The PR Maven Podcast

Telling your story is a big part of building your brand. In this episode, Mads Hanna starts off by talking about her career and how it led her to brand storytelling. Mads explains how you can breathe storytelling into your brand, the four fundamental pieces for brand storytelling and when having a clear story is important in all aspects of your business. Nancy and Mads also discuss how brand storytelling is important to staying relevant, especially with all the different methods of sharing your story today.

2:29 – Mads explains how she grew up telling stories and how her mom suggested that she pursue a career in public relations.

4:22 – Nancy and Mads talk about staying relevant and consistent.

10:26 – After working in PR at the beginning of her career, Mads describes how she took a gap year (or two) and went abroad, becoming a digital nomad.

17:54 – Mads shares how to breathe storytelling into a business.

20:12 – Mads lists the four fundamental pieces for brand storytelling.

27:37 – Mads explains how storytelling impacts all aspects of your business or brand, helping make sure everyone is on the same page.

33:31 – Mads talks about the importance of consistency which can allow customers to see themselves in your brand and help them trust the brand.

36:26 – Mads gives her advice to PR professionals on how to incorporate storytelling into their work.

38:11 – Mads shares some resources that have helped her.

Quote

" I think everybody needs to understand the story so they can bring it to life within their own discipline. I look at everything. How are we telling our story here? Is there a moment where we can bring the identity to life? Have that surprise and delight moment. We can catch people off guard and show that they're seen and heard." – Mads Hanna, founder of Curated Compass

Links:

Check out these other episodes featuring storytelling:

Episode 219: Growing Your Passion Into a Brand

Episode 114: How to build brand exposure by understanding your story

Episode 77: How to tell stories that build authenticity and relationships

Pure Barre: https://www.purebarre.com/location/portland-me

Unilever: https://www.unilever.com/

Intuit QuickBooks: https://quickbooks.intuit.com/

Heroic Public Speaking: https://heroicpublicspeaking.com/

Sugarloaf: https://www.sugarloaf.com/

StoryBrand: https://storybrand.com/about/

I and love and you: https://iandloveandyou.com/

Cultish by Amanda Montell: http://amandamontell.com/cultish/

Defining Decade by Meg Jay: https://megjay.com/the-defining-decade/

About the guest:

Mads Hanna has 12 years of blended work experience across PR, copywriting, storytelling and brand strategy. She's worked with big-box consumer lifestyle brands like Unilever (frozen novelties and spreads) and B2C tech companies like Intuit QuickBooks. She now runs her own remote-always brand storytelling studio where she partners with founders and small business owners to help them articulate their story and share it with the masses.

Looking to connect:

LinkedIn: https://www.linkedin.com/in/madshanna/

Website: www.curatedcompass.com

Because of the Covid-19 pandemic, the art of the podcast became a full-blown renaissance. But in truth, podcasting predated the coronavirus, responding to the evolving wants and needs of young listeners who don't just want to blast the radio in their cars.

Around the globe, there are more than 400 million podcast listeners who tune in for all sorts of content. Because of that high listenership, there are over 2 million independent podcasts with tens of millions of episodes between them. That's right: Over 2 million podcasts.

Nowhere is the podcast more popular than in the United States, which lays claim to the most podcast listeners in the world (over 100 million). The growth in recent years has been astounding. Nearly 80% of Americans over the age of 12 are now aware of podcasts – up more than 30% from a decade ago. Even in 2015, only a minority of Americans considered listening to podcasts in their day-to-day lives. So much has changed in less than a decade.

Continue reading here.

The article read in this episode originally appeared on the Forbes Agency Council CommunityVoice™ in December 2022.

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TikTok is the fastest-growing social media platform worldwide, surpassing social media giants like Facebook, Instagram and Twitter. In this podcast episode, Anna McDermott shares some of the tips she has learned from creating TikToks for Marshall Communications. Anna also shares the data and demographics that prove why TikTok is an important PR and marketing resource for your business.

1:32 – Anna explains how her career started in the hospitality industry.

2:40 – Anna describes how she started using TikTok for herself personally and for Marshall Communications.

3:38 – Anna talks about the kinds of videos she creates.

5:04 – Anna shares what some of her most popular videos have been so far.

6:08 – Anna explains what Marshall Communications' goals are for using TikTok.

11:48 – Anna talks about how social media fits into PR.

12:26 – Anna describes the demographics for TikTok.

14:20 – Anna explains why you should consider using TikTok.

16:27 – Anna talks about the algorithm on TikTok.

18:45 – Anna explains how to share a TikTok video to Instagram Reels.

Quote

"Most public relations agencies are not doing TikTok. They have experience with the older, familiar platforms like Instagram, Facebook and LinkedIn. We're kind of on the cutting edge, I think, for social media marketing, and that's where we as an agency want to be. We want to be at the intersection between traditional PR and social media marketing. I think TikTok is helping position us very well for that." – Anna McDermott, account supervisor at Marshall Communications

Links:

Listen to Anna's first episode on The PR Maven® Podcast.

Listen to Kat Child's episode of The PR Maven® Podcast.

Listen to Chip Carey's episode of The PR Maven® Podcast.

University of Southern Maine: https://usm.maine.edu/

Down East Magazine: https://downeast.com/

Mainebiz: https://www.mainebiz.biz/

About the guest:

With a passion for creative strategy, Anna brings nearly 20 years of experience to our Marshall Plans. Her insightful work highlights each client's unique qualities and connects them with targeted audiences and media. Anna's areas of expertise include crafting vibrant copy for press releases, pitches, newsletters, SEO and other promotional materials as well as bringing a fresh perspective to social media marketing. Recently, Anna has been creating TikToks for Marshall Communications and is here today to teach us about TikTok!

Looking to connect:

Email: [email protected]

TikTok: @marshallcommunications

Did you know that the Gulf of Maine is warming faster than 96% of all the world's oceans? Anna Dibble joins Nancy to talk about her environmental advocacy as an artist and what Gulf of Maine EcoArts is doing to shine a light on the impacts of climate change. Public relations plays a key role in helping spread the word about art exhibits, including the Gulf of Maine EcoArts' latest collaboration with Maine Maritime Museum, an exhibit called "SeaChange: Darkness & Light in the Gulf of Maine." Listen to this episode to find out what role PR plays and learn more about the SeaChange exhibit.

2:47 – Anna explains how growing up around nature led her to her career and helped her realize how there is a disconnect between most people and the natural world.

4:38 – Anna talks about the inspiration behind the SeaChange exhibit at Maine Maritime Museum.

10:15 – Anna describes what she hopes will come out of the SeaChange exhibit.

14:26 – Anna shares how PR is important for all the different aspects of SeaChange, whether the exhibit is being covered from an environmental or artistic perspective.

17:10 – Anna explains how PR can help promote art exhibits.

18:55 – Anna talks about working with interns to create the SeaChange exhibit.

21:52 – Anna shares one of her favorite books and some environmental authors that have impacted her work.

Quote

"I've had to do a lot of publicity for myself and for the arts, it's extremely important because the arts in our culture are almost put in this separate category. It's too bad they're not more part of the culture the way they are in Europe and Canada and even Mexico. They are separated so publicity is extremely important, I think. Otherwise, word of mouth isn't enough. We need the press." – Anna Dibble, founding director of Gulf of Maine EcoArts

Links:

Listen to Amanda Pleau's episode of The PR Maven® Podcast.

Colin Woodard's Gulf of Maine series: https://www.pressherald.com/2020/09/07/mayday-gulf-maine-distress-six-part-series-from-colin-woodard/

Bigelow Lab: https://www.bigelow.org/

Maine Maritime Museum: https://www.mainemaritimemuseum.org/

Conservation Law Foundation: https://www.clf.org/

Commentary: Art Can Help Us Understand the Gulf of Maine's Warming Problem: https://www.pressherald.com/2023/02/06/commentary-art-can-help-us-understand-the-gulf-of-maines-warming-problem/

Intertidal: Maine Maritime Museum Exhibit Features Underwater Mountain Range: https://www.pressherald.com/2023/02/09/intertidal-maine-maritime-museum-exhibit-features-underwater-mountain-range/

Where Art and Science Intersect: https://news.colby.edu/story/where-art-and-science-intersect/

Maine College of Art & Design: https://www.meca.edu/

Saint Joseph's College of Maine: https://www.sjcme.edu/

Maryland Institute College of Art: https://www.mica.edu/

"Cloud Cuckoo Land" by Anthony Doerr: https://www.amazon.com/Cloud-Cuckoo-Land-Anthony-Doerr/dp/1982168439

Gretel Ehrlich: https://www.amazon.com/Books-Gretel-Ehrlich/s?rh=n%3A283155%2Cp_27%3AGretel+Ehrlich

Barry Lopez: https://www.amazon.com/Barry-Lopez-Books/s?k=Barry+Lopez&rh=n%3A283155

Paul Kingsnorth: https://www.paulkingsnorth.net/books

About the guest:

Anna Dibble is a visual artist, project designer and curator. She has shown her work in galleries and museums in the northeastern United States since 1971. Between 2018 and 2023, she founded and directed a project-based initiative, and produced two collaborative large-scale, year-long sculpture and environmental exhibitions. In the past, she worked in the animation industry in Los Angeles, San Francisco and New York at Disney, Sesame Street and Electric Company, Marvel and Hanna Barbara.

Looking to connect:

Instagram: @anna.dibble

Website: www.gulfofmaineecoarts.org

Personal website: www.annadibble.com

Social engagement is the name of the game for business leaders. As we move into the new year, take some time to consider your own social capital and goodwill. The key to branding yourself is the impact you have on others – whether or not they know, like and trust you. Elevating your social capital and fostering goodwill among others (including clients and customers) takes your entire brand to another level.

Ask yourself: Am I (still) relevant? Am I (still) recognizable in the eyes of others? Because online branding is so important these days, relevance and recognizability come down to "searchability" – your presence in Google Search. When people search for your name or your business, they want to see your expertise. They want to see thought leadership. They want to see content that demonstrates unique know-how – from LinkedIn posts and tweets to news stories and op-ed columns.

Continue reading here.

The article read in this episode originally appeared on the Forbes Agency Council CommunityVoice™ in December 2022.

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How can you get your pitch noticed? In this episode, Rob Caldwell describes what he looks for in a pitch. If you tell a story in your pitch and make sure it is targeted to the media outlet, your pitch will be more likely to get noticed. Sending a handwritten note can also break through the clutter and help you stand out. Also, someone with a lot of personality will increase the chances of your story being covered or being featured in a cooking segment. Listen to the episode to find out more tips and learn about Rob's career.

3:05 – Rob shares how he had no plans to get into broadcasting, but quickly realized he didn't want to be a cab driver after graduating from college.

14:11 – Rob gives his advice on how to become better at interviewing, starting with having a genuine interest, curiosity and being prepared.

18:16 – Rob explains that he is always looking for a good story and broad appeal in a pitch, specifically stories about people with lots of personality.

25:28 – Rob talks about handwritten notes and how they can help you break through the clutter.

28:32 – Rob recalls how TV, media and news have changed since he started his broadcasting career.

30:42 – Rob explains how NEWS CENTER Maine uses social media to promote its programming.

35:29 – When it comes to the NEWS CENTER Kitchen, Rob shares that they are looking for people with personality in addition to having talent in the kitchen.

40:48 – Rob shares a resource that helped him figure out a career path he did not want to take.

Quote

"Tell me a story. That's what I want to hear in a pitch, or from anyone, whether it's a pitch from a PR professional or from the person I meet on the street. What's the story here? Why is this a story that people will want to hear? " – Rob Caldwell, anchor and reporter for NEWS CENTER Maine

Links:

Listen to Bill Green's episode of The PR Maven® Podcast.

Listen to other episodes about handwritten notes:

Tate Sandrock

Christine Richards

60 Minutes: https://www.cbsnews.com/60-minutes/

Pure Barre: https://www.purebarre.com/location/portland-me

Portland Press Herald: https://www.pressherald.com/

O'Maine Studios: https://omainestudios.com/

"One L" by Scott Turow: https://www.amazon.com/One-Turbulent-Story-Harvard-School/dp/0143119028

About the guest:

Rob Caldwell is an anchor and reporter for the NBC television stations in Maine, WCSH in Portland and WLBZ in Bangor. He has done thousands of interviews and stories in his 41-year career and his stories have received honors that include regional Emmys and a national Edward R. Murrow award.

Since 2003, he has been the co-anchor of "207," a news magazine that airs weeknights at 7 p.m. In 2015, he was inducted into the Maine Association of Broadcasters Hall of Fame.

Looking to connect:

Email: [email protected]

Website: www.newscentermaine.com

Nancy's love of public relations started early on when her father, an electrical engineer for Westinghouse Electric Corporation, suggested she pursue a career in PR. After graduating from Colby College, Nancy worked at Sugarloaf as the assistant director of communications. In 1991, Nancy opened her own agency with Sugarloaf as her first client.

Because of her love for PR, Nancy always wanted to experience her clients' businesses and show that she had the credentials to be the spokesperson for these organizations. When she worked for Sugarloaf she became a certified ski instructor, for Northern Outdoors she become a whitewater rafting guide, for the Victory Chimes Windjammer she learned what it was like to be a member of the crew and for Orvis she learned fly tying and how to fly fish.

Nancy wraps up the episode by answering the question, "What do you love about public relations?"

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Do you wonder what it takes to build a strong community for your brand? In this episode, find out how the Trek Across Maine builds their brand community and how you can get involved. The Trek Across Maine benefits the American Lung Association, bringing people together from across the country and the world to support healthy lungs and clean air. The mission brings everyone together, but the experience keeps the community close. Listen to find out how Gale Auclair became part of the Trek Across Maine community and how her work is helping to grow that community even further.

4:08 – Gale describes how she was introduced to the Trek Across Maine through volunteering.

6:20 – Gale shares that her passion for her job is what keeps her in Maine.

10:09 – Gale provides all the information you need to know about the Trek Across Maine including the dates and what the route will look like this year.

14:53 – Gale explains how to sign up for the Trek Across Maine.

21:34 – Gale talks about how much the Trek Across Maine raises and where that money goes.

22:45 – Gale lists some of the different reasons why people ride.

24:52 – Gale gives some information about the virtual Trek.

Quote

"The Trek is this tool that helps people meet other people. They solve a personal challenge. They might make a decision on what type of journey they are going to go on. They make friends for life. It's a healing tool. I really believe that." – Gale Auclair, senior development director for the Trek Across Maine

Links:

VIP Tires & Service: https://www.vipauto.com/

L.L. Bean: https://www.llbean.com/

Puritan Medical Products: https://www.puritanmedproducts.com/

Courtyard by Marriott Portland Downtown/Waterfront: https://www.marriott.com/en-us/hotels/pwmcd-courtyard-portland-downtown-waterfront/overview/?scid=f2ae0541-1279-4f24-b197-a979c79310b0

Garmin: https://www.garmin.com/en-US/

Hammond Lumber: https://www.hammondlumber.com/

Martin's Point Physical Therapy: https://martinspoint.org/become-a-patient/learn-about-our-services/physical-therapy

Central Maine Healthcare: https://www.cmhc.org/

Bank of America: https://www.bankofamerica.com/

Mid Coast - Parkview Health: https://www.midcoastparkviewhealth.com/

Kennebec Savings Bank: https://www.kennebecsavings.bank/

Bangor Savings Bank: https://www.bangor.com/

Spectrum Medical Group: https://spectrumhcp.com/

Cross Insurance: https://www.crossagency.com/

Bilodeau Insurance: https://bilodeauinsurance.com/

Maine State Credit Union: https://www.mainestatecu.org/

Blueberry Broadcasting: https://www.wtosfm.com/

WGME: https://wgme.com/

Down East Magazine: https://downeast.com/

Fielder's Choice Ice Cream: https://www.fielderschoiceicecream.com/

Vibe Media Production Co.: https://www.vibemediaproductionco.com/

Gorham Bike & Ski: https://www.gorhambike.com/

CycleMania: https://www.cyclemania1.com/

Ski Rack Sports: https://skiracksports.com/

SideCountry Sports: https://www.sidecountrysports.com/

The Rusty Crank: https://www.rustycrank.com/

L.L. Bean Bike, Boat & Ski: https://www.llbean.com/llb/shop/1000001707?page=store-bike-boat-ski

Rainbow Bicycle: https://rainbowbike.com/

Ernie's Cycle Shop: https://www.erniescycleshop.com/

About the guest:

Gale Auclair was born and raised in New Jersey as one of five children. Her parents would bring the family to Newport, Vermont, every summer to visit their grandparents and rent a house on Lake Memphremagog. Gale was adamant that she was going to one day live in Vermont! After graduating from Trinity College in Burlington, Vermont, with a Bachelor of Science, Gale started a family in St. Johnsbury and began her career in management. She then moved to Winooski, to work with the Vermont Children's Aid Society as a development assistant. After 33 years of calling Vermont her home, Gale moved to Augusta, Maine. Her love of development brought her to work at the Sisters of Mercy in Portland and after four years, to the American Lung Association in Augusta as a development manager. After 15 years, Gale is now the senior development manager for the Trek Across Maine where she manages a six-member development team and a million-plus dollar event.

Gale lives in Augusta, Maine, with her husband, David Auclair, and their dachshund, Molly. Gale is a long-time antiquer and enjoys decorating. Her house is ever-changing with treasurers. As David says, "Don't stand still too long – she may sell you!" They share a blended family of three sons and two grandchildren. Gale's old federal-style home which speaks to her and the fact that everyone is family in Maine never has her yearning to be anywhere else but home.

Looking to connect:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/gale-auclair-67495712/

Website: http://trekacrossmaine.org/

"Do what you love, and the money will follow." But will it? Michael Katz used to be a big believer in this theory but now he's not so sure. In this episode, Michael talks about the two parts of his career: the first part where he had unfulfilling jobs and the second part where he developed his own business. Specializing in email newsletters, Michael explains the importance of doing what you are good at and being likable to your target audience. Michael connects the topics discussed in the episode by explaining that growing a career out of something you are good at is the key to loving what you do and being able to make money doing it.

3:30 – Michael describes the two parts of his career, before and after founding Blue Penguin.

6:32 – Michael talks about why e-newsletters are still valuable.

12:43 – Michael explains how e-newsletters and social media can work together.

14:50 – Michael compares being likable and being good at what you do.

21:50 – Michael shares his new theory of making money by doing what you love, including the critical component of being good at what you do.

26:33 – Michael talks about the highs and lows of entrepreneurship.

28:14 – Michael shares a book that has been helpful to him.

Quote

"What I think is a better approach, actually, is to figure out: What are you really good at? That's hard, too, for a lot of people because again, it's not usually 'I can play the guitar or play basketball' as a thing that I'm the best at." – Michael Katz, Chief Penguin at Blue Penguin

Links:

Listen to Michael's first episode on The PR Maven® Podcast.

The Likeable Expert Gazette: https://bluepenguindevelopment.com/newsletter-blog/

"The Likeable Expert" by Michael Katz: https://www.amazon.sg/Likeable-Expert-Insights-Start-Business/dp/1975606663

"Company of One" by Paul Jarvis: https://www.amazon.com/Company-One-Staying-Small-Business/dp/1328972356

Stephen Church: https://www.copywriternorthampton.co.uk/

About the guest:

An award-winning humorist and former corporate marketer, Blue Penguin founder and Chief Penguin, Michael Katz, specializes in coaching professional service firms and solos in improving their marketing.

Since launching Blue Penguin in 2000, Michael has been quoted in The Wall Street Journal, The New York Times, Business Week Online, Bloomberg TV, Forbes.com, Inc.com, USA Today, and other national and local media.

He is the author of four books and over the past 20+ years has published more than 500 issues of "The Likeable Expert Gazette," a twice-monthly email newsletter and podcast with 6,000 passionate subscribers in over 40 countries around the world.

Michael has an MBA from Boston University and a bachelor's degree in psychology from McGill University in Montreal. He is a past winner of the New England Press Association award for "Best Humor Columnist."

Looking to connect:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/michaeljkatz/

Website: https://bluepenguindevelopment.com/

Podcast: https://podcasts.apple.com/us/podcast/the-likeable-expert-podcast/id129322485

Using hashtags can often seem a bit overwhelming and confusing. With the unlimited number of hashtags and variety of social media channels using them, you may be asking, "What hashtags should I use? How many should I use? Should I even use hashtags?"

The bottom line is that hashtags should be used, and they do benefit social media marketing efforts when used correctly. They can help improve social media visibility, encourage user engagement and clue you in on industry trends. Here are some strategies a brand, business or individual social media account can utilize to improve their hashtag usage.

Continue reading here.

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