Helping leaders stand out on social
Ninety-two percent of professionals say they are more likely to trust a company whose senior executives use social media (FTI Consulting 2023). But how can leaders communicate their thoughts and find a tone of voice that strikes a chord with their target audience? Watch as broadcast journalist Emma Crosby shares tips on how to become an authentic communicator.
Speaker: Emma Crosby - Presenter/Broadcaster and Strategic Partner for Casey Wishart & Partners
Inspiring leaders tell stories. In fact, the American psychologist Dr Howard Gardner says stories are the most single most powerful weapon in a leader's arsenal.
It makes sense, if you think about it, because telling stories is in our DNA.
So for executives, that means getting on screen and sharing what you know.
Not everyone finds this easy, but I believe anyone can become a great storyteller. All you need to know is what you want to say and how you want to say it.
First up: Know your audience. Who are your audience and what do they need? Always use this as a starting point and never forget them.
Next: What's your message? Now, this should really resonate with your audience and it should be simple enough to write down in one sentence.
Now, for the story telling: People remember people, not numbers, so find a way to bring your story to life.
For example, don't just tell us about your record profits, but the journey that your company has been on to achieve them.
You have an amazing new product launch? Talk about the moment that you realised there was a gap in the market.
Perhaps you work with the best people in the industry? Give an anecdote on why you lot are the dream team.
Share your expertise for free or tell us some of the hard lessons that you've learned in leadership. You will instantly become a more engaging, a more genuine storyteller.
Endframe: Casey Wishart & Partners. Your expertise. Our journalism.
Introducing The Corporate Newsroom
Marketing teams are increasingly embracing the principles of journalism to operate like newsrooms, communicating with clients and internal stakeholders directly and more frequently via their own channels.
But while AI tools are increasing efficiency, marketers are still struggling to juggle multiple hats. A recent study from the Content Marketing Institute suggests that in 30% of large organisations just one person is responsible for all types of content, so it’s no surprise that generating ideas and creating engaging content are cited as top challenges.
To help, we’ve developed The Corporate Newsroom. The series will provide insight, inspiration and best-practice examples from our network of journalists and business specialists on how to create impactful content, consistently.
Watch for more on how to create content with confidence. Learn more about the Casey Wishart team in the video here.
Speakers: From Casey Wishart & Partners: Roslyn Casey Shaw - Co-Founder and Chief Commercial Officer; Emma Crosby - Presenter/Broadcaster & Strategic Partner; Satwant Wishart - Co-Founder and CEO; Tiffany Davies - Producer; Geoff Cutmore - Strategic Partner
Roslyn Casey Shaw: This is the hero video that's going to set up the series.
Emma Crosby: So, who’s the target?
Roslyn Casey Shaw: Our people. Specialist content marketers.
Satwant Wishart: The top line is that more and more businesses are realising that they can be their own media and news channel.
Tiffany Davies: Let’s do a rehearsal.
Satwant Wishart: By creating and sharing content on their own platforms, organisations are able to have direct, two-way conversations with clients, internal stakeholders, even their own colleagues. And they can measure success.
Geoff Cutmore: So, have you got the data to support that?
Satwant Wishart: Well, there’s a lot of research that points in this direction. In one survey, 60% of B2B marketers said that social media, followed by content marketing were the most effective channels at driving revenues. (Source: 2023 State of B2B Digital Marketing)
And 71% of marketers say content marketing has become more important to their organisation over the last year. (Source: Content Marketing Institute 2023)
Roslyn Casey Shaw: If you think about how hard it is for B2B marketers. They’ve basically got to be producers and journalists now.
Emma Crosby: Wow, so what you’re saying is as well as carrying on their traditional marketing roles, they’re essentially having to run their own newsrooms now.
Roslyn Casey Shaw: Exactly. Exactly. And quality and consistency is a real issue.
There’s research that says 30% of organisations have just one person doing all their forms of content. (Source: Content Marketing Institute 2023)
Geoff Cutmore: So let's present the solutions next.
First, if you want to have impact, the kind of impact of a publisher, then you need to deploy journalistic principles, which means you need quality, authenticity and data-driven insight.
Satwant Wishart: Plus, your people need to be central to any content strategy , especially on social.
Roslyn Casey Shaw: Your episdoe is on how they present that information on social and have impact.
Emma Crosby: What else is in the series?
Roslyn Casey Shaw: We have a specialist on community building, AI tools that marketers are using, and how to get the best from big events like Davos.
Emma Crosby: Inspiring leaders tell stories.
Endframe: The Corporate Newsroom
