Christine Haas

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Christine Haas Founder & CEO, Christine Haas Media | Public Relations, Crisis Management & Executive Media Training | Multi Emmy Award-Winning Investigative Journalist

A lot of people wonder if getting featured in national media really moves the needle for their business or brand?My answ...
08/19/2026

A lot of people wonder if getting featured in national media really moves the needle for their business or brand?

My answer has recently changed significantly.

And yes, (cue the rolling of the eyes) ....it's because of what else?

AI

AI is constantly looking for ways to trust the business or brand when someone asks ChatGPT or Claude or Google AI ....a question.

If you answer that question for your ideal client and you are TRUSTED by the LLM...

YOU will be RECOMMENDED by the LLM every single time.

That's why earned media (national and local) is even MORE important these days.

It cuts you to the front of the line....

This month, Dr. Ethan Kellum earned that trust twice.

WIRED called on him as a medical expert.

And Newsweek featured him on a growing medical story.

We are so grateful to have Dr. Kellum as one of our clients.

He is a fellowship-trained orthopedic surgeon and a team physician for the Tennessee Titans and USA Basketball, and he answers a reporter's question the same way he talks to a patient.

Plainly. Honestly. Without overselling.

That is exactly why journalists come back to him.

Here's something that gave my AI Authority members an 'AHA' moment...I showed them REAL evidence of something complex i...
08/12/2026

Here's something that gave my AI Authority members an 'AHA' moment...

I showed them REAL evidence of something complex in a very simple way.

Here's what it is: AI systems (LLMs) look for repeated signals, same brand description, same positioning, same expertise, same topical focus across EVERY place you show up.

So, it MATTERS if your Instagram bio, your page, your WhatsApp business profile, your website about page, and your product descriptions do NOT tell the same story.

EVERYTHING must tell the SAME story about you and your brand.

If your Instagram says you're a business coach for high achievers but your website says you run an affordable everyday beauty company, you're confusing the AI systems.

And when AI gets confused, it recommends someone else.

Consistency isn't boring.

Consistency is what makes you recommendable.

Qwoted named me to their Q2 100 list.A little 'inside baseball' humble brag...For anyone outside PR... Qwoted connects j...
07/16/2026

Qwoted named me to their Q2 100 list.

A little 'inside baseball' humble brag...

For anyone outside PR... Qwoted connects journalists with expert sources.

Reporters post what they're working on, and people like me and my team respond with someone worth quoting.

We are SO proud of our clients because it truly makes our job easy!

I like this recognition specifically because it's not about pitching.
It's about answering.

Seventeen years in newsrooms taught me what a reporter on deadline actually needs: a real expert, a clear answer, and a fast response.

Not a press release. Not a follow-up email asking if they got my press release.

That's the whole job.

Thank you, Qwoted.

And thank you to the reporters who keep picking up the phone and answering our emails and texts!

AI is SCARY...Yeah, sounds like something you overheard at Starbucks from people who don't use it.I am sharing this as s...
07/10/2026

AI is SCARY...

Yeah, sounds like something you overheard at Starbucks from people who don't use it.

I am sharing this as someone who does AI consulting...

Here's why it's scary...

AI is the reason the crisis management part of my business is BLOWING UP.

Everyday, employees are unknowingly clicking on bad links, approving WIRE transfers that aren't supposed to be approved (yes, really 😳)...

I've even seen businesses have staff approve random CONTRACTS....that are NOT supposed to even be in the pipeline!

AI is deceptive...VERY deceptive.

If you don't understand how AI works and the way it can manipulate you and your business...you are vulnerable.

That's why I've been doing a lot of crisis management and media training for corporations that know they need to LEARN how to protect themselves FAST.

06/30/2026

Want to know if AI recommends you?

Test it in 30 seconds.

Open ChatGPT or Claude right now and ask it what your ideal client would ask.

Not "best realtor in Austin." Too broad.

Go narrow: "best realtor in __suburb”

That's the pocket neighborhood. That's where you rank first.

Here's what shocks most people: they run the test and find out they don't exist at all.

No mention. Nowhere.

The good news?

Almost no one is paying attention to this yet.

Get in early and you set the foundation before your competitors even realize the game changed.

Google search is becoming AI search.

The question is whether AI knows your name.

Go run the test.

Drop your result in the comments: did you show up, or did you disappear?

đŸŽ„ Full conversation with Tristan Ahumada, CEO of Lab Coat Agents, on his show Elevating Your Life and Real Estate Business.

Most leaders think a reputational crisis ends after the apology.That’s rarely when it actually begins.Take the Peter Att...
03/15/2026

Most leaders think a reputational crisis ends after the apology.

That’s rarely when it actually begins.

Take the Peter Attia situation.

First came the Epstein emails.

Then his public response.

Then something more serious happened.

He stepped away from his role as a CBS contributor.

And now the controversy is being pulled into litigation involving Oura.

This is how modern crises unfold.

They don’t stay in one lane.

They spread.

Media
Partnerships
Corporate roles
Litigation

And often it starts with one mistake:

Answering the wrong question.

Attia’s public statement focused heavily on legal innocence.

He emphasized:

“I was never on the plane.”
“I was never on the island.”
“I was not involved in criminal activity.”

But the public wasn’t asking if he committed a crime.

They were asking something else:

Why did a respected medical authority maintain a relationship with a convicted s*x offender for years?

That gap matters.

Because in a credibility crisis, the issue isn’t always legality.

It’s judgment.

And judgment is the foundation of trust.

When a leader’s brand is built on thinking clearly, making disciplined decisions, and optimizing life choices


questions about judgment hit harder than allegations about wrongdoing.

That’s the real lesson here.

A crisis response written for lawyers rarely restores public trust.

And when credibility cracks, the consequences don’t stay online.

They show up everywhere.

Media roles.

Business partnerships.

Contracts.

Courtrooms.

In 2026, reputation isn’t just PR.

It’s enterprise risk.

If you are a business owner running Meta ads...this post is for you.I keep hearing: “My ads aren’t working anymore.”Some...
02/25/2026

If you are a business owner running Meta ads...this post is for you.

I keep hearing: “My ads aren’t working anymore.”

Sometimes the issue isn’t the ad platform. It’s that people don’t trust what they’re seeing.

One of the simplest shifts I’ve seen recently: we used a client’s TV interview image as the ad creative. Nothing fancy. Just real earned media, front and center. It immediately changed how the audience perceived them.

That’s the power of PR: it gives your marketing a credibility backbone.

If you’re spending on ads but missing trust signals, you’re paying to push skepticism.

Want me to take a quick look at your current ad creative and tell you what trust signals are missing?

Send me a message with “AD AUDIT” and I’ll tell you what I’d fix first.

You've spent years becoming an expert in your field.But put you in front of a camera with a reporter asking tough questi...
01/08/2026

You've spent years becoming an expert in your field.

But put you in front of a camera with a reporter asking tough questions?

Everything changes.

I learned this in my first year as an evening news anchor.

Brilliant CEOs would come on set and within 30 seconds, the interview would go sideways.

Why?

They'd answer the question the reporter asked...instead of the question their customers needed to hear.

Or they'd use boardroom jargon that sounded like gibberish to viewers.

Or they'd get defensive, and suddenly the story became about THEM, not their work.

Here's what I realized:

That could have been any of us.

The fear of saying the wrong thing under pressure.

The panic when you're asked something you didn't expect.

I've seen that look in executives' eyes moments before they go live.

That's why I do what I do now.

Most professionals are never taught how to communicate under pressure.

They're expected to just "figure it out."

That's insane.

The best communicators aren't born.

They're trained.

Here's how real preparation works:

Step 1: Identify the 3 core messages people MUST remember
Step 2: Prepare for the toughest questions (so nothing surprises you)
Step 3: Walk in ready to handle anything—and sound like yourself

Because here's what's at stake:

One bad interview can become tomorrow's headline.

But one great interview?

I've seen executives become best selling authors and board positions, founders close funding rounds, leaders turn crises into defining moments.

Don't wing it.

Your reputation is too valuable.

Want help preparing?

I've created a free guide: "5 Things to Never Say on Camera"

Comment "MEDIA" below and I'll send it to you.

And tell me:

What's the most nerve-wracking communication moment you've ever faced?

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