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CultivatED Marketer Ep. 50 — From Radio to Public Safety: What Every Marketing Professional Can Learn About Trust, Storytelling, and Career Reinvention with Colleen Powell
Jul 9, 2026
Unknown duration
CultivatED Marketer Ep. 49 — Why Comfort, Joy, and Meaning are Critical in Modern Marketing with Samantha Scantlebury
Jun 25, 2026
CultivatED Marketer Ep. 48 — Why the Best Communicators Speak the C-Suite’s Language with DJ Jordan
Jun 12, 2026
39m 10s
CultivatED Marketer Ep. 47 — Why Human-First Marketing Wins in 2026 with Justin Ricklefs
May 29, 2026
52m 29s
CultivatED Marketer Ep. 46 — What Separates Visionary Leaders with Lacey Graverson
May 14, 2026
39m 03s
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| Date | Episode | Topics | Guests | Brands | Places | Keywords | Sponsor | Length | |
|---|---|---|---|---|---|---|---|---|---|
| 7/9/26 | CultivatED Marketer Ep. 50 — From Radio to Public Safety: What Every Marketing Professional Can Learn About Trust, Storytelling, and Career Reinvention with Colleen Powell | In the 50th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen and Julie Masson are joined by Colleen Powell, the Strategic Communications Bureau Chief for the Iowa Department of Public Safety. Colleen Powell shares an extraordinary career journey that took her from more than two decades behind a radio microphone to leading communications for one of Iowa’s most visible public service organizations. While her career path is certainly unique, the lessons she learned apply to marketers, communicators, nonprofit leaders, and public relations professionals in every industry. CultivatED Marketer Ep. 50 —From Radio to Public Safety: What Every Marketing Professional Can Learn About Trust, Storytelling, and Career Reinvention with Colleen Powell Reinvention Starts Long Before the Career Change Career changes often look dramatic from the outside, but they’re usually built on years of preparation. That was certainly true for Colleen. After spending 22 years co-hosting a successful morning radio show, she recognized that the media landscape was changing. Streaming services and digital platforms were transforming how audiences consumed content, and she realized the radio industry wasn’t likely to provide the long-term stability it once had. Rather than waiting until she was forced to make a change, she began preparing for one. She enrolled in courses focused on digital marketing and strategic communications while she was still working full-time in broadcasting. When the opportunity finally came to leave radio, she wasn’t starting over. She was building on decades of experience in audience engagement, interviewing, storytelling, and relationship building. The Skills That Matter Don’t Expire Moving from morning radio into government communications might sound like an enormous leap, but the core responsibilities aren’t as different as they first appear. In both careers, success depends on understanding your audience, asking thoughtful questions, listening carefully, simplifying complex information, and telling stories that people actually care about. Technology will continue to evolve, but organizations will always need professionals who know how to build relationships, establish credibility, and communicate with empathy. Colleen’s career demonstrates that while industries may change, those foundational abilities continue to create opportunities. Why Continual Learning Is a Competitive Advantage Colleen acknowledges something every communications professional has experienced: by the time a curriculum is developed and taught, the industry has already evolved. Artificial intelligence changes almost monthly. Social media algorithms shift constantly. New platforms emerge while others disappear. Formal education provides an essential foundation, but it can no longer be viewed as the finish line. Instead, continual learning has become part of the job description. Today’s most successful communicators recognize that professional development isn’t something you complete. It’s something you practice throughout your career. That mindset helped Colleen transition into an entirely new field, and it’s the same mindset that will help communicators remain valuable no matter how much the industry changes. Building Trust Instead of Protecting Image When people think about communications departments, they often assume their primary responsibility is protecting an organization’s reputation. Colleen offered a different perspective. Her team’s job isn’t simply to protect the agency’s image—it’s to protect public trust. Every press release, media interview, social media post, and public statement is evaluated through the lens of credibility. Their goal isn’t to be first with information or to control the narrative. Their responsibility is to ensure that when information is released, it is accurate, verified, and communicated responsibly. In an era where organizations often feel pressured to respond immediately, that’s a valuable lesson. While most marketers don’t operate in life-or-death situations, every organization benefits when it values credibility over immediacy. The Question Every Communicator Should Ask The conversation closed with a deceptively simple question: What is one word every communicator should lead with? Colleen’s answer was immediate. Why. The question encourages marketers to think strategically before acting tactically, ensuring every message supports a larger objective rather than simply filling another spot on the content calendar. In many ways, that single word captures the entire conversation. Technology will continue to change, industries will continue to evolve, and communication channels will come and go. But organizations that consistently communicate with clarity, empathy, and purpose will continue to earn something far more valuable than attention—they’ll earn trust. 01:41 Why Trust Matters 08:15 From Radio to DPS 11:12 Roadside Chat Signs 14:00 The Communication Skills That Translate Across Every Industry 18:00 Career Pivot Advice: Growth Starts with Being Uncomfortable 21:15 Protecting Trust vs. Protecting Your Reputation 25:33 Transparency Through Restraint 26:58 Accuracy Over Assumptions 28:18 Balancing Curiosity And Risk 29:06 True Crime Request Surge 35:15 Managing 20+ Social Media Channels with a Three-Person Team 39:24 How Small Communications Teams Stay Effective 42:00 The One Word Every Communicator Should Lead With | — | ||||||
| 6/25/26 | CultivatED Marketer Ep. 49 — Why Comfort, Joy, and Meaning are Critical in Modern Marketing with Samantha Scantlebury | In the 49th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson are joined by Samantha Scantlebury, Senior Director of Brand Strategy at Signal Theory. Drawing from her early experiences in the field, Sam emphasizes that at its core, human decision-making is driven emotionally and rationally justified. Her perspective challenges marketers to look beyond technology and focus on something much more enduring: humanity. CultivatED Marketer Ep. 49 — Why Comfort, Joy, and Meaning are Critical in Modern Marketing with Samantha Scantlebury One of the most powerful observations from the conversation was surprisingly simple: Humans make decisions emotionally and justify them rationally. Whether someone is purchasing a consumer product, selecting a business partner, or evaluating a software platform, emotional drivers are still at work beneath the surface. Scantlebury referenced the behavioral science principles popularized by Daniel Kahneman, noting that our intuitive, emotional thinking often precedes our rational analysis. This insight applies just as much in B2B marketing as it does in B2C. Even when selling highly technical products, buyers are ultimately seeking confidence, security, pride, ease, and optimism. Product features may justify the decision, but emotions often initiate it. Comfort, Joy, and Meaning: A New Framework for Brand Connection To better understand what people are truly seeking from brands, Signal Theory developed a framework built around three emotional outcomes: comfort, joy, and meaning. The model draws inspiration from Abraham Maslow and his hierarchy of needs. According to Scantlebury, while Maslow focused on human needs, comfort, joy, and meaning represent the emotional wants that accompany those needs. The framework isn’t simply philosophical. Signal Theory’s research uncovered meaningful correlations between these emotional dimensions and business outcomes. Brands scoring highly on comfort tended to see stronger repurchase intent. Brands associated with joy generated more word-of-mouth activity. Brands delivering meaning tended to inspire greater brand advocacy. The Personalization Paradox Consumers are experiencing more targeted advertising than ever before, yet many still feel misunderstood by brands. Despite seeing dozens of advertisements daily, only a small percentage of consumers feel brands genuinely understand them or reflect their lifestyles. At the same time, consumers consistently report wanting stronger relationships with the brands they buy from.This creates what marketers might call a personalization paradox: We know more about consumers than ever, but consumers feel less understood. Why This Matters in the Age of AI While Scantlebury and her team actively use AI tools, she emphasized that technology should create space for better human work—not replace it. AI can accelerate research, generate ideas, and improve efficiency. But the most impactful marketing still comes from empathy, curiosity, and a deep understanding of people.Consumers are increasingly signaling fatigue with overly manufactured experiences. In a world where content can be generated instantly, authenticity becomes more valuable, not less. The brands that thrive won’t necessarily be those with the most advanced AI stack. They’ll be the ones that use technology while remaining unmistakably human. The Marketer’s New Question Sales are declining. Customer loyalty is weakening. Brand awareness has plateaued. Marketing teams are often tasked with finding the right campaign, channel, or message to move those metrics in the right direction. But Scantlebury argues that marketers should take a step back before jumping to solutions. Rather than asking only what’s happening to the business, brands should ask what’s happening to the people they’re trying to reach. What’s the human problem behind the business problem? This question shifts the conversation from demographics and data points to human motivations. They encourage marketers to look beyond transactions and understand the emotional context surrounding a purchase decision. When marketers begin with the human experience rather than the business objective, they uncover insights that technology alone can’t provide. Messaging becomes more empathetic. Strategy becomes more meaningful. And brands become better positioned to create the kinds of connections that drive long-term relationships. Final Takeaway Marketing often gets caught chasing the next platform, the next tool, or the next technological breakthrough. Yet the most important variable hasn’t changed, people still want to feel understood. They want confidence when things feel uncertain. They want connection when life feels fragmented. They want purpose when everything feels transactional. As Scantlebury summarized when asked for the one word every brand should strive for: Humanity. And in a marketplace increasingly shaped by automation, that may become the greatest competitive advantage of all. 02:51 Why This Research Matters 07:19 Meet Samantha Scantlebury 08:43 Sam Origin Story 13:23 Behavioral Science in Practice 15:46 Emotion Drives Decisions 18:58 Tech vs Human Connection 21:53 Comfort Joy Meaning Framework 25:26 Research Findings and Stats 29:36 Selling Human Centric Marketing 33:47 AI Fatigue and Authenticity 37:04 Four Quick Questions 42:03 What Comes Next and Wrap Up | — | ||||||
| 6/12/26 | communicationmarketing+3 | D.J. Jordan | Pinkston | — | communicationC-Suite+5 | — | 39m 10s | ||
| 5/29/26 | human-first marketingbrand strategy+4 | Justin Ricklefs | Guild CollectiveKansas City Chiefs | Hy-Vee | human-first marketingbrand strategy+5 | — | 52m 29s | ||
| 5/14/26 | visionary leadershipbrand stewardship+3 | Lacey Graverson | Ewing Marion Kauffman Foundation | — | visionary leadersbrand management+3 | — | 39m 03s | ||
| 4/23/26 | AI in marketingPESO model+3 | — | AICultivated Marketer+1 | — | AIPESO model+3 | — | 22m 25s | ||
| 3/26/26 | Sensorial BrandingBold Identity+4 | Mary-Catherine Reinert | Fortissima | — | Sensorial MarketingBrand Experience+4 | — | 56m 03s | ||
| 3/12/26 | independent consultingmarketing career advice+3 | Ashley Dennison | CommsConsultants.com | — | independent consultantmarketing+3 | — | 48m 08s | ||
| 1/29/26 | cause marketingcareer development+3 | Mike Farag | FervorSprint | Haiti | cause marketingcareer development+4 | — | 49m 37s | ||
| 1/15/26 | event marketingAI in marketing+3 | Jonathan Mast | Sedgwick | Kansas City | event marketingAI+4 | — | 39m 20s | ||
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| 12/19/25 | brand identityprofessional development+3 | Kim Derrick Rozdeba | Estee Lauder | — | brandingFive Cs+3 | — | 43m 43s | ||
| 11/25/25 | LinkedIn strategiesthought leadership+3 | Purna Virji | LinkedInContent Solutions | — | LinkedIncontent strategy+3 | — | 46m 18s | ||
| 11/7/25 | public service communicationsprofessional growth+3 | Jazzlyn Johnson | Jackson County Prosecutor’s Office | — | public servicecommunications+5 | — | — | ||
| 10/16/25 | CultivatED Marketer Ep. 37 — Great Communicators Secrets: Lessons from 4 Communication Leaders | In the 37th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson share the most powerful takeaways from recent guests — covering crisis communications, leadership, social media strategy, and professional growth. Together, they reflect on past guest conversations, offering listeners valuable lessons in marketing communications and career development. CultivatED Marketer Ep. 37 — Secrets Behind Great Communicators: Lessons from 4 Industry Leaders With the addition of Julie, everyone is bringing a renewed sense of focus to continuing professional development within the marketing and communications field. Julie’s fresh perspective has energized the dialogue around professional growth, inspiring marketers to think differently about their own communication professional development. The team plans to revisit and refresh key insights every few episodes, ensuring continuous learning and reflection. Lynn Zimmerman: Change in Communication Lynn Zimmerman’s episode delivered profound insights on internal communications and managing organizational change. Her expertise in change management underscored how communication professional development and effective strategy drive success in both nonprofit and corporate environments. Julie emphasized how Lynn’s advice applies to mission-driven organizations, reinforcing the importance of clear communication to support internal alignment and external impact. Fred Cook: Forecasting Change Fred Cook, director at the USC Annenberg Center for Public Relations, shared leadership lessons rooted in adaptability and continuous professional development. His reflections on mentoring future communicators highlighted the power of curiosity and creativity in career development. Fred’s belief in stepping outside comfort zones resonated deeply with the hosts and listeners alike, serving as a reminder that growth often starts with risk-taking. Amy Whitfield: The Art of Crisis Communications Amy Whitfield’s conversation centered on the complex, high-pressure world of crisis communications – a vital component of external communications strategy. She revealed how thoughtful planning and empathy work hand-in-hand during difficult moments, offering communicators an example of professionalism under pressure. Julie and Matt highlighted Amy’s insights as essential learning for those pursuing professional development for communications professionals. Valerie Morrow: Strategic Social Media Management Valerie Morrow of Dairy Farmers of America discussed how to align social media strategy with broader marketing communications goals. Her emphasis on data-driven storytelling, authenticity, and community-building offered actionable takeaways for marketers in the digital era. Brent also praised Valerie’s approach to focusing on strategy rather than trends – an important principle for anyone invested in marketing professional development. Looking Ahead: Exciting Guests and Conversations The CultivatED Marketer team looks forward to upcoming guests Jazzlyn Johnson and Perna Vierge, who will expand the discussion on communication professional development and career development. Jazzlyn, the director of communications for a local prosecutor’s office in Kansas City, will share advice for early-career professionals, while Perna Vierge from LinkedIn will unpack algorithm changes and effective engagement tactics for external communications. Stay tuned for more inspiring episodes that challenge how marketing and communications professionals approach learning, leadership, and collaboration in today’s evolving industry. 00:00 Introduction and Episode Overview 01:32 Meet the Hosts 01:45 Recap of Recent Guests 02:52 In-Depth Discussion on Lynn Zimmerman 12:38 Insights from Fred Cook 20:03 Crisis Communications with Amy Whitfield 26:06 Social Media Strategy with Valerie Morrow 33:52 Upcoming Guests and Future Episodes 36:04 Closing Remarks and Call to Action | — | ||||||
| 9/30/25 | CultivatED Marketer Ep. 36 — Data and Storytelling in Social Media: Valerie Morrow’s Playbook | In the 36th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sat down with Valerie Morrow, Director of Social Media at Dairy Farmers of America. Valerie is a seasoned social media leader with nearly 15 years of experience, and explores with the group how marketing communications strategies can adapt in a fast-changing digital environment, integration of data and storytelling, the impact of AI on social media, and the evolving role of social platforms in SEO. Don’t miss Valerie’s expert tips on creating intentional content, building engaged communities, and managing social media strategies effectively. CultivatED Marketer Ep. 36 — Data and Storytelling in Social Media: Valerie Morrow’s Playbook Valerie’s career in social media may have chosen her, but her journey is marked by strategic foresight. While at the University of Central Missouri, Valerie began exploring how social media could fulfill business needs, discussions that laid the groundwork for her career in communication professional development. By consulting with marketing leaders, she identified an emerging opportunity: social media. As she puts it, the key was to be “solution-oriented” — a mindset that supports career development for anyone in the field. The Intersection of Data and Storytelling Valerie emphasizes the power of combining data analytics with storytelling. “They tell a complete story when brought together,” she says. At Dairy Farmers of America, where Valerie is the Director of Social Media, blending long-form storytelling with analytics has been transformative. By using both qualitative insights and strategic narrative construction, her team has revolutionized their marketing professional development efforts—shifting from long-form stories to dynamic video content that drives both internal and external communications. Focus, Not Fads: Strategy Over Tactics One constant in the social media world is change, whether it be platform algorithms or emerging technologies. Valerie encourages a focus on strategy rather than tactics. “Social strategy is more than just posting or chasing trends,” she remarks, advocating for purposeful engagement over mere presence. This aligns closely with the kind of continuing professional development that marketers and communicators need to thrive. By narrowing focus on what aligns with an audience and organizational goals, leaders can strengthen both internal communications and external reach. Staying Ahead with Community and Authenticity Despite the rapid evolution of social platforms, Valerie firmly believes the future lies in blending AI, community, and trust. AI is transforming content creation and analytics, but it cannot replace the human touch in storytelling. She underscores that brands must maintain authenticity to meet the growing audience demand for genuine connections. These insights are key for professional growth and for those pursuing continuous professional development in digital marketing and communications. Beyond operational insights, Valerie offers personal reflection, sharing that effective social media management involves asking “the right questions” to shape impactful strategies. This approach reflects the essence of professional development for communications professionals, reminding marketers to remain curious, adaptable, and intentional in their work. Looking Ahead to Social Media’s Future For those leading teams or embarking on personal development journeys in social media, Valerie suggests managing goals with intent and aligning them with broader organizational objectives. Her approach to layering innovation onto existing strategies is a blueprint for long-term success in marketing communications and career development. To gain further insights or connect with Valerie, she can be reached on LinkedIn. For those seeking excellence in social media and communication professional development, her journey and lessons provide invaluable guidance on how to thrive in today’s evolving digital landscape. 00:00 Introduction to Episode 36: Social Media Insights with Valerie Morrow 01:15 Pre-Interview Discussion: Highlights and Key Takeaways 07:22 Valerie Morrow’s Career Journey and Social Media Expertise 11:16 Blending Data and Storytelling in Social Media 17:42 Authenticity and Innovation in Social Media Strategy 18:27 Navigating the Ever-Changing Social Media Landscape 23:31 Galvanizing Friends for a Road Trip 23:52 Nostalgic Memories and Corn Nuts 24:23 SEO and AI: The New Symbiotic Relationship 25:47 The Evolution of Social Media Content 31:09 Challenges in Social Media Strategy 35:00 Future Trends in Social Media 37:26 Insights from a Master’s Experience 42:32 Effective Goal Setting and Team Management 46:44 Conclusion and Final Thoughts | — | ||||||
| 9/16/25 | CultivatED Marketer Ep. 35 — Unconventional Professional Growth and Future Trends with Fred Cook | In the 35th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD are joined by PR legend Fred Cook, former CEO of Golin and current director at the USC Annenberg Center for Public Relations. He offers invaluable insights into leadership qualities he experienced through his remarkable career, and shares his experiences, his transition from PR to academia, and his vision for the future of the industry. This episode is a must-listen for communications and marketing professionals looking for fresh perspectives on leadership and continuous professional growth. CultivatED Marketer Ep. 35 — “Unconventional” Is the Key to Professional Growth according to Fred Cook Fred Cook’s journey is a testament to the value of diverse life experiences. Before ascending to the top of a leading PR firm, Fred’s unorthodox career path saw him working as a hotel doorman, teaching junior high school, and even starting a ride service for late-night revellers. These varied roles contributed significantly to his later success, as highlighted in his book, Improvise: Unconventional Career Advice from an Unlikely CEO. Fred emphasizes that real-world experiences cultivate creativity, courage, and confidence—crucial traits for anyone seeking career development in marketing and communications. Leadership Lessons from Iconic CEOs During his tenure as CEO of Golin, Cook worked with some of the most influential leaders, including Steve Jobs, Herb Kelleher, and Michael Eisner. Each had a distinct leadership style, yet shared common traits such as determination and risk-taking. Cook believes these qualities are vital for success and aims to instill them in his students, teaching them that leadership transcends personality and is rooted in relentless pursuit and resilience—insights that apply directly to professional development for communications professionals. The Importance of Adaptability and Trust Cook recounts his time working with international clients like Nintendo, highlighting the importance of persistence and adaptability. A pivotal moment came when, despite opposition, he successfully convinced Nintendo’s president to implement a marketing strategy that shaped their relationship for decades. This story illustrates how trust, adaptability, and clear external communications can forge long-lasting partnerships and drive success. Reinventing Corporate Culture with G4 Innovation has always been at the heart of Fred’s leadership. At Golin, he spearheaded a cultural shift to a more flexible structure known as G4, transforming how PR functions are organized and delivered. To underline his commitment, Fred famously got a tattoo of the G4 logo, a gesture solidifying the permanence and significance of the initiative. This bold move reflects his belief in more than just walking the walk, but inspiring others through action—a lesson in building stronger company culture through purposeful intentional communication. Transitioning to Academia: Inspiring Future Leaders After an illustrious career in PR, Fred transitioned to academia, driven by a desire to test the theories outlined in his book and to nurture the next generation of creative thinkers. At USC, he encourages students to venture outside their comfort zones, embrace new experiences, and cultivate a mindset of lifelong learning. He argues that reinvention is necessary for the evolving landscape of PR, with AI and digital transformations reshaping communication professionals development. Navigating the Future of PR As director of the Annenberg Center for Public Relations, Fred continues to drive forward-thinking initiatives. He underscores the need for continuing professional development, especially in understanding and leveraging AI. Fred suggests that young professionals who immerse themselves in emerging technologies will have a competitive edge in the job market. Despite the challenges facing the PR industry, including political polarization and evolving media platforms, he remains optimistic. Reflecting on trends like AI branding and the role of purpose-driven communication, Fred stresses the importance of adaptability and curiosity in shaping successful marketing professional development strategies. The report about generative engine optimization (GEO) will be featured in our notes soon. In the meantime, learn a bit more about GEO here. The Unconventional Path to CEO Fred Cook’s career serves as an inspiring blueprint for anyone navigating the complex world of communications. By embracing unconventional paths, fostering creativity, and committing to lifelong learning, Fred exemplifies the leadership qualities needed to thrive in ever-changing environments. His journey reminds us that success is less about following a traditional route and more about forging your own path and daring to be different—insights every communications professional can use to advance their career development and grow through continuous professional development. 00:00 Introduction to Fred Cook’s Unconventional Career 01:16 Fred Cook’s Background and Career Path 02:08 Insights from Fred Cook’s Book 03:16 Fred Cook’s Life Lessons and Advice 07:34 Fred Cook’s Work with High-Profile Clients 19:31 Fred Cook’s Innovative Leadership at Golin 22:46 Transition to Academia and Teaching 23:33 Balancing Two Careers: From CEO to Professor 24:18 Encouraging Bold Thinkers in PR 24:41 The Importance of Broadening Perspectives 26:57 Conformity vs. Individuality in the Workplace 29:41 Persistence Pays Off: The Ask the Captain Story 35:34 The Future of PR: AI and Polarization 44:33 Final Thoughts and Farewell | — | ||||||
| 9/2/25 | CultivatED Marketer Ep. 34 — Crisis Communications with Amy Whitfield | In the 34th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sit down with Amy Whitfield, a communications and crisis communications specialist who frequently works with churches and faith-based organizations. Amy’s journey into crisis communications was unplanned but became a cornerstone of her career. Her insights offer valuable lessons in marketing communications, internal communications, and career development for anyone navigating high-stakes communication challenges. This episode is a must-listen for communications and marketing professionals wanting to learn about crisis communications and how they intertwine with marketing communications strategies. CultivatED Marketer Ep. 34 — Crisis Communications Secrets Every Marketing Pro Must Know with Amy Whitfield Amy’s introduction to crisis communications came unexpectedly, but she quickly developed the instincts needed to manage chaos with clarity. Her political science background and denominational work helped her build a strong foundation in communication professional development, allowing her to guide organizations through sensitive moments while maintaining trust and credibility. Developing a Crisis Communication Plan Crisis communication, Amy explains, requires more than strategy—it demands practice, resilience, and continuous learning. Over the past decade, she has developed her “muscles” for crisis response through real-world experience in Southern Baptist Convention. For communicators committed to professional growth, she recommends resources such as Crisis Communications: A Case Book Approach and You’re It: Crisis, Change, and How to Lead When It Matters Most. These tools support continuing professional development and encourage a mindset of growth in high-pressure communication roles. Aligning Marketing Communications with Crisis Response One of Amy’s key takeaways is the need to align marketing communications with crisis messaging. Whether pausing campaigns, adjusting tone, or creating unified statements, organizations must balance marketing with internal and external communications. Amy emphasized that close collaboration between marketing and communications teams is vital for organizational reputation, especially when addressing external stakeholders. This integrated approach is also central to marketing professional development, teaching communicators how to adapt strategies across departments. Preparation and Crisis Response Strategies Preparation is at the heart of effective crisis management. Amy shared best practices in internal communications, including building a crisis response team, designating media liaisons, and mapping out communication channels. These strategies help organizations respond quickly, protect reputations, and maintain credibility with employees and external audiences alike. For those investing in professional development for communications professionals, mastering internal planning and execution is a key skill set. Keeping Humanity at the Core of Messaging Beyond tools and strategies, Amy reminds communicators to keep humanity at the center of crisis work. Empathy, compassion, and authenticity build trust with affected communities and teams. For professionals focused on career development in communications, cultivating these traits is just as important as mastering technical skills. Professional Development for Communications Professionals Amy Whitfield’s expertise illustrates why crisis communications is such a valuable area of focus in the broader field of marketing communications. Her advice reinforces the importance of preparation, alignment across internal and external communications, and continued investment in communication professional development. To learn more about Amy or connect with her work, find her on LinkedIn. 00:00 Crisis Communications with Amy Whitfield 01:19 Upcoming Episodes and Guest Lineup 02:04 Meet Amy Whitfield: Crisis Communications Expert 04:07 Diving into Crisis Communications 05:46 Amy Whitfield’s Journey into Crisis Communications 14:25 Common Crises in Nonprofits and Faith-Based Organizations 18:01 Preparing for a Crisis: Tips and Strategies 22:01 Collaboration Between Marketers and Communications Professionals 27:15 Continuous Learning and Final Thoughts 29:03 Conclusion and Where to Find More Information | — | ||||||
| 8/19/25 | CultivatED Marketer Ep. 33 — Change Communications with Lynn Zimmerman | In the 33rd episode of CultivatED Marketer—a professional development podcast for communications professionals—hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson welcomed Lynn Zimmerman, CEO and Chief Strategist of Swing Communication. With over 25 years of experience in internal communications and change communication, Lynn shared valuable insights on managing change strategically and how effective marketing communications can support organizational success. This episode is a must-listen for professionals focused on continuing professional development in the fast-evolving world of corporate communications. CultivatED Marketer Ep. 33 — Effective Change Communication and Strategic Internal Comms with Lynn Zimmerman Lynn Zimmerman began her unexpected journey into the world of journalism and communications at the University of Kansas, where her initial focus was not on communication. However, after realizing her passion for business and communication, she pivoted to a career in strategic communications, eventually leading her to become a specialist in change communication. Her extensive experience includes roles at Sprint and T-Mobile, where she honed her skills in internal and change communication, ultimately founding her firm, Swing Communication in 2012. Understanding Change Communication Lynn defines change communication as the intentional, strategic messaging of information surrounding events that are temporary but disruptive, such as mergers, organizational restructuring, or technology rollouts. The goal, according to Lynn, is not to excite employees about change but to guide them towards acceptance and readiness to adapt. She emphasizes the importance of behavior change as the intersection of change communication, internal communication, and change management. Effective change communication ensures employees understand their roles and the impact of changes, fostering a smoother transition. The Strategic Role of Internal Communications in Organizational Culture Internal communication, as Lynn describes, plays a critical role in maintaining company culture and preparing organizations for change by reinforcing mission-driven messaging. By consistently communicating company values, vision, and mission, internal communications lay the groundwork for change readiness, ensuring that employees understand why changes occur and how they align with the company’s strategic goals. Common Communication Challenges and Career Growth Opportunities Lynn discusses common pitfalls companies face, including the outdated “spray and pray” method of communication, where information is disseminated broadly without regard for audience segmentation. She emphasizes the importance of understanding audiences, especially frontline employees, and tailoring communication strategies to meet varied needs. Highlighting the power of middle managers as trusted communication conduits, Lynn underscores the necessity of equipping these leaders with the proper tools through communication professional development. AI and the Future of External Communications With technology continually evolving, Lynn is excited about the potential of AI to transform both internal and external communications landscapes. She pointed out how AI can free communicators’ time for strategic tasks while cautioning against leaving AI implementation solely to IT departments. Instead, Lynn advocates for communicators to actively participate in AI discussions to ensure these tools are aligned with strategic communication goals. Building a Communications Career: Networking, Consulting, and Continuous Learning For those considering venturing into consulting or starting their own business, Lynn stresses the importance of networking. Her involvement with the International Association of Business Communicators (IABC) has been pivotal in building relationships and gaining opportunities. Lynn believes that engaging with professional organizations, volunteering, and sharing knowledge freely are key to professional development for communications professionals. Elevating Your Professional Development in Marketing Communications Lynn’s expertise offers valuable lessons in the realm of change communication and internal strategy. From managing change to leading cultural transformation, communicators who invest in career development, continuing professional development, and strategic upskilling will continue to thrive. By understanding both the human and strategic facets of communication, organizations can navigate change more effectively and build resilient and adaptive workforces. As change continues to accelerate in today’s world, communicators serve as strategic partners in aligning business objectives with employee engagement, ensuring both short-term adaptability and long-term success. Find Lynn Zimmerman on LinkedIn 00:00 Introduction and Welcoming Julie 00:38 Introducing the Guest: Lynn Zimmerman 02:05 Lynn’s Career Journey and Insights 05:24 From Corporate to Independent: Lynn’s Leap 11:46 Understanding Change Communications 22:10 Challenges and Strategies in Change Communications 29:57 Effective Communication Strategies for Managers 30:37 Challenges and Solutions in Internal Communications 31:41 The Role of Internal Comms in Organizational Change 34:51 Daily Tasks of a Change Communications Consultant 36:57 Networking and Professional Development 46:03 The Impact of AI on Communications 52:18 Final Thoughts and Personal Insights | — | ||||||
| 8/5/25 | CultivatED Marketer Ep. 32 — A New Voice for Cultivated Marketer | In the 32nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, are thrilled to introduce Julie Masson, a dynamic new voice and our newest co-host. With over 15 years of experience in the nonprofit sector, Julie brings a fresh perspective on career development and nonprofit communications. Her journey to becoming a fractional Chief Communications Officer and her deep-rooted passion for helping mission-driven organizations make her a perfect fit for our audience of communications professionals. CultivatED Marketer Ep. 32 — A New Voice for Cultivated Marketer and Renowned Thought Leader in Nonprofit Communications. Welcome Julie Masson! Brent and Matt enthusiastically welcome Julie to the CultivatED Marketer family. They reflected on the process of selecting a co-host who could elevate conversations around internal communications and marketing strategy. Julie’s professional background and commitment to communications excellence—particularly within nonprofits—aligns seamlessly with the podcast’s mission: to support ongoing professional development in marketing communications. Julie’s relationship with both co-hosts dates back to her time in the University of Kansas’ Integrated Marketing Communications master’s program. Now, as a communications leader, she brings a valuable perspective on how professionals can grow their careers across various sectors, especially in nonprofit and purpose-driven roles. Why Nonprofit and Internal Communications Matter Julie’s passion for nonprofit communications was evident from the start. She spoke about the communication challenges that nonprofit organizations often face—especially when it comes to internal communications. Whether it’s misalignment between staff and leadership or the absence of a clear external messaging strategy, Julie is dedicated to bridging these gaps. Her focus on improving both internal team dynamics and external stakeholder communication ensures nonprofits can effectively fulfill their missions. Supporting Career Development Through Fractional Leadership Julie’s career path—from education to nonprofit leadership to her current role as a fractional communications officer—highlights the importance of career development and flexibility in the evolving marketing landscape. She discussed how fractional leadership allows her to support multiple organizations that may lack full-time communications staff, helping them build solid marketing foundations, strategic plans, and consistent messaging for both internal and external audiences. Advice to Aspiring Communicators Julie shared her insights on why nonprofit work is a powerful launchpad for those pursuing careers in marketing communications. For young professionals interested in meaningful work and diverse experience, the nonprofit sector offers unique opportunities for professional growth. Julie emphasized how these roles often provide hands-on involvement in both internal and external communications—something that’s rare in more siloed corporate settings. A Shift Toward Purpose-Driven Work As Julie transitions into gig-based communications leadership, she reflects on how this shift supports not only her personal values but also her professional growth. The flexibility of fractional work has allowed her to focus on empowering smaller organizations and mentoring communications professionals—two things she sees as deeply connected to long-term success in the industry. A Communications Leader with Purpose Julie Masson’s addition to CultivatED Marketer signals a deeper commitment to exploring all facets of marketing communications, especially within the nonprofit world. Her expertise in internal communications, strategy, and leadership will help our listeners grow in their careers and strengthen their communication skills across the board. Want more insights from Julie? Subscribe to her newsletter at juliemasson.com or connect with her on LinkedIn. Stay tuned for upcoming episodes, including conversations with Lynn Zimmerman on internal communications and change management, and Fred Cook on building trust in external messaging. 00:00 Introduction to Cultivated Marketer 00:09 Meet the New Host: Julie Masson 00:29 Julie’s Professional Background 01:16 How Julie and the Hosts Met 05:51 Julie’s Journey in Nonprofit Communications 11:20 The Importance of Internal Communications 16:29 Benefits of Working in Nonprofits 19:19 Julie’s Transition to Fractional Leadership 24:07 Julie’s Live Training and Future Plans 27:11 Conclusion and Upcoming Episodes | — | ||||||
| 7/23/25 | CultivatED Marketer Ep. 31 — New Beginnings | In the 31st episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, talk about marketing, professional development, and more. They return from a hiatus to discuss job hunting tips for new graduates and job seekers, recap the IABC World Conference in Vancouver, and tease upcoming changes to the podcast. The latter includes a new host and a lineup of exciting guests Fred Cook and Lynn Zimmerman. CultivatED Marketer Ep. 31 — New Beginnings The Cultivated Marketer podcast is back, refreshed, and ready to dive into new areas of marketing and professional development. We explore ideas of new beginnings, exciting transitions, and expanding the horizons of our show. Job Hunting in a Digital Environment Brent shares personal insights from his experience assisting his son with navigating the competitive job market. This involves helping his son transition from behind the camera to confidently presenting himself in front of potential employers via Zoom interviews. Applicants are now often expected to deliver responses akin to solo podcasts, showcasing their communication skills and self-presentation capabilities. Matt highlights the importance of aiding young professionals in mastering these skills, emphasizing that how you communicate can be just as significant as what you communicate. Travel Highlights Having recently attended the IABC World Conference in Vancouver, Matt provides an overview of the event. The conference provides networking opportunities and deep dives into relevant topics, including artificial intelligence and its implications for business. Brent, meanwhile, recently took a trip to Europe and now shares insights on the global opportunities that are emerging for graduates and professionals alike. He emphasizes the importance of global perspectives in today’s world, which he plans to incorporate more into future podcast episodes. This includes getting out to conferences, such as Digital Summit, where he will be a future guest talking about using AI for audio and video production. Exciting Changes for Cultivated Marketer In a spirited discussion, Brent and Matt reveal exciting developments for the podcast. As they announce plans to expand their guest list to include individuals with national and international experience in marketing, branding, and communications fields. Additionally, the podcast will soon welcome a third co-host. While details remain under wraps, this new voice promises to bring a fresh perspective and rich expertise, especially in the nonprofit domain. Upcoming Guests Listeners can anticipate engaging conversations with experts such as Lynn Zimmerman, a globally recognized figure in internal communications and change management. Her insights on conducting communication audits promise to offer invaluable strategies for aspiring marketers and veterans alike. Another highly anticipated guest is Fred Cook, former CEO of global public relations giant Golan and current leader of USC Annenberg’s communications program. Derek Rose, a branding expert from Canada with extensive experience as a corporate communicator, is also on the roster. The Future of Cultivated Marketer Brent and Matt sign off with a promise of enriching content and compelling discussions ahead. As Cultivated Marketer steps into this new chapter, listeners can look forward to conversations that not only educate but inspire professional growth and innovation. 00:00 Introduction and Episode Overview 00:58 Personal Updates and IABC World Conference Highlights 04:16 Job Hunting Tips and Market Insights 13:37 Upcoming Changes and New Beginnings 17:18 Exciting Future Guests and Topics 24:24 Conclusion and Teasers for Next Episode | — | ||||||
| 3/26/25 | CultivatED Marketer Ep. 30 — Trust in Organizations: Building the Foundation for Success with Dr. Cory Scheer | In this 30th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Dr. Cory Scheer, Founder and CEO of TrustCentric Consulting, to delve into the intricate world of organizational trust. The discussion covers the pervasive decline of organizational trust, and the importance of co-creating organizational values. They also delve into the impact of toxic workplaces on employee retention and loyalty, and Cory shares insights from his national study on trust. CultivatED Marketer Ep. 30 — Trust in Organizations: Building the Foundation for Success with Dr. Cory Scheer Trust is a fundamental aspect of effective communication and marketing. Cory emphasized that trust is not just a buzzword but a crucial component that must be understood from all angles by today’s communicators. Trust, as Cory conveyed, is the stock in trade for professionals who act as the voice and front door of their organizations. Cory highlights how trust affects not only how organizations deal with external clients but also the internal dynamics with employees. Matt points to studies like the Edelman Trust Barometer, which underscore the necessity of understanding trust within various organizational contexts. The Pervasive Decline of Trust Brent and Matt discuss the pervasive decline of organizational trust, citing factors from both internal and external marketing perspectives. Cory elaborates on the topic by referencing a national study that he collaborated on, which shows that trust must be nurtured from the inside out. This comprehensive study identified three building blocks of trust: competency, problem-solving, and demonstrating care for others. In the competency domain, communication, being a competency itself, plays a critical role. Leaders must ensure that the right people are in the right places, something that Jim Collins identified as critical over 20 years ago: having the right people in the right seats on the bus. High Trust vs. Toxic Work Environments Matt and Cory explore the differences between high-trust and toxic work environments. In high-trust environments, employee retention, loyalty, and advocacy improve, whereas these decline significantly in a toxic environment. One illuminating point in the conversation was how diminished trust can lead to laziness among employees, affecting productivity and the overall success of an organization. The Role of Leadership and Communication When assisting organizations in addressing trust gaps, Cory notes that leaders often find the actual trust deficit less severe than anticipated. This revelation provides a platform not only for improvement but for hope and potential growth. Leaders who are willing to be vulnerable and begin a new season of leadership have the opportunity to close the trust gap significantly. Practical Steps Toward Trust Building Cory advocates for practical steps toward fostering trust, which include broadening the conversation to include voices one layer lower than traditionally considered in organizational hierarchy. This approach enhances the dialogue around trust and opens up new opportunities for change. Future Trust Trends The conversation also ventured into potential future trends in trust, including the reliance on satisfaction surveys that may not paint the full picture. Instead, Cory suggests looking upstream with specific structural elements of trust to identify areas for improvement more effectively. Professional Development Insights Wrapping up the discussion, Cory offers invaluable advice to budding communicators. By reflecting on the structure of trust within themselves and their organizations, young professionals can identify opportunities to fill existing gaps and foster a culture of caring, ultimately setting themselves up for faster career promotion and making a significant impact. Conclusion Trust is a dynamic and critical element in the success of any organization. Dr. Cory Scheer’s insights serve as a guide for leaders and communicators seeking to understand and bridge the trust gaps that may exist within their organizations. For a deeper dive into these topics, Cory’s book, “Closing the Trust Gap,” expands on the principles discussed in the podcast. You can find out more about TrustCentric Consulting at their website: https://www.trustcentricconsulting.com/ 00:00 Introduction and Episode Context 01:47 Welcome and Episode Overview 02:21 Introducing Dr. Corey Shear 02:32 The Importance of Trust in Organizations 05:38 Building Blocks of Trust 08:36 Impact of Toxic Work Environments 10:57 Leaders’ Reactions to Trust Assessments 13:26 Framework for Trust and Loyalty 17:23 Moving to a New Room for the Workshop 17:29 Understanding Trust and Co-Creation 18:37 Role of Marketing and Communications in Trust 20:17 Involving All Levels in Decision Making 20:56 Examples of Successful Trust Building 21:49 Challenges with Corporate Values Programs 22:51 The Trust Gap Between Leaders and Employees 23:47 Trends and Future of Trust in Organizations 29:01 Advice for Young Marketers on Building Trust 30:32 Conclusion and Resources | — | ||||||
| 5/2/24 | CultivatED Marketer Ep. 29 — Exploring AI in Marketing and Communication with Martin Waxman | In this 29th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Martin Waxman, Associate Director at the Future of Marketing Institute, delve generative AI at the KCIABC BCS Summit. They cover the benefits of generative AI for marketers and communicators, while also addressing significant considerations including ethical considerations, the impact of AI on authenticity in content creation, and the skills needed for professionals to adapt and innovate with AI tools. CultivatED Marketer Ep. 29 — Exploring AI in Marketing and Communication with Martin Waxman Generative AI, as discussed in the podcast, offers a plethora of benefits for marketers and communicators. It accelerates work processes, enhances quality by allowing a more strategic approach, frees up time from repetitive tasks, and ensures consistency in content creation. However, as with any emerging technology, there are important considerations to keep in mind. Navigating the Ethics of AI in Marketing One of the key points emphasized in the conversation was the ethical considerations of using AI in marketing and communication. From bias in data sets to the authenticity of content creation, professionals need to be vigilant in ensuring that AI is used responsibly. Disclosing the use of AI, fact-checking outputs, and actively addressing biases are crucial steps in maintaining ethical standards. Skills and Resources for Professionals As AI continues to play a significant role in marketing and communication strategies, professionals must adapt and acquire new skills to leverage this technology effectively. Critical thinking, prompt engineering, and innovative use of AI tools are essential skills to develop. Resources such as LinkedIn Learning courses on generative AI and How to Research and Write Using AI Tools, as well as newsletters like Neuron and Axios AI, can help professionals stay informed and up-to-date on AI trends. The Future of AI in Marketing Looking towards the future, Martin predicts that augmented reality combined with AI will be the next frontier in marketing and communication. With outward-facing and inward-facing cameras integrated into everyday objects like glasses, the way we interact with data and technology will undergo a transformation. The metaverse and real-world interactions will intertwine, offering a new dimension of engagement for professionals in these fields. 00:00 Welcome to Cultivated Marketer: Exploring Generative AI 01:07 The Benefits and Challenges of Generative AI in Marketing 06:18 Real-World Applications and Ethical Considerations of AI 11:16 Exploring AI Trends and Their Impact on Marketing and PR 17:53 Navigating the Academic and Professional Development Landscape with AI 24:21 Skills and Strategies for Integrating AI into Marketing Workflows 29:22 Staying Informed: Resources and Future Directions in AI | — | ||||||
| 3/26/24 | CultivatED Marketer Ep. 28 — Marketing Professionals Reconnect: Updates, Insights, and A Look Ahead | In this 28th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, about marketing, professional development, and more. In this episode, they delve into a variety of topics, ranging from personal updates to highlights from the recent Business Communicators Summit (BCS) event. CultivatED Marketer Ep. 28 — Marketing Professionals Reconnect: Updates, Insights, and A Look Ahead The episode starts with a heartfelt introduction where Brent shares updates on his wife’s health journey and expresses gratitude for being back on air to engage in dialogues that resonate with professionals in the marketing realm. The conversations at BCS cover a wide range of topics, starting with Matt and Brent catching up on their recent activities and the exciting developments in their respective fields. From online master’s degree programs to accolades in the industry, Matt shares his experiences and achievements, setting the tone for an insightful discussion ahead. Highlights of the BCS Speakers The podcast delves into the highlights of the BCS speakers, including Dr. Corey Sheer, who discussed closing the trust gap in marketing communications. Corey’s expertise in consumer trust and organizational trust dynamics offered valuable insights for marketers looking to build credibility in their messaging. They also discussed Martin Waxman’s LinkedIn Learning series, noting that it is a must-watch for those wanting to learn about the impact of AI in marketing. The conversation then shifts to the importance of collaboration between sales and marketing teams, as discussed by industry veterans Chris Ann Cardiff and Diane Collins. Their practical tips on fostering a strong relationship between these two vital departments shed light on the significance of aligning strategies and understanding the business acumen to drive organizational success. Looking Ahead: Upcoming Events and Insights As the podcast wraps up, Matt and Brent tease upcoming events in the marketing community, including Angela Kennedy’s talk on high-performing cultures and the Digital Summit events focused on AI and podcasting. These events promise to offer valuable insights and networking opportunities for professionals looking to stay abreast of the latest trends in the industry. 00:00 Welcome to Cultivated Marketer: A Fresh Start 00:12 Catching Up: Personal Updates and Professional Endeavors 01:04 Transforming Education: The Shift to Online Learning 01:45 Celebrating Achievements and Looking Ahead 04:18 The Return of Live Professional Development Events 06:38 Exploring AI in Marketing Communications 09:38 Insights from the Business Communicator Summit 14:36 Bridging the Gap: Sales and Marketing Collaboration 19:26 Upcoming Events and Final Thoughts 24:05 A Personal Note and Looking Forward | — | ||||||
| 9/11/23 | CultivatED Marketer Ep. 27 — Moving Beyond the Buzzword: Kim Clark’s Approach on Diversity, Equity, and Inclusion (DEI) Conversations | In this 27th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Kim Clark, a consultant, speaker, and educator on DEI communications, as she shares how she transforms the way corporations approach DEI policies, making it more than just a buzzword. She also dives deep into the challenges, opportunities, and ROI that come with improving DEI efforts in the workplace. CultivatED Marketer Ep. 27 — Moving Beyond the Buzzword: Kim Clark’s Approach on Diversity, Equity, and Inclusion Conversations The podcast episode starts off with an insightful conversation on improving diversity, equity, and inclusion (DEI) efforts and messaging. The guest, Kim Clark, a seasoned DEI educator, and consultant, sheds light on how the journey towards DEI in the workplace goes beyond just awareness to the need for substantial and tangible changes. She points out that while 80% of corporations have DEI policies in place, only 25% of employees feel a significant change in their day-to-day work life. Clark emphasizes the crucial role of communicators in understanding DEI and articulating its essence to the entire organization. According to her, communication professionals have a responsibility to not just understand the concept of DEI but also to convey it in a way that resonates with the organization’s purpose, mission, vision, and values. She also suggests that it is important to have historical and social context when creating DEI messaging. Kim also draws attention to the correlation between language and behavior, asserting that the former can lead to changes in the latter. In this light, the role of an inclusive communications guide becomes paramount. She discusses her experience working with Sony PlayStation in creating an inclusive communications guide, reinforcing how it led to a shift in behavior within the entire Sony organization. Effective DEI Commitment Statements and Strategies Kim then dives deep into the necessity of moving DEI beyond performative gestures to purposeful and tailored action. She continues saying it is about demonstrating commitment through consistent action and tangible changes. She advises that organizations should use their core capabilities to make meaningful contributions to society, thus underscoring their commitment to DEI. Kim provides a thought-provoking and in-depth analysis of how DEI should be integrated into an organization’s strategy. She emphasizes that DEI should not be seen as a side initiative, but rather, it should be woven into the fabric of the organization’s culture, influencing every aspect of its operations and communications. Inclusive Communications Guide and Measuring ROI Kim shares insights about the importance of having an inclusive communications guide within organizations. This guide goes beyond the usual glossaries of what to say and what not to say, and instead focuses on how language leads to behavior change. Thus, an inclusive communications guide aims to provide employees with a context of why respectful communication is important and how it benefits them. She emphasizes that it is not about tone policing or political correctness, which often come across as external rules imposed on individuals. Instead, it is about giving people the tools to develop their own understanding and confidence in communicating respectfully with individuals who are different from them. Kim stresses the importance of tailoring the guide to each client or organization, emphasizing the need to understand and respect the unique cultural and social contexts present within each organization. In terms of measuring the return on investment (ROI) of DEI initiatives, Clark discusses the importance of considering both the tangible and intangible costs. From a financial perspective, she points out that the cost of not leaning into DEI for organizations can be significant, impacting areas such as brand reputation, employee attrition, loss of sales, and potential lawsuits. She mentions a research study providing hard data on this aspect. Kim highlights that the cost of not leaning into DEI far outweighs the investment in it. On a broader level, Clark also talks about the Edelman Trust Barometer, which annually demonstrates that employees and customers expect businesses to have aligned values on social topics. She emphasizes the need for organizations to be proactive and control the narrative surrounding DEI, rather than being reactive to it. The Importance of DEI and Communication Kim stresses the importance of diversity, equity, and inclusion (DEI) in both internal and external communication strategies. She mentions that while many organizations have DEI policies, many of these efforts do not lead to substantial change, which is a clear indication that there is a disconnect between policy and implementation. Kim also discusses the importance of working with legal teams to prevent DEI crises. She suggests using the DEPTH model to create an effective DEI strategy, going on to explain what each letter of the acronym means. Optimistic Outlook and Responsibility The podcast episode concludes on a hopeful note, as Kim provides her optimistic outlook within the realm of DEI. Despite acknowledging that progress is not linear and that it may get worse before it gets better, she emphasizes the importance of remaining proactive and inclusive in DEI efforts. Kim shares her insights and vision for the future, noting that there is a palpable desire among C-suite executives to genuinely understand and effectively implement DEI initiatives. She underscores that by effectively implementing these initiatives can help promote understanding and respect, breaking down barriers and fostering a culture of inclusion. Kim also addresses the need to recognize and address existing inequities within organizations. This means identifying areas where diversity and inclusion may be lacking, and developing strategies to rectify these gaps. It’s not just about ticking boxes or fulfilling a quota, but creating intentional, meaningful change. Moreover, she emphasizes the role of communicators and marketers in driving this change. Their ability to articulate the values and benefits of DEI can help organizations move beyond mere awareness and into purposeful action. They can help shape the narrative, ensuring that DEI isn’t just seen as a buzzword or a corporate mandate, but a core part of the organization’s identity and values. Ultimately, Kim conveys a sense of responsibility, underscoring the importance of each individual’s role in promoting diversity, equity, and inclusion. It’s not just up to the leadership or the HR department, but everyone within the organization. With understanding, action, and commitment, companies can move towards a more inclusive and equitable future. To purchase Kim’s Book, click the following link The Conscious Communicator (0:00:00) – Improving DEI Efforts and Messaging (0:08:36) – Effective DEI Commitment Statements and Strategies (0:19:31) – “Inclusive Communications Guide and Measuring ROI” (0:28:43) – The Importance of DEI and Communication (0:42:07) – Optimistic Outlook and Responsibility | — | ||||||
| 5/26/23 | CultivatED Marketer Ep. 26 — Navigating Leadership and Communication in a Post-Pandemic World | In this 26th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Mark Schumann, IABC Fellow and renowned executive coach, as he shares his invaluable insights on leadership, communication, and the new challenges faced by leaders in a post-pandemic world. CultivatED Marketer Ep. 26 — Navigating Leadership and Communication in a Post-Pandemic World Leadership in a Post-Pandemic World Our guest for this episode is IABC fellow and Professor in communications and culture at New York University, Mark Schumann. Mark is an executive coach and consultant who has worked with some of the biggest names in the CEO world. We talk with Mark about his experience working with senior leaders at the highest levels in big companies, such as Southwest Airlines CEO Herb Kelleher. We also discuss how the role of leaders has permanently changed due to the pandemic and how they have had to adapt to living and working in different ways. Mark walks through a recent conversation with a CEO that he has worked with before, during, and after COVID, and reflects on how leaders became a source of information about not only the business, but also vaccines, schools, home education, and a myriad of other things that connect our lives. Mark helps us to understand the importance of acknowledging how our lives have been impacted by this difficult time. He draws attention to the newly formed expectation of connection, and how marketers play a pivotal role. Empathy in Virtual Meetings and Communication We explore how the check-in process has changed in the virtual world and how to create a safe space for employees to express themselves. We emphasize the importance of fostering camaraderie and productivity by taking the time to connect with others as human beings. We also look into the notion of work-life balance and how the open window of the outside world can have an impact on an organization. Mark notes how previously it might have felt as though you were walking a tight rope, but now we are so connected that there isn’t a separation. He says marketers’ skills to intently listen to their people, and put together what is heard, they can create a safe space to have those open conversations. CEO Communication Strategies Following the same progression, we examine the changing role of a CEO in terms of expressing opinions on the world and how this can influence the dialogue within organizations. After Brent gives a few examples of how a CEO responds to crisis communication, he asks Mark to explore why it is difficult to find the personality of these individuals. Mark dives into the self-awareness of these leaders, and how through their behavior they can express what is permissible or not throughout the organization. Mark stresses the importance of how a leader communicates and interacts with people dictates whether those people feel heard, which correlates to their involvement in the organization. He gives examples of how important it is for people to see the CEO in unscripted moments, where the human side of them and their personality can really show. The group discusses some examples of when these unscripted moments can be better or worse for employee connection. Effective Communication Beyond Technical Tools We discuss the importance of developing the skills necessary to be an effective communicator. Mark discusses one of the methods he uses with his students to get them examining the tactics driving the messages some of these people or organizations are putting out. The group explores how curiosity and conviction can help lead to clarity when communicating. They hark back to times when there were fewer tools to distribute an organization’s message, yes the effectiveness of those messages was ultimately the same. Mark emphasizes that clear communication is at the top of the hierarchy, more than distribution, as people will find the messaging no matter what tools were used. He adds that having fewer tools may help improve the effectiveness of communication. Finally, they examine the important aspect of remaining calm plays for leaders. Mark regales a story of a CEO he was working with, and how the environment he was in changed his personality. He notes how a CEO’s personality and “presence” are also always being judged, yet it is important to remain true to yourself and deliver what people need. The group then contrasts this with the bombastic personalities that are often rewarded in our current society. They draw to the conclusion settling on the importance of authenticity for a leader. (0:00:00) – Leadership in a Post-Pandemic World (0:07:56) – Self-Awareness in Leadership Positions (0:14:40) – Empathy in Virtual Meetings and Communication (0:20:55) – CEO Communication Strategies (0:30:54) – Effective Communication Beyond Technical Tools (0:35:49) – Importance of Calm and Authentic Leadership | — | ||||||
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