“(Stories are) how we understand the world and our experience — and how we learn in a lot of ways — I think we can all agree that there’s vast opportunity to learn more, better, and in different ways.”
– Melissa Grego, CEO of Hollywood Radio & Television Society
Welcome to OnBrand! In this episode, host Sarah Grace McCandless speaks with Melissa Grego, the CEO of Hollywood Radio and Television Society (HRTS), on how the entertainment industry has led by example in creating impactful connections through storytelling. Through this insightful discussion, you’ll learn about how brands actively shape their stories, what it means to be responsive versus reactive in an ever-changing world, and much more!
The story of how your company mobilizes, strategizes, or even communicates with customers influences and shapes the way consumers think about your brand. Are you doing everything in your power to develop, understand, and communicate your brand’s story effectively? Or are you letting others do it for you? There’s a big difference.
An important step in the process of nurturing and communicating your own story as a brand, according to Melissa, is learning to act quickly and decisively in the face of change. “Responsiveness is one of the hallmarks of television, in particular. … I think the sense of responsibility and the sense of responsiveness that you can see in television is something that anybody and every company can take a page from. I think people respond to that,” Melissa explains.
Melissa highlights the ability of the entertainment industry to quickly and actively pivot to the needs of their viewers, continuing to connect fans with new and exciting stories. “One of the recipes for success is being responsive and being relevant and timely. Sometimes when we’re reactive, and we’re just doing things because we think we’re supposed to, it becomes pandering and it’s not authentic — it doesn’t connect.”
Formerly a television business journalist, Melissa possesses a unique understanding of what it takes to connect through storytelling. Now, as the CEO of HRTS, she showcases her impressive narrative and leadership abilities through the incredible programming and networking initiatives her company continues to build.
Join us and learn more about how further examining and developing the story of your brand can revolutionize the way you build relationships with customers in this episode of OnBrand!