Top CEO advisor raveals how to handle mainstream media.

How important it is to communicate your vision, mission, and value proposition to the world.

If you're an entrepreneur, you know how important it is to communicate your vision, mission, and value proposition to the world. But how do you do that effectively in a noisy and competitive media landscape?

That's why I want to share with you an amazing episode of the week from Anthony Pompliano's YouTube channel, where he interviews Lulu Cheng Meservey, the Executive Vice President of Corporate Affairs and Chief Communications Officer at Activision Blizzard. Lulu is one of the top CEO advisors in the world, and she reveals how to handle mainstream media like a pro.

In this episode, you'll learn:

- How to craft a compelling story that makes people care about what you're doing

- How to balance your brand and your company brand

- How to build and manage a high-performing PR and communications team

- How to adapt your message to different audiences and channels

- How to prepare for and deal with crises and controversies

- How to leverage the power of memes, influencers, and regulators

- How to build relationships with journalists and media outlets

This episode is packed with valuable insights and practical tips that you can apply to your own business. Whether you're launching a new product, raising funds, or scaling up, you'll benefit from Lulu's expertise and experience.

You can watch the episode here:

But before you do that, let me give you a summary of what Lulu shared in this episode.

Lulu has been working with Activision Blizzard's CEO Bobby Kotick for over a decade, helping him shape the company's strategy, culture, and reputation. She has also advised other CEOs such as Elon Musk, Jeff Bezos, and Mark Zuckerberg on how to navigate the media landscape.

She says that the key to successful communication is to have a clear and consistent story that resonates with your audience. You need to know what your core values are, what your vision is, and what your unique selling proposition is. You also need to know who your target audience is, what their pain points are, and how you can solve them.

Lulu explains that there are three types of media: owned media, earned media, and paid media. Owned media is the content that you create and control, such as your website, blog, social media, podcast, etc. Earned media is the coverage that you get from other sources, such as newspapers, magazines, TV shows, etc. Paid media is the advertising that you buy to reach your audience, such as banners, billboards, commercials, etc.

She says that each type of media has its advantages and disadvantages. Owned media gives you full control over your message and allows you to build trust and loyalty with your audience. However, it can also be time-consuming and expensive to produce quality content. Earned media gives you credibility and exposure to a wider audience. However, it can also be unpredictable and risky, as you have no control over how your story is presented or interpreted. Paid media gives you flexibility and scalability to reach your audience. However, it can also be costly and ineffective if your message is not relevant or engaging.

Lulu advises that entrepreneurs should use a mix of all three types of media to achieve their communication goals. She says that the best way to do that is to follow the PESO model: Paid, Earned, Shared, Owned. This model helps you align your media strategy with your business objectives.

The PESO model works like this:

- Paid: You use paid media to amplify your message and reach new audiences. You can use platforms such as Google Ads, Facebook Ads, YouTube Ads, etc. to target your ideal customers based on their demographics, interests, behaviours, etc. You can also use paid media to test different messages and see what works best.

- Earned: You use earned media to build credibility and authority in your industry. You can use platforms such as HARO (Help A Reporter Out), PR Newswire, Cision, etc. to pitch your story to journalists and media outlets that cover topics related to your business. You can also use earned media to generate social proof and word-of-mouth referrals from your customers.

- Shared: You use shared media to engage with your audience and create a community around your brand. You can use platforms such as Twitter, Instagram, LinkedIn, Reddit, etc. to share your content and interact with your followers. You can also use shared media to collaborate with other influencers and partners in your niche.

- Owned: You use owned media to educate and entertain your audience and convert them into customers. You can use platforms such as WordPress, Medium, Substack, etc. to create your content and showcase your expertise and value proposition. You can also use owned media to collect feedback and data from your audience.

Lulu says that by following the PESO model, you can create a holistic and integrated media strategy that supports your business goals.

She also shares some tips on how to prepare for and handle media interviews, such as:

- Do your homework: Research the media outlet, the journalist, and the audience that you're talking to. Know what their angle, tone, and style are. Know what questions they might ask you and what answers you want to give them. Have some facts, figures, and stories ready to back up your points.

- Be concise: Keep your answers short and simple. Use the STAR method: Situation, Task, Action, Result. Explain the situation that you faced, the task that you had to do, the action that you took, and the result that you achieved. Use examples and anecdotes to illustrate your points.

- Be confident: Speak with conviction and enthusiasm. Use positive and assertive language. Avoid filler words such as "um", "uh", "like", etc. Use pauses and silence to emphasize your points. Smile and maintain eye contact with the interviewer.

- Be honest: Don't lie or exaggerate. Don't make claims that you can't back up. Don't dodge or evade questions. If you don't know the answer, say so. If you can't disclose something, say so. If you made a mistake, admit it and apologize.

- Be respectful: Don't argue or interrupt the interviewer. Don't criticize or attack your competitors. Don't blame or complain about others. Don't use jargon or slang that your audience might not understand. Don't be defensive or arrogant.

Lulu also talks about how to deal with crises and controversies, such as:

- Anticipate: Identify the potential risks and threats that might affect your business. Have a crisis management plan in place that outlines the roles, responsibilities, and actions of your team in case of an emergency. Have a crisis communication plan in place that outlines the messages, channels, and audiences that you need to communicate with in case of an emergency.

- Respond: When a crisis happens, act quickly and decisively. Acknowledge the situation and express empathy for those affected. Explain what happened and why it happened. Explain what you're doing and what you're going to do to fix it. Apologize if necessary and take responsibility for your actions.

- Recover: After a crisis is resolved, follow up with your stakeholders and update them on the progress and outcomes of your actions. Thank them for their support and patience. Evaluate the impact and effectiveness of your response and learn from your mistakes.

Lulu also discusses how to leverage the power of memes, influencers, and regulators, such as:

- Memes: Use memes to create viral content that entertains and engages your audience. Use memes to convey your brand personality and values. Use memes to tap into popular culture and trends. Use memes to poke fun at yourself or your competitors.

- Influencers: Use influencers to endorse your products or services and reach new audiences. Use influencers to create authentic and relatable content that showcases your brand benefits. Use influencers to generate social proof and trust for your brand.

- Regulators: Use regulators to comply with the laws and regulations that affect your business. Use regulators to protect your intellectual property and reputation. Use regulators to advocate for your industry and interests.

Lulu also shares some of her personal stories and experiences working with some of the most influential CEOs in the world.

She reveals how she helped Elon Musk launch SpaceX's first rocket into orbit, how she helped Jeff Bezos launch Amazon Prime Video in India, how she helped Mark Zuckerberg deal with the Cambridge Analytica scandal, and how she helped Bobby Kotick transform Activision Blizzard into a gaming powerhouse.

She also talks about her career journey, from being a journalist at The Wall Street Journal to being a PR executive at Tesla, Amazon, Facebook, and Activision Blizzard.

She shares some of the challenges and opportunities that she faced along the way, as well as some of the lessons and advice that she learned from her mentors.

She also gives some tips on how to build a successful career in PR and communications, such as:

- Be curious: Always be learning new things and exploring new ideas. Read books, listen to podcasts, watch videos, attend events, etc. Stay updated on the latest news and trends in your industry and beyond.

- Be creative: Always be looking for new ways to tell stories and connect with people. Experiment with different formats, platforms, styles, etc. Try new things and test new hypotheses.

- Be collaborative: Always be working with others and building relationships. Network with people in your field and outside your field. Seek feedback and advice from others. Help others achieve their goals.

- Be courageous: Always be willing to take risks and face challenges. Step out of your comfort zone and try new things. Speak up for yourself and others. Stand up for what you believe in.

This episode is one of the best episodes I've ever watched on Anthony Pompliano's channel.

It's full of wisdom, insights, tips, stories, humour, etc.

It's a must-watch for any entrepreneur who wants to learn how to handle mainstream media like a pro.