Author: Erik Rolfsen
The Truth Won’t Sell Itself: PR’s New Reality
How PR professionals can ethically persuade audiences who process information through emotion rather than evidence.
Do Ex-Journalists Make the Best PR Professionals?
Journalism experience can be a real asset in PR, but it doesn’t guarantee success. The most effective communicators bridge insight and execution.
Demonstrating Your Team’s Value: Reporting That Tells the Full Story
Most teams report only outputs: press releases sent, articles published, quotes included—not outcomes. Here’s how to make your reporting tell a story.
Spray-and-Pray Isn’t Dead: When Casting a Wide Net Still Works in Media Relations
Media outreach today requires thoughtful targeting, strong relationships and good timing. But when the story calls for scale, there is still room for sheer volume.
How AI is Changing PR, Not Replacing It
When routine PR work is done by machines, the real value lies in the judgment and experience only people can bring.
The Pepsi Syringe Scare: How a Media Frenzy Nearly Took Down a Giant
In 1993, Pepsi faced a national panic over syringes in soda cans—but instead of apologizing, it fought back with facts and video proof. The bold strategy worked, offering key lessons in media crisis response and narrative control.
The Crisis That Changed Everything: How the Tylenol Poisoning Case Reshaped Corporate Crisis Management
A massive communications crisis hit Johnson & Johnson in 1982 after seven people in the Chicago area consumed Tylenol capsules laced with potassium cyanide.
From Issues to Crises: How Disorganized Media Response Turns Small Problems Into Big Ones
Reputational damage doesn’t happen in an instant. It’s usually a series of small missteps that turns an issue into a full-blown crisis—and it can be avoided.
Easing the Pressure: Tools and Tips for Crisis Communication Teams
During a crisis, having a centralized hub for all external communications and messaging can be the difference between staying in control and getting overwhelmed.
Why Playing by ‘Old Media’ Rules Might Be Holding Your Strategy Back
The outlets with the biggest reach might not play by journalistic rules anymore, and it’s up to newsmakers to adjust.
