PR 360

Liz Brooks is a Client Account Manager at Interview Valet focusing on Podcast Interview Marketing and PR. With experience at top media outlets and PR agencies, Liz is dedicated to helping small and medium-sized enterprises and brands connect with their audiences through strategic storytelling. Here, she shares her approach to helping build brands through podcasting.

Key Takeaways:

- How to make a great podcast appearance

- Finding the right guests for the right podcasts

- Creating your podcast pitch

Episode Timeline:

1:30 How does Liz find the right shows for her clients?

3:45 Audience composition beats size

5:45 Tod's Velvet Underground analogy

6:15 How to prep clients without podcast experience?

7:00 The benefits of content repurposing

7:30 The importance of being authentic

9:30 Male and female guests can be a little different

11:00 Liz's client hits it out of the park

14:30 Is true crime on the way out?

15:50 How "podcast voice" happens

17:30 Creating a compelling storyline and messaging

20:00 Identifying the key problem

21:00 Liz's dating site success story

24:45 Does Gen Z listen to podcasts?

26:30 Finding time to listen to podcasts

28:30 The future of podcasting

This episode’s guest:

• Liz Brooks on LinkedIn

• Liz at Interview Valet

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Bob Bilbruck is an accomplished and visionary CEO with over 25 years of experience in emerging markets and technology. He is the founder and CEO of Captjur, a business services firm specializing in channel and partner programs, digital marketing, and business development. Here, he discusses Captjur’s new platform, JunkGrab, and the gig economy's future.

Key Takeaways:

- Captjur's gig economy platform

- The future of the gig economy

- How AI will affect the job market

Episode Timeline:

1:30 An overview of JunkGrab

2:50 Captjur's gig economy platform

3:45 Why was junk hauling a great opportunity?

5:45 How JunkGrab benefits haulers

7:00 How gyms are joining the gig economy

9:00 The gig economy is the future

10:00 Lawmakers and the gig economy

12:45 The emergence of autonomous vehicles

14:00 Advertising in autonomous vehicles

17:00 Autonomous cars need better PR

19:30 Flying cars may be in our future

23:40 AI integration in fast food

25:00 How AI will affect jobs

This episode’s guest:

• Bob Bilbruck on LinkedIn

• JunkGrab’s website

• Captjur's website

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Dana Marruffo is the Senior Manager of Global PR and Communications for BigCommerce, where she leads the planning, strategy, and management of global go-to-market and corporate communications, thought leader programs, and executive communications. Here, she discusses how COVID changed E-commerce and why AI will have a big impact on the industry.

Key Takeaways:

- How to make a great elevator pitch

- How to become a thought leader

- Retail innovation during covid

Episode Timeline:

1:45 What makes a great elevator pitch?

3:00 How can startups tell their story?

4:30 How to create a narrative blueprint?

5:15 Humans crave narratives

6:15 Dana's thought leadership philosophy

7:45 Should thought leaders feel compelled to give up the 'secret sauce'?

9:45 What types of e-commerce stories are connecting with the public in 2024?

10:30 How have consumers changed post-COVID?

11:45 Has COVID-era innovation slowed down?

13:45 How will AI make shopping easier for consumers?

16:00 How has Dana successfully navigated so many career transitions?

16:45 The importance of mentorship

19:45 Dana's work with A-list musicians

This episode’s guest:

• Dana Marruffo on LinkedIn

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Jessica Whidt is the Managing Director at Warner Communications, a leading agency that supports clients across multiple complex industries such as supply chain, logistics, transportation, renewable energy, and technology. Here, she talks about the importance of having a crisis management strategy and how the AI boom is affecting logistics.

Key Takeaways:

- How to create a PR crisis preparedness plan

- Logistics PR in the post-COVID era

- AI's role in logistics

Episode Timeline:

1:30 Which state has the best food?

3:30 The importance of a reputation management communication plan

5:30 What does crisis preplanning look like?

7:30 Crisis preplanning is like disaster preparedness

8:15 How did Jessica weather the logistics storm over the last few years?

9:00 The public is better educated about the supply chain than ever before

11:30 What's the hardest thing to communicate about logistics?

13:15 New developments in logistics

15:00 Exciting developments in AI

17:20 Generative AI for content creation

19:00 Google doesn't like AI-generated content

This episode’s guest:

• Jessica Whidt

• Warner Communications on LinkedIn

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Nick Musica is the founder of Optics In, an SEO and content creation consultancy that supports small—and medium-sized businesses and startups with their SEO needs. Here, he discusses how Google’s embrace of AI has changed its search function and how organizations can improve their SEO.

Key Takeaways:

- How Google's pivot AI affects SEO

- Diversifying your traffic source

- The importance of social search

Episode Timeline:

1:30 How Nick got into SEO

4:30 How has Google's pivot to AI affected SEO?

8:00 Does Google know if content is AI-generated?

10:15 Is AI metadata punished by Google?

12:30 What's an old assumption about SEO that people still think is true?

14:20 What makes a website credible?

16:00 The importance of pictures

17:10 What are some easy fixes that organizations do to improve their SEO?

21:30 How important is social search in 2024?

26:00 The importance of diversifying traffic source

This episode’s guest:

• Nick Musica on LinkedIn

• Optics In’s website

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Katie Zeppieri is a two-time TEDx speaker, author, social influencer, and media personality. She’s also the Founder and Chief Brand Strategist of The MicDrop Agency, an award-winning and fast-growing boutique PR and Marketing firm specializing in brand amplification for innovative companies and people. Here, she shares some strategies for successful marketing events and building a great personal brand.

Key Takeaways:

- Winning strategies for marketing events

- The current state of PR and marketing

- How to build a great personal brand

Episode Timeline:

1:30 What is the current landscape for PR and marketing?

2:40 What's PR's role in a world where people are telling their own stories?

4:30 What are some common SEP problems people are having these days?

6:45 How to get leads through events

10:00 MicDrop's biggest success stories

12:00 How MicDrop got a placement in the Wall Street Journal

13:10 Pitches that get on Tod's nerves

15:00 How MicDrop helps develop thought leaders

17:00 How professionals can build a better personal brand

This episode’s guest:

• Katie Zeppieri on LinkedIn

• The MicDrop Agency

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Michael Kingsley is an executive communications consultant who founded the media relations practice area at Forefront Communications, a PR and marketing firm focused on financial services clients. Michael also has 20-plus years of experience in global public relations, journalism, and media production. Here, he shares his modern approach to media training and how to be genuine in interviews without neglecting your talking points.

Key Takeaways:

- Media training in a changing world

- How to be authentic in a media appearance

- The importance of storytelling in politics

Episode Timeline:

1:30 Why August 8th is Miami Dolphins Day

3:30 The job of a spokesperson has changed

5:20 Does the public want to see the CEO or the spokesperson?

6:40 What's the first step in media training?

9:15 The post-appearance breakdown

11:40 How to insert your talking points into the interview

12:40 How to be genuine while communicating your talking points

15:30 How to teach authenticity?

18:00 The fear of public speaking

21:00 Storytelling in the 2024 election

24:00 The importance of knowing your audience

This episode’s guest:

• Michael Kingsley on LinkedIn

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Chuck Cureau is a former marine mammal trainer and current director of PR at Sea World San Antonio and an in-game host for the San Antonio Spurs. He’s also a sought-after emcee in the San Antonio area and has worked as an actor, with roles in "Spy Kids 4: All the Time in the World" (2011) and "The Life of David Gale" (2003). Here, he shares his journey from the dolphin stadium to the PR office and gives tips on connecting with large audiences.

Key Takeaways:

- Chuck's journey from marine mammal trainer to the PR office

- The art of speaking to large audiences

- How to communicate an environmental message

Episode Timeline:

1:30 Tod recalls hanging with Chuck and some orcas on a recent trip to San Antonio

4:45 How Chuck changed careers from a marine mammal trainer to a PR pro

7:30 Chuck started in PR at the San Antonio Zoo

9:45 Chuck’s early PR lessons

11:15 SeaWorld's 60th-anniversary campaign

15:30 Communicating SeaWorld's sustainability and rescue mission

17:30 SeaWorld's rescue animals

19:30 How to speak to large audiences

24:00 Improvising in front of a large audience

27:00 Chuck's favorite SeaWorld animal story

29:30 PR is all about relationships

This episode’s guest:

• Chuck Cureau's website

• Chuck on Instagram and Facebook

• SeaWorld San Antonio

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Dominick Miserandino is the founder of one of the first online publications, TheCelebrityCafe.com, and over the past 30 years, he's worked with more than 100 different web properties and authored two travel books. Nine months ago, he became CEO of RetailWire.com at an interesting inflection point for the retail industry, which we discuss in this episode.  

Key Takeaways:

- The state of retail in a post-COVID world

- Why content is still king

- The future of AI in online publishing

Episode Timeline:

1:45 Is retail normalizing post-COVID?

3:30 Did COVID unlock new possibilities for retail?

6:45 What topics are connecting with people at Retail Wire?

9:00 Affirmational content always does well

12:10 The role of AI in online publishing

14:00 Ad networks refuse to work with AI content

17:00 Content is still king

18:45 How to create a great pitch

21:00 Is the AI boom like the Dot Com boom?

23:30 Dominick's approach to thought leadership

This episode’s guest:

• Dominick Miserandino on LinkedIn

• RetailWire

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Brad Bennett founded BDBCreative, a boutique performance PR agency that drives direct sales for apparel and lifestyle brands through tier-one press placements. Brad is also the creator of Well Spent, a now-defunct blog that, for over 8 years, highlighted sustainable fashion. Here, he discusses how he turned a menswear blog into a successful affiliate marketing PR agency.

Key Takeaways:

- The Six Ps of PR

- How Brad built his agency without a traditional background in PR

- The secrets to successful affiliate marketing

Episode Timeline:

2:20 The 2009 blog boom

4:30 Brad built the website he wanted to see

6:30 Well Spent could never happen in 2024

7:30 Is the counter-culture dead?

9:55 Harnessing the power of blog rolls

11:45 How COVID grew the affiliate market

13:30 How bigger publications warned up to affiliate posts

16:20 Building a brand people want to be part of

20:30 What Brad had to learn about the PR world

23:30 Where other agencies get it wrong

25:20 Brad's Six Ps of PR

27:20 The product that shocked Brad

This episode’s guest:

• Brad Bennett

• BDBCreative on LinkedIn

• BDBCreative on Instagram

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