If a business leader asked for help building a more resilient PR presence, Curt Mercadante says his firm would follow a clear four-step process: define, interview, broadcast, and target.

“Because a resilient brand doesn’t speak to everyone,” Mercadante wrote in a LinkedIn post, “It speaks directly to the right people.”

The first step is identifying a brand’s ideal client or audience, based on insights into what they value and what makes them actually buy. Then, the firm conducts a 60–90 minute interview to uncover the business’s true value in the founder’s own words.

That interview is then turned into a 12-episode limited-series podcast, optimized for SEO and broken into key themes. Mercadante’s team uses each podcast episode to pitch 2–3 news stories to local and niche media outlets.

“We take that earned media and promote it directly to your ideal clients — customers, donors, decision-makers,” he wrote. “And we give you the data to prove it’s working.”

Curt Mercadante is a communications strategist and founder of a firm focused on building “resilient PR systems” that connect messaging, media, and audience targeting. His work emphasizes clarity, credibility, and consistency in brand storytelling.