GRC PR 360

Jo Ann LeSage Nelson is the Vice President of Client Services at Pierce Communications in Albany, New York, and a former member of the Executive Committee of the National Board of Directors of the Public Relations Society of America. She’s an active community volunteer and frequently speaks on the topics of media relations, crisis communications, and business writing. Here, she discusses crisis management for nonprofits and the importance that writing plays in the communications industry.

Key Takeaways:

- The importance of clear and concise messaging

- Managing a nonprofit crisis

- PR is a 24/7 business

- The importance of quality writing in PR

Episode Timeline:

1:00 The difference in PR strategies between nonprofits and traditional businesses

3:20 How to create a coherent and consistent PR message

4:30 Staying on message during a crisis

6:00 The types of crises faced by that nonprofits

9:00 Averting a nonprofit crisis

10:00 When a crisis isn't a crisis

12:00 How goodwill can inoculate you from a crisis

13:40 PR is a 24/7 job

15:20 How to calm a "spinning" client

16:45 Help with communications writing

18:00 The importance of proofreading

21:00 Why clients have trouble being concise

 This episode’s guest:

• Jo Ann LeSage Nelson

• Connect with her on LinkedIn

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In a role reversal, PR 360's regular host Tod Perry is interviewed by Global Results Communications Vice President Casey Bush. Tod has a long history of working in media, having worked in radio promotions for 97.1 KLSX, as a copywriter in the tech and advertising worlds, and as a journalist for Upworthy. He's also hosted numerous podcasts in various genres, from comedy ("Low Budget FM") and spirituality ("What's the Tao All About?") to current events ("Upworthy Weekly") and history ("LA's Own Marineland"). Here, Tod shares what he's learned over his 15 years of casting pod.

Key Takeaways:

- How podcasting has evolved over the years

- The importance of preparation

- The shows that inspired Tod

- What makes a good "PR 360" episode

Episode Timeline:

2:30 Tod's background in broadcasting and podcasting

4:30 What’s the difference between producing a podcast versus a radio program?

6:45 The early days of podcasting

10:30 Embracing the “blank slate” of podcasting

11:00 How has podcasting changed over 15 years?

12:00 Why attracting advertisers has become easier in podcasting

13:10 What analytics matter in podcasting?

17:30 What content makes podcasts successful?

19:40 What makes a good episode of PR 360?

21:30 Tod's technique for loosening up his guests

24:10 How to prep a guest

26:30 The importance of prep

28:30 How frequently should podcasters release episodes?

30:00 Tod's new podcast, "LA's Own Marineland"

31:40 Tod's favorite podcasts

This episode’s guest:

• Tod Perry

• @TodaPerry on Twitter             

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Dan Kloeffler has decades of experience in broadcast news, having anchored and reported for outlets such as ABC News, NBC News, and MSNBC. His background as a journalist and senior media relations strategist led him to create The Salt Standard, a media training company. Here, Dan shares how he empowers people to share their stories with conviction and authenticity.

Key Takeaways:

- How to be more relatable in media appearances

- Dan's unique approach to media training

- How to express your authentic voice

- Media training basics

Episode Timeline:

2:00 Why is media training more important than ever? 

4:30 The pandemic turned everyone into TV stars.

5:30 The importance of body language in media appearances

6:20 Common mistakes in interviews

7:50 Thinking about the audience

10:00 How Dan establishes trust with his clients

13:30 The value of authenticity

16:00 Tod's anecdote of authenticity

19:00 Has social media created bad habits that have bled over to traditional media spaces?

22:50 Why can't podcasters get to the point?

24:00 Dan's favorite success story

26:00 Where do you put your hands when you’re on TV?

28:00 How to stop saying "uhm"

This episode’s guest:

• Dan Kloeffler

• www.TheSalt Standard.com   

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Jordan Mendoza got his start in journalism as the editor-in-chief for The Daily Titan at Cal State Fullerton, and now he’s a reporter for USA Today. His normal beat is trending content and breaking news for Universal Now, but he was on the scene for the horrific aftermath of the Lunar New Year shooting in Monterey Park. Here, he shares the lessons he learned from covering the tragedy and gives the inside scoop on how reporters gather breaking news.

Key Takeaways:

- How reporters gather trending content stories

- How social media algorithms can affect breaking news

- An inside look at the USA Today newsroom

- Lessons Jordan took from covering the Monterey Park tragedy

Episode Timeline

1:20 What’s a typical day like for a breaking news/trending content reporter at USA Today?

1:50 How do you get your trending content stories?

2:45 Where do you get the data to see what's trending?

3:25 How to get an exclusive interview

5:20 How algorithms can squash breaking news

7:20 Jordan's coverage of the tragic Monterrey Park shooting

10:00 Jordan’s most vivid memories of the tragedy

11:10 Learning from tragedy

12:50 What makes great sports writers stand out?

15:55 Obligatory Raiders question

16:35 What role do press releases play in breaking news?

18:30 What will journalism look like in 10-15 years?

This episode’s guest:

• Jordan Mendoza 

• @Jordan_Mendoza5 on Twitter            

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Rich Kagan is the president of Last Minute Media Deals and has a storied history in the world of direct-response radio. He is the founder of the Howard Stern Ad Network, Wingman Advertising, and former VP of Sales for CBS Radio. Here, he talks about the early days of selling ads on “The Howard Stern Show,” the importance of authenticity in advertising, and his rules for choosing a celebrity spokesperson.

Key Takeaways:

- The importance of authenticity in direct-response radio

- How Howard Stern built credibility with his audience of millions

- How authenticity made California Deluxe Windows an iconic Southern California brand

- How Rich helped create Sit 'n Sleep's iconic taglines

Episode Timeline

1:00 Why is Howard Stern such an incredible spokesperson?

2:30 What were some of the success stories you had during Stern's early days in Los Angeles?

4:00 Why did Howard Stern have such credibility with his audience?

8:00 Why is authenticity so important in direct-response radio advertising?

9:30 Why accents are gold in advertising

11:45 How Rich and Wingman Advertising positioned California Deluxe Windows in the LA market

16:46 The importance of a unique selling proposition

17:31 How Rich helped build Sit ‘n Sleep’s brand

20:30 The birth of the iconic tagline, "We'll beat anyone's advertised price or your mattress is freeee."

22:30 How Rich selects celebrity endorsements

25:00 How Rich gets people media deals for huge markdowns

This episode’s guest:

•             Rich Kagan

•             www.LastMinuteMediaDeals.com

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Prakruti Nadendla is a seasoned social media and communications professional with experience working within B2B, B2C, and nonprofit organizations. She currently manages the social program at Enterprise Community Partners, an affordable housing nonprofit. She's also the host of The Webtoon Room, where she analyzes online comics for a passionate audience. Here, she shares how she creates community engagement through social media for nonprofits and talks about how podcasters can stand out in a crowded media market.

Key Takeaways:

- How to create audience engagement for nonprofits

- The dos and don'ts for memes on social media

- How to make a podcast stand out

- Social media takes a lot more time and heart than most people think.

Episode Timeline

2:00 What's the overall social media strategy at Enterprise?

4:30 The importance of being "on top of the ball" with breaking news on social media

5:10 How to use memes on social media

6:25 The most successful meme that Prakruti has created for Enterprise

8:00 How do you create audience engagement for a nonprofit?

10:00 How to make a podcast stand out in a world with thousands of podcasts

12:30 Podcasters need to focus on the unique talents and perspectives they bring to the table.

14:00 The importance of taking your podcast topics seriously

17:00 What's the difference in social media strategies between tech and nonprofit?

19:45 What's the toughest part about freelancing in the social media world?

21:45 What's something most people don't know about working in social media?

24:00 Social media work takes time.

This episode’s guest:

•             Prakruti Nadendla

•             Follow her on Twitter @Pvnaden and listen to her podcast "The Webtoon Room" wherever you get podcasts.

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Shawn P. Walchef is a podcast host, business coach, and the founder of Cali BBQ Media. Since opening the first Cali BBQ restaurant in 2008, he has grown the San Diego-area chain to 5 locations and created a global brand through the power of digital storytelling. Here, he discusses how he developed his brand by leaning into crazy, cultivating curiosity and by following his grandfather’s example.

Key Takeaways:

- How to tell your business's story on social media.

- The importance curiosity has played in Shawn's success.

- How to be fearless and "lean into your crazy."

- How Shawn is putting So Cal BBQ on the map.

Episode Timeline:

1:20 Tod and Shawn put their NFL rivalries aside for the good of the show.

2:30 What differentiates Cali BBQ from other regional BBQ?

4:20 What does Cali BBQ taste like?

6:00 What has Shawn learned from hosting the Restaurant Influencers podcast?

8:20 “Be the show, not the commercial.”

9:10 How to lean into your crazy.

10:45 The power of specifics in marketing your brand.

11:55 The importance that curiosity plays in Shawn's life.

16:00 Shawn's unapologetic embrace of the Chargers after they left San Diego helped put his business on the map.

20:00 Shawn's philosophy for creating happy employees.

23:00 How does Shawn choose the stories he tells about his business?

This episode’s guest:

•             Shawn P. Walchef

•             Follow him on all socials @shawnpwalchef

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Sharon Oddy is Vice President of Marketing and Corporate Communications at iconectiv. In her role, Sharon is responsible for global marketing and communication initiatives as well as brand management, public relations, and digital strategy. On this, her third appearance on PR 360, Sharon talks about the current state of telecommunications fraud and how the government and companies are working to make it stop.

Key Takeaways:

- Aggressive government action has reduced the number of robo calls.

- How iconectiv is working to stop fraud

- Scammers are switching from phone calls to texts.

- How you can avoid being the victim of fraud

Episode Timeline

2:00 What does the future look like for robo calls?

3:20 Spam calls have dropped recently.

4:00 Spammers are switching from robo calls to texts.

5:45 Use your instincts to detect potential fraud.

6:30 Tod admits he was scammed.

9:50 It's human nature to be the victim of scams.

10:00 Is customer service improving after the pandemic?

11:30 Even Gen Z likes to talk with customer service on the phone.

14:30 The cost of customer service to business

15:30 How is iconectiv stopping fraud?

19:00 The "maybe" option on caller ID

20:20 The most compelling stories being told in the comms industry

23:00 Tod's go-to copy writing advice

This episode’s guest:

•             Sharon Oddy

•             Follow Sharon on Twitter @SharonOddy

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Annie Scranton is an expert in thought leadership and the owner of Pace PR, which represents a diverse roster of clients, including Hint Water, Fast Company, Albert, and ConsenSys. Before forming Pace PR, Annie worked for nearly a decade as a television producer, booking for major networks such as CNN, Fox News, CNBC, and MSNBC. Here, she shares how people in any industry can become thought leaders and gives some valuable tips on how to help make it happen.

Key Takeaways:

- Thought leadership 101.

- People in all fields can become thought leaders.

- How to get started practicing thought leadership.

- Getting discovered as a thought leader.

Episode Timeline

1:30 What is thought leadership?

2:30 How can businesses benefit from thought leadership?

4:30 How can business owners "widen the net" and become thought leaders in tangentially related fields?

7:00 Why thought leadership can be a big win in almost any field.

7:30 Essential tips for growing in thought leadership.

8:00 Why LinkedIn is a great place to practice thought leadership.

10:30 Turning LinkedIn posts into opportunities to get third-party endorsements.

11:35 When do attempts at thought leadership fail?

14:00 Should brands align themselves with politics?

16:00 Does "fake it 'til you make it" work in thought leadership?

17:30 How do producers find thought leaders?

19:15 How can thought leaders get discovered?

21:00 How has her experience as a journalist become a "superpower" as a PR person?

23:00 What's Pace PR looking forward to in 2023?

This episode’s guest:

•     Annie Scranton

•     Find Pace PR online at PacePublicRelations.com.

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Camille Elizabeth Bergin is an aerospace engineer and science communicator known as @TheGalacticGal on social media, where she has earned over half a million followers. Here, we discuss how Bergin is working to make STEM education more inclusive by breaking down barriers to entry and encouraging young people to pursue their passions. 

Key Takeaways:

- You don’t have to be a rocket scientist to have a career in STEM.

- How to talk to kids about STEM.

- Why space is vital to life on Earth.

- How to increase STEM participation.

Episode Timeline

2:30 What are the biggest barriers preventing young people from getting into stem?

4:30 You don’t have to be a genius to work in STEM.

6:40 What inspired Camille to get into STEM?

9:30 How are creativity and STEM interconnected?

11:30 Camille's biggest "a-ha!" moments.

14:00 How can we increase STEM participation?

15:40 How do diverse voices make projects better?

17:30 Camille's dos and don'ts for social media.

20:30 How important is communication in STEM fields?

22:15 Why space is important for life on Earth.

25:10 What are gas stations in space?

This episode’s guest:

•            Camille Elizabeth Bergin

•            Follow her on all socials @TheGalacticGal

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