Embrace the Uncertainty: Aaron Berger on B2B PR, GEO Skepticism, and the Founder Mindset

About this episode

Aaron Berger discusses building a B2B brand that attracts media coverage and the evolving landscape of journalism.

What does it take to build a B2B brand that journalists actually want to cover and does that change when the journalists no longer need a masthead? Aaron Berger, Principal and Co-Founder of A/M Partners, has the answer. From a Washington DC cab to Ketchum, Mastercard, IBM and now his own firm, Aaron has seen the industry evolve rapidly. In this episode, we discuss why prestige media validates rather than drives B2B sales, the need for a hybrid top-down and bottom-up media strategy, why independent journalists now matter as much as major mastheads, getting comfortable with uncertainty and with clients leaving and much more. Connect with Aaron Berger on LinkedIn: https://www.linkedin.com/in/aaron-berger-0934101a/ Check out A/M Partners at https://am.partners/ Chapters 00:00 The Origin Story 06:06 The Rise of Independent Journalism 11:36 Measurement in B2B PR 19:30 The Shift to Fractional Work 25:18 The Evolution of Fractional Work 31:06 Learning from Business Operations

People in this episode

Guest: Aaron Berger

Topics covered

• B2B PR
• media strategy
• independent journalism
• founder mindset
• uncertainty in business

Keywords

• prestige media
• hybrid media strategy
• fractional work
• business operations

Mentioned in this episode

Products: A/M Partners

Places: Washington DC

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