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305. Evolving PR in a Noisy World, with Jennifer Kaplan

The Innovative Agency

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On this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Jennifer Kaplan, Founder of Evolve PR and Marketing, an industry veteran who’s had a front-row seat to the seismic shifts reshaping how we communicate.

In a marketing landscape defined by constant change, Jennifer breaks down what’s actually working today in PR, from the rising influence of podcasts and creators to the high-stakes game of personal branding. She shares how agency leaders can evolve their approach, strike the right balance between traditional media and emerging channels, and safeguard their clients’ reputations in an always-on, hyper-connected world.

If your agency is navigating the noise and trying to stay visible and credible, this conversation is packed with hard-earned insights and practical strategies you can put to work right now.

What you will learn in this episode:

  • How the shift from traditional media to platforms like podcasts and influencers is changing agency communications strategy

  • The challenges and opportunities of educating clients about new outreach channels beyond TV and print

  • How agency leaders can balance personal branding against company branding for more authentic and effective PR

  • What to consider when allocating limited resources between thought leadership for executives and general brand campaigns

  • The risks in influencer partnerships and how to protect your client’s reputation in an age where every misstep is permanent

Bio

Jennifer Kaplan is the Founder and President of Evolve PR & Marketing, Arizona’s largest public relations firm. Since launching the agency in 2010, she has led Evolve’s growth from a small, client-focused team into a powerhouse of 25 full-time publicists serving more than 100 clients across local and national markets.

A proud Phoenix native and Arizona State University alumna, Jennifer’s deep Valley roots and relationship-driven approach have helped her build lasting partnerships and elevate brands across industries. Her leadership and impact have earned her numerous honors, including the Inaugural Hugh Downs School of Human Communication Alumni of the Year Award, Phoenix Business Journal’s “40 Under 40,” and AZ Business Magazine’s “Most Influential Women in Arizona Business.”

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