Unknown Speaker 0:00
It's been a few weeks now since the whole recipe plagiarism debacle between high profile Australian cooks, Nagi maihashi of recipe tin eats fame versus Brooke Bellamy, founder of viral bakery, brookie's Bake house first kicked off, it's safe to say the dust has settled a little for now, but since I filmed an Instagram Live With My crisis coms go to gal Sally Branson. At the height of the saga about the PR disaster, it had become it's gone nuts. Well, in my world anyway, let's just say it's the highest performing video I've ever posted. So for me, that's a big deal. So I'm practicing what I preach to all my MMA students in the program and repurposing this epic live session into podcast content to see how it performs. I'll keep you in the loop if it tanks or takes off. Okay, back to the Nagi V Brookie situation. As a former journal, I know way too much about how the media works to have a public opinion or take sides on who did what to whom, who's wrong and who's right, and I certainly do not condone trolling of any kind on social media or otherwise. However, I do believe there are some valuable lessons to be learned here from the recent baking bad saga. Firstly, why is this so damn newsworthy? It's a caramel slice recipe for God's sake. We're not talking about Trump's new tariffs that could cripple world economies or a cure for a terminal illness that could save 1000s of lives. So let's discuss because it involves two public profiles, each with their own massive social media followings online and a wide reach of eyeballs that makes it newsworthy because it played out and is continuing to play out live in front of us on social media. It's a breaking and developing news story, which means it's exciting, fortunately or unfortunately for those involved, and it's evolving hour by hour, day by day. We're all watching this story happen in real time. It's newsworthy because both Nagi and Brookie have very invested fans. So now there's that team Nagi versus Team Brookie effect, where people think they need to have a side or pick a side to stay involved. This, in turn, keeps people watching and waiting and provides a huge amount of fodder to keep the conversation going online the traditional media? No, it's a no brainer, because of the online aspect and the amount of engagement their coverage will get online. So they work hard to keep the story going. They report on any developments, get legal experts in to talk about the plagiarism, copyright angle, dig around for more people in the industry to comment. They work hard to keep moving the story along so it will stay in the headlines for days or even weeks. Australians love a tall poppy. Fallen story. The bigger you are, the further you have to fall. It's not called car crash TV for no reason. Car Crash TV refers to television shows that present deliberately controversial, disturbing or horrific material that involves real people in situations that are shocking or embarrassing but also captivating. Lastly, there's so much opportunity for debate around various aspects of this story, none of which can be proven really so that in itself, fuels even more debate, because everyone has an opinion, and no one is technically right or wrong. Okay, so now you know what makes a no brainer news story. Let's get to the learnings. I did this. IG, live on the Wednesday after this story broke with Sally, and she makes so many good points about what not to do in a crisis. PR situation, Sally is the absolute best in the business when it comes to reputation management, so consider this your free crisis PR training and take notes. Now, while this particular scandal is about alleged plagiarism, there are PR lessons for all businesses and brands here. So here's what to do and what not to do in a crisis situation. Do not wait until a crisis blows up before planning a statement or crisis strategy. Do not respond with a half baked statement pun intended or rushed reply. While timeliness is key, a poorly worded response is worse, way worse. In this case of a social media influencer situation, a piece to camera like a video and a post on your main Instagram page is paramount. Do not deny, deny, deny. There is no rigor in that. Plan for crisis ahead of time, craft a well worded and meticulous official response. Get started with the repair. Let's be honest here. Repairing reputation after a crisis is slow, difficult work that often requires honest, offline conversations and mediation at this stage of the recipe gate saga, it's now how both parties handle the fallout that will shape public perception more than the original facts themselves. We shall wait and watch and see. I hope you enjoy this episode of.
Unknown Speaker 5:00
Of media magnet.
Unknown Speaker 5:08
Hello and welcome to media magnet, the podcast for female founders and women owned businesses, startups and side hustlers who want to learn how to grow their business leveraging the media and free PR, I'm Liz Nabal, and I'm your host, personal publicist. PR, strategist and dedicated hype woman. My goal with this show is to give you a behind the scenes tour of how the media works, to break down the barriers between your business and the big mastheads, so you can see how easy it is to get featured simply by giving journalists what they want. At media magnet, you'll also get access to the top journals, editors, writers and PR people in your industry and beyond, sharing their secrets and expertise on the how, why, what and when of pitching and getting featured in the media consistently, I will share with you how to build your reputation as an industry expert so successfully, the media will be knocking down your door. When I first started in small business 12 years ago, I had no idea what I was getting into. I had spent 15 years as a television news reporter working at several major networks in Australia, and then as a freelancer in the US and around the world, I spent years dividing my time between working long shifts on a news desk and traveling the world, chasing stories it was unpredictable and exciting until it wasn't anymore. I decided I wanted a life where I was in charge of what happened next and where I was working to build my own empire, not someone else's. There was a lot I had to learn about running my own business, but getting media and great free PR was not one of them. I already knew what the media wanted. I knew the secret formula for what made news, and I knew how to leverage those media outlets to build my business, get more exposure and ultimately make more sales. I was featured in every major media outlet in the country, and I never spent a single cent on PR. I took that knowledge for granted until it dawned on me one day that I could teach what I knew to other businesses, let them in on the secret, and they too, could build their brands with organic media and PR, let me help you take your brand from Best Kept Secret to household name. This is media magnet, the podcast, and I'm pretty pumped to have you here. You
Unknown Speaker 7:47
Good morning. Everyone. Happy Wednesday. Um, I haven't done one of these lives for a really long time. Actually, I'm about to do a whole bunch of them in the next few weeks for my launch. But this is a special sort of last minute Breaking News Live that I am doing with a really good friend of mine who is in PR as well, but she specializes in crisis communications. So she's a crisis communication specialist. Her name is Sally Branson. She's based in Queensland, Australia, and I'm sure you could probably guess what we're going to be talking to you this morning about we're going to be discussing this sort of breaking developing story between recipe tin eats, Chef
Unknown Speaker 8:30
Nagi and Brookie bakehouse, Brooke Bellamy, there is a plagiarism accusation happening, and I thought Sally is the perfect person to bring on to this live
Unknown Speaker 8:50
now
Unknown Speaker 8:53
so we can discuss her take on what's happening, how this sort of evolved, and
Unknown Speaker 9:01
I'm just bringing her in now, there you are. There she is.
Unknown Speaker 9:06
What's happening, how the story evolved, sort of it broke yesterday afternoon, and her take on things, and her strategic expertise on how she thinks this should be handled from both sides. So she's jumping on now. I have just popped her in to join here we go. Where
Unknown Speaker 9:30
is she? Are you there? Sally,
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here we go.
Unknown Speaker 9:40
I'm accepting you.
Unknown Speaker 9:45
Can you jump on? Can you see that Sally, if you
Unknown Speaker 9:50
she should be coming on now, was
Unknown Speaker 9:58
having some technical difficulties here?
Unknown Speaker 10:00
So if you've been following my story from late yesterday afternoon, hello, hi. How are you Sally, Hi, I'm good. How are you so lucky? Because so glam for I don't even know what today's date is it Monday, Tuesday, Wednesday. It's a Wednesday. I know you know what. When you said, Let's do a live, I was like, I actually have been putting off doing videos for a really long time, so I've had one shower and one makeup session. I'm just going to get it all done in one go. I think that's an excellent idea when we were texting this morning. I know we're both in our pajamas, but that's just the way it works on days like this. Yeah. And I even considered just jumping on without doing any of this, but I thought perhaps it might not be. Maybe I should just be a little bit more professional. Oh, I thought the same. I thought the same, scrape the hair back, pop a little bit of eyeliner, and we're laughing. Um, thanks so much for jumping in. It's so funny, because anytime these kind of crisis stories break in the media, the first person I think about is you, because you've always got such obviously, this is your area of expertise. Just, maybe just for my, I guess, my community, if you just want to explain a little bit about what you do, and then we'll jump into the story, of course. So I just do crisis and reputation. I have a boutique firm we specialize in crisis communications, reputation management. So it's like PR, it's like a combination of PR public affairs and a little bit of Government Relations as well. So all we do every day is talk about crisis and reputation. So when something like this crosses the desk, I always think,
Unknown Speaker 11:32
can I actually emailed a journalist about it who had asked me a question about it, and I said, I sometimes feel like I'm banging my head against a brick wall, because all I talk about is that so many of these crisis could have been headed off at the past. All it would have taken was a little bit of work and some better communications, and we wouldn't be seeing this issue on the front page of a newspaper. It and it's so damaging a crisis like this. So give me your take. Just as you jumped on, I'm sort of explaining what happened. Obviously, I've been just sharing with my in my community, yes, on your stories, from yesterday on stories. But if you want to give me your take as sort of how this developed, and then we can kind of go from there, course. Now, Liz, I want to start off by saying that this issue, although it involves two really high profile social media personalities, this is this is an issue that could happen to any business anywhere. I think there's a myth around crisis management that are, we're too small for this to happen to us, or this won't happen in my business. I've actually had two clients with this same exact same issue this past year, and there is a broader conversation I would love to deep dive on another time with you around our our thoughts around plagiarism and dupes and a dupe culture that we're becoming.
Unknown Speaker 12:49
So that's a whole other story. But this issue is about two high profile people in the baking chef cooking. They're they're not formally trained chefs. They are cooks and they have started a business, and the business is based on their online profiles. So recipe 10 eats, let me be clear, I rely very heavily on recipe 10 eats for our daily recipes, because they are tried. They kitchen tested. Everything just works, which I think Liz, as you're a working parent, it's really important. And so Nagi has built up a very strong, very loyal following. Now, brookie's Bake house is built up a bit of a cult like status. So I go through in and out of Brisbane airport all the time. There are always queues into the little pop up store there. It's a bit of, you know, cookies can be seen as a bit of FAD recipe tenets, on the other hand, is a very broad base. You name the recipe, it's there, apricot, chicken, banana bread, whatever. It's not just focused on the one product, but so they have a similar demographic, and they're over lapping demographics. But the key is, they're all on social media, and they've got high social presence presences, but they've moved forward into making money from their work, which is through recipe books. Now Nagi, who came out yesterday and said that since before December, she has been contacting brookie's Bake house and Penguin publishers, and saying that she feels that at least one of her recipes, two of her recipes, have been plagiarized, that they are too similar for it to be a coincidence. Now this is a whole issue. It is notoriously hard to copyright a recipe. It's notoriously hard to say that you started the recipe, like, just ask the Chico roll people or the pavlovi people. This is an age old argument, so it's a very gray area around plagiarism with recipes. But Nagi has positioned herself very well because she has said in her post that A, she's reached out. B, she has reached out and C, she would have given the recipes if they.
Unknown Speaker 15:00
It had been attributed. The other thing that she has said very clearly is her issue is about ongoing plagiarism in the industry, and that it happens all the time. And the second issue is that Brooke is bake house has made a significant amount of profit from this book. Nagi also makes profit from her book, but it goes back into a food bank, so her positioning around the alleged plagiarism is really clever, because she's making a story about someone other than herself. Overnight, Brooke has made a comment on her social media. She's made a comment on stories. So it's very efferent. It will go through within 24 hours. People will screenshot, obviously, which we both have,
Unknown Speaker 15:43
but it is an all credit to her meeting her market. That's where her market is on Instagram, so it's good that she's communicating to her market on the platform where they are. It's a very clever strategy. However, it doesn't feel like an appropriate statement to meet the issue. There isn't enough rigor in it there, and it for me, my thing is that it feels very much like old school crisis management. Yeah, so much old school crisis management out there. Liz, it's about deny, deny, deny, counter attack. So the message wasn't as authentic. It could it could be there wasn't rigor in it. She shared a picture of a caramel slice from 2016
Unknown Speaker 16:24
to a loo to say, See, I've been making this forever. There's no rigor in that. I could post it. I could've like, we don't know what's in that caramel slice. So it's misstep, unfortunately. Liz, so, and it's, and I think it's underestimating how damaging something like this is by doing an Instagram story. And it's so interesting that you say that, because obviously we both do, PR, but pretty different. PR, so I was talking to my 16 year old daughter, who is across, you know, like she's 16, obviously I'm
Unknown Speaker 16:53
she's on it, and a different take from me, and her take was really interesting. She was like, Well, you know what happens tomorrow if someone else comes out and says she's also taken one of my recipes as well, which is what's happened, right? Yeah, but my question is, and I'm interested to know this, both for myself and for like, the people I serve, and just in general, for small businesses, she couldn't have said nothing, because overnight, then her silence would have been more Danny, that's my first thought. So she had said is, what should she have done? My real issue here, and this is where I feel like I bang my head against a brick wall. Is this started in December? Yeah, January, February, March, April. What are we April, nearly into May. That is, I can do a crisis statement in a day, but I do it every day of my life. But she has had four months at least to prepare for this, and so has her penguin, her publisher penguin. So there's no excuse for a poor statement, because it should have been crafted. She should have had that Canva towel saved away for a rainy day. It doesn't matter what the issue is. There are words and there are processes. Crisis Management actually is process driven. So crisis has a very clear timeline. There is a life of a crisis. There are patterns in crisis. Every crisis, it doesn't matter what the issue is or the content it's there are patterns. So you will need to respond. What is a legally safe, appropriate way to respond? How do I meet my market? What do I say? So for me, it's a bit of a half bait, no question. Pun intended, a half baked statement.
Unknown Speaker 18:35
And for me, it's too defensive with that. You know, I've been doing this, you know, we will do a repeat, or we have done a repeat. We won't print that recipe again. It's not enough. And that's where the issue is, okay. So she hasn't responded in the four months, obviously. So that's where, and you can't, and even I'm thinking as you're talking going, but is it possible? But perhaps penguin had protected her from what's been going on. But it's not because she's online. So you can't say that Nagi hasn't reached out to her directly to the DMS. So okay, so she definitely knew about it, but perhaps she was, you know, told by her lawyer, it's not a big deal. Or penguin have said, you know, we'll deal with it, whatever. So whatever's happened, she hasn't dealt with it properly. What should she have done last night? Perhaps I'm thinking, should she have put out like some sort of placeholder statement to buy herself more time? Is that? What would you have advised her that she definitely needed to say something? It shouldn't have been in a story. It should have been in a post. She should have spoken to camera.
Unknown Speaker 19:37
So it's very personal, and that's hard work. That is really hard work, if you're not used not used to speaking to camera. But she, again, has built a brand online. So you know it's like, I know in the election campaign that more and more people are online. If you don't know how to use the platform, stay off it.
Unknown Speaker 19:57
But so there could have been a placeholder and.
Unknown Speaker 20:00
Said, This is what I know now. I am going to go offline and I am going to have this conversation. I think one of the damning things is that it's, it's very Us and Them and counter attacking. There could be a real opportunity here to have a conversation, a real opportunity to, unfortunately, something like this, the horse has bolted and the damage has been done. It's about repair work now. And it's interesting you say that there is an opportunity, because I certainly don't have, I don't even know how many followers she has. I have two and a half 1000. So certainly not anywhere near her. But in the in the polling that I've done in the last not even 24 hours, it's half and half, like half people are on half the people who follow me
Unknown Speaker 20:45
on her side, and then the other half of teen 80. So there is an opportunity here. So what? What now, I mean, you're just giving your advice away for free here online. So what now, Brooke, if you're listening, no,
Unknown Speaker 20:58
what now, I think it really is a combined Wow. I just want to say one thing. Liz, what is making this story worse online, is that her publishers, Penguin, now, Penguin was responsible for publishing the whole food pantry by Belle Gibson. So that means that there is a track record of issues with this publisher, about rigor, about Providence, all of these issues. So that's not that's got nothing to do with Brooke. That's not Brooke's issue. That's not Brooke fault. Unfortunately, though, that creates a bedrock of suspicion anyway, which adds a complexity here. So there is definitely work that can can be done. A lot of this work needs to be taken offline, and Penguin and Brooke need to be having conversations with the recipe team eats people and their publishers, and they need, sometimes it's about swallowing that bit of pill, and if it's legally safe, to have really hard mediation, like conversations, and come up With a way that you can have the other person on board with how you're going to repair your reputation. Because I do not believe, from the personality online, that Nagi has built and recipe tent builds, that she is not about tearing another person down. She's about community and missus, her taking a stand about something that's industry wide and widespread, and has just really frustrated her. So I think there's real opportunity to be creative in ways that you deal with a crisis like this. And unfortunately, crisis isn't a quick fix. I tell people this all the time. It is repair work. It is hard work. It might take a year to fix this. So it is hard work. It's having conversations. It's about, you know, making sure you've got your own media, as you say, Liz, with your with your work that you do about building media relationships, you know, is it about getting your story out, making sure your story is spot on, and then using your channels to get your side of the story out. The other interesting part that your daughter had said around, always someone else comes out. Well, on my Tiktok, I've got people commenting saying, this recipe is from this. This recipe is from this. Now, this is age old. So when Megan Markel did her love with Megan,
Unknown Speaker 23:14
she used a recipe that is that Maggie elderson, who is a British author, she used to be editor of,
Unknown Speaker 23:22
I'm not sure which fashion magazine. She's very high profile in British Fashion scenes, um, she's been around forever. She used to write a column in SM, hate every week around fashion. She and she's an author. She's a very successful author. She got online so she doesn't want to bring anyone down. But Megan hadn't attributed her recipe to to a recipe, and she shared the original one. So this is age old, but all of that eats away at a reputation. So you know, when I look at Megan Markel cooking, I'm like, well, but she's copied that recipe look. And the reality is, Liz is we're all copying the recipes. I use Maggie's recipes every night and mingle media's recipes every night, but I'm not out there saying it's my own. And that's the thing, and it's even in I'm really conscious of that in what I do, because I obviously teach brand story and I teach pitching. I'm not teaching brand story like my brand story formula is not, you know, other people teach how to teach brand story, but I'm very, very careful about putting everything into my own words, yes, and making sure that I can back up anything that I'm teaching with, obviously, experience, you know, knowledge, my personal take on things. Take your gut. Yeah, we're not reinventing the wheel in lots of different aspects of our business, but I'm very conscious when I put things in writing, that they're my words, and it's my take on things, and I'm certainly not looking at my competitors when I create content, because that can only infiltrate into your brain. And then, you know what I mean, like, I try and block out all of that, yeah, so that anything that I'm talking about can't, can never be, can never be said they have copied from someone. So it's really interesting, because.
Unknown Speaker 25:00
There's a lot of people online saying, well, she doesn't own the recipe. You know,
Unknown Speaker 25:06
my Nana had a caramel sauce. Yeah, yeah. And I don't cook at all whatsoever, but the only thing I can make is caramel slice. So I know about caramel slice, not much else. But again, in my mind, as a PR person, I'm thinking, but surely, someone with a profile as high as recipe teen eats as Maggie has, she's not just going off. She hasn't this is not a win, that she's going on. This has been going on for a while. 100%
Unknown Speaker 25:31
this isn't she hasn't woken up or had a few wines and decided to post their grievance online. This is happening for a long time. The fact that she shared her IPS lawyer lawyers content as well is a really big deal, because that backs up her story again, that she is doing it for an industry. It's an industry conversation. It is. It is like a you know, and as I said before, I had two clients this year who have been on the receiving end or have been accused of plagiarizing. And it's more prevalent because it's easy to get something offline, but
Unknown Speaker 26:09
you just have to be really aware of this, yeah, and also, I think thinking about and for both sides here, you don't have to be a crisis communications manager to think about that statement that cookie has responded with to think about, okay, when I write these words, when I say these things, as my response in a really sensitive situation, what are the possible like, fallbacks? What? What will people say to this? Am I going to I mean, this is, again, I'm not a crisis communication strategist, but every time I put things out there, I'm thinking, someone's going to take that the wrong way. Someone's going to say, I'm not taking responsibility. I haven't apologized appropriately. So what are some of the basic things that small business owners or any business owners really can when they're putting things out there online or creating content? What are some are there sort of any quick share with people about how they can think about it from a bird's eye view and not just be going like a ball in a China shop.
Unknown Speaker 27:04
Time, that's one of my time and planning so today, on whatever today's day is, if your worst case scenario happened, what would I say? Write it down. Go back and check it next week. You're not in a crisis. You've got the the gift and the beauty of being able to write it over a cup of tea. Um, I heard a saying, and I used to when I was in defense. This was a saying, train hard, fight easy. So do your preparation. Work beforehand, and know that every word actually matters.
Unknown Speaker 27:36
And step back from it. So write it down, go and think about it for a week. Step back and have another look at it. It's a luxury of time that we've all got so and which is why I keep coming back to thinking this would never have got where it got, because there was the luxury of time to come up with a really appropriate statement and to stop it being like this, and then if, worse case scenario happened, to be able to communicate better with this. And Sophie's just said, Has she actually admitted to copying the recipes? No, she said that she hasn't that, you know, her line was basically that a caramel slice is a caramel slice. She did say, though Brookie did say, though Sophie that she has changed the recipes in the book, and Penguin have done a reprint during this time where the recipe has changed, which, to me, is an interesting step. Yeah. Is that a good thing or a bad thing? Because, let's say, in a perfect world, she hasn't copied them, and it's just been her recipe, right? Let's just say sister coincidence, if that was me and you truly stand by what what you wrote and what you has been published, I just feel like a really honest, heartfelt response with more detail about where that recipe evolved from would have landed much more solidly than the brevity of I get it cheesy Moment is probably very upset and panic. Yeah, it's awesome. Well, I feel deeply for us, yeah. And it is. You're so right, like this whole thing is built online, yeah, yeah. And as Sophie said, it's very complex. Legally. Recipes are notorious, age old pavlova Chico roll.
Unknown Speaker 29:20
So it's an IP, and then it comes back to Liz. Can we have another conversation on dupes and PRs, around PR and dupes and around intimate and IP, IP. And it's really interesting, because my old brain can't remember who I had this conversation with, but I have a conversation a couple of years ago with someone about recipe there's hot there's a whole industry around recipe albums. It's like, it's like, songs, yeah? So people own big publishing houses own, not necessarily just whole house biscuits, biscuits, is it? Yeah? It's a whole business, right? You, you buy the rights to recipes so that we can definitely have a conversation about that. And the other thing I find very interesting.
Unknown Speaker 30:00
Is the Duke product industry, which is, like, as we know, that wooly model, I won't, I won't name it, yeah, I've named it, yeah, okay, um, but she is very honest about the business model, yeah. The model is, is duking. And they knew that if they had a great legal team in house from the beginning that they would be able to find loopholes. And she's unashamed, unashamedly making billions in profit. So again, a very interesting ethical conversation, both legal and ethical conversation
Unknown Speaker 30:36
about that, but, but I guess at least she's come out and said, this is, this is how I built my business, essentially,
Unknown Speaker 30:44
and recipes, songwriting, all that stuff is such a gray area, even like me, you know, is lip gloss. Lip gloss, you know, like there's a million lip gloss. Is it a shine? Is it a Yeah, and it comes down again to those legally clever, sorry, I haven't got my iPhone. Stand there.
Unknown Speaker 31:00
I think Liz, for me, the lessons really in this are about, again, that joy and benefit of planning. Every single brand or reputation has a has the ability to be involved in a crisis like this. It happens so easily and sometimes it is an honest mistake. And I am 100% not saying that this is plagiarism. It's alleged plagiarism. Yeah, it might have been. The other thing is, is, is around those words you mentioned, you know, someone's at home trying to craft a statement. This is what I say about crisis comms. Every word matters. Every word has meaning. Every word matters. And
Unknown Speaker 31:39
one thing that I've seen someone do in a similar situation like this, is jump straight on their live and do a live and talk for 15 minutes about, yeah, I know who looks on your face, talk for 15 minutes about without having a solution. So in in instance like this, brevity is really important, and every word matters, and every word has to be strategic. And I think it's really important.
Unknown Speaker 32:04
Oh, Sophie just said, Do we think she might pursue a claim for defamation? On the flip side, that is an option. But defamation is also notoriously hard. I've had a lot of clients try for defamation and a lot of and it's notoriously hard to prove. At the moment there's been a change to legislation. So
Unknown Speaker 32:23
I think the issue is that reputation and crisis work is really hard, emotive work, and so you need to do the work beforehand. So it's process driven and thinking and thinking ahead of yourself, thinking to the worst case scenario with different aspects of your business, and being really prepared with that and just again, like you said, jumping on a live emit, you know, it's like when you get any email you get that makes you angry or evokes emotion, you just want to bang out the reply, which I have been known to do. But if you and curate, you know a more appropriate response is always the better way to go. That being said, I do feel like she did need to say something last night, but possibly something a bit briefer, which bought her a bit more time to say, Listen, I'm I'm aware of what's going on. I do have a really strong response to this. I will be, you know, communicating this on my socials tomorrow, thanks to your understanding, I don't know something along your right. You're right because it says, This is what I'm doing about it. Now I commit to coming back to you with more information at at another time. So I had a client, and obviously I don't talk about de identified, but somebody who had really an excuse my language fucked up,
Unknown Speaker 33:37
and their mark, their market space was online, and they, you know, did a holding statement, and then they got on and they did it. They did a a story that they posted with an explanation. It was very authentic. So the people who followed them and had a relationship with them already, which they had built online, saw that emotion. They saw the authenticity. They were able to relate to them in a way that felt very familiar. And so it's finding the right way to communicate online a little story
Unknown Speaker 34:15
isn't the right place in that space. And I feel for everyone involved. I feel deeply for them I know. And as you and I know, having your own business, like, it's something this big. I mean, it's, it's huge, it's, I think what's going to be really interesting is the next steps both of them take. And unfortunately, I had a comment in my DMs about, you know, who was telling the truth, he said, she said. And I was like, in my opinion, and I'd be keen to know just before we go if you agree with this or not. But it's not necessarily now about what's true or not. It's more about who handles the situation. 100%
Unknown Speaker 34:52
the crisis is an optic issue. It's a perception issue, and reputation is all about perception. So.
Unknown Speaker 35:00
And it's interesting, because I was just talking with a guy who runs a very large private capital, a venture capital organization overseas. I was speaking with him in America, and he had come through Brisbane Airport, and he had commented on brookies cookies. He was like, What's this line about what are these cookies? And and we're talking about that business model. And they're both social media. They're both built personalities online. But as I said, recipe tin eats is very broad. It's not just one, one product, and Nagi has built a reputation of giving. I
Unknown Speaker 35:43
about, you know, she's got a really high online profile, because she shares recipes all the time. The majority of her recipes are available for free. There's only a few. There's, like, I don't know, 100 out of 60 billion that are paid for. There's no paywall. So she has that reputation in the bank. She her response is a more mature response so far,
Unknown Speaker 36:09
and that really makes a difference. I know the demographics are different, but that does make a difference in the end.
Unknown Speaker 36:17
Alright, well, I'm sure we will. I might even see you talking about this in the media. I'm sure you'll get called on for your opinion and on LinkedIn. Guys, Sally Branson, can you remind me the name of your new your because you changed your business name?
Unknown Speaker 36:30
Yeah, it was just Sally Branson, but it is sbcg. It's the Sally Branson consulting group. So sbcg, my email is [email protected]
Unknown Speaker 36:44
we deal with crashes and reputation all the time. I'm always happy to it's my favorite topic. What a surprise. Oh, and get on LinkedIn. And every time you I'm on LinkedIn, I'm like, I've got to see what you I always look to see what you're saying about what's happening, because it's it's always spot on. Thank you so much for jumping on. Stay tuned for this saga and heart.
Unknown Speaker 37:03
Let's talk more. I'll talk to you soon. Bye,
Unknown Speaker 37:10
this episode of media magnet was brought to you by my signature group coaching program, the media masters Academy. The media masters Academy is a live, online, six week course taught by me and designed to teach you how to become your own publicist and give you exclusive access to pitch the country's top journalists and editors. Doors open just three times a year. Check it out at Liz nabal.com along with a ton of free resources to help you get started taking your business from Best Kept Secret to household name right now. If you love this episode of media magnet, please share it with your business buddies or on social media and tag me at at Liz underscore Nabal. And if there's a specific guest you want to hear from on the show, or a topic or question you want to know more about, please tell me so I can make sure the show stays dedicated, especially for you. You.
Transcribed by https://otter.ai
