Earned Media Rising Podcast: Using media tactics to bolster your message

 

EPISODE 20: Using media tactics to bolster your message — featuring Dina Cappiello, EVP and editorial director, Edelman

Get ready to take lots of notes! “Every company is a media company now.” After this podcast, your brand will be on its way to being an example of that. And you’ll have our guest, Dina Cappiello, EVP and editorial director at Edelman, to thank. Armed with lessons gleaned from her impressive journalism career, including a long stint at the Associated Press, she discusses how PR teams can tactically adopt a journalist’s mentality and newsroom approach to their comms efforts. Want to know what really makes an effective story? How to best tell it? And tips that will help you with search and content shareability? Look no further than this podcast.

 

EPISODE 19: Culture stock: Ensuring your workplace works for everyone — featuring Cat Colella-Graham, managing partner and founder, Cheer Partners and Kathryn Metcalfe, EVP of corporate affairs, Bristol-Myers Squibb

Does your company’s leadership team understand how your employees experience the workplace? In comms with employees, is authenticity your CEO’s stock in trade, or is he or she hiding behind corporate speak? How do you ensure the best performance of all your employees — from Gen Z-ers to Boomers? In this podcast, Cat Colella-Graham, managing partner and founder, Cheer Partners and Kathryn Metcalfe, EVP of corporate affairs, Bristol-Myers Squibb join PRWeek managing editor Gideon Fidelzeid to discuss how to create a top-notch workplace culture.

 

EPISODE 18: Comms is fun, but don’t call it child’s play — featuring Lizzie Fishman, VP of strategic communications, Sesame Workshop

In this podcast episode, Lizzie Fishman (and Grover) joined PRWeek managing editor Gideon Fidelzeid to discuss the 50th anniversary of the iconic TV program — and the inherent opportunities and challenges of orchestrating such a monumental celebration, particularly during the current political climate. During the chat, Lizzie also discusses her time as an associate producer at 60 Minutes and what that taught her about earned content and the ever-changing comms-media relationship.

 

EPISODE 17: Shaping the future of the PR industry – featuring Ron Culp, professional director, DePaul University Public Relations and Advertising Program

In this podcast episode, Ron Culp sat down with PRWeek managing editor Gideon Fidelzeid to discuss not only the lessons he is imparting upon the industry’s future leaders, but also the vast education they are providing him. During the conversation, it also became clear that involvement with university programs — either as a lecturer or a professor — is a wonderful opportunity for both students and PR professionals alike.

 

EPISODE 16: How to wear the many hats of today’s communications leader – featuring Pete Marino, president of emerging growth at Molson Coors (and most recently chief public affairs and comms officer, MillerCoors; president, Tenth and Blake)

In this podcast episode, Pete Marino sat down with PRWeek managing editor Gideon Fidelzeid, while still in his public affairs/comms role, to discuss how he managed both jobs at MillerCoors and Tenth and Blake. He shares his keys to success when it comes to internal comms and, somewhat prophetically, speaks about the traits today’s communicators need to be business leaders.

 

EPISODE 15: Earned Media Measurement – At a Tipping Point – featuring Kevin Akeroyd, CEO, Cision

Is Edelman and Cision’s Communications Cloud Partnership a watershed moment in the PR world? In this podcast, Kevin Akeroyd, CEO of Cision, and Steve Barrett, PRWeek editorial director, discuss this major development and its impact on the PR industry. They also dive into Cision’s acquisition of public relations platform TrendKite and social media company Falcon.io, along with clients’ campaign execution using measurement technology.

 

EPISODE 14: Data and measurement: How PR’s dynamic duo drive results – featuring Anthony Chiaravallo, SVP, integrated media, BCW

Anthony Chiaravallo of BCW sat down with PRWeek managing editor Gideon Fidelzeid to talk about how new measurement tools are helping to define PR strategies. Other topics include: transforming data into actionable insight, ensuring your content is delivering the right message to the right audience, and what makes effective storytelling.

 

EPISODE 13: Using storytelling to shape public perception – featuring Stella Low, senior VP of global communications, Dell

Stella Low of Dell talked with PRWeek executive editor Bernadette Casey about using storytelling to strengthen media relations, how to approach the media when there is a big story to tell, and the ways data and measurement can inform the art of storytelling.

 

EPISODE 12: Changing the narrative: PR and the media landscape – featuring Nadine General, VP, agency nonprofit services, Dixon Schwabl, and Sandy Cross, senior director, diversity & inclusion, PGA

Nadine General of Dixon Schwabl and the PGA’s Sandy Cross chat with Bernadette Casey, executive editor, PRWeek, about whether the need to ensure diversity and inclusion is changing PR’s approach to media relations, how PR pros can promote ethical journalism, and what are some effective strategies for working with bloggers, vloggers, and influencers.

 

EPISODE 11: Integrating marketing and communications to drive business value

Susan Corcoran, SVP, director of publicity and strategic partnerships, and Leigh Marchant, SVP, director of marketing and business development, both of Random House Group, sit down with PRWeek managing editor Gideon Fidelzeid to discuss connecting earned media to broader marketing and communications directives, how the drive toward integration has changed responsibilities, and how it has changed team and workflow expectations.

 

EPISODE 10: How to communicate trust and integrity to stakeholders – featuring Michael Neuwirth, Danone North America

Danone’s senior director, external comms, speaks to PRWeek managing editor Gideon Fidelzeid about do’s and don’ts of communicating trust to stakeholders – externally and internally, why social purpose is a necessity for brands, how does Danone use earned media to demonstrate authenticity, and top tips on handling a modern-day crisis.

 

EPISODE 9: How an organization can expand its influence  – featuring Brett Jewkes, SVP, CCO, AMB Group

AMB Group is the investment management and support services arm of Arthur Blank’s for-profit businesses, which includes the Atlanta Falcons and Atlanta United FC, among others. The group’s SVP and CCO speaks to PRWeek managing editor Gideon Fidelzeid about leveraging brand ambassadors effectively, the comms-CEO relationship, earning media in outlets outside your comfort zone, and what is the real value to a brand to have its name on a stadium or arena.

 

EPISODE 8: How earned media helps brands stay relevant – featuring Weight Watchers SVP of corporate comms Stacie Sherer

Weight Watchers works every day to stay ahead of an increasing number of competitors. As SVP of corporate comms Stacie Sherer tells PRWeek managing editor Gideon Fidelzeid, the 55-year-old company’s secret weapon is earned media. In this podcast, Sherer discussed how the iconic brand relies on earned media to work with influencers, empower employees, and help current and prospective customers pursue a healthier lifestyle.

 

EPISODE 7: The ever-changing earned media landscape – featuring Cision CEO Kevin Akeroyd

PRWeek managing editor Gideon Fidelzeid and Kevin Akeroyd discuss the upheaval in the comms industry and the obvious need for PR pros to take action; what are some opportunities for PR firms and brands in this new environment; the role of earned media in a fake news world; and there’s a brief overview of Cision Impact and the company’s recent partnership with MediaMath.

 

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.