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Episode: PR Strategies That Actually Work: Storytelling, Social Media & Earned Media | Jason Kocina
Host: Ryan Alford
Guest: Jason Kocina (Founder, Checkerboard Strategic Web Development; Director of Digital Marketing, Media Relations)
Date: October 7, 2025

Episode Overview

This episode dives deep into the evolving landscape of PR, earned media, paid marketing, AI, SEO, and the practical realities of promoting brands today. Host Ryan Alford sits down with Jason Kocina, a veteran marketer and publicity expert, to unpack which strategies are cutting through the noise in an era marked by digital disruption and AI-powered change. Listeners get actionable advice for small and medium-sized businesses on messaging, channel selection, adapting to AI-driven search dynamics, and foundational marketing truths that outlast any trend.

Key Discussion Points & Insights

1. The Changing Marketing Landscape & AI’s “Second Revolution”

• The Internet in the ‘90s vs. AI Today:
  • Jason reflects on the current AI boom with the same awe as the dawn of the Internet:

    “I haven't felt the way I feel about AI since the 90s. I felt that was a revolutionary time with the Internet and we're going to another one… Mainstreaming of these tools that we've been looking at now for years, but they're becoming accepted and it's a new world all of a sudden.” (02:00)

  • Both agree: AI is fundamentally changing how people search, buy, and solve problems online.

2. The Unchanging Foundations of Effective PR

• Message First, Channel Second:
  • Jason emphasizes that while channels and tactics keep evolving, the core discipline of message development remains:

    “We've always fully defined the client's message before we got started and then adapted it to the news of the day so that we have better chances of getting picked up. That strategy has always been there and it's still what works.” (03:28)

  • Properly documented messaging enables seamless collaboration and effective external marketing.

3. The Evolving Role of Earned Media

• Still Critical for Awareness:

  • Ryan underscores that despite digital transformation, earned media remains vital for building brand awareness (“the awareness bucket”) before performance marketing can take effect:

    “Unless you're hitting them at the moment of truth with a pack of gum in their checkout line… there usually has to be some awareness and then consideration, then purchase.” (04:20)

• From Shotgun to Sniper:

  • Targeting is now much more precise:

    “We can split it down to I only want to target people who build things out of plastic from western United States or something. And there's a show for them.” (05:05)

4. What Media Channels Actually Drive Results?

• Diversification Required:
  • Jason reports a shift from near-total reliance on earned media (“95%... now less than 50%”) to a mix of earned, paid, blogs, and marketing automation.
  • Not all clients need every channel; choices depend on audience and goals.
• Competitive Intelligence is Crucial:
  • He recommends analyzing what the competition is doing and which keywords drive success:

    “Marketing as I learned it… always played with your cards face out so everyone can see what you're doing, right? So incorporating that into your strategy a little bit, or at least understanding it helps.” (06:12)

5. Search, SEO & the Impact of AI

• SEO Isn’t Dead—It’s Changing:
  • AI is reducing traditional organic search traffic as more queries are answered directly (in Google Gemini, ChatGPT, etc.):

    “I have seen... traffic from search going down for our customers, organic traffic going down, seeing more traffic coming from ChatGPT, from Gemini, from Grok or the other platforms.” (08:01)

  • Positioning for AI engines now matters alongside classic SEO.
• Future of Discovery:
  • Worries about a world where “there’s only one answer” vs. the historic #1 search result—less room for selection, more for trust and authority. (08:39–09:00)
  • “My habits have changed that much and now we’re seeing that apply to the mainstream.” (09:31)

6. Agencies & AI: More Valuable Than Ever?

• AI as a Power Tool, Not a Replacement:
  • Jason:

    “It is becoming to some extent more about having responsive, high quality people…Smart marketing people can use the tool but I would say it’s probably best to formulate a plan…then have professionals execute on it.” (09:44–10:41)

  • The best results come from knowledgeable humans using AI as an accelerator—especially for content, programming, and optimizing campaigns.

7. Social Media & Paid Channels

• Essential, But Use Wisely:
  • Not every client needs every social platform, but every plan includes some aspect of social & paid media.
  • B2B brands see major value in LinkedIn; product-based brands still push with Facebook and Google Shopping.
  • Nostalgia for Facebook’s old targeting powers, but awareness still a key win today.
  • Paid ads focus mostly on Google (“primarily that we use”), with significant roles for Facebook and LinkedIn depending on the product/audience. (12:10)

8. AI-Powered Content Creation—Not Quite Plug-and-Play

• AI Video & Content Tools:
  • Both joke that AI video is not (yet) as effortless as some marketers hope:

    “I go there and I’m like, oh, what is this garbage that gets produced when they produce the videos for you?” (12:45)

  • Most value comes from using AI to clean up, rearrange, and polish human-made ideas:

    “I'm feeding it what I want it to say and then I'm just saying clean it up.” (13:05)

Notable Quotes & Memorable Moments

• On the Timeless Importance of Messaging:

  "Get the foundation down for your messaging, your target audience, all that stuff. Because the channel side and the environment is constantly changing and it's an ever changing process. So get the foundation down so that you can more easily adapt..."
  — Jason Kocina, 13:27–14:08

• On the Fluctuating Value of Platforms:

  “I start a Facebook page and then Facebook's no longer popular anymore or whatever. That's what I'd say. Get your messaging down. I know it's not very exciting, but it sure will make your efforts more effective.”
  — Jason Kocina, 14:08

• On the Evolving Role of the Publicist:

  “They're also… smart and pivot, work with you to get your messaging down and then try, analyze, measure what's working. And here's where we should do next…”
  — Jason Kocina, 14:31

Timestamps for Important Segments

• [02:00] AI as a once-in-a-generation shift, echoing the dawn of the Internet
• [03:28] Modern PR strategies—what’s changed and what hasn’t
• [05:05] From broad to hyper-targeted media outreach
• [07:14] The changing nature of SEO and organic search
• [09:44] Where agencies fit in the AI age—humans and technology
• [11:18] How social media channels fit for various clients
• [12:45] The reality of AI-generated videos and creative work
• [13:27–14:08] The enduring importance of foundational messaging

Actionable Takeaways

• Focus on foundations: Nail your message and define your audience. The rest—all platforms, AI, trends—are just channels.
• Diversify your media mix: Relying solely on earned media or a single ad platform is outdated. Use a blend, matched to your goals and audience.
• Master the new SEO: Optimize not only for classic search engines, but also for AI assistants so your business is surfaced where consumers get answers.
• Embrace, but don’t depend on, AI: Use AI to boost efficiency and polish your work. It won’t do all the thinking for you—yet.
• Stay adaptable: Be ready to pivot when platforms or channels shift in relevance.

Where to Connect

• Jason Kocina:
  • The CEO's Guide to Marketing (available on Amazon)
  • publicity.com
• Show Resources:
  • Highlight clips, show notes, and more: ryanisright.com

This episode is a reminder: In marketing, the tools and channels will always change. The fundamentals—strategy, messaging, and knowing your customer—never do.