Calling all Seekers

Remember my last post about Sleepers, Spinners, and Strugglers?

Sleepers have their heads in the sand about where PR is going.

Spinners get too easily distracted by “shiny objects.”

And Strugglers are doing their best to keep up but floundering because they’re focusing on the wrong things.

I ended by mentioning a fourth type of PR pro. These are the ones who are actually winning in 2025…

The Seekers.

I’m reminded here of the Inner Circle member who saw blanket coverage using a hybrid approach. She sent a media advisory to traditional media and then focused on getting a deep dive placed in an industry-specific Substack newsletter. She also had her client tell his founder story on a niche podcast.

Total time invested?

A fraction of what a Spinner wastes trying five different tactics that don’t connect.

That’s what Seekers do differently.

They’re not stuck in the past like Sleepers. And they’re not paralyzed by overwhelm like Strugglers.

Instead, Seekers share three critical traits.

1. They’re builders.
When they learn a new approach, they integrate it into what already works. For example, they don’t throw away their media relationships to chase influencers. Instead, they expand their definition of media to include both.

2. In addition to knowledge, they seek wisdom.
Seekers understand the WHY behind changes in the industry. They do more than react because “everyone is into podcasts now” or “search is dead.” They get under the hood of industry shifts to see what’s really driving them and what’s coming next.

3. They play offense.
They don’t wait to be told. While other PR pros scramble to keep up, Seekers position themselves for what’s next. For example, they saw AI coming and learned to use it before their bosses asked. Now they’re landing great earned coverage because they have the time and headspace to build powerful narrative arcs that connect their companies’ objectives with what audiences find compelling.

And here’s the part I love most about Seekers: They’re energized by change, not exhausted by it.

They’re curious. They see opportunity.

Therefore, they’re just as happy getting a treasure map from someone else as if they found the treasure themselves.

They find trusted guides who’ve already done the hard work of separating signal from noise.

They join communities where wins are shared and failures become lessons.

They invest in staying ahead instead of always playing catch-up.

If that sounds like you or who you want to be, then here’s your shot.

Next week, I’ll be sending you an invitation to a special free webinar I’ve built for Seekers.

We’ll talk about what’s really working now. What’s coming next. And most importantly, how to build a career on all of it.

Keep an eye on your inbox for the details.

PR has changed. And we’re gonna change with it . . . together.