PR Strategies & Crisis Management: How to Build Media Success with Ronjini Joshua

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All right, we are live. Welcome to No Prep Needed.

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What does that mean? It means I have no idea

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who this beautiful, very, very beautiful woman,

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like in front of me, Ranjini Joshua. And she

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said my name is pronounced as it's spelled, which

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I love, R -O -N -J -I -N -I. I don't even know.

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Ranjini can be coming from like... I don't know.

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So thank you for coming to the show. You are

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brave, bold and beautiful. We know who you are.

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So you take it away and introduce yourself. Okay,

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well, I'm not I'm not in Alaska, but I am in

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Hawaii. I'm based in Maui, actually. So I am

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coming from the beautiful skies of Maui here.

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But I am the CEO and founder of Silver Telegram,

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which is a PR agency. My background is I've been

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doing public relations for the last 20 years

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in the technology industry. I live in Hawaii

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with my husband and three children and two dogs.

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So lots of kids to take care of. And yeah, I

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work specifically working with media and building

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strategies for technology companies that are

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in the startup space. We do a lot of communications

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and writing. And so my major in college was journalism.

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So I'm a writer and that's kind of my last 20

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years in a nutshell, very small nutshell. avid

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fitness enthusiast. So I try to keep doing different

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events and trying to make new milestones. So

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I do a lot of that stuff too. I love that. Okay.

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So first of all, you're a Maui, so I'm jealous,

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but are you okay with what happened last year

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with, was it the fires? Yes. Yeah, I'm an upcountry

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Maui, which is a little bit different and on

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the different side, I'm in the north side and

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Lahaina is the area that was affected. And also

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some of the areas in where we are up above us

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was a little bit affected as well. But I mean,

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they're on the road to recovery. It's a very,

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very long road and I think unnecessarily long,

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but that's too political for me to get into.

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Me too, I don't do politics as you know my rule.

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Okay, so can I get a day in the life of Ranjini

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and her beautiful children and your two dogs

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and your hubby on a Saturday or Sunday? What

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do you do? Is it like let's go to the beach today?

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Well, I'm very type A. So being in PR marketing,

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you'll meet any kind of PR marketing person that

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has to be scheduled and they have things going

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on. I even schedule being spontaneous. So there's

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a method to my madness. But typically here in

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Maui, Saturday morning is we go to the farmer's

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market, grab some fresh produce. Right now we're

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in an egg shortage. So this Saturday, I'm going

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to be going to Costco at waiting in line but

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uh but that's a that's a temporary problem uh

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island life issues um but then typically also

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we're having egg shortages too i mean it's it's

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kind of crazy the line is so long so i just grab

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breakfast for my kids and we sit there in the

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cafeteria in costco when we wait for it to open

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so what wait what is the price of a dozen eggs

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the price isn't bad the price hasn't gone up

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it's just the availability It's just, yeah, because

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I shop at Aldi's and it's $4 .79, which used

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to be like 99 cents and a limit of two. Yeah,

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our eggs are already expensive because we're

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on an island. So that's pretty typical. We usually

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pay about $5 .69 for 18 eggs. So not the dozen,

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but the 18. About five bucks for that. But now

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the price hasn't, they actually haven't raised

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the price. It's just the, you have to get in

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line. you know, and be there when it's available.

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And then if you get organic eggs, then that's

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even, you know, more. So that's good. The great

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thing here is that there's a lot of ranchers

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and farms up country. And so people have fresh

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eggs. I mean, we have chickens everywhere. So

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a lot of people have fresh eggs. And so they've

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been sharing and things like that. So that's

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nice. I was going to say that I would tell my

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kids, hey kids, wake up. We're going to have

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an egg special day today. Oh, the egg trough.

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We're going on an egg hunt. For sure. For sure.

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We're going to have a lot of yolks. Oh, I love

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that. So let's talk about PR because I always

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find it's a fascinating subject, public relations.

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And it's also, what's fascinating to me is how

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it's changed. over the course of the years and

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what that really looks like. So I'd love to know

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how long you've been in business. What does it

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look like? What do you see the big differences

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from like the before the days of PR, like, oh,

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PR is a press release, to now what does that

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look like with all the different avenues that

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you have? And then, of course, just so I can

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put this in the back of your mind, I like to

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learn about how you handle PR crisis. Because

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I like my lifetime movie network, and I like

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drama. So you got to tell me some drama, too.

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So tell us about PR. So yeah, PR has changed

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quite a bit. I've been doing this for 20 years,

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so I've seen a lot of things. I've owned the

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agency for 14 years. So even since then, I mean,

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it's changed. Like you're right. A lot of people,

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I mean, there's a lot of things that have changed,

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not just what we do, but how we do it. Obviously,

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everything's digital. When I started, I have

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the luxury of being in the middle age group where

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I do remember some of the old school methods

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that we use. We had big, huge encyclopedias of

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phone numbers and not even email addresses, phone

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numbers and addresses. They used to be called

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scission books. They were like actual manuals,

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like books. I started PR in that day and age.

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And then it quickly from there, I was kind of

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on that cusp. And we moved to digital pretty

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quickly after that. And so a lot of things have

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been digitized. And the methodology of PR used

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to be like you said, a press release here or

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there and, and going to some events. But now

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it's a lot about thought leadership and building

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reputation and online reputation and how difficult

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has become with how digital everything is. Especially

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even with COVID, people don't want to talk on

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the phone anymore. It's like a lot of things

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are done via email. I've been texting a lot more,

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which is odd. For me, I feel like it's odd. I

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think it's the weirdest thing to be texting clients

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and media and things like that, but that's just

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the way it works now. It's just becoming more

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and more digitized and then now you have to have

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more and more content. in the PR space. Usually,

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traditionally, that was a little bit more on

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the marketing side. But now it's building thought

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leadership, reputation, expertise through driving

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and writing content. And so we do a lot of content

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creation. We still get to work with the media,

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mostly at events when people are face to face,

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or when people have like big news like product

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launches or they raise some funding or they got

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acquired by another business or they've acquired

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somebody. So there's still press releases. They're

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still pretty vital to the PR landscape. It's

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just how they're used is changing and everything

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is changing. And if you don't change with it,

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you're just caught dead in the water. So good.

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I love that. So I'm thinking to myself, okay,

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so as a PR And let's just say like the press

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releases, but I love actually what I would call

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back in the day, advertorials, where your writings

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for Forbes or entrepreneurs or any of the like,

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what does that really look like so that they

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can have an article about them, which is almost

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like an advertorial. But yeah, it's not really

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it's a paid, but it's still like a fantastic

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thing to have that like every who wouldn't want

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it. Yeah. And I think that that really depends

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on who's making it because Some people, it's

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all about the writer. If the person's just writing

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an advertisement, an advertorial could come out

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like an advertisement. But if you're trying to

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be really authentic and reach the audience, you

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want it to be more like an article. And that's

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where that whole idea of advertorial comes in.

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Now they don't call it that anymore. Now they

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call it sponsored content. So it's called sponsored

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content. So they're changing the verbiage, but

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that's basically what it is. And the more educational,

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the more for the people it could be, the better

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people respond to it, right? You want to create

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content that someone actually wants to read.

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You don't want it to be all about you, you, you.

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So I think that's like a nuance that people have

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to do. Like it's really moved a lot away. There's

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still a lot of advertising and digital marketing

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and advertising has its space and you have to

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do it a little bit differently because there's

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social media now and you have to capitalize on

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and maximize on the way that works, which is

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totally different than how earned media and sponsored

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content and things like that work. So when you're

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doing advertorials, you definitely have to write

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for the audience and make it as educational as

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possible I always say and if you know you feel

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like you're giving things away for free but you

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know it's you're really not you're really not

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you're educating them they feel like they trust

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you you have some credibility and then they'll

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come back to you when they need you you know

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I love that so I actually book people on podcast

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so I call myself a PR booking agent is that perfect

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yeah And I was with Toastmasters. I was VPPR,

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Vice President of Public Relations. But I know

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the fact is, is that this is something that,

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like, you want someone like, if it's a bit, you

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know, you need a little bit of something, people

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could do it themselves. They could go to a service.

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But when you want Ron Genie, you want the expert,

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then you want to go to Ron Genie, which I love

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the silver telegram. Tell me the silver. What

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does that mean, the silver? You know, this was

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just a... I used to work for a video game company

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back in the day and I met this guy. He was in

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the marketing team and he had such a great blog.

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He had a blog. I love the name of the blog. It

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was so cool. He called it raised by pixel and

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this was like, you know, 15, 16, actually 18

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years ago. No, 17 years ago, something like that.

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And I just thought it was so cool. I'm like,

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Oh, I want to, I want to write a blog about PR

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and I want a cool name like that. So him and

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I worked together to brainstorm. And what I wanted

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to represent was bringing something like old

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school with the new. So like something like a

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telegram, some kind of communications, like a

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telegram. And then we just put the color silver

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because it sounds shiny and new. And it was actually

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a blog at the beginning. And then when I ended

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up starting my company, I was like, Oh, I'm just

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going to use that name and we'll just rebrand

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it as a PR agency. So that's kind of how that

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came about. Rajini, it's so funny. When I think

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of silver, I actually think of not shiny and

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new. I think of an older person, like silver,

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silver alert. Oh, yeah, yeah, yeah, yeah. Like

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silver anniversary. Yeah, that's so funny. Oh

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my gosh. I think that's really crazy. Like I'm

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like, is this for older people? Telegram? Okay.

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Now I have like so many questions to ask you.

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Yeah, right. So Do you want me to hit that crisis

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question you had? Yes, but in a minute. I want

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to understand more when we talk technology. Is

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that like SaaS? Is that like the blockchain?

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What does that look like when you say on technology

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base? Technology. I stay away from blockchain.

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I do not do anything in crypto or blockchain,

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but yeah, we work with SaaS companies, people

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who are developing new softwares with AI. We

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actually do 50 % of B2B companies that are doing

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enterprise work, and then some people that are

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doing consumer goods. That's like headphones.

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I'm actually at a standing desk right now that

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goes up and down. We do that, products, speakers,

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things like that, fun stuff, toys, kids' toys,

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STEM, STEM kits, things like that. And then we

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also have that enterprise side where we work

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with a company that's a global cybersecurity

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nonprofit. We actually work with a couple of

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those that help us secure the internet. So we

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do stuff like that. I like to try to stick with

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companies that are doing something sustainable

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and good for the planet. We work with companies

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that are doing marketing technologies, and these

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are SaaS companies as well. Or we worked quite

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a bit with an autonomous robot who's driven by

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AI. Things like that that are in the tech space

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that are new and innovative and leveraging technology

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in brand new ways. As you're speaking, I'm thinking

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PR is another part of the marketing channels.

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So if you're ready, if you're looking to market

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your business, you have to add in that PR piece.

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And then how important is it to really go after

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your own industry so that, you know, when you're

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going to send out press releases, is that like

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the first place you'd go is, okay, let me see

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our industry magazines, our industry. Okay. Yeah.

00:13:56.049 --> 00:13:58.639
I always tell people start with your. trades

00:13:58.639 --> 00:14:02.279
and then expand out after that. Because you have

00:14:02.279 --> 00:14:04.779
to establish a reputation within your colleagues

00:14:04.779 --> 00:14:07.399
first before you can establish a reputation outside.

00:14:07.940 --> 00:14:09.539
Most people don't want to do that. They want

00:14:09.539 --> 00:14:11.990
to jump the gun and they just want to. flip over,

00:14:12.009 --> 00:14:13.490
they just want to go straight into the New York

00:14:13.490 --> 00:14:17.429
Times. But it doesn't always work that way. And

00:14:17.429 --> 00:14:19.289
sometimes it does. Sometimes if your news is

00:14:19.289 --> 00:14:21.190
big enough, yeah, we can definitely go to the

00:14:21.190 --> 00:14:24.090
New York Times. But yeah, we do a little bit

00:14:24.090 --> 00:14:26.549
of everything. We usually include, you know,

00:14:26.590 --> 00:14:29.830
the technology trade publications. A lot of people

00:14:29.830 --> 00:14:32.529
work in like retail or banking or things like

00:14:32.529 --> 00:14:34.950
that. So we'll hit those guys. And then obviously,

00:14:34.950 --> 00:14:37.450
if we have a larger story to tell, we try to

00:14:37.450 --> 00:14:41.100
hit the business publications as well. What promises

00:14:41.100 --> 00:14:46.580
can you make and keep? In PR? It's challenging.

00:14:47.059 --> 00:14:51.379
I mean, I think your PR is only going to be as

00:14:51.379 --> 00:14:53.559
good as the collaboration between you and the

00:14:53.559 --> 00:14:57.600
PR person. Because I think one of the common

00:14:57.600 --> 00:15:01.740
misconceptions is that You sign a PR agreement

00:15:01.740 --> 00:15:04.039
and then that PR person goes out and makes this

00:15:04.039 --> 00:15:06.080
like magic happen out of nowhere out of their

00:15:06.080 --> 00:15:10.200
pocket But the truth is is that the client is

00:15:10.200 --> 00:15:12.980
the expert in their field and if they don't relay

00:15:12.980 --> 00:15:16.120
their Expertise to the PR agent that they can't

00:15:16.120 --> 00:15:18.320
do their job properly. So it's very important

00:15:18.320 --> 00:15:23.460
to have that thinking the collaboration but Based

00:15:23.460 --> 00:15:26.779
on that, typically the promises that I give to

00:15:26.779 --> 00:15:29.419
people is that we can definitely get you seen.

00:15:29.860 --> 00:15:34.059
We can get you seen in certain type of publications,

00:15:35.440 --> 00:15:38.500
specifically your trade, and then expand out,

00:15:38.500 --> 00:15:41.700
like I said, to business after that. We can definitely

00:15:41.700 --> 00:15:45.200
get you in podcasts. It's just a matter of how

00:15:45.200 --> 00:15:47.679
we can craft the story and what we can tell them.

00:15:49.799 --> 00:15:51.980
Usually we can do something pretty consistently,

00:15:52.019 --> 00:15:54.340
you know, every month or whatever, whatever the

00:15:54.340 --> 00:15:59.240
case may be, however the project is laid out.

00:16:00.000 --> 00:16:03.539
But, but I think also, I also ask them for ammunition,

00:16:03.580 --> 00:16:05.600
like what is it that you have to tell so that

00:16:05.600 --> 00:16:08.519
I can tell you, okay, I think I can deliver three

00:16:08.519 --> 00:16:11.419
stories a month, two podcasts a month, and then

00:16:11.419 --> 00:16:14.799
we can draft like really cool submitted story,

00:16:14.860 --> 00:16:18.500
like a contributed article every month. But if

00:16:18.500 --> 00:16:21.450
you don't have ammunition. It's really hard to

00:16:21.450 --> 00:16:24.350
make stuff up. Not saying I haven't made a lot

00:16:24.350 --> 00:16:27.230
of stuff up in my past. I've made a lot of stories

00:16:27.230 --> 00:16:30.389
that you can definitely do scrape the barrel.

00:16:31.149 --> 00:16:34.350
But it's really just about positioning and storytelling

00:16:34.350 --> 00:16:37.649
and how much they have to work with. And then

00:16:37.649 --> 00:16:39.850
also how much they're willing to say. I've worked

00:16:39.850 --> 00:16:43.850
with CEOs that are like, you know, very hesitant

00:16:43.850 --> 00:16:47.240
to say anything forward thinking because I think

00:16:47.240 --> 00:16:49.820
they feel maybe like they're making a promise

00:16:49.820 --> 00:16:53.980
instead of becoming an expert or like guiding

00:16:53.980 --> 00:16:57.779
industry trends. And so they hesitate to do that

00:16:57.779 --> 00:17:01.009
for that cybersecurity company. you know there's

00:17:01.009 --> 00:17:02.909
some of them they don't want to talk about politics

00:17:02.909 --> 00:17:05.349
some of them we kind of have to talk about politics

00:17:05.349 --> 00:17:08.069
because cyber security is right now is a political

00:17:08.069 --> 00:17:12.470
issue so it's it's a it's comfort level the the

00:17:12.470 --> 00:17:15.529
promises and the the guarantees that pr people

00:17:15.529 --> 00:17:18.750
can give you is based on your collaboration your

00:17:18.750 --> 00:17:22.490
comfort level and and really their capability

00:17:22.490 --> 00:17:26.910
to create a really good story and then last but

00:17:26.910 --> 00:17:28.930
not least is targeting the right media right

00:17:28.930 --> 00:17:31.500
you have to have the right contacts to make sure

00:17:31.500 --> 00:17:33.700
that you're targeting the right person because

00:17:33.700 --> 00:17:36.500
one of the biggest, one of the biggest things

00:17:36.500 --> 00:17:39.299
that media people say that annoys them is that,

00:17:39.400 --> 00:17:41.619
Hey, I don't even, I'm not even the right person.

00:17:41.660 --> 00:17:43.619
You're not even targeting me. You don't even

00:17:43.619 --> 00:17:46.799
know my name or, you know, they're misguided

00:17:46.799 --> 00:17:49.579
pitches. And so you want to make sure that that

00:17:49.579 --> 00:17:52.359
person is the person that covers your space.

00:17:52.579 --> 00:17:55.440
And then you, you reach out to them in their

00:17:55.440 --> 00:17:58.539
language. Maybe you check their Twitter or or

00:17:58.539 --> 00:18:00.980
open a blue sky or whatever, whatever you have

00:18:00.980 --> 00:18:03.799
to check, you know, do your research. So I tell

00:18:03.799 --> 00:18:06.680
people that I've become an expert at sleuthing

00:18:06.680 --> 00:18:10.119
at this point. I am always digging into things

00:18:10.119 --> 00:18:12.039
and trying to find out like who these people

00:18:12.039 --> 00:18:15.240
are so I can, you know, appeal to their person,

00:18:15.579 --> 00:18:19.079
their like personal interests as well. So how

00:18:19.079 --> 00:18:21.619
closely, what is your hand and hand together

00:18:21.619 --> 00:18:25.500
with social media? So, or their team or do you

00:18:25.500 --> 00:18:27.670
do social media? What does that look like? Yeah,

00:18:27.670 --> 00:18:29.829
I mean, I do social media, but that's not my

00:18:29.829 --> 00:18:32.549
forte. I wouldn't prefer to do it. I have people

00:18:32.549 --> 00:18:35.230
doing it for me, so I wouldn't say that that's

00:18:35.230 --> 00:18:39.089
our thing. But I think it's important, whatever

00:18:39.089 --> 00:18:43.529
media wins that you do get, to also convey that

00:18:43.529 --> 00:18:46.349
on social media. So using those wins to boost

00:18:46.349 --> 00:18:51.289
it out more. My train of thought is that you

00:18:51.289 --> 00:18:54.980
can use one... piece of content and do like 10

00:18:54.980 --> 00:18:57.980
things with it. So if you can maximize that one

00:18:57.980 --> 00:19:00.500
piece of content as much as possible, you can

00:19:00.500 --> 00:19:04.240
use it for PR, marketing, social, email, all

00:19:04.240 --> 00:19:07.039
of those things. And so I always say, if we get

00:19:07.039 --> 00:19:09.259
an article, let's say we get an article in USA

00:19:09.259 --> 00:19:12.299
Today, then you want to cut it in pieces and

00:19:12.299 --> 00:19:14.759
create five or six social media posts where you

00:19:14.759 --> 00:19:17.599
can post it once a week for the next month. Or

00:19:17.599 --> 00:19:21.839
you can turn that piece of coverage into an audio

00:19:21.839 --> 00:19:24.759
byte or something like that. You could do a lot

00:19:24.759 --> 00:19:26.660
of things with the PR that you earn. Then of

00:19:26.660 --> 00:19:29.740
course, when people have their email newsletters

00:19:29.740 --> 00:19:32.619
and lists, their customer lists, then they should

00:19:32.619 --> 00:19:35.460
be sending those PRs out because really what

00:19:35.460 --> 00:19:37.920
it is, is that, again, establishing credibility,

00:19:38.579 --> 00:19:41.599
building reputation, and then for potential customers,

00:19:42.019 --> 00:19:44.400
it may just tip them over the edge and say, okay,

00:19:44.579 --> 00:19:46.740
these people are talking about them. They're

00:19:46.740 --> 00:19:49.579
the company we want to go with. It's definitely

00:19:49.579 --> 00:19:52.579
using it in a variety of ways to strengthen your

00:19:52.579 --> 00:19:55.359
case and strengthen your reputation. So what

00:19:55.359 --> 00:19:58.359
if, so what if I hire you and I open my business,

00:19:58.400 --> 00:20:00.960
it's successful, but I have two followers on

00:20:00.960 --> 00:20:02.859
every social media channel. I never, I never

00:20:02.859 --> 00:20:04.940
really concentrate on it. We didn't start at

00:20:04.940 --> 00:20:08.400
any point and we're really behind. and we want

00:20:08.400 --> 00:20:11.960
to have you help us with our PR. But I'm telling

00:20:11.960 --> 00:20:13.880
you, I don't have anything. I don't even have

00:20:13.880 --> 00:20:15.880
a website. No, I have a website. No, you have

00:20:15.880 --> 00:20:18.579
to have a website. I have a website. Are you

00:20:18.579 --> 00:20:20.720
sure? I don't need to say I have a website. It's

00:20:20.720 --> 00:20:24.579
my Facebook page. No, no. Then the first direction

00:20:24.579 --> 00:20:26.519
would be we need to get a website up. If you

00:20:26.519 --> 00:20:28.579
need help with it, we could help you build the

00:20:28.579 --> 00:20:31.099
content for it. For social media, we need to

00:20:31.099 --> 00:20:34.150
build a consistent strategy and plan of How many

00:20:34.150 --> 00:20:35.910
times can we post a week and what are we going

00:20:35.910 --> 00:20:40.230
to say? There's always strategies to each one

00:20:40.230 --> 00:20:44.849
of these things. Sorry, my screen just went away

00:20:44.849 --> 00:20:49.130
from you. There's always strategies to each one

00:20:49.130 --> 00:20:50.789
of these things and you kind of have to build

00:20:50.789 --> 00:20:53.410
them out step by step. Typically, what I do as

00:20:53.410 --> 00:20:56.029
I talk to someone, find out where they are at

00:20:56.029 --> 00:20:57.970
and then give them some guidance. There has been

00:20:57.970 --> 00:20:59.450
times where I'm like, okay, well, you're not

00:20:59.450 --> 00:21:02.529
quite ready for PR. You have to build all these

00:21:02.529 --> 00:21:04.769
other things first. But so you could be ready

00:21:04.769 --> 00:21:08.569
because once a really good story hits about you,

00:21:08.710 --> 00:21:11.150
if you're a product, you need to be ready for

00:21:11.150 --> 00:21:14.529
the the things that come with it. Right. And

00:21:14.529 --> 00:21:17.150
the things I've seen mostly people get really

00:21:17.150 --> 00:21:19.509
good PR stories is once they've posted on LinkedIn,

00:21:19.650 --> 00:21:22.490
they get tons of messages. Oh, this is great.

00:21:22.789 --> 00:21:25.210
Congratulations. Things like that. If it's a

00:21:25.210 --> 00:21:27.869
product, it's usually sales. So you need to be

00:21:27.869 --> 00:21:31.279
ready for. sales. So there's just a lot of things

00:21:31.279 --> 00:21:33.720
you have to have in preparation. So you really

00:21:33.720 --> 00:21:36.700
have to have even your message down before you

00:21:36.700 --> 00:21:40.279
start PR. You shouldn't start it too early. That

00:21:40.279 --> 00:21:42.039
is, I wouldn't say it's the last thing you should

00:21:42.039 --> 00:21:44.859
think about, but I also don't think you should

00:21:44.859 --> 00:21:48.099
just kick off with a PR plan because it doesn't

00:21:48.099 --> 00:21:49.720
make sense until you have a lot of other things

00:21:49.720 --> 00:21:53.180
in place. I love it. I love it. Okay, so before

00:21:53.180 --> 00:21:56.960
we get to the juicy fruit topic, I want to have

00:21:56.960 --> 00:22:02.490
on my I want a scene at Forbes and a scene on

00:22:02.490 --> 00:22:06.470
CNN and CBS and ABC. What does that even mean?

00:22:06.650 --> 00:22:11.049
What is it? Yeah, no, those are hopefully not.

00:22:11.130 --> 00:22:13.710
Hopefully not. And I think some people just maybe

00:22:13.710 --> 00:22:16.789
put it there without even being seen on those

00:22:16.789 --> 00:22:20.099
things. But yeah, I mean, it just means that

00:22:20.099 --> 00:22:22.319
you've appeared, you've gotten the article, maybe

00:22:22.319 --> 00:22:24.259
somebody wrote about the company or the brand

00:22:24.259 --> 00:22:27.539
or the product or whatever. And then I usually

00:22:27.539 --> 00:22:30.480
make sure that to link, if I get one of my clients

00:22:30.480 --> 00:22:32.900
on one of those things and they're building like

00:22:32.900 --> 00:22:35.480
that little reel that you see, then I usually

00:22:35.480 --> 00:22:37.440
say, hey, make sure that logo is clickable straight

00:22:37.440 --> 00:22:39.740
to the article so they can read it from there.

00:22:40.670 --> 00:22:43.130
A lot of times I've seen people have the logos

00:22:43.130 --> 00:22:46.670
and then I click on it because I know and it

00:22:46.670 --> 00:22:48.990
doesn't do anything. And I'm like, and then you

00:22:48.990 --> 00:22:51.029
have to Google search it and you'd be like CNN

00:22:51.029 --> 00:22:53.369
and this company. And then I'm like, wait a minute,

00:22:53.430 --> 00:22:58.089
they were never in CNN. So some people do. Yeah.

00:22:58.190 --> 00:23:01.589
Some people say they make it. Yeah. Uh, I think

00:23:01.589 --> 00:23:03.750
it's, you know, they've seen other people put

00:23:03.750 --> 00:23:05.970
it on their website. So they, they do it too.

00:23:06.049 --> 00:23:09.450
And they don't realize what that means, but Yeah,

00:23:09.769 --> 00:23:13.569
it's typically just showing that people are interested

00:23:13.569 --> 00:23:16.349
in your story and that there's more information

00:23:16.349 --> 00:23:20.319
out there somebody a third party person has either

00:23:20.319 --> 00:23:23.740
validated your story or recognized you or talked

00:23:23.740 --> 00:23:26.599
to you, and they've created a story around the

00:23:26.599 --> 00:23:28.500
brand. And so it gives somebody something else

00:23:28.500 --> 00:23:32.140
to look at other than just you saying, oh, I'm

00:23:32.140 --> 00:23:35.000
just the greatest thing in the world. Everybody

00:23:35.000 --> 00:23:38.180
can say that. I'm the best or I'm the only. I

00:23:38.180 --> 00:23:40.099
hear that a lot. We're the only company that

00:23:40.099 --> 00:23:42.900
does what we do. Of course you are, yes. There's

00:23:42.900 --> 00:23:46.779
no competition. So it's just a validation of

00:23:46.779 --> 00:23:49.980
those things. And I think it is great to be able

00:23:49.980 --> 00:23:52.720
to showcase that on your website. I should really

00:23:52.720 --> 00:23:54.500
stop saying because I get a lot of like, oh,

00:23:54.500 --> 00:23:56.920
you look familiar. And I'm like, oh, Cosmic Paladin,

00:23:57.059 --> 00:24:01.680
1982. They're probably going home going, Adrienne

00:24:01.680 --> 00:24:05.500
Barker, 1982. 1982. No, I'm kidding around, everyone.

00:24:05.640 --> 00:24:07.720
I was never on Cosmic Paladin. I was never on

00:24:07.720 --> 00:24:11.240
Vogue. I was not on Gentleman's Quarterly. So,

00:24:11.960 --> 00:24:13.779
no, I'm just a little girl in Daytona Beach.

00:24:14.259 --> 00:24:17.099
Okay, so here's the thing, Ron Jamie, let's get

00:24:17.099 --> 00:24:20.019
to the juicy fruit, because I do love this. I

00:24:20.019 --> 00:24:25.240
am seeing a, I don't even know what, a rapper,

00:24:25.240 --> 00:24:29.079
I guess, saying some crazy things on X. I mean,

00:24:29.140 --> 00:24:32.420
like really crazy things on X. And I'm thinking,

00:24:32.460 --> 00:24:35.900
so this is when I see someone saying something

00:24:35.900 --> 00:24:38.869
and then. I'd like to apologize to all my people

00:24:38.869 --> 00:24:40.569
because I said this and I shouldn't have said

00:24:40.569 --> 00:24:42.309
it, but I did say it, so I'm sorry I said it,

00:24:42.309 --> 00:24:45.690
but I won't say it again. Really, dude, or Jeanette,

00:24:45.890 --> 00:24:48.269
why did you say it in the first place? How can

00:24:48.269 --> 00:24:50.890
people, celebrities, business people, why do

00:24:50.890 --> 00:24:54.569
they not realize that what they say can become

00:24:54.569 --> 00:24:57.190
a big deal and like bite them in the butt ski?

00:24:58.069 --> 00:25:01.369
Well, one, we're emotional, we're humans and

00:25:01.369 --> 00:25:04.059
we're emotional. And two, it could be because

00:25:04.059 --> 00:25:06.779
they just have a really not a very attentive

00:25:06.779 --> 00:25:12.680
PR team. That could be possible. And typically,

00:25:12.819 --> 00:25:15.180
I mean, I guess it really depends on person to

00:25:15.180 --> 00:25:17.259
person when it comes to celebrities and figures

00:25:17.259 --> 00:25:20.759
and things like that, of who manages their X

00:25:20.759 --> 00:25:24.039
account or who manages that stuff. But I think,

00:25:24.200 --> 00:25:26.240
I don't know, I think people have lost their

00:25:26.240 --> 00:25:29.819
minds, if I'm going to be honest. I think social

00:25:29.819 --> 00:25:33.640
media, I think half of the camp is like, oh,

00:25:33.640 --> 00:25:36.119
I'm gonna be myself. I'm gonna be free. I don't

00:25:36.119 --> 00:25:38.680
care what anybody says. And then the other half

00:25:38.680 --> 00:25:42.079
of the camp is like, oh, well, everything has

00:25:42.079 --> 00:25:46.299
to be planned and sorted and communicated. And

00:25:46.299 --> 00:25:49.319
then you've got some of the, you know, I'm not

00:25:49.319 --> 00:25:53.279
a huge social media. I don't do social media

00:25:53.279 --> 00:25:56.279
myself as a person, as a human. I'll post every

00:25:56.279 --> 00:25:58.970
once in a while on Instagram. I can't even log

00:25:58.970 --> 00:26:02.190
into Facebook anymore. There's just so many things.

00:26:02.589 --> 00:26:07.630
But I think there's some of us also that cannot

00:26:07.630 --> 00:26:09.349
bridge the gap between the old school. I didn't

00:26:09.349 --> 00:26:11.950
grow up with social media. So for me, it's not

00:26:11.950 --> 00:26:14.170
as big of a deal. But the people who've grown

00:26:14.170 --> 00:26:16.410
up with social media today, that's the way they've

00:26:16.410 --> 00:26:20.170
lived their life. And I think it's hard for a

00:26:20.170 --> 00:26:25.400
lot of people to just compartmentalize those

00:26:25.400 --> 00:26:28.019
things. They don't realize how damning it could

00:26:28.019 --> 00:26:32.259
be to your reputation. What you say five years

00:26:32.259 --> 00:26:35.220
ago could come to haunt you because they don't

00:26:35.220 --> 00:26:37.319
think long term like that. So that, I mean, I

00:26:37.319 --> 00:26:39.900
think, thankfully, maybe you and I, we didn't

00:26:39.900 --> 00:26:42.039
grow up with that. So thankfully, right? Like

00:26:42.039 --> 00:26:44.599
we probably made mistakes, but in secret, right?

00:26:45.400 --> 00:26:48.079
So we could do that. We could do that. We have

00:26:48.079 --> 00:26:53.200
private mistakes, but now I think it's really

00:26:53.359 --> 00:26:55.500
critical and I think a lot of people are now

00:26:55.500 --> 00:26:57.599
becoming a little bit more a little bit more

00:26:57.599 --> 00:27:00.680
aware I don't know um I think sometimes it's

00:27:00.680 --> 00:27:03.140
a PR stunt if they say something crazy just to

00:27:03.140 --> 00:27:06.740
get the attention um I mean you'd be surprised

00:27:06.740 --> 00:27:09.960
the lengths people go to to to get what they

00:27:09.960 --> 00:27:13.700
need to fuel the next stage is that no news is

00:27:13.700 --> 00:27:17.180
good news so oh well it may be that yes I was

00:27:17.180 --> 00:27:19.779
caught and I was shoplifting and I shoplifted

00:27:19.779 --> 00:27:23.529
that watch but it was time for me to get some

00:27:23.529 --> 00:27:26.869
coverage. So look at me time watch. Yeah, who

00:27:26.869 --> 00:27:29.970
cares? I don't like right. What's that say? I

00:27:29.970 --> 00:27:33.609
don't know. I have any news. Yeah, I think I

00:27:33.609 --> 00:27:37.250
think that that's the new way people are operating.

00:27:37.869 --> 00:27:41.609
And I'm not a fan of it. But I mean, if that

00:27:41.609 --> 00:27:44.630
if you think that's gonna get the job done. Great.

00:27:44.829 --> 00:27:46.609
I think I think it's nice to be a little bit

00:27:46.609 --> 00:27:51.339
conservative. Or at least you know, like Don't

00:27:51.339 --> 00:27:53.180
have your phone when you're drinking too much.

00:27:53.180 --> 00:27:57.220
I don't know. I Don't know what it is. Um, I

00:27:57.220 --> 00:27:59.339
do that's not for Roseanne bar I think it was

00:27:59.339 --> 00:28:02.420
yeah someone that yeah, like I'm so sorry I was

00:28:02.420 --> 00:28:05.079
thinking my ambient and another something else

00:28:05.079 --> 00:28:09.559
and I was like ready like but we're human I think

00:28:09.559 --> 00:28:12.319
as long as you have that human element in anything

00:28:12.319 --> 00:28:15.339
and then there's just the prevalence of social

00:28:15.339 --> 00:28:18.829
media and everybody's like day to day. Um, I

00:28:18.829 --> 00:28:20.829
mean, I'm not even really, I don't really post,

00:28:20.869 --> 00:28:22.829
but I even have to check Instagram a few times

00:28:22.829 --> 00:28:25.910
for work. So then I get roped into other stuff,

00:28:25.970 --> 00:28:28.630
you know? So it's like, everybody has to deal

00:28:28.630 --> 00:28:32.450
with it. And I think, um, they're just not as

00:28:32.450 --> 00:28:34.809
cognizant these days as they used to be. I can't

00:28:34.809 --> 00:28:36.269
believe they say some of the things they say

00:28:36.269 --> 00:28:38.589
though. That's, that's beyond me. I'm not sure

00:28:38.589 --> 00:28:40.769
what that I, that's why I don't work in entertainment.

00:28:41.839 --> 00:28:44.579
It is crazy. By the way, if you're watching this,

00:28:44.579 --> 00:28:47.000
you would see, or if you're just listening, go

00:28:47.000 --> 00:28:49.799
back to my YouTube because I can't take my eyes

00:28:49.799 --> 00:28:52.220
off Ron Genie. I'm glad I don't have notes because

00:28:52.220 --> 00:28:53.660
I'd have to look down. I don't even want to look

00:28:53.660 --> 00:28:56.039
down. I just, I'm like fascinated your smile.

00:28:56.359 --> 00:28:58.099
And you said that we were kind of in the same

00:28:58.099 --> 00:29:01.119
age and I'm like, Ooh, okay. I'm not even going

00:29:01.119 --> 00:29:04.940
to ask now. Okay. So I, a couple of things that

00:29:04.940 --> 00:29:07.779
I really think should be talked about. One is

00:29:07.779 --> 00:29:09.720
let's just say you have a Facebook or LinkedIn

00:29:09.720 --> 00:29:13.049
company page. Sure. What if you're not checking

00:29:13.049 --> 00:29:15.230
who has said that they work for you? And I've

00:29:15.230 --> 00:29:17.130
seen this happen. And so someone's out there,

00:29:17.150 --> 00:29:19.849
they're making some horrible posts saying such

00:29:19.849 --> 00:29:22.910
awful things. And then you go back, I have totally

00:29:22.910 --> 00:29:25.150
seen this. And then someone will write to the

00:29:25.150 --> 00:29:28.009
company and say, your employee, blah, blah, blah,

00:29:28.150 --> 00:29:29.809
has said blah, blah, blah. But the worst is whether

00:29:29.809 --> 00:29:31.630
like, well, that's not my employee, or I don't

00:29:31.630 --> 00:29:33.970
know who they are. So how can companies protect

00:29:33.970 --> 00:29:37.529
themselves from that issue besides going through

00:29:37.529 --> 00:29:39.819
and seeing who is saying that they're an employee

00:29:39.819 --> 00:29:41.779
of your company? I don't know what that looks

00:29:41.779 --> 00:29:44.599
like. That's really difficult. That's a lot of

00:29:44.599 --> 00:29:47.640
like reputation damage control. That's really

00:29:47.640 --> 00:29:53.579
hard. And so I think this really doesn't, I don't

00:29:53.579 --> 00:29:55.660
think it affects small businesses as much because

00:29:55.660 --> 00:29:57.819
they're a little bit more cognizant of what's

00:29:57.819 --> 00:30:00.440
happening on their social media, but larger companies

00:30:00.440 --> 00:30:03.109
might lose track. And I think that's an HR. kind

00:30:03.109 --> 00:30:06.210
of thing where they have to really make sure.

00:30:06.410 --> 00:30:09.470
I think also in a lot of new contracts, there's

00:30:09.470 --> 00:30:14.769
a lot of social media restrictions. So when you're

00:30:14.769 --> 00:30:17.569
looking at your employment contract, I mean,

00:30:17.769 --> 00:30:21.329
people should read it. There are a lot of restrictions

00:30:21.329 --> 00:30:24.690
and people do get sued for stuff like that if

00:30:24.690 --> 00:30:26.970
they are employees, right? If they're not employees,

00:30:27.069 --> 00:30:30.730
if they're just like some trolling, bots or social

00:30:30.730 --> 00:30:34.390
media weirdos that are just causing bad reputation.

00:30:35.869 --> 00:30:39.170
I mean, social media is a legal form of communication.

00:30:39.789 --> 00:30:42.730
So I don't know if you've watched this thing

00:30:42.730 --> 00:30:46.329
about Blake Lively and Justin Baldoni. Yeah,

00:30:46.349 --> 00:30:48.480
so there's like that thing going on, but But

00:30:48.480 --> 00:30:52.720
in court, I saw something. And in court, they

00:30:52.720 --> 00:30:55.779
used all the text messages, all the voicemails,

00:30:55.900 --> 00:30:58.579
all the written communications between the two

00:30:58.579 --> 00:31:01.039
people. And this is text message, social media

00:31:01.039 --> 00:31:05.579
posts, things like that to show that, to build

00:31:05.579 --> 00:31:08.859
their case. And so this can be used for anybody.

00:31:08.980 --> 00:31:12.000
So if you're gonna go out there and do some damage,

00:31:12.079 --> 00:31:14.359
you better be aware that someone's gonna come

00:31:14.359 --> 00:31:18.720
after you if it's big enough. You know, I mean,

00:31:18.839 --> 00:31:20.980
I wouldn't take that chance, but also again,

00:31:20.980 --> 00:31:23.180
I'm a conservative person. I wouldn't, I wouldn't

00:31:23.180 --> 00:31:25.940
do a lot of things. Yeah. Good. No, this isn't

00:31:25.940 --> 00:31:27.839
a really great point. The other good point. The

00:31:27.839 --> 00:31:29.759
other thing I was thinking of is let's just say

00:31:29.759 --> 00:31:31.880
I have my professional global etiquette and I

00:31:31.880 --> 00:31:35.519
create all these shirts, right? Um, you know,

00:31:35.559 --> 00:31:37.640
keep etiquette in your everyday life, whatever

00:31:37.640 --> 00:31:41.579
I have on that shirt. And then someone is wearing

00:31:41.579 --> 00:31:46.019
that shirt in a crime, whether they're doing

00:31:46.019 --> 00:31:49.480
something. Well, you know what, but that happened

00:31:49.480 --> 00:31:52.920
that happened a couple years back With a lot

00:31:52.920 --> 00:31:54.960
of the riots that were going on and there was

00:31:54.960 --> 00:31:58.119
someone wearing a Verizon Golf shirt. I grew

00:31:58.119 --> 00:32:00.039
up in the promo products business. So like I

00:32:00.039 --> 00:32:03.640
think about this golf shirt and hat And it turned

00:32:03.640 --> 00:32:05.380
out that they I think that they did not work

00:32:05.380 --> 00:32:08.220
for the company, but still But it looked like

00:32:08.220 --> 00:32:10.299
they did. They did. Yeah, because a lot of times

00:32:10.299 --> 00:32:12.480
I always think companies got to be careful that

00:32:12.480 --> 00:32:15.099
if you have something with a misprint or overs,

00:32:15.220 --> 00:32:17.359
there's nothing. What can you do? I have my item.

00:32:17.420 --> 00:32:20.119
I worked for you for 10 years. I I donate it

00:32:20.119 --> 00:32:23.259
and now it's a goodwill and Joe bought it for

00:32:23.259 --> 00:32:26.299
50 cents and now he's wearing it. But these things

00:32:26.299 --> 00:32:29.420
happen. I mean, yeah, that's a series of unfortunate

00:32:29.420 --> 00:32:33.980
events. I imagine that people would. I mean.

00:32:34.200 --> 00:32:36.680
Yeah, if I saw someone wearing a hat and shirt,

00:32:36.700 --> 00:32:38.680
I would definitely think they worked for Verizon,

00:32:39.299 --> 00:32:43.660
but I don't. These are these are like little

00:32:43.660 --> 00:32:46.240
funky gray areas where it's like you have to

00:32:46.240 --> 00:32:48.299
separate the person from the brand unless that

00:32:48.299 --> 00:32:51.119
guy is the CEO of Verizon. I don't think what

00:32:51.119 --> 00:32:54.200
he says can represent or what he does can represent

00:32:54.200 --> 00:32:55.680
what they're doing as a brand. You know what

00:32:55.680 --> 00:32:58.750
I mean? That no, I do. And that's a great point.

00:32:58.990 --> 00:33:00.630
Because the other thing is, like what people

00:33:00.630 --> 00:33:02.869
are doing, like behind the scenes at McDonald's.

00:33:02.950 --> 00:33:04.549
And all of a sudden, you're finding out that

00:33:04.549 --> 00:33:06.250
they drank half your shake and then filled it

00:33:06.250 --> 00:33:08.230
up a little bit and giving it to you. Or, you

00:33:08.230 --> 00:33:11.470
know, they I know, like, but I'm like, oh, but

00:33:11.470 --> 00:33:14.089
you're right. Okay, you're making I love this

00:33:14.089 --> 00:33:15.910
right now. This conversation is so good. Because

00:33:15.910 --> 00:33:18.690
you're right. It's it's probably in some so when

00:33:18.690 --> 00:33:21.630
you HR people, you should have a conversation

00:33:21.630 --> 00:33:25.809
with a PR company. while you're writing your

00:33:25.809 --> 00:33:28.589
HR manual. Yeah, your contracts and your plans.

00:33:29.109 --> 00:33:32.390
Yeah, absolutely. I never even thought of that.

00:33:32.430 --> 00:33:34.849
And not only that, you'd have to verbalize it

00:33:34.849 --> 00:33:36.950
because a lot of people don't read their contracts

00:33:36.950 --> 00:33:39.490
completely. So you really have to verbalize it

00:33:39.490 --> 00:33:43.109
in a meeting. And I've gone to the practice of

00:33:43.109 --> 00:33:45.269
recording everything at this point. So I record

00:33:45.269 --> 00:33:48.559
my conversations with almost everybody, because

00:33:48.559 --> 00:33:50.500
it's just you never know what people are going

00:33:50.500 --> 00:33:53.380
to do with your words and words are so powerful.

00:33:54.119 --> 00:33:56.859
They can be twisted in so many ways. And young

00:33:56.859 --> 00:33:59.380
generation out there, if you're listening, if

00:33:59.380 --> 00:34:01.700
one of you are at least listening, one of you

00:34:01.700 --> 00:34:04.380
just stop. stop. Nobody needs to know behind

00:34:04.380 --> 00:34:06.099
the scenes because you could actually be, it

00:34:06.099 --> 00:34:08.780
could be slander and there you go. And well,

00:34:08.780 --> 00:34:11.360
they will never find me because I'm at Silly

00:34:11.360 --> 00:34:13.940
Goose. No, at Silly Goose. There's, there's a

00:34:13.940 --> 00:34:16.519
trail and your name is attached to it. Crazy.

00:34:17.000 --> 00:34:19.579
Give us your, give us the story. Give us that

00:34:19.579 --> 00:34:21.260
one story. No, you don't have to give the client

00:34:21.260 --> 00:34:23.159
name, but give us that one where it was like,

00:34:23.199 --> 00:34:25.579
wow, this is, this is a tough one. You're calling

00:34:25.579 --> 00:34:28.980
in the crisis PR team to come in and give life

00:34:28.980 --> 00:34:32.739
to this horrible situation. And yes, we actually

00:34:32.739 --> 00:34:35.579
do have a pretty good story. It's been very industry

00:34:35.579 --> 00:34:39.980
specific in the cannabis industry. And so this

00:34:39.980 --> 00:34:44.119
company was under fire for some practices that

00:34:44.119 --> 00:34:48.360
people thought they were doing bad practices

00:34:48.360 --> 00:34:53.179
in. in this cannabis industry, but that wasn't

00:34:53.179 --> 00:34:55.760
the crisis itself. That was a long on, on standing

00:34:55.760 --> 00:34:58.039
reputation problem that they weren't managing

00:34:58.039 --> 00:35:00.239
their communications properly. They weren't conveying

00:35:00.239 --> 00:35:02.880
the right messages. But part of that problem

00:35:02.880 --> 00:35:06.380
was the CEO who was saying whatever he wanted,

00:35:06.800 --> 00:35:09.719
whenever he's that, he's that loose cannon, right?

00:35:09.780 --> 00:35:12.400
On social media, probably smoking too much. Yes.

00:35:13.099 --> 00:35:15.800
He's that loose cannon on social media, very

00:35:15.800 --> 00:35:20.619
emotional. Anytime anybody respond like posted

00:35:20.619 --> 00:35:25.000
something negative, he would respond. Anytime

00:35:25.000 --> 00:35:27.219
he posted something negative, he would respond.

00:35:28.019 --> 00:35:29.940
Like just trigger response, you know, he was

00:35:29.940 --> 00:35:33.000
triggered. And so, but it wasn't, it wasn't in

00:35:33.000 --> 00:35:36.059
a professional way. Okay. It was, it was in a

00:35:36.059 --> 00:35:38.579
social way, as if like you met someone outside

00:35:38.579 --> 00:35:40.619
and they like accosted you and you wanted to

00:35:40.619 --> 00:35:42.619
beat them up is like that kind of interaction,

00:35:42.619 --> 00:35:47.969
but on social media. And so, Eventually, he was

00:35:47.969 --> 00:35:50.610
asked to step down, but then he was still a member

00:35:50.610 --> 00:35:56.210
of the board. One thing happened where an old

00:35:56.210 --> 00:35:58.530
partner of theirs said something negative on

00:35:58.530 --> 00:36:02.869
social media, baiting the ex -CEO to come in

00:36:02.869 --> 00:36:05.710
and say something. Of course, out of nowhere,

00:36:05.789 --> 00:36:08.730
after I was promised that he would no longer

00:36:08.730 --> 00:36:12.349
post on social media, he came and just went off.

00:36:12.610 --> 00:36:18.320
He flew off the handle. We had a crisis plan

00:36:18.320 --> 00:36:20.019
in place because we thought it might happen.

00:36:20.880 --> 00:36:23.480
We actually just built and finished the crisis

00:36:23.480 --> 00:36:25.980
plan like maybe a couple of weeks before this

00:36:25.980 --> 00:36:29.300
incident. The incident happened and we had a

00:36:29.300 --> 00:36:32.019
plan in place. That's the key is what do you

00:36:32.019 --> 00:36:34.659
do with that plan? Yes, there's a people say

00:36:34.659 --> 00:36:38.199
apologies immediately because that is the standard

00:36:38.199 --> 00:36:41.860
PR protocol is as soon as you can come up with

00:36:41.860 --> 00:36:45.840
a. proper response, you need to apologize. Apologize

00:36:45.840 --> 00:36:48.039
for your behavior and say what you're going to

00:36:48.039 --> 00:36:51.400
do to redeem yourself. Then not only say it,

00:36:51.480 --> 00:36:54.019
but then of course, follow it up with do the

00:36:54.019 --> 00:36:56.960
thing that you're saying. But this guy, he went

00:36:56.960 --> 00:36:58.900
off the handle. He was banned from social media.

00:36:59.099 --> 00:37:02.579
Obviously, we had to take him off because He

00:37:02.579 --> 00:37:04.400
wasn't following the rules that we had already

00:37:04.400 --> 00:37:07.980
set forth. That comment was deleted. And then

00:37:07.980 --> 00:37:11.760
the other person kept posting. And so the protocol

00:37:11.760 --> 00:37:14.719
at that point was don't respond because we already

00:37:14.719 --> 00:37:16.320
know this is going nowhere. And I think at one

00:37:16.320 --> 00:37:17.760
point we just turned off the comments because

00:37:17.760 --> 00:37:20.010
we're like, okay. This is not going to end well

00:37:20.010 --> 00:37:23.449
for anyone. So let's just nip it in the bud and

00:37:23.449 --> 00:37:25.730
then come up with our statement. How are we going

00:37:25.730 --> 00:37:28.409
to follow up and say, Hey, what's happening next?

00:37:28.590 --> 00:37:31.869
We actually didn't even address the CEO's comments

00:37:31.869 --> 00:37:34.909
because at that point he wasn't the CEO. He was

00:37:34.909 --> 00:37:38.730
like the ex CEO. And so what we did was we drafted

00:37:38.730 --> 00:37:42.090
commentary from a very new perspective. Like

00:37:42.090 --> 00:37:44.489
they were already trying to turn a new leaf.

00:37:45.670 --> 00:37:50.639
So We basically came up with some narrative and

00:37:50.639 --> 00:37:54.000
the story of like this is how we're moving forward

00:37:54.000 --> 00:37:59.300
with our business and and not even touching that

00:37:59.300 --> 00:38:02.659
that commentary because If we had touched it

00:38:02.659 --> 00:38:04.579
then people are gonna start responding and saying

00:38:04.579 --> 00:38:06.320
other things and people were already gonna do

00:38:06.320 --> 00:38:08.000
that Anyway, they're already getting mad mouth

00:38:08.000 --> 00:38:11.059
that the company anyway So we just basically

00:38:11.059 --> 00:38:13.800
turned a new leaf and then any PR we did after

00:38:13.800 --> 00:38:17.360
that supported that comment that we made. And

00:38:17.360 --> 00:38:20.900
so it was, I mean, the day that it happened,

00:38:21.019 --> 00:38:23.360
it was kind of crisis. Everybody hands on deck,

00:38:23.679 --> 00:38:25.320
right alarms everywhere. Everyone's like, what

00:38:25.320 --> 00:38:28.539
do we do? But I think once everybody kind of

00:38:28.539 --> 00:38:31.219
calmed down, we walked through it verbally. We

00:38:31.219 --> 00:38:34.039
talked it out and we said, okay, look, actually

00:38:34.039 --> 00:38:38.000
we can't immediately address this. We can't respond

00:38:38.000 --> 00:38:41.679
immediately because doing that is just like one

00:38:41.679 --> 00:38:43.940
of the biggest mistakes you can do because sometimes

00:38:43.940 --> 00:38:46.670
you again, respond with emotion. You just go

00:38:46.670 --> 00:38:49.269
off the cuff. It usually doesn't come out right.

00:38:49.949 --> 00:38:51.969
Think about when you're in an argument with someone.

00:38:52.389 --> 00:38:54.789
You don't always get to say the right thing when

00:38:54.789 --> 00:38:58.730
you're in an argument. I am victim of that as

00:38:58.730 --> 00:39:03.130
well. It's really taking a beat and making sure

00:39:03.130 --> 00:39:05.010
you gather your thoughts. What direction do we

00:39:05.010 --> 00:39:07.989
really want to go in? Then once we took that

00:39:07.989 --> 00:39:10.570
pause, they realized, actually, we don't want

00:39:10.570 --> 00:39:12.760
to talk about this at all. We want to talk about

00:39:12.760 --> 00:39:15.599
what we are doing, like our new direction, our

00:39:15.599 --> 00:39:21.179
new brand vision, our new mission. And we want

00:39:21.179 --> 00:39:23.480
to talk about that. We don't want to reinforce

00:39:23.480 --> 00:39:26.619
the bad behaviors of these other people. And

00:39:26.619 --> 00:39:29.059
so that's what it is. And so you had to weed

00:39:29.059 --> 00:39:30.619
out all the crap. I love that you had to weed

00:39:30.619 --> 00:39:33.280
it all out. Really. And it's hard to do sometimes

00:39:33.280 --> 00:39:37.619
in the moment, right? I just like when I hear

00:39:37.619 --> 00:39:40.150
it, I can't help but say to myself, If you had

00:39:40.150 --> 00:39:42.010
to say it in the first place, then you probably

00:39:42.010 --> 00:39:44.409
do mean it. Yeah, that's your apology doesn't

00:39:44.409 --> 00:39:46.909
mean much. But okay, let's move on from there

00:39:46.909 --> 00:39:49.849
because I absolutely love this. Like, okay, if

00:39:49.849 --> 00:39:53.309
you're a business, you really need Ron Genie.

00:39:53.630 --> 00:39:56.730
Also, I am a believer I want to help businesses

00:39:56.730 --> 00:39:59.349
I you know, I grew up in a family business. I

00:39:59.349 --> 00:40:01.849
started my own business. I was a score mentor

00:40:01.849 --> 00:40:05.190
for over eight years helping businesses and how

00:40:05.190 --> 00:40:07.570
I help businesses is I don't leave a negative

00:40:07.570 --> 00:40:10.320
review. If I'm not happy with something, I'll

00:40:10.320 --> 00:40:12.599
talk to the manager. Why would I want to hurt

00:40:12.599 --> 00:40:16.360
a business with a negative review? Now I'm 62.

00:40:17.340 --> 00:40:20.860
So I am 62, but obviously when I was in my thirties

00:40:20.860 --> 00:40:22.960
and forties and like that my fifties, I knew

00:40:22.960 --> 00:40:24.800
better, but like thirties, I, I, you know, when

00:40:24.800 --> 00:40:26.559
internet maybe didn't even start in my thirties,

00:40:26.599 --> 00:40:28.980
I don't even know. But when internet first came

00:40:28.980 --> 00:40:30.639
out, maybe I felt like, well, I gotta be honest

00:40:30.639 --> 00:40:33.019
because blah, blah, blah. But I just want to

00:40:33.019 --> 00:40:36.519
say leaving a negative, leaving a negative review.

00:40:36.969 --> 00:40:41.289
Or just in the moment of being angry and saying

00:40:41.289 --> 00:40:44.010
something. I had a man who was actually a PR

00:40:44.010 --> 00:40:47.449
company. Oh, you won't believe this one. He said

00:40:47.449 --> 00:40:52.449
he was so mad at me for no real reason that he

00:40:52.449 --> 00:40:55.309
wished me dead. He didn't say he was going to.

00:40:55.449 --> 00:40:59.369
He just said, I hope you die. And then I said,

00:40:59.550 --> 00:41:01.369
what? Because my brain couldn't even calculate

00:41:01.369 --> 00:41:03.650
it. I was like, did he just say that to me? And

00:41:03.650 --> 00:41:06.559
then his next question was, are you heavy? And

00:41:06.559 --> 00:41:08.579
because I'm kind of a funny person, I said, well,

00:41:08.760 --> 00:41:12.559
some people may think I am. But the guy was scaring

00:41:12.559 --> 00:41:16.280
me. He really, I was like, oh my God. And then,

00:41:16.280 --> 00:41:19.500
you know what happened though? This is scary.

00:41:19.920 --> 00:41:23.460
Yeah. He was a PR, a booking agent. We had one

00:41:23.460 --> 00:41:27.849
of his clients. for a show to be a guest that

00:41:27.849 --> 00:41:30.789
his son never communicated correctly with our

00:41:30.789 --> 00:41:34.650
host so this beautiful guest was waiting on the

00:41:34.650 --> 00:41:36.889
zoom and she reached out to me and i'm like oh

00:41:36.889 --> 00:41:39.190
my gosh and the host was like oh i didn't know

00:41:39.190 --> 00:41:42.469
he never got back to me so a great interview

00:41:42.469 --> 00:41:45.750
beautiful episode i wrote back and i said hey

00:41:45.750 --> 00:41:47.309
it'd be great if we could talk about this because

00:41:47.309 --> 00:41:49.130
there's a couple things that we want to address

00:41:49.130 --> 00:41:52.050
that's when the father called me freaking out

00:41:52.050 --> 00:41:55.730
being so mean and then when we looked and looked

00:41:55.730 --> 00:41:58.969
at him, there's a website about him with his

00:41:58.969 --> 00:42:02.409
name and how negative he is. And like the horrible

00:42:02.409 --> 00:42:04.449
reviews, I have to say, if you have a website

00:42:04.449 --> 00:42:07.070
that was put like your name that someone's been

00:42:07.070 --> 00:42:10.909
paying for 12 years, it keeps like. and it's

00:42:10.909 --> 00:42:13.230
telling you that he's belligerent, he's mean,

00:42:13.550 --> 00:42:15.349
he'll yell and scream and all the things that

00:42:15.349 --> 00:42:17.889
I experience. I'm like, now that is, I don't

00:42:17.889 --> 00:42:20.289
even know how you come back from that PR. Wow.

00:42:20.530 --> 00:42:22.409
Yeah. I mean, that's pretty hard. I mean, you

00:42:22.409 --> 00:42:24.429
should be, I mean, if you're worried about your

00:42:24.429 --> 00:42:26.250
reputation at all, you should be checking that

00:42:26.250 --> 00:42:28.869
stuff, but maybe he wasn't worried about it.

00:42:29.070 --> 00:42:32.389
Maybe he was just living his life. No, I really

00:42:32.389 --> 00:42:34.489
don't think so, but I do feel like, um, and then

00:42:34.489 --> 00:42:36.170
even the other day, it's, um, someone was a little

00:42:36.170 --> 00:42:38.530
harsh to me and as they probably shouldn't be,

00:42:38.570 --> 00:42:40.130
then they had to apologize for being harsh. And

00:42:40.130 --> 00:42:41.230
you know, when he said I was a little harsh,

00:42:41.250 --> 00:42:43.409
I'm like, you really were because you know, you

00:42:43.409 --> 00:42:45.469
have to own it too, right? If you do make a mistake,

00:42:45.510 --> 00:42:48.210
I do believe in owning it. But I think this is,

00:42:48.250 --> 00:42:51.449
so after talking to you, I realized now businesses.

00:42:52.019 --> 00:42:55.280
really should have an arm. So you have your marketing,

00:42:55.420 --> 00:42:58.539
you have your CPA, you have your, your accountant,

00:42:58.840 --> 00:43:01.239
all, you know, I said the CPA and then have your

00:43:01.239 --> 00:43:04.219
public relations, whether, so how do people hire

00:43:04.219 --> 00:43:06.760
you instead of the content? I would even say,

00:43:06.820 --> 00:43:08.940
I would even say apart from that, because not

00:43:08.940 --> 00:43:11.880
everybody can hire every little part of that.

00:43:12.260 --> 00:43:14.980
I would say hire someone who's in communication

00:43:14.980 --> 00:43:17.840
versus marketing or PR. I mean, If you're going

00:43:17.840 --> 00:43:19.980
to have to pick something, I'm going to be very

00:43:19.980 --> 00:43:23.119
honest, I think having a communications person

00:43:23.119 --> 00:43:26.039
who's done both of those things is better. PR

00:43:26.039 --> 00:43:28.219
gives you a lot of interesting skills that you

00:43:28.219 --> 00:43:30.380
don't pick up in marketing and other place sales

00:43:30.380 --> 00:43:33.099
and other places because you do have that crisis

00:43:33.099 --> 00:43:36.079
mind, you have that communication mind, you have

00:43:36.079 --> 00:43:40.179
a way of... writing and speaking that might be

00:43:40.179 --> 00:43:42.800
a little more clearly than someone who's promoting

00:43:42.800 --> 00:43:46.119
products or selling something. If you're going

00:43:46.119 --> 00:43:49.800
to pick one, I would say hire a well -rounded

00:43:49.800 --> 00:43:51.579
communications person. They don't have to be

00:43:51.579 --> 00:43:54.699
an expert in PR, but at least some background

00:43:54.699 --> 00:43:58.360
in PR and marketing, and that way you can cover

00:43:58.360 --> 00:44:00.480
both bases. Now, if you have the budget for both,

00:44:00.699 --> 00:44:03.800
yes, do both completely. But I think if you had

00:44:03.800 --> 00:44:07.469
to pick one, I would say, don't hire a marketing

00:44:07.469 --> 00:44:09.809
person expecting them to know PR because I've

00:44:09.809 --> 00:44:12.289
met a lot of marketing people who only know marketing,

00:44:12.550 --> 00:44:16.289
you know? So I think it's amazing. I thank you

00:44:16.289 --> 00:44:18.090
for correcting me and actually making that make

00:44:18.090 --> 00:44:21.489
sense. What about I am a restaurant and I have

00:44:21.489 --> 00:44:24.349
a new fruit coming in or, oh, I just taught.

00:44:24.449 --> 00:44:26.530
Oh my God, I had the greatest guy last Friday

00:44:26.530 --> 00:44:30.130
with Millie's sipping broth. Oh, I've heard of

00:44:30.130 --> 00:44:33.909
this. I've heard of this new broth. delicious

00:44:33.909 --> 00:44:36.170
millies. It's amazing. But let's just say he

00:44:36.170 --> 00:44:38.510
was going to hire PR. Is his best bet to hire

00:44:38.510 --> 00:44:41.670
a PR agent that would be understand the food

00:44:41.670 --> 00:44:44.670
industry, so their connections. So stick with

00:44:44.670 --> 00:44:47.369
your industry. So PR person that's in that niche

00:44:47.369 --> 00:44:49.550
market. Yeah. If you can stick with your industry,

00:44:49.789 --> 00:44:52.369
do that. Or if you're hiring a freelancer, which

00:44:52.369 --> 00:44:54.949
a lot of people do, make sure they have some

00:44:54.949 --> 00:44:57.590
kind of experience in that food space. The food

00:44:57.590 --> 00:44:59.230
space is going to be so much different than me

00:44:59.230 --> 00:45:02.739
selling a gadget. I'm working with of speakers.

00:45:03.619 --> 00:45:05.340
I've been doing this for a long time, so I could

00:45:05.340 --> 00:45:08.960
probably do a food item, but that's not my best

00:45:08.960 --> 00:45:12.000
space. You really do want to hire someone who's

00:45:12.000 --> 00:45:15.800
done other food -like products before that knows

00:45:15.800 --> 00:45:17.880
some of the restaurant people or some of the

00:45:17.880 --> 00:45:21.940
food retail folks or some of the food and beverage

00:45:21.940 --> 00:45:25.559
reporters. journalists at different publications

00:45:25.559 --> 00:45:28.579
that love to try new food and beverages. So yeah,

00:45:28.699 --> 00:45:30.820
you want to hire someone specific to your industry

00:45:30.820 --> 00:45:33.780
for sure. I love that. Then I 45 minutes talking

00:45:33.780 --> 00:45:37.230
to around Judy went by like I love this conversation.

00:45:37.510 --> 00:45:41.289
I'm so glad that we communicated and so that

00:45:41.289 --> 00:45:43.530
we can have you on the show. This will be turned

00:45:43.530 --> 00:45:47.230
into a podcast. And you're the CEO of Silver

00:45:47.230 --> 00:45:50.710
Telegram. The website is silvertelegram .com.

00:45:51.070 --> 00:45:53.530
If you can go watch the video, you will not be

00:45:53.530 --> 00:45:56.150
disappointed. I cannot stop staring, right? I'm

00:45:56.150 --> 00:45:59.130
just like, I just, you have, you're just beautiful.

00:45:59.469 --> 00:46:02.150
And I just, I love what you're doing. So, and

00:46:02.150 --> 00:46:04.579
you're in Maui. I'm going to go to the beach

00:46:04.579 --> 00:46:08.420
today and take a picture. I think we're going

00:46:08.420 --> 00:46:12.320
to go to the beach this weekend. I'll send you

00:46:12.320 --> 00:46:15.320
a poll. It's winter, so we get a lot of rain

00:46:15.320 --> 00:46:19.019
in winter time. The second thing about winter

00:46:19.019 --> 00:46:22.219
is a little bit colder and relatively colder,

00:46:22.940 --> 00:46:24.920
but the great thing about winter is we get lots

00:46:24.920 --> 00:46:28.679
of rainbows. I did get a chance to do two weeks

00:46:28.679 --> 00:46:31.199
in Maui, and I will tell you, I was like the

00:46:31.199 --> 00:46:34.960
coral reef king. I was like, excuse me, sir,

00:46:35.099 --> 00:46:36.659
get off the coral reef. I can tell you're standing

00:46:36.659 --> 00:46:38.460
on it. That was mostly my husband. I'm like,

00:46:38.599 --> 00:46:43.449
dude, get off the coral reef. I was so mad, you

00:46:43.449 --> 00:46:45.090
know, right? And then he's flipping with the

00:46:45.090 --> 00:46:47.590
turtles, but respect the nature because it's

00:46:47.590 --> 00:46:50.670
so beautiful. And stay off the corals. That's

00:46:50.670 --> 00:46:52.989
really important. Stay off the coral. Yes. One

00:46:52.989 --> 00:46:54.969
little foot touching it. Boom. You've just cut

00:46:54.969 --> 00:46:57.099
the coral. I know, right? It's awesome. Okay,

00:46:57.400 --> 00:47:00.059
I will let you go. Thank you so much for joining

00:47:00.059 --> 00:47:02.300
me. I really, I learned a lot so I know everyone

00:47:02.300 --> 00:47:04.659
else will. We'll do the show notes to perfectly

00:47:04.659 --> 00:47:07.699
represent how wonderful you are. And look how

00:47:07.699 --> 00:47:09.780
brave, bold, and beautiful. So you are not afraid

00:47:09.780 --> 00:47:11.619
of being live and I love that about you too.

00:47:11.719 --> 00:47:13.880
So I'd be happy to support everything. Are you

00:47:13.880 --> 00:47:16.780
on LinkedIn? of course, of course. Yes. See,

00:47:16.920 --> 00:47:18.599
of course, of course, of course. I'm the only,

00:47:18.880 --> 00:47:20.639
I'll, you'll probably find me really easily.

00:47:20.820 --> 00:47:23.780
Ronjini Joshua goes straight to me. So I love

00:47:23.780 --> 00:47:25.659
it. Okay. If I see that you need any help with

00:47:25.659 --> 00:47:27.960
LinkedIn, I'm going to give you some tips because

00:47:27.960 --> 00:47:30.719
I'm the tip queen. I love to like, please. I

00:47:30.719 --> 00:47:33.900
love tips. Do you have your silver telegram as

00:47:33.900 --> 00:47:36.760
a company page? Of course, of course. I know,

00:47:36.760 --> 00:47:39.320
but some people don't. I know. I know. All right.

00:47:39.480 --> 00:47:41.739
I love it. I love it. And then also, well, I

00:47:41.739 --> 00:47:44.119
don't know if I have any, I'll send you a form

00:47:44.119 --> 00:47:46.159
that maybe so that if you have guests that we

00:47:46.159 --> 00:47:49.519
could book on our podcast because I do work with

00:47:49.519 --> 00:47:52.500
Market Domination LLC, Seth Green, who runs the

00:47:52.500 --> 00:47:55.400
Sharkpreneur podcast with Kevin Harrington. Brilliant,

00:47:55.920 --> 00:47:58.739
brilliant, brilliant. And so he has a variety

00:47:58.739 --> 00:48:00.440
of podcasts, and we're always looking for guests.

00:48:00.960 --> 00:48:02.880
So thank you for letting me do that little spiel.

00:48:02.940 --> 00:48:05.420
I hope, Seth, I hope you don't mind. And everyone

00:48:05.420 --> 00:48:07.500
have a great rest of the day. Thank you so much,

00:48:07.659 --> 00:48:12.239
Rajini. I love you. Thank you. Oh, yes. Aloha.

00:48:12.239 --> 00:48:15.900
All right, I'm going to end it now. Amazeballs.

00:48:17.099 --> 00:48:17.679
So good.