Aaron Masterson

The October monthly episode of our For Immediate Release podcast explores critical communication trends. Shel Holtz, SCMP, and I discuss six compelling topics, including Reddit's potential for crisis comms, the state of blogging in 2024, ethical concerns in celebrity news coverage, workplace connection challenges, and AI's impact across industries. In a blog post, I've set out some key takeaways that present opportunities for communicators, including leveraging Reddit for stakeholder engagement and preparing to guide organisations through AI adoption. Read more and listen now for valuable perspectives and insights on navigating today's complex communication landscape. https://lnkd.in/e5_CcMR2

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In today's data-rich environment, PR practitioners who embrace data-driven decision-making are gaining a significant edge in developing more effective, targeted and measurable campaigns -- H Patel, FINN Partners https://odwpr.us/3zBzyYe

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Comms Pros know - more than most - words matter. But sometimes, we use language that undermines our value. In-house stakeholders aren’t “clients.”  → We’re shoulder-to-shoulder partners. P&L centers shouldn't be called “The Business.”  → We're part of the business, not a subordinate function. Reinforcing an "us'" and "them" mindset is a disservice: It positions us as a less strategic function and makes us less effective. Ultimately, our job is to protect & promote brands and reputations. - Our roles are critical. - Our opinions are essential  - Our voices / expertise truly matter. We're Strategic Partners, not Service Providers.

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Authenticity is key for senior executives to be influential on LinkedIn, but not every leader finds it easy to engage genuinely. 🔸In episode 342 of our For Immediate Release podcast, Shel Holtz, SCMP, and I explore how communicators can help executives craft authentic online personas and build influence and trust, focused on LinkedIn, with practical examples. I also dive into this topic in a new blog post published today, arguing that authenticity opens the door to success. Communicators must guide leaders who struggle with authenticity, identifying formats or mediums that play to their strengths. Take a read and listen to our discussion ⬇️ #Authenticity #Communication #LinkedIn #FIRPodcast https://lnkd.in/eMu9D48j

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20+ years of writing and reviewing press releases has left me with a deep hatred of the words "iconic", "innovative", and especially "paradigm shifting"! This is a smart piece by Eleanor Hawkins. And I agree - as long as the time investment is kept to a minimum and all parties are aligned on the goals of a "press release", there's still a place for them in the comms toolkit as a way to memorialise a moment in time. One add though. With data hungry LLMs looking for more and more content to ingest, and given the shift among many publishers to block the use of their IP, will we see a resurgence in the impact of press releases as influencers of AI answer engines? I predict yes.

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Here's added support for the claim that comms pros are taking their rightful seat at the "strategy" table. Why? Because brand building and reputation management are strategic pillars for businesses. Memo's new "Evolving Role of Comms" report shows: 💡 A 34% increase in comms teams reporting directly to CEOs. 💡 A 26% decrease in reporting to marketing since 2023. 💡 An expanding role for comms, beyond earned media. 50% say they now own executive comms, internal comms, and marketing campaigns. CEOs experienced the value of comms during the pandemic and other challenging events of the early 2020s. These data suggest the C-suite is taking a serious look at a range of reputational risks, including: 🚨 Misinformation and disinformation due to AI. 🚨 Cybercrime, cybersecurity, and customer privacy. 🚨 Activist investors, including those pushing back against ESG policies. 🚨 Macroeconomic uncertainty, geopolitical, and climate events. The report also underscores the power that comes from: ⚡ Sharing executive perspectives to promote understanding of corporate values and ethics. ⚡ Having an aligned workforce. Empowered employees are your best advocates. The most interesting tension in this report is the question of priorities. Gaining competitive share-of-voice (SOV), raising awareness, and amplifying key messages top the to-do list more frequently than, say, managing disinformation or changing perceptions. It's a tightly-knit group of priorities, however. And that speaks to the complexities of modern communications. Comms folks drive clarity about purpose and values. They also understand the importance of closing the gaps between corporate stories and actions. Shout out to the comms folks out there who are claiming more space. Check out the full report in the link below. #Comms #PR #StrategicCommunications

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Meet stakeholders where they are. Comms teams often dive in to diagnosis a problem and identify several actions the business *should* take. But tackling everything at once might not be feasible. Business leaders are navigating a lot and facing multiple challenges, all at once. That means trade-offs are inevitable. Instead of recommending multiple work streams, focus on one or two achievable areas to make an impact. This can be challenging for some. But the best solution also needs to fit the reality of the situation—not just the theory. Progress often beats perfection.

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This was so good, I listened twice. Jason Moriber offers an excellent roadmap for anyone seeking to not just reach their audience but to cause a reaction/action. Great to see you teaching, Jason! #communications #marketing #digitalmedia #socialmedia

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As our world gets more fraught and complex, audiences are increasingly choosing news sources which are more visual, reports are more watched, less read, with YouTube continuing its rise. The implications of this trend for deep understanding of difficult issues is worth pondering. More people are concerned about how to grapple with the rising torrent of fake news, and many having doubts about how AI might be deployed by newsrooms. Edelman has partnered with the Reuters Institute for this annual report as we are all in the business of communicating and good, credible and trusted information is critical to everyone in that process

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While client stories are the PR gold standard, it always seems to be the very last thing they will do in our marketing promotion options. So, it's always a pleasure to share them when we have them, and this one's a gem: in this story in MarTech, Verizon's Tommi Marsans goes deep on how their B2B division deploys the AI-powered Pega Customer Decision Hub to, as she put it, "be best-in-class at interacting with our customers." It's nice to read about their history with Pega, how it's evolved, and some hints into what's to come (hello Blueprint). https://pe.ga/4bfY2mU

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As eloquently put by Eleanor Hawkins in Axios Communicators, there's a recalibration happening as executives navigate how and when to address socio-political issues in the era of Trump 2.0. For corporate communicators, decisions about if, and how, to respond are going to be taking up a lot more of our time over the next four years, if past experience is any indication. Check out the full article at https://lnkd.in/eZCnfVNQ

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Communications best practices apply to IR, just as they do for all strategic communications. Learn more about IR website essentials in the in-depth guide from PR Newswire ➡️ https://lnkd.in/e9wW2QaH #IR #InvestorRelations #Comms

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🌟 🧠 What is your communications superpower? Say it loud and proud in the comments... we all have something we're really good at and there's so much more to comms than most people even know! Mine? I'd say it's digging up the 'why,' the deeper meaning behind the company, the perspective, or the product. That's the real deal to me - the stuff I want to know about - what makes it so cool, different, or better, and why? Share yours below to power up our Thursdays! #comms #CWC #PR

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Kudos to Eleanor Hawkins and the Axios Communicators team for their "1 big thing" visual of the day. Yes, it's reductive guidance on when to speak out and when not to, and yes, you should think through it with more nuance and specificity to a situation at hand, but these are great questions to start with when you're wondering how to communicate through murky or uncomfortable events. Some other questions to consider: ▶ Do we know enough about this situation? If not, do we have a sense of timing for more information to come through? ▶ Can we meaningfully influence the situation by speaking out? ▶ If we are communicating about this, who is the right person to serve as our voice?

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Communicators often struggle to choose the right channels for content distribution. We often feel trapped by the same range of options - traditional, digital, in-person, etc. Yet within the range, there are multiple channels to consider, so how do you ensure your message reaches the intended audience? Defining distribution is more than just selecting platforms; it’s about understanding your audience, their preferences, and the unique characteristics of each channel. Tailoring your approach can significantly amplify your content’s impact. Start by mapping out your audience’s behaviour across different channels. Are they more active on social media, or do they prefer newsletters? Use this insight to select the most effective channels for distribution, ensuring your message resonates where it matters most. Need more help? Elevate your craft with the Guild of Communicators (GOC) at https://buff.ly/3XpOTTY . As a professional community for communicators, GOC offers access to best-in-class resources, comprehensive training programmes, and a supportive network to help you achieve excellence. By joining, you’ll connect with fellow communicators, gain valuable insights, and enhance your ability to drive measurable outcomes within your organisation, solidifying your role as a key business partner across critical functions like sales, marketing, product, and strategy. Follow me on LinkedIn to receive my weekly newsletter where I share my learnings and opinions from a communicator’s perspective. #strategiccommunications #strtgcommsgrp #levelup #training #upskilling #lifelonglearning #publicrelations #PR #prstrategy #communications #storytelling #narrative #branding #brandstrategy #stakeholderengagement #projectmanagement #marketing #marketingstrategy #leadership #marketingtips #prtips #SMEtips

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🌪️ Exploring the remarkable work of crisis communicators during Hurricane Beryl. Part 1 of a series. 🚨 New Series Announcement! In the next two newsletters, we’ll highlight the stories of two exceptional public communicators who excelled before, during, and after Hurricane Beryl ravaged the Houston area on July 8. The storm left over 2.6 million people without power, and at least 23 people died due to the storm and ensuing power outages. 🏡 Local Insights: Houston Summers Losing power in Houston is not just uncomfortable; it means all the food in your refrigerator spoils. After a hurricane, you're left with tree limbs and sometimes entire trees that need to be sawed up and hauled away. It’s a colossal mess, and people rightly expect their government agencies to help clean it all up and get life back to normal. 🌳 The Woodlands Township's Response: We’ll start with the story of how LeaAnn Dearman Petersen, CPC, CPM of The Woodlands Township, a suburb north of Houston, handled the impact. Next time, we'll share the perspective of the City of Houston’s Office of Emergency Management public information officer, Brent Taylor. 📅 Programming Note: GGF will be taking its annual beach sabbatical next week, so we'll be back with Part 2 on Friday, Aug. 9. 🚀 Stay tuned for more inspiring stories of public service! 🔗 Read more and subscribe to Good Government Files. https://lnkd.in/gQhWWDaA #CrisisCommunications #PublicService #HurricaneBeryl #GoodGovernmentFiles #EmergencyManagement #Houston

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Last chance to register's for Tuesday's webcast on GIS and the nature of business. For GIS pros and business managers, it's a good look at how location awareness supports a nature-positive organization https://ow.ly/en9P50S6Si9

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Most of us agree that the only way forward is for your PR team to be much better at using data to track results. We see many PR thought leaders comment on this subject, and there are new tech platforms that offer PR teams much better metrics. Yet still, PR metrics need to leave room for understanding what the data may not show.

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