Navigating the Noise: Strategic Decision-Making for Communicators

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, welcomes Jen Elting, senior manager of strategic partnerships and media relations at the Northeast Ohio Regional Sewer District, to discuss her upcoming PRSA ICON session, “Stop Feeding the Zombies: A Strategic Triage for Communicators Drowning in Noise.”  Elting describes how communicators shifted from periodic outreach to constant engagement across expanding channels, where complaints can escalate on platforms like Nextdoor and outrage-driven algorithms reward engagement.  She argues volume is not significance, especially for government agencies serving large publics, and recommends communicating less but more strategically.  Using Diana Kander’s “zombie hunting” framework, she explains evaluating work by time required versus value delivered, killing outdated tasks, setting boundaries, and protecting credibility through responsive but sustainable practices.  Elting shares examples of high-effort community engagement for stormwater projects and streamlining education outreach through partner organizations.  The episode previews ICON details and networking opportunities.  00:00 Welcome to PR Explored 01:29 Meet Jen Elting 03:12 PRSA ICON Preview 04:32 Noise and Channel Overload 07:53 Outrage Economy Explained 12:14 Government and Nonprofit Impact 15:23 Zombie Hunting Theory 21:27 Protect Time and Credibility 25:44 Real World Triage Examples 31:08 Public Facing Comms Priorities 37:42 ICON Invitation and Wrap Up Show notes: Follow Jenn Elting on LinkedIn: https://www.linkedin.com/in/jennelting/ Jenn Elting's PRSA ICON session: https://www.prsa.org/conferences-and-awards/icon-2026#speakers Register for PRSA ICON - use code MICHELLE10 to save 10%: https://www.prsa.org/conferences-and-awards/icon-2026#registration Follow the host:  Website: www.michellegarrett.com  LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here.  About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.