The Matchbox.

Aug. 06

One Announcement: 10 Pieces of Content

Too often, companies invest significant time in a product launch, customer win, award or research report, only to issue a press release and move on.

The reality is that most announcements contain enough substance to support an entire content campaign. A customer success story can be transformed into a case study, blog post, executive LinkedIn perspective, media outreach, conference proposal, email campaign, sales tool and thought leadership article.

Different audiences engage with information in different ways and each format creates a new opportunity to reach them. Extending the life of an announcement increases visibility and improves the return on the effort that went into creating it.

Before publishing your next announcement, look for at least five additional ways to use it. Some of your strongest content opportunities may already be sitting in front of you.

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Jul. 21

Y&A Spark: Most Valuable PR Result; Bittersweet Success; Maximizing Content

The Summer 2026 issue of the Y&A Spark newsletter is here. Check it out for tips on maximizing content, evaluating PR results and more. Plus, Meggan Manson shares the bittersweet side of success.

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Jun. 15

AI Hype vs. AI Utility in B2B Tech Messaging

AI may dominate headlines, but buyers aren’t making decisions based on whether something is “AI-powered.” They’re asking a simpler question: what will this solution improve?

The gap we’re seeing across B2B tech is that messaging often leads with the technology instead of the outcome. “AI-driven,” “machine learning,” and “predictive intelligence” have become so overused that they’ve lost meaning without context. What resonates instead are clear, operational benefits—faster workflows, reduced manual effort, better decision-making, measurable cost savings.

A stronger approach is to flip the narrative. Lead with the problem and the result, then support it with how AI enables that outcome. Instead of emphasizing automation, focus on how teams save hours each week or eliminate specific bottlenecks. Instead of highlighting personalization, show how engagement or retention improves.

The companies breaking through right now aren’t the ones talking the most about AI—they’re the ones making it feel practical, tangible, and tied directly to business impact.

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May. 06

PR Gluttony is Real

There’s a pattern emerging in B2B tech PR. Some companies hesitate to say anything at all, while others push out a constant stream of press releases with little substance behind them. In the push to stay visible, volume starts to replace judgment.

Publishing multiple releases in a week or stacking announcements into a single month may feel productive, but it rarely creates impact. Reporters begin to tune out, strong stories lose traction and audiences stop paying attention.

A smart PR strategy requires choosing quality announcements over quantity – insightful research, standout product upgrades or significant client wins. A more deliberate approach reserved for fewer, more meaningful announcements gives each story a better chance to build credibility over time.

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Apr. 08

Y&A Spark: New Momentum, AI Hype vs Reality, PR Discipline

The Spring 2026 issue of the Y&A Spark newsletter is here. Check it out for AI PR insights, recommendations for PR discipline and more. Plus, Jennifer MacLeid Qotb addresses PR quality vs quantity.

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Mar. 12

From Burgers to B2B: The Product Launch Lesson from McDonald’s Viral Moment

A short video of the McDonald’s CEO introducing the Big Arch burger recently went viral for the wrong reasons. Instead of building excitement the delivery was extremely stiff, the bite looked hesitant and the whole moment came across more like a corporate briefing than a tasty new burger launch.

The same disconnect happens in B2B tech product launches. Executives introduce new platforms or AI features using scripted language about “transformational innovation,” but the delivery is detached from the people who actually use the technology.

Whether it’s a burger or a software platform, the principle is the same: authenticity matters. Product launches land best when leaders sound like they understand the problem and genuinely believe in what they’re introducing.

If the messenger feels disconnected, the audience notices.

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Feb. 12

The Rise of the Email Q&A

With newsrooms stretched thin, many reporters are turning to email Q&As for quick, reliable input. They offer a chance for subject matter experts to deliver clear, consistent messaging while avoiding misquotes and explaining complex topics with precision. Done well, email Q&As give reporters clean material to use and ensure your strongest points land exactly as intended. Here are a few recent client email interviews that turned into powerful stories:

Terra Dotta: 

PIE News: International education depends on supporting the people behind it

Keynova Group:

Digital Insurance: Commercial insurers continue to offer more online: Keynova

AppsAnywhere: 

EdTech Digest: Inside Gen Alpha’s Digital Future

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Jan. 22

Press Releases Just Got A Promotion

For years, I separated press releases into two buckets: newsworthy or marketing-driven. That line is disappearing—fast. AI has become one of the most influential audiences for communications, and it doesn’t care about categories.The importance of press releases is surging as AI models increasingly ingest, parse and surface content. 

That means every release must do double duty: written and structured for humans and optimized for algorithmic digestion. Clear headlines. Strong context. Clean formatting. Credible data. These elements help LLMs understand, classify and ultimately publish the message.

So, the next time you catch me asking, “Is this really press-release worthy?”—stop me. If you want visibility, press releases are essential.

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Dec. 15

Y&A Spark: 2025 Gratitude, PR Planning, the Rise of Email Q&As and The Press Release is Back

The December 2025 issue of the Y&A Spark newsletter is here. Check it out for 2025 reflections, PR planning tips and insights on email Q&As. Plus, Meggan Manson addresses the resurging importance of press releases in the AI era.

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Dec. 05

Why PR Packs a Heavier Punch in 2026

As generative AI reshapes how people search and make decisions, PR and earned media are becoming even more valuable. AI tools pull from trusted, authoritative sources — which means the organizations quoted in articles, featured in interviews and backed by credible data are the ones most likely to show up in those AI-generated answers.

Earned media now influences two audiences at once: real readers and the algorithms scanning for reputable insights. With newsroom bandwidth shrinking and competition for attention rising, strong storylines and consistent thought leadership matter more than ever.

The message for 2026 is simple: prioritize PR. It builds trust, drives visibility and positions your brand where it counts — in front of people and the AI systems shaping what they see first.

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