Leadership at the World Business Forum

In a special edition of the Brand Storytelling podcast, we talk to John Mattone about his keynote at the World Business Forum, his education and closing the gap on leadership.

Listen to the full show and read below for a preview of John’s insights.  

The following is an excerpt from the Brand Storytelling podcast. Available on iTunes,  Soundcloud, and selected Android apps


Rakhal Ebeli: I heard you speak about and you gave some great insights at the top of the show, but how do you define leadership in 2016?

John Mattone: I define it, Rakhal, I think a little bit different probably than a lot of books out there. When I wrote Intelligent Leadership in 2013 and I followed up with this book this year, my approach is that it’s all about the inner core. It’s all about the elements that often we don’t want to come to grips with, we don’t want to take a look at, we don’t want to deal with, because inside of us, there’s often a lot of pain. A lot of executives are uncomfortable going there, but if we could make tweaks and adjustments in terms of how people view themselves, what is your self-concept? If it’s strong and vibrant, that’s a good thing.

I think the second thing is what about your values that are driving you? Are your values correct? Are you operating with the wrong values? Maybe you put too much focus in on power and money as opposed to being altruistic. We got to make that adjustment. Thinking patterns, those have got to be correct. Emotional makeup. All of that. Your thinking patterns will drive your emotional makeup. Your emotional makeup will drive your behavior. Behavior will drive results. We start here. If your mindset’s not correct, you’re not going to generate good results. That’s why a lot of companies are failing with transformation efforts. It’s happening.

Rakhal: You talk about that domino effect and ultimately your character that defines your future. What can people and brands do to define themselves through content, through marketing, through material, through books?

John: I think the presence in the branding, whether it’s a big company or a small company, you’ve got to come to grips with the essence of not who you are think it’s more important to define, and most companies never get there. Most brands never get there, but I think it’s a worthy pursuit. When we think about the question about not what we want to become, Rakhal. It’s not about what we want to become. Same thing with each and every one of us individually and same thing with our families. Who cares? The more important question is what must we become? What must our vision be? In light of all the difficulty and complexity in the world, what must our vision be? That’s why great CEOs are very few and far between.

Rakhal: Does that mean you’re talking about future pacing?

John: In many respects. It’s not only defining what must our vision be. It all re-translates from there, what must our strategy, what must our structure be? What must our systems be? All of it re-translates. In my experiences that, whether it’s an entrepreneurial company or a big-time company, that the senior team if they’re not concrete about the must state and why that must state has got to be, it’s going to be very difficult for the team to follow.

Rakhal: You mentioned that your work, your definitive work, is to close the gap on leadership by big thinking. I really love that point about big thinking not being just spreadsheets and big data. What do you mean by closing the gap on leadership?

John: I just don’t think we have enough good leaders out there. It is a bell-shaped curve. We need to do what we’ve done with intelligence. We have a skewed distribution. Most companies hire pretty intelligent people. The critical thinking skills tend to be there, but in terms of leadership, there’s more variability. That’s a problem because the variability doesn’t help with all the complexity. I think it’s important. Actually, I think it’s a non-negotiable that senior leadership teams start with themselves. Many don’t. That’s a problem. One of the big reasons we have gaps is senior executive teams and CEOs often are unwilling to get rid of their other fellow CEOs, C-Suite executives because of their gaps. But it starts there. If you’ve got weakness in the C-Suite, you’re going to have weakness in your organization. It all rolls.

Instagram’s New Logo: Good, Bad or Ugly?

A brand is made up of various elements and the logo is only one of them. While most of what we read is about the public outcry over Instagram’s radical logo redesign, is there something that the social network has quietly achieved?

Visual identity

A logo to a brand is like a face to a person. You can look completely different with a new haircut, and that is exactly how a lot of Instagram users felt about the new logo.

The initial shock came when people thought their emotional bond with Instagram’s iconic camera was disrupted. They used negative and strong words like “atrocity”, “travesty”, and “freakout”.

Source: medium
Source: medium

Critics of this change even went as far as saying the rebranding was unnecessary, because consumers “want to feel included in, not dictated to.”

Thus, it seems Instagram’s attempt at reinventing itself has backfired. People’s attachment to the old logo was so strong that there is now a hack for users to get it back on their iPhones.  

To be fair, Instagram did not just throw the new logo out there. They did some user research to make sure the brand equity wouldn’t be seriously affected by a visual identity change. The objective was to create something that truly reflect Instagram’s community and growth.

Moreover, no one really wants to undergo a rebranding exercise without having built a name first. The likes of innovative technology companies such as Uber and AirBnB have all stirred strong reactions following their rebranding. Nonetheless, as time goes by, the noise has died down and business goes on as usual.

User experience

Now let’s examine another aspect of a brand – user interaction and experience. A FastCoDesign article looks at Instagram’s new logo from an app icon perspective. The author stated that behind the “beachy neon hue,” there was a lot thought on Instagram’s part in terms of interaction design.

The app icon only had a few milliseconds to entice users to tap on, among all the others competing for our shorter attention span.  

Source: 9to5mac
Source: 9to5mac

The social network also introduced a clean, minimalistic user interface, which is supposed to help put content first. In the words of Instagram’s Head of Design: “While the icon is a colorful doorway into the Instagram app, once inside the app, we believe the color should come directly from the community’s photos and videos.”


This is an area that has not received as much media coverage as the new logo. Some might call it a conscious attempt by Instagram to divert everyone’s attention from a bigger issue: the rollout of its algorithmic news feed.

No longer displaying images in a chronological order, Instagram has followed Facebook’s changes, given it is a division within the giant. Marketers and publishers worry this means they have to use paid ads more to get their posts noticed.

While the concern might be true to some extent, it all comes down to creating content that users want to consume.

Source: aurelycerise
Source: aurelycerise

They say any publicity is good publicity. While the tone has been rather negative for Instagram’s new logo coverage, they have managed to captured our attention. So much so that designers in the community have already remixed #myinstagramlogo in creative ways.

How to start building your personal brand

How does a personal brand help your business grow? Developing a strong brand is essential to a successful career and establishing yourself as a leader. We talk to Helen Ahrens about her role at Good Things Marketing and how she has built her personal brand.

Listen to the show below and hear Helen’s tips and tricks for managing a strong personal brand:

The following is an excerpt from the Brand Storytelling podcast. Available on iTunes,  Soundcloud, and selected Android apps



Rakhal Ebeli: What are some simple steps that people out there listening can take to actually start getting a digital footprint and reaching new audiences through their own exploration of their personal brand?

Helen Ahrens: The first step is to have a little think about who you are now and where you want to be. Once you have an idea of where you cannot be, then it’s about doing the roadmap on how to get there. Finding people in a similar industry or a similar role or completing similar things that you want to do. Once you’ve identified them, you can have a little look and investigate around what are they doing. Where are they publishing? What does their content look like? How often are they publishing? What boards and committees are they on? Where are they? What are they doing? How can you get there? It’s about just building back the roadmap on how to get there and the roadmap to your success.

They’ve built the roadmap, what next? What tools or tips can they take on board out of this show to start actually actioning that plan?


Once you commit, you need to execute and keep going and keep reviewing…..


To commit and execute. I think a lot of people do a lot of research and go, I want to be like that. But they’re not willing to go, I know how they did that and I’m willing to put the hard work in. I’m willing to really make it happen.

Once you know what you want to do, go twice a week, I’m going to set aside 15 minutes and I’m going to make some of these activities happen. Twice a week, I’m going to work towards building my own personal brand website. Twice a week, I’m going to make sure that I take a photo of something that I’m doing and I publish it on LinkedIn and give some valuable copy with that to my audience as well.

Once you commit, you need to execute and keep going and keep reviewing how you’re going as well, because I think when you are doing it for yourself, by yourself, it can be quite hard. If you perhaps have a mentor and you seek out a mentor and say, Hey, help me build my personal brand. Yours is awesome. I’d love to work with you. They can help keep you accountable and help steer you in the path to the right direction. Otherwise, there’s always an agency support available.

Rakhal: Absolutely. As you mentioned, sometimes mentors or people who are doing what you’re aspiring to can be the best people to learn from. I guess that comes from also observing what avenues or channels they’re pushing their message out from or that they’re communicating or engaging with their audiences.

From your experience working with individuals and brands, what are the trending channels or ways that you can recommend that people out there can start building their personal brand on that will, I guess, accelerate their engagement most quickly?

Helen: Snapchat, hands down. Snapchat is the way of the future. Followed by LinkedIn For Professionals as well. I think Snapchat is a nice easy medium and videos always going to perform well. Most people know that video is going to be the content of choice.

If you can have a little play with Snapchat on a closed contact list. See how you go. Follow some leaders who are doing really great things. Gary V. (Vaynerchuk), of course, is one of those wonderful ones that’s quite confident talking to the camera.

Have a little play on Snapchat and ask your close friends to give you [a] bit of a critique, bit of a review. Look up an app, see what other people are doing. I think LinkedIn as well for professionals, for our space and our industry is always going to be coming back to LinkedIn for the more professional contacts, networking, and personal brand building.

Helen Ahens is the Creative Director at Good Things Marketing with a passion for digital marketing and personal branding. 

How to spend your remaining budget before the EOFY

When you’re busy trying to sign off projects and plan next year’s content marketing strategy it can be easy to spend your remaining budget on quick wins like Facebook ads. 

However, this is the perfect opportunity to invest money in areas that are normally hard to get buy-in. Yes, they might not be flashy and exciting but investing in your people, digital assets and infrastructure will set you up to achieve your 2016-2017 content marketing targets. 

Here are three smart ways you can use this financial year’s remaining budget:

Invest in your collaboration tools

With flexible working hours and locations on the rise, it makes sense brands invest in collaboration tools. Teams are no longer sitting together in one office. They’re spread out over time zones and continents. 

Sure, email is still important but most of us have started to use other, less formal and quicker ways to communicate and share information: Slack, Google Hangouts, and Dropbox, just to name a few. 

Brands should do a quick audit and find out how their staff is communicating to see if they can provide additional support such as increasing data allowances and updating IT policies.

Update and refresh your content

You know that email opt-in you haven’t updated since 2013? That might be the reason why email sign-ups and engagement have been low. Same goes for your YouTube channel, landing page, and blog. 

People are exposed to hundreds of new content each day. This doesn’t mean you need to produce content daily to keep up, but it does mean that to stay relevant and on point, you need to be in a constant cycle of renewing and refreshing your main content pieces. 

Brands should choose three pieces of content that have had the most success or that will help them achieve their content marketing objectives and spend time, money and resources updating them. 

If you’re not sure which ones to choose, updating your email opt-in, your most viewed blog piece or video, and About page are always great choices. 

Review your infrastructure and databases

When was the last time you cleaned up your data? Or fixed the broken links on your website? We tend to not think of websites and databases as living things but in a sense they are. 

We feed them information every day and expect them to do something as a result. But we have a habit of neglecting them, and so the systems we depend on fall down. 

If it’s important to your brand to be found in Google searches, to email the right people with your products, and allow people to buy with one click, then you need to have a functioning and secure infrastructure and database. 

Brands should hire an expert to do a little housekeeping: clean and merge lists, update your SEO and plugins, fix internal links, and revise your data security procedures. 

Follow Rachel Kurzyp on Twitter and visit her blog.

How brands are using storydoing to their advantage

What is storydoing? How are brand’s using it to their advantage? Storydoing is about exceeding the expectations of your audience and delivering fresh content to their doorstep. We talk to Dan Gregory about his role at the Impossible Institute and how brands are using ‘storydoing’ to engage their audiences.

Hear Dan’s story and how you can use storydoing to your brand’s advantage. 

The following is an excerpt from the Brand Storytelling podcast. Available on iTunes, Soundcloud, and selected Android apps


Rakhal: So, do you think people are getting smarter? If so, what can brands do to be more human?

Dan Gregory: That’s a really good question. Are people getting smarter? I don’t think they’re getting smarter, I think they’re getting more cynical. I think they’re getting more connected than they’ve ever been before. That gives them a level of power that kind of holds organisations that they interact with more accountable. But, I think what we’re seeing – and you kind of alluded to it earlier – is this idea of organizations having to be more human in their interactions, and having to be more human in their language.

One of the things I talked about earlier was when we were working with the U.N on reducing human trafficking in the region of Singapore. Part of the thing that we did was we got them to change the language that they used. We said, “Let’s stop calling it human trafficking. Let’s call it slavery. That’s far more human. Far more damning.” One of those things is it creates a greater importance for change. The more we use weasel words, or the more we use jargon and use language that dehumanizes or depersonalizes interactions, it also dehumanizes our behaviors as a result. Inhuman or nonhuman language leads to nonhuman behavior.

If we think about human trafficking as actually slavery, if we stop calling it Singapore’s sex industry and refer to it as organized kidnapping and rape, all of a sudden we find that changes the way we interact with it. My business partner Kieran Flanagan talks about the need to rehumanize our language in everything that we do, and she will just rattle off a five-minute speech using nothing but jargon. What you realize is how often we use these words that are just meaningless and depersonalized, and how that actually gets away from connecting to people.

We’ve trained people to be very much to deliver against the letter of the job description, as opposed to giving them a little bit of autonomy, a little bit of engagement, a little bit of freedom to actually deal with customers in a really human way. I think that’s really what’s had us come undone a little bit. I think this idea of being very automated and robotic in the way that we deal with people, that made sense in a post-industrial revolution model of business. In the 20th century. But, in a post-digital revolution, we’re in a very different space. People can now interact with us. It’s no longer one-way communication, it’s multi-faceted, multi-directional conversation, with different stakeholders having different agendas.

Actually, our ability to interact with people in a really human way, and to almost become the directors of stories and content that we’re not solely producing ourselves, that’s where the game is shifting to. If you think about an organisation like TripAdvisor, they’re the most powerful travel company in the world. They actually really don’t produce anything themselves. They curate and support other people’s conversations and other people’s stories. 

Dan Gregory is the CEO at The Impossible Institute and has held numerous roles as a creative director. Dan has also appeared on the ABC’s The Gruen Transfer as a guest panelist. 

Facebook’s Instant Articles: Fighting on Multiple Fronts

The social networking giant rolled out Instant Articles for every content producer last month. Some have been quick to point out Facebook’s blatant attempt to “lock in” publishers and brands; while others see this as a ripe opportunity. We need to consider what it means for all affected parties. 

Facebook and its natural competitors 

Google launched its Accelerated Mobile Pages (AMP) platform shortly after Instant Articles. The content on AMP is designed to load faster on Twitter – Facebook’s rival. Apparently, publishers have been swayed by both Google and Facebook. Sites such as the Washington Post and BuzzFeed have adopted the 2 platforms. 

Recently, LinkedIn is rumoured to join the race soon. The social networking platform for professionals might develop something similar to Instant Articles, as content publishers are also valuable in its ecosystem. 


For media companies, “Facebook is a long-term gain for publishers that provide long-term value.” To be eligible for Instant Articles, publishers have to pass stringent user experience requirements – not only from a technical standpoint, but also in terms of content quality. 

In exchange, Instant Articles load fast and provide a more seamless mobile experience as readers browse from one article to the next. 

Source: Mashable
Source: Mashable

Companies who act as a platform for user-generated content such as Medium seem to share the same goal as Facebook. Hence, we can see why they would want to cooperate rather than fight with the giant. WordPress has also followed suit by allowing users to write once, publish anywhere. 

Then comes the question of monetisation –publishers’ bread and butter. At the moment, with Facebook offering two options – keep all or just 70% of ad revenue in exchange for access to Facebook’s Audience Network. Publishers who endorse the second option tend to do so because they see more and more traffic from Facebook. 


An opponent passionately stated: “Instant Articles detract instead of enable .” This is the claim from the marketing company who fuelled the popularity of inbound marketing – HubSpot. Quite rightly, the goal of marketers is different from that of publishers: they buy ads, not sell them. As monetisation is off the table, what we’re looking at is conversion.  

Fending off negative reactions from marketers, Facebook has developed more interactive elements such as customised Call-to-actions, email sign-up widget etc. This essentially allows brands to do the same job they do on their website or blog. Furthermore, Facebook has thrown in analytics tools, thanks to its partnership with companies like Adobe, Chartbeat and comScore. 

It seems like a sweet deal for marketers. But many experts have pointed out the possibility of Instant Articles becoming a “freepremium” product. By that point, content producers/promoters as well as readers may have been too dependent on the platform to stop using it. 

Is the battle over or only just started?

After all, Facebook is just one channel (although a big one). The good news for those uncomfortable with Facebook’s influence is: with the pace of technology change, no one can be a monopoly for too long. So keep creating content the audience loves first, then worry about which channel for distribution second. 

How to develop your brands problem solving skills

How do we identify a problem? How do we find the solution? Use your brands content to tailor a solution. We talk to Zora Artis about her career and how she solves problems with the right amount of content. 

Listen to the full show below and read below for a preview of Zora’s insights. 

The following is an excerpt from the Brand Storytelling podcast. Available on iTunes,  Soundcloud, and selected Android apps


Rakhal Ebeli: We had Stuart Leo on the show who is someone that I know you’re familiar with his work from past experiences and he was talking about the role of content from an inbound marketing perspective and he sees it as being a great solver of problems when a buyer or a customer has a hurdle in their experience or their user journey they use content to role out and try and resolve that challenge or that hurdle in the journey.

Do you have any examples of great content that’s done that in the past or ways that you’ve used content to overcome an issue or a challenge problem et cetera?

Zora Artis: Yeah, I do. Yes, Stuart, I did hear that podcast. Stuart was a client of mine when … in agency land when he was at [inaudible 00:15:20]. There is a particular example I go back to. This was a campaign that I developed the strategy for and did the implementation for and I undertook a contract with Victoria Police about two to three years ago and it was to recruit protective services officers at the train station so they are the guys with the … and the women with the yellow vests on the platforms.

It was a situation where the previous campaign that they had done … that had been executed in a way that was similar to the way you would recruit police so the problem was that you got a lot of applicants for those specific roles but a lot of them were not suitable for a PSO role because the sort of person that … the competencies that you need to be a PSO aren’t the same as the ones for a police officer so they’re quite different.

I developed a strategy that looked to that specifically and the content that we created was really useful in that not just the advertising work that we did but also the content that was available on digital platforms. We created a video game that we encouraged people to actually go to if they’re interested in the role they were encouraged to complete this game and the game was simple but it does has some specific sort of questions and it did it in different contexts and situations so they had to answer and then it told them if they were suited to the role.

What that did was, it weeded out the people who weren’t suitable so it qualified prospects which is a really important aspect of it. If you’re running a campaign, you’re obviously trying to attract as much inquiry as you can but you want qualify the inquiry. You don’t want the excess there because in the situation that we were in … the actual recruitment process takes a long time and it can bottle neck if you have the wrong sort of people in the mix so you need the right people there and it worked beautifully.

Rakhal: It’s a fantastic example for two reasons. I love that you used a computer game and it wasn’t just a bit of written content or video. There was actually some definite application of the use and interactive content there but I love the fact that you’re talking about self elimination there as well because this is not something that doesn’t always come up when we’re talking about consumer-facing content but when we are talking about application forms and so on where the ultimate decision lies with the company that needs to recruit or accept the application of somebody for something quite considerably important.

There needs to be a vetting process in place and it really has accelerated the capabilities of our clients in using content for the same purpose where it’s probably not the first thing you think of when you’re talking about creating content to eliminate a potential applicant or someone looking to achieve a particular end goal but it can be quite useful and content can be a great way of doing that because you do eliminate those people from the process that are not quite right for the role.

Zora: … because it was really important to be quite clear at the beginning about the sort of person you’re actually seeking to attract and the number of people who are actually successful through the process as well because it’s a commitment from them as well as the organization to do both so you had to be very clear so it’s not just we want thousands of people to apply for the role. That’s not the point. We want specific type of relevant people to apply for the role.

5 brands killing it with content marketing

Why is it that some brands are able to use content marketing to build a community, stay relevant, increase profits and tell good stories while others get lost in the sea of sameness? 

Most brands work hard to fit within existing content marketing channels. But brands who shine make content marketing channels work for them. 

I’ve pulled together five brands that have used content marketing channels to address their needs and answer their customers’ problems. Now you know how they’ve done it, it’s your turn. 

Huffington Post

The Huffington Post understands its more than 200 million monthly visitors want content by ordinary people for ordinary people. That’s why they signed a deal with digital video network BroadbandTV to create a network of citizen video journalists called Outspeak

Outspeak is for the opinionated, charismatic and informative storyteller. The platform celebrates unique perspectives on politics, entertainment, lifestyle, business and tech (and the occasional cat video or meme).

This video channel highlights the importance of listening to your community and giving them what they want. Brands don’t always have to be centre stage. Sometimes facilitating change through others is just as important.

New York Times

New York Times knows that to stay relevant you have to revolutionise yourself, and it’s doing so by embracing virtual reality. The brand launched an app in 2015 that fully immerses you in news stories. 

To reach the 176 million people reading news online, NYT took the traditional elements of journalism — words, pictures, data, videos, etc. — and used web technologies to blend them into a unique online experience. From multimedia to data visualisation to explanatory graphics, you can interact with any type of content.

All brands need to stay relevant, and, of course, profitable. For many brands, this means blending traditional and digital elements to produce their own multi-layered content and investing in interactive storytelling.


Basecamp’s blog Signal v. Noise is full of strong opinions and shared thoughts on design, business, and tech, and pulls in over 75,000 readers a day

The blog is more than a collection of design how-to listicles. The team often discusses social and political issues and uses the space to talk to their community about new products and behind-the-scenes information. 

Building a community should still be a priority for brands, and blogging, despite what you may have heard, is still one of the best (and cheapest) ways to bring people along on your journey. 


Airbnb takes its ‘Live there’ motto one step further by offering downloadable PDF city guides alongsidegreat content on top places to eat, hang out, and amuse oneself in any location. 

These guides are more than maps and directions to the best coffee shops. They use graphics to visually bring cities to life and make them seem more accessible, more liveable. 

These colourful and creative PDFs are a great reminder that brands should think beyond just creating blog posts or web pages. Visual, interactive and useable content (even without Wi-Fi) is still key.


Despite being remarkably successful, racking up 750,000 daily active users for its messaging platform and reaching a valuation of $2.8 billion in less than two years, Slack remains unassuming, quirky and human. 

And their podcast Slack Variety Pack is no different. The podcast is about work and the people and teams who do amazing work together. In every episode, you’ll find a mix of stories on work and office culture, teamwork, innovation in the workplace, and modern society.

This podcast proves that you can make the most mundane or complex topics fun, transformative and educational if you do away with the jargon and speak to your audience like you would to your best friend. 




Follow Rachel on Twitter and check out her website

The intersection of PR, marketing and content

Where do marketing, public relations, and content intersect? How do they view each other in their respective lenses? We talk to Trevor Young about the relationship between these industries and how he got to be known as the PR warrior. 

Listen to the full show below and read below for a preview of Trevor’s insights. 

The following is an excerpt from the Brand Storytelling podcast. Available on iTunes,  Soundcloud, and selected Android apps


Rakhal Ebeli: I love that you mention PR, marketing, and content. The three pillars of the conversation that we’re going to dive into a little bit later in the show. It’s still the same and now obviously we look at things through more dynamic lenses, with different technologies and platforms. We’ll look at how those three critical areas of what we all do can work together. How about the content? What’s really impressed you over the journey?

Trevor Young: I’m discovering things every day. As you know, I like seeing the guys that are doing maybe a lot of smaller stuff and it’s the body of work that they’re putting together. That’s what really excites me. I look at a company, I talk about them often in my talks and it doesn’t really matter who I’m talking to and what industry. It’s the Goulet Pen Company and I love the irony that it’s an online business that sells fountain pens, ink, and paper. I like it probably more for the irony more than anything. I’d say that they’re ten out of ten with social media, content marketing and what they do.

Everything they do is just so impressive but they’re relentless about it. Yes, if you’re a big organisation, you’ve got resources and you should be able to put some amazing stuff together. These guys just continually put it out again and again and again. When a lot of brands talk about, “Oh we’re building community.” No, they’re not. They need to have a look at what these guys are doing and that’s real community. Perhaps the biggest thing, and I’ve spoken to Brian in the past, when a lot of brands, they want to know everything a little bit about the content. How it’s going to work, how many hits, all the data and the insights which is fine.

Brian is very successful at it and he says he starts everything with how can I help the most people? I just like the fact that there is that. I mean I’m a bit of a purist and I like that fact that he can … This is really working for them.

Rakhal: The availability of the brand is so critical there, that transparency and willingness to be an extension of the brand beyond just the product. We also talk about the democratization of content and publishing. Is that one of the biggest changes that you’ve seen over your journey? Particularly when it comes to PR, where in the old days it was all about pitching a story into traditional media publishers and newsrooms. Now brands have this amazing capability to actually lead the conversation.

Trevor: That’s the biggest fundamental shift, absolutely. The media is still important and it’s still an element of PR, but I know PR people who would probably speak to a journalist once every few weeks or once a month maybe. It’s all about, what you just said, is that you become your own media. That’s the owned media that we talk about so often. Become your own media channel and start driving the conversation, meaningful conversation, around the points of interest that are relevant to your audience, but also relevant obviously to your business, your brand, your expertise. I think even the media relations side has changed as well because, as we know, there’s less journalists on the beat these days.

They’re absolutely frantic, they’ve still got to put the paper out or the online publication still needs to go out. There’s less journalists doing it so they need to go out and find the stories. Who are the experts? Who are the people that are driving conversation and driving change within whatever industry or community or profession that it is? By you being the media company in the first place and putting your content out there, they can find you and see what you’re all about. That makes it a lot easier for them to say, “Hey. Can you come and give me a quote for this article or be an interview on whatever it is we’re doing now?” Whether it’s podcasting or whether it’s still radio or whatever it is.