Aaron Frank

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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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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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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On Saturday, Elon Musk told his followers on X, “You are the media now.” Media democratization isn’t new, but it is accelerating. Check out this new piece from Weber Shandwick's Brad Burke offering fresh insights on the implications for businesses and brands. Highlights include: The 'media network effect:' The 'media network effect' means that everyone—from legacy media outlets to meme accounts—has the potential to shape public narratives. Insufficient strategies: Traditional media strategies are no longer sufficient. Media diets are increasingly personalized. Engaging with influential creators and communities has become even more essential. AI’s role in media: AI is transforming how news spreads. The future media ecosystem will be defined by machine-readable information. Companies must optimize their content to inform AI models before audiences even search, marking an 'owned media renaissance.' Profitable polarization: Polarization is not only politically effective but also profitable. Objectivity is less lucrative than algorithms that reaffirm biases. Advancing narrative intelligence: Deeper narrative intelligence has become essential, and AI can help test a broader range of messages and predict how stakeholders might respond. Check it out here: https://bit.ly/3CAv2KG. Would love to know what you think.

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The world wavers between recession and growth. CMOs continue to navigate obstacles and embrace change. In part eight of our Global CMO Report, we explore the future of marketing and the mix of excitement and stress it brings. Check it out https://lnkd.in/es7Aj3aF #teamlewisglobal

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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I love a hot take on what many consider a broken pitch process, and even better that this one includes tangible tips. My reactions: 1️⃣ “Make pitches shorter.” No question that prolonged searches have gotten out of hand. But IMO, the suggested 2-3 weeks isn’t enough time to get to know each other and for clients to avoid making a snap decision. Anyone can be on their best behavior for 2 weeks. 2️⃣ “Act like you’re already working together.” This one fix alone - providing more access to the clients and opportunities to build chemistry - will address most of the common problems with reviews. That said, agencies need to avoid the temptation to turn each touch point into a pitch. 3️⃣ “Treat each other like partners, not prospects.” Nobody likes agency reviews. Except search consultants like myself—what can I say, we’re a unique breed. But the process is a whole lot better if both sides approach it with the same qualities they expect from their client-agency partnerships: Transparency. Empathy. Respect. TLDR: My favorite part of this piece is that it acknowledges that agencies have a role in fixing what’s broken. As I posted just last week: “While I agree that many agency searches leave lots of room for improvement, at least part of the onus lies with the agencies.”

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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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While previous research recommended against featuring older women in ads, The #JournalofAdvertisingResearch 2023 Best Paper by Hanna Berg and Karina T. Liljedal examines current consumer responses to advertising featuring older female decorative models and the findings are positive. This article is open access for all. #advertisingresearch #advertising #diversity

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Recent industry research shared by Eleanor Hawkins at Axios shows that 66% of Fortune 500 Chief Communications Officers are women, a demographic variance not yet seen in other C-suite roles. Diverse perspectives are essential to effectively lead, listen to and engage the many different groups and audiences that can dictate a company’s success and I look forward to similar progress in inclusion across other leadership roles and industries.  https://lnkd.in/e7c-5fS7

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We’ve all seen examples of brands or influencers who in times of crises opt to “turn off” the comments. It’s something we heavily recommend against in our risk assessments for new campaigns and this new study shows exactly why. As soon as you turn off the comments, the trust from your consumers drops. https://lnkd.in/e5a5YKNA It shouldn’t be a surprise, this is a pretty predictable outcome. But in times of crises, if you haven’t pre-planned, when reputations are on the line, it feels like an easy solution to make the pain go away. The lesson: ensure reputation and crisis planning is built into every campaign. With a clear stakeholder plan and pre-agreed responses to predictable hiccups. 9/10 you won’t need it. But for the one time you do - it’ll be worth the foresight.

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Build Resilience from the Inside Out. What separates the good from the great in high-pressured careers like PR? According to research, 75% of performance is determined by character - not competence. In this episode of #imPRessions, Peter Rea shares how developing virtues like courage, compassion and hope can help you thrive under uncertainty. If you want to boost your ability to perform under pressure, stream this episode. The Pollack Group

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📢 The Rise of the Hybrid CCO: The role of the Chief Communication Officer (CCO) is evolving at an unprecedented pace. In episode 424 of our For Immediate Release podcast, Shel Holtz, SCMP and I discuss a groundbreaking trend highlighted in research by the Observatory on Corporate Reputation (OCR): the emergence of the CCO-Plus role. ❓What’s Happening? CCOs are increasingly taking on additional business functions — marketing, HR, sustainability, and more — leading to new titles like Chief Communication and Marketing Officer (CCMO) and Chief Communication and Sustainability/ESG/Impact Officer (CCSEIO). According to the OCR, CCO-Plus roles have surged 88% since 2019, outnumbering traditional CCO roles in Fortune 1000 companies. 🤔 The Big Question: Is this trend towards hybrid roles enhancing organisational efficiency, or does it risk diluting the focus and effectiveness of these critical functions? As the lines between communication and other business functions blur, we might soon see even more integrated roles, like a Chief Communication and AI Officer (CCAIO). 🔊 Join the Conversation: Read my take on this topic, and listen to Shel's and my discussion of these questions in our latest podcast episode. Is your organisation adapting to this shift? How do you see the role of the CCO evolving in your business? #cco #corporatecommunication #FIRpodcast https://lnkd.in/esEb84Mx

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Interesting read. I used to think the opposite before I began working with sustainable brands and saw the data first hand. For many, the biggest converting point isn't in sustainability alone. If you market/advertise sustainable brands, have you seen younger demographics have greater interest in your products? How do you convert wealthier people and make them care? What other value props do you pair into your messaging to find success? https://lnkd.in/gF6pupBa

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Fantastic breakdown of why influencer marketing is a media channel that can't be ignored any longer by purpose-driven brands. The sooner you add it to your media-mix the quicker a thoughtful strategy can be developed to engage the right creators that reach your targeted audiences. How people build brand knowledge, options and loyality have changed. We are here to help you integrate to your mission, fundraising and/or advocacy goals neatly packed with your/our tech stack to make it all happen.

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I am pleased to share Edelman’s 2024 Global Citizenship Report, Engaging Partnerships, Empowering Impact. It underscores how partnerships within our agency, with clients, and in our communities and the broader world help us achieve our ambitious sustainability and societal goals and define our 14-year-old citizenship program.  Throughout this report, we showcase how partnerships embed their impact throughout Edelman and our culture, enabling us to transform individual initiatives into integrated programs that, as the report’s title emphasizes, empower an enduring impact.  Partnerships help provide employee services that benefit our employees’ well-being and volunteerism. Our purpose-driven client and community collaborations serve to improve society and our planet. The Science-Based Targets initiative (SBTi) has approved Edelman’s near-term and long-term emissions reduction goals, marking our commitment to reaching net-zero by 2040. Our specific targets include reducing Scope 1 & 2 GHG emissions by 80% by 2030 (from a 2019 baseline) and reducing Scope 3 emissions by 55% by 2030. We are also using climate scenario analysis and climate models to inform strategies to mitigate and adapt to climate change.   Reading this report, we hope you conclude that Edelman is committed to fostering positive change while mitigating risks to ensure we contribute meaningfully to a more sustainable and equitable future. Learn more here: https://lnkd.in/gpxYU6nU

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"Marketers view strategy as more important than ever, but there’s tension in terms of communication and delivery because we are often conflating different types of strategy." Lindsey Slaby for WARC Future of Strategy 2024 It was an honor to contribute to the Warc Future of Strategy report for 2024. Thank you Lena Roland. Since it is fresh off the press, I am pouring over all the great thoughts myself. My opinion piece focused on bringing the client's POV around where there may be tension with various agencies. Frankly, I have not seen marketers devalue or say, "We don't want strategy." On the contrary, it is more important than ever. But perhaps we are speaking about different things when we say "strategy," and that's important to gain alignment early in an engagement. My advice on how and when to do this is in the report and at the link below. ✨ Additionally ✨ A few people recently asked how I might classify different strategies from a marketer's POV. Here is what I have often used as a guide to that conversation. It's nothing fancy, and I am sure there is much debate, but it's a starting point.

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Getting "obsessed" with consumers can be a smart move for brands that can help increase engagement and loyalty. Ben Osborne of Creative Bloq writes, "We don’t invent brands; we find them – more archaeology than alchemy. We believe that inherent in every brand or company is something extraordinary and unique, a truth, worth uncovering." Creative branding is all about one thing, after all: the consumer. Why are we being creative? Why are we innovating? It's all for the consumer — to capture their engagement and loyalty. In obsessing over the consumer by learning from our metrics, consistently following up post-sale or interaction, and taking their feedback and interests as seriously as possible, we're bound to find that connection and loyalty. #ConsumerObsession #CreativeBranding #Marketing #Advertising

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Joining Shameek Bose M.P.A. to preview the findings of our recent media landscape research, A Data-Driven Approach to Landing Sustainability Stories in Global Top-Tier Media with Alan Murray was a true career highlight. As one of the leading journalists of our time, Alan's perspective and recommendations were nothing short of inspiring. To complete this research, my team and I analyzed over 6,000 pieces of top-tier global media coverage in 2024 to answer three central questions: ⭐ What storylines are landing tier one coverage and what insights can companies draw from this to increase their coverage? ⭐ What narratives AREN'T landing in leading outlets? Which pitches should companies reconsider? ⭐ What can we learn from negative coverage of corporate sustainability commitments to ensure our clients don't fall in similar traps? The insights we identified through this project were surprising and are helping many of our clients uplevel their communications strategies for 2025. Let me know if you'd be interested in hearing the presentation live!

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