Hi, I’m Michael.
For 25 years, I’ve been teaching, practicing, researching, and “anticipating” the PR industry. I’ve guided media relations professionals through major shifts, all the way back to the dawn of email-pitching, to the spread of social media, to the rapid advances of today’s AI-assisted PR.
I’ve watched some PR pros adapt to new changes and shift their careers into high gear. Sadly, I’ve also seen some who stay stuck in their ways and refuse to change. They struggle and get frustrated when what they’ve done in the past no longer works.