Christian Borges

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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When it comes to crisis communication,everything ends or starts with your decision to be truthful.Register for #PRfundiMasterclass to discuss this and more. 

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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 media training execs, and one thing I told a team last week was that, because of the elections, we have a lot of opportunity to watch how techniques play out in real life and analyze how they could be employed better. Local debates & forums all the way to the national stage offer great case studies as they practice their own craft. Sure enough, last night gave us a good show. I saw a lot of flagging (things like "let's be clear...," "let's talk about extreme...," and "I want to say one thing..."). There was some minor bridging, but mostly not even acknowledging questions they didn't want to answer. And there was certainly a lot of rising to bait. These are all things we drill in our trainings and that are important to remember: 🌉 Bridging: acknowledge the question (i.e. "that's an important topic"; "I understand the confusion") before moving to the messages you want to get across (i.e. "what I can share is..."; "that speaks to a bigger point I want to make..."). ⛳ Flagging: call attention to your response, often times with an outline the key points you want to make, so people can follow along easily (i.e. "we do this in 3 key ways..."; "if you only remember one thing, it should be..."). 🎮 Staying in control: don't let reporters, moderators, audience members, etc. throw you off with things like rapid fire questions, silence, putting words in your mouth or interrupting. Stay cool, and only say what you came to say. Do you have any favorite bridging or flagging moments from last night that were particularly well done? What other media training techniques did you pick up on?

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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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Ok so really this is just about everyone wanting to be Bloomberg News And why not? High-quality journalism-led by the print side Niche but large target audience Also has its own billionaire exec convening execs But recreating all of that isn’t really feasible Yet you still want to be part of the news game Bezos (of The Washington Post fame) certainly does So, what is the opportunity if you’re maybe not so bullish on WaPo? Well, mass appeal broadcast TV – especially news – is on the decline And getting folks to a new platform for streaming news (aka CNN+) is too difficult So why not just have them watch it on a platform they already have Like Amazon Prime? Which will potentially be ‘testing the waters' with special election night coverage With Brian Williams who will lead a ‘non-partisan’ discussion of it Will people watch? Eh Regular folks have said for ‘eons’ that they have wanted TV political coverage to be Non-partisan Less sensational But that’s not reality especially at a time when boot-strapped, scrappy YouTube-based political creators are cutting into mainstream tv broadcast political audiences You can certainly be corporate but there must be an edge to the coverage So, the clips can also go viral on social media And folks tune in If I was Amazon Prime, and wanted to build a streaming news commentary service in the future, I would act almost like I was in pro wrestling and try to recruit talent from the ‘Independents’ aka large YouTube channels with dedicated followers, etc., to anchor coverage / programmatic aspects And leave some distance from the main company brand, some elbow room for them to have their own biases I would just ensure that those biases are balanced against another anchor’s And ensure everyone is supported by a fleet of homegrown reporting talent Whose profiles you really invest in And if they go off one day to do their own thing and have their own real following for that? Good – in this day and age that means you’re probably winning 

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It's crucial as PR practitioners that we adapt to new technologies rapidly, yet cautiously. (We're nothing if not cautious, right?!) The use if AI has rapidly changed the way we conduct business, for the better/more efficient. We have enhanced our service offerings, improved response times, and are better managing our workloads. GenAI has benefited our clients as much as it's benefitted us. Read more in Axios about how MikeWorldWide has advanced using AI. #AI #GenAI #publicrelations #PRAgency

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Some great insights from the Curley Company Media Center of Excellence team. Worth a read as we all prepare to communicate to our most important stakeholders in the coming days, weeks, and months. 👇 #PR #comms #election #mediastrategy

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For crisis communications and media professionals: How do you navigate advising clients or upper management when they opt for crisis spin messaging over addressing the actual root cause of the crisis? 🤔 We've witnessed various scenarios where organizations either successfully managed this approach or faced challenges. From President Biden's health concerns to NYC Mayor Adam's scandals, and companies like Boeing, Meta, Nike, Tesla, Samsung, and the Secret Service-the importance of handling crises transparently cannot be overstated, especially if you want to maintain your credibility, brand, customers, clients and stakeholders.📰💼 #CrisisCommunications #MediaPros #PublicRelations #Transparency #CrisisManagement

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Introducing “The Multichannel Communications Playbook,” a step-by-step guide to using an integrated, multichannel approach to achieve greater ROI and maximum visibility for your content. Download now and unleash the full potential of your campaign!

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🎙️ New FIR Podcast Episode 430 🎙️ In this long-form episode for September, Shel Holtz, SCMP, and I dive into the evolving landscape of marketing and communication, highlighting how AI tools like NotebookLM are reshaping content creation, and the rise of corporate influencers. We explore meme marketing's growing impact, influencer-driven political campaigns, and why authenticity and transparency are more important than ever for brand trust. Key takeaways include: 🔹 NotebookLM’s revolutionary approach to AI-generated conversations 🔹 The power of corporate influencers for connecting with Gen Z 🔹 Meme marketing as a strategy to engage younger consumers 🔹 The ongoing importance of chat podcasts and human interaction in an AI-driven world In his Tech Report, Dan York shares the latest news on Substack's evolution, the spiralling kerfuffle between WordPress and WP Engine, and the launch of the Social Web Foundation. 🎧 Tune in to discover insights that can help you stay ahead in this rapidly changing field ⬇️ #Marketing #GenZ #AI #NotebookLM #MemeMarketing #Podcast https://lnkd.in/ePVyDgMb

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From Local Relevance to Global Resonance Back in the day, marketers and PR professionals largely focused on creating topical content that resonated within their own borders and audience. Fast forward to today’s digital world, the rules have transformed. Today, Donald Trump clinched the U.S. election win, and I’m certain we'll see Indian brands cleverly weaving this global headline into their messaging. The line between “local” and “global” is blurred, and digital platforms have created trends that have no boundaries. From a PR lens, this shift is fascinating. Global events now offer brands everywhere an opportunity to be part of a larger narrative — whether it’s to amplify brand values, tap into trends, or simply start a conversation. For marketers, this isn’t just about being “timely”; it’s about being relevant, bold, and connected to the world in real-time. Time to think bigger, respond faster, and stay agile in a world where news crosses oceans in seconds. #Trump

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Today’s Cynopsis newsletter sparked some thoughts on how traditional media relations and newer communication channels are blending more than ever. It’s a shift we see daily in our industry—and one that offers exciting opportunities for communicators. Key Takeaways: 1️⃣ Blending Media Channels: Journalists and influencers now work in overlapping spaces. While journalists bring credibility and depth, influencers amplify messages to reach broader audiences. This makes a multi-channel approach essential. 2️⃣ Pitching Influencers Thoughtfully: Influencers deserve the same care as media outlets. Tailored strategies, exclusive content, and early access can create strong partnerships and deliver impactful results. Why this matters: According to Pew Research, 37% of adults aged 18–29 regularly get their news from influencers—a number significantly higher than the 21% of all Americans. News influencers are most active on X (85%), followed by Instagram (50%) and YouTube (44%). These insights are a great reminder of the importance of balancing traditional and modern communication channels to meet audiences where they are and drive meaningful results. How are you adapting your strategies to bridge the gap between traditional media and new influencer-driven platforms?

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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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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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