April White is the CEO and founder of Trust Relations. With nearly 20 years of experience representing Fortune 100 companies, including Weber Shandwick, Edelman, Spong, and Rubenstein Public Relations, she is skilled at developing targeted communications programs. Here, April talks about the importance of trust and authenticity in PR and how changing tides in media are affecting ROI.   Key Takeaways: - The rise of affiliate marketing - The new AI crisis - Transparent client relationships   Episode Timeline: 1:30 April's mission to being PR into the future 2:30 The importance of transparency at Trust Relations 4:30 Trust runs through the entire agency. 6:40 The importance of authenticity in PR 8:10 Brands shouldn't get political out of nowhere. 9:20 Is there a backlash against brands tackling social issues? 11:30 AI and crisis communication 14:30 The rise of affiliate marketing 17:00 Will affiliate marketing reduce the public's trust in journalism? 18:20 How paywalls are affecting ROI 19:45 Facebook's crackdown on news articles 22:20 April’s philosophy on thought leadership 23:50 April's two podcasts   This episode’s guest:  • April White on LinkedIn • Trust Relations • Email: [email protected]     Subscribe and leave a 5-star review: https://pod.link/1496390646 Contact Us!   • Join the conversation by leaving a comment! • Follow us on Facebook, X (Formerly Twitter), Instagram, and LinkedIn! Thanks for listening!   Hosted on Acast. See acast.com/privacy for more information.