Jennifer van der Valk

Having representation in advertisements isn't enough to expand into multicultural markets, though many companies might think it's sufficient. Truly connecting with diverse audiences requires thoughtful research into cultural nuances and strategic thinking. ✨ Sociological methods combined with marketing methods can guide us to connect more meaningfully with multicultural audiences. Learn how companies can effectively expand their market share by engaging with these communities thoughtfully and strategically. Read the case studies here: https://lnkd.in/dcR7T57Q

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PRWeek's great 2024 Business Report highlights the key challenge facing our industry. Communications is more important than ever. Comms and policy leaders are being asked to play far larger roles as business partners supporting ever more stakeholders. So why did the industry suffer so much in 2023 after many years of growth? As an sector, we are not adapting fast enough to the needs. Organizations are desperate for help but also under tremendous financial strain. They now need both senior level counsel and advisory support as well as deep domain expertise to actually produce. By and large, our industry is still split by this chasm - between strategic and tactical. Clients cannot afford to separate these, either in time or money. At Bully Pulpit International our goal is to bridge this divide, building a team that can both 'think and do' at the highest levels. It's not always easy. Last year was a challenge. But if you share this vision for the future, please check out some of our open roles: https://lnkd.in/dGQwJUSG

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Communicators — are you feeling overwhelmed by all the new technology we’re being challenged to adopt? You’re not alone. AI is forever changing the world of work, and I believe internal communicators have a central role to play in that transformation. What are you doing to help your organizations embrace AI? Let’s share our strategies and learn from each other! #AI #InternalCommunications #Innovation #Leadership #TechAtWork

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If you work in the communications/media, you need to be reading SEMAFOR. This piece by Ben Smith and Maxwell Tani captures the fundamental changes in our industry centered around how mainstream news outlets aren’t the only ones influencing public opinion. "The biggest shift in contemporary politics and PR may be that the cost of an error has dropped, while the value of ubiquity has risen...Conversely, a fragmented media landscape means that you need to go on ten podcasts to reach the scale of audience a cable television show used to command. And so a new wave of public figures, and their advisers, will need to navigate in a looser and more forgiving media landscape."

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Here is an excerpt from this week's 17 Communications newsletter, available at https://lnkd.in/gB72NQen The fall is always peak conference season for the 17C team. While these events offer great opportunities to catch-up with colleagues and hear about the latest sustainability initiatives, it's hard not to be taken aback by the level of cognitive dissonance that permeates these convenings. First was Climate Week NYC, which took place against the backdrop of largely toothless UNGA meetings and the devastating Hurricane Irene. A couple weeks later was PRI in Person in Toronto, which took place amidst a broadening war in the Middle East and a potential "storm of the century" in Hurricane Milton. Meanwhile, a sobering new report from an international coalition of scientists warns that the Earth’s worsening vital signs signal a “critical and unpredictable new phase of the climate crisis” and that “decisive action is needed, and fast.” It's probably safe to say that the never-ending stream of conferences and meetings isn't getting the job done. Those of you who have followed 17C's work over the years are no doubt familiar that we are big proponents of concepts like impact investing and system-level investing, which at least offer a potential pathway to a more sustainable future. So how do we go from roughly $1 trillion in global impact AUM to $10 trillion or even $100 trillion? How do we bring a system lens to the worlds of business and finance, not just in terms of how decisions are made but also how market actors are assessed and incentivized? How do we get policymakers and regulators to work with the private sector in pursuit of shared goals?     There are no easy answers to any of these questions, but I'm quite certain the answer won't be found in a 50-page report or a 1,000-word think piece. (I should know -- I've written my fair share of them.) We need to explore new mediums for storytelling and new ways of inspiring people to take action.    I think shows like Industry and Billions largely miss the boat in introducing a mainstream audience to the world of finance, but they likely get way more eyeballs than even the most provocative IPCC report. Celebrities like Leonardo Dicaprio and Matt Damon are imperfect messengers for the climate crisis, but their posts will still get many more shares and likes than those by Larry Fink or Jamie Dimon. Even video games like League of Legends and sports like soccer/football can teach us a lot more about teamwork and strategy than another hastily assembled 30-minute working group.     This doesn't mean we should all stop going to conferences or engaging in conversations with our peers. But it does mean we should embrace other ways of communicating that can untap the parts of the human psyche that are more conducive to concepts like community and compassion.

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This week, I'm thrilled to share a monumental guide that dives deep into the art of creating compelling brand messaging for advocacy campaigns. As public affairs practitioners, crafting a persuasive message is crucial, but it's a task we don't undertake daily. To streamline this complex process, I've turned to ChatGPT to help break down the task into manageable steps. 𝗪𝗵𝗮𝘁 𝗰𝗮𝗻 𝘆𝗼𝘂 𝗲𝘅𝗽𝗲𝗰𝘁 𝗶𝗻 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄’𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿? I detail a 27-prompt strategy that uses ChatGPT to: - 𝗗𝗲𝗳𝗶𝗻𝗲 𝗰𝗹𝗲𝗮𝗿 𝗮𝗱𝘃𝗼𝗰𝗮𝗰𝘆 𝗴𝗼𝗮𝗹𝘀: Set precise objectives to drive your campaign. - 𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵 𝗮𝗻𝗱 𝗺𝗮𝗶𝗻𝘁𝗮𝗶𝗻 𝗮 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗯𝗿𝗮𝗻𝗱 𝘃𝗼𝗶𝗰𝗲: Ensure your messaging resonates with your values and desired public perception. - 𝗕𝗿𝗮𝗶𝗻𝘀𝘁𝗼𝗿𝗺 𝗮𝗻𝗱 𝗿𝗲𝗳𝗶𝗻𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Generate innovative ideas and refine them into impactful messages. - 𝗘𝗻𝘀𝘂𝗿𝗲 𝗰𝗼𝗵𝗲𝘀𝗶𝘃𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗮𝗰𝗿𝗼𝘀𝘀 𝗮𝗹𝗹 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀: Align your messaging across different media for consistent advocacy. 𝗪𝗵𝘆 𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗧𝘂𝗻𝗲 𝗜𝗻? If you've ever found yourself recycling old messages or struggling to infuse creativity into your campaigns, this newsletter will transform your approach: - 𝗘𝗻𝗵𝗮𝗻𝗰𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆: Use AI to explore new angles and fresh perspectives. - 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: Save time with AI-driven prompts that guide the creation and refinement of your brand messaging. - 𝗕𝗼𝗼𝘀𝘁 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀: Ensure your messages are not only creative but also strategically aligned with your campaign goals. 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗳𝗼𝗿 𝗣𝗿𝗲𝗺𝗶𝘂𝗺 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗿𝘀: Paid subscribers will gain exclusive access to the full archive of my interactive session with ChatGPT, providing a behind-the-scenes look at how each step was implemented for a hypothetical campaign against the carbon tax. ☝️You can subscribe by clicking 𝗩𝗶𝗲𝘄 𝗺𝘆 𝗯𝗹𝗼𝗴 link in my bio☝️

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Clients often ask, "How do I make contact with media professionals? I have a great story but don’t know how to share it." This forms a large part of my work, but it shouldn't be an industry secret. In our 24/7 world, media professionals are constantly looking for compelling stories to feature. As business leaders, it’s crucial to know how to present yourself professionally. One effective way is by drafting an impactful press release. A great press release starts with a compelling story and is essential for capturing media attention. But it's not just about the content; distribution is key. From personalising your outreach to timing your release perfectly, many factors influence success. Curating a targeted media list, engaging with journalists, and using the right distribution strategies can significantly increase your chances of getting your news picked up. Integrate your press releases with your social media and online presence for maximum impact. Ready to craft a standout press release? Join our newsletter and get a free Press Release Template to kickstart your journey. Plus, gain access to exclusive PR tips and strategies from my two decades of experience in media and communications. 🔗 https://lnkd.in/eTvtPdCi #PressRelease #MediaStrategy #Communications #BusinessGrowth #MarketingTips #TheCommunicationsCoach #smallbusinessmarketing

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This Earth Month I encourage organizations to join 1% for the Planet and commit to real meaningful change. While April 22nd is an important day to acknowledge, we need to take action that extends beyond this day, and beyond this month. Since 2022, Faulhaber has been a member of 1% for the Planet. As a small-to-mid business we have donated 50K+ in money and pro-bono services to worthy not-for-profits across the country – something that I am incredibly proud of. By joining 1% for the Planet, Faulhaber didn’t just make a financial commitment; we made a bold statement about our values and our vision for a more sustainable future. If you want to learn more about 1% for the Planet, or why this was the right business decision for our agency, read my blog linked below. #earthday #businessforgood #CSR #earthmonth

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Congratulations to Lewis Iwu. Barry Johnston, Daniela Flores MPRCA & everyone at Purpose Union involved in creating this excellent report - The Purpose Pulse. The message from the research is clear: social purpose matters today, and it’s not going anywhere. The report explores the expectations of Gen Z and Millennials when it comes to corporate responsibility. Based on a survey of 1,638 respondents, the report delves into how these generations view businesses and their commitment to social and environmental issues. Key insights: ➡ Gen Z and Millennials expect businesses to do more to tackle social issues, and this expectation is growing. ➡ The majority believe that businesses are not doing enough to address climate change. ➡ Most Gen Z and Millennials say that organisations should prioritise DEI because it's the right thing to do. Ready to see how your business can embrace purpose? Download The Purpose Pulse 2024 now 👉 https://lnkd.in/dcdsH3J #PurposePulse #GenZ #Millennials #SocialImpact #DEI

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Stakeholder mapping is a game-changing tool that transforms internal communications from reactive and generic to proactive and personalized. Just like you'd never blast a pitch to your entire media contact database, blasting employees with the same messages isn't a savvy internal communication strategy. Instead, you can use stakeholder mapping to identify overlooked voices and empower key influencers to ensure your communications inspire action and impact! This foundational tool elevates internal communications from a functional necessity to a strategic advantage. I wrote a piece for Ragan Communications and PR Daily about the process we use with Geben Communication's clients, including steps you can take to personalize your internal comms. And if you ever want to chat about how we can help support your team on this journey, message me. Strong internal comms can help you retain top talent and improve company performance. It's a smart investment! https://lnkd.in/gHJprnXA

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Hot of the presses! JSA+Partners December issue of Talking Points is out tackling some timely topics including: 📔 The rising role of new media in the comms playbook 💪 Integrating earned, owned and paid channels to maximize reach 💬 Insightful interview with Alexander Lee from Digiday Hope you’ll read and please subscribe to receive monthly in your inbox. https://lnkd.in/gbdRrXmW

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Ragan Communications and PR Daily knows that internal comms is moving fast—and beset by challenges ranging from operationalizing AI and engaging a dispersed workforce to keeping pace with evolving attitudes around DEIU, purpose, activism and other social issues. What’s more, there’s often a lack of clarity about where internal comms sits on the org chart, what winning internal comms plans look like and how to help drive business goals—all at a time employees are increasingly feeling distracted, disengaged and divided. The good news: This course is the roadmap you need to navigate these complex issues. https://lnkd.in/ePcEX959 I’m excited to be among the instructors for this essential certificate course for internal communicators. My friend and colleague Alexandra Borchard (She/Her), along with lead instructor, Cat Colella-Graham, dive into Strategy and First Steps starting on July 10. I’ll be talking change communications on July 24. This program is one not to miss! If you're hungry for more on change communications, DM me and let's chat now. To your prosperity!

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As we approach the new year, many communicators find themselves in a time-poor environment, struggling to dedicate the necessary resources for thorough research and planning when putting together their content calendar strategy for 2025. This limitation can lead to rushed decisions and missed opportunities for meaningful engagement. A well-structured content calendar is essential for aligning your messaging with your strategic goals and audience needs. Failing to plan effectively can result in reactive content creation, leading to burnout and inconsistent branding. Start by setting clear objectives for 2025. Identify key themes, campaigns, and audience touchpoints that align with your organisation’s goals. Conduct a content audit to assess what has worked well in the past, then use these insights to inform your strategy moving forward. Incorporate a mix of content types—blogs, videos, social media posts, and newsletters—to cater to diverse audience preferences. Don’t forget to factor in important dates, events, and industry trends that can provide timely content opportunities. Build flexibility into your calendar to accommodate emerging topics and audience feedback. By taking a proactive and strategic approach, you can create a content calendar that engages your audience and drives your business goals forward. What are your top tips for creating a successful content calendar strategy? Let’s share ideas! Need more help? Enhance your skills with the Guild of Communicators (GOC) at https://buff.ly/4eKMfP1 . GOC provides high quality resources, extensive training, and a supportive network for communicators striving for excellence. Joining GOC connects you with peers, offers valuable insights, and boosts your ability to drive results in your organisation, solidifying your role as a key business partner in areas such as strategy, sales, product and marketing. Follow us on LinkedIn to receive our weekly newsletter, where we share insights and opinions from a communicator’s perspective. #guildofcommunicators #GOC #gocommunicators #strategiccommunications #publicrelations #PR #marcomms #marketingcommunications #communication #levelup #training #upskilling #lifelonglearning #prstrategy #brandstrategy #marketingstrategy #leadership #storytelling #narrative #branding #stakeholderengagement #stakeholdermanagement #projectmanagement #marketing #crisiscommunications #issuesmanagement #marketingtips #prtips #SMEtips #startuptips

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This is such an abstract metaphor but your podcast is kinda like the Chinese bamboo tree. At point in its growth it's the fastest growing tree in the world. More than two inches per day. But it can take a LONG TIME to get there and if you give up on it before the growth spurt... you'll never know what it could have been https://lnkd.in/gyhjh3kK #podcasting #podfade

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Effective communication and collaboration between boards and management are paramount in both residential communities and business organizations. Regular meetings, frequent updates, and transparent dialogue foster trust and alignment, enabling both parties to work cohesively towards common goals. By leveraging the strengths of each other, boards and management can effectively navigate challenges and drive innovation within organizations and communities. #BoardManagement #Communication #Collaboration

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In honour of October being National Book Month, here are two of my recent favourites. Why? Where internal communications is rated as excellent, trust is much higher among employees and they are more likely to stay longer. In order for employers to trust their leaders, they must believe in the company strategy. (Source: IC 2024 Index) Strategy, good leadership, and excellent internal communications are all grounded in effective listening. So try out these books for practical advice and thought provoking content. Howard Krais Charles Feltman Ila Edgar Dr Kevin Ruck #ListeningArmy #TrustedAdvisor #Possibilities

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Are you curious about what a communication audit could do for your organization? On Wednesday, Amanda Wisell Peters, CMP and I will be sharing a consultant/client perspective on Communication Audits at the IABC Colorado Lunch & Learn. There is still time to register! We are going to share as much information as we can to help you start building a business case for your organization's audit: - What is a communication audit - What you should expect from an audit - How to conduct an audit - Who should be involved in an audit - What results you should you expect to receive from an audit - What do you do with the audit results - Building a business case for an audit We'll even provide you with a handout that summarizes our presentation to help guide you. What questions do you have about communication audits? Can't make it on Wednesday or you're not in Denver? Send me a DM and we can find time to talk. #CommunicationAudit #StrategicCommunication #IABC #ProfessionalDevelopment #SwingCommInsights

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