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Melissa Fors Shackleford is a healthcare executive with 25 years of experience. She highlights the paramount importance of person-centered language in healthcare communication and the need for all of us prioritize individuals over generic terms. No valued customer.
Melissa also shares insights on how to overcome stigma in mental health and substance use disorder communications through simple, strategic, and inclusive language and imagery
00:00 Welcome to the Strategic Communicator Podcast
00:09 The Importance of Person-Centered Language in Communication
00:34 Melissa Shackleford: A Healthcare Communication Expert
01:32 The Shift to Consumer-Driven Healthcare and Its Challenges
04:16 Addressing Stigma in Healthcare Communication
06:24 The Role of Language and Imagery in Reducing Healthcare Stigma
11:44 Inclusive Marketing and Its Impact on Healthcare
15:53 The Intersection of DEI and Healthcare Communication
20:37 Personal Insights and the Future of Inclusive Marketing
24:19 Five Questions with Melissa Shackleford
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In this episode, Dan Farkas, host of 'The Strategic Communicator', talks to Tom Martin of Converse Digital about sales trends in 2024. Martin highlights the shifting sales landscape and the need for meaningful and quality interactions over high output. He underscores the new influence of Gen Z and millennials due to their self-educating tendencies and digitally-driven expectations. Noting the recent surge in spam emails and detrimental activity to productivity, he calls for a higher standard of sales techniques and a more profound integration of marketing and sales departments.
The conversation also covers the importance of training salespeople effectively, the changing attitudes towards content, and the impact of a seller's knowledge about the product.
Martin recommends Corporate Visions for their work on neuroscience and salesmanship and suggests a less popular but excellent seafood-focused restaurant in New Orleans, Station Six. To finish, he recommends an underrated bourbon brand, Stellum.
00:00 Introduction to the Podcast
00:09 Discussing Sales Trends for 2024
00:48 Guest Introduction and Personal Stories
02:08 The Impact of Economic Changes on Sales
04:57 The Shift in Sales Approach and Strategy
06:49 The Role of Agencies in Sales
13:47 The Influence of Gen Z and Millennials on Sales
23:29 The Importance of Training and Quality in Sales
27:06 Bourbon Recommendations and Closing Remarks
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Becky Volmer is a yoga teacher, proud corporate dropout, sober mom, and stepmom to four teenagers.
Her book "You Are Not Stuck" empowers people to break the cycles that cause heartache and use soul-guided choices to transform fear into freedom.
We also discuss why so many journalists and strategic communicators burn out and what leaders and friends can do to help.
https://www.youarenotstuck.com/book/
https://www.linkedin.com/in/beckyvollmer/
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How do strategic communicators manage a crisis when it involves themselves or the people they love?
Sharon Toerek and Carla Vallone are two of the bravest people you'll meet. They share how to manage personal trauma while trying to run a business and what we can do to protect ourselves during times of turmoil. From managing staff to figuring out insurance, listeners will leave with a different way of thinking about their business.
Bios:
https://www.linkedin.com/in/sharontoerek/
https://www.legalandcreative.com/
https://www.linkedin.com/in/carlavallone/
https://www.portavocepr.com/
Books:
https://www.amazon.com/Lightmakers-Manifesto-Change-without-Losing-ebook/dp/B08VM1FTDV/ref=sr_1_1?crid=1OKP3BZ7UEY54&keywords=lightmakers+manifesto&qid=1706108816&sprefix=lightmakers%27%2Caps%2C252&sr=8-1
https://www.amazon.com/Clockwork-Revised-Expanded-Design-Business/dp/059353817X/ref=asc_df_059353817X/?tag=hyprod-20&linkCode=df0&hvadid=564832755269&hvpos=&hvnetw=g&hvrand=8781946412407653517&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9014969&hvtargid=pla-1458241186746&psc=1&mcid=9430c146a183348eaf41d84a1ab86e69
https://www.amazon.com/Profit-First-Transform-Cash-Eating-Money-Making-ebook/dp/B01HCGYTH4/ref=sr_1_1?crid=3S9EV5EXAF70W&keywords=profit+first+book&qid=1706108845&sprefix=profit+fir%2Caps%2C135&sr=8-1
PRSA Counselor's Academy:
https://www.prsa.org/home/get-involved/professional-interest-sections/counselors-academy/prsa-counselors-academy-section-2024-conference
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Ken Jacobs, PCC, CPC, an experienced consultant and certified coach, is the principal of Jacobs Consulting & Executive Coaching.
For 10 years, his firm has helped agencies grow and manage business, improve client service and relationships, and enhance staff performance. It does so via consulting and training. In addition, through his executive coaching, he has helped leaders from C-suite executives to managers, achieve and surpass their goals.
In this episode, he shares how we can coach and improve leadership skills for anyone with any level of experience. He also discusses how we can become more focused in offering better feedback, why delegation is a great skill, and what people should do now to grow their business over the next three months.
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Chad Millman is Chief Content Officer of The Action Network, a leading source for sports betting news, information, and data. A New York Times best-selling author, Millman also served as ESPN Digital’s Editorial Director and editor-in-chief of ESPN The Magazine.
In this episode, Millman discusses the convergence of storytelling and technology, how he balances content creation with revenue, and why it makes sense to bet on yourself. We close with a discussion of French bistros, fancy cocktails, and why our kids are so damn funny.
Chad's Book Recommendation: What It Takes by Richard Ben Cramer
https://www.actionnetwork.com/
https://chadmillman.com/
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Jessica Broome owns Southpaw Insights, a leading team of women-led researchers who have worked with some of the world's top brands. Jessica has a Ph.D. from Michigan. She's also worked in the Peace Corps and interviewed people ranging from prison inmates to soccer moms.
In this episode, Jessie explains why strategic communicators need to dig better, how to make survey people want to take, and how to overcome the rift between budget and baseline data collection. We also discuss children's books that still resonate, the best place to find oxtail ravioli, and how Michigan ended up on in the Eastern Time Zone.
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It's easy to talk about DEI. How can brands and non-profits showcase tangible efforts in a way people want to consume?
Bernadette Davis and John Avila each run their own communication and design firms. In this episode, each share how to effectively showcase DEI through design and reporting. From the big picture to tactical delivery, they outline content and process to help brands share internal and external critical stories.
We also discuss agency collaboration, proper self-promotion, and underrated places to get tacos.
https://bdaviscomm.com/
https://www.avilacreativeinc.com/
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Bill Shory works two blocks from where a mass shooting occurred in Louisville Kentucky. In this episode, he talks about how this tragedy impacted his strategic communication firm, clients, and community. Bill also discusses his experience as a news director and how strategic communicators can help journalists tell more accurate and impactful stories in times of crisis.
There's no upbeat musical open, no five questions, no chuckles and old TV news stories. There are practical ways any communicator can help their clients and community during a time of need.
Whitney/Strong offers resources for solutions-oriented media coverage following Nashville Shooting
Common Ground Legislation
Whitney/Strong successfully lobbied Congress to pass the Bipartisan Safer Communities Act in 2022, a landmark reform that included enhanced background checks, increased penalties for criminal activity with firearms, and other safeguards.
The BSCA also included federal funding for states to implement crisis intervention laws – which temporarily transfer firearms away from people experiencing a mental health crisis and are currently a threat to themselves or others. 19 states currently have some form of these laws.
Despite that funding and support from both parties, lawmakers in Whitney’s home state of Kentucky did not take up the Crisis Aversion and Rights Retention bill in this year’s legislative session. Whitney/Strong is currently urging citizens to contact their lawmakers urging them to give the bill a hearing in the coming months, in hopes of passage next year.
In Ohio, Republican State Senator Matt Dolan proposed Senate Bill 357 in the 2022 session, which focused on enhanced safeguards around gun purchases.
Suicide prevention
The vast majority of mass shooters are suicidal, which makes it critically important to recognize warning signs and to be prepared to help someone in crisis gain access to expert care. Whitney/Strong provides suicide prevention training and research, as do many other community organizations.
Safety Trainings
Schools should continually review and enhance their school safety prevention and reactionary plans. Sandy Hook Promise offers prevention resources to help.
Whitney/Strong offers regular “Save-a-Life” trainings, which include training to use “Stop the Bleed” kits in an emergency, as well as other instruction around gun safety.
Most school shooters use a gun they have ready access to. Safe storage is a key strategy for preventing mass shootings, and garners widespread support among the general public and gun owners. Whitney/Strong distributes gun locks and gun safety literature provided by the National Shooting Sports Foundation.
Other tips for journalists
This survey reveals a number of tactics that enjoy wide public support – exactly the kinds of solutions your viewers are asking for.
Studies have shown that notoriety is a primary motivator for mass shooters. As a result, most news organizations now have policies in place limiting the use of a shooter’s name and photo, especially as time passes.
The same holds true for video. Surveillance and bodycam video can reveal important facts about a shooting – but repeated showings will certainly traumatize survivors and inspires copycats. In addition to dropping video once its informational value has passed, remember to put processes in place to make sure it doesn’t accidentally resurface during follow-up coverage.
Journalists should educate themselves on firearms, and be precise in their language (here’s one excellent primer). Sloppiness or outright inaccuracy with gun terminology immediately turns off gun owners, and reinforces perceptions of biased coverage.
https://www.fdlcomms.com/
https://www.linkedin.com/feed/update/urn:li:activity:7051584853510668288?utm_source=share&utm_medium=member_desktop
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Jon Donatelli is a 25-year veteran in the journalism industry and has worked around the country in leading roles. In this episode, the Digital Director of WEWS in Cleveland discusses the media pitching process, why he doesn't open most PR emails, and how he ended up in the crosshairs of Joe Rogan. We also discuss the power of Calzones, laughing while reading, and why bacon and spice are everything nice.
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Jenna Cooper, APR, is a seasoned strategic communications professional, executive coach, and frequent speaker on crisis communications, strategic planning, and public speaking. Her nose for news transplanted her in television broadcast markets across the country including Boise, Austin, Atlanta, and Seattle.
In this episode, Jenna discusses how journalism skills can empower high-profile leaders to better convey their messages in good times and bad. She also offers insights on the best way to work with reporters under deadline and how to build relationships that prevent problems from morphing into a crisis. We close out with a conversation about books, infused cocktails, and getting kids to do the dishes.
https://www.linkedin.com/in/jennacooperapr/
https://c3-collective.com/
One Small Step Can Change Your Life: The Kaizen Way
https://passpr.com/
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Jason Falls is a nationally sought speaker on influence and marketing. In this episode, he offers simple tricks for new businesses to get the marketing flywheel in motion. We also discuss measuring success, making the most of Google, and why PR professionals need to ditch ad value ASAP.
Learn more about Dan:
www.passpr.com
Learn more about Jason:
www.jasonfalls.com
https://www.linkedin.com/in/jasonfalls/
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Chicago AF is a free nonprofit sober community in the Chicago area. Kerry Tuttle had the task of creating awareness of this new endeavor in one of the world's largest media markets. Her experience can help any business starting to get their marketing and strategic communication off the ground.
Kerry also discusses the connection between sobriety and DEI and why the non-alcoholic movement is something every brand must consider.
Podcast Links:
https://www.braverecoverycoaching.com/chicago-af
https://www.amazon.com/We-Are-Luckiest-Surprising-Magic/dp/160868654X
https://www.linkedin.com/in/kerrytuttle/
Learn more about Dan's work:
http://www.passpr.com/
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Dan ends 2022 with a look ahead to 2023 and some key trends he sees having a bigger impact on strategic communication than most might expect. Beyond multimedia (this is a podcast for goodness sake) Dan spend a few minutes discussing....
Media Relations and Search (2:30)
Cutting the Check (5:30)
Democratized Communication (10:30)
Visit www.passpr.com to learn more about Dan's work and how you can bring his expertise to your business.
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How can a communicator ensure their work is something a client or company can't live without in 2023?
Ken Jacobs has answered these questions for decades. Currently the principal of Jacobs Consulting & Executive Coaching, Ken helps empower PR and communications leaders and executives to become more effective leaders via executive coaching.
His answer....5-star client service.
This episode offers insights on how to grow business, manage for profitability, improve client service, and enhance team performance. We also talk venn diagrams, Springsteen, and some reading recommendations.
https://www.jacobscomm.com/
https://www.jacobscomm.com/speaking/
https://www.prsa.org/event/2023/01/18/default-calendar/how-to-evolve-your-leadership-style-so-people-will-follow-you-despite-any-uncertainty-wbnr2301
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Dan Farkas is back for a second season of The Strategic Communicator With Dan Farkas as part of The Marketing Podcast Network.
Dan walks through three key trends of Season 2 and what listeners can expect.
Emerging Trends
Dealing With PR talent troubles
Using storytelling to better drive technology.
Visit www.passpr.com to learn more about Dan or book him to speak at your next conference.
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Morgan Borer went from entry level hire to partner at Bevel PR in less than a decade. How?
Learning quickly
Embracing math
Not fearing the moment
Finding value in uncommon ways.
She shares her experience, joy of Harvard Business Review, and New York restaurant recommendations in this latest episode of The Strategic Communicator With Dan Farkas.
www.bevelpr.com
www.passpr.com
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Andrew Yunker has had quite the ride:
Owns his own clothing company.
Leads innovative e-commerce at massive global brand.
Had me as a professor
He talks about lessons learned in college, after college, and on the floor of an innovative grocery giant.
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Paul Roetzer is the leading voice on artificial intelligence in strategic communication.
Author of Marketing Artificial Intelligence: AI, Marketing, and the Future of Business, he discusses his journey from agency owner to author to learning about something that was never on his radar in college. We also discuss funny kids, why robots don't want your job, and how to harness the power of data in any organization.
https://www.marketingaiinstitute.com
https://www.marketingaiinstitute.com/intro-to-ai-for-marketers?hsCtaTracking=3a9d08d8-5658-40aa-a4ac-a04fbc4b7b31%7Cfaa7433a-7381-4015-83f4-7a1d30f40c9b
https://www.amazon.com/Marketing-Artificial-Intelligence-Future-Business/dp/B0B4Y16B5R/ref=sr_1_1?crid=3NV5QZ18QGUP8&keywords=paul+roetzer&qid=1661895830&sprefix=Paul+roet%2Caps%2C159&sr=8-1
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Mark Mohammadpour has had quite the journey:
Global PR leader
Loser of 150 pounds
Entrepreneur helping others see the power of wellness.
In this episode, Mark shares his story, explains why strategic communicators struggle to take care of themselves, and offers four simple steps to better balance through wellness.
https://www.chasingthesunpdx.com
https://www.linkedin.com/in/markmohammadpour/
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