Then they go home, close their laptops, and leave their own LinkedIn profiles untouched for four months.

That contradiction was at the center of a recent episode of Cracking the Comms Code, where Proven Media Solutions founder Dustin Siggins sat down with Brendan Watts, Director of PR and Communications at Storyblok; Jacqueline Martinez, President and Chief Communications Officer at Digital HQ; and Noah Greenberg, CEO of Stacker. 

The topic was how PR professionals can build their personal brands and the uncomfortable finding was that most aren’t doing it.

The skills transfer perfectly

Jacqueline said it directly: “You already know what to do. You’ve just always done it for everybody else.”

Think about what a strong LinkedIn presence actually requires. A clear point of view. Consistent messaging. An understanding of your audience and what they want to hear. The ability to turn an insight or an experience into something worth reading. The discipline to show up regularly. PR professionals develop all of these skills on behalf of clients. Why not apply the same skills to their own career?

Dustin made a similar point from his own experience. When he transitioned from political journalism to running his own company, he had no idea what to post about. His father’s advice was simple: write things down throughout the day as they come to you, then once a week, sit down and pull out the best ones. That’s a content strategy. It’s also exactly what communicators do when they’re building a messaging calendar for a client.

What “building your brand” actually means

One point the panel was quick to correct: personal branding on LinkedIn is not self-promotion. 

Brendan’s most-engaged posts have nothing to do with his employer. They’re about how he thinks about his work – the process behind a campaign, an observation about the industry, a lesson from something that went sideways. “People sense they don’t want you to sell them,” he said. “But if I talk about how we planned a campaign rather than promoting it, it pops off.” Noah’s top-performing post of all time was a breakdown of how he’d approach getting a product’s first hundred customers – actionable, generous, no pitch attached.

PR professionals constantly write thought leadership for clients. They ghostwrite op-eds, develop executive voices, and shape how a CEO comes across in an interview. The same instincts apply on LinkedIn – the only difference is whose name goes on it.

Jacqueline’s framing was useful here. A client of hers in the public sector had built a consistent LinkedIn presence around his work and his thinking. When he walked into the governor’s office to meet the chief of staff for the first time, that chief of staff pulled out a book the client had recommended on LinkedIn weeks earlier. The client came back to Jacqueline, saying he was walking into rooms where his reputation preceded him. “We are warming these rooms for our clients,” she said. “Why wouldn’t we be warming these rooms for ourselves?”

The mechanics are the same, too

The tactical elements of LinkedIn success map almost exactly onto what communications professionals already practice.

The hook – the first two or three lines before someone hits “read more” – is a lede. Noah said it deserves as much attention as the rest of the post combined, because it determines whether 100 people see the content or 1,000. Any PR professional who has written a pitch email or a press release knows how to write a lede.

Commenting on other people’s posts is relationship-building and source cultivation. Jacqueline makes 10 to 15 substantive comments a day, not to drive traffic back to her own profile, but to stay connected, add value, and keep relationships warm. That’s account management. Noah noted that a thoughtful comment shows up in connections’ feeds – it’s essentially a post with lower stakes, and it’s a natural starting point for anyone not yet comfortable publishing original content.

Content planning is already in the toolkit. Brendan keeps a running text document – currently over 560 items – of observations, one-liners, and passing thoughts that he draws from when it’s time to post. It’s a source list. PR professionals maintain those for clients all the time.

Even the question of what to post answers itself through a PR lens. Dustin described a lobbyist whose organization had just secured a White House meeting on a low-profile bill. The instinct was to announce it. The better post, as Dustin reframed it, was: “Here are five things we did to get a White House meeting that had nothing to do with Venezuela, immigration, or government shutdowns.” Don’t just report the win. Explain the strategy behind it. That’s the difference between a press release and a story – and PR professionals know how to tell stories.

Why it matters now

The stakes are real and getting higher. Brendan is about to hire two PR professionals. Before he opens a job description, he’s already on LinkedIn. What he’s finding is that 95% of candidates have profiles that are effectively empty – recycled company posts, a CV-style about section, nothing that shows how they think. He said: “You’re being hired to do this for your execs and your company and immediately I have a bad taste in my mouth.”

Noah told us that for every hiring manager doing this consciously, there are probably a hundred doing it without realizing it. People posting regularly have built familiarity and credibility before the first conversation happens. The people who aren’t posting start at a disadvantage that they may not even know exists.

PR professionals have spent careers making other people visible, credible, and worth listening to. The tools are the same. The platform is the same. The only thing that needs to change is realizing who the client is: themselves. 

Catch the full conversation in the video below.

As technology and science editor for two of the United Kingdom’s largest media brands – The Sun and Metro – Hamill spearheaded global teams whose stories reached tens of millions of readers. His work has also appeared in Forbes, The New York Post, and other international publications. As a consultant, Hamill has created content for global consultancies such as McKinsey, Accenture, and EY, and contracted with British agencies like Eclat and Code Red.

At Proven Media Solutions, Hamill will lead all content and media operations – from crafting and editing op-eds and press releases to pitching journalists, securing interviews, and building long-term media relationships.

“Jasper has worked on the front lines of journalism and content strategy for decades,” said Dustin Siggins, founder of Proven Media Solutions. “He knows how to turn ideas into stories that win coverage, change perceptions, and make real differences in the world. He’s the right person to elevate our entire media operation as we continue to serve clients across industries.”

Hamill added: “I’ve spent my career telling stories that matter for global media outlets and other companies shaping the future. Proven Media Solutions has built something special: a team that truly understands how to bridge the gap between what brands want to say and what their audiences need to hear. I’m excited to be part of that mission and looking forward to turning clients’ big ideas into impactful headlines.”

Proven Media Solutions is a public relations and public affairs firm that specializes in putting people in the press.

A former political director for then-New Mexico Governor Susana Martinez, Banegas brings more than a decade of experience running influence and multi-media campaigns, including leading Hispanic outreach initiatives in 33 states. 

“The intersection of politics and business is becoming more complex by the year,” said Dustin Siggins, founder of Proven Media Solutions. “Our clients need to be ready not when something happens, but weeks and months in advance. Jordan’s experience helping governors, businesses, and grassroots advocates win in the court of public opinion and in the halls of government will help our clients understand what’s coming and how to capitalize on opportunities presented.”

Banegas began his career as Regional Political Director for New Mexico Governor Susana Martinez, the nation’s first female Hispanic governor, where he oversaw operations in 18 counties. After relocating to Washington, D.C., he spent nearly eight years at Stand Together Communications and The Institute for Justice, directing multi-state campaigns that reduced regulatory burdens for small businesses, expanded educational opportunities for families, and advanced economic liberty across the country.

In addition to his political and policy work, Banegas co-founded an NIL collective at the Division I (FBS) level, where he and his team oversee relationships with hundreds of student-athletes. 

“I’m excited to bring my experience building coalitions and running campaigns to Proven Media Solutions’ clients,” said Banegas. “From small business owners to national nonprofits, the key to success is the same: creating a clear narrative that aligns stakeholders on a single objective. My job is to create that streamlined client communication no matter what vertical or outcome.”

Banegas will help lead account management at Proven Media Solutions, focusing on client strategy, content development, and operational efficiency.

Proven Media Solutions is a public relations and public affairs firm that specializes in putting people in the press.

But passion can also cloud judgment. It may narrow perspective, overinflate assumptions, or turn into outright bias. It can even make you a bad fit for a job or client – just think about working for your least-favorite politician.

This balance – along with stories of when passion was irrelevant to success – was the focus of a recent panel conversation among Sarah Kissko Hersh, founder of Type A; Michelle Andrade, senior PR and communications manager at Exverus by Brain Labs; and Dustin Siggins, founder of Proven Media Solutions.

Read some of their insights on when passion helps – and hurts – in PR below. The full video is at the bottom.

The Strengths of Passion and Lived Experience

Sarah said that clients notice when she’s passionate, describing it as “a huge competitive advantage” that builds early common ground and credibility faster than any resume. It has also created confidence for her when starting a campaign.

Michelle said passion and lived experiences also create authenticity – and not just for clients. Media gatekeepers like reporters and editors are quick to detect hype. “People can sense disingenuousness from a mile away,” she said. Belief in the client’s product or leadership makes every pitch sharper and every spokesperson more trustworthy.

Dustin said that belief and authenticity were key factors in winning a significant contract in 2022. The prospect asked why he wanted the business – and when he almost jumped out of his chair explaining why the mission was so important, the prospect said the passion was more convincing than anything that had been said in three meetings.

But It Can Backfire

But the same energy can backfire. Sarah has found that being too close to a product sometimes limits creativity. When she was a target customer for one brand, she caught herself assuming her own preferences mirrored those of the entire audience — a mistake that almost messed up the strategy.

Michelle agreed, warning that passionate communicators sometimes overestimate how much the public actually cares. PR professionals may obsess over every headline or post; everyday consumers don’t. Forgetting that gap risks campaigns that talk past the audience instead of to them.

Attachment can also be a problem, said Dustin. “Sometimes an op-ed becomes my sixth child,” he admitted, especially when he’s spent hours grinding on a particularly difficult draft. Passion becomes Gollum-like obsession, turning professionals into defenders of their own work instead of advocates for client success.

When Passion Is Irrelevant

The good news is that you don’t have to be passionate about something, as long as you have the skills. In fact, detachment is sometimes better because it can create objective mindsets.

Dustin described an early client in an industry about which he knew nothing: a government contractor financial lender. What drew him in wasn’t the sector but the story — that the client was helping entrepreneurs avoid exploitation by predatory lenders. By reframing the campaign as protecting small businesses, he found purpose and delivered results without any personal passion for government contracting.

Sarah’s travel PR background gave her a leg up in some pitches — she knew destinations firsthand. Yet that very familiarity often blinded her to what first-time visitors needed. In those cases, she said, an outsider’s or even a skeptic’s perspective was far more valuable.

Michelle recounted a job interview where her personal values conflicted with the organization’s mission. For her, it wasn’t about liking or disliking the product — it was about whether she could do the work with integrity. “If I can’t be effective because of my own core values, then I’m not the right fit,” she explained.

The Bottom Line

Passion can electrify PR campaigns. It can also derail them. The most effective practitioners know when to lean into lived experience, when to set it aside, and when to admit it simply doesn’t apply. That judgment — not passion alone — is what separates powerful communicators from the rest.

Watch the full discussion below.

Enter a panel hosted by Proven Media Solutions founder Dustin Siggins, starring:

Blair Huddy of Hudson Davis Communications, who argued that Leavitt doesn’t truly wield power herself—the position does. She named past press secretaries who lost influence after leaving the office, and expressed concern that PR Week was legitimizing harmful messaging. She tied the uproar back to her own viral post, which highlighted how quickly public sentiment online can damage a brand.

Consultant Jeremy Tunis acknowledged his personal dislike for President Donald Trump, but emphasized the pragmatic reality: the White House Press Secretary holds extraordinary influence, regardless of politics. He also noted that PR Week, as a journalistic outlet, ranks people based on power, not moral virtue—similar to Time Magazine’s history of controversial “Person of the Year” picks.

Strategic Global Media’s Scott Merritt took the most black-and-white view. The list is about power, not ethics, he said. Whether or not Leavitt is admired, she is the public voice of the most powerful office in the world. By definition, the role belongs on the list—just as past press secretaries from both parties have appeared.

Dustin underscored that this isn’t just a debate about one individual, but about how the profession defines power. He noted that PR Week’s inclusion decision, while controversial, reflects the reality that influence and power are separate from integrity.

The Power of the Press Secretary

One reason the controversy runs so deep is that the White House Press Secretary wields a unique form of power. While the authority comes from proximity to the president, the role often serves as a launching pad for lasting influence in and beyond Washington.

Jay Carney, after serving as President Obama’s press secretary, became Amazon’s top communicator and now leads global communications at Airbnb. Josh Earnest, another Obama-era spokesperson, now oversees communications for United Airlines and was named #23 on the list (six spots behind Leavitt). First Trump term press secretary Sarah Huckabee Sanders leveraged her White House experience into being a governor.

This track record illustrates that the press secretary is more than a temporary mouthpiece. The position confers credibility, visibility, and connections that often translate into major roles in business, politics, and media. In that sense, the role itself embodies both positional and transferable power, regardless of who occupies it.

Power vs. Ethics in PR

Beyond Leavitt, many of those named to the Power List have controversy attached to their names or the organizations with which they represent. And, sometimes, those controversies are subjective to the nature of one’s personal values.

Watch the full debate to see where each participant fell on what ethics should be prioritized, as well as what that means when serving clients.

What’s left are fragmented messaging, internal friction, and missed opportunities – chaos that impacts the organization’s bottom line at a time when trust is fragile and reputations are easily damaged.

There’s no silver bullet to overcoming the chaos. But on a recent panel hosted by Proven Media Solutions founder Dustin Siggins, three corporate strategists showed how to create alignment so that the entire communications team is hitting on all cylinders.

Building the scaffolding of success

Success doesn’t happen by having an ego or guessing at what’s happening among stakeholders. Nifares Group founder Wendy Serafin said that her most effective corporate communications roles start with a listening tour, crafting a message map based on how stakeholders talk about the brand to truly understand what the brand should be – and what is required to get there so consistent narratives are represented by everyone in their own voice.

Next, it’s time to make sure that everyone in the communications department sees where they add the most value, from the drumbeat to specific campaigns. TAG – The Aspen Group Senior Vice President of Communications Jennifer George said her team uses dashboards that align internal teams around reputation metrics, blending qualitative and quantitative data to drive home value to each other and to the C-Suite.

And since it’s rare that large organizations rely solely on internal teams, Reputation Partners Executive Vice President Andrew Moyer said agencies should act as partners instead of vendors – asking key questions and providing insights that can be gleaned as the outside team members.

Once the structure’s in place, it’s time to show the value of comms throughout the entire organization – from the front line to the C-Suite. That requires seeing around corners, aligning other departments before they cause friction, and creating narratives that are customized to every level of every function.

Finally, comms must move externally. Tools like ChatGPT and Claude are reshaping what audiences learn. They don’t pull from the best story—they pull from the most structured one. That means FAQs, earned media, and high-authority pages carry disproportionate weight, so AI-friendly strategies must be balanced with user-friendly content.

Seamless communications to impact the bottom line

In 2025, trust is fragile and reputations can crash in a moment. Marketing’s data is hollow without public relations’ storytelling – and PR’s traditionally soft value is quantitatively proven through marketing’s tools and capabilities.

Read our short blog post about how PR and marketing can create surround-sound marketing and branding outcomes, and watch the entire dynamic panel conversation below.

Or is the old guard still relevant in 2025?

We hold that it’s not yet time to write traditional media’s epitaph – and, in fact, that it remains a branding powerhouse. But you also do a disservice to clients by ignoring the power of social media and podcasts.

These differences came to a friendly joust between Proven Media Solutions founder Dustin Siggins and Hudson Davis Communications CEO Blair Huddy. It was their first Thursday Throwdown, and they tackled everything from C-Suite strategy to how consumer sentiment can be understood from comments sections.

Here are some key moments from the discussion:

• Dustin, Blair, and the audience agreed: the best communications strategy includes a mix of old and new media.
• The big disagreements seem to come down to whether it’s more valuable to drive credibility through third-party outlets – especially news outlets – or through owned media like podcasts and social media.
• New media advantages: You control the message, get real-time feedback, and can drive more narrowly into target audiences.
• Old media advantages: Small brands can earn credibility without a big ad budget, local and trade media are still widely trusted, and the Google Roadmap is easier to build.
• Both paths have the opportunity for multiple stakeholder touchpoints:
  • Thought leadership videos can link to social media platforms, blog posts, and direct sale sites.
  • A single op-ed can be syndicated, improve your SEO, and appear on the original outlet’s social media and newsletters.
• Are comments valuable sources of consumer information? Blair argued that sentiment can be gleaned through careful observation and sifting, while Dustin pointed to participation bias and how many “viral” issues don’t impact brand trust or revenue.
• Does brand build reputation and trust – or is a brand built on reputation and trust? Blair argued the former, Dustin the latter.

The most important takeaway in the conversation was the importance of not confusing media (the path to success – news outlets, podcasts, etc.) for the medium (the tools of the trade – social media, SEO, etc.). A communication professional’s most important job is to:

• Fetishize none of the above
• Use them all where they best serve clients
• Adapt and adopt as technologies, markets, and client preferences demand.

Here is what communications professionals who watched the discussion had to say:

• “Communications strategies shouldn’t boil the ocean. Find out where your ICPs live, how they get their information, and what they talk about. Then, incorporate that information into a strategy that penetrates deeply and creates an impact that drives change.” Susan Powell, Marketing Director, Blue Ridge Networks

• “PR pros need to be where their audience is, wherever that may be. Who cares how we label it?” Brandon Watts, Director of Public Relations and Communications at Storyblok

• “We in the industry need to think that media is the strategy and the medium are the tools. It doesn’t matter if it is traditional media or new media, it’s who has more trust with your niche audiences.” Michelle Germano, Executive Producer, Synthetic Pictures

• “My biggest takeaway was that all channels have value. The ‘right’ answer comes down to the message, the audience, and the circumstances.” Samantha Riel, CEO, Balsam&Cedar

• “Trust in traditional media is shifting. The public is increasingly trusting independent creators and citizen journalists like Joe Rogan more than mainstream media, because historically, we trust people “like us”. As independent platforms grow, it will be important to track their credibility and the trust people place in them, particularly if they align themselves with policymakers and politicians.” Joshua R. Mansbach, a healthcare communications strategist and storyteller who has spent time at Edelman and Omnicom.”

• “The conversation was a good reminder that communications strategy is complicated. Navigating it requires understanding client goals, personalities, and resources; a client’s status in the marketplace of ideas; and what media and mediums are most valuable to achieve client goals.” Adam Belmont, Founder, A-B Strategies

• “The debate highlighted the unique strengths of traditional and social media and the importance of being laser-focused on your audience. They also showed us that we can better serve clients, leaders, and stakeholders—and create impact—if we listen and work more closely with other communicators.” Colleen Finnegan, Finnegan + Co., 

• Traditional media outlets are more reliant than ever on outside content to fill gaps, keep advertisers, and show consumers. Providing high-quality content to outlets directly or to their content partners – especially those with significant syndication – creates multiple touchpoints with use of just one channel. Robert Kuykendall, Director of Accounts, Proven Media Solutions

Authored by principal Dustin Siggins with key observations from five public affairs veterans, the paper examines how lobbyists can leverage PR to achieve policy objectives. It also analyzes when PR would hurt advocacy campaigns, such as when navigating top-secret or controversial issues.

“Clients will spend $4 billion on lobbying this year, the busiest legislative cycle since 2021,” said Siggins, a former Capitol Hill journalist. “The paper is a blueprint to help government affairs professionals engage the public, regulators, and lawmakers more effectively so that the government can fulfill its obligations to the American people.”

The paper also includes insights from five Washington insiders who endorsed the strategic value of public relations for achieving advocacy outcomes.

• “Public relations is an influence accelerator for many lobbying campaigns,” said The Toy Association Vice President of Public Affairs Owen Caine, who is also a board member of the League of Minority Voters. “Policies and regulations don’t change just because of facts and the truth – they also change because voices ranging from everyday people to respected professionals participate in the process.”

• “2025 is going to be active, and every lobbyist should keep this paper handy for when clients request a full-press approach to achieving their advocacy goals,” said Brian Darling, President of Liberty Government Affairs and a former Counsel for Senator Rand Paul (R-KY)
• “Research shows that op-eds shift public opinion,” said Keybridge Communications Managing Director Robby Schrum. “They can raise the salience of an issue over the long term and prompt ordinary Americans to engage with their lawmakers. That kind of engagement by the public can move votes — and change policy.”
• “Lobbying without a surrogacy and public relations component is like fighting a land war with rifles while the enemy has tanks,” said tax lobbyist and Center for a Free Economy President Ryan Ellis. “You’ll lose every time because it is public opinion that sways policymakers, and in the modern era you need a surround-sound approach to break through the noise.”

• “While lobbyists engage policymakers and constituent leaders, public relations engages everyday constituents to make a broader impact and bring more voices into the policymaking process,” said Shawn Friesen, Principal at Chamber Hill Strategies, a boutique healthcare lobbying firm.

The full paper is available on Proven Media Solutions’ website. No downloads are required.

Proven Media Solutions helps lobbying and public affairs firms make an impact with key stakeholders in Washington and in the states, pulling from experience in journalism, lobbying, and grassroots campaigns. 

But basic doesn’t mean unimportant. Without that capital, companies would be left in the lurch, unable to afford to hire employees, pay for infrastructure improvements, or expand geographic and industry footprints. Our personal and professional lives would be far worse off without banks providing liquid support.

Banks fuel America’s local and regional business growth, in good times and bad – and, for the most part, behind the scenes. But maybe the work bankers do shouldn’t be kept so quiet. Rather, a little publicity can help them generate marketing and branding gold to grow assets and become an even more part of their communities.

Lending

For years, retirement community developer Mather organized local and regional support behind the construction of a new high-end senior living facility just outside of Washington, DC.  Despite the challenges of a worldwide pandemic and everything else that goes into a major project, the company kept things mostly on-track and announced that it was ready to break ground in 2021.

What Mather didn’t have was $500 million in cash to pay for construction, so management turned to The Huntington National Bank for a loan to cover 60% of the cost. Once the loan was secured, Mather told everyone about its financial partnership in a press release that earned Huntington placement in real estate and senior living trade outlets.

This scenario plays out every day in communities across America – and not just when the financing deal is signed. When a new senior living center opened in the suburbs of Chicago, it wasn’t just the local mayor and a state politician who showed up for the ribbon-cutting and coverage in the paper. A Bank of America representative stood right with them.

And even without press coverage, business loans provide valuable marketing and branding opportunities. The lending institution involved at a ribbon-cutting can take advantage of the event to:

• Post photos of client successes for social media, the bank website, and handouts.

• Network for new relationships with other stakeholders.

• Turn the success story into content for an e-newsetter.

Incorporating new technology/services/tools

One of the ways banks compete is by developing products, services, and platforms that make customers’ lives easier. Being the first to have certain technologies or services can give an edge in local press and on social media, and create other opportunities like webinars and investor presentations.

Earlier this year, Evans Bank became the first bank in Buffalo, New York to accept marijuana companies as customers. This decision earned multiple pieces of local and regional favorable media coverage on top of posts on X, Reddit, and other websites that generated downstream credibility and expanded reach.

It doesn’t take going against the grain. AI, for example, is a hot-button topic for investments across all industries. Computer Weekly gave glowing coverage to Wells Fargo’s use of AI to help families navigate estate settlements after deaths, providing an in-depth interview to a company spokesperson about how the new program was generating improved customer satisfaction and bringing new customers in the door.

You don’t have to be the first, either, to generate marketing and branding gold through new technology and services. Bloomberg and TechCrunch – leaders in financial and technology news, respectively – ran profiles about HSBC’s payments app, which launched early this year. It isn’t new technology, and yet two major media outlets nonetheless ran two types of stories on it. This was just the kind of coverage needed to bring credibility to HSBC as it competes against Wise, Revolut, and its competitors’ other payment apps.

Team member news

Business journals love banking news, and the Kansas City Business Journal is no exception. When a regional bank’s founder joined a larger bank’s board of directors, the Journal tackled it like a linebacker sacking a quarterback.

That’s because local and regional press love featuring local and regional businesses. The same is true for outlets that cover the financial and banking industries; Deutsche Bank AG generated similar coverage from Reuters when it hired Ainslee Withey as a managing director for the company’s tech investment banking arm. The best part? The announcement that she was hired came three months before she actually started – leaving a great opportunity for another round of headlines and social media posts.

Of course, you may think that hiring people is just a behind-the-scenes HR function unless it’s a major hire or appointment. But new hires generating strong media coverage up and down the banking hierarchy say otherwise.

Hitting new metrics of growth and success

Heavy regulations and past banking failures mean that many stakeholders keenly watch banks’ metrics of success. But financial numbers are about more than compliance, making money, and generating profit. If nobody knows that your fundamentals are sound, or that you’ve expanded into a new geographic location, your successes don’t earn the marketing capital they deserve.

Meredith Savings Bank saw the value in spreading the word about its 14th location, which opened in Exeter, New Hampshire earlier this year. Its grand opening included games for kids, a charitable fundraiser, and ice cream – as well as a softball article by a regional media outlet about its community focus, and a photo on its Instagram page.

Similarly, the then-new Agility Bank in Houston, Texas raised $41 million in investor capital in 2022. It was news because the bank was new and because the owners are women – but mostly because the amount was $11 million greater than the stated asset goal. And the success generated mentions on a number of social media platforms and other organizations’ websites.

Providing the fuel to your bank’s growth

Bank loans and announcements of assets under management aren’t the kind of things that drive sensational headlines. But that doesn’t mean that banks don’t have much to say. On the contrary, when you think about how much of our daily life and local communities which banks underwrite, it makes sense that journalists, talking heads, and potential new customers can be keenly interested in what they’re up to. And that’s a rule that works for more than just the big guys. Upstarts and trailblazers can cash in on it, too.

This piece was originally published by Todd Rowley & Dustin Siggins at Real Clear Markets.