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originally posted to www.carnsight.com

 

If you go along to a single networking event and expect to walk away with a handful of clients, you’ll be disappointed. Yes, it could happen – but most likely, you’ll walk away with a number of new connections. In time, these will then lead to opportunities. A group provides the start of a conversation, not the conclusion of one. Here’s why PR should be thought of in the same way.

Think about touch points

In marketing speak, touch points are the multiple points of contact that an organisation or its people have with customers or prospective customers. These might be physical, digital, or both. You generally need upwards of eight touch points before you convert a prospect into a customer. Just as a networking event provides a touch point, so does a piece of PR coverage. Rarely will a client feature in an article that directly leads a prospect to get in touch and buy their services (although it does occasionally happen). Generally, an article helps to build the story about a company, and provides its audience with a positive touchpoint.

Perfect your pitch

Formats vary, but generally speaking, you’ll be expected to pitch your business or services at some point during a networking event. That could be formally during part of the session, or informally over a drink. Even if you’re not working to a time limit, the punchier pitches are always the most effective. It’s best to get to the point quickly and make it clear, using language that resonates.

The same rules apply in PR. Being able to talk about your business and what it offers in one or two lines is invaluable. The elevator or party pitch idea is useful – if someone asks where you work and what you do, and they’d expect you to tell them clearly and relatively quickly. If you’re emailing a journalist, you need to be able to explain it in a scannable way. And ditch the jargon.

It’s not what you know…

In the words of Angela Roberts, who runs Cotswold Networking, a fast-growing networking group in our area: it’s not always the people in the room that you’re reaching through networking. It could be their wives, cousins, colleagues or friends. Good networking is about making connections, earning their trust and understanding that they can also connect you to others.

The same power of connection is true of PR. This ecosystem works in a number of ways. For instance, many journalists are now freelance and they work for multiple publications. Giving commentary to a journalist for a business site could easily be a gateway to them asking for comments for a future consumer opportunity (as it did with one of our clients, who ended up in Stylist magazine recently).

Being aware of the ecosystem

Equally, having comments featured in one article could lead to your expertise being sought for another one, by a separate journalist. When researching, journalists will often look through previous pieces on similar topics to find potential commentators. That happened to us when some initial comments in Raconteur on alternative Christmas parties led to a piece in the i Paper and two live BBC radio interviews. The strength and depth of the ecosystem shouldn’t be underestimated.

Being helpful pays dividends

As someone who tries to treat others as I’d like to be treated, I’d like to think I’m generally helpful and responsive. And helpfulness is a real focus for us in our work at Carnsight Communications. If we can connect people through our networks, all the better. It’s gratifying when we’re able to put the right people in touch with each other.

Translate this into your PR approach, and it will pay dividends. If you can connect a friend who needs PR with a journalist who needs their expertise – do it. Don’t expect payment or plaudits (although a thank you is always very welcome!) Helping out both parties only serves to strength your connections and build trust.

Always have a purpose in mind

Finally, networking for networking’s sake is like PR for PR’s sake – it won’t land. There are good reasons for doing both things, so make sure you’re clear on your goals.

Always start at the end – what do you want to achieve? It doesn’t just have to be new clients – with networking, it could be making connections with partner businesses, it could be about meeting people in a new area or it could simply be about socialising. For PR, it could be about recruitment or increasing your authority in a certain area. we’ve written more about the many things PR can deliver for your business in our blog.

And sometimes, happily, networking and PR collide. Here are some of the networks we belong to and contribute to editorially:

Bristol Creative Industries – content site and articles.

Cotswold Networking – via its online magazine.

The Business Exchange – through its magazine and online.

originally posted to www.carnsight.com

When BBC Radio 4 and 5 Live called our founder, Jess Morgan, to feature live on air, it wasn’t just a career highlight. It was a testament to the power of PR. 

You’re probably wondering how that happened. The BBC don’t just ring you up out of the blue and invite you to speak on not one, but two national radio slots. 

Let’s rewind. The story starts over a year ago. 

The power of reactive PR

In 2023, Jess contributed to a piece for Raconteur. The comment was thoughtful and relevant, positioning Jess as an opinion leader worth featuring. It was shared online, across social media, and in newsletters, amplifying the coverage nicely. 

Fast forward one year later, when another journalist read that Raconteur piece. She contacted our team directly about contributing to a follow up piece for iNews, and we arranged an interview. They had a great conversation, and the journalist featured Jess’ comments. Again, the article made the rounds, and sparked attention.  

One interesting correlation was a massive spike in web traffic in the days following the publication of the iNews piece (see image below). 

Reactive PR

A month later, we got another call. The BBC wanted to interview Jess live on air, for both BBC 4 and BBC 5. Finally, on a Friday afternoon in early December, Jess was live on air, speaking to audiences across the country. 

This is a great case study for how reactive PR can work wonders, not just in the moment, but long after the initial effort. So, let’s unpack why this works and how we can make it work for your business too. 

Why bother with reactive PR?

Reactive PR can truly be the gift that keeps on giving. You plant the seeds with one well-placed piece of content, and sometimes, they sprout into unexpected opportunities down the line. A piece you contribute to today could resurface a year from now, catching the attention of someone new – like a journalist or producer looking for an expert voice. 

Why? Because people – whether they’re journalists, editors, employees, clients, or consumers – do their homework. Whether they’re doing digital due diligence or just feeling a little nosy, Google is still everybody’s best friend. They’ll search you, your company, or your industry/services. If your name keeps coming up as a knowledgeable, trustworthy source, opportunities will follow – whether that be for more business or PR. 

How we make reactive PR work for our clients

Our clients are busy. Some want to be immersed in our activity and fully engage, while others need to keep their direct involvement minimal and efficient but impactful. We know how to pack a punch both ways and tailor our process and approach to our client’s unique needs, working around tight schedules. 

That’s often part of the reason they’ve engaged us – they want the results but don’t have an in-house team. That’s why we get to know your voice and keep soundbites or old quotes on file. We use meetings as opportunities to learn more about your tone and perspective and file that away for when we’re scanning media opportunities. We craft copy that sounds and feels like you, and then we work with you to edit and approve. You’ll never have to stare at blank page when we ask for comments (unless you want to!). 

Our checklist for maximising reactive PR opportunities

Here are some practical steps to ensure you’re ready to seize these opportunities when they come knocking at your door. 

  1. Be visible: make sure your business and spokespeople are easy to find online. They must be easily contactable, too. Websites and social profiles should be active and up to date, with clear and correct directions to get in touch with you. If you’ve engaged professional PR services, these are non-negotiables – you’ll quickly stunt the publicity and attention generated if people don’t know how or where to find you.  
  1. Remove barriers: journalists and producers are often time-poor and working to tight deadlines. They won’t usually waste precious time trying to track you down. Make sure your contact details are clear and correct. Your online presence should clearly communicate who you are, what you do, and how to get in touch. If you’re hard to find, you’re easy to overlook. 
  1. Be consistent: keep your content fresh and up to date. Regularly contribute to industry publications, share your insights on trending topics, and engage with your community online. The more consistent your presence, the more likely you are to stay on someone’s radar. 
  2. Build relationships: this one’s for your PR team. Our philosophy is that we don’t just respond to opportunities – we create them. We build relationships with journalists and editors by being helpful and reliable. Over time, they’ll start coming to you as a trusted source. A guiding principle here is to remember that these relationships should be mutually beneficial – don’t go to journalists expecting guaranteed coverage. You have to add value for them, their readers, or editors. You can’t expect overly promotional content to be published editorially. 

Persistence pays off in PR

When Jess’ voice hit the airwaves, it wasn’t just a proud moment for her and our team. It was proof of how being proactive and prepared can lead to moments of national recognition. Your company, spokespeople and (if you have a crack PR team to prep you 😉) even some of your key messages can get valuable airtime. 

I’ve talked about leveraging your PR ecosystem before; this is another great example of the power of persistence in PR. The work you put in today might not pay off immediately, but it can pave the way for incredible opportunities down the line.  

Remember, reactive PR is about more than just being ready for opportunities. It’s about creating the conditions where opportunities come to you. So, make yourself easy to find, build those relationships, and watch as one opportunity turns into many. 

Want to learn more?

Of course, my advice would be to get in touch us directly and have a chat. But if you’re not ready to invest in PR, that’s okay too. Our eBook might be a better place to start – it’s aimed at SMEs and founder-led businesses. Powerfully Practical PR is full of actionable, DIY advice to guide you through your own PR journey. 

Read our tips, strategies, and real-life examples to help you get started for just £5.99. 

Wondering how to prepare to be on air? Industry expert Jill Misson has taken over the Carnsight blog with her tried and tested advice. As a presenter and producer, she’s hosted programmes, podcasts and documentaries for the BBC and BFBS, so it’s worth the read (https://www.carnsight.com/2023/06/27/ready-for-radio/). 

… except you will. It’s just a blog, after all. It’s no ground-breaking, extra-ordinary story. But clicking on it anyway taps into our very real, very human urge to satisfy something. Whether this be curiosity, a need for closure, or some sort of FOMO, clickbait is so good at appealing to our emotions, and getting us to read on. But does that mean you should use it? And if so, how do you use it well? 

 

Where does clickbait come from?  

Of course, newspapers have been spilling scandals from the very beginning. Sensational sells, and with so much competition across the digital landscape, it’s no surprise that headlines are fighting to be seen. And the rise of social media has only made this more difficult – headlines are now fighting for virality, instead of authenticity. Something that provides audience engagement has often been prioritised over audience satisfaction.  

So of course, there’s often a mismatch between the content promised by the headline, and what the content actually delivers. Whilst this sneaky tactic once proved popular, audiences are starting to stop responding to clickbait, with many publications declaring it does more harm than good.  

 

Has clickbait gone too far?  

When used excessively, clickbait becomes synonymous with the spread of misinformation. This has a negative impact across all publications; suddenly public trust in journalism is weakened, and all articles are looked at suspiciously.  

So, what exactly makes it so bad? It could be a broken promise of a headline, where the main content under delivers in comparison. It may be the exaggeration of a serious or nuanced topic, where the main content undermines its credibility. In any case, clickbait is now being looked at so negatively that Google has adjusted its algorithm to prioritise more trustworthy content. Even though you may not notice the direct impact of clickbait, publications do, and they’re now pushing for more quality content for readers.  

 

Engagement or ethics? 

Obviously, the main argument for keeping clickbait around comes from high engagement levels. Many online publications rely on the revenue that comes from page views, especially with adverts on the page. It also helps you stand out in an already crowded digital landscape, provided not everyone is writing the same kind of headlines.  Exaggeration is therefore a powerful tool, good for raising awareness and mobilising action. 

But it should not be a staple in every article. In fact, exaggeration often undermines core principles of publications, particularly accuracy and impartiality. Ethics are often compromised, meaning people become skeptical of all reporting, which widely damages the content that is actually truthful.  

 

Can you have both?

Even in real life conversation, we ‘clickbait’ all the time. Telling a story exactly how it is often becomes boring, and we’re all guilty of ramping up certain aspects to get a laugh out of our friends. But despite this exaggeration, we don’t lie – we don’t throw in something wildly ridiculous, and we don’t promise something amazing is about to happen.  

And we should take this approach to our content. Consider diluting the theatrics, and finding the balance needed between good storytelling and authenticity. An honest headline can be just as engaging as a clickbait one – find the most intriguing aspect of the story, and make sure this can be emphasised in a way that accurately reflects the article.  

So be sparing, and don’t think a scandal is all there is to a story. Be upfront with your content, and the click-throughs will follow.  

 

And for more on authenticity, have a look at our blog: the importance of human-driven content. 

originally posted to www.carnsight.com

originally posted to www.carnsight.com

 

Is PR largely out of our hands? What can be controlled in a PR campaign?

In contrast to some other PR consultancies, we’re clear that we won’t guarantee our clients coverage in particular publications (especially not within a certain timeframe). It’s just not within our control to do so. In fact, there are a number of things that are out of our hands when it comes to running a PR campaign.

However, we can and do control most of the key parts of the PR process, and these are things that contribute to its success. So here’s more about how we run successful PR campaigns through Carnsight and what you should always consider when choosing a PR professional to partner with.

What coverage is likely

I’m always amazed at people we speak to who say they’ve worked with PR pros before who don’t generate a single piece of coverage for a piece of news. Not one piece. My issue isn’t that PR professionals should guarantee coverage (as I said above), it’s that the right PR consultancy should be able to indicate where they think coverage is possible, and advise on the right approach to secure it. If the news isn’t worthy of a release, it’s important to say so up front. There are other ways to generate coverage aside from pitching news releases, and that’s something that should be discussed before anything gets drafted.

What the angle should be

Sometimes clients come to us with an angle, and we discuss and refine. Sometimes we suggest taking a different approach to get them the results they’re after. That could be for a number of reasons – for instance their new website launch may not be considered newsworthy to publications, but their growth or expansion of the team could be (with a side message on the new site). Or it could be that their target media doesn’t actually cover news, only commentary (so it’s no point targeting them with a news story) or that competitors have recently done something similar, so we’d suggest changing the approach. The angle is key and we’ll always justify why we suggest the angle we do.

Good client service

Good client service is paramount. Maybe it’s because I’ve always worked in service businesses, maybe it’s because we understand how important reputations are, but we do our utmost to deliver good service at Carnsight Communications. That means everything from always keeping in touch, being responsive, regularly scheduling updates and always managing expectations. Sometimes we’re guiding our clients through the PR process for the first time, and often we’re answering questions. But good client service means a lot to us and is completely within our control. We’re proud of our five star Google reviews.

The pitching approach

Sometimes clients come to us with a sector to target in mind, or a dream publication. Sometimes they prefer more guidance from our side. We have a lot of experience across a range of verticals as well as business press and nationals, so we are always happy to give our take and create a bespoke pitching strategy. Although we can’t share details of individual media contacts, we always share a list of where we’re pitching, and that gets updated real-time, as we’re frequently speaking to media.

When to pitch

An important element in a successful pitch is knowing when the time is right. Sometimes it’s about ensuring a pitch ties in with an awareness or focus month. Sometimes it’s about reactive pitching to the right news story (or “newsjacking”). Sometimes it’s about knowing when the journalist is accepting pitches or giving them adequate time to consider a pitch and following up at the optimum time. And sometimes it comes down to the days and times to pitch for a particular publication. A good PR pro will advise and act on this and it should be within their control.

Sharing results and analytics

We still get the coverage buzz – from securing that key piece of coverage for the client to hitting a bullseye publication. We always start off with a media list and a target number of pieces of coverage (which isn’t the be-all and end-off but provides us all with a good guide). Sharing coverage secured is an important part of the process – both giving to our clients promptly and providing them with a platform which they can also share on with stakeholders. Analytics, too, are key. We use CoverageBook which allows us to share images, links and a range of metrics such as Domain Authority.

So there’s a lot that’s very much in our hands within a good PR campaign, and we ensure we provide a five-star service whatever the challenge.

originally posted to www.carnsight.com

By Leigh-Ann Hewer

Happy New Year! It’s 2025, and whether you’re reading this from your desk, curled up with a coffee, or while scrolling during a well-earned moment of calm, I hope you’re feeling refreshed, recharged, and ready to embrace what the year ahead has in store. 

January can feel a bit long at times. The sparkle of Christmas has faded, the decorations are boxed up, and looking ahead to the entire year ahead can be a bit daunting. The transition back into work after a holiday can be a challenge, but it’s also an opportunity to reset, refocus, and hit the ground running. 

We’re big believers in starting as we mean to go on – with clarity, positivity, and a good plan in place. So, if the thought of leaving behind mince pies and holiday Christmas is making you groan, here are five tips to ease back into work and set the tone for a productive and happy year ahead. 

  1. Slow and steady wins the race

It’s tempting to dive straight into the deep end, but there’s no need to tackle everything at once. Take a moment to carefully prioritise and set achievable goals for your first week back. Focus on what’s urgent and important, and allow yourself time to ease into a routine. Small wins are just as valuable as big ones, especially at the start of the year. 

  1. Have a team catch up

January is a fantastic time to regroup. Arrange a team meeting or catch-up. At Carnsight, we love a ‘Carnsight Collab’ where we come together and brainstorm new ideas and discuss processes – it’s amazing how energizing it can be to bounce ideas around and feel supported as you move forward together. 

  1. Do a 10-minute tidy

I’m one of those cheesy people who thinks there is something wonderfully symbolic about starting the year with a clean space. Take some time to declutter your desk, tidy your inbox, and clear away any hangover tasks from 2024. It’s a small step that creates mental space for fresh ideas and projects.  

  1. Take a break, have a KitKat! 

The start of the year can be as busy as it is exciting, so don’t forget to look after yourself. Schedule regular breaks throughout your workday and make time for activities that keep you balanced – whether it’s a lunchtime walk, a yoga session, or delicious snack. Your well-being is so important.  

  1. Keep the spirit alive

Just because the decorations are gone doesn’t mean the joy has to be. Find ways to carry that festive cheer into the new year where you can. Something as simple as setting up a fun work playlist can make all the difference.  At Carnsight, we’re all about finding joy in the little things. 

2025 is a blank canvas, and there’s so much potential waiting to be unlocked. By starting with intention and kindness – to yourself and others – you’ll be setting yourself up brilliantly. 

Explore our team’s 2025 industry tips and predictions.

Originally published on www.carnsight.com

A tip for employee attraction and retention from our Founder, Jessica Morgan: “With the introduction of the Employment Rights Bill, an increased focus on the Real Living Wage and more discussion around policies for life stages, you’d hope we were moving towards a more level playing field in workplaces in 2025. Yes, as an employer I want a strong and stable team, but I also can’t forget my own experience as an employee, and the challenges I faced. Learning from what went badly for you as well as what went well should inform your behaviour as an employer. This feeds into my tip – don’t get so caught up in running your business that you forget the human experience of being an employee.

“Work and life don’t always balance perfectly – sometimes they blend, and that’s normal. So, a few hours off to attend a school sports days, take a pet to the vet or have a hospital appointment shouldn’t be something your employees dread asking for. Work can still be completed. Treating people like grown-ups whose lives outside of work are important should mean they’ll have a better and more productive experience inside work, in turn helping with retention and playing a role in the due diligence stage of recruitment.”

A PR tip from our Account Director, Leigh-Ann Hewer: “Understand the current journalist landscape: Journalists have it tough. Potentially tougher than ever before! So, to really maximise your PR in 2025 you need to truly understand the experience and challenges of being a journalist. From the pressure to get clicks and increasing expectations to write eight-plus articles a day, to the inundated email inbox and impossibly fast-paced news cycle, journalists need PRs to work with, not against them.

“Be responsive, concise, and patient and make sure you actually read the publication you’re pitching to! Of course, this has always been the case, but in 2025 this industry understanding will mean even more as pressures continue to rise and competition increases.”

A social media tip from our Account Manager, Alexandra Johansen: “Don’t underestimate the value of ephemeral content! Instagram made the ‘blink and you miss it’ feature a mainstay in the social media world, and the pandemic only saw its popularity rise. With fewer opportunities for in-person interaction and many feeling less connected, it was only natural to see ephemeral content being pumped out more and more from both personal and professional accounts. But in the last year or two, attention seems to have wavered, with reels taking the spotlight. While this is for good reason, in 2025, I think there’s something to be said for giving the story function some TLC again.

“Not all content is best suited to permanently stick around on your social media profile, be it Instagram, TikTok, Facebook or other. The story function is so well suited for that ‘in the moment’ content, helping your online community to feel like they’re keeping up with you in real-time, or seeing a side of your business that feels less curated. Take advantage of the sense of urgency and exclusivity that story content offers. It can be great for limited-time offers, flash sales, sneak peeks, and links. As stories disappear after 24 hours, they can also be a great way to encourage immediate engagement. The swipe-up and react functions are a great prompt for starting a conversation in the DMs, which is an opportunity for a more personal interaction with your followers than a comment on a regular post.”

A look into the future of socials, from our Social Media Manager, Laura Witte: “By 2025, social media will feel more like an extension of our lives than ever before—both the good and the challenging. AI will become a trusted companion for many, helping us create posts, connect with others, and even manage our time online. Platforms like Meta will offer deeply immersive virtual spaces where we can laugh, work, and share memories with friends, even if they’re halfway across the world. But alongside these innovations, we’ll see a growing focus on balance—tools to protect our mental health, ensure our privacy, and let us step back when we need a break. Social media will continue to evolve, not just as a place for content but as a space for connection and self-expression.”

A look at all things Influencers, from our Account Executive, Ellen Petit: “With the ever-changing digital landscape, there are some new tools worth implementing in your campaigns and strategy. And whilst what works for you will largely depend on your own goals and objectives, in 2025 the influencer tool will still be going strong. In a world of AI, influencers can give your brand the human face that is so needed, forming deeper connections with your target audience. They can build brand credibility, as their already-established community will better trust your brand.

“So, for 2025, consider using an influencer in your niche. This will target your desired audience, leading to higher levels of interaction and content that truly resonates with its consumers. And it’s not just the big celebs! Both micro and nano-influencers can amplify your brand’s messaging, reaching your audience in ways that traditional tools can’t.”

And that’s a wrap on the Carnsight Communications team’s 2025 PR and social media predictions and tips! We’ll catch you this time next year with our 2026 predictions and tips.

To see what other industry pros are predicting for 2025, take a peak at this feature from PR Moment.

Related blogs: Mastering Year-End PR Reviews and a look back at our 2024 Social Media Predictions

Originally posted to www.carnsight.com

 

As we near the end of 2024, I wanted to pause and reflect on what a year it’s been! Honestly, it’s been a bit of a rollercoaster, hasn’t it? But even with its challenges, I’m proud to say we’ve come out on top. I’ll be honest there were moments where it felt like an uphill battle to land coverage, but we did more than just make it—we crushed it! 

Here are four of my personal observations from the PR and comms world this year that I believe will guide us into 2025: 

 

  1. Publications and Journalists Need Our Support

Journalists and online publications are working harder than ever to create content that informs, entertains, and engages readers. But their jobs are getting tougher. With the rise of paywalls and advertorials, publications need more support, and not just financially. Engaging with their work by reading, sharing, and commenting goes a long way. Let’s continue to be their biggest champions to help them keep producing amazing work! 

  1. There’s Still Confusion About What PR Actually Is

It’s surprising, but even in 2024, many people don’t quite understand PR. It’s not advertorial, PPC, or just schmoozing with journalists at fancy events. Despite influencers talking about “PR packages” everywhere, there’s still work to do in educating people on how PR truly adds value, and I believe that work will carry into 2025.  

  1. Digital and Traditional PR Need to Collaborate More

Everyone’s chasing those all-important links these days, and it makes sense! But let’s not forget that traditional PR strategies still play a huge role. Both digital and traditional PR specialists can learn from each other. Instead of seeing them as separate, we should bring them together to create content that resonates and gets results across the board. 

  1. We’re Loving the Long Form

I’ll be honest—I never stopped loving long-form content. Being on the cusp of Millennial and Gen Z, I grew up with YouTubers and never really grew out of it! For a while, though, especially with TikTok’s rise, short-form content was all the rage. And don’t get me wrong, there’s definitely still a place for those quick, snappy clips. 

But recently, there’s been a shift back toward longer, more in-depth content, and I’m here for it. Whether it’s product reviews, opinions, or even comedy, people are craving more meaningful connections with creators. They want to dive deeper and really get to know someone before fully buying into whatever they’re offering. This shift feels like a return to authenticity, and I think it’s only going to grow from here. 

 

As we hop into 2025, I have no doubt that AI will continue to dominate discussion, sustainability and ethical consumption will gain even more traction and the media will continue with their Millennial/ Gen Z in the workplace slander 😜  And I’m also sure that there’ll be plenty that is well beyond my estimation. Above all else, I think PR as an industry and practice is definitely at a pivotal point. An evolution has already begun as publications create new revenue streams and journalists’ pressure increases. The most successful PRs will be those who are attuned and ready. 

 

If you’re curious to see how this year compares to last, check out our 2023 wrap up.  

originally posted to www.carnsight.com

The idea of a spring clean has been a mainstay of March, April and May in the northern hemisphere. It’s synonymous with clearing out your space and dusting the cobwebs away.  But that’s not to say that a thoughtful reset and reshuffle isn’t needed later in the year. Here are some of Carnsight’s top tips for an autumn reset – which can be just as valuable as your classic spring clean.

Decluttering physical and digital spaces

I’ve said it before and I’ll happily say it again: a digital declutter is equally important as a physical one (and vice versa!). A clean, organised space can do wonders for focus and productivity, and this applies equally to our digital environments.

The reward? You’ll be able to find what you need faster and reduce that digital “noise” that can lead to overwhelm.

Reviewing and refreshing content and goals

Autumn is a great time to review your client goals, content plans, and social media strategies. Perhaps a campaign idea that felt fresh in January could use a bit of updating. Or maybe it’s time to revisit your media lists and add any new contacts who could benefit from your clients’ latest news.

Refresh tips:

By re-evaluating these elements, you can realign your strategies to finish the year on a strong note and set yourself up for success going into the next.

A fresh perspective before the year ends

Autumn offers a natural break in the calendar, allowing us to assess where we are in the year, what’s working well, and what could use a bit of attention. In PR and comms, where things tend to move quickly and schedules can be packed, we often focus on getting through day-to-day tasks without much time to pause. An autumn clean provides that much-needed breather – a chance to clear out physical and mental clutter and set ourselves up for a successful year-end.

How it helps: Taking time to clear out gives us a chance to take stock, regain focus, and identify what’s needed to meet those Q4 goals or finish up projects with clients. It’s a bit like pressing the “reset” button for clarity and motivation in our work.

Reinforcing work-life balance and mental well-being

While it’s easy to get caught up in the hustle of work, an autumn reset can also be a time to focus on mental clarity and well-being. Clearing clutter isn’t just about physical or digital spaces; it’s about creating headspace, too. Reassessing routines, setting new boundaries, and managing time effectively are all part of this.

For PR and comms professionals, where burnout can be a real risk, especially as the end-of-year demands mount. An autumn reset can help create a more balanced work routine, clear away the mental cobwebs and give us all a little more space (literally and figuratively) to finish the final stretch of the year. The October, November, and December months can also be quite a social time – with seasonal celebrations like Halloween, Diwali, Día de Muertos, Chuseok, Samhain, Bonfire Night, Thanksgiving, Hanukkah, Christmas, New Years and many more taking place. It can be hard to juggle work-life balance at this time, and ensure you keep giving your best to your work whilst also leaving energy to enjoy things outside of and beyond your workday.

A seasonal reset for a strong finish

An autumn reset might not be as celebrated as spring cleaning, but it’s just as important. It’s an opportunity to reset, to ensure you’re organised, motivated, and (in the northern hemisphere) prepared to end the year on a high. From an organised desk to a clear inbox, you’ll find that a little autumn cleaning can make a big difference in productivity, focus, and even your sense of balance at work.

So, as the leaves fall, let’s take a moment to tidy up, refocus, and prepare ourselves for the months ahead. A little bit of organisation and reflection now can help you finish the year stronger and feeling ready to embrace whatever’s next.

originally posted to www.carnsight.com

Introducing Lizi Sprague, Co-founder, Songue PR

Lizi Sprague is the co-founder of Songue PR. Hailing from London, she made the bold move to San Francisco nearly a decade ago, immersing herself in the nuances of US public relations. This journey has been eye-opening, highlighting the stark contrasts between UK and US PR landscapes. Lizi has skillfully navigated these differences to establish her own successful B2B tech PR agency alongside her co-founder, Natalee Gibson. I had the pleasure of managing and mentoring Lizi at the start of her career, and I continue to support her as she thrives in this competitive field. With over 15 years of experience, she is a seasoned PR and media relations specialist renowned for crafting compelling campaigns that resonate across cultures and borders.

How do the media landscapes in the US and UK compare?
In short, entering the US market requires more than just a messaging translation; it demands an understanding of the very different media landscape, cultural context, and strategic planning tailored to each market’s needs. The US media environment is larger and more fragmented, with various outlets across diverse regions and demographics, while the UK has a more centralized media structure with several dominant players. Understanding these points is crucial for tailoring communications effectively.

What’s your approach to national versus regional media in the US, and how does that differ from the UK?

We prioritize a dual approach: crafting national campaigns that resonate broadly with business and tech press while developing targeted trade and vertical media strategies. These verticals are crucial for influencing broader media narratives and reaching key decision-makers within specific sectors. While we develop targeted strategies for regional media, which can effectively connect with local audiences for hyper-local messaging, we often view trade and business press as a primary vehicle for impactful communication. At the end of the day, it depends on the news, produc, and the story we want to tell.

How do you manage global clients who need their messaging to resonate across both US and UK markets?

We develop comprehensive messaging platforms for our clients and ensure that messaging translates and respects both markets’ cultural nuances and media preferences. This often means developing distinct campaigns for the US and UK, while maintaining a cohesive brand message. Regular collaboration with local teams, like Carnsight Communications, ensures we adapt our approach based on real-time feedback and market insights.

Do you find US press releases have a different tone or structure compared to UK ones?

Absolutely. US press releases typically adopt a more direct, concise tone, often incorporating a “call to action.” They may also emphasize data and statistics to bolster credibility. UK press releases tend to employ a more narrative style, focusing on storytelling and context. Press releases are a much more common tool in the US and very much used and are expected by the media. Adapting to these preferences is essential for effective communication.

How do cultural nuances in the US shape PR messaging compared to the UK?

In the US, there is often a stronger emphasis on individualism, innovation, and the “next big thing,” influencing how stories are framed and presented. On the other hand, UK audiences may appreciate wit, tradition, and subtlety, leading to different narrative styles. Understanding these cultural differences is key to crafting messages that resonate authentically in each market.

Interested in hearing from more of our guest features? Try In Conversation With: Philly Spurr, Head of Communications – BBC World Service or In Conversation With: Tessa Clements, Founder of Tessa Clements Photography.

originally posted to www.carnsight.com 

 

A friend sends you a link, you’re fact-checking some research, or a sparky headline grabs your attention. You click on the article, only to hit a dreaded paywall. It’s frustrating, especially when you’re looking for valuable information quickly. But while we might sigh and click away, it’s important to understand how paywalls fit into the modern media landscape. Especially when you work in PR like we do, and are always working to secure placements for clients in top-tier publications.

Oxford Universtiy’s Reuters Institute reports that more than two-thirds (69%) of leading newspapers across the UK, EU and US are operating some kind of online paywall. Hence, undoubtedly, this trend is shaping how we approach media and impacts the choices we make for our clients – so let’s unpack it.

What is a paywall?

Simply put, a paywall does exactly what it says on the tin – it erects a ‘wall’ to protect content and requires you to ‘pay’ for it to be removed. It’s a digital gate that monetises content that will restrict access to either the majority or entirely of a webpage unless payment is made to remove the wall.

Paywalls come in several forms:

An alternative source of profit

The media’s argument for instituting paywalls is generally built on the idea that they give an opportunity for news outlets to turn a profit without relying on digital advertising. For these outlets, paywalls and their subscribers therefore serve as an alternative profit source and diversified revenue stream. In theory, this shift can be beneficial in maintaining journalistic integrity, as publications may feel less pressured to cater to advertisers’ interests and rely less on their funding to stay afloat. However, this shift can alienate some readers, as many are accustomed to free access to information. Especially in this day and age, following the mass democratisation of television, radio, social media, and hundreds of thousands of online platforms and news sources.

Why do people not want to pay for news?

These days, many of us still pay for a magazine or print newspaper here and there. We hardly balk at the notion of adding a media subscription or two to our monthly bills so that we can keep up to date with our favourite tv shows and films. Our music may come to us via Spotify, Apple or Amazon with a regular payment.

So why is there often backlash when it comes to applying a similar model to our news? And why are we so reluctant?

According to the 2022 Reuters Institute Digital News Report, only about 5% of British consumers are prepared to pay for an online news subscription. This discrepancy may come down to perceived value and the abundance of free alternatives. If we can get news from TV, radio, free websites, or social media channels like TikTok and Instagram, it’s natural to question why we’d pay for another source. Free platforms provide instant, accessible news and often cover similar stories, making it harder to justify the expense. So many of us may then think, why bother paying for someone else to tell us much of the same thing?

Regulation and accuracy.

Our best answer to that is the access to higher quality and accuracy. We like to think of the ‘best’ paywalls as supporting in-depth, well-researched pieces. For publications that use their paywalls in this way, we PRs see it as an advantage when clients are featured in these articles. Content isn’t being hidden – it’s being funnelled in front of a selection of people who are interested in quality reporting, and are willing to pay to see and/or support it. They’re more invested than your average reader, will likely pay more attention, and view the article as more reputable. Hence, for PR pros, understanding paywall dynamics and focusing efforts on respected paywall sites can align clients with quality content, supporting brand credibility.

Of course, different paywalls reflect different motivations. Like I said earlier – many publications argue that subscriptions help support independent, unbiased journalism. Without needing to appeal as heavily to advertisers, publications can focus on producing balanced reporting and quality investigative work. They can afford to employ the best people and retain top tier talent. Some outlets, however, are transparent that paywalls are vital to keeping the lights on, and that’s it. Some see it as a sustainable business measure. Others a profit driven.

Looking at the stats – who is paying for news and why?

At the end of 2023, a Reuters Institute study found that long-term news subscribers tend to be older, wealthier, better educated, and have a strong interest in news and politics. They are also more willing to support journalism financially and value a higher-quality, ad-free experience. In contrast, younger audiences may show support through occasional donations rather than subscriptions.

Subscribers are drawn to paywall sites for their distinctive, high-quality content, curated and exclusive reporting, and identification with reputable news brands. By targeting clients’ messaging in these channels, PR professionals can reach audiences who place value on trusted, premium content – a potentially powerful demographic.

The takeaway? We should embrace the paywall as part of PR strategies.

Paywalls are not going anywhere, and understanding their role can help PR professionals like us make more informed media choices. By aligning clients with respected paywall publications, we support their positioning in high-quality, reliable journalism channels. Paywalls remind us that the best content often comes at a cost, but for many audiences, that cost translates to trust, quality, and authority. For clients, this can mean more meaningful engagement with their message and brand.

So, next time a paywall stops you in your tracks, remember its purpose. Paywalls, for better or worse, are shaping modern media – and as PR pros, we’re part of that evolution.