Communication Strategy That Works

Hosted by Emma Drake

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179

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Jun 2026

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About the show

Welcome to the Communication Strategy That Works podcast. I'm Emma, your host, and I am making it my mission to help you get the 'comms stuff' right, spend your money more wisely, and have much more impact. I'm an in-house expert turned external advisor, and I help you if you're a 'comms' and PR leader or manager understand how to find essential customers, engage them in products and services, stand out from the competition, and protect your brand reputation. I cover a wide range of topics through solo shows and 'deep dive' guest episodes. I share three episodes a month with you that include insights from 20 years of experience working with, and in, fast-paced, growing, and established B2B businesses and initiatives. I've been there and got the badge, so I am distilling this knowledge into easy peasy pointers to help you grow your business and brand profile with the right communication strategy 'That Works'. I bust the myths (and I've pretty much heard all of them) break through the jargon, and give you practical, essential and useful advice and tips that you can use. I will save you time, money and energy whether you are listening regularly when at work or on the move, or bingeing at the weekend Netflix box-set style.

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60 recent

June 24, 2026Episode 1789 min

Ep 178. Why Long-Form Content Wins in an Age of Short Attention Spans

𝐴𝑡𝑡𝑒𝑛𝑡𝑖𝑜𝑛, 𝐴𝑙𝑔𝑜𝑟𝑖𝑡ℎ𝑚𝑠 & 𝐹𝑜𝑟𝑚𝑎𝑡𝑠 𝑆𝑒𝑟𝑖𝑒𝑠 - 𝐸𝑝𝑖𝑠𝑜𝑑𝑒 3 Welcome to the final part in the series. Why are newsletters growing? Why are podcasts continuing to thrive? Why are people spending 20 minutes reading a LinkedIn article or listening to an hour-long conversation when we're constantly told that attention is disappearing? The answer reveals something important about communication in 2026. Because while attention may be fragmented, our appetite for depth hasn't disappeared. In fact, I would argue that it's becoming more valuable than ever. One of the things I've been thinking about a lot lately is the contradiction at the heart of communication today. People scroll faster than ever. Content is shorter. Videos need to hook us in the first few seconds. Every platform seems to reward speed, immediacy, and constant novelty. Yet, at the same time, some of the most successful content right now is long-form. Podcasts are thriving. Newsletters are growing. Thoughtful LinkedIn articles are being shared. People are still reading books. They're still listening to hour-long conversations. They're still investing time in ideas that matter. So what's going on? Let's dive in!

March 13, 2026Episode 17712 min

Ep 177. The New Attention Economy: How 2026 Algorithms Decide What Gets Seen

𝑨𝒕𝒕𝒆𝒏𝒕𝒊𝒐𝒏, 𝑨𝒍𝒈𝒐𝒓𝒊𝒕𝒉𝒎𝒔 & 𝑭𝒐𝒓𝒎𝒂𝒕𝒔 - Episode 2 In the last episode, I looked at why some ideas stick by reviewing 𝑀𝑎𝑑𝑒 𝑡𝑜 𝑆𝑡𝑖𝑐𝑘. It gave us a powerful reminder: clear, emotionally resonant messages survive. But in 2026, there's another layer to the story, one that didn't exist when that book was written. Today, attention itself is mediated by algorithms. Before a human ever sees your digital message, an invisible system has already made a decision about it. Algorithms rank, filter, interpret, and prioritise digital content based on thousands of signals. In many cases, they determine whether your message is amplified, quietly buried, or never shown at all. So if we want to communicate effectively digitally today, we need to understand not just how people think, but how platforms decide what people see. So, let's dive in.

January 22, 2026Episode 17612 min

Ep 176. Book Review: Made to Stick - Why Some Ideas Survive and Others Die

I am kicking off the 2026 podcast with a new series where I'm exploring what it really takes to communicate well in 2026. Attention, Algorithms & Formats is a three-episode series and your guide to crafting messages that cut through the noise, land with clarity, and actually get seen. These three episodes will shape your thinking in the first quarter of the year ahead. Why? Because 2025 was a year defined by AI-shaped attention, personalised content ecosystems, fragile trust, and audiences who decide in seconds whether something is worth their time. And I strongly believe that communication isn't just a skill, it's a competitive advantage. The ability to craft messages that cut through noise, land with clarity, and actually stick is becoming essential for leaders, teams, brands, and creators alike. And while the tools and channels around us have evolved at lightning speed, the foundation of powerful communication hasn't changed. Storytelling is a craft as old as time, at the core of how humans have always connected, and great communication and skilled messaging sit at the heart of what I do today. I'm starting the series with a book review: Made to Stick by Chip and Dan Heath. It's one of the most practical, timeless books on communication I've ever read, and its insights have only become more relevant as the world around us grows noisier and more algorithmically filtered. In this book review, I'm breaking it down the way I always do: Why I loved this book What makes it so interesting Five key takeaways you can use today So, let's dive in.

October 30, 2025Episode 17513 min

Ep 175. Better Together: Why Collaboration Is a Growth Strategy

Hey everyone, it's good to be back. Welcome to the refreshed version of the podcast: new rhythm, same depth, and a lot more inspiration. We've taken a little time to reset and rethink what this show could be. And from this month, we're moving to one episode every three weeks - slower, more intentional, and packed with real takeaways. You can expect a mix of in-depth insights and learnings, the kind of thoughtful, reflective conversations we've always had along with reviews and recommendations of things I've seen, read, or listened to that I think you'll love too. And for our first episode in this new chapter, we're talking about something that sits right at the heart of great business, great creativity, and great campaigns: Collaboration. So, let's dive in!

April 14, 2025Episode 17410 min

Ep 174. What Could Built Environment Firms Learn from Consumer Brands About the Art of Humble Communication When it Comes to Sustainability?

This episode was sparked by a recent chat I had with Helen Neal from HN Communications. We covered loads of ground around sustainability and transparency, but one theme really stood out to me - and that was humility in brand communication. It got me thinking: in the built environment, we're often working on big, complex, long-term change. That makes messaging tricky because let's face it, not everything's sorted. And there is a lot of focus on what happens when something is complete, and little focus on progress over perfection. So, what if we took a leaf out of the consumer brand playbook? I thought it would be interesting if we looked at how brands like Patagonia or Tony's Chocolonely talk about progress and imperfection, and applied that to how we communicate about our own sustainability efforts? So, let's dive in!

March 27, 2025Episode 1737 min

Ep 173. Book Review: Sustainable Marketing by Michelle Carvill - 5 Key Takeaways

I read Sustainable Marketing by Michelle Carvill a while back. It seemed the right time to review it right after my podcast conversation with Helen Neal this month. In our discussion, Helen talked about the importance of humility, the value of "progress over perfection," and why it's so critical to bring sustainability experts into the conversation early. These ideas were still echoing in my mind as I reminded myself of this book, and Carvill's insights feel like a natural extension of that conversation. Let's dive in!

March 13, 2025Episode 17256 min

Ep 172. Deep Dive with Helen Neal: Beyond the Hype - Communicating Sustainability with Substance, with Helen Neal

Today, I'm joined by Helen Neal, founder of the multi-award-winning HN Communications and a leader in sustainability communications. Named Professional of the Year at the PRCA Dare Awards 2024 and invited to speak at COP16 in Riyadh, Helen is redefining how businesses integrate sustainability into their strategies. With a background spanning politics, corporate leadership, and communications, Helen built HN Communications to help companies navigate sustainability messaging with authenticity and impact. She believes that sustainability and profitability must go hand in hand—a vision that has made her a sought-after voice in the field. Whether you're a business leader, a communicator, or just someone passionate about a greener future, this conversation is packed with insights you won't want to miss. Also check out our myth buster! Let's dive in!

February 27, 2025Episode 17110 min

Ep 171. How to Create a Mindful Workspace for Peak Productivity

Welcome back to the final episode in February's productivity series. Today, I want to share how I've tried to transform my workspace into a mindful environment that boosts efficiency using a couple of simple approaches. Whether you work from home, in an office, or somewhere in between, our surroundings have a massive impact on our ability to stay focused and creative. Let's dive into some practical ways to optimise your space!

February 21, 2025Episode 17014 min

Ep 170. February Productivity Stack 2025: The Best Tech & Non-Tech Tools & Strategies for Work-Life Balance

With the bulk of winter behind us, I find that February is the perfect time to start being proactive and setting the tone for a productive year ahead. If you've been waiting for the right moment to shake off the post-holiday slump, this is it! Now is the time to reset, refocus, and build momentum that will carry you into Spring and the rest of the year. In today's episode, we're diving into some of the best productivity tools and strategies of 2025 to help you work smarter, not harder, while keeping a good work-life balance. And it's not all about AI you'll be pleased to hear (although some of it is) Let's dive in!

February 17, 2025Episode 1694 min

Ep 169. Book Review: How to Stop Overthinking by Chase Hill

Feb is all about bringing you some productivity hacks, and we kick off tackling overthinking, which has always been a struggle for me. If you've ever found yourself caught in an endless loop of worry, anxiety, and self-doubt like I have, then How to Stop Overthinking: The 7-Step Plan to Control and Eliminate Negative Thoughts, Declutter Your Mind and Start Thinking Positively in 5 Minutes or Less by Chase Hill (yes, it's a long title!) might just be the guide you need. This book offers a structured and actionable approach that helped me break free from my overactive mind and foster a healthier mindset. I also have a fast processing speed, which means I am often ahead of myself and my thoughts, which is great for problem solving and strategy work, but can lead to a by-product of revisiting thoughts over and over, sounds like you? Stay tuned for 2 more productivity-themed podcasts in Feb! Let's dive in!