Coffee N° 5 with Lara Schmoisman

Episode: Demystifying PR with Jennifer Bickerton & Lauren Kahn (Intersection PR)

Date: February 10, 2026
Host: Lara Schmoisman
Guests: Jennifer Bickerton & Lauren Kahn, Intersection PR

Episode Overview

This episode of Coffee N° 5 dives deep into the shifting landscape of Public Relations (PR) in 2026, particularly in the era of AI, influencer culture, and omnichannel strategies. Host Lara Schmoisman welcomes Jennifer Bickerton and Lauren Kahn of Intersection PR—industry veterans known for their adaptive, collaborative, and hands-on approach. Together, they unravel the evolving demands of PR, the necessity of synergy between marketing and communication teams, the impact of digital transformation, AI, and the often-misunderstood value of events and influencers for brands, especially indie launches.

Key Discussion Points & Insights

1. PR Evolution & Adaptability

• Constant Change is the Norm

  • PR is not changing yearly; it’s changing “almost weekly…day to day.” (Lauren, 02:04)
  • Success comes from being nimble and proactive: “Take action and then change so that…your clients don’t see anything behind the curtain, but you keep moving with the times.” (Jennifer, 02:31)

• Collaboration Over Rigid Scopes

  • Unlike big agencies that resist duties outside their strict scope, Jen & Lauren “figure it out or bring someone on that it’s in their scope,” emphasizing a results-focused, collaborative model. (Jennifer, 02:44)

2. Work Ethic & Generational Perspective

• Old-School PR vs. New Generations
  • The value of “figure it out” attitude from earlier agency days. Lauren shares, “Whenever anybody says, somebody help, you raise your hand…you figure it out. But you say, yes, I can do it.” (Lauren, 03:51)
  • Generational shift: Younger staff may focus on minimal effort for maximum pay, contrasting with the older ethos of embracing all opportunities and passions. (Lauren, 04:43)
  • “There’s a big difference between having a job and having a career.” (Lauren, 06:29)
  • Example: Spotting an opportunity for a client even at lunch, highlighting how PR pros are always “on.” (Lauren, 07:31)

3. The Synergy Between PR, Marketing, & Digital

• From Traditional to Omnichannel PR

  • Speed & unpredictability now rule: “You had a six month lead time…now the world just moves so fast.” (Jennifer, 09:13, Lauren, 09:19)
  • Need for cross-agency summits: “If we don’t know as publicists what’s going on… we can’t do our jobs correctly.” (Lauren, 10:34)

• Communication is Everything

  • Over-communicating is essential: “That’s where ideas are germinated.” (Lauren, 12:39)
  • Meetings with clear agendas and shared calendars help maintain cohesion. (Jennifer, 13:03)

• Remote Reality & Accountability

  • “Out of sight, out of mind” calls for proactive communication with clients about ongoing work, especially when working remotely. (Lauren, 14:16)

4. Seizing Opportunities in Real Time

• Examples of Nimble PR
  • Responding to unexpected news (e.g., wildfires’ impact on eye health) with relevant client pitches is now standard practice—“We weren’t planning for this. We just looked out the window and thought, okay, we have this amazing optometrist.” (Jennifer, 14:52)
  • Liaison with marketing/digital to amplify PR wins across all platforms, including social. (Lara & Jennifer, 15:53–16:13)

5. The Client’s Role in PR Success

• Active Partnership Required
  • Value of client participation: “Being a client doesn’t mean you can push all the work to whoever you hire.” (Lara, 17:50)
  • “If you want to hire a yes company, we’re not your team.” (Lauren, 18:25)
  • Setting realistic expectations: “We need to build you up first before you go after the number one podcast in your category.” (Jennifer, 18:46)

6. The Power & Pitfalls of PR Metrics

• 8,000 Placements—But Not Without Misses
  • “Have we missed placements? Absolutely…That doesn’t take away from the successes.” (Lauren & Jennifer, 19:52–20:01)
  • Clients don’t always need or want to understand the backend—PR pros are hired to get it done, including educating clients about the value of platforms like Amazon. (Jennifer & Lara, 20:53–22:20)
  • Not every brand suits every channel: “We’re not saying…go jump on Amazon…for the general mass, yes. For $5,000 fragrance, not necessarily.” (Jennifer, 22:41–23:04)

7. Integrated Marketing: No Silver Bullets

• Don’t Silo Your Strategy

  • “If you start a momentum… and you pull the plug…it’s all about momentum.” (Lauren, 26:04)
  • All functions (PR, marketing, SEO, social, product development) are cogs in the wheel; one piece can spike at launch, but ongoing maintenance is crucial for all. (Jennifer, 26:31–27:05)
  • “Only narrative you can really manage is your website.” (Lara, 27:05)

• Adaptation in Crisis

  • During COVID, Intersection PR cut retainers in half rather than abandoning clients, understanding the power of continued presence when others pulled back. (Lauren & Jennifer, 27:40–28:21)

8. AI in PR & Marketing

• Embracing Technology—but Carefully
  • Jen is the AI optimist; Lauren is more cautious: “I get the idea…if you’re using AI…But I’m still of the belief that there needs to be a human voice to this.” (Lauren, 29:40)
  • The landscape: “The questions are not keywords anymore…My job is to get those questions or problems. But if the brand doesn’t get the PR authority and citations…, it’s harder…That’s how it [AI] will be ranking.” (Lara, 29:56–30:41)
  • Use AI as a tool, not a shortcut—“Proofread it.” (Jennifer, 32:11)
  • AI will become more regulated, but for now, be wary of overreliance and misinformation. (Lara & Lauren, 32:49–33:53)

9. Influencer Culture: Opportunities & Risks

• Love/Hate Relationship with Influencers
  • The influencer boom “killed a lot of the editorial world…now it’s the wild, wild west out there.” (Jennifer, 34:15)
  • ROI is only clear with direct sales and codes; one-offs rarely pay off. (Lauren, 36:02–36:38)
  • “Consumers are not stupid…Numbers dip for sponsored posts.” (Lauren, 37:02)
  • Recommendation: Cut influencer spend into smaller, ongoing buckets for momentum, not single big gambles. (Jennifer, 36:38)

10. Events: Worth the Spend?

• Think Before You Launch

  • Not every brand needs or should host a launch event: “If you’re coming out of the woodwork on a brand new brand… you’re wasting your money on an event.” (Jennifer, 37:51)
  • Instead, focus on experiences with substance—editor events, consumer pop-ups, etc.—with clear objectives and ROI opportunities beyond mere attendance. (Jennifer & Lauren, 41:02–42:59)
  • “The bar is very high…You better show up to that level or…pick someone else.” (Jennifer, 42:39)

• Budgeting Across the Ecosystem

  • Prefer steady, strategic spend across time and channels rather than “burning money in one place and burn it in one month.” (Lara, 43:23)

11. Relationship-Driven PR

-Trust, Transparency, and Curation Rule

• Focus on relationships with media, editors, and clients; balance friendlies with new contacts for growing reach. (Lauren, 44:51)
• “The success to PR in 2026 and beyond is balance and transparency.” (Lauren, 46:41)
• Real-time, transparent reporting, not manipulated results; clients often call for candid, expert advice. (Jennifer, 46:49–47:44)
• Not every client or agency partnership is a perfect fit, and that’s healthy. (Lauren & Jennifer, 48:01–48:27)

Notable Quotes & Memorable Moments

• On Nimbleness in PR:
  “It’s not a lot of time in between when PR is changing. It changes from day to day.”
  — Lauren, 02:04

• On Collaboration vs. Scope:
  “If it’s not in our scope, we are either going to figure it out or…bring someone on… and help you get to where you need to be.”
  — Jennifer, 02:44

• Work Ethic Wisdom:
  “Whenever anybody says, somebody help, you raise your hand. And if you don’t know what you’re doing, you figure it out.”
  — Lauren, 03:51

• On Communication:
  “Over-communicate to your teams—not only can nothing fall through the cracks, but that’s where ideas are germinated.”
  — Lauren, 12:39

• On AI and Human Touch:
  “There needs to be a human voice to this…AI is a tool versus using AI as a shortcut.”
  — Lauren & Jennifer, 29:50, 32:17

• Influencer ROI Reality:
  “Unless it directly affects sales, that’s the only way that you can determine ROI.”
  — Lauren, 36:05

• On Launch Events for Indie Brands:
  “If you’re coming out of the woodwork on a brand new brand… you’re wasting your money on an event.”
  — Jennifer, 37:51

• On Transparency:
  “Transparency, always transparent, always wins.”
  — Jennifer, 46:49

Timestamps for Key Segments

• Intro & Changes in PR: 00:14–02:44
• Old-School vs. New School Attitudes: 03:14–07:32
• Digital Transformation & Omnichannel Strategies: 08:08–13:11
• Real-Time Opportunities & Cross-Team Synergy: 14:16–16:46
• Client Involvement & The Role of PR vs Marketing: 17:12–19:19
• PR Metrics & Platform Education: 19:52–22:41
• Selecting the Right Channels: 22:41–23:55
• Integrated Strategies & Avoiding Siloes: 26:04–28:21
• Adapting During Crisis (COVID example): 27:40–28:21
• AI in Communications: 28:36–33:53
• Influencer Culture & ROI: 33:53–37:32
• Events—Hit or Miss? 37:51–44:00
• Media Relationships & Modern Pitching: 44:11–46:49
• Transparency, Trust, and the Consultant Role: 46:49–48:27

Overall Tone

Conversational, candid, and full of practical wisdom, blending humor ("I drink coffee with so much cream… cream with a side of coffee"—Jennifer, 01:14), real-world anecdotes, and clear-eyed analysis of what works in the modern PR and marketing environment. The episode underscores adaptability, partnership, and authenticity as the industry advances into 2026 and beyond.

For entrepreneurs and marketers navigating PR today, this episode offers real insight: PR isn’t a silver bullet. Success comes from synergy, informed strategy, relentless communication, and the courage to embrace both the data and the human element—especially in a world driven by AI and endless change.