Public Relations with Fexingo: PR, Media Outreach, and Earned Media Strategy

Lucas and Luna break down the mechanics of the CEO apology video — the most high-stakes PR format of the social media era. They examine why JetBlue's CEO earned goodwill in 2025 while another airline's apology backfired, what research reveals about viewer psychology, and the exact script structure that separates a genuine mea culpa from a pandering PR move. Featuring the three non-negotiable eleme...

When a crisis hits, you don't have time to think — you need a playbook ready to go. Lucas and Luna walk through the anatomy of a real crisis plan using the 2017 United Airlines passenger removal incident as their central case. They break down the four-phase response model — Golden Hour, facts-first statement, stakeholder mapping, and reputation recovery — and explain why most companies still get t...

Lucas and Luna break down the exact formula for turning a data report into earned media gold. Using a real case — a personal finance app that surveyed 10,000 Americans about their emergency savings — they walk through the ingredients that make a study newsworthy: statistically significant sample size, a surprising regional angle, a counterintuitive demographic split, and a media kit designed for a...

Episode 4 of Public Relations with Fexingo: Lucas and Luna break down the PR strategy of strategic silence — when a company deliberately says nothing in response to a crisis, and how that no-comment can dominate the news cycle. They analyze the 2024 BP climate protest incident and the quieter 2025 Starbucks unionization standoff, showing how silence can be a calculated earned-media play. Lucas exp...

Lucas and Luna break down one of the most cost-efficient PR stunts in recent memory: how a small UK charity spent just $38 to earn coverage in the BBC, The Guardian, and CNN. They walk through the exact mechanics of the stunt — a fake luxury hotel room for homeless people — and unpack why the earned media strategy worked far better than a traditional press release. Along the way, they discuss the...

In this episode, Lucas and Luna break down how Liquid Death, the canned water brand, earned massive media coverage with a tiny PR budget. They walk through the specific tactics the company used to land stories in Adweek, Forbes, and Business Insider — including the fake product launch, the press release parody, and the guerrilla stunt at a beverage trade show. Lucas argues that the key wasn't mone...

In this debut episode of Public Relations with Fexingo, Lucas and Luna unpack a single case study that defines modern PR: Oreo's real-time 'Dunk in the Dark' tweet during the 2013 Super Bowl blackout. They break down why that moment worked, how earned media differs from paid and owned, and what it reveals about the shift from press-release journalism to brand-as-publisher. Lucas walks through the...