I speak to many companies who say, "I want to be in the WSJ or go on CNBC." OK? But why are you interesting? There is so much to write about. What makes your company, product, or team of interest to others? Well, for Jasmine and Concepts Bureau, their answer is storytelling. Before you can create an actionable PR strategy, you need to create a story around your brand. Jasmine gives insights on how to do that and brands that are doing a good job of implementing this advice.

Justin is a former speechwriter and communications professional. He has written for Jim Mattis, General David Petraeus, and Leon Panetta. He has worked as an evangelist for Palantir and held the role of Director of Communications for the Secretary of Defense. Currently, he works at Gumroad and has a newsletter summarizing the big ideas of the biggest names on Twitter:

In February 1898, a peasant is born in Modena, Italy. Over 90 years, in the same town, he dies a king. This is the life of Enzo Ferrari, the founder of Ferrari. His pursuit of excellence, not only built the world's best racing team but the world's most powerful brand.

The internet brought about a new way to connect with people. Social networks like Reddit fostered these communities. There is nearly a subreddit for anything. Lately, we've seen a handful of companies attempt to unbundle Reddit.

Carol believes that many marketing professionals are overly focused on launching. For example, a company would choose a launch date and then begin speaking to users. This is the wrong approach. The product and communication efforts need to go hand and hand. Companies should look at product development as an iterative process.

In 1975, Harold Etling went to eat a steak. Harold, a lifelong rancher, left the meal disappointed. His steak didn't meet his expectations. Harold decided to do something about it. He approached the American Angus Association. In January 1978 in West Salem, Ohio, the brand Certified Angus Beef (CAB) launched.

Most of the brand strategy relies on social. Many customers go to social when they are complaining about their experiences. If you have empathy on social, show that you have emotion and aren't responding like a robot that will yield positive results. Ultimately, your company is in the people business.

The truth is one of the few weapons you have in a crisis. The moment you lie, you lose all credibility. Who would trust a company that lies during a crisis? I wouldn't. It's important to rip off the bandaid and share as much pertinent information about the crisis as quickly as possible.

What was your favorite magazine growing up? For me, it was Game Informer, a video game magazine. I was a video game nerd who spent my childhood playing Steam and Playstation. My mom would get the mail while I'd wait in anticipation that that month's Game Informer had arrived. It was a monthly ritual. One I eagerly looked forward to.