The Wire

PR, in real time.

Weekly commentary on the news cycle — what worked, what reeked, and the plays underneath. A new dispatch every Monday.

• Aug 13, 2026

  Tech Layoffs: When Empathy Becomes a Comms Scam

  The tech industry's layoff playbook is tired. Another company, another 'difficult decision' email. Here's how to stop insulting your audience.

• Jul 30, 2026

  AI Overviews: The Backlink Apocalypse

  Google's AI Overviews are live. They're silently devouring referral traffic from traditional news sources. The press release backlink, once a PR staple, is now on life support.

• Jul 23, 2026

  Announcements Now Face Their Toughest Critic: AI Summarization

  Your carefully crafted announcement will soon be chewed up by AI and spit out. Make sure it still says what you want. This is a new comms reality.

• Jul 16, 2026

  ChatGPT Mentions: The New Gatekeepers of Influence

  Forget chasing traditional tech pubs. Your new PR battleground is within AI summaries. Here's why ChatGPT citations now dictate real-world influence more than a TechCrunch scoop.

• Jul 9, 2026

  ChatGPT Mentions Are the New TechCrunch Placements: Adapt or Die

  Forget the old-school media list. Being cited by ChatGPT, Gemini, or Perplexity is now a top-tier PR objective. It's the new battleground for influence and brand visibility.

• Jun 18, 2026

  Tech Layoffs: How NOT to Sound Like a Bot

  Another week, another wave of tech layoffs. The comms playbooks are out, and they all sound identical. Let's dissect how to talk about job cuts without losing your humanity, or your audience.

• Jun 11, 2026

  Crisis Statements Are Failing Their First Test

  Companies still botch initial crisis statements. They get the tone wrong, the facts wrong, or both. It's time to stop making these predictable mistakes.

• May 28, 2026

  AI Overviews: The Quiet Backlink Killer

  Google's AI Overviews are changing the game for press releases. Don't expect those precious backlinks to flow like they used to. The shift is already underway, and PR pros need to adapt.

• May 23, 2026

  The Fine Line: Ethical Newsjacking in Times of Tragedy

  When disaster strikes, the PR world often sees an uptick in brands attempting to insert themselves into the conversation. It's a dangerous game. Here's why you should think twice, and how to do it right if you must.