We sat down with Louise Watson-Dowell, Head of Digital PR and Social Media at Definition, to get her thoughts on a decade in the industry and understand what makes her tick.
Can you tell us a little bit about your background and what led you to a career in digital PR?
“So I studied film and photography at university in Leeds. I went a little bit later than most people, so I didn’t graduate until I was 28. At the time, I wanted to work in the video/film industry, but lots of companies wanted you to work for free to get a foot in the door, and I couldn’t really afford to do that for any long period. I did some freelance production jobs, script writing, ad hoc assistant producer roles—things like that. But nothing permanent showed up.
“Then, I saw a role for an account exec at a PR firm, did a stint of work experience they offered, which led to a full-time position… and that was my foot in the door. I’ve been with a couple of agencies since then and now, here, celebrating nearly 7 years at Definition.”
So it was the creativity that appealed to you?
“Yeah, I knew I wanted to work with project management and strategy elements. In my first agency, we worked closely with a creative team on big creative ideations for PR campaigns. That’s what I loved and still love. Also, I started my career right when companies became aware of social media, so I naturally gravitated towards launching and managing social channels—becoming kind of a hybrid PR and social media person. It seems that’s where I was meant to be.”
What do you find most exciting about digital PR?
“The content piece, without a doubt. While you need to have a good handle on traditional PR fundamentals, digital PR is about telling your story across different channels, beyond just talking to journalists. It’s about creating something compelling enough to pause a social media scroll or make someone click when they search online. It keeps you on your toes!”
What traits should a good digital PR have?
“Oh my goodness, be curious! Read everything you can about brand campaigns. Being online, a lot, is essential to discover what works—even if you’re not creating tons of your content. It’s about understanding why something works. Accept you don’t have all the answers; it’s crucial to source opinions and insights from others.
“And it’s all about finding the hook—the thing that makes what you’re doing captivating.”
How do you stay up to date with the latest PR or social media trends?
“Social Media Today and PR Daily are my go-to resources. They keep you updated on essential changes and how journalists and PRs are working together in new ways. TechCrunch offers excellent insights, especially when it comes to regulation and social media behaviour in B2B contexts. LinkedIn is also fantastic, both for content and training resources. And Campaign is great for that view on creative execution and agency culture.”
What have been some of the best bits of your career?
“Working with GE on their hydropower campaign was a standout. They wanted to highlight the importance of hydropower within renewable energy. We created a large-scale video documentary campaign showcasing a 1000-kilometre journey in an electric car, powered by hydropower. It caught the attention of political stakeholders and the public, generating solid results in just 10 weeks.
“Another memorable project was with EY. We organised simultaneous events in multiple cities to foster innovative ideas for small and large businesses. Anyone who’s worked on events knows they’re stressful to pull off, and we did four at the same time, in one day. It was all worth it for the great content and coverage though.”
If you could work with any company, past or present, which would it be and why?
“I’ve worked with KPMG and EY in the past, and I’d love to complete the set of the Big Four. But out of all of them, I’d really like to work with Deloitte. They seem cutting-edge and have integrated their own agency within the firm, offering even more consultancy services. I love how professional services firms have such a wide spectrum of expertise – I’ve learnt a lot from bright minds at consultancies.”
What advice would you give to companies looking to build a name online?
“Don’t put all your eggs in one basket. Businesses often hope for quick wins through one channel like SEO or PPC, but audiences are more dispersed. You need diverse strategies, and we can guide businesses in determining where best to focus their efforts. Be open-minded and strategic.”
Lastly, any books or resources you would recommend?
“Definitely sign up for industry newsletters and platform newsletters—Brandwatch, Sprout Social, TechCrunch, LinkedIn. While I don’t read a lot of business books, reading in general is a great way to take a break and reignite creativity. It helps you step outside your environment and come back with fresh perspectives.”
Need a digital PR expert? Talk to Louise and the team