The Digital PR Podcast – Details, episodes & analysis

Not everyone in Digital PR has a traditional or linear career path. But will that set you back in the short, medium or long term? Steve wants to find out, so join us as he delves into Chloe's intriguing career journey, which she describes as a "wonky" or "squiggly" path into the world of PR, starting with a degree in biomedical science! Chloe highlights the importance of being proactive, willing to learn, and adapting to new challenges, especially when working with clients from different industries.

00:00:00 - Introduction to the Podcast and Guest Steve Baker introduces the Digital PR Podcast and welcomes guest Chloe to discuss her unique career path in digital PR.

00:01:00 - Chloe's Career Journey Chloe shares her unconventional career path, starting from studying biomedical science to working as a tour guide in the Philippines, and how she transitioned into digital PR.

00:05:00 - Benefits of a Varied Career Path Chloe discusses how her diverse experiences have equipped her with a broad skill set, emphasising the importance of adaptability, analytical thinking, and time management in her current role.

00:10:00 - Skills for Success in Digital PR The conversation shifts to the essential skills for a successful career in digital PR, including the ability to interrogate information, adaptability, and a willingness to learn from others.

00:20:00 - Advice for Transitioning into PR Chloe offers advice for those looking to make a career change into PR, encouraging them to embrace their transferable skills and not be afraid to start from the bottom in a new field.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

In this episode of the Digital PR Podcast, Steve chatted to Lena Thees, a Senior Digital PR Executive at Propellernet who specialises in the German market. Lena shared insights into the differences between the German and UK media landscapes, highlighting the formality and longer lead times in Germany. She emphasised the importance of being direct and avoiding clickbait when pitching to German journalists. Lena also provided valuable tips for those looking to secure coverage in Germany, such as planning ahead, being patient, and setting appropriate goals.

00:01:30 - Lena's Career Journey: Lena shares her background, including her move from Germany to the UK, her studies in media and communication management, and her journey into digital PR through an internship.

00:05:00 - Differences in Media Landscapes: The conversation shifts to the differences between the German and UK media landscapes, focusing on the formal approach to journalist outreach and the longer lead times for coverage in Germany.

00:10:00 - Digital PR in Germany: Lena discusses the current state of digital PR in Germany, highlighting the challenges and untapped potential in the market compared to the more mature UK landscape.

00:20:00 - Top Tips for Pitching in Germany Lena provides valuable do's and don'ts for securing coverage in Germany, emphasising the importance of planning, patience, and understanding the unique media culture.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

Everyone knows that PR calendars flow on a combination of current events, awareness days, pop culture and seasonality. Sometimes, though, it can be tricky to find an in for your client to get their voice heard above the noise, especially if their offering is seemingly unrelated. This week, Steve is joined by Digital PR Director Maddie Davies, for a chat about how tapping into your client's niche can give a fresh perspective. She details how it worked for one of Propellernet's most successful reactive campaigns, and touches on her favourite niche-based OOH campaign and content campaigns too.

00:00:00 - Introduction to the Digital PR Podcast: Louise introduces the new season of the podcast, featuring mini episodes with guests from the Digital PR team at Propellernet.

00:01:00 - Maddy Davis Career Journey: Maddy shares her background in journalism and how she transitioned into digital PR, highlighting her experiences and current role at Propellernet.

00:02:00 - Understanding Niche in Digital PR: Maddy explains what a niche means in the context of digital PR, emphasising that businesses of all sizes can effectively utilise PR to tap into their specific expertise.

00:03:30 - Examples of Niche Campaigns: Maddy discusses her favourite niche campaigns, including a creative Pancake Day story for Rated People, showcasing how to leverage specific expertise for impactful PR.

00:17:00 - Advice for Creating Niche Campaigns: Maddy offers practical advice for PR professionals on identifying and developing niche campaigns, including the importance of mapping out client expertise and securing pre-approved quotes.

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

Lou & Steve welcome Andy Barr, the CEO of the award-winning agency 10 Yetis Digital. With nearly 20 years of experience in the industry, Andy shares his insights on digital PR, crisis communications and the evolution of the field. We kick off the conversation by discussing Andy’s diverse background, which includes stints in political analysis and financial services before he ventured into the world of PR. He reflects on how he transitioned from crisis communications to digital PR, emphasising the importance of links and SEO in modern PR strategies. Throughout, Andy offers practical advice on handling PR crises, emphasising transparency and the importance of not lying to cover up mistakes.

00:00:07 - Welcome to Season 2 Louise Parker and Steve Baker introduce the second season of the Digital PR Podcast, highlighting exciting topics and their new sponsor, Coveragebook.

00:02:04 - Meet Andy Barr Andy Barr, CEO of 10 Yetis Digital, shares his extensive background in PR, from political analysis to crisis communications, and his journey into digital PR.

00:05:50 - The Evolution of Digital PR Andy discusses the emergence of digital PR, its relationship with traditional PR, and how the focus on SEO and links has transformed the industry.

00:10:31 - Common PR Missteps The hosts and Andy explore frequent mistakes in PR, including the pitfalls of automated outreach and the importance of targeted communication with journalists.

00:39:54 - The Future of Digital PR Andy shares his insights on the future of digital PR, touching on the ongoing relevance of links and the potential impact of AI on the industry.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

For this week's minisode, Lou grabs a quick chat with Propellernet's resident AI whizz, Digital PR Executive Raquel Pinto. Raquel uses AI throughout her work practices, from planning to campaign ideation, and is a huge advocate for AI experimentation across her various social media channels. If you're looking for some great AI insights, you've found the right place.

00:00:01 - Introduction to the Minisode Louise introduces the new season of the Digital PR Podcast, featuring mini episodes with team members discussing current topics of interest.

00:01:05 - Raquel's Career Journey Raquel shares her unique background transitioning from law and economics to digital marketing, highlighting her passion for the industry.

00:02:45 - Embracing AI in Digital PR Raquel discusses the benefits of AI tools like ChatGPT for PR professionals, focusing on data organisation and enhancing writing tasks.

00:04:47 - Risks and Considerations of AI The conversation shifts to the potential risks of AI reliance in digital PR, emphasising the importance of human insight and creativity.

00:07:17 - The Future of AI in PR Raquel predicts the evolution of digital PR with AI, including the decline of mundane campaigns and a greater emphasis on creativity and unique data interpretation.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

Amy Smithers, Head of Communications at GetAgent, shares her extensive background in journalism & digital PR, particularly within the property sector, and explains her transition from agency to in-house roles. We discuss the challenges and rewards of collaborating with agencies, the significance of quality over quantity in PR results, and the evolving role of AI in the industry.

00:00:07 - Introduction to Season Two Louise and Steve welcome listeners back to the Digital PR Podcast, introducing the exciting topics and guests lined up for the new season, including crisis communications and insights from in-house clients.

00:01:31 - Client Perspective on Digital PR The hosts introduce Amy Smithers, Head of Communications at GetAgent, who shares her extensive background in journalism and digital PR, discussing her transition from agency to in-house roles.

00:04:28 - The Fun of Property PR Amy explains her passion for property PR, highlighting the creative potential in linking various topics to the property sector, and shares a fun example involving Taylor Swift-themed street names.

00:08:07 - Working with Agencies Amy discusses the importance of collaboration with agencies like Propellernet, detailing how they complement in-house efforts and the significance of sharing results to evaluate campaign effectiveness.

00:30:01 - The Future of Digital PR Amy shares her insights on the future of digital PR, emphasising the role of AI in streamlining processes and the need for authentic brand storytelling through integrated marketing campaigns.

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

For the first mini episode of the season, Lou catches up with Digital PR Director at Propellernet, Abi Bennetts. They discuss the pros and cons of using Twitter or X for Digital PR, building your personal brand and tips and advice for using the platform in your day-to-day.

00:00:05 - Introduction to the Minisode Louise introduces the new mini episodes of the Digital PR Podcast featuring members of the Propellernet team, starting with Abby.

00:01:34 - Abby's Journey in Digital PR Abby shares her background and experiences in digital PR, detailing her career progression and the opportunities that arose from her initial use of Twitter.

00:03:39 - Positive Uses of Twitter for Digital PR Abby discusses the benefits of Twitter for networking and personal branding within the digital PR industry, highlighting the community aspect and opportunities for connection.

00:07:35 - The Darker Side of Twitter The conversation shifts to the negative aspects of Twitter, including mental health impacts, the potential for critique, and the toxicity that can arise within the industry.

00:17:24 - Tips for Using Twitter Effectively Abby offers advice for digital PR professionals on how to use Twitter productively, including setting boundaries and following inspiring industry figures while maintaining a healthy relationship with the platform.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

This week we're discussing digital PR in the US with Bri Godwin Huyke, noting that it is still developing compared to the UK, with many clients lacking a foundational understanding of its benefits. We touch on the differences in pitching styles between US and UK journalists and explore the significance of relevance in link building & differences in client expectations.

00:00:07 - Introduction to Season Two Louise Parker and Steve Baker welcome listeners back to the Digital PR Podcast for its second season, highlighting exciting topics and a new sponsor.

00:01:31 - Guest Introduction: Bri Godwin-Hoyk Bri Godwin-Hoyk, a digital PR manager at Journey Further, shares her background and expertise in digital PR, particularly in the US market.

00:04:09 - Current State of Digital PR in the US Bri discusses the differences in digital PR maturity between the US and the UK, noting the challenges of educating clients about the benefits of digital PR.

00:12:13 - Personalisation in Pitching The conversation shifts to the importance of personalising pitches to US journalists, contrasting it with the UK approach and discussing the impact of relevance.

00:18:03 - Differences in Story Styles Bri outlines the types of stories that resonate well with US journalists, emphasising the preference for data-led pieces and the slower pace of placements compared to the UK.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

In this episode we welcome the Director of Strategy at Propellernet, Sophie Coley, to discuss the intricacies of digital PR strategy. With over 15 years of experience at Propellernet, Sophie shared her journey from a PR intern to a strategic leader. We discussed the significance of client collaboration in developing effective strategies, noting that clients with a strong strategic appetite tend to yield better results. We touched on the challenges of selling strategy to clients, the importance of ongoing reporting, and how to keep strategies on track. Sophie emphasised strategies should evolve rather than be constantly tweaked in response to every change, advocating for a long-term commitment to strategic goals.

00:00:07 - Introduction to the Digital PR Podcast Welcome to the Digital PR Podcast, hosted by Steve Baker and Louise Parker, who share their extensive experience in the digital PR industry and discuss its evolution.

00:01:17 - Meet Sophie Coley Sophie Coley, Director of Strategy at Propellernet, shares her journey from PR intern to strategic leader, highlighting her background in journalism and the evolution of PR practices over the years.

00:04:34 - Defining PR Strategy Sophie discusses what constitutes a PR strategy, emphasising the importance of understanding goals, target audiences, and the relationship between digital PR and broader SEO strategies.

00:09:16 - Strategy vs. Tactics The conversation delves into the common confusion between strategy and tactics, with Sophie explaining how a clear strategy provides direction while tactics are the specific actions taken to achieve those goals.

00:13:29 - Client Collaboration in Strategy Development Sophie highlights the significance of client involvement in developing effective strategies, discussing how strategic appetite and collaboration can lead to more successful outcomes in digital PR campaigns.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.

Steve and Lou welcome PR Creative Director Mark Perkins! With nearly 25 years of experience in agency life, Mark shares his insights on the evolving landscape of digital PR, particularly focusing on the nuances of new business pitching. We dive into the complexities of what makes a successful pitch, emphasising that while creative ideas are crucial, they are not the sole factor in winning a client. Mark highlights the importance of understanding the brand, audience, and market dynamics before jumping into creative brainstorming. He stresses the need for a solid strategy based on human insights, which can often be the key to winning pitches.

00:00:07 - Introduction to the Podcast Welcome to the Digital PR Podcast, hosted by Steve Baker and Louise Parker, as they discuss the evolving landscape of digital PR and introduce their guest, Mark Perkins.

00:01:27 - Meet Mark Perkins Mark Perkins shares his extensive background in PR, detailing his journey from being the first employee at Cow agency to his current role as Creative Director, highlighting his passion for creative and provocative work.

00:03:23 - The Importance of Strategy in Pitching Mark discusses the critical role of strategy in new business pitches, emphasising that understanding the brand, audience, and market is essential before diving into creative ideas.

00:10:41 - The Value of Tissue Sessions The conversation shifts to the significance of tissue sessions in the pitching process, where ideas can be stress-tested and refined based on client feedback, ensuring alignment with their expectations.

00:42:52 - Ideal New Business Pitch Process Mark outlines his vision for a perfect new business pitch process, focusing on clear briefs, thoughtful client engagement, and the importance of receiving constructive feedback, regardless of the pitch outcome.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

To check out our socials and other useful links click here.