Steve & Lou 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.
Full show notes & transcript: https://www.propellernet.co.uk/the-digital-pr-podcast/s2-e3-andy-barr-crisis-comms/
00:01:31 - Guest Introduction: Andy Barr Introduction of Andy Barr, CEO of 10 Yetis Digital, and his background in PR.
00:02:04 - Andy’s PR Journey Andy shares his varied career path leading to digital PR.
00:05:27 - Defining Digital PR Discussion on the evolution of digital PR and its distinction from traditional PR.
00:08:24 - The Intersection of Digital and Traditional PR Exploration of how digital PR fits within the broader PR landscape.
00:10:31 - Potential Risks of Digital PR Discussion on how digital PR can harm a brand if not executed properly.
00:12:31 - Case Study: Interflora Analysis of the Interflora crisis as a cautionary tale in digital PR.
00:14:02 - Link Building Ethics Debate on the ethics of link building and the role of PR in it.
00:16:21 - Common PR Mistakes Identifying frequent missteps in PR campaigns and outreach.
00:19:36 - The Impact of Automation in PR Discussion on the rise of automated outreach tools and their effects on journalism.
00:22:38 - Navigating PR Challenges Advice on how to handle PR crises and the importance of transparency.
00:25:23 - Crisis Communication Strategies Key strategies for managing communication during a crisis.
00:28:10 - Reassurance in Crisis Management The importance of reassurance and support during PR crises.
00:30:39 - Legal Considerations in PR Discussion on the legal ramifications of PR missteps and the importance of caution.
00:32:03 - Handling Negative Coverage Advice on whether to delete negative stories or seek retraction.
00:39:54 - The Future of Digital PR Andy’s insights on the future trajectory of digital PR and the role of AI.
About the Propellernet Digital PR Podcast:
We started the podcast back in December 2022, hosted by our Heads of PR, Lou and Steve. Since then we've launched three series; one featuring conversations with guests and friends from the Digital PR industry and another two comprising 5 mini-episodes with some of our PR team sharing their knowledge and experiences. Join us as we chat all things Digital PR!
