Cutting Through the Noise: Takeaways for Today’s Communicators

Let’s be honest — grabbing attention these days feels like shouting in a crowded room. With AI, TikTok and a million other things competing for eyeballs, it’s no wonder communicators are looking for new ways to stand out.

That’s exactly what the PRSA East Central District’s recent webinar, “Cutting Through the Noise,” tackled, with insights from Peter Evans, CEO of ExpertFile, and Rhea Wessel, founder of the Institute for Thought Leadership and author of Write Like a Thought Leader. The event was guided by PRSA Thoroughbred Chapter past president Katie Neal, principal and CEO of Katie Neal Coaching & Consulting.

Attention is the new currency.

Peter Evans opened the one-hour session with a truth bomb: Attention is the new currency, and there’s just not enough to go around. Platforms like TikTok, ChatGPT and Perplexity are changing how people find and consume information. If you want your message to matter, then you need to grab attention first — otherwise, trust and influence don’t even get a chance.

Evans introduced his A-C-T framework for communicators: Attention, Curiosity, Trust. It’s simple, but powerful. First, you catch their eye. Then, you spark curiosity, and only then do you earn trust.

A quick pro tip from Evans: SEO is evolving into AEO — Algorithmic Experience Optimization. What does that mean? Simply stated, your content now needs to make sense to both people and the algorithms that serve it up.

Evans also reminded the attendees that our brains are wired to tune out anything boring, confusing, or fear-inducing. If you want your message to resonate, then clarity and storytelling aren’t optional — they’re essential. Emotionally charged content connects faster and deeper, so don’t be afraid to let your brand’s personality shine through.

Thought leadership is more than a buzzword.

Rhea Wessel brought it home with a reminder that thought leadership isn’t just a fancy title — it’s a strategy. Her roadmap for turning experts into visible authorities is refreshingly practical:

• Find your niche.

• Frame your story.

• Flesh it out.

Communicators should help subject matter experts (SMEs) step out of their comfort zones and share real, first-person stories. That’s how you build trust, spark real conversations, and make an impact.

Practical tactics:

• Test your AI visibility by asking tools like ChatGPT, “What is [Your Brand] known for?” or “Who are the experts at [Your Org] in [Topic]?”

• Short, strong, first-person articles perform best — keep it real and keep it brief.

• Support your SMEs with writing clinics, simple Q&As, and templates to boost their confidence and consistency.

Bring humanity to your brand.

Evans shared a great example from ChristianaCare, which built an internal Speakers Bureau that included not just executives but a diverse range of voices from across the organization. The result? Stronger brand trust and a better internal culture. It’s proof that your own people can be your most trusted influencers.

This example illustrates the growing trend of internal experts as influencers — a shift that aligns perfectly with research by Edelman showing that people trust individuals more than institutions.

Stay curious, stay human.

Evans and Wessel wrapped up with a challenge: Embrace new tools, work together and focus on frameworks that last. Thought leadership is still one of the best ways to stand out in a noisy world. Or, as tech journalist Kara Swisher puts it, “AI won’t take your job — but someone who knows how to use AI might.”

So, if you’re a communicator looking to cut through the noise, then remember to be curious, be human and never stop experimenting. The world’s listening — make sure that you’re saying something worth hearing.

Want to make your own writing warmer and more conversational? Use simple words, talk directly to your reader (“you”), and don’t be afraid to share a story or two. That’s how you connect — and that’s how you stand out.

Thanks to East Central District Chair Mark D. Weinstein for help with compiling this recap. On Saturday, Sept. 13, both Peter Evans and Katie Neal will be among a group of presenters at the annual East Central District Conference held in Columbus, Ohio.  Visit the PRSA ECD website for information and registration.

Illustration credit: idspopd

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