On this episode of The Small Business Radio Show…
On this episode of The Small Business Radio Show…
SEGMENT 1 with Sally Susman, starting at 0:00: Chief Corporate Affairs Officer at Pfizer, Sally Susman, shares her experience of being part of the movement that introduced lifesaving Covid-19 vaccines to the world. “The world was depending on us. But vaccine skepticism, suspicion around Big Pharma’s motives, economic insecurity, political polarization, civil unrest, and just plain fear were challenges we had to recognize and respect. We had to address those challenges in a way that didn’t alienate people but, instead, brought them into the conversation. Was I up to the task? I’d have to be.”
SEGMENT 2 with Alexandra Allred, starting at 16:45: Alexandra Allred goes beyond the record books and gold medal counts to truly dig into the vital role women and sports have played in instigating change in society as a whole.
SEGMENT 3 with Emily Washcovick, starting at 36:30: Do not fear a bad review! Just be prepared to respond to it. Emily Washcovick shares why you need to engage with good and bad online reviews, and how to utilize review sites like Yelp in your marketing strategy.
Sponsored by Truly Financial.
More on each segment below.
Segment 1: Sally Susman is the Chief Corporate Affairs Officer at Pfizer. In 2020, she found herself at the helm of one of the most urgent, high-stakes public dialogues of our times. Based on her insight, she and her team found ways to break through the noise and fear and persuade millions to change their assumptions about Big Pharma, make complex science accessible, and build confidence in the lifesaving technology. She is the author of “BREAKING THROUGH: Communicating to Open Minds, Move Hearts, and Change the World.”
- Which was harder – getting the vaccine out or convincing people to take it?
- Were you surprised by how many people didn’t want to take it?
- How did the vaccine come out so quickly?
- As the Corporate Affairs Officer, how did you respond to everyone’s concerns?
- Why didn’t Pfizer take any government money?
- What did you learn from the pandemic?
- Communication is not a soft skill, it’s a rock-hard competency.
- Have courage and let candor be your lifeblood.
Segment 2: Alexandra Allred is a former professional athlete who made sports history when she won the first-ever U.S. women’s bobsled championship when she was more than four months pregnant. A former fighter and fourth-degree black belt, Alex has been teaching martial arts, self-defense and mainstream fitness classes for over 25 years. She is the author of the award-winning book “Atta Girl! A Celebration of Women in Sport” and “When Women Stood: The Untold History of Females Who Changed Sports and the World.” Today, she is an adjunct professor of kinesiology at Tarleton State University.
- How did you get involved in bobsledding?
- What was your experience training and winning the women’s bobsled championship when you were more than four months pregnant?
- What inspired you to write the book? Why write a follow-up?
- What were some of your favorite facts or stories you learned about female athletes in writing and researching this book?
- What surprised you the most?
- How is this book different from others?
Segment 3: Emily Washcovick is Yelp’s Small Business Expert and host of the Behind the Review podcast. She has spoken to thousands of small businesses about the challenges they face and strategies they employ to overcome them – not to mention their perspectives on online reviews, both good and bad.
- Why is engaging with bad reviews an important part of the process?
- What holds small business owners back from engaging with Yelp or other online review platforms?
- Can you share reviews across platforms?
- Myths and misconceptions about Yelp and online review platforms
- Photos help with expectations and confidence in your business
- Can you use Yelp to do competitive analysis?
- How to use and encourage the check-in and check-in offer features.
- Options for how to use Yelp as part of your paid marketing strategy.
