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PODCAST

Communication Strategy That Works

Welcome to the Communication Strategy That Works podcast. I"m Emma, your host, and I am making it my mission to help you get the "comms stuff" right, spend your money more wisely, and have much more impact. I"m an in-house expert turned external advisor, and I help you if you"re a "comms" and PR leader or manager understand how to find essential customers, engage them in products and services, stand out from the competition, and protect your brand reputation. I cover a wide range of topics

business marketing

All Episodes

12:40

Ep 75. RERUN! How do you talk about going green?

Communication Strategy That Works ·

2022/05/19

This week’s podcast is inspired by my two days at a vast built environment event in Leeds, UK. I ran the Beyond Net Zero pavilion for a client of mine UKBCSD (UK Business Council for Sustainable Development) It was an inspiring two days of 15 talks covering everything from how we create a world for everyone to materials and data in buildings and thinking about building less so we can catch up on our carbon challenges as a sector. Communication was a strong point as well not just in our

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10:46

Ep 74. Why now is the right time to use audio in your...

Communication Strategy That Works ·

2022/05/12

Another podcast about a podcast I hear you cry? Latest research carried out by a number of organisations, including Guardian Newspapers, The Literacy Trust and Buzzsprout, indicates that not only does podcast advertising command the highest levels of attention of any media channel, but podcast listens are up, people are more engaged in brands that have podcasts, and young people are also turning to podcasts. The Guardian study found 65% of listeners paid attention to podcast adverts - more than

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09:13

Ep 73. Message mixups: do you know who’s buying or...

Communication Strategy That Works ·

2022/05/05

The aim is to get your brand, products, and services in front of as many potential customers as possible, right? The more people you reach, the more chances you have to make a great first impression and turn a one-time buyer into a loyal fan. But in our digital world, where we are exposed to an almost infinite number of ads and offers, it's getting harder and harder to cut through the noise and get noticed. One of the best ways to get noticed is by using a few key messages repeatedly in your

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11:15

Ep 72. Why you need stakeholders and advocacy to be...

Communication Strategy That Works ·

2022/04/28

You may not think you have stakeholders or that it's for huge corporates of public sector bodies to think about? I think it's overlooked in PR programmes, as running alongside campaign activity it can really underpin a campaign. I advocate stakeholder planning as part of an overall communication or PR strategy, not just as a business development tool or an add-on. The main reason is that what motivates people to participate or not is an important part of helping us understand what problems to solve,

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16:05

EP 71. Seven ways to use the media in your B2B PR...

Communication Strategy That Works ·

2022/04/21

Using the media is a great way to get your message across. Press releases are one of the most common ways to do this. They’re an excellent way to get your news out to journalists quickly and easily. They’re also a great way to provide journalists with information about your company, product or service quickly and easily. This makes the Press releases are, however, just one tool in the media toolkit. Today I share seven ways you can utilise the media as part of your strategy and some of my personal

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11:17

EP 70. RE RUN! How PR can help your business

Communication Strategy That Works ·

2022/04/14

This has been such a popular episode I just had to re-share it with you this week! You might have already had a bit of PR success. Perhaps you wrote a post which got a lot of engagement on LinkedIn, or an article on your blog which brought traffic into your website. You might even have got some press coverage. But when the chatter died down, you might have been left wondering what to do next? One press release will give you that kudos in the moment, but it won't support or grow a business over

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13:19

Ep 69. Using live events and webinars as your...

Communication Strategy That Works ·

2022/04/07

Webinars and live events allow you to make a personal connection with your audience. Whether you're trying to reach existing customers about a product or service or build up your brand awareness, these online platforms can be a great way to get your message in front of the right people. Live webinars and events allow you to speak directly to people and respond to their questions. This format provides the opportunity to build a personal connection with an audience, which is vital in today's age of

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12:49

Ep 68. ESG reporting and managing reputation issues

Communication Strategy That Works ·

2022/03/31

ESG reporting is emerging as the most effective way for companies to build a positive reputation. This potentially means that PR and comms professionals are now being asked to become experts in environmental policy and other fields. While this may sound like a huge challenge, it actually opens up a wealth of new opportunities for PR and comms pros in smaller businesses. I haven't worked in the corporate world for some time, so I wanted to find out more on this topic, particularly how it relates to

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10:29

Ep 67. How to squeeze the most value from trade shows

Communication Strategy That Works ·

2022/03/24

Trade shows are not just about turning up and networking, they are an essential part of any B2B strategy. There are so many touchpoints where you can have a ‘moment’ at trade shows, however big or small. So today I cover how to create the right strategy for you. Why? Because we are all time-poor, so as marketing and comms pros and business leaders we need to make sure that the time spent away from ‘the office’ is worthwhile. If you’re hosting a stand and/or speaking or both, this is true.

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10:14

Ep 66. Using Newsjacking successfully

Communication Strategy That Works ·

2022/03/17

Newsjacking can be one of the most effective ways to get your message in front of the right people without having to invest a lot of money. It has been used by brands, politicians, and even charities to make a big impact. The premise being that you don’t need to be the news—you just need to be related to it. It is a term that refers to the process of using current news to generate interest, including media interest, and reach a wide audience. In this episode, I'll share some of the tips and tricks

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10:16

Ep 65. IWD Special: Changing behaviour and...

Communication Strategy That Works ·

2022/03/10

I wanted to do something a little different this week to mark International Women’s day so at the end of the podcast I feature some women’s voices sharing their experiences. Thank you so much to Stacey, Jo and Abi who shared their stories with me. I feel honoured. International Women's Day this year was all about breaking the bias which is a campaign to change how people think about and act toward women by celebrating women’s achievements and galvinishg strength and support from men and women

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11:20

Ep. 64 Three ways to use business books in your strategy

Communication Strategy That Works ·

2022/03/03

On World Book Day I thought I’d focus on how business books can be a rich source of content worth investing in. Books have the ability to captivate our imagination. They can transport us to another place and time. They can change our view on something entirely. This is why so many authors turn to books as a way of conveying their message. World Book Day was created by Unesco in April 1995 as a worldwide celebration of books and reading. It’s marked in more than 100 countries around the globe. The

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14:43

Ep 63. People-led PR; Building personal credibility...

Communication Strategy That Works ·

2022/02/24

Steven Bartlett inspires this week's podcast. And it's all about personal PR. This phrase resonated with me, so I wanted to share my thoughts with you on this subject. You can have the best communication strategy, but you reach no one with your message if no one is listening. I learned the hard way. I was young, ambitious, and didn't have many great role models when I started work. Women role models were dominant boardroom archetypes, or I had male role models. I realised that I needed

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10:02

Ep 62. RE-RUN! Why investing in long-form content is...

Communication Strategy That Works ·

2022/02/17

I recently missed out on attending 'it's a B2B Thing' over on LinkedIn with Stacey Meadwell and Ayo Abbas where, along with special guest Susie Lober, they talked all about repurposing content. So I thought I would re-release this episode all about why I think long-form content is your best friend right now and why it can help hugely with repurposing, and also tell you where you can catch up on it's a B2B Comms Thing podcast too. I am going to cover today; What long-form content is How it

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12:07

Ep 61 - Hey marketers! 5 tips on using PR to build...

Communication Strategy That Works ·

2022/02/10

PR can help the sales process along through the ‘know, like, trust’ aspect of the customer journey with you. The more someone hears about your business and the better informed they are, the warmer they are as a potential lead. In plain terms, this means your customer is closer to working with you or buying from you than they were when they first heard of you. Customers have to travel along the ‘know, like, trust’ pathway with you to know your products, like them, and work out if they will work for

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11:30

Ep 60. Storytelling in B2B - How boring is your...

Communication Strategy That Works ·

2022/02/03

When was the last time you updated your about page on your website? This week, which is National Storytelling Week, is an excellent opportunity to think about how to incorporate storytelling into your business strategy. Storytelling is an essential part of modern business strategy. The human brain processes stories much deeper than facts and figures, making them a powerful tool for communicating complex ideas and building customer trust. The businesses winning right now are using storytelling to

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07:59

Ep 59. Why do we need to set strategic goals?

Communication Strategy That Works ·

2022/01/27

We talk a lot about ‘goals’ especially at this time of the year, but often we are not clear on why we have chosen them, or how we will arrive at the outcome we want. Here are a few reasons why it’s important. Setting a clear, actionable goal is the first step towards achieving success. It signals to yourself and others what you want to achieve, and mobilizes your resources towards making it happen. Without a goal, you might be working towards something that isn’t quite what you really want, or you

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14:15

Ep. 58 What are the essential comms skills needed in...

Communication Strategy That Works ·

2022/01/20

The world we live in is changing at an unprecedented rate: Artificial Intelligence, machine learning, and the Internet of Things are transforming our economy and society; renewable energy is gaining momentum; and millions of people are calling for a better way of doing business. All of this means that businesses have a number of communications challenges. This episode highlights the unique opportunities and challenges faced by communicators in terms of skills and how communications professionals can

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44:55

Ep 57. 'Deep Dive' on all things social media with...

Communication Strategy That Works ·

2022/01/13

This one is a corker. I enjoyed talking to Helen Reynolds so much! Helen is a social media trainer, and her company comms creatives help a lot of professional communicators and freelancers navigate the world of social media, have more personality, and have more impact with their social media. Helen and I first met on a training session many years ago, and she has since built a successful online training business Comms Creatives. She is also well known for her comms cartoons which make us all laugh

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08:26

Ep. 56 ReRun! New Year: time to do a communication...

Communication Strategy That Works ·

2022/01/06

A new year is often a time for a fresh start. It's a great time to audit how effective your business communication is. Most businesses will undertake financial audits and expenses claims audits, but how often do you audit how you communicate with customers and other stakeholders? Some businesses I've worked with are really good at this. However, I am always amazed at the number of businesses that don’t do this. This could be a big factor in why some of those messages are not getting through to

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