Inside PR
Inside PR is a weekly podcast about social media and public relations. Agency veterans Martin Waxman, Gini Dietrich and Joseph Thornley co-host the show. Each week, they take a look under the hood of the public relations/social media industries, explore topical and provocative issues, discuss listener comments, and even interview an interesting guest or two. Inside PR welcomes and depends on listener comments to ensure the continuing relevance of the show. Listeners can comment directly on the podcast blog at or, even better, send in an audio comment to If you’re already a business communicator or are looking to break into public relations, or even if you’re in another field but understand that communications, reputation, and image make and break organizations, listen to Inside PR.

Gini Dietrich, Martin Waxman and Joseph Thornley are back for another episode of the Inside PR podcast. #IPRMustKnow Note to Self's Privacy Paradox series Do you care about retaining (some) control of your privacy while online? Do you want to know who is creeping you and how they are doing it? Do you want tips for some simple measures you can take to retain some control over your personal information? If you said yes to any of these questions, click over to Privacy Paradox, a project of WNYC's excellent Note to Self podcast. Register to participate and each day for five days you will receive and email with links to a special podcast episode, personal challenges you can take to assess your own privacy and tips on tools you can use to maintain awareness and retain some control. Time well spent. The Washington Post goes to Snapchat Snapchat's user growth may have been slowed by Instagram Live Stories. But that's not stopping news media from continuing to flock to it. The latest is the Washington Post, which launched on Snapchat Discover. I'm all for news media drawing revenue from any source they can. But it still seems to me that Snapchat is not a place people go to find the news. The Neverending News Cycle Round and round we go. When the United States has a President who seems to rarely sleep and always has his Twitter feed at hand, how can news organizations plan media announcements? Is there any such thing as clear space any longer. Or even a clear time of day?

Direct download: IPR467.mp3
Category:PR -- posted at: 8:22am EST

Inside PR 466: Email responsibly.

Net Neutrality. Canada's PMO fights back, against fake news. And we talk about how to be effective and responsible in our use of email. Gini Dietrich, Martin Waxman and Joseph Thornley are back for another episode of the Inside PR podcast. #IPRMustKnow Net Neutrality is worth fighting for New that the new FCC Chair, Ajit Pai, has begun to undermine net neutrality. If you value innovation. If you want to ensure that the Web stays open for new entrants. If you care about choice, pay attention. It's time to get ready to stand up again for net neutrality. Nipping fake news at the source We know that fake news usually is totally fabricated. But it also can be founded in erroneous reporting. So it was encouraging to see Kate Purchase, the Director of Communications to Prime Minister Justin Trudeau, tackle Fox News head-on to obtain a correction to an item that was being distributed as fake news. In the wake of the Quebec City, several news organizations reported early information that one of the suspected shooters was Muslim. That was wrong. He was an innocent bystander. In fact, the victims were Muslim and the person arrested was not. Other news organizations quickly corrected the error. Fox did not. At least until Kate Purchase sent them a letter and publicly shamed them by publishing it on Twitter. Canadians are nice people. But we also can make a point when we need to. Huzzah Kate. Tips for responsible use of email Previously, we offered advice about how to cope with an overflowing email inbox. This week, we talk about how to be responsible and effective as a sender of email.

Direct download: IPR466.mp3
Category:PR -- posted at: 1:10pm EST

Inside PR 465: We make it Virtual

Let's talk about the failure of distributed content, the elimination of U.S. privacy protections for foreigners, and taking your agency virtual. Gini Dietrich, Martin Waxman and Joseph Thornley are back for another episode of the Inside PR podcast. #IPRMustKnow Distributing content on Facebook and other social platforms hasn't proven to be the bonanza publishers need A new study, reported by Digiday, reveals that a year into the new Distributed Publishing era, in which news media publish their content on platforms like Facebook, Google Amp, SnapChat Discovery, the revenues have not lived up to expectations. In fact, only 14 percent of publisher revenue is coming from distributed content. Another bullet that turned out not to be so magical. So, the search for new revenue sources continues. And their search includes podcasting. Witness the new podcast from the New York Times, The Daily. Foreigners take note. You've lost data privacy protection in the U.S. In a world in which privacy protection is often assumed and opaque, news that non-Americans have been stripped of privacy protection in the United States may influence decisions about non-Americans to seek cloud and data solutions that guarantee that their data will reside outside of the United States. Thanks to Michael Geist for pointing this out. Virtual vs. Brick and Mortar communications agencies Gini did it. Martin did it. Joe's playing with a hybrid version of it. As our work applications have moved into the cloud and video conferencing and document sharing has become a one click experience on both laptops and phones, it has become easier than ever to stay connected with a distributed team. Have we reached the point the tipping point in which the benefits of virtual teams have matched and even exceeded the benefits of assembling a cohesive team in one place?

Direct download: IPR465.mp3
Category:PR -- posted at: 9:17am EST

Inside PR 464: Is the news media too weakened to do its job?

We've entered a new era, a whole new world, an alternate universe. And Gini Dietrich, Martin Waxman and Joseph Thornley focus this entire episode on the implications of the approach to media relations (and truth) being taken by the New President and the ability of today's weakened news media to play their important counterbalance role in relation to Power. Sources that we found useful for this: Liz Spayd, Public Editor of the New York Times, critiquing the Times' coverage (or failure to cover), Trump, Russia, and the News Story that Wasn't Susan Delacourt's recounting on the Brief Remarks podcast about how the Canadian Parliamentary Press Gallery survived the Stephen Harper government.

Direct download: IPR464.mp3
Category:PR -- posted at: 12:01pm EST

Inside PR 463: The Tyranny of Email

Gini Dietrich, Martin Waxman and Joseph Thornley are back for another episode of the Inside PR podcast. #IPRMustKnows Things that caught our attention and that we think you should note include: the future of Twitter? Not a social network, but a news feed, the place to see what's happening. Medium's pivot away from advertising and their less-than-clear business model reminds us that we should publish the content we care about on our owned space. Then use other platforms to promote and amplify it. Don't serve email. Make email serve you. And at this time of the year, all must be asking ourselves how we can get out from under the tyranny of email. We swap tips about how we make email serve us, rather than becoming the creatures of email.

Direct download: IPR463.mp3
Category:PR -- posted at: 7:11am EST

Inside PR 462: Books that last

Books for communicators On this episode of the Inside PR podcast, Gini Dietrich, Martin Waxman and Joseph Thornley talk about books that had lasting impact on us and that we would recommend to others: What Would Google Do, by Jeff Jarvis, an annual read for Gini. Always inspiring. "It's fun to watch the progression of my own business since I first read that book," says Gini. Spin Sucks, by Gini Dietrich. Martin says, "I'm not sucking up. I put it on the reading list for my social media course." Bowling Alone, by Robert Putnam, "A book written about how people were losing their social connections as they cocooned during the television age," says Joe. A must-read to understand what social media freed us from. Alone Together by Sherry Turkle. The other side of the social media and handheld device revolution. When can we be alone in a crowd? Disruptive Power, by Taylor Owen. A contemporary take on how these trends have led to the era of non-hierarchical collective action. Thinking, Fast and Slow, by Daniel Kahneman. Kahneman writes in an accessible fashion about how and why we make unpredictable decisions. A primer on behavioural economics that we can all understand. Built to Sell, by John Warrillow and Bo Burlingham. Gini found this book invaluable in helping her to conceive of how to turn here services business into a process driven company that is scalable and less dependent on her personally. The Art of Strategy, by Avinash K. Dixit and Barry J.J. Nalebuff. Martin read this book when he was selling his business. It helped him sort through his thinking about what strategy really is and how it differs from tactics and how to manage through situations in which people are acting on very different strategies. These books made a difference in our thinking. And we return to them repeatedly. So, we recommend them without hesitation. #IPRMustKnows Also, on this episode, we cover: A recent study underlines the persistent problem of people not being able to discern the distinction between native advertising and editorially-independent news on publishers' websites. Snapchat adds to its content with a deal with Turner to develop original shows for Snapchat based on TBS programs.

Direct download: IPR462.mp3
Category:PR -- posted at: 7:01am EST

We stand on guard for fake news

Gini Dietrich, Martin Waxman and Joseph Thornley are back for another episode of the Inside PR podcast. This week, we discuss Instagram video and the allure of the ephemeral. Then we return to the issue of fake news. Fake news shouldn't be yesterday's story. The problem is in the algorithms. The solution is in human intervention. And that puts the onus on us.

Direct download: IPR461.mp3
Category:PR -- posted at: 8:45am EST

Inside PR 460

Gini Dietrich and Martin Waxman recorded this episode in the wake of the US election and so it's not surprising that they reflect extensively on face news, the responsibility of Facebook and our relationship to news media. It’s your turn. We’d love to know what you think about the topics we discussed as well as your suggestions for questions you’d like answered or topics for future shows. Leave a comment on the blog, send us an email or an audio comment to, leave a comment on the Inside PR Facebook group or the FIR Podcast Network Facebook group, We’re also on Twitter. We’re @inside_pr or connect directly with Gini Dietrich, Joseph Thornley, and Martin Waxman.

Direct download: IPR460.mp3
Category:PR -- posted at: 9:17am EST

Inside PR 459: Speed podcasting

This week we try "speed podcasting." Martin, Gini and Joe triple booked ourselves. So, we only had twelve minutes to record the show. Could we make it in that time? Well we could if we focused on the #IPRMustKnows. #IPRMustKnow Vine faces its existential threat Say goodbye to Will Sasso and disappearing oranges. Say goodbye to Vine as Twitter focuses their business and decides that Vine is not part of its future. Could there be a white knight out there who will take Vine off Twitter's hands and keep it alive? Facebook launches digital masks It may be only in Ireland right now, but Facebook's emulation of Snapchat's most popular features marches on. Facebook's strategy: Never stay still. Look for what's hot. Copy. Profit. Trump's digital campaign machine We recorded this just prior to the election. And even though we couldn't see the outcome, Gini pays reluctant tribute to Donald Trump's digital team. A remarkable story. We did it! Inside PR in under twelve minutes. We had a great time recording this. It's like speed podcasting.

Direct download: IPR459.mp3
Category:general -- posted at: 10:07am EST

This week's Inside PR podcast comes to you from the PRSA International Conference in Indianapolis. Gini Dietrich and Martin Waxman presented sessions at the conference and they bring us their sense of what is on the minds of North American communicators who attended the session. Even better, we're joined by a special guest, Michael Smart. Michael delivered a presentation on how to generate positive media coverage. And Gini and Martin dig in for his insights in this area. We also visit some of the takeaways of the panel on podcasting that featured Gini, Deirdre Breakenridge and Shonali Burke. Finally, Martin, Gini and Michael talk about the discussion around cybersecurity that really stood out for them at this year's PRSA conference. The audio quality has some background noise. Gini, Martin and Michael were in a room with a fair amount of traffic. But we think the content is good. So, I hope you will overlook the background sounds. They never quite drown out the conversation. Oh, and by the way, Joseph Thornley was here too.

Direct download: IPR458.mp3
Category:general -- posted at: 1:34pm EST