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311: FROM THE TRENCHES / Beyond the algorithm: Communicating with credibility across owned, earned & social media - with Bec Sands & Andrés López-Varela

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Manage episode 525513155 series 1016699
Content provided by Trevor Young. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Trevor Young or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

This episode's featured track is FROM THE TRENCHES - deep-dive interviews with PR practitioners, content strategists, and digital communications experts that explore how reputation and influence are built today.

Hosted by Trevor Young, this track shares grounded insights, hard-won lessons, and practical wisdom from those shaping credible marketing communications in the modern reputation economy.

__________________

How do you build an authentic, credible business or personal brand in today’s hyper-competitive, AI-driven, digital-first world—without getting lost in the algorithm trap or shouting into the void?

Host Trevor Young sits down with brand and PR pros Andrés López-Varela (ALV) and Bec Sands, a dynamic husband-wife team, for a lively, honest conversation packed with real-world reputation and authority-building insights.

In this episode:

  • The real definition of “PR” today - and why authentic perception and strong communities matter more than ever
  • Why performative rage-bait and dancing reels aren’t a shortcut to credibility (and why you shouldn’t let the algorithm erode your identity)
  • Personal branding for good: advice for experts, thought leaders, and entrepreneurs who want to share genuine value, not just noise
  • The power of owned media (newsletters, podcasts, websites, private communities) and how to strategically select your home base beyond social media
  • Sharp debate: Is paid media the new starting point for small businesses? Or can you still grow organically by tapping your existing network?
  • Earned media secrets: How to get invited into other people’s rooms, from niche podcasts to industry panels—with practical examples you can start today
  • Why building deep connections (not just going viral) should be your top focus
  • The compounding value of credibility markers and how social proof works in B2B and B2C
  • What’s working for Bec and Andres right now - and their take on the evolving role of AI in marketing strategy

If you’re a consultant, creative, marketer, entrepreneur, or aspiring authority ready to make your reputation matter (without selling your soul to the algorithm gods), this episode is your goldmine.

Find our guests online:

Tune in, earn the right, and start turning credibility into recognition and opportunity—on your terms!

—-----

Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

  continue reading

312 episodes

Artwork
iconShare
 
Manage episode 525513155 series 1016699
Content provided by Trevor Young. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Trevor Young or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

This episode's featured track is FROM THE TRENCHES - deep-dive interviews with PR practitioners, content strategists, and digital communications experts that explore how reputation and influence are built today.

Hosted by Trevor Young, this track shares grounded insights, hard-won lessons, and practical wisdom from those shaping credible marketing communications in the modern reputation economy.

__________________

How do you build an authentic, credible business or personal brand in today’s hyper-competitive, AI-driven, digital-first world—without getting lost in the algorithm trap or shouting into the void?

Host Trevor Young sits down with brand and PR pros Andrés López-Varela (ALV) and Bec Sands, a dynamic husband-wife team, for a lively, honest conversation packed with real-world reputation and authority-building insights.

In this episode:

  • The real definition of “PR” today - and why authentic perception and strong communities matter more than ever
  • Why performative rage-bait and dancing reels aren’t a shortcut to credibility (and why you shouldn’t let the algorithm erode your identity)
  • Personal branding for good: advice for experts, thought leaders, and entrepreneurs who want to share genuine value, not just noise
  • The power of owned media (newsletters, podcasts, websites, private communities) and how to strategically select your home base beyond social media
  • Sharp debate: Is paid media the new starting point for small businesses? Or can you still grow organically by tapping your existing network?
  • Earned media secrets: How to get invited into other people’s rooms, from niche podcasts to industry panels—with practical examples you can start today
  • Why building deep connections (not just going viral) should be your top focus
  • The compounding value of credibility markers and how social proof works in B2B and B2C
  • What’s working for Bec and Andres right now - and their take on the evolving role of AI in marketing strategy

If you’re a consultant, creative, marketer, entrepreneur, or aspiring authority ready to make your reputation matter (without selling your soul to the algorithm gods), this episode is your goldmine.

Find our guests online:

Tune in, earn the right, and start turning credibility into recognition and opportunity—on your terms!

—-----

Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

  continue reading

312 episodes

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