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How to Spin It

How to Spin It

By: Love Comms
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About this listen

What does it take to spin today’s scandals and successes?

Welcome to How to Spin It, a podcast about the people shaping perception, those working behind the scenes to build and direct the stories we see around businesses and brands.

Hosted by me, Kayleigh-Anne Soryal, this series explores how we, as professionals, do what we do. It is a conversation about modern communication, and the space between intention, interpretation, and influence.

© 2025 How to Spin It
Economics Marketing Marketing & Sales
Episodes
  • Motherhood and PR: Shaping Careers That Work with Bethany Pearson
    Jul 8 2025

    Motherhood and PR is not always a great mix; the industry has traditionally rewarded long hours, always-on ambition and those who put work first.

    In this episode, I speak with Bethany Pearson (Betty), PR Director at Grayling and a founding mother of PR Mums, about how the PR world is starting to respond to these challenges and what still needs to change to build more inclusive careers.

    We discuss how ambition is perceived after maternity leave, the structural barriers faced by returning parents, and the emotional labour many continue to carry. We also explore where progress is happening and how leadership and teams can better support working parents, and the amazing work of PR Mums and other organisations to drive positive change.

    About the guest:
    Bethany Pearson is a senior PR leader and a founding mother of PR Mums, a platform supporting parents in PR & communications through recruitment, community and long-term cultural change.
    Connect with her on LinkedIn
    Visit: https://www.prmums.com

    Mentioned in this episode:
    PR Mums White Paper on Best Practice: https://www.pr-mums.com/news/championing-parental-policy-best-practice-in-pr
    Leaders Plus: https://www.leadersplus.org
    Tommy’s Training for Line Managers: https://www.tommys.org

    You can connect with me at https://www.linkedin.com/in/kasoryal or visit https://www.love-comms.com
    If you enjoyed the episode, please follow and share it. It helps new listeners find the show.

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    52 mins
  • Platform Power and Audience Behaviour with Dr Zoetanya Sujon
    Jun 24 2025

    Social platforms shape what we see, how we speak, and what gains attention.
    In this episode, I speak with Dr Zoetanya Sujon, sociologist and author of The Social Media Age, about how digital platforms influence behaviour, tone and public conversation. We explore why people use platforms differently depending on their role or life stage, what happens when polarised content is rewarded, and how this can affect communicators trying to strike the right tone.

    We talk about:

    • How platform design influences interaction, visibility and audience behaviour
    • Why life stage, profession and pressure affect how people use social media
    • The cultural tension between speaking up and staying silent

    Dr Zoetanya Sujon is the author of The Social Media Age, published by SAGE. Follow her at linkedin.com/in/zoetanya-sujon.

    You can connect with me at linkedin.com/in/kasoryal or visit love-comms.com.

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    46 mins
  • Finding Your Voice with Jess Preston
    Jun 10 2025

    You can be brilliant at your job and still be terrible at communicating it.

    In this first episode, I speak with Jess Preston, co-founder of Inside Voices and a communication coach who works with leaders and spokespeople to help them speak with clarity and confidence. We explore how habits, nerves and early influences shape the way you speak, and what to do when your voice doesn’t match your intention.

    We talk about the British discomfort with confidence, media training, and what makes a strong spokesperson in today’s landscape. We also discuss how brand jargon weakens messaging, and why clear, human language matters more than ever in public relations and internal communications.

    Jess shares practical advice on voice training, public speaking and managing nerves, drawing on her background in performance and coaching. I reflect on what I’ve seen go wrong and right behind the scenes in brand PR and leadership communication.

    Follow Jess on Instagram at @weareinsidevoices and explore her work at weareinsidevoices.com.

    Connect with me on LinkedIn at linkedin.com/in/kasoryal or visit love-comms.com to learn more.

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    55 mins

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In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.