Showcasing YOUR business expertise LIVE on Radio

Zude PR owner David Sawyer. The award-winning PR man

The topic of conversation for this radio show is to explore the different ways a business can now communicate its public messages. We speak with award-winning PR man David Sawyer, Ex-Weber Shandwick Glasgow office head. Now owns Zude PR Ltd.

David has a massive enthusiasm for all things content marketing and SEO from a PR perspective. He recognises the value of what the integration of PR, digital content marketing and SEO now offers the story holder. He also understands how that all truly works. How to Curate Content & Influence People

This show was broadcast live on Radio Horton 13th November 2014.

Asking the all important questions is regular show presenter, PR expert and ex BBC journalist Iain Nicholson. Show Host Ian Gentles


Get your staff members together and work out what you stand for as a business


David tells us a super story on how doing a summer season on the dodgems helps him gain his big break. This 1:38 second clip could make you chuckle.

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Top tip on what language to use when pitching your story to journalists in this little 1:12 second snippet.

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David explains it is slightly easier to gain coverage in traditional media that it used to be in this 3 minute clip.

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You can hear the full captivating interview with David Sawyer right here. It’s rather insightful.

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David Sawyer biography

Zude PR Ltd is David Sawyer. He spent the first 17 years of his career working for PR agencies, the last five of which were as head of global consultancy Weber Shandwick’s Glasgow office. Before that David was a journalist.

In 2014 he decided to go solo to find our what would happen if he took everything he’d learned and did PR his way? Zude PR was born. The agency provides media relations and crisis management counsel to clients in Scotland and across the UK.

David has won 11 Scottish, UK, European and worldwide PR awards (with a little help from the excellent and talented teams he led at Weber Shandwick over the years).

He’s also one of the good guys …. apparently.
“Genuine, down to earth, leader, perceptive, generous, great fun, world class, brutal efficiency, confident, personable, honest, approachable, strategic, energising, forward-thinking, positive, kind, a true gentleman.”

That’s what they say about David. To check he hasn’t made this up, view his 30 or so business recommendations on LinkedIn.

Zude PR website



This show online presence is being supported by Knowing Your Business partner The Copywriting Apprentice.

Start your new copywriting career today by enrolling here. For more information, please contact the Student Office on 0845 257 2013.

Copywriting training – created and delivered by professional copywriters

The Copywriting Apprentice is a comprehensive and up-to-date copywriting course for everyone considering a career as a copywriter.


If you would like to enjoy the benefits of being one of the Knowing Your Business radio show partners, you can find out more by contacting us via Email:



This week the Knowing Your Business show was presented by Ian Gentles and guest presenter Iain Nicholson


Ian Gentles Digital Marketing Specialist based in Banbury Oxfordshire, The founder and Digital Marketing Manager of Knowing Your Business (the business radio show that is a rather useful marketing vehicle with podcasts).

Helps Business towards – increasing their (on and off line) sales and boosting their business reputation. Deals in the aspect of digital communication strategy concerned with understanding market opportunities, cultivating markets and customers, and generating awareness and demand for product and services.

Often known as somebody who spends at lot of time in online social spaces who also has a deep interest in the spaces where technology, culture and big ideas overlap.


Want to contact or connect with Ian Gentles? Click the links below…


Iain Nicholson – a town centres specialist who has worked on a number of projects and initiatives in towns and city suburbs.

Iain draws on his background as a leading PR & Communications for business specialist in Oxfordshire and his expertise in public relations, business communications strategy, using social media, and skills training.

Iain is a former BBC radio journalist and co-founder of countywide business network OTCN.


Want to connect with Iain? Click the links below



The Knowing Your Business Show social links


The Knowing Your Business live radio broadcasts is about facts and balance. It’s about telling an engaging story, and the goal is to educate rather than the push advertising model that has been broken for years. This way, listeners are informed, and they become engaged with YOUR business, its mission, its values, its vulnerabilities, and its passion.



The Knowing Your Business Show is broadcast every Thursday at 10 am until 12 noon on Radio Horton.

If you have any questions for David, or would like to leave a comment, please do.



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19th November Show

This week we discuss all type of business subjects

Don’t miss this stunning line-up of guests

  • To be confirmed