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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

07:26

Ep. 55 'Festive Hacks' series - 3 content types to...

Communication Strategy That Works ·

2021/12/30

I am a big fan of testing and learning. I started my career in a credit card company in corporate comms and marketing, and they 'invented' the balance transfer (yeah, it was that long ago!). One of the many things I learned from the amazing people I worked with there and taken forward into my career from that is the 'test and learn' philosophy. This approach is probably why I love working with growing businesses and startups so much. A blended channel mix and trying new things should be part of

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06:48

Ep. 54 'Festive Hacks Series' 3 things you should...

Communication Strategy That Works ·

2021/12/23

Social media will always be a staple of your comms plan, but it’s easy to get wrong. And hard work to get right, it seems. This episode is a teaser for a great ‘Deep Dive’ episode I have coming up with the wonderful Helen Reynolds from the Comms Creatives in January so look out for that one. Let's dive in! Links in this episode: Sue, You're shouting at tea: https://twitter.com/yorkshiretea/status/1232293516862218240?lang=en What to do next: Get my FREE 5 Lessons on how to use Audio as part of your

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05:29

Ep. 53 'Festive hacks' series: review, reflect and...

Communication Strategy That Works ·

2021/12/16

Afer the success of the 'summer hacks' series, I thought I would do another one to give you some quick hacks to help you at this busy end of year period. This is episode one of three and focuses on reviewing and assessing your success from 2021 in order to plan 2022. Reviewing and measuring your impact means you can hire an effective team, you can focus your budget and effort where it's needed, and you will start to see better results. The great thing about this episode is it can be used for your

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11:05

Ep 52. What's your focus for B2B content in 2022?

Communication Strategy That Works ·

2021/12/09

Continuing celebrations for the podcast's one year birthday, I reflect on what's been popular and successful for marketers in B2B in terms of content and where your focus should be in 2022. I cover, Understanding your audience's preferences or 'audience-led content' what to focus on and how to engage your audience effectively, how to prioritise and when to say; no, it's not working let's move on. Let's dive in! This episode content was first featured in It's a B2B Content Thing on LinkedIn live

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41:18

Ep 51. Strategic Internal Communications: How to go...

Communication Strategy That Works ·

2021/12/02

I am thrilled to have Jenni Field on the podcast, especially as it's the podcast's birthday month! I usually talk about external communication. But, today I wanted to open up the conversation around internal communication as a strategic function within your businesses. And Jenni Field has worked in communications for almost 20 years, and she now specialises in helping teams and leaders use communication to take people and organisations from chaos to calm. She helps business leaders understand how

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08:30

Ep 50. 5 (not 50) Tips to improve your B2B comms impact

Communication Strategy That Works ·

2021/11/25

Oh my, we are on episode 50! I can't believe it. How do I celebrate this epic milestone? I can't possibly give you 50 things - that's a challenge even for me, and you have my back catalogue to work through for that already...:) So I thought I would summarise the heart of this show, which is about creating the right approach for your B2B comms. So today, I share 5, not 50, things to create a B2B comms impact. You see, a good comms plan involves a number of elements working together as part of a

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10:37

Ep. 49 Size isn’t everything: how to get big results...

Communication Strategy That Works ·

2021/11/18

A recent report from Muckrack on PR measurement stated that more than 94% of PR Pros agree that media placements were a top priority in 2021—and that will remain largely unchanged in 2022 The report from the global media platform unveils how PR pros measured success in 2021, plus their plans and predictions for 2022. Disappointingly, for me, there is a huge focus on media placements. Those of you that have listened to the podcast before will know this, but PR is not all about media placements! So

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12:40

Ep. 48 How do you communicate environmental claims?

Communication Strategy That Works ·

2021/11/11

As COP26 draws to a close this week, I'm reflecting today on what this means for you as communicators. Clearly, there is a big stick as well as carrot coming down the line and planning for supporting reputation issues around greenwashing, having difficult conversations with people and working out who's culpable for information shared should be high on the list for all businesses, large or small in the wake of COP26. Today I share some insights into what I think companies need to think about and

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38:03

Ep 47. how to talk to investors

Communication Strategy That Works ·

2021/11/04

Attracting investors can be a challenging, time consuming and often relentless task. Moreover, It can be tricky to know what to say and how. Today, I explore what to look for in this deep dive episode when pitching to investors as an audience. This fundamentally takes a strategic communication approach and a very specialist one. However, at its heart, it’s still about connecting with an audience and making them act. I wanted to bring someone onto the podcast who knows all about this, so I am

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05:42

Ep 46. 5 tips on working with B2B 'influencers'

Communication Strategy That Works ·

2021/10/28

Making a strategic choice in terms of who you put forward as a spokesperson is really important if you are going to be engaging with the media of making B2B content of any kind. Today I cover 5 key things to look for in a topic expert for your campaign. We all want to raise the visibility of our businesses, products or services, and one way to do that is by choosing a topic expert or influencer to sell your story for you. This can be an excellent strategy, I’ve used it myself, but you might be

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14:14

Ep 45. What’s changed for your comms strategy...

Communication Strategy That Works ·

2021/10/21

I recently spoke at an event for property marketers where I joined two other experts to discuss what has changed for property marketing in a post-pandemic world. I thought I would share these insights with you today as the points around audience, community cohesion and the use of technology are relevant to any industry and provide some food for thought around where your communication strategy is now, and what you could do to improve it. Let's dive in! You can watch the webinar event that was the

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20:06

Ep 44. Work Life balance and productivity hacks

Communication Strategy That Works ·

2021/10/14

This week in the UK is national Work-life week promoted by Working Families - the UK's work-life balance charity. Work-life balance is a tricky subject, right? I think it is a modern dilemma where we need to balance life and work as more parents have working households, not just one person bringing in a salary. The 'life' part doesn't have to include kids. It can also mean creating a balance and space from a job. I wanted to raise some awareness of this today for communications people out there and

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07:49

Ep 43. Six steps to help manage potential reputation...

Communication Strategy That Works ·

2021/10/07

I wanted to talk to you today about how to manage potential reputation issues without being overwhelmed, and how this can quickly form part of your daily or monthly planning. The recent Facebook outage had some online businesses shifting in their seats uncomfortably whilst secretly panicking about when it would come back on. I have also seen more and more 'automation gone wrong' and businesses creak and groan that rely heavily on automation, software and Facebook. So building on a recent episode

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08:08

Ep 42. Content no longer king? Less is now more.

Communication Strategy That Works ·

2021/09/30

Things have changed since the phrase 'Content is King' was coined and I have also recently reflected on my own content strategy as I am a consumer and a business owner. Things have changed since that phrase 'Content is King' was coined by Bill Gates in the mid nineties, and I have reflected recently on my own content strategy as I am a consumer as well as a business owner. I think it’s important to make sure we share enough content to please the algorithms and account for the fact that not everyone

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08:51

Ep 41. Why customer service is your biggest PR tool

Communication Strategy That Works ·

2021/09/23

If you follow me on social media, you will know that I have recently had a bad customer service experience. It got me thinking about how brands can easily get it wrong if the back-office function is not connected to the brand message. Public relations is about managing and protecting your reputation as a business, and how you handle customers is a huge part of that. It can make or break a customer's experience of your business or brand. More and more brands are turning to a digital customer

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10:34

Ep 40. How adaptable is your plan?

Communication Strategy That Works ·

2021/09/16

Context is everything in terms of making sure your message lands; how often do you review what you are doing and what I call the 'operating context' in which you are doing it? If 2020 has taught us anything, customers have a higher expectation for information exchange and show loyalty to businesses that deliver this to a high level through their customer experience with them. The days of 'set it and forget it' have long gone for communication planning, and as communicators, we need to be responsive

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08:54

Ep 39. RE-RUN! 10 tips on how to make the most of...

Communication Strategy That Works ·

2021/09/09

Events are back with a vengeance, people! As are speaking opportunities, I thought I would re-release this episode as it was so popular in February as a reminder of how to nail your first or next opportunity and make the most out of that content. You can create a lot of authenticity and credibility by speaking at events. But it's essential, especially as we are all time-poor right now, to plan to make sure that the time spent away from the office is worthwhile. This episode is for you if

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05:22

Ep 38. Summer 'hacks' series: Using audio and voice...

Communication Strategy That Works ·

2021/09/02

In the last of the summer hacks series, I share with you how audio can help you with your content creation. Audio transcriptions services AI and automation for recording your voice have changed unrecognisably over the last ten years. You no longer need to write a blog. That’s right, you heard me! I am going to talk to you today about why voice notes and audio can help you create quick and easy content for your business by sharing my own experiences of why I started my podcast. Let’s dive in! Links

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05:57

Ep 37. Summer 'hacks' series: saving time with social...

Communication Strategy That Works ·

2021/08/26

In this third episode in the summer hacks series, I will cover some hacks around making social media content easier for you, whether you work in-house as part of a team or a solopreneur who needs to carve out more time for running your biz. Do you find social media is taking up a lot of your time? You’re busy writing posts, creating graphics, possibly recording videos, and then you think posting would be quick but somehow you emerge 30 minutes later and think, ‘where did the time go?’ You might also

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05:13

Ep 36. 'summer hacks' series: Building B2B relationships

Communication Strategy That Works ·

2021/08/19

In this second episode of the summer hacks series, I talk about how Public relations is often seen as something you do if you have something to launch or some good news to talk about. But PR is not all about the media - it’s so much more than that. One aspect of PR is nurturing relationships that are already strong—reaching out to people who you already work with and who know your business and nurture those relationships. Often underused as a strategic tool, PR is one of the simplest - and most

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