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Five years ago, I wrote about the significance of rewriting the guide to media training spokespeople. Since then, the world has been through several disruptions, including a global pandemic, widespread retrenchment of editorial staff, the passing of Bill C-18 in Canada and the rise of artificial intelligence, to name a few. In a span of just a few years, these critical, novel and often overlapping disruptions have squeezed newsrooms even tighter. With newsroom staff having been cut by 70 per cent, the roles remaining staff must play are ever increasing, with the expectations for what they deliver becoming more demanding than ever before. And as newsrooms change, so too must the skill + techniques of a spokesperson. And with this, comes redefining media training rules of engagement. But, how? First, we must start with what the news is (and is not!). Unless you’re talking about a major M&A, a rebranding or some other industry shifting move good or bad, the brand is often not the news. Your target audience is the news. Sorry, I hate to break it to you, but this is still true. And that continues to be my core beef with conventional media training. It coaches would be spokespeople to promote a series of key messages, products or services in a technically sound manner, but not in a compelling newsworthy way.  It’s more about training people to survive an interview with one’s credibility intact than it is to deliver a story that actually moves the bar on a brand’s business objective and reputation. Especially now with newsrooms being squeezed tighter than ever, conventional media training really doesn’t cut it anymore, especially when it comes to securing desired editorial and business outcomes. Ideally, the aim of any media placement is to spark a productive and meaningful dialogue with would be customers, business prospects, employees and/or stakeholders. Otherwise, its an exercise in ego. And that’s not what we want. What we do want – and help enable and create – are well-media-trained and motivated spokespeople who are well-versed in some evergreen 21st century principles, including: News and newsworthiness need tension, and you must serve it to reporters on a silver platter at the top of the interview. A media interview is very similar to leading a standard business meeting — if it’s your meeting, you lead the agenda towards a desired outcome. The same holds true for a media interview. It’s your interview – lead it. And yes, there are tools for you to bridge “fork in the road” issues or questions with confidence. A media interview tells a story that follows a linear flow. Yes, linear. It’s not about concise sound bites, a flood of data or random key messages.  In fact, when you master our module’s formula, you can make any proactively negotiated media interview 99.9 per cent predictable and effective. There is obviously much more that goes into the making of an effective, credible and sought-after spokesperson, including a lot of practice and experience.  But the skills required today are very different from the ones pre-pandemic. The game has fundamentally changed – so too should your media training. Our Problem-Solving Approach APEX’s media training leverages its distinct training module to help advance organizational objectives via expert media engagement. While we always review best practices on presentation and technical delivery, we emphasize strategic sequential messaging and editorial. Because it’s not just about how you say something, but also about what you’re saying – and why. — About The Trainer: Kenneth Evans (he/him) Managing Partner, APEX Public Relations A 25+ year senior corporate communications strategist and communications trainer to some of the globe’s top brands, Kenneth has carved out a reputation for cultivating compelling brand narratives that protect and advance corporate reputations. Through his proprietary strategic narrative module, Kenneth has helped brands such as BMO Financial Group, The Red Cross, Emergency Response Professionals, Google Canada, Samsung, Coca-Cola, RSA Insurance and RBC and Municipal Bureaucrats among many others implement new corporate strategies – married with the right media training to engage and provoke a diversity of stakeholders, including employees, customers, partners, the media and social media, at a level that achieves desired organizational goals. How Ken helps teams and organizations win: Completed more than 160 training sessions in 2023. Media trainer for several top 100 brands in North America. One of the few media coaches in Canada with 20+ years of expert experience. Kenneth’s training has improved quality earned editorial outcomes for clients by 10-15% on average. To schedule a media training session, contact Ken: kevans@apexpr.com

From inclusion in sport and out-of-home advertising to AI disruption and crisis communication, have a listen to our fun wrap up of the season, where Pivot producers Jacob and Jelena chat with Ken to reflect on salient moments from the season and what they mean for marketers everywhere. We also explore: Navigating the landscape of reputation management and the importance of authenticity along with a preview of season eight. Listen here: Host and Producer Bios Ken (Host) A 24-year senior corporate communications strategist and communications trainer to some of the globe’s top brands, Kenneth has carved out a reputation for cultivating compelling brand narratives that protect and advance corporate reputations. In his capacity as a communications strategist, Kenneth has collaborated closely with corporate executives in cultivating brand positions that establish genuine industry differentiation. Through his proprietary strategic narrative module, Kenneth has helped brands such as BMO Financial Group, UPS Canada, Google Canada, RE/MAX, Coca-Cola, RSA Insurance and RBC among many others implement new corporate strategies that engage and provoke a diversity of stakeholders, including employees, customers, partners, the media and social media, at a level that drives business development goals. Jelena (Producer) Whether it’s telling stories through the lens, developing strategic communications plans, or bringing creative flair to content, Jelena has spent the last 8 years helping organizations engage with humans. Where she goes, she brings cross-sector experience, a range of skills, and great initiative. As a graduate of the Master of Professional Communication program at Toronto Metropolitan University (Formerly Ryerson), she continues to use her skills to help organizations and humans find common ground. She’s managed teams, honed her understanding of creative direction and production, and spent nearly 5 years putting her ideas into action in the non-profit sector. Now, Jelena is on the ground leading digital strategy for a variety of B2B and B2C brands. She’s worked on DoorDash Canada, Walmart Rewards MasterCard, Husqvarna, RE/MAX, Levi’s Canada, Project 8, Charity Intelligence, WeightWatchers, Citron, MoveSnap, and Ubisoft. Jacob (Producer) An avid problem-solver and integrator of lessons, Jacob loves to elevate the teams and organizations he is a part of. An agilist with a curious mind and versatile skill set, you’ll always find him working on a new project, be it a podcast production (for the Pivot, or his own podcast), leadership event or brainstorming session. Through a strategic mix of Kaizen, Ikagai and Shuhari, Jacob brings his best to personal and professional life. When not working on the above you can find him playing board games or at a Toastmasters club.

About 50% of all ad spend is digital. Of that, only 5-6% is within the Canadian local media market, a shift in the course of about five years. As we explore why and work to earn the attention of our audiences, it’s more important than ever to really consider what kind of world we are creating, and how we are supporting Canadian owned and operated media, and especially local news. Learn about how we can meaningfully move the needle on this, and so much more in the latest conversation between Ken Evans and Sarah Thompson. Listen and share with your networks: Guest Bio Sarah Thompson (she/her) Sarah is President, Media for Dentsu in Canada. She oversees Carat, Dentsu X and iProspect in Canada as well as the investment arm, Amplifi. Sarah is a vocal advocate to support local media, along with diversity, equity & inclusion in the workplace and representation in media. Sarah’s career experience spans telecom (Rogers/TELUS and Shaw), retail, banking and insurance, consumer packaged goods, electronics, technology and B2B. She has had roles in media strategy, creative and brand strategy, CRM, data and technology. A frequent and sought after speaker, Sarah regularly discusses responsible media and advertising, representation and the supply chain of media. And, has made multiple appearances as a guest lecturer at Schulich Business School, Humber, Centennial, Miami Ad School, and Rotman. She has spoken at numerous industry events and is often quoted in media, including articles for the Toronto Star, National Post and the Globe & Mail. Sarah is also an avid moderator and panelist for Filling the Gap, an organization dedicated to more inclusivity in the workforce. Sarah was also awarded “Media Leader of the Year” in 2020 from the CMDC. Currently as the President for Dentsu’s media brands in Canada, Sarah is on a mission to make the dentsu a place where all of her colleagues can shine and thrive and clients understand when their media is working and when is it wasteful. FOLLOW Sarah: https://www.linkedin.com/in/sarahethompson/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

In this timely episode of the Pivot, Ken and Ethan dive into Bill C-18, the Online News Act. Specifically focusing on the tech giant conflict and what it means for Canadians and newsrooms. They also explore  the media business as a whole, alternative approaches to regulatory sanity, and how we can explore different avenues of news. Listen and share with your networks: Guest Bio Ethan Lou Opinion editor in the Globe and Mail’s business section. Ethan also writes a regular column. Wrote “Once a Bitcoin Miner: Scandal and Turmoil in the Cryptocurrency Wild West,” named among the CBC’s best Canadian nonfiction of 2021 and described as “vividly brought to life” by the Times. Prior book “Field Notes from a Pandemic” was named among the CBC’s best Canadian nonfiction of 2020. Ethan’s work ranged from longform narratives to essays to geopolitics commentary. Wrote regular columns in the Financial Post and the Globe and Mail. My words appeared in the Guardian, the Toronto Star, the Walrus and the Washington Post. Ethan was particularly passionate about investigative work and had a track record with confidential sources, courts and freedom-of-information requests. Ethan’s book: Once a Bitcoin Miner: Scandal and Turmoil in the Cryptocurrency Wild West FOLLOW Ethan: https://www.theglobeandmail.com/authors/ethan-lou/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

By: Jacob Robinson, Consultant, APEX PR > I have a love-hate relationship with artificial intelligence (AI). On one hand, I find it quite useful for brainstorming relevant ideas, templating and saving me valuable time which I can then redirect to more strategic work. On the other, I do find its occasional wild tendencies amusing at best…and potentially dangerous at worst. Especially if the output it generates is taken at face value, without some level of responsible oversight or fact-checking by the person prompting it. While we’re living in fascinating times, I do believe it would be a little haphazard to ‘hop on an AI hype train’ without first disclosing a few of its limitations. So, let’s take ChatGPT as a well-known example: It can’t cite sources (given its bounded function to recognize and reproduce patterns in text (data)), and it can’t count backwards. And let’s be honest, while the output it generates sure does come across as confident…the actual factualness of the output sometimes leaves a lot to be desired. Why? The accuracy of ChatGPT (or any AI) output depends on the truth of the datasets it crawls for and trains itself from – and by extension – the people programming those datasets. The tool itself is NOT concerned with, nor does it understand, truth, and is therefore prone to AI hallucination. If human biases are present in existing and emerging datasets, we can expect these biases to carry over into AI generated output, no matter how specific, high-quality and intentional a prompter’s input might be. When disinformation is masqueraded as plausible ‘fact’ – there’s a problem. Never mind the out-of-control robots we’ve seen in sci-fi films. The risk of real bad actors weaponizing and spreading falsehoods – perhaps in the form of propaganda production, elections meddling in political arenas and identity theft through convincing deepfakes – is plenty scary and carries with it potential harm, especially for people and communities who are unaware and ill-equipped. This is at least one reason why I’m a believer in at least some degree of enforceable governance, oversight and rules for responsible use. To mitigate risk of unintended consequences, yes, but also to ensure we always retain command and control of the evolving technology, and not the other way around. We are already seeing regulatory conversations and steps taking shape in Europe, as governments and regulatory bodies around the world are scrambling to figure out the new ball game. Given how easily accessible the evolving technology is to anyone, anywhere, at any time in the world…we can expect to find ourselves on a riveting rollercoaster ride in the long term, as more and more people learn the art and skill of prompt engineering to better train AI tools to do their bidding. Think, for instance, of the GPT-4 API: The technology which enables and powers ChatGPT, requested by millions of developers, and how it could be commoditized and commercialized as businesses seek to bring it in-house, to build and train their own AI programs. While this could certainly fuel discussions around ownership and copyright, we can also expect resulting production increases and innovation to alter organizational workflows, shift business models and change entire industries…fast. When one leads, the rest follow, and the race to ‘beat the market’ is on. Given this – I do believe AI is here to stay. And, it will continue to get smarter, sharper and more capable as it continues to learn more at breakneck speeds. However, I also believe that AI is, and will only ever be, as good (or not good) as the actor using it. Consider two extremes: On one extreme – Responsible use could save human lives, such as predictive AI accurately detecting cancer at an earlier, more treatable stage, as seen here in this recent new study, where AI-supported screening found 20 per cent more cancers as compared to the standard review by physicians who did not use AI. On the other – Irresponsible use, or perhaps AI itself might mark the end of people, a possible worst-case scenario discussed earlier this year by Geoffrey Hinton, the Godfather of AI. I suspect reality will probably fall somewhere in-between these two extremes. Regardless of how the dust settles, AI is not capable of human feeling – and dare I say – never will be. It might be able to mimic it, and perhaps even behave conversationally with ‘near’ human-like competence. But that is where I believe (and hope) the line is drawn, contingent on a minimum threshold of enforceable governance, oversight and responsible use. We must also remember that while AI is powerful and capable: Human understanding and judgement, contextual nuance in communication, critical thinking, industry wisdom and preferred terms won’t just vanish into thin air. These human elements are here to stay, too. And I foresee that work which consistently demands these more ‘human’ elements to produce business outcomes, will be at lower risk of displacement or obsolescence, versus work which is more functional or baseline in nature. This insight should help us rest easier as communication professionals – but not easy – as you won’t be replaced by the AI itself…but you could be replaced by the person who knows how to use AI, to its fullest capabilities. With disruption of any kind, there will always be an initial fear, uncertainty, resistance or even backlash. We’ve seen it before, with the emergence of the Internet, Photoshop, social media and now AI. But, in the midst of chaos, there is also opportunity. And as history aims to repeat itself, I think we would be wise to seize this opportunity while we still can, regardless of my love-hate relationship. For ourselves, for our communities and for our profession at large. Interested in finding ways to use AI in your organization? Drop us a line at hello@apexpr.com.

Pride is intersectional and allyship is not meant to be comfortable. Join us on this episode of The Pivot, featuring Dean Lobo of The 519, as we move beyond labels and proactively peel the onion on what it really means to be an ally for 2SLGBTQ+ communities. As we continue to explore avenues of support, safety and empowerment, we must remember it’s not just 2SLGBTQ+ people doing the 2SLGBTQ+ work – rather, it is an active space for allies to come in, pitch in and join in, too. To resist hate and rise above it, and centre and celebrate queer joy with proactive, consistent, year-round effort – there remains much work to be done. ‘An army of lovers shall not fail, and when we come together, there is nothing we can’t do.’ Listen and share with your networks: Guest Bio Dean Lobo (he/him) Dean is a seasoned communications specialist with a decade’s experience across radio, television production, print and digital news, strategic communications, and media studies facilitation. During his journalism years, Dean reported extensively about issues impacting LGBTQ+ communities, bringing that same passion for community to his communications role now at The 519 – Canada’s most prominent 2SLGBTQ+ multi-service centre and a City of Toronto agency. He recently presented the Communicator’s Guide to Gender Diversity and Inclusion at the IABC World Conference 2023 in Toronto. Dean continues to explore how his South Asian roots and queer identity interact with his life now as a settler, and for that, he finds himself turning to writing, art, and music. Want to learn more about The 519 and their work? Check out the links below. See their main website here and some of their resources and advocacy work below. Click here to donate to or support The 519. The 519’s Army of Lovers advocacy work: Anti-2SLGBTQ+ extremists are escalating their attacks on our communities – in Toronto, across Canada, and the world. Generations of 2 Spirit, queer and trans people have fought for our right to live in the light with pride and dignity. This Pride season, let’s get one thing straight: we’re an Army of Lovers, and we won’t back down. The 519 Media Reference Guide: Co-created by The 519 with 2SLGBTQ+ community activists and leaders, the guide is informed by community conversations and will support anyone who wants to produce better journalism, champion inclusion, and expand their learning and allyship. Creating Authentic Spaces: A Gender Identity and Expression Toolkit: This resource is designed to support screen readers. Our Creating Authentic Spaces toolkit and education program is part of our efforts to challenge transphobia and to foster environments that are inclusive of gender identity and gender expression. Follow The 519 on social media: Facebook Instagram Twitter LinkedIn FOLLOW Dean: https://www.linkedin.com/in/deanlobo/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

Jill Burgin of AFC Toronto City and and Aisha Mayne of Project 8 join The Pivot to dive into women’s sport and soccer – walking us through their progress, projects, goal attainment and much more! Leaning into their dedication to community and brand humanisation, we cover moving parts around role modelling, talent, team-building, two-way conversations, community, grassroots support and much more. Truly, raising the bar through open dialogues, dismantling misconceptions and meeting deep and visceral needs of our communities. Listen and share with your networks: Guest Bios Jill Burgin Jill has international business experience having worked in London, England, for Diageo head office creating a business portal for Global Brand teams and website development experience while working with the Diageo Way of Brand Building team. She has communication experience having worked with Clockwork Talk – a communications company that helps people create powerful messages that shift attitudes and spark action, with a proven ability to create an environment where risk taking is encouraged and new ideas are developed and executed. Jill Burgin holds an MBA in Marketing from the University of Toronto and an undergraduate degree in International Relations and Japanese Studies. While undertaking her undergraduate degree, she competed on 3 different varsity teams – Cross Country Skiing, Rowing and waterpolo. Jill is an enthusiastic volunteer with North Toronto Soccer, having been a team manager for over 4 years for her daughter at the OPDL and League 1 Reserve level. As the mother of three teenage daughters who have all been involved in sport throughout their lives, Jill appreciates the role that sport can play in helping young women & girls develop confidence & leadership skills. Follow Jill: LinkedIn: https://www.linkedin.com/in/a-jill-burgin-78b729/ Aisha Mayne (she/her) Aisha Mayne is a serial brand builder currently on her fourth new launch with Project 8 Sports. She brings 10 years of CPG marketing and sales experience combined with her most recent start-up in the Venture Capital sector. Aisha has marketed brands of all life stages across food and beverage, renewable energy, smart home technology and financial services. Her purpose is rooted in ESG and social impact, with certifications in sustainable business strategy from Harvard Business School and the Cambridge Institute for Sustainability Leadership. She looks at sport as a tool for social impact: uniting communities, reducing inequalities and inspiring the next generation. FOLLOW Aisha: https://www.linkedin.com/in/aishamayne/ Jill: https://www.linkedin.com/in/a-jill-burgin-78b729/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

As the trusted spokesperson and industry leader you want during the good times and the really, really bad times, Anne Marie Aikins (she/her) joins The Pivot on this week’s episode. Leaning into her dedication for public service, we dive into her community engagement experiences and how to proactively foster thought-provoking goodwill, and partnership. We also weave through the do’s and don’ts of solid issues management and crisis communication, when to deploy an area expert versus a spokesperson and much more. Listen and share with your networks: Guest Bio A trusted spokesperson and seasoned media industry leader, former Chief Spokesperson of Metrolinx, Anne Marie Aikins (she/her), brings more than two decades of experience in award-winning media relations and complex crisis communications. A published author, former journalist and creative storyteller, Anne Marie is also known for her great sense of humour, dedication to public service, and unlimited energy. FOLLOW Anne Marie: https://www.linkedin.com/in/anne-marie-aikins-07809218/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

Artificial intelligence (AI) continues to be at the epicentre of many conversations. Even now, we see it changing how people work, and disruption often comes with questions. For instance – what could be the unintended consequences of AI? How can we effectively coalesce and harness real knowledge in our teams and organisations while leveraging intelligent evolving tools? What about untapped information, lessons and space, which still have yet to come down the pipeline? Dive into Ken and Mohit’s thought-provoking conversation as they dissect all of this and much more, through an added lens of the good, the bad and the ugly. Listen and share with your networks: Guest Bio Mohit Rajhans is a media professional with over 20 years of experience. His mix of corporate and media experience has led to success as a media consultant, helping companies, students, and associations prepare for the digital world accelerating around us. Mohit is also a nationally syndicated columnist for CBC on technology and media, an avid film culture enthusiast, and also runs Dadspotting.com for the parenting market. With his recent Amazon #1 book, “Rethinking Your Content,” Mohit has spent the last two years appearing on TV and radio stations across North America, as well as podcasts from all over the world. He’s been recognized as a trailblazer by the ReelWorld Festival, is on the jury for the iEmmys, and has collaborated with The Walrus to release the podcast The Future of the Internet in 2022. You can read his blog and see his latest media appearances at ThinkStart.ca or Google Mohit Rajhans for more places to connect. FOLLOW Mohit: https://www.linkedin.com/in/mohitrajhans/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

Intentional media consumption and being informed are more relevant than ever as the landscape continues to evolve. But why? What does being informed truly mean in 2023 and beyond? What makes one type of media appear more ubiquitous than another? How can paid social be leveraged when building an online community? And where does legacy media fit in this space? This week, we are joined by Co-Founder of The Peak and Host of the Peak Daily, Brett Chang to answer all of these questions, and much more. We also discuss Brett’s non-linear journey into the world of media and his passion and approaches for sustaining The Peak Daily and The Peak, Canada’s most daily read newsletter. Listen and share with your networks: Brett Chang is CEO and Co-Founder of The Peak. The Peak helps Canada’s modern business leaders get smarter and stay informed with news and content that’s fast, entertaining, and digestible. Across newsletters, podcasts, events, and social media, The Peak reaches a daily audience of over 110,000 modern Canadian business and public policy leaders. FOLLOW Brett: https://www.linkedin.com/in/brett-chang-0747121a/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

The Pivot Greatest Hits: As we launch into 2023, we bring to you a past Season 4 conversation with Sabaa Quao, Chief Creative Officer at Cossette and Co-Founder at Wealthie Works Daily. Tune in for relevant insights on the shifting consumer mindset, how the digitization of money presents risks to younger generations, and the need for persistent and consistent financial literacy. Listen and share with your networks: If we look to generation Z, and even generation alpha, there is some hope. Generation Z are confident creators and less burdened with self-conscious expression, but for this potential to blossom, they need the financial independence and liberty to truly unleash their creativity, business savviness and activism. Episode originally aired October 2020. FOLLOW Sabaa: https://www.linkedin.com/in/sabaa/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

Inclusive cultures are evolving and more and more organisations are taking note. But, what does it really mean to foster equal and equitable opportunity? Why are listening, soul-searching and actionable leadership so important in marketing and messaging? This week, we are joined by key leaders from the Billie Jean King Leadership Initiative, Dr. Sofia B. Pertuz and Therese O’Higgins to dive into these topics. We also chat about the importance of trailblazers like Billie Jean King and specific steps organizations can take to address real issues, both internal and systemic, as we strive to create greater equitable opportunities, access, representation and inclusive cultures across the board. Listen and share with your networks: Guest Bios Therese O’Higgins is a founding partner and the Executive Director of The Billie Jean King Leadership Initiative, a Foundation founded in partnership with sports and social justice champion Billie Jean King to foster more equity and inclusion in the workplace. Using operational knowledge and prior consulting experience, Therese has also built a service line of Billie Jean King Enterprises that delivers consulting, counsel and strategic advisory on diversity, equity and inclusion to a number of clients across corporate and sporting entities. Dr. Sofia B. Pertuz is a diversity, equity, and inclusion (DEI) professional and ICF certified executive coach with over 25 years of experience serving higher education, nonprofit and corporate organizations. has been an invited speaker for international audiences on topics in leadership, social justice, mental health, Latinx/Hispanic identity and LGBTQ+ advocacy, delivering keynotes in both English and Spanish. Prior to joining the Billie Jean King Leadership team, Sofia served as the Chief Diversity & Inclusion Officer for the Jed Foundation, a nonprofit that protects emotional health and prevents suicide for young people. Sofia is also the Founder and Lead DEI Strategist for Mainstream Insight, LLC, consulting and providing training and workshops for organization aiming to achieve inclusive excellence. FOLLOW Dr. Sofia B. Pertuz: https://www.linkedin.com/in/sofiabautistapertuz/ Therese O’Higgins: https://www.linkedin.com/in/thereseohiggins/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp