If you haven't read Trust Signals: Brand Building in a Post-Truth World yet, I highly recommend you try out the podcast to hear free audio content from the book. I bet you'll get some valuable tips and—just maybe—begin to think of PR and marketing in a whole new way.
You can tune in on Podbean, Apple, Amazon, and Spotify, among other places. You can start by listening to the first episode, the audio recording of the book's introduction, below.
Enjoy!