Aqua Talks

In this episode, Larry and Mady sit down with Dr. Mimi Perreault, Assistant Professor of Public Relations and Mass Communications at the University of South Florida, for a wide-ranging conversation about crisis communication — and what we keep getting wrong.

Mimi draws on her background as a former journalist and PR pro to make the case for getting back to basics: face-to-face connection, authentic messaging, and knowing your audience well before a crisis ever hits. She talks through the real challenges of information fatigue, why social media is a niche tool — not a mass communication one — and how local journalism still plays an irreplaceable role when things go sideways.

The conversation covers long-term recovery storytelling, a sharp look at when brands cross the line from helpful to opportunistic after a disaster, and hard-won lessons from the pandemic. Mimi also shares a standout case study about a North Carolina sheriff who called out misinformation head-on after Hurricane Helene — and why it worked.

Oh, and Larry admits he'd be the first one running if aliens landed.

If you work in marketing, PR, or communications — especially with destinations, airports, or community-facing brands — this one's packed with practical insight.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 02:39 - The Importance of Personal Connections in Public Relations
• 10:41 - Disaster Preparedness and Communication
• 17:37 - Crisis Communication and Preparedness
• 35:19 - Crisis Communication and Community Resilience
• 40:54 - The Impact of Empathy in Crisis Communication
• 46:11 - Communicating with Aliens: A New Era of Crisis Management
• 53:31 - The Role of Influencers in Crisis Communication

KEY TAKEAWAYS:

• The discussion highlights the transformative power of marketing in establishing meaningful connections with audiences.
• Emphasis was placed on the importance of returning to fundamental communication practices post-pandemic, particularly face-to-face interactions.
• Public relations professionals are increasingly recognizing the necessity of balancing technology use with personal engagement to foster relationships.
• The episode underscores the significance of disaster preparedness communication and the necessity for individuals to be informed about risks in their environments.

ABOUT THE GUEST:

Dr. Mimi Perreault (LinkedIn)

Dr. Mimi Perreault is an Assistant Professor of Media and Communications with a focus on public relations, journalism, and communications research and teaching. She brings a well-rounded background to the classroom and beyond, with hands-on experience as a writer, editor, and layout designer across print, broadcast, and digital platforms. Whether she's behind a camera, coordinating a team, or managing an event, Dr. Perreault combines academic depth with real-world communications versatility.

This podcast episode speaks to the intricate dynamics of marketing strategies, particularly as they pertain to the Veterans Experience Office (VEO) and its outreach initiatives. Co-hosts Mady Dudley and Larry Aldrich delve into the significance of effective communication in bridging the gap between veterans and the myriad services offered by the VA. We explore the evolution of our collaborative efforts in enhancing public trust and the pivotal role of data visualization in decision-making processes. Through our discussion, we seek to illuminate the importance of scalable creative infrastructure within the context of federal marketing endeavors. Join us as we unpack these profound insights and share actionable strategies aimed at fostering meaningful connections with our audience.

IN THIS EPISODE

1. 00:06 - Introduction to Aqua Talks
2. 01:29 - Exploring Sauna Tourism and Fitness Trends
3. 06:53 - Transitioning to Veteran Outreach
4. 17:42 - Building Trust in Long-Term Contracts
5. 22:28 - Impactful Outreach: Helping Veterans

This episode of Aqua Talks centers around the imperative of adapting marketing strategies to meet the evolving needs of federal and local agencies. Our esteemed guest, Brandon Nickerson, Director of Federal Business Development at Sinclair Inc., engages in a comprehensive discussion about the recent trends in government budget priorities and the significant role of emerging technologies such as artificial intelligence and robotics in recruitment efforts. He elaborates on how Sinclair is uniquely positioned to bridge the gap between local insights and federal outreach, ensuring that marketing campaigns resonate effectively with target audiences. We delve into the innovative solutions Sinclair is implementing to enhance engagement and foster meaningful connections in a rapidly changing landscape. Join us as we unpack these vital topics, providing you with actionable insights to enhance your marketing endeavors.

IN THIS EPISODE:

1. 00:07 - Introduction to Aqua Talks
2. 01:46 - Exploring Industry Trends and Challenges
3. 09:50 - Transitioning from Local to Federal Marketing Strategies
4. 14:50 - Emerging Strategies in Federal Marketing
5. 25:26 - Transition to Amazing America 250 Program

KEY TAKEAWAYS:

1. The discussion emphasizes the critical importance of adapting marketing strategies to align with emerging industry trends and audience preferences.
2. Brandon Nickerson elaborates on Sinclair's innovative approach to federal business development and their strategic partnerships aimed at enhancing recruitment efforts.
3. The podcast highlights the significance of utilizing local knowledge and tailored marketing strategies to effectively address community-specific needs and challenges.
4. Listeners are introduced to Sinclair's new initiatives, including the America 250 campaign, aimed at fostering nationwide engagement through custom content and localized outreach.
5. The conversation reveals the pivotal role of advanced technology and data analytics in shaping contemporary marketing strategies within the federal government landscape.

Today's discussion revolves around the critical importance of consumer trust in the rapidly advancing realm of technology, particularly with the integration of artificial intelligence in marketing strategies. We are joined by Howard Koval, Executive Vice President of Strategy and Business Development with TravelSpike, as we delve into the intricate relationship between technological adoption and the necessity for brands to cultivate trust among their audiences. Moreover, we examine the evolving landscape of marketing, where experiential content and data-driven strategies are becoming paramount for effectively engaging potential travelers. Our dialogue underscores the significance of leveraging insights derived from comprehensive data analysis to inform decision-making processes, thereby enhancing marketing efficacy. We invite you to join us in exploring these transformative ideas that are shaping the future of marketing and consumer engagement.

IN THIS EPISODE:

1. 00:07 - Introduction to Aqua Talks
2. 07:51 - The Evolution of Digital Marketing
3. 11:59 - The Shift to Content-Driven Marketing
4. 19:11 - Emerging Trends in CTV Advertising
5. 28:32 - Transitioning to New Strategies

TAKEAWAYS:

1. In the evolving landscape of marketing, establishing consumer trust remains a paramount challenge, especially with the rise of AI technologies.
2. The importance of data in marketing cannot be overstated, as it serves as the currency that dictates strategic decision-making processes.
3. Engaging audiences through emotional storytelling, particularly in the context of sports, fosters deeper connections and enhances brand visibility.
4. As destinations adapt to the digital age, the creation of compelling, fresh content is essential to maintain audience engagement and relevance.

ABOUT THE GUEST:

Howard Koval - Executive Vice President, TravelSpike

Howard Koval (LinkedIn)

Howard Koval is Executive Vice President at TravelSpike and a respected voice in travel and tourism marketing, with more than 30 years of experience helping revolutionize the travel industry through data-driven strategy, personalization, and advanced media. He specializes in applying audience intelligence and identity-based solutions to better understand and influence traveler behavior. A frequent speaker at industry conferences, Howard shares insights on AI, connected TV, and the evolving traveler journey. His work focuses on helping tourism organizations adapt to changing consumer expectations and drive sustainable demand through smarter use of technology and data.

The central theme of this podcast episode revolves around the About Face program, a vital initiative aimed at assisting veterans grappling with Post-Traumatic Stress Disorder (PTSD). As we engage in a comprehensive dialogue, hosts Larry Aldrich and Mady Dudley delve into the intricacies of this program, highlighting its significance in providing veterans with a platform to share their experiences and access much-needed resources. The discussion further explores the challenges and triumphs associated with the management of the About Face website, which serves as a documentary hub for veterans to recount their personal narratives. We emphasize the importance of approaching this sensitive subject with care and respect, ensuring that the voices of veterans are not only heard but valued. Ultimately, this episode serves to illuminate the broader implications of marketing communications within the federal space, particularly in fostering connections with those who have served our nation.

IN THIS EPISODE:

1. 00:07 - Introduction to Aqua Talks
2. 03:10 - Transitioning to AI in Federal Government
3. 11:51 - Approaching Veterans with Care and Understanding
4. 16:47 - Understanding the Importance of Veteran Support Programs
5. 21:03 - Understanding the About Face Program and VA Partnerships
6. 32:30 - Transitioning to Federal Outreach and EAC Public Relations

TAKEAWAYS:

1. The Aqua Talks podcast serves as a platform for innovative marketing discussions, emphasizing the importance of making meaningful connections with audiences.
2. Hosts Larry Aldrich and Mady Dudley delve into the unique challenges of marketing for federal agencies, particularly in relation to veterans' issues.
3. The About Face program is pivotal in providing support for veterans dealing with PTSD, showcasing the importance of personal narratives in healing.
4. Adapting to change within the federal landscape requires continuous learning and adaptation, fostering resilience within organizations.
5. Utilizing AI tools has become essential for maintaining competitiveness in the evolving market of marketing and communications.
6. The podcast highlights the emotional weight of working on veteran-related projects, emphasizing the necessity of delicacy and respect in outreach efforts.

The principal focus of this podcast episode is the in-depth exploration of the public relations strategies employed for Daytona Beach International Airport (DAB). Hosts Mady Dudley and Larry Aldrich delve into the intricacies of their collaboration with DAB, highlighting the significance of authentic messaging and the necessity of cultivating robust relationships with stakeholders. Throughout the discussion, they emphasize the airport's unique amenities and customer-centric initiatives that enhance the travel experience, thereby fostering a narrative that resonates with potential passengers. The episode also sheds light on the importance of targeted communication strategies that align with the specific goals of the airport, ensuring that their story is effectively conveyed across various media outlets. By sharing their experiences and insights, the hosts aim to inspire marketers and public relations professionals to adopt similar approaches in their own practices.

IN THIS EPISODE:

1. 00:07 - Introduction to Aqua Talks
2. 03:42 - Public Relations Strategy for Daytona Beach International Airport
3. 09:26 - Understanding PR and Authentic Messaging
4. 13:52 - Impact of Unique Communications on Daytona Beach International Airport
5. 16:52 - Transitioning Strategies in Public Relations

TAKEAWAYS:

1. In the realm of marketing, establishing authentic relationships with clients significantly enhances the effectiveness of public relations strategies.
2. Daytona Beach International Airport exemplifies exceptional customer service through innovative programs that prioritize passenger experience and satisfaction.
3. The collaboration among multiple visitor bureaus in Volusia County exemplifies the power of unity in marketing efforts to promote regional tourism effectively.
4. Effective public relations necessitates a thorough understanding of the product being marketed to ensure a coherent and persuasive narrative is presented to the public.
5. The integration of storytelling in public relations is vital, as it allows brands to communicate the human experience behind their services, fostering deeper connections with audiences.
6. Continuous communication with airport leadership and stakeholders is crucial for aligning messaging and enhancing the overall public relations strategy.

This podcast episode features an insightful discourse on the evolving landscape of digital marketing, particularly emphasizing the transition from a focus on mere access to a more nuanced approach that values quality engagements. We, the hosts, Larry Aldrich and Mady Dudley, are joined by esteemed guest Brendan Kennedy, who brings over 15 years of experience in the digital marketing realm. Our conversation delves into the implications of artificial intelligence on marketing strategies, highlighting the historical context of programmatic advertising and its recent advancements. Furthermore, we discuss the resurgence of contextual advertising in response to privacy concerns, underscoring its significance in crafting relevant messaging that resonates with audiences. Ultimately, this episode serves to illuminate the necessity for marketers to adapt to these changes, ensuring they remain effective in capturing and retaining consumer attention in an increasingly complex digital environment.

IN THIS EPISODE:

1. 00:07 - Introduction to Aqua Talks: Engaging Marketing Insights
2. 06:51 - The Evolution of AI in Digital Marketing
3. 08:11 - The Shift from Machine Learning to AI in Advertising
4. 19:10 - The Shift from Access to Quality in Advertising
5. 25:47 - The Revival of Contextual Advertising
6. 31:27 - Adapting to AI in Marketing
7. 38:18 - Navigating the Marketing Landscape

TAKEAWAYS:

1. The evolution of digital marketing has shifted from mere access to strategic placements that yield measurable results.
2. Understanding consumer behavior in the digital landscape requires a focus on genuine engagement and meaningful interactions.
3. The integration of AI and machine learning into marketing practices has transformed how ads are targeted and optimized.
4. Contextual advertising is experiencing a resurgence as privacy concerns prompt marketers to explore less invasive targeting methods.
5. Today's marketers must adapt to the changing landscape by prioritizing quality over quantity in their advertising efforts.
6. Collaboration between paid media and public relations strategies is essential for maximizing campaign effectiveness and achieving desired outcomes.

ABOUT THE GUEST:

Brendan Kennedy (LinkedIn)

Brendan Kennedy is the VP of the Key Account Group at Media Now Interactive (MNI). MNI provides targeted digital and print advertising programs, and offers clients a single point of contact for multi-platform, customized, demo- and geo-targeted advertising.

Brendan joined MNI as an Account Executive in 2012. Working with advertisers and agencies on marketing campaigns across a variety of industries, he was able to see first-hand the power of digital advertising to impact his clients’ bottom lines. Understanding the importance of collaboration and precision within the digital space helped him to achieve growth of over 700% within his market.

In 2017, he accepted the role of Director within MNI’s strategic digital accounts division. With a focus on understanding the true goals of his clients’ marketing efforts, he was able to tailor digital strategies that work in conjunction with their traditional media and PR efforts, while delivering quantifiable results. MNI’s unique position in the digital universe allows Brendan to stay up-to-date on the latest technologies in the digital space, and know what products will maximize his clients’ ROI.

This podcast revolves around the innovative capabilities of Coastal Creative, a multifaceted production studio that exemplifies the intersection of marketing and creative media. We, your hosts, Larry Aldrich and Maddie Dudley, engage with Zach Moore, the president of Coastal Creative, to delve into the intricacies of their diverse offerings, which include state-of-the-art filming technologies and comprehensive production services. Zach recounts his journey from hospitality to establishing a prominent creative agency, highlighting the transformative power of marketing in connecting with audiences. Our discussion also encompasses the art of storytelling in marketing, emphasizing its paramount importance in crafting compelling narratives that resonate with target demographics. As we explore various projects and trends within the industry, we aim to provide our listeners with actionable insights and inspiration to enhance their marketing strategies.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 03:24 - Exploring Coastal Creative's Unique Facilities
• 06:57 - The Rise of Card Trading: A New Hobby Takes Flight
• 13:20 - Creative Approaches to Marketing and Media
• 20:11 - Upcoming Events and Community Engagement

KEY TAKEAWAYS:

• The Aqua Talks podcast serves as an invaluable resource for marketers seeking innovative strategies.
• Listeners are encouraged to embrace creativity and storytelling in their marketing endeavors.
• Coastal Creative provides advanced production facilities that enhance the filmmaking process significantly.
• The importance of adapting to technological advancements in marketing and production cannot be overstated.
• Effective marketing requires a deep understanding of one's audience and responsive content creation.
• Engagement with local communities and businesses often yields the most rewarding marketing collaborations.

In this episode we get into the pivotal role of marketing in workforce development and recruitment, particularly within the public sector. We engage in a profound discussion with Jackie Krick, the CEO and Founder of ECU Communications, who expounds upon her journey in strategic marketing and her commitment to empowering communities. Jackie articulates how her organization aligns its mission with the recruitment needs of federal agencies, underscoring the transformative power of marketing to foster resilience and connection within communities. Furthermore, we delve into the integration of artificial intelligence in recruitment processes, examining how it complements the indispensable human elements of empathy and critical thinking. This conversation not only highlights current trends in marketing but also emphasizes the importance of mentorship and community engagement in shaping future leaders.

IN THIS EPISODE

• 00:07 - Introduction to Aqua Talks
• 05:01 - The Impact of AI on Recruitment
• 10:27 - Empowering Latina Women in Leadership
• 15:05 - Empowering Youth Through Skills Development
• 19:57 - Launching a Successful Campaign: Insights and Impact

KEY TAKEAWAYS:

• Aqua Talks serves as a platform where marketing intersects with transformative and innovative ideas that drive engagement.
• The podcast emphasizes the necessity of cultivating meaningful connections with audiences to enhance marketing strategies.
• Workforce development and recruitment are pivotal themes discussed, particularly within the realm of public sector marketing.
• AI's integration into recruitment processes is highlighted, showcasing its potential while recognizing the indispensable human element in decision-making.

ABOUT THE GUEST:

Jackie Krick (LinkedIn)

Jackie Krick is the CEO and Founder of ECU Communications, an award-winning marketing agency that executes high-impact public information campaigns for federal, government, and private sector clients. Originally from Colombia, Jackie is a self-made entrepreneur with a passion for empowering others—whether that's women in business, young people finding their path, or fellow entrepreneurs just getting started. In 2013, she founded IMPACTOYOUTH, a nonprofit focused on leadership and workforce development for underserved youth, and she also co-founded CenterFuse, a coworking space in Historic Manassas, VA, that gives emerging businesses the tools and community they need to grow.

Jackie's work has earned multiple Platinum and Gold awards for national campaigns, along with several chamber recognitions for outstanding business. She holds a Graduate Certificate in Marketing from Georgetown's McDonough School of Business and has completed programs at Stanford and through Virginia's Department of Small Business Supplier Diversity. Beyond running her agency, she serves on advisory boards for UVA Health System, George Mason University, and The Latino Coalition, among others—proof that building pathways for success isn't just her mission, it's how she spends her time.

The discussion in this podcast episode centers on the transformative nature of storytelling within the realms of food and travel blogging. Our esteemed guest, Andrea Updike, elucidates the essentiality of infusing personal narratives into one's content, particularly in an era dominated by artificial intelligence and generic recipes. She emphasizes the importance of maintaining authenticity amidst the commercial pressures of the blogging industry, advocating for a return to genuine connections with audiences. Our conversation traverses various aspects of modern travel, the nuances of family dynamics in travel planning, and the evolving landscape of influencer marketing. As we engage with Andrea, we uncover insights that inspire both seasoned professionals and newcomers in the marketing domain, illustrating that the essence of storytelling remains paramount in fostering meaningful connections with one's audience.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 04:34 - Starting a Blog in the Modern Age
• 08:34 - Creating Memories Through Travel
• 15:18 - The Evolution of Blogging and Influencer Marketing
• 21:50 - Exploring New Destinations and Experiences
• 22:54 - Exploring the Northern Lights

KEY TAKEAWAYS

• This podcast episode delves into the intersection of marketing and innovative strategies, emphasizing the need for creativity.
• We engage in meaningful conversations that highlight the importance of building authentic connections with one's audience.
• The episode features insights from Andrea Updike, a food and travel journalist, who shares her unique perspectives.
• Listeners are encouraged to embrace playfulness in social media content creation to enhance engagement and relatability.
• The discussion touches on the evolution of blogging and the importance of consistency and flexibility in content creation.
• A strong emphasis is placed on including personal narratives in recipe blogging to maintain authenticity and community connection.

ABOUT OUR GUEST:

Andrea Updyke (LinkedIn)

Andrea Updyke has been creating online content for over two decades, covering everything from Presidential elections to the adventures of becoming a mom. She holds a B.A. in Political Science and wrote Klout for Dummies, published by Wiley back in 2013. Andrea has a knack for finding creative ways to connect with readers in a fun, conversational style, and she's a firm believer that most of life's problems can be solved with a good meal and plenty of love—whether that's at home or on the road. She loves teaming up with brands and destinations that share her passion for family time to create content that's actually worth sharing.