New Series: Meet a MultiVu-er
If anything, the past year has shown us the importance of specificity and getting to know your audience better than ever before! We wanted to showcase the expertise of our broadcast, PR and media veterans to help you reorient your team and catapult your marcomms strategy into success as we move into post-pandemic life.
Dave Cappello is a longtime broadcast media veteran and has been an integral part of Cision’s MultiVu team for over 16 years. He has worked with numerous clients to achieve their goals and communicate effectively with their target audiences. As the industry has evolved, Dave has been at the forefront of helping clients evolve and adapt to these changes. He achieves this using his knowledge of strategic media planning, content creation and impactful distribution on both a global and local scale.
A: It was amazing! Things move so fast from one story to the next, you were always thinking, pivoting, staying informed – especially with the expanding hours of news coverage. It wasn’t uncommon to be home having ice cream with your kids one minute, and being sent overseas to cover a breaking news story the next. The appetite to deliver news and information faster and in more detail just kept growing. 24-hour news channels were the first great expansion, and now the rules are dramatically different. It’s no longer just about what you report; it’s how you report it.
A: I was very fortunate I was able to make the transition pretty seamlessly from news to PR because they travel on similar paths. Communication tools, tight deadlines, and tight budgets are heavy factors in both industries, so the transition was seamless.
A: At the end of the day, I’ve found that storytelling is the best way to connect with your audience. How you write, shoot and edit a story really does matter. Journalism and PR/Comms are really both trying to accomplish the same thing: tell a compelling story that informs and drives interest and engagement.
A: The advances we’ve made as an industry – and to which MultiVu has consistently stayed in front of – have really kept PR relevant. There is so much noise out there today, and so many “channels” where different audiences receive their information. It can be very challenging to keep your story relevant, visible and engaging. It’s important to consider not only how we tell stories (from digestible bites to long-format documentary-style and everything in between), but also how each version of the story is delivered to specific targets via different channels. The morning newspaper or the evening news are no longer the dominant sources of news. Information is constantly being communicated – by journalists, influencers, politicians, celebrities, and everyday people with their own stories/experiences to share.
A: It’s critical, actually. It’s important to remember that employees/stakeholders get their news and information the same way everyone else does. Internal communicators need to follow many of the same practices with regards to telling great stories, who it impacts, and why it’s relevant to the larger team as a whole.
A: I’d say by creating content that includes employee experiences – quizzes, animation, infographics – things that are relevant to the team and provide context behind decisions being made at the corporate level.
A: We’ve had a few instances when a client has been involved in a merger or acquisition – and supporting a communication strategy that helps guide employees as to how it affects them as individuals, teams, offices, etc. – and it really humanizes the messaging. The staff wants and needs to have information shared in real-time, so delivering/sharing content that resonates and communicates effectively is always a great challenge.
A: Oh wow. I’ve really enjoyed watching and being a part of the evolving PR and Corp Comms business, not only within our industry, but also as a member of the Cision family for many years. I think when Cision joined us, it completed the circle. Under one company, we are creating compelling stories, disseminating those messages to the intended audiences, and then providing the most comprehensive analytics and data on the backend so the client can understand the full communication cycle. Cision was the last piece we truly needed to provide our clients with the insights to understand the impact of their businesses.
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ABOUT THE EXPERT: Dave Cappello
David consults with clients to create strategic solutions to their communication needs and reach and engage with targeted audiences - whether b-b, b-c, or for internal communications via earned, owned, shared, and paid media vehicles. Prior to broadcast PR and Marcomms, David worked for ABC News in their global broadcast division as a producer, content creator, and ultimately operations manager.
David and his wife Kerrie have three children, two dogs and live in Stamford, CT. He enjoys the beach, several sports, and entertaining family and friends in a backyard bbq.
MultiVu is the strategic team at Cision dedicated to the creation and targeted distribution of creative content. Our award-winning diverse pool of industry-leading talent are extremely passionate about partnering with our clients, bringing best-in-class stories and concepts to life, and getting those stories to the audiences who want to experience them most. To start crafting your story, visit us online at www.multivu.com.