AI Can't Call You Back - with Jennifer Kaplan

What if sustainable growth isn't about becoming the biggest player in the market? Agencies triple in size and lose their soul. They chase national footprints and abandon the community relationships that made them valuable. Meanwhile, regional firms with deep roots are building something holding companies can't replicate. In this episode, host Dan Nestle sits down with Jennifer Kaplan, founder and president of Evolve PR and Marketing—Arizona's largest PR firm. Since 2010, Jen has grown to 28 full-time publicists serving more than 140 clients. She's earned Copper Anvil's 2025 Agency of the Year and PR News' Top Women in PR—but the real story is how she built an agency that's simultaneously deeply local and nationally sophisticated. Dan and Jen explore why relationship-driven business is becoming a competitive moat in the AI era, the tension between AI efficiency and human authenticity, and what two decades of agency leadership teaches you about leading through chaos without losing what makes you special. Listen in and hear about... Why local authority often delivers more impact than national vanity coverage Balancing AI tool adoption with authentic client and media relationships Building agency culture through purpose, consistency, and trust The power of niche specialization over broad service sprawl Leadership lessons from 20 years of agency growth—including when to stop trying to do it all Notable Quotes from Jennifer Kaplan "My mom would say that I was born doing pr, and it is something that I love so much because I feel like it's who I am. So when I talk to people, I do say, you know, look at something that isn't just a job." [00:04:07 – 00:04:23] "With any trend, I feel in any business you have to be on it, you have to be aware, but don't lose your identity and don't let it replace things that it shouldn't replace." [00:11:19 – 00:11:34] "You have to be in tune with AI, but I wouldn't let it take the place of so many wonderful things that we can offer as individuals and that are afforded us in, in the world." [00:12:45 – 00:13:02] "Go be you. You know, don't let AI or all the things that are around us take away from who you are and lose who you know what makes you special." [01:04:02 – 01:04:15] Resources and Links Dan Nestle Inquisitive Communications | Website The Trending Communicator | Website Communications Trends from Trending Communicators | Dan Nestle's Substack Dan Nestle | LinkedIn Jennifer Kaplan Evolve PR and Marketing | Website Jennifer Kaplan | LinkedIn Timestamps 0:00:00 Introduction: Rethinking Growth in Communications0:07:44 Importance of Networking, Building Trust, and Relationships0:13:09 Navigating AI’s Impact on Communications and Authentic Content0:18:32 Evolve PR’s Niche Approach and Building Media Relationships0:24:03 Local vs. National Recognition: Awards, Impact, and Credibility0:31:17 Challenges of Speed and Building Relationships in PR0:36:30 Integrating Traditional and Tech Approaches in PR0:43:38 Measuring Success and the Role of Tools like AI in Agency Work0:45:49 Purpose-Driven Work and Letting Team Guide Agency Culture0:51:01 Agency Values: Neutrality, Team Dynamics, and Audience Focus0:56:12 Leadership Lessons: Don’t Try to Do It All, Embrace Mistakes1:04:02 Closing Thoughts: “Go Be You” and Staying Authentic (Notes co-created by Human Dan, Claude, and Castmagic) Learn more about your ad choices. Visit megaphone.fm/adchoices