She's been a top comms exec everywhere from General Motors to companies in the healthcare, home improvement and bedding industries, and now Noreen Pratscher runs her own consultancy, Pratscher Communications.
She and host/journalist, Ed Garsten take on the subject of "earned media" and why it's still important in an AI world, effective, and ineffective, media training and early wins for Pratscher Communications.
TTAC Creator Ed Garsten hosts " Tales from the Beat," a podcast about the automotive and media worlds. A veteran reporter and public relations operative, Garsten worked for CNN, The Associated Press, The Detroit News, Chrysler's PR department and Franco Public Relations. He is currently a senior contributor for Forbes.
The TTAC Creators Series tells stories and amplifies creators from all corners of the car world, including culture, dealerships, collections, modified builds and more.
An AI-summarized transcript and edited by a staffer is below.
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Summary of Episode 140 of Tales from the Beat
In this episode, host Ed Garen interviews communications consultant Noreen Pratscher about the evolving relationship between public relations, journalism, AI, and media training.
Pratscher’s Background
She shares her career journey, which includes communications leadership roles at major companies such as General Motors and Siemens Healthineers. After returning to Michigan in 2023, she launched her own consultancy, Pratcher Communications, where she now works with a variety of clients on branding, PR, events, and organizational change initiatives.
Key Discussion: Why Earned Media Still Matters
A major theme of the conversation is the continued importance of earned media (news coverage and third-party mentions) despite the rise of AI.
She argues that:
- AI search tools increasingly rely on trusted journalistic sources when generating answers.
- Visibility in credible media outlets can influence how AI platforms present companies and brands.
- Organizations can no longer rely solely on SEO tactics or self-published content.
- Trade publications, podcasts, newsletters, and traditional media all contribute to a company's discoverability.
She emphasizes that companies need a strategic earned media program, because "if people don't know you, they won't buy from you."
How AI Is Changing PR and Journalism
Ed and Noreen discuss how AI is changing content creation and media relations:
- Headlines and content must increasingly align with the questions people ask AI systems.
- Press releases are now being written and edited with AI discoverability in mind.
- PR professionals need to think about how language will be interpreted by large language models (LLMs), not just human readers.
- Both journalists and communicators must continuously adapt to rapidly evolving technology.
Norine notes that while many people claim to be AI experts, the field is changing so quickly that everyone is still learning.
Integrated Communications Strategy
Norine advocates for a balanced approach that combines:
- Owned media (company websites, blogs, social channels)
- Earned media (news coverage, podcasts, trade publications)
- Paid media (advertising)
- Brand advocates and employees
She stresses that companies should not choose one over the others. Instead, they should build integrated communications strategies that leverage all channels.
She also highlights research showing that word-of-mouth recommendations can significantly influence purchasing decisions and notes that employees can be powerful brand ambassadors when encouraged to share authentic experiences.
The Value of Media Training
The conversation shifts to media training, where she argues that preparation is critical because:
- Nothing is truly "off the record."
- Executives need to understand how their words may be interpreted publicly.
- Good media training helps leaders communicate clearly without sounding scripted.
She references a recent controversy involving comments about "lower-value human capital" as an example of how poorly chosen language can create backlash.
Her approach to media training focuses on:
- Preparing for likely questions.
- Telling stories rather than reciting talking points.
- Staying authentic and conversational.
- Practicing through mock interviews.
Ed agrees and criticizes overly aggressive media training methods that make executives fearful rather than confident.
Both conclude that effective spokespeople are prepared but not robotic.
Building a Consulting Business
Toward the end of the episode, Pratscher discusses her experience starting her consultancy.
Recent successes include:
- Helping a nonprofit host a community event that attracted more than 100 attendees instead of the expected 25–30.
- Supporting a client launching a new business.
- Leading communications and cultural transformation work within an organization.
She explains that she had long planned to start her own business and finally decided to do so after returning to Michigan. Early support from former colleagues and clients helped validate the decision.
Main Takeaways
- Earned media remains highly valuable in the AI era.
- AI is changing how journalists, PR professionals, and companies write and distribute content.
- Organizations should combine owned, earned, paid, and advocacy channels in a unified communications strategy.
- Media training should build confidence and authenticity, not create scripted spokespeople.
- Continuous adaptation to technology is essential for success in communications and media.
The episode concludes with Garsten congratulating Pratscher on the success of her consulting business and inviting her to return as a future guest.
via Autobuzz Today
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