Speaker: Carolyn Jones, Market President & Publisher, Boston
Please share a brief overview of the PNC C-Speak podcast series.
Carolyn Jones: Hi, I'm Carolyn Jones, Market President and Publisher at the Boston Business Journal. PNC C-Speak is a podcast series. we started with PNC Bank here locally about two years ago. We're into our third year, just beginning. The goal of the series was to have conversations with the local bank president and myself with CEOs in the marketplace about the challenges and the opportunities they see for business and about their thoughts and lessons on leadership.
How has the BBJ audience responded to this series, and how do you select the featured executives each month?
Carolyn Jones: We've had great response to the series from people in the community. So much so that I'll get emails asking, can this executive do it or can that executive do it? So it's definitely being seen and responded to by people in the community. We pick the executives, we do it actually two a month. We pick the executives through a combination of my providing a list to the client of CEOs that I think would be good prospects and relevant to their goals. And then the client also provides us with a list of people that they're looking to reach, whether they're current clients, people in the nonprofit community or hopefully prospective clients or just leaders that everyone wants to hear from.
What benefits has PNC gained from partnering in this series, and how has it impacted your relationship with them?
Carolyn Jones: I think PNC has gained benefits in many ways. First of all, they really have gotten to connect with leaders that perhaps they hadn't met before. Sometimes, I'm surprised that the president didn't know certain leaders in the community. So it's really provided some great connections for them in that sense. I know that they have definitely grown business from it. And I think we have a really tight and close relationship. I work a lot with them. You know, it does take a lot of connection and contact with the client. But it has really led to increased business. We do a series of publisher dinners with them and then it's also led to sponsorships of other events as well as we really begin to intimately know the things that are important to them and their needs.
What qualities make a client an ideal fit for a co-branded podcast series?
Carolyn Jones: I think for a series like this, which is really an ongoing partnership, it really is a partnership as you mentioned there. And you know, so the qualities that make a company an ideal sponsor, I think is one that again, truly does see it as a partnership with you, one who is willing to listen to your ideas, who is creative and who really their expectations are in such a place that they know what they want from it, but they don't kind of over expect if you will. So I just think really also having a connection and an engagement with the right people is really important and the publisher in a podcast like this, the publisher relationship is really critical.
Please share a brief overview of TriHealth’s podcast series "Getting Health Care Right"
Amelia Kissinger: Hi, my name is Amelia Kissinger and I'm an account executive at the Cincinnati Business Carrier. So, one of our partners, TriHealth, they work with us on a Publisher podcast series called Getting Healthcare, right where it's moderated by Jamie Smith. And he will interview either an executive from TriHealth or a physician and they will interview then a patient or they'll interview a community member. And they've covered a variety of different topics over the last three years. We've talked about breast cancer screening and treatment and doing patient stories that way. Medical advancements with A.I. and then we've also talked about the importance of DE & I and health care and the impact it has on the community as a whole.
What inspired you to create this opportunity three years ago, and how has the series evolved since then?
Amelia Kissinger: So TriHealth came to us three years ago, looking for an opportunity to highlight their leadership team. Specifically, they wanted to highlight their CEO and his expertise around population health. And so that's why we originally created the podcast, but it definitely has evolved over the years to feature a lot more of patient stories, which we've seen great performance with and then also just spotlighting their service lines and showcasing their community partnerships.
Can you share the value a publisher podcast brings to clients and why TriHealth continues to renew their sponsorship?
Amelia Kissinger: So TriHealth sees value in our partnership because they know that we've reached the influencers in the community. They also see that their pieces are performing really well on our website. And I think that part of that is because we have added additional promotional units to drive traffic to the podcast. So we do Excel banners. We've done print ads to promote the podcast and we also will do print advertorials. So that those who are on our website are still have access to some of the content. But they love being able to go out in the community and especially the CEO for him. People come up to him and say, oh, I saw this piece in the newspaper or I listen to this podcast. I think that they see a lot of value in being seen as leaders around these specific topics that they're covering.
