GRC PR 360

Howard Waterman has over two decades of experience in strategic communications, public relations, senior executive counsel, and crisis communications in senior leadership roles at top U.S. brands. He is president and founder of The Waterman Group and serves as Chief Executive in Residence – Communications at AI 2030, an initiative aimed at harnessing the transformative power of AI to benefit humanity while minimizing its potential negative impact. On Howard’s second appearance on PR 360, he discusses crisis communications, his “3-legged tool” strategy, and the current state of PR.

Key Takeaways:

- Crisis communication strategies

- Signs of an impending crisis

- The state of PR in 2024

Episode Timeline:

1:55 What has Howard been up to since his last appearance on the show?

3:45 What does PR look like in February 2024?

5:00 Why the CEO should work with junior and senior agency members

7:20 Howard's '3-Legged Stool' strategy

10:00 The "early warning signal" in crisis communications

12:45 Clients must understand that PR is a 24/7 business.

14:30 The new AI crisis problem

16:30 What are some examples of how to manage a crisis?

23:00 Howard's concerns about AI

25:00 Can regulators rein in AI?

This episode’s guest:

• Howard Waterman on LinkedIn

• The Waterman Group

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April White is the CEO and founder of Trust Relations. With nearly 20 years of experience representing Fortune 100 companies, including Weber Shandwick, Edelman, Spong, and Rubenstein Public Relations, she is skilled at developing targeted communications programs. Here, April talks about the importance of trust and authenticity in PR and how changing tides in media are affecting ROI.

Key Takeaways:

- The rise of affiliate marketing

- The new AI crisis

- Transparent client relationships

Episode Timeline:

1:30 April's mission to being PR into the future

2:30 The importance of transparency at Trust Relations

4:30 Trust runs through the entire agency.

6:40 The importance of authenticity in PR

8:10 Brands shouldn't get political out of nowhere.

9:20 Is there a backlash against brands tackling social issues?

11:30 AI and crisis communication

14:30 The rise of affiliate marketing

17:00 Will affiliate marketing reduce the public's trust in journalism?

18:20 How paywalls are affecting ROI

19:45 Facebook's crackdown on news articles

22:20 April’s philosophy on thought leadership

23:50 April's two podcasts

This episode’s guest:

 • April White on LinkedIn

• Trust Relations

• Email: [email protected]

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Eric Morley co-founded Blue C, a dynamic California-based agency specializing in brand strategy and creative marketing. With a relentless passion for shaping brand narratives, Eric has been an influential force in the industry since 1998. Here, he shares how the FOCUS principle guides Blue C’s work and why brands should strive for clarity in 2024.

Key Takeaways:

- The power of FOCUS

- The need for brand clarity

- Why everyone is in marketing

Episode Timeline:

2:00 Why FOCUS is Eric's guiding principle

4:20 What are the challenges of implementing FOCUS?

5:50 The importance of stating a clear objective

8:45 Marketing in a globalized world

10:15 Do clients have trouble being on task as well?

11:30 Why marketers should aim for brand clarity in 2024

12:30 The Brand Power process

14:30 You must know your audience.

16:30 Blue C's work with Wahoo's Fish Taco

18:50 Eric's approach to authenticity

21:50 Nike's quest for female customers

This episode’s guest:

• Eric Morley on LinkedIn
• Blue C USA

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Lauren Passell is the founder of Tink Media, a podcast growth and ideas company that specializes in podcast PR, creative partnerships, in-app placement, and out-of-the-box strategies to help shows find their perfect audience. She is also the curator of Podcast the Newsletter and Podcast Marketing Magic and writes about podcasts for Lifehacker. Here, she discusses the importance of making podcast friends, why podcasters should focus more on marketing, and why true crime is still king.

Key Takeaways:

- Podcast marketing tips

- Current trends in podcasting

- Why podcasters need to think more about marketing

Episode Timeline:

1:50 Tink Media's approach to podcast therapy

5:45 The importance of borrowing from other podcast audiences

6:25 The benefits of promo swaps

10:15 Is true crime still king of podcasting?

12:15 Tod's true crime voice

14:30 Why all podcasts need a hook

17:30 Are there too many podcasts?

18:20 Podcasters aren't thinking enough about marketing.

19:35 How Tod marketed the "LA's Own Marineland" podcast

This episode’s guest:

• Lauren Passell of Tink Media

• Feed the Queue podcast

• Podcast The Newsletter

• 100 podcast marketing tips

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Wing Lam, the co-founder of Wahoo’s Fish Taco, is a seasoned entrepreneur with over 30 years of experience in the restaurant industry. As the face of the iconic brand, Wing is highly sought-after to speak at global events and has made television appearances on “The Secret Millionaire” and the Food Network. Actively engaged in philanthropy having founded the California Love Drop, Wing is also the second member of the exclusive “PR 360 Three Timers Club.” Here, he discusses the importance of adding value to the lives of others, the ongoing success of the California Love Drop, and what 2024 looks like for Wahoo's Fish Taco.

 Key Takeaways:

- The importance of being the ‘go-to’ guy

- Why restaurants go out of business

- The success of the California Love Drop

Episode Timeline:

2:00 Wing's message to students at the Vital Link student leadership conference

3:00 Why restaurants go out of business

4:00 The importance of having cash on hand

5:00 What types of businesses are the Vital Link students looking to start?

6:05 The importance of being the "go-to" guy

9:20 Why surfers and skateboarders love fish tacos

12:20 The California Love Drop

16:00 How to be part of the story

19:00 How philanthropy can also help business

21:00 Teaching is its own learning experience.

22:00 Wahoo's upcoming partnership with The Beach Boys

23:00 Looking back on 2023 and forward to 2024

This episode’s guest:

• Wahoo’s Fish Taco Founder Wing Lam

• California Love Drop

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Bob Bilbruck is an accomplished and visionary CEO with over 25 years of experience in the emerging markets and technology space. He is the founder and CEO of Captjur, a business services firm specializing in channel and partner programs, digital marketing and technology initiatives, sales and business development, and alternative startup funding. Here, Bob talks about how AI is revolutionizing customer service in the fast food and hospitality sectors and how the metaverse is about to become a big part of our everyday lives. 

Key Takeaways:

- How AI is being integrated into customer service

- The future of the metaverse

- The importance of open networks

Episode Timeline:

1:45 An overview of Captjur's work

2:23 What can Captjur's clients expect?

4:15 How does Captjur integrate AI into marketing channels?

5:00 How is AI being integrated into fast food restaurants?

5:45 White Castle's AI integration

7:15 Do we need to train humans to interact with AI?

9:25 Integrating AI into high-end establishments

12:25 How will AI revolutionize our everyday lives in the near future?

15:00 Why the metaverse is misunderstood.

17:50 How are companies putting a human face on AI?

22:00 The importance of open networks with AI

This episode’s guests:

• Bob Bilbruck on LinkedIn

• Captjur.com

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AI had a momentous year in 2023, and it was a big point of discussion on the PR 360 Podcast. This episode pulls together the most important discussions we’ve had on the topic with people in the fields of AI development, public relations, and journalism. You’ll learn about the current state of AI advancement, how AI will affect the workplace, and its current impact on public relations.

Key Takeaways:

-        What is practical AI?

-        How to combine AI and human intelligence

-        AI’s role in public relations

Episode Timeline:

2:25 Jason Wells, CEO of AI Dev Lab, explains practical AI

4:30 The differences in ChatGPT iterations

8:30 Linda Zebian, Senior Director of Communications and Community at Muck Rack, on how AI will affect the job market

11:25 How are people using AI in the PR world?

14:00 Adam Albright-Hanna, founder of A-Ha Audience Builders, on how ChatGPT can help create viral content

15:20 Tod’s reservations on how ChatGPT will affect his writing career

17:55 Mickie Kennedy, founder of eReleases on how human intelligence and AI can work together to create quality press releases

19:35 Jeff Beringer, founder of Golin's global digital team, on how the agency is exploring AI’s possibilities in the PR world

25:40 Valerie Christopherson, founder, and CEO of Global Results Communications, shares how the human intelligence at her company makes AI work

This episode’s guests:

Jason Wells, Linda Zebian, Adam Albright-Hanna, Mickie Kennedy, Jeff Beringer, Valerie Christopherson. 

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Michelle Glogovac, aka the “Podcast Matchmaker,” is the CEO of The MLG Collective, a full-service podcast pitching agency, where she collaborates with entrepreneurs, authors, and experts to hone their storytelling abilities, grow their businesses, and elevate themselves as thought leaders. She also hosts the award-winning podcast, “My Simplified Life.” Here, she talks about how people should prepare to appear on podcasts, the art of storytelling, and her new book, “How to Get on Podcasts,” coming in January 2024.

Key Takeaways:

- How to get more podcast appearances

- How to be a compelling podcast guest

- Building a personal brand via podcasting

Episode Timeline:

2:00 How Michelle changed careers from jet fuel sales to podcasting PR

4:15 Podcasting is all about people.

4:45 A podcast is like a dinner conversation.

5:30 The most important takeaway for "How to Get on Podcasts"

6:30 Why guests should add value to listeners' lives

7:00 What makes someone a good storyteller?

9:00 Why podcast guests should share all they know

10:00 What's "My Simplified Life" all about?

11:30 How are people able to make big changes?

13:00 How Michelle preps people to appear on podcasts

15:45 Tod has a personal brand problem. Can Michelle help?

18:30 Are there too many podcasts?

20:15 How should guests vary their appearances?

21:00 What does the future look like for the Podcast Matchmaker?

This episode’s guest:

• Michelle Glogovac on LinkedIn

• Order your copy of "How to Get on Podcasts"

• Michelle Glogovac's website

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Frank Carlisi is the Co-Founder and Chief Operating Officer of the ExV Agency, a global PR and personal branding agency, and the Founder of ExV Studios, a creative force in developing unpredictable concepts in unscripted television. He has created an engaging portfolio of content with The William Morris Agency, A&E, Lifetime Network, HGTV, Truly Original, Hearst Media Productions, Wheelhouse Productions, and more. A storyteller at heart, Frank is adept at drilling down to reveal the unique stories of individuals and companies to create authentic messaging. Here, Frank discusses the importance of authenticity in PR, creating unscripted television, and his relationship with ExV Co-Founder Karen Gamba.

Key Takeaways:

- Frank’s unique relationship with his business partner, Karen Gamba

- The importance of authenticity in PR

- The art of creating authentic unscripted TV

Episode Timeline:

2:00 Frank’s relationship with Karen Gamba

5:00 PR people should strive for vulnerability and connection.

6:20 Helping clients become vulnerable

7:00 When clients are in denial

7:45 How to find new unscripted TV ideas

11:00 The role of luck in unscripted TV

12:00 Finding authenticity in reality TV characters

14:00 Frank’s thoughts on charisma

17:00 The aspirational aspect of reality TV

20:00 Reality as “comfort watching”

22:30 The current state of streaming brands

25:30 The big lessons that Frank has learned from creating unscripted TV

This episode’s guest:

• Frank Carlisi on LinkedIn

• ExV’s Grow Your Business Masterclass

• ExV Agency

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Matt Krayton is the founder and principal of Publitics, which provides counsel to campaigns at the local, state, and federal levels—as well as to clients in the private sector. Most recently, Matt worked on special projects for the 2020 presidential campaign. He is also an adjunct professor in Centenary University’s Business Department, teaching a first-of-its-kind social media program. Here, he discusses the dos and don'ts for companies entering the political conversation and the story behind Publitics’ viral “We Just Did” hat worn by President Biden.

Key Takeaways:

- The dos and don'ts for companies entering the political sphere

- The background behind the viral "We Just Did" hat

- When companies should refrain from speaking out

Episode Timeline:

2:20 How Publitics bridges the gap between politics and business

4:40 Why companies have a greater responsibility to weigh in on politics these days

6:40 Political statements must be on brand.

7:35 Companies should understand their core audiences before speaking on political topics.

8:10 When remaining silent is the best choice

10:20 Common misunderstandings that companies have about entering the political sphere

13:00 The LA Dodgers’ recent PR disaster

14:20 We often overvalue the opinions of “very online” people.

16:45 Publitics’ viral "We Just Did" hat

21:45 Internet sleuths made the hat go viral.

23:00 You can't force things to go viral.

This episode’s guest:

• Matt Krayton on LinkedIn

• Publitics' website

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