#31: Finding the Connectors: A Conversation with Brian Kramer
A chat with the person behind This Week in PR Takes
In an industry often driven by self-promotion, I mean, *personal branding*, it's refreshing to encounter someone who genuinely wants to elevate the craft.
I was glad to chat with Brian Kramer, the person behind This Week in PR Takes, which has quietly become one of our industry’s collective online editor. I don’t mean that literally, but his newsletter curates and amplifies the best public thinking happening across our profession.
And in an age where media is incredibly fragmented, Twitter/X is inundated with what I can only nicely say is mostly trash, and the absolute inability for traditional PR media to produce relevant content, TWiPRT is sorely needed.
What I really enjoyed learning about Brian was understanding his mindset. We agree that the best way to improve our industry is to learn from each other.
You call yourself a fractional leader in your LinkedIn header—what does that mean? Why take that route?
Fractional leadership means being embedded in a team without being a full-time employee. I’m currently the fractional head of comms for at least one company, providing counsel, strategy, and execution—essentially whatever’s needed to run their PR and comms function.
Why did I choose this route? Honestly, the route chose me. What I love about this fractional freelance capacity is the opportunity to get out of my comfort zone, meet more people, and learn about different industries. In-house roles often limit you to one company’s focus, but now I’m networking more.
But, there’s something to be said about having an established team and the ability to go deep in one company and role.
What’s the origin story of the newsletter?
The idea for the newsletter came to me around January. I noticed that while I wasn’t posting my own POVs on LinkedIn, I was engaging with others’ posts. I realized there might be others like me who want to see what people are saying but aren’t ready to share their own opinions.
That was the starting point for "This Week in PR Takes." Once a week, I share my opinion on standout PR takes, funny insights, or valuable resources. It’s about amplifying what’s out there while helping the industry grow. If we all learn from each other, we can improve.
What’s your process?
It’s very organic. Some people send me material, which is helpful. I’ve encouraged readers to share anything they think should be included. I also search keywords and scroll through LinkedIn, saving posts throughout the week. Around Wednesday, I start compiling content, identifying themes, and highlighting the week’s best takes.
I try to avoid promotional posts. Instead, I focus on genuine POVs. I’ve also started including posts from journalists that PR professionals should know about, as media relations is all about understanding the media.
What are your thoughts on LinkedIn’s algorithm and the push for professionals to post more?
I’ve noticed it too. Personally, I toggle between LinkedIn’s "recent" and "top" feeds to get a mix of content. LinkedIn is emphasizing individual pages over corporate pages, which means less material on company profiles and more on personal accounts.
For PR professionals posting more, it’s a balance of quantity versus quality. I prefer occasional, high-quality posts, but daily posting can work if there’s a business need. It depends on your goals and how LinkedIn fits into them.
Do you have a controversial or counterintuitive PR take?
I’d say one counterintuitive take is that if you’re pitching a reporter, ask yourself: “Would I open and respond to this?” If the answer is no, rethink your pitch. Length, tone, and relevance matter. The same applies to pitching via DMs—don’t do something you wouldn’t appreciate yourself.
Any surprises since launching the newsletter?
The biggest surprise has been the positive feedback. It’s great to hear people find it useful. Another unexpected outcome is the joy it brings—when I include someone’s take and mention them on LinkedIn, they’re genuinely happy. It’s a small moment of recognition that makes their day, which has been really rewarding.