Written by: Vickie Sullivan  |  October 20, 2026

How to Be Bullet-Proof

Whoa. This disruption in the publicity world highlights a perspective that softens any blow volatility delivers.

Let’s drill down on a cool example. For decades, thought leaders coveted that big media appearance, ie. the gold standard of publicity efforts. According to a recent study by Fractl, this traditional approach no longer works.

Yes, we all loved those bragging rights, along with the huge reach that top-tier press outlets provide. But if you want access to key decision makers, the priority has shifted to the small yet mighty outlets that replace reach for influence.

This change is bigger than it appears. To show up in the right places, thought leaders must measure beyond the number of followers and use more discerning factors such as engagement and affinity. They must redefine what to look for.

This lesson goes beyond media and publicity. When unstoppable outside forces change the game, success finds a new home. For every lost avenue, new prospects pop up somewhere else. It’s all a matter of where we look.

To deal with AI and other disruptions, ask yourself two questions: 1) what do I need to let go of and, 2) what do I need to look for now? Your answers will make you bullet-proof.

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Now read this:

When Volatility Is the Norm, Two Things Remain Certain

Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road

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