This episode's featured track is FROM THE TRENCHES - deep-dive interviews with PR practitioners, content strategists, and digital communications experts that explore how reputation and influence are built today.

Hosted by Trevor Young, this track shares grounded insights, hard-won lessons, and practical wisdom from those shaping credible marketing communications in the modern reputation economy.

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How do you build an authentic, credible business or personal brand in today’s hyper-competitive, AI-driven, digital-first world—without getting lost in the algorithm trap or shouting into the void?

Host Trevor Young sits down with brand and PR pros Andrés López-Varela (ALV) and Bec Sands, a dynamic husband-wife team, for a lively, honest conversation packed with real-world reputation and authority-building insights.

In this episode:

• The real definition of “PR” today - and why authentic perception and strong communities matter more than ever
• Why performative rage-bait and dancing reels aren’t a shortcut to credibility (and why you shouldn’t let the algorithm erode your identity)
• Personal branding for good: advice for experts, thought leaders, and entrepreneurs who want to share genuine value, not just noise
• The power of owned media (newsletters, podcasts, websites, private communities) and how to strategically select your home base beyond social media
• Sharp debate: Is paid media the new starting point for small businesses? Or can you still grow organically by tapping your existing network?
• Earned media secrets: How to get invited into other people’s rooms, from niche podcasts to industry panels—with practical examples you can start today
• Why building deep connections (not just going viral) should be your top focus
• The compounding value of credibility markers and how social proof works in B2B and B2C
• What’s working for Bec and Andres right now - and their take on the evolving role of AI in marketing strategy

If you’re a consultant, creative, marketer, entrepreneur, or aspiring authority ready to make your reputation matter (without selling your soul to the algorithm gods), this episode is your goldmine.

Find our guests online:

• Bec Sands
• Andrés López-Varela

Tune in, earn the right, and start turning credibility into recognition and opportunity—on your terms!

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Connect with Trevor on LinkedIn

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