The Matchbox.

Jul. 30

PR is Crucial in the Era of Generative AI

Generative AI is rapidly transforming how people search for and find information. Whether asking questions directly through ChatGPT, Claude or Grok, or finding AI-generated summaries at the top of Google and Bing search results—users are increasingly bypassing traditional search engines and relying on AI-curated answers.

This change presents a new challenge for marketers as companies are no longer competing for search engine results – they must now compete to be cited in generative AI responses. Generative engine optimization (GEO), optimizing content for AI-powered search engines, is growing in popularity as companies realize its importance. And at the center of it all –  PR. 

A recent report from MuckRack says that earned media coverage is the single most influential factor in whether a brand is mentioned in AI-generated results. Over 89% of links cited by generative AI tools come from editorial media coverage. Timelines matter too. AI prefers sources that have been published within the past year, making consistent PR efforts – not just one-off announcements –  crucial for GEO. 

We’re not surprised, but outlet quality is also important. It’s not just the number of articles a company has; reputable publications with a higher readership are cited more often in AI responses. Press releases also remain valuable, especially when written in clear, factual language that AI models can easily scan and interpret.

The bottom line – PR is more important than ever. If you’re not actively building media relationships and securing coverage, your brand risks falling behind as the new search economy is powered by generative AI.

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Jul. 09

How to Make the Most of PR Coverage

Your latest announcement or client success story received stellar media coverage – now what? After taking a moment to celebrate, make sure you are maximizing the reach so it’s not just a one-hit wonder. Here’s how:

Social Media Amplification
Don’t just post the article; ensure quoted or featured executives share it too. Most outlets promote their stories on social, so resharing helps boost reach and builds goodwill with the publication.

Newsletter and Website Inclusion
Featuring earned media in your newsletters and on the website reinforces credibility and extends the article’s shelf life with new audiences.

Blogs and Long-Form Content
Media coverage can spark blog ideas, shape long-form content and help your broader marketing and messaging efforts. Use it as a springboard for deeper storytelling.

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Jun. 18

My (Our) Two Cents

Recognizing 15 years of Young & Associates ownership calls for a nod to our mentor. Jean Young started Young & Associates in 1982, when women-owned agencies were uncommon and tech-focused agencies were rare. She hired us fresh out of college and mentored us (and many others) with candor, respect and a big heart, modeling tenacity and a go-getter approach.

The amount of change in the workplace, technology and public relations since 1982 is immeasurable, and since 2010 is significant. What hasn’t changed is Young & Associates’ founding principle: to help growing technology companies tap into the power of PR to increase their marketplace visibility and credibility. Cheers to Young & Associates’ storied history and continued success partnering with an amazing group of clients, partners and friends – we are proud to continue the legacy.

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Jun. 12

Y&A Spark: Importance of Pre-Pitching, Making the Most of PR Coverage & Celebrating 15 Years

The latest Y&A Spark newsletter is out! In it, we share why we pre-pitch announcements, how to make the most out of PR coverage and our latest Hermes Creative Awards wins. Principals Meggan Manson and Jennifer MacLeid Qotb share a heartfelt message on their 15 years of agency ownership.

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May. 22

Trade Publications Deserve More Hype

We get it – TechCrunch and The Wall Street Journal are THE goals. But PR programs don’t start there. Most company news benefits from a more specific audience. Enter trade publications – they help reach the intended buyers directly by offering specialized industry content. Trade publication outreach and inclusion offer a host of upsides.

Improved Audience Reach

With targeted audiences, trade publications directly reach buyers and decision makers. Their stories cover sophisticated, nuanced discussions, rather than giving a 101 to a general audience.

Thought Leader Opportunities

Trade publications offer an abundance of thought leadership opportunities, from bylined articles to Q&As and podcasts. Participation can yield significant coverage, boosting the company and individual leaders’ profiles.

Road to National Coverage

Beyond the thorough, targeted stories, consistent media coverage in trade publications is a strategic way to position a company as an industry leader. Many national beat reporters look to trade publications for sources on relevant trends and research stories.

Don’t discount the value of these outlets. Trade publications play a key role in successful PR programs and pave the way for meaningful thought leadership opportunities, while directly reaching a target audience in any industry.

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Apr. 18

The Evolving PR-Journalist Relationship: Meeting Reporters on Their Terms

The PR-journalist relationship is constantly evolving and staying ahead means tapping new channels and pitching styles. PR teams are on the front lines, bridging the gap between corporate marketing teams and the press, ensuring that the right stories reach the right journalists—on the right platforms.

Phone Calls Still Matter – While digital dominates, a well-timed call can cut through the noise, especially for urgent follow-ups.
Email Requires Precision – Mass blasts are ineffective. Personalized, concise, and timely emails have the best chance of standing out.
Social Media for Engagement – Journalists use platforms like Twitter (X) and LinkedIn to track trends and connect. Thoughtful engagement before pitching can open doors.
Encrypted Messaging for Privacy – Many reporters prefer Signal or WhatsApp for secure conversations. Adapting to these preferences builds trust.

Savvy PR pros don’t just pitch but stay ahead—adapting strategies, tailoring outreach, and ensuring brands remain relevant to meet journalists where they are, on their terms.

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Apr. 01

Don’t April Fools Me

Pulling out a timeless post from Principal Meggan Manson around April Fool’s Day and Corporate PR.

I like to think I have a sense of humor, but I am not a prankster. And it shows on April Fool’s Day when it seems everyone uses social media posts to try and punk their loyal customers. I am not a fan. Sure, it is in good fun, but there are varying degrees of efficacy. My 13-year-old’s prank of switching bags of cereal to different boxes is funny and harmless. My 9-year-old creating toothpaste Oreos is not so funny and gross.

So, when it comes to posting April Fool’s Day pranks via corporate social media or creating fake press releases, my two cents is to stay away. The risk is not worth the reward. And definitely don’t announce real news on April 1 as it could be easily dismissed.

Attention spans today are so short that even a well-intentioned joke can be taken the wrong way – especially if read scrolling through a social media feed. And for news organizations, even the niche ones that post fake news stories in the spirit of April Fool’s Day – the results are doubly impactful as readers, listeners, viewers are tuning in for helpful information.

Leave the jokes to the comedians, where, as we’ve recently seen, it can still be a risky move.

Originally published April 1, 2022

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Mar. 21

Y&A Spark: Welcoming New Clients! The Evolving PR-Journalist Relationship; Authority vs. Arrogance in Thought Leadership

Our latest The Spark newsletter shares the importance of newsworthy press releases, the evolving relationship between PR pros and journalists and principal Jennifer MacLeid Qotb’s “My Two Cents” explains the fine line between arrogance vs. authority in thought leadership. We also welcome two new clients to our roster!

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Feb. 20

Using National Observances for Media Boost

National observances like Data Privacy Day, International Education Week and Mental Health Awareness Month are great opportunities for B2B tech companies to boost visibility and showcase relevant thought leadership. Aligning media efforts with these events helps position your company as an expert while engaging your audience in meaningful ways.

Major announcements and research results can also coincide with these “holidays” to give a timely angle, encouraging media interest. For example, if you’re in cybersecurity, Data Privacy Day is an ideal time to share insights on data protection. During Mental Health Awareness Month, edtech companies with student support technology could share tech tips, special programs or research that help improve mental well-being. 

Whether through research, media pitches, blogs, social posts, or webinars, tying into these observances helps spark conversations, strengthen industry credibility, and build relationships. It’s a smart, strategic way to keep your brand top of mind while making a real impact.

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Jan. 30

Yes, You Do Need PR Now

In talks with prospects about embarking on a PR program, there is always the question of when. Timing is everything. And while there is a tendency to hold until all pieces, products and announcements align, it is best to start early rather than late.

While some marketing tactics can be turned on and off, PR is an investment that requires a start-up phase to build a solid foundation.

Whether it is a product announcement, survey results or thought leadership campaign, there is ramp-up time before the go-live date.

Beginning the PR partnership as part of the go-to-market planning ensures the PR team is well versed in the company, the product and the issues and can create and execute a successful strategic plan making a difference on Day 1.

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