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Welcome to The Colab Brief, where we break down the comms trends that actually matter, drop the receipts behind the headlines, and share the stuff people are whispering about but not posting.

* * NEW NEWS* *
This has been the year of changes for us over here at The Brief, and we’re rolling out one more major switch before the end of the year. As much as we have loved giving our media insights from the PR agency perspective, we recognize that what's most valuable is hearing real tips from the journalists themselves. So, we’ve hired an editor-in-chief and a team of reporters to start taking over The Colab Brief. We will be the only PR newsletter in the industry written exclusively by reporters, for comms and PR pros. Look for a new vibe starting next week!

📬 In this Edition

Have feedback for what you’d like to see? Hit us up.

Here’s the truth no one likes to admit: most media “relations” programs are just brand megaphones in disguise. But if you want real traction, acting in service of the journalist has to come before company promotion every single time.

That means showing up with what they need, not just what you want to sell. Providing data that backs up their reporting. Offering background briefings that never see your logo. Opening the door to company intel if it helps them nail the story. Even something as simple as putting every key detail into a pitch so they don’t waste time chasing you for follow-ups.

Media relations is not about transactions; it is about trust. The moment a reporter knows you are a resource, not a roadblock, your emails stop looking like spam and start looking like shortcuts to a better story.

Bottom line: Stop trying to squeeze your company’s name into every paragraph. Start being useful, credible, and fast. That’s how you build relationships that last longer than your current funding round.

Got a PR question that’s been keeping you up at night? Drop it in our new AMA and we’ll answer it in The Colab Brief - from pitch problems to dealing with difficult execs, we’re here to give you our take. 

Share anonymously here.

A&L:

You’re right - funding announcements aren’t the immediate press magnet they used to be, especially as we’ve seen major tech pubs like TC scaling back. So, what can you do if you don’t have a giant round? 

We’ve talked about this before, but also don’t ignore the power of the exclusive for securing one really major comprehensive piece of coverage (you can build from there). 

Grok is telling us it can now build media lists based on company information, so of course, we had to test it out. Our take? Honesty, not too shabby! Could be useful for smaller announcements or for finding niche vertical writers if you don’t have a comprehensive media database. Sharing the prompt below, in case you’d like to check it out. 

Prompt:

Act as a PR automation assistant specializing in media list building. My brand is XY, a mid-sized consumer electronics company focused on smart home devices like security cameras and smart speakers.

Create a targeted media list for outreach with the following tasks:

Keep the output concise (under 400 words), structured with clear headings, and actionable for PR professionals. Use real-time web and X data where possible, and include a brief note on how XY can use this list for a product launch (e.g., XY’s new privacy-focused smart camera).

🌐 Why It Matters: Gap’s Political Positioning 

For years, the safest move for brands in the middle of a political storm was simple: say nothing. No statement, no controversy, just hope it blows over. That strategy doesn’t fly anymore. Silence is still a statement, and most people read it as fear or indifference.

Gap’s CEO Richard Dickson took a different route this week. Instead of hiding behind a corporate wall after Charlie Kirk’s assassination, he told employees to lean into constructive dialogue. Even more, he’s planning to take internal forums public so the company can host broader conversations. That is a very different play than the templated “we’re monitoring the situation” notes we’ve all seen a hundred times.

Here’s what’s interesting: at the same moment when a lot of companies are quietly scaling back DEI programs and doubling down on “neutrality,” Gap is doubling down on its own brand promise. Bridging gaps isn’t just a slogan, it’s baked into the name. They’re framing dialogue itself as a core value.

Why it matters for comms pros: the era of hiding behind no-comment policies is over. Reporters, employees, and customers will fill the silence for you if you don’t. The smarter move is to create spaces for conversation and back it with action. Done right, it builds trust and makes your company look like a participant in the culture, not a bystander.

Bottom line: retreat is no longer safe. Gap is betting that opening the floor - even when it gets messy -  is more powerful than pretending you’re not in the room.

Substack writers, niche creators, and rogue reporters you should be watching. Today we’re focusing on up-and-comers in the tech sector.

📧Sources [Tech/Media/Business]
Curated by: Alex Heath (reporter at The Verge, covering the intersection of media, tech, and business)
Focus: Insider scoops and smart analysis on the media and tech landscape, from corporate strategy moves to platform power plays.
Why Subscribe: Delivers newsroom-level intel with a sharp eye for industry shifts, making it a must-read for comms pros who want to stay ahead of platform drama and business shakeups.

📧The VC Corner [Venture Capital/Startups]
Curated by: Ruben Dominguez (venture investor and writer)
Focus: Breakdowns of funding trends, VC strategy, and startup growth stories, with a practical lens on how capital is shaping innovation.
Why Subscribe: Cuts through the jargon to explain how the venture world really works, giving founders and PR pros context they can use to frame funding stories and investor narratives.

📧Decouple [Energy/Climate/Policy]
Curated by: Chris Keefer (physician, energy commentator, and podcast host)
Focus: Weekly interviews with experts on energy, climate, and policy, aimed at building energy literacy and sparking debate on the future of power.
Why Subscribe: Offers deep, contrarian conversations on one of the most critical issues of our time, perfect for anyone crafting narratives around climate, tech, or policy impact.

PR, Tech & media this week: the good, the bad, the embarrassing. 

Kimmel Cancellation Sparks Free-Speech Debate 🎤
Jimmy Kimmel’s sudden cancellation has reignited questions about the boundaries of political humor and speech on airwaves. Critics call it censorship, while others say networks are protecting brand safety.

Expert take: For PR and comms pros, this is a reminder that “brand safety” is now inseparable from content decisions. Entertainment is political by default, and silence can be louder than the punchline.

U.S.–China TikTok Framework Deal 🇺🇸🇨🇳
The U.S. and China just reached a framework deal on TikTok, after talks between Trump and Xi. The agreement is designed to keep TikTok operational in the U.S. while addressing data security and ownership concerns.

Expert take: The big signal here? TikTok’s sticking around. For brands, that means the platform you depend on for reach and cultural relevance is still in play, just now wrapped in a narrative about sovereignty and trust. For comms pros, the play is to get ahead of that story while doubling down on TikTok as a core channel.

Trump vs. NYT: The Legal Showdown ⚖️
Donald Trump filed suit against The New York Times over coverage of his finances, marking another escalation in his long war with the press.

Expert take: If presidents start taking media outlets to court, the fight shifts from journalism to survival. It forces us to ask: what happens when free speech collides with political power, and can the press remain truly independent when legal action becomes a weapon? The lesson here is that credibility, fairness, and trust in media aren’t abstract ideals - they’re the battlefield. And for communicators, it’s a reminder that every message you craft plays into larger questions of transparency, bias, and who gets to shape public opinion.

Who's going where and why it matters. Not just job shifts - power dynamics, layoffs, and who's headed out. 

🧳 Ashley Capoot officially joined CNBC as AI reporter, based in the Bay Area; reach her at [email protected] or Signal ashleycapoot.22.

🧳 Alejandra O’Connell-Domenech departed from The Hill after nearly four years covering breaking news, national trends, and healthcare; open to job and freelance tips.

🧳 Mychael Schnell joined MSNBC as a reporter covering Congress; add her to press lists at [email protected] or Signal mychaelschnell.18.

🧳 Josh Wingrove joined Bloomberg as Washington Correspondent and Senior White House Reporter, continuing his White House beat.

🧳 Krystal Hu relocated to San Francisco as a Reuters reporter, covering tech and business after a stint in New York.

🧳 Deepa Seetharaman joined Reuters as tech correspondent, focusing on AI and OpenAI.

🧳 Alex Heath left The Verge after a decade to go independent, launching Sources (Substack) and Access (interview show with Vox Media).

🧳 Kristina Karisch was laid off from The Hill, where she worked as a reporter.

🧳 Elizabeth Crisp was laid off from The Hill, where she served as a political reporter.

🧳 Agnee Ghosh joined Bloomberg as AI reporter, supported by the Tarbell Center for Artificial Intelligence Journalism.

🧳 Christina Wilkie joined NBC as business and economy editor; previously at CNBC.

🧳 Axios Generate will be renamed Axios Future of Energy starting September 22, expanding coverage with interviews, scoops, and analysis on energy transitions, led by Amy Harder.

Stuff that doesn’t fit anywhere else but still slaps - aka things we shared this week in Slack. 

Got Kids? 

If you have kids, you’ve probably had this album on repeat a billion times. (Yes, our Spotify Wrapped is already ruined.)

The Atlantic actually took the time to break down the cultural phenomenon behind K-pop Demon Hunters - not just the movie, not just the music, but the entire fandom machine that turned it into a global juggernaut. It’s equal parts kids’ obsession, internet virality, and cultural crossover moment.

And if you want a real deep dive, check out this article about Sony selling the rights to the franchise (and likely losing BILLIONS of dollars) to Netflix. 

LinkedIn Matters for Founders (As We’ve Been Saying…)
We’ve been preaching this for ages: people always outperform brands on LinkedIn. That’s now officially confirmed.

Brand pages now get just over 1% organic reach (down from ~7% a few years back), while posts by real employees and leaders are seeing 8× more engagement when done right. Empowering employees, training them so they don’t sound like robot spokespeople, letting leaders be visible and real. Oh - and don’t half-ass the CEO’s role in this: their presence moves the needle.

Something else on your mind? Say hello. 

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