PR used to be about press hits. Now it’s about what the machine says is true about you, and whether people trust you when it counts. In this episode of Cleared for Takeoff, Charles Eide talks with Kristi Piehl, CEO of Media Minefield and author of Flip Your Script, about how public relations has evolved in the AI era, and why leaders can’t afford to be passive about their digital presence. Kristi explains how Reputation Engine Optimization (REO) and Generative Engine Optimization (GEO) are reshaping visibility, why credible earned media still matters (maybe more than ever), and how to create consistent “breadcrumbs” that protect your brand and legacy over time. They also break down real-world crisis lessons: what happens when leaders wait too long to respond, why “no comment” is still a comment, and how to balance authenticity with message discipline without becoming a “vanilla” version of yourself. If you’re a founder, executive, or leader trying to grow trust, attract talent, and stay resilient when things go sideways, this is the PR reality check you need. In this episode, we cover: PR today is about message alignment: ensuring the message created is the message received, and that leaders/brands are understood in a positive, credible light. AI changed the game: visibility now depends on what generative search tools summarize about you—meaning consistency, recency, and credibility matter more than ever. REO + GEO: your reputation must be actively managed across websites, social, earned media, and thought leadership so the “machine narrative” matches the real one. Humans still win: AI can help start drafts and organize ideas, but it can’t replicate lived experience, emotion, or true insight—what actually earns trust. Silence expands the damage: in a crisis, waiting creates a vacuum where the public fills in the story for you. “No comment” is still a comment. A practical consistency baseline: take one external-facing action per month (podcast, article, interview, blog) to keep your narrative current. The 1-3-5 LinkedIn rule: 1 post/week, 3 comments, 5 likes—simple, sustainable, and effective for leaders building digital presence. Authenticity isn’t oversharing: it’s knowing what you stand for and showing up as the real you, while still being thoughtful about brand risk and context. Digital leadership + digital legacy: what you publish becomes the trail people use to decide whether to hire you, trust you, invest in you, or follow you. Learn more about Kristi: Kristi Piehl is the CEO of Media Minefield, a national public relations and reputation management firm known for helping leaders and brands earn credible media coverage, build authentic executive presence, and navigate high-stakes moments with clarity. A former investigative journalist and Emmy winner, Kristi founded Media Minefield in 2010, turning a career disruption into a mission to modernize PR with strategy, truth, and trust at the center. She is the author of Flip Your Script, a playbook on using social media for good, digital leadership, and building a legacy through the stories we choose to share.