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.

• 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.