EPISODE 6: How paid, earned, and owned can benefit each other in times of crisis – featuring Michele Moore, CCO, ACLU, and Jeanine Liburd, chief marketing and communications Officer for BET Networks
Michele Moore and Jeanine Liburd discuss the strengths of paid, earned, and owned media in handling a crisis, how do you determine the best mix of advertising, PR, and marketing during these times, how the president effectively uses social media, which department – comms or marketing – takes the lead during a crisis, and some best case examples from companies that expertly handled crises in the past.
EPISODE 5: Smashing Silos – Aligning Communications with Other Disciplines – featuring Tara Rush, Heineken, and Bryan Specht, Olson
Tara Rush and Bryan Specht explain the importance of smashing silos; discussing how they changed their organizational structures to promote cross-disciplinary, cross-departmental teams; the challenges to working in this type of environment; and the type of ROI that is possible after implementing a cross-disciplinary approach.
EPISODE 4: The Great Debate: Earned versus Paid Media – featuring Rosemary Mercedes, Univision, and Jessica Shih, Verizon
Rosemary Mercedes and Jessica Shih weigh in on The Great Debate: Earned versus Paid Media, discussing how the marketing mix has evolved in the past number of years, what channels are their brands devoting more or less time and resources to, and why? And our guests outline how earned media can be leveraged to successfully build customer engagement and create a two-way conversation with desired stakeholders.
EPISODE 3: Identifying and confirming influencers featuring Stacey Tank, The Home Depot, and Carrie Kurlander, Chick-fil-A.
Leading comms pros Stacey Tank and Carrie Kurlander discuss the keys to building relationships with influencers, how can brands tap into the power of everyday consumers, and celebrity influencers: What works and what does not. As well as this, our panelists go into detail about measuring the bottom line impact of influencer programs and share some case studies from their respective brands.
EPISODE 2: Maintaining trust and control in today’s fragmented environment featuring Linda Rutherford, Southwest Airlines, and Chris Kuechenmeister, Frito-Lay North America.
Southwest Airlines’ Linda Rutherford and Frito-Lay North America’s Chris Kuechenmeister discuss how brands have effectively evolved how they use storytelling to drive authenticity; the importance of transparency in today’s market; how can organizations be the guardians of their brand, especially in the age of social media, and what do they see as the next evolution for content creation?
EPISODE 1: CHRIS LYNCH
Chris Lynch, CMO, Cision, and Steve Barrett, VP, editorial director, PRWeek/MM&M, discuss the “Greatest Challenges in Communications.” Topics include: better alignment with other functions; talent recruitment and retention; the 24-7 chatter about your brand among external sources; and tightening budgets and competing with paid media for budget.