In this week’s Quick Fire Friday episode, Michael interviews Keryn Nylander, a Strategic Communications, Media, Brand, and Public Relations Specialist, and Principal of Nylander Consulting. She’s based in Hobart, Tasmania, Australia. Keryn is a former journalist that covered print and electronic media until she decided to transfer to the field of public relations. Now she has a consultancy firm that aids her clients’ public relations. A business has three vital parts: advertising, marketing, and public relations. Like the other two, public relations is essential in a business and shouldn’t be treated as the lesser of the two. Keryn specializes in that field, giving strategic communications to small-medium business owners, refining their Social License, and preparing businesses to withstand any drama when the chips are down.  According to Keryn, what she’d recommend small-medium business owners do on Monday is, “You should have a crisis comms plan; what are you going to do? If something doesn't go right?” a risk management strategy to maintain the excellent reputation of your brand.  This Cast Covers: Who’s Keryn Nylander? The early days of Keryn Nylander’s career. How did Michael and Keryn meet? The cruciality of understanding how media works. Three areas that you can use to promote your business. Media training and strategic communications advice. The importance of communicating. Social License is a really powerful tool. Building the values and the culture first. Having foresight of a bad situation. Links:  Keryn’s Linkedin Keryn’s Instagram Additional Resources: Spin Sucks: Communication and Reputation Management in the Digital Age (Que Biz-tech) by Gini Dietrich     Quotes: “Understanding how the media works are integral to being a good public relations practitioner.” — Keryn Nylander. “Well, it’ll surprise you how few people understand public relations. And yet, you would say it's the most important.” — Keryn Nylander. “Your Social License is people's reputation of you.” — Keryn Nylander. “Social License it's so powerful because it can make or break you.” — Keryn Nylander. “You should have a crisis comms plan; what are you going to do? If something doesn't go right?” — Keryn Nylander.     Music from https://filmmusic.io “Cold Funk” by Kevin MacLeod https://incompetech.com. License: CC by http://creativecommons.org/licenses/by/4.0