Travis Makes Money 760: April White | Discussions on Public Relations and The Shifting Landscape of Journalism
Today we are joined by April White. A seasoned communication specialist, an official TEDx speaker, a writer with both B2B and B2c experience, and the President and Founder of Trust Relations. April graduated April received her B.A. in Journalism and Mass Communications from Iowa State University and continued studying integrated communications at Columbia University’s master’s program in Strategic Communications in New York City. with the goal of becoming a watchdog of society, as the world changed rapidly realizing that her goals are no longer the same. She shifted and pursued public relations. Coining the term “Trust Relations” in 2019 led to the creation of the strategic communication agency Trust relations. In this episode, we will talk about the importance of PR and how It helped businesses and entrepreneurs. We also talk about the current credibility of media and how it is perceived by society. Let’s dive in!
Key Highlights:
[00:01 - 08:19] Opening Segment
- April's original path going to college was journalism.
- Helping others get informed by being a watchdog of society.
- Through time, April realizes that journalism, as it stands, is no longer the idealistic version she believes in.
- April decided to pursue public relations.
[08:13 - 18:53] Public Relations: Why Should Anybody Care?
- The importance of public relations to any business and Entrepreneur.
- How to audit your brand and identify unique value propositions.
- Knowing your reason for being will always drive everything.
[18:54 - 33:33] How Public Relations Changed through time
- The evolution of PR for the last 20 years.
- The difficulties of a journalist to get access to clients without an affiliate network.
- Mainstream media begins to produce more substantial content, challenging the PR’s monopoly in content creation.
- Journalists are increasingly requesting contributed content from PR Firms.
- How credibility of media is down and how difficult for audiences to trust news sources nowadays.
[33:45 - 44:51] Closing Segment
Want to connect with April? You can email her directly at april@trustrelations.agency
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Tweetable Quotes:
“If you know what your reason for being is that should always be what drives everything, that should be what drives your brand, your values, your next innovation, your next hire. I mean, that should be the guiding principle.”
- April White
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