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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

09:25

Ep 95. PR and the quest for truth and transparency

Communication Strategy That Works ·

2022/10/06

Have you got a plan to build trust with your audience or just a communication plan? Good Public Relations (PR) is about creating trust in your brand. It's a strategic communication process that builds mutually beneficial relationships between organisations and their public or audiences. Ethical public relations practices seek the truth and provide accurate and balanced information. However, this is increasingly difficult in our current age. The internet has allowed for a free flow of information

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13:19

Ep 94. How brand advocacy could help manage...

Communication Strategy That Works ·

2022/09/29

Do you wish more people were telling their friends about your company? When people are looking for recommendations on LinkedIn, you wish your name was being tagged. When someone at an industry event is asking for examples of people in your niche, you want your brand to come up in the conversation. What about when things do not go to plan? A network of trusted people can also help test your response in a crisis and help you out of a reputation hole. One way to do this is through finding brand

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10:34

EP 93. Why we need reflection time in order to be...

Communication Strategy That Works ·

2022/09/22

It's been an odd time. It's been a time to reflect and review recent events in a few areas of my life and work. I've some new business opportunities I am working on and rethinking how I work and when. Sometimes you just need to change it up, but it's also good to reflect on how I spend my time at work and home to see if being more thoughtful about approaching this could improve anything. I also have a teenager in the house, and trying to help them think about how to improve their behaviour led me to

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09:19

Ep 92. Storytime - why storytelling is relevant and...

Communication Strategy That Works ·

2022/09/15

Firstly, I wanted to note the sad passing of Her Royal Majesty Queen Elizabeth II recently, which has been felt worldwide, not just in the UK. She always captured the hearts and minds of her audience when she undertook her Queen's Speech and at other times in our history. It was national Roal Dahl story week this week in the UK, and I was thinking about how this topic is increasingly important for leaders of state, nations, and for brands in an increasingly noisy, politically challenging, and

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09:13

Ep 91. How to get your comms mojo back post-summer

Communication Strategy That Works ·

2022/09/08

We need to be inspired to feel creative and fulfilled because, without inspiration, we may not be able to produce the best work possible. If we don't have the drive to do our best, then what is the point? This inspiration can come from many different sources, but one of the most important is our own personal experiences. We can gain inspiration from our own life experiences, other people we know, or even things we see in the world. We need to be inspired to feel creative and fulfilled because if we

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08:56

Ep 90. Hive mind the comms (skills) gap in your...

Communication Strategy That Works ·

2022/09/01

Some of the most important skills for a public relations professional are lifelong ones. You can't learn all the knowledge you'll need in a few months of school or a few years of experience. Instead, we need to keep our skills up to date. This not only helps us learn new things, but it also keeps us competitive in our specialised field of work. But how do you know what skills you need or where to focus your time? Today, I run through what skills I consider to be top of the pack when it comes to

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06:54

Ep 89. Summer Hacks Series (part two) Act with...

Communication Strategy That Works ·

2022/08/25

Welcome to the 2022 summer hacks series Part Two! These are really short ‘food for thought’, bite-sized episodes, so you can dive in when you have a moment. I decided to focus on planning tips over the summer. Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step, but before you start typing, let alone promoting your offer,

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06:46

Ep 88. Summer Hacks Series (part two) How do you know...

Communication Strategy That Works ·

2022/08/18

Welcome to the 2022 summer hacks series Part Two! These are really short ‘food for thought’, bite-sized episodes, so you can dive in when you have a moment. I decided to focus on planning tips over the summer. Why? Because when people think about comms planning, they often focus on what they are going to say - you have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step, but before you start typing, let alone promoting your offer,

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08:04

Ep 87. Summer Hacks Series (part two) Getting your...

Communication Strategy That Works ·

2022/08/11

Welcome to the 2022 summer hacks series Part Two! These are really short ‘food for thought’, bite-sized episodes, so you can dive in when you have a moment. I decided to focus on planning tips over the summer. Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step, but before you start typing, let alone promoting your offer,

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05:33

Summer Hacks Series (part one) Cutting through the...

Communication Strategy That Works ·

2022/08/04

Welcome to the 2022 summer hacks series! These are really short ‘food for thought’ bite-sized episodes so you can dive in when you have a moment. I decided to focus on planning tips over the summer. Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step. But before you start typing, let alone promoting your offer, there are

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04:44

Summer Hacks Series (part one) How well do you...

Communication Strategy That Works ·

2022/07/28

Welcome to the 2022 summer hacks series! These are really short ‘food for thought’ bite-sized episodes so you can dive in when you have a moment. I decided to focus on planning tips over the summer. Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step. But before you start typing, let alone promoting your offer, there are

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06:18

Summer Hacks Series (part one) Why you need a purpose...

Communication Strategy That Works ·

2022/07/21

Welcome to the 2022 summer hacks series! These are really short ‘food for thought’, bite-sized episodes, so you can dive in when you have a moment. I decided to focus on planning tips over the summer. Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step. But before you start typing, let alone promoting your offer, there are

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11:24

Ep 83. Is social media a waste of time for B2B?

Communication Strategy That Works ·

2022/07/14

As social media has evolved, so have our expectations of what it can offer us. Facebook, Twitter, Instagram, LinkedIn and other platforms were once used mostly to keep up with friends and share news with the world. However, social media is used today to build brands, grow businesses, and even find jobs. But is all this time spent on social media worth it? Maybe your employees are glued to their phones and computers, watching cat videos and scrolling through social media feeds instead of working, or

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07:29

Ep 82. Why we need networks and connections as part...

Communication Strategy That Works ·

2022/07/07

Networking and expanding your networks is a great way to bring in new business if you're in B2B. Whether you're a freelancer or working for another business, introducing your company and connecting with like-minded people can bring in opportunities. I am always surprised at the number of events people go to where they spend most of the time with people they know. There are several reasons why this is a bad idea if you want to extend your network. Plus, I am always amazed at how much better I

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08:19

Ep 81. How not to fail at comms: A simple measurement...

Communication Strategy That Works ·

2022/06/30

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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09:33

80 - Case study: Using a white paper to build brand...

Communication Strategy That Works ·

2022/06/23

Today, I share a case study on how a startup used a white paper to build trust in a new product. This is a new format I am trying; sharing case studies. These will sometimes be from me, like today, and sometimes be from guests as well, hopefully. I’d love to know what you think? Today’s case study is all about when you are new to the market and you need to convince people to buy from you, even though you don’t have a track record. You might be a new company, or you might have developed a new

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10:41

Ep 79. Taking a slice of 'owned' content from the...

Communication Strategy That Works ·

2022/06/16

Using owned content, such as blogging, is a powerful tool for generating awareness about your business. It's also an effective way to build a brand, generate traffic, and position yourself as an industry expert. In addition, as you think about how you want to build your brand, you should also consider how you want to build your audience, and whilst there are a number of different ways to reach potential customers, one of the best ways is to provide them with content they can't get anywhere else

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13:44

Ep 78. The big myth about PR and comms pros

Communication Strategy That Works ·

2022/06/09

I was surprised and saddened to see prioritisation skills and analytical skills low on the list of what challenges lie ahead for PR pros in 2022 in the CIPRs state of the nation report out this week. Is this because we've nailed it? or is it a lack of education on what the profession can do and is capable of, and people not seeing the link between core skills and specific industry skills? One of the concerns flagged in the recent state of the PR nation report by the CIPR was the reputation of PR

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06:20

Ep 77. Why personality and tone is important for your...

Communication Strategy That Works ·

2022/06/02

Everyone has a personality, which makes you who you are. It influences your behaviour, your thoughts, and your decisions. In marketing, personality is used to influence decisions. Use it to build rapport with customers and to create an experience that feels personal and unique. And it's no different when you're writing for an audience, whether that's your customers or your readers. One of the most effective ways to do this is to have a tone of voice in your content. This can help you stand out from

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10:11

Ep 76. Using demographic data and insights for your...

Communication Strategy That Works ·

2022/05/26

This is a VERY exciting time as the UK Census is published in earnest this week, which means up to date baseline data on the UK's population and habits over the last ten years. Creating campaigns with insights and data at their heart can really help left-brain thinkers get behind a campaign, so internal sponsors, for example, it also means, more importantly, that your campaign is more likely to hit the mark with your audience. One of my passions is data and insight. And the Census is about as

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