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Mark Jones launching Beliefonomics

By Elliott Richardson in Media News on
Marketing executive and CEO of Filtered Media, Mark Jones will be launching his new book, Beliefonomics on 20th March.
 
Jones has had a long career in the media industry, stretching back to his time at Blackie McDonald in 1996. 
 
Since then he’s worked at IDG, Infoworld and The Australian Financial Review before launching Filtered Media in 2007.
 
Jones says Beliefonomics is about the power of storytelling.
 
Beliefonomics is a world-first proven model for using the power of storytelling to shift beliefs and change behaviour to achieve growth. The heart of Beliefonomics is, curiously enough, very much about our literal and emotional heart,” he says.
 
“Beliefonomics is a deliberate contraction of belief, and economics. It's all about using the power of storytelling to shift beliefs that inform and inhibit buying behaviour. It's rare to hear people talk about the idea of belief in business.”
 
“But if we look at human nature, behavioural economics, politics, religion and sport, you can see the power of beliefs. As marketers and communicators (which includes journalists!) it's a powerful new perspective that must inform the way we identify and tell stories.”
 
Jones adds that Beliefonomics can also apply to journalists, who can use their storytelling skills when communicating complex information.
 
“The opportunity, as many journalists consider moving into PR or any number of corporate roles is to realise their storytelling skills are way more valuable than they realise. The ability to quickly filter through a sea of information to find a nugget of gold - a new story idea - and package that in a way that is quickly and easily understood by a target audience is a skill highly sought-after in consulting, sales, marketing, startups and all sorts of other roles,” he said.
 
“The challenge for journalists working with PRs, and anyone, in this context is don't just assume you know the audience you're serving. What do they believe about the industry, product or value systems connected to your story? The closer you can get to their emotional heartbeat, the bigger your impact.”
 
He also says that in order for journalists and public relations professionals to better work together, they need to develop effective, working relationships.
 
“As always, it's about relationships. When I was the IT Editor at The Australian Financial Review, there were PRs I trusted, and plenty I didn't. When you're scanning hundreds of emails with pitches every day, which ones will you open? It's always someone you know, and a compelling subject line. 
 
“That takes time - events, coffees, lunches, trips - but it's the lifeblood of good journalist and PR relationships… if both professions see themselves as complimentary storytellers - governed by clear boundaries and ethics - it serves a greater good.”

Beliefonomics will be launched on Friday 20th March at via a Zoom World Storytelling Day event at 12pm AEDT online, allowing readers to register for free. The book can be purchased from Mark’s website and you can contact him on LinkedIn.

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