Public Relations in Marketing

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

Transparency can be an empty promise, or it can be a true practice to engender trust. At Rubrik, we’ve always believed that it should be a true practice - which is why we held open board meetings for our first 7-8 years, till a few years before we went public. Our open board meetings showed our employees that we were genuinely committed to transparency, and this commitment was key to our success as we grew…because it bred trust. When you’re an early-stage startup, you often bring in top talent and ask for their prime years as you work hard to build your company from the ground up. The least leadership can do in return? Provide full transparency about the company’s status so that employees are never in doubt about where their efforts are going. Plus, early-stage startups have no obligation to be transparent about their financials the way public companies do - so sharing information without anyone asking is a great way to show employees that you care about them being in the loop as you grow. This full transparency has a cascading positive effect, in that it breeds a high-trust environment. In a high-trust environment, everyone has the same information as everyone else, so it’s easy to align and easy to move fast. That’s exactly the sequence we’ve seen as we’ve built Rubrik: we started with transparency, built trust, and moved fast. Now, we’re a public company with a bright future. Transparency is a superpower - so don’t just talk about it. Act on it.

“But, you said we will get 4x ROAS!” In our industry, there’s always someone making louder promises. It’s tempting to join the race, promise big numbers, get the deal, deal with the fallout later. But here’s what most people miss: It’s easy to talk up results in a pitch deck. It’s much harder to build real, repeatable success in the wild. That’s why I’m a firm believer in that classic advice (Tom Peters said it best): “Under promise and over deliver.” Not because I want to play it safe, or because we can’t achieve bold results. But because I’ve seen what happens when the entire ecosystem starts chasing unrealistic benchmarks. Margins shrink, trust erodes, and clients hop agencies the minute a new, shinier offer comes along. This isn’t just about protecting my agency. It’s about building a healthy market where fair pricing, sustainable growth, and honest expectations win out over one-upmanship. I’ve worked both sides: corporate and agency. I know how much pressure there is to show up with “guarantees.” But now, I’d rather have tough conversations up front than scramble for explanations later. In business and in life, overpromising looks flashy but rarely pays off. A spouse who hears “I’ll bring you the stars” is happy for a day. But it’s showing up, doing the work, and quietly delivering more than you promised, that’s what sticks. I’d rather be the one who delivers steady, compounding wins than someone chasing their own hype. If you’ve ever faced the pressure to “promise the moon,” you know how tempting it is. But the real win? Building trust that outlasts the campaign.

Here’s a sales myth. You must present your product in the best light possible. The problem? When you only mention positives, people become skeptical. Why? If you only talk about the upside, it can feel like you're hiding the downside. Nothing is perfect. Example for Spirit Airlines: “30 one-way tickets to major cities across the US. Seat selection, checked bags, carry-on bags, water, and snacks — will cost you extra.” Real estate: “This property backs up to a train track. The train runs twice daily for 5 minutes, at 10 am and 4 pm. It’s part of the reason it’s been sitting this long. However, if you’re looking to get into this neighborhood under $200,000, it might be an option.” Software: “Here are the benefits, and here and the drawbacks.” Being transparent builds trust. And trust is why people choose you. Flaunt your flaws.

✍ PR/Comms tip: As a journalist, I get dozens of email pitches a day. Here’s how to pitch to a reporter vs. an editor. 📝 For a reporter: - Get their name right. (The number of times I received “Hello, Narayan,” “Hello FirstName,” or—my favorite—“Hello Next Media Round,” during my reporter days was too many to count.) - The topic, including who/what you’re pitching, must be relevant to their coverage area. - Make sure sources are ready to interview (asap in some cases) if there’s interest. - Align with the news cycle as often as you can, but offer something unique. Oftentimes, reporters get pitches on stories they just wrote about.  - Offer exclusives or embargoes. - Localize it and/or go beyond the event. (What works for a national outlet is not going to work for a local or regional one.) 📝 For an editor: - Explain why it’s newsworthy. - The pitch is in their team’s area of coverage. - Understand that the pitch is just to get on the editor’s radar. If it’s a good pitch, it will be forwarded to the appropriate reporter or writer. Pitches may get assigned depending on how newsy the topic is, but sometimes (in the case of profiles, features, trend stories, etc.) it will be at the discretion of the reporter to write about it. - I can tell when a pitch is customized versus an email blast. Always customize—tell me why it’s relevant to me, my news organization, and our readers. ✨ Most importantly, having a professional relationship already established with a reporter or editor will always serve you better. Be proactive rather than reactive, especially in news. 

Trust is not built in townhalls. It’s built in tough conversations. As a CHRO, I’ve learned this over the years: Transparent communication → builds credibility. Credibility → builds trust. Trust → makes communication easier. It’s a cycle. But here’s the uncomfortable truth: Most trust isn’t broken by big failures. It’s broken by small inconsistencies. Overpromising. Sugarcoating feedback. Delaying bad news. Saying one thing. Doing another. However, honesty doesn’t mean being heartless. But being unclear or dishonest in feedback is a disservice. When we dilute the truth to avoid discomfort, we don’t protect people. We prevent them from improving. Clear feedback, delivered with the right intent, signals respect. It says: “I value you enough to be real with you.” The same applies to bad news. At work. In business. Even in relationships. An honest admission is far more respected than a promise that isn’t kept. In the short term, transparency feels risky. In the long term, it builds unshakeable credibility. But there’s one condition: Your actions must match your words. Because communication alone doesn’t build trust. Alignment does. On a lighter note, brands have taught us that “2-minute noodles” often take 10…. And “free pizza if late” usually comes with fine print 😊 The lesson? Messaging may attract attention. Reality builds credibility. And in the end, actions will always speak louder than the smartest slogan. What’s one moment where honest communication strengthened (or damaged) trust for you? #Leadership #Trust #Credibility #Communication #CHRO #HR #Culture #Growth #Startup 

If I had to run a B2B influencer program from scratch, here’s how I’d approach it... 1. Start with “why” I’m a firm believer that every campaign needs to ladder up to your team and org OKRs. And no, “our competitors are doing it” isn’t a good enough reason. Think about: → Are you trying to drive pipeline, awareness, or retention? → Who are you targeting and which B2B creators already hold influence in that space? → How will you measure success in a way that actually matters? 2. Build your influencer ecosystem I’ve always said and I’ll say it again, especially for enterprise organizations, pairing an external influencer program with employee advocacy is the best approach. Work with external creators to drive awareness and reach while empowering your internal brand ambassadors to build credibility and trust from within. The best programs do both. 3. Co-create, don’t just sponsor The strongest partnerships are built on collaboration, not transactions. When developing briefs, either co-create with select creators or give them room to put their own spin on the story. You’ll get more authentic, engaging content and a partner who’s genuinely invested in the outcome. 4. Launch a pilot campaign Start small and experiment. Our first campaign was just that, a test. With a modest budget, we wanted to validate if partnering with creators could actually move the needle on performance (spoiler: it did). 5. Measure relationships, not just reach Don’t just stop at conversions. Instead, look at: → Earned mentions: How many people are organically talking about your campaign? → Sentiment lift: Are brand perceptions shifting in your favor? → Engagement: who’s in your comment section? → Search visibility: are you ranking better for relevant topics or LLMs? Building a B2B influencer program isn’t about borrowing someone else’s audience, it’s about building a trusted network around your brand. Start small, learn fast, and focus on relationships that compound over time.

5 Reasons Why Leaders Should Appear on Podcasts… Podcast interviews are THE powerful tool for leaders aiming to amplify their influence and forge genuine network connections. Having hosted over 400 executives on "Lead the Team" and other podcasts we produce, I've witnessed firsthand the profound impact these conversations can have. These interviews are not just another media appearance; they are transformative accelerators for leaders, their teams, and their organizations. Here are five compelling reasons why leaders should seize the opportunity to appear on podcasts: 1. Elevate Your Visibility and Influence Leaders are often engrossed in the day-to-day grind, leaving their valuable insights and stories untold. Podcast interviews offer a platform to share these lessons, extending your message to a global audience while you focus on your core responsibilities. It's a strategic way to enhance your visibility and influence without disrupting your busy schedule. 2. Build Genuine Trust During my first podcast interview with an executive, the human side of their leadership was revealed for the first time. The feedback was immediate and overwhelmingly positive, with employees, customers, and even former staff expressing that if they had heard this leader speak in such an authentic manner earlier, they might have stayed with the company longer. Podcasts humanize leaders and foster trust in ways traditional communication methods often cannot. 3. Advance Your Career Many leaders featured on our shows have experienced significant career boosts, including board appointments and lucrative new roles. Their interviews become a highlight in their professional profiles, frequently sparking conversations about their expertise and achievements. This exposure can open doors to exciting new opportunities. 4. Drive Sales and Strengthen Your Brand While I'm admittedly biased, the numbers speak for themselves… Research shows that over 81% of podcast listeners take action after hearing host-read ads. As a podcast guest, you're not reading ads—you're sharing compelling stories and valuable insights. This form of engagement can significantly enhance your brand's reach and impact. The Wall Street Journal projects podcast ad revenue to exceed $2 billion by 2025, underscoring the medium's growing influence. 5. Establish a Lasting Legacy One poignant example is an executive whose interview aired just weeks before his untimely passing. His podcast episode became a lasting testament to his positive impact and leadership. Such interviews serve as a powerful legacy, preserving and celebrating a leader's contributions and values for future generations. So you can go on podcasts to amplify visibility, build trust, advance your career, drive sales, and establish a lasting legacy. Go on a podcast and see the potential for yourself!

I have managed over 500 influencer campaigns and grew Vavo Digital | Influencer Marketing to multiple 6 figures in the last 4 years.  Here are 15 key tips I would give anyone looking to run a successful influencer campaign (in no particular order): 1. Utilize Micro-Influencers Collaborate with micro-influencers who have a highly engaged niche audience for more authentic reach. 2. Create a Branded Hashtag Design a catchy, memorable hashtag to unify campaign posts across platforms. Example: #RedefineYourStyle for a fashion campaign. 3. Involve Influencers in Product Development Take influencers' input when designing or testing the product to make their endorsement more genuine. 4. Run an Influencer Challenge Create a fun, interactive challenge that encourages influencers and their followers to participate. Example: A fitness brand launching a 30-day workout challenge. 5. Utilize Instagram Stories Takeovers Have influencers take over your brand’s Instagram stories for a day to engage their followers. 6. Co-create content with Influencers Collaborate on content creation to blend both your brand and the influencer’s identity. Example: A beauty brand and a makeup artist co-producing tutorial videos. 7. Leverage Trending Topics Time your campaign with trending cultural or industry-related topics to stay relevant. 8. Exclusive Sneak Peeks Offer influencers early access to a product and allow them to give their audience exclusive sneak peeks. 9. Launch Teasers Get influencers to drop teaser posts to create buzz before the full campaign launch. 10. Collaborate with Multiple Influencers Bring together influencers from different niches for a cross-industry impact. 11. Interactive Q&A Sessions Host live Q&A sessions with influencers to engage followers in real time. 12. Influencer Gifting Send personalized gifts or product packages to influencers with a request for an authentic review. 13. Gamify the Campaign Introduce a game element, like a competition or leaderboard, that influencers can promote. 14. Highlight User-Generated Content Encourage followers of influencers to create their own content using your product, and feature the best ones. 15. Offer Influencer-Exclusive Discounts Provide influencers with unique discount codes to share with their followers. Virality isn't just about views. It's about creating a ripple effect of sharing, discussing, and remixing. Focus on sparking genuine emotions and connections. What's the most memorable viral campaign you've seen lately? #influencermarketing #socialmedia

Podcasting wasn’t always the marketing powerhouse it is today. Remember when podcasts were mostly niche conversations, hobbyist recordings, or long-form interviews with limited reach? In fact, if you’d told someone five years ago that a podcast could drive investor interest or build a high-growth brand, they’d probably have given you a polite smile and moved on. That phase is long gone. Today, podcasts have quietly become one of the most intimate, trust-building tools in a marketer’s arsenal. The shift happened not with noise, but with consistency. Not through ads, but through authentic storytelling. A podcast today is almost like having a dedicated, 24x7 channel in someone’s ear. Take The Barbershop with Shantanu, for example. The podcast wasn’t a platform for the VC fund Barbershop but guerrilla marketing tool for the Bombay Shaving Company. A brand that was targeting youth & competing with a monopoly MNC player. The young marketing team suggested it & Shantanu Deshpande being the risk taker & visionary rolled into one, decided to go ahead. What followed was amazing success with the brand growing in online search & creating an impact. The candid, unfiltered conversations with founders, makers, and leaders soon became much more than just a podcast. It became a brand in itself with a community, a point of view, and a clear ethos. It thrives on depth and realness, qualities that are surprisingly hard to find in today’s overproduced content universe. As the podcast evolved, they introduced Raiser’s Edge, a segment within the show where early-stage founders get a chance to pitch their startups. This isn’t just for visibility or feedback. Some of these founders have received actual funding interest, mentorship offers, and meaningful traction, directly because of their feature on the podcast. So in effect, what was once a simple conversation series now doubles up as a discovery engine, an incubator, and a relationship-building platform, all rolled into one. Without sounding like a campaign. Without spending lakhs on performance marketing. Just by building value, one episode at a time. What makes it work? Consistency, because podcasts only build traction with time Intentionality, because it’s not about being everywhere, it’s about being meaningful Respect for the listener’s time, because your audience can sense when you’re just filling airspace The real power of podcasting isn’t in the metrics. It’s in the mindset. So the next time you're exploring marketing channels, don’t overlook the one that’s quiet, high-trust, and community-first. Because in an age of fleeting scrolls, the real win is being the voice people choose to listen to. Have you come across any other podcasts that became community or brand movements? I’d love to know which ones made it to your regular listening list. #podcasting #marketing #branding