and links. Monitor common AI answers to your core queries, then fill gaps with new explainers, comparisons and case studies. In short, PR produces the credible source material LLMs look for and keeps it current.

The data that ends the debate

Neil Patel’s team compared 20 companies over 12 months. Ten kept publishing. Ten stopped. The gap was clear.

Two takeaways:

• Pausing a blog accelerates organic decline. Teams that stopped saw more than double the SEO (search engine optimization) drop.

• Consistent publishing correlates with large LLM gains and real revenue lift.

Why this happens:

• Fresh, structured, sourced articles send the signals search engines and AI systems use to rank, cite and recommend.

• When publishing stalls, those signals fade. Competitors fill the gap with newer, clearer content.

The lesson is simple. Keep publishing on a schedule, keep posts current and keep structure tight. Momentum compounds when your content stays fresh and useful.

Source: Neil Patel email, Oct 29, 2025.

Signals AI and Google reward

Search engines and AI tools reward content that feels recent, credible and easy to scan. Think of each post as a product. Label it, package it and make the value obvious from the first paragraph.

• Freshness: recent posts with clear dates, updated stats and current examples

• Structure: scannable headers, short paragraphs, pull quotes, lists and a TLDR box up top

• Authority: named author with credentials, sources linked, quotes from experts, first party data

• Entities: precise names for people, products, locations and definitions of key terms

• Schema: Article plus FAQ or How-To where it fits organization and person markup on your site

• Answers fast: state the answer in the first 150 words and expand below

• Internal links: point to related guides, pricing, case studies and service pages

• Media assets: original charts, images with alt text, short clips and downloadable checklists

• Consistency: a steady cadence that keeps signals flowing to search engines and AI systems

• Experience: fast load, mobile friendly, clean design, no intrusive pop-ups

“Think of each post as a product. Label it, package it and make the value obvious from the first paragraph.”

When you ship posts that check these boxes, you make it easier for readers to understand and easier for systems to surface your content. That is how rankings, citations and conversions move.

Write for your customer with user intent keywords

What are user intent keywords?

User intent keywords are the words and phrases people type or say that show what they want to do right now. They go beyond a topic and signal purpose: learn, compare, buy or navigate. Search engines exist to match that intent with the most relevant result.

Simple example:

If someone types Italian food, the results will likely feature restaurants. That query reads like a place or cuisine search. If the person types Italian recipes or how to make lasagna, the results shift to step-by-step guides and ingredient lists. Same subject, different intent.

How to write for your customer using user intent keywords?

Start with the words your customers use. Pull phrases from sales calls, support tickets, social comments and onsite search. Real language beats guesswork.

Group by intent:

• Informational: what is, how to, pros cons, cost to

• Comparative: vs, best for, alternative to

• Transactional: pricing, demo, near me, book

• Navigational: brand terms like login, case studies

• Local: service + city, neighborhoods, landmarks

Match format to intent:

• Informational -> explainers, checklists, FAQs, glossaries

• Comparative -> X vs Y tables, scorecards, decision guides

• Transactional -> pricing pages, ROI calculators, implementation timelines

• Local -> city pages with service details, maps, local testimonials

Build titles and H2s with intent modifiers:

• Pair the topic with a verb or outcome

  • Franchise PR pricing guide

  • Media training checklist for first TV interview

  • Integrated marketing examples for multi-location brands

Answer the next question:

• Add a summary at the top, a quick table and a short What’s next box

• Include three to five FAQs that mirror People Also Ask phrasing

On-page cues that reinforce intent:

• First paragraph answers the core task

• One table or list per post for skimming

• Internal links guide readers to the next stage in the journey

• Apply FAQ or How-To schema when it supports the page

Quick checklist:

• Who is this for and what are they trying to do

• Primary intent plus 2 or three modifiers

• One clear outcome promised in the title

• Answer visible without scrolling

• One data point, one example, one CTA that matches the intent

Writing to intent keeps posts useful and discoverable. It also helps sales and support point customers to the right answer without extra back and forth.

Cadence plan that teams can keep

A calendar you can keep beats a burst that burns out. Pick a tier that fits your team and protect it.

Pick a tier and protect it:

• Minimum viable: Two posts per month per service line

• Healthy growth: one post per week

• Aggressive: Two to three posts per week during launches or peak season

Use a 3:2:1 monthly mix:

• Three evergreen explainers that target informational intent

• Two timely POVs or newsjacks tied to current coverage

• One conversion story such as a case study, comparison or pricing guide

Lock a publishing day:

• Choose one weekday, publish at the same time and treat it like a standing meeting

Assign clear roles:

• Owner sets topics and briefs

• Writer drafts with sources and quotes

• Editor checks facts, voice, links and schema

• Publisher loads, optimizes and ships on time

Keep a two month runway:

• Maintain at least six ready to publish drafts

• Refresh one older post each month with new data, links and a short update note

Weekly rhythm:

• Mon plan and pull voice of customer notes

• Tue draft

• Wed edit and add assets

• Thu load CMS, internal links, schema

• Fri publish, distribute to email and social, log metrics

Consistency builds trust with readers and with search systems. Protect the cadence and the channel will start paying you back.

Content types that win across SEO and AI

Your blog works best when each post has a clear job. Mix formats that teach, compare, prove and guide. Use explainers to answer core questions, comparisons to help choices, case studies to show outcomes and checklists to drive action. This variety meets different intents, keeps readers engaged and gives search and AI systems clean signals to surface and cite.

Evergreen explainers

Define key terms, show steps, include a TLDR table and three to five FAQs.

Example: “Franchise PR explained” with a glossary and media list starter kit.

Decision guides and comparisons

Help readers choose with criteria, scorecards and pros and cons.

Example: “Media training agency vs DIY” with a cost and outcome table.

Pricing and timelines

Set expectations with ranges, factors and sample schedules.

Example: “How long does national TV take from pitch to air?” with a week-by-week plan.

Case studies with numbers

Lead with the outcome, then show the playbook and assets used.

Example: “How a regional launch earned 24 placements and three speaking invites.”

Questions hubs

Collect top customer and sales questions on one page, marked up with FAQ schema.

Example: “Crisis communications FAQ for franchise systems.”

Playbooks and checklists

Step-by-step, printable and linkable for journalists and partners.

Example: “First TV interview checklist” plus a one-page download.

Newsjacks and timely POVs

Add expert context to a breaking story with one chart and two quotes.

Example: “What the new local search update means for multi-location brands.”

Local intent pages

Blend service details with city-specific information, maps and local testimonials.

Example: “Media training in Dallas” with venue options and travel tips.

Original data and mini studies

Publish small, repeatable benchmarks or surveys.

Example: “Average response time from morning TV producers in Q1.”

How-to videos and short clips

Embed a 60 to 120-second walkthrough with captions and a transcript.

Example: “How to build a spokesperson one-liner.”

What to include in every post:

• Clear summary up top

• One table or checklist

• Sources, dates and named author

• Internal links to related guides, pricing and case studies

• Article schema plus FAQ or How-To when it fits

• A next step that matches the reader’s intent

The mix above creates a library that works across search, AI summaries, media outreach and sales enablement. Each post has a job and a place in the journey.

AI assist playbook that saves time without losing voice

AI speeds up the work. Your team supplies the thinking. Use AI where it removes friction and keeps humans on strategy, accuracy and tone.

Where AI helps:

• Research sweep: expand topics, questions, related entities, common objections

• Outline drafts: headings, talking points, FAQ ideas, table structures

• Language variants: title and meta options, pull quotes, social snippets

• On-page SEO: internal link suggestions, alt text drafts, FAQ and How-To starters

• Schema scaffolding: Article, FAQ, How-To fields to hand to the CMS

• Repurposing: turn a post into a byline, newsletter blurb, two short videos

AI Guardrails:

• Fact check every stat and date

• Cite sources with links and names

• Keep brand voice. Edit for tone and clarity

• Run a quick originality check

• Avoid filler. Add first party data, examples, quotes

• Label images and charts with plain alt text

Chat GPT PR Prompt recipes for blogs:

• Outline: “Give me an H2/H3 outline for [topic] for [audience]. Include a TLDR table, five FAQs and one short case example.”

• Title set: “Write 10 titles with the primary intent [informational/comparative/transactional] and the outcome [result]. 55 to 60 characters. (including spaces)”

• Internal links: “From this post, suggest eight internal links to these URLs grouped by stage [top, middle, bottom]. Give anchor text ideas.”

• Schema: “Draft minimal JSON LD for Article plus FAQ with these questions and answers. No fluff.”

Quality checklist:

• Answer in the first 150 words

• At least one table or checklist

• Two internal links in, two out

• One quote or data point we can verify

• Clear next step that matches the reader intent

Use AI as a co author that never ships without human review. That balance keeps quality high and speed manageable.

Why blogs fail

Blogs do not fail because the channel is broken. They fail because the work is unstructured, sporadic and disconnected from real questions. If you blog to check a box without a plan to repurpose, measure and refresh, the results will fade.

Common failure patterns

• No clear audience or intent per post

• Topics chosen by guesswork, not voice of customer

• Irregular cadence that resets momentum

• Walls of text with no summary, table or FAQs

• Thin content that repeats competitors with no data or examples

• Missing schema, slow mobile pages, weak internal links

• No repurposing into email, social, sales decks or bylines

• No refresh cycle or scorecard tied to outcomes

How to turn it around

• Define audience, intent and outcome before drafting

• Lock a publish day and a 3:2:1 monthly mix

• Add a TLDR, one table and 3 to 5 FAQs to every post

• Mark up Article plus FAQ or How-To where it fits

• Repurpose each post into two channels and refresh one post monthly

• Track entrances, citations, links and assisted conversions

Publish answers AI and search engines can trust that people can use

If AI answers everything, your job is to give it something accurate to cite and give people something useful to read. Keep the cadence, write to intent and package each post so value is obvious in the first scroll. When the library grows, search lifts, sales get better links and reporters find clean quotes. Ready to put this system to work?

An example of the power of blogs

At TrizCom PR, we deliberately shifted to publishing more owned content, including long-form blog posts. The effect is clear in Google Analytics. More than 60 percent of our organic website traffic now comes from keyword-optimized blog posts. The other 40 percent arrives through AI search that cites or summarizes those same posts.

Why this works

• Posts are written to user intent, so answers appear in the first screen

• Article plus FAQ or HowTo schema mirrors on page text

• Internal links connect blogs to services, pricing, and case studies

• We refresh older posts with new data and note the update

What we did next

We repurposed top performers into email, short video, and bylines, then linked everything back to the pillar posts. The result is steady nonbrand traffic, better qualified leads, and a content library that AI and search can trust.

TrizCom PR can help

If you want a blog that feeds SEO, AI search, sales and PR, we can run the full system or coach your team. We plan clusters, write human led posts, add structure AI can cite and report on what moves the business. Ready for a 90 day pilot that proves it. Reach out and let’s talk.

Everyone has a story. Let TrizCom PR tell yours!

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

AI Search and Blogging FAQ

How to use AI for blogs?

Use AI to speed planning and polish, not to replace judgment. Start with a brief that defines the audience, user intent and the outcome. Ask AI for an outline, title options, FAQs and a TLDR box. Use it to expand a research list, surface related entities and suggest internal links. Draft in your voice, then have AI propose meta descriptions, alt text and schema starters for Article and FAQ. Fact check every stat, add first party examples and cite sources with dates. Finish with a table or checklist and a clear next step. Repurpose the post into a byline, newsletter blurb and two short clips. Measure nonbrand entrances, assisted conversions and new links, then feed wins back into the brief.

Are blogs still a thing?

Yes. Blogs remain the easiest way to publish structured expertise that search engines and AI can understand and cite. A steady blog gives you a library of answers for customers, sales and reporters. What changed is how blogs work. Short intros, clear H2s, an upfront summary and one table or checklist help readers and machines. Add Article schema and use FAQ or How-to when it fits. Refresh older posts with new data and internal links. Plan a cadence you can keep, such as one post per week and track outcomes like nonbrand entrances and assisted conversions. Blogs that publish consistently, write to user intent and provide sources still perform.

SEO vs content quality writing.

It is not either or. Quality writing clarifies the answer for a human. SEO helps the right person find it. Start with user intent (also known as search intent), then write a plain language summary, followed by steps, examples and a small table. Add sources with dates, define people and products precisely and include internal links to the next logical page. Technical basics still matter: mobile speed, clean HTML, descriptive alt text and valid schema. If you have to choose, ship a clear, accurate post, then iterate with SEO improvements. The best results come from quality writing that is structured so search and AI can understand it.

Has AI killed SEO and blogging?

No. AI changed the playing field but did not remove the need for trusted sources. AI systems rely on published, structured and current content. If your expertise is not on the page, it will not be found or cited. What is different is format and cadence. Lead with the answer, add a TLDR box, use H2s that mirror real questions, include a table or checklist and provide sources. Add Article schema and consider a FAQ or How-to. Keep a weekly schedule and refresh older posts. Plan for both search and AI by writing posts that can rank and be quoted cleanly.

The power of frequently asked questions.

FAQs match how people search and how AI formats answers. Add three to five FAQs that mirror “People also ask” language. Keep answers short, factual and linked to deeper guides. Place FAQs near the bottom so the main narrative flows. Mark up the section with FAQ schema when the content is visible on the page. Good FAQs reduce support tickets, help sales answer objections and improve your odds of earning rich results and AI citations. Update FAQs when pricing, timelines or regulations change and link each answer to a next step such as a comparison, calculator or booking page.

What is a schema markup?

Schema markup is structured data that helps search engines understand your page. It is added as JSON-LD in the HTML and describes the content type and key properties. For blogs, start with Article. When the page contains real Q&A, add FAQ. For tutorials, consider How-to articles. Keep fields accurate and consistent with visible text. Include author, date, headline, description and mainEntity for FAQs. Proper schema improves eligibility for rich results and makes it easier for AI systems to parse and cite your content. Validate with Google’s Rich Results Test and update schema when the page changes.

Why are backlinks so important?

Backlinks are links from other sites to your pages. They signal trust, relevance and authority. High quality links from news outlets, trade media, universities and respected blogs help pages rank and can improve how often AI systems encounter your brand while training or retrieving. Earn links with useful assets: data tables, checklists, glossaries and clear definitions. PR helps by placing bylines, quotes and case studies that credit your site. Avoid buying links or using spam tactics. Focus on relevance, editorial context and sources that real readers use. Track new referring domains and link growth to priority pages.

What metrics to use to measure your blog’s success?

Measure visibility, engagement, authority and conversion. For visibility, track non-brand organic entrances, impressions, clicks, featured snippets and AI overview mentions. For engagement, monitor scroll depth to 75 percent, average engaged time and clicks on tables, downloads or jump links. For authority, watch new referring domains and internal links to service and pricing pages. For conversion, use assisted demo or contact submissions from blog paths and newsletter signups. Operationally, track publish-on-time rate, valid schema, and refreshes shipped. Review monthly, compare to a 90-day target and double down on formats and topics that create assisted conversions.

Can I use ChatGPT to write my blogs?

Yes, as an assistant. Use ChatGPT for outlines, title sets, FAQs, meta ideas and first drafts. Then apply Google’s EEAT framework to make the post worth ranking and citing.

• Experience: add first-hand examples, screenshots, quotes from your team and lessons learned.

• Expertise: name the author, include credentials and explain the why behind your advice.

• Authoritativeness: link to reputable sources, publish case studies and earn mentions from trusted sites.

• Trustworthiness: fact check dates and stats, disclose conflicts and keep policies and pricing current.

Keep the human voice. Edit for clarity and intent, not just keywords. Put the core answer in the first 150 words, add one table or checklist and include Article plus FAQ or How-to schema when it fits. Finish with internal links to related guides, pricing and case studies. AI speeds the work. EEAT earns results.

How can I repurpose blog content?

Here’s a simple, repeatable plan.

Start with a pillar

Pick a strong post. Add a TLDR, one table, FAQs, and clear next steps. That structure makes repurposing easier.

Break it into formats

• Email: one-sentence hook, key takeaway, single CTA

• Social: 4 to 6 posts with a pull quote, stat, or checklist item

• Short video: 60–90 seconds that walks through the table or steps

• Carousel or infographic: turn the table or FAQs into slides

• Sales enablement: a one-page PDF summary and a short talk track

• Webinar or live: outline becomes a 20-minute demo with Q&A

• Byline: adapt into an opinion piece for trade media

• FAQ hub: move the Q&A into your central FAQ with internal links

System and cadence

• Repurpose within seven days of publication

• Link every asset back to the pillar page

• Track nonbrand entrances, saves, shares, and assisted conversions

• Refresh the pillar quarterly with new data and relaunch the set

Use AI to draft outlines and captions. Keep humans on voice, facts, and examples.

Is AIO (AI Optimization) and SEO the same?

No. They overlap, but they are not the same.

SEO makes your pages easy to find and trust in classic search. It focuses on user intent, clear structure, fast pages, internal links, schema, and earning quality backlinks.

AIO (AI optimization) makes your pages easy for AI systems to parse, quote, and cite. It favors upfront answers, TLDR boxes, precise entities, dated sources, FAQ or How-to patterns, and clean JSON-LD that mirrors on-page text.

How they work together

• Lead with the answer in the first 150 words

• Use H2s that match real questions

• Include one table or checklist per post

• Add Article plus FAQ or How-to schema when it fits

• Name the author, add credentials, and link sources with dates

• Build internal links to pricing, case studies, and guides

Result: SEO helps people find you. AIO helps AI cite you. Do both.

The Embargo Play in Public Relations (free download checklist)

If you’ve ever tried to land a clean, coordinated announcement with more moving parts than a Swiss watch, you’ve probably used an embargo. Done right, it buys accuracy and calm. Done wrong, it buys headaches and a Slack channel full of fire emojis.

Embargo definition

An embargo is a simple agreement between you and a journalist to hold your news until a specific date and time. Reporters get the materials early, ask questions and prepare their stories, then publishes the story when the clock hits the agreed lift. The story is still attributed to you, and you must provide verifiable facts, quotes and assets. A proper embargo includes written acceptance, the exact lift time with time zone and clear attribution.

What is an embargo and why should leaders care?

Plain English. In journalism and PR, an embargo is a simple agreement with the press to hold a story until a specific date and time. Reporters can review materials, ask questions and prep coverage. They publish when the clock strikes.

What an embargo is not. It’s not an exclusive. It’s not background. It’s not off the record. With an embargo the reporter still attributes the news to you and you still have to provide facts, assets and quotes.

My point of view. Embargoes buy accuracy and coordination, not hype.

What gets embargoed?

The short list is real news with timing teeth. Think acquisitions and mergers, executive moves, lawsuit filings, recalls and safety updates, market-moving announcements, major product launches tied to an event, peer-reviewed research or data drops and regulatory shifts that hit multiple regions at once.

These can be shared under embargo as a press release, media advisory, backgrounder, data pack, B-roll or even a simple news tip. The format matters less than the timing and clarity.

The goal is to give reporters a head start to verify facts, gather context and line up interviews. When the clock lifts, coverage lands clean, consistent and everywhere at once.

If it’s soft news, minor feature update, routine partnership, feel-good fluff, skip the embargo and ship it on your blog. Embargoes are for moments where simultaneity equals clarity and accuracy matters more than speed.

When should you use an embargo?

Use an embargo when timing improves public understanding.

• Multi-stakeholder launches with complex facts that need the same numbers everywhere

• Regulated or market-moving news where accuracy and timestamps matter

• Research or data drops that need context, charts and a spokesperson on standby

• Executive transitions that require synchronized notices to staff, partners, customers and media

Quick test. If releasing at the same time helps people grasp the news and avoids confusion, you qualify.

When should you avoid an embargo?

• Soft news or light product updates that can live on your blog

• Stories built on manufactured scarcity

• Anything you can’t brief fully or verify with proof

If you’re still polishing the numbers, you’re not embargo-ready.

Does an embargo have to be an exclusive?

Short answer: no. An embargo sets timing. An exclusive sets access.

Common models

• Embargo, multi-outlet. Same materials to several reporters with the same lift time

• Exclusive, no embargo. One outlet gets the story first on their schedule

• Hybrid. One outlet gets the first interview; others get embargoed materials for a coordinated lift

 How to choose

• Need broad coverage and accuracy → multi-outlet embargo

• Need depth, a flagship narrative or a relationship play → exclusive

• High stakes and you want both → hybrid

Pitfalls to avoid: accidental exclusives, mixed instructions and unequal access without a plan.

Embargo mechanics (make this muscle memory)

• Time-zone clarity: Always write the lift like this: “Oct 28, 7:30 a.m. CT (8:30 a.m. ET).” If global, mention key market hours/holidays.

• Written acceptance: Require an explicit “I agree to the embargo” reply before sending assets. Log who accepted and when.

• Uniform labels: Stamp every file and page header with the lift time and contact line.

Targeting & list hygiene

• Who gets it: Beat-matched reporters who’ve shown accuracy and honored embargoes before.

• Small is safer: Tighter lists reduce leaks and improve responsiveness.

• Keep a log: Outlet, reporter, acceptance Y/N, assets sent, questions, result. Treat it like CRM.

Asset delivery & preflight

• Distribution plumbing: Use expiring, view-only links; disable downloads by default; unique URL tokens per outlet.

• CMS readiness: Stage your newsroom post as noindex/nofollow; pre-warm the CDN; have the canonical URL ready.

• Rights & accessibility: Confirm image/video licensing, captions, photo credits and alt text.

• Localization (if relevant): Pre-translate quotes or release snippets for key markets.

Managing the briefing

Pick a format that matches the news and the clock:

• Written Q&A for speed and clarity

• A 15-minute background call for nuance

• A small huddle when several reporters share a beat

State the rules of the road at the start and again at the end. Log every promised follow-up with an owner and a time. Then deliver.

Social and partner coordination

• Social embargo: Pre-schedule executive/brand posts for lift-time; give explicit “do not post before” guidance to employees and partners.

• Partner copy kit: Provide timestamped copy, links and creative so partners can lift clean with you.

Legal and compliance guardrails

• Never promise off the record in an embargo note.

• If you’re public or regulated, sync with counsel on quiet periods, Reg FD, exchange rules and trading windows.

• Define the publish trigger in writing (court filing timestamp, all-hands start, wire time).

A quick example from the field

We recently ran an embargo for an acquisition targeting a niche audience. We used a hybrid: one exclusive interview for the key trade, plus embargoed materials for others. The press release hit The Wire at 8:30 a.m. CT; the trade story posted at 8:35. Five minutes apart, on purpose. The exclusive gave authority; the embargo protected accuracy. Together, they created lift. It worked because the news was genuinely newsworthy and the choreography was tight.

Read the Auto Recycling World  story: https://autorecyclingworld.com/crush-software-solutions-acquires-leading-car-recycling-operating-system/

Another real-world example

For a crisis client filing a lawsuit, we offered an Associated Press reporter an exclusive embargo with access to the firm and the family. The rule: as soon as the filing posted, she could publish. AP moved first. Hundreds of dailies followed. Morning shows picked it up. One well-timed exclusive under embargo delivered reach, accuracy and a clear narrative on day one.

Read the AP Story Here: https://www.jacksonville.com/story/news/nation-world/2017/09/09/water-rushing-discovery-body-ends-harvey-mystery/15772364007/

Why it landed

Real news with human stakes • One reporter, clear rules • Trigger tied to the filing • Quotes and data ready

How to ask for an embargo the right way

Subject lines

• Embargoed for Oct 28, 7:30 a.m. CT: data on [topic]

• Requesting interest under embargo: interview with [exec], details inside

Email body template

• Opening line: “Sharing news under embargo until Oct 28, 7:30 a.m. CT. Confirm if you agree and I will send the materials.”

• One paragraph summary with proof points

• Offer a 10-minute background call

• Include the embargo date, time, time zone and attribution line

Attribution line

“Attribution: Jo Trizila, Founder and CEO, TrizCom PR, on behalf of [client].”

Keep it short. Reporters have eyes and calendars. Respect both.

Leak prevention that actually works

• Get explicit acceptance in writing before you send anything

• Share via private link with expiry and view-only defaults

• Watermark PDFs with outlet name and timestamp

• Use unique tracking links per outlet to spot early access

• Store all press assets in one versioned folder

• Keep the list small. Fewer recipients, fewer risks

• Run a two-minute embargo briefing so no one freelances

What happens if an embargo is leaked?

Unfortunately, embargoes do leak. I’ve lived it. Most PR shops have too. It’s a known risk. That’s why the client must buy into the plan from the start. You can’t hold anyone legally responsible when it happens. You accept the risk because the reward usually outweighs it.

Minute 0–10: Stabilize. Confirm the leak. Screenshot URLs and timestamps. Pause outbound sends. Alert the core team. Lock the facts doc so one owner approves edits.

Minute 10–30: Pick the simplest fix.

• Partial/low reach → keep your original lift; quietly add context with briefed outlets.

• Full/spreading → publish now on owned channels and send the link to briefed outlets.

Public lines

• Holding: “We are aware of early reporting on [topic]. Full details will be available at [time, time zone].”

• Early lift: “Sharing full details now to ensure accuracy and context,” then link to your post.

Reporter lines

• Holding: “We’re keeping the original lift so everyone gets the complete story. Happy to answer clarifying questions so you’re ready.”

• Early lift: “We published early to keep facts clean. Here’s the link, quotes and assets you already have.”

After the dust settles: Thank outlets that honored the embargo. Note patterns if you can. Trim the next list. Tighten controls. Add two lines to the post-mortem: what leaked; what changes.

When an embargo goes wrong (and what it taught me)

Years ago, on a corporate relocation, I gave an exclusive embargo to a national daily newspaper I trusted. The reporter did their job and confirmed with a second source. The piece ran two days early. Employees hadn’t been told. Painful.

Lessons

Employees first • If internal comms aren’t done, you’re not ready • Exclusives raise the stakes • Assume verification

What I’d do now

Sequence: employees → partners → press • Put the trigger in writing • Keep the circle small, watermark assets • Keep a short confirm ready • If people risk is high, skip the exclusive and use a tight multi-outlet embargo after internal comms land

Publication day orchestration

Sequence matters

1. Newsroom post goes live with your press release and embargoed story

2. Press sends land

3. Executive LinkedIn publishes

4. Partner emails go out

Have chyron copy ready for broadcast. Track live stories and update your newsroom with rolling links so your audience doesn’t play scavenger hunt.

Metrics that matter

• Embargo acceptance rate

• Hit rate within the first two hours of lift

• Coverage quality: tier, accuracy, message pull-through

• Share of search movement at seven and 30 days

• Referral traffic from outlet-specific UTMs

Search & measurement extras

• Track branded + category keywords in search.

• Give each outlet a unique UTM.

• Score each article for accuracy and message pull-through

Wrap-Up & What Matters

Embargoes are not magic; they are choreography. When the story is real, the timing tight and the proof airtight, an embargo turns chaos into clarity. Use it to help reporters get the facts right, keep stakeholders in sync and land coverage that actually travels. Skip it when the news is soft or the numbers are still moving. If a leak happens, do not panic. Steady the ship, publish what is true and keep going.

Call to Action: Put TrizCom PR on the Clock

If you have market-moving news, a delicate transition or a launch that needs to hit everywhere at once, let us make it clean. TrizCom PR can run an Embargo Preflight, build a tight target list and secure written acceptances orchestrate briefings and proof packs and social or partner lifts and stand up a leak response plan with a newsroom ready to publish.

Contact TrizCom PR for a fast read on whether your announcement qualifies and how to make it land on time, accurately and all at once.

DOWNLOAD YOUR FREE EMBARO CHECKLIST

Everyone has a story. Let TrizCom PR tell yours!

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

PR Metrics That Matter

Last quarter I sat with a CEO who proudly told me their team earned 35 million impressions on a product launch. Big number. I asked a simple follow up. What did those impressions do for the business? Silence.

That is the trap with vanity. Numbers that look impressive on a slide can disconnect from outcomes. In public relations, where numbers can be dazzling and deceptive, it is easy to get lost in the sparkle. Strong leaders do not.

What are vanity PR metrics?

Vanity metrics are the stats that look good without proving success. Impressions. Raw follower counts. Likes. These inflate visibility but rarely show if anyone cared, trusted or acted.

They are not meaningless, but they are not enough. You would not judge your sales team only on doors knocked. You would ask how many opened, how many conversations happened and how many deals closed. PR deserves the same rigor.

Case in point. Your team lands a story on Forbes.com. Cision lists Forbes with an audience of 16,273,661. That is a platform number, not your readership. Treating 16,273,661 as reads is misleading, yet many reports still drop that number into reach. Big numbers can start a conversation. Actionable numbers close it.

What are actionable PR metrics?

Actionable PR metrics show whether communications move people toward a decision that matters to the business. A few to anchor your dashboard:

• Share of voice vs named competitors

• Quality and relevance of backlinks from earned coverage

• Referral traffic from specific placements

• Engagement that signals intent, such as saves, comments, shares, replies

• Conversions tied to PR touchpoints, such as demo requests, email signups, store visits

• Growth in branded and category search

• Presence in AI search results for priority queries

• Message pull through in coverage and interviews

• Sentiment shifts among priority audiences

• Cost per outcome, such as cost per qualified media mention or cost per referral lead

These are the numbers that help a CMO decide where to place the next dollar. They help a CEO see how communications contribute to revenue and reputation.

Map PR metrics to the customer journey

PR works across the full funnel. Your metrics should too.

• Awareness

  Share of voice, unique reach of earned coverage, category search lift, branded search lift, new users from referral traffic

• Consideration

  Time on PR landing pages, return visits from placements, content downloads, email growth from PR content, analyst briefing requests

• Decision

  Sales-qualified leads with PR as first or assist touch, coupon redemptions tied to PR codes, foot traffic tied to local coverage, store locator starts

• Loyalty and advocacy

• Repeat purchase tied to customers sourced from PR, reviews volume and rating after PR bursts, UGC volume, owned community growth

This is how PR Metrics stop being a scoreboard and start being a steering wheel.

Tie metrics to the PESO model

Your plan likely blends paid, earned, shared and owned. Measure each channel on what it does best, then show how the pieces reinforce each other.

• Earned

  Placement quality, domain authority of outlets, backlink quality, message pull through, referral traffic, conversions from earned pages

• Owned

  PR hub performance, newsroom traffic, average time on page, scroll depth, conversions from bylines and explainers

• Shared

  Saves, shares, comments, click-through to owned content, community growth tied to PR moments

• Paid support

  Cost to amplify earned hits, incremental reach on target, lift in branded search when you boost coverage, assisted conversions

When you connect the dots across a fully integrated program, executives see how communications compounds.

Why the difference matters in the boardroom

Quick story from my desk. A franchise brand was spending heavily on influencers. The vanity report sparkled. Big reach. Pretty content. Many likes. We traced referral traffic and coupon redemptions. Almost no conversion. We shifted to fewer creators with buyer overlap and tighter briefs. Reach dropped by half. Sales inquiries quadrupled.

Boards do not need to see every click. They need clarity. Is PR driving outcomes that matter to this business? Actionable PR Metrics earn their place in that answer.

Why asking for tactics first misses the point

Too many new business calls start the same way. A brand leads with tactics. We want a press release. We want The New York Times. A press release and one media hit rarely make a significant impact.

When selecting a PR agency, start with your business goals, not a wish list of outlets. Lead with a real outcome. We need to grow holiday sales 15 percent year over year. Can you help? Now you will get strategy. That is why you hire a firm.

Think of it this way. You would not tell a cardiologist how to perform heart surgery. You would not instruct an attorney on contract law. You hire experts because they know how to solve the problem.

And when the CEO and board review the sales impact and PR is not present, the shiny headline loses its appeal.

Build a PR metrics framework you can defend

Here is a simple framework we use with executives who want confidence, not clutter.

1. Start with one business objective

   State it in plain language with a number and a deadline. Example: Increase qualified pipeline from healthcare prospects by 20 percent this quarter.

2. Then we define two or three PR outcomes that influence that objective

   Examples: Double meetings with healthcare trade media. Secure three analyst briefings that cite our product category. Earn ten backlinks from healthcare domains with domain authority over 60.

3. We pick a short set of leading and lagging indicators

   Leading: analyst inquiries, inbound media requests, PR-driven traffic to healthcare landing pages
   Lagging: demo requests from healthcare domains, proposal volume, closed-won with PR as first or assist touch

4. We instrument the journey

   Use UTM links, dedicated landing pages, unique discount or RSVP codes, call tracking, QR codes at events, click-to-call in local listings. Remove guesswork.

5. Then we set thresholds for action

   Decide what triggers a change. If the message pull-through drops below 60 percent, revise the brief. If referral traffic from earned is below 10 percent of total traffic, revisit the outlet mix.

6. We report with context

   Replace wall-of-numbers reports with a one-page narrative. What we tried. What happened. What we are changing. One chart per stage is plenty.

7. Finally, we close the loop with sales and service

   Confirm that PR-sourced leads progress faster or close at higher rates. Capture feedback on objections PR can address with content or executive visibility.

That is a framework a board can respect.

Practical examples of replacing vanity with value

A few common swaps you can make this quarter.

• Instead of total impressions
  Track unique reach to priority audiences and the percent of coverage with message pull-through

• Instead of follower counts
  Track saves, replies and shares on posts tied to PR stories, plus click-through to owned content

• Instead of raw clip counts
  Track outlet quality, domain authority, backlink presence and referral traffic from those clips

• Instead of made-up AEV (advertising value equivalency)
  Track cost to replicate outcomes with paid media, plus cost per qualified outcome, such as cost per referral lead

• Instead of a single viral moment
  Track compounding effects such as search lift, brand mentions and secondary pickups two to four weeks after the hit

The role of AI and PR metrics

Executives ask about AI search. It belongs in your PR Metrics mix. Treat it like a new channel of discovery.

• Track presence in AI overviews for your priority queries

• Log cited sources when your brand appears

• Expand your media plan to include credible sources AI often cites in your niche

• Compare shifts in branded search and direct traffic after AI mentions

• Watch your owned content quality. Clear headlines, strong subheads, schema, expert bios, citations

AI does not replace PR. It rewards credible coverage and clear content.

Avoid the most common measurement mistakes

A short list we often see.

• Counting potential audience as readership

  Platform audience is not people who read your story.

• Cherry picking only the good clips

  Executives want the full picture. Include neutral or negative coverage with a plan to address it.

• Treating AEV as a monetary north star

  AEV is a flawed metric and ignores quality, message pull-through and behavior. Please retire this metric.

• Reporting everything, learning nothing

  Ten pages of charts do not equal insight. Pick a few numbers that will change what you do next month.

• Never connecting to sales

  If your CRM does not see PR, your board will not either. Build UTM discipline with sales and marketing ops.

• Skipping baselines

  Start every program with a baseline for share of voice, search, sentiment and referral traffic.

A five-part PR metrics dashboard that executives will read

Keep it to one page. No fluff.

1. Objective

   One sentence with a number and a date

2. What we did

   Three bullet points on actions that matter

3. What happened

   Five to seven metrics split across awareness, consideration, decision, loyalty

4. What we learned

   Two or three short insights tied to outcomes

5. What we are changing

   One to three concrete changes for the next cycle

That is how PR Metrics earn trust. Not through volume, but through clarity and decisions.

What to ask your PR team

If you are reviewing reports this month, try these questions.

1. Which of these metrics tie directly to our business goals

2. Can you show me the pathway from this media placement to engagement or sales

3. What did we learn this quarter that changes how we approach the next one

4. How are we instrumenting PR, so attribution is not guesswork

5. What will you stop doing based on these results

If the answers circle back to look at how big the number is, you are in vanity land.

A short buyer’s guide to PR measurement

Choosing a new firm or evaluating the one you have

• Ask for a sample dashboard that hides the client’s name but shows structure and clarity.

• Request one case where the team cut a tactic based on data and what happened next.

• Confirm the tool stack and how they combine data across tools to avoid double-counting.

• Ask how they measure message pull-through and sentiment?

• Push on sales alignment. How will they get PR data into your CRM or analytics?

• Ask for definitions up front. What do they mean by reach, reads, engagement and conversion?

You will learn more from how a firm measures than from any reel of highlights.

So, what does this mean

PR is not about inflating numbers. It is about influence, credibility and outcomes. Impressions have their place, but executives should press for metrics that inform decisions and drive growth. Otherwise, you end up buying bigger fireworks with no light after they fade.

Trade vanity for value

At TrizCom PR, we cut through the fluff. Our reporting is not designed to pad a deck. It is built to answer the question every executive asks. What did this campaign do for the business? If you are tired of vanity and want clarity, accountability and outcomes you can take to the boardroom, let's talk.

Is PR Getting Harder Or Is Traditional Media Just Shrinking

Seventeen years ago our agency wore a simple badge of honor: we get you in the news or we keep you out of the news. Back then, media relations stood in for PR. A booking on the morning show felt like a trophy you could place on the conference room shelf. Reporters had defined beats, producers had time to listen, and a thoughtful pitch could still win the day.

Then the ground shifted. Newsrooms consolidated. Beats blended. Timelines tightened. Around 2015 my team and I took a hard look at results across clients and asked a basic question: are headlines alone shaping reputation and business outcomes the way they used to? The answer was no. Clips still mattered, but they were not the whole story.

We reframed our work around the full mix of channels where reputation now lives. Owned content started carrying more weight because it offered context and proof. Earned coverage added credibility when it pointed back to something substantive. Shared and paid helped people actually find the information. Picture a four-legged stool. Media relations is a leg worth protecting, but you do not want to sit on one leg and call it a chair.

That shift did not make PR harder. It made it more honest about where trust is built. When people ask if PR is harder or if traditional media is shrinking, they are really asking whether the old playbook still explains how reputations are formed. It explains part of it. Not all of it.

What Public Relations Actually Means

Public relations is the discipline that builds and protects reputation so an organization can meet its goals. At its core, PR is about earning attention and credibility with the people who matter to your work. Media coverage is one way to do that. It is not the only way.

Think of PR as a system, not a stunt. It shapes how your story is told across four connected spaces:

• Owned: what you publish yourself, from your website to your newsletters. This is where clarity, proof and consistency live.

• Earned: independent coverage you do not pay for. It tests whether your story stands on its own.

• Shared: conversations and distribution on platforms you share with others (social media), like LinkedIn and industry communities.

• Paid: placements you buy that are labeled as such, useful when speed or targeting matters.

Why does this definition matter in a conversation about shrinking traditional media? Because when people equate PR with press hits, they miss how reputation now travels. When your content is clear, credible and well structured, AI assistants pull it into answers, putting your brand in front of buyers, reporters and regulators before they ever visit your site. A clear explainer on your site can inform a journalist, a buyer and a regulator. A well reported article can point readers to your primary sources. A thoughtful podcast can put a decision maker’s voice in the room during a stakeholder meeting. The pieces reinforce each other.

So when you hear that PR feels harder, it often means the work is being judged by a narrow slice of what PR actually is. When PR is understood as a system that earns trust across owned, earned, shared and paid, the landscape makes more sense. Traditional media has less inventory than it did and PR has a broader canvas.

What Media Relations Means

Media relations is the part of PR that earns independent coverage from newsrooms. At its best, it is a relationship between a source and a journalist built on accuracy, speed and relevance to the audience. The center of gravity is the newsroom’s readers or viewers, not the brand. That is why a good story survives edits and stands on its own.

What it is:

• Building useful, ethical relationships with reporters, editors and producers

• Offering clear facts, timely access and a point of view that serves the public interest

• Understanding how a newsroom works so your pitch fits the format and the moment

What it is not:

• Paying for placement

• Affiliate listicles presented as neutral reporting

• Spray and pray emails that ignore beats or basic accuracy

Newsrooms changed, so media relations changed with them. Many reporters cover multiple beats in a single week. Timelines are shorter. Formats vary from quick hits to explainers to long features. The constant is simple. If the story helps the audience, it has a chance. If it reads like an ad, it does not.

What Traditional Media Includes

Traditional media covers broadcast television, radio, print newspapers and magazines and wire services. These outlets still shape public conversation. They also operate with fewer people than a decade ago. Consolidation reduced desks. Freelancers fill gaps. A metro section that once had five beat reporters may now have two who split duties across city hall, business and public safety.

A few realities help explain the landscape:

• Lead times differ. Monthly magazines plan far ahead while local TV can turn a segment in hours.

• Geography matters. Regional coverage narrowed in some markets as national desks grew louder.

• Formats blend. A single outlet may publish a quick brief, a service explainer and a weekend feature on the same topic.

When people say traditional media is shrinking, they are often reacting to staffing charts and fewer page inches. The audience did not vanish. It moved across platforms and expects clarity, proof and context no matter where it reads or watches. Traditional outlets still set agendas. They do it with tighter teams and tougher choices about what earns space.

The Wall That Once Separated Editorial And Advertorial

There used to be a high wall between the newsroom and the sales floor. That wall still exists, but it has gates. Revenue models changed and with them the mix of what appears on the page.

Today you will see three distinct buckets side by side:

• True editorial
  Independently reported stories shaped by editors. No payment for placement. Sources are chosen for relevance and credibility.

• Sponsored content
  Pieces paid for by a brand and labeled as such. The outlet controls the frame, the brand funds the space.

• Advertorial and affiliate content
  Brand authored or brand approved articles placed for a fee, often tied to commerce links. Labels include sponsored, partner content and paid post.

Labels matter because they set expectations. A reader approaches a reported investigation differently from a paid product roundup. A producer reviews a paid segment differently from a news hit. Trust grows when the line is clear.

A quick example makes this concrete. You search for Best accounting apps. One result is a reported review from a business desk. Another is a list built by a commerce team that earns a commission if you click. Both can be useful. They are not the same thing. Knowing the difference helps you read the landscape without confusion.

The Expanded Media Map

The map is bigger than it looks from a TV studio. Alongside newspapers and broadcast you will find trade journals, industry podcasts, independent newsletters, community outlets and creator-leading channels with loyal audiences. Many of these publish faster, go deeper on niche topics and give subject matter experts more room to explain.

A few examples that sit next to traditional press, not beneath it:

• Trade journals that track regulation, procurement cycles and product shifts week by week

• Podcasts where decision makers speak in full sentences instead of sound bites

• Newsletters that curate a beat for a focused readership in a specific region or sector

• Creator channels that test ideas with communities and surface early signals

• Brand newsrooms that publish primary data, timelines and FAQs for anyone to reference

Standards vary, but credibility does not belong to one format. A well reported trade feature can shape a market. A respected newsletter can move a conversation. Traditional outlets often cite these sources and the cycle runs both ways.

Why PR Feels Harder Even When Options Grew

Choice can feel like chaos. There are more places to tell a story, more formats to consider and less attention to go around. That creates pressure. It also raises the bar. Audiences expect clarity and proof. Editors and hosts expect a point of view that teaches something new. The days of a vague pitch sailing through are over.

A few forces drive the feeling:

• Shrinking desks, rising volume
  Fewer full time reporters and more inbound email mean good ideas get buried unless they are sharp and relevant

• Blended labels
  Editorial, sponsored and affiliate content now live side by side which confuses readers and leaders who grew up with a harder line

• Fragmented attention
  People graze across TV, podcasts, newsletters and feeds, so repetition without substance fades quickly

• Old scorecards
  If success is still defined as clip count alone, today’s landscape will feel like loss even when reputation is improving

What looks like “harder” is often “different.” Traditional media has less inventory. The broader ecosystem asks for clearer ideas, real examples and transparency about what is paid and what is earned. Once you view PR through that lens, the trends line up with what you see in your own feeds every day.

How Measurement Thinking Changed

For years the scoreboard was impressions, reach and ad value. Those numbers were easy to collect and looked big on a slide. They were also blunt. A mention did not always equal attention and attention did not always equal trust.

The questions inside boardrooms shifted. Did the story change what people understand. Did it lower perceived risk. Did it move someone from curiosity to consideration. Evidence now looks different across the mix:

• After a major article, more people look for you by name rather than generic terms

• Coverage sends readers to sources that explain your product or policy, not just the home page

• Interviews show up in sales conversations because a buyer quotes them back

• Analysts, trade editors or community leaders start referencing your data as a source of record

Think of the old metrics as a headcount outside a theater. Useful, but not the same as knowing who took a seat, watched the show and told a friend it was worth the ticket. The point is not to worship a new number. It is to match proof to how reputation is actually formed.

Common Misconceptions

• PR is only about headlines
  Headlines help, but reputation is shaped across owned, earned, shared and paid working together (integrated PR).

• Sponsored equals fake
  Paid pieces can inform when labeled clearly and grounded in facts. They are different from independent reporting, not automatically lesser.

• Traditional press is gone
  It is smaller and more selective. It still sets agendas and defines stakes, especially in moments of risk.

• Owned media is just marketing
  Owned sources often supply the context reporters, partners and regulators need. When they are clear and factual, they raise the quality of every other channel.

• More clips mean more impact
  Ten thin mentions rarely beat one well reported feature that people read, save and cite.

• Good stories sell themselves
  In lean newsrooms even strong ideas need clarity, access to decision makers and verifiable proof.

Clearing out these myths makes the landscape less confusing. What looks like a contradiction becomes a simple map of where trust is built and how it travels.

A Brief Composite Example

A regional brand leaned hard on morning show segments for years. Producers liked the founder, segments were lively and the clip reel looked impressive. Then the bookings slowed. New producers rotated in. Beats changed. The same pitch did not land.

Inside the company, leaders felt like PR had gotten harder. In reality, the landscape around them had shifted. Reporters needed clearer proof and tighter angles. Readers wanted context they could trust. Over the next quarter, the brand became a better source. They published plain language explanations of their space, offered a customer story with verifiable details and made senior voices available for comment. Traditional coverage returned, now with deeper reporting and a link to something useful. The conversation moved from clever segment to credible reference point.

So, What Does This Mean

Traditional media is smaller. PR is broader. Media relations still matters, but it sits inside a larger ecosystem where trust is built across formats and channels. The work feels different because the scoreboard and the routes into a story changed. Clear ideas, transparent labels and credible proof travel farther than volume alone. When leaders see PR as the system that connects those pieces, the question shifts from is PR getting harder to are we telling a story worth someone’s time.

Work with TrizCom PR

If this raised more questions than it answered, that is a good sign. Let’s talk about your reality, your goals and how PR can support both.

• Email Jo@TrizCom.com

• Call 214-242-9282

Share one business goal and one challenge. I will give you a clear read on where earned, shared, paid and owned can support outcomes your board cares about. No jargon. Straight talk and next steps.

What is the Difference between sales promotions, public relations and advertising?

Executives ask this when money is on the line. You need to know which tactic moves buyers now, which one builds trust that lowers costs later and how to run both without wasting a dollar. The short version is simple. Ads buy reach. Promotions trigger action. PR earns credibility people believe.

The useful version is bigger. None of these tools should live alone they are integrated. At TrizCom PR we plan with The PESO Model©, developed by Gini Dietrich, so paid, earned, shared and owned work as one system. That helps you decide what to run, when to run it and how to measure each one without mixing signals.

This paper is your field guide. We start with plain definitions so your team speaks the same language. Then we break down where each tactic wins, how to set separate goals and what to track. You will see practical calls on direct mail, BOGO offers, loyalty programs and sponsorships. We close with a TrizCom PR case built on The PESO Model and a quick FAQ you can use in your next meeting.

What you will get from this guide:

• Clear differences between ads, promotions and PR so you pick the right tool

• Simple rules for when to use each one, alone or together

• A monthly mix any small team can run

• Metrics that prove value without overlap

• A real example that shows how PESO turns a plan into results

If you want fewer debates and better outcomes, keep reading. This will help you choose the right move, spend with intent and show the board exactly what you got for the money.

Definitions And Basics

What is advertising?

Advertising is paid placement. You buy space or time and control the message, audience and frequency. Formats include, for example, search, social, display, print, radio, TV, streaming and sponsored content. The job is to put a clear offer or idea in front of the right people at the right time.

What is sales promotion?

Sales promotion is a short-term incentive that compresses action into a window. Examples include a limited time code, BOGO, bundle, gift with purchase, referral credit or contest. You can run a promotion inside any channel. The job is to move products fast, collect leads or tip fence sitters.

What is public relations in a PESO world?

Public relations is not a single tactic. In the PESO Model it is how the four media types work together.

• Paid amplifies the best messages and fills reach gaps

• Earned includes media relations plus analyst relations, reviews and third-party endorsements

• Shared covers social channels, community engagement and partnerships

• Owned is your content hub with articles, videos, guides, data and FAQs

Used together, PESO builds reputation, authority and measurable outcomes for the business.

What’s The Difference Between Sales Promotion, Public Relations And Advertising?

• Control vs credibility: advertising gives full control; promotions add an incentive; PR trades control for credibility by earning space in trusted places

• Time horizon: promotions are sprints; ads run as long as you fund them; PR compounds over time

• Primary job: promotions push immediate action; ads build reach and demand; PR builds belief and access that lowers future costs

• Cost model: ads cost media dollars; promotions cost margin; PR costs senior time, content and relationships

Is PR Two-Way Communication While Advertising Is One Way?

PR works best as a conversation. You listen, adjust, respond and earn the right to be heard. Media interviews, analyst briefings, employee forums and community work all bring feedback. Advertising is usually one way. You send a paid message and measure response. Both have a place. The difference is how feedback flows.

Does PR Always Mean “No Direct Sale,” Or Can It Drive Purchases Too?

PR can (and does) drive purchases when you connect the story to a path to buy. A credible article or expert feature lowers risk in a buyer’s mind. Add clear next steps on your site and you will see traffic, inquiries and sales. The bigger value of PR is its compounding effect. It shortens sales cycles, raises close rates and protects price because trust is higher.

What Counts As Ads, Promotions Or PR?

Is direct mail considered advertising or sales promotion?

It depends on the content. A postcard with a brand message and no offer is advertising sent by mail. A catalog with a code or coupon is a promotion using the mail channel. The channel does not define the tactic. The presence of an incentive does.

Is a BOGO offer a sales promotion or part of pricing strategy?

Both can be true. A one month BOGO to load trial is a promotion. A permanent BOGO structure is pricing and merchandising. If it is temporary with a hard end date, treat it as a promotion and track lift vs baseline. If it is always on, treat it as pricing and track mix and margin.

Is a customer loyalty program a sales promotion or CRM?

A loyalty program is CRM with promotional tools inside it. The system, data and lifecycle design are CRM. The points and perks are promotions. Measure it as a relationship engine first. Use promotions to shape behavior you want, such as repeat visits or trials of new items.

Does sponsoring a local charity or youth team count as PR?

Yes. Sponsorship is part of community relations inside PR. It can include paid components if you buy signage or naming and promotional elements if you add a code or event. Treat it as PR led with a clear community goal, then decide if you need paid or promotional layers to extend reach.

When I donate to a cause, how do I talk about it without it sounding like an ad?

Lead with the need, not your logo. Share the commitment in plain numbers. Put the nonprofit’s voice first with a quote. Show proof of delivery with photos or receipts. Invite others to help in ways that do not require a purchase. Keep the focus on impact and let others give you credit. (Read more here: Purpose Driven Brands)

Choosing The Right Mix

For a new product, when should I use advertising vs a sales promotion vs PR

Phase 1: Build the story with PR focusing on earned and owned media

• Publish a clear problem-solution article, FAQs and a data point on your site

• Brief a short list of reporters and analysts with proof and demos

• Line up community or category partners who add trust

Phase 2: Add paid media to scale what works

• Test two messages in search and social tied to one landing page

• Use small budgets to see which proof points pull the best

• Retarget people who engaged with earned and owned content

Phase 3: Pulse a promotion to spark trial

• Time a code or bundle for the first two weeks after launch

• Keep the window tight with a hard end date

• Use unique codes by channel so you can see what pulled

Phase 4: Sustain with shared and earned media

• Publish early user stories

• Pitch bylines and podcasts that reach buyers

• Keep issues responses and reviews active to protect momentum

How do I plan a simple monthly mix of ads, promotions and PR for a small business?

Use a four week rhythm that a small team can run.

• Week 1: Earned push. Pitch one timely story or expert quote. Update the newsroom on your site

• Week 2: Paid test. Run two creative variants to one audience. Keep the budget tight and learn

• Week 3: Promotion pulse. Offer a short incentive tied to a real event, not a random discount

• Week 4: Review. Check traffic, inquiries, footfall, calls and sentiment. Keep what worked. Drop what did not

If my market is niche with low traffic, should I prioritize trade PR or paid ads?

Start with trade PR plus pinpoint paid. A credible article in the right trade outlet reaches decision makers in one move. Pair that with account based ads and sponsored placements where your buyers already read. Skip broad awareness until you have proof that a wider net returns value.

Measurement And Goals

How do I set goals for PR vs advertising vs promotions that aren’t overlapping?

Give each tool a job with a metric native to that job.

• PR: share of voice, message pull through, quality backlinks, qualified inbound, analyst or trade mentions, lift in branded search, organic traffic lift, referral traffic tracked with UTMs and AI search citations

• Advertising: reach, frequency, CTR, cost per lead, cost per order, new file rate

• Promotion: redemptions, incremental revenue, lift vs baseline, new buyers acquired, repeat rate after the offer ends

Judge each tool by what it is built to do. Then look at how the set performs together.

What’s the best way to measure a charity sponsorship’s impact?

Use three views.

1. Exposure: audience at the event, estimated impressions from signage, partner social reach

2. Engagement: QR scans, email or volunteer signups, traffic to a dedicated page, partner referrals

3. Reputation: sentiment in local media, message recall in a short survey, lift in branded search during the period

If you add a small promotion to the sponsorship, track a unique code so you can tie revenue to the activation. If it stays pure PR, focus on exposure, engagement and reputation.

How do I tell if a loyalty program is working vs just discounting away margin?

Watch four signals.

• Earn vs burn: healthy programs have points earned and used in balance. If burn only spikes when you discount, you trained people to wait

• Frequency: members should buy more often than non members

• Average order value: if AOV drops after a perk, you may be discounting items people would buy anyway

• Incremental margin: test vs control by cohort. If members do not produce more gross margin after perks, adjust the offer mix

Reward behaviors that matter: visits, full price trials of new items, referrals, reviews. Do not reward pure discount hunting.

What metrics prove PR value if I’m not running ads at the same time?

Track lifts you earn, not buy.

• Month over month branded search

• Referral traffic from earned articles and podcasts

• Quality backlinks and the change in domain authority

• Inbound speaking and partnership requests

• Analyst and trade mentions tied to your messages

• Win rate and cycle time if PR content is in the sales process

• AI search presence: citations in LLM answers and referral traffic from AI assistants

Ask sales which objections shrink after coverage lands. If friction drops, PR is working.

Ethics And Expectations

When does a “PR” activity become advertising and need disclosure?

If money changes hands for coverage, it is paid. Sponsored content, paid influencer posts, native ads and advertorials need clear, near-the-message disclosure. If you provide a material benefit to a creator and expect coverage, they should disclose. Earned media that happens with no exchange does not require a paid label.

How do I talk about community donations in PR without looking performative?

Keep the spotlight on the cause and the community.

• Name the need first

• State your commitment with numbers

• Let the nonprofit speak with a quote and link

• Share proof of delivery, not staged scenes

• Offer ways to join that do not require a purchase

• Report back later with results, not self praise

Tone matters. Let others say thank you while you stay at work.

Budget And Execution

With a small budget, should I spend on local PR, run a BOGO or buy direct mail?

Match the tool to the problem.

• Need fast cash flow: run a tight promotion to convert fence sitters. Protect margin with limits

• Need to open doors: invest in local PR and community ties so future ads work cheaper

• Need targeted reach in a radius: consider direct mail with a clear offer and a code, then retarget digital to households that respond

If you have zero ad history, start with a small digital test before a big mail drop. If you have zero story in market, run PR first so ads do not work alone.

What’s a starter checklist for running each: an ad, a sales promotion and a PR activity?

Ad checklist

• One page plan with goal, audience, budget and timeline

• One message, one call to action, one landing page

• Two creative variants to test

• Tracking in place: UTM, pixel or call tracking

• Daily checks the first week, then twice a week

• Follow up plan for leads you earn

Sales promotion checklist

• Clear objective: trial, load-up, referral or win-back

• Offer rules with caps and end date

• Unique code or QR for tracking

• Margin and inventory plan

• Simple terms in plain language

• Post promo plan to retain new buyers at full price

PR activity checklist using PESO

• Core story with proof and a newsroom post ready to publish

• Earned targets and angles mapped to outlets and stakeholders

• Shared plan for social cutdowns and partner posts

• Paid plan to boost the best performing owned or earned content

• Spokespeople trained with key messages and FAQs

• Measurement plan for share of voice, sentiment and inbound signals

How do I avoid mixing tactics in one message so people don’t get confused?

Pick one lead. If the goal is to tell a story, lead with PR and keep the offer in the background or on a different channel. If the goal is to move inventory this weekend, lead with the promotion and keep the story off the ad. Build a simple message map:

• Lead idea: the first line and visual

• Support: proof or detail

• Action: the next step

Run that map across PESO and keep the order the same, then adjust weight by channel.

A TrizCom PR PESO Example: Total Eclipse DFW

A regional eclipse became a business and public safety moment. TrizCom PR created and led Total Eclipse DFW, a spinoff we owned and operated. We built the plan on the PESO Model from Spin Sucks and set three goals: make DFW the go-to viewing market, educate on ISO-compliant safety and win measurable search and traffic. The work earned PRSA Dallas’ Pegasus Award for Events and Observances.

Owned Media

We built TotalEclipseDFW.com as the hub. In just four months, it drew 60,300 users and 74,325 sessions, with 70.56 percent of traffic from organic search. The site ranked for 3,800 keywords against a goal of 500 and captured top clicks on “total eclipse dfw” and county pages that helped residents plan the day.

Earned Media

Media lifted credibility and fed search. We secured 374 placements against a 250 goal, many with backlinks. Coverage included The Dallas Morning News, CBS News, CW, Forbes and Univision. Referral traffic converted: DallasNews.com visitors produced $9,529 in sales and eclipse.aas.org added $1,000.

Shared Media

Social gave quick reach and useful signals. Facebook drove volume but light engagement, while LinkedIn and YouTube audiences stayed longer and interacted more. Real-time updates beat general content, which shaped what we posted in the final weeks.

Paid Media

We kept spend small and precise. With less than a thousand dollars, on Facebook, we generated 173,895 impressions and a 5.68 percent CTR. Email carried the heavier lift with high open rates and clear calls to action. The pairing built awareness and converted existing relationships.

Promotion

Free glasses from museums and retailers changed buyer behavior. We repositioned ours as premium collectibles, guaranteed ISO-compliant and offered early purchase incentives to lock orders before free distribution ramped up.

Measurement

We tracked traffic, search, referrals and sales by source. Google organic drove 29,523 users and $18,495.16 in sales. Timed coverage moved revenue: Feb 2 stories in The Dallas Morning News and eclipse.aas.org drove 94 sales and $3,345.35. Feb 6 coverage contributed 145 sales and $5,553.91.

What this shows

One plan. Separate jobs. Each PESO lane carried different weight at different times. Owned search kept the lights on, earned spiked momentum, shared tuned the message and paid scaled what worked. The mix produced authority, sales and community impact without wasting budget.

How Does PESO Change How You See PR vs Advertising vs Promotions?

The biggest shift is mental. Instead of choosing one tool in a vacuum, you decide how the four media types support the same goal. Advertising stops competing with PR. Promotions stop undercutting brand work. Owned content stops sitting idle. The plan becomes one system that moves buyers now and builds trust for later. That is what the PESO Model was built to do.

FAQ for leaders who want clarity fast

Is PR just media relations?

No. Media relations is one earned tactic. Public relations uses the full PESO Model across paid, earned, shared and owned. That means media outreach, expert content, social community, owned content and smart amplification work together. The goal is reputation, authority and outcomes tied to real business metrics, not headlines alone.

Can PR drive direct sales?

Yes. Credible coverage reduces risk for buyers and nudges action. Link every earned or owned piece to a clear next step. Use landing pages, CTAs and simple tracking. Let sales teams share articles and clips in follow-ups. Add light paid support to reach lookalike audiences and move qualified traffic.

Do I need ads if PR is strong?

Yes, if you want predictable reach and control. PR opens doors and lowers costs over time. Advertising lets you decide who sees your message, when and how often. The best plans pair both. Use PR to build trust. Use ads to scale what resonates and fill gaps in coverage.

Will promotions hurt my brand?

They can if you train buyers to wait for deals (Think Bed Bath & Beyond). Keep offers short, tied to real events, with clear rules and caps. Reward behaviors you want, like trial of new items or referrals. Measure lift versus baseline, not just redemptions. Protect price, then use promotions as precise tools.

Is direct mail advertising or promotion?

It depends on the content. A postcard that builds awareness with no incentive is advertising delivered by mail. A mailer with a coupon or deadline is a sales promotion. Track with unique codes or QR. Start small, test offers and creative, then scale the version that earns profitable response.

Does sponsorship count as PR?

Yes. Sponsorship lives in community relations. Start with a cause that fits your audience and values. Set goals for exposure, engagement and reputation. Let the nonprofit’s voice lead. Share clear numbers on support and impact. If you need extra reach or trial, add paid boosts or a short offer.

Put seniors on the work that matters

At TrizCom PR you work with senior professionals from pitch to results. We plan with the PESO Model so every dollar funds the right job. We build the team by market and specialty, keep one owner on your work and measure the outcomes your C-suite tracks.

If you want a plan your leadership can trust, email Jo@TrizCom.com or call 972 247 1369.

Author: Jo Trizila, founder and CEO of TrizCom PR. Three decades in earned media, issues management and brand storytelling for leaders who expect results.

A Preapproved Crisis Holding Statement Can Shield Your Brand

Expect the Unexpected

Imagine your brand is about to celebrate a major milestone when social media erupts with reports of safety concerns. Within minutes, executives gather in a glass-walled boardroom while legal counsel reviews the first reports and customers refresh their feeds, hoping for news. In that moment, a holding statement becomes your bridge between uncertainty and confidence.

A holding statement is a brief message issued at the start of a crisis. It allows an organization to respond quickly while gathering facts. It assures internal and external audiences that your brand is aware of the situation. By sharing a concise update, stakeholders gain clarity and trust stays intact. Every organization benefits from a ready template that matches its brand voice.

In this guide, we explain the purpose of a holding statement and then explore its key components. Next, we cover how to craft one that feels genuine and aligns with values and finally, we offer tips to deploy it fast and avoid common mistakes. This approach reflects TrizCom PR’s clear caring communications that protect reputation.

Understanding the Purpose of a Holding Statement

A holding statement gives leaders time to confirm details without leaving audiences in the dark. In those first critical moments, every hour without an update can feed uncertainty. A well-timed message shows the organization is aware of the situation. It also reassures employees, customers, regulators and the media. That reassurance preserves goodwill. It can prevent rumors from spreading. Holding statements signal control and care. They set expectations for follow-up updates.

At TrizCom PR, we view this as a core component of crisis readiness. By establishing a reliable early response, we protect brand trust and reduce the risk of reputational harm. Clear honest messaging can turn a tense situation into proof of strong leadership.

Key Components Of An Effective Holding Statement

Acknowledgement

Briefly state awareness of the event. This shows you are listening and take it seriously.

Commitment to Action

Explain that you are gathering facts. Promise an update as soon as possible. This builds confidence in your process.

Empathy

Express genuine concern for anyone affected. A human touch reassures audiences that people matter more than PR.

Point of Contact

Offer a single spokesperson or channel for questions. This avoids confusion and ensures consistency.

Brand Voice

Use language that reflects your values. Maintain a professional and approachable tone that aligns with the organizational culture.

Each element plays a role. Acknowledgement stops silence. Commitment to action manages expectations. Empathy creates connection. A clear point of contact guides media and stakeholders. A brand voice ensures that every message feels authentic. Together, these parts form a template you can adapt to any scenario.

At TrizCom PR we work with clients to prewrite holding statements that satisfy legal requirements while still resonating on a human level. Having those templates reviewed in advance means brands can respond immediately with clarity and confidence when time is critical.

Crafting Your Preapproved Holding Statement

Begin with a clear concise opening sentence that names the situation. This demonstrates that you understand the urgency and sets a firm tone.

Use Active Solution Language

Choose verbs that emphasize action and control. Avoid using jargon that may confuse or distance your audience.

Keep It Short

Limit the statement to about 100 words. Brevity ensures it can be read and shared quickly.

Include One Data Detail

If you can confirm a fact, such as the number of sites affected or the timeline you have begun to review, share it. A concrete detail builds credibility.

Verify Legal and Factual Accuracy

Before release, run your draft through legal or compliance review. Correct facts avoid retractions later.

Align with Brand Values

Use phrases that reflect your organization’s voice. If you position yourselves as innovators, use forward-looking language. If you emphasize community use, use inclusive and empathetic wording.

These steps create a template you can adapt to any scenario. By drafting a preapproved holding statement, you save precious minutes in a crisis.

Timing And Deployment

Issue the first holding statement within the first hour of learning about an incident. Early acknowledgement prevents rumors from taking hold.

Select the Right Channels

Post on your website banner, send via press wire, share on social media and notify key stakeholders by email or text. Multiple touchpoints ensure no audience is left guessing.

Schedule Regular Updates

Plan to refresh your message every two to four hours as you gather new information. Even if there is no major change, a brief update reassures your audience that you remain engaged.

Transition to Full Statement

Once you confirm key facts, move from a holding statement to a detailed statement or full press release. That second message can address root causes, corrective steps and next actions.

Use Preapproved Templates

Maintain scenario-specific templates for data breaches, product recalls, workplace incidents and more. Having these ready lets you deploy messages without delay.

Timely clear deployment reinforces trust and demonstrates leadership under pressure.

 Common Pitfalls And How To Avoid Them

Delayed Response

Waiting too long erodes confidence and gives space for speculation. Prepare templates in advance so you can issue messages immediately.

Vague Language

Ambiguous phrases frustrate audiences and fuel doubt. Include at least one solid fact to show you have begun to investigate.

Lack of Empathy

A sterile corporate tone feels uncaring. Add a sentence that acknowledges impact on individuals to convey genuine concern.

Inconsistent Messaging

Multiple voices or changing facts damage credibility. Centralize approvals with one spokesperson and use version control on all drafts.

Avoiding these common errors helps your holding statements support rather than hinder your crisis response. A simple, well-framed message can calm concerns and protect your reputation.

Real World Examples

A national food brand faced reports of contamination on social media. Within 45 minutes, it issued a holding statement acknowledging the claim and promising an urgent review. By sharing the number of stores under inspection and directing inquiries to a single hotline, it limited speculation and gained praise for transparency. In contrast, a tech company delayed its initial response by several hours and offered only vague reassurances. That silence allowed rumors to escalate and led to extra media scrutiny. The lesson is clear: rapid, clear messaging curbs uncertainty, while delays or ambiguity amplify risk.

Holding Statement Template

Internal Holding Statement Example

Date/Time Issued

Audience (e.g., all employees, specific team)

Situation

“We are aware of [brief description of incident].”

Empathy

“Our priority is the well-being of [employees/customers/partners].”

Next Steps

“We are gathering more information and will share updates by [timeframe].”

Spokesperson

“If you have questions, please contact [Name, Title, Email/Phone].”

Values Reminder

“We remain committed to [core value] as we address this situation.”

External Holding Statement Template

Date/Time Issued

Audience (e.g., media, public, clients/customers)

Acknowledgment

“We recognize that [brief description of incident] has occurred.”

Expression of Concern

“We regret any impact this may have on [stakeholders/customers].”

Commitment to Update

“We are investigating and will provide further information by [timeframe].”

Point of Contact

“For media inquiries, please reach [Name, Title, Email/Phone].”

Values Alignment

“We are guided by [core principle] in resolving this matter.”

Let’s assume your brand has a data breach. Here is what an internal holding statement and an external holding statement might look like:

Internal Holding Statement Example

July 23, 2025 9 AM CDT

We are aware of an unauthorized access incident that may have exposed customer and employee data within our systems. Our priority is the well-being of our employees and the customers who trust us with their information. We are gathering more information and will share updates by July 24 at 5:00 PM CDT. If you have questions, please contact Jane Doe, chief security officer, at jdoe@anycompany.com or (214) 555-5555. We remain committed to security and transparency as we address this situation.

External Holding Statement Example

July 23, 2025 9 AM CDT

We recognize that an unauthorized access incident has occurred that may have exposed personal and account information. We regret any impact this may have on our customers and partners. We are investigating and will provide further information by July 24 at 5:00 PM CDT. We remain committed to security and transparency as we address this situation.

For media inquiries, please contact John Doe, director of public relations, john.doe@anycompany.com (214) 555-5555.

Integrating Holding Statements Into Your Crisis Plan

Start by drafting templates for likely scenarios such as supply chain issues, data breaches and safety incidents. Involve legal, operations and communications teams in regular reviews to keep details accurate. Schedule quarterly tabletop exercises to practice issuing and updating statements under time pressure. Store approved templates in a shared secure folder so the crisis team can access them at once. Align holding statement triggers with your broader crisis response workflow, ensuring seamless handoff from initial alert to full incident report. This preparation lets your organization move from uncertainty to action without delay.

Safeguarding Your Reputation Going Forward

Holding statements serve as your first line of defense in a crisis. They buy crucial time, maintain stakeholder trust and lay the groundwork for a detailed response. By crafting clear concise messages in advance and integrating them into regular drills you ensure your team can act with confidence.

Partner with TrizCom PR

TrizCom PR can help you develop a tailored playbook and run live drills and scenarios that give your team the clarity and confidence to respond fast and sincerely. Connect with our experts or call us at 214-242-9282 to discover how to maintain control over your brand when the unexpected arises.

Integrating Holding Statements Into Your Crisis Plan

Start by drafting templates for likely scenarios such as supply chain issues, data breaches and safety incidents. Involve legal, operations and communications teams in regular reviews to keep details accurate. Schedule quarterly tabletop exercises to practice issuing and updating statements under time pressure. Store approved templates in a shared secure folder so the crisis team can access them at once. Align holding statement triggers with your broader crisis response workflow, ensuring seamless handoff from initial alert to full incident report. This preparation lets your organization move from uncertainty to action without delay.

Safeguarding Your Reputation Going Forward

Holding statements serve as your first line of defense in a crisis. They buy crucial time, maintain stakeholder trust and lay the groundwork for a detailed response. By crafting clear concise messages in advance and integrating them into regular drills you ensure your team can act with confidence.

Partner with TrizCom PR

TrizCom PR can help you develop a tailored playbook and run live drills and scenarios that give your team the clarity and confidence to respond fast and sincerely. Connect with our experts or call us at 214-242-9282 to discover how to maintain control over your brand when the unexpected arises.

Why Brands Struggle to Apologize When A Company Crisis Hits

The Crisis Communications Mistake That Keeps Happening

In the highly charged arena of crisis communications, few phrases carry more weight than a simple, direct apology during a company crisis. Yet, for many organizations, expressing sincere regret remains one of the most challenging aspects of managing a reputational crisis. The hesitation to say "I’m sorry" often leads to significant brand damage, prolonged media scrutiny and lost public trust.

In today’s hyper-connected world, where information travels globally within seconds, the delay or absence of a well-executed apology can be far more damaging than the original incident itself. This blog explains why many brands struggle to apologize effectively, the consequences of delayed responses and examples of both poor and effective apology strategies.

The High Cost of Delayed Apologies During a Company Crisis

Silence Escalates the Situation

When a company crisis emerges, the clock starts immediately. Social media amplifies incidents instantly. Videos, posts and commentary spread rapidly across digital platforms. Public opinion can harden within hours. In these moments, organizations face a critical decision. They must respond quickly and authentically or allow silence, legal language or defensive statements to shape the narrative.

Historical Case Studies

United Airlines 2017

The incident involving United Airlines quickly became one of the most widely publicized and discussed crises in recent corporate history. A video showing a passenger being forcibly dragged off an overbooked flight spread rapidly across global media channels. The images of the bloodied passenger, combined with the sound of distressed travelers and the apparent indifference from crew members, generated intense outrage worldwide.

United Airlines' initial response was heavily focused on policy and procedures rather than acknowledging the inhumane treatment of the passenger. The company described the event as "re-accommodating customers," a tone-deaf phrase that amplified public anger. The CEO’s internal email praised employees for following protocol and framed the passenger as disruptive, which only intensified backlash across both traditional media and social platforms.

The failure to address the emotional gravity of the situation allowed the crisis to escalate. Headlines, late-night talk shows and social media users relentlessly criticized United for days. The company’s stock value dipped, and its reputation suffered long-term damage. What made the situation worse was not the initial incident alone but United’s inability to demonstrate immediate empathy and accountability.

Had United Airlines issued a swift public statement expressing genuine sorrow for the incident, acknowledging the mistreatment of the passenger, committing to a thorough investigation and outlining immediate steps to prevent such situations, much of the reputational fallout could have been contained. Instead, the delayed and defensive approach served as a textbook example of how not to handle a public relations crisis.

BP Deepwater Horizon 2010

The Deepwater Horizon disaster stands as one of the most severe environmental catastrophes in modern history. An offshore drilling rig operated by BP suffered a massive explosion, resulting in the tragic loss of 11 crew members and the uncontrolled release of millions of barrels of oil into the Gulf of Mexico over a span of 87 days. The environmental damage was widespread, affecting marine life, coastal communities, fishing industries and tourism for years.

As the crisis unfolded, public scrutiny intensified rapidly. The world watched live video feeds of oil gushing from the seafloor, fueling international outrage and environmental activism. Media outlets covered the disaster around the clock, and social media users shared real-time updates and reactions, amplifying the pressure on BP to respond effectively.

In the critical early days following the disaster, BP's CEO Tony Hayward became the face of the company's response. Instead of offering heartfelt condolences or focusing on those directly affected, Hayward famously stated, "I’d like my life back." The dismissive and self-centered tone of that statement was seen as tone-deaf and deeply insensitive to the scale of the tragedy. Rather than demonstrating empathy, the remark triggered further anger and severely damaged both Hayward's personal reputation and BP's global brand image.

Public confidence in BP eroded quickly. The company's lack of immediate emotional connection with victims and communities, combined with shifting blame and technical jargon, left stakeholders feeling unheard and dismissed. In the absence of sincere leadership, criticism grew from environmental groups, government officials and the general public alike.

A swift and effective response would have required BP to prioritize empathy and accountability from the start. An immediate public statement expressing profound sorrow for the lives lost, acknowledging the severity of the environmental devastation and committing to full-scale cleanup efforts and financial restitution could have helped deescalate the widespread backlash. By failing to lead with humanity, BP allowed the crisis to spiral, ultimately paying billions in fines, settlements and long-lasting reputational harm.

The Deepwater Horizon case continues to serve as a powerful example of how critical it is for organizations to adopt a compassionate, transparent and responsible communication strategy in the earliest moments of a crisis.

Volkswagen Emissions Scandal 2015

The Volkswagen emissions scandal, commonly referred to as "Dieselgate," remains one of the most damaging corporate ethics failures in recent history. Investigations revealed that Volkswagen had deliberately installed software in millions of diesel vehicles worldwide designed to cheat emissions tests. The vehicles appeared compliant under laboratory conditions but emitted up to 40 times the legal limit of nitrogen oxides during real-world driving.

When the scandal broke, it sparked immediate global outrage. Consumers, environmental advocates, regulators and governments expressed deep concern over the deliberate deception. Trust in Volkswagen's commitment to environmental sustainability, which had been a cornerstone of its marketing, was severely undermined.

Volkswagen's initial response attempted to downplay the company's involvement by blaming a small group of rogue engineers. This approach failed to satisfy public demands for accountability. By minimizing the scale of corporate responsibility and portraying the fraud as an isolated technical issue, Volkswagen fueled skepticism among regulators, customers and the media.

The lack of full transparency and ownership delayed the company's ability to begin repairing its reputation. Lawsuits, criminal investigations and government sanctions followed quickly across multiple countries, resulting in billions of dollars in fines, legal settlements and recalls. Public confidence in Volkswagen suffered long-term erosion.

A more effective response would have required Volkswagen’s leadership to immediately accept full responsibility for the emissions violations, publicly acknowledge the breach of trust and outline a clear, transparent corrective plan. This should have included cooperation with regulatory authorities, full disclosure of the scope of the misconduct, swift recalls and investment in clean vehicle technologies to demonstrate meaningful corrective action.

The Dieselgate scandal serves as a case study on how delayed accountability and blame-shifting can intensify reputational damage. Volkswagen’s failure to lead with honesty and integrity in its initial response allowed public outrage to build uncontrollably and transformed a corporate scandal into a global symbol of corporate dishonesty.

Equifax Data Breach 2017

The Equifax data breach in 2017 stands as one of the most significant cybersecurity failures in modern history. The personal information of approximately 147 million consumers was exposed, including sensitive data such as Social Security numbers, birth dates, addresses, credit card numbers and driver’s license details. The scale of the breach placed millions at risk for identity theft, financial fraud and long-term personal security threats.

Public reaction was swift and severe. Consumers demanded answers and protection while regulators and government officials launched multiple investigations. The breach raised national and international concerns about data privacy, corporate responsibility and the security of critical financial infrastructure.

Equifax's initial response severely undermined public trust. The company delayed notifying the public for several weeks after discovering the breach. When it finally went public, its statements were confusing and failed to fully communicate the magnitude of the exposure. The company's attempt to direct affected individuals to a separate website for information and credit monitoring created further frustration and technical issues. Many consumers struggled to access accurate information about whether their data had been compromised.

The company’s lack of clarity and transparency, coupled with reports of insider stock sales by Equifax executives after the breach was discovered but before the public was informed, further fueled public outrage. These missteps created the perception that Equifax prioritized its financial interests over its customers' safety and well-being.

A stronger response would have required Equifax to immediately notify the public once the breach was confirmed. The company should have proactively offered free credit monitoring and identity protection services without requiring complicated registration processes. Clear, honest communication about what had happened, how consumers could protect themselves and what the company was doing to resolve the issue would have demonstrated greater accountability and responsibility.

Instead, Equifax's slow and fragmented communication allowed public confidence to erode rapidly. The breach resulted in numerous lawsuits, government fines, congressional hearings and long-term reputational damage. The Equifax data breach remains a stark reminder of how crucial immediate, transparent and consumer-focused crisis communications are when public trust is on the line.

Pepsi Kendall Jenner Ad 2017

In 2017, Pepsi released a commercial featuring Kendall Jenner that quickly became one of the most controversial advertisements in recent years. The ad depicted Jenner leaving a modeling shoot to join a generic protest scene, ultimately offering a can of Pepsi to a police officer as a symbolic gesture of peace. The visual imagery was widely interpreted as trivializing serious social justice movements, particularly Black Lives Matter, by suggesting that complex societal issues could be resolved with a simple beverage exchange.

The public reaction was immediate and intense. Social media users, civil rights activists, celebrities and advocacy groups criticized the ad for its tone-deaf portrayal of real struggles related to police brutality, racial inequality and protest movements. The backlash escalated within hours, and the advertisement quickly became the subject of widespread mockery, memes and harsh media critiques.

Pepsi's initial response compounded the controversy. The company defended the ad as an attempt to promote a message of unity and peace. This defense was perceived as dismissive of the legitimate concerns raised by the public and further fueled the criticism. By failing to acknowledge the ad's insensitivity, Pepsi allowed the conversation to spiral, with critics framing the company as out of touch with the cultural realities it attempted to reference.

A more effective crisis response would have involved an immediate acknowledgment of the misstep. Pepsi could have issued a sincere statement recognizing the valid concerns expressed by viewers, apologizing for the unintended offense and committing to listen and engage in more informed conversations about complex social issues moving forward.

Eventually, after the backlash continued to mount, Pepsi pulled the ad and released a formal apology. However, the delay in issuing that apology meant the company lost valuable time to demonstrate accountability and empathy when it mattered most.

The Pepsi Kendall Jenner ad remains a prominent example of how brands must approach socially sensitive topics with deep awareness, genuine understanding and a commitment to responsible storytelling. In crisis communications, speed, humility and authenticity often make the difference between a recoverable misstep and lasting reputational harm.

Why Leadership Hesitates to Apologize

Legal Concerns Override Empathy

One of the primary reasons many organizations struggle to issue timely apologies is fear of legal liability. Legal teams often advise against making any statement that could be interpreted as an admission of guilt. While protecting the organization from legal exposure is important, it should not come at the expense of demonstrating compassion.

Expressing regret for harm or offense does not necessarily admit legal fault. An apology that recognizes the seriousness of the situation, empathizes with those affected and communicates steps being taken can be carefully crafted to protect the organization and its stakeholders.

Ego and the Illusion of Control

When a company crisis occurs, the leadership teams and their willingness to prioritize public trust over internal defensiveness will be tested. For some executives, admitting mistakes feels like exposing weakness. The desire to control narratives often leads to delayed responses, shifting blame or issuing heavily sanitized statements that lack emotional resonance.

In crisis communications, the only true control lies in how the organization responds.

Perfection Paralysis

Another common pitfall is the pursuit of a perfect response. As teams review, revise and overanalyze draft statements, valuable time is lost. In today’s media cycle, hours of silence can allow misinformation to spread unchecked, hardening negative perceptions.

The goal should not be perfection but speed combined with sincerity. A timely, straightforward message that reflects honesty and accountability often carries far more weight than a perfectly worded but delayed statement.

The Blueprint for an Effective Apology

Key Elements for Successful Crisis Communications

TrizCom PR has developed a consistent framework for successful apologies through years of guiding organizations through complex crises. The most effective statements include these five essential elements.

1. Acknowledge the incident with clear and direct language

2. Express empathy by centering the affected parties

3. Accept responsibility without minimizing or deflecting

4. Commit to corrective action with transparent steps

5. Maintain ongoing communication as new information emerges

When applied swiftly, this formula allows organizations to reset public conversations, demonstrate leadership integrity and begin restoring trust.

The Essential Role of Crisis PR Plans

Building the Foundation Before the Crisis Hits

An effective crisis PR plan is not a luxury; it is a necessity for every organization that values its reputation. At its core, a crisis communications plan provides a proactive blueprint that outlines how an organization will respond when facing an unexpected event that threatens its brand, credibility or operations.

A strong crisis PR plan includes clear roles and responsibilities for decision-makers, ensuring there is no confusion when quick action is needed. It establishes internal communication chains to avoid missteps and conflicting messages. The plan defines pre-approved protocols for messaging, spokesperson responsibilities and approval processes, removing unnecessary delays when response time is critical.

Crisis PR plans also anticipate potential vulnerabilities by identifying likely company crisis scenarios specific to the organization’s industry, operations and public presence. With these scenarios in mind, companies can prepare messaging templates, media holding statements and designated response teams trained to act quickly and confidently.

Proactive planning provides leadership teams with confidence during high-pressure situations when emotions often cloud judgment. A well-designed plan empowers companies to respond decisively while maintaining transparency, empathy and consistency across all communications platforms.

Equally important, these plans emphasize real-time media monitoring and social listening so that organizations can identify emerging threats and respond before issues spiral into full-blown crises.

Organizations that invest in developing and regularly updating crisis PR plans are better positioned to manage both short-term incidents and long-term reputational consequences.

Case Study Apologies Managed Well

HydroChemPSC and the Power of Authentic Leadership

In 2019, HydroChemPSC, now HPC Industrial, faced a viral backlash when a former employee was captured on video engaging in offensive, racially charged behavior. Although the individual no longer worked for the company, social media users incorrectly tied the behavior to the organization. Almost immediately, the company faced public outrage, online accusations and a media storm.

With guidance from TrizCom PR, the company acted decisively. CEO Brad Clark recorded a short, unscripted video message using his iPhone. In the video, Clark publicly disassociated the company from the individual’s actions, validated public concerns, expressed empathy to those impacted, emphasized that HydroChemPSC did not condone such behavior in any form and communicated with transparency and sincerity, avoiding corporate jargon.

The response earned positive public reaction across social media platforms. The video received over 143,000 views on Twitter. Thousands of retweets, likes and supportive comments followed. Facebook also saw significant engagement expressing confidence in the company’s handling of the situation.

This case highlights how clear leadership, decisive action and authentic communication can quickly de-escalate reputational threats.

The Crucial Role of Speed

Timing Shapes Outcomes

Every moment that passes without a strong response diminishes an organization’s ability to regain trust.

Organizations that prepare crisis communications protocols in advance place themselves in a significantly stronger position when reputational threats arise. Preparation empowers teams to respond confidently rather than reactively.

Emotional Intelligence in Crisis Leadership

Compassion Drives Connection

Effective crisis response requires leaders to operate from a foundation of emotional intelligence. The Public Relations Society of America explains that leaders should be prepared to respond, communicate and connect using strong emotional intelligence during a company crisis.

By prioritizing the perspectives and emotions of those affected, organizations humanize their brand and foster goodwill even in difficult circumstances.

Building a Crisis-Ready Organization

Proactive Preparation Creates Confidence

At TrizCom PR, we advise every client to view crisis planning not as an optional exercise but as an essential component of reputation management. Crisis readiness includes developing a comprehensive crisis communications plan with decision-making protocols, identifying and training official spokespeople with media coaching, conducting regular social media monitoring to detect emerging threats, establishing relationships with trusted media contacts and creating pre-approved message templates for rapid response.

Organizations that take these steps position themselves to respond with speed, clarity and consistency when public perception matters most.

Empathy as a Strategic Business Asset

Resilience Through Authenticity

Empathy is not simply a public relations tactic. It is a core leadership competency. Companies that authentically prioritize the well-being of their customers, employees and communities are far better equipped to navigate crises successfully.

Expressing regret, acknowledging harm and demonstrating accountability allows stakeholders to see the organization’s values in action. This often fosters greater loyalty and resilience long after the company crisis has passed.

Partnering with TrizCom PR for Crisis Protection

Trusted Guidance Every Step of the Way

The strongest reputations are not built in calm moments. They are forged during periods of adversity. Partnering with an experienced crisis communications team provides businesses with the tools, training and counsel needed to safeguard their brand when reputations hang in the balance.

TrizCom PR specializes in helping organizations prepare for the unforeseen. From comprehensive crisis planning to immediate response activation, we support our partners at every stage before, during and after a crisis event.

To explore how TrizCom PR can help protect your brand, contact us today.

Effective crisis response starts long before your company crisis occurs. Remember, it is not when a crisis will occur; it’s when it will occur.  Let us help you be ready.

Want A Quick Summary?

Listen to TrizCom PR's NotebookLM recap with Chuck and Karen for the latest insights and key takeaways!

 Everyone has a story to tell.
Let TrizCom PR tell yours.

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.