In this episode, Daniel and Tricia interview April White, the CEO of Trust Relations, a strategic communications agency. April shares her journey in the PR industry and the pain points that led her to start her own agency. She discusses the importance of diversity and inclusivity in the PR industry and how Trust Relations is redefining the traditional PR paradigm. April explains the role of PR in the marketing mix and how it complements digital marketing efforts. She emphasizes the importance of messaging and branding in PR to build credibility and show, rather than tell, a brand's value.Takeaways

• Diversity and inclusivity are crucial in the PR industry to foster creativity and different perspectives.
• Virtual agencies and freelance experts can provide flexibility and expertise without the need for expensive office spaces.
• PR plays a vital role in the marketing mix, complementing digital marketing efforts by building credibility and showcasing a brand's value.
• Effective messaging and branding are essential in PR to show, rather than tell, a brand's value and differentiate it from competitors.

Chapters

• 00:00 Introduction and Guest Introduction
• 03:15 April White's Background and Journey in PR
• 06:17 Pain Points in the PR Industry and Trust Relations
• 09:46 Creating a Diverse and Inclusive PR Agency
• 12:38 Virtual Agency and Freelance Experts
• 16:25 Gender Dynamics in the PR Industry
• 22:02 The Role of PR in the Marketing Mix
• 23:48 The Complementarity of PR and Digital Marketing
• 32:57 The Importance of Messaging and Branding in PR