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In this episode, Chris Hackney joins On Top of PR host Jason Mudd to learn how to track, interpret, and leverage media coverage.

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Our Guest:

Our episode guest is Chris Hackney, chief product officer at Meltwater. He brings more than 25 years of experience in B2B SaaS, specializing in media intelligence, PR technology, and communications strategy. At Meltwater, he leads product innovation to help brands navigate complex media landscapes and act on real-time insights.

Five things you’ll learn from this episode:

1. What media intelligence is and how it strengthens PR strategy

2. How to turn media monitoring into measurable business insights

3. Why PR professionals must embrace data-driven storytelling

4. Which metrics matter most when evaluating earned media coverage

5. How Meltwater is evolving its tools to meet the needs of modern communicators

Quotables

“Media intelligence helps you move from reporting what happened to influencing what happens next.” — @ChrisHackney

“PR needs to speak the language of the boardroom. That means data, context, and outcomes.” — @ChrisHackney

“The goal isn’t more coverage — it’s the right coverage that moves the needle.” — @ChrisHackney

“You can’t manage what you don’t measure. And that includes reputation.” — @JasonMudd9

“Media monitoring tools have evolved. It’s time PR pros evolved with them.” — @JasonMudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

About Chris Hackney

Our episode guest is Meltwater’s Chris Hackney, vice president of enterprise sales. Chris brings nearly two decades of experience in digital media, SaaS technology, and public relations. At Meltwater, he works closely with communications leaders and enterprise organizations to help them gather, analyze, and act on media insights that drive strategic decisions.

Chris has a deep understanding of the evolving PR landscape and the growing need for measurement and accountability in earned media. He frequently works with clients to strengthen their media intelligence capabilities and align communications with business outcomes. His insights help brands better understand their reputations, competitive positioning, and media performance in a fast-moving digital environment.

Guest’s contact info and resources:

Chris Hackney on LinkedIn

Meltwater website

10 steps to prepare your company for crisis

Additional Resources:

Understanding the differences of PR monitoring, measurement, and evaluation

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Jessica Pantages joins host Jason Mudd to explore how AI is reshaping storytelling and public relations

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Our Guest:

Our episode guest is Jessica Pantages, Egnyte’s chief communications officer. With more than 20 years of experience in aerospace, construction, consumer tech, and agriculture, Jessica leads the global corporate marketing team at Egnyte, a B2B software company focused on collaboration, governance, and AI-enhanced solutions. She brings deep insight into how marketing and PR professionals can responsibly and strategically integrate AI into their communications work.

Five things you’ll learn from this episode:

1. How AI is enhancing PR storytelling and content workflows

2. Why marketers must understand prompt crafting and data literacy

3. Ways PR pros can use AI to develop personalized media pitches and optimize translation at scale

4. The importance of AI governance, including style guides, usage policies, and compliance tracking

5. How communications professionals can evolve into “story systems architects”

Quotables

“Humans will set the narrative arc and the ethics. Machines will handle the infinite micro stories.” — @JessicaPantages

“If you try to avoid AI now, you're just going to find yourself in a heap of trouble in the future.” — @JessicaPantages

“Treat AI like any other vendor. You need a usage log, disclosure rules, and a style guide.” — @JessicaPantages

“We're just at the beginning of figuring out the prompts that give us usable drafts.” — @JessicaPantages

“AI is a great beginning, but a terrible ending. It still needs human oversight.” — @JasonMudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

About Jessica Pantages

Jessica Pantages is the chief communications officer at Egnyte, where she leads the company’s global corporate marketing and communications strategy. With over two decades of experience across aerospace, construction, consumer tech, and B2B software, Jessica brings a deep understanding of how to connect complex technology with real-world audiences.

At Egnyte, she helps teams leverage AI to streamline workflows, enhance storytelling, and maintain brand integrity at scale. Her leadership has been instrumental in navigating major company milestones, including a recent acquisition, and in guiding her team through the evolving landscape of content creation, governance, and digital engagement. Jessica is passionate about blending human creativity with machine insight to shape the future of PR and marketing.

Guest’s contact info and resources:

Jessica Pantages on X

Jessica Pantages on LinkedIn

Egnyte

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Vannyda Thach joins host Jason Mudd to discuss expert strategies for media pitching and journalist relationships

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Our Guest:

Vannyda Thach is the Head of Media Success at Qwoted. With a background in media relations and digital communications, Vannyda helps journalists find trusted sources and build meaningful relationships through the Qwoted platform. Her experience spans PR campaign management, social media strategy, and work with major entertainment events, including Disney’s “Big Hero 6” premiere.

Five things you’ll learn from this episode:

1. Why building relationships (and not just landing placements) is the foundation of good media pitching

2. The difference between cold pitches and media query responses — and how to craft both effectively

3. Best practices for using Qwoted to match sources with journalists quickly and accurately

4. How personalization, clarity, and relevance impact whether journalists notice or ignore a pitch

5. The role of urgency and profile optimization in earning top-tier media coverage

Quotables

“You want to be unique. You want to have your own take on the topic.” — @VannydaThach

“Remember to call the journalist by their name. If your pitch isn’t personalized, they’ll see right through it.” — @VannydaThach

“Pitching media is about being helpful, not selling. Focus on building the relationship.” — @JasonMudd9

“Don’t ghost reporters. Communicate early if something changes. It’s all about respect.” — @JasonMudd9

“Journalists are busy and under pressure. The more complete your profile, the more credibility you have.” — @VannydaThach

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us though Buy Me a Coffee or by leavinging us a quick podcast review.

About Vannyda Thach

Vannyda Thach is the Head of Media Success at Qwoted, a platform dedicated to connecting journalists with expert sources. Based in Los Angeles, she leads a team committed to supporting media professionals — including journalists, freelancers, podcasters, and producers by facilitating connections with the right experts for their stories, even under tight deadlines.

With a journalism and public relations background, Vannyda earned her bachelor's degree in journalism with an emphasis in public relations from California State University, Long Beach. Her career began with roles such as a communications intern at AARP and public relations manager for DisneyExaminer. She later joined Citizen Relations, progressing from a junior account executive to senior account executive, managing PR campaigns and fostering media relationships.

At Qwoted, Vannyda leverages her PR experience to assist journalists in finding trusted sources and building meaningful relationships through the platform. She emphasizes the importance of being helpful over selling in media pitching and building genuine connections with reporters.

Guest’s c

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Bill Zimmerman joins host Jason Mudd to discuss how the creator economy is transforming public relations and marketing strategy.

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Our Guest:

Our episode guest is Bill Zimmerman, a professor in the College of Communications at Penn State University. With a background in journalism and public relations, he recently authored a textbook on the creator economy. His academic work focuses on preparing students for the evolving landscape of influencer marketing, content creation, and digital media strategy.

Five things you’ll learn from this episode:

1. Why brands must understand the difference between influencers and content creators

2. The power of evaluating creators’ niche audiences instead of just follower count

3. Why trust, disclosure, and transparency are crucial in influencer partnerships

4. How to build an effective creator brief and why it matters for brand alignment

5. Tools and trends shaping the future of influencer marketing and PR education

Quotables

“Trust is the currency of the creator economy. It must be earned and maintained.” — @BillZimmerman

“A million followers doesn’t mean a million buyers. Engagement matters more.” — @BillZimmerman

“Creators are trusted more than institutions because they deliver real talk and transparency.” — @BillZimmerman

“You hire a creator for their voice. Over-directing the message kills authenticity.” — @JasonMudd9

“Disclosure isn’t optional. It’s ethical, smart, and legally required.” — @JasonMudd9

“The creator brief is quickly becoming the backbone of successful campaigns.” — @BillZimmerman

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

About Bill Zimmerman
Bill Zimmerman is an assistant teaching professor at Penn State University’s College of Communications. He brings a wealth of experience from his previous roles as a newspaper reporter and PR professional. Bill holds a bachelor’s degree from Indiana University of Pennsylvania and another in higher education from Penn State, along with accreditation in public relations.

A thought leader in the evolving world of digital media and PR education, Bill authored a textbook on the creator economy and is launching a content creator certificate program at Penn State. His work is helping shape how future PR and marketing professionals approach influencer strategy, creator partnerships, and audience trust in the digital age.

Guest’s contact info and resources:

Bill Zimmerman on LinkedIn

Understanding the Creator Economy: Making Digital Media Work for You

Additional Resources:

Influential.co

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this solocast episode, On Top of PR host Jason Mudd discusses what every company must know about media relations before hiring a public relations firm.

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Five things you’ll learn from this episode:

1. Media relations is just one part of strategic public relations

2. What makes a story newsworthy

3. What journalists really care about when evaluating your pitch

4. Why relationships don’t guarantee coverage

5. What PR tools you shouldn’t buy until you’re ready

Quotables

"Public relations is not only media relations. Media relations isn’t what most people think it is either." — @JasonMudd9

"Earned media must be earned. If someone guarantees coverage, you’re buying ads, not PR." — @JasonMudd9

"The only audience that matters is the journalist’s audience — not your CEO or marketing team." — @JasonMudd9

"Great [news] stories beat great [media] relationships." — @JasonMudd9

"PR is a long-term business strategy — not a one-time campaign or quick win." — @JasonMudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us by buying us a coffee or leaving us a quick podcast review.

About Jason Mudd, Axia Public Relations

Jason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with brands including American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon.

Jason founded Axia Public Relations in 2002. Forbes named Axia one of America’s Best PR Agencies. At Axia, Jason oversees strategic communications for national clients and leads top PR talent. Clients love his passion, innovation, candor, commitment, and award-winning team. He consults with leadership teams at billion-dollar global business-to-business and business-to-consumer brands, advising them on spokesperson training, crisis communications, analytics, social media, online reputation management, and more.

In an increasingly tech-forward world, Jason’s grasp of the technological demands companies face helps his multiple-sector clients reach their target audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, search engine optimization, and social media, inspiring tech giants like Yahoo. He speaks to corporations and industry groups and writes about PR trends and best practices for American City Business Journals and other national outlets.

Guest’s contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

Axia Public Relations

1:1 consultations and training with Axia

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Linda Zebian joins host Jason Mudd to discuss the challenges journalists face in maintaining work-life balance and how PR professionals can better support them. She shares industry insights from Muck Rack, explores newsroom pressures, and offers strategies for improving media relations.

Tune in to learn more!

Our Guest:

Linda Zebian is the senior director of communications at Muck Rack. She leads internal and external communications strategies across the enterprise. Her work spans across messaging, issues management, media relations, social media, and employee communications. As Muck Rack’s first-ever communications hire, Linda brought extensive experience from The New York Times, where she spent 10 years in various communications roles. She was named a “Woman to Watch” by PRWeek in 2024 and recognized for her leadership in Ragan Communications’ 2023 Top Women in PR list.

Five things you’ll learn from this episode:

1. The current state of work-life balance in journalism

2. Key stressors impacting media professionals today

3. How PR professionals can improve relationships with journalists

4. The evolving landscape of newsroom workflows

5. Strategies to support journalists’ well-being and efficiency

Quotables

"The media industry has changed dramatically, and work-life balance is a bigger challenge than ever." — @LindaZebian

"Journalists are under immense pressure. PR pros can help by being mindful of their time and needs." — @LindaZebian

"The relationship between PR and journalists should be built on trust, efficiency, and respect." — @JasonMudd9

"Empathy in media relations goes a long way. Understanding journalists' workload can improve PR success." — @LindaZebian

"Being strategic and concise in your pitches will make journalists more receptive to your stories." — @JasonMudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend, buy us a coffee, or leave us a quick podcast review.

About Linda Zebian

Linda Zebian is the senior director of communications at Muck Rack, where she leads internal and external communications strategy, including messaging, issues management, media relations, social media, and employee communications. She joined Muck Rack in January 2022 as its first-ever director of communications, bringing a wealth of experience in media and corporate communications.

Before working at Muck Rack, Linda spent a decade at The New York Times, where she held various communications roles supporting growth, product, and technology teams. She played a key role in reinforcing the company’s innovation and financial success, driving subscription growth, and strengthening brand affinity. Prior to that, she worked at Consumers Union, managing media relations for Consumer Reports. She began her career as a reporter at Folio before transitioning into conference programming for Red 7 Media.

Linda was named a “Woman to Watch” by PRWeek in 2024 and a “Top Woman in PR for Leadership” by Ragan Communications in 2023. She frequently giv

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Brooke Kruger joins On Top of PR host Jason Mudd to discuss the latest hiring trends in PR and communications, the importance of networking, and strategies for standing out in today’s competitive job market. Whether you’re a job seeker or a hiring manager, Brooke shares expert insights to help you navigate the evolving landscape of talent acquisition.

Tune in to learn more!

Our Guest:

Our episode guest is Brooke Kruger, a seasoned executive recruiter and founder of KC Partners. She has over 20 years of experience helping companies build high-performing leadership teams. Her expertise extends into the PR and communications world, where she has successfully placed top talent in roles that shape brand narratives and corporate messaging. With a keen understanding of industry trends, she connects organizations with strategic communicators who drive engagement and reputation management.

Five things you’ll learn from this episode:

1. The latest trends in PR and communications hiring

2. Why networking is essential for job seekers and hiring managers

3. How to stand out in today’s competitive job market

4. The best strategies for companies to attract top talent

5. Common hiring mistakes and how to avoid them

Quotables

— "Networking is critical in today’s job market for both candidates and hiring managers." — Brooke Kruger
— "Hiring managers have the upper hand right now, so they need to be strategic in selecting top talent." — Brooke Kruger
— "Candidates should optimize their LinkedIn presence — hiring decisions start there." — @JasonMudd9
— "Transparency in the hiring process leads to better experiences for both candidates and employers." — Brooke Kruger
— "A well-structured hiring process ensures you make the right talent decisions for long-term success." — @JasonMudd9

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through buy me a coffee or by leaving us a quick podcast review.

About Brooke Kruger

Brooke Kruger, a seasoned executive recruiter and founder of KC Partners, has over 20 years of experience helping companies build high-performing leadership teams. Her expertise extends into the PR and communications world, where she has successfully placed top talent in roles that shape brand narratives and corporate messaging. With a keen understanding of industry trends, she connects organizations with strategic communicators who drive engagement and reputation management.

Guest’s contact info and resources:

Brooke Kruger on LinkedIn: https://www.linkedin.com/in/brookechilenkruger

KC Partners website: https://kc-partners.com/

Our On Top of PR sponsors:

Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine

Presenting sponsor:

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

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In this episode, Mark Riggs joins On Top of PR host Jason Mudd to discuss how brands can build stronger relationships with their PR agencies, set clear expectations, and maximize their agency partnerships

Tune in to learn more!

Our Guest:

Our episode guest is Mark Riggs, CEO and lead strategist at Pemberton, a consultancy helping PR and marketing agencies achieve organic growth. With over 20 years of experience, Mark has worked with top brands like Allstate, Honda, Ford, and Coca-Cola to create award-winning consumer programs. His expertise in client-agency relationships offers valuable takeaways for brands and agencies.

Five things you’ll learn from this episode:

1. Why unspoken expectations can hinder agency-client relationships

2. How agencies and clients can align their goals for better results

3. The importance of defining measurable success metrics

4. How agencies can push back when clients demand work beyond the scope

5. The best way for brands to collaborate with their agencies for long-term success

Quotables

- "Unexpressed expectations lead to frustration. Transparency is key." — Mark Riggs
- "Agencies should be treated as strategic partners, not just vendors." — @JasonMudd9
- "Define your success metrics from day one to ensure alignment." — Mark Riggs
- "PR is more than just media coverage; it's strategic communication." — @JasonMudd9
- "If you're hiring an agency, give them the data they need to measure success." — Mark Riggs

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through buy me a coffee or by leaving us a quick podcast review.

About Mark Riggs

Mark Riggs is the CEO and lead strategist of Pemberton, a management consultancy helping PR and marketing agencies achieve organic growth. With over two decades of experience, Mark has led successful campaigns for major brands and specializes in guiding agencies toward better client relationships and business strategies. His deep industry knowledge makes him a sought-after consultant and speaker.

Guest’s contact info and resources:

Mark Riggs on LinkedIn: Mark Riggs on LinkedIn

Pemberton website: Pemberton Worldwide

Our On Top of PR sponsors:

Production sponsor: Axia Public Relations, one of America’s Best PR Agencies, according to Forbes Magazine

Presenting sponsor: ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews

Coffee sponsor: Fans like you fuel our efforts through buy me a coffee.

Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.