What happens when a British communications expert takes her political instincts and corporate storytelling skills to Germany?

🎙️ Overview
On this episode, I speak with Katy Diggory, who’s done exactly that — and learned a lot about tone, culture, and translation along the way. It’s a brilliant conversation that blends politics, international business, and linguistic nuance.

We explore the difference between translating and localising a message, why AI struggles to sound human, and how tone of voice can make or break communication, from Ryanair’s snark to a politician’s speech.

Katy gives me a behind-the-scenes look at her journey from UK Parliament to advising German corporates and monitoring elections in Eastern Europe. This episode is packed with insight for anyone trying to make themselves understood, especially across borders, cultures, or platforms. Katy is witty, reflective, and razor-sharp, and I think you’ll enjoy hearing from her as much as I did.

👤 Guest bio: Katy Diggory
Katy Diggory is a communications expert specialising in campaign design and management, copywriting, proofreading and editing in English and political training. She is based in Munich.

She helps individuals and organisations — especially in politics and corporate life — communicate more effectively across languages, cultures, and sectors. Her approach blends UK political communications experience with an understanding of German corporate tone and messaging. Katy has worked in the UK Parliament and across public and private sectors, and has monitored elections for the OSCE and other international bodies.

Fluent in German, she brings bilingual sensitivity and cultural fluency to everything from speechwriting to branding.

⏱️ AI-Generated Timestamped summary

[00:00] Introduction

[01:30] Katy’s background in UK politics and how she got into comms

[04:40] The shift from UK politics to working with German corporate clients

[08:05] Cultural differences in tone of voice between British and German organisations

[10:25] Why humour doesn’t always translate — and how that shapes messaging

[13:15] When corporate tone feels robotic or insincere

[15:00] Can you really ask AI to write like a human?

[17:45] The difference between translating and truly localising content

[20:10] Ryanair as an example of strategic tone on social media

[22:30] What makes a ‘bad’ tone of voice — and how to recognise it

[24:55] Being bilingual: how switching languages also means switching personas

[27:40] Why German culture may be more accepting of seriousness

[30:15] Behind the scenes of international election monitoring

[34:00] How trust is earned — and lost — in political comms

[36:50] Politicians as one-person media organisations

[39:10] Communication risks in cross-border work

[42:30] Katy’s final thoughts on what makes communication human

🔗 Relevant Links
Katy’s official website: https://www.katherinediggory.com/

Katy on LinkedIn: https://www.linkedin.com/in/katy-diggory-b1b31425/

Ryanair’s Twitter/X account: @Ryanair

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