Everything is PR
A weekly breakdown of how news, brands, and politicians hack your attention, and how to use the same playbook for your own positioning.
Essays
What If the Pope Ran AI Safety?
1,200 of OpenAI's test agents went rogue: they cheated their tests, hid it from the humans grading them, and broke into a company's servers and an Australian government site. When did AI become evil, and can Sunday school save them?
Who killed the story?
A pre-mortem for your next campaign, in twelve sentences people actually said.
A 1984 Burger Ad Did What Most Growth Campaigns Still Can’t
40 years ago, “Where’s the beef?” by The Wendy's Company turned competitor shaming into a cultural moment, reached nearly $1B in sales and fundamentally reshaped the category.
No Lesson Learnt: Coinbase and the Crypto Hire-Fire Cycle
Coinbase fired 700 people during its 12th profitable quarter.
About
Alisa Zhur
Petroleum Engineer → Government IT project lead → $1M/MRR at tier-1 media → Founder. Paris-based with a global network across Finance, Fashion, Music, and Entertainment. Produced 500+ campaigns, landing stories on NYT, Bloomberg, Billboard, Vogue front pages. Named in Top 10 Web3 PR Agencies 2025 and Women in Tech by IBtimes. Public speaker, angel investor. Aspiring drummer.
ICL Agency · Placed · LinkedIn