Insights from Street Fight Live: The Evolution of PR and Influencer Strategies for MULO Businesses

Steph Hadas, 5WPR’s Vice President, Technology, recently had the opportunity to participate in Street Fight Live in Chicago. Here, she shares an inside look at her experience and key takeaways from the event:

As Vice President of Technology at 5WPR, I recently had the opportunity to attend Street Fight Live in Chicago, a conference dedicated to marketing strategies for MULO (multi-location) businesses. Held at Meta HQ, I was honored to give a solo presentation on the future of PR and to moderate a panel on UGC and influencer marketing. It was a privilege to join distinguished speakers from the entertainment, food/beverage, and retail sectors, engaging with top marketers on trends from the rise of convenience stores and social media evolution to restaurant industry shifts, nostalgia-driven branding, and AI’s role in marketing. The event made it clear: the MULO industry holds immense opportunities, with evolving consumer preferences and tech-savvy approaches redefining the space.

The Future of PR – How to Build a Winning Strategy

So, what does this mean for PR within MULO businesses, which target both B2B and consumer audiences? Here are some of the key areas I covered:

• What PR Is NOT: Contrary to how PR professionals are often depicted in TV shows like Sex and the City, Scandal, or Workin’ Moms—as reckless or manipulative—this portrayal couldn’t be further from reality. My first priority was debunking this myth!
• What PR Is: To make it engaging, I polled the audience on whether they had an external PR partner or an in-house PR team and how often they considered PR in their strategies (outside of that moment!). This was a great segue to break down what PR truly entails, especially around earned media, including brand messaging, story generation, thought leadership, newsjacking, media training, data leverage, and reputation management.
• Strategic Priorities: PR is challenging to measure, so understanding what to prioritize from day one with an agency is key. I emphasized why having a proactive, adaptable, detail-oriented, and creative team is essential. I explained how 5W develops strategy, identifies newsworthy angles, and helps clients uncover stories they might not realize are valuable.
• The Importance of Thought Leadership: While product launches or tech updates matter, strong media presence also requires thought leadership and newsjacking. Journalists want more than company news; they’re looking for insights. I outlined how spokespeople can add value by bringing fresh perspectives, data, and connections, and by sometimes taking an authentic, contrarian stance. I shared examples of how impactful quotes and tailored pitching resonate with different types of media.
• What’s Next for PR in 2025: To close, I discussed how PR is evolving as media outlets consolidate and the lines between paid and earned media blur. With savvy audiences like Gen Z, a strong messaging strategy is critical for brands to stand out, making PR an indispensable pillar.

UGC and the Influencer Economy

Moderating this panel was also a highlight, as we explored diverse insights from Emily Steele (Hummingbirds), Joseph Perello (Props), and Elijah Khasabo (Vidovo). We discussed what sets creators’ content apart today, how they define a “creator,” the importance of authenticity, matching creators with a brand’s audience, content formats that drive engagement, and influencer marketing trends for 2025. Despite their different backgrounds, the panelists agreed on one thing: the creator economy is here to stay, with endless potential for brands.

This was an incredible experience, and I’m grateful to Nancy Shenker and the Street Fight team for inviting me to represent 5W. Can’t wait for next year’s event!