PR is no longer just about getting media coverage. Today, brand visibility is built across traditional media, podcasts, Substack, creators, influencers, events and, increasingly, AI-driven search.
In this episode, we discuss how PR is evolving, when brands should start investing in it, what to consider when choosing an agency, and how PR should connect to broader business and marketing objectives. We also talk about earned versus paid media, what helps brands stand out in crowded categories, the changing role of press releases and physical events, and how AI and LLMs are beginning to influence brand discovery and PR strategy.
My guest is **Melissa Conner, Partner at Jennifer Bett Communications and an award-winning media relations strategist with 20 years of experience** across retail, tech, fashion, health & wellness, beauty, CPG, social impact and home design. Her previous roles include leading PR at HL Group for TOMS and Sotheby's Diamonds, managing campaigns at Starworks Group, and driving press for Theory and Joe Fresh. She is also the founder of JBC's Office Hours program and advises early-stage consumer-tech companies on product positioning and market entry.
**Connect with Melissa Conner on LinkedIn:** https://www.linkedin.com/in/melissa-conner-0418414/
**Learn more about Jennifer Bett Communications:** http://JENNIFERBETT.COM
**If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn:** https://www.linkedin.com/in/itireraslan/ **or through:** https://www.ie-brand.com/connect
