Episode #55: Ideate Shareable Campaigns with Iona Townsley
“I think a lot of people do struggle with certain topics, especially when they’re first starting out in their PR journey. [...] But I do think lots of PR people do have that moment where they’re struggling, working out strategies and they’re trying to ‘get it,’ and then it absolutely clicks for them. All the work pays off in the end, and it’s just a beautiful moment.”
Iona Townsley, on ideating PR campaigns in an unfamiliar topic
Today’s episode is all about the creative process! Our guest today has worked in an array of industries for some of the UK’s top agencies and has developed a set of skills and processes to ideate and produce digital PR campaigns that have consistently caught the attention of top-tier media outlets across the web.
In this episode, you'll learn how to…
Write effective, creative briefs
Ideate fun, shareable campaign ideas
Validate winning campaigns
Our guest is:
Iona Townsley is a digital PR professional, specializing in creative campaign ideation. She works with brands on end-to-end PR strategies. She’s worked in a variety of industries for some of the UK’s top agencies.
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Show Notes:
:00– Britt introduces our guest.
2:00– Britt asks Iona how she fell into digital PR.
4:15– Britt asks Iona how she feels about the travel industry in relation to other industries that she has worked in.
9:08– Britt mentions what Iona calls the cycle of an idea. She asks her to go over stage 1, which is “the brief.” She mentions things like the length of the brief, topic analysis, target outlets, client needs, and budgets.
17:03– Britt mentions the value of paying attention to smaller sites.
17:47– Britt asks Iona if she ever ideates outside of the client’s expectations of a topic.
19:56– Britt asks what her go-to tools are for coming up with ideas. Google, Reddit, Ahrefs, Answer the Public, and simply being curious.
31:42– Britt asks Iona to wrap up the episode with tips on how to validate an idea.
Things we talked about…
Connect with Iona Townsley
Connect with Jackie & Britt
