Emilie Gerber: belief

Transcript context

…And then Aaron specifically is very good at this, is there anything that you learned from his approach to tweeting specifically? I don't know if he uses other platforms. That works really well for him. I actually think I just learned so much. So it was my first in-house job, so I had worked in an agency, I hadn't worked internally at a company before, and I think I just learned so much about comms best practices from him in general, just even beyond social. He was so good at figuring out how to comment on things happening in the news, having just the right stance that was both interesting to the reporter but not necessarily threatening to the business, and just capitalizing on all those moments. And I just watched how that worked and I was like, "This is how good PR is." And it's like the space that they're in is not necessarily one that reporters are all writing about, but he was able to insert himself in those conversations really well. And I think also at the time that I was there at least just really valued press and was willing to put the time in and do the briefings. And so just getting to hear how he speaks over and over again was really helpful. And then on Twitter, I think it clearly just comes naturally to him, and so it wasn't necessarily something that needed to... Like I mentioned, how some execs will spend all this time thinking through to the point where it could get in the way of other things. I think that's not the case there. And if anything, it just helped the business. And actually with his Twitter presence, I would say it's a good example too of stuff getting included in articles, like I mentioned in that Microsoft article. So it helps the PR strategy as well. Amazing. And we'll link to his Twitter account. This is Aaron, CEO of Box, by the way. I think I mentioned at the beginning and then we just started talking about Aaron. Also, I realize, he tweets about this sometimes, he actually makes money from Twitter, and now the Twitter pays you for views and things and they share ads, he makes thousands of dollars also from X now, by the way, not Twitter.…

Stored transcript either side of the excerpt. The highlighted words are the published quote; the surrounding text is unedited source, never generated.