Building Credibility and Influence
Digging into what’s said, what’s heard and what’s true: that’s what you can expect from Between the Lines, a new series featuring conversations with Steve Lombardo, and leading voices in the industry.
In this first episode, Steve sits down with Katty Kay, U.S. Special Correspondent for BBC Studios, to talk trust and authenticity in the evolving media landscape.
Three takeaways you need to know from their conversation:
- Earning attention means evolving your engagement strategy.
Audiences have more news choices than ever before—from established outlets to online influencers—yet credibility in these sources is at an all-time low. To make an impact across generations, organizations must adapt how stories are delivered and make transparency part of every strategy. With this in mind, BBC launched BBC Verify to take audiences behind the scenes, fact-check claims and verify videos in real time. - Authenticity attracts and sustains attention.
Today, social media serves as the primary news source for most Americans. A platform where authenticity is key, social media requires a strategic approach from communicators and their spokespeople. Today, we must adapt media training to make sure we're sharing personal perspectives, connecting on an emotional level and staying true to character. - Understand what your audience values.
Audiences engage more when messages address what is already top of mind. Katty Kay points to affordability as a growing concern for voters ahead of the midterm elections. Keeping a pulse on how issues like affordability relate to your industry, business or organization can help communicators deliver timely messaging that meets audiences where they are.
Adfero POV
In today’s crowded media environment, brands must evolve with their audiences or risk irrelevance. Transparency, authenticity and relevance must shape every communication strategy. That means moving beyond static messaging, being true to who you are and connecting with audiences in ways that are meaningful and lasting.
Connect with Katty Kay
To learn more about Katty Kay, follow her on LinkedIn and explore her work:
- BBC’s Influential with Katty Kay
- The Rest Is Politics US
- The Confidence Code: The Science and Art of Self-Assurance: What Women Should Know—Unlocking the Science of Self-Confidence
About Between the Lines
Hosted by Steve Lombardo, Between the Lines is a series that explores the space between what’s said, what’s heard, and what’s actually true in communications. Each episode features candid conversations with leading voices in the industry on how media is evolving and what lessons can be learned from the front lines of communications.
