From Reactionary Messaging to Proactive Storytelling
This document discusses the transition for corporate communicators from reactive messaging to proactive storytelling, highlighting Erik Carlson's leadership at Notified.
THIS IS ABOUT ENABLING CORPORATE COMMUNICATORS TO MOVE FROM REACTIONARY MESSAGING TO PROACTIVE STORYTELLING Erik Carlson Erik Carlson serves as the President and Chief Executive Officer (CEO) of Notified, a leading technology partner for public relations (PR) and investor relations (IR) professionals, and an affiliate of the global financial services firm Equiniti (EQ).
About Erik Carlson In the role as a President and CEO of Notified, he leads the company's global strategy, driving innovation to help clients control and amplify their corporate narrative in a complex media landscape. A seasoned and results-driven executive, Carlson brings a wealth of experience in leading complex business transformations within private equity-backed environments. His background spans over a decade in various executive positions at Notified and its predecessor, West Corporation, including COO, CFO, and CPO.
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I’m still practicing “presence with purpose.” When I’m home, I focus on those two or three evening hours to bond with my daughter. When I’m at work, I’m fully at work. It’s about being present with purpose and building a network you can rely on. Erik Carlson 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. SUSTAINABLE PROFITABILITY (04:40-05:00) PRESENCE WITH PURPOSE
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Being able to chunk or splice the content into atomized pieces for campaigns, or to reach audiences in different places is largely untapped. In the US and Canada, this is a real white-space opportunity. UNTAPPED OPPORTUNITY (13:10-14:07) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Erik Carlson
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In any emerging industry, your biggest currency is trust. And how do you build trust? By telling the same story over and over, with things you can point to to show progress, being consistent, building authenticity, and communicating directly. THE BIGGEST CURRENCY IS TRUST (23:12-23:31) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Erik Carlson
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In 2025, the amount of human-curated content matches the amount of AI-generated content, which is interesting. What human-curated content still has an edge on is quality: 86% of content ranking in Google is still written by humans. So it still matters. HUMAN-CREATED CONTENT STILL MATTERS (35:00-36:07) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Erik Carlson
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People are asking questions that have no purchase intent whatsoever. A statistic I heard at an event about two weeks ago said roughly 40% of all prompt responses return a brand. The example used was someone complaining about a breakup. Something entirely non-commercial. THE FUNNEL IS CHANGING (39:34-39:50) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Erik Carlson
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I tell everyone: It’s about finding the audience, telling the story in their words, meeting them where they are, and influencing behavior to drive growth, build a shareholder base, or increase brand perception. BUILDING FOR THE FUTURE (45:29-46:41) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Erik Carlson
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