# Navigating Modern PR: Lessons on Credibility, Media Trends, and Influencers With Andrew Marshall

Page: https://stenobird.com/podcast/podcatalyst-the-official-podcast-of-iabc-14691/navigating-modern-pr-lessons-on-credibility-media-trends-and-influencers-with-andrew-marshall
Text version: https://stenobird.com/podcast/podcatalyst-the-official-podcast-of-iabc-14691/navigating-modern-pr-lessons-on-credibility-media-trends-and-influencers-with-andrew-marshall.md
Podcast: [PodCatalyst: The Official Podcast of IABC](https://stenobird.com/podcast/podcatalyst-the-official-podcast-of-iabc-14691)
Published: 2025-12-16T18:44:50+00:00
Episode link: https://podcasters.spotify.com/pod/show/iabc/episodes/Navigating-Modern-PR-Lessons-on-Credibility--Media-Trends--and-Influencers-With-Andrew-Marshall-e3ces8l
Audio file: https://anchor.fm/s/8a428e4/podcast/play/112733909/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-11-16%2F7b7e8877-f88b-44e3-63b5-a8b11f7d9fde.mp3
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Duration seconds: 1130

## Resource

In this episode of PodCatalyst, Andrew Marshall, vice chairman of Cognito, joins IABC Executive Director Peter Finn tot discuss how the communications landscape is being reshaped by independent voices and evolving expectations for executives. Andrew shares how independent voices, from Substack commentators to niche influencers, are reshaping thought leadership. He offers practical advice for engaging with these platforms and why companies need fresh strategies to stay relevant. You’ll also hear insights on preparing executives for high-stakes interviews, mastering industry language to build credibility, and why media training matters more than ever. Plus, Andrew weighs in on AI’s growing role in PR, its limitations, and the skills professionals need to standout. ++++++++++++++ LINKS Connect With IABC on Social Media X (Twitter) | LinkedIn | Facebook | YouTube | Instagram Visit IABC Online https://www.iabc.com/ https://www.iabc.com/catalyst

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## Transcript

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