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1 min read

Modern Public Relations: Micro Influencers, Niche Publications, and Generative AI

This week we welcome a TREW Crew alum to the podcast! Sam Heimbach is a professor of Public Relations and she talks to us about how modern PR really works. Gone are the days of solely pitching traditional journalists for coverage.


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In this episode, Senior Brand Strategist, Morgan Norris, interviews Sam Heimbach, a public relations professor at Texas State University. They discuss the evolution of PR, the impact of social media, and the role of employee voices in PR.

They also touch on the use of generative AI and the changing landscape of journalism and PR. The conversation covers social listening tools, influencer research, the impact of generative AI on the PR landscape, and the importance of trust and authenticity in content creation. 


  • The evolution of PR has expanded beyond media relations to include social media and owned channels.
  • Employee voices play a significant role in company brand and reputation, but it requires a balance of control and freedom.
  • Generative AI is impacting the content landscape, emphasizing the importance of high-quality and trustworthy content.
  • The rise of social media has changed the way journalists source information and has created new opportunities for PR professionals.
  • The changing landscape of journalism and PR requires active digital and social media listening.
  • Influencer research involves evaluating the reach, alignment with brand values, and content quality.
  • Trust and authenticity are crucial in content creation, and AI should be used additively rather than as a replacement for human input.

Wendy Covey

Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.

About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.