Building Brand Gravity: Attracting People Into Your Orbit
G&S Communications
36 episodes
2 weeks ago
Building Brand Gravity: Attracting People Into Your Orbit, is a podcast for communicators across industries looking to gain an inside view into business influence. Each episode will feature a down-to-earth conversation with leading communications professionals, to share what they’re hearing and what they’re saying, in real time.
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Building Brand Gravity: Attracting People Into Your Orbit, is a podcast for communicators across industries looking to gain an inside view into business influence. Each episode will feature a down-to-earth conversation with leading communications professionals, to share what they’re hearing and what they’re saying, in real time.
Building Brand Gravity: Attracting People Into Your Orbit
48 minutes
2 months ago
From Earned Media to Earned Attention
Traffic is tanking. Search is splintering. And what used to count as a “PR win” may no longer be strategic. In a landscape where AI overall and large language models specifically are reshaping discovery, attention is no longer just a side effect of good content—it’s the point. But how do you earn it when the rules keep shifting?
In this week’s episode, Anne Green and Steve Halsey kick things off with a fast-moving conversation about what’s driving urgency and big opportunity around earned media today, from the rise of generative engine optimization (GEO) to AI’s growing appetite for structured, high-authority content that gives third-party credibility renewed weight. Drawing on recent insights from a private gathering of high-level media publishers, advertising and brand leaders, they reflect on what it now takes to stay visible in a “post-traffic” world.
Then, Anne is joined by Dan Nestle, communications strategist, podcaster, and advocate of the “Earned Attention” framework, for a conversation about what really builds influence today. With experience across both corporate and agency roles, Dan challenges communicators and PR pros to revisit long-held assumptions about success in a fragmented, AI-shaped landscape.
Together, they explore what happens when teams prioritize prestige placements over channels that actually impact audience behavior, and how that disconnect can undermine relevance, visibility, and trust. They examine how trade and niche media are regaining strategic value, what today’s audiences actually pay attention to, and why content built for trust and clarity is more likely to be seen by people and platforms alike.
Join us as we explore:
- Why audience behavior is replacing top-tier coverage as the true measure of success - What GEO (generative engine optimization) means for earned media strategy - How AI is reshaping discoverability and visibility, sometimes quietly, sometimes radically - The enduring value of trade and niche media in an authority-driven ecosystem - What comms leaders can do to earn attention, build trust, and stay strategically visible
Building Brand Gravity: Attracting People Into Your Orbit
Building Brand Gravity: Attracting People Into Your Orbit, is a podcast for communicators across industries looking to gain an inside view into business influence. Each episode will feature a down-to-earth conversation with leading communications professionals, to share what they’re hearing and what they’re saying, in real time.
