Digital Download with Paul Sutton

In 2006 I quit my secure, salaried job in a PR agency to set up a business selling luxury pet accessories. Three years later and I was just a few short weeks away from losing my house and being declared bankrupt. The pressure and stress I went through during the several years before and after that time were incredible. And yet I’m not sure I’d really change it if I could. Had I not sta...

The average person spends the equivalent of one entire month per year looking at their phone. They check it an average of 58 times per day. Overall screen time is at an all time high of 12 hours per day. And the impact on both our mental and physical health, as well as that of our kids, is stark. From a professional perspective, productivity suffers and burnout rates are high. And from a personal...

In the face of changes in the way Google works, how artificial intelligence is making inroads into copywriting and data analysis, the decline of conventional media and developments at X (formerly Twitter), the communications industry is coming under increasing pressure to adapt. Technology has a big role to play in public relations over the next few years, and the key for the industry is to unders...

The introduction of Google Analytics 4 this summer was not exactly a surprise. Google had given several years’ warning that Universal Analytics would stop collecting data and that users should begin the transition to GA4 sooner rather than later. But being forced to use it is a whole other ball game, and has had digital marketers and communications professionals in fits of frustration and an...

Social media is now 15 years old and communications consultants are grappling with a series of fundamental issues related to a brand or organisation’s use of social networks. While platforms implement updates on an almost daily basis, the bigger picture around whether a company should use specific networks has never been more sharply in focus. The answers to many of the questions arising fro...

Barely a day now goes by without a new climate milestone being broken or another extreme weather event wreaking havoc somewhere in the world. But while the causes of climate change are widely acknowledged, the solutions are complex. While we as individuals can take action by driving electric cars or not eating meat, the impact of such actions is extremely minimal. And with the Government now easin...

Artificial intelligence is ushering in a new era of effective intelligent and convenient communication. At least, that’s what ChatGPT would have you believe. But while the market for AI tools has exploded over the last few months, many of those working within the communications industry are left either confused or overwhelmed. And when you add the prospect of AI being left unchecked to devel...

After a much longer than anticipated hiatus, the Digital Download podcast is back. And we’re diving back into the digital communications world with a series of shows intended to catch you up on the latest developments. This season features topics including the profound impact of AI on the marketing communications industry, the latest in the ever evolving social media landscape, analytics and...

As the UK sweltered through record high temperatures this week, climate misinformation went into overdrive. Recent reports show high levels of greenwashing and non-existent impact assessments of organisational climate initiatives and, quite simply, this has to change. This week Paul is joined by Laura Sutherland from the PRCA’s Climate Misinformation Strategy Group to discuss the responsibil...

With social justice, the cost of living crisis, war in Ukraine, COVID, the environment and the US Senate dominating the news agenda, there’s an awful for consumers to take in. So when it comes to the brands they love, what do they really want to see? Action or escapism? This week Paul is joined by Marketing Manager Jack Richards to discuss Talkwalker and Hootsuite’s latest Brand Love r...

Should brands get involved in the metaverse, or just ignore it? What even is the metaverse?! This week Paul is joined by blockchain developer Holly Atkinson and experienced digital strategist James Whatley to address all the publicity around the metaverse with the aim of demystifying it for marketing communications professionals. What to do Next Subscribe to receive new episodes automatically, and...

Have you noticed the volume of people trying, and failing terribly, to be their authentic selves on LinkedIn recently? This week Paul is joined by PR consultant and business owner Antonia Taylor to discuss why the benefits of being yourself are greater than ever, why being genuine does not involve copying others’ posting styles, and how we go about giving ourselves permission to be truly gen...

What brands say and how they say it has come increasingly into focus in the last couple of years. So why do so many companies suck so badly when it comes to having a distinct personality of their own? This week Paul is joined by brand voice strategist Bethany Joy to discuss why tone of voice is important, what it can achieve, and how to define a brand voice that isn’t just copying Innocent D...

Facebook ads used to be brilliant for reaching highly segmented niche audiences and for creating a positive ROI. But not anymore. Interest targeting doesn’t work like it used to and conversion costs have escalated. This week Paul is joined by CEO of Threepipe Reply Farhad Koodoruth to discuss just how broken Facebook ads are and whether this is the beginning of the end for social media adver...

Do your Facebook Page posts regularly get next to no engagement? Do the same posts on other networks perform considerably better? Do you sometimes question whether your audience is even seeing your posts? If you answered ‘yes’ to any of these, you should consider deleting your Facebook Page altogether. This week Paul is joined by CEO of Lumino Digital Jenny Karn to discuss whether the...

Influencers have changed the nature of celebrity and the power dynamic of the media for good. Individuals now have the ability to impact the narrative around stories, and brands have to fully understand how to ensure they work in harmony with the press. This week Paul is joined by celebrity PR specialist Max Dundas to chat about A Listers, influencers, brand partnerships and THAT Will Smith Oscars...

Wikipedia is an anomaly for marketing professionals; a fiercely moderated bastion to neutrality on the internet that public relations and marketing professionals have failed to crack. And yet, especially for large companies and high profile individuals, it can be extremely important when it comes to corporate reputation. So what can be done to either secure a beneficial presence on Wikipedia or to...

NFTs have become ubiquitous over the last six months, with everyone from Snoop Dogg to Gary Vaynerchuck extolling their virtues. As ‘the next big thing’, marketers have more than a passing interest. And yet most are struggling to get their heads around the implications of NFTs, cryptocurrency, web3 and the metaverse. From a marketing communications perspective, opinions vary from those...

Back in the summer of 2020 as the world got to grips with COVID-19, PR leader Gini Dietrich made a bold prediction on this podcast that the public relations industry would not survive the pandemic as a standalone discipline. 18 months on and we’re revising her assertion to look at how the pandemic has played out for the communications industry and whether Gini’s position has changed. A...

2021 has been a struggle for many in the communications industry, with the ongoing pandemic coupled with evolving working processes and increasing demand on new knowledge and skills. Coasting is no longer an option for a successful career in marketing and public relations. In the final episode of the Digital Download podcast of the year, we look ahead to 2022 and discuss how to futureproof your ca...

The public relations industry has rebounded from the COVID-19 pandemic far quicker and stronger than many predicted it would. It is arguably in better shape now than it was two years ago. But the impact of the pandemic on the business world means that challenges have been created that the industry must address during 2022. The special guest in this episode of the Digital Download podcast is Koray...

COP26 has thrust climate change and sustainability into the boardrooms of every single marginally responsible company around the world. While Governments have a critical role to play, the spotlight is increasingly on business to step up to the plate. The job of the communications sector is going to come under increasing scrutiny over the next 12 months, with organisations regularly fighting accusa...

Personal branding is a big thing in 2021, with much written on the significant business value of having a strong online presence and reputation. But among all the hype, no-one ever talks about the drawbacks of becoming ‘known’.  In this episode of the Digital Download podcast I talk to Jeri Williams , who runs Smooth Accounting. Since establishing a profile on LinkedIn in 2018, Jeri ha...

The Wall Street Journal’s coverage of whistleblower Francis Haughen’s leaked documents from inside Facebook make for fascinating and at times very disturbing reading. Among the core findings are the way the Facebook algorithm promotes division, how Facebook has a ‘white list’ of elite users who can do and say what they like, and how Instagram exacerbates body image issues a...

Share of search has been used in the advertising industry for years as a way to prove a causal link between advertising and business results. It follows the line of thought that one of the first things a person does if they become aware of something that interests them is to search for it on Google. So if you can track how many people search for your brand or product over time, you can start to co...