PR Resolution podcast

In many cases, Public Relations objectives are often set by a marketing team with little involvement from the CEO. So what happens when a PR agency not only has access to the CEO but they come up with a PR campaign together?

You get, Tinder for Cows!

In this episode, I interview Doug Bairner, the CEO of Hectare, an agriculture technology business along with his PR agency lead, Jon Lonsdale at Octopus Group to find out how their working relationship formed an international campaign.

I uncover how a CEO really views marketing and what he wants in terms of ROI. Why a consumer creative from a b2b agency worked so well and why having PR throughout a business can have such a positive impact.

Special Guests: Doug Bairner and Jon Lonsdale.

Understanding how people interact with news and media sites is essential in PR planning and measurement.

It has been an on-going challenge in Public Relations to understand the true volume of people arriving on news sites due to publishers' secrecy on traffic figures. There was further focus on this topic recently, when UK news site, The Guardian reported that The Telegraph online is planning to link journalists’ pay to traffic and popularity of their articles.

So, in this episode, I interview digital communications consultant Andrew Smith on his research into publisher traffic.

We discuss:
-How readers arrive at news stories
-Where the traffic comes from and how they interact on-site
-Publisher traffic growth strategies
-How the ‘pay for views’ model could work and the problems that could come with this
-Traffic and data tools available to journalists and PR people

No matter what country or industry you practise PR in, this episode is relevant to you all.

Special Guest: Andrew Smith .

The PR industry has had to adapt to a huge change recently. Not only have many comms strategies had to change, we've never had a news agenda like this.

In this episode I'm joined by news experts from 72Point, part of SWNS Media Group which is an independent press agency working directly with major news-desks in the United States and the UK.

I interview Daniel Johnson-Kim and Rick Maughan, Heads of Editorial and Media Liaison at 72Point Inc, New York, to discuss the changes at the major news-desks and how to sensitively navigate them.

Together, Daniel and Rick have more than 20 years experience in working with news desks in both the UK and USA. As well as Daniel being an ex journalist, designer and editor at The New York Daily News and News Corp, he and Rick now work alongside journalists and PR teams to help shape brand comms into news.

We cover:
How journalists are working during lock-down
How to be a resource (not a nuisance)
How to adapt sell-in tactics
Tips on how to navigate news-desks

Special Guests: Daniel Johnson-Kim and Rick Maughan.

In this episode I step out of Public Relations and interview an expert in marketing measurement; Russell McAthy.

Russell has been helping businesses attribute success (often revenue) to various lines of marketing for years. Without his insight into customer behaviour, millions in marketing budgets are likely to have been misspent.

The term 'attribution' has come up a lot recently in PR recently so, I wanted to get back to basics. Russell and I cover what 'attribution' means, how PR fits into overall marketing evaluation and how you can talk about it to your stakeholders.

Russell also tells me about how an update to cookie data happening in February 2020, that is going to make a MASSIVE difference to PR and paid, and we all need to know about it!

Get ready to learn.

Special Guest: Russell McAthy.

Sentiment is a crucial part of measuring Public Relations. It’s the process of understanding if a brand is being described in a positive or negative light. But what if you’re in a crisis team and most of your clips are expected to be negative? Or you’re running a youth campaign and the social posts include negative/positive slang in multiple languages?!

Sentiment is difficult, but without it we’re not fully evaluating Public Relations. So what steps can we take to fully analyse our work?

In this special ‘measurement month’ episode I’m joined by AMEC members and analysis experts, Steph Bridgeman, head of Experienced Media Analysts and Maya Koleva, head of Insight at Commetric to share their knowledge.

We cover how to manually track sentiment, how machines are learning what positive and negative descriptions are in social and news posts, how to tackle international campaigns and steps you can take in your own evaluation. This really is relevant to everyone in Public Relations.

Special Guests: Maya Koleva and Steph Bridgeman.