Carnsight Communications, Author at Bristol Creative Industries

Let’s talk about something that’s essential but often overlooked: being totally open with your PR agency. Yep, we’re diving into the reasons why it’s crucial to let your PR agency in on not just your wins and strengths, but also the challenges your facing and the things you’re not so proud of (before they become a crisis!)

Transparency is Your Best Friend

Whether it’s a recent hiccup in customer service, a product that didn’t quite hit the mark, or internal challenges, your PR team needs the full picture to craft authentic and effective strategies. Without all the pieces of the puzzle, even the best comms strategy is going to have holes and contradictions. Remember, your PR agency isn’t just there to make you look shiny and good, they’re there to build trust and credibility.

Crafting a Crisis Management Plan

No one likes to think about potential crises, but they’re a reality in the business world. Being proactive rather than reactive can make all the difference. When your PR agency is in the loop about potential weak spots or areas needing improvement, they can help you develop a solid crisis management plan. This means if something does go wrong, you’re not scrambling to do damage control; instead, you have a well-thought-out plan ready to go.

This isn’t a one-size-fits-all approach

When your PR agency has a comprehensive understanding of your business, including areas that need improvement, they can develop strategies that are tailored to your unique business. This isn’t a one-size-fits-all approach. It’s about creating campaigns and communications that align realistically with your brand.

Next time you’re hesitating to share a challenging situation with your PR agency, remember that they’re your allies. They’re there to support you, to help you navigate challenging times and to celebrate your successes. By being open and transparent, you’re not just improving your PR strategy; you’re building a brand that’s resilient.

I joined Carnsight Communications early June and already the experience has been amazing! In the fast-paced world of PR, things are thrown at you left, right and centre, and there are skills you get to pick up quickly.

No two days are the same, and I get to manage different tasks at once. Whilst there’s no ‘typical’ day in particular, there are usual routines to follow, so here’s a day in my life as an Intern for Carnsight.

Before I go to work, I usually scan over the news headlines, to see if there’s anything particularly topical to our clients, or just to see what people are generally talking about. I found staying up-to-date with the latest headlines helps so much with pitching to journalists, as you know better what they’d want to feature based on local or global news.

But my time in the office starts at 8:30am, being just a short commute from where I live in Bristol. Of course, it always starts with a coffee and a quick catch up with the team. These mini-meetings are always helpful, and the quick briefing will tell me what my priorities are for the day. As an Intern, a lot of my tasks include assisting one of my colleagues, so catching up allows me to see where I can best support the team.

The morning is where my left-over tasks from the day before get re-shuffled. This is particularly after I’ve checked my emails, seeing if there’s anything I need to urgently reply to, or anything that needs to be bumped up my priority list. I usually check for any responses to pitches first, and then double-check I haven’t missed any pitching opportunities. These involve tight deadlines, so it’s important to do it sooner in the day rather than later!

Once I’m happy with my inbox, I make my to do list for that particular day. I usually have a new list at the start of every week, but I keep it updated as and when because it’s really easy to forget things.

What I do next purely depends on what particular work has come in, and what deadlines I’m working towards. Sometimes this is more focused on social media strategy with content creation. This involves looking back over the brand guidelines for that particular client, and starting initial brainstorms for what content their audience would want. I’ll then start drafting posts – this could involve repurposing old content from the client, or it could be something entirely new. This is another reason why I check the news in the morning, as sometimes the client’s content can be related to trending headlines, meaning it will gain more traction with their audience.

Other times, my tasks are more PR focused. This can include both proactive and reactive pitching, and based on my emails for the day I’ll know what to start with first. Then, it’s onto the writing. I love this aspect of PR as it allows me to exercise my creativity, and the variety of clients we have means I often get to write in different perspectives and tones of voice. This is also a time where I get to be flexible – sometimes my tasks will be copywriting a blog post for a client, and sometimes it will be a more factual press release.

Even if my main priorities are completed, there is always something to do in the world of social media and PR. One of the most important additional tasks is research, which is essential to PR. This could be for the creation of a media list, helping us target certain publications for certain clients, or it could be to aid a blog post or thought-leadership piece. When you’re writing on behalf of a client, Google can help you make sure you really know what you’re talking about!

Before I leave the office, I give my emails another check and I ensure all my time-sensitive tasks are done. It’s a fast-moving business, but there are always more rewards than challenges.

So there you have it, a day in my life as PR and social media intern. To learn a bit more about me and my role, check out the fun 2mins with interview series here on the blog.

When it comes to a crisis, we all know emotions reach their all-time high. But there are ways to prepare for the worst, and recognising the emotions at the forefront will help you manage them when they eventually come up.

A crisis can come out of nowhere, but a lot of the time it’s something you can plan ahead for. It’s always been seen with big multinational companies, but nowadays even smaller agencies can find themselves in hot water. So, no matter what size your company is, it’s worth knowing how to deal with criticism, and the emotions you will need to juggle.

Naivety

This is one of the main emotions to manage and be aware of when it comes to a crisis. You must be practical – if you believe you will never stumble across a problem or be criticised, you will be put in a difficult position when it happens. Addressing your current naivety can help manage your future stress.

Fear

It’s important to be prepared, and it can quieten that looming fear of the worst happening. You have to consider what might be a problem in the next few months, as well as long-term issues in the future. It can be helpful to have this in a physical list, and it’s useful to do with your team so you can all prepare a cohesive response.

Fear can also cause uncertainty, which can sometimes delay your response in a crisis. But reacting quickly is key to making amends with your audience, and there is no room for procrastinating an apology. Previous preparation means you can start communication as soon as possible, which will make your company appear more proactive in making amends.

Anger

Anger is a powerful emotion, but can only add fuel to the fire when it comes to a crisis. It can also lead to extremes, such as denial or shifting the blame, which can impact your public statement. You don’t want your apology to sound like an argument, meaning your first response will likely need to be revised multiple times. It’s important to be thorough, and maintain a neutral approach in your statement. Placing yourself on the defense will seem like you’re avoiding responsibility, and going for the attack will never translate well in the media. You should work with your team, tweaking your statement around who your audience is, what they need to know, and what they should be hearing.

Humour

When it comes to an apology, or a crisis diffusion, it is so important to think about your tone. Despite how you may personally feel about the criticism, and how you cope with it, humour can largely feel out of place in a serious situation. It can also damage the sincerity behind your words, and you wouldn’t want your audience to think your apology isn’t heartfelt.

Navigating these emotions will put you in a better position when it comes to delivering your apology, and helps to present your company in the best possible light.

Honesty

Honesty should be placed at the forefront of your crisis. This is what your audience will resonate with, and lying now will only make the situation worse in the future. Take a human and sensitive approach to your apology, and avoid using cold or AI-sounding sentences. You can still be friendly, even while addressing the severity of the topic. Share an honest strategy with your audience on how this situation will be overcome, and the steps you’ll take to ensure the situation doesn’t happen again.

Bad PR practice helps no one – not the PR pro, not the journalists they’ve liaised with along the way and certainly not the client, who’s invested in what’s turned out to be a negative experience. It certainly doesn’t help the industry. Twice in the past week I’ve spoken to someone who’s been burnt by a bad PR experience. I’ve tried to help both of them to understand what might need to change in their PR approach and what PR potential there might be by taking a different tack.

PR is an art not a science, and there are lots of reasons why things don’t go to plan. But, based on what I’ve discussed recently, here are some of the things I’d consider when you decide to embark on a PR campaign.

Will I be tied into a long contract?

We work on shorter projects and longer-term PR campaigns. There are lots of benefits to engaging a PR agency for a sustained period, including the fact that national opportunities don’t always happen within a neat, four-week period, and profiles need to be built over time. However, one of the people I spoke to was tied into a six month contract for a launch campaign with no break clause. Things weren’t going brilliantly and, as a start-up, that was putting a lot of financial pressure on him over a sustained period. Definitely check if you have the option to terminate during the period. We usually work to a three month initial period before reviewing. That gives the option to break on either side.

Should I expect results from the first month?

If the PR agency has done its homework and understands your business and offering before starting PR activity, there shouldn’t be a long lag in coverage coming in. We have monthly targets and these start from month one. It’s worth asking about timings at the start of any engagement, and if things seem to be taking a long time, always ask why.

How regularly will you be in contact?

Another thing I’ve heard is PR contacts disappearing for a while, or not being in touch with clients regularly, leaving them feeling burnt by the experience. There’s always a balance and, as a PR pro, you don’t want to be a hassle. However, you should also be updating clients regularly on activity, and where you are with pitches and opportunities. We tend to set a bi-weekly call if we can, so we at least have something that clients can work around, but we’re frequently in touch over email and/or text if required. And we have live status documents and capture coverage real-time, so they can be accessed at any stage.

What work have you done for clients like mine (not just the big names?)

It’s easy to be dazzled by big brands that PR agencies have worked for (we’re all guilty of focussing on the big fish!) but there’s a real difference between a PR campaign for a household name and the launch of a start up. Even if you’re in the same industry. What’s useful is seeing what’s been achieved for businesses similar to yours. Also check on when campaigns were run – titles evolve and some disappear, so what was achieved five years ago might not be possible today.

What media titles and opportunities are realistic?

If you’re expecting consumer coverage and get sector only, you might not feel like the investment’s been worth it. There may be a reason for it, so it’s worth having an upfront conversation about what could be achieved. Although you should never go with anyone who guarantees certain PR coverage, you should work with a PR consultancy which is happy to discuss what could potentially be achieved ahead of any investment, and why consumer media may or may not be realistic.

Only yesterday, learnings from a PR campaign that was successful 20 years ago were brought up in a discussion about a current strategy. To adapt a phrase, 20 years is a long time in PR. Even 20 days can change everything and, actually, 20 minutes, in some cases. So, while there are some enduring themes in what will always drive success, it’s also important to understand that the media landscape has changed beyond all recognition over the last few years. That means what worked even a couple of years ago may not work today. Here are some of the reasons why.

Competition is only getting fiercer

Once upon a time (even just a few years ago), if you wanted to do PR, you’d engage a PR professional. That does still happen in many cases (hello, Carnsight Communications), but public relations is no longer just the preserve of PR pros.

Many businesses – particularly smaller ones – are choosing to do their own PR. The rise of digital pitching has made it even easier for DIY PR, with good results. In fact, we endorse this, and we’ve even written an eBook giving people a blueprint to do it themselves: https://www.amazon.co.uk/Powerfully-Practical-PR-step-step-ebook/dp/B0CQ8CGZFZ

There are also more journalists who are either switching from journalism to PR or embracing PR roles alongside freelance journalist roles. All of which means it’s a much more competitive landscape today, and more people are competing for those column inches than before.

Meanwhile there are fewer titles

We sometimes hark back to former publications in the office – some of which have only only ceased publication in the last few years. It’s now a well-worn path for magazines under pressure to start by reducing the frequency of their publication, and then move online only. And, in some cases, to sadly close their doors all together.

Publications are increasingly struggling for reader attention for many reasons, but the biggest one is probably the rise and rise of social media channels. So, there are fewer outlets each year to pitch to. Whereas in some sectors nine or 10 publications might have featured a story back in 2019, now there might only be four or five to pitch to.

Media shifts

There are also new media and channels to embrace. As some outlets close, others open and new platforms are launched. Some don’t stick – remember Clubhouse? – but some, like podcasts, find a place in our daily lives, giving brands more opportunity to join the conversation.

That means adapting processes and approaches, and also being ready to embrace new channels. A campaign that was front page news on the Sunday papers just a few years ago might not find its home there now. And it’s a constant evolution – the next big thing is probably just around the corner.

Black Books aren’t what they used to be

We’re often asked about our Black Books as PR pros. Contacts remain important and maintaining strong, trusted relationships with journalists is paramount. Having worked in PR for 15 years, some of my media relationships have endured throughout that time.

However, there are far fewer staff (permanent) journalists on publications now and many more freelancers to engage with. And, as the news agenda can change so quickly, we’re just as often pitching to journalists we’ve never worked with before.

While Black Books aren’t dead, just as important is finding and engaging with a new journalist contact, and crafting pitches and comments that catch their eye. It’s also much harder to entertain and catch up with journalists in person nowadays – not least because many are based remotely for at least part of the week.

The rise of commercial content

As I’ve said before, commercial content has its place, and good paid-for content can be valuable both for the reader and for the brand behind it. Whilst we’re primarily focussed on editorial or earned coverage, we do also work on some advertorial content. Our rule is to ensure we apply an editorial lens to make any advertorial copy as compelling as we can.

There’s no doubt that advertorial or commercial content is on the rise. We’ve observed this most sharply in local media. According to the Charitable Journalist Project, there are fewer local titles now than at any point since the 18th Century. That’s an astonishing statistic. From 2009 – 2019, 320 local titles closed with a decline of 70% in advertising revenue. And that’s even before Covid took hold.

With fewer titles and fewer staff working on those titles, there’s more scrutiny on the news pieces that can be featured editorially. So there’s much more of an emphasis on stories that will perform well digitally (and these are not usually about the opening of a local church fete). That means for anything else, you may be offered a paid-for option for your story.

Those are just a few of the changes we’ve experienced that mean that what’s gone before can no longer be a predictor of what’s to come. And don’t forget to layer on the political landscape and particularly news agenda, which changes so frequently.

In our ‘two minutes with’ blog posts, you can get to know the members of the Carnsight Communications PR and Social Media team even better. Today, we’re introducing our newest team member, Ellen Petit.

Ellen will be with us for two months over the summer, learning all things PR and Social Media.

Job title: Summer Intern

Joined Carnsight: 3rd June 2024

Why PR: I find this sector super interesting! It’s a constantly evolving landscape and you’re always given opportunities to learn something new. There is endless connection with other people from all different walks of life, and there are so many stories to be shared!

Preferred social media channel? Instagram (but TikTok has always been a guilty pleasure)

How do you have your coffee in the morning? I love a mocha – the more sugar the better!

Dream job as a child? I’ve always wanted to be a TV host, in true Graham Norton style.

Sum yourself up in three words: chatty, curious, caring

What’s your star sign? Gemini

Where did you grow up? I was born in Worcester and raised in the West Midlands, before coming to university in Bristol.

Favourite book to date? I can never pick a favourite! One I’ve loved recently is Revenge by Yoko Ogawa – it’s a short story collection, but all the stories are interlinked with a gothic twist.

Favourite movie? Forever and always: Kung Fu Panda

Favourite dog breed? Bernese mountain dogs – so fluffy!

Do you have any pets? I am a mum to the cutest cat! She’s called Juno but goes by Lady J when she’s feeling fancy.

Favourite word? Crackle. It has the perfect crunch.

Least favourite word? Moist

Ideal music playlist: Depends on the day! Little Simz, SZA and Rihanna are always most shuffled.

Dream Holiday Destination: Anywhere in Southern France

Any role models? My dad. He’s a funny guy!

Something about you we would never be able to guess: I love to DJ – currently I mix drum and bass but I’d like to get into UK Garage!

Name 3 things that make you happy: My housemates, any pub quiz, a nice takeaway.

Feel like getting to know the rest of the Carnsight team a little more? Spend two minutes with Alexandra, Leigh-Ann or Jess.

I hadn’t really thought about it until recently while reading a blog from our awesome senior account manager, Leigh-Ann, about how she spends her time in the office.

A little bit of content creation, audience engagement, emails, research, scheduling with Planable and more content creation. But it’s so much more than that.

Being a social media manager is like being the conductor of a digital orchestra, where each platform represents a different instrument. The role is dynamic, fast-paced, and requires a blend of creativity, strategic thinking, and analytical prowess. Here’s a sneak peak into a typical day in my life as a social media manager at Carnsight.

My day in the office technically starts at 8:30 am, but first things first, before I go in the office, I take my partner in crime, “Double G,” aka “The Greatest Gatsby,” for a walk. This means I always arrive early at the office.

However, my day only really starts when I have my first strong cup of coffee. While sipping on the coffee, I quickly scan emails and notifications. I respond to any emails in my inbox and write a to-do list for the day. I make sure to figure out what I need to prioritise each day and start those tasks immediately. Usually, the first task is to review the content calendar, ensuring that all posts scheduled for the day align with the overall strategy. This is also usually the time to catch up on any changes in the social media landscape, such as algorithm changes or trending topics.

Once I have a clear understanding of what’s working, I transition into the creative part of my job. I aim to be highly productive in the mornings and focus on tackling all the creative tasks by midday. This includes crafting posts, selecting or creating visual content, and writing compelling captions. I primarily use Canva for most of the content creation for our various clients. The goal is to create content that is visually appealing and resonates with our client’s target audience. This can involve creating a series of Facebook posts, designing graphics for Facebook and LinkedIn, or making a quick reel for Instagram. While being creative, chocolate and coffee are a must.

I usually take my lunch break at 12:30 pm at Carnsight. During my break, I like to walk through the fields of Marshfield with my dog, while listening to a podcast or some Taylor Swift tunes. After the walk, I grab a panini and some much-needed chocolate from the Country Store in Marshfield. If you haven’t been there yet, you are missing out

In the afternoon, I typically focus on managing ongoing campaigns and brainstorming with the team for upcoming blog posts and content ideas. I use Planable to schedule more posts, draft blog articles, and update clients’ websites.

I also closely monitor our paid social media campaigns, making adjustments to ad spend, targeting parameters, and creative elements based on real-time performance data. As the day comes to a close, I ensure that the content for the next day is scheduled and that all emails are answered before I head home at 4:30 pm.

Being a social media manager involves a blend of creativity, strategy, and continuous learning. It requires staying ahead of trends, understanding audience behaviour, and creating content that not only engages but also drives business goals. Each day presents new challenges and opportunities, making it an exciting and rewarding career.

If you’re uncertain about investing in a social media manager? Check out our blog on this topic.

Your reputation is worth its weight in gold. For this reason, Public Relations has become the secret sauce for companies aiming to stand out.

But PR isn’t just about firing off press releases or swooping in to save the day during a crisis. It’s about weaving a killer story, building connections, and earning trust across the board.

One of the best ways you can unlock the full power of PR is by really nurturing a culture of PR within your business.

So, what exactly does it mean to nurture a culture of PR, and why is it such a big deal for businesses? Let’s dig in.

At its core, a culture of PR vibe is all about the energy, beliefs, and habits within your business that put transparency, authenticity, and keeping the chatter alive front and centre. It’s about engraining the idea that every chat, whether with customers, teammates, investors, or the media, is a chance to shape how people see you and double down on your brand and reputation.

A great example of a company building a culture of PR into the business is Patagonia. Known for its commitment to environmental sustainability and social responsibility, Patagonia has built a strong PR culture built on a foundation of transparency, activism, and ethical business practices.

Innocent Drinks is another great example. From the get-go, Innocent has positioned itself as a fun, approachable brand that’s all about making healthy living easy and enjoyable. Innocent has a knack for storytelling. They don’t just sell smoothies; they tell stories about their journey, their values, and the impact they’re making in the world.

Lastly, let’s talk Surreal. Surreal Cereals’ culture of PR is a testament to their creativity, authenticity, and dedication to delighting their customers. With their imaginative and humorous storytelling, community engagement, and commitment to sustainability, they’ve managed to carve out a unique niche in a very competitive market.

A solid culture of PR within your business isn’t just a nice-to-have; it’s the secret ingredient for businesses aiming big. By keeping it authentic, transparent, and making every conversation count, businesses can boost their reputation, build stronger bonds, and drive success.

Covid, global conflicts, teetering on the edge of a recession and a cost of living crisis have provided plenty of challenges along the way. But I know many are worse off. Almost 2.2 million women are working in low paid jobs and struggling to make ends meet in this country, as well as almost 1.5 million men.

That’s not just someone else’s problem. As business owners, it’s something we should all be aware of and eager to address. That’s one of the reasons we’ve signed up to the real Living Wage Foundation.

When I first started building a team, my model had to evolve, and wage growth was gradual. But I soon realised that investing in people was one of the most important things I could do. The business model simply wasn’t right if I couldn’t afford to pay people the right wage.

We’ve always paid people who come to us for work experience (except for those still at school) and we always pay interns. Joining the Living Wage foundation underscores that, and ensures we’ll carry on in the same vein.

What is the real Living Wage?

The real Living Wage rates are higher than the government’s minimum wages because they are independently-calculated based on what people need to get by (there’s more about the methodology on their website).

Whereas the statutory minimum wage starts at just £8.60 an hour for the youngest workers, the real Living Wage is £12 for all (or £13.15 in London). The Living Wage Foundation exists to encourage all businesses to pay their employees a wage that meets the costs of living, not just the government minimum.

Why commit to paying the real Living Wage?

The Living Wage Foundation talks about there being a range of benefits when you sign up. These include recruitment, competitivity in the market and being more likely to attract investors. However, the main reason to commit is that it’s the right thing to do, for our society, our current generation and those to come.

What impact has the real Living Wage campaign had?

The numbers speak for themselves. More than 460,000 employees have received a pay rise as a result of the Living Wage campaign to date. As well as thousands of small businesses, half of FTSE 100 brands and household names including Nationwide, Google, LUSH, Everton FC and Chelsea FC have signed up.

How you can find out more about the real Living Wage Foundation?

There’s still plenty more work to do and many more businesses that can join. You’ll find a lot more information on their website as well as case studies of people affected by low wages, and reports on the difference joining can make.

Transparency is Your Best Friend

Crafting a Crisis Management Plan

This isn’t a one-size-fits-all approach

1. Engagement Support System

2. Mel Robbins’ 5,4,3,2,1 Method

3. Start with Commenting

Keep Building Your Personal Brand

Naivety

Fear

Anger

Humour

Honesty

Will I be tied into a long contract?

Should I expect results from the first month?

How regularly will you be in contact?

What work have you done for clients like mine (not just the big names?)

What media titles and opportunities are realistic?

Competition is only getting fiercer

Meanwhile there are fewer titles

Media shifts

Black Books aren’t what they used to be

The rise of commercial content

What is the real Living Wage?

Why commit to paying the real Living Wage?

What impact has the real Living Wage campaign had?

How you can find out more about the real Living Wage Foundation?