In this episode, Dionne Lew and Trevor Young sit down with Simon Lusty, who heads up recruitment brands Aquent, Firebrand Talent and Vitamin T, and Charlotte Flood, senior talent manager for Firebrand Talent. 

Broadly the topic of discussion focuses on recruitment trends in the PR and communications space, and what companies and organisations - including PR agencies -  are looking for in terms of talent.

Dionne, Trevor, Simon and Charlotte touch on the following throughout the course of the conversation:

  • generalists versus specialists
  • social media, content creation and digital skills
  • writing and the role of journalists
  • upward personal growth and continuing learning
  • the importance of building strategic capability at a junior level
  • the power of curiosity

Connect with Simon on Twitter - @simonlusty

Connect with Charlotte on Twitter - @lottieflood



The annual Sensis Social Media Report 2017 was released recently.

The report packages up annual research that looks at social media usage in Australia by businesses and the general public.

Trevor and Dionne discuss the key findings that have the potential to impact what we do as professional communicators.


Zoetic Agency's Trevor Young and Dionne Lew chat about the power of micro-content when published with strategic intent.

They explain the breadth of micro-content, providing numerous examples of the many and varied formats that brands can use today.

Plus they discuss how micro-content can support - and add value to - an organisation's longer form content efforts. Brands mentioned include Lockheed Martin, NASA, GE and Alliance Française de Melbourne.

Critically, according to Dionne and Trevor, micro-content that's short, stackable, shareable and strategic can, when published consistently over time, help build upon an organsation's public-facing narrative.


Fresh from chairing a one-day government and social media conference plus running a half-day workshop for participants, Dionne Lew chats with Trevor Young about the challenges and opportunities for government communications teams when it comes to social media.

What became apparent very quickly to Dionne during the conference were the challenges government PR and comms people faced in using social media, specifically governance and crisis management.

Strong governance is vital for governments as they have to be highly sensitive to how they spend public money.

What governance is involved on social platforms? Tight policies are important in regulating spokespersons of an organisation.

The culture and leaders will generally dictate how social media is used.

Who is in charge of social media in governments? Tends to be corporate affairs representatives reporting to executive teams.

Government organisations continue to question the necessity and the relevance of social media.

A social media crisis is not well understood from a social media perspective and knowing the correct hashtags to use is essential.

What opportunities exist in government social media? Micro-content should be utilised and focus should stem away from broadcast. Real time communication is effective in creating a humanised experience. It is fast, easy and generally free.  



In this episode Trevor Young and Dionne Lew explain why they set up a content-driven public communications firm, Zoetic Agency, and provide a glimpse into where they see the world of PR heading.

They discuss why they have placed social and content at the heart of their new agency rather than bolting them on as 'nice-to-haves', plus explain why client training and education is a key part of their business.

Trevor and Dionne chat about the roadblocks for brands in creating content. Many businesses struggle with a lack of time, producing bulk content is one way to address this.

They also discuss the power of live broadcasting in humanising organisations. Indeed, this episode of PR Leads was live streamed through Facebook and will continue to be so.

Too often businesses publish hackneyed content that looks similar to everyone else's. It is important to use an organisation's people to share ideas and insights and tell personal stories that are unique.


Social media strategist Sally Falkow recently published an infographic entitled '15 Digital Skills for PR and Marketing'.

In this episode of PR Leads - part 2 of a conversation on this topic - Trevor Young and Dionne Lew discuss the remaining nine of Sally's list of skills, digging in with some detail as to why these new skill-sets are important for PR professionals, and in doing so provide context and examples from the trenches of modern public relations practice.

The nine remaining sigital skill-sets are:

  • Social advertising 
  • Influencer Relationships
  • Media Analysis 
  • Digital Media Relations
  • Basic Coding
  • Metrics
  • Google Analytics
  • Digital Dashboard
  • Report ROI



Social media strategist Sally Falkow recently published an infographic entitled '15 Digital Skills for PR and Marketing'.

In this episode of PR Leads - the first for 2017 - Trevor Young and Dionne Lew discuss the first six of Sally's list of skills, digging in with some detail as to why these new skill-sets are important for PR professionals, and in doing so provide context and examples from the trenches of modern public relations practice.

The six digital skill-set are:

  • Monitor social media
  • Keyword research
  • SEO
  • Visual literacy
  • Original image creation
  • Video

Dionne and Trevor cover skill-sets 7-15 inclusive in the next episode of PR Leads (#13).



This is the final PR Leads episode for 2016. It's the time of year when plenty of people in the industry get on their prediction freak on: What's going to be the next big thing next year? 

Usually such predictions revolve around hot new technologies, but Dionne Lew and Trevor Young eschew all that in this episode, preferring to focus on the basics.

They kick off with content - a topic that has dominated previous PR Leads episodes because of the massive opportunity it provides in-house communicators.

When it comes to producing content for your organisation's owned media and social channels, both Dionne and Trevor agree brands are going to have to lift the bar.


There's just too much template stuff being churned out, almost by rote. It's not just a case of being targeted and useful to your audience; there's a bigger picture at play - content needs to adhere to a purpose that's unique to the organisation that produced it.

As Dionne advises: "Take a break, step back ... ask yourself why you're here; what's the purpose, what's the vision, what do you want to achieve." 

Trevor discusses his concept of 'respectful reminders', and why influence, reputation and trust will continue to be big-ticket items in the year ahead, while Dionne explains the potency of major premium content pieces (i.e. research) that will not only get noticed but also potentially create impact over the year as a result of being repurposed or 'chunked down' for different channels.

"It's about leveraging that key expertise that you have ... in ways that are going to resonate," says Dionne.

Dionne and Trevor's wish for 2017 (not necessarily a prediction) is that it becomes the year of human communications and the flight to quality in terms of more meaningful content being produced by brands.

Understand the new technologies that are emerging by all means, but don't be distracted by them; instead, focus on humanity, quality and thoughtfulness, and understand (and reflect in everything you do) your company's 'why'. 


Brands mentioned: Firebrand Talent, Buffer, Facebook, Twitter, LinkedIn.


Dionne Lew and Trevor Young discuss the importance of thought leadership in business and why it's critical PR teams work with senior executives and internal subject matter experts to ensure personal profiling efforts are executed with purpose and strategic intent. 

But what social and publishing tools should aspiring enterprise-based thought leaders use?

Traditionally writing for the company blog was the go-to option but other platforms such as LinkedIn and Medium continue to find favour because of their ease of use and built-in audience. Medium in particular is gaining traction with business and community leaders as a place to share ideas, insights and perspectives on big picture issues. Indeed, a number of companies are now also starting to use the platform to house their corporate blog (Basecamp is one such example).

And which of the plethora of social channels should aspiring thought leaders consider using?

Too often people are making judgements on outdated thinking when it comes to social media, which begs questions such as: Is the way we look at the different social channels still the same as a few years back? Are we missing out on opportunities becuase we continue to cling to those perceptions?

Dionne discusses how she has changed her opinion about Facebook for business, and highlights the new Facebook Workplace intiative.

She also explains how business leaders that are not active on social media are missing out on "those unexpected synergies and insights" that, she believes, can alter your thinking or the way you run your business.


Content marketing is a massive opportunity for PR and communications professionals, but is also brings with it its own set of challenges. 

This is particularly the case for large organisations that are constantly being pitched content ideas from a cross-section of their agency roster, including PR firms, ad agencies, social media consultancies, digital marketing agencies ... even SEO companies are actively pitching content ideas!

Building on previous conversations around the future of social media, Dionne Lew and Trevor Young explore where content marketing is headed, from a PR and communications perspective. Some of the topics they touch on include: 
  • How content is in danger of becoming an "overwhelming pile of nothingness"
  • Why just producing content for content's sake is a mug's game 
  • The importance of having a strategy to guide your content efforts
  • Why motherhood statements shouldn't be considered 'content'
  • The amazing opportunity webinars provide PR teams
  • Creating content where the audience is versus having your own digital home base
  • Building a brand space on 
  • Contextual content that serves the greater good (and why you can't go wrong being useful and helpful)
  • The importance of pushing the envelope and taking a risk with your content 
  • Using content to take people behind the velvet rope of your organisation
  • Creating your own philosophy around content marketing 

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