Breaking the Mold: Journalist Georgia Rickard 00:00
It’s super important to be authentic. Younger generations are increasingly digitally fluent and can sniff out inauthenticity from a mile away.

Georgia Rickard knows her way around a narrative. The former journalist, lauded by the likes of BBC, CNN, GQ, you name it, Georgia is now helping brands create compelling, narrative driven content. Sounds dry when you put it that way, but that’s the 21st Century mode of storytelling. We caught up with Georgia at Emergence Creative Festival and got her word on authenticity, the ease of good content, and the necessity of breaking a few eggs to make an omelette.

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How you doing?

GEORGIA RICKARD

I’m still alive, I still have my voice and it’s one o’clock. So to be honest pretty good.

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Can you tell us what you are doing here?

GEORGIA RICKARD

My name is Georgia Rickard and I’m a journalist by trade but that really means is I’m a storyteller. I’m here at Emergence to help brands explore their potential as storytellers.

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How have social media and technology changed the way brands communicate with their audiences?

GEORGIA RICKARD

Technology has proliferated over the last few years. Now, more than ever, brands have the opportunity to go direct to a consumer and speak to them in a way that’s engaging, authentic and authoritative. That just didn’t exist previously. As a traditional journalist, my skills have transferred to working with brands these days. The reason I’m here is to help unlock those secrets in a way that’s super easy and affordable and accessible to the average business owner.

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With so much content out there, how important is authenticity?

GEORGIA RICKARD

It’s super important to be authentic. Young generations are increasingly digitally fluent and can sniff out inauthenticity from a mile away. Apart from that, one of the best thing that you can do is just be interesting. There is so much bland content out there these days and it’s not super hard to be interesting or engaging — it just requires a little bit of thought. One of my messages today is that content doesn’t have to be difficult, it just requires a bit more thought than most of us really want to give it.

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Switching gears a bit, what about swearing in content?

GEORGIA RICKARD

I don’t know. I swear in my presentation today. Look, it really depends on your brand and your messaging and who you are speaking to. The odd bit of swearing in some circumstances can be widely satisfying. But sometimes things are better held back, so I would think very carefully before you use swear words in a marketing campaign.

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The theme of emergence this year is “breaking molds.” Can you define the word break in terms of what it means for you?

GEORGIA RICKARD

I love the word break. When you break something, you break it open. You need to crack a few eggs to make an omelette.

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Can you define the word mold?

GEORGIA RICKARD

A mold to me is something rigid and hard and in this day and age that’s the last thing that we need. More than ever we need rule breakers and disruptors. And that’s why we are here at Emergence.

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Thanks Georgia, appreciate you taking the time.