Um, so I'm curious from your perspective, like, how do you move fast without sacrificing quality of story but also brand alignment, too?

I, it kind of goes back to what I was just saying, too, on like if I can answer that so what question or that okay, and question pretty quickly, then it's probably gonna be, um, a lot easier to jump on something.

The other thing here is when it's like reactive PR, time is really of the essence on it, and so it's a little bit different, I think, working brand side now than when I was working agency.

Um, agency side, it was one of those things that if you didn't get sign-off in, like, less than 24 hours, it probably wasn't worth even doing anymore.

So brand side, you are able to move a little bit more quickly here.

I would say this is actually kind of a harder question to answer without, like ...

Because it could be, it could be different based on what the story is.

And then, you know, going back to kind of our conversation about just overall modern PR and the way we're navigating the industry, uh, what role for you do creators and social platforms play in modern PR strategies? I know we talked about, uh, this a little bit already, but curious to hear what else you'd say.

my two.

I think my two would probably be I like when I've seen creators do like after they do the traditional like comment to DM, then they have the rule that maybe 24 hours later they follow up and like say like, hey, I saw, like, thanks for commenting or getting that product.

Like, do you want to, like, be a part of my newsletter? And then you can capture your leads off the back of what that initial feature was.

And so I like when I see that.

Another thing kind of going to the fun side as well is we have seen more people starting to take these, like, more unique approaches to the automations.

Um, and doing things where it's like the automations actually like will reveal a mystery, um, deal or a mystery, you know, link to something and kind of taking people on like a story within the automation.

And so like, I know we've played around with it a little bit, um, through, we have a online publication, chronically online magazine, that's part of many chat.

From a PR and communication perspective, what makes someone stand out enough to even get these opportunities, partnerships, or even speaking engagements?