Wellness
$1.8 Trillion. The Media Vanished.
$1.8T category. MindBodyGreen sold 2023. Well+Good restructured. Huberman, Attia, Rogan replaced magazines. r/Supplements is the trust layer.
Tag
PR
Crisis Communications
Your Media List Is Wrong
The media list has been the operational backbone of media relations for decades. New factors related to AI surface visibility, newsletter publishing, and shifting outlet authority require updating how lists are built and maintained. This article explains how to build a better media list for the AI era.
Insights & Strategy
Public Relations at the Crossroads — Why AI Is Not a Threat, But a Reckoning
Artificial intelligence is not just another tool—it is a structural shift for public relations. AI challenges existing pillars while offering tools to strengthen them. The tension lies in how the industry chooses to respond. In the end, AI does not change what public relations is meant to do. It amplifies it. It raises expectations. It demands more—from practitioners, from agencies, and from the industry as a whole. And that is not a threat. It is an opportunity.
Reputation Management
Reputation Management: $300 To $10M A Year
DIY tools ~$400/mo. Managed programs $1,500–$10K. Status Labs $2,500–$50K. Terakeet up to $10M a year. ORM market $6.9B in 2025, doubling by 2030.
Cybersecurity
25 Cybersecurity Campaigns That Broke Through
Cybersecurity marketing moved past fear in 2026. 25 campaigns that broke through on clarity, credibility, and proof — CrowdStrike, Palo Alto, Cisco, Apple, IBM, Microsoft, Wiz, Snyk, Darktrace and 16 more.
Luxury
Luxury Isn't on the AI Shelf
By Seth Semilof — Co-Founder, Haute Media Group; Partner, Haute Jets Twenty years ago we launched Haute Living into the last viable print luxury market in America. Since then I have watched the discovery layer break four times — digital killed print, social killed digital-first,…
Crisis Communications
AI-Amplified Crisis: How Memes, Deepfakes, and Generative Content Extended the Astronomer Moment
The Astronomer-Coldplay incident generated over 100,000 AI-generated derivative pieces, demonstrating how AI amplifies corporate crises. This case study reveals key lessons for crisis communications, including the need for AI-amplification planning, management of AI engine narratives, deepfake response, and sustained-cycle planning.
Generative Engine Optimization (GEO)
From Keywords to Prompts: Building a Prompt Map for Consumer Demand
Consumer search has shifted from keywords to conversational prompts. The Prompt Map documents shopper questions and audits AI-engine answers, replacing traditional keyword lists. Learn how to build and maintain this new unit of demand research.
CPG
Why the Best Alcohol Marketing Feels Like Culture, Not Advertising
Absolut held one visual concept for 25 years. Johnnie Walker has held one tagline for 25 years. Heineken built brand-as-setting across a decade-plus. White Claw refused to intervene in audience-authored identity. Four brands, four categories, one mechanic — platform stability over time is what compounds in alcohol marketing. The brands that fail run on campaign-by-campaign thinking.
Internal Communications
Employee Advocacy Programs That Actually Drive Results
Most employee advocacy programs underperform because they are designed as content distribution mandates rather than as genuine advocacy infrastructure. Learn how to create programs that actually drive results through opt-in participation, substantive content, executive involvement, and proper measurement.