B2B No Bull

The Evolution of PR: From Earned Media to Perceived Value

Episode Summary

In this episode of B2B No Bull, hosts Liz and Mark Brohan unpack the evolution of Public Relations—from old-school media pitching to today’s AI-driven, transparency-focused landscape. They explore how earned media remains the credibility engine behind integrated marketing, why “perceived value” still matters, and how brands can stand out in a world flooded with paid and sponsored content. The discussion dives into the future of PR, proving that authenticity and trust will always win over noise and volume. Randolf (Randy) Pitzer, Principal Ritzer Relations Public Relations

Episode Notes

In this episode of B2B No Bull, Liz and Mark Brohan dive into the ever-evolving world of public relations in B2B marketing with veteran PR leader Randy Pitzer, who has spent over three decades shaping communications for major global brands. Randy explains how PR still leads the pack in credibility thanks to third-party validation — something advertising can’t replicate — even as digital channels and AI reshape how stories are told and amplified.

The conversation explores the growing confusion between paid vs. earned media, the fading art of pitching journalists with real news value, and the need for PR pros to measure impact more meaningfully. Randy also shares powerful stories where editorial coverage directly led to multimillion-dollar deals, proving PR’s role in driving business outcomes — not just brand awareness.

They discuss PR’s place inside the modern marketing mix, why simple storytelling beats jargon every time, and how AI may enhance research and execution but can’t replace true relationship-building. Randy’s closing takeaway? PR’s core mission hasn’t changed: tell compelling, credible stories — clearly and honestly.

This episode is a must-listen for CMOs, PR leaders, and B2B marketers seeking to sharpen their credibility engine and reconnect PR activity to real-world value.

3 Resources or References Mentioned

• Edelman Trust Barometer (measuring trust in institutions and brands)
• University of Missouri School of Journalism (Randy’s journalism foundation)
• Aviation Week (example of high-impact industry editorial coverage)

Three Highlight Quotes

1. “Earned media is the credibility engine. A real article from a trusted source is worth more than a hundred ads — because someone else is telling your story.”
2. “AI may help write and research PR — but it can’t build relationships or convince a journalist your story matters. That human role isn’t going away.”
3. “Keep it simple. Tell a real story. If people can’t understand what you do in one sentence, PR — and sales — will never work.”