Hear more from Johna Burke by listening to her full episode of Earning Your Seat here!

Most communications leaders think credibility with leadership comes from better data, stronger dashboards, and more polished reports. But what if the opposite is true?

In this bitesize episode of “Earning Your Seat,” Dino Delic is joined by Johna Burke, CEO of AMEC, to challenge one of the most common assumptions in communications. Johna argues that credibility isn’t built on the certainty of your data, it’s built on your willingness to question it.

Johna shares practical ways communicators can move from simply reporting numbers to becoming trusted advisors. From auditing past reports and challenging flawed methodologies to inviting contrarian perspectives, she explains how intellectual honesty and scrutiny can strengthen both your data and your influence.

We also hear a real-world example of how small inconsistencies in measurement can lead to misleading results, and how applying the right discipline can transform the way teams evaluate success, especially in areas like social media and influencer engagement.

This episode is a must-listen for communications leaders and practitioners who want to build credibility, challenge assumptions, and earn greater trust at the leadership table.

Earning Your Seat is a Meltwater podcast.

Episode Highlights:
(00:00) Welcome to Earning Your Seat
(00:16) The credibility question every comms leader faces

(00:31) Why more data doesn’t build leadership trust

(00:41) Credibility comes from challenging your data

(01:03) Shift from reporting data to advising leaders

(01:19) Stop being overly attached to your data

(01:30) Audit your last five reports for credibility gaps

(01:50) Why “perfect” data isn’t realistic

(02:12) Connect data to real business outcomes

(02:28) Use contrarians to pressure-test your data

(03:40) Example: flawed campaign measurement

(04:30) Fix inconsistent methods and briefings

(05:27) Why reach fails for social and micro-influencers

(06:24) Move from reporting numbers to owning the truth 

Connect with Johna Burke:

• Follow Johna on LinkedIn: https://www.linkedin.com/in/gojohnab/
• Discover AMEC: https://amecorg.com/
  
  

Follow the Hosts of “Earning Your Seat” on LinkedIn:

• Dino Delic, Head of the Research Lab at Meltwater: https://www.linkedin.com/in/dinodelic/
• Genevieve Brammall, Head of Consumer PR & Talent Relations at News Corp Australia: https://www.linkedin.com/in/genevieve-brammall/
• Stephanie Lerdall, Head of Corporate Communications at Morningstar, Inc.: https://www.linkedin.com/in/stephaniesheppard/

Resources:

• Take the Data-Driven Communications free Maturity Assessment: https://bit.ly/meltwater-ddc-assessment
• Join the Data-Driven Communications Meltwater Community: https://community.meltwater.com/p/ddc
• Sign up for the weekly “Now What” newsletter: https://ddc-research-lab.beehiiv.com/subscribe
• Get in touch with us: If you have any questions about this interview, email us at [email protected]