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Lead Balloon - Marketing, Public Relations and Strategic Communications Stories

Lead Balloon - Marketing, Public Relations and Strategic Communications Stories

Hosted by Dusty Weis

BusinessMarketingNewsSocietyCultureInterviews guests
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Episodes

76

Latest episode

Jul 2026

Language

EN

About the show

Compelling tales from the world of public relations, marketing and branding, told by the well-meaning communications professionals who lived them. Lead Balloon is like Freakonomics for communicators and media consumers. It's a show where we tell stories from communications industry leaders, brands that everyone knows and loves (or hates), and spectacular PR disasters. With immersive storytelling and a wry sense of humor, host Dusty Weis (nominated for "Best Indie Podcast Host" at the 2026 Podcast Academy awards) revisits epic PR disasters, intense communications scenarios, professional inflection points and notable campaigns we all remember, and usually finds a reason to chuckle. Because sometimes, there are important lessons to be learned from someone else's worst day. And sometimes, it's just more convenient than group therapy. Lead Balloon is an award-winning program, named by Adweek as "Marketing Podcast of the Year," nominated for a Webby award and nominated twice for "Best Business Podcast" in the Podcast Academy awards. Tune in monthly for new episodes. Visit podcampmedia.com/leadballoon to learn more.

Listen to episodes

60 recent
July 29, 202636 min

71. America's Brand: Reclaiming Patriotism for Regular Americans, with Joe Trahan (APR Fellow PRSA)

Every nation on the planet is its own brand. And love of country plays a part in each one. But here in the U.S., the very notion of patriotism has been polarized. Culture warriors have attempted to unilaterally define what it means to be American, and they paint anyone who disagrees as unpatriotic. So how did one extremist ideology corner the market on branding American patriotism? Why is it imperative for regular Americans to reclaim the American brand? And why is the so-called “opposition” SO BAD at branding and messaging? A respected public relations leader, government PR trainer and service member Dr. Joe Trahan joins us to discuss. Dr. Joe is the founder of Trahan and Associates, a recognized leader in media relations and crisis communications for more than 23 years. He's a former member of the PRSA national board. Earlier in his career, he achieved the rank of Lt. Colonel in the US Army Reserve, and commanded the 314th Public Affairs Operations Center. And as an instructor, he has taught media relations to thousands of pupils in 46 U.S. states, 5 NATO allies, Mexico and Paraguay, in addition to teaching PIO courses at FEMA for more than 20 years. Together, we'll honor 250 years of American exceptionalism by doubling down on the principles that actually made this country great: service, civil discourse, and compromise. Learn more about your ad choices. Visit megaphone.fm/adchoices

June 30, 202639 min

70. How to Go Viral and Not Screw Up Your Kid's Life, with the Original "Hysterical Bubbles" Laughing Baby (All Grown Up)

The annals of internet history are littered with cautionary tales from young people who became internet famous. From “Star Wars Kid” (Ghyslain Raza) to “Overly Attached Girlfriend” (Laina Morris), many viral stars of the early internet did not intend to become memes. And the unintended attention and even bullying that accompany online celebrity can have a profound—even damaging—impact on a kid’s life. Yet surveys indicate that many young people still aspire to become internet famous. So is there a way to achieve viral notoriety without screwing up your kid’s life? We’ll talk to the internet’s favorite laughing baby, whose infectious giggle owned the world wide web in 2011 after her mom posted a video of the family dog popping bubbles. The video ( https://www.youtube.com/watch?v=gnagemulucw ) was seen by tens of millions of people, featured on national television, and yielded significant ad and licensing revenue. 15 years later, little Molly is almost all grown up, and living the happy, normal life of an average teenager, thanks to parents who set the virtual boundaries that allowed that to happen. And Molly (and her parents) have lessons to share from which we all can learn—whether or not we aspire to be the internet’s next viral star. Learn more about your ad choices. Visit megaphone.fm/adchoices

May 28, 202646 min

69. How the Snapple Brand Won Our Hearts in the 90s, Then Lost Them

The strategy at the heart of the Snapple brand's precipitous rise... and its cataclysmic fall... is simple. "Embrace your roots. Celebrate authenticity." It's a lesson that's been served up again and again in the brands and marketing ecosystem. But it never seems to sink in. So in this episode, we'll pop the top on a Snapple double feature. First, Jane Cavalier tells us about pitching Snapple's iconic slogan, "Made From the Best Stuff on Earth," and watching it flop with the company's original owners. And then, Richard Kirshenbaum outlines the genesis of the iconic "Snapple Lady" ad campaign, which catapulted Snapple into a multi-billion dollar brand--that is, until new owners changed course and sunk $1.4 billion in mismanaged brand value. Richard will tell us how he discovered Wendy Kaufman, the iconic brand spokeswoman whose folksy New York persona peaked the brand's popularity, and why they eventually had to part ways. And together, Jane and Richard will parse lessons hard-earned in the hustle of Madison Avenue, and retell a tale as old as the Golden Goose itself: "If you've got a good thing going, but you don't understand how it works, for the love of God don't tinker with it." Learn more about your ad choices. Visit megaphone.fm/adchoices

April 29, 202643 min

68. Seth Rogen Film, The Interview, Sparks a North Korean Hack Attack and a Hollywood PR Debacle for Sony Pictures' CEO

In 2014, Sony Pictures Entertainment sparked an international diplomatic crisis when it announced its latest comedy, which they called “The Interview.” Starring Seth Rogen, James Franco, and Randall Park as a parodied version of North Korea’s Supreme Leader, Kim Jong-Un, the film features a slapstick plotline where a couple of bumbling journalists are recruited by the CIA to assassinate the reclusive dictator. But when the teaser for the flick hit the internet, the real life hostile foreign power was not amused. North Korea spent the ensuing months issuing threats of violence and terrorist attacks. And then, just a month before the film's scheduled release, the hermit kingdom successfully hacked Sony's computer servers, publishing damaging information for anyone to access on the internet. So in this episode of Lead Balloon, we speak with Michael Lynton, who was the CEO of Sony Pictures Entertainment at the time, and ultimately gave the film the green light for production. We discuss the public relations fallout from the hack, how he set about rebuilding the company's reputation, and WHY he even chose to launch that project--a mistake he still feels is the biggest he's made in a long entertainment industry career. Co-authored with Joshua Steiner, Michael's new book "From Mistakes to Meaning: Owning Your Past So It Doesn't Own You" is available now, wherever you get books. Learn more about your ad choices. Visit megaphone.fm/adchoices

March 31, 202633 min

67. Coca-Cola's Master's Tournament Sponsorship Triggers 2002 Boycott Threat, with Ben Deutsch and Dr. Martha Burk

Home to the Masters Tournament, the Augusta National Golf Club typically serves as a backdrop for sports drama. But in 2002, the club itself became the story, as its men-only membership policy came under the microscope in an unexpected and sensational showdown between women's rights activists and the club's defiant adherence to "tradition." The tale of how the conflict came to a head is an unlikely Public Relations parable in its own right, driven by two iconoclasts of their era: Augusta National chair Hootie Johnson and Dr. Martha Burk, the chair of the National Council of Women’s Organizations. And, as a signature sponsor of the Masters Tournament, Coca-Cola had to thread the PR needle, trying to land on the right side of history without alienating the powerful Augusta National Golf Club, the pro golf establishment and all of their supporters. In this remastered episode, retired Coca-Cola Vice President of Communications Ben Deutsch shares his recollection of the showdown, and Dr. Martha Burk explains how she orchestrated an effective pressure campaign against Masters Tournament sponsors and Augusta National members. Learn more about your ad choices. Visit megaphone.fm/adchoices

February 24, 202637 min

66. Cracks in the ICE: Legal Observers in Minneapolis Use the First Amendment to Swing Public Opinion About Immigration Crackdown

Since the government shootings of Renee Good and Alex Pretti in Minneapolis, something has changed in the national conversation about the Trump Administration’s immigration policies. And the primary reason it’s happening is not a brilliant PR campaign, Pulitzer-winning journalism, or organized political strategy. It’s because of regular folks with camera phones documenting what’s actually happening on the streets of Minneapolis and other cities that have been occupied by ICE. By simply recording and sharing, they have publicly and irrefutably contradicted the Trump Administration’s blatant lies. And now, many people who did not want to pay attention to the issue are paying attention. Some folks who supported the aggressive immigration enforcement now don’t. And citizens who were not comfortable questioning the administration’s lies... question them now. Whether you want to call them “Legal Observers,” “Constitutional Observers,” or "regular folks" who record what’s happening, the impact is profound. So in this episode, we discuss why these brave Minnesotans with camera phones are such a potent force in the current political environment with Scott Libin, a Senior Fellow at the University of Minnesota Hubbard School of Journalism. And, we speak with a former law enforcement leader in the Midwest who says more people need to pick up their smartphones and serve as "legal observers." Dave Mahoney served as Dane County, Wisconsin Sheriff from 2007 to 2021, and shared an interesting encounter with Dusty in 2011 that cemented both of their appreciations for the First Amendment right to document the government's actions. For those who are interested in serving as legal observers, Libin and Mahoney will even lay out some steps for enhancing your effectiveness and bolstering your safety. Because every American has a role to play in protecting our constitutional rights. Learn more about your ad choices. Visit megaphone.fm/adchoices

January 27, 202643 min

65. Delicious Redemption: Getting Fired for an Infamous PBR Tweet Made Corey Smale the CCO at Garage Beer

It was four years ago that the Twitter account for legendary beer brand Pabst Blue Ribbon tweeted out: "Not drinking this January? Try eating ass!" And we're FINALLY talking to the guy who did it. Because Corey Smale—who was promptly fired for the Tweet and owned it publicly—isn't just PBR's ex-social media manager. He's now been named Ad Age's "Marketer of the Year" for his current work as Chief Creative Officer at Garage Beer, one of the fastest-growing beer brands in the world. Look, we already covered the PBR "eating ass" tweet extensively in episode 30 of this podcast. And Dusty arrived at the conclusion that it might have been a dumb thing to tweet, but it was consistent with the brand voice that management and fans had embraced. Firing Corey was just an act of scapegoating. But in this episode, we'll chart the four-year redemption ordeal that took Corey Smale from social media fall guy… to the creative force behind a growing beverage brand that counts football and podcast sensations Jason and Travis Kelce among its co-owners. Corey will tell us about the very deliberate decision-making that rebuilt his reputation, the uncertainty that comes from missing on a big swing, and the source of the work ethic that has propelled him to the top of the marketing heap. Plus, we'll talk about the creative process behind Garage Beer's deliciously deranged marketing and social media presence, including its "Brewmite" martial arts movie, its Predator parody "Thermal Buzz," and a water bed that dispenses beer to one lucky brand fan. Check out the video version if you want to see clips of the creative assets: https://youtu.be/X32LR9Q0SVs Finally, Corey will break a bit of Garage Beer merchandising news—the upcoming launch of its "Beer Hand," a reimagined Nintendo Power Glove designed to aid the wearer in making life decisions and pounding brewskies. Learn more about your ad choices. Visit megaphone.fm/adchoices

October 22, 202535 min

64. The Wikipedia Prank: Why the Internet Mistakenly Thought the Movie Good Luck Chuck was Based on Ben Kollenbroich

15 years ago, if you had googled Ben Kollenbroich’s name, you would have discovered that his life story was the inspiration for “Good Luck Chuck,” a mid-budget, critically-panned romantic comedy starring Dane Cook and Jessica Alba. That’s not REMOTELY true, however. In fact, Ben Kollenbroich was just a regular 25-year-old guy in 2010. There certainly weren't any movies based on his life. And it wasn't an accident, a mix up or a mistaken identity that caused dozens of websites… and even his own grandmother… to believe otherwise It was an intentional and painstakingly-implemented prank executed by one of his best friends. With time to kill and a dogged commitment to the bit, Ben’s buddy Vince had cultivated a steady buzz of internet chatter claiming that Ben had inspired the Hollywood flop. Over the course of months, he gradually built up the source material needed to keep that fabricated factoid on Wikipedia. But what started as a prank got suddenly serious when Vince’s made-up Internet claim started to circulate all on its own. Search results for Ben’s name cited him as the movie's inspiration for more than 10 years. And neither of them was capable of doing anything about it. In this episode, Ben and Vince recount the story... and reflect back on an era when people still believed what they read on the Internet. Learn more about your ad choices. Visit megaphone.fm/adchoices

September 24, 202550 min

63. A.I. Podcast Host Invasion: Inception Point's Business Model & the Podcast Industry's Reaction

Earlier this month, a new startup announced that they would be using artificial intelligence to churn out thousands of podcast episodes voiced by A.I. podcast hosts. Inception Point A.I. claims to be able to fashion 3,000 podcast episodes a week at a paltry cost of $1 per episode, and plans to flood the market with massive amounts of content in the hopes of generating revenue through programmatic advertising. But the reaction to their market entrance was anything but warm and welcoming. Podcast industry stalwarts and professional communicators expressed shock and outrage that the startup would resort to such a low-quality, high-volume tactic. Many raised ethical questions about replacing human insights with A.I.-generated "slop," and concerns abounded about job losses in an already contracting industry. In a post to her LinkedIn, Inception Point A.I. CEO Jeanine Wright was flamed by dozens of angry comments from incensed audio professionals. Some objected strenuously to bizarre comments where Wright declared that "half the people on the planet will be AI" in the near future. Others were upset by her decision to cast critics of the business model as "probably lazy Luddites." So obviously this story is a PERFECT fit for us here on Lead Balloon. First, we'll discuss the industry reaction, the PR faceplant and the dubious business model with Jeff Umbro—CEO of the Podglomerate, host of the show "Podcast Perspectives," and a leading authority on the state of the podcast industry. And then we'll cover the moral implications of A.I. podcast hosts with Ronald Young, Jr. , "Best Podcast Host" winner at this year's Ambies Podcast Academy Awards and creator of award-winning podcasts including "Weight For It." Ultimately, whether you consider communication an artistic act OR a professional pursuit, we'll unpack the implications and repercussions of a world where big tech insiders try to replace the HUMAN in the human act of communication. A note: we spoke with Inception Point A.I. CEO Jeanine Wright and invited her to respond to our questions about the company's business model and ethics. Ultimately, she chose not to provide us with any commentary prior to our publishing deadline. Learn more about your ad choices. Visit megaphone.fm/adchoices

August 20, 202528 min

62. Modernizing the Way We Communicate About Road Closures (Especially During Emergencies), with Scott Oppman from ArcGIS

Most people get travel information about road closures from Google Maps, Apple Maps or a similar smartphone-based application. But when a road is closed, most transportation agencies put out a press release. And this disconnect is not only annoying—it can be a public safety hazard. So after the recent catastrophic flooding in his Southeast Wisconsin community, Dusty wants to start a conversation about how public officials can modernize the way they communicate about road closures in 2025. Because, in order to maximize the impact of potentially life-saving information, municipalities and departments of transportation need to take their message to the channels that the public actually uses. In this episode, we speak with Scott Oppmann, ArcGIS Solutions Director at Esri. Esri's ArcGIS is the leading mapping and spatial analytics software in its field, allowing organizations to leverage location-based digital insights across a wide variety of fields. And Esri’s Community Maps Program and Road Closures solution helps local governments get time-sensitive travel information out to the apps that people actually use when they travel. We'll discuss the imperative for pushing live travel updates to maps apps, different methods for doing so, and why it's important to have a plan in place BEFORE an emergency strikes. Learn more about Esri's Community Maps Program and Road Closures Solution. Contribute to contentpartners.maps.google.com Support Wisconsin Flood victims: feedingamericawi.org Learn more about your ad choices. Visit megaphone.fm/adchoices

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