White papers and analysis by Robert Hornsby, Founder, Practicum Strategy. All rights reserved.
Strategic Communications Field Guide
This guide provides a communications methodology for high-leverage professionals to shape narrative, culture, and strategic alignment within an organization. It is designed for those who want to move beyond being just “the messenger” to become strategic leaders. Use this structure to design any message or internal communication plan. It can also be used to develop a pitch a communications initiative to leadership, translating soft goals into business-aligned outcomes.
Translate communications work into strategic value. Make your impact visible and speak the language of leadership.
The AI Search Revolution: Applications and New Implications of EEAT, SEO, CRAAP for Web Content and Public Relations, July 3, 2025
Summary: Online search is undergoing its most significant transformation since its inception, driven by Artificial Intelligence (AI). This shift moves beyond traditional keyword matching to a profound understanding of user intent, delivering direct, synthesized answers and engaging in conversational interactions. AI search algorithms prioritize content based on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), fundamentally changing how information is valued. This poses challenges for traditional news media attribution but elevates the importance of credible sources.
The Shifting Landscape: Public Relations and Philanthropic Fundraising in 2025, July 1, 2025
Summary: This report analyzes the evolving relationship between public relations (PR) and philanthropic fundraising, focusing on trends since January 1, 2025. It examines the impact of US federal funding cuts on nonprofits and highlights strategies employed by resilient entities. PR has become a strategic imperative, directly driving revenue and cultivating donor trust.
The philanthropic landscape is shifting towards digital, personalized, and impact-driven fundraising, accelerated by technology and evolving donor expectations. Federal funding reductions have created a service gap and operational strain. These challenges have, however, catalyzed innovation and diversification, compelling organizations to redefine operations, funding, and stakeholder engagement. The sector is undergoing a rapid redefinition, becoming more agile, data-driven, and donor-centric.
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