Moving forward, let's just assume all episodes are hot takes, ok?? 

Today, the Katies dissect the article 'You are the brand now' written by Kira Klaas in her On Brand Substack to unpack the evolving landscape of personal branding and its implications for corporate strategy and consumer behavior. 

We know that individuals are becoming brands themselves, and recognize the importance of visibility over skill, but how does that affect the changing expectations of employees in the workplace and how corporations partner with them? 

We also ask ourselves some big hairy questions that Kira raises in the article around the political implications of individual influence and what happens when non performing workers get all the glory online.

You can read the full articles we reference here:

• Kira's full 'You are the brand now' article on Substack: https://kiraklaas.substack.com/p/you-are-the-brand-now
• Scott Galloway's related post: https://www.profgalloway.com/people-are-the-new-brands/

Thank you to Kira writing this deeply thought-provoking article! 

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In Episode 36 of the Smart in Public Podcast, the Katies kick off with a shameless plug of the launch of Boysen's new business, Comms People and there was not a dry pit in the house as she talked about it for the first time publicly. 

The hot takes were really about the insights Boysen pulled from the Haymaker Media Summit, which mainly focused on the evolving role of AI in journalism and the importance (and hesitation) of go-direct communication strategies in public relations. We chat through the balance between go-direct and traditional earned media, highlighting the need for PR professionals to adapt to changing dynamics in the industry. 

Other topics include:

• The evolving landscape of media and journalism in AI
• Go-direct's  implications for CEO leadership
• The importance of building authentic relationships between journalists and PR professionals
• The shift towards analysis over opinion in journalism
• And the hottest take of all -- the legal ramifications for US companies using TikTok.

If you wanted a discussion around the challenges and opportunities in modern media, emphasizing the need for transparency and genuine engagement - you got it!

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In episode 35 of Smart in Public, Fana Yohannes, Founder of Flora by Fana and Here to Help (H2H), joins the Katies on the pod to chat personal and professional branding, building a future-proof network, navigating the job market, and the importance of a consistent online presence (with tips on how to actually do it without burning out). 

The evolution of networking is ongoing in the digital age, and Fana walks us through how to effectively develop content creation strategies for social media, and the role of platforms like Substack for both personal and professional impact. We also learn about the significance of engagement (including timing and formats) and how to manage our illusive overlord, the algorithm, to enhance visibility and attract opportunities.  

Thank you so much Fana for joining us! If you're keen to continue to learn from Fana you can follow her on instagram at:

• @itsfanay 
• @here2help

Takeaways

• Your online presence is crucial for job searching.
• Consistency on LinkedIn can attract opportunities.
• Engagement is key to increasing visibility.
• Video content is essential in today's digital landscape.
• Networking has shifted to a digital-first approach.
• Repurposing old content can be effective.
• Substack serves as a valuable supplementary platform.
• Reels require a more polished approach than TikTok.
• Practice makes progress in content creation.

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This week on Smart in Public, the Katies welcome Cristin Culver, founder of Common Thread Communications, to the pod. Cristin's approach to comms is unique -- and it has to be given she works across the Fintech, Proptech, and Legaltech industries. Her highly ROI driven comms strategies remove the safety net of saying 'comms is hard to measure' from her vocabulary, and her clients love her for it.

Learn how Cristin uses hybrid comms strategies, including the power of local storytelling, and hear her perspectives on the role of AI in modern PR. We dive into the significance of understanding local markets and the dynamics between B2B and B2C communications, and also learn a little bit about Cristin's challenges in the kitchen. Huge thank you to Cristin for coming on the pod - we laughed A LOT and learned even more in this one, and think you will too.

Takeaways

• The importance of building trust in regulated industries.
• Using local storytelling as a powerful tool for client engagement and trust-building in a community.
• Why hybrid communication strategies are essential for modern PR success.
• When understanding local markets is crucial for effective communication.
• Where AI is transforming the landscape of communications and making it more efficient.
• Why the dynamics of B2B and B2C communications are intertwined in real estate.
• Why local media remains a trusted source for community engagement.
• How consultants can provide valuable insights into local storytelling strategies.
• Why the evolution of communications requires adaptability and innovation.
• Where personal anecdotes can humanize the PR process and connect with audiences.

Chapters

• 02:16 - Cristin Culver's Journey in PR and Consulting
• 04:42 - Navigating the Challenges of Consulting
• 06:09 - The Importance of Trust in Regulated Industries
• 08:39 - Hybrid Communication Strategies for Success
• 11:21 - The Power of Local Storytelling
• 14:20 - Researching and Planning for Local Storytelling
• 18:11 - The Landscape of Local Media
• 20:28 - Tactical Approaches to Local Communications
• 30:22 - The Old School Newsroom Dynamics
• 32:16 - The Power of Local News and Paid Segments
• 34:12 - Startups and Local News Strategies
• 36:51 - Building Trust Through Local Stories
• 39:29 - The Importance of Local Expertise
• 41:47 - Real Estate Communications Challenges
• 46:07 - B2B and B2C in Real Estate Comms
• 47:53 - The Golden Era of Communications

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It's another Hot Take episode and The Katies are in a mood. 

Hot Take #1 (2:02): Emma Grede's statements around work-life balance were not completely out of line - she was just lacking tangible examples in her messaging. 

Hot Take #2 (25:30): X's search for a new comms lead validates that comms is a critical role at the leadership table.

Takeaways

• Work-life balance is often viewed differently by CEOs and employees.
• CEOs need to provide examples of HOW they maintain work-life balance to set a new executive standard in answering the work-life balance question.
• Every time a women gets asked about work-life balance, a fairy dies.
• If you' ask about flexibility in an interview, don't position it as work-life balance.
• Work-life balance looks different for everyone based on personal circumstances.
• X has an opportunity to reinvent itself by starting its own news publication to reposition the way it delivers news; the traditional X feed would be the comments section (we want credit for this!!)
• To manage a tough exec and/or founder, you need teammates that back you when you're not in the room

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In episode 32 of Smart in Public, the Katies are joined by Zixin Chai, Senior Partner at RICE, a FINN Partners Company, to learn about the comms and media landscape across Asia. 

Zixin guides Boysen & Dufficy through the challenges of working with multinational clients in Asia, cultural nuances, and the current talent pool in Singapore (where she's based). We also explore the media landscape, shifts in the communications industry, and the growing significance of internal communications across companies in Asia. 

Fun fact - did you know that Asia is not one big country? All jokes aside, this episode is full of insights around how to tailor your execs, storytelling strategies, and expectations across Asian countries. Thank you Xin for joining us!!! 

Chapters

• 02:35 - Xin's Journey in Communications
• 05:54 - Agency vs. In-House Experience
• 08:18 - Client Relationships and Ideal Client Work
• 12:40 - Working with Multinational Clients in Asia
• 18:33 - Cultural Nuances in Client Engagement
• 21:07 - Talent Pool and Industry Challenges in Singapore 
• 23:38 - Diversity and Inclusion in the Comms Industry
• 28:34 - Media Landscape and Storytelling in Singapore
• 31:41 - Engaging Journalists in the Digital Age
• 32:44 - Navigating Cultural Differences in Communication
• 34:55 - Understanding Local Customs and Etiquette
• 36:08 - Language Barriers and Business Communication in Asia
• 41:29 - Shifts in the Communications Landscape
• 44:20 - The Importance of Media Relations
• 46:00 - The Rise of Internal Communications
• 48:00 - Dumb and Private: Personal Anecdotes and Reflections

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In this episode of the Smart and Public Podcast, the Katies welcome Abenaa Hayes, Founder and CEO of Elysee Consulting. It won't take long in the episode for you to agree with us when we say that Abenaa AND her career are not only impressive, but incredibly interesting. Her experience in communications and brand spans across a wide range of companies - from start-ups to growth to established US and global firms in healthcare, social impact, and more. Abenaa’s professional mission is to guide leaders and brands who want to meet 21st century societal mandates head on by driving engagement and transformation through inclusive communications.

We also discuss the evolving landscape of public relations, the importance of inclusive communications, and how companies can navigate societal shifts. We're so grateful to have spent this hour with Abenaa and can't wait for you to listen.

Show references:

• Annie Jean Baptiste: Building for Everyone https://www.amazon.com/Building-Everyone-Practices-Googles-Inclusion/dp/1119646227
• Alison Taylor Higher Ground https://www.alisontaylor.co/higher-ground
• Forbes - Harvard Rebrands Their DEI Office “Community & Campus Life” In Latest Move To Evolve: https://www.forbes.com/sites/dougmelville/2025/04/29/harvard-rebrands-their-dei-office-community--campus-life-in-latest-move-to-evolve/

Chapters:

• 03:19 - Abenaa's Career Journey and Transition to PR
• 05:52 - The Importance of Inclusion in Corporate Culture
• 07:45 - Navigating Corporate Reputation and Authenticity
• 10:16 - Engagement Strategies for Brands
• 11:16 - Crisis Management in Corporate Communications
• 13:14 - Building Effective Messaging Frameworks
• 14:26 - Adapting Communication Strategies Across Industries
• 15:49 - Employee Enablement and Internal Communication
• 16:55 - The Future of Diversity and Inclusion
• 19:15 - The Interconnection of Business and Inclusion
• 21:28 - Using Employees as a Sounding Board
• 23:02 - Navigating DEI Pushback in the Current Climate
• 27:41 - Acknowledgment of Country: A Cultural Conversation
• 30:54 - The Importance of Representation in Communications
• 34:46 - Diversity in the Communications Field
• 39:16 - Local Talent vs. Expat Leadership
• 40:26 - AI and Inclusion: The Dangers of Bias
• 45:23 - The Importance of Diverse Voices in Brand Messaging
• 48:25 - Resources for Best Practices in Inclusion and DEI

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In this episode of the Smart in Public podcast, The Katies discuss the ins-and-outs of working with PR agencies, including the pros and cons of different agency types, best practices for finding the right agency, and how to build successful partnerships. We also delve into the RFP process, emphasizing the importance of communication and transparency in agency-client relationships. 

We have a tonne of experience in this space -- from both ends of the spectrum -- so this episode is packed with personal anecdotes and insights into the evolving agency landscape of PR (with a consulting twist!).

Takeaways

• Consider the type of work and budget when choosing an agency.
• Agencies can provide valuable ideation and media relations support.
• Building a strong partnership with your agency is crucial for success.
• Regular communication and transparency about budgets are essential.
• Don't hesitate to hire a consultant alongside your agency for specialized needs.
• Thank your agency for their hard work to foster a positive relationship.
• Be open about team dynamics and address any issues respectfully.
• Conduct due diligence when selecting an agency to ensure a good fit.
• Trust and mutual respect are foundational for effective agency partnerships.
• The RFP process should be fair and proportionate to the budget.

Chapters

• 07:11 - Exploring PR Agencies
• 14:19 - Finding International Agencies
• 20:08 - Building Strong Partnerships with Agencies
• 25:11 - Maximizing Agency Effectiveness
• 31:49 - Building Relationships with Clients
• 34:47 - Navigating the RFP Process
• 39:31 - Feedback and Stakeholder Engagement
• 43:10 - Evaluating Agency Performance
• 46:27 - When to Consider an RFP
• 48:30 - Recognizing Agency Contributions
• 50:50 - The Future of Agencies and AI

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It's a HOT TAKE BAY BEE! In this bonus episode of the Smart in Public podcast, the Katies slightly unravel talking about Blue Origin's recent space mission featuring an all-female crew. They unpacked the publicity leading up to the launch, how it aligned to Blue Origin's company mission, the media's reaction, the public backlash, and the implications of celebrity involvement in space exploration. Yes we did some [heavy] critiquing on the PR strategy around the mission, including the focus on superficial aspects rather than substantive discussions about women in STEM and the role of NASA amidst budget cuts. They also reflect on the impact of wealth on space tourism and the need for humility in celebrity culture, ultimately celebrating the achievement while calling for a more meaningful narrative around women in space.

Chapters

• 03:04 - The Crew and Their Significance
• 06:05 - Public Perception and Media Coverage
• 08:57 - The Role of Celebrity in Space Exploration
• 12:06 - Critique of Blue Origin's Messaging
• 15:03 - The Broader Implications for Women in STEM
• 18:08 - Conclusion and Reflections on the Future
• 19:40 - Gail King's Perspective on Space Travel
• 22:00 - The Cost of Space Travel and Public Perception
• 24:35 - Celebrity Influence and Public Relations in Space
• 26:04 - Katy Perry: Public Image and Controversies
• 29:58 - Reflections on Female Representation in Space
• 33:01 - Concluding Thoughts on Space Exploration and Celebrity Culture

Key Takeaways

• The crew consisted of notable public figures, raising questions about representation.
• Media reactions highlighted the superficial focus on celebrity appearances.
• Criticism arose regarding the lack of substantive discussions on STEM.
• NASA's budget cuts coincided with Blue Origin's flight, raising concerns.
• The wealth disparity in space tourism was a significant point of contention.
• Gail King's comments sparked backlash regarding the mission's purpose.
• Katy Perry's involvement drew mixed reactions about celebrity influence.
• The conversation emphasized the need for humility in celebrity culture.

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In this episode of the Smart in Public podcast, the Katies discuss the significance of data storytelling across executive messaging, narrative creation, cross-functional campaign development, industry positioning, and public relations. They explore various types of data research, the importance of sample size, and how to effectively leverage data for storytelling and media engagement. The conversation walks comms & marketing leaders how to strategically plan and collaborate across business functions to maximize the impact of data-driven narratives.

Takeaways

• What data storytelling programs are and how they can can be a critical   communication tool
• Learn good and bad examples of data storytelling
• Why sample size is essential for credible research findings
• Where data can fill gaps in narratives where proof points are lacking
• How to successfully collaborate across business functions to enhance the impact of data
• Why timing is key when releasing data to align with external events
• When to refresh your data should be refreshed in order to remain relevant
• Why quick and dirty research has a limited lifespan
• How engaging journalists with exclusive data can yield better results
• Planning early is critical to avoid rushed research processes

Chapters

• 08:10 - Data Storytelling: The Importance of Data in Communication
• 10:33 - Successful Examples of Data Storytelling
• 13:34 - Challenges in Data Storytelling
• 16:30 - Aligning Data Research with Business Goals
• 19:27 - Funding and Cost Considerations for Research
• 24:30 - Understanding Research Costs and Sample Sizes
• 30:38 - The Importance of Data Storytelling
• 38:33 - Maximizing the Longevity of Data
• 40:54 - Key Recommendations for Effective Data Use

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