As a journalist, Mike Sergeant's job was to communicate complex issues clearly and quickly. He had to find within huge geopolitical issues the human stories that listeners could connect with. Today he uses that experience to help business leaders communicate more powerfully.
Mike believes that PR is simply storytelling - human to human. Finding the story and creating the emotional connection, that's what saves us from spin and distrust.
In this conversation we talk about the difference between simplifying your message and clarifying it, the power of the podcast, and those weirdly productive 3am moments.