Public Relations Is Dead? Think Again—Why Media Coverage Still Matters in 2025

In today’s fast-paced, hyper-connected world, media visibility can make or break a brand—especially in highly competitive fields like entertainment, hospitality, and food service. Whether you’re launching a restaurant, promoting a concert, or offering a unique service, securing coverage in local and national outlets isn’t just about quick publicity; it’s about building credibility and staying top-of-mind. A thoughtful media strategy helps you reach untapped audiences, transform potential customers into loyal fans, and protect your reputation when challenges arise. Neglecting media outreach means missing out on valuable third-party validation, positive word-of-mouth, and the kind of spotlight that can propel your brand to the next level. By prioritizing proactive, consistent engagement with journalists and influencers, you ensure your brand remains relevant, visible, and irresistible to both existing and new customers.

Elevating Communications & PR at Lucerna Group

Led by Industry Expert Beth Trapani

At Lucerna Group, we pride ourselves on helping clients in entertainment, service, and food stand out in a crowded marketplace—and clear, compelling communication plays a pivotal role in that success. That’s why we’re thrilled to have Beth Trapani, a widely respected communications professional, leading our Communications and PR Services. Known for her ability to navigate both everyday messaging and high-stakes scenarios, Beth now brings her strategic insight, crisis management background, and stakeholder engagement expertise to all of Lucerna Group’s clients.

Meet Beth Trapani

Beth joins Lucerna Group with a track record of success honed over years of consulting, including her role as principal of Trapani Communications. Having advised clients through complex communication challenges—such as crisis response, strategic messaging, and media relations—Beth stands out for her hands-on, results-driven approach. She has served industries ranging from major corporations to public institutions, consistently earning praise for her clarity, professionalism, and strategic thinking.

Below are testimonials from clients who’ve worked directly with Beth, showcasing her adaptability, quick thinking, and commitment to delivering communication solutions that truly resonate.

Testimonials: A Proven Record of Excellence

1. Dr. Mark DiRocco, Executive Director of Pennsylvania Association of School Administrators

   “Beth is one of the foremost experts in the field today providing excellent guidance and practical advice... Her work is exemplary and highly regarded. Beth Trapani is a skilled professional consultant with the experience and wisdom to assist leaders in all aspects of effective communications.”

   
   

2. Dr. Frank T. Gallagher, Superintendent

   “Beth is the quintessential professional… She’s been instrumental in crisis communication, community outreach, and promoting our organization in a positive way. She’s a great asset to any team.”

   
   

3. Dr. Regina Speaker, Director and Former Superintendent

   “Beth has been an amazing, invaluable asset… She has an innate ability to analyze situations from multiple perspectives and provide concise, expert responses to critical, time-sensitive situations.”

   
   

4. Dr. Marc Bertrando, Superintendent

   “Beth’s guidance and expertise was invaluable… She not only assisted with communications, but she was also a valuable confidant with whom I could brainstorm ideas and plans. Beth makes a tough job easier!”

   
   

5. Dr. Joe O’Brien, Former Director

   “Beth is one of the very best communication consultants in the field. She has a tremendous bank of resources and is exactly who I’d want in the room for any serious communication issue.”

   
   

6. Mark Klein, Esq., Retired Superintendent

   “Beth has outstanding insights into the communication needs of organizations. She helped us develop media, press releases, and advised on high-stakes issues. She offers valuable expertise to any administrator or leader.”

   
   

7. Adriene M. Irving, Director of Legislative and Community Services

   “Beth’s professionalism, knowledge, and experience were impressive… Her insightful presentation was witty and informative, and provided participants with a blueprint to begin improving how we communicate.”

   
   

Communications & PR Services at Lucerna Group

By bringing Beth aboard, Lucerna Group can now offer an even more comprehensive suite of communications and PR solutions for a wide variety of clients in the entertainment, service, and food sectors. We believe that effective communication is the foundation for connecting with customers, communities, and the world at large.

1. Crisis Communications

We help you respond quickly and effectively to urgent situations—both online and offline—minimizing reputational damage and maintaining stakeholder trust.

2. Strategic Messaging & Branding

Drawing on Beth’s deep expertise, we craft consistent messaging that resonates with target audiences, aligns with organizational values, and enhances brand loyalty.

3. Media Relations & Press Outreach

Whether you’re seeking positive coverage or preparing for a challenging interview, we leverage Beth’s background as a former newscaster and reporter to ensure you’re ready for the spotlight.

4. Stakeholder Engagement & Internal Communications

We recognize that great communication begins within. From leadership announcements to staff updates, we tailor strategies that keep everyone informed, motivated, and on the same page.

5. Workshops & Training

Beth’s dynamic presentation style and real-world insights make our workshops an invaluable resource. We train teams on everything from proactive storytelling to navigating high-pressure media environments.

Why Beth’s Expertise Makes a Difference

• Journalism & Broadcasting Background

  Before consulting, Beth was an award-winning news reporter and anchor in major markets. She understands how media narratives form and can help clients steer the conversation rather than react to it.

  
  

• Crisis Management Chops

  Having guided organizations through complex public-relations challenges, Beth knows how to keep communication clear, empathetic, and solution-focused in times of uncertainty.

  
  

• Practical, Results-Focused Approach

  Clients consistently praise Beth for her ability to cut through noise and provide tangible, actionable strategies.

  
  

• Award-Winning Insights

  Beth’s writing and reporting have received multiple accolades—proof of her ability to craft messages that truly resonate.

  
  

How We Can Help You

With Beth Trapani at the helm of our Communications and PR services, Lucerna Group is perfectly positioned to help you:

1. Proactively Build Your Brand

   Establish a positive public profile that reflects your values and unique strengths.

2. Navigate Critical Moments

   Handle everything from challenging media inquiries to large-scale community outreach, with confidence and clarity.

3. Engage Stakeholders

   Keep your team, partners, and audience on board and informed about key initiatives.

4. Stay Ahead of Potential Issues

   Monitor public sentiment, prepare crisis plans, and maintain trust through consistent, open dialogue.

   
   

   

   
   

Ready to Elevate Your Communication Strategy?

If your entertainment, service, or food business needs a steady hand in PR, crisis communication, or strategic messaging, you can trust Lucerna Group—led by the expertise of Beth Trapani—to deliver solutions that align with your goals and speak to your audience.

Contact us today to learn how our Communications and PR services can enhance your brand’s story, transform challenges into opportunities, and keep all of your stakeholders informed and inspired. We’re here to make sure your message not only reaches its audience but truly resonates with them.