Michael Rogers, vice president communications for the Small Business Association of Michigan, interviews Nick Winkler, author of Break Out of PR Prison: Make & Measure Your Own News in an Era of Crisis. The book shows small businesses and other organizations how to disrupt the storytelling process and take control of their messaging fates.

Additionally, the book shows organizations how to vaccinate themselves against crises, become less dependent on outside firms, and how to measurably reduce their cost per message (CPM). Michael and Nick discuss how to reinvent your messaging strategy by replacing outdated public relations assumptions and clichés with counterintuitive strategic communications that position your small business as the primary narrator of the story you want to tell.