Nonprofits often describe themselves with a strange sense of pride: “We’re the best kept secret.” But in an era where funding is shrinking, donor expectations are shifting, and public trust must be earned every single day, staying a secret is no longer a virtue. It’s a liability.

So why do so many NGOs still hide behind humility, overwhelm, or the hope that their good work will somehow speak for itself?

It’s same problem everywhere. Leaders who underestimate the power of strategic communication. Teams overwhelmed by tactical delivery. Fundraisers separated from PR staff. And organizations with extraordinary missions that remain invisible. In this episode, how nonprofits can step out of the shadows, communicate their value with confidence, and build the visibility they need to survive and serve.

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5:11 Why doesn't good work speak for itself anymore?
10:12 How can NGOs attract top talent without top salaries?
18:52 What are the first PR steps for nonprofits to grow visibility?
21:04 Answer to Last Week’s Question from Cindy Lang

Guest: Marc Whitt

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Who’s Really Writing the Stories That Shape Our World?

This week, we dive into the high-stakes power play unfolding in Hollywood as Netflix and Paramount battle to take over Warner Bros. What looks like a blockbuster business deal is, in fact, a global struggle over who gets to shape the stories that define how we think, feel, and remember.

Farzana explores the soft power implications of the deal, asking what happens when control of cultural narratives shifts to private or even foreign-backed hands. Doug examines the potential impact on creators, especially if Netflix, known for tight content licensing, wins control of vast historical archives. David brings in insider chatter from Hollywood, where some fear the deal could spell the end of cinema as we know it.

Also in this episode, we unpack why the UK is launching a legal PR offensive to keep English law as the gold standard for global deals and how Singapore is emerging as a serious contender.

Plus, is the US hurting its tourism brand with new visa requirements demanding access to social media history? And what can Australia’s ban on under-16s using social media teach us about digital policy and parental reality?

Listen For

3:53 How would this merger reshape global storytelling and soft power?

6:58 Why is the UK promoting English law as a global standard?

10:12 What makes Singapore law a serious competitor to English law?

15:39 Will new US visa rules scare away global travelers and harm tourism?

The Week Unspun is a weekly livestream every Friday at 10am ET/3pm BT. Check it out on our YouTube Channel or via this LinkedIn channel

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In every corner of the world the public mood is shifting, sometimes quietly and sometimes all at once. Climate anxiety, pandemic fears, economic pressure, geopolitical tension and a surge in concern about data security have all reshaped what people expect from companies.

For organizations trying to build trust across borders the rules keep changing. What mattered in 2019 did not matter in 2021. What mattered last year may not matter next year. And unless communicators understand these shifts they will miss the signals that determine whether a message lands or falls flat.

That is why this conversation with Steve Shepperson-Smith is so valuable. Drawing from Vodafone’s 75,000+ annual reputation data points and RepTrak’s million-strong global dataset, Stephen shares compelling insights on the critical 60/40 split between capability and character, and why the latter matters more than ever in polarized, politicized times.

Listen For

4:37 What does global data say about what drives reputation today?
6:52 Have public views on social and environmental issues shifted?
8:41 Are ESG and DEI labels now hurting more than helping?
10:57 Why is data security now a top consumer concern?
16:38 How can brands stay local in a divided global landscape?

20:40 Answer to Last Episode’s Question from Andy West

Guest: Steve Shepperson-Smith, Vodaphone

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