Vox Optima

Vox Optima Vox Optima is a woman- and service-disabled Veteran-owned small business. Maximize Your Voice. 866.49

Woman and service-disabled Veteran-owned public relations and content production agency with offices in Washington, D.C., and Albuquerque, N.M.

There are two comms pieces to unpack from this memo and the reaction to it. First, there’s Jassy’s handling of AI rollou...
06/23/2025

There are two comms pieces to unpack from this memo and the reaction to it. First, there’s Jassy’s handling of AI rollouts. As a leader, people want to hear from him whenever big changes are on the way at the company.

Jassy is transparent in stating that job cuts are on the horizon due to advancements in and the adoption of AI. He also informs the reader that those best positioned for the next move will be those with AI skills. It’s not going to be much of a comfort for some employees, but at least it’s clear.

The lesson here is that transparent leadership communications are necessary in a time of major change. When a shift is on the horizon, being as clear as possible about what lies ahead for both employees is a must.

Whether it’s about pending job cuts due to technological advancement in the case of Amazon or another situation, leaders should be sure to approach change comms with humanity and words that affirm trust. ~ Sean Devlin via Ragan Communications

Plus, the ties between stress, declining production and comms. Greetings, comms pros! Let’s take a look at a few news items from the past week and see what we can learn from them. 1. Amazon CEO gets honest with employees: AI ‘will reduce our total corporate workforce’ Amazon chief Andy Jassy s...

No. 3. Crisis Communication Planning for Deepfake ScenariosWhile deepfakes pose a unique and growing threat, PR teams ca...
06/23/2025

No. 3. Crisis Communication Planning for Deepfake Scenarios

While deepfakes pose a unique and growing threat, PR teams can take proactive steps to strengthen their crisis communication plans.

It starts with treating synthetic media threats as a distinct crisis category, recognizing that they can be highly deceptive and spread rapidly. By developing pre-approved holding statements, teams can respond quickly with confidence and avoid the risk of spreading misinformation.

Clear internal protocols that specify who is authorized to speak and how to escalate issues ensure consistent, coordinated responses. Regular crisis simulations, including scenarios that involve social media backlash and rapid media inquiries, prepare teams for the unpredictable nature of deepfake incidents. ~ Catherine Schwartz via Agility PR Solutions

One of the most alarming developments with the application of artificial intelligence is the enhanced ability of deepfake technology. If you’re a PR manager, you should be very concerned. Deepfake software helps small businesses and solo

Effective content creation in today’s digital landscape isn’t just about producing information—it’s about crafting exper...
06/20/2025

Effective content creation in today’s digital landscape isn’t just about producing information—it’s about crafting experiences that captivate and convert.

Whether you’re a seasoned marketer or a budding entrepreneur, understanding how to engage your audience and guide them through the conversion funnel is essential.

From awareness to advocacy, every step requires deliberate planning and ex*****on. ~ ProfileTree - Web Design and Digital Marketing

Master content creation with our complete guide. Learn proven strategies, SEO tips, and how ProfileTree's services drive 40-60% more leads for UK businesses.

No. 2. All of your content sounds the same.When I’m doing the audit, I always ask the client to send me recent content, ...
06/20/2025

No. 2. All of your content sounds the same.

When I’m doing the audit, I always ask the client to send me recent content, usually the stuff they consider “top-performing.” (But honestly, they probably wouldn’t have hired me if it were truly performing.)

What I see most of the time is content that’s informational, but not entertaining. It’s not different. It doesn’t share a perspective that hasn’t already been said a hundred times.

And, I think that used to be fine. Maybe pre-2022, before ChatGPT and AI, information had more value. You needed to have real experience, be a researcher, or deliver something in between to say something useful.

But now, information is everywhere. You can use ChatGPT and be an “expert” in almost anything, really quickly. Just having information isn’t enough anymore.

What is enough? A unique spin. A point of view. What’s your take on this trend? What’s the connection you see that others don’t? What’s a story from your experience that makes this relatable? So now, information has less value. The relatability becomes really important. The stories become important. That’s what people are going to remember more. That’s what makes the content stand out. ~ Devin Reed via HubSpot

Teams make these common content marketing mistakes. Here's how you can clear the most common hurdles.

Public relations (PR) is all about managing how your brand is perceived – from media coverage to social media. It’s abou...
06/19/2025

Public relations (PR) is all about managing how your brand is perceived – from media coverage to social media. It’s about building relationships, trust, and visibility for your business, which leads to stronger brand recognition, increased customer loyalty, and more opportunities for growth.

Measuring PR success refers to understanding whether those efforts are adding value to your business and helping to bring you closer to your goals and objectives.

Instead of just tracking surface-level statistics, it is about diving deeper and exploring if this campaign reached the right audience? Did it support our business goals? etc. Whether it is boosting your brands credibility or getting people talking about your business on social media, success in PR is all about getting measurable and meaningful results. ~ Sean Caulfield via Edge Creative

Learn how to measure PR performance with key metrics like coverage, traffic, and sentiment. A must-read for measuring PR success in 2025.

The simplest way of credibilityKeep in mind that customers are truly aware of online scams. So your website will represe...
06/19/2025

The simplest way of credibility

Keep in mind that customers are truly aware of online scams. So your website will represent your brand to tell the world that you are legit and trustworthy. Everything you do here is to gain trust, soothe your customers' worries and make sales.

Keep your design simple, straight to the point and less flashy. Customers will trust companies with clear and convenient designs so much more than one with sophisticated graphics. ~ Socialectric

Never underestimate the power of website design for small business. With young yet serious start-ups, websites are the key to long-term and sustainable growth at present and in the future. Not just carrying information, website design and hosting bring many great values. Find out more now!

Understanding Social ListeningSocial listening refers to the ongoing process of monitoring, judging, and responding to c...
06/18/2025

Understanding Social Listening

Social listening refers to the ongoing process of monitoring, judging, and responding to conversations happening online that concern one’s business or one closely related to it.

Such conversations may be made up of posts, comments, hashtags, or mentions on X (previously Twitter), Facebook, Instagram, YouTube, TikTok, LinkedIn, blogs, or forum discussions.

However, it is not solely an act of monitoring posts. It would rather provide data collection, trend analyses, and group sentiment analysis-positive, negative, or neutral-about various social actions with the help of specific social listening tools.

Such insights can impact PR’s response management, campaign planning, and defense of the company’s brand image. ~ Elsie Oliver via Agility PR Solutions

Public relations has undergone significant changes in recent years. It takes more than just contacting journalists and drafting news releases in 2025. Public opinion shifts quickly these days, and people often discuss businesses on social

Writing about AIThe AP Stylebook has included some instruction about referencing AI in the past couple of years, but the...
06/18/2025

Writing about AI

The AP Stylebook has included some instruction about referencing AI in the past couple of years, but there are some new rules on the subject.

AI doesn’t require periods between each letter to establish that it stands for artificial intelligence, Fogarty said. This is a departure from geographic abbreviations, such as U.S. or U.K., in the body of your copy.

But AI is not a human. So do not talk about, or reference AI, as if it has human attributes, she said.

“Don’t give it a human name,” Fogarty said. “And even though it often feels like it, AI doesn’t have thoughts or feelings. So don’t write something like, ‘it’s actually excited to help you.’ The output of AI uses natural language and sounds so human that people end up misunderstanding how these systems work. It’s really easy to start thinking of them as being sentient when they aren’t. So it’s important not to reinforce that with your language.”

AI doesn’t have intentions. Don’t write like it does. ~ Grammar Girl via Courtney Blackann and PR Daily

Tips for tailoring your writing with precision and clarity. Whether you’re writing daily press releases or prepping for a presentation, it’s imperative to have the tools to write clearly. The Associated Press Stylebook has included some new rules you should be aware of and some great reminders o...

What Is the Contingency Theory of Leadership?The contingency theory of leadership, which emerged from numerous scholars ...
06/17/2025

What Is the Contingency Theory of Leadership?

The contingency theory of leadership, which emerged from numerous scholars in the 1960s, is rooted in the belief that earlier management theories had neglected the influence of situational factors, or contingencies, on organizations.

Examples of contingencies include the state of the economy, the availability of trained labor, the organization’s culture, government policies and laws, the effects of climate change, and other factors. In a 1995 paper, Roya Ayman, Martin M. Chemers, and Fred Fiedler write that two main factors contribute to effective leadership:

(1) attributes of the leader and

(2) the degree to which the situation gives the leader power, control, and influence. ~ Katie Shonk via Program on Negotiation at Harvard Law School

The contingency theory of leadership diverges from many other leadership theories in that leaders fill roles suiting their inclinations.

No. 3. Use Empathy & The Right TonePublic relations isn’t just about facts—it’s about perception. Without proper coachin...
06/16/2025

No. 3. Use Empathy & The Right Tone

Public relations isn’t just about facts—it’s about perception. Without proper coaching, even well-intentioned statements can backfire. Remember the crisis caused when BP CEO Tony Hayward made the wrong statement about the Deepwater Horizon oil spill.

Or the crash of Ratner’s the jewellers when the CEO, Gerard Ratner said “We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, “How can you sell this for such a low price?”, I say, “because it’s total crap.”

Ratners is regularly cited as one of the worst PR disasters in corporate history. ~ Paul Farrow via Benjamin Ball Associates - Presentation Coaching

What is crisis comms coaching? When do you need to get crisis communications training? Why is crisis training so important?

No. 9. Long-Term Strategy Beats Short-Term WinsIn 2025, a single press release won’t be enough to achieve real media rel...
06/16/2025

No. 9. Long-Term Strategy Beats Short-Term Wins

In 2025, a single press release won’t be enough to achieve real media relations success. It results from establishing credibility, continuously providing value, and considering the long-term viability of your media connections.

Best Practice: Create a media relations calendar for the year. Throughout the year, schedule not only your product launches but also thought leadership pieces, interviews with industry experts, and human interest stories. ~ Elsie Oliver via Bulldog Reporter

Over the past few years, the public relations industry has seen an immense transformation. Media relations in 2025 has changed due to advancements in AI, the growth of independent journalism, and shifting media consumption patterns.

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