Tim Gray is the Strategic Communications Advisor at Intelligent Relations, an AI-powered PR agency that helps brands earn meaningful media coverage. Before moving into PR, Tim spent more than two decades as a business and technology journalist, writing for The New York Times, The Wall Street Journal, VentureBeat, and CNN. In this episode, he shares insights into how Intelligent Relations’ Preston AI platform enhances PR workflows and simplifies pitch creation—while emphasizing the importance of balancing AI with human intelligence. Tim also explores the art of storytelling in PR and outlines his approach to thought leadership.

Key Takeaways:

- Balancing human and artificial intelligence in PR

- Creating new workflows with AI

- Where AI writing comes short

Episode Timeline:

0:00Introduction to Intelligent Relations and Tim Gray

2:48The Role of AI in PR at Intelligent Relations

4:45 How we've rapidly changed our views of ChatGPT

5:59Creating a new workflow around AI

6:45The client experience at Intelligent Relations

7:45How Preston creates AI pitches

10:30How AI affects junior-level PR people

11:30How has Intelligent Relations changed over 7 months?

12:22Balancing human and artificial intelligence

14:00Where AI writing falls short

16:00How to make a story stick

17:45How to get Tod to read your pitch

17:41Tim's thought leadership philosophy

This episode’s guest:

• Tim Gray on LinkedIn

• Intelligentrelations.com

Your host: Tod Perry

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G.C. Murray II, Esq., is an acclaimed attorney, executive coach, and the author of A Greater Change: A Nonprofit Guidebook. Honored by the American Bar Association and the National Bar Association for his integrity and leadership, he offers a unique blend of legal insight and communication strategy. In this conversation, G.C. shares how his background in law gives him unique insights into PR, how to manage your reputation in the AI era, and the loneliness problem in the C-suite.

Key Takeaways:

- How law and PR are related

- The problem of C-suite loneliness

- Reputation management in the AI era

Episode Timeline:

1:20 The challenges of running a company out of Indonesia

2:50 What's happening at Association GC?

3:50 How does his law experience help with PR communications?

6:15 Why emotion matters in court

7:15 Lawyers who have really impressed G.C.

9:35 G.C.'s relationship with his father, a judge

10:05 How can brands manage their reputation in the AI era?

11:30 How to fix your problems before they start

13:30 How AI is muddying our perception of reality

15:00 Why C-suite loneliness is a big problem

17:00 How to move off the plateau

19:30 The art of listening

22:00 Being likable

23:45 G.C.'s thought leadership philosophy

This episode’s guest:

• G.C. Murray II, Esq. on LinkedIn

• Association.Law

• G.C. Murray II, Esq. on Facebook

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Lilly Cortes Wyatt is the visionary founder of SociosPR, an innovative integrated communications firm renowned for its cultural competence expertise. With a diverse team, SociosPR collaborates with private enterprises and public agencies, forging meaningful connections with varied communities. On this episode, Lilly shares why cultural competence is so important in 2025 and the dead giveaways that PR agencies are missing the mark. Also, a look at the competitive world of voice-over acting and Lilly's thought-leadership philosophy.

Key Takeaways:

- Keys to cultural competence

- A look inside the world of voice-over acting

- The inspiration for SociosPR

Episode Timeline:

1:45 Why voice acting is harder than most people think

4:20 AI is taking voice acting jobs

7:00 What's happening at SociosPR these days

8:20 The inspiration for SociosPR

10:50 The importance of cultural competence in 2025

13:10 What is cultural competence?

14:20 Should PR people use the term Latinx?

17:05 Dead giveaways that some PR isn't culturally competent

19:45 Is ChatGPT good at translations?

22:50 Understanding the diversity within the Hispanic community

24:20 Lilly's thought leadership philosophy

This episode’s guest:

• Lilly Cortes Wyatt on LinkedIn

• SociosPRAgency.Com

• SociosPR on LinkedIn

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Kylie McMullan, principal of Finch Media, has a strong background in public relations and marketing, stemming from her experience both client side with Johnson & Johnson, Doctors of BC, and Nature’s Path Organic Foods, and in agency, working on accounts such as Celestial Seasonings, Happy Planet Juice, and BC Women’s and Children’s Hospital. Kylie is also the co-author of the first Canadian-based public relations textbook, “Canadian PR for the Real World.” Kylie has a PhD in Industrial Economics and Management from KTH Royal Institute in Stockholm, Sweden. In this episode, Kylie shares her thoughts on building successful influencer campaigns and why earned media has become so important.

Key Takeaways:

- Why earned media is becoming more important than ever

- Keys to successful influencer campaigns

- AI is making PR ethics more important than ever

Episode Timeline:

1:45 Tod and Kylie are both getting over colds

3:00 What's happening at Finch Media?

4:00 The importance of earned media in 2025

6:00 How does the need for earned media benefit media outlets?

7:30 The importance of brand consistency in the AI era

9:25 The 3 tensions between influencers and organizations

13:30 Spokespeople can be a surprise

16:00 What are the qualities of an effective influencer

17:15 Do AI influencers matter?

20:00 PR practitioners are always adapting to technology

21:30 What are Kylie's students' ethical concerns

26:04 How Kylie helped her sibling, Chelsea, promote their short film

28:00 What's Kylie's thought leadership philosophy?

This episode’s guest:

• Kylie McMullan on LinkedIn

• Finchmedia.ca

• Finch Media on LinkedIn

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Keith Bowermaster, founder and president of The Modig Group, is a seasoned executive who specializes in strategic communications and change management. For over thirty years, he has excelled at developing effective communication strategies, managing crises, and influencing diverse audiences. In this episode, he discusses his strategies for effective change management and how PR agencies are fundamentally evolving on an organizational level.

Key Takeaways:

- An introduction to change management

- How the loss of junior-level employees will affect PR

- Keith's approach to thought leadership

Episode Timeline:

1:30 Keith's love of "Calvin and Hobbes"

4:00 What's happening at Modig Group?

5:45 The growing field of change management

7:45 Creating key messages in change management

9:30 Coca-Cola's AI ad

11:15 Why are agencies focusing on affordable PR

13:45 The rise of smaller agencies

16:15 Why smaller agencies have more skin in the game

18:00 The problems of losing junior-level employees in PR

22:00 Why Tod cringes at some AI talk

22:45 Keith's thought leadership philosophy

This episode’s guest:

• Keith Bowermaster on LinkedIn

• ModigGroup.com

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In PR 360's 300th episode, Tod Perry sits down with Linda Zebian, Muck Rack’s Vice President of Communications, and Matt Dzugan, the company’s Senior Director of Data, to discuss the evolving relationship between PR and AI. Together, they explore Muck Rack’s new AI-powered tool, Generative Pulse, along with its latest report on AI search. The conversation also delves into how AI is reshaping PR strategies and why earned media remains crucial for visibility in the age of artificial intelligence.

Key Takeaways:

- Why earned media is crucial for AI visibility and brand reputation

- Niche outlets are becoming more important in PR strategies

- The future of journalism in the AI era

Episode Timeline:

2:00Muck Rack's new tool: Generative Pulse

4:35 What does Generative Pulse look like for a client?

6:45Generative Pulse helps in a crisis

7:30How has AI changed the PR world and beyond in the past 18 months?

8:30People are using AI for retail purchases

10:22Muck Rack's AI search study insights

12:30Why does AI love learned media?

14:15ChatGPT's initial shortcomings

15:50Strategies for increasing AI visibility

21:00Crisis management with AI Tools

22:40Introduction to AI agents

25:30Building the ultimate agent

28:40The future of journalism and AI

This episode’s guests:

• Linda Zebian on LinkedIn

• Matt Dzugan on LinkedIn

• Muck Rack's free report at GenerativePulse.AI

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In this episode of PR 360, Tod Perry interviews Melissa Christensen, co-founder of Vigilante PR. For nearly 20 years, she’s been the bridge between brilliant minds and the rest of the world, balancing the art and science of communication to flip tech jargon into stories that captivate investors, intrigue journalists, and convert customers. In this episode, they discuss how Melissa founded Vigilante PR after her former agency went under due to questionable management. Now, Vigilante is breaking the mold through creativity, authenticity, and harnessing the power of true crime podcasts.

Key Takeaways:

- The agency has worked on true crime stories to help families seek justice

- Thought leadership should be educational, not promotional

- How a surprise career turn inspired Melissa to create Vigilante

Episode Timeline:

1:30 How Vigilante is using PR to bring justice for Megan Trussell

4:10 How Vigilante got involved in the Trussell case

5:30 How a shocking career turn inspired Melissa to create Vigilante

8:00 Forging a new path for PR

9:30 Why are a lot of agencies stuck in their ways?

11:15 Why senior-level PR people need to be involved on every level

13:30 Melissa's favorite campaigns

15:30 New ways of approaching journalists

17:15 How does Vigilante defy the odds

19:45 The band Melissa has seen over 400 times

22:30 Melissa's thought leadership philosophy

This episode’s guest:

• Melissa Christensen on LinkedIn

• Vigilante PR on LinkedIn

• Email: Melissa@Vigilante-PR.com

• PR Unplugged

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In this episode of PR360, Tod interviews Drew Holmgreen, the President and CEO of PPAI, the largest trade association for the $27B promotional products industry. Drew shares insights on the industry's massive economic impact, the emotional connections created through branded merchandise, and how companies can integrate physical products into digital campaigns. He also addresses challenges faced by the industry, including trade disruptions, and explains how PPAI is navigating the choppy waters.

Key Takeaways:

- Memorable promotional products can create lasting impressions and connections

- How trade disruptions have impacted the promotional products industry

- The importance of positive leadership

Episode Timeline:

0:00Introduction to PPAI and Drew Holmgreen

2:00The scope and impact of the promotional products industry

4:20Understanding branded merchandise

6:54The emotional connection of promotional products

9:45Integrating merch with digital campaigns

11:45The revenue potential of merchandising

13:00Howard Stern's aversion to promotional products

13:52Memorable promotional products and their impact

18:00Common mistakes in merchandising

20:25The creative side of the promotional products industry

22:00Navigating trade disruptions

27:40Thought leadership philosophy and positive leadership

This episode's guest:

• Drew Holmgreen on LinkedIn

• PPAI.org

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