What are some other things that you're focusing on to keep the whole process more streamlined? People talk about AI doing that, but are there other ways that the process could be more streamlined for PR people?

Yeah, I think what's happened in PR, and I've gotten caught up in this a lot, I've done it in other agencies, I've done it in my own, which is you start like building all these processes in place and paperwork, and then you realize none of that is necessary, or most of it isn't necessary.

It is the quick process.

and the clear and realistic expectation setting and the honest results conversation that you have with clients.

Um, I typically don't do reports for clients.

I haven't done them in probably about 15 years, except when they need to report something to somebody else.

Um, I mean, there's only so many ways to say you've got, you know, two pieces of coverage this month.

What are some of the things that you do that might be helpful to others to determine, is this story newsworthy? Should I push back with the client? Should I not?