Jon Morris is the Founder & CEO of EngineBI, Inc. and Chairman of Fiscal Advocate LLC where he helps clients scale with a proprietary, tech-enabled approach for surfacing hidden financial insights that drive critical business decisions. In his spare time, Jon enjoys studying data-driven approaches to developing youth players. Here, he discusses how to improve your agency’s financial health.

Key Takeaways:

- How EngineBI helps agencies make decisions

- How Jon scaled Rise Interactive

- Data-driven approaches to develop youth soccer players

Episode Timeline:

1:30 Jon's dogs

2:30 How Jon scaled Rise Interactive from a $10,000 prize to a company with 500 employees

4:30 How EngineBI helps agencies make decisions

6:45 What do the average agency's financials look like?

8:00 The three numbers agencies should focus on

8:40 The BASE framework

9:20 Keeping things simple is key

10:00 The CPR score

11:30 The importance of gross margin

13:30 The ideal agency managerial alignment

15:30 How do agencies react to Jon's message?

17:00 The importance of storytelling

18:00 Jon's data-driven approach to youth soccer

21:30 Are coaches receptive to Jon's analytics?

This episode’s guest:

• Jon Morris on LinkedIn

• Jon@EngineBI.net

• EngineBI.net

• Fiscaladvocate.com

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Kate Gardiner is the CEO and founder of Grey Horse, a full-service communications agency often behind the scenes of global crises. An industry veteran, Kate started her career in journalism and audience engagement, triaging social media for global-facing campaigns, including award-winning coverage of the BP Oil Spill, the Arab Spring, and Hurricane Sandy. She also supported over a dozen women at the heart of the #MeToo movement. Here, she discusses the holistic approach to helping people through a public crisis.

Key Takeaways:

- Interpersonal help in a crisis

- The mental health effects of a crisis

- Helping people involved in a local crisis

Episode Timeline:

1:30 Kate's horse, Copenhagen

3:20 How Grey Horse goes beyond "damage control" to help people affected by a media event

5:00 The holistic approach to dealing with a crisis

6:15 Local adventures can be the most impactful

9:00 Kate's job would make a great TV show

11:15 The mental health ramifications of a crisis

13:55 Kate's work in the #MeToo movement

15:00 Financial victimization of sexual assault victims

17:30 How clients react to hiring Grey Horse

21:30 Standing up for women and their rights

23:30 How Kate transitioned from journalism to PR

This episode’s guest:

• Kate Gardiner on LinkedIn

• GreyHorse.com

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Duyen 'Jen' Truong is the Senior Vice President of Public Relations Operations at Sage Communications. A 20-plus-year PR professional with extensive public sector, commercial, and non-profit experience, Jen has led campaigns with global and national brands and government agencies such as the USDA, the Defense Department, and the Centers for Medicare and Medicaid Services. Here, she discusses how, as a Vietnamese refugee, she learned firsthand about the power of government and has brought that belief into her work as a PR professional.

Key Takeaways:

- How Jen fled Vietnam and came to America

- Challenges of working with government clients

- How Jen and Sage helped create MilitaryChildcare.com

Episode Timeline:

1:30 How Jen has witnessed the transformative power of government

4:15 Jen's arrival in America

4:40 Tod's mother's work for Vietnamese resettlement

6:45 The biggest challenges PR professionals face working with government agencies

8:00 Creating incentive packages for influencers and celebrities

9:45 Why government agencies can't take public positions on policy

11:30 The advantages of working with government clients

13:00 What PR pros should know about working with the government

15:15 PR can bring the government third-party credibility

16:00 How administration changes affect PR messaging

18:00 Sage Communications work with MilitaryChildcare.com

20:30 The erosion of trust in government

This episode’s guest:

• Duyen 'Jen' Truong

• Sage Communications’ Website

• Sage Communications on LinkedIn

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Josef Schinwald is the CEO of Guest Experts On Air, a leading Podcast PR Booking Service. Working with renowned authors and speakers, he has developed a nuanced understanding of the podcasting industry, particularly in curating content that stands out in an increasingly saturated market. Here, he shares his five rules for creating a successful podcast and how he books his clients on high-end shows.

Key Takeaways:

- 5 rules to creating a successful podcast

- How to be a great podcast guest

- How to get booked on high-end shows

Episode Timeline:

2:00 What separates Guest Experts on Air from other booking agencies?

3:30 What has Josef learned from his experience in front of the camera?

5:30 What type of clients is Josef looking to book?

6:45 The importance of having something to say

8:00 Josef's favorite success stories

11:00 Making podcasts part of your sales funnel

12:15 How often should people promote themselves?

14:30 Podcasts are great for niche audiences

17:15 Podcasters must post often

17:45 Josef's 5 rules for creating a successful podcast

21:50 The importance of humility

22:40 Josef's free gift: "The Fast-Track Formula to Get on High-end Podcasts"

This episode’s guest:

• Josef Schinwald

• Download "The Fast-Track Formula to Get on High-end Podcast Bookings"

• Guest Experts on Air

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My guest today is Brandy Whalen, the co-founder of Kitcaster, a podcast booking agency, where she is also the resident story craft guru. Here, she shares how she helps her clients craft their stories to share on podcasts and how to build authority and credibility through the medium.

Key Takeaways:

- How to craft your story

- The importance of prep work

- How to get booked on podcasts

Episode Timeline:

1:05 Is that a corgi in the Kitcaster logo?

3:00 How Kitcaster gets people booked onto podcasts

4:20 Is guest rehash a problem?

7:30 Common mistakes that people make when appearing on podcasts.

10:30 How Brandy develops a client's story

13:30 The nuts and bolts of a story craft session

17:20 The importance of customer stories

19:40 Podcast hosts absolutely must do prep work.

21:20 Building authority and credibility on podcasts

22:45 Tod needs some help with his personal brand.

This episode’s guest:

• Brandy Whalen

• Kitcaster's website resources page

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Amanda Arrigotti-White is the Founder and CEO of Curate & Co., one of the country's most sought-after boutique PR firms for food, beverage, and hospitality. After getting her start in PR at SOREL and Columbia Sportswear, she fell hard and fast for hospitality while in-house at Saint Michelle Wine Estates. Here, she shares the importance of crafting stories around wine and food and how Curate & Co. has successfully paired products and influencers.

Key Takeaways:

- How to target wine consumers

- How to pair products and influencers

- How to market non-alcoholic wine

Episode Timeline:

1:45 The joy of working in food, wine, and hospitality

2:40 How to position a wine brand in a crowded marketplace

4:00 Why Ste. Michelle was great at marketing wine

5:30 The psychographics of wine consumers

7:15 The importance of storytelling in wine PR

8:00 How to pair wine and influencers

10:10 The Colavita/Jess King collaboration

13:00 Choosing a spokesperson for solar power

15:00 The importance of authenticity

16:30 Marketing non-alcoholic wines

19:10 Understanding the non-alcoholic wine consumer

10:30 The advantages of hiring a specialty agency

This episode’s guest:

• Amanda Arrigotti-White on LinkedIn

• Curate & Co.’s website

• Curate & Co. on Instagram

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Peter Freedman is the founder and Director of Thinking of Think Inc, a creative UK-based PR and guerrilla marketing agency, that works for startups and scaleups in the US and UK. He's also the author of a new book for Calm, the meditation, sleep and mental health app called "How Calm Whipped Up a Storm: How one small app won a ton of PR and buzz that helped it grow big – and how YOU can too.” Here, he discusses how his quirky work for Calm helped the app stand out in a sea of competition.

Key Takeaways:

- How quirky, irreverent messaging helped Calm "grow big"

- Peter's approach to guerilla marketing

- The important role of language in creative marketing and PR

Episode Timeline:

1:30 Peter's history of working on irreverent and quirky projects

3:45 Peter's love of language and creating unusual names for things

5:30 Calm's Sleep Stories

6:30 How Calm's irreverent approach set it apart from other meditation apps

10:10 Calm's "Baa Baa Land," an 8-hour film about sheep

13:20 Calm's bedtime stories

17:40 Peter's approach to guerilla marketing

20:20 How Peter's background in journalism gave him a unique perspective on PR

This episode’s guest:

• Peter Freedman on LInkedIn

• Get "How Calm Whipped Up a Storm" on Amazon

• Think, Inc’s website

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Dominique Turner is a Strategic Communications and Public Relations professional working for Bloomreach, an AI-powered e-commerce platform. She also serves as the Marketing Director for Ballet & Books, a non-profit organization striving to reduce the literacy gap through the hybrid storytelling of dance and reading. Here, she discusses how she got into PR after graduating from Cornell in 2020 and the big impact AI will have on retail.

Key Takeaways:

- How to break into PR

- The benefits that young people can bring to the PR world

- The future of AI in retail

Episode Timeline:

1:30 Dominique's favorite NYC restaurant

3:00 How did Dominique break into PR after college?

6:00 Tod shares his internship story

9:00 The benefits that young people can bring to a PR company

10:20 Morning Brew's Marketer's Guide to AI event

13:00 How AI is transforming retail

16:30 Dominique's "Read Receipts" podcast

18:45 Tod's diet plan

This episode’s guest:

• Dominique Turner on Instagram

• Dominique Turner on LinkedIn

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