In this insightful episode, Jackson Wightman, founder of Proper Propaganda and author of Tech PR Playbook, joins Daniel Bussius and Peter Daly-Dickson to discuss the power of public relations, crafting compelling brand narratives, and the evolving media landscape.

Jackson shares his unexpected journey into PR, how getting fired from a corporate job pushed him into entrepreneurship, and why storytelling is the secret weapon for businesses looking to connect deeply with their audiences. The conversation covers the biggest mistakes companies make when hiring PR firms, the role of CEO reputation in brand success, and why PR is a long-term game—not a quick-fix marketing tactic.

Jackson also breaks down famous PR successes and disasters, from BP’s botched crisis response to the masterful media strategy behind Donald Trump's election campaign. He discusses the rise of podcasts as a major influence channel, the pitfalls of corporate spin, and how business owners can strategically position themselves for long-term credibility and impact.

This episode is packed with PR wisdom, business strategy insights, and actionable takeaways for entrepreneurs looking to shape their brand narrative, avoid PR pitfalls, and build influence in an ever-changing media landscape.