Speaker in the spotlight: Cancer Research UK's Nicola Dodd at Social PR Strategies

Nicola Dodd is responsible for delivering national consumer PR and social media to help drive fundraising, brand and health campaigns, including Race for Life, Stand Up To Cancer and Dryathlon. She will be speaking at the Social PR Strategies conference on 5 February and joins a line up of top professionals in PR and comms to discuss how to get the best out of social media.

Nicola Dodd: "Be relevant and above all authentic."
Nicola Dodd: "Be relevant and above all authentic."

Before joining Cancer Research UK, Dodd was head of the campaigning division at Four Colman Getty, where clients included JK Rowling's charity Lumos, The Big Issue and Arts Council England. She was also UK PR Manager at Dyson and worked at London Underground on community and media relations.

How do you define PR today?

PR is about telling stories to the right people in the right way to influence outcomes. Building compelling narrative is important whether we are talking about the impact research is having on beating cancer, trying to nudge behaviour change or encourage people to support us.

How has social media rewritten the ways you do PR and interact with the media?

Even before social media truly kicked in a good PR campaign was all about creating conversation and buzz. Thinking social has just amplified that and placed a greater emphasis on using content and storytelling in a way that encourages and facilitates a two-way conversation.

If you had one recommendation for those looking to set up social media in their PR, what would it be?

Take an editorial led approach to your social media. Strong content is really important.

What would your top three tips on engaging and interacting with your audience be?

Be relevant and above all authentic. Be creative with the images you use. Test and learn with different creative approaches.

What session, other than your own, are you most looking forward to at Social PR Strategies?

The session on metrics. Evaluation is so important! If you don’t evaluate what you’re doing then you can’t improve or adapt your strategy and approach.

Find out more about the Social PR Strategies conference, featuring speakers from the Wall Street Journal, Nokia, Gumtree, Action for Children the Guardian, and many more.

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