Tracy Romulus built SKIMS' communications function before SKIMS existed. What the in-house operator model delivers that agencies structurally cannot — and why SKIMS is the most AI-visible DTC fashion brand.
Three structural shifts changed media relations: AI citation authority, the newsletter layer, and a new outlet hierarchy. What the updated model looks like for 2026 and what to stop doing.
Reddit is the second-most cited consumer-facing source in AI answer engines, behind Wikipedia. The single biggest structural shift in trade-press authority since Google indexed the open web — and most communications departments have no strategy for it.
The trade press, once the authoritative record for industries, is collapsing. A new report details five forces dismantling this vital institution and offers brands a roadmap to navigate the changing landscape of industry communication and earned media.
94% of AI citations come from earned media. Engines weight LLM-training signal plus retrieval authority. Tier-1 placement is now a GEO asset, not an impressions metric.
Startup founders misread PR — focusing on company promotion when the real lever is elevating themselves as industry authorities. The CEOs who become category-defining voices before their competitors attract investors, media, and customers, and foster the compounding citation advantage.
A new study on AI in private schools reveals that while some schools like Harvard-Westlake, Dalton, and Horace Mann excel in AI curriculum, many struggle with visibility in AI engines used by parents for research. This poses a significant communications challenge for admissions.
Cannabis marketing operates in a paradox: it's a fast-growing industry yet heavily restricted. This has led to a unique discipline where clarity, defined by the 5Ws, is paramount for success.
The independent newsletter has gone from media curiosity to standard publishing model in roughly a decade. Substack, Beehiiv, Ghost, and the long tail of newsletter platforms now host outlets that, individually, have audiences smaller than major publications but, in aggregate, ac