Martin Waxman, MCM, APR

LOVE the State of Podcast Agencies 2024 Report by Quill Inc. This is an industry still in its infancy. Downloads remain the dominant metric (sadly) but there are some terrific options available to help us make those metrics more sophisticated. Trackable ROI is one of the biggest challenges but that reinforces the need for Agencies to work with clients from the beginning to establish KPIs for their podcast. Download the report here https://lnkd.in/geS8VbRt Fatima Zaidi #podcasting #podcastagencies

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Media relations may be getting more challenging in some ways – but that may bring about a focus on media outlets that fall 𝘰𝘶𝘵𝘴𝘪𝘥𝘦 the mainstream. And that can benefit B2B companies seeking media coverage. While it’s true that mainstream media outlets continue to lay journalists off, niche and trade publications are growing. Further, journalists at some of these media outlets are searching for 𝘳𝘦𝘭𝘪𝘢𝘣𝘭𝘦 sources. I’m hearing stories about how difficult it can be to find and contact an expert source - and how often sources ghost reporters. <𝘨𝘢𝘴𝘱> This equates to MORE opportunities for businesses who want to be featured in trade publications. Add to that AI-driven search, which favors companies that appear in as many publications as possible. It doesn’t matter if the publication is 𝘛𝘩𝘦 𝘞𝘢𝘭𝘭 𝘚𝘵𝘳𝘦𝘦𝘵 𝘑𝘰𝘶𝘳𝘯𝘢𝘭 or an industry trade journal. To show up in search, you want to be 𝘦𝘷𝘦𝘳𝘺𝘸𝘩𝘦𝘳𝘦. Working with B2B clients, I’ve found that trade publications, newsletters and industry association publications are often where their prospective customers are spending time. If these media outlets are looking for sources - and companies are 𝘳𝘦𝘢𝘥𝘺 to work with them - it can be a winning formula. To read more about how to make your company stand out as a source for reporters, check out my latest blog post, 𝘍𝘪𝘷𝘦 𝘚𝘦𝘤𝘳𝘦𝘵𝘴 𝘵𝘰 𝘚𝘵𝘢𝘯𝘥 𝘖𝘶𝘵 𝘢𝘯𝘥 𝘉𝘦𝘤𝘰𝘮𝘦 𝘢 𝘔𝘦𝘥𝘪𝘢 𝘋𝘢𝘳𝘭𝘪𝘯𝘨 (link below). #B2B #PRTips #B2Bmarketing #mediarelations

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Whatever other information you're hearing about podcasting there's one statistic at the top of the heap... podcast listening continues to increase. One in three people now have a podcast habit. And according to the Digital News Report 2024 “Podcasts continue to attract younger, richer, and better educated audiences." #podcasting #podcastproduction

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This is such an abstract metaphor but your podcast is kinda like the Chinese bamboo tree. At point in its growth it's the fastest growing tree in the world. More than two inches per day. But it can take a LONG TIME to get there and if you give up on it before the growth spurt... you'll never know what it could have been https://lnkd.in/gyhjh3kK #podcasting #podfade

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Looking forward to this conversation about the power of AI for communicators and indies. If you are joining and have a particular topic that is top of mind, pop me a note and let me know. Hope to see you on the 1st!

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Over the past few months I've been in numerous AI public discussions, roundtables, and closed-door conversations with multiple levels of government, industry stakeholders, and academic experts. It was refreshing to see the Federal government move quickly with a $2.4B investment in AI. It's not typical for governments to move quickly, and so for this, I give credit. There are differing views about how we [Canada] need to adopt AI and where we need to invest - I would encourage you to read Joel Blit's piece in the Globe and Mail last week (see below) with his perspective on where we need to focus. One thing I can say with absolute confidence is - swift adoption of AI is critical to the success of Canada's economy. While Canada has been an undisputed leader in AI research, Canada is a laggard when it comes to AI adoption, commercialization, and skills - only 35% of Canadian businesses report to have adopted AI into their operations, while in the US, business adoption is 75% (KPMG April 2023). Canada is well behind other nations around the globe. This doesn't mean we adopt blindly: it starts with dispelling the unknowns of AI through education, followed by 'good-enough' guardrails with agile policies that manage risk but can adapt at the pace of technology, and finally, incentivizing adoption and commercialization of AI. Make no mistake, AI will disrupt, there will be winners and losers. As a nation, we want more wins than losses - access to this transformative technology should be equitable and sustainable to ensure we build an AI economy that serves all Canadians and helps retain our leadership in AI.

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"You have to have a website." That was the cry. Whether you were Joe's Pizza or a huge multi-national company. A gas station brand in Canada hired our ad agency to build them a website. This is before mobile. Before location. It was an online brochure about how awesome they were – because you have to have a website. It was the first marketing tactic that you had to have. If someone said to Joe's Pizza or Petro Canada that "you have to have outdoor" the people would say something about the marketing mix and maybe it was good, but you dpn't have to have outdoor. You have to have a website. This made it different. it wasn't a marketing tactic anymore. It was like a sign out front. A thing for marketing, but different. Like the sign out front, it was ignored once the website was made. If it was higher ed, it is refreshed every time a new president was hired. "We need a new sign," they essentially said to impose their imprint on the brand. Having a marketing tactic that you had to have meant it was easy to get the next ones. You have to be on Facebook. You have to be on Twitter. You have to be on YouTube. You have to be on TikTok. You have to be on BlueSky. We have social media managers – we don't have outdoor media managers. What is the point? Websites are marketing tactics. If the tactic is wrong, then so is the website. Joe's Pizza only needs a menu online with hours. That's it. Your institution of higher education doesn't need 100 Facebook Pages. It isn't helping. We need to simplify marketing. It is out of control.

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ANNOUNCEMENT www.TheNHF.com : I am happy to announce I (and my company ReachOut Communications Corp. (ROCC)) has been hired as the Web and Social Account Manager for the National Health Federation (https://TheNHF.com). I am passionate about NHF and what they stand for. It was a Doctor I worked with years ago who recommended me to thee NHF. What is the NHF? The NHF: 1. Protects access to alternative health therapies and healthy medicine. In fact, the NHF stopped congress from passing a law years ago that would have prohibited vitamins and supplements from be sent in the mail! 2. Protects your right to purchase the full range of dietary supplements. 3. Protects the rights of alternative (integrative) doctors, chiropractors, and other healers. 4. Oppose toxins and contaminants in your food and water. 5. Support health food store owners’ right to exist. Please visit their website and consider becoming a member, and giving a donation, any amount would be appreciated. https://thenhf.com/

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Could this be the solution to the impact of Bill C-18 for publications? Since Meta's news ban in Canada, publishers have had to shift their strategy on garnering traffic for online articles and perhaps this is a greater solution for local publications. Although U.S. publications haven't seen a ban of news content, Meta and Google have significantly pulled back on news content so global and U.S. based publications (along with some content creators) are turning to Whatsapp Broadcast Channels to share news. Some are seeing even greater success than on X/Twitter. Another opportunity here is the ability to reach a diverse audience. Whatsapp is a great channel to reach multicultural audiences, and publications are seeing similar results in the U.S., specifically with Hispanic users. As of now, I can only find one Canadian publication using the space but if more publications follow suit, it is definitely a space that I would turn to for the latest local news and breaking updates.

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Just finished reading The Globe and Mail Content Studio’s latest marketing trends report, and it’s packed with some seriously thought-provoking insights. Here’s what stood out to me: 1. Generative AI: AI is not just a buzzword anymore. It’s transforming content creation by combining creativity and efficiency. Brands like Lexus are already using AI to craft engaging stories—imagine what we can achieve with this tech! 2. Privacy Shifts: With traditional cookies becoming a thing of the past, we need to rethink our audience targeting strategies. Prioritising privacy isn’t just a trend - it’s essential for building long lasting customer relationships. 3. Generational Marketing: It’s time to move beyond age-based stereotypes. Understanding each generation's unique preferences and values can make our marketing impactful. 4. Big Ideas Stand Out: In a crowded digital space, bold, creative campaigns are what make a difference. It’s about making a lasting impact with innovative ideas that capture attention and hearts. You can dive into the full report here: https://lnkd.in/gkMCPawf

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Is it important for Internal Communication professionals to be Culturally Intelligent? Attend our workshop during this year's 7th Annual Strategic Internal Communication Conference in Toronto. We will not only introduce you to the research, you will participate in a self-assessment to understand yourself. You are all familiar with IQ (intellectual quotient) and EQ (Emotional Intelligence). I want to introduce you to CQ that assesses your ability to navigate different cultures. I'm excited about the applications not only when talking about global roles, but also when we are having the cultures of two organizations merging; urban versus rural cultures; head office versus manufacturing floor. How prepared are you to understand cultural differences and nuances? The Workshops which can be attended in person or virtually can be added to the conference or attended on their own. I hope you plan to join us! Link in comments.

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🚀 Day 6/10 of University of Waterloo's MDEI Design Sprint ✅  In the quest to redefine digital self-service at CIBC, today's focus was on synthesis and strategy! We honed in on what makes an app not just functional, but engaging. 🎯 Day 6 Highlights: ✅ Presented our vision: I kicked off our presentation to our industry mentor Lyndon Pan, framing our problem statement and showcasing our proposed solution. ✅ Analyzed feedback: Leveraging Overlap Associates feedback grid, I prompted a structured approach to our design critique. ✅ Prioritized features: We received 20+ potential callouts! I utilized an impact/effort matrix* from Nielsen Norman Group to evaluate and prioritize features, streamlining our development focus. ✅ Design refinement: With many potential updates, I jumped into Figma myself to apply some of our user insights, refreshing our badge and progress tree designs for a more intuitive user experience. *Key Learning: Every piece of feedback is a golden nugget that's bringing us closer to a product that's as delightful to use as it is to look at 🎨 But we need to focus on what's going to make the most meaningful impact to users... while being mindful of the effort it's going to require. Desirability. Viability. Feasibility. ⏭ Next Steps for Day 7: - Iterating our prototype with newly integrated feedback - Refining our user testing plan to validate our updated design The journey is as exhilarating as the destination, and I'm here for every step of it along with my all star team: Andre De Jesus, Elijah Robert, Megan Dufton, Mukul Trikha, and Samaia Aidroos. Let’s bring on Day 7! #DesignSprint #DigitalBanking #UserExperience #Gamification #FinTech #ProductManagement #Career

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I’m thrilled to be speaking at the Global PR Summit on December 5-6 in Toronto! 🎤 I’ll be exploring one of the most transformative topics in our industry: AI in Internal Communication. In my session, “Navigating AI in Internal Communication: Strategies, Tools, and Considerations,” I’ll unpack the evolving role of AI in our field, from chatbots to sentiment analysis. Together, we’ll explore: ✅ How AI can streamline processes and enhance engagement ✅ The tools and strategies making a difference today --including 6 AI-powered apps for making awesome PPT presentations. ✅ The pros and cons of adopting AI in internal communications This session is for you if you’re considering implementing AI or optimizing your current approach. We’ll cut through the hype and focus on actionable insights to help you leverage AI effectively in your employee communications strategy. Will you be attending the Global PR Summit Canada by P World? If so, let me know! I’d love to connect in person—feel free to stop by and say hello. 👉 For more details and registration, visit this link: https://vist.ly/3mnveex

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Today, we're launching ICTC-CTIC's latest report: a look at the Interactive Digital Media industry in Alberta. 🗞️ Read about it in the Calgary Herald: https://lnkd.in/ecTJG3fT 🤓 Read the full report at https://goictc.link/ABIDM Do you know about the #IDM industry? It includes video games, animation, visual effects, post-production, extended reality, digital models and digital twins. Alberta’s 177 studios increasingly play an important role in the province’s economy and labour market. Key findings from the report: 🎮 Tech employment in the IDM industry will continue to grow faster than Alberta’s general economy in the coming years. 🕹️ Studios in Alberta offer competitive wages compared to Toronto, Vancouver, and Montréal. 👾 Mid- to senior-level talent is in high demand, but a talent shortage may hinder the industry’s continued growth. Without attraction and retention incentives, Alberta may continue to lose top IDM talent to other markets. 📈 If the province can focus on targeted and strategic interventions that enable labour attraction, retention, and skills development, Alberta is poised to make its mark in IDM. Congratulations to the outstanding research team on this launch! Alexandra Cutean, Erik Henningsmoen, Todd Legere, Noah Lubendo, Mairead Matthews, Justin Ratcliffe, Faun Rice. Digital Alberta Alecia Peters Paisley Churchill Tracey J. Johnson Nate Glubish Namir Anani, P.Eng.

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So back in 2017, quite literally on a dare, a team of 6 people decided to run FWD50 in Ottawa. I did NOT have "be a free library of hundreds of public sector innovation talks" on my Bingo card. But here we are. Since 2020, we've also been recording, captioning, and publishing our talks. In 2023, our best-attended workshop happened online—with over 850 participants. If you're wondering how AI might impact your job in the public sector, you should watch it. It's called "How to use AI tools for your work in government," from our amazing partners at Apolitical. https://lnkd.in/eeZ5gspA AI is transforming the public service, and this just one of many talks full of practical knowledge about service design thinking, AI, team culture, data privacy, and more. Did I mention this was free? In 7 years, FWD50 has become not just an event where the people building tomorrow’s government go to learn, connect, and recharge; it's also become a great community (I got to see some of them on recent trips to DC, San Francisco, and London!) Anyway, new drop. #ai #machinelearning #publicservice #FWD50 #digitalgovernment

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Responsible #adoption is the crux of making #artificialintelligence benefit the average Canadian and #Canada’s economy as a whole. In a sector as hyped as #AI, it can be easy to believe that one is falling behind. With the delta between estimates of the impact of AI on the US labour market as large as the entire population of Germany, it’s hard to know who to believe. In this context, the Dais believes data quality is paramount. Here are 3 key trends from our recent AI related reports:   ⁃ our business technology adoption studies show AI adoption in Canada is very limited. While large companies are adopting AI disproportionately, while only 4% of Canadian businesses have adopted AI ⁃ our analysis of the economic history of past technological labour market impacts coupled with modern economic modeling tools suggest that in the long run, and across the entire economy, AI will not to destroy jobs, but rather will enhance work. ⁃ Real time job demand data reveals that only 1% of job postings in Canada explicitly ask for AI skills.

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Clients often ask, "How do I make contact with media professionals? I have a great story but don’t know how to share it." This forms a large part of my work, but it shouldn't be an industry secret. In our 24/7 world, media professionals are constantly looking for compelling stories to feature. As business leaders, it’s crucial to know how to present yourself professionally. One effective way is by drafting an impactful press release. A great press release starts with a compelling story and is essential for capturing media attention. But it's not just about the content; distribution is key. From personalising your outreach to timing your release perfectly, many factors influence success. Curating a targeted media list, engaging with journalists, and using the right distribution strategies can significantly increase your chances of getting your news picked up. Integrate your press releases with your social media and online presence for maximum impact. Ready to craft a standout press release? Join our newsletter and get a free Press Release Template to kickstart your journey. Plus, gain access to exclusive PR tips and strategies from my two decades of experience in media and communications. 🔗 https://lnkd.in/eTvtPdCi #PressRelease #MediaStrategy #Communications #BusinessGrowth #MarketingTips #TheCommunicationsCoach #smallbusinessmarketing

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💡 Is AI going to take our jobs? As I've been attending various events and engaging with experts in the Generative AI space across Toronto, one common question keeps surfacing: Is AI going to take our jobs? This concern isn't something new. Historical creatives like Frank Herbert in his 1965 novel Dune and Stanley Kubrick in his 1968 film 2001: A Space Odyssey already pondered the implications of machines overtaking human roles. However, the deeper I delve into these discussions, the clearer it becomes that the issue isn't straightforward. It challenges us to redefine what we actually mean by "jobs." If we only consider job roles as positions within companies, then indeed, AI and robots might one day manage many tasks, even those we currently see as uniquely human, like creativity in art and literature. But there’s a broader perspective to consider. AI lacks something fundamental that humans possess: intent. While AI can suggest ways to clean our oceans or optimize reforestation, it doesn’t possess the intrinsic motivation to care or to initiate change. That’s a human trait. Why should we limit our identity to our job titles? The rise of AI offers a chance to think about our roles not just by the tasks we perform, but by the impact we make. It’s worth considering our worth not by our office titles but by our contributions to society. This perspective encourages shifting from an individualistic focus on personal achievements to a collectivist approach that values our contributions to the broader community. I see our true job, which no machine can replicate, as serving humanity in ways that reflect our unique human spirit. As AI takes over more routine tasks, it isn’t replacing us but rather freeing us to address larger, more complex problems that require human empathy and commitment. Our future with AI doesn’t have to be a narrative of job loss but rather one of role expansion. This is an exhilarating time to rethink our work and our purpose, to discover how we can truly make a lasting difference in the world. In my opinion, the embrace of collectivism over individualism isn’t just beneficial; it’s essential as we forge paths forward in an AI-enhanced world. #GenerativeAI #AI #ArtificialIntelligence #Humanity #Purpose

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