Second in Command: The Chief Behind the Chief with Cameron Herold
Episode Summary: Ep. 478 - Blaze PR President and Lead Strategist, Matthew Kovacs
Release Date: May 27, 2025

Introduction

In Episode 478 of the Second in Command podcast, host Cameron Herold engages in an insightful conversation with Matthew Kovacs, the President and Lead Strategist at Blaze PR. As a leader in the public relations industry, Kovacs shares his extensive experience, strategic approaches, and the evolving landscape of PR in today's digital age.

Matthew Kovacs' Background and Blaze PR Overview

Kovacs begins by recounting his early foray into public relations at the age of 19, managing a house painting company in Canada and securing his first press coverage effortlessly. This early success ignited his passion for PR, leading him to establish Blaze PR—a boutique agency renowned for its personalized and strategic PR campaigns.

Notable Quote:
"I landed my first press about myself when I was 19 years old... I'm amazed at the number of companies out there that don't understand it." ([03:09])

Blaze PR specializes in partnering with lifestyle brands and consumer packaged goods (CPG) companies aiming to elevate their market presence. The agency prides itself on a non-linear approach, working across diverse industries such as beverages, retail, and home building, rather than limiting themselves to a specific sector.

Strategic Approach to Public Relations

Kovacs emphasizes the importance of a strategic approach in PR, differentiating Blaze PR from more traditional, linear agencies. He explains that their role extends beyond merely securing press mentions; it's about building comprehensive narratives that align with the client's long-term goals.

Notable Quote:
"Our job is to educate... build a strategic plan and walk clients through the process as well as what assets they have." ([04:10])

Blaze PR conducts an intensive onboarding process to understand the client's internal dynamics, followed by a Media Perception Audit. This unique process involves interviewing journalists to gauge their interests and what stories they are currently pursuing, providing invaluable insights that help tailor PR strategies effectively.

Integration with Marketing, Sales, and Recruitment

Discussing the interplay between PR, marketing, and sales, Kovacs highlights how a robust PR strategy can complement these functions. He notes that in shifting economic landscapes, PR offers a cost-effective means of building brand awareness and trust, which in turn supports marketing and sales efforts.

Notable Quote:
"PR is more cost-effective; you can do elements around it versus the budgets and the elements around traditional ads." ([05:35])

Additionally, Kovacs touches on the role of PR in recruitment and company culture, explaining how media coverage can enhance employer branding, thereby attracting and retaining top talent.

Media Training and Relationship Building

A significant portion of the discussion centers on Media Training, where Kovacs outlines how Blaze PR prepares clients for interactions with the media. This training ensures that not only the CEO but also other team members can effectively communicate the company's message consistently.

Notable Quote:
"You should sound just like, in your own words, what the CEO is saying. You shouldn't be making up things." ([03:52])

Kovacs underscores the importance of building genuine relationships with journalists, moving beyond transactional interactions to foster long-term partnerships. This approach not only facilitates smoother media engagements but also ensures that the brand's narrative remains coherent across various platforms.

The Digital Trifecta and Evolving PR Strategies

Kovacs introduces the concept of the Digital Trifecta, encompassing earned media, owned media, and paid media. He reflects on his earlier experiences before the advent of social media, where securing press stories was paramount. Today, the integration of social platforms allows brands to amplify their earned media, driving traffic and engagement more effectively.

Notable Quote:
"We landed 5,200 stories about our company in six years... now you get the story, you link it to your press page, you share it on social and maybe you drive traffic to it." ([09:31])

While Blaze PR does not directly manage social media campaigns, Kovacs collaborates with clients' social teams to ensure that press coverage is effectively utilized across owned channels, enhancing overall brand visibility.

Leveraging Technology and AI in PR

The conversation transitions to the impact of Technology and AI on the PR industry. Kovacs acknowledges the growing role of AI in streamlining PR tasks such as fact-finding and content creation. However, he also points out that many clients are hesitant or unaware of how to integrate AI into their PR strategies effectively.

Notable Quote:
"We're using it and we're seeing it in different ways for fact finding... but clients either aren't ready to use it or don't understand how they can utilize it." ([42:23])

Blaze PR addresses this by conducting webinars and training sessions to educate both their team and clients on the practical applications of AI, ensuring that technology serves as a tool to enhance, rather than replace, human expertise in PR.

Navigating the Modern PR Landscape

Kovacs discusses the challenges of running a PR firm amidst concerns about AI replacing jobs, the shift to remote work, and potential economic downturns. His strategy focuses on maintaining open communication, listening to team members' concerns, and embracing adaptable technologies to stay resilient.

Notable Quote:
"Listening is a big part of it. You can tell who's maybe hurting or worried..." ([44:27])

Blaze PR fosters a supportive work environment, emphasizing hybrid work models and encouraging continuous learning to navigate the dynamic business environment effectively.

Long-Term Client Relationships and Success Stories

Highlighting Blaze PR's commitment to long-term partnerships, Kovacs shares success stories of clients who achieved significant milestones, including acquisitions by major corporations like Pepsi and Coca-Cola. These examples illustrate how sustained PR efforts can drive brand growth and lead to lucrative exits.

Notable Quote:
"We've worked with brands like Youtheory, which was acquired by Jameson Labs... helping them grow from their kitchen to national presence." ([35:20])

Kovacs attributes this success to Blaze PR's ability to craft versatile and compelling narratives that evolve alongside the clients' businesses, ensuring continuous relevance and media interest.

Advice for Aspiring PR Professionals

Towards the episode's conclusion, Kovacs offers valuable advice to younger professionals in the PR field. He emphasizes the importance of networking, attending industry events, and building genuine relationships beyond the confines of traditional PR circles.

Notable Quote:
"It's not what you know anymore. It's who you know too." ([47:13])

He encourages embracing diverse networking opportunities and understanding the broader ecosystem of advertising and media buying to enhance PR effectiveness.

Conclusion

Episode 478 provides a comprehensive look into the strategic intricacies of public relations through the lens of Blaze PR's Matthew Kovacs. From strategic planning and media training to leveraging technology and building enduring client relationships, Kovacs offers a wealth of insights valuable to both seasoned COOs and aspiring PR professionals. His emphasis on education, adaptability, and genuine relationship-building underscores the evolving nature of PR in fostering brand success.

For more insights and strategies from top COOs, visit COO Alliance and explore the extensive library of episodes available on the Second in Command podcast's YouTube channel or your preferred podcast platform.