22 Years of PR Taught Her One Brutal Truth About Crisis. An interview with Vanessa Sapino.

Vanessa Sapino, Senior Vice President and Partner at FleishmanHillard's Sacramento office, joins host Eric Grotenhuis to talk about the real work behind public relations and why she has spent 22 years doing it. From leading the Kubota account for 17 years to a career-defining moment with a celebrity client she never saw coming, Vanessa has built her career on being ready for whatever comes next. She gets honest about how PR actually shows up for marketing teams, why the best-laid plans always need a Plan B, when to make a statement and when silence is the smarter play, and how she is putting AI to work without ever letting it leave her hands unchecked. If you have ever wondered what is happening behind the scenes when a brand handles a moment well (or scrambles when it does not), this one is for you. Links Mentioned in the show: https://fleishmanhillard.com/   / vanessajsapino   _____________________________________ Subscribe to Our Channel: Don't miss out on future episodes filled with valuable insights and tips! 👉    / @marketingteamofone   Subscribe to YouTube and hit the bell icon to stay updated. Connect with Us on LinkedIn: Join our professional network and stay connected with the latest updates: 🔗   / michael-d-hendry   🔗   / eric-grotenhuis-pagedesign   🔗  / marketingteamofone   Download Free Tools: Enhance your marketing efforts with our exclusive free tools. Get access now! 📥 Download Free Tools - www.marketingteamofone.net/freebies _____________________________________ Join Our Reddit Community: Engage in discussions, ask questions, and connect with fellow marketers: 👾   / marketingteamofone   Visit Our Website: For more resources, articles, and information, check out our website: 🌐 www.marketingteamofone.com Buy our Merch: If you want to show your support and represent the show, check out our merch store: 🧢 https://marketing-team-of-one-show.pr... _____________________________________ Listen to Our Podcast: 🍏 Apple Podcasts - https://podcasts.apple.com/us/podcast... 🎧 Spotify - https://open.spotify.com/show/3BEYh7N... _____________________________________ Referral Links: If you are considering signing up for this service, please use our referral link to help out the channel. These are some of the many products we use daily, and you can trust that they will serve you well. Fathom - The #1 rated AI notetaker. Instantly summarize your meetings so you can focus on the conversation instead of taking notes. https://fathom.partnerlinks.io/2mzzhd... _____________________________________ 00:31 Meet Vanessa Sapino 01:30 PR Versus Marketing 03:35 Planning And Pivoting 08:09 Sacramento Niche Focus 11:55 Building Media Networks 16:25 Networking Habits 21:32 Weekly Workflow Systems 25:32 Crisis Story Hurricane 32:24 PR Timing Decisions 33:00 Crisis Plans and Messaging 36:35 When Silence Wins 39:45 PR Versus Marketing 41:16 Writing and Press Releases 42:08 Sponsored Content Mix 44:13 Trust in Local News 47:51 Responsible AI in PR 53:39 Career Lessons and Biz Dev 57:17 PR Team of One Advice 58:39 Connect and Wrap Up