No guest this week as Carmen and Nic discuss the very question that most business owners and communicators ask us the most.

How do I become a media asset? Someone that the media goes to, seeks their opinion and advice. A person that is trusted and professional in their delivery to the media. This is something that many are aspiring to do.

The three best pieces of advice that Nic and Carmen share are dissected and expanded upon for all to benefit from. Some will surprise, some will be quite simple, and others are a mindset that will need work. The theme though is very achievable for all who put a little work into it.

Come and join Carmen and Nic’s best tips. Come into the Expert Podcast classroom and let’s get to work making you the best media asset you can be. There is homework for listeners to do and we hope that you enjoy this classic banter between the broadcaster and the PR professional.

Manners seem to have been left at the door these days and there are lot of factors that have caused this. Modern technology and communication platforms seem to be fertile grounds for rude and unruly behaviour. One of the earliest messages that I received in business was that it was better to be nice than it was to be mean. Very simple message but one that works to develop a respectful relationship with family, friends, and colleagues. Our chat this week on The Experts is all about etiquette and manners. Something all our politicians should tune in to.

Louise Percy of the Percy Institute is a business that trains and teaches you manners and etiquette. Something that isn’t prolific anywhere these days and has become quite novel for those that are looking to stand out. Louise has a fascinating history working in media with some of Australia’s great politicians such as Malcolm Fraser and Paul Keating. This wonderful backstory has both Carmen and I sitting on the edge of our seats listening to what it was like for some of Australia’s best-known politicians when there was no social media or a 24-hour news cycle.

There is a big difference between protocols, etiquette, and manners. Our expert Louise Percy breaks down each of these beautifully. In 1992 it started as a finishing school with a My Fair Lady approach to then becoming an Institute of International Protocol. The ability to communicate face to face has become difficult for many and the simple respectful behaviours seem to have been lost. It’s not just what you say, it’s how you say it, it’s your mannerisms, your body language. There is so many non-verbal cues that we are either delivering or not delivering that we need to work on. These are skills that need to be exercised.

Etiquette is the choice to show respect. Louise says it all starts at the family dinner table where the skills and communication tools are learned. There seems to be a gap in this practice recently. Louise shares some wonderful tips on how to communicate with younger people and getting them to take an interest, demonstrate empathy and really connect with them. This is a delightful chat of respect, values, interest, intelligence, behaviour, and everything that builds solid relationships. Not just for the corporate and business world because there is a lot of people that are finding themselves in new relationship situations as they get older.

This week on the podcast we talk purpose and what it means to businesses and how it can help them become better at what they do both internally and externally. You will quickly gather that our guest has a lot to offer to small, medium, and big business in understanding what we do and why we do it. It’s a fascinating chat that anyone that is in leadership or owns a business should go through the exercise of discovering more about themselves. Too often we are caught up in our business and not working on our business.

Dave Clare is an author, coach, speaker, and trainer in all things purpose. When you listen to Dave riff about the very core things that he is obviously passionate and enthusiastic about you can hear it in his voice (and Canadian accent) that he is an engaging speaker and presenter. His ability to break down complicated thinking or theories that a business owner might have is clearly conveyed back to them in what they can understand but maybe more importantly what their customers “who they choose to serve” can easily understand.

The chat has so much value, but this did catch the attention of our co-hosts Carmen and Nic when Dave started talking about SHIT values. An acronym that every business seems to claim as their values, Service, Honesty, Integrity, and Trust. These are the very core for every business and should be taken as a given. It’s the values that are unique to you and your business you need to make sure are published and adhered to from the top down that will make you stand out. The way Dave articulates this is again why all businesses need to get coached regularly through this process.

Without doubt this podcast will make you think. The other gold that you should be looking out for is the FLOW. Another great message hit home is that employees are looking for coaches and not bosses. Make sure you learn the number one rule don’t call your employees “staff”, a mistake Nic Hayes is not likely to repeat. Right from the start of this chat we are working on our business which you can play along by asking the same questions with your business. If you can get Dave into your office to look at your purpose and values, be assured the effort and the investment is well worth it.

It wasn’t that long ago that our guest on the Experts Podcast was a face that you will remember as a journalist on the very popular television current affairs program Today Tonight. Her journey has taken her on a new path to work behind the scenes telling other stories but there was one story that she needed to tell. Her own. This very brave woman has documented and recorded her challenges and trials of getting pregnant and starting a family. It is one of the most personal stories that is told that has an incredible response with those that are experiencing similar issues.

Cassie Silver is in the studio talking to Carmen and Nic and it doesn’t take long before you start to hear the raw emotion in the storytelling of this former journalist and now content producer for brands via her own production company Silver Lining & Co. There is even the occasional interruption from the very joy that Cassie will describe has her greatest accomplishment, her son Stan. Cassie started a podcast “What to expect when you are injecting?” a focus on infertility, IVF, miscarriage, health, and motherhood. A very raw and authentic podcast of the emotions, the tragedy, the wins, the real issues that a family experiences. It has been so powerful.

One of the great messages amongst many that we get to hear from Cassie is her determination to deliver authentic stories that we all can take on board in our own content production. Her podcast is a classic example of that but that has now carried over into her work as a ‘storyteller’ for her clients across a broad section of sectors. The quality of the work improves, and the audience can connect with real storytelling in a very deep and meaningful way. The personal touch is very special, a very human story is so powerful. If you can do this as an expert with your content, then you will be successful.

It’s very hard not to get emotional around this topic and the feedback that Cassie has received over her time has made it all that more rewarding. What did start as an exercise of helping her get through the experience by doing a podcast has been a support for people all over the world. The bravery to be so open, so candid about something so private is an inspiration to so many. It is fascinating that Cassie’s job was always to tell other people’s stories, but it was her own that has changed everything.

Danielle Geagea by Media Stable

While in media we can see so much is changing but there is so much that hasn’t. There are elements of communication that will remain the same forever and the very basics are never lost. Sure, the platforms are changing, the audiences have greater choice, and we are experiencing very unusual times. This week we talk to a veteran of media, a producer across radio and television. He has also dabbled in the corporate communications world which really gives this expert a well-rounded approach to communications.

Phil Sylvester is the General Manager of Media Stable based in Sydney and his pedigree of media is quite phenomenal. Having worked with some of Australia’s most influential presenters and programs he now controls the east coast region of Media Stable supported by a very capable team of journalists and engagement managers. Phil is a student of ‘earned media’ and ‘content marketing’ in fact Phil was doing it long before a term was coined for it. There is a reason why corporates and big business like to employ media people and journalists. They get communication.

From the start of the podcast Phil is filling us with content gold and you can hear the messages come out from this great storyteller. His experience and high energy and love for media is rare these days particularly from the behind-the-scenes space of an agency like Media Stable. Not short of an opinion or a position he certainly has made an incredible mark on the experts that frequent the services of Media Stable. They have benefitted with greater engagement, better pitches, and storytelling.

Even crafty communicators and teachers of media Carmen Braidwood and Nic Hayes felt like they got a good old-fashioned communications lesson from Phil. Experience and relationships are everything in media and we get to hear from a master in this podcast. While the trends will continue to change the fundamentals of communication don’t. We must be better in this space and be careful that you don’t get caught up in the glitz and glamour of those pretending that they know media and communications.

Our guest on The Experts is an academic and a successful media commentator. He understood early that it wasn’t good enough to just write for journals and keep the opinion and position on matters strictly to the lecture theatre. It is critical for any expert that they make sure that they are known, are prepared to comment and be available. Three critical characteristics of a successful expert. The very first television appearance for this United States politics expert was with Derryn Hinch on his Sky News show. He nailed it!

Associate Professor Aiden Warren from RMIT got his start in media not because of the media team at RMIT. In fact, they had to contact him after he appeared on Melbourne talkback radio station 3AW. The media engagement was setup by his friend at Media Stable and they have been putting him forward to media ever since. Aiden walks through his experiences of engaging media and has many useful tips to help first timers to work with mainstream media.

The chat quickly turns to reluctance from academic experts to be more media savvy and get themselves known despite the obvious benefits that come with building your personal brand. Nic recalls a podcast chat with Dr Kathryn Shine of Curtin University and the steppingstone for female academics to put their hand up to represent their field of excellence or expertise. This is one big pep talk for more academics to be more accountable in mainstream media and start sharing their thoughts and opinions in media.

There is so much more academics and great theory driven educators can be doing in mainstream media. Following the advice and example of Aiden would be a good start for many in the education sector and don’t rely on the University media team. In the most they are ineffective, out-of-date and have very few valid media connections. It’s your personal brand so you want to be responsible for it.

A chance for Carmen Braidwood and Nic Hayes to properly catch up and have a chat about each other. A deep dive into what each brings to the table when it comes to working with the media. What they bring to the communications cycle and how to prepare, pitch and engage media. Some might say this is a little ‘self-indulgent’ but after listening to the two of them you get to understand a little better where they sit in the media cycle.

Carmen is a media professional and without doubt the podcast has picked up to new levels of quality and value for the listener. Her business “Confidence on Camera” is critical in a world where so much content is presented online and in video format. The ability to produce, present, and amplify your messages and opinions through the lens has become so critical for small and medium sized businesses.

Nic has worked in media 25 plus years now and predominately behind the scenes in the media intelligence sector, PR, journalism and now running Media Stable a platform where experts and media connect through quality content. A tool that media and businesses have been using over the last decade and getting great results for their personal and business brand.

The chance for Carms and Nic to riff without notice is what they will both say is the most fun. You listen to them each week interviewing a fascinating expert or media but what is it that each of them does? What do they enjoy? Where did it all start? It’s a good little insight into the two presenters of The Experts from where they have been, where they are and where they are going.

Trevor Cochrane by Media Stable

In this episode of The Experts Podcast we talk radio, the future of the industry, the competitiveness, the losses, the gains and what it takes to make good radio for an audience. Carmen and Nic get to spend some time with the boss of ABC here in Perth and feel out what makes a good story and good talent. There has been a lot happening at the national broadcaster particularly over the last 12 months and we go straight to the top to find out what has been happening. There were certainly some uncomfortable moments for our guest when we got a little personal and you can see that the station is more than a job, its family.

Sarah Knight is our guest this week and she is the Local Manager ABC Radio Perth. A voice you will have heard over the last 33 years maybe in the regions and locally as a broadcaster in her own right. When quizzed which would you prefer broadcasting or managing? It’s a resounding preference to broadcast, “wouldn’t anyone choose that?” Sarah has a very clear understanding of her audience, what changes have come into play in recent times and where the station is heading. Local is at the heart of every decision that is made and that is very clear particularly with the programs and presenters that are in place today.

The loss of Russell Woolf last year was brought up and you can hear the pain and raw emotion that Sarah and the ABC family still feel for his passing. It was so unexpected but the way everyone came together it was such a special moment and opportunity for the station to share ‘Rusty’s’ life so publicly. The other great character and ratings giant Eoin Cameron also got a mention because of the effect his passing had on Perth and the ABC family. It’s been something that Sarah wouldn’t want to go through again but hats off to the way the whole station and the audience said goodbye to some radio legends. We did have a few laughs remembering them as characters.

The idea that the ABC doesn’t listen or look at the competitors is squashed quickly. Of course, they are looking at their stories and talent. It is a competitive industry, and you would be worried if they weren’t. There is no exact algorithm for what makes the perfect radio story, but Sarah correctly identifies the highest engaged segment for radio is when a linguist expert comes on. Everyone goes crazy for it and that also applies to commercial radio who love a ‘wordsmith’. We don’t always know what makes great radio, but we do know the ABC Radio Perth is in good hands with Sarah steering the ship.