Vanessa Sapino, Senior Vice President and Partner at FleishmanHillard's Sacramento office, joins host Eric Grotenhuis to talk about the real work behind public relations and why she has spent 22 years doing it. From leading the Kubota account for 17 years to one career-defining moment with a celebrity client that she never saw coming, Vanessa has built a career around being ready for whatever comes next.
She gets honest about how PR actually shows up for marketing teams, why the best-laid plans always need a Plan B, when to make a statement and when silence is the smarter play, and how she is putting AI to work without ever letting it leave her hands unchecked.
If you have ever wondered what is happening behind the scenes when a brand handles a moment well (or scrambles when it does not), this one is for you.
Links Mentioned in the show:
https://fleishmanhillard.com/
https://www.linkedin.com/in/vanessajsapino/
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00:31 Meet Vanessa Sapino
01:30 PR Versus Marketing
03:35 Planning And Pivoting
08:09 Sacramento Niche Focus
11:55 Building Media Networks
16:25 Networking Habits
21:32 Weekly Workflow Systems
25:32 Crisis Story Hurricane
32:24 PR Timing Decisions
33:00 Crisis Plans and Messaging
36:35 When Silence Wins
39:45 PR Versus Marketing
41:16 Writing and Press Releases
42:08 Sponsored Content Mix
44:13 Trust in Local News
47:51 Responsible AI in PR
53:39 Career Lessons and Biz Dev
57:17 PR Team of One Advice
58:39 Connect and Wrap Up
