Cassin Duncan

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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Check out my thoughts on agency Rolodexes, diversity in the industry, underdog agencies, AI, and more in this Q&A with AdForum.

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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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FleishmanHillard’s #sustainability media landscape research can help brands stay ahead as they finalize communication plans for 2025. We embrace opportunities to discuss insights for reaching our client's priority audiences. Our Responsible Business and Global Impact practice is fueled by our proprietary #research, #strategy and strong internal culture. Every day we are working as an extension of our client teams to help them innovate and create a more equitable and sustainable world. Earlier this year, we analyzed top-tier global media coverage over six months of 2024. This research demonstrated that companies with solid stories to share should feel comfortable pitching stories and can be reassured that top-tier outlets trend toward positive coverage. Read more in the executive summary here: https://lnkd.in/ebdvC82i #FHEmployee #mediarelations #clientstrategy

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I LOVE election season. So much opportunity to secure coverage for brands. Here are five tips to navigate the bustling weeks ahead effectively. Get in touch if you want to explore how your brand can make a ‘splash’. Sigh. #election #pr

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As election season peaks, it’s fair to ask whether or not CEOs and other C-Suite executives should share their thoughts and ideas on candidates or their platforms on social media. Well, as always it depends on many factors. But what I can say for sure is that doing so requires great care and a clear understanding of the terrain that lies ahead before pressing “Post”. In this year's "Social In The C-Suite" report, data showed that most leaders are opting for a "wait-and-see" approach, as social media posts on elections ranked in just the 20th percentile of content related to critical issues. It was outpaced by other topics like international conflicts, artificial intelligence and DEI/racial justice. So, if a CEO does post about the election, what can they expect? ⚠ Likes, shares, and criticisms: Our research showed that negative comments outshined positive comments on a 25:1 basis. CEO social posts on the election generated the second-highest negative sentiment rate, ranked behind comments made about the war in Palestine and Ukraine. ⬆ A Bigger Social Spotlight Elections are timely and relevant, making them lightning rods for visibility. Any online mention of a candidate or their policies is likely going to put a spotlight on leaders, so expect a lift in impressions. A simple social media post can (and will) make its way into traditional media coverage, multiplying the social post impact. Our research showed that 66% of visibility on CEO statements critical issues came from online posts. 👀 Friends, Foes and Followers: Swaying into public policy topics will put leaders in conversations possibly unrelated to their business, thus inspiring a group of new stakeholders to keep a watchful eye on public content from the CEO. Before posting on the election, leaders should ask themselves if the people having similar conversations online are also stakeholders that can boost or deflate a leader's reputation, and if so, is that leader prepared to speak to that audience beyond this one moment? Lots more to be considered, but feel free to download our #SocialInTheCSuite report for more insights on how CEOs are using social media to address the election. https://lnkd.in/gpA6PgAx

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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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A new Nielsen report sheds light on the fastest-growing consumer demographic in the U.S. According to Jackie Liu of The Pollack Group, Asian American and Native Hawaiian/Pacific Islander audiences are a diverse powerhouse influencing culture and commerce. The report reinforces that understanding AANHPI communities requires nuanced insights beyond surface-level generalizations through data-backed trends and unique media habits. Jackie shares top takeaways on communicating authentically to diverse Asian audiences. Discover proven strategies for success by exploring the full report at the link below. 👇

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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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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 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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Do you make purchases based on good press? Earned media can be powerful, but its role is often under strategized. Add to that, with mainstream media forced to clickbait and comment-spark for its own survival, it’s not surprising many strong brands choose to make their own news rather than risk sensational headlines or hyperbole. Here’s my take in Forbes. Thanks Lilian Raji for the inclusion. “Any PR practitioner placing all their weight in earned media is losing. It has a purpose but only works alongside owned media and heavy brand community work. The broader questions PR must solve for are reputational in nature: Who matters to your brand, what do they know of you, what do they think of you, what happens when they look for you, and what do they tell people about you when you leave the room?”

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As CMOs, we're constantly navigating the dynamic landscape of marketing. The latest Nielsen 2024 Annual Marketing Report underscores the necessity of a balanced media mix and provides us with pivotal insights for our strategies moving forward. Below are my 5 key takeaways – let's discuss! ⬇️ 🌟 In a promising shift, 72% of #marketers anticipate larger ad budgets this year, a significant rise from 64% last year – and a testament to our industry's resilience and growth potential. 💻 Globally, marketers are planning to allocate over 63% of their ad budgets to digital channels in 2024, including social media, search, online video, and digital display. The effectiveness of these channels is undeniable – here’s to you, PAN Team Marketing. 📈 Investment in brand-building marketing is essential for brands to drive revenue growth and achieve holistic success. While some media buying plans may not support full-funnel ROI, we as marketers need to be conscious of the disconnect between our objectives and KPIs and adapt. 🔑 As a true fan of the “awareness phase” it’s great to see Nielsen report on upper-funnel marketing, and how it’s critical for long-term and full-funnel #ROI. Balancing our strategies by including both brand building and performance marketing will be key. 💡 We should always ensure our measurement tactics are complete and aligned with our strategic goals. This will enhance our overall effectiveness – there is always room for improvement! ➡️ TL;DR: Advertising budgets are growing, and with that growth comes increased opportunity to stand out across your media channels. That's why a multi-channel media approach that includes measurement across the full marketing funnel is the goal for so many. Any recent insights that have caused you to rethink upcoming or current strategies? I'd love to hear! ⬇️ 

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Proud when the work aims to drive change. 📣 The past few weeks, an integrated Edelman team spanning Creative, Earned Media, Client Leaders, Community Managers, Multicultural experts, Influencer Relations, Paid Media, and more, have been working on something important. Our client partners at Ajinomoto Co., Inc. have united a powerful coalition of Asian-American and other activists, chefs, food journalists, and nutritionists. Last week, they published an open letter calling on the NEJM Group - The New England Journal of Medicine - to revisit the racist term "Chinese Restaurant Syndrome" that they coined. ❗ ❗ Background: In 1968, the journal published a letter to the editor who wrote about effects from eating at some Chinese restaurants. The author of the letter didn't use the term, but the journal gave the letter the headline, "Chinese Restaurant Syndrome." From there, the media frenzy took off, creating a narrative that demonized MSG. 💡The Facts: MSG, a naturally occurring amino acid, is classified as safe by the FDA and is essential for bringing Umami to food. However, the 1968 headline by NEJM Group led to persistent racist misconceptions that the Asian community still confronts today. ⚡ Chef's and food writers such as Calvin Eng and Kat Lieu, DPT, CLT spoke about their experiences as Asian-American chefs who use MSG and the impact the racist rhetoric has on them as individuals, and the greater AAPI community at large. Kat said, "You have an America where Chinese food is seen as unhealthy or dirty or cheap, something like fast food, or worse." For Calvin, he envisions a future where MSG is valued for its role in enhancing flavor, free from outdated stigma, "It's about education and openness...We need to shift the conversation to celebrate the quality and authenticity of the food, moving beyond old misconceptions." Thanks to Shawna Chen, Axios, Stephanie Gravalese, Forbes, IFLScience, Joy Sauce, NextShark and more for covering and highlighting this important movement. Read more: The letter: https://lnkd.in/dfCS-iH4 Forbes: https://lnkd.in/d3iytwCR Axios: https://lnkd.in/dmiY_diH IFL Science: https://lnkd.in/dx9ZV-4u NextShark: https://lnkd.in/d8Vt6mye Joy Sauce: https://lnkd.in/duYHFKje Gennifer Horowitz Amanda (Drain) Gillman Brittany Herrmann Jane Chung Caroline Tortorella Carolina Rincon Sato Shelby Montgomery Jill Lehman Conor Hogan Lexie Flood Cameron Baker Jesse Suchmann Kelsey Cohen Stephanie Walker, MPH, CHES Michael Byrnes Ariana Saunders #chineserestaurantsyndrome #aapi #knowmsg #msg #umami #history #foodhistory #nejm #asianamericanhistory #asianamerican #food #chinesefood #asianfood

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Now that curation has earned its way into more and more programmatic circles, it's only fitting that Pesach Lattin has dived into the question "are all data curation solutions interchangeable?" Spoiler alert - they aren't, which makes this article a must read both those who are already capitalizing on curation and those just getting started. Drew Stein Audigent Ted Smith Greg Williams Jake Abraham Gina Cavallo Chris Meredith #data #curation #programmatic #programmaticdata

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Is PR still relevant? Are #PR pros being pushed to the margins? I want to share @Bill Byrne's article in Agility PR Solutions as a follow up to my previous post on the continuing changes in the PR landscape from even just a couple of years ago. Bill clearly lays out 3 key areas PR agencies should incorporate (or reincorporate) now - as in immediately. #agencylife #marcomms #PR #PRPros #digitalmarketing https://lnkd.in/gGx-y2Hh

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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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TV, Google or social media? The folks at Society22 and Censuswide conducted a study to find out which channels have the most influence on U.S. consumers. Notably, most respondents were able to name the sources of brand information for the last five products they purchased ✅ Internet searches came out on top (36%). This was followed by recommendations from family or friends (30%), brand advertising on TV or radio (25%), social media advertising (23%), and brand stories from other content creators or influencers (20%). When it comes to what most often inspires US consumers to make a purchase, YouTube leads the way (37%), followed by TV commercials (36%), offline sources such as friends, family and in-store displays (35%), Facebook (30%) and TikTok (26%). ➡️ The main conclusion of the researchers is that in order to influence purchase decisions through content, brands need to tailor it to their target audience. I would add that regardless of which channel your audience chooses, be mindful of your reputation. Don't skimp on content creation, manage negative feedback effectively, and word of mouth will work for you, both online and offline. #Research #SocialMedia #ReputationExpert

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