S5 E6: Navigating PR in an Election Year with David Fuscus

As the United States gears up for a significant presidential election, the political climate has become an omnipresent factor influencing journalism and PR strategies.

David Fuscus, CEO of Xenophon Strategies and founder of Précis AI, shares some insights on navigating the complex landscape of political communications in an increasingly polarized environment.

David emphasizes the need for public relations professionals to be strategic in their approach, understanding the risks and ramifications of engaging in political discussions. He highlights the importance of being intentional in decision-making, using case studies like Tractor Supply's misstep with their ESG policy to illustrate the potential pitfalls of being tone-deaf to the current political climate.

David, Abbie, and Adrian also discuss the evolving media landscape, where the traditional boundaries between old and new media are blurring, and advise on leveraging niche publications and trade press for more effective outreach. They emphasize the necessity of staying informed and adaptable in a fast-changing world.

Key Takeaways

• PR professionals must counsel clients on the importance of strategic and tactical decisions, especially in politically charged times.
• Companies should be aware of the political landscape, especially during election cycles, to avoid unintended controversies.
• The media environment has evolved significantly, necessitating a nuanced understanding of both traditional and new media.
• The PR industry’s focus has shifted from purely earned media to include a significant portion of social media and niche publications.
• Businesses must be prepared for unintended political entanglements and understand how to manage crises effectively.

About the Guest

David Fuscus is CEO of Xenophon Strategies, a Washington, DC based public relations agency that he founded in 2000. Xenophon works with clients from around the world such as Airbus, The Virgin Group, The U.S. Centers for Disease Control, the U.S. Coast Guard and NEC Corporation. Fuscus wrote his first press release for his parents restaurant when he was 19 and he’s been a PR professional ever since. In 2023, he was one of two inductees into the PRSA Hall of Fame and was the President of the Public Relations Global Network that same year. Fuscus is also the CEO/Founder of Précis AI which recently launched Précis Public Relations, a generative AI platform highly specialized for PR and marketing.

About the Host

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at