Two Babies and a Business: Recent Episodes
Two Babies and a Business
Join Christina and Peter Pilarski, parents of twin boys and co-owners of CIPR Communications, as they blow the doors wide-open to their strategy-first communications and marketing agency.
This dynamic duo is just the right amount of push and pull, resulting in a uniquely blended perspective on business and marketing today and in the future, as well as on juggling life as busy entrepreneurs, parents, and as a married couple.
Drawing on their first-hand experiences, they’ll pass on valuable marketing and communication expertise, and business and life commentary – demystifying and delivering you the knowledge and perspectives you need to grow your business.
In this episode of Two Babies and a Business, Christina catches up with longtime friend Jenn Murray. Jenn is a mom of three boys, former retail sidekick (yes, the Tommy Hilfiger days make an appearance), and a woman who has navigated career pivots and the messy magic of motherhood with honesty and heart. She opens up about shifting her definition of success, choosing work that aligns with her family, and learning to slow down and savour the season she’s in. They laugh about their teenage jobs, swap “boy mom” chaos stories, and get real about perspective, purpose, and finding joy in the little moments that make up a meaningful life.
To kick off the new season of Two Babies in a Business, host Christina catches up with longtime friend Wilma Shim. Wilma is a lawyer, mom of three boys, volunteer board member, and sessional instructor. She opens up about leaving a traditional 9-to-5 to find a better fit for her family, juggling schedules, embracing chaos, and finding unexpected joy in sports law and teaching. They laugh about their student government days, swap “boy mom” stories, and share real talk on balance, flexibility, and celebrating the little wins.
In this episode of Two Babies and a Business, I chat with Jenn Jackson, a mom and influencer, who shared a powerful story about self-care and discovering her true calling. What began as a side hustle for Jenn eventually became her main path, revealing that what we often see as just a side project could be where we truly shine. If you've ever felt torn between your day job and your passion project, this episode is for you!
In this episode of "Two Babies in the Business," I chat with the inspiring Linda Johnson about her journey from politics to volunteer work. We discuss how she balances work and life, the lessons she's learned from her children, and the importance of personal growth. Listen as Linda discusses the challenges and triumphs she has faced, the lessons she's learned from her children, and how she continues to grow and adapt. Her story is a testament to resilience and growth, offering valuable insights for anyone seeking to harmonize their professional and personal lives.
Welcome to another episode of Two Babies and a Business! Today, I’m thrilled to have Cheryl Baldwin, Director of Marketing and Communications at WSI, join me. Cheryl has been a powerhouse at WSI for 20 years, balancing her demanding role with being an incredible mom to two boys. In this episode, we dive into her journey of managing a successful career and a bustling family life, all while embracing the power of AI to make it all work.
We discuss Cheryl’s extensive career at WSI, her strategies for balancing motherhood and professional life, and the vital role team sports play in her family. Cheryl also shares insights from our recent AI Business Insights Report and how AI is transforming the lives of working moms. Don’t miss Cheryl's inspiring story and practical tips for achieving work-life harmony.
Welcome to another episode of Two Babies in a Business! In this episode, we sit down with Sonya Sharp, the City of Calgary's Ward 1 Councillor. Sonya shares her journey from business to public service, providing insights into managing work-life balance, debunking the myth of perfection, and the importance of asking for help. Sonya's transition from business to public life, balancing a demanding career and motherhood, the reality of perfection pressures and why it's okay to make mistakes, and the significance of seeking help and building support systems.
Welcome to another episode of "Two Babies and a Business"! In this episode, I sit down with Patricia McLeod, a remarkable woman who transitioned from a legal career to full-time governance roles. Patricia shares her journey, discussing the balance between work and family, the importance of doing work that energizes you, and her experiences in leadership and career pivots. We delve into Patricia's career shift from law to governance, balancing family life with a demanding career, the significance of finding energy in your work, and insights into leadership and personal growth. Join us for this enriching conversation and be inspired by Patricia's story.
We dive into the power of self-compassion and how it can help us grow and become more resilient. Kim shares her tips on balancing a demanding career and motherhood, emphasizing the importance of prioritizing and sharing responsibilities with your partner. We also discuss the significance of saying no to non-essential commitments and how involving your children in everyday tasks can foster patience and learning. Dr. Kimberly William's insights on women’s empowerment and celebrating each other's successes are truly inspiring.
Welcome to Two Babies in a Business, where we celebrate the incredible journey of working moms balancing the demands of motherhood and professional life. Join host Christina as she engages with amazing women who share their experiences, challenges, and triumphs. In this episode, Christina chats with Krystal Churcher, a mom, business owner, and advocate, about the unique challenges of raising children while pursuing ambitious career goals - and public facing advocacy and PR efforts. Don't miss out on empowering conversations that resonate with working women everywhere.
Join us for an engaging episode of Two Babies in a Business, where host Christina chats with Marcie Hawranik, a dynamic mom CEO navigating the complex world of entrepreneurial mom life. From her roots in Manitoba to launching a mom-owned business specializing in diversity consulting, Marcie embodies the essence of balancing work and family. This episode delves into how Marcie and her husband embrace the "lead parent" strategy, making flexible work a reality in a family-friendly entrepreneurship environment. Get inspired by Marcie's journey and discover mompreneurship tips for juggling parenthood and business with grace and success.
Dive into the delightful dynamics of motherhood and work-life balance in our latest episode of "Two Babies in a Business." Join Christina and her charming guest, second-grader Bartek, as they explore the simple yet profound interactions between her and her son. From discussing favourite pastimes to sharing practical tips for parents, this episode offers a heartwarming glimpse into the daily dance of parenting and professional life - from the point of view of kids! Tune in to hear a young mind's perspective on spending quality time with family and balancing the scales of attention among siblings.
Dive into the heartfelt journey of Monica and Christina in this episode of "Two Babies in a Business" as they navigate the ebbs and flows of life, career, and self-discovery. From the pressures of corporate success to the liberation of embracing one’s authentic self, this episode is a candid exploration of finding balance and fulfillment beyond societal expectations. Whether you’re in the midst of a midlife reevaluation, contemplating family-friendly entrepreneurship, or simply seeking to align more closely with your true passions, this conversation offers insights, laughter, and a deep dive into the transformative power of vulnerability and genuine connections. Tune in for an inspiring blend of professional wisdom and personal revelations that will leave you contemplating your own path to fulfillment.
Join us on "Two Babies in a Business" as we dive into the dynamic world of women in STEM with our guest, Zahra Lari. Zahra, a lead research engineer in mobile mapping systems and autonomous cars, shares her journey from academia to industry, navigating the challenges of being a woman in a male-dominated field while balancing motherhood. From setting boundaries to finding golden hours, Zara's insights inspire and empower, showing us the delicate dance between career and family in the tech world.
Join Christina and Marcela in this episode of Two Babies in a Business as they delve into the world of working moms, navigating the balance between professional commitments and family life. From last-minute school presentations to juggling work schedules, Christina and Marcela share their experiences and offer insights into setting boundaries, managing mom guilt, and finding support in the journey of motherhood. With humor and candor, they explore the evolving roles of women in society and the importance of embracing imperfection while striving to be the best moms they can be.
Join Christina and her son Bartek on this episode of "Two Babies and a Business" as they dive into the importance of speaking positively about ourselves and avoiding self-deprecation. The two discuss the impact of negative self-talk and how it can hinder our progress, offering practical tips on reframing our thoughts and building confidence, whether in parenting or entrepreneurship. From taking baby steps to seeking help when needed, Christina and Bartek explore the journey of self-improvement and the power of perseverance.
In this engaging podcast episode, Christina sits down with special guest Amanda Bentley, who relates in her experience as an entrepreneurial mom. The conversation delves into the challenges of juggling mom life, business pursuits, and self-care. Amanda shares her journey from being a horse trainer to starting an online business focused on quality kids' PJs and accessories. Amanda reveals how online dance classes during the pandemic became a transformative experience, boosting her confidence and inspiring her entrepreneurial endeavors.
Christina dives into the first guest episode of the season with Lisa White from Tourism Kamloops. The two boy moms discuss their friendship, navigating the challenges of work and mom life, and the joys of being outdoors. Lisa shares her passion for the tourism industry, her journey to a leadership role at Tourism Kamloops, and the importance of balancing business needs with compassion. The episode explores topics such as feedback in the workplace, the evolving nature of leadership and women in leadership, and the significance of work-life balance. Throughout the conversation, both express gratitude for supportive partners and discuss the changing dynamics in the professional world, especially for women.
Join Christina and Emily in the kickoff of Season 3 on the Two Babies in a Business podcast, where they dive into the highs and lows of entrepreneurship and parenting. With a blend of candid conversations, tough love, and valuable insights, this season promises to explore finding balance, mom guilt, time management, and the nuances of being a working mom.
Whether you're a mompreneur, a work-at-home mom, or wanting to hear more about balancing work and family, this season is for you!
Join Peter and Christina in the season finale of "Two Babies in a Business" as they reflect on the wild journey of exploring topics related to business, partnership, and parenthood. They discuss the evolution of their thinking, share plans for 2024, and reveal exciting new ventures. Peter launches the Tourism Artificial Intelligence Network, diving into AI and the tourism industry, while Christina leans into the brand "Two Babies in a Business," focusing on empowering working moms and sharing inspiring stories.
Join Peter and Christina on this episode of "Two Babies and a Business" as they dive into the concept of finite versus infinite goals. Inspired by their coach's wisdom, they explore the idea of current state (finite) versus future possibilities (infinite). The discussion takes a reflective turn as they share their journey of growth, considering if they're growing for the sake of it or aligning with their long-term aspirations. The episode challenges listeners to shift their mindset, break free from the finite, and embrace the infinite possibilities in business and life.
This week, Peter and Christina delve into the crucial topic of physical movement and its profound impact on the mind, body, and soul. Peter shares insights from his personal journey of losing weight and how it transformed his ability to work and function. The discussion covers the importance of movement for entrepreneurs, parents, and the surprising connections between physical activity and cognitive function. Dive into this engaging episode that explores the profound impact of movement on living a life by design.
In this week's episode, Peter and Christina are joined by Lindsay White, the owner of High Voltage Leadership, known for unlocking potential in leaders and businesses. The conversation delves into the current state of leadership post-COVID, the challenges leaders face, and the evolving landscape of work in a remote or hybrid environment. Lindsay emphasizes the importance of intentional and adaptable leadership, acknowledging the emotional toll leaders often carry. They also reflect on the impact of COVID loans, the war on talent, and the changing expectations of the workforce, providing insights into the nuanced aspects of effective leadership.
Dive into the latest episode of Two Babies in a Business as Peter and Christina unravel the mysteries of AI's impact on their agency and the future of work. From engaging conversations with Pi AI to exploring the potential disruptions in the job market, they share insights, fears, and exciting possibilities. Get ready for a rollercoaster of perspectives, anecdotes, and a sneak peek into their AI experiments.
In this special episode, Peter and Emily delve into the unexpected parallels between sales and dating. Drawing from personal experiences, they discuss the importance of networking, being genuine, and navigating rejection. Whether you're courting clients or potential partners, the key is to know when to engage and when to gracefully step back. Join them as they share insights, stories, and some unexpected connections between the worlds of business and romance.
On this week’s episode of Two Babies and a Business, Peter of CIPR Communications is joined by Mauricio Rojas, another WSI agency consultant, to chat more about artificial intelligence. Mauricio has been conducting presentations and round tables on AI to better understand the reception of these new tools that continue to fill the market. The two speakers also discuss the use cases for some of these new tools, in addition to the cautions users should bring to the table before diving in.
New clients, Dylan and Rubén of SAGA Wisdom, join CIPR Communications’ Peter Pilarski in a conversation about artificial intelligence. The SAGA team walks through their AI roadmap, their thoughts on the future of AI, and the inside scoop on their very own generative AI tool, Mímir. Data and security is also a huge feature of this episode - tune in to find out how AI can help or hinder.
Christina and Peter talk about lessons learned in trust this week. With their clients, with their friends, with their friends turned clients, with their kids, and with each other. Becoming a trusted advisor takes time and a few mistakes - but in trust, there are many lessons.
In this episode, Christina and Peter are interviewed by their colleague, Emily, as a follow-up episode to the first Goals episode with their two children. This episode is full of nuggets of wisdom on goal-setting for professionals in all stages of their career. It also pulls back the curtain on Christina and Peter's strategy on goal-setting as a family. Whether you're a frequent goal-setter or just starting to think bigger picture on your business' or family's goals, this episode has something in it for everyone!
In this week’s episode, Christina and Peter tackle honesty - with their team, with their clients, and with their kids. Christina will tell you honesty is a core value of hers - but are white lies passable? Listen to the end for the bottom line on honesty - this dynamic duo closes the episode with a mic drop moment.
The key to keeping your relationships strong? Managing expectations. At least according to Emily, the podcast's unofficial producer, who joins Christina and Peter on this episode. After 10 years of marriage and over 10 years in business together, the owners of CIPR Communications share their wisdom on managing expectations professionally and with your life partner. Learning to manage expectations doesn't happen overnight - but once you master it, it can help build trust.
In part two of the Healthy Conflict conversation, Christina and Peter are joined by their business coach, Steve Osmond. A critical component of healthy conflict is emotional intelligence and meeting people where they're at. Steve dives into a discussion with the CIPR Communications founders to discuss the tools they often use to help foster more cohesive emotional intelligence - namely the enneagram and the DiSC profile.
Conflict and how we manage it is deeply personal.” Who better to help you manage than a coach? Christina and Peter are joined by their business coach, Steve Osmond, in this two part series. In part one, they break down different styles of managing conflict.
Have you ever wondered how to catch a Leprechaun? As an important goal of the infamous Two Babies each year, they’ll walk you through all the things you need to accomplish your goals. Even if they don’t involve any leprechaun catching Easily our cutest episode to date!
A candid conversation about addiction. On this week's episode, CIPR Communications' Christina and Peter dive deep into what are sometimes just bad habits, and what sometimes really are addictions. They also discuss ways we can move away from these bad habits and addictions - especially when it comes to the next generation.
How much do you trust your gut? Potentially less than you should... on this week's episode of CIPR Communications' Two Babies and a Business, Peter and Christina discuss intuition. Using intuition to trust your team, building your personal and professional principles using your intuition, and even some of the science around your gut are all in this episode.
Quitting gets a bad rap, but you're going to do it at some point. Quit the job, quit the project, quit the relationship. So how do we know when to quit? And do we quit at the right time? In this week's episode, Christina and Peter discuss their experiences quitting - the job, the project, and on some occasions, the relationship.
Scared or excited? Diving in head first... or burying your head in the sand? And what's next for AI? "People are going to come back to a whole new world in the fall."
So how can you innovate your marketing using AI? Peter sits down with Gennady Liakhter to discuss how people should approach the multitude of tools, engaging a marketing agency, and cutting through all the noise.
Fake it 'til you make it, the old cliché... but should you? Christina and Peter sit down with their Marketing Specialist, Emily Lundy, to discuss confidence, one of CIPR's cultural values. Confidence comes easier for some than others, so how do you build it? According to these three, it's a lifelong commitment.
Artificial Intelligence on LinkedIn is not new, but there is a difference between automation and AI tools. LinkedIn is a bit more finicky than other social platforms in terms of the rules its algorithm requires of users, so there needs to be intention in using AI when it comes to LinkedIn. Experienced LinkedIn Consultant Gunnar Hood sits down with Peter this week to discuss the use cases for AI on LinkedIn.
Christina is joined by Heather Draper of the Heather Company to discuss content creation! As a one-woman-show, Heather speaks to the value of content creation and how to find your audience. But how do you strike the work-life balance on your channels? Christina and Heather share their tips on how to make engaging content that will capture all the right attention.
Richard Fallah, founder of Vbout, sits down with Peter to discuss the specifics of how artificial intelligence can optimize your marketing plan. And with so many different AI tools entering the market, how do you know which tool to use? Richard and Peter break it down, as well as how AI can supplement humans in the important work we all do.
Social media - the beast. Does your brand really need it? Christina and Peter say yes, but there’s still a chance to be selective in the way you do it. That extends to personal use too. Tune in to find out their tips for managing social media for business and your own personal brand.
“AI can help you do your tasks better, faster and cheaper.” Joining the podcast all the way from South Africa, Francois Muscat offers his perspective on how artificial intelligence can improve your digital marketing outputs. Peter and Francois also dive into strategy and the human element required to inform these new tools.
There's no handbook on parenting - and this episode isn't one either. This week, Christina and Peter sit down and talk about how parenting has shifted their business style, their interpersonal styles and their relationship with their inner child. So while this episode isn't a guide on parenting, it does offer insight into the do's and don'ts they've noticed work for their family.
This week's guest, Robert Mitchell from the WSI Network, compares learning artificial intelligence to learning ballroom dancing. Wait, what?! Despite the learning curve facing marketers in the AI space right now, Robert and Peter agree there is a critical need to move in this direction. And while we might be moving towards AI and new tech, is there an opportunity to also move back towards other, more analog techniques? Tune in to find out.
We've all got professional partnerships and professional partnerships - but how do they fit into the work we do and the lives we lead? Well, it seems it's always in flux. Christina is joined by Lemons for Days by Jasmin Shannon on this week's episode - they speak about how to choose a partnership, the role your values play in forming partnerships, and sending emails... in labour! Tune in to find out more.
Connection - it matters to what we do and how we do it. At CIPR, we are in the business of connection. In this episode, Christina and Peter speak about how they make connections with their team, their clients, and themselves. They also note their own individual challenges in making connections and how they've made efforts to improve.
On this week's episode, Christina and Peter are joined by Cynthia Mordecai from WSI Smart Marketing. These three walk through their morning routines, the nuggets of wisdom you can use to build their morning routine and how to push past that morning fog. Did you know your morning routine can actually start the night before? Tune in to find out how!
"Have an attitude of gratitude." Christina and Peter discuss how gratitude is built into their work and family life. Gratitude isn't just what you're grateful for and affirmations - it's built into habits and rituals each day. Listen in as they talk about the positive impact gratitude has had on their business, their home, and themselves.
In this episode, Christina and Peter focus on the value of process. They discuss playing to your strengths, building their processes, and give specific examples of how it makes your whole team stronger. How does process fit into their parenting? You'll have to listen to find out.
In the kickoff episode for series 8, Christina and Peter discussed the different hats they wear inside and outside of CIPR Communications. Which hats they wear, what challenges come with each, and how to switch between them are all covered in this episode.
Web Quality Audits allow you to understand your website content from a new lens - these data-driven reports evaluate every single page on your site and allow you to make a game plan for improving each page. This is an essential first step in your SEO program, a new website builds when you have an existing site, or you're looking to evaluate the effectiveness of your current site before plunging into a website development project.
Christina and Peter discuss the importance of always improving your website - Google likes it, your website visitors will like it, and your customers will like it. Website improvement isn't just about technical components and content - it's about trust symbols, seasonality, and value add for your prospects and customers. Learn the things you should be thinking about every month to ensure your website is operating at its very best!
Christina and Peter debunk the necessity of engaging your agency in ongoing website maintenance for your website. What is website maintenance? What should a basic package cover? Why do you need site back-ups and security checks? And why are all those version and plug-in updates important? Christina and Peter give you all the facts to consider as you think about ensuring your website stays online and up to date moving forward.
Asking for help is key and due diligence from the beginning is important. If your developer has stolen the keys to your website and not letting you you do have options. Bring in a third party to help you speak the same language as soon as possible and remember you do indeed own your assets and there is powerful legal precedent there too.
CIPR's leaders tell their top 5 things to consider before you hit the green light on launching your site. Testing (by both parties), stabilization, support, and ensuring all the right people are at the table are key. How long does a website take to launch? Well - it all depends but Christina and Peter have insight here that can help you better plan for that website launch date.
Budgeting for a website isn't just about the project itself and the cost of the site - website developers will be able to equip you with pricing around the plug-ins required to make your website experience what you desire it to be. It's also important to find a budget for the graphic design, photos, and video you may want to include in your website upfront (or at least consider it as something you will be building). And finally, learn what Peter considers the 'property tax' of a website you need to be prepared to pay each year.
Christina and Peter share their individual top 5 lists that you should be looking for in a website developer - these are the questions you should ask, the qualities you should be looking for, and the red flags you should pay attention to when interviewing or looking for a website designer or a website developer to take on your website project.
Christina and Peter talk about the importance of website content and why you should always use it as your starting place as opposed to trying to make content fit into a design. Website content is the foundation of the site and your developer should be pushing for content creation at the start of your website development process.
A great site map means that your target audiences can easily find the information they need on your site - and one of those key audiences is Google! A sitemap that pays attention to words people use to search, how things are categorized, and where things are found means you will have more success in leading your prospects through the sales funnel. Learn how CIPR approaches the creation of a site map in this episode.
CIPR has a proven process when developing sites. Christina and Peter explain that some clients are quite surprised at all the work that happens upfront even before we head into the development stage - but that upfront time spent means a more effective and efficient development process - meaning better use of time and dollars. Your agency should always be able to explain their process to you - and understanding your goals, needs, and approvals should be part of their development process.
CIPR believes in creating websites that are conversion-focused because it will give you your best return on investment when you hit the post-launch stage of marketing. Conversion-focused sites help our team smoothly transition to a marketing program that helps a client meet their goals without additional investments in landing pages, website fixes, and new forms.
Peter explains what conversion-based websites really mean - and Christina boils it all down to the question "where is the button?". Website development is not a cookie-cutter approach and understanding these two distinct philosophies around building a website will help you make the right decision for your business as you begin to reflect on building a website.
Christina and Peter reflect on the key things that led them to become an agency that offers website development and website design. Building a website is not an easy process - the multi-faceted approach to website development becomes a perfect opportunity to understand a business and what makes them tick. It also becomes a great way for a client to know if the agency is the right fit for them long term.
Amber worked alongside CIPR Communications to create a kit for stakeholders across her region that could empower them to tell the value of tourism stories in their communities. Christina and Peter learn about what's been effective and how she uses her role and focus on support for tourism to assist destination development opportunities in her region.
The value of tourism programs is becoming increasingly important for destination marketing organizations. CIPR Communications' Value of Tourism toolkit is any organizations starting point for build a successful program that engages and helps you achieve your goals. Christina and Peter unpack what is in a toolkit and why each organization trying to build a value of tourism campaign should start here.
This is the part of your support for tourism campaign that builds momentum. Your marketing and communications tactics at this stage are all about getting your target audiences to do something - whether it is attending an event, vote for someone or something, post on social media, or send a letter. Christina and Peter boil down the important things to know and to watch while you are engaging government, media, and the public in your value of tourism campaign.
Christina is all about playing devil's advocate today as she challenges Peter on how to get tactical after your strategy. You may think your communications strategy for building support for tourism is complete - but if you're having trouble pinpointing those great tactics it might not be!
Christina and Peter chat through the last key component of your value of tourism strategy - education and engagement. Each needs special thought around messaging - and each needs to be mapped back to your support for tourism campaign goals. Your communications initiatives will be dictated by these key strategic lenses.
This is where it all started for Peter and Christina. Bev explains how the Value of Tourism became her passion in Kamloops and how her partnership with CIPR Communications allowed her to hone in on government relations, communications, media opportunities - as well as market her community to locals for the first time.
Time, Budget, Resources, and Scope. You've done your research, challenged your assumptions, and started to think politically - now it's time to think project management so that you can get your value of tourism initiative off the ground. Learn how to partner with a communications and marketing agency that can help you get the best return on investment for your initiatives year after year.
CIPR Communications has extensive political and communications experience which gives us a real advantage in creating and implementing a value of tourism campaign. Understanding how you can get political and where you need to gain visibility is key - Peter and Christina remind listeners of the right way to prioritize this as an organization heads into building support for tourism.
Andrea wears many hats - tourism operator, community advocate, destination marketing director, and many more. We learn about her business, her approach to the value of tourism in the community, and why she wants to ensure her community leaders have a passion for this industry. Andrea also gives Peter and Christina a valuable type for working together (she and her husband are celebrating 15 years in business together!).
Christina and Peter dig into the importance of exploring your 'why' of a support for tourism campaign. Destination Management Organizations may know they need a program but they need to take the time to drill down on the most important reasons behind the initiative. Going through a key message exercise can help solidify your communication and marketing goals and drive you towards a more successful communications campaign.
Be brave, be consistent, and be focused - Monica dives into her polling and surveying strategy and why remembering these three principles has allowed her to get the feedback she needs to be successful in her communications planning around the Value of Tourism initiatives they have in place at Tourism Kamloops - and also several other key projects.
Polling, focus groups, and conversations will help you understand if the assumptions you've made about tourism and the support for tourism in your community are accurate. Don't be afraid to go broad and don't be afraid to ask the hard questions - all of these will help you in your marketing and communications around support for tourism in your community.
CIPR works with tourism marketing organizations on building support for the tourism industry in their specific community. Peter and Christina open up the new series with an introduction to how these types of campaigns were born and how they apply in different regions.
Vassy has watched media changed - and is giving Christina and Peter an inside look at how her show pulls together the guest line-up every day. Power and Politics is a national news program in Canada and Vassy has transformed political reporting. She talks about her journalism history, her next chapter in life, and all the changes that have kept her on her toes the last year. Plus she gives excellent tips for those who have to do a TV interview from home via video call.
Christina and Peter catch up with Danielle Smith, former journalist and now President of the Alberta Enterprise Group. She shares her insights on why the media has so drastically changed in the last year and she gives business owners great advice for how to share their message.
Christina and Peter wrap up the public relations series by covering off two major components of how your public relations strategy and tactics can add marketing juice to your SEO programs, your content marketing initiatives, and your overarching marketing and communications goals.
Often individuals believe public relations is all about getting media - but it really is about identifying the groups you want to speak with and create positive brand awareness with. Who are your publics? Are they external or internal? And how are you utilizing communications and marketing tactics to reach them?
Christina and Peter review why media training is so important - and why even if you think you don't need it you do. They review CIPR's approach to media training and why their approach adds so much value to your entire communications and marketing team. #CIPRdifference #yyc #communications #marketing #podcast #podcastepisode #newepisode #podcastcommunity #twobabiesandabusiness #TBAAB #agency #agencylife #spotify #spreaker #applepodcasts
Christina and Peter dive into public relations goals. Your press release or your press release strategy should have a goal and the action you take, the media you pitch, and your communications approach should align with the goal in order to have the best possible result. No goal is wrong - but understanding the goal upfront means better results for your public relations investment.
Managing expectations is about understanding goals. Peter and Christina explain why 'getting coverage' is not as always easy as it looks and allowing yourself as a communications manager to step back and assess the long-term strategy, as well as your readiness to engage, is critical. Doing this allows you to manage expectations - but also get better results for your business.
Christina and Peter reflect on the importance of a multi-channel approach for directly and indirectly reaching your target audience. They have examples from past careers that showcase how marketing and communications have evolved in a big way - from siloed to collaborative.
Could the job of a journalist really be one that is no longer? Jason shares his story and provides excellent insight into just how much journalism has changed. Christina and Peter quiz him on the changing role of a journalist and how today's journalists are true 'jack's of all communications trades'. Jason shares how the media is continuing to evolve in his hometown of Kamloops and how his days as a reporter have now opened the doors for him to follow his true passions!
Sometimes you have the right news at the wrong time - sometimes you have the wrong news at the right time - and sometimes you get lucky and have the right news at the right time. Christina and Peter help public relations and communications professionals navigate what type of media should be used to get your story out no matter what time and what the topic.
A journalist's perspective is essential when talking about public relations. Mario has had a variety of beats and now plays a key role creating meaningful content for YYC Business. Mario shares his pet peeves, his inside viewpoint of the changes to media over the years, and why paid media shouldn't be scary.
Christina and Peter demystify the different types of media - owned, paid, and earned. Each has its own unique benefits and challenges. Hear about examples from clients as well as practical, innovative, and modern ways to deal with all three to ensure a high ROI for your message and your company.
Peter and Christina have a lot to say about public relations strategy - gone are the days of one-off efforts. Your PR plan needs to think through your goals and how you are going to educate and empower your community to take the action that you need - whether that is supporting a cause or supporting you. This episode walks you through building a PR plan through examples the CIPR team has employed for key clients.
Public relations isn't just about a press release or media coverage. In 2021 public relations has evolved - Christina and Peter chat about the importance of relationship building, being a great neighbour and reaching out to all your stakeholders. It's about building ambassadors that aren't afraid to tell your brand story.
After over three years of working together, Alberta Ballet School and CIPR Communications have built a strong relationship that was built on a foundation of trust. The relationship has evolved as the School has. Leah, Marketing Director, at the School talks about her journey with CIPR and her in-house staff person and how her 'village' works together daily to help her focus on director-level tasks. Her best advice - trust your gut!
Christina and Peter reflect on the themes that stood out most for them in this series. No matter if you are hiring marketing staff, a marketing agency, or (the preferred) blend of both maturity, communications, process, and trust are key elements that will keep the relationships thriving and your business growing.
When your business is ready for growth an agency can ensure your staff stay focused on daily operations and that agency can bring exciting and innovative marketing approaches to the table that haven't been explored. Christina and Peter reflect on successful client relationships that have been upfront and honest with the agency about growth plans and staffing needs. These conversations help the agency deliver what you need - and can help your growth campaign be more successful.
Peter and Christina remind business owners and marketing directors and managers that your marketing team is not a 'set and forget' scenario. You should be checking in with your marketing teammates quarterly and asking 3 specific questions - and you should be prioritizing meeting with your agency to review time spent, deliverables, new actions, opportunities, and reports as often as monthly or as little as twice a year based on your business and industry.
Christina and Peter think about past and current client relationships and share what has worked about coming together to collaborate on marketing and communications. They have a few golden rules for you to apply as you think about hiring the right marketing agency.
The staff-agency relationship can be one that allows a staff person to truly flourish. Your team needs to know you've bought into the plan and they have the ability to execute it to their greatest ability. Make sure you have enough expertise and experience for your marketing team alongside that experience.
Christina and Peter focus on the maturity of business owners and marketing managers when tackling this topic. Maturity isn't about size or revenue - it is about process, attitude, and goals. Your agency is an extension of your team - when you trust them they help your business grow and your team look good.
Christina and Peter remind listeners about the costs you may not be thinking about when it comes to hiring your next marketing agency or marketing team members. Most agencies can ensure you get discounted rates on tools and have tools on hand to help you be innovative in your marketing approach - costs you would need to cover internally without using an agency.
Christina and Peter share their job description building techniques and remind business owners and marketing managers how to build great job descriptions for open marketing positions on their team. Remember - prioritize cultural fits, clearly define the roles they will play, and don't be afraid to ask for 'bonus' skillsets. 🎧 Listen now with the link in our bio!
Christina and Peter develop a quick and easy way for you to organize your thinking around the gaps in your marketing team. Think first about the day to day operational gaps, think next about gaps that may become present when introducing a new marketing campaign or marketing project and then think next about the timeline on those gaps. All organizations have at least one - and filling all those gaps (including the project management of an agency) allows you to have the most successful marketing initiative possible.
Your resourcing for your next big marketing project or marketing campaign starts with understanding your current team. Christina and Peter both share examples of their own successes and failures in this - and remind people that good teams (and good marriages) put honest communication at the forefront of every discussion. So get ready to have honest conversations with your marketing team to best understand how to move forward.
Christina and Peter reflect on current and past clients as they asked themselves this key question. Understanding where your business and industry are is an important first step in understanding what resourcing compliment you need moving forward. Learn how the CIPR team starts to assess capacity and why they resassess their capacity often.
Christina and Peter share more about the CIPR evolution as they begin to coach listeners through prioritizing resourcing to get your marketing strategy to come to life. There is no silver bullet - but there probably is a mix that is exactly right for your business right now.
Influencers are content creators - they should be considered as a part of your paid media budgets as you are creating your marketing budget. Learn from influencer and expert Jasmin Shannon (Lemons for Days) as she uses past experiences to give advice to marketing managers and business owners when they start to think about engaging an influencer in their marketing campaigns.
Christina and Peter uncover the hidden marketing costs that you might encounter throughout the year - from setup fees to incremental costs on tools and more. Peter gives the number you can put into your budget to ensure you are covering these expenses without having to pull money from other places.
Reviewing the data is so important and ensure you are watching what is working and what isn't. View your marketing budget holistically and don't be afraid to make changes if you need to - Peter and Christina remind us when it is best to make changes and how to use data to inform your marketing strategy year-round.
Peter throws out the numbers you've been waiting for - what should your monthly spend be for marketing? Christina and Peter dive into the importance of your monthly marketing spend especially when you want to stand out and get noticed.
Christina and Peter dive into why it is important to consider tools, websites, and marketing strategies as 'big projects' that need a separate investment. These lay the foundation for your marketing tactics moving forward and do require a separate spend outside of your annual marketing budget.
There are certain marketing tactics that you should ensure you have a healthy budget for. Learn why and learn what tactics can shift and be reprioritized when something unexpected is thrown your way.
Christina and Peter share great examples of businesses and organizations that missed the boat when considering marketing trends. In most cases, they become expensive mistakes. Tune in and learn how you can ensure you aren't distracted by shiny objects but you are still investing in the right marketing tactics to reach your target audience.
Christina and Peter dive deep into growth - their marketing and communications agency has experienced many different phases of growth over the years and one thing they know is that a marketing budget has to closely align with the current stage you are in so that lead generation and brand reputation remain strong for your business.
Easier said than done - ensuring your marketing budget falls under investments as opposed to costs. Christina admits that this has been a journey for her - and Peter reminds listeners that if you are following all the steps of building your budget this becomes easy.
Have you ever been stumped when someone asks you what your marketing budget is? Christina and Peter debunk this question and give you your answer. It is not as hard as you think it is - especially if you are aligning it with your business objectives.
Christina and Peter are extra passionate about the subject of marketing operational costs - why? Because they have experienced valleys when they didn't consider operational implications and peaks when they tuned up their business and started making marketing work with the operational allowance they had.
The sales funnel can be intimidating but the quicker you are able to dive into your data and wrap your head around the amount of money you are investing into each sale is integral. Christina and Peter provide a few easy questions you can ask so that you can start to make sense of your marketing data.
Christina and Peter waste no time sharing their own marketing numbers and tips from getting the word out about their own marketing agency. Tactics, strategy, and target audiences are constantly evolving as they continue to learn more about their sales funnel and the prospect journey.
Cailin Murphy, CIPR's Content Manager, joins Peter and Christina to talk about all things on social media. Social media should be a part of your overarching marketing strategy - it is a tactic that needs careful thought, collaboration, and the right mix of content. Hear Cailin chat through the 2021 trends and how certain clients are maximizing their social presence.
Christina and Peter wrap up this series on marketing strategy with the important cautions of your next steps. With your marketing strategy in hand you are set up for success but make sure you are clear on your marketing budget, your marketing resources, and leave time for setting up all those tactics, tools, and campaigns.
Peter and Christina dive into the importance of referrals and reviews - and how the right follows up can mean the creation of a community of champions. If marketing tactics and campaigns are the ties between your sales and marketing teams - then these components of your marketing strategy are your tie between operations and marketing.
Christina loves talking tactics - she reminds Peter and listeners what the difference between a tactic, a campaign, and a tool. Learn why it is important to leverage multiple tactics in your campaign and how you can start to make decisions about what marketing tactics and tools are best for you.
Who hasn't been in a situation where they don't know what to do next after their marketing strategy has been completed? That's where a tactical plan comes in. The CIPR team never completes a strategy without a tactical plan. Learn how they approach their marketing tactical plans on this episode.
Christina knows a thing or two about campaigns. And - while campaigns seem big, hairy, and intangible they are the best place to start as you think through what tactics and personas are best to achieve your marketing goals.
Learn why Peter is definitely not your target persona for an outdoor advertising campaign - and explore how budgets are shifting from traditional marketing and sales tactics to digital but remember both should be on the table as you work through your marketing strategy.
Value propositions should become brand statements. Christina and Peter discuss how your value proposition should be direct - and communicate why you are better than your competition. Don't be aspirational but don't be shy about telling your differentiator.
Christina and Peter do a deep dive into marketing goals and give marketing managers and business owners 3 high-level marketing objectives to focus on as they build out marketing goals that will drive towards positive brand reputation and increased lead generation.
Did you know the word persona is actually derived from Latin, where it originally referred to a theatrical mask? Peter and Christina get excited about persona development in this episode and challenge marketing managers and business owners not to blow by this important step of their marketing strategy.
Your business' strengths, weaknesses, opportunities, and threats really are important to understand as you approach your marketing strategy. Analyzing your competitors and taking a close look and your differentiators mean you can build a marketing strategy that stands out.
Christina and Peter have worked with both types of clients - those that articulate business goals and share that vision with their teams and those that don't. Your marketing plan needs to be closely tied to your business plan.
Peter and Christina share stories from clients who have seen success when they slow down and start with a strategy - and they reflect on clients who were too tactic centric and ended up wasting valuable marketing dollars. Learn why starting with a marketing strategy is the key to driving better and more leads for your business'.
Peter and Christina explain why learning to disqualify leads may be the next key to growth for CIPR Communications. As they finish off the first series of podcasts they also tease what it in store for listeners over the coming months.
Running a marketing and communications agency has challenges and having leaders with complementary personalities at the helm helps to keep the organization focused - and helps ensure clients are growing right alongside CIPR Communications. Learn how Christina and Peter cover the air and the ground in all they do.
Christina is work. Her organization, her energy, and her ability to hit go on the right tactics at the right time set her a part as an expert in communications and marketing.
Peter is people. His drive, his vision, and his ability to make the right connections at the right time set him a part as an expert in the communications and marketing field.
Kids, clients, business, marriage… it is all a balancing act. Business owners will relate to the fact that finding a balance is hard but there are some advantages that can't be ignored when running a marketing agency.
A married couple running a business together needs a third party. Someone to play defence but someone unafraid to challenge and keep everyone accountable. A business coach allowed CIPR's leaders to step back, step up, and become better marketing agency partners.
The true test of a growing business is expanding the team. In a marketing agency that is moving fast, the right skill set is important - but the personality fit is essential. Learn how CIPR took time to really understand needs before trying to find the right fit - and what happened when they didn't.
Asana is truly the CIPR 'bible' when it comes to everyday work, operations, and progress reports. But getting there was an evolution - from sticky notes to spreadsheets, to true organization that brought CIPR to the next level.
Joining the WSI Network gave us the edge we needed. Many people asked why we made the lead from communications consultants to marketing and communications agency - in this episode we tell you about our transformation!
When you build a marketing agency one thing is consistent - you deal with a lot of personalities. Grounding our on-boarding, our staff team building, and our relationship in uncovering what makes people tick has helped us be better business owners and people.
Even before they were running a marketing business Christina and Peter were creating content. There is something about finding a companion that is the spice to your nice that makes telling a story easy!
Learn, build, care - and move forward. It's what Christina and Peter do. So, we started a podcast! As marketing agency owners it only felt right to get raw and real. In this episode, Christina and Peter explain why this is their new interesting content strategy.