Ethics, trust and transparency may not be sexy watchwords in an AI age. But for David Purdy, a publicist at Otter PR and based in Port Richey, Fla., they describe his approach to media relations done well.

As our latest Qwoted 100 PR Superstar, Purdy holds down a job that takes him in many different directions. He writes pitches and press releases; coordinates interviews for print, digital, podcast and radio; handles marketing/media inquiries; monitors PR results and weekly reports—and much more. Here, he shares his views on the newfangled technology (AI, natch) to the good ol’ fashioned kind (telephone, and that outreach call to reporters).

Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?

David Purdy: I see us relying a lot on AI in the future. I use it every day now and think it’s just going to continue to grow.

Qwoted: What do you do that you’re most proud of and that other PRs could learn from?

Purdy: Don’t be afraid to pick up the phone to speak to a reporter. These days we rely so heavily on electronic communications. There are still a lot of people who prefer the phone.

Qwoted: What’s your toughest challenge with reporters?

Purdy: Getting them to respond to a piece I’ve sent them and wondering when it will go live.

Qwoted: How do you break through the noise floor to get effective coverage?

Purdy: I think the biggest advantage you can have is a good relationship with different outlets and reporters. People you can reach out to and ask if they’d like to work with your client.

Qwoted: How does PR in 2024 square with the future of journalism?

Purdy: It comes down to ethics, trust and transparency. We must also be very mindful of fake news, especially with AI and as that technology continues to grow.

Qwoted: What learnings have made a tremendous difference in your career?

Purdy: In my previous life I worked as a radio broadcaster. I think that working on the other side has given me a lot of help in knowing what the reporter is looking for.

Qwoted: How do you break through the noise floor to get effective coverage?

Purdy: I think the biggest advantage you can have is a good relationship with different outlets and reporters. People you can reach out to and ask if they’d like to work with your client.

Qwoted: How does PR in 2024 square with the future of journalism?

Purdy: It comes down to ethics, trust and transparency. We must also be very mindful of fake news, especially with AI and as that technology continues to grow.

Qwoted: What advice would you give to those who seek an effective PR person?

Purdy: Look for someone with experience and expertise. They should be a great communicator both written and verbal. Ask if they have media connections in your field.

Qwoted: What is your golden rule of PR?

Purdy: Respond to everyone in a timely manner.

Qwoted: If there’s one thing you could change or improve about journalism or PR—in any area—what might that be and why?

Purdy: Eliminate the gossip, sensationalism and slanted news. I believe there is too much out there now. I was taught in college and still believe reporters shouldn’t show any bias one way or another.

David Purdy is a publicist at Otter PR. Email him at [email protected] or connect on LinkedIn.

Lou Carlozo is the editor in Chief at Qwoted. Email [email protected] or connect on LinkedIn.