Welcome to Linking Out Loud, the digital PR podcast from Distinctly.

Join host Rachel McHugh for conversations with industry experts, where they share their expertise, challenges and what it takes to succeed in PR.

Check out Distinctly and Rachel McHugh on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our YouTube channel.

Like what you hear? Leave us a review.

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When it comes to PR, the first step towards success lies in choosing the right strategy for your brand or your client.

In this episode, we join freelance digital PR and Founder & Editor of The PR Insider, Thea Chippendale, as she shares her insights into finding inspiration and choosing the right digital PR strategy.

The episode offers advice on understanding when a client or situation will call for a certain strategy. We also explore how the "right" approach can depend on so many factors, including budget, the wider industry and more.

You can find Thea Chippendale on LinkedIn, as well as via her website. You can also subscribe to her newsletter, The PR Insider, for access to a selection of PR campaigns, trending topics and expert tips each week.

We also mention a blog on The PR Insider website, written by Marissa Pysarczuk. You can read her blog post, 'How To Persuade Clients To Take Risks With Their PR Strategies', here.

Check out Distinctly and Rachel McHugh on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our YouTube channel.

Like what you hear? Leave us a review.

If you have any feedback, please let us know.

In this episode, we sit down with seasoned digital PR expert Stephen Kenwright to unpack the core elements of a good brand strategy, as well as the role of digital PR within this overarching approach.

We discuss the nuances of leveraging digital PR tactics to build brand awareness versus drive SEO efforts, and why it may not always be possible to achieve both simultaneously.

We also look at the blurring lines between traditional and digital PR, and the advantages of integrating these two disciplines to enable agencies and teams to have higher-level conversations with clients.

You can find ⁠Stephen Kenwright⁠ and ⁠Ride Shotgun⁠ on LinkedIn.
Check out Distinctly and Rachel McHugh on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our YouTube channel.
Like what you hear? Leave us a review.
If you have any feedback, please let us know.

Digital PR isn’t one-size-fits-all, especially when you step into international markets. In this episode, we sit down with Lau Miguez, Freelance International Digital PR and Spanish Digital PR expert, to explore the nuances of working in Spain and Latin America - and common pitfalls to avoid.

We go through how journalism in Spain is different to the UK and US, and the importance of tailoring campaigns for cultural and regional differences. The discussion covers everything from the challenges of building media lists to the art of ideation for markets with fewer niche publications.

This episode is a must-listen for PR professionals looking to expand their outreach beyond the UK and US. 

You can find Lau Miguez, Rachel McHugh and Distinctly on LinkedIn for more insights into digital PR in Spanish-speaking markets.

Lau is also launching a website, which will be included here once available. 

You can also find the video version of many of our episodes on our YouTube channel.

Like what you hear? Rate the show!

If you have any feedback, please let us know.

In this episode, we chat with Isa Lavahun, a seasoned search strategist and speaker with 15 years of experience, about the evolving relationship between SEO and Digital PR.

We explore how PR professionals are inherently contributing to SEO through online coverage, why foundational SEO knowledge is essential for modern PR (digital or traditional), and the importance of creating content that delivers genuine value beyond just link-building.

You can find Isa on LinkedIn, X and on her website.

Check out Distinctly and Rachel McHugh on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our YouTube channel.

Like what you hear? Leave us a review.

If you have any feedback or suggestions, please let us know.

Join Rachel McHugh as she hosts Distinctly’s Matt Foster and Chloe Chamberlain to discuss how AI is changing the game for digital PR professionals.

They run through how their team adopted AI into processes like ideation, outreach, and press release writing, using workshops and testing to figure out what works best. With practical tips and highlights from their AI white paper, this episode offers a roadmap for agencies looking to innovate and embrace AI responsibly.

Shoutout to Gary Woodcock for creating Headline Grabber, Distinctly’s AI-powered press release headline generator.

Check out Distinctly and Rachel McHugh on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our YouTube channel.

Like what you hear? Leave us a review.

If you have any feedback, please let us know.

In this episode of Linking Out Loud, the PR podcast, TikTok SEO expert Jandira Neto joins Rachel McHugh to discuss the evolving role of TikTok in PR and campaigns.

We discuss how TikTok has transformed brand communication from a one-way broadcast into a two-way conversation, and why authenticity has become non-negotiable in the digital landscape. We also look at the metrics of success when running campaigns on TikTok, with engagement, participation, and community interaction replacing traditional PR KPIs, and examine how TikTok has changed expectations in crisis communications by shortening response timelines and empowering consumers to hold brands accountable.

You can find Jandira Neto on TikTok at Bizdira.SEO, where she shares content about TikTok, SEO and marketing. You can also find her on LinkedIn.

Check out Distinctly and Rachel McHugh on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our YouTube channel.

Like what you hear? Rate the podcast!

Ever worry about if your PR campaign idea is actually going to work? In this episode, Rachel McHugh is joined by PR and content expert Hannah Smith to discuss evaluating PR campaign ideas. Hannah shares her framework for assessing campaigns through three key lenses: resonance, breadth of appeal, and risk.
You'll also learn valuable strategies for pivoting and tweaking your outreach when a campaign isn't landing, and discover how to rescue underperforming campaigns to achieve your coverage goals.
You can find and reach out to Hannah viaLinkedIn and her website,Worderist.
And don't forget to check outRachel McHugh andDistinctly on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on ourYouTube channel.
Like what you hear? Leave us a review.

In this episode, Raquel Pinto joins the podcast to explore how AI is changing digital PR and what makes a campaign successful. We discuss the shift from traditional Google-focused strategies to now wanting to gain visibility in AI overviews. We also go through some of the more practical ways PR professionals are using AI as a creative springboard while maintaining essential human elements like strategic thinking and emotional storytelling.
We also cover the ethical boundaries of AI and why transparency, human oversight, and clear company policies are key for responsible AI use in PR.
Follow Raquel on Linkedin for regular posts on the topics of PR and AI. You can also find the links to The Drum article on AI guidelines that we mention, as well as Propellernet's own policy here.
Check out Distinctly and Rachel McHugh on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our YouTube channel.

Ever wondered what really goes through a journalist's mind when they receive your press release?

In this episode, Rachel McHugh speaks with Ria Wolstenholme, a freelance journalist and content writer who brings a unique perspective having worked in both journalism and PR. Ria shares her insights on what journalists really want from PR professionals, including how to craft effective pitches that won't get ignored, the importance of proper sourcing and attribution, and the art of the follow-up email.

You can find Ria Wolstenholme on LinkedIn, subscribe to her Substack newsletter, or visit her website at riawolstenholme.com.

Don't forget to follow Distinctly and Rachel McHugh on LinkedIn for more PR insights and podcast updates.

In this episode, we sit down with award-winning freelance journalist Rosie Taylor, who specialises in health and consumer affairs topics for major national publications. We explore the unique advantages of working with freelance journalists versus staff writers, including their ability to pitch across multiple publications and their established relationships with editors.

Rosie shares her insights on crafting effective pitches, why research is crucial before reaching out, and how to avoid common PR mistakes that lead to ignored emails.

We also discuss the evolving expectations of expert comments in health journalism and why journalists increasingly prefer phone interviews to written comments in the age of AI-generated content.

You can find Rosie Taylor on ⁠LinkedIn⁠, via her website ⁠rosietaylorjournalism.com⁠, or subscribe to her newsletter ⁠'Get Featured' on Substack⁠ for insider tips on securing media coverage.

Check out ⁠Distinctly⁠ and ⁠Rachel McHugh⁠ on LinkedIn for the latest updates on Linking Out Loud and more. You can also find the video version of many of our episodes on our ⁠YouTube channel⁠.

Like what you hear? Leave us a review!