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Keeping up with Media Trends

One of the many challenges facing any media outlet is keeping up with the constantly changing media landscape in the United States. Broadcasters, or as they’re called now, legacy media, have had a tough time, in general, trying to stay ahead of the trends. Layer on top of that the competition they face from one another, regardless of geography, and you have a unique messaging challenge. Darren LaShelle, President and CEO of Northern California Public Media tells us how they differentiate themselves from other outlets and non-traditional media using content.

Key Takeaways

  1. Differentiation lets you tell a more compelling, cohesive story
  2. Differentiation lets you simplify your message
  3. It’s important to keep in mind where and how your audience is consuming your content

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Episode Guest

Darren LaShelle is an Emmy award-winning Executive Producer for the science and technology TV series “Plugged-In.” He has written and produced documentaries, studio-based and magazine series, commercials, public service announcements, promotional material, and news production.

Currently, he is the President & CEO for Northern California Public Media in the San Francisco Bay Area. Darren also acts as Executive Producer for all media projects developed within the organization. As well, he is the Executive Producer of a number of nationally broadcast documentary programs on public television. At California Public Media, he oversees TV programs and series, radio news and productions, Web site design and implementation, and organizational marketing.

He has a Bachelor of Arts in Radio/TV from Marietta College.

Douglas Spencer

Douglas Spencer is founder and president of Spencer Brenneman and an independent consultant with the 2GO Advisory Group. Douglas is a brand strategist who helps mission-driven organizations reframe their focus and remaster their messaging to thrive in any environment. He has more than 30 years of branding and marketing experience, working with professionals from around the world in verticals such as financial and professional services, high tech, higher education, healthcare, and not-for-profits. He has worked with professionals from around the world in verticals such as financial and professional services, healthcare, biotech, media, and nonprofit. Before starting Spencer Brenneman he was most recently Vice President, Global Head of Brand Management for Thomson Reuters, a leading provider of intelligent information with offices in more than 100 countries worldwide. In that role, he guided the migration of the multiple Thomson and Reuters businesses to form the new Thomson Reuters brand which consistently ranked within the top 50 of Interbrand's Best Global Brands survey. Douglas is also the author of Do They Care, a book that shows business leaders how they can create meaningful connections with customers, employees, and others. He is a frequent speaker on how strong brands improve business performance through strategic alignment, employee engagement, brand governance, verbal and visual identities and more.

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