CultivatED Marketer

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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 LeadersWith 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 CommunicationLynn 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 ChangeFred 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 CommunicationsAmy 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 ManagementValerie 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 ConversationsThe 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 Overview01:32 Meet the Hosts01:45 Recap of Recent Guests02:52 In-Depth Discussion on Lynn Zimmerman12:38 Insights from Fred Cook20:03 Crisis Communications with Amy Whitfield26:06 Social Media Strategy with Valerie Morrow33:52 Upcoming Guests and Future Episodes36:04 Closing Remarks and Call to Action

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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 PlaybookValerie’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 StorytellingValerie 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 TacticsOne 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 AuthenticityDespite 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 FutureFor 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 Morrow01:15 Pre-Interview Discussion: Highlights and Key Takeaways07:22 Valerie Morrow’s Career Journey and Social Media Expertise11:16 Blending Data and Storytelling in Social Media17:42 Authenticity and Innovation in Social Media Strategy18:27 Navigating the Ever-Changing Social Media Landscape23:31 Galvanizing Friends for a Road Trip23:52 Nostalgic Memories and Corn Nuts24:23 SEO and AI: The New Symbiotic Relationship25:47 The Evolution of Social Media Content31:09 Challenges in Social Media Strategy35:00 Future Trends in Social Media37:26 Insights from a Master’s Experience42:32 Effective Goal Setting and Team Management46:44 Conclusion and Final Thoughts

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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 CookFred 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 CEOsDuring 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 TrustCook 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 G4Innovation 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 LeadersAfter 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 PRAs 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 CEOFred 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

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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 WhitfieldAmy’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 PlanCrisis 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 ResponseOne 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 StrategiesPreparation 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 MessagingBeyond 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 ProfessionalsAmy 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

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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 ZimmermanLynn 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 CommunicationLynn 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 CultureInternal 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 OpportunitiesLynn 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 CommunicationsWith 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 LearningFor 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 CommunicationsLynn’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

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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 MatterJulie’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 LeadershipJulie’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 CommunicatorsJulie 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 WorkAs 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 PurposeJulie 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

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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 BeginningsThe 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 EnvironmentBrent 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 HighlightsHaving 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 MarketerIn 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 GuestsListeners 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 MarketerBrent 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

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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 ScheerTrust 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 TrustBrent 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 EnvironmentsMatt 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 CommunicationWhen 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 BuildingCory 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 TrendsThe 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 InsightsWrapping 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.

ConclusionTrust 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

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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 WaxmanGenerative 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 MarketingOne 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 ProfessionalsAs 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 MarketingLooking 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

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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 AheadThe 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 SpeakersThe 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 InsightsAs 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

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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.

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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 WorldLeadership in a Post-Pandemic WorldOur 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 CommunicationWe 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 StrategiesFollowing 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 ToolsWe 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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In this 25th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Brooke Estell, Senior Copywriter at Conscious Minds Studios, about authentic marketing for Gen Z,the importance of storytelling, and the impact professional development had on her career.

CultivatED Marketer Ep. 25 — Creating Authentic Voices with Brooke EstellIntroducing Brooke Estell and her Entrepreneur Career JourneyBrent and Matt briefly introduce their guest Brooke Estell before asking her to discuss her career journey during COVID.

Brooke says she started off in corporate legal marketing for 7 years before switching over to financial tech.
She mentions how she took advantage of working from home during COVID by beginning freelance work, before ultimately getting laid off by her company.
With belief in herself, she focused on growing her own business, and grew to a point that she was able to fire a client that didn’t align with her passions.
Shortly after firing that client, she began working as a freelance writer for Conscious Minds, which later turned into a fulltime position.
After prompting from Brent, Brooke notes that it was made even more difficult because she began working for them through a mentor turned client.

Brent takes the opportunity to dive into Brooke’s solo/entrepreneur journey, asking her about what resources she was able to use and leverage to help grow her business.

Brooke notes that KC Source Link not only featured her, but also connected her with a lot of other people that taught her many skills necessary to run your own business.
She describes how important the marketing and networking resources were that had been made available to her, and helped give her a level of credibility.

Matt recalls his own career transition, and asks Brooke if she feels different, and how the transition has manifested in her life.

Brooke says that she feels freer than she ever has, and that she is working her dream job.
She recalls her own upbringing and career transition from a stable corporate life to being an entrepreneur running her own business.

Storytelling and Marketing for Gen ZBrent notes that Brooke’s talk at the KC IABC Business Communicators Summit was around storytelling, and asks why there is such a focus on storytelling for Gen Z.

Brooke begins by noting the shift in the purchasing generation from millennials to Gen Z, and differences between the two.
She points out the importance of community and authenticity to Gen Z, and how that impacts their marketing strategy.
Matt mentions how similar topics were also talked about in Jeff Fromm’s book Marketing to Gen Z.

Matt says Brooke only uses 2-3 platforms in an integrated way to complete work for major brands like Nike, and asks her to speak about that process.

Brooke talks about the first project Come Thru, and their collaborative work with Nike.
She then discusses how they shifted their focus away from YouTube and towards the Nike App itself, and bring in personal stories, in parallel with training tools in the app.
After prompting from Brent about the shift away from larger celebrities to smaller sub-community stars, Brooke talks about how they helped them grow their communities.
She notes that they even had some of their smaller celebrities be featured in ads in Time Square by their partner companies, not even by them.

Professional Development for Young ProfessionalsMatt asks Brooke to discuss her significant investment in professional development, and the ROI from that, and to speak on any advice for younger professionals.

Brooke works through her mindset of why she looked towards professional development, such as the Integrated Marketing Communications Master’s Program at KU, and how it immediately benefited her in her job.
She then gives advice to younger professionals around finding their own path.
Matt and Brooke discuss membership in professional development groups such as IABC.

Brent asks what technical skills Brooke is bringing to her work everyday.

Brooke notes that she has to write every single day, and maintain a critical mindset.
She also examines why having the ability to step back and ask questions is invaluable as a young professional.

Marketing to Gen Z: The Rules for Reaching This Vast--and Very Different--Generation of Influencers

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In this 24th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Dr. Dani LaGree, Public Relations Professor at Kansas State University and Co-Founder of the Trajectory Project, about the Trajectory Project, the influence personal connections can have on a career, and what employees really want in a workplace.

CultivatED Marketer Ep. 24 — How to Shape Your Career with Dr. Dani LaGreeAfter updates about upcoming local events, Brent introduces Dr. Dani LaGree, briefly touches on her background, and then asks how the Trajectory Project got started.

Dani says that together with her colleague, Dr. Katie Olsen, they maintain relationships with their students as they leave the university and enter the workforce.
She says that a lot of those graduating students have the skills to perform their jobs, but did not have resources around career navigation, and have many questions.

Trajectory Project for Early Career ProfessionalsMatt asks what are some of the strategies and tools that the Trajectory Project are currently using.

Dani discusses the variety of resources they have including a Facebook and Instagram page.
She then discusses some of the research they’ve done over the last 5 years looking at the early career phase of professional employment in advertising and public relations.
Dani then highlights four strategies that came out of that research that can help boost an individual’s career trajectory.

Brent talks about the strategy of ‘growth through failure’ and how they approach the topic of failure with early career professionals.

Dani says having a good manager that you are able to talk to, and provides you the resources in those challenging situations, is critical.
She also points out the importance of the middle manager encouraging and promoting their people, results in greater employee retention.

Brent asks about why there was a strategy shift away from finding one’s professional identity, and towards developing one’s professional network.

Dani discusses how their early research has shaped and changed their strategy.
She continues noting differences between generations, and how that certain proclivities tend to play out in the work environment.
She walks through what their study found when they focused on developing your professional network, and what results came from that, such as higher employee retention.

The Influence of Mentors on a Career PathMatt notes how many students don’t have any idea what a career path might look like in their field, and asks Dani what they might be able to do to give them a better idea.

Dani recognizes that there is not one formula to give them a better idea, because it is so different in field by field.
She mentions a couple of different characteristics that can help people discover more about your current field.
Matt adds on this by emphasizing the importance of getting involved in extra curricular groups.

Brent asks Dani if there was an influential person, or mentor, that steered their careers towards academia after being in the field for many years.

Dani discusses her career path, mentioning that she is the first person from her family to go to college.
She talks about her collegiate years, her many experiences in the working world, mentioning the many mentors that helped steer her career path, that ultimately resulted in her returning to academia.

Gender Representation in MarketingMatt notes how few women are at the top of the business, and yet in his classes it is 80% female, and asks Dani about female representation in the field.

Dani corroborates Matt’s findings, and then speculates some of the reasons why the disparities exist.
She explains why her research is focused on early career professionals, and what she expects the future C-Suite to look like.
She describes the importance of having a presence in the office, rather than just online, and once again stresses the importance of middle managers.

How to Increase Employee RetentionMatt asks Dani to discuss some of her research around what young workers want in terms of the workplace, and what their findings were.

She explains her research on respectful leadership communication, and what leads to employee satisfaction and retention.
Dani continues by describing how large of a role respect in the workplace plays, and a couple of ways that employers can show that to their employees.
She relates this back to employees’ want to do meaningful work.

To learn more about the Trajectory Project, visit their LinkedIn page.

To find out more about Dr. Dani LaGree, visit her site at https://www.danilagree.com/

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In this 22nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Katie Macaulay, Managing Director at AB, about her book and podcast about internal communications, the shifting demands of internal communications due to the pandemic and great resignation, and advice for young marketers.

CultivatED Marketer Ep. 23 — Shifting Demands of Internal Communications with Katie MacaulayShifting Demands of Internal CommunicationsBrent talks about how internal comms has rapidly shifted and evolved, and asks what are some of the challenges in this new era?

Katie discusses about how internal comms challenges need to be the same as the larger organization’s challenges, and explains what that looks like.
She details some of the challenges that internal comms are facing today, and what some of those items are around the world.
Katie then references her book, why she wrote it, and who her book is meant to help.

Brent, after referencing some topics Katie just talked about such as remote work, asks about what kinds of studies have been done around internal communications.

Katie says that before companies embark on any type of communications plan, an internal study needs to be done.
In those internal studies, she says it is to understand the difference between “need to know” and “nice to know,” the importance of each, how each should be communicated, how many touches need to be done, etc.

Tips for Young Marketing ProfessionalsMatt brings the focus to younger communications professionals, and how many of them think internal comms is boring, and asks Katie how to respond to the individuals thinking that way.

Katie says that was fairly common, until the pandemic when smart leaders have recognized that great companies are built from the inside out.
She says recruiters have said people are now actively choosing internal communications over other communications areas.
She also notes how communication from one’s employer is the most trusted news source today, and the power that has in today’s society.
Matt relays a personal story of a time when an executive made internal comms a priority in one of his prior roles.
Brent then also recalls one of his personal experiences with internal communications.

Brent asks what skills are good foundational skills for people looking to go into internal communications.

Katie says that general business acumen is very important, as well as specifics about your organization and the regulations, competitive environment, how it measures success, etc.
She says that for her, one’s ability to gather insight and conduct research is vitally important, and explains why and how it is so important.
She finishes by explaining why curiosity as a habit, not just a trait, is also one of the best things a younger professional can have.
Katie says she sends out Friday updates with a few notes on new things she has seen or learned in the world of comms during that week.
Matt relates a story to paraphrase why having data is so important to being able to effectively drive your communication and get funding for it.

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In this 22nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Katie Macaulay, Managing Director at AB, about her book and podcast about internal communications.

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In this 21st episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, talk the importance of communication certifications in one's career.

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