The Communicate Influence Podcast

Sheelagh Caygill
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We explore the essential aspects of communications, marketing, and writing. Podcast interviews with thought-leaders look at important influences that shape a PR pro’s or marketer’s work and creativity for the better. Show host Sheelagh Caygill uses her experience as a journalist to ask guests probing questions, often revealing little-known tips and insights. Episodes always offer listeners solutions to common problems and actionable tips. Sometimes the topics we explore will have a less direct impact on our immediate goals, but they still matter. Episodes have delved into communicating with influence, enhancing leadership communications, and the connection between emotive content writing and poetry. Our guests, just like our listeners, are global. As much as possible, we go beyond international borders and engage in issues affecting PRs and marketers around the world. We feature trend updates, such as the growing force of artificial intelligence in communications and marketing, working on climate reality campaigns, and dedicated leadership support for reputation management and a powerful brand presence. Host Sheelagh Caygill welcomes episode suggestions! Listen in and join the conversation at Communicateinfluence.com

  1. 2025-07-02

    Businesses relying too much on gen AI content risk brand recognition, authority, and trust

    Sheelagh Caygill and Mariya Delano, CEO of Kalyna Marketing, explore the evolving role of generative artificial intelligence (AI) in marketing and creativity. Mariya discusses how she integrates AI into workflows. Kalyna Marketing uses AI for streamlining admin tasks, automating repetitive processes, and enhancing efficiency in areas such as data analysis, scheduling, and customer segmentation. But Mariya warns that marketers and content creators who rely too heavily on AI for content creation are taking huge risks with their own or a client's business. Mariya uses the Greek framework of the types of persuasionin her analysis of the current state of gen AI: logos and pathos. Logos was logic, facts, and information while pathos was emotion and feeling. Mariya sees so many marketers missing the value of the pathos, which makes content worthwhile. Gen AI can make content look and feel good, but nobody remembers it. It feels empty. AI content, she says, is missing the heart, the pathos, and the feeling. AI is never going to get the best results or deliver the things that truly make an impact. You can't have brand recognition, brand authority, or long-term brand trust with AI, because it's regurgitating information from everybody else,  whether it be a Nabokov novel in the 50s or Joe Smith writing a blog post three months ago in your competitor's blog. Mariya explains that gen AI lacks cohesive emotion driving the creative process. With a human heart is behind creation, the creative process is tied together through the emotion of the writer, the artist, or the editor. Resources & links from Mariya: From Alex Birkett on the business and SEO impacts of AI use and what will matter in content going forward. By Julie Angwin, breaking down hype around AI and common myths promoted by AI vendors. MIT Tech Review article by Scott J Mulligan about how AI output quality reduces when it's trained on poor quality materials, and that as time goes on and more of the internet becomes AI generated, the quality of AI tools will likely go down . Research from Distributed AI Research Institute (DAIR). DAIR looks at AI a lot more critically and holistically in terms of harms to marginalized populations, impact on human lives, and imagining more ethical, alternative frameworks for AI.  ThreatLabs AI Security report with good stats about the amount of cybersecurity issues from common AI tools, and the second section detailing how AI use can be security threats is extremely interesting for any marketer. Mariya sees this trend playing out over and over - namely the ways that authenticity on the internet (specifically on YouTube) got commodified and emulated to the point of losing the initial spark and connection with creators that made this kind of content effective to begin with. This video is an older essay on the subject. "No One Makes Good Video Essays Anymore" - a video about commodification of educational content, the point of an essay, and how artistic sensibilities and taste can get harmed while chasing algorithms. A masterful short YouTube video on a conservative Twitter cartoon and DOGE, but it actually makes one of the most profound points about AI - as the video goes on, the creator strips more and more parts of it that are "inefficient", stripping it down to the laziest, simplest to produce version by the end. Mariya got chills seeing how much the quality dropped and how much the magic disappeared. "When we automate things because they don't seem essential, this is the kind of appeal our work loses," she observes. A LinkedIn article from Mark Stouse, noting how our current AI technology reflects what is easiest to make, not what might be most helpful and that trying to make computers approximate human intelligence is limiting, thinking about what we can get computers to do to COMPLEMENT humans instead is much more interesting and valuable. The AI Quality Coup - by Julie Zhuo asks what constitutes quality work in the age of AI.

    1 tim 16 min

  2. 2025-04-10

    Gen AI in leadership communications management and PR

    In the first full episode of season two of the Communicate Influence podcast, I have an engaging conversation with Bob Pickard, public relations counsel to names in the news and leadership communication authority, on the transformative role of artificial intelligence (AI) in PR and communications. Bob, a seasoned PR professional, shares insights from his lecture late last year at Boston University, emphasizing that while AI is revolutionizing PR practices with tools like ChatGPT, the core principles of the profession remain unchanged. Bob highlights how AI enhances PR work by enabling faster and more strategic decision-making. For instance, he uses ChatGPT as a "PR muse" to generate ideas, refine strategies, and assist in crisis management by providing actionable insights. However, he stresses that AI should not replace human judgment. He advises against relying on AI for final edits or public-facing content, as it lacks the nuanced understanding of tone, ethics, and human connection essential in PR. We delve into the dichotomy between AI’s potential and its limitations. Bob notes that while AI can amplify creativity and efficiency—helping PR professionals craft smarter campaigns—it cannot replicate the depth of human relationships or the experience accumulated over decades. He underscores the importance of maintaining a "human voice" in corporate communications and ensuring rigorous fact-checking to avoid errors or "hallucinations" in AI-generated content. Bob also explores the ethical challenges posed by AI. They express concerns about the misuse of generative AI for spreading misinformation or propaganda, particularly by malicious actors. Bob calls for stronger ethical governance to address these risks, warning that technology is advancing faster than the frameworks needed to regulate it. We touch on how AI is reshaping industry dynamics. Bob predicts that commoditized PR services will diminish as organizations increasingly use AI internally for routine tasks. However, agencies and professionals who prioritize relationship-building and deliver bespoke, high-value services will thrive. He emphasizes that human connections remain irreplaceable in PR, as they foster trust and understanding that technology cannot replicate. Finally, Bob reflects on the evolving media landscape, likening AI’s integration into search engines and social media to previous media revolutions like television and radio. He concludes with a hopeful message: while AI is a powerful tool, the essence of PR lies in human creativity, ethical practice, and meaningful relationships—qualities that technology cannot replace.

    1 tim 13 min

  3. 2025-04-08

    Marketing, PR, and communications podcast Communicate Influence returns

    Hi, we're excited to announce that after a long break, the Communicate Influence podcast returns. The first five or so episodes of season two will focus on artificial intelligence from all angles. Be sure to listen and sign-up for our newsletter to avoid missed a guest who matters in your industry. Transcript: Welcome to the Communicate Influence podcast. It's been about two or three years since I released the last episode of this podcast show. And I know it's never a good idea to start a podcast and then drop it without notice. But sometimes life gets in the way and you just can't find the energy or the time to produce a good episode. I'm happy to say that the podcast is relaunching. And in the next five or six episodes, I'm going to be focusing on artificial intelligence and speaking to some people who really know how AI is impacting public relations, marketing, communications, and writing. My first guest is Bob Picard, a seasoned communications pro who provides counsel and issues management advice to CEOs around the world. Next up will be an in-depth conversation with Mariya Delano of Kalyna Marketing in New York. She studied computing and physics before completing a degree in literature and creative writing. And so she offers a unique perspective on what AI can bring and cannot bring to marketing. If you'd like to hear about the additional guests I have lined up to speak about AI, sign up for the Communicate Influence newsletter at CommunicateInfluence.com. That's Communicate Influence written as one word and then.com. And the next episode with Bob Pickard will be dropping in a few days. Thanks so much.

    2 min

  4. 2022-04-07

    How to Create an Independent Podcast with Maureen Armstrong

    Even though the podcasting landscape is getting increasingly more crowded, the amount of people listening continues to grow too, which means that podcasts are still one of the most effective ways to get your message out there.  If you’re looking to create and launch an independent podcast of your own, or even if you’re just an animal lover, today’s episode is a must-listen! Tuning in, you’ll hear from the creator and host of The Animal Guide for Curious Humans Podcast, Maureen Armstrong, as she shares invaluable insights into what it’s like to plan, create, and launch an independent podcast show.  Maureen is very  busy, but she still managed to fit in creation of a podcast show. A lawyer, Maureen is also York University Ombudsperson, Toronto, and Chair of the Board of Directors of world Animal Protection Canada.  We discuss what motivated her to begin podcasting, how she approaches episode planning, and her passion for connecting with guests, as well as the value of finding technical support, tips for growing an audience, and so much more! We hope you’ll join us for this fascinating conversation with animal advocate and podcast host, Maureen Armstrong. Key Points From This Episode: Insight into her inherent passion for animals and her decision to become a lawyer. Learn more about World Animal Protection Canada and Maureen’s role there. Maureen comments on animal welfare during the crisis in Ukraine. Why she chose podcasting as a platform to share practical information about animal welfare. Finding your niche; the value of researching other podcasts in the space you’re interested in. What you can expect from The Animal Guide for Curious Humans Podcast. The story behind the name of Maureen’s podcast and tips for deciding on a unique name. Maureen’s advice for artwork selection and deciding on the look and feel of your brand. More on the goals and objectives of her podcast and her vision for the future. The importance of viewing audience feedback as a learning experience. Insight into episode planning, which Maureen believes is the most difficult part of podcasting. Why she says that connecting with guests is the most rewarding part of podcasting. Advice for budding independent podcasters: find technical support and pivot as necessary. Some of the podcasts that Maureen loves to listen to herself. Links Mentioned in Today’s Episode: Maureen Armstrong on LinkedIn Maureen Armstrong on Twitter Maureen Armstrong on Instagram The Animal Guide for Curious Humans Podcast World Animal Protection Canada ‘Animal welfare during the Ukraine crisis’ Freakonomics Podcasts Animal Law Podcast Ten Percent Happier Podcast Communicate Influence

    47 min

  5. 2021-10-05

    Why it's time for PR pros and marketers to explore voice tech

    It's still early days in the world of voice tech, but already PR and marketing professionals are exploring what it can do for brands and audiences. Carl Robinson, a podcast consultant and voice tech pro based in France. He owns a podcast consulting agency called Tizz Tech. Carl explains that lots of brands are experimenting with voice technologies in different ways to determine what works, and to discover, define best practices, and share that information.  Rumble Studio Carl explains that there are various movements, such as the Open Voice Network, which is sharing and defining standards for voice tech across many industries.  Content discovery In the comms and marketing world, one of the most obvious examples is content and content discovery through voice search. "More and more content is being found through voice search as users ask their smart speakers or phones for whatever they are looking for," explains Carl. "Companies are optimizing their web content for Google Assistant and the other smart speakers so that it's surfaced as a voice search." Content can include pages created and optimized for voice which are then synthesized by the text-to-speech engine, and then read out through a smart speaker. It can also be actual audio content that a brand creates, such as a podcast or micro-cast, which is then returned by Google.  There are now interactive voice response systems (IDR) with natural language understanding, and also call analysis. New technology is even able to transform heavy accents so that they are more easily understandable to customers. Smart speakers are also being used by marketers for branding campaigns. Carl cites the example of Skilled Creative in the US, which is working with Meredith Corporation to produce custom voice tech apps for branding campaigns.  Proceed with caution Carl says that agencies wanting to get into voice tech should do a lot of research first, because developing voice tech is not like building a website. Consider working with an agency. You can also use free tools like Voice Flow but don't underestimate the amount of work voice tech creation can take because it's complex and time-consuming. Carl says that, at a minimum, comms and marketing pros should educate themselves about voice tech, and that means reading, listening to podcasts, and asking questions. Use the hashtag #voicefirst on Twitter for questions and conversations.  Voice tech isn't a flash in the pan and it isn't going away. It's going to change the way we interact with all the devices around us. It behooves you to know what's coming up. You can find Carl on Twitter and LinkedIn, and be sure to listen to his Voice Tech podcast!

    19 min

  6. 2021-08-24

    Product-led SEO: A strategic, holistic path to business growth

    Eli Schwartz is an SEO expert and the author of the new book, Product-Led SEO. Eli has more than a decade of experience driving successful SEO and growth programs for leading B2B and B2C companies.  He helps clients like WordPress, Shutterstock, BlueNile, Quora, Getaround, Mixpanel, and Zendesk build and execute Global SEO strategies that dramatically increase their organic visibility at scale. In this interview with Communicate Influence, we discuss SEO from a content writer's perspective, as well as some of the important questions around SEO. Eli wrote his book to create a conversation around SEO for for executives and leaders on how to understand SEO, how to fund SEO, how to plan for SEO and how to strategize SEO. It's also for the SEO managers and the content managers in terms of how to think about SEO from a strategic and holistic standpoint, rather than just from a tactical standpoint. Eli addresses of issue of high expectations with SEO and also it's lack of business visibility. "The problem—and something I've been hoping to address with my — book, is that SEO doesn't have enough business visibility.  "They're focused sometimes on these myopic metrics around here's my ranking or here's the traffic I've gotten, instead of this perspective of I'm here operating a channel to grow more business or to grow more revenue in total for this business." The question businesses need to answer when it comes to SEO is: What can I do to help grow business, rather than what can I do immediately to create just traffic on this page.  "It's important to have that perspective and do your best within that environment," explains Eli, encouraging SEO professionals to be a part of the holistic view in the holistic strategy of the entire business, rather than just this is what I'm going to do that's good for SEO, and that's it. What is product-led SEO?  To understand product-led SEO, you really need to understand what product-led SEO is not, says Eli. "Product-led SEO is not content-led SEO," says Eli. "The way most people are going to do SEO is they're going to look at their core business product, and core business, and go to a keyword search tool to discover what the keyword is that they should put around for their core product offering. The next step most businesses take is to write some content that will be their SEO." However, for Eli, product-led SEO is much more holistic than content-based SEO. With product-led SEO, a business creates a product—or an asset—for the search users. And when you're creating that asset for the search user, it's not just a blog post that you intend to rank on one keyword. Eli explains that product-led SEO involves the creation of an online product or asset that a business uses to rank according to the needs of prospective clients or audience.  "I'm now thinking of who is the user, because when you create products, you want to think about who the user is, and the roadmap to launch that product." Examples of products include directories with content, or proprietary content. For some organizations such as consultancies, key issues that require questions and answers can serve as the product around which to build SEO.  The next questions to ask are what resources are required to launch the product. "It's no longer just needing content because that is SEO. It's: 'Will I need a designer? An engineer to help launch that product? A content writer to write the right amount of content for that. Maybe I need some digital and visual assets'." Full show notes at Communicateinfluence.com https://communicateinfluence.com/ a re

    30 min

  7. 2021-06-21

    How To Use Storytelling To Grow Trust And Empathy, Navigate Uncertainty

    Imagine giving an important presentation and suddenly hearing a strange noise coming from the back of the room.  It takes only moments to discover that the sound is loud snoring from a man who's dozed off. Yes, someone has fallen asleep during your presentation. Any presenter would feel badly. But only a handful would feel so affected y the experience that they'd eventually go on to write a book about storytelling, and the importance of storytelling in business. Why storytelling in business matters Colleen Stewart, author of The Story Compass: Navigating Through Uncertainty In Your Business, says that when we're at work we don't understand the power of story. "On a conscious level we don't talk about it that way. And so we don't always go to it automatically." Colleen says that in almost any setting just presenting a list of features in bullet-point form isn't going to persuade, convince, or be memorable.  "It's not captivating, it's not easily remembered, and it doesn't immediately communicate meaning." To use the power of story we need to first of all "Talk about it, pull it out, open it up, and look at it for what it is and really understand how stories work. And then we can do it with more intention in business." Businesses have moved away from storytelling but are recognizing that they need to get back to storytelling, and Colleen thinks it's almost become a bit of a buzzword.  "There is a gap in our knowledge now of what a story actually is. So it's fine to say, as a business, okay, we have to tell a story, we have to make an emotional connection, we're going to communicate in a way that is relatable, we're going to communicate in a way that creates mental pictures.  "Wonderful, but how do you do that? And that's the answer that I think is often missing, with a lot of services and, and consulting programs and efforts by marketing teams is that they don't actually know how to do it. And that's not a criticism. It's just, I think it's the reality. Interpret what you know to give value to clients The mistake many consultants make in a first meeting or presentation is simply sharing all the knowledge they have.  Your audience doesn't want to know everything you know. They don't have the time or the attention span for that. What they want to hear is how you interpret what you know into something meaningful for their world. How are you going to solve the problem with them and for them with what you know?Colleen Stewart Four types of stories: Vision, Knowledge, Value, and Journey When Colleen began working with clients on storytelling for their businesses, they'd say this is great, but that they didn't have any stories to tell. That was the seed that planted the idea for the book. She has identified four story types that every business can share: Vision stories, knowledge stories, value stories, and journey stories.  "We come back out of there and to a point where we're transformed, we know something new, maybe we have a new offering as a business that we can then share with the world. " Find Colleen on Linkedin. Her business is Perfect Pitch, based near Toronto, Canada. Be sure to read The Story Compass: Navigating Through Uncertainty In Your Business. a rel="payment" href="https://www.buymeacoffee.com/communicatein

    54 min

  8. 2021-05-14

    How To Be a Successful Leader. Lead Yourself Well, Adopt a Servant-Leadership Mindset

    Alain Hunkins is a leadership expert who sits at the intersection of the science and the art of leadership. He has a deep understanding of the psychology of leadership, and his new book, Cracking The Leadership Code, reveals the in valuable principles and practices that Alain has developed and refined during the 20+ years he's worked with leaders. In this episode, you will discover Alain's gift for translating complex concepts from psychology, neuroscience, and organizational behavior into simple, practical tools that can be applied on the job. Alain's definition of leadership is anytime any of us are trying to influence anyone to get something done. "That is leadership. And if you think about it, we're all leading ourselves every day. If the cornerstone of good leadership is connection, the first person that I need to connect with is myself." Leadership today is in pretty poor shape. In fact, says Alain, only 23 percent of leaders are effective. Problems Inherent In Hierarchy and Power Says Alain: "If you look at the nature of hierarchical organizations, which most of us work in . . . it is a hierarchy for most of us. There's someone you report to. One of the challenges of hierarchy is that when people get into positions of power, power is an intoxicant. "So, when people are in these positions of power, they're not likely to say: 'I'm in this leadership role. What my job is to do is to unlock the potential in others. And the best way to do that is to ask the people I lead - and this is a servant leadership mindset they would be having - is to ask them, What can I be doing better to serve you?'. The key, says Alain, is that we learn to take feedback, and then we apply it. "But to take feedback, we have to be willing to be much more malleable with our egos. And for many of us, that's just that's too scary." Seek feedback Alain sees the solution in managers learning to stop taking feedback so personally, or as an afront to their value as a human being. Alain says the keys are in leaders seeking feedback, coaching, and developing self-awareness.  One of my colleagues, Tasha Eurich, has this wonderful book called Insight. And she says only about 12 to 14% of the population has any real degree of self-awareness. So do things that will bump up your level of awareness so that you can be much more effective!" Alain has worked with tens of thousands of leaders in over 25 countries, and served clients in all industries, including 42 Fortune 100 companies. He delivers dynamic keynotes, seminars, and workshops covering a variety of leadership topics including communication, teambuilding, conflict management, peak performance, motivation, and change. Author of more than 400 articles, and been published in Fast Company, Forbes, Business Insider, Chief Executive, Chief Learning Officer, The Association for Talent Development, CEO Refresher, and the American Management Association. With his Master’s in Fine Arts in Acting from the University of Wisconsin-Milwaukee’s Professional Theater Training Program, and a BA from Amherst College, Alain also serves on the faculty of Duke Corporate Education, ranked #2 worldwide in 2019 by Financial Times on its list of customized Executive Education programs. Alain has  lectured at UNC Kenan-Flagler’s business school and Columbia University. Discover Alain on LinkedIn or at AlainHunkins, where you can also read about his 30-day Leadership Challenge. Support the show

    37 min
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Om

We explore the essential aspects of communications, marketing, and writing. Podcast interviews with thought-leaders look at important influences that shape a PR pro’s or marketer’s work and creativity for the better. Show host Sheelagh Caygill uses her experience as a journalist to ask guests probing questions, often revealing little-known tips and insights. Episodes always offer listeners solutions to common problems and actionable tips. Sometimes the topics we explore will have a less direct impact on our immediate goals, but they still matter. Episodes have delved into communicating with influence, enhancing leadership communications, and the connection between emotive content writing and poetry. Our guests, just like our listeners, are global. As much as possible, we go beyond international borders and engage in issues affecting PRs and marketers around the world. We feature trend updates, such as the growing force of artificial intelligence in communications and marketing, working on climate reality campaigns, and dedicated leadership support for reputation management and a powerful brand presence. Host Sheelagh Caygill welcomes episode suggestions! Listen in and join the conversation at Communicateinfluence.com

Information

  • Skapad av
    Sheelagh Caygill
  • Aktiva år
    2019 - 2025
  • Avsnitt
    59
  • Åldersgräns
    Barnvänligt
  • Copyright
    © Sheelagh Caygill
  • Programmets webbplats
    The Communicate Influence Podcast