S5 - E40: Tiffany Muehlbauer - CEO - Arma Communications

Summary: In this episode, Tiffany Muehlbauer, CEO of ARMA Communications, discusses the importance of proactive communication strategies for public sector organizations. She introduces the Pool Theory, which emphasizes the need for consistent community engagement to build trust and visibility before a crisis occurs. Tiffany provides practical advice for Public Information Officers (PIOs) on shifting from reactive to proactive communication, building relationships with skeptical communities, and utilizing storytelling to resonate with the public. She also highlights common mistakes in communication and offers actionable steps for improving visibility and trust.

Tiffany's BIO

Tiffany Muehlbauer is the founder and CEO of Arma Communications, a boutique corporate communications agency that helps businesses communicate with clarity, confidence, and authority.

With over two decades of marketing experience across both public and privately held companies, Tiffany specializes in building brand momentum and proactive visibility through integrated communications strategies.

She is a firm believer that in today’s fast-moving landscape, brands that wait for a crisis to speak up are already too late. Tiffany champions the philosophy that visibility is stability—and she leads by example.

At the core of her approach is The Pool Theory of Brand Visibility. Tiffany teaches that in a still pool, even a small pebble can create disruptive ripples. But in a pool full of movement—people, floaties, and energy—even a large stone barely makes a splash. The same is true for brands: when you’re already in motion, a PR challenge becomes a ripple, not a wave.