By Adam Mohrbacher

It will probably come as no surprise that Abraham Lincoln, famously known as 鈥淗onest Abe,鈥� once said, 鈥淩eputation is like fine china: Once broken it鈥檚 very hard to repair.鈥� Although Lincoln lived in the 19th century, his words have never been more relevant to how we live in the 21st. For many businesses, success in our digital first economy is won and lost on the strength of their online reputation. One study, for instance, reported that more than half of consumers will increase their spending with a brand they feel connected to, and more than 3 in 4 will buy from them over a competitor.[i] With such huge stakes in play, reputation management needs to be an organizational priority. But in the hustle and bustle of running an agency, who has the time for one more task? That鈥檚 where new developments in AI can help. Businesses can now utilize AI-powered tools to seamlessly monitor, analyze and respond to online chatter at scale. Here are some of the top ways these applications ensure your reputation stays pristine and your business profitable.

What goes into your online reputation?

Before we start discussing specific AI applications, however, we must clarify what we mean by 鈥渙nline reputation.鈥� Most people know all about the importance of online reviews for influencing buying decisions; but that barely scratches the surface. Your business鈥檚 search engine presence, for example, is also deeply important to how your firm is perceived. Social media plays a similarly influential role, as does your company鈥檚 website. Then, there is a whole host of third-party listing services like the Better Business Bureau, Chamber of Commerce and directories like Yellowpages and Yelp. All these need to be proactively managed if you want to safeguard your reputation online.

Monitor in real time

Given such scale and complexity, using AI to help with reputation management makes obvious sense. Today鈥檚 AI applications can help agencies monitor brand mentions and sentiment in real time. Tools such as Brand24, Meltwater and Mention utilize AI algorithms to scan social media feeds, online forums and review sites, and then catalogue any mentions of your brand by positive, neutral or negative sentiment. Armed with this information, agencies can then respond instantly to important online conversations.  Addressing feedback or answering customer queries in a fast, efficient and proactive way reflects positively on your brand.

Compiling and analyzing data

AI-assisted reputation management goes far beyond simple monitoring and response. Applications such as Talkwalker and Reputation are all capable of scraping the web and providing users with actionable, long-term insights. Once deployed, these natural-language models go to work summarizing and auto-tagging online content about a business鈥檚 brand. After that, they cluster it into clear themes so you can quickly spot recurring customer pain points and areas where your business already excels.

Real-time dashboards show immediate shifts in sentiment, while predictive modules forecast where complaints or compliments may spike. Agencies also have the option to use these tools to benchmark their brand against competitors and show whether a dip is industry-wide or specific to them. All-in-all, these AI applications foster deeper consumer analysis and faster course corrections.

Fast, efficient crisis communication

Of course, sometimes despite your best efforts, events occur that can cause harm to your brand. Wire fraud. Vendor failures. Persistent bad reviews. Regulatory violations. All of these can imperil your reputation and damage your long-term profitability. One of the best ways to mitigate any fallout is by having a good crisis communication plan in place. Better yet? Having a good crisis communication plan in place that is augmented by AI.

These agents are invaluable in a crisis scenario for numerous reasons. First, as mentioned, AI excels at monitoring online commentary in real time. If there is ever a spike in negative sentiment, they can alert you to trigger your crisis communication plan. Many of these AI programs can also push out automatic updates across your various online platforms, enabling you to take control of the narrative, ensure messaging consistency and reduce staff fatigue.

Lastly, AI programs can tailor content and optimize your online presence to recover and rebuild trust after the initial crisis scenario has passed.

AI is key to a resilient brand

In the day-to-day grind, prioritizing reputation management can be an uphill battle. Yet a strong brand is always a cornerstone of a successful business. Protecting it requires diligently tracking online conversation across the internet, proactively responding to feedback and mitigating potential crises before they fully emerge. With the rise of AI, it has never been easier for even thinly stretched teams to make that possible. By automating routine tasks, collecting valuable insights and mitigating crisis fallout, these tools enable you to stay on top of your brand with less stress and greater consistency. And that鈥檚 a ticket to long-term growth if there ever was one.

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Get more of your agency鈥檚 stories placed with these best practices.

In the history of marketing and public relations, few tools have been as important as media pitches. Historically, well-written pitches to journalists have been a reliable way to unlock earned media attention and publicity. Of course, pitching journalists in 2025 looks different than it used to. Rapid advancements in technology and shifts in the news industry have transformed the media landscape, rendering many of the old methods obsolete. Market changes in the news industry have completely reshaped media relations as well, creating new pressures for those who want to get their stories placed. Let鈥檚 break down how you and your agency can navigate this complex landscape effectively and start gaining more valuable coverage.

Pitching Journalists: A Brief History

To properly contextualize how you can effectively pitch journalists today, it can be helpful to take a brief look back at what was once best practice. In the 1980s and 1990s, media relations often relied heavily on cold calls and faxed press releases to reach journalists. In the 2000s, however, everything changed with the digital revolution. Emails replaced faxes. Press releases took a back seat to short, direct email pitches. And media databases streamlined distribution lists, making it easier to target reporters.

The rise of social media and content marketing in the 2010s caused further disruption, allowing professionals to engage with journalists directly and even promote their own social media content.

Media relations today

In the 2020s, things have once again changed. The explosion of digital publishing has constricted newsrooms and caused outright closures. Local press, for instance, has been decimated by these market dynamics, with over 3,500 local papers closing across the United States in the past 20 years alone.[i] As a result, the day-to-day work of contemporary journalists has changed dramatically. These professionals are under more pressure than ever, having to wade through a larger number of stories due to there being far fewer outlets overall.

How to Break Through

Considering such pressures, businesses must be strategic about how they pitch to journalists if they want to break through and gain valuable media attention. Here are some of the top ways to do just that:

• Personalization: Tailoring your pitches and personalizing them to journalists is essential to gaining traction for stories. While PR pros have been personalizing their pitches for years, past methods were often time-consuming and inefficient. New technology like AI has changed the game. AI-powered databases can analyze journalists鈥� past work to find the best matches for your story. AI tools can also be deployed to optimize subject lines, refine body copy, and enhance follow-ups.
• Invest in Relationships: Successful PR efforts still often hinge on building strong relationships with journalists. This can sound overwhelming, but it doesn鈥檛 have to be. Start small by doing your homework and reading different journalists鈥� work. That way, you can reference previous stories when pitching and explain how your piece fits well with their journalistic interests. Then, engage with them on social media to further the relationship by commenting on or sharing their work. Additionally, attending events or webinars where journalists are speaking can foster organic connections and meaningful conversations.
• Keep It Short and Simple: It may seem like common sense, but when reaching out to journalists in 2025, brevity is key. Your letter must be short, snackable and ideally scannable. Also, don鈥檛 forget that any communication you send must be mobile-friendly.
• Newsjacking: One effective way to raise the attractiveness of your pitch is to leverage existing media cycles or news trends. This technique is called 鈥渘ewsjacking,鈥� and it requires just a few simple steps. First, monitor relevant news topics with a digital tool like Google Trends or BuzzSumo. When you spot a trend that aligns with your priorities, craft your pitch and center your unique expertise at the heart of the story. Finally, get it out as quickly as possible by sending a short, punchy note to journalists who are covering the news trend.
• Follow-Up: As we鈥檝e discussed, many journalists today are completely overwhelmed by the volume of pitches they receive daily. You can elevate your chances of getting a story picked up by following up. Don鈥檛 simply send a canned follow-up email, though.Basic follow-up messages are likely to be ignored. Instead, focus on providing a fresh angle or new data to supplement your initial pitch.

Pitch Effectively in 2025 and Beyond In the battle for attention in today鈥檚 economy, businesses of all stripes, including title agencies, must leverage earned media to stay competitive. But gaining coverage from respected journalists is not easy, especially given the evolving nature of news business. You can increase your chances of success by incorporating the best practices we鈥檝e discussed here. By doing so, you鈥檒l engage with journalists on their terms, maximizing your chances

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星空传媒, the title insurer that is uniquely responsive to the needs of independent agents, is excited to announce that it has hired Christina Blum as Underwriting Counsel Southwest Region.

For over 11 years, Blum has been a fixture in the title industry. Her career began in 2013 when she worked in the claims center of a national underwriter. Starting in 2018, she served as underwriting counsel for two national underwriters and worked as a real estate and banking attorney for a large, regional law firm in San Antonio.

In her new role as Underwriting Counsel Southwest Region, Blum will focus on supporting 星空传媒 星空传媒鈥檚 policy-issuing agents with their underwriting needs. This will include extensive research, risk analysis, and issuing insurance decisions, as well as creating and disseminating educational and underwriting materials. 

鈥溞强沾� 星空传媒 is well-known in the industry for the unique support it offers independent agents,鈥� Blum said. 鈥淗aving the chance to join an organization like this during a period of rapid growth is an exciting opportunity. I look forward to navigating the evolving and challenging real estate landscape with the rest of 星空传媒 星空传媒鈥檚 expert team.鈥�

鈥淐hristina will be a major asset for our team and for our policy-issuing agents,鈥� said Jean E. Bailey, VP, Regional Underwriting Counsel at 星空传媒 星空传媒. 鈥淪he brings significant experience that will enhance our operations, grow our footprint and assist our agents in addressing their most critical underwriting priorities.鈥�

In addition to her professional roles and responsibilities, Blum is highly active in the title community. She is a member of the Louisiana Land Title Association and the Texas Land Title Association. On the latter, she sits on the institute committee, the legislative committee and acts as a local legislative liaison. In addition, she is part of the Oklahoma Land Title Association, the American Land Title Association and holds membership in the Commercial Real Estate Women, San Antonio Chapter.

Blum received her Bachelor of Science in Business Administration from Elmhurst University and her Juris Doctor from Louisiana State University. She lives in the San Antonio metropolitan area with her family.

星空传媒 星空传媒 supports its independent agents by combining expert residential and commercial underwriting with a passionate heart for service. The company delivers uncommon help that promotes the well-being of agents and the communities they serve.

Media Inquiries
Adam Mohrbacher
Clockwork Public Relations
e: amohrbacher@clockworkpr.net
p: 651.587.4792

About 星空传媒
星空传媒 星空传媒 is on a mission to empower independent agents while protecting property owners with secure title insurance. The company partners with its agents and never competes against them with direct or affiliate operations. 星空传媒 星空传媒 serves thousands of title professionals as a licensed underwriter in 32 states and the District of Columbia.

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Everyone preaches about being grateful during the holidays. While all of that is good and well, the truth is that it can stretch us to the limit to give 鈥測et more and more and more time and with heart鈥� to whatever cause(s) are planted firmly in front of us.

But what if giving is good business? What if doing a good business turn, expecting nothing in return, and doing it because it鈥檚 the right thing, brings in new business?

Science now shows that doing 鈥渇ree business,鈥� when it feels right, can  for you and your agency. Here are three true examples of doing work for others, when there doesn鈥檛 initially seem to be much point (except that it鈥檚 taking time and resources from my own business) 鈥� paid off.

It does not matter that these three examples are purely public relations and marketing 鈥済ifts.鈥� The concept plays out across all industries. You鈥檒l know how to translate these examples into your own agencies.

1. Free Public Relations Because Your Product is Exceptional

A local, very small brewery makes some of the best tasting beer in a state that is renowned for world-wide, award-winning craft beers. There are too many breweries (if there can be too many breweries) in Colorado 鈥� yet here they are 鈥� two brothers, one a musician, the other a forced-to-retire geophysicist 鈥� now both brew beer for a living.

They stumbled into making 鈥済luten removed鈥� beer while they were crafting excellent tasting beer. Anyone who has celiac disease, IBS (irritable bowel syndrome) or any other gluten sensitivity has had to kiss beer good-bye or drink awful tasting beer. Except these brothers craft over a dozen exceptional-tasting beers.

I arranged a radio interview for them, guided them on how to 鈥渟ocial media it to death,鈥� and then introduced them to a celebrity chef-owned Colorado restaurant owner.

I expect nothing in return, not because I鈥檓 Mother Teresa or exceptionally generous. I just felt like doing it and their hard work and excellent product warrant the leg-up.  

How did it or will it pay off? It just feels right. That鈥檚 the pay off.

2. Sometimes You Just Want to Be Part of a Very Good Thing

I sit on the board of The Chanda Plan Foundation because I cannot resist the extraordinary CEO who happens to be a quadriplegic.

The Chanda Plan affords all spinal cord injured people free health and wellness services that have proven to dramatically improve their lives. The services include nutrition, massage, chiropractic and primary care physicians.

The clients pay nothing. Some of them go on to become fully mobile. All touched by The Chanda Plan live better lives; the results, after a dozen years, prove it.

CCPR dedicates free public relations and services to The Chanda Plan because it is the right thing to do. It cannot be explained in a spread sheet, but it somehow feeds Capital City Public Relations.

3. Scratching Each Other鈥檚 Backs Breeds Wonderful Friendships

CCPR does free public relations and marketing for a neighborhood hairdresser; our coifs look all the better for it. Another writer needs contributions to her literary anthology and she鈥檚 getting one from me.

She鈥檚 one of the best editors in the business and my copy reads better because of it. CCPR gave another paying public relations client extra services over the past few months because the boost will likely catapult that business into another realm.

Where鈥檚 the business sense in all of this? Where does the spreadsheet demonstrate how the return on investment works?

There isn鈥檛 one. Like the successful CEO that last week let me pick his brain over coffee, when he is already working a 60-hour work week to keep his two businesses running in the black, it just is because it feels right.

Perhaps your business can go the extra mile, do a good turn, contribute to the community in a new way. Perhaps you鈥檒l never realize a dime in the action and perhaps it will even cost you.

But the truth is that these business relationships are truly friendships. And the other truth is that it always pays off. Maybe it isn鈥檛 measured on the calculator or within any traditional return-on-investment calculation.

It does not matter if it cannot be laid out exactly, in numbers, how giving pays off. It鈥檚 simply enough to know, in one鈥檚 soul, that it does.

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Advertising

Advertising is described as a paid, non-personal, one-way public communication that draws public communication towards a product, service, company, or any other thing through various communication channels, to inform, influence and instigate the target audience to respond in the manner desired by the advertiser.

Advertising can be done through print ads, radio or television ads, billboards, flyers, commercials, internet banner ads, direct mail, etc. Social media platforms are now a major source of advertising.  The advertiser has exclusive control over what, how and when the ad will be aired or published. Moreover, the ad will run as long as the advertiser鈥檚 budget allows or determines it is effective.

As advertising is a prominent marketing tool, it is always present, no matter if people are aware of it or not.

Public Relations

Public Relations is a strategic communication tool that uses different channels, to cultivate favorable relations for the company. It is a practice of building a positive image or reputation of the company in the eyes of the public by telling or displaying the company鈥檚 products or services, in the form of featured stories or articles through print or broadcast media. It aims at building a trust-based relationship between the brand and its customer, mainly through media exposure and coverage.

Public Relations can be called as non-paid publicity earned by the company through its goodwill, word of mouth, etc. (It is often referred to as 鈥渆arned media鈥�).  The tactics used in public relations are publicity, social media, press releases, press conferences, interviews, crisis management, featured stories, speeches, news releases.

Key Differences Between Advertising and Public Relations

Adverting draws public attention to products or services through paid announcements. Public Relations uses strategic communication to build a mutually beneficial relationship between the public and the company or organization.

1. Advertising is a purchased media, whereas, public relations is considered earned media.
2. While advertising is a monologue activity, public relations is a two-way communication process. The company listens and responds to the public.
3. Advertising is used to promote products or services with the objective to induce the targeted audience to buy. Public Relations aims to maintain a positive image of the company in the media, with an indirect result of those effected becoming customers.
4. In advertising, the advertiser has full control over the ad, such as when, how and what will be displayed. In public relations, the company pitches the story, but has no control how the media uses or does not use it.
5. In advertising, the ad placement is guaranteed, but there is no such guarantee of placement with public relations.
6. In advertising, as long as you are willing to pay for it, the ad will be published or aired. Usually in public relations, the story is only published once, but it might be published in many media.
7. Credibility is higher in public relations than advertising. This is because customers know it鈥檚 an ad and may not believe it easily and be skeptical. For Public Relations, third party validation improves credibility.
8. Advertising mainly uses paid announcements (ads) to draw public attention to products or services. Public Relations is the use of strategic communication that aims at building a mutually beneficial relationship between the company and the public.

Advertising and Public Relations both use communication channels to inform and influence the general public. While advertising is a highly expensive marketing tool, it can reach a large number of people at the same time. Public Relations is 鈥渇ree of cost鈥� implied endorsement along with validation of the third party.

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Be Mindful of Language Blunders

Spelling counts, as does grammar and professionalism. You鈥檙e not sending a text to your best friend, your kid or your mom. One of the biggest pet peeves of journalists is misspellings, text abbreviations (鈥淟MK鈥� in lieu of 鈥淟et me know,鈥� for example) and incorrect grammar.

These blunders spell laziness in the mind of a journalist. Take the time to run a spell check; use Grammarly, on online tool that essentially proofreads your copy and alerts you to errors; and read your e-mail, press release or document out loud to ensure that it鈥檚 properly structured and flows with ease.

Don鈥檛 Pitch the Wrong journalist

You鈥檝e crafted a thoughtfully researched, compelling, error-free pitch and you鈥檙e anxious to see the fruits of your labor in print or on a website or blog with a robust, high-traffic readership.

And then you send it off to a journalist who doesn鈥檛 write鈥攁nd will never write鈥攁bout the topic at hand. It鈥檚 imperative to do your research, and that means reading a journalist鈥檚 work before you press the 鈥渟end鈥� button or pick up the phone.

There鈥檚 nothing that journalists hate more than receiving useless information. If you鈥檙e going to pitch a writer, make sure it鈥檚 someone who covers the relevant subject matter.

More important: Make sure your pitch is newsworthy. Another tip: read mastheads of magazines, newspapers and digital sites to determine the beat of their writers. 

Avoid Pitching Stories on Weekends

Unless you know for a fact that the reporter is a weekend writer or editor, avoid sending communication on Saturday and Sunday.

Journalists, like the rest of us, have lives, and it鈥檚 important to respect their time off the clock. Weekend pitching has other pitfalls: If you send an-mail on a Saturday, and it鈥檚 read, the journalist may well have forgotten it by Monday morning. By then, it鈥檚 often buried beneath a deluge of other pitches. Every reporter and publication has different deadlines, but according to a  of more than 600 members of the media, Tuesday morning is typically the best time to pitch a story.

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