Send us a textIn this episode, Vannyda Thach joins host Jason Mudd to discuss expert strategies for media pitching and journalist relationshipsTune in to learn more!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 pitching2. The difference between cold pitches and media query responses — and how to craft both effectively3. Best practices for using Qwoted to match sources with journalists quickly and accurately4. 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.” — @VannydaThachIf 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 ThachVannyda 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 cSupport 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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48:45
Understanding the creator economy with Penn State’s Bill Zimmerman
Send us a textIn this episode, Bill Zimmerman joins host Jason Mudd to discuss how the creator economy is transforming public relations and marketing strategy.Tune in to learn more!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 creators2. The power of evaluating creators’ niche audiences instead of just follower count3. Why trust, disclosure, and transparency are crucial in influencer partnerships4. How to build an effective creator brief and why it matters for brand alignment5. Tools and trends shaping the future of influencer marketing and PR educationQuotables“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.” — @BillZimmermanIf 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 ZimmermanBill 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 LinkedInUnderstanding the Creator Economy: Making Digital Media Work for YouAdditional Resources:Influential.coSupport 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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41:59
What you should know about earning media coverage
Send us a textIn 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. Tune in to learn more! Five things you’ll learn from this episode:1. Media relations is just one part of strategic public relations2. What makes a story newsworthy3. What journalists really care about when evaluating your pitch4. Why relationships don’t guarantee coverage5. 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." — @JasonMudd9If 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 RelationsJason 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 XJason Mudd on LinkedInAxia 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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20:54
Getting more media coverage by making journalists’ lives easier: Insights from Muck Rack’s Linda Zebian
Send us a textIn 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 journalism2. Key stressors impacting media professionals today3. How PR professionals can improve relationships with journalists4. The evolving landscape of newsroom workflows5. Strategies to support journalists’ well-being and efficiencyQuotables"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." — @JasonMudd9If 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 ZebianLinda 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 givSupport 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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59:23
Navigating PR and communications hiring: Expert advice from Brooke Kruger
Send us a textIn 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 hiring2. Why networking is essential for job seekers and hiring managers3. How to stand out in today’s competitive job market4. The best strategies for companies to attract top talent5. 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." — @JasonMudd9If 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 KrugerBrooke 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/brookechilenkrugerKC 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 MagazinePresenting 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.
On Top of PR is a podcast dedicated to helping corporate communications leaders leverage the power of PR to build a strong brand and great reputation. Each episode features guests to discuss PR and marketing topics, tips, and trends. We want to help every active and aspiring communication professional stay on top of PR. It is one of the top 5% most popular podcast shows globally, according to Listen Notes' Listen Score, and among the top 100 marketing podcasts in the world on Apple Podcasts. We've featured guests from Disney, Wells Fargo, Tyson Foods, Mall of America, Priceline, Southwest Airlines, and more.About Jason MuddJason Mudd is a professional public speaker, accredited public relations practitioner, published author, podcaster, and entrepreneur. The World Communication Forum named him North America’s top PR leader. He’s the CEO and managing partner of Axia Public Relations. Forbes Magazine named Axia as one of America’s Best PR Agencies. He is a trusted adviser and dynamic strategist to some of America’s most admired and fastest-growing companies. His past PR work includes American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon.
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