WEBVTT - Start with the Headline 

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<v Speaker 1>I'm off my game today. No, you're not. People are

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<v Speaker 1>going to have to start making other content. I think

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<v Speaker 1>we're gonna be talking about this for a long time.

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<v Speaker 1>When you program for everyone, you program for no one.

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<v Speaker 1>I think it's that we're purpose driven platform, like we're

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<v Speaker 1>trying to get to substance. How was that? Are you

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<v Speaker 1>happy with that? This is marketing therapy? Now? It really is?

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<v Speaker 1>What's up? I'm Laura Currency and I'm Alexa Christ and

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<v Speaker 1>welcome back to Atlantia. We're coming off of a twenty

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<v Speaker 1>four hour trip in Las Vegas. We got to speak

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<v Speaker 1>at the d m A and then conference thanks to

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<v Speaker 1>our friends at Action i Q thank you TASN team

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<v Speaker 1>to talk about data as a catalyst for creativity and

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<v Speaker 1>it was a great discussion with one of our favorites,

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<v Speaker 1>Nick Drake, who is going to join us on the show.

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<v Speaker 1>Instead of speaking like you know, the kind of pr

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<v Speaker 1>talking points that we hear so much, he's one of

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<v Speaker 1>those leaders who is amazingly natural, really quick witted, but

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<v Speaker 1>like so direct. He has the uncarrier of marketers, the

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<v Speaker 1>uncarrier of marketers. So that was fun. That was a

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<v Speaker 1>lot of fun and now and now it feels like

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<v Speaker 1>it's three weeks later, but it's the same week and

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<v Speaker 1>we're back in the studio and we have actually one

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<v Speaker 1>of your one of your clients who you've been raving

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<v Speaker 1>about forever, Kimrie Blackwelder from Cohan. Yeah. I think where

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<v Speaker 1>PR and comms are going the industry is not having

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<v Speaker 1>PR be the sort of afterthought output to go and

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<v Speaker 1>break news about this first market or most innovative thing

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<v Speaker 1>you're doing, but to really think about the lens in

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<v Speaker 1>which calms brings to development of assets, to thinking about

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<v Speaker 1>what partners you're working with, how they might engage them

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<v Speaker 1>to sort of amplify that idea. So I think it'd

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<v Speaker 1>be really interesting to get her perspective. Yeah. I think

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<v Speaker 1>what's really interesting is we we talked to him Marie.

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<v Speaker 1>That that I'm particularly like focused on right now is

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<v Speaker 1>advertising has been desperately trying to move into a more

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<v Speaker 1>natural place where it feels like earned communications communication right.

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<v Speaker 1>And so at the end of the day, you know,

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<v Speaker 1>I always question myself, like, are we organized in our

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<v Speaker 1>kind of under our cmos, typically at large organizations that

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<v Speaker 1>have PR and you know, PR, comms and marketing in

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<v Speaker 1>the right way, because it's still like this kind of

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<v Speaker 1>interesting process in terms of PR does this piece and

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<v Speaker 1>marketing does this piece, and it's still like we're kind

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<v Speaker 1>of still stuck backwards. We'll be right back. So we

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<v Speaker 1>have one of our favorite most energetic hustlers in the industry,

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<v Speaker 1>Kimrie Blackwelder, joining us all away from California on her vacation.

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<v Speaker 1>Welcome to the show, kim Ray Rick, Hi, thank you.

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<v Speaker 1>I am so excited to be on Adlandia. Well, we're

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<v Speaker 1>so happy favorite podcast. YA, so happy to have you. So, Kimrie,

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<v Speaker 1>tell our listeners where you work and what you do.

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<v Speaker 1>I am the senior director of Global PR and Social

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<v Speaker 1>at a wonderful brand called Cohan, which we love and

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<v Speaker 1>we are very frequently frequently Ya, Kimri, thank you so

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<v Speaker 1>much for calling in. Would love to talk about at

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<v Speaker 1>large the worlds of communications and PR. Obviously there have

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<v Speaker 1>been so many factors and influences that have shaped and

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<v Speaker 1>evolved your industry. But would love before we get into that,

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<v Speaker 1>for you to talk about your background. The industry, as

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<v Speaker 1>you know is, especially with PR, has changed drastically. I

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<v Speaker 1>moved to New York right after college and joined a

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<v Speaker 1>very traditional agency um in their executive training program. I

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<v Speaker 1>was invited to be a part of that and that agency,

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<v Speaker 1>Rooter Fun, which is still in existence based out in

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<v Speaker 1>New York. We went into a class, we had an

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<v Speaker 1>executive training class and when I say literally, we were

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<v Speaker 1>in the building on Second Avenue and fifty seven down

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<v Speaker 1>in the basement. This was like PR one oh one

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<v Speaker 1>dropped and dropped down in the basement and you know,

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<v Speaker 1>we were just typing, making content calendars, media lists, I

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<v Speaker 1>mean every traditional PR document and that's all we did

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<v Speaker 1>for multiple accounts. They just kept us down the basement

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<v Speaker 1>and it was it was really crazy to look back

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<v Speaker 1>on it. And then you know, fast forward to that

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<v Speaker 1>was very traditional obviously commercial PR and then UM I

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<v Speaker 1>evolved into actually fashion PR and UM at a time

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<v Speaker 1>when it was so traditional you know you were going

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<v Speaker 1>it was it was run way shows and press previews.

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<v Speaker 1>That was just for media and buyers. You do not

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<v Speaker 1>have the street style bloggers and those digital influencers. You know,

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<v Speaker 1>that was nowhere on the scene. UM and then I

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<v Speaker 1>evolved to a very interesting role with a very dynamic

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<v Speaker 1>woman Uma by the name of Amy Sako, who was

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<v Speaker 1>looking for a right hand that had experience and PR

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<v Speaker 1>marketing events she was known as the Queen of the

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<v Speaker 1>night and she had very exclusive spaces such as Bungalow eight.

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<v Speaker 1>And we worked really closely with the fashion industry, publishing

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<v Speaker 1>all the all the magazines, the art world. Um, it was.

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<v Speaker 1>It was really the entertainment world. Obviously, celebrity was a

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<v Speaker 1>huge part of that. I evolved. I worked at a magazine.

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<v Speaker 1>I eventually landed at Cohen and they were looking for

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<v Speaker 1>someone that had media experience celebrity events. And so I

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<v Speaker 1>have watched the PR industry just evolved and been part

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<v Speaker 1>of it. And I will honestly say I love where

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<v Speaker 1>where we are today is just really interesting because there's,

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<v Speaker 1>like I say, never a dull moment, and you have

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<v Speaker 1>to be on your game. It used to be a

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<v Speaker 1>puzzle that was just like put the pieces together and

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<v Speaker 1>this is how you do it. It is not like that.

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<v Speaker 1>There's almost no rules, you know. The only rule you

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<v Speaker 1>have to follow in this world of PR and comps

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<v Speaker 1>is give the media the facts, right, That's our responsibility.

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<v Speaker 1>We have to give them the correct information. How we

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<v Speaker 1>get that information to them, the sky's the limit. It's

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<v Speaker 1>I mean, what does that look like? What the craziest

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<v Speaker 1>thing is that you've done to pitch, well, I want

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<v Speaker 1>to get crazier. I don't think I've done my craziest thing.

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<v Speaker 1>This is this is like the thing this like gives me,

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<v Speaker 1>just like this is what gets me out of bed

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<v Speaker 1>in the morning. I want to crack this, this thing

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<v Speaker 1>of the of the modern day a PR pitch because

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<v Speaker 1>I am the first one that wants to kill the

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<v Speaker 1>traditional press release and the all the typical jargon in it.

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<v Speaker 1>Everyone is thrilled to launch something, Everyone is excited, and

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<v Speaker 1>it just it's you could read one from you know,

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<v Speaker 1>a brand, and then read one from a tech company,

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<v Speaker 1>and then read one from a pharma They're all saying

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<v Speaker 1>that it's no. That's so that's the biggest thing is

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<v Speaker 1>figuring out how to pitch this media, and now that

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<v Speaker 1>the media landscape is so drastically changed, is how do

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<v Speaker 1>you stand out? Right? How do you stand out? These

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<v Speaker 1>editors a lot of are getting, especially the digital editors,

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<v Speaker 1>are getting a hundred and fifty minimum pitches in their

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<v Speaker 1>inbox a day, and um, and if you're a brand,

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<v Speaker 1>UM that maybe does not have a huge advertising budget,

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<v Speaker 1>it's hard. The struggle is real, and UM, you've got

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<v Speaker 1>to figure it out. I want to figure out like

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<v Speaker 1>a short video spot that's just the pitch, you know,

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<v Speaker 1>to do a really cool fifteen second do it so thick.

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<v Speaker 1>These these editors that are inundated, they can be they

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<v Speaker 1>can they can listen to it. They don't have to

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<v Speaker 1>watch it. So I think it's figuring out video audio

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<v Speaker 1>of a short pitch. I was just talking to the

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<v Speaker 1>PR Newswire for one of oh and and like I

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<v Speaker 1>this is this is what kind of killed me. I

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<v Speaker 1>was like, yes, we have to just do it because

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<v Speaker 1>we have to, like, you know, keep the subscription because

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<v Speaker 1>table stakes. But at the end of the day, I'm

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<v Speaker 1>why am I getting text based long form press releases anymore?

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<v Speaker 1>And by the way, this is for a technology company.

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<v Speaker 1>I'm like, why are we doing this? Why is this?

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<v Speaker 1>What's our what's our new benchmark for for for the

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<v Speaker 1>press release? Like, what's our new thing? That's what That's

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<v Speaker 1>what I'm trying to solve for. Because the PR Newswire,

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<v Speaker 1>I mean I use them, everybody does, everybody doesn't, but

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<v Speaker 1>it's it doesn't if you look at the analytics and

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<v Speaker 1>the reports, it's not driving it's not building a brand,

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<v Speaker 1>and you're not getting quality coverage. From them, and it's

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<v Speaker 1>it's so, it's so yesterday, and but everybody still does

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<v Speaker 1>it because I think they've made it so easy. You

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<v Speaker 1>just kind of here you go, here your assets, here's

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<v Speaker 1>the copy, you know, um, but it's not what is

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<v Speaker 1>moving the needle, and it's yeah, it's they We've got

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<v Speaker 1>to we've got to figure that out in the industry

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<v Speaker 1>what it does. And I'm it's like literally number one

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<v Speaker 1>on my list of testing and learning and trying new things.

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<v Speaker 1>How have you thought about how you might bring in

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<v Speaker 1>press not when the project is necessarily finished, um, but

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<v Speaker 1>from the beginning, so that people may have that sort

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<v Speaker 1>of exclusive look as opposed to an exclusive break. Does

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<v Speaker 1>that make sense? It makes perfect sense. And it's it's

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<v Speaker 1>another other than killing that press release. It's this get

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<v Speaker 1>it's the second most important thing to be at the beginning,

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<v Speaker 1>you know, be there through the process, even the ideation,

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<v Speaker 1>like when you think about who are going to be

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<v Speaker 1>your partners, you know, your media partners be part of

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<v Speaker 1>that that first kickoff conversation, be at the table because

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<v Speaker 1>you are able to capture not only are you able

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<v Speaker 1>to capture the journey, whether it's video film, because people

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<v Speaker 1>want a story right, and they want to see how

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<v Speaker 1>something's created. They just don't want to see it here,

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<v Speaker 1>here's your product or your service on launch day, right.

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<v Speaker 1>They it's much more interesting. They feel like they're part

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<v Speaker 1>of that journey. And everyone talk about like the behind

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<v Speaker 1>the scenes UM content media love that. They were like,

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<v Speaker 1>do you have any behind the scenes video? Do you

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<v Speaker 1>have any behind the scenes stills? They get or you

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<v Speaker 1>bring them behind the scenes. And I have done that,

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<v Speaker 1>and I'm going to tell you when I launched a

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<v Speaker 1>campaign a couple of years ago, I brought in three

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<v Speaker 1>different media outlets and the coverage for that campaign what

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<v Speaker 1>And it's still talked about today. It's because we brought

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<v Speaker 1>them in to set and had conversations that day. You know,

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<v Speaker 1>they got to be part of it, um. And you know,

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<v Speaker 1>some some people get very skittish about that, Oh I

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<v Speaker 1>don't showing too much. But we're in the age of digital.

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<v Speaker 1>Everyone shows everything. So when you sit down with these

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<v Speaker 1>partners from the from the get go and create these

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<v Speaker 1>these very brilliant campaigns and is documented so you had

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<v Speaker 1>it when you go to launch, it's just a better story.

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<v Speaker 1>They're inundated with stories and only yours will stand out.

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<v Speaker 1>If you have really layers to it. Well, it's interesting

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<v Speaker 1>too because it feels like earned value is a metric

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<v Speaker 1>these days that is just as important as what you

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<v Speaker 1>expect based on the guarantees of what you're buying, right,

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<v Speaker 1>And so to me, by not having PR COMMS at

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<v Speaker 1>the table from the beginning, you're sort of diluting the

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<v Speaker 1>impact of whatever it is that you're creating. Knowing that

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<v Speaker 1>everybody's like, what's our viral moment? And people are still

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<v Speaker 1>asking that question, how do you create something that's going

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<v Speaker 1>to how But but people are asking this, but what

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<v Speaker 1>they're asking is how do I generate earned value? So

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<v Speaker 1>in the market, I think you know, for every dollar

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<v Speaker 1>that I'm putting in, right, what is going to be

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<v Speaker 1>the incremental return? So oftentimes that really requires PR and

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<v Speaker 1>COMMS to be at the table from the begin Absolutely, right,

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<v Speaker 1>you take a media investment, so you have that investment,

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<v Speaker 1>but you wanted to always have legs and that is

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<v Speaker 1>the biggest, biggest thing when we go into our paid

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<v Speaker 1>media partnerships. I'm sitting there at the table at the

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<v Speaker 1>very beginning, like my mind is already racing, how does

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<v Speaker 1>this have legs? How can you know for your term

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<v Speaker 1>take it viral? Where where's their storytelling? Earned storytelling here?

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<v Speaker 1>And if you're not at that table at the beginning

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<v Speaker 1>those conversation sations, you're you're missing opportunity. You know, um

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<v Speaker 1>and it's it's it's something that you would think that

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<v Speaker 1>PR and comm should always have a seat at the table.

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<v Speaker 1>I have always believed this because when things when the

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<v Speaker 1>larger marketing teams hand things off for their brand teams

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<v Speaker 1>hand things off, you're like, wait, well, how how am

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<v Speaker 1>I going to maximize this? Pr and comms need to

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<v Speaker 1>always have a seat at that table from the get go,

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<v Speaker 1>from the initial kickoff all the way through execution, because

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<v Speaker 1>there are moments um that along the way that you

0:13:35.480 --> 0:13:38.640
<v Speaker 1>could just keep on as things developed and as content

0:13:38.720 --> 0:13:43.319
<v Speaker 1>develops with your partners that you're constantly evolving. Well, I

0:13:43.360 --> 0:13:45.480
<v Speaker 1>think here's the thing for me, Kim Marie is like,

0:13:45.520 --> 0:13:48.760
<v Speaker 1>the story doesn't stop because the plane stopped. I mean,

0:13:48.760 --> 0:13:50.439
<v Speaker 1>that's a that's a whole that's the whole other thing.

0:13:50.440 --> 0:13:52.720
<v Speaker 1>And the funny thing is Laura and I were in Vegas,

0:13:52.800 --> 0:13:56.040
<v Speaker 1>Baby Vegas earlier this week. It feels like it feels

0:13:56.040 --> 0:13:58.040
<v Speaker 1>like three weeks ago, but we were there earlier this

0:13:58.080 --> 0:14:01.439
<v Speaker 1>week with Nick Drake, and he was saying, you know,

0:14:01.480 --> 0:14:04.040
<v Speaker 1>we used to we used to work in this waterfall process.

0:14:04.080 --> 0:14:07.000
<v Speaker 1>And he's like, the waterfall process is bullshit and everything

0:14:07.000 --> 0:14:09.480
<v Speaker 1>you just described, like in this simple like we should

0:14:09.520 --> 0:14:11.960
<v Speaker 1>have a seat at the table and someone's handing something

0:14:12.000 --> 0:14:17.360
<v Speaker 1>off like to me, that whole like organizational flow is

0:14:17.480 --> 0:14:20.160
<v Speaker 1>why people are asking, well, is this one thing gonna

0:14:20.240 --> 0:14:22.920
<v Speaker 1>is this thing going to go viral? Instead of saying

0:14:23.400 --> 0:14:27.240
<v Speaker 1>is this a story? Right? Is this an investment in

0:14:27.400 --> 0:14:30.440
<v Speaker 1>the brand, in my consumer and in what they care

0:14:30.480 --> 0:14:35.080
<v Speaker 1>about me? Doing that is going to give us legs? People,

0:14:35.160 --> 0:14:38.200
<v Speaker 1>you know, thinking about the headline from the beginning, from

0:14:38.240 --> 0:14:42.000
<v Speaker 1>the beginning. Work that we've done starts with the headline.

0:14:42.000 --> 0:14:47.240
<v Speaker 1>And I think with the headline and yes, yes, yes,

0:14:47.760 --> 0:14:49.680
<v Speaker 1>And I think what's interesting about that, right is I

0:14:49.720 --> 0:14:52.000
<v Speaker 1>think and you were starting to just allude to it,

0:14:52.040 --> 0:14:56.360
<v Speaker 1>is like the content or the filter or the narrative

0:14:56.880 --> 0:15:00.160
<v Speaker 1>that you know is going to sell in p are

0:15:00.280 --> 0:15:03.600
<v Speaker 1>and to amplify that brand story isn't necessarily what a

0:15:03.640 --> 0:15:06.680
<v Speaker 1>creative director is looking for, isn't necessarily what a media

0:15:06.760 --> 0:15:09.720
<v Speaker 1>planner is looking for. So how do you deal with

0:15:09.760 --> 0:15:13.000
<v Speaker 1>that tension? The only way we're gonna we're going to

0:15:13.120 --> 0:15:17.480
<v Speaker 1>make it and keep and literally keep evolving, is to

0:15:17.600 --> 0:15:20.680
<v Speaker 1>keep learning and keep testing and trying always. Obviously it

0:15:20.760 --> 0:15:22.720
<v Speaker 1>goes back to having a PR comms person at the

0:15:22.760 --> 0:15:27.040
<v Speaker 1>table from the kickoff. But um, you know we're gonna try.

0:15:27.240 --> 0:15:31.120
<v Speaker 1>You know, we're going to test and learn lots of things. Um.

0:15:31.240 --> 0:15:34.000
<v Speaker 1>I think that we have I think everyone in this

0:15:34.320 --> 0:15:39.400
<v Speaker 1>PR industry we have that permission as long it goes back,

0:15:39.440 --> 0:15:42.440
<v Speaker 1>as long as we're giving the facts, the correct information

0:15:42.480 --> 0:15:45.480
<v Speaker 1>to the media. How we get it out there? The

0:15:45.480 --> 0:15:48.240
<v Speaker 1>world is our oyster. And what are some things that

0:15:48.280 --> 0:15:51.760
<v Speaker 1>you go like ways you go about actually testing and

0:15:51.840 --> 0:15:55.320
<v Speaker 1>learning from a from a PR com standpoint, I think

0:15:55.400 --> 0:15:58.560
<v Speaker 1>you really have to do it on on I don't

0:15:58.680 --> 0:16:00.880
<v Speaker 1>want to say like smaller and anouncements. You know, you

0:16:00.960 --> 0:16:04.800
<v Speaker 1>can start testing and learning when you've invested you know,

0:16:05.080 --> 0:16:08.040
<v Speaker 1>hundreds of thousand dollars or media and in a campaign

0:16:08.120 --> 0:16:11.720
<v Speaker 1>and talent and paid media. Now that's not the time

0:16:11.760 --> 0:16:15.960
<v Speaker 1>to be tested something. But I think when when companies

0:16:16.000 --> 0:16:19.280
<v Speaker 1>and brands have a service or a product, you know

0:16:19.280 --> 0:16:22.080
<v Speaker 1>they're constantly putting things out right. I mean I work

0:16:22.120 --> 0:16:25.440
<v Speaker 1>in the I guess the fashion lifestyle space, and we're

0:16:25.440 --> 0:16:27.880
<v Speaker 1>all we're always releasing something, you know, every month or

0:16:27.880 --> 0:16:31.000
<v Speaker 1>every couple of months. Try it on, you know, a

0:16:31.040 --> 0:16:34.440
<v Speaker 1>new product that maybe you're not it doesn't have a

0:16:34.480 --> 0:16:37.280
<v Speaker 1>campaign around it, but it's a it's a next generation

0:16:37.360 --> 0:16:40.160
<v Speaker 1>or an evolution. I think when you think about it

0:16:40.200 --> 0:16:43.960
<v Speaker 1>from like a work product, it's like you only see

0:16:44.040 --> 0:16:47.720
<v Speaker 1>the giant campaign work and if it's really kick ass

0:16:47.720 --> 0:16:50.760
<v Speaker 1>and like you all this amazing coverage and you've done

0:16:50.760 --> 0:16:53.680
<v Speaker 1>some really interesting things from a PR and Colm standpoint,

0:16:54.360 --> 0:16:57.560
<v Speaker 1>but that usually starts because you did it. You started

0:16:57.680 --> 0:17:00.760
<v Speaker 1>doing components even you lead the ground and I don't

0:17:00.920 --> 0:17:05.200
<v Speaker 1>think that way enough out loud. Yeah, yeah, I agree.

0:17:05.280 --> 0:17:07.440
<v Speaker 1>It's and you also it's a little bit of trusting

0:17:07.440 --> 0:17:11.320
<v Speaker 1>your gut, like, hey, you know this, this has legs.

0:17:11.400 --> 0:17:14.320
<v Speaker 1>I know this has legs. You know I preached this

0:17:14.440 --> 0:17:16.600
<v Speaker 1>all the time. I have friends that mocked me when

0:17:16.600 --> 0:17:20.080
<v Speaker 1>I say this, And it's such a simple statement. Know

0:17:20.240 --> 0:17:24.040
<v Speaker 1>your media and know their audience, right, And if you

0:17:24.080 --> 0:17:27.520
<v Speaker 1>know you're the media, you know your media and your audience,

0:17:28.280 --> 0:17:31.080
<v Speaker 1>and you trust your gut. You know, that's where you

0:17:31.119 --> 0:17:33.520
<v Speaker 1>go out and test and learn. Be like, that's where

0:17:33.560 --> 0:17:37.320
<v Speaker 1>you should have that confidence. Have you seen data? Right?

0:17:37.400 --> 0:17:40.760
<v Speaker 1>So a lot of the marketing decisions or sort of

0:17:40.800 --> 0:17:44.399
<v Speaker 1>media planning and buying decisions UM these days have a

0:17:44.520 --> 0:17:49.760
<v Speaker 1>higher dependency obviously on data driven insights. Are you seeing

0:17:49.800 --> 0:17:54.600
<v Speaker 1>that impact PR and calms UM or do you still

0:17:54.720 --> 0:17:58.080
<v Speaker 1>feel or is it still something that really relies on

0:17:58.119 --> 0:17:59.960
<v Speaker 1>how well you know the industry and that gut fact

0:18:00.080 --> 0:18:02.640
<v Speaker 1>or you were just talking about. I look at well,

0:18:02.680 --> 0:18:08.040
<v Speaker 1>depending on what if it's a law campaign, launch, product launch, etcetera.

0:18:08.440 --> 0:18:12.000
<v Speaker 1>But really looking at the media their reach, I look

0:18:12.040 --> 0:18:15.560
<v Speaker 1>at all the media and their analytics, and then I

0:18:15.760 --> 0:18:19.439
<v Speaker 1>look through past um and say, oh, I know this

0:18:19.520 --> 0:18:22.760
<v Speaker 1>media outlet drives a lot of traffic and sales. You know,

0:18:22.880 --> 0:18:25.600
<v Speaker 1>so I'm really from a strategic point. That's how I

0:18:25.720 --> 0:18:29.640
<v Speaker 1>kind of pick um pick the media to go out

0:18:29.640 --> 0:18:34.640
<v Speaker 1>to when we like launch um. It's but again there's

0:18:34.640 --> 0:18:38.440
<v Speaker 1>a lot of gray areas still left to kind of uncover.

0:18:38.760 --> 0:18:43.720
<v Speaker 1>How does the role of influence impact that list and

0:18:43.760 --> 0:18:45.720
<v Speaker 1>who you you go to pitch right? Can you talk

0:18:45.760 --> 0:18:51.040
<v Speaker 1>about that tension that exists within influence and what that

0:18:51.080 --> 0:18:55.359
<v Speaker 1>looks like when you're having to consider established media brand

0:18:55.480 --> 0:19:01.080
<v Speaker 1>to sort of scaled individuals. Influence is part of my

0:19:01.200 --> 0:19:04.160
<v Speaker 1>strategy for any of the launch of a campaign, a product,

0:19:04.320 --> 0:19:08.399
<v Speaker 1>anything that is right there, we build that out. You know,

0:19:08.440 --> 0:19:11.199
<v Speaker 1>it used to be all about that top influencer, you know,

0:19:11.359 --> 0:19:15.240
<v Speaker 1>the man repeller. You know, we love to talk about

0:19:15.240 --> 0:19:18.720
<v Speaker 1>the Man Repeller, but and those and those types of

0:19:18.720 --> 0:19:24.400
<v Speaker 1>digital influencers. But what I've been really fascinated by and

0:19:24.480 --> 0:19:27.640
<v Speaker 1>have really stuck into is looking at the micro influencers.

0:19:28.160 --> 0:19:31.440
<v Speaker 1>I mean, it's it's just been eye opening of what

0:19:31.840 --> 0:19:35.919
<v Speaker 1>the power of a micro influencer. And obviously you know

0:19:36.080 --> 0:19:39.359
<v Speaker 1>their rates are lower, but there it's so interesting to

0:19:39.440 --> 0:19:43.040
<v Speaker 1>watch how their engagement is high. And if you're if

0:19:43.040 --> 0:19:45.400
<v Speaker 1>you're a brand or a company that you know may

0:19:45.440 --> 0:19:50.320
<v Speaker 1>not have big budgets, this this is this isn't something

0:19:50.320 --> 0:19:52.680
<v Speaker 1>you need to have into your launch strategy. So you've

0:19:52.680 --> 0:19:55.040
<v Speaker 1>really gone I'm going to call it d T I

0:19:56.359 --> 0:20:04.080
<v Speaker 1>influencer because yes it is. It's all changed. You know,

0:20:04.280 --> 0:20:06.919
<v Speaker 1>there's no rules like we're getting to use different you know,

0:20:06.960 --> 0:20:09.720
<v Speaker 1>and there's a lot more paid pieces to getting this

0:20:09.800 --> 0:20:13.320
<v Speaker 1>earned media. There such an important part. We do not

0:20:13.480 --> 0:20:16.959
<v Speaker 1>do a launch without an influencer component to it. So

0:20:17.000 --> 0:20:20.840
<v Speaker 1>what skill set does a modern day pr comms person

0:20:20.960 --> 0:20:25.520
<v Speaker 1>need to have to be effective, be aware, be be

0:20:25.720 --> 0:20:30.200
<v Speaker 1>out there in the world, living and listening and experiencing. Well,

0:20:30.240 --> 0:20:32.280
<v Speaker 1>we have to let you get back to your vacation.

0:20:32.400 --> 0:20:35.840
<v Speaker 1>But first, but first we're going to do our game

0:20:36.520 --> 0:20:39.159
<v Speaker 1>killed by d I Y Camry. What in the world

0:20:39.200 --> 0:20:41.480
<v Speaker 1>would you kill? What would you buy? And what would

0:20:41.520 --> 0:20:45.040
<v Speaker 1>you do yourself? Okay, you know what I'm going to

0:20:45.200 --> 0:20:49.600
<v Speaker 1>kill is the traditional press release. I'm so sorry. Yeah

0:20:49.640 --> 0:20:54.480
<v Speaker 1>that that was a given. What am I going to buy? Oh?

0:20:54.600 --> 0:20:57.560
<v Speaker 1>I might want to buy away, um, but what would

0:20:57.560 --> 0:21:01.560
<v Speaker 1>I do myself? You know, I'm gonna go back to

0:21:01.680 --> 0:21:04.359
<v Speaker 1>I want to figure out. I'm gonna figure out video

0:21:04.680 --> 0:21:09.520
<v Speaker 1>visual audio pitches short, sweet, you know where you can engage.

0:21:09.640 --> 0:21:11.159
<v Speaker 1>That's what I'm going to figure out. I've got to

0:21:11.160 --> 0:21:13.440
<v Speaker 1>find some partners to do that. Well, Kimry, if people

0:21:13.480 --> 0:21:16.159
<v Speaker 1>want to get in touch with you to talk about

0:21:16.240 --> 0:21:19.560
<v Speaker 1>that fifteen second elevator video pitch, how do they get

0:21:19.560 --> 0:21:22.640
<v Speaker 1>in touch with you? They try to get me at

0:21:22.840 --> 0:21:27.320
<v Speaker 1>KASA com k A z Z A k I M

0:21:27.320 --> 0:21:32.280
<v Speaker 1>at hazard count on all social Kimrie, enjoy your trip

0:21:32.320 --> 0:21:35.119
<v Speaker 1>in California. Thank you so much for calling in a

0:21:35.160 --> 0:21:40.800
<v Speaker 1>lot of thank you to Kimry Blackwelder for joining us

0:21:40.800 --> 0:21:43.000
<v Speaker 1>calling it in her vacation. The only thing we were

0:21:43.000 --> 0:21:46.200
<v Speaker 1>missing from this episode were spicy Margarinas said, it um

0:21:46.240 --> 0:21:48.960
<v Speaker 1>so big. Thanks to Kimry. Thank you to friends and

0:21:48.960 --> 0:21:53.200
<v Speaker 1>family at Panoply, our producer Dana Matt turk Andy Bowers.

0:21:53.359 --> 0:22:01.480
<v Speaker 1>We'll be back in two weeks. Full disclosure. Our opinions

0:22:01.480 --> 0:22:01.960
<v Speaker 1>are our own