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PR is having a moment, and it has very little to do with press releases. In this episode, AJ sits down with Danielle Finck to talk about what public relations actually is in 2026, why relationships still matter more than reach, and why earned media is becoming more valuable as AI changes how people discover brands, books, and experts.
Danielle breaks down the modern PR landscape with a refreshing level of honesty. You will learn how to set realistic expectations, how to evaluate a PR partner, why your goals have to drive your strategy, and what it takes to create cultural momentum that lasts longer than a single headline. If you are a mission driven messenger, an author, or a founder trying to build long term trust, this conversation gives you the framework and the urgency to start playing the earned media game correctly.
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KEY POINTS FROM THIS EPISODE
- PR is public reputation and awareness, built through relationships, not transactions
- The “R” in PR stands for relations, and relationships compound over time
- AI is changing discovery, and earned media is becoming more influential in search and recommendations
- Why it matters how you show up in the media, not just that you show up
- How to choose the right PR partner based on results that match your goals
- Why PR strategies should be built around specific goals, not generic placements
- What authors need to understand about PR timing, positioning, and media interest
- Podcasts are a major driver of book sales because they create deep opt in trust
- How to think about “media” today across podcasts, social, Substack, speaking, and awards
- Why “input doesn’t always equal output” in PR, and how to set expectations accordingly
- How to create a cultural moment that pulls reporters in instead of chasing coverage
- A practical DIY PR starting point: build one journalist relationship at a time and follow up thoughtfully
QUOTABLE MOMENTS
“I think that sometimes people forget what that R stands for and it stands for relations, which is all about relationships.” — Danielle Finck
“They’re calling this the golden age of earned media because of AI.” — Danielle Finck
“Our promise is that it will never take you more than 60 seconds to read it because we value your time down to the second.” — Danielle Finck
“This is the era of earned media and you better be showing up somewhere.” — AJ Vaden
About DANIELLE FINCK
Danielle Finck is a publicist, storyteller, and the founder of Elle Communications, an impact-driven PR agency that has spent over a decade helping mission-led brands, nonprofits, and thought leaders get seen, heard, and trusted.
Through her work, Danielle has supported some of the world’s most respected organizations and movements, crafting stories that elevate voices, expand influence, and drive meaningful change. Her expertise sits at the intersection of brand strategy, media relations, and purpose-driven messaging—helping entrepreneurs and authors turn their ideas into movements that matter.
In 2024, Elle Communications reached a major milestone with its acquisition by Dolphin Entertainment, further expanding its reach and ability to amplify world-changing stories.
At her core, Danielle believes that powerful storytelling is one of the most effective ways to shape culture, build credibility, and inspire action—and she has dedicated her career to helping others do exactly that.
