HearSay

Not all actions that companies take in the name of ESG are controversial. How do some companies manage to seamlessly integrate ESG initiatives into their brand messaging while others get accused of superficial "greenwashing" or "rainbow-washing"? In this episode of Hearsay, Michael Maslansky, Will Howard, and Keith Yazmir discuss the delicate balance of serving stakeholders while remaining authentic and credible.

What’s the future for ESG now that it has become politicized? Can companies speak out on ESG without risk of being criticized as Woke Capitalists or should they really just focus on products and profits? What if the most controversial aspect of ESG is the language used to talk about? In this episode of HearSay, Michael Maslansky, Lee Carter, and guest Will Howard cover new research on the language of ESG and how companies can find a path forward that serves stakeholders and customers on both sides of the political aisle.

We all know it’s critical to understand your audience before creating any marketing, but how do you do it in an intellectually honest way?  How do you make sure you are truly focused on your audience as they are, not as you want them to be? In this episode of HearSay, guest Ori Ben Yishai, a partner at Viewpoint Ventures, talks about the intellectually honest approach to insights and how to use what you learn to build language strategy that drives results.

Every customer communication, no matter how small, is a moment of trust. Transactional communications—like order confirmations, account updates, or payment notices—can have an outsized effect on your brand and reputation. After all, the brand customers know is the one they experience every day. What makes good customer communications? And how can the language you choose help you make the most of every touchpoint? In this episode of HearSay, Senior Vice President Maria Boos shares her insights on the impact of customer communications, why so many companies struggle to get them right, and how to make them work for you, not against you.

Scientists and climate activists have been warning people that the world is ending since the 80s. The U.N. recently upped the stakes in the climate report. How do you make people care when they’ve been hearing the house is on fire for 40 years? Is this the issue that cried wolf? In this latest episode of HearSay, Will Howard and Director of Ad Net Zero John Osborn share their insights on the message fatigue surrounding climate change, creating credibility, and choosing the right words to drive change. Whether you discuss climate change in your personal life or about sustainability topics in your company, there's something in it for you. 

Connecting with customers is a challenge. It has to start with finding shared goals and a shared language. In this episode, guest Bob Rowe from Northwestern Energy shares his approach to creating common ground with your audience—so you can build trust, improve relationships, and reinforce reputation.

It’s not enough to do good nowadays. In a competitive environment, you need to find the right language to distinguish your organization from the rest. In this episode, guest Brian Crimmins, CEO of Changing Our World, Global Partner of ONE HUNDRED, and co-author of The Generosity Crisis: The Case for Radical Connection to Solve Humanity's Greatest Challenges shares his expertise on how nonprofits can reframe their language to cut through the noise. 

The collapse of Silicon Valley Bank kicked off a heated debate: are we headed toward a financial crisis? One thing’s for sure: we're already in a financial COMMUNICATIONS crisis. We've been watching how companies are talking—or not talking—about the state of the US financial system. And we have a few thoughts on what they're getting right and wrong. Join Lee Carter, Katie Cronen, Will Howard, and Rob Ledniczky for a fresh perspective on how the industry should be using language to their advantage, now and in the coming months.

HearSay for 2022 ends with a bang, as we look at the smartest, savviest, + stupidest messages of 2022. Michael Maslansky and Lee Carter are joined by HearSay veterans Keith Yazmir and Ben Feller, sharing their takes on the top pop culture language moments of the year: from Tom Brady and Will Smith’s outbursts to Serena Williams’ retirement to Jennifer Aniston’s conversation around her IVF journey.  It’s a fun conversation about language and some of the moments we all remember from 2022, for better or worse — with important lessons we can learn from each of them.

Internal company communications often is just about sharing information. Employees are busy and can skip over communications, because they feel less important. Getting internal communications right -- communications that breaks through -- especially in a virtual or hybrid workplace is particularly important. It has to be relatable, urgent, and clear. Because it helps how we work together, how we think, and how we win with our outside audiences. Lee Carter and Michael Maslansky are joined by Ben Feller to highlight examples of where companies go right and go wrong, and what you can do today to build more trust for your team.