PR Resolution podcast

Meet the PR team increasing the influence of the UK's biggest lifestyle media

July 2nd, 2021  |  49 mins 42 secs

effie kanyua, in-house pr, internal comms, pr measurement, pr metrics, stella bayles, strategy

Media readership and influence is one of the most important elements of PR planning, but who is responsible for growing that influence?

In this episode I interview Effie Kanyua, the Director of PR & Comms at publisher 'Hearst UK' which includes Harper’s Bazaar, ELLE, Good Housekeeping, Cosmopolitan, Men’s Health and Women’s health, media titles many of us sell-in to!

I ask Effie about her journey from agency consumer comms to her in-house role at one of the world's largest publishers and the flip of objectives in helping to grow media, rather than target it.

We discuss;

• How media consumption has changed in the last year
• How Hearst media titles have had to adapt & change business objectives
• What it means to drive readership to media
• The importance of internal comms right now
• And how the Hearst UK PR team measures multi-media PR for a diverse set of stakeholders

The truth about news site traffic

April 6th, 2021  |  49 mins 26 secs

analytics, andrew smith, earned media, news and media, pr measurement, pr metrics, stella bayles, the guardian, the telegraph, traffic data

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.

Who are you talking to?

February 19th, 2021  |  44 mins 15 secs

alex judd, analytics, audience insight, data, integrated comms, pr measurement, pr metrics, stella bayles, target audience

Understanding your audience is the most important stage in developing PR strategy. It’s impossible to influence and change opinion without a full understanding of who you are talking to and how they feel.

In this episode Stella interviews, Alex Judd. Alex is the head of Impact and Planning at Clarity PR. He's passionate about combining the art of communications with the science of research and data.

Their conversation covers:
The difference between researching B2B and B2C audiences
How avoid looking for insight in an echo chamber
How to get buy in from stakeholders
How to get started in you’re an audience insight beginner

Share of voice or share of search?

October 6th, 2020  |  57 mins 57 secs

analytics, attribution, marketing measurement, pr measurement, pr metrics, russell mcathy, stella bayles

'Share of voice' is a term used to describe how a brand is being talked about against it’s competitors.

At the end September 2020, Mark Ritson wrote an article for Marketing Week, which pitched why 'share of search' could be a better alternative measure of how popular a brand is among consumers.

In this episode I interview marketing attribution expert, Russell McAthy, founder of Ringside to help us learn more.

We explore:

• What 'share of search' is
• How it considers consumer view over the brand marketing teams!
• How all of the marketing activity affects it
• How PR teams can explore it

storytelling with data

July 16th, 2020  |  56 mins 48 secs

amec, cole nussbaumer knaflic, data, data visualisation, measurement month, pr analytics, pr measurement, pr metrics, stella bayles, storytelling

Public Relations professionals excel in storytelling. PR has also been known not to use data as well as other areas of marketing. So when I came across the wisdom of Cole Nussbaumer Knaflic, the founder & CEO of storytelling with data, I had to interview her on the PR Resolution Podcast.

Cole is the author of the best-selling book, ‘storytelling with data: a data visualization guide for business professionals’ and, through her courses has helped thousands of people around the world tell better stories with their data, but what does she think about PR data?

A simple guide to attribution with russell mcathy

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.

PR measurement: Sentiment analysis explained

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.

An award-winning campaign: Tinder for cows

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.

Social media measurement with Katie Paine (queen of metrics)

March 9th, 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.

Multi-channel marketing part 2: Measuring paid, earned, shared & owned

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.