GRC PR 360

Amanda Proscia is the Chief Operating Officer and Co-Founder of Lightspeed Public Relations/Marketing. Here, we discuss her new book, “PR Confidential: Unlocking the Secrets to Creating a Powerful Public Image.” The book provides an insider perspective on getting the most out of an investment in a public relations agency. It also provides great insights on how PR works, when it fails, and how to course-correct as the story changes.

 Key Takeaways:

- Answers to common questions about PR

- The "3 I" formula

- Why do we need to keep making the case for PR?

Episode Timeline:

1:30 What inspired Amanda to write "PR Confidential"?

3:15 Are tech people open to learning about PR?

4:15 The difference between PR and advertising?

5:15 PR is more than writing press releases

6:15 The "3 I" formula for newsworthiness

7:30 What is good thought leadership?

10:00 Why do we have to keep selling the idea of PR?

13:45 Why "PR Confidential" is written like an advice column

15:00 The "confidential" parts of Amanda's book

16:24 The PR elevator pitch

18:00 "PR Confidential Part 2: The sequel"

This episode’s guest:

• Amanda Proscia on LinkedIn

• Download "PR Confidential" for free at Lightspeed PR and Marketing

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Juan Alanis is the CEO and founder of Big Oak Tree Media, an award-winning agency with over 30 years of combined history in marketing and communications. He's also the host of the "In the Business" podcast with his wife, Anjelica Cazares, and the executive producer of the "Latina Leadership" podcast. Here, he discusses how to speak authentically to diverse communities, how to make effective social media posts, and what it’s like being the middle child of 7.

Key Takeaways:

- How to market to diverse audiences

- How to create successful social media posts

- The benefits of having diverse team members

Episode Timeline:

1:30 What's it like being the middle child of 7?

3:30 The importance of listening to clients

6:15 What do marketers get wrong when speaking to diverse audiences?

8:30 Speaking to diverse audiences authentically

10:00 Connecting to audiences through baseball

12:30 How diverse team members can help you deliver an authentic message

15:00 The 15-year-old test

17:30 What makes a great social media post

20:00 What has Juan learned as a podcast host and producer

This episode’s guest:

·        Juan Alanis

·        Big Oak Tree Media

·       "In the Business" podcast

·       "Latina Leadership" podcast

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Megan Prock McGrath is the Managing Director at MacDougall, where she provides clients with corporate communications counsel to help them elevate their voices in the industry. She is passionate about healthcare solutions for today's pressing problems, particularly those designed to lower costs, improve care, and serve vulnerable populations. Here, Megan discusses the impact of the COVID-19 pandemic on the industry, shares insights on effective messaging for clinical trials, and addresses the healthcare issues faced by the LGBTQ+ community.

Key Takeaways:

- COVID-19 increased public awareness of drug development

- Effective messaging for clinical trials

- The LGBTQ+ community faces challenges in healthcare access

Episode Timeline:

1:50    The Impact of COVID-19 on biotech communication

3:30    Is the public more informed about the world of biotech post-COVID?

6:30    Effective messaging for clinical trials

7:15    How to appeal to clinical trial participants

11:20 The challenges of accessing Capital in a bear market

14:15 Healthcare challenges in the LGBTQ+ community

16:40 The controversy surrounding gender-diverse care

20:10 The impact of AI on biotech communication

21:45 AI and ethics

This episode’s guest:

• Megan Prock McGrath on LinkedIn
• MacDougall Advisors

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Gini Dietrich is the founder of the influential Spin Sucks blog and author of "Spin Sucks: Communication and Reputation Management in the Digital Age." For the past 18 years, she has run and grown the Arment Dietrich agency, and currently hosts 3 podcasts, "Spin Sucks," "Inside PR," and "The Agency Leadership Podcast." Here, Gini shares how Spin Sucks went from a blog to a movement and explains why thought leaders must stand for something.

Key Takeaways:

- The Spin Sucks story

- Why thought leaders should be bold

- Why Gini loves AI

Episode Timeline:

2:00    How to come up with podcast ideas

3:20    Why is Taylor Swift a great marketer?

5:00    How Spin Sucks grew from a blog to a movement

7:00    Why ethics is the backbone of Spin Sucks

9:15    How to define results with a client

10:15 The PESO model

13:15 The importance of creating authority and trust

14:00 Gini on thought leadership

17:00 Gini's thoughts on AI

This episode’s guest:

·        Gini Dietrich

·        Spin Sucks.com

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Dawn Jordan Jones is the Brand & Communications Manager for the Information Technology Senior Management Forum (ITSMF), an organization that works for barrier-free opportunities for Black technology leaders. She’s also the CEO of 29Eleven Media, which helps businesses and ministries market their truth. Here, Dawn discusses the importance of inclusivity in tech and how faith-based organizations are adopting modern marketing and social media solutions.

Key Takeaways:

·        How ministries are embracing social media

·       The importance of inclusivity in tech

·        Marketing challenges that ministries face in 2024

Episode Timeline:

2:10   What’s the most significant barrier to Black people entering senior levels in the tech world?

3:00   The importance of learning soft skills to rise in the tech world

5:00   Which strategies are effective at making tech more inclusive?

7:00   The benefits of inclusivity in the workplace

8:30  The most inspiring story to come out of ITSMF

11:00 What if we had more organizations like ITSMF in the past?

13:30 What types of challenges do ministries face in 2024?

15:30 Bringing churches into the modern world through technology

17:30 How churches are using social media to spread The Word

19:10 The Marketing Your Truth for Businesses system

This Episode’s Guest:

·        Dawn Jordan Jones

·        Information Technology Senior Management Forum

·        Black Tech Execs

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Louis K. Gump is a business builder, transformational leader, and pragmatic optimist. He is the president of Cambian Solutions, which focuses on excellence in innovation, business growth, and team performance. Earlier in his career, he presided over award-winning mobile businesses at The Weather Channel and CNN served as CEO of two digital media firms and led Cox Media. Here, he discusses his recently released book, “The Inside Innovator: A Practical Guide to Intrapreneurship,” and how to find greater fulfillment at work.

Key Takeaways:

·        The importance of intrapreneurship

·        How to become an intrapreneur

·        Avoiding burnout at work

Episode Timeline:

1:45    Louis’ love of aviation

3:00    Where does the concept of intrapreneurship come from?

4:30    The birth of Louis’ book

5:10    What is an intrapreneur?

7:05    Why is intrapreneurship important?

9:10    Intrapreneurs are all around us

11:00  How to be more fulfilled at work through self-knowledge.

14:30  How love of work can lead to burnout

15:20  How can professional organizations help us develop?

18:00  The early days of mobile development

20:30  Louis’ thought leadership philosophy

This episode’s guest:

·        Get the book or contact Louis at LouisGump.com

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Paul Cohen runs Milk & Honey PR’s North American business and brings three decades of experience shaping vital conversations in ways that matter. A trusted communications advisor to executives and teams across three continents, Paul has represented multinational corporations, start-ups, industry associations, sovereign governments, and non-profit organizations. Here, he talks about Milk and Honey’s viral vase story, working in important halls of government, and the importance of “nurturing” brands.

Key Takeaways:

·        How to influence altruism

·        The PR behind a viral vase story

·        How to nurture a brand

Episode Timeline:

1:20   What brought Paul to some of the world's most prestigious halls of government?

4:15   How to persuade the public to support environmental issues

6:00  The state of journalism in 2024

8:45   Milk and Honey’s viral vase story

12:45 The client's take on the vase story      

14:30 You can’t force things to go viral

15:20 The importance of “nurturing” brands

17:30 How do you hit the zeitgeist “right on the nose”?

19:10 Do all brands need a purpose?

21:50 Are brands pulling back from social justice activism?

 This episode’s guest:

·        Email Paul Cohen at [email protected]

·        Paul Cohen on LinkedIn

·        Paul Cohen on X

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Andrew Staub is a journalist-turned-PR-pro with 15 years in the communications industry. He is the communications manager for Rite Aid Healthy Futures, a nonprofit grantmaking organization affiliated with the Rite Aid retail pharmacy chain. Here, Andrew shares how he worked to rebrand Rite Aid Healthy Futures and why he wouldn’t let a multiple sclerosis diagnosis stop him from pursuing his goals.

Key Takeaways:

·        The frustrations of being a writer

·        Rebranding Rite Aid’s Healthy Futures initiative

·        Andrew Staub's personal journey with multiple sclerosis

Episode Timeline:

1:10     The frustrations of being a writer

3:45     The joy of creative inspiration

4:55    How to keep the creative juices flowing

7:00     The challenges of paywalls in the news industry

9:45     Andrew’s solution to paywalls

10:50  The Rite Aid Healthy Futures rebrand

15:30  The Strengthening Cities initiative

16:55   The importance of doing good work in the community

18:00   Andrew’s MS diagnosis wouldn't stop him from pursuing his goals.

22:00   How having kids can change your productivity

This episode’s guest:

• Andrew Staub on LinkedIn

• Rite Aid Healthy Futures

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Michael Axman and Jake Fleshner are the founders of The Nucleus Network, a group of highly vetted and seasoned professionals across diverse industries. The network includes tech founders, VC legends, real estate moguls, brand experts, e-commerce wizards, agency owners, festival producers, influencers, and more. Here, Michael and Jake talk about how they created the network and discuss the mindset that’s necessary for success.

 Key Takeaways:

·        The importance of curiosity in business

·        How to build a network

·        The power of networks

Episode Timeline:

2:30     What inspired the creation of The Nucleus Network?             

4:00     What’s the network’s goal?

6:02     What will complete The Nucleus Network?

8:00     What are the lessons that Michael and Jake have learned creating the network?

10:10   Learning the language of businesses within the network

11:45  The importance of curiosity in business

13:00  How to leverage The Nucleus Network

15:15   Michael and Jake’s roles within the network

18:40   A family interruption

21:50   The Nucleus brand philosophy

This episode’s guests:

• Michael Axman and Jake Fleshner on LinkedIn

• The Nucleus Network

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Gina Villarreal-Arcediano is an accomplished television journalist and investigative producer as well as the founder and CEO of Unleashed Advertising & Advocacy. She has over 25 years of experience in media, business development, and marketing at ABC, CBS, FOX, and NBC affiliates. Here, she emphasizes the importance of sending effective pitches, the power of telling authentic stories, and the benefits of aligning brands with nonprofits.

Key Takeaways:

• How to send an effective pitch
• Why authenticity and storytelling are key
• Aligning brands and causes can benefit businesses by showing community involvement.

Episode Timeline:

1:50      Gina’s transition to creating her own agency

3:06      How to create effective pitches

5:48      Providing a “full spectrum” of client offerings

7:00     The importance of a good media mix

8:28      The importance of authenticity in PR

11:41   Creating personal stories

14:41   The importance curiosity plays in effective storytelling

17:19   The benefits of supporting nonprofits

20:14   How to align a brand with a nonprofit

22:23   Gina’s future plans for Unleashed Advertising & Advocacy

This episode’s guest:

• Gina Villarreal-Arcediano

• Unleashed Advertising & Advocacy

Subscribe and leave a 5-star review:

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Contact Us!

• Join the conversation by leaving a comment!
• Drop us a line at [email protected].
• Follow Global Results Communications on Facebook, X (formerly Twitter), Instagram, and LinkedIn!

Thanks for listening!

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