Distinctive Discoverability: Search Rules the Reputation Roost - with Rob Jekielek

Faced with today's fractured mess of audiences and media, it's tempting to unleash a deluge of content and overwhelm social channels with content, hoping to reach the people who want to hear from you. Clearly, not a winning strategy - and those who think it is produce nothing more than dull, generic, reputation-breaking AI slop.  But what if the key to success lies in a concept as simple as it is powerful: distinctive discoverability? In this episode of The Trending Communicator, host Dan Nestle sits down with Rob Jekielek, Managing Director of Harris Insights and Analytics, to unpack the critical importance of audience-first strategies in modern communications. With over two decades of experience in brand and reputation research, Rob brings a wealth of knowledge on leveraging data-driven insights to craft compelling narratives that resonate across fragmented audiences. The conversation kicks off with a sojourn into Rob's extensive background, from his early days in media analysis to his current role at the forefront of brand and audience research. Rob shares fascinating insights from recent studies, including a 14-country survey on how people find information about companies and brands. The results? Search engines reign supreme, with a staggering 79% of respondents using them often or always. But it's not just about being found – it's about being trusted. Rob reveals that 77% of people trust the information they get from search engines, a figure that dwarfs trust in other platforms. This leads to a thought-provoking discussion on the concept of "distinctive discoverability" and its crucial role in modern communications strategies. The episode takes an unexpected turn as Rob introduces the idea of AI as a key audience, challenging communicators to consider language models in their stakeholder maps. This fresh perspective opens up new content creation and distribution avenues, with Rob offering practical advice on balancing organic content with paid amplification. Throughout the conversation, Rob and Dan touch on a wide range of topics, from the overreliance on social media to the enduring power of well-crafted, long-form content. They discuss the importance of context and action in building confidence and how digital insights can provide the "strategy scaffolding" often missing in communications planning. This episode is a must-listen for communications professionals looking to cut through the noise and make a real impact. Rob's data-driven approach, combined with Dan's industry expertise, offers a roadmap for navigating the complexities of modern audience engagement. Whether you're a seasoned PR veteran or just starting your communications journey, you'll come away with actionable insights to elevate your strategy and achieve true distinctive discoverability. Listen in and hear about...  Search engines' dominance in finding brand information Importance of distinctive discoverability in digital content Overreliance on social media in corporate communications AI as a new audience for brand messaging Context plus action equaling confidence in business Middle metrics filling the strategy gap for communications Practical takeaways for pitching communications initiatives Notable Quotes On the Power of Search Engines: "So search engines and it's by far margin. Right. So it's like, you know, globally speaking, in aggregate, all 14 countries, 79% of people use search engines often or always, versus never or only sometimes to find information by companies and brands." - Rob Jekielek [13:14 → 13:30] Trust in Information Sources: "What's equally important is that 77% of people who use those tools to find information also trust the information they get back." - Rob Jekielek [13:30 → 13:37] On the Importance of Distinctive Discoverability: "This idea of distinctive discoverability I think is the essential idea. So how do you make sure that whatever we're putting out there is distinctive competitive positioning and how do we ensure that it's built in a way that's organically discoverable?" - Rob Jekielek [17:48 → 18:03] On the Formula for Building Confidence: "The formula is action plus context equals confidence. So we ask people like, how important are these issues, how confident are you? And then how are you seeing companies engaging?" - Rob Jekielek [58:57 → 59:09] The Importance of Context in Communication: "If people are only seeing action, confidence is actually pretty low. It's niche. It's only 25% of people would say they're confident. Right. If you. Same thing. If you see just communication. Right. Just about 25 versus when you add context, not volume, not communication to action, you pop the confidence up to over 50%." - Rob Jekielek [59:16 → 59:36] On the Practical Application of Research: "Honestly, I will say of all the work we're doing right now, one of the things I'm proudest of is a lot of our initial engagements have literally become the business case for how comms leaders pitch what they need to do next." - Rob Jekielek [1:01:10 → 1:01:23] On the Importance of Owned Content: "Build on owned land and all that, all that good stuff. But there's nothing wrong with a good rental property. I will tell you that. It's, it's also important to, to rent wisely." - Dan Nestle [56:44 → 56:54] Resources and Links Dan Nestle Inquisitive Communications | Website The Trending Communicator | Website Communications Trends from Trending Communicators | Dan Nestle's Substack Dan Nestle | LinkedIn Dan Nestle | Twitter/X Rob Jekielek Harris Insights and Analytics - The Harris Poll | Website Rob Jekielek | LinkedIn Timestamped key moments from this episode (as generated by Fireflies.ai) 🔍 Introduction to Rob Jekielek and His Expertise (00:00 - 13:05) Rob Jekielek has over 20 years of experience in brand research and corporate reputation. 79% of people trust search engines for brand information, significantly more than other platforms. 💡 Concept of Distinctive Discoverability (13:05 - 21:06) Creating standout content that is organically searchable is crucial for effective communication strategies. Over-reliance on social media can limit organic reach; building organic content first is advised. 🌐 Search Dynamics and Content Strategy (21:06 - 30:49) The PESO framework (Paid, Earned, Shared, Owned) is essential for competitive positioning. Good content creation fundamentals are necessary for both traditional and AI-powered search. 🤖 AI's Impact on Search and Content (30:49 - 40:45) AI tools are changing content discovery; however, quality human writing remains essential. AI should be used for research and synthesis, not as the primary content creator. 🔄 Digital Transformation in Communications (40:45 - 49:38) Communications teams often lag in digital transformation compared to marketing teams. Understanding audience information-seeking behavior is vital for effective positioning. 📊 Social Media Limitations and Strategy (49:38 - 57:47) Social platforms limit organic reach to promote paid content; companies should focus on building lasting assets. Short-term viral content lacks long-term value without a comprehensive strategy. 🏆 Building Confidence and Effective Strategy (57:47 - 01:05:49) Context is crucial for building confidence in business actions; digital insights help bridge strategy gaps. A comprehensive perspective is necessary for strong competitive positioning Timestamps for your convenience (as generated by Flowsend.ai) 0:00 Intro: Fractured media and audience landscape 5:16 Rob's journey in corporate brand research 11:45 Search engines dominate brand information sources 18:04 Distinctive discoverability in digital content 24:10 AI as a key audience for content 30:48 Context and action build confidence in brands 37:21 Quality content rises above AI-generated noise 44:08 Data-driven thought leadership adds novelty 50:58 Balancing social media and owned content strategy 58:04 Formula for building confidence in business 1:00:37 Digital strategy fills the middle metrics gap   (Notes co-created by Human Dan and a variety of AI helpers, including Fireflies.ai and Flowsend.ai)