June 2026 Newsletter
Creative Company Producer Cassandra DeGuide works with an Actor for Public Relations Crisis Communication Training Videos
Laura Gallagher
President and Founder of The Creative Company
Dear Friend,
AI Increasingly Determines What People See
People are looking for organizations they recognize, trust, and remember. Search engines are increasingly rewarding expertise and authority. Awards, reviews, media coverage, thought leadership, and a clear story are more valuable than ever. Bain & Company found that 80% of search users now rely on AI-generated summaries for at least some of their searches. 40% never click to a website. AI is increasingly determining which sites get surfaced, cited, and recommended.
AI overwhelmingly favors earned media
A 2026 analysis of millions of AI citations found that 84% of citations across ChatGPT, Claude, and Gemini came from earned media and third-party sources. Brands with active third-party trust signals were cited dramatically more often than those relying only on owned content.
Multiple studies reached similar conclusions, finding 82–95% of AI citations originate from earned media rather than company websites, blogs, or social media.
In this month’s newsletter, Craig Hadley, shares some valuable insights about how you can succeed in this new AI-driven world. We’re also available to talk with you about how to earn media here, across the country and in specific trade publications. This is our native language and something we do every day. Feel free to reach out.
We’re also celebrating Leopold’s Books Bar Caffè in Madison, Wisconsin. They earned national recognition as one of the top 3 independent bookstores in America by readers of USAToday. We were behind the “get out the vote” campaign!
And we’ve brought a new person on to our team. You’ll read about the talented and creative Emma Bijelić in this month’s newsletter.
We move towards the mid-point in 2026, I encourage you to take some time to notice all the good you’ve already accomplished this year. When we’re focused on the gains, they tend to keep coming our way. Happy Independence Day, friends. It’s on the horizon and we hope you enjoy it with your family and friends.
Onward,
Laura Gallagher
2021 Governor’s Business Plan Winner, 2019 SBA Women in Business Champion of the Year, Wisconsin Trailblazer, Author, Speaker
What Do You Want to Be Known For?
Search is changing and you’ll want to make sure your company can keep up. The old playbook was simple: publish more content and earn more traffic. But in the age of AI-generated content, volume alone won’t set you apart. Increasingly, search rewards organizations that are trusted, recognized, and known for something specific.
When anyone can generate endless content in seconds, the brands that stand out will be those known for genuine expertise, authentic leadership, and meaningful third-party validation. We explore what this shift means and how organizations can adapt their visibility strategies for the new era of search.
Local Bookstore Ranked #3 in the USAToday National Contest
One of the best independent bookstores in the country is not just in Wisconsin, it’s located in our backyard in Madison. It is Regent Street mainstay Leopold’s Books Bar Caffè. USA Today recognized it through its 10BEST program as the #3 best independent bookstore in the country!
We created a campaign for Leopold’s when the bookstore (and bar! And cafe!) was nominated by USA Today for the 10BEST Independent Bookstores in the Nation.
The 10BEST program is a user-voted one, allowing anyone to vote for the top 20 nominated stores. We already knew Leopold’s was best in our ❤️❤️❤️s, but needed to make sure others throughout Wisconsin and beyond knew as well and voted for them.
Among the 20 nominees throughout the nation, Leopold’s represented the only Wisconsin store. A vote in the 10BEST program represented not just a vote for the store itself but one for the Badger State. We leaned into this and promoted it through a PR campaign, physical signage in stores, social posts and a special video put together to hype people to secure the vote.
Outlets like the Wisconsin State Journal picked up on this dairyland pride and highlighted it in coverage that encouraged people to get out and vote. This outreach and campaign paid dividends as Leopold’s earned recognition as the third-best independent bookstore in the country.
Of course, no amount of marketing can turn an ordinary bookstore into one of the country’s favorites. Leopold’s earned its nomination the old-fashioned way: by being a truly special place. But sometimes, even great organizations need a little extra amplification to help more people discover what makes them extraordinary.
Leopold’s ranked in the top 3 nationwide. Congratulations to them and if you haven’t yet picked up your copy of “Home Again – A Restoration Story” written by Laura Gallagher, you can get your copy at Leopold’s!
Creative Company Brings Home IC100 Award from Atlanta
Recognition, Education, and Growth
More than 18,000 businesses nationwide have participated in executive education offered by the Initiative for a Competitive Inner City (ICIC). In April, The Creative Company was honored to be recognized alongside other businesses as part of the 2025 IC100 Awards in Atlanta. The IC100 Award recognizes those who are successfully navigating growth and change. They are ranked by growth, which is tracked and measured. The Creative Company was 48th out of the top 100 companies.
Laura Gallagher is also on the steering committee, working with legislators on small business issues.
Her own journey with ICIC began in 2016 when she graduated from its executive education program in Milwaukee. The experience provided access to world-class instructors from leading business schools, practical tools for growth, and a network of fellow entrepreneurs committed to building stronger businesses and communities.
What makes the program especially valuable is that the learning doesn’t stop when the coursework ends. Ongoing education, benchmarking, and accountability help business owners continue to grow long after graduation.
If you’re a business owner looking to take your company to the next level—particularly if you’re a woman- or minority-owned business— explore the program. It opens doors, expands perspectives, and provides access to resources that many growing businesses might not otherwise have.
Brand Storyteller Emma Bijelić Joins Creative Company!
We’re excited to welcome Emma Bijelić to The Creative Company as our new Brand Storytelling Coordinator. Emma has a unique focus in the entertainment and creative industries, with a particular passion for video and photo production and for exploring cultural responses to media. Her experiences with LunART, Wisconsin Union, and the Madison Film Festival have ignited her enthusiasm for strategic storytelling and audience engagement through powerful media campaigns. With dual bachelor’s degrees in communications (film/media) and music composition from UW-Madison, Emma brings an interdisciplinary background that bridges strategy and creative execution.
Emma will support our clients through content creation, video production, public relations, and strategic communications.
In her free time, she loves diving deep into indie films and maintains an active practice in composing for film and arranging contemporary music for diverse ensembles. We’re delighted to have her join us on our mission to do good and make a difference in the world through our work.
“I’m excited to help organizations tell stories that connect people and create positive change.”
— Emma Bijelić
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