262. Navigating the Evolving Landscape of PR, with Eric Yaverbaum

The Innovative Agency

Intro

In this episode of The Innovative Agency, host Sharon Toerek sits down with Eric Yaverbaum, CEO of Ericho Communications and author of "PR for Dummies," to explore the rapidly changing world of PR and communications. With over four decades of experience, Eric shares invaluable insights on the importance of mentorship, adapting to the digital age, and integrating PR strategies into a broader marketing communications (MarCom) framework.

What you will learn in this episode:

• The critical role of mentorship in shaping a successful PR career.

• How the shift from traditional media to digital platforms has transformed PR and communications.

• The importance of integrating PR and marketing strategies for a cohesive brand message.

• How to maintain consistency in messaging across multiple platforms like social media and traditional media.

• Why delivering exposure and ensuring client fiscal health are essential for agency success.

• The impact of algorithm-driven content on decision-making and the importance of seeking diverse perspectives.

Bio

Eric Yaverbaum, CEO of Ericho Communications, is a communications, media, and public relations expert with over 43 years in the industry, having co-founded Ericho Communications and served as President from 1985 until its successful sale in 2006. Eric has worked with a wide-range of top-of-their-industry clients, including Sony, IKEA, Progressive Insurance, Domino’s, Beachbody, H&M, and fitness guru Jack LaLanne. Eric is a bestselling author who literally wrote and is in the process of writing the third edition of the industry-standard bestseller Public Relations for Dummies. He is also the bestselling author of six other titles, including Leadership Secrets of the World’s Most Successful CEOs (with over a million copies sold). Eric will be recounting his lifelong ability to look towards the bright side for his upcoming book The Audacity of Silver Linings, set to release in 2025. He is a regular TV pundit, and his expert commentary has been featured in Forbes, Entrepreneur, The Washington Post, The New York Times, HuffPost, CNBC, MSNBC, Fox Business, Inc., and PR Week, among others.

Resources:

• Website: http://www.erichopr.com/

• LinkedIn Personal: https://www.linkedin.com/in/ericyaverbaum/

• LinkedIn Business: https://www.linkedin.com/company/ericho-communications/