In communications, we often focus on data, but how can we use it to make better decisions and drive real impact?
In this episode of Earning Your Seat,
Philippe Barillon, Executive Director, Predictive Platforms and AI Enablement at
Novartis, breaks down how to use data more effectively. He walks us through a simple, four-step process that takes us from looking at past results to giving actionable recommendations for the future.
Philippe also dives into the role AI is playing in communications, how to manage relationships with key stakeholders, and why it’s important to build trust, especially in times of crisis. He shares valuable lessons from his own experience, like why learning the language of business is essential for communicators who want to be seen as trusted advisors.
If you’re looking for practical ways to use data, build your influence, and drive better communication strategies, this episode is for you.
Earning Your Seat is a Meltwater podcast.
Episode Highlights:
(
00:00) Welcome to Earning Your Seat
(
01:00) Philippe’s Background and Career in Communications
(
04:00) AI and the Future of Communication Roles: A Bold Statement by Stephanie
(
05:00) The Role of Critical Thinking in AI-Driven Decision Making
(
08:00) Descriptive vs. Diagnostic Analytics: Understanding the "Why"
(
13:00) Moving from Predictive to Prescriptive Analytics: A 4-Step Methodology
(
17:00) The Importance of Audience Understanding in Communications
(
20:00) Building Reputation: Why Trust and Consistency Matter
(
23:00) How Data Can Link Communication Efforts to Business Outcomes
(
28:00) The Super Bowl Ad: A Case Study in Effective Communication Strategy
(
34:00) The Value of Stakeholder Management and Building Trust
(
37:00) Learning the Language of Business to Earn a Seat at the Table
Connect with Philippe:
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What is Earning Your Seat?
The role of communications has changed. The expectations are higher. The margin for error is smaller.
Earning Your Seat is a podcast for communications leaders operating under changed expectations without a clear playbook.
Hosted by Dino Delic, Stephanie Lerdall, and Genevieve Brammall, the show places the hosts inside an experience many communicators recognize. Smart, capable leaders learning in real time how influence is earned, tested, and sustained.
Each episode features candid conversations with leaders across communications, data, media, and technology. Alongside those conversations, the hosts test ideas in real time, question what they have been taught, and confront where common advice breaks down under organizational pressure.
This is not aspirational thought leadership. It is a practical look at growth as it happens. How communicators earn trust, collaborate across functions, and lead with authority in a world moving faster than the role itself.
Pull up a chair. The work begins now.