Stella Bayles is the co-founder of PR tool CoverageBook and is also the author of ‘PRs Digital Resolution’ - an ebook on using SEO in PR measurement.
Prior to working in PR technology Stella spent 14 years agency-side, first in traditional PR, then specialising in SEO-PR for major European brands. Her unique approach in using SEO techniques to build PR campaigns and measure sucess led client growth, multiple award wins and increased her agency revenue by 85%.
Stella now shares her knowledge with the PR industry through university lectures and industry talks in the UK and USA, through the PR Resolution blog, newsletter and this podcast series.
November 10th, 2023 | 37 mins 16 secs
alastair mcapra, brand planning, brand reputation, cipr, corporate reputation, reputation mangement, senior pr, stella bayles
In this episode Stella interviews the Chief Executive of the CIPR (Chartered Institute of Public Relations) Alastair McCapra.
They talk about FTSE 100 businesses and the lack of PR expertise in executive leadership teams and on boards in the UK.
Alastair and Stella explore the reasons for this; including reputation management being viewed as a ‘when it happens’ scenario right through to senior opinions on the financial value of PR.
Alastair Shares examples of what can happen when PR and reputation isn’t being considered at board level and the risks businesses face financially.
This episode is relevant to PR people in all sectors. It’s full of advice from Alastair and the CIPR on what you and your team can do to raise awareness of the importance of corporate reputation management in your organisation and with your clients.
Together we can raise the profile of PR at a senior level where it belongs.
September 28th, 2023 | 44 mins 31 secs
charity pr, global key messaging, media relations, non profit pr, public relations, rapid media response, stella bayles, world animal protection
Bev Boyle, who is the Global Head of Media at World Animal Protection plays a pivotal role in shaping the narrative around animal welfare on a global scale. She's at the forefront of crafting media campaigns that not only raise awareness but also inspire action.
In this episode of the PR Resolution Podcast, Stella and Bev discuss a current campaign that making change. Bev shares how the ‘Stop TUI from profiting from dolphin cruelty’ emerged as an issue, how the content is reaching a wide audience and how the result of audience engagement is encouraging a major corporate to make change.
Bev also shares how her global team works with media. How they have adapted processes to work with modern media change & their dedication to responding to animal news and journalists requests in less than 60minutes.
They cover the campaigns that have made the biggest impact and have helped save animals, the components and how the team measure them, especially when the biggest KPI is often changing international tourist trends.
Bev also shares her insight on the challenging financial climate for charities right now and how World Animal Protection are making efficiencies that all PR teams can take inspiration from.
September 7th, 2023 | 43 mins 15 secs
agency finances, marketing budgets, pr agency, pr agency chief finance officer, public relations budgets, simon collard, stella bayles
How healthy does your agency feel? Are there uncertainties around budgets? Are some of your retainers switching to projects? Is your pipeline flowing or in need of some work?
If your agency finances are feeling like a challenge right now you’re not alone.
Research has confirmed that PR budgets are being reduced. Data gathered in June 2023 from the world’s 100 most powerful communicators (Provoke 100 research) found that there has been a drop in public relations investment in the past 12 months of more than $1bn, from $4.8bn to $3.7bn.
Although agencies can’t control client budget decisions, there are efficiencies that can be made in how fees are managed and how agency finances are protected.
To help guide you us through this tricky time, Stella is joined by agency Chief Finance Officer Simon Collard. With over 30 years experience as an Agency CFO, Simon is an expert as safely guiding agencies to larger margins and consistent profitability, whatever the industry climate may be.
Stella first met Simon at digital PR and marketing agency Propellernet. Alongside a talented management team, Simon lead the agency to triple margin, quadrupled the revenue and generated 10x more profit. All without pressure on staff; the agency won Best Place to work in the UK 8 years running during this period of growth.
In this interview Simon shares his wisdom on;
- Pricing and fees; Should PR be time or value priced? Or should we charge by output and outcome bonuses?
- The importance to demonstrate the problems you are solving for your client, always.
- Resilience; how to build it and where conscious over-servicing fits in.
- ‘Profit vampires’ and how to deal with them.
- Why the profit and loss sheet is a lagging indicator to an agency’s health & noticing negativity in the P&L means it could be too late
- Numbers; The % of revenue you should spend on people, and cost per person
- And the golden key in all agency profitability; time and resourcing and the best ways to manage it.
August 18th, 2023 | 35 mins 34 secs
artist impact, artist partnerships, audience engagement, entertainment pr, measurement, music and brands, music in advertising, music industry insights, music licensing, music marketing, music metrics, music pr, music strategy, pr campaign, pr metrics, public relations, stella bayles
In episode 40 Stella interviewed Rebecca Jolly and Joe Bellioti; the authors of best-selling book; ‘How Music Grows Brands’. They discussed the benefits music can have on a brands business but what about the other side of the partnership?
The music artist.
How does the involvement of a track in a PR campaign, advert, or TV show affect the artist?
What does it mean to the target audience?
Can it make or break an artist?
In this episode, Stella Bayles interviews Jelena Grozdanich, director of film and television at Columbia Records to find out.
Jelena explains how, just like brands, artists also have audience objectives & how the right partnership can be very powerful for both parties.
She shares the benefits of working with new artists and how finding a match of niche interest points between both parties can be mutually beneficial as often ‘niche interest points’ = a passionate and very engaged audience.
Jelena explains the changes to her role as the music industry has changed and what she expects to see emerge in the next 5 years.
Whether you’re a music PR or are interested in having music as part of your marketing strategy this episode is for you.
3:44 - Do you have an audience strategy for your artists?
7:29 What kind of difference or impact have you seen by placing an artist on a particular show or a particular game?
10:33 How important do you think it is for a brand and artist to be aligned?
15:27 Use of music on TikTok and Instagram
17:23 How do you measure whether a partnership has been successful?
26:00 Where do you see the industry developing in the next 5 to 10 years?
29:00 What do you do to maintain the work and life balance?
July 31st, 2023 | 45 mins 54 secs
cancer awareness, cancer research uk, charity donations, charity pr, non profit pr, public relations, social impact metrics, stella bayles
In this episode I’m joined by Martin McGlown who was once a crime journalist at the London Evening Standard newspaper and went on to head-up media relations at the world's leading cancer charity; Cancer Research UK.
We talk about the moment Martin made his career-defining decision and why he and the charity have never looked back.
We cover the changing media landscape and how Martin’s journalism background and skills have shaped the way his team operate as a newsroom.
Martin shares the Cancer Research UK overall objective and how that flows into his team’s strategy and KPIs.
He also talks about the importance of budget scrutiny in the charity sector and the work his team does in-house in order to make the most of the donations made to Cancer Research
Martin also shares some of their memorable campaigns that PR delivers so well; educating and raising awareness of prevention and treatments to help people live longer and better lives. And ultimately Beat Cancer.
June 22nd, 2023 | 37 mins 55 secs
coverage to capital, investors, pr measurement, pr metrics
Margo Neely is the Chief Creative Officer of Neely & Daughters a New York based start-up business consultancy. She is also the creator of the Neely Air TR-808 “Disturb the Peace” drum machine shoe concept: a digital tap shoe (of sorts) that allows the user to create digital beats and rhythms with movement.
This interesting breadth of experience has a one key point in common; PR. and specifically how PR coverage helps attract investors and gains funding.
Margo experienced this first hand when her concept design of the sneaker that made music with movement, had stayed static as an idea for years until it went viral. Through the vast amount of exposure and engagement Margo was able to gain the attention of investors and engineers she’d only dreamed of years before.
Margo now shares her PR to investment strategies with start-up businesses and charity organisations so they can do the same.
This episode is absolute gold for any organisations that need to raise funding. It’s also a brilliant example of the true power of PR.
May 31st, 2023 | 27 mins 22 secs
Due to its success ‘Secret Cinema’ isn’t so secret anymore. The London-based entertainment company that specialises in immersive film events now has fans throughout Europe and has recently launched in the US.
The magic of the immersive performances has led to a cult following. But how much of the following is driven by PR and marketing and how do they retain and grow that audience?
Stella Bayles interviews Simon le Grice the new VP of Marketing at Secret Cinema to find out!
Having originally come from a performance marketing background Simon is very results driven and although he has been in the Secret Cinema role for just four months (at the time of interview) he is already making an impact. He is building a team and is on the search for strategic agency partners both in the UK and US.
Simon shares his vision for a successful growth and retention marketing strategy. He tells me how he sees the best ways for owned, earned and paid to work together and the very important role for PR.
Because of Simon’s focus on audience growth he shares how he doesn’t appreciate ‘meaningless data’ in reports from agencies such as ‘reach’. He discusses how highly he values PR, not just because of the brand awareness it delivers but because of huge the impact it can have on SEO traffic.
He has a message for comms agencies not reporting on SEO and a more positive one for agencies that specialise in events in the US…;)
This episode is full of insight from the client we all want! This one is not to be missed….here’s Simon!
If you're inspired by Simon's marketing approach and would like to try adapting your PR reports to include meaningful data such as estimated views and SEO metrics try https://coveragebook.com/
May 4th, 2023 | 43 mins 35 secs
brand, charity, communications, creative, creative comms, david fraser, non profit, not for profit, pr, publication relations, ready10, stella bayles
As a rule I don’t discuss PR agency’s values on the show. They are for staff and should stay on slides or post-its. But when I heard this story of how one ‘agency value’ resulted in a team helping to evacuate 54 orphans from Ukraine, I broke that rule and dedicated a whole episode to it!
I interview David Fraser, the Founder & Managing Director of Ready10, who are a consumer agency, best known for creative digital PR for the likes of McDonald’s, Paddy Power, Flora and Brewdog. However it's the launch of their for-good arm ‘Ready to Help’ that we cover and specifically their (no-fee) project with Save a Child and Magen David Adom, that saw them helping to evacuate a group of children from Ukraine.
David shares the full account of how one phone call turned into the most complex but rewarding project the agency had ever worked on
How the whole team (with other clients understanding) pulled together to help Save a Child and Magen David Adom
How David’s past crisis management experience came into play
And importantly whether it was a success and how the children are now
David also reveals how the agency survived COVID, didn’t accept UK government furlough grants, paid bonuses and managed to carry out this amazing project on zero budget.
This story is an inspiration.
April 30th, 2023 | 49 mins 59 secs
amec, carma, darryl sparey, evaluation, funding, hard numbers, pr measurement, pr metrics, pr tech, reporting, richard bagnall, stella bayles, tech start up
In this episode I interview PR measurement experts, Richard Bagnall and Darryl Sparey on their latest joint research that explores the effects PR has on attracting investors and gain funding for tech start-ups.
We delve into the research results including the types of business that see this success, the PR approach needed to gain these results and specifically how important a CEO or founder can be in the process.
This conversation is fascinating, not just because of the correlation the research found between PR and financial funding but because both Darryl and Richard have so much experience in this area of PR work (b2b and reputation) and importantly how to measure it.
Darryl is the MD and Co-Founder of performance-driven marketing and comms consultancy, Hard Numbers.
Richard is the co-managing partner of evaluation firm CARMA. He’s been awarded CIPR President’s medal for his service to PR, he won the AMEC Don Bartholomew Award and of course was also the chair of AMEC between 2016-2022 too.
Together they share wisdom and practical advice from their own experiences throughout the interview.
- How they researched 64 startup unicorn businesses & analysed over 65,000 pieces of coverage
- We look at the sectors that have the most potential for funding
- Darryl shares tips on how best to work with busy senior leaders & why a ‘Get to text’ approach is best
- I challenge correlation vs causation in the results and Richard shares brilliant wisdom in how we can all apply these lessons to our own measurement plans.
March 6th, 2023 | 35 mins 3 secs
brand partners, brand partnership, brand reputation, how music grows brands, label, music artist marketing, music marketing, music pr, music sponsorship, pr, public relations
In this episode I delve into the power of music; how it shapes cultures, grows brands and can drive business.
I’m interviewing two people who’s deep understanding of music & culture has led them to work on brand partnership deals that have built reputation and grow businesses.
I’m joined by ex-Head of Global Music at Coca-Cola, Joe Belliotti and Rebecca Jolly who is a global business consultant focused on growing business through culture.
Former MD at Mixmag and now MD at new generation media company Woo from ITV, Rebecca has extensive music media experience and has teamed up with music brand partnership expert Joe Belliotti on new book ‘How Music Grows Brands’.
Its the first of its kind and is already an Amazon Best Seller, the book helps PR and marketing teams bring music into strategies and connect with audiences in a way that will drive business. It also helps all parties in the partnership navigate the modern music industry so artist, label, brand and media all benefit.
Our interview covers; How having music as part of your brand strategy is measurable, the difference music can make to a brand’s reputation and and how to navigate shared objectives.
Whether you’re in an agency, a brand team, label side or artist, I’m confident this episode will be hugely helpful!
February 23rd, 2023 | 40 mins 33 secs
allison spray, amec, analytics, data, data team, evaluation, h&k, james crawford, pr measurement, pr metrics, pr tech, public relations, reporting, stella bayles
This episode lifts the lid on data literacy in one of there world’s most well-known agencies; H&K Strategies.
I interview global head of data and analytics - Allison Spray alongside PR Agency One MD James Crawford.
James and I co-wrote two chapters in a recent PRCA paper; ‘Data literacy in PR’. We looked at how to use tech to build confidence and improve data use as well as a chapter on how to build a ‘data culture’ in your team. It was the latter chapter that Allison Spray’s team at H&K was noted as a great example of hiring in data expertise alongside training PR practitioners.
In this interview, we go behind the scenes and get into the detail.
I find out how Allison has increased confidence in data across all H&K teams
We reveal the data team’s interesting recruitment process and the mix of skills and sector-specific backgrounds Allison looks for.
Allison and James share how they work with clients to gain the data and tech they need upfront
Allison also shares tips on how to get started, whether you’re a small team looking to up-skill or planning to to build a data team within an agency
Since the H&K data and analytics team has developed and established the agency has won the most amount of awards ever in a year. Coincidence? or does increasing PR confidence in data work? I’ll let you decide…
December 12th, 2022 | 42 mins 33 secs
amar singh, brand partners, brand sponsorship, content strategy, entertainment, mktg, pr, public relations, sport & entertainment, sports marketing, sports pr, sports sponsorship
In this episode I interview Amar Singh, ex-Evening Standard journalist turned content and digital marketing expert in sport and entertainment. Former Head of global football content at Budweiser and Head of Content at West Ham United, Amar has helped grow audiences across multiple platforms by understanding fans and creating content strategies that resonate.
Now at MKTG as Vice President of content and communications, Amar and his team are experts at understanding fans on a deeper level and on a large global scale.
In our chat we explore the latest MKTG research ‘modern fan decoded’ and how a change in fan behaviour in the last few years has changed the sport and entertainment industry.
We look at what fans are more receptive to brand engagement and why the younger generation are demanding more, not just in their experience but how they expect the brand to operate and do better in the world.
This interview is full of wisdom and practical tips on collecting insight and behaviour measurement too.
You can watch the video of this interview on YouTube: https://youtu.be/RqaB_uF1jZU
November 4th, 2022 | 42 mins 30 secs
amec, digital pr, evaluation, marketing measurement, measurement month, pr measurement, pr metrics, pr tech, public relations, reporting, stella bayles
AMEC Measurement Month is a time for everyone in Public Relations to level-up their knowledge in evaluation and measurement of comms.
Held in November its the perfect time to learn and refresh your approach ready for new KPIs in a new year.
There are just over 4 weeks of events and content releases from AMEC (Association of Measurement & Evaluation) members and most are available for free to all.
In this special episode of the PR Resolution Podcast I interview the Global Managing Director of AMEC; Johna Burke.
- We share the best of the month and what not to miss!
- Johna explores common PR measurement challenges you might be facing and directs you to the best resource to fix it
- Johna shares the trends in measurement & highlights from AMEC award entries this year
For the full calendar:
For further help on measurement go to:
October 23rd, 2022 | 48 mins 52 secs
brand partners, brand sponsorship, pr, public relations, reputation, sports marketing, sports pr, sports sponsorship, world cup
At the time of publish, we are 3 weeks away from the 2022 Fifa World Cup in Qatar. At this stage for past tournaments we’re at the height of World Cup hype, fans are excited about team selections, journalists are reporting from training camps and tabloids are on WAG watch.
This year is very different. Nearly all lead-up stories have been negative; covering the human rights issues, corruption, timing and infrastructure problems.
So what does this mean to the normal huge World Cup audience? How does this affect the associated brand sponsors? Are there the same news-jacking opportunities for non-official partners?
I interview one the world’s leading experts in sports marketing and brand partnerships; Andy Sutherden to find out.
August 24th, 2022 | 33 mins 13 secs
charity funding, charity pr, dan flanagan, non profit pr, public relations, social impact metrics, social impact report, social measurement, stella bayles
Stella Bayles interviews Dan Flanagan, founder of the growing community interest group 'Dad La Soul'.
From humble beginnings of group of 14 dads getting together for a play date with their kids, ‘Dad La Soul’ is now a globally recognised Community Interest company that connects over 2.5k dads through art, tech and music events & in turn helps them beat loneliness, and live happy lives.
Dad La Soul attributes a lot of its growth and success down to PR, and specifically their PR & social impact report that has become popular among funders, partner stakeholders and volunteers.
In this podcast interview Dan shares;
- How PR has helped build their network, attract new funding and sign up volunteers
- Why Dad La Soul was recently namechecked in parliament
- How proving social change from PR coverage for non profits and charities is essential
- How a PR report can be adapted into a heavy-hitting social impact report
This podcast is essential-listening for anyone working in-house at agencies specialising in charity, non-profit or community interest movements.
Its has useful tips for anyone targeting parents, and its also definitely an episode for all the dads out there!
July 8th, 2022 | 44 mins 49 secs
In this episode I interview Donna Loughlin, she is the founder & owner of PR firm LMGPR and host of podcast ‘Before It Happened.
Having started journalism at just 10 years old; helping at a local newspaper network that her family managed, Donna progressed & became a global journalist for Reuters and the BBC.
It was when she was reporting in the Valley during the .com boom that Donna swapped sides to PR and started to stories on behalf of tech start ups.
Her experience of launching new tech to market, building founders and business reputation and eventually then taking them out through their initial public offering (IPO) gained the attention of the whole industry..
At her busiest she did 5 IPOs back to back in a, in a six year period…
You can see why Donna is on the wish list of most venture capitalists launch plans!
As well as perfecting launch strategies, over the years Donna met and worked with some of the world’s greatest innovators which led her to her to create her podcast ‘before it happened’ where she gets behind the scenes of the creators and finds out what really led to their moment of problem solving through tech…
This conversation is a fascinating timeline to our ever changing tech world and the importance of PR and storytelling those changes.