The Innovative Agency

281. Authenticity in Action, with April White


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Jan 22 2025 35 mins  
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Today on the Innovative Agency Podcast, Sharon Toerek welcomes April White from Trust Relations, a nationwide strategic communications firm.

April delves into the timely and crucial topic of building trust within the marketing and communications landscape. As trust becomes increasingly vital for brands navigating a complex media environment, April shares her expertise on establishing authenticity and maintaining credibility. Tune in to learn how to counsel your clients on rebuilding trust when it's broken and why having solid proof points is essential for any brand's communication strategy.

What you will learn in this episode:

  • The crucial role of trust in today's media consumption and brand relationships.

  • Insight into the culture challenges at large agencies and how they impact client trust.

  • The significance of authenticity and individuality in fostering team cohesion and productivity.

  • Practical steps to rebuild brand trust after a misstep and the importance of proof points.

  • Strategies for advising clients on how to develop and sustain trust with their target audiences.

  • How you can integrate trust-building measures systematically within a brand's operations.

Bio

After working at some of the best PR agencies in the world, Trust Relations’ CEO & Founder April White was fed up with the old way of doing things in PR, so she founded the agency that she wished existed.

A seasoned communications specialist, official TEDx speaker and writer with both B2B and B2C experience, April is as creative as she is strategic. With nearly 20 years of experience representing Fortune 100 companies and their executives at leading public relations agencies including Weber Shandwick, Edelman, Spong and Rubenstein Public Relations, she is skilled at developing targeted communications programs that convey strategic messaging, compelling narratives, intangible brand attributes and subtle points of differentiation.

April has experience not only with marquee brands including MasterCard Worldwide, MetLife International, Sotheby's International Realty, Hyatt, Rosetta Stone, Petco, American Standard, The Dannon Company, YellowTail Wines, Sealed Air, and eMusic, but also with startups including Beekeeper, Softomotive (acquired by Microsoft), NEXT Trucking, Richr, Wilbur, Picnic Tax and Suzy. The former award-winning journalist started her own company in 2013 and coined the term “Trust Relations” in 2019, which led to the creation of the strategic communications agency Trust Relations.

April received her B.A. in Journalism and Mass Communications from Iowa State University and continued studying integrated communications at Columbia University’s master’s program in Strategic Communications in New York City. She is an official member and contributor of the Forbes Agency Council, Entrepreneur and Newsweek.

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