Public Relations Stories and Strategies

In today’s crowded digital landscape, standing out as a genuine thought leader amidst the cacophony of voices is a unique challenge. Many voices may be influential, but all can claim the title of a true thought leader. Some naturally gravitate to this role, others pursue it, a few stumble into it.

Some are bold visionaries. Others are evolved communicators, or they have a consistent presence (you know what they’re about). And then some are action-minded community builders.

Regardless of how one attains the status of “Thought Leader” it’s important for companies to provide the time and resources for thought leadership development. It should be an intentional part of a leader’s role, rather than just a side project. When nurtured correctly, it can yield significant benefits for the companies and individuals.

Guest: Kathleen Lucente
LinkedIn | X

Red Fan Communications
LinkedIn | Instagram | X | Website

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In 1917 the US Government found a unique way to reach a mass audience before mass media even existed. Movies. When projectionists needed to change the reel mid-movie, that took about four minutes. That was the perfect window of time to deliver a patriotic message and support an effort that ultimately changed the world.

The four-minute speeches used an old tool (speeches) but embraced a newer technology (movies). And the true brilliance of the delivery was finding that window of time when people were most likely to listen.

In this episode we speak with the chair of the Public Relations Society of America (2023) Michelle Egan, exploring the modern role of communications professionals as we embrace emerging artificial intelligence. And we look at how the role might change over the next 50 years as technologies continue to evolve.

Listen For:
5:22 The adoption and perception of AI tools
7:13 Ethical considerations in AI
12:10 The evolution of the PR professional
15:29 The future of PR and professional communications

Guest: Michelle Egan, APR, Fellow PRSA, 2023 PRSA Chair

LinkedIn | Facebook |Instagram | X | PRSA | PRSA Code of Ethics

Read Michelle’s editorial “How Important is it for Your Organization to Have a Code of Ethics?”

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Wikipedia is one of the most-visited websites in the world. Additionally, it has influence. The information on Wikipedia is also disseminated across the web on Google’s Knowledge Graph and associated search page components, quick summaries of topics on Siri and Alexa, and even into news articles, podcast discussions, and government websites.

Wikipedia is also of interest for SEO practitioners, heavily influencing Google search results and now impacting outputs from generative AI software like Chat-GPT.

Everyone from journalists, investors, and your customers are using Wikipedia to understand your company. Do you understand how it works and what you can do about it?

Listen For
4:17 The importance of Wikipedia for PR and SEO
5:51 The role of Wikipedia editors
10:38 Brand presence on Wikipedia
12:13 Common mistakes Brands make on Wikipedia

Guest: Rhiannon Ruff
Email | LinkedIn | Lumino Digital’s website | Rhiannon’s book Managing a Crisis on Wikipedia

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The benefits of a multicultural campaign should be obvious by now but let’s document some of them so it’s clear.

• Reflect societal trends and values
• You’re able to actually understand more of your audience/stakeholders
• Involve people in appropriate settings and context
• Create tailored marketing content and strategies
• Broaden your brand’s story as inclusive of diverse cultures

September 15 through October 15 is Hispanic Heritage Month. It’s recognized in the United States, but also in Argentina, Bolivia, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, Equatorial Guinea, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Spain, Uruguay, and Venezuela. There’s also recognition in the United Kingdom, Canada, and Australia.

In this episode we connect with Cuban American Manuel Machado from CCOM Group which specializes in multicultural campaigns.

Guest: Manuel Machado, Co-Chair CCOM Group
Email | X | LinkedIn | CCOM Website |Forbes Article by Manuel

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It’s an area of the world so few of us in the west really understand. Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, Uzbekistan, and Mongolia. All countries that make up what we can refer to as Central Asia. The list of Global Top 100 companies is growing there as Google, Coca Cola and others understand how important it is.

In the midst of this region’s rapid growth and transformation, PR and Marketing specialists must consider the unique rules governing their work. The media landscape is different across the region with some nations embracing freedom of speech and press, while others follow a more government-controlled media approach and others still are influenced by powerful oligarchs. In this diverse media landscape traditional media is still powerful but now social media’s influence is growing rapidly and has become a powerful tool in shaping narratives and influencing public opinion.

Guest: Alexander Likhtman
Email [email protected]
Alexander’s bio and articles he’s written
On Facebook
On LinkedIn
On Instagram

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Propel Media has released its Q3 2023 Media Barometer and again it’s showing journalists responded to only 2.99% of nearly 500,000 pitches sent to them. It’s the third straight quarter in which journalist response rates are below three percent and a rather clear signal to PR pros we need to shift our pitching tactics to beyond just mainstream media.

This year alone Buzzfeed News shut its doors, Vice filed for bankruptcy, ESPN laid off 20 on-camera personalities, the LA Times laid off 74 newsroom staff, and Insider nixed 100 jobs. Outside the US in Canada, Australia, and Great Britain similar stories are unfolding.

In this episode, why response rates are so low and which pitches have a glimmer of hope.

Guest: Zach Cutler, Propel
https://www.propelmypr.com/
LinkedIn https://www.linkedin.com/company/propel-crm/
Twitter @propelprm
Facebook https://www.facebook.com/PropelPRM 

Download the Propel Media Barometer – Q3 2023

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Understanding the structural changes that happen in our brain when we change our minds adds a fascinating dimension to the study of this cognitive phenomenon. We already recognize that external factors such as new information, social influences and familiarity play significant roles in our decisions but exploring the underlying neural transformations provides deeper insights.

When we alter our perspectives or revise our beliefs, intricate neuronal connections within our brains undergo modifications. These changes involve the strengthening or weakening of synaptic connections between neurons to form new neural pathways.

Change your mind and you change you.

Guest: Allyson Andrade, Ph.D. Candidate Behavioural Neuroscience, University of Guelph

[email protected] 

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An online survey of 300 people in the United States, Germany, and South Korea explores consumer perceptions of media brands vs other brands. Among the findings:

• When people trust the content shown on the platform, they were more likely to trust the platform (and vice versa)
• The media channel being used (i.e., television news) has a significant impact on the level of trust in the content being consumed
• We think of television, radio, film, music, social media, print, outdoor ads, and video chats as media brands
• We don’t think gaming, online retailing, influencers or global tech brands are media

Guest: Steffen Heim
LinkedIn  

Download the study Exploring Trust in Media Brands today: Definition, Dimensions and Cross-National Differences

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One might use social media in a social marketing campaign but they are starkly different things. Social marketing is a marketing approach designed to influence behavior with the primary goal to be achieving the common good.

The first evidence of social marketing was in 1963 at the Indian Institute of Management when they introduced a national family planning program with high quality, government brand condoms distributed and sold throughout the country at low cost.

Other campaigns you know have followed the social marketing approach including anti-tobacco campaigns, skin cancer campaigns promoting the use of sunscreen with slogans like “Slip! Slop! Slap!”

AIDS, water conservation, and numerous health industry campaigns have also followed the social marketing approach.

Guest: Julie Colehour, Partner C+C
Julie is the co-author of Social Marketing: Behavior Change for Good, Edition 7
Connect with Julie on LinkedIn
Connect with Julie on Twitter
www.cplusc.com

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Measurement is a key part of the success of any professional communications plan. And it’s the same with internal communications. But the right kind of measurement, and measuring the right things is just as important.

A 2023 Deloitte Study shows 58% of corporate affairs leaders consider data and insights to be their top area for improvement. Good internal communication should go beyond proving value, it should be a strategic tool, helping leaders diagnose issues, find resources, create programs and take action based on insights from data analysis.

Guest: Aniisu Verghese, Ph.D.
https://www.aniisu.com/
[email protected]  

Look for Aniisu’s newest book Inclusive Internal Communications on Amazon

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