JUST Branding S07.EP02 - PR Isn’t Promotion. It’s How Brand Strategy Becomes Real with Nikkia Adolphe
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Feb 5, 2026 Nikkia Adolphe, Chief Innovation Officer at BrandSaver with 15+ years shaping PR for global brands. She explains how PR turns internal brand strategy into visible reputation. Conversations cover PR’s place in the marketing funnel, measuring impact beyond vanity metrics, AI’s effect on discoverability, story-mining leaders for thought leadership, and choosing the right long-term PR approach.
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Measure PR With Backlinks And Share Of Voice
- Track PR impact with backlinks and analytics so earned coverage becomes a measurable referral source.
- Measure share of voice versus competitors to monitor long-term positioning and PR effectiveness.
AI Makes Earned Media More Valuable
- Generative AI is changing how search and news are consumed and elevates the value of credible earned media.
- PR now influences AI-driven discovery, so earned content affects visibility beyond human readers.
Make Press Releases Strategic
- Don't spray press releases without intent; build a strategic angle first and pursue exclusives when appropriate.
- Use earned media placement after aligning narrative, audience, and timing for maximum impact.