It was a pleasure to interview Annie Scranton, CEO of Pace Public Relations – a successful PR firm with 20 employees and over 100 clients across the globe. Annie also teaches public relations at New York University as an Adjunct Professor and frequently speaks about her experiences in business and the media.
Annie discusses her career evolution from TV news to PR, the distinction between publicists and other PR professionals, and the importance of earned media in building credibility and brand awareness. She highlights the role of SEO in extending the reach of media clips and the impact of influencers’ social media footprints. Annie also touches on the integration of paid media, such as advertorials and influencer marketing, to enhance PR strategies. She stresses the importance of authenticity and intentional communication in PR, predicting a focus on affiliate marketing and Reddit for 2025.
Discussion points include:
- Why PR is often associated with external image and media, while communications encompasses more various aspects.
- How the media landscape is evolving, with fewer media outlets, making earned media opportunities more challenging.
- Why CEOs and founders should leverage earned media to position themselves as thought leaders and industry experts.
- The importance of a multifaceted approach in marketing and communications due to the rapid evolution of media and AI.
- How news anchors and editors are increasingly becoming their own brands, often creating independent outlets.
- The role of advertorials and influencer marketing in PR.
- The importance of storytelling in PR and the involvement of storytelling professionals.
- The need for owned media to reinforce the story being told across different channels.
- Why Reddit is a growing area for PR, despite the challenges in managing its impact on SEO.
- Why having intention behind communications is crucial for effective PR in 2025.