The public messaging race never ends, and getting it right is more complex than ever. I’ve been in the rooms where decisions need to be made on strategy, key messaging, critical pivots, and, yes, crisis management. 

Too often, companies and corporations make marketing spends, have teams, and try to build and control the narrative around their brand. Almost every time, they lack the most critical element to make that work: sound strategy.  

I’m determined to help fix this. I’m writing a book on this issue; I write extensively on this and other topics for Entrepreneur and merged my former PR agency into Edit Media to expand capabilities. I’m in this to help entrepreneurs, small businesses, corporations, and Fortune 500s solve these problems and avoid growth traps (or declines) without strategy first.  

One way Edit Media helps brands is through our “strategy first, strategy always” approach. Through this approach, we help brands determine their best next steps and how to make the right decisions at the right time. No brand should be in the position of “spend and hope;” rather, they should have comfort in the knowledge that the right strategy is in place, their brand is heard, and customers turn into advocates.  

I am so thankful to work alongside our incredible CEO, Alex Shockey, and our team at Edit Media. This team is truly exceptional, and I cannot praise them enough for the innovative and creative work they do every day. 

We would be honored to tell your story. 

Adam Horlock
Chief Operating Officer

About Adam Horlock
Adam Horlock has over 15 years of experience in media relations and operational leadership. Horlock began his first role in media serving as a media liaison for the University of Mississippi-Oxford between the Obama and McCain presidential campaigns for the first Presidential Debate. Horlock has served in management and executive capacities, opening new offices for both the commercial foodservice and coworking office space industries.

Additionally, Horlock has worked with FOX and Gordon Ramsay Productions and has multiple national television appearances with Ramsay on FOX and Ramsay’s series “24 Hours to Hell and Back”. Horlock has also worked with Food Network and celebrity chef Robert Irvine in the “Kitchen Impossible” series.

In 2021, Horlock was named a contributing writer for Entrepreneur Magazine and is featured in national media such as USA Today, Yahoo! Finance, San Francisco Examiner, and TechTimes.

Horlock launched Pinnacle Public Relations Agency in 2022, helping tech, healthcare, financial services, and other companies get their message heard, along with start-ups through VC and crowdfunding campaigns.

In 2023, Horlock co-founded and launched the Bourbon and Business Podcast©, available on Spotify, Apple Podcasts, Amazon Music, and multiple additional platforms. Horlock is also writing his first book, "The Lies Brands Tell Themselves, and the Truths That Set Them Free©".

In 2024, Horlock and Edit Media founder/CEO Alexandra Shockey merged Pinnacle Public Relations into Edit Media, forming a national agency with expanded capabilities, team, and client roster.

Horlock received his Bachelor’s degree in Political Science from the University of Mississippi-Oxford. He lives in Jackson, Miss with his wife, Dr. Katherine Horlock.