Branding, Authenticity, & Breaking Through: A Conversation with DC Influencer Anthony Polcari (Tony P)

Tony P wasn’t trying to get famous. He just started posting real content about his everyday life. No glitz, no glamour, no schmaltz – just a 20-something consultant who wanted to serve as a foil to the excess of toxic masculinity he was seeing online.  

He soon found out authenticity is like currency, and he was a trending trader. 

As communicators, our finger is on the pulse of what is driving the news and from which channels that news is coming – especially in this oversaturated media cycle.  

Media is at a pivot point. “No old rules apply,” said Robin Sproul, longtime former Washington bureau chief for ABC News. In 2024, the influencer marketing industry was valued at $24 billion. Multiple polls have found TikTok to be the top source of news for Gen Z, and an increasingly popular source for Americans overall. 

As the news and media industry rapidly evolves, organizations and their leaders can learn key lessons about how to be tactful on where and how to convey their messages. 

That’s why Curley invited our clients and DC-area professionals to a conversation with Anthony Polcari (“Tony P” to his 222,000 followers across Instagram and TikTok). Since building his online following, Tony has founded his own consulting business, Hive Strategic Partners, and started joining FOX 5 DC as a co-host. He’s worked with brands such as Dunkin Donuts, Seat Geek, and even NATO (really, you have to see it to believe it). 

Here are our top takeaways from the conversation about authenticity and building a platform in today’s communications landscape: 

Stay true to your mission. 

The values that you see in a mission statement must have meaning. In the current climate where people are supporting brands that align with their values and beliefs, it’s important your stakeholders and core audiences know what you stand for. Consistency in values is key to building awareness and loyalty to your mission. 

Find your lane and stick to it. 

In the beginning stages of developing a platform, there is more space to throw spaghetti at the wall to see what sticks. Take time to figure out your lanes and find the right spokespeople and surrogates to communicate that, whether that’s through quick direct-to-camera videos or showing “behind the scenes” through the eyes of your employees. Cohesion in branding and values is the name of the game. 

Short-form content resonates. 

It is more difficult than ever before to capture attention on the internet. With so much information available at our fingertips, you need to know how to capture attention in the span of a few seconds through all communications mediums and channels. Audiences are built through short-form content and if you can convert interest, loyalty is much easier to come by. 

Meet newer outlets and media trends where they are. 

Every day, there is a new journalist leaving a legacy outlet and taking their readers with them. Or, there’s a new influencer showing up in legacy media – just look at Tony. If you are an organization or thought leader looking for new tactics or audiences, consider channels beyond “traditional” media. Don’t discount the impact of podcasts, “influencer journalists,” and other new media approaches.  

Be authentically you.  

People want to hear from others who have something interesting to say, even if it challenges the culture. Be passionate and enthusiastic about your brand and values, and the rest will come easier. Tony’s advice? What are the things you say when you’re talking to yourself? Say it (with grit, grace, and perhaps a bit of media training). 

Curley Company delivers communications with impact for our clients. From media relations, brand building, and thought leadership, we’d love to help you navigate this communications landscape!