Tales From the Beat: Episode 141 — Lee Gordon

Lee Gordon, chief communications and government affairs officer at recreational marine leader Brunswick Corp. and host/journalist Ed Garsten discuss Brunswick's new AutoCaptain autonomous docking system, how the company is approaching the media with the story, role of earned media and AI, in a wide-ranging interview.

TTAC Creator Ed Garsten hosts "  Tales from the Beat," a podcast about the automotive and media worlds. A veteran reporter and public relations operative, Garsten worked for CNN, The Associated Press, The Detroit News, Chrysler's PR department and Franco Public Relations. He is currently a senior contributor for Forbes.

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An AI-summarized transcript and edited by a staffer is below.

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Summary: Tales from the Beat Episode 141 – Brunswick's Lee Gordon on PR, AI, and the Future of Corporate Communications

In this episode of Tales from the Beat, host Ed Garsten interviews Lee Gordon, Chief Communications and Government Affairs Officer at Brunswick Corp., the world's largest recreational marine company. Gordon discusses his transition from a 20-year television journalism career into corporate communications, Brunswick's latest marine technology, and how AI is transforming public relations and media strategy. 

From TV News to Corporate Communications

• • Gordon recounts his career path from local television sports and news through ESPN Radio before joining Brunswick more than 13 years ago.
  • He explains that his journalism background remains invaluable because understanding how reporters think helps him develop more effective communications strategies.
  • Both Garsten and Gordon reflect on the lessons learned in local television, where young journalists developed storytelling skills while working with limited resources. 

Brunswick's AutoCaptain Technology

A major focus of the discussion is AutoCaptain, Brunswick's autonomous docking system.

Key features include:

• • AI-powered cameras identify docking slips and surrounding obstacles.
  • The system automatically guides a boat into its slip while avoiding logs, docks, and people in the water.
  • AutoCaptain is currently factory-installed to ensure optimal calibration.
  • Gordon emphasizes that the technology isn't designed to replace captains but to eliminate one of boating's most stressful tasks—docking—while improving safety. 

Positioning Marine Technology Like Automotive Technology

Gordon explains that Brunswick increasingly positions itself as a technology company rather than simply a boat manufacturer.

He notes:

• • Many Brunswick executives came from the automotive industry.
  • The company follows an ACES-style strategy (Autonomy, Connectivity, Electrification, and Shared Access), similar to automotive development.
  • Technologies debut on premium boats before eventually filtering down to more affordable products.
  • Marine technology now shares many similarities with modern automobiles, including automation, sensors, connectivity, and battery innovation. 

Why CES Matters

Rather than relying solely on boating publications, Brunswick has found success exhibiting at the Consumer Electronics Show (CES).

According to Gordon:

• • CES attracts technology, automotive, and business journalists who might never attend a marine event.
  • Demonstrating products in person creates an "aha" moment where reporters understand that boats are becoming sophisticated technology platforms.
  • CES has helped Brunswick establish partnerships with automotive and technology companies while reinforcing its reputation as an innovation leader. 

Modern Media Relations

The conversation shifts to the changing media landscape.

Gordon observes:

• • Traditional newsroom staffs have shrunk dramatically.
  • Companies can no longer rely exclusively on earned media coverage.
  • Corporate communications teams increasingly operate like internal newsrooms, creating and publishing their own content before amplifying it through media and social channels.
  • Earned media remains valuable, but it now represents only one component of a much broader communications strategy. 

Extending the Life of Every Story

Rather than treating a media placement as the end goal, Brunswick seeks to maximize each story's impact by:

• • Sharing articles through internal newsletters.
  • Distributing coverage to elected officials.
  • Encouraging employees to share content on social media.
  • Repurposing stories across multiple corporate channels.
  • Building ongoing momentum instead of relying on a single news cycle. 

AI's Growing Role in Communications

Gordon describes AI as "a great intern" that accelerates — but doesn't replace — communications work.

Examples include:

• • Identifying reporters based on location, interests, and beat coverage.
  • Drafting first versions of press releases.
  • Performing audience and media analysis.
  • Automating research tasks that once took hours.

However, he stresses that:

• • Human editing remains essential.
  • AI-generated content must be carefully reviewed to avoid inaccuracies or hallucinations.
  • Strategic thinking and authentic voice still require experienced communicators. 

From SEO to GEO

One of the most forward-looking portions of the discussion centers on how AI is changing content creation.

Gordon explains that communications teams now optimize content not only for search engines (SEO) but also for generative AI optimization (GEO) by:

• • Writing headlines that answer questions people ask AI assistants.
  • Paying greater attention to subheads and company descriptions.
  • Publishing more frequent, authoritative content that large language models can reference.
  • Recognizing that trade publications are increasingly important because AI systems also learn from them. 

Looking Ahead

The episode concludes with both Garsten and Gordon expressing optimism about AI.

Rather than viewing AI as a threat, Gordon believes:

• • It frees communications professionals to spend more time on strategy and less on repetitive work.
  • Understanding AI is essential for staying relevant both professionally and personally.
  • Companies that embrace AI thoughtfully will be better positioned than those that resist it. 

Key Takeaways

• • Brunswick is positioning itself as a marine technology leader through innovations like AutoCaptain.
  • Corporate communications increasingly requires creating and amplifying owned content rather than depending solely on traditional media.
  • CES has become a critical venue for introducing marine innovations to broader technology and automotive audiences.
  • AI is fundamentally changing communications workflows, media discovery, content optimization, and audience engagement.
  • Success in modern PR depends on integrating earned media, owned media, AI optimization, and multi-channel storytelling into a unified strategy.

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