Insights

The public relations industry was founded on the principle that the news media played a central role in message dissemination and informing the public about your issue or endgame. That’s no longer a viable strategy. Over the past decade, we have seen this beachhead erode with the explosion of alternative digital media, and more recently, self-reporting. Texas has become an epicenter for this new reality. X is now headquartered just outside of Austin, and Elon Musk has become the central voice for “you are the news now.” Joe Rogan, also based in Austin, is consistently ranked one of the