Sam Heimbach is a professor of Public Relations and she talks to us about how modern PR really works. Gone are the days of solely pitching traditional journalists for coverage.In this episode, Morgan Norris, Senior Brand Strategist, interviews Sam Heimbach, a public relations professor at Texas State University. They discuss the evolution of PR, the impact of social media, and the role of employee voices in PR. They also touch on the use of generative AI and the changing landscape of journalism and PR. The conversation covers social listening tools, influencer research, and the impact of generative AI on the PR landscape as well as the importance of trust and authenticity in content creation. TakeawaysThe evolution of PR has expanded beyond media relations to include social media and owned channels.Employee voices play a significant role in company brand and reputation, but it requires a balance of control and freedom.Generative AI is impacting the content landscape, emphasizing the importance of high-quality and trustworthy content.The rise of social media has changed the way journalists source information and has created new opportunities for PR professionals.The changing landscape of journalism and PR requires active digital and social media listening.Influencer research involves evaluating the reach, alignment with brand values, and content quality.Trust and authenticity are crucial in content creation, and AI should be used additively rather than as a replacement for human input.ResourcesConnect with Sam on LinkedInConnect with Morgan on LinkedInLearn more about Texas State's PR ProgramRelated Content: Engineering a Multichannel Marketing StrategyRelated Content: The Rising significance of PR for B2B Engineering Firms

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