Episode 100 – How AI Is Changing Public Relations With Nancy Marshall

Episode Summary

In this episode, Cary sits down with Nancy Marshall, also known as the PR Maven and founder of Marshall Communications, celebrating 35 years in business. Nancy shares stories from her early days in public relations—literally driving press releases and VHS tapes across snowy Maine—and connects that experience to today’s AI-driven world.

They dig into how PR has evolved from mimeograph machines to media rooms optimized for AI search. Nancy explains why business owners need to think differently about visibility now that AI tools like ChatGPT are influencing how information gets found and trusted. She also shares how she’s using AI in her agency for leadership decisions, crisis prep, and even liver recipes from her gym.

The big takeaway? AI isn’t replacing humans—but it is changing how we show up, how we build trust, and how we get discovered.

3 Key Takeaways

  • AI rewards structure and credibility. Well-formatted press releases, updated websites, expert quotes, Q&A sections, and trusted media coverage all help businesses show up in AI-driven search.
  • Talk to AI like a teammate. Nancy learned to move beyond one-and-done prompts and instead have a back-and-forth conversation. Giving AI context, assigning it a role, and asking it to interview you can dramatically improve results.
  • Humans still matter. AI can brainstorm crisis scenarios and draft plans, but validation, ethics, relationships, and judgment still belong to people.

About Nancy Marshall

Nancy Marshall is the founder of Marshall Communications, a Maine-based PR agency celebrating 35 years in business. Known as the PR Maven, Nancy has built her career on relationship-building, storytelling, and helping brands earn trust.

She began her PR career at Sugarloaf, where she mastered media relations long before the internet existed—typing press releases on an electric typewriter and hand-delivering video footage to TV stations across Maine.

Today, Nancy continues to evolve with the times. She actively studies AI, recently completing leadership training based on Jeff Woods’ book The AI-Driven Leader. She applies those tools to crisis communications, media training, and strategic planning for clients—including work connected to Maine’s tourism industry.

Nancy is also a strong advocate for LinkedIn as a trust signal in the AI era and encourages professionals to stay visible and credible online.

You can connect with her at:

Resources Shared

Here is the case study I spoke about where a smaller brand outperformed larger brands due to the way they wrote and formatted their press release. The SOAR framework they describe in this case study is excellent. Thank you for reading SOAR Content Framework™ Case Study

Here are questions to ask in order to generate a press release that would perform well with journalists and with AI for search:

1. Big Picture (Why This Matters)

☐ What is the news or announcement? (Use this for headline and sub-headline)

☐ Why is this important right now?

☐ What is the date of the press release?

☐ Who is most affected and why should they care?

2. Who (Authority & Credibility)

☐ Who is the business, organization, or expert?

☐ Who is leading this effort, and what is their role?

☐ What establishes credibility or expertise on this topic?

3. What (The News)

☐ What exactly is being announced or launched?

☐ What problem does it solve or opportunity does it create?

☐ What makes this different from others in the field?

4. Where (Location & Reach)

☐ Where is this happening? (list city, state and country if release is going internationally)

☐ Where will the impact be felt?

☐ Is this local, regional, national, or global?

5. When (Timing)

☐ When does this occur or take effect?

☐ Are there key dates or milestones?

☐ Why does the timing matter?

6. Why (Motivation)

☐ Why was this initiative created?

☐ Why does it align with mission or values?

☐ Why should media and audiences care?

7. How (Execution)

☐ How does it work?

☐ How was it developed or implemented?

☐ How will success be measured?

8. Quote (Human Voice)

☐ How would the leader explain this in their own words?

☐ What excites them most about this news?

☐ What impact do they hope it will have?

9. Supporting Details

☐ Are there statistics or proof points?

☐ Are partners or stakeholders involved?

☐ Is there relevant background context?

10. Call to Action

☐ What should readers do next?

☐ Where can they learn more?

☐ Who is the media contact?