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.
February 27th, 2020 | 38 mins 11 secs
digital marketing, digital pr, marketing, online marketing, paid media, pr, pr tips, public relations, shanna apitz, stella bayles
It's 2020, integrated marketing is the norm, but could we be delivering better campaigns if we understood paid media better?
In this episode I interview Shanna Apitz, the Executive Creative Director and head of innovation at Hunt Adkins, a paid media specialist agency in Minnesota.
Having developed her career in the paid media space, Shanna has helped hundreds of US brands grow their business through interactive and integrated campaigns.
I wanted to find out how a leading paid agency approach earned media, where Shanna thinks paid and PR fit in the marketing mix, how the two specialisms should work together, and how powerful an integrated campaign can be for a business.
January 22nd, 2020 | 44 mins 45 secs
analytics, attribution, marketing measurement, pr measurement, pr metrics, russell mcathy, stella bayles
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 behavior, 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.
Get ready to learn.
December 31st, 2019 | 45 mins 21 secs
affiliate marketing, affiliates, digital marketing, digital pr, marketing, online marketing, pr, pr tips, public relations, revenue share, rich leigh, stella bayles, will roberts
In this episode, I interview Rich Leigh and Will Roberts, who leads Radioactive Talent, a new arm of UK PR agency Radioactive. I find out how they're bringing years of influencer and publisher knowledge from PR and merging it with Will’s expertise in affiliates and revenue share deals to start a new comms offering for clients in 2020.
If you haven't heard of affiliates before, don't worry. The guys explain exactly how the process works for agencies, brands and influencers.
If you're looking for inspiration for next year's growth, look no further.
November 27th, 2019 | 37 mins 20 secs
amec, pr analytics, pr measurement, pr metrics, social media measurement
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 machine learning is helping the process, how to tackle international campaigns and steps you can take in your own evaluation. This really is relevant to everyone in PR.
September 10th, 2019 | 38 mins 34 secs
app pr, digital marketing, pr, pr measurement, public relations
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.
July 26th, 2019 | 32 mins 41 secs
influencers, instagram, public relations, scott guthrie, social media marketing
'Instagram influencer' is no longer just a marketing term. Parents fear them, young people want to be them and the press seem to loathe them. But with so much attention how much influence do they still hold?
In this episode I get two opinions. Scott Guthrie, an influencer marketing consultant share his views on the industry. Lucy Piper, a 19 year old PR consultant from TalkerTailorTroubleMaker also shares her and her friends experiences of following influencers throughout their teenage years and now working with them in PR.
July 11th, 2019 | 35 mins 56 secs
digital pr, jerrid grimm, media relations, news, paid media, peso, public relations, stella bayles
With the more content being generated than ever before our hard-earned editorial coverage is being buried on publisher sites faster than you can say 'public relations'! But what if there was a way to keep it in front of people for longer?
In this episode, I interview Jerrid Grimm, co-founder of Pressboard on an emerging area of marketing where PR meets paid and editorial stories can be boosted to a bigger audience.
June 5th, 2019 | 24 mins 58 secs
content marketing, elliott kurjan, instagram influencer, instagram marketing, marketing, meme, meme marketing, public relations, ricky williams, social, social media marketing, wagyu social
The start of Love Island, Trump visiting & the shock loss for Antony Joshua this week has seen the meme machines in action on social media this week. But should memes be part of brand marketing?
In this episode, I interview Elliott Kurjan & Ricky Williams, the duo behind a new agency Wagyu social.
Ricky & Elliott are experts in Instagram influence. They are the brains behind the growth of huge Instagram accounts including Ladbible and UniLad. Elliott is also the meme-king that runs Instagram profile 'Awful Banter'. They know what creates the thumb-stopper moment!
Now working with brands, Elliott and Ricky explain what 'meme marketing' is, how to do it and the huge reach and engagement a brand can expect from this form of communication.
May 24th, 2019 | 38 mins 25 secs
danny bell, digital marketing, digital pr, marketing, online marketing, pr, pr tips, public relations, social marketing, stella bayles, tv production, video content
Stella interviews Danny Bell, a video director, and producer in the UK and US. He's produced popular shows such as Big Brother and LOVEIsland and had work featured on major TV channels including MTV, C4, ITV, Sky, and NBC. Danny is increasingly working with agencies and brand teams on creating editorial video content for online and social platforms.
In this episode, Stella interviews Danny on the development of TV and online video consumption, the change in brand involvement and how audience engagement is leading the change.
March 8th, 2019 | 20 mins 44 secs
katie paine, marketing, pr, pr measurement, pr metrics, pr tips, public relations, social media, stella bayles
Stella interviews Katie Paine (aka queen of metrics) on social media measurement. They discuss what metrics we should be using and how to attribute business success.
January 31st, 2019 | 33 mins 45 secs
daily news, huffington post, journalists, media relations, news, news editor, pr, public relations
Interview with SWNS Media Group news editor Jim Rich on his career and experiences in the US news industry.
The former New York Daily News Editor-in-Chief has seen the news industry go through huge changes and he is now using his unique experience to help PR teams.
Jim talks about the way news consumption has changed publishing, its effect on news teams and the knock-on effect on Public Relations.
December 11th, 2018 | 37 mins 54 secs
marketing, pr, pr agency, pr awards, pr campaigns, pr tips, public relations, stella bayles, steve strickland
Steve Strickland is the co-founder of new award-winning PR agency Talker Tailor Trouble Maker.
In this episode, Steve shares how he and his and co-founder Gary’s experiences in the PR industry led to their decision to create Talker Tailor and how they have poured their learnings and experiences (good and bad) into the operation.
Steve shares his views on diversity in Public Relations and why its essential to build freedom into a team.
He also speaks candidly about where Talker Tailor is at now and why he and Gary aim to take the agency in the future.
If you’re looking for an insight into modern PR, want to hear some very real language and a have good laugh, listen now!
October 25th, 2018 | 25 mins 7 secs
gini dietrich, measure pr, measurement, peso, pr, pr measurement, public relations
In this episode Stella interviews Gini Dietrich, founder and CEO of Arment Dietrich comms & editor of Spin Sucks on the paid, earned, shared & owned (PESO) model. Gini shares what the model is, how it can help achieve business goals and why Public Relations should be leading it.
Gini also shares her thoughts on episode four of the Resolution podcast on how Diageo is using PESO in their PR measurement process.
October 2nd, 2018 | 51 mins 46 secs
diageo, james alexander, measure pr, measurement, pr, pr measurement, public relations
James Alexander is the the head of influence and advocacy at global drinks business Diageo. Stella and James discuss the multi-channel marketing campaigns Diageo runs, how they use the PESO (paid, earned, shared and owned) model to organise and how they measure and compare results.
August 28th, 2018 | 28 mins 59 secs
amec, measure pr, measurement, pr, pr measurement, public relations
Nicole Moreo is North American chair of AMEC and one of Ketchum's global research and analytics leaders. Stella interviews her on PR analysis in 2018 & what PR teams can do to improve measurement skills.
August 6th, 2018 | 28 mins 4 secs
content marketing, content pr, iliyana stareva, inbound, inbound pr, pr, public relations, software pr, stella bayles
Stella interviews HubSpot's Global Partner Program Manager, Iliyana Stareva on the new content-led PR approach 'Inbound'.
Coming from a traditional Public Relations background and now working in software, Iliyana has put her years of experience into new marketing book 'Inbound'.
In this episode, Stella finds out about Iliyana's journey, why 'Inbound' can be so powerful in PR, how we talk to clients about it and measure success.