Episode Details

If you have ever wondered whether public relations is still worth it in a world full of ads, social media, and AI-generated content, this episode will help clear that up.

In this episode of Small Business Pivots, Michael D. Morrison talks with Ronica Cleary, founder and CEO of Cleary Strategies, about what PR actually is, why earned media still carries so much weight, and how business owners can think more strategically about visibility. Cleary Strategies describes itself as a full-service PR agency that helps clients secure media opportunities, preserve their image, and build the skills needed to thrive in today’s media climate. 

Ronica explains the critical difference between earned media and paid placements. Paid media has value, but earned coverage — television, radio, digital, print, and podcasts secured because a story is genuinely newsworthy — tends to carry more credibility because audiences know it was not bought. Cleary Strategies’ own materials emphasize earned media, publicity planning, and strategic media exposure as a core part of its work. 

Michael and Ronica dig into:

•  what public relations really means for a small business 
•  why earned media builds trust in a way advertising cannot fully replicate 
•  how to spot “pay-to-play” publicity dressed up as real press 
•  what a good PR agency should actually be doing behind the scenes 
•  how Ronica’s journalism background shaped her agency’s process 
•  why niche focus and repeatable systems made Cleary Strategies stronger 
•  how media training should make you more authentic, not more robotic 

Ronica also shares how her background in communications, systems engineering, and television journalism shaped the way she built Cleary Strategies. Her firm highlights media placements, crisis communications, and media training, and Ronica’s own founder page highlights agency press, contributed pieces, and award recognition including PRNEWS’ Top Women Awards “Rising Star” mention and Inc. Power Partner recognition. 

If you are a small business owner trying to build trust, authority, and long-term visibility — not just get attention for a week — this conversation will help you think differently about PR.

What you’ll learn

•  What public relations actually means for a business owner 
•  Why earned media and paid media are not the same thing 
•  How PR supports credibility, trust, and long-term brand authority 
•  What to ask before hiring a PR agency 
•  Why “featured for a fee” is not the same as real earned press 
•  How to think about media strategy in a more systematic way 
•  Why a focused niche often strengthens a business 
•  How authenticity matters more than on-camera perfection in media training

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