Kylie McMullan, principal of Finch Media, has a strong background in public relations and marketing, stemming from her experience both client side with Johnson & Johnson, Doctors of BC, and Nature’s Path Organic Foods, and in agency, working on accounts such as Celestial Seasonings, Happy Planet Juice, and BC Women’s and Children’s Hospital. Kylie is also the co-author of the first Canadian-based public relations textbook, “Canadian PR for the Real World.” Kylie has a PhD in Industrial Economics and Management from KTH Royal Institute in Stockholm, Sweden. In this episode, Kylie shares her thoughts on building successful influencer campaigns and why earned media has become so important.
Key Takeaways:
- Why earned media is becoming more important than ever
- Keys to successful influencer campaigns
- AI is making PR ethics more important than ever
Episode Timeline:
1:45 Tod and Kylie are both getting over colds
3:00 What's happening at Finch Media?
4:00 The importance of earned media in 2025
6:00 How does the need for earned media benefit media outlets?
7:30 The importance of brand consistency in the AI era
9:25 The 3 tensions between influencers and organizations
13:30 Spokespeople can be a surprise
16:00 What are the qualities of an effective influencer
17:15 Do AI influencers matter?
20:00 PR practitioners are always adapting to technology
21:30 What are Kylie's students' ethical concerns
26:04 How Kylie helped her sibling, Chelsea, promote their short film
28:00 What's Kylie's thought leadership philosophy?
This episode’s guest:
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