Thanks for joining us for the fourth episode of The Break to Build podcast.
I’m particularly excited about this release because let’s face it, public relations in the traditional way can only seem sensible if you’ve got a hefty budget dedicated to a monthly five-figure PR agency retainer. Julie Kelley joins me to talk about Public Facing Impact (PFI), a new way of creating brand awareness in a more meaningful, cost-effective way.
That said, I’m always keen to know:
✍️ Is this information useful?
🚀Can you leverage it to level up productivity, market intelligence, and how you create more meaningful brand awareness programs?
🙋🏽♀️Yes, or no, I’d love to hear from you. Feel free to send me a DM on LinkedIn.
Let’s dive in.
Who is Julie Kelley?
Julie Kelley is a veteran journalist and PR strategist with a track record that spans various sectors including energy, higher education, manufacturing, and social justice. As the owner of Julie Kelley Communications, she excels in strategic communications for family-focused brands. Her commitment to public-facing impact distinguishes her approach, allowing her clients to make meaningful connections with their audiences by marrying every decision they make with how the public perceives it.
You can find her via her LinkedIn.
Who This Conversation Is For
Marketing and communications professionals
Brand managers
Public relations specialists
Social media managers
Sustainability and corporate responsibility officers
What We Cover In This Episode
0:00: What is Public Facing Impact (PFI)? And how it differs from the traditional public relations process.
3:50 Transforming Chocolate: Julie recounts how she unearthed the most unique story from her client work in the nut-free chocolate business.
10:19 Rethinking Press Releases: Where they may have a place in your communications plan and what can make story qualification more aligned with content-audience fit.
24:39 Perception's Impact on Leadership and Brand Visibility: Julie walks us through why it’s time journalists had a seat at the board-level because public perception and trust, matters to your bottom line.
26:20 Building Relationships and Responding to News Cycles in PR: What’s appropriate and what creates a foundation of trust, especially when harnessing social media to drive media coverage.
28:50 Cultivating Customer Trust Through Authentic Brand Culture:Julie emphasizes the impact of integrating personal stories and real-time feedback into a brand’s narrative to connect deeply with consumers.
30:27 Leveraging Peer Communities for C-Suite Marketing Decisions: The final segment explores how C-suite executives can benefit from engaging with peer communities and the significance of these collaborations for gaining fresh perspectives and insights, which can help in making informed decisions that align with current consumer expectations and the evolving media landscape.
What You Can Do With These Insights
Amplify your brand's sustainability planning and ethical practices through storytelling that highlights the real-world impacts of your product experience.
Engage with consumers on these topics to build credibility and trust, emphasizing the brand's commitment to positive societal and environmental outcomes.
Implement listening strategies on social platforms to gather consumer feedback and sentiments that can accelerate your user-generated content pipeline.
Use this data to drive content creation, ensuring it aligns with audience interests and values, and fosters a community-centric brand image.
Cultivate a brand narrative that not only markets the product but also tells the ongoing story of the brand's journey, including its challenges and milestones.
This openness can foster a deeper connection with the audience, enhancing loyalty.
Resources
LinkedIn: Connect with Julie Kelley for strategic communication insights and tips.
Discover more about Julie Kelley Communications at https://juliekelleycomms.org/
Muck Rack’s 2023 State of PR: 70% of PR professionals anticipate a growing challenge in securing earned media over the next five years and 44% say they’re spending more time on internal communications.
More about Chae O’Brien
I’m not interested in contributing to the digital noise our feeds get flooded with daily.
If there are topics/trends you’d like me to cover or other areas of these conversations you’d like to dive deeper into, drop me a message via one of the below. I’m a research junkie, and nothing is more fun than finding answers to the doubted or unknown ✌🏼
Website: https://www.chaeobrien.com/
LinkedIn: https://www.linkedin.com/in/chaenara/
Email: hello@chaeobrien.com
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