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Thought leadership was a significant theme on "PR 360 " throughout 2024. So, to close out the year, we gathered insights on the subject from a diverse group of guests from every facet of the PR industry. Recognizing that we can all use some help expressing our ideas, we've compiled 10 of our favorite tips and tactics to help inspire even better thought leadership throughout the PR and beyond in 2025.
Key Takeaways:
- What thought leadership means to 10 "PR 360" guests
- How to be a better thought leader
- Things thought leaders get wrong
Episode Timeline:
2:10 April White, CEO and founder of Trust Relations
3:20 Louis K. Gump. president of Cambian Solutions
5:20 Gini Dietrich, founder of the influential Spin Sucks blog
8:40 Amanda Proscia, COO and Co-Founder of Lightspeed Public Relations/Marketing
10:00 Grace Keith Rodriguez, CEO of Caliber Corporate Advisers
12:10 Dominick Miserandino, founder of TheCelebrityCafe.com
14:00 Dana Maruffo, Senior Manager of Global PR and Communications for BigCommerce
17:00 Jacqueline Long, President of Evins PR
18:45 Amy Jackson, founder of TaleSplash
21:10 Ekaette Kern, CEO and Head of Brand Consulting at TENET Consultancy
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Jonathan Baker is the head of M and A at Punctuation, a small advisory practice that helps firms with positioning, lead generation, benchmarking, valuation, and succession planning. Here, he shares the inside scoop on how to sell an agency and determine its worth. We also discuss two topics near and dear to Jonathan's heart: Australian shepherds and craft beer.
Key Takeaways:
- Common mistakes in creative firms
- When to sell an agency
- How to evaluate your agency
Episode Timeline:
1:15 The perils of living with an Australian shepherd
2:30 How Punctuation helps media companies with positioning and benchmarking
4:00 Considering the owner's lifestyle during the M and A process
5:00 Selling a business to the right person
6:45 Is there a common positioning pivot agencies are making these days?
7:15 The importance of finding your niche
8:30 How expertise affects pricing
9:10 The biggest mistakes creative firms are making these days
10:15 How an owner's role evolves over time
12:35 When is it time to sell?
15:15 The emotional toll of the M and A process
17:45 The importance that EBITA plays in the evaluation
19:30 Jonathan's favorite craft brew
This episode’s guest:
• Jonathan Baker
• Get free resources at Punctuation.com/PR360
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Wing Lam is the eldest of the three founding brothers of Wahoo’s Fish Taco, with over 30 years of experience in the restaurant industry. Beyond business, Wing is actively engaged in philanthropy, serving on the boards of organizations like Share Our Strength and the Surfrider Foundation. On his fourth “PR 360” appearance, he discusses what it means to live the Wahoo's Way, shares the secret of Mr. Lee's sauce, and discusses current restaurant business trends.
Key Takeaways:
- The latest from the Cali Love Drop
- What it means to live the "Wahoo's Way"
- The rise in popularity of Asian food
Episode Timeline:
1:50 The mystery of Wahoo's amazing Mr. Lee's sauce
3:50 What does it mean to live the Wahoo's Way?
7:50 Has Kelly Lam's mindfulness rubbed off on Wing?
9:15 How food affects your sense of being
10:00 Accepting the challenges of life
12:00 Current trends in the restaurant business
14:15 Filipino food is becoming more popular
16:20 A new food offering at Wahoo's
17:15 The state of the Beach Boys' collaboration
18:40 The latest news with the Cali Love Drop
20:10 Did 2024 turn out as expected?
24:45 Tod's old job with Frosty, Heidi and Frank
This episode’s guest:
• Wing Lam on LinkedIn
• @WahoosWing
• Email: [email protected]
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Lizzy Bilasano is the Vice President and Head of Creative strategy at Whalar Group, a company built for the creator economy to inspire a new order in the marketing, advertising, and media landscape. Lizzy also once ran operations and marketing for a dance company while simultaneously being an active company dancer and student. Here, she shares how creators can build communities and how Whalar Group puts creators at the center of its projects.
Key Takeaways:
- Lizzy’s journey from dancer to creative strategist
- How to merge misfit ideas into something new
- Why creators should co-create with their audiences
Episode Timeline:
1:30 How did Lizzy go from being a dancer to a creative strategist?
3:15 Creators are characters
5:15 How Lizzy merges misfit ideas to create something new
8:30 How does Lizzy find niche creators
10:35 Whalar Group's 4 C's
12:00 Creators need to build spaces for their audiences
16:15 What separates Whalar Group from the competition?
17:42 Keeping up with creator trends
20:15 Creators should co-create with their audience
21:30 Lizzy's social media diet
This episode’s guest:
• Lizzy Bilasano on LinkedIn
• Whalar Group's website
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Kelly Lam is a wellness expert and founder of The Whole Purpose, a company that builds customized, high-impact, integrative mindfulness and wellness programs for individuals and corporations. Here, she discusses the birth of her company and how mindfulness can positively affect workplaces.
Key Takeaways:
- Kelly’s transition from construction to wellness
- The benefits of mindfulness in the workplace
- The power of gratitude
Episode Timeline:
1:45 Kelly's wellness journey
4:00 How a silent auction changed Kelly's life
5:00 How to become a yoga instructor
6:30 The hard part about teaching yoga
8:30 Wellness for gamers
9:30 Showing ROI for wellness
11:05 The Whole Purpose’s class offerings
13:30 Where does mindfulness start?
15:10 The importance of gratitude
18:00 What are people looking for help with?
19:30 New trends in wellness practices
21:50 Common pushback Kelly gets from potential clients
This episode’s guest:
• Kelly Lam
• The Whole Purpose's website
• Email: [email protected]
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Ekaette Kern is the CEO and Head of Brand Consulting at TENET Consultancy, a strategic communications agency focused on brand storytelling that ignites, inspires, and sparks change across generations. She also serves as the board chair for The A Pledge, an initiative focused on increasing representation and equity in the advertising industry. Here, she discusses the secret “sauce” that sets TENET apart, current DEI challenges in advertising, and her work with the Harlem Globetrotters.
Key Takeaways:
- TENET Consultancy's secret 'sauce'
- Ekaette's work with the Harlem Globetrotters
- How DEI efforts can fall short
Episode Timeline:
1:20 The four-step process for brand transformation
4:15 The “sauce” that sets TENET apart
5:45 Ekaette's work with the Harlem Globetrotters
9:00 How to build strong partner relationships
10:28 How The A Pledge is helping diversity in advertising
13:00 Moving beyond performative DEI actions
15:00 Legal pushback against DEI
16:48 Tangible successes in advertising diversity
18:45 Advice for women in PR and marketing
20:34 Ekaette on thought leadership
This episode’s guest:
• TENET on LinkedIn
• LinkedIn Ekaette Kern
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Joe Tannorella co-founded PodEngine.ai in 2023 to create a database where people can search millions of podcast transcriptions. Pod Engine helps agencies and marketers with everything from guest booking to competition monitoring. Here, Joe discusses the myriad ways Pod Engine’s robust database has helped everything from agencies to NHL teams.
Key Takeaways:
- Creating the world’s most advanced podcast search engine
- Innovative ways organizations can use Pod Engine’s database
- How Joe caught Richard Branson’s attention
Episode Timeline:
1:00 Unlocking podcast knowledge through Pod Engine
5:00 Pod Engine is an excellent resource for information
6:00 How to use Pod Engine to book podcast guests
09:45 Innovative ways that Pod Engine can be used
10:50 How an NHL team is using Pod Engine
12:00 Pod Engine allows organizations to monitor the competition
14:30 Getting caught up from the advent of podcasting
15:50 Current trends in podcasting
20:00 Joe's Point of Light Award
21:00 How Joe enlisted Richard Branson's help for a best man speech
This episode’s guest:
• Joe Tannorella on LinkedIn
• PodEngine.ai
• Ping Joe for a free month's subscription at [email protected]
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Andrew Ellison is the Media Relations Manager for Global Results Communications, a leading PR agency for tech and everything it touches. Before coming to GRC, Andrew was a news reporter for Nexstar Media and KRIS-TV. Here, he discusses his past life in journalism and the role digital humans will play in our lives.
Key Takeaways:
- Andrew's transition from news reporter to PR
- The future of digital humans
- Understanding the Internet of Things
Episode Timeline:
1:30 Why Andrew left his career as a news reporter
4:00 Tod's thoughts on media fatigue
5:15 The future of journalism
9:00 Andrew's favorite interviews
11:00 Tod's interview with Jane Goodall
12:30 GRC's new client, Uneeq
13:30 How Uneeq is creating digital humans
15:00 Applications for AI digital humans
19:00 How Andre stays to date on the world of big tech
21:54 Understanding IoT and its importance
This episode’s guest:
• Andrew Ellison on LinkedIn
• Global Results Communications
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Bob McCullough has been in public relations/corporate communications for over 50 years. In 1988, he led the award-winning PR team that launched SeaWorld Texas in San Antonio. He currently helps spread the word about the nonprofit Morgan's Wonderland, the world's first and only theme park designed for those with special needs. Here, he talks about theme park PR and the biggest lesson he’s learned over 50-plus years in PR.
Key Takeaways:
- The history of the launch of SeaWorld Texas (now SeaWorld San Antonio)
- Promoting a theme park for kids with special needs
- Lesson learned over 50 years in PR
Episode Timeline:
0:30 Former guest Chuck Cureau on Bob McCullough
4:00 The launch of SeaWorld Texas
6:30 How Bob helped promote the new theme park
8:30 How SeaWorld divided America into four separate markets
12:00 How the new theme park helped boost San Antonio's profile
13:15 The PR challenges of operating a theme park
15:00 Developing relationships with local reporters
18:00 The Southwest Shamu plane
23:00 Morgan's Wonderland: the world's only theme park for people with special needs
28:45 Communicating with special needs communities
31:00 The biggest lesson Bob has learned over 50 years in PR
This episode’s guest:
• Bob McCullough
• Morgan's website
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Amy Jackson founded TaleSplash, a PR agency that helps emerging tech, health, and lifestyle brands share their expertise and join the conversation about the world changing around us. TailSplash works directly with founders to design thought leadership programs informed by decades of experience as brand-builders and storytellers for some of the world’s largest companies. Here, Amy discusses how TaleSplash embraces PR in a changing world and how brands can be ready when their PR moment happens.
Key Takeaways:
- Using the tech stack to help clients
- How companies can prepare for their 'PR moment'
- Navigating changes in the media landscape
Episode Timeline:
1:30 PR in a changing world
2:00 TaleSplash's mission and client focus
3:45 The impact of social media on PR
8:00 Leveraging the modern tech stack in PR
10:45 Navigating changes in traditional news outlets
13:00 The rise of affiliate marketing in PR
13:50 The Potato Farmer story
16:30 How organizations can prepare for their "PR moment"
20:00 Authenticity in thought leadership
This episode’s guest:
• Amy Jackson on LinkedIn
• TaleSplash on X
• TaleSplash's website
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Mike Wehrs is the CEO and Co-Founder of Unidata Global, a company that uses global industry standards for product identification barcodes to productize them into services. Mike has led the creation of new industries, launched game-changing products, and driven massive growth for startups and Fortune 500 technology companies. Here, he shares his insights on space exploration, the future of AI, and how he helped develop Bluetooth technology.
Key Takeaways:
- The role of barcodes in global trade
- Mike's role in the advent of Bluetooth technology
- The future of space travel
Episode Timeline:
1:00The most fascinating thing happening in space exploration
3:30The economics of space travel
6:30Innovations in space propulsion
9:30The future of Mars exploration
11:30 The Pale Blue Dot
14:30 The current state of AI
17:30 AI's impact on the economy
21:00 The evolution of GS1 codes
24:30 The role of AI and barcodes in global trade
28:30 The genesis of Bluetooth technology
This episode’s guest:
• Mike on Twitter
• Mike on LinkedIn
• Email [email protected]
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Jacqueline Long is the President of Evins PR-Plus, an award-winning public relations and marketing communications agency with expertise in digital content and integration, food, spirits, wine, lifestyle, and hospitality. Here, Jaqueline shares how luxury brands are evolving and the high-end spirit market in the post-pandemic world.
Key Takeaways:
- The evolution of luxury marketing
- Latest trends in high-end spirits
- The importance of 'Big Sky' thinking
Episode Timeline:
2:00 How should we talk about luxury in 2024?
4:15 How AI can make luxury experiences more personal
5:00 AI integration in hospitality
7:00 How to update messaging with legacy brands
8:30 The importance of authenticity with luxury brands
10:00 How luxury brands have evolved since the '80s
11:00 How Evins uses 'Big Sky' thinking
14:40 Latest trends in high-end spirits
17:30 Which spirits are having a "moment" right now?
18:50 Advice for grad students
21:00 The importance of continual learning
22:00 Jaqueline's approach to thought leadership
This episode’s guest:
• Evins PR on Instagram and LinkedIn
• Jaqueline Long on LinkedIn
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Liz Brooks is a Client Account Manager at Interview Valet focusing on Podcast Interview Marketing and PR. With experience at top media outlets and PR agencies, Liz is dedicated to helping small and medium-sized enterprises and brands connect with their audiences through strategic storytelling. Here, she shares her approach to helping build brands through podcasting.
Key Takeaways:
- How to make a great podcast appearance
- Finding the right guests for the right podcasts
- Creating your podcast pitch
Episode Timeline:
1:30 How does Liz find the right shows for her clients?
3:45 Audience composition beats size
5:45 Tod's Velvet Underground analogy
6:15 How to prep clients without podcast experience?
7:00 The benefits of content repurposing
7:30 The importance of being authentic
9:30 Male and female guests can be a little different
11:00 Liz's client hits it out of the park
14:30 Is true crime on the way out?
15:50 How "podcast voice" happens
17:30 Creating a compelling storyline and messaging
20:00 Identifying the key problem
21:00 Liz's dating site success story
24:45 Does Gen Z listen to podcasts?
26:30 Finding time to listen to podcasts
28:30 The future of podcasting
This episode’s guest:
• Liz Brooks on LinkedIn
• Liz at Interview Valet
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Bob Bilbruck is an accomplished and visionary CEO with over 25 years of experience in emerging markets and technology. He is the founder and CEO of Captjur, a business services firm specializing in channel and partner programs, digital marketing, and business development. Here, he discusses Captjur’s new platform, JunkGrab, and the gig economy's future.
Key Takeaways:
- Captjur's gig economy platform
- The future of the gig economy
- How AI will affect the job market
Episode Timeline:
1:30 An overview of JunkGrab
2:50 Captjur's gig economy platform
3:45 Why was junk hauling a great opportunity?
5:45 How JunkGrab benefits haulers
7:00 How gyms are joining the gig economy
9:00 The gig economy is the future
10:00 Lawmakers and the gig economy
12:45 The emergence of autonomous vehicles
14:00 Advertising in autonomous vehicles
17:00 Autonomous cars need better PR
19:30 Flying cars may be in our future
23:40 AI integration in fast food
25:00 How AI will affect jobs
This episode’s guest:
• Bob Bilbruck on LinkedIn
• JunkGrab’s website
• Captjur's website
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Dana Marruffo is the Senior Manager of Global PR and Communications for BigCommerce, where she leads the planning, strategy, and management of global go-to-market and corporate communications, thought leader programs, and executive communications. Here, she discusses how COVID changed E-commerce and why AI will have a big impact on the industry.
Key Takeaways:
- How to make a great elevator pitch
- How to become a thought leader
- Retail innovation during covid
Episode Timeline:
1:45 What makes a great elevator pitch?
3:00 How can startups tell their story?
4:30 How to create a narrative blueprint?
5:15 Humans crave narratives
6:15 Dana's thought leadership philosophy
7:45 Should thought leaders feel compelled to give up the 'secret sauce'?
9:45 What types of e-commerce stories are connecting with the public in 2024?
10:30 How have consumers changed post-COVID?
11:45 Has COVID-era innovation slowed down?
13:45 How will AI make shopping easier for consumers?
16:00 How has Dana successfully navigated so many career transitions?
16:45 The importance of mentorship
19:45 Dana's work with A-list musicians
This episode’s guest:
• Dana Marruffo on LinkedIn
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Jessica Whidt is the Managing Director at Warner Communications, a leading agency that supports clients across multiple complex industries such as supply chain, logistics, transportation, renewable energy, and technology. Here, she talks about the importance of having a crisis management strategy and how the AI boom is affecting logistics.
Key Takeaways:
- How to create a PR crisis preparedness plan
- Logistics PR in the post-COVID era
- AI's role in logistics
Episode Timeline:
1:30 Which state has the best food?
3:30 The importance of a reputation management communication plan
5:30 What does crisis preplanning look like?
7:30 Crisis preplanning is like disaster preparedness
8:15 How did Jessica weather the logistics storm over the last few years?
9:00 The public is better educated about the supply chain than ever before
11:30 What's the hardest thing to communicate about logistics?
13:15 New developments in logistics
15:00 Exciting developments in AI
17:20 Generative AI for content creation
19:00 Google doesn't like AI-generated content
This episode’s guest:
• Jessica Whidt
• Warner Communications on LinkedIn
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Nick Musica is the founder of Optics In, an SEO and content creation consultancy that supports small—and medium-sized businesses and startups with their SEO needs. Here, he discusses how Google’s embrace of AI has changed its search function and how organizations can improve their SEO.
Key Takeaways:
- How Google's pivot AI affects SEO
- Diversifying your traffic source
- The importance of social search
Episode Timeline:
1:30 How Nick got into SEO
4:30 How has Google's pivot to AI affected SEO?
8:00 Does Google know if content is AI-generated?
10:15 Is AI metadata punished by Google?
12:30 What's an old assumption about SEO that people still think is true?
14:20 What makes a website credible?
16:00 The importance of pictures
17:10 What are some easy fixes that organizations do to improve their SEO?
21:30 How important is social search in 2024?
26:00 The importance of diversifying traffic source
This episode’s guest:
• Nick Musica on LinkedIn
• Optics In’s website
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Katie Zeppieri is a two-time TEDx speaker, author, social influencer, and media personality. She’s also the Founder and Chief Brand Strategist of The MicDrop Agency, an award-winning and fast-growing boutique PR and Marketing firm specializing in brand amplification for innovative companies and people. Here, she shares some strategies for successful marketing events and building a great personal brand.
Key Takeaways:
- Winning strategies for marketing events
- The current state of PR and marketing
- How to build a great personal brand
Episode Timeline:
1:30 What is the current landscape for PR and marketing?
2:40 What's PR's role in a world where people are telling their own stories?
4:30 What are some common SEP problems people are having these days?
6:45 How to get leads through events
10:00 MicDrop's biggest success stories
12:00 How MicDrop got a placement in the Wall Street Journal
13:10 Pitches that get on Tod's nerves
15:00 How MicDrop helps develop thought leaders
17:00 How professionals can build a better personal brand
This episode’s guest:
• Katie Zeppieri on LinkedIn
• The MicDrop Agency
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Michael Kingsley is an executive communications consultant who founded the media relations practice area at Forefront Communications, a PR and marketing firm focused on financial services clients. Michael also has 20-plus years of experience in global public relations, journalism, and media production. Here, he shares his modern approach to media training and how to be genuine in interviews without neglecting your talking points.
Key Takeaways:
- Media training in a changing world
- How to be authentic in a media appearance
- The importance of storytelling in politics
Episode Timeline:
1:30 Why August 8th is Miami Dolphins Day
3:30 The job of a spokesperson has changed
5:20 Does the public want to see the CEO or the spokesperson?
6:40 What's the first step in media training?
9:15 The post-appearance breakdown
11:40 How to insert your talking points into the interview
12:40 How to be genuine while communicating your talking points
15:30 How to teach authenticity?
18:00 The fear of public speaking
21:00 Storytelling in the 2024 election
24:00 The importance of knowing your audience
This episode’s guest:
• Michael Kingsley on LinkedIn
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Chuck Cureau is a former marine mammal trainer and current director of PR at Sea World San Antonio and an in-game host for the San Antonio Spurs. He’s also a sought-after emcee in the San Antonio area and has worked as an actor, with roles in "Spy Kids 4: All the Time in the World" (2011) and "The Life of David Gale" (2003). Here, he shares his journey from the dolphin stadium to the PR office and gives tips on connecting with large audiences.
Key Takeaways:
- Chuck's journey from marine mammal trainer to the PR office
- The art of speaking to large audiences
- How to communicate an environmental message
Episode Timeline:
1:30 Tod recalls hanging with Chuck and some orcas on a recent trip to San Antonio
4:45 How Chuck changed careers from a marine mammal trainer to a PR pro
7:30 Chuck started in PR at the San Antonio Zoo
9:45 Chuck’s early PR lessons
11:15 SeaWorld's 60th-anniversary campaign
15:30 Communicating SeaWorld's sustainability and rescue mission
17:30 SeaWorld's rescue animals
19:30 How to speak to large audiences
24:00 Improvising in front of a large audience
27:00 Chuck's favorite SeaWorld animal story
29:30 PR is all about relationships
This episode’s guest:
• Chuck Cureau's website
• Chuck on Instagram and Facebook
• SeaWorld San Antonio
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