Sera Michael

What worked in 2025 isn’t enough for what’s ahead in 2026 … 📈 Thrilled to share my latest piece for O'Dwyer's Public Relations News - Five Shifts Redefining Brand Communications in 2026. In a year where audiences are smarter, platforms are evolving, and AI is reshaping how brands are discovered and perceived, the playbook must evolve too. Here’s what communicators, marketers, and leaders need to double down on: - Authenticity at every touchpoint: Real humans over polished perfection. - Influence with intention: Long-term creator relationships over one-off posts. - Experiences that matter: IRL moments that fuel connection and content. - Depth over noise: Long-form storytelling earns time, trust, and attention. - Crisis readiness = credibility: Your response now defines your reputation. In a landscape that’s more complex and more connected than ever, intention over imitation is the differentiator between brands that fade and brands that lead. What shift are you leaning into first this year? Let’s connect and discuss. 🙌 Crowe PR

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Thank you, Allison Carter and Ragan Communications and PR Daily for including me in your article on PR advice to follow. I stand by what I say, "Don’t flatter journalists by admiring a story they wrote in an attempt to secure coverage. Be authentic, do your research, and find the right fit. Don't be performative. Be true." -Michelle Holford, vice president of global public relations Cognite. Authenticity matters and relationships with journalists should be built on trust. Deliver what is required for them to get their content across the finish line.

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Great speaking with Niamh Smith at Financial Promoter about how AI is reshaping the PR industry and specifically the agency model. To me, the undersold value isn't in the flashy front-end prompts in Claude, but in the back-end workflows that free up comms folk. We can produce more and deliver better outcomes with less time, less people, and at a fairer price point to clients. A few things I touched on: The traditional PR agency model and one-dimensional service offering is under pressure. Media is contracting, client tenures are shortening and securing meaningful+consistent coverage is not possible for every company. AI is changing how the work gets done (and also who does the work). There is a great opportunity for PR pros who can marry their strategic thinking and ideas with super clever use of AI. They are going to be the stars of this new era. And critically, AI search visibility metrics are giving PR a way to demonstrate real, business-relevant impact — not just clip counts. Read the full piece here: https://lnkd.in/e-xCY7zk

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Yesterday, Bari Weiss held her first all-company meeting at CBS News. And from a communications (especially executive comms) standpoint, she missed the mark. In addition to spouting off generalities like defining winning as "building incredible journalism for audiences that are so much bigger than the one that we currently have," she failed to make it real for her employees. Weiss didn't explain anything. She only told them to "think like a startup." Yes, leaders need to point people in a direction, but they also need to follow up with a broad map of how they're going to get there. Transporters haven't been invented yet; you can't just magically jump from Point A to Point B. Simply telling people to "think like a startup" doesn't have much meaning. How do they do that? What can they do to think like a startup? Do they even know how a startup thinks? I'm not saying leaders need to translate strategy into action all the way down to the frontline. But there's a huge gap between executive leadership and that frontline, and providing guidance is essential in bridging it so teams have an idea of how they can work to help the company reach its goals. Working with middle managers and using the cascade to roll strategy into deliverables at every level is essential if leaders want to change a company's direction. Something to keep in mind as communicators work on decks and talk tracks for annual all-company meetings and kickoffs. 'Tis the season, after all. Happy caffeinating.

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Happy Monday everyone! Over the past month, our industry has coalesced around a convenient explanation for the February visibility declines: Google is finally cracking down on self‑promotional listicles. Thoughtful analyses from respected voices, led by Lily Ray’s initial work and followed by Bernard Huang’s evidence that the impact goes beyond listicles, have helped shape that story. There’s real value in the patterns they surfaced — but when I retraced the same data trails and expanded the sample set, while the images that emerged were identical, the conclusion I came to diverged. I found that the declines were not isolated to a single format or intent and, in many cases, they affected pages that shared something more fundamental in common than self‑promotion. With great surprise I found that Google itself is experiencing the same decline just from greater heights. Yes, Grokipedia has disappeared from Google and thus from a majority of AI citations but that can be explained by the same reason Google declines. In this new piece, I take a forensic look at what else changed, why the current listicle narrative breaks down under stress testing, and how the same underlying pattern appears across a wide range of pages, sites, and enterprises — including structures that echo exactly how Google itself organizes its own information. If your immediate takeaway from February is “stop doing self‑serving listicles,” you may be solving for the symptom but still vulnerable to the cause. If your second takeaway from February is “I'm safe because we write all our own content and have stringent oversight,” you are still vulnerable to the cause. My goal with this analysis isn’t to “debunk” colleagues, but to add missing variables to the model we’re all using to make sense of this moment. Full analysis link in first comment → 

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We love seeing our editorial brands step into their next chapter, and this year has been all about raising the bar on how our stories show up. Today, we’re excited to share the refreshed Jefa’s Desk for HipLatina. What began as a written series now returns as a bi-weekly video experience across YouTube and social — crafted with intention, strong visual identity, and the kind of care you can feel in every frame. The first episode features Cuban artist Reyna Noriega, who opens up about the discipline behind her practice, the influence of Frida Kahlo, and the Palo Santo ritual that centers her before she creates. It’s grounded, intimate, and beautifully done. This evolution is a glimpse of where we’re headed: building creator-led, video-forward storytelling that feels considered, elevated, and built for how our audiences connect today. #MyCode #HipLatina #JefasDesk #CultureForward #VideoFirst #WomenWhoCreate Check out the video below 👇

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Is Reddit really the next big thing for brands? Even better question: Are most brands even capable of being active on Reddit? I’ve worked in social media for 15+ years—and I don’t think I’ve ever heard more chatter about Reddit than I have in the last 12 months. And for good reason: * Search traffic from Reddit is up. * It feels like the "anti-social media" platform. * It hasn’t been weighed down by the same trust issues plaguing other platforms. So yeah—Reddit is hot. But here’s the thing: we’re still not seeing many brands making meaningful moves there. Why? A few reasons: 1- Reddit is subtle—and many leaders still don’t get social! If they don’t understand Instagram or LinkedIn, how can we expect them to grasp the nuances of Reddit? (Sue Serna, SMS Serna had a great post on this last week.) 2 - Reddit isn’t built for scale. One publisher described it as “the equivalent to tweezers.” You can’t just post and go viral—it’s about niche communities, trust and long-term presence. Most brands aren’t wired for that. 3 - It’s labor-intensive. Reddit requires time, listening and genuine participation. Not exactly appealing to resource-strapped social teams under pressure to do more with less. So while publishers may be migrating to Reddit (per a Digiday article I read last week), I’m skeptical we’ll see brands follow in a big way—at least not without a paid media push. What do you think? Are brands ready to show up on Reddit—or is this just more hype?

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✨As we wind down 2025, I thought it would make sense to highlight..."Honoring the PR Teams Who Keep Your Brand Shining" ✨ As the year winds down, companies are reflecting on growth, celebrating wins, and planning for what’s next. But there’s one group whose impact is felt every day—often behind the scenes—and deserves real recognition: Public Relations teams. PR professionals are the storytellers, crisis navigators, relationship builders, and brand guardians who ensure your message lands with clarity, credibility, and consistency. This holiday season is the perfect time to show genuine appreciation. Here are meaningful ways companies can recognize their PR teams: ✨ Give Public Recognition Highlight PR wins in company meetings, newsletters, or on social media. Call out specific campaigns and milestones they led. 🎁 Offer Thoughtful Year-End Gifts or Bonuses Wellness gifts, local gift cards, or professional development stipends go a long way in an always-on industry. 🛑 Encourage Real Time Off Quiet hours, added PTO, or rebalanced workloads help prevent burnout in a high-pressure field. ✍️ Share Personalized Appreciation A handwritten note or personal message from leadership recognizing specific contributions makes a lasting impact. 📚 Invest in Growth Support conferences, certifications, tools, and memberships that keep your PR team ahead of the curve. 🥂 Celebrate Them Host a dedicated lunch, gathering, or year-end recap highlighting the team’s biggest wins. 💡 Ask for Their Input—and Act on It PR teams think strategically all day. Invite their ideas on processes, tools, and how leadership can better support them. PR teams protect reputation, amplify success, and guide organizations through challenges with precision and grace. Showing gratitude isn’t just kind—it’s a smart investment in the people who champion your brand’s voice all year long. Need a PR team worth celebrating? Book a consultation with our business development team: Oumy@dunnpelliermedia.com #PublicRelations #PRLife #Leadership #EmployeeAppreciation #BrandReputation #AgencyLife #Gratitude #WellnessAtWork

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The hardest part of PR isn't getting coverage—it's knowing what to do with it once you have it. Most companies celebrate landing an Axios feature or Wall Street Journal mention, take a screenshot for their website, and then... nothing. Meanwhile, that single piece of coverage could fuel your content strategy for months. Here's what I mean: That WSJ quote about industry trends? Turn it into a LinkedIn series exploring each point in depth. That podcast interview discussing your market predictions? Extract the key insights for your newsletter, sales deck, and follow-up media pitches. That trade publication feature? Use it as social proof in investor conversations and customer case studies. The companies maximizing their PR understand this: Coverage isn't the finish line—it's raw material for everything else you're building. Your press hits aren't trophies to collect. They're assets to deploy across your entire go-to-market strategy. Most people fight hard to earn coverage, then let 90% of its value evaporate because they don't have a system in place to amplify it.

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🎯 PR Tip: Spray and pray isn’t a media strategy. And a Muck Rack list does not a publicist make. Having access to media databases doesn’t mean you know how to secure coverage. Real PR work is knowing: • which journalist actually covers your space • what angles they respond to • when the timing is right to pitch • how your story fits into the news cycle Anyone can download a list of reporters. The skill is knowing who not to pitch. What they cover and how to build a relationship with them, and ensuring your creativity peaks their interest. #PublicRelations #PRTips #MediaRelations #EarnedMedia #PRTeams #BPMPRFirm #NYCPRFirm #CorporateCommunications #BrandMarketing #MarketingandAdvertising

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 #NEW in ADWEEK: i-Health, inc., a dsm-firmenich company behind brands like AZO, Estroven and Culturelle, has appointed dentsu as its integrated media and creative agency of record following a competitive review. The partnership will bring media, creative, social and influencer strategy together to help modernize legacy brands and drive growth across i-Health’s U.S. portfolio. https://lnkd.in/eX8RBW3a #exclusive #advertising #accounts #newbusiness

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📣 NEW EPISODE ALERT 📣 In the latest episode of the #PromoInsiders podcast, Liz H. of PCNA explains why sustainable storytelling isn't enough anymore. Instead, sophisticated buyers are looking for science-based evidence that the merch they purchase has a lower environmental impact. Check out the full episode on ASI Central! Advertising Specialty Institute #PromoForThePlanet #PromoProducts https://lnkd.in/e2EcA3dR

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I've been working really hard on securing in-person media briefings for RSAC 2026 for my clients and kept hitting the same wall - sponsored opportunities. I get it. Media outlets need to sustain themselves, and conferences are expensive to cover. No shade to the press at all. But here's what's been nagging at me: if your message only reaches people because you paid for it, does it still carry any weight? Isn't the whole value of media coverage that it's *independent*? There's a reason we call it *earned* media. You earn it because a journalist decided your story was worth telling, not because your check cleared. When companies flood the zone with pay-for-play briefings, they're not just spending money. They're quietly devaluing the entire ecosystem. Readers become skeptical. Coverage becomes noise. And the vendors with genuinely differentiated stories get drowned out by whoever has the biggest budget. I'm not naive - this isn't new. But it feels like it's accelerating, especially in cybersecurity where trust is literally the product. So my question to the community: Is earned media in cybersecurity PR broadly still a real thing? Or have we quietly accepted that coverage is just another line item? Would love to hear from fellow comms and marketing folks, journalists, and analysts who are navigating this too. #RSAC2026 #Cybersecurity #EarnedMedia #PR #SecurityMarketing

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Are you a journalist looking to get into public relations? I'm excited to join Wavelength's Stacey Reiss, Noble People's Tom Morrissy, and Journalist and consultant Michelle Castillo at Advertising Week New York for our panel, “Beyond the Newsroom: Journalists & Media Execs on Their Next Chapter” — Thursday, Oct. 9, 11:50 AM on the Marketplace Stage. As more journalists move into PR, here are a few quick tips for making the transition a success: 1. Be a counselor - you’re now helping shape the story, not just report it. 2. Think strategically - every pitch supports a bigger communications goal. 3. Prioritize client service - show up on time, follow through, and respond quickly. 4. Use your newsroom experience - guide clients to relevant stories that work for media. 5. Communicate frequently - clients appreciate updates and transparency on the work. Looking forward to sharing more insights and stories at Advertising Week New York! Julie Farin R. Kurt Osenlund Jason Fink Isha Kamani Melanie Shaw Chris Hayes Michael Gewirtzman

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High-impact media presence doesn’t always require a permanent, heavy-lift retainer. As we open applications for the next Seasonal PR Opt-In, the data from our first cycle is clear: a focused, 3-month "sprint" can yield the same authority-building results as traditional long-term contracts, provided the timing is surgically aligned with the media calendar. Since launching this model, we have: - Secured the first wave of published coverage in Tier-1 lifestyle and travel titles for brands that previously lacked a media footprint. - Orchestrated targeted press trip invitations, building deep, direct relationships between founders and editors at titles like Condé Nast Traveller and Woman & Home. - Protected commercial budgets by eliminating "quiet month" fees and focusing spend only when the "narrative slots" for Summer 2026 are actively being commissioned. While the industry is focused on current operations, the long-lead glossies are closing their doors on Summer 2026 features this month. We are looking for forward-thinking travel and hospitality brands ready to move from "reactive" to "strategic." Invest in your 2026 strategy - read the full brief and apply in the comments below. #HospitalityMarketing #PRStrategy #BoutiqueHotels #LuxuryTravel #MarketingROI #FarCommunications #BrandEquity #TravelIndustry

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TV news tip of the day: notes or no notes? Someone asked that in the comments of my last LinkedIn pop quiz. The answer: yes, you can bring notes with you on set — with a caveat: Don’t read off them when on air *unless directly quoting someone* For example: recently, I quoted from a State Department news release to ensure I got the quote exact. And I told the audience what I was doing. That’s far different than brining notes and then using them as a crutch. reading your talking points ❌ If you wouldn’t read off your notes at a dinner party or at the park, don’t do it when providing expert analysis. Your goal is to provide those soundbites: → Conversationally → With brevity → Crisply Hard to do while reading. And frankly, it’s just bad television. So next time you get called for an on-camera segment, bring notes! Just don’t read them on air👍 ——— 🛎️Want more tips? For a limited time, watch the replay of our 60-min 'Media Mastery Experts' masterclass (link in comments) >>

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