Greg Perotto

Me and a couple of partners founded ScoopFindr back in 2021 as an app alternative to the old-school newsletter format...I've worked in tech PR for most of my career, but it was my first time on the other side of the fence--experiencing the "build" process as a tech founder. Full disclosure: It has not been easy! Huge learning curve, especially when it comes to balancing two businesses. BUT, I feel like the timing is finally right to accelerate our efforts given what's happening in the world of media relations right now: -High media turnover + a growing economy of freelancers who are craving expert sources -An continuously increasing ratio of PR pros to journalists (which continues to overwhelm email inboxes) who have stories to share -Ongoing changes/frustration with cluttered social platforms like X / LinkedIn I believe we need and deserve a new, niche, easy-to-use platform that offers a seamless way to exchange information that benefits all parties--so we built it for iOS to start, and are looking for honest feedback! In order to do so, we're seeking journalists to test the app so PR pros can prove their value. Please tag your favorite writers here! Download the app for free on iOS today (turn on notifications), and feel free to shoot me a DM with your notes: https://scoopfindr.app/ #publicrelations #HARO #mediarelations #journorequest #media #techstartup #PRweek

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Beware the AI bear trap that turns thought leadership into thought laggardship. Don't get me wrong: AI is a transformational technology, but it's not a silver bullet. In this piece for our Edelman website, I'm looking at the AI pitfalls that companies must avoid. https://lnkd.in/e377u73i #thoughtleadership #ai #artificialintelligence #content #goodwriting

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Over the past 20+ years, Mission North has supported companies through critical milestones and communications opportunities – such as launching out of stealth, creating a category, entering the public markets, or driving catalyzing industry movements. Many of our clients come to us for support during “champagne moments,” and stick with us to differentiate as they evolve, which often requires educating skeptics and confronting challengers. Our goal: to provide clients with a guide to what’s most impactful to their business — reputation management, thought leadership, content marketing, digital marketing, and beyond — to help them navigate and operate from a position of strength. We’ve codified our approach with Brand Navigator (unveiled today on our updated website!), which crystallizes our approach to support clients through critical moments: ⚒️ Build: Rally people around an audacious vision and category-defining opportunity. 🚀 Scale: Grow from idea to IPO with an undeniable performance narrative. 🗽Lead: Own the category and become the industry standard for your peers. 🔒Protect: Defend your license to operate while managing increased risk and stakeholder complexity. 🌱 Renew: Reclaim the lead and offer new reasons to believe your best days are still ahead. This framework helps us adapt to companies’ changing comms needs over time and partner with them for the long haul. When we all have so much flying at us at once, it can be hard to prioritize where to begin. It can be grounding to lean on Brand Navigator as a framework to guide clients, and reassure them that while their situation is unique and often decisions need to be made quickly, there are tried and true approaches we can lean on to craft a communications strategy that we are confident will work. Check out our blog on Brand Navigator and try to plot your business on the map. Where does your company fit? #communications #corporatecomms #PRstrategy #brandstrategy https://lnkd.in/eZkpTqzN

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⚡️DATA ALERT⚡️ The banking & CU industries are different than they were a decade ago. I've been waiting for an updated take on what it means to be someone's primary financial institution. The wait is OVER! 🥳 In 2023, Neobanks won nearly half of all checking accounts. Consumers now manage relationships with dozens of financial providers, and everyone is glued to their phones. What does it take to win PFI status in a mobile-first era? Download the report to find out. https://lnkd.in/gTJ8Hs2z

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As a #comms leader, there are several takeaways I appreciate about this article, the primary one being: communications work is strategy work. (It's not an accident that Biden's Chief Strategist is also his speechwriter.) The act of framing and messaging a decision is often what helps leaders to more fully appreciate, and feel secure in, the impact and implications of their choices. Time to kick off the campaign of a lifetime... #LetsGo

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The Highwire team put AI writing to the test. Sure, it's fast and easy, but does it deliver the best business results? Spoiler alert - it could be doing more harm than good. Read on for where to use and not use AI in content marketing - https://lnkd.in/gkixqe89 #PR #DigitalMarketing #content #AI

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The secret sauce 🥫 when it comes to creating an effective internal comms strategy is... 🥁 RELEVANCY Great tips on how to adapt your internal communications globally for those looking to expand, including this beauty from our very own Bradley Keenan 🏂 . "Segment content for specific groups to prevent them being overwhelmed - As your team expands to a global scale, it becomes critical to ensure that your communications are reaching the right people. Your internal communications platform should have the functionality to segment content for specific groups, including region, language or department. This prevents employees from becoming overwhelmed with notifications and emails that weren't meant for them." Via Forbes : 13 Steps To Adapt Your Internal Comms Accordingly Grab all 13 in the comments below.

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It's always surprising how often and easily B2B brands (especially in tech) forfeit their humanity based on the misguided fear that empathy equals loss in credibility. That's just not how buyers (ahem, aka real people) operate. We know that 35% of enterprise leaders will consider #PostgreSQL for their next project. We also know that the great majority of that group really believe in the power of #AI to change their world. Today's technologists and data teams are less defined by job titles, and more defined by the challenges they are engaged in solving for: 🚫Painless Oracle migrations to a more modern environment ☁ Greater agility across clouds 📊 Rapid analytics without disrupting performance ❇ The confidence of to 5 9's high availability 🔍 Intelligent observability across the data estate We're designing a world where these builders and explorers can realize the near-infinite potential of the world's leading database (Postgres) to solve real challenges. This is EDB, this is Postgres® for the AI generation. #EDBPostgresAI #JustSolveitWithPostgres #datamanagement www.enterprisedb.com

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If your organization thinks the newest generation is ready to take you to the next level, think again. Gen X defined resiliency in the modern tech age. We know what works, what didn’t and more importantly why. And we know how to communicate that up to management and over to clients, partners and stakeholders. We developed most of the tech that has led us here, so we’re game for more! We aren’t old, stodgy or past our prime. We are relevant, resilient and knowledgeable - and we can get you to the next level of success. [post below pulled randomly from internet but ask any Gen X, it’s true] They call us “Gen X” We were born in the mid 60’s, 70’s, and early 80’s. We grew up in the 60’s-70s, -80’s, studied in the 70s-80s-90. We dated in the 80s-90s. We got married and discovered the world in the 90s-2000’s. We ventured into the 2010’s and stabilized them. We became wiser in 2015 - after the crash of 2008. And firmly moved through 2020 like a boss. We’ve lived in multiple very different decades. TWO different centuries. TWO separate millennia. We have gone from landline telephones with a long winding chord to wireless video calls anywhere in the world. We’ve gone from barely visible rotary family slides to YouTube, vinyl records to online music, handwritten letters to email and social media. From live radio and black and white television, to color television and then to HD television. I went to Blockbuster video stores - and was kind to rewind - and now I watch Netflix. We met the first computers, punched physical timecards at our first jobs, used 5 ½ and then 3 inch floppy disks and now we have gigabytes and megabytes on our smartphones. We wore short shorts (dolphin) in our childhoods and then ripped jeans, then dockers and cargo shorts. We dodged infantile vaccines, tuberculosis, swine flu and now COVID-19. We used to roller skate, tricycle, bicycle, then roller blade, drove our first mopeds, gasoline or diesel cars, and now some of us drive hybrids or electric cars. We’ve been through a lot, and seen-a-thing-or-two, but what a life it has been indeed. Many describe us as “survivors”, people born in that world of the early 70’s, who had an analog childhood and digital adulthood. We’ve seen it all. Our generation has literally lived and witnessed more in all areas of life. It is our generation that has literally adapted to “Constant CHANGE.” We’re Gen X. We need no applause nor do we need recognition. We’re just here, and glad to be moving on to whatever comes next. #whatever #whatevs

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It could be time to lead with internal communications. I recently attended an Axios Communicators event in Washington, D.C., "Navigating an AI-Driven Election," to learn what's on the mind of top corporate communicators. Through interviews conducted by Eleanor Hawkins, right, of Axios Communicators, we heard from industry experts like Dani Dudeck, left, Instacart's chief corporate affairs officer; Deisha Barnett (UPS president, global communications); Sabastian V. Niles (Salesforce president & chief legal officer); and Ron Bonjean (co-founder, ROKK Solutions). In keeping with Axios smart brevity style, here's a quick hit on what's on their minds: ☑ Employees First: UPS banned the term "employee communications." No longer treated as a separate function with siloed messages directed at them, UPS takes advantage of the power and external reach of their 500,000 employees. Barnett said not all UPS messages are shared through PR, advertising or social media channels, "but reaching our employee base is a lever we always pull." Instacart places a similar priority on honest and open employee communications. ☑ Be Deliberate on Social Issues: Follow a well-defined process for addressing social issues, not a knee-jerk "we need to fire out a statement by the CEO." If it's a go, the statement needs to align with your values and core stakeholders. "If you're a bagel shop you should comment on food security, not Roe v. Wade," Bonjean said. ☑ AI Playground: UPS created a protected environment called the "AI Playground" where their communications team can explore AI tools and techniques, including using AI to predict media coverage based on press releases. Try this: Once your press release draft is completed, drop it into AI and ask "What news story would Axios (or media outlet of your choice) likely write using this information?" TL;DR Summary: Take a new look at internal communications and maybe even lead with it. AI is here to stay, but be strategic and intentional with it. Focus on tone and explore the risks of commenting - or remaining silent - on social issues, but use a process, not a conversation with the CEO. #AI #internalcommunications #PR #publicrelations

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It’s been 10 days since we at Copyright Clearance Center (CCC) announced the launch of a collective #licensing solution for the internal use of content in #AI systems in support of #ResponsibleAI. If you’re a rightsholder or work for a company that is using (or preparing for the use of) AI systems, then be sure to check out the recent report from advisory and analyst firm Outsell, Inc. which shares some additional insights about this timely development. 👇

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I’m always honored and humbled to hear leaders share the impact of our work together. Collaborating with teams who need help communicating their organization’s brilliance to the right target audiences in the channels where they live, work, and play most often is where I thrive! And one of the reasons I’m fortunate enough to do this work is because people listen when I show them how engaging in a cross-departmental planning process will lead to a realistic, workable plan aimed at the audiences most critical to business success! If you’re looking for the kind of communications consultant who takes the time to understand your business, offers insights gleaned from research, and helps you make informed decisions that will positively impact the entire organization, let’s talk. We’ll discuss your company goals and explore how we can collaborate for your brand’s success. Click here: https://lnkd.in/evp3fc8E

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Every industry needs a HERO, and in this case, it's Peter Shankman. We've all been griping about the demise of one of the #PR industry's most useful tools, the formerly great (and formerly free) HARO, aka Help A Reporter Out. It served as a matchmaking tool of sorts between reporters who needed sources for their stories, and the sources themselves. Ah, the good old days. But our prayers have been answered and Peter just announced a brand new version!! 👏 🎉  Check out the link below. You can sign up as a source (or representative of a source) or a journalist. And both options are free! A few friendly rules of engagement from Peter before you jump in: -"Only reply to queries if you have something productive to add" (This should be common sense by now, folks. In other words, keep your Chat GPT-generated responses to yourself.) -"...ask yourself before you send a response: Is this response really on target? Is this response really going to help the journalist, or is this just a BS way for (you) to get in front of the reporter? If you have to think for more than three seconds, chances are, you shouldn’t send the response." (Enough said. 💪 ) I'm hopeful that this tool will allow more subject matter experts at all stages of their business to access media opportunities and gain visibility.   One more thing - HERO (Help Every Reporter Out) is just one of many resources and places where journalists engage and post their story needs. A good PR person should consider this one of many tools in their arsenal. https://lnkd.in/gTxJ9jGP Thanks for being a HERO, Peter!! #pr #mediarelations

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📉 Did you know that knowledge loss due to employee turnover costs businesses billions annually? 😱 A staggering 42% of institutional knowledge resides solely with individual employees, meaning their departures can leave organizations unable to handle nearly half of what they did. 💸 A recent IDC study revealed companies lose $31.5 billion annually due to poor knowledge sharing. ☠ A company with 1,000 employees can expect to lose $2.4 million in productivity annually due to day-to-day inefficiencies caused by knowledge loss, and a firm with 30,000 employees might expect to lose $72 million annually. 👉 In my latest article, I dive into this issue and reveal how speech technology can be a game-changer. https://lnkd.in/gK4r83rM

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My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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What's the new way to pitch AI news? Watch my interview with Jane King!

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Today's digital landscape has limited the reach of press releases. Or has it? Reaching wider audiences requires moving beyond standalone releases and embracing integrated media -- the strategic unification of owned media (your website, blog, social media), earned media (press coverage, influencer mentions), and paid media (targeted ads) to deliver a cohesive narrative. Instead of relying solely on a press release, you could create a captivating blog post about your project. You leverage social media to build excitement and encourage shares. The use of targeted ads amplify your message, ensuring it reaches a wider audience. This attracts media attention, leading to valuable earned coverage. This interconnected media ecosystem optimises the outreach efforts of your brand beyond the limitations of a single format. Need more help? Join our Run Your Own Marketing community at (https://buff.ly/3S26iiL). I provide tools + resources (templates, guides, etc.), training, and solution-ing (process, curation, etc.) as well as a peer community to learn with, to support you establishing a successful brand and business. With over 20+ years in the industry, I have created frameworks, methods and content that enable you and/or your team to launch, grow, execute and earn revenue effectively and efficiently. Follow me on LinkedIn/subscribe at my website (https://buff.ly/3Gc97IU) to receive my weekly newsletter where I share my learnings and opinions from a communicator’s perspective. #strategiccommunications #strtgcommsgrp #levelup #training #upskilling #lifelonglearning #publicrelations #PR #prstrategy #communications #storytelling #narrative #branding #brandstrategy #runningaPRbusiness #pragency #projectmanagement #marketing #marketingstrategy #leadership #marketingtips #prtips #SMEtips

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