A successful interview is decided before recording starts. A practical guide for organisational spokespeople: what to ask the journalist, how to frame your messages and how to handle tough questions on camera.
Clicks and impressions do not answer management’s question: what did the ad budget earn us? A practical guide to ROAS, ROI, attribution and incrementality, with a worked example and a monthly dashboard.
Key account management is not selling harder. A practical guide based on Cranfield research: how to select key accounts, set a direction for each, and build the team and the plan.
A practical guide to writing a social media policy for a government body: account ownership and security, post approval, response and moderation rules, and the indicators to track.
SEO basics for a service company website as Google’s own guidance describes them: indexing, service pages, titles, bilingual sites and local visibility.
A practical three-phase plan that moves a service company from scattered posts to a content programme with a defined audience, a mission statement, quality criteria and clear measures within 90 days.
