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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

10:05

Ep 135. Autumn comms hacks; how to make the most of...

Communication Strategy That Works ·

2023/10/12

I am really pleased to be back with fresh content this Autumn after a short break over the summer. I also have some news - for the next 6 months, the podcast will have 3 monthly episodes that will combine into one theme, hopefully with a guest episode 'deep dive' and some useful tools and insights. It's a trial I am doing based on feedback for longer episodes. I didn't just want to do longer episodes in the same format, so I am switching it up a bit and would love to hear what you think! I hope you

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08:57

Ep 134. The Power of Public Relations: 5 Tips to...

Communication Strategy That Works ·

2023/07/13

Today, I delve into five valuable suggestions on how public relations (PR) can considerably influence the sales procedure by concentrating on the "know, like, trust" elements of a client's experience with your company. I cover an essential approach to this task and 5 tips to get started. Let's dive in! Liked Listening today? What to do next: Get my FREE roadmap to get more strategic with communication activity in your business. Listen to more episodes, take some training, or download a

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08:48

Ep 133. A/B Testing for Behaviour Change Campaigns: A...

Communication Strategy That Works ·

2023/07/06

If you are looking to change behaviour with your campaign, it's crucial to design the most effective messages to influence people's outlook and actions. One popular method for optimising these messages is A/B testing. In this episode, I'll explain what A/B testing is, how to conduct it in behaviour change campaigns, and tips for maximising its effectiveness. I cover what A/B testing is for comms pros, and seven tips on how to get started. This episode was inspired by a 'Deep Dive' episode with

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09:55

Ep132. Turning Customer Problems Into Campaign Ideas

Communication Strategy That Works ·

2023/06/29

Today, I'm exploring how customer problems can be a valuable source of ideas for PR campaigns. You'll learn how to turn those ideas into successful campaigns, what makes a good campaign, and how to measure its success. And a couple of great examples along the way. This episode was inspired by a recent Deep Dive with Ayo Abbas on Campaigns - check the link in the show notes. Let's dive in! Links for show notes: How to use campaigns in your strategy ‘Deep Dive’ with Ayo

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07:06

Ep 131. Empathy and Integrity: Keys to Successful...

Communication Strategy That Works ·

2023/06/22

As communicators, we must recognise that our roles require essential attributes including; active listening, empathy, curiosity, tenacity, analytical thinking, and creativity. Today, I explore these essential skills. And This week's episode relfects back on a Deep Dive with Jenni Field where we talked about the softer skills needed to make a great internal communicator - which I think actually are good skills whether you are internal or external. Let's dive in! Links mentioned in this episode: 51

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11:46

Ep 130. Why now is the time to use audio content as...

Communication Strategy That Works ·

2023/06/15

ITV recently added an audio blog for their contestants on Love Island in a move to make their content more accessible after criticism that it wasn't accessible to all. So this week I discuss audio-first content creation and how it boosts accessibility. If you want to learn more, stay tuned as we delve into how you can use the power of sound to reach and engage with a broader audience. Let's dive in! Links mentioned in this

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12:03

Ep 129. The Power of Values-Based Content Creation:...

Communication Strategy That Works ·

2023/06/08

What struck me this week was my own personal ethical stance on things like trust, transparency and honesty. A situation occurred and it made me feel betrayed. What happened? I will not recommend that company and people again. It got me thinking that content creation requires many of the same qualities I desire from a partner I work with. It is no longer just about grabbing attention or quick wins for self-gain; it's about engaging audiences with messages that resonate with their values. So

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08:19

Ep 128. RERUN! How not to fail at comms: A simple...

Communication Strategy That Works ·

2023/06/01

One of the top three things people ask me is how you measure the effectiveness of your communication activity. My answer is that, without knowing what your current marketing and communications activities are, and how they are performing, it’s impossible to know where to focus your energy and resources. Lots of people trip up on this first step. Many growing businesses struggle to generate enough revenue to keep their doors open. Even the most successful businesses often operate on a thin financial

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38:57

Ep 127. ‘Deep Dive’ - How Campaigns Can Improve Your...

Communication Strategy That Works ·

2023/05/25

Today, we're diving deep into the immense value well-planned campaigns can bring your overall strategy. We'll explore how effective campaigns can boost brand awareness, increase customer engagement, and ultimately drive business growth. So, join me as I connect with industry expert, Ayo Abbas, who shares her insights and experiences in designing result-driven campaigns that truly make a difference! Ayo Abbas is an award-winning built environment marketing consultant and was recently named as the

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04:53

Ep 126. How to start a podcast - a 10 point checklist

Communication Strategy That Works ·

2023/05/18

Are you considering starting a podcast for your business but feeling overwhelmed and not sure where to start? Look no further! In this episode, I provide you with a step-by-step checklist on how to successfully launch and manage your own podcast. Oh and this episode is a taster for a talk I am giving for the CIPR Global network on The Dos and Don’ts of podcasting for members and non-members on 8 June 2023 where there will be a Q&A and you can ask me anything! I will also be advertising a new online

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07:59

Ep 125. RERUN! Why we need to set strategic goals

Communication Strategy That Works ·

2023/05/11

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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09:39

Ep 124. Getting into your (work) flow with your comms...

Communication Strategy That Works ·

2023/04/27

Workflow management is a critical component of any business, and its importance cannot be overstated. I recently had a conversation with a client about how we can make our case study development more efficient rather than undertaking hour-long calls. We discussed workflow systems as a way of collating and sharing information. I also use workflow for administering my podcast and for planning content. A PR team, in particular, can benefit greatly from workflow management in client work. Being able to

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06:30

Ep 123. Making it count; are you getting value from...

Communication Strategy That Works ·

2023/04/20

Business events, such as trade shows, conferences, and networking sessions, can be a valuable tool in promoting your business product or service. Not only do these events provide opportunities to showcase products and services, but they also allow for face-to-face interactions with potential clients and partners. Additionally, attending industry events can provide insight into emerging trends and challenges within the market, helping marketing experts stay ahead of the curve. As such, we

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08:54

Ep 122. RERUN! Ten Tips to nail you first or next...

Communication Strategy That Works ·

2023/04/13

There are some huge events in the Spring calendar. I’m currently working on a big event for a client and it reminded me of this episode as I am busily briefing sponsors and speakers about how to make the most out of this opportunity. You’d be surprised how many people do not, and just rock up and talk. But the thing is you can create a lot of authenticity and credibility by speaking at events. But it’s essential to plan your time and to make sure that the time spent away from the office is

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05:44

Ep 121. Prove it! 4 Ways to use Demographic Data in...

Communication Strategy That Works ·

2023/04/06

I was asked to prove a theory on a stakeholder campaign recently. My first port of call? The UK census data. In the UK, we recently had a new Census in 2021, the first in ten years. The Office for National Statistics started releasing this data in June 2022, providing valuable demographic information for businesses and organisations alike. It's into the final last sets to be released, and there is a wealth of information for the taking for PR professionals. Today I cover four reasons to use this

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07:53

Ep 120. My ten steps to a short but effective crisis...

Communication Strategy That Works ·

2023/03/30

A crisis communication plan before you need one can be daunting—everything from when to write one and how to get engagement on it. But it doesn't have to be, so today; I run through a quick ten-point checklist you can use to get going, however small or big your business is. I cover: What to do before you start My ten-point checklist My biggest tip Share lots of links and my free download so make sure you check the show notes Let's dive in! Listen to episode 72 of the podcast for how to

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10:43

Ep 119. Are your case studies talked about? How to...

Communication Strategy That Works ·

2023/03/23

To effectively incorporate case studies into a campaign, it is essential to understand their significance and the impact they can create. Case studies provide real-life examples of how a product or service has successfully addressed specific problems or challenges faced by customers, thereby establishing credibility and trust. Today I share some tips on how to obtain the best case studies, as well as formats to use and why testimonials are not case studies. I will cover: Understanding the Basics

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08:26

Ep 118. Are you doing your homework? 5 ways to...

Communication Strategy That Works ·

2023/03/16

When planning a PR campaign, it is essential to have a clear understanding of the competitive landscape. By taking a detailed look at key competitors, their strengths and weaknesses, and their PR strategies, you can gain valuable insights into what works and what doesn't in your industry. Furthermore, analysing your competition can enable you to identify opportunities that your organisation can gain from, or gaps in the market that have yet to be filled. In short, understanding your competition

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07:38

Ep 117. Insight: 3 things stopping you from starting...

Communication Strategy That Works ·

2023/03/09

I was asked 3 times recently if I would help people start their podcast. My answer was yes of course! but what's stopping you? I realized that one of the biggest questions people have is why should they start a podcast? Is it for fun or for business? The answer varies for everyone, but for me, it was a way to establish myself in my industry and to connect with like-minded individuals. Today's episode rolls off the back of hitting a top 50 position for Marketing in Apple podcast charts. A highly

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11:03

Ep 116. Spring Clean Your Comms: A holistic look at...

Communication Strategy That Works ·

2023/03/02

Spring marks a new beginning in many ways and is sometimes close to the end of the financial year. It's an opportunity to spring clean your mind, your workspace, and your plans and figure out what could help you spring forward into the next few weeks and months. Today's episode is a quick guide on reviewing your plan, cleaning your workspace, tidying your mind and looking more holistically rather than just refreshing your current strategy and tactics. We will cover the following; - How to Get

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