The PR Playbook Founders Actually Need

In this episode of Your Next Move: Audio Edition, recorded live at the Inc. 5000 Conference, Inc. staff reporter Chloe Aiello sits down with Ronica Cleary, founder and CEO of Cleary Strategies, an award-winning public relations firm specializing in earned media. Cleary breaks down what “earned media” really means—and why credibility, not clicks, remains the most powerful currency for growing companies. Drawing on her background as a former journalist, she explains how brands can position themselves as truly newsworthy, navigate an increasingly complex media landscape, and measure ROI in a space where impact isn’t always easy to quantify. The conversation also explores how AI is reshaping PR workflows and newsrooms, why SEO and generative search are becoming essential growth drivers, and how Cleary has evolved her go-to-market strategy beyond traditional networking. She shares candid insights on scaling a service business, building a strong remote culture, and adapting to the shift from traditional media toward podcasts and digital platforms. Looking ahead, Cleary outlines her vision for growth—doubling revenue while staying laser-focused on delivering high-impact earned media—and reflects on what it takes to remain indispensable in a rapidly changing communications industry.