Owned + Earned

"Bad Storytelling, Not Bad Stories": Why Most Marketing Fails at Storytelling

We’re back with journalist and media trainer Haddie Djemal to break down what it really means to think like a newsroom. This episode of Owned + Earned explores how brands can move beyond corporate content and build real-time, story-driven media engines from within. Brands can take tips from the newsroom: from story mining to distribution, and why journalists play a critical role in extracting meaningful narratives from data, teams, and customers. At the same time, the conversation challenges marketers to ditch polish for authenticity, showing how better questions and human-first storytelling unlock more engaging content. 🎧 Episode Highlights [01:05]: From marketing team to internal newsroom [11:20]: Why every brand needs a journalist or “chief storyteller” [24:30]: Building a content engine: mining, filtering, and distributing stories [41:30]: Authenticity over polish: letting people be themselves on camera [55:10]: Niche over broad: why focus drives engagement 🔑 Key Takeaways: ● Great content starts with better storytelling, not more content. The episode reinforces that every company already has valuable stories hidden in its data, people, and customers, but most fail to surface them. By thinking like a newsroom and asking deeper, more intentional questions, brands can transform everyday insights into compelling narratives that actually resonate. ● Authenticity outperforms polish in modern media. Audiences are quick to disengage from scripted, overly produced messaging, while real, human conversations build trust and attention. Letting subject matter experts speak in their natural voice, and meeting them where they are, creates more engaging and credible content than forcing a “media-trained” persona. ● Focus and relevance drive engagement, not scale. Trying to speak to everyone dilutes impact, while clear, specific messaging cuts through the noise. Brands that define their audience tightly, simplify their message, and build repeatable content systems will create stronger engagement and more meaningful connections over time. 👤 Guest Spotlight: Haddie Djamal Haddie Djamal is a journalist, media trainer, and founder of Hire a Journalist, where she helps brands and executives turn their expertise into compelling, credible stories. A former TV host and producer, she specializes in thought leadership, storytelling, and helping leaders show up authentically in media. Haddie brings a journalist’s perspective to brand communication, focusing on trust, voice, and the power of real storytelling in today’s evolving media landscape. Stay Connected: ● https://speakerboxmedia.com [https://speakerboxmedia.com] ● https://www.linkedin.com/in/raymondsmithjr [https://www.linkedin.com/in/raymondsmithjr] ● https://www.linkedin.com/in/sarah-smith-10053a8b [https://www.linkedin.com/in/sarah-smith-10053a8b] ● https://www.linkedin.com/in/haddiedjemal [https://www.linkedin.com/in/haddiedjemal] Produced by Speakerbox Media.

“The Death of Corporate Theater”: Authentic Storytelling in the 2026 Trust Economy

We’re back and better than ever with a new co-host: journalist and media trainer Haddie Djamal! As media rapidly evolves, this episode of Owned + Earned dives into what it takes for brands to stay relevant in 2026. We talk about the tangible shift from polished corporate messaging to authentic, trust-driven storytelling across industries. At the same time, AI, search habits, and content overload are forcing brands to build authority through real expertise, owned media, and meaningful community engagement. The conversation highlights why internal voices, collaboration, and genuine perspectives are becoming more powerful than traditional influencer tactics. 🎧 Episode Highlights: [01:03]: Introducing new co-host Haddie Djamal [03:50]: Authority must come before earned media [16:30]: The rise of the trust economy [37:30]: Internal experts over influencers [50:30]: Community over followership 🔑 Key Takeaways: ● As audiences become overwhelmed with AI-generated and overly scripted content, brands that communicate with genuine voices and real perspectives will stand out. The era of “corporate theater” is fading, making authentic storytelling and transparent communication essential for building trust. ● Press coverage and viral moments don’t create credibility, they reflect it. Brands and executives must first establish authority by consistently sharing insights, experiences, and expertise through their own platforms before they can truly earn attention from media and industry peers. ● Influencers and transactional marketing are losing effectiveness as audiences prioritize credibility and connection. Brands that foster community, highlight internal experts, and create two-way conversations with their audiences will be better positioned to build lasting trust and long-term brand loyalty. 👤 Guest Spotlight: Haddie Djamal Haddie Djamal is a journalist, media trainer, and founder of Hire a Journalist, where she helps brands and executives turn their expertise into compelling, credible stories. A former TV host and producer, she specializes in thought leadership, storytelling, and helping leaders show up authentically in media. Haddie brings a journalist’s perspective to brand communication, focusing on trust, voice, and the power of real storytelling in today’s evolving media landscape. Stay Connected: https://speakerboxmedia.com [https://speakerboxmedia.com] https://www.linkedin.com/in/raymondsmithjr [https://www.linkedin.com/in/raymondsmithjr] https://www.linkedin.com/in/sarah-smith-10053a8b [https://www.linkedin.com/in/sarah-smith-10053a8b] https://www.linkedin.com/in/haddiedjemal [https://www.linkedin.com/in/haddiedjemal] Produced by Speakerbox Media.

Personal Perfectionists vs Design Duds: Creative Director Jo Skillman Talks Design for Better Business

Are you a brand design perfectionist, or are hex codes and typefaces “not that deep”? Freelance Creative Director Jo Skillman has news for you: your brand’s design really is that deep, BUT it’s also not about your personal preference. Whether you’re looking for advice on your design adventure, or seeking guidance on how to stand out without trend bandwagoning, join Jo on a journey through visual hype, design success, and audience attention.  Key Insights & Timestamps:  * [00:00]: Podcast begins  * [00:50]: When Do You Need a Creative Director? Meet Jo & learn about her role  * [04:10]: Defining Design: Beyond the graphics for audience communication  * [12:30]: Competition vs Creative? Design research & understanding audience reach  * [19:18]: “Dated” Trends: When to cave to trends & when to wait it out  * [25:42]: Understanding Creative ROI: How is design measured beyond dollars?   Guest Spotlight:  Jo Skillman:  Jo Skillman is a creative and brand director building large-scale brands and campaigns that engage communities and maximize impact. For more than 13 years, Jo has developed creative content that connects brands to people, serving as equal parts creative director, designer and copywriter.   Jo has a background in cause- or civic-based creative, as well as extensive experience in for-profit work. She has been published in Forbes, the Brookings Institution and several online publications, as well as profiled in PRINT.  Jo also volunteers as a startup mentor in the Rice Alliance Clean Energy Accelerator at Rice University and is an alumna of the City of Houston’s Complete Communities University, a civic engagement program.  Key Takeaways:  * “We’ve not over here just making things pretty, it’s almost never that.” In her role as a creative director, Jo encounters clients who often view her work as solely visual. Instead, creative directors are often working on communicating and translating brand messaging to different consumers, making brands stand out and reach the audience they are hoping to gain.   * “The field of design is all about getting people to react to what you’re putting in front of them.” Is the design really that deep? Jo genuinely believes so, but she knows that, especially for busy entrepreneurs, graphics can either feel like a waste of time or a perfectionist nightmare. “The reality is, if you want someone to pay attention to it, there is a whole field of study behind us.”  * “When it comes to your ROI, something like your logo could actually cost you a lot of money, but how much is that worth when it comes to the way you’re seen?” For small business owners and large brands alike, navigating trends can feel uncertain and expensive. In Jo’s opinion, keeping your brand looking and feeling current is important, but giving into every single trend is an expense to not only your budget, but also to your brand equity and relevancy to your audience.  Resources Mentioned:  JoSkillman.com [http://joskillman.com/]  Connect with Jo:   * LinkedIn [https://www.linkedin.com/in/joskillman/]  For More Information:  Visit ownedandearned.com [https://www.ownedandearned.com/] for more episodes, detailed show notes, and access to additional resources.  Stay Connected:  * Sarah Smith on LinkedIn [https://www.linkedin.com/in/speakerboxsarah/]  * Ray Smith on LinkedIn [https://www.linkedin.com/in/raymondsmithjr/]

Go Small to Go Big: PR Strategies to Build Your Brand’s Community

B2B marketing demands we do more; more followers, more interactions, more posts. What if, instead of going big to meet these demands, you started small? This week, Kami Watson Huyse, Communications Strategist, brings the concept of community to a micro level. By going small, with targeted engagement and focused problem-solving, your online brand can grow bigger than ever. With more than 2 decades of online community experience, Kami tackles marketing’s biggest problems and more.  Key Insights & Timestamps: * [00:00]: Podcast begins * [00:53]: Introducing Kami Watson Huyse: Marketing, blogging & the community aspect * [09:04]: From Passive to Active! Building a community of real customer relationships * [15:57]: What About Workflow? Managing overwhelm in the B2B marketing space  * [20:30]: Show Your Work! Owned content & reciprocal relationships for B2B success * [28:52]: Have We Talked to Our Client Today? Questions every marketing team should be asking Guest Spotlight: Kami Watson Huyse: Kami Watson Huyse is a national leader on the topic of public relations and social media strategy. A 20-year-veteran of public relations, she speaks at social media events and conferences all over the country. Her work in social media has earned her 2 Society for New Communications Research Social Media awards and IABC's Gold Quill of Excellence Award. She is the strategic architect for many successful social media campaigns and oversees account management for Zoetica.  Kami is also the co-founder and host of the Social Media Breakfast of Houston, a monthly meeting of over 100 influencers in Houston. She was recently named a Women Who Means Business by the Houston Business Journal.  Key Takeaways: * “If you build a community around your brand, other people can imitate you, but they can’t be you.” As a 20-year veteran in the PR space, Kami isn’t afraid to dispel the myths about marketing competition. When it comes to forging your path in the marketplace, Kami believes building community with your audience should take higher priority over brand-vs-brand competition. * “I would say, go small to go big.” When asked about building an audience and a community, Kami’s strategy is not to fear a niche. In her experience, going too big too fast might create an audience of people you can’t be truly impactful with. “If you get a group of people that really believe in you, guess what they’re going to do? They’re going to tell other people.” * Overwhelmed? “Especially in the B2B space, people want to know who you are, the you that is bringing your expertise to the group.” Kami isn’t afraid to tackle overwhelmed clients with simple solutions that prioritize authenticity. Her biggest tips include knowing who your true audience really is and being unafraid to make content that addresses their biggest concerns with microcontent like short form videos.  Resources Mentioned: Zoetica | zoeticamedia.com Connect with Kami: LinkedIn: https://www.linkedin.com/in/kamihuyse/ Stay Connected: * Sarah Smith on LinkedIn: https://www.linkedin.com/in/speakerboxsarah/ * Ray Smith on LinkedIn: https://www.linkedin.com/in/raymondsmithjr/

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