#6 Understanding Strategy in Digital PR with Sophie Coley

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.

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