Trust Relations: The Podcast
Welcome to Trust Relations: The Podcast! April White is the founder of Trust Relations and the doyenne of all things public relations. Hamish Anderson is our resident marketing expert, with an international eye on the digital trends rocking the world of integrated marketing communications. Together, they’re the dynamic duo, with all the right skills to take on the biggest topics in news, media and marketing. Trust defines the core of the conversation, the heart of the industry and the future of integrated marketing and PR as we know it. Join us as we analyze the paradigm shift that’s just over the horizon for ad campaigns, PR practices, brand identity and reputation management. We’re booked with a roster of industry-leading guests, breaking trends, crucial industry news and hot takes you won’t want to miss. Whether you’re a brand looking to ensure your storytelling and storydoing are aligned, an entrepreneur looking to make a splash in the press, or a marketer looking to stay on the cutting edge of the industry, your new favorite show is one click away. Join us every two weeks, as we help you learn from the marketing mistakes that make headlines — or sink brands.
MEET YOUR CO-HOSTS
April White
Hamish Anderson
YOU CAN ALSO LISTEN ON:
Brand Authenticity: The Rise of Deinfluencing and False Advertising
Today, April and Hamish shed some light on a recent social media trend that runs counter to mainstream influencer culture: deinfluencing. In this segment, our hosts unpack the implications of this trend for digital marketing and consumer culture. Today’s Campaign Essentials segment features tips and best practices about how to select the right promotional imagery and stock photography for your brand — without falling into the trap of false advertising or misleading content.
27
Creative Campaigns: Designing Brand Activations and Events
This week on Trust Relations: The Podcast, April and Hamish share an in-depth discussion about creative brand activations, including notable examples from major brands including Frito Lay’s Potadomes at the Coachella festival in 2022 and the failed influencer event at last year’s Revolve Festival. They also discuss the reputational damage sustained by Southwest Airlines, in light of a recent report indicating that the airline’s recent holiday cancellations negatively impacted consumer trust of the air travel industry at large. As a bonus, the dynamic marketing duo also discuss Hamish’s experience at a Red Hot Chili Peppers concert earlier this month — and the brand backlash that ensued following their Sydney show.
Creative Campaigns: Diversifying Your Social Media Presence
Today on the show, April and Hamish offer an analysis of one viral ad from Super Bowl LIV, with an in-depth look at Workday’s creative take on corporate overuse of the “rock star” moniker. Together, they discuss the strategic components that made the ad a success. For this week’s industry news update, our hosts cover a rise in international scrutiny of TikTok’s data security; the discussion arises in light of the recent media dominance of the Chinese balloon which was neutralized by U.S. military forces earlier this month. Tune in as they assess the risks and rewards associated with leveraging social media juggernauts like TikTok and Twitter in your brand strategy.
25
Marketing Applications of AI and Influencers
This week on Trust Relations: The Podcast, April and Hamish discuss a hot topic for today’s brands — celebrity and influencer engagements. They’re covering tips to consider before engaging a celebrity spokesperson, including how to avoid the most common mistakes and risks associated with influencer relations. Later, our hosts dive into the rise of artificial intelligence (AI) in content development and PR writing, with a look at CNET’s apology for errors made in the outlet’s recent AI-written articles. Stay tuned as April and Hamish test out the viral Chat GPT tool firsthand and share their thoughts on the future of AI writing for the communications profession.
24
Changes in Social Media Management and Industry Language
This week on Trust Relations: The Podcast, April and Hamish discuss the rising influence of junior staff and Gen Z employees in social media management. They analyze the implications of these rising stars for brands and cover the long-term career impacts of early promotions to high-paying positions. Today’s Marketing Conundrum includes a look at Lake Superior State University’s annual list of “banished” words, including tips and best practices for avoiding lingo overuse in your marketing and PR writing process. Also in this episode, our hosts re-introduce a fan-favorite segment: Communications Buzzwords!
23
CROSSOVER SPECIAL: The PR Wine Down X Trust Relations: The Podcast (Feat. Doug Spong)
Welcome to our first-ever crossover episode! In this podcast special, the hosts from The PR Wine Down and Trust Relations: The Podcast team up to deliver advice, insights and hot takes for brands and integrated marketing professionals. Today’s episode also features a celebrity guest, with a name anyone in PR or marketing is sure to recognize. We’re pleased to welcome April’s personal friend, mentor and former colleague: Doug Spong! Together, they discuss the latest trends impacting PR, media relations and agency culture in 2023. They also share a few favorite campaigns from Doug’s storied career, including his work with Ty Pennington, Paris Hilton, Will Smith, American Standard, Hasbro’s Rubik’s Cube, Silk Soymilk, and more.
Client Management: Adapting to Changing Brand Budgets
This week on Trust Relations: The Podcast, April and Hamish chat through what PR practitioners and marketers can do when a client needs to tighten their budget — but expects the same amount of results a higher retainer would accomplish. They discuss managing expectations, strategies for maximizing impact with a limited marketing budget and more. Your favorite podcasting duo also discusses one of the most surprising brand mash-ups from the end of the year, with an analysis of Juice Couture’s collaboration with Kraft Real Mayo.
21
How to Strengthen Your Integrated Marketing Strategy in 2023
This week on Trust Relations: The Podcast, April and Hamish share advice on how to strengthen your PR and marketing efforts with updated tactics for 2023. They’re covering how to leverage your media hits to strengthen any marketing campaign with the added credibility of earned media. They also share hot takes on Tropicana’s recent toothpaste campaign, which aimed to solve the problem of how a fresh glass of orange juice can taste bitter after consumer’s have brushed their teeth.
20
Client Management: Taking Creative Risks in Your Marketing Campaign
On the show this week, April and Hamish discuss a challenging topic for marketers: knowing when to take a creative risk. First, they discuss advice for managing clients who take an overly-cautious approach, and how to encourage strategic risk-taking to improve marketing success. Next, they share hot takes about a recent, ill-advised creative campaign from Mentos that missed the mark on brand authenticity.
19
The Stevie® Award Special: How to Win a PR & Marketing Award (Feat. Trena Blair)
This week on Trust Relations: The Podcast, April and Hamish welcome special guest Trena Blair, founder and CEO of FD Global Connections. Trena was recently named the winner of two awards at the Stevie Awards for Women in Business, alongside TR President April White, who won a gold award herself. Trena won Gold for Best Female Entrepreneur in Asia, Australia or New Zealand Business Services (10 or Less Employees), and Silver for Best Female Entrepreneur (Global), Business Services (10 or Less Employees). April won the gold award for Most Innovative Woman of the Year – Advertising, Marketing and Public Relation’ in 2022. Together, they discuss how to craft a winning award submission or speaker nomination for any brand or thought leader. April and Hamish also share their thoughts on how third-party honors like these can boost brand credibility for your company or organization.
Creative Campaigns: Designing Innovative Marketing Content
In this episode, hosts April and Hamish share an in-person discussion about creative content marketing. They discuss best practices for developing innovative content marketing and brand messaging, with advice for brands seeking to stand out from their competitors online. For today’s Lost in Translation segment, our hosts discuss an ad from the 2010s that stood the test of time and made an international impact.
Preparing to Launch: Developing a Successful Sub-Brand
On today’s episode of Trust Relations: The Podcast, hosts April and Hamish are sitting down for an in-person chat in sunny Sydney Australia! They’re here to share their advice for successfully launching a sub-brand — and how to navigate constructive criticism branding clients as a part of that process. They also discuss April’s plans for her working vacation in Sydney, and analyze a recent report on how global ad spend is impacting the marketing sector as we approach the new year.
16
Brand Positioning: Selecting the Right Spokespeople
This week on Trust Relations: The Podcast, April and Hamish discuss best practices for brand positioning. They’re sharing some insight into the characteristics, expertise and skills that can help you to select the right spokesperson for your company’s next PR opportunity or marketing feature. They also analyze a new campaign from Champion, with an in-depth look at the company’s attempt to reach younger audiences by staking claim to the origin story of the hoodie.
15
Creative Campaigns: Improving Efficiency for PR and Marketing Success
April and Hamish are kicking off season 2 with a new, fresh and fast-paced format. Tune in as they tackle a common issue agency teams face when working on long-term creative campaigns: excessive revisions. Our hosts also discuss another Australia-based advertising campaign from Google, and chat through the reasons why this video ad went viral.
14
Career Toolkit: Burnout Management and Recovery with Rachael Stockton
In the last episode of Season 1, April and Hamish are tackling a common issue for integrated marketing professionals at every stage of their careers—burnout. Special guest Rachael Stockton, founder and leadership coach at Inner Compass Leadership, joins the show to share her advice for female professionals and others in the marketing industry. She’s covering actionable tools and strategies to combat imposter syndrome, manage burnout and improve work-life balance. Next, Hamish offers insight into how selecting the right content management system can benefit your company’s SEO efforts. This week’s Campaign Analysis features an alarming PSA from the city of New York, which featured safety tips to prevent death in the event of a nuclear incident. Our hosts also close out the Communications Buzzword competition, officially crowning Hamish as the winner.
13
The Marketing Roadmap: Preparing Your Brand for Growth in an Unpredictable Market
This week, April and Hamish discuss long-term marketing strategies, from crisis preparedness to business-building goals. They’re sharing advice for brands to avoid a Shein-style public reckoning by developing preemptive crisis preparedness plans. They also discuss how the impending economic downturn can be an opportunity for brands to reevaluate marketing tactics. Our hosts also cover tips on what to do when your client has no internal marketing plan in place and share the basics of building an executive thought leadership profile. Today’s Campaign Analysis segment features Birkenstocks “Ugly for a Reason” campaign.
12
Marketing Must-Haves: Long-Term Success Strategies in PR and SEO
On today’s show, hosts April and Hamish are covering long-term strategies for success — and how to manage expectations when a client wants to see immediate results. They also share their thoughts on the public criticism over Daily Harvest’s influencer relations strategy amid a recent product recall. In “Campaign Essentials,” Hamish shares his best advice for brands that are new to SEO strategy and how to implement the fundamental components of a strong content program. For “Campaign Analysis,” they share their hot takes and strategic insights into this summer’s Gucci X Adidas collaboration and explore Kraft’s branding shift to embrace the mac & cheese title.
Trust Analysis: A Marketing Assessment with Bilal Qzilbash from EasyKale
On the show today, our hosts offer a sneak peek into Trust Relations’ proprietary branding assessment tool, the Trust Analysis! Bilal Qzilbash, founder of EasyKale, joins us in the virtual recording booth for a brand assessment to identify his company’s key strengths and brainstorm next steps to boost his ongoing marketing efforts. April and Hamish also chat through some recent industry news, with a close look at the recent crackdown on Elvis look-alikes in Las Vegas and the implications of marketing agencies that have begun to target OnlyFans content creators as clients. For this episode’s “Campaign Essentials” segment, they discuss the dos and don’ts of a successful brand collaboration.
10
Campaign Kickoff: Marketing and Web Design Mistakes to Avoid
On the show today, hosts April and Hamish analyze the rise of “shadow banning” on social media, with a deep dive into the PR and media implications of censorship online. They also chat through some advice for marketers on what to do when your client wants to DIY their new website, including the pitfalls of failing to seek help from SEO and design professionals. For this week’s Campaign Essentials, Hamish is taking the reins and sharing the top mistakes brands tend to make at the start of a new marketing campaign. For the Campaign Analysis segment, your favorite integrated marketing duo covers the “Sneaker Wars,” with a critique of the decades-old marketing rivalry between Nike and Adidas.
Compelling Content: Tips for Your Next PR or Integrated Marketing Campaign
This week, April and Hamish are covering the top mistakes brands tend to make at the start of a new PR campaign. They also break down some tips to help marketers make an impact with their audiences online, despite users’ shrinking attention spans. Today’s news segment covers some recent, ongoing issues at Netflix as the company introduces new advertising options and reckons with increasing market competition. For our Campaign Analysis, April and Hamish get lost in translation, as they chat through some of the best Aussie and Kiwi ads from the past year, and discuss whether those ads are effective for an international audience.
08
Client Management: Building Relationships for Marketing and PR Success
This week, April and Hamish are discussing a tricky topic in agency operations, with advice for navigating client relationships. Our hosts offer their tried-and-true advice for dealing with nepotism, family business dynamics and toxic company cultures on the client side. They also share tips to help marketers manage expectations and set their working relationships up for success. Next, they discuss recent news from the streaming sector, with a look back at some major changes happening at Netflix, including how the company has responded to increasing competition. Also in the news segment, they cover a recent study from the Harris Poll and Google Cloud on corporate “greenwashing” and its impacts on brand authenticity. Today’s Campaign Analysis segment features key learnings from the failure of the Revolve Festival, the now-notorious exclusive party held during Coachella 2022.
07
Brand Archetypes: Driving Efficient Communications
This week on the show, hosts April and Hamish confront a foundational component of strategic positioning: brand archetypes. Together, they share advice for founders, marketers and brand managers to identify their brand archetypes to drive more inefficient communications. They also analyze two Aussie ad campaigns, from agencies The Works and DDB Melbourne. This week’s industry news features the closure of e-commerce startup Fast, the departure of Dunkin’s new CMO and Skittles brand’s recent apology conference stunt.
06
Share of Voice: Brand Strategies to Make an Impact in a Competitive Market
This week on the show, hosts April and Hamish discuss a critical metric for any integrated marketing campaign — share of voice! Together, they’re diving into the best ways for smaller companies to move the needle on their SOV in a crowded market. They also share their thoughts on the Today Show’s rebrand, amid a cultural shift away from TV news and toward independent content creators. For this week’s Campaign Analysis segment, April and Hamish dish about Burger King’s poop emoji ice cream campaign to promote good-for-you ingredients, and evaluate the impact of star power in the recent collaboration between Pusha T and Arby’s.
05
Strategic Messaging: Brand Benefits and Common Roadblocks
This week on the show, hosts April and Hamish discuss the role of strategic messaging in building brand reputation, guiding business decisions and impacting public perception of important issues. They’re covering best practices for walking a client through the challenging process of reevaluating their strategic messaging and website copy. They also discuss the issues at play with The New York Times’ handling a mislabeled photo of tennis star Venus Williams, and the censorship challenges women’s health brands are facing on social media. For this week’s Campaign Analysis, the duo delivers their hot takes on a recent Old Spice ad campaign.
04
Brand Values: Authenticity from Mission Statements to Marketing Claims
On today’s episode of Trust Relations: The Podcast, hosts April and Hamish are getting to that critical element at the heart of a cohesive campaign: brand values. They’re discussing how today’s biggest brands and savviest startups can stay true to their values, back up their claims and make headlines that really move the needle. They also share advice on what to do when a client’s value propositions can’t be backed up with facts, and analyze creative campaigns from Truly and Zaxby’s. In this week’s news, our hosts chat through the recent scandal at 5WPR, IBM’s age handling of age discrimination accusations and the rising importance of owned media.
03
The Trust Analysis: Know Your Audience
This week, hosts April and Hamish are tackling one of the core questions in PR and marketing: How can you get to know your audience? Whether you’re a household name or a burgeoning startup, it’s critical to reach the right eyes and ears with the content that’s best for them. Tune in as the dynamic marketing duo chats through why it’s important to know your audience, do your research and deliver valuable content. They also discuss a few high-profile examples of brand wins and losses from the news, including an analysis of Peloton’s recent brand crisis saga and the latest rebrand at The New York Times.
02
Welcome to Trust Relations: The Podcast!
The team at Trust Relations is celebrating three years since our founding with a new podcast that gets to the heart of our mission: helping clients build trust with their target audiences. Meet Trust Relations’ founder April White and resident marketing expert Hamish Anderson as they chat through the news, media and marketing trends that matter most to today’s brands and entrepreneurs.
01
MEET YOUR CO-HOSTS
April White
Laura Schooler
YOU CAN ALSO LISTEN ON:
