In today's hyper-accelerated communications world, keeping up means juggling reputation, brand building, crisis management, storytelling, and more while adapting to new technologies like generative AI. The Trending Communicator, hosted by Dan Nestle, is your guide through this chaotic landscape. This podcast dives into the challenges of PR, communications, and marketing today, with experts sharing real stories and strategies for overcoming those challenges and more. It's the perfect resource for professionals looking to innovate, take risks, and stay ahead. Join us to make sense of today’s communications chaos, one insightful conversation at a time.
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In today's hyper-accelerated communications world, keeping up means juggling reputation, brand building, crisis management, storytelling, and more while adapting to new technologies like generative AI. The Trending Communicator, hosted by Dan Nestle, is your guide through this chaotic landscape. This podcast dives into the challenges of PR, communications, and marketing today, with experts sharing real stories and strategies for overcoming those challenges and more. It's the perfect resource for professionals looking to innovate, take risks, and stay ahead. Join us to make sense of today’s communications chaos, one insightful conversation at a time.
Expertise is Not Authority: Authority is the Expertise People Seek You Out For - with Amanda Russell
The Trending Communicator
48 minutes
2 weeks ago
Expertise is Not Authority: Authority is the Expertise People Seek You Out For - with Amanda Russell
You can be the smartest person in the room, but if no one knows you or your point of view, you don't have authority. This "authority gap" is why most professionals struggle to earn attention, build trust, and gain influence.
In this episode, host Dan Nestle sits down with Amanda Russell, author of The Influencer Code, creator of the influence equation (Influence = Attention + Trust), founder of Amanda's Playbook, and architect of UCLA's first fully accredited influencer marketing program. Amanda challenges the assumption that awareness equals influence, revealing why measuring clicks and impressions keeps communicators trapped in vanity metrics rather than building real relationship capital.
For Amanda this isn't just a theory - she knows from experience. From Olympic hopeful to eager consultant to fitness influencer to CMO to educator, she evolved a systems-thinking approach to influence that PR and communications professionals desperately need. She and Dan explore why earned attention compounds while bought attention doesn't, how AI is democratizing content but making authentic relationships more valuable, and why success requires running purposeful miles instead of junk miles.
Listen in and hear about:
Why the influence equation (attention + trust) matters more than awareness metrics
The critical difference between authority and expertise—and why it changes everything
How to build "relationship capital" instead of chasing vanity metrics
What elite distance running teaches about strategic influence building
Why AI makes human relationships your ultimate competitive advantage
Notable Quotes
On Influence vs. Awareness: "You can have all the eyeballs all day long. You can have all the awareness, but if nobody cares or you're not influencing anybody to do anything, that's not influence." - Amanda Russell [06:57]
On Authority: "Authority is when people quote you in rooms you've never even been in." - Amanda Russell [22:40]
On Earned vs. Bought Attention: "Trust is not scalable, but it's transferable. When someone vouches for you, they're transferring their influence to you." - Amanda Russell [20:24]
On Building Real Influence: "Real relationships take time to develop and they take nurturing and they take work. It's about building the foundation of a house versus just slapping up a tent." - Amanda Russell [33:20]
On AI and Expertise: "AI doesn't make you an expert, but if you're already an expert, it makes you unstoppable if you know what to do." - Amanda Russell [43:30]
Resources and Links
Dan Nestle
Inquisitive Communications | Website
The Trending Communicator | Website
Communications Trends from Trending Communicators | Dan Nestle's Substack
Dan Nestle | LinkedIn
Amanda Russell
Amanda Russell | Website
The Influencer Code | Book
Amanda's Playbook | YouTube
Amanda Russell | LinkedIn
Timestamps
0:00 Intro: Influence equals attention plus trust
5:23 Defining influence beyond social media stereotypes
10:25 Moving past vanity metrics in PR/marketing
15:54 Three steps to build systematic influence
20:24 Authority vs expertise in building influence
25:28 Focusing on audience needs and relationships
30:52 Relationship architecture trumps marketing tactics
37:49 AI's impact on content creation and influence
41:38 Using AI to amplify expertise, not replace it
45:24 New model for business education and influence
(Notes co-created by Human Dan, Claude, and Flowsend.ai )
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The Trending Communicator
In today's hyper-accelerated communications world, keeping up means juggling reputation, brand building, crisis management, storytelling, and more while adapting to new technologies like generative AI. The Trending Communicator, hosted by Dan Nestle, is your guide through this chaotic landscape. This podcast dives into the challenges of PR, communications, and marketing today, with experts sharing real stories and strategies for overcoming those challenges and more. It's the perfect resource for professionals looking to innovate, take risks, and stay ahead. Join us to make sense of today’s communications chaos, one insightful conversation at a time.
