Smart in Public Why the Smartest Brands Are Betting on Creators with Kerry Flynn, Reporter at Axios
In this episode of Smart in Public, The Katies sit down with Kerry Flynn, reporter at Axios, to unpack the seismic shifts reshaping media, marketing, and communications and try to understand what it all means for PR professionals, founders, and marketers trying to figure it all out.
Kerry brings a rare insider perspective on how the creator economy, AI, and media consolidation are colliding to create an entirely new playbook for communications peeps.
What we cover in this episode:
- The power shift from institutions to individuals — Why individual journalists and creators now hold more influence than legacy media brands, and how to build relationships in this new reality
- Creators as strategic partners — The evolution from treating creators as distribution channels to recognizing them as sophisticated marketing operators (hint: "Creators are the best operators")
- AI's real impact on journalism and PR — Beyond the hype, what AI is actually changing about content creation, pitching, and the future of SEO vs. generative search
- The long-form content comeback — Why quality, in-depth content is more valuable than ever in an AI-saturated landscape, and where YouTube fits into the equation
- B2B creators on the rise — The emerging class of niche industry creators that smart brands should be partnering with now
- Agency consolidation and the boutique advantage — How media agencies are restructuring and what it means for how brands access communications expertise
- Rethinking your pitching strategy — Why the fragmented media landscape demands an entirely new approach to media relations
Whether you're a communications professional rethinking your media strategy, a founder figuring out how to tell your story, or a marketer navigating the creator economy, this conversation is packed with actionable insights you can use right now.
Chapters
- 00:00 - Introduction
- 02:41 - Shifts in the Media Landscape
- 10:03 - The Role of Creators in Marketing
- 18:45 - The Future of Advertising and Creator Partnerships
- 28:54 - AI's Impact on Content Creation and Journalism
- 30:00 - Legal Precedents in AI and Fair Use
- 32:58 - The Shift from SEO to Generative AI
- 35:49 - AI in Content Creation: Opportunities and Pitfalls
- 39:00 - The Evolving Role of Journalists in an AI-Driven World
- 42:00 - The Future of Long-Form Content
- 46:00 - Agency Consolidation and the Rise of Boutique Firms
- 51:01 - Understanding Media Professionals' Needs
- 53:58 - The Fragmented Media Landscape
- 56:59 - Predictions for the Future of Media and PR
Connect with us on:
Have a topic or a guest idea? Email us at hello@smartinpublicpod.com