We had so much fun at the PRSA International Conference in Orlando because we got to talk to so many smart people.

This week we have another smart person to share with you: Pierre-Loic Assayag, the founder and CEO of Traackr.

Martin Waxman had a chance to chat with him in the Traackr booth about what they’re doing, how relevance drives influence, and what types of analytics are now offered through the tool.

During the conversation, Martin asked Pierre-Loic what three pieces of advice he had to offer to PR professionals.

He said:

  1. 1. Be open-minded. The new media list looks a little like the old media list, but it’s not. Be open to the new influencers you aren’t used to seeing and welcome surprises.
  2. 2. Nothing replaces hard work. This is one we really like because he talks about how what they do makes the repetitive process easier, but they’re not replacing good PR.
  3. 3. There is no silver bullet. As easy as it is to want to rely on some of these tools to automate our jobs, there is no silver bullet to online influence. In order to engage people in a meaningful way, you have to rely on good old relationship-building skills.

He also talks for a few minutes about the alpha list they just launched, which is a way to give control to influencers so they can define their own lists.

At the end of the episode, Martin, Joe Thornley, and I discuss a blog post that is making the rounds right now, “Are Women In PR Just Grown-Up Mean Girls?

I thought it would be interesting to get the opinion from my male counterparts, but Joe was too chicken to say anything beyond, “No! That’s not true!”

The point we all agreed on, though, is our industry is so focused on media relations, which is just a tool and not everything that we do, that it’s hard to escape that notion.

Enjoy the show!


We’d love to hear from you.

Send us an email or an audio comment to [email protected], join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

This week’s episode was produced by Kristine Simpson.


  1. Liz

    Hi Guys!

    I’ve been listening for a while – thanks so much as I really enjoy your show.

    Felt compelled to respond to your question about the PR industry and the “mean girls” stereotype. From my experience, I have mostly met amazing and kind people in PR – who are always so generous with sharing information and helping colleagues. But to be completely honest, I have also met my share of vultures. They definitely exist.


  1. Inside PR 2.81: On Google, Twitter and Marketing in the Round | MY PALETTE

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.