“Urgent Care” for Public Affairs, PR, Crisis, Content. Deep experience with BH/SUD hospitals, MedTech, other scrutinized sectors. Jewish nonprofit leader. Alum: UHS, Amazon, Burson, Edelman. Former LinkedIn Top Voice.
One week ago, I wrote a post that “Went Viral.” Here’s why I think it happened (and how you can do it too): Last Sunday, I spent 20ish minutes writing a LinkedIn post (in comments) about how generative AI search will impact PR and crisis management. I hit “post,” hopped on a 45-minute Peloton ride, and didn’t think much of it. The post ended up with 1,100 likes, hundreds of comments and shares, and the most surprising result—600 new followers in 48 hours. LinkedIn says it’s now been seen by (😱) 300K+ people. It’s my most-followed post that wasn’t tied to breaking news or a crisis analysis. I’m left with the same question many of us ask: How do I replicate it? I don’t have all the answers (if I did, I’d be living and ⛷️ing at the Yellowstone Club 🤣 ), but here are 10 lessons I’ve noticed in my higher-performing posts: 1) Nail the hook. Your first sentence has one job: stop the scroll. This post worked because it warned PR pros about the risks of ignoring AI’s impact—something many hadn’t thought about yet. Hooks can be provocative, gut-wrenching, or even humorous, but they need to grab attention immediately. Pro tip: If you’re stuck, ask AI or a friend for feedback before posting. 2) Write for a specific audience. This sounds obvious, but it’s overlooked all the time. I write for people in PR, public affairs, crisis management, advocsct. I confirmed who I was writing for immediately, but also referenced a topic many others are talking about too. 3) Promise value early. By the 5th sentence, I’d made a clear promise: “Here’s what’s happening, why it matters, and how you can stay ahead.” If you want people to keep reading, tell them upfront why it’s worth their time. 4) Use lists or bullets. Numbered or bulleted lists make your post easier to read, easier to remember, and easier to share. 5) Be specific. Don’t just tell your audience what’s happening—tell them what to do about it. “Here’s why this crisis unfolded and how it could’ve been prevented” is way more useful than a generic rant or motivational platitude. 6) Start a conversation. The best posts invite dialogue, not monologues. End your post with a question: “What would you add? What did I miss?” 7) Cover relevant, unexpected topics. The post worked because it addressed something timely (AI) but applied it to an audience (PR pros) in a way that wasn’t obvious. Look for the intersections your audience hasn’t thought much about yet. 8) Post often. Some posts will hit, others will flop—keep going. The follow-up to my post did okay, but others this week barely made a ripple. 9) Don’t try to go viral. This sounds counterintuitive, but the harder you try to make a post over the top, the less likely it is to resonate. Write for your expertise and audience not for the masses. 10) Timing matters. 7:30 and 9 a.m. CT work best for me. Depends on geography, but I’ve never had a high-performing post past 3 p.m. Anything you’d add to this list?