Carnsight Communications, a boutique PR and social media agency based near Bath, has welcomed Laura Witte as its new Social Media Manager. Alexandra Johansen, who joined the business in 2023, also celebrates a promotion to PR Account Manager. Carnsight specialises in working with agencies and founder-led businesses.
Laura Witte builds on Carnsight’s global perspective having relocated to the UK from Germany in 2019, and brings with her extensive experience in content creation, e-commerce and social media. Johansen, who joined the business in 2023 having made the move from Australia, quickly worked her way up the ranks, proving herself an invaluable asset to the company.
Founder Jessica Morgan comments, “Laura has already proven herself an asset to our company and it’s been a joy to see her gel with the team and our clients. Her dynamic skills and extensive online and SEO expertise bring an exciting new string to our bow. Alexandra’s promotion is a testament to her talent and competence, not to mention her brilliant attitude.”
Having moved into digital marketing following a career as an equine midwife, Witte’s skillset is diverse, as she holds a bachelor’s degree in equine science and business management. Most recently she worked in digital roles for equine business, Le Mieux.
She comments, “It’s great to be joining such a dynamic team and real-world agency like Carnsight. I’m excited to expand on the company’s capabilities and deliver results for a compelling roster of clients.”
Johansen adds, “Working with Carnsight has been a dream. The opportunity to share clients’ compelling journeys with the world and elevate their success has been incredibly rewarding.”
Continued growth and expansion are also on the horizon for Carnsight, which recently joined the Living Wage Foundation. Two additional positions, a work experience placement and an internship, are slated for the summer.
Founder Morgan, who has been shortlisted in the Business Desk South West Leadership Awards this year for her mentoring, continues to support and nurture new talent. She is a big proponent of supporting young professionals and creating opportunities for them to get a foothold in the industry.
Carnsight has worked with a wide range of businesses across the country including Air Landline, Sulis Hospital, The Treatment Rooms London, The Flexible Space Association, and UNLIMITED Group.
The team recently launched Practically Powerful PR, an eBook and accessible guide to the art of communications aimed at helping small businesses take on this key business function with confidence.
Originally posted to www.carnsight.com
Now that the March equinox has passed and April is in full swing, it’s officially the season to delve into all things spring cleaning. We’re starting the series off with that task many of us may dread. Why is it important to tidy your email inbox, anyway? Preachy productivity phrases are a dime a dozen when it comes to inbox wisdom and you’ve probably heard a lot of them already (cue the ‘a cluttered inbox creates a cluttered mind’ and ‘have a place for everything and everything in its place’ etcetera etcetera).
Let’s cut to the chase: there’s very little harm an organised inbox can do and a wealth of practical and mental benefits. We hear you – it can be an annoying or tedious task that may feel like a time waster at first. But (and here’s some hypocrisy from us pulling out one of those phrases) you can’t make an omelette without breaking a few eggs. That is to say, sometimes it’s not possible to accomplish something worthwhile without adverse effects elsewhere. Luckily the adverse effects here are mostly just a bit of screen fatigue, time spent, and dwindling patience.
So if you put aside the time and effort, you’ll reap the rewards of a freshly organised inbox. We’ve written about Outlook, but the principles apply to any email service. Without further preamble, here are some of our top tips for organising your email inbox:
We’ll keep this updated as we go because you’re never too old to learn something new (oh look, another of those phrases!). If you’re hitting the flow of your professional spring cleaning then keep an eye out for our next instalments in this back-to-basics, 101 series.
Originally posted to www.carnisght.com
When you think of social media analytics, the first thing that comes to your mind is probably Facebook or Instagram, however, LinkedIn deserves a spot on your list.
According to Sprout Social LinkedIn has over 1 Billion members spread across 200 countries, and has the highest user rate in the US, with an audience reach of over 214 million users.
LinkedIn is a platform for professional networking that comes with powerful analytics tools. These tools help you gain valuable insights into the effectiveness of your posts and social media strategy. Let’s explore together how you can check your analytics on LinkedIn.
To effectively track analytics on LinkedIn, it’s important to set clear goals for your PR and social media strategies. This involves identifying specific and measurable objectives such as boosting brand awareness, driving website traffic or generating leads. These objectives will help guide your analytics efforts and enable you to achieve the most effective results.
LinkedIn provides valuable analytics tools, however, not all metrics are relevant for every business. Focus on tracking relevant metrics that align with your objectives. Key metrics may include:
Step 1: Log in to LinkedIn. Go to the company page and go to your LinkedIn admin view.
Step 2. Click on Analytics on the left side of your screen.
Step 3. Once the analytics tab is open, you can see detailed insights organised into content, visitors, followers, leads, competitors and employee advocacy.
It’s important to regularly review your social media analytics on LinkedIn to identify patterns, trends, and areas for improvement. These insights can help you refine your strategy, optimise your content, and continuously improve your social media marketing efforts.
Tracking social media analytics on LinkedIn is not just about numbers; it’s about understanding your audience, refining your strategy, and driving tangible business outcomes. By setting clear objectives, leveraging analytics tools, and adopting a data-driven approach, small business owners can unlock the full potential of LinkedIn as a powerful marketing platform. Embrace analytics as a guiding compass on your journey to social media success, and watch your business thrive in the digital realm.
Learn more about social media marketing and how it can help your small business here.
Your Carnsight Communications Social Media Wizard
Laura
You’re probably wondering what I mean by a ‘PR ecosystem’. This is by no means a professional or academic term, it’s actually a phrase one of my colleagues threw around in the office recently as part of an off-hand discussion. But it stuck with me. The winning piece of context here is that we were talking about placing a recent piece – the final product was tweaked a lot and landed with a publication that, while great, was not what we initially shaped the piece for. So it took more time and more effort, and a few revisions that didn’t ‘end up anywhere’ (as I like to say, you have to crack some eggs to make an omelette). But, later in the week, this piece ended up being crucial to securing a great piece in a national title – it was a credit to our spokesperson’s expertise, passion, and relevance, and got us over the line ahead of competition candidates.
We have a lot of discussions with clients about their dream, ideal, and target publications. The truth of the matter is sometimes that to reach the top-tier publications we aspire to, it’s necessary to build a firm base in the media – to grow credibility as a brand, spokesperson, or expert – and to prove the value and media reputation that can back your bid for inclusion. Oftentimes, there are necessary stepping stones to get you there, and compromises that, in the long run, can pay off tenfold. Changing an angle, redrafting a piece or placing a comment somewhere different can work in your favour, and it all helps to build a media presence. Or, as Jess put it, your ecosystem.
There is so much to be said for the value of industry, trade, and local press. These titles often have well-developed, engaged communities. They can also offer a trusted line into more tailored, niche audiences and thus allow you to be more strategic and targeted in your communications. Hence, a balanced ecosystem that taps into the benefits of a wide range of publications can be incredibly valuable.
PR is often most valuable if you’re willing to play the long game. Growing your presence gradually and sustainably, putting in the work to create a profile and building your contacts can benefit you and your business for years to come.
It’s not always all about the immediate payoff in PR. Securing a hit piece in a big title or your dream publication is more likely if you put in the groundwork. Establish a base of credibility – get your business, brand, and thought leaders covered in multiple publications. Seed variety by commenting on a spectrum of topics or having a range of projects highlighted – this will help show that you’re not just a ‘one-hit wonder’ and prove sustained value.
When we work together…
While we will always see merit in the benefits of long-lasting retained relationships, we also understand that it’s not always in the scope. If DIY PR is better suited to you at this time, then our eBook – Powerfully Practical PR – may be a more achievable approach to building momentum and nurturing your own PR ecosystem.
Originally posted to www.carnsight.com
What Are Social Media Analytics and Metrics?
Social media analytics is a process that involves tracking, measuring, and analysing data collected from various social media platforms. This data helps businesses understand how well their social media strategy is performing by providing insights into engagement rates, reach, audience demographics, and other important factors. Metrics, on the other hand, are specific data points that help quantify various aspects of social media performance such as likes, shares, comments, click- through rates (CTR), conversion rates, and more.
Why Are Social Media Analytics Important for Small Businesses?
Key Metrics to Track
While the specific metrics that small businesses should track may vary depending on their goals and objectives, some key metrics to consider include:
Social media analytics and metrics are essential tools for small businesses navigating the complex world of social media marketing. By leveraging data-driven insights, businesses can better understand their audience, measure the success of their social media efforts, identify trends and opportunities, and ultimately drive business growth. Therefore, investing time and resources into tracking and analysing social media analytics is crucial for small businesses looking to succeed in today’s digital landscape.
Interested in reading more about social media for small business owners?
Read more here.
This blog post is part of a mini-series on social media analytics. I will cover additional topics in future posts.
Your Social Media Wizard
Laura
This post was guest-written by Isabella Perkins. Isabella graduated from the University of Westminster with a BA (Hons) degree in Television Production and her professional background has seen her work on shows such as The Pursuit of Love (BBC One), Portrait Artist of the Year (Sky Arts) and Who Do You Think You Are? (BBC One).
Whether you regard Television Production as a “real degree”, or not, you can’t deny the power that the TV industry holds in this day and age. From binge-watching a series on Netflix to enjoying the suspense of waiting for the next episode to be released on Amazon Prime or iPlayer, we are undeniably a nation of TV lovers.
Having worked in several different industries since graduating in 2018, I can personally vouch for the power of transferable skills. In no particular order, here is a list of skills that I believe are particularly useful and applicable to all industries:
Transferable Skills are something that everybody can take advantage of. Whether you’re looking to shift from one industry to another or simply want to learn new skills to strengthen your CV, I hope this article provides you with some inspiration or hope for your future career path.
If you would like to learn more about the broadcast industry, you can read this guest post from Jill Mission (radio broadcast expert).
Originally posted to www.carnsight.com
The PR and media landscape is always changing, but the past few years have truly seen change like no other. From technology to culture to politics, there are endless factors that mean that the media landscape of today is almost unrecognisable from even just four or five years ago. Often, clients (prospective and otherwise) don’t quite understand these drastic changes. Their expectations can come from an understanding of the media that might not truly reflect reality today. And so I wanted to take the time to unpack some of the biggest shifts I’ve seen in the industry in recent years.
OK, so Covid has a lot to answer for when it comes to these huge changes, of course. I don’t think many industries came out of the pandemic and subsequent lockdowns quite the same as they went into them. Or people for that matter.
One of the biggest changes I’ve seen in the media landscape since 2020 came as a result of the pressure of the pandemic. Or rather, perhaps was accelerated by the pandemic.
Many publications had to shut down or shrink. Publications that once had a number of staff writers, now have small teams and/or work with freelance writers. Not to mention the pressure on journalists to write ‘click-worthy’ articles, and in ample quantities, is stronger than ever before.
Increasingly publications are having to diversify their income. There are pros and cons to this, of course. For one, more and more publications are running awards and round tables and other events which can be fantastic. This however also sometimes means a heavier focus on advertorial or paying for links which has certainly meant that a shift has been needed in the PR industry.
I still can’t bring myself to say X instead of Twitter. At best I’ve resorted to X/Twitter in written format. In 2022 Elon Musk bought Twitter, as I’m sure you’re all too aware. There were swift changes from then, paywalls being a biggy. Open DMs became premium features, and the algorithm was something different entirely. As a consequence, I’ve seen a lot of journalists leave Twitter. Or, at best, use it less.
#JournoRequest is still a great thing to keep an eye on, but it’s become much harder to form relationships with journalists over Twitter since Musk’s changes have come into effect. I’ve found that LinkedIn is becoming more popular for many journalists. And don’t even get me started on the whole Threads adventure. I mean, correct me if I’m wrong, but I certainly don’t know anyone who stuck on it longer than a few months.
I feel like the devoted users of Twitter are still working to find the new right platform for them. I’m certainly still working out how best to interact with the platform moving forward. It will be interesting to see how that pans out over the next few years. I’m curious in particular to see how PRs can use other platforms like LinkedIn and Instagram to connect with journalists and deliver them the content and comments they need.
You’d think we’d all be over that by now, but nope. I still end up speaking while muted on every Zoom/Teams meeting I join, and I’ve sort of reached a level of acceptance that it will always be the case.
Thanks to how quickly online meetings became the norm during Covid, the Zoom meeting very much seems here to stay. I’m having more meetings than ever and they’re almost always online. Online is the default now, in-person being the exception. And again, I think there are pros and cons to this.
Pros: saved travel expenses, accessibility, speed, ease.
Cons: so, so many meetings!
Believe it or not, I actually love a meeting. I like to be able to chat things through. It’s often much easier than going back and forth for hours over email. However, I do think we’re all guilty of having meetings that frankly could have just been a single email.
Not to mention, we’re not meeting up over coffee and cake anymore. And while that’s tragic because I simply love coffee and cake, it’s also meant more of a barrier when it comes to those journalist and client relationships I was talking about before.
I love hybrid working and I will defend it till the cows come home. I love that we can work from anywhere and that I’m not expected to drop everything for a whole day for the sake of an hour meeting in London anymore. But I do miss the face-to-face a bit. I miss being able to have a journalist’s (relatively) undivided attention for a little bit. (Selfish I know!) And of course, that’s not their fault. They’re under so much pressure. They often don’t have time to sit down with lots of different PRs and chat informally. And that’s a real shame, I think.
The term viral is being thrown around a lot these days, don’t you think? And as a consequence, there seems to be a bit of a misunderstanding about what viral really means and how exactly you get there. There are ample agencies out there which will tell you the ‘formula’ for going viral…and absolutely there is one. A few even. But the best content on social media (especially platforms like TikTok) absolutely cannot scream forced.
Social media content needs to feel authentic and organic. It’s clear to see that the best PR and influencer campaigns have an air of relatability and approachability to them. The more corporate you make the content, the less likely it’s going to appeal to the people you’re trying to reach.
It’s also worth thinking about if ‘going viral’ is actually what you need. It can be fantastic and provide a real boost, yes. But does virality equal long-term business success? Absolutely not.
It’s been so great to see more diversity in the media. I think there’s been a real shift. And while there’s still a really long way to go, I’m really pleased with the direction things are heading. More and more I’m seeing panels of diverse individuals; men and women from all sorts of backgrounds. People of various sexualities, ethnicities and gender identities. And when I don’t see that, I’m seeing those panels called out more often. I think that’s been a really positive change and I hope it continues.
It’s a personal gripe of mine that headlines are becoming more and more clickbait. But I get it. Completely! They work and in today’s world they’re necessary for journalists to reach wider audiences and make a fair wage for their hard work.
This being said, we’re having to help clients understand that the amount of control they have over the headline is limited. They might not agree with how the headline was handled, or prefer a different choice of phrasing, but as PRs we have to explain that unless there is factually incorrect information in an article or the headline, a journalist is under no obligation to make changes that you request of them.
PR isn’t about controlling every element of the piece. If you want ultimate control, then perhaps consider advertising. When it comes to PR, you have to put a bit of trust in the process.
So, there you have it. Just some of the changes that I’ve seen impact the industry in the past few years in a big way. Ultimately, change is inevitable. It can be exciting, even. The key is ensuring we as PRs know how to pivot with these changes and ensuring we’re securing great coverage no matter the situation.
What changes have you seen in your industry recently? What hopes do you have for the landscape in future?
Originally posted to www.carnsight.com
Everybody talks about attracting and retaining top talent. And of course, it’s more important than ever to do exactly that in today’s tough market. But what does that really mean? And how do you actually do it? Because you’re an amazing company to work for, you know it after all. You work with great clients, have fantastic employee benefits and a great company culture.
Thing is, that won’t go very far if nobody knows about it.
That’s where employer brand comes in.
Personally, I’m not a huge fan of the term. Something about it feels a bit forced. But the reality is, employer brand is just about managing and promoting your reputation as an employer. And there’s nothing fake or forced about that if what you say actually aligns with what you offer and do.
Think of your employer brand as how you want potential and current employees to think about you. What words do you want associated with you as a business and as an employer?
But wait a moment. Let’s bring things back to reality. Before you start listing out how you WANT to be perceived, ask your employees how they ACTUALLY perceive you. Because you can go out there talking a big game, but your current employees need to be advocates for that and they’ll soon express their frustration if they feel like the employer brand you’re pushing is disingenuous.
Everyone thinks they know how their current employees feel. But do you, really? Have you given them the space and anonymity to feedback honestly? Have you created the physiological safety they need to feel like they can offer genuine critique? If yes, great! If no, perhaps think about how you can offer those things. I promise it will pay off in the long run.
Assuming you received the feedback form your employees that they do in fact feel that you offer them the things you say you do, you’re now in a great position to bring PR into the equation. PR is how you share your great employer offering with the world.
PR helps to shape the narrative surrounding a company, both internally and externally. By crafting compelling stories that highlight positive workplace culture, employee success stories, and corporate social responsibility initiatives, PR can influence how potential candidates (as well as existing employees) perceive the company.
When it comes to attracting top talent, a positive employer brand is crucial. PR can help showcase a company’s unique selling points, emphasising its commitment to employee development, diversity and inclusion, and a supportive work environment.
As I mentioned, it’s not just about attracting new staff. PR also has a huge role to play when it comes to employee retention and advocacy. Maintaining open communication channels and fostering a positive workplace culture can help keep employees engaged and turn them into brand advocates who share their positive experiences both internally and externally.
Involving your employees in PR efforts also allows them a chance to feel heard and valued. It can really encourage a feeling of pride in a workplace and demonstrate a tangible way in which each employee can make an individual difference to the overall success of the company. More on this in our ‘benefits of PR‘ blog.
PR serves as a powerful instrument by shaping perceptions, attracting top talent, retaining employees, and navigating challenges. As businesses strive to stay ahead in the competitive job market, you can’t just be a great employer, you have to make the effort to tell people about it. To show people, in fact.
Only then can you ensure you’ve got a skilled and dedicated team behind the business, and that the team will continue to grow!
Originally posted to www.carnsight.com
We’ve dedicated a whole blog to proofing your eBook because it really is that important. When it comes to publishing your eBook, you need to proof it, proof it, proof it and proof it again! We can’t stress this enough, especially if you are self-publishing and don’t have the traditional editing process to help with this. Always have someone else look over your eBook. Preferably before, during, and after typesetting. Ideally, ask multiple people to read and proof your book, and do so at multiple stages if possible. If proofing it cover to cover is too much, you can always ask them to just do a chapter or two as every bit helps.
There are many things to consider when proofreading your eBook. Here are three types of proofreading we used and what you might want to consider when approaching each one.
Does your content make sense to someone who doesn’t have the same frame of reference and context that you do? Do the sentences flow – is there a mix of short, medium, and long structures or do you tend to fall into the trap of relying on too many winding sentences and not enough truncated ones? Varying sentence lengths can affect rhythm and can have a surprising effect on comprehension and engagement. If you’re explaining something, are you clear and concise? Are there sections that go on for too long, do you over-explain or under-explain anything? These critiques can often be hard to make yourself, as someone familiar with the topic at hand and having likely written and read over the words many times. Hence, we highly recommend outsourcing this to one or two people who aren’t as familiar with the content to read it with these questions in mind.
This is your standard sort of proofreading where you’re going through the spelling, grammar and punctuation with a fine-tooth comb. Have you used words correctly, are there any errors? While a digital tool can be a great help with this, it’s important not to rely on automated systems like Grammarly and spellcheck because they don’t always get it right. They also don’t always account for nuances of human comprehension, so while the squiggly red and blue lines can be a great starting point, we’d recommend being cautious about blindly accepting automatic corrections. There is a lot to be said for going through your eBook with a human eye more than once, at multiple stages, and from multiple perspectives. It may take time and feel frustrating on the fifth read, but it’s worth it! The last thing you want in a published piece is a typo that undermines the professionalism of your work.
This is usually most important after the first round of typesetting. It includes layout and spacing, indents, font type and size, headings, and links. Confirm that all of these elements appear as they should on the page and that they flow seamlessly for the user. This might take a few rounds of corrections and amendments before the final typesetting is completed and ready for publishing. We also recommend opening the final file in the format with which your user will look at it. For example, if you use Amazon, this will be through the Kindle app or device. You can use Amazon’s Kindle previewer to view the epub correctly.
Powerfully Practical PR is currently available on Amazon. We’ve also shared the four things we think businesses should know before writing an eBook, and an example of how to promote it.
Originally published to www.carnsight.com
You may have noticed that we recently launched our eBook, Powerfully Practical PR.
After a long time in the making, it’s time to share our tips, tricks, and top learnings from the process. So, if you’re considering doing the same yourself or are simply curious, here’s a PR and Communication consultancy’s advice on how to write a Kindle Direct eBook for beginners.
1. Consider the content that you already have
The question “where do I begin?” is one that we’re all likely familiar with. This process can be daunting, and knowing where to start isn’t always obvious. We recommend taking stock of the content that you already have. Where have you already put pen to paper – or more likely, finger to keyboard?
Consider your existing knowledge banks, note down what you’ve already written about (perhaps in the form of blogs, newsletters, detailed emails, external talks and webinars or internal documents such as presentations) and think about how your content might be reworked to contribute to your eBook. You might be surprised at what you’ve already got saved.
2. Nailing the cover art
Embody your brand. Be cohesive. Consider font, colour and styling – how does it work with your logo? Your website graphics? Your social media visuals? Your visual brand is an important aspect of your overall brand cohesion and marketing. It should be recognisable as part of your business, and work to represent it cohesively without trying to do too much on one page. Be strategic with what you create because, on Amazon especially, your cover is a key tool for selling. It’s one of the first, things a potential customer will see and it can communicate a lot in a little time.
So, your cover needs to be effective for its purpose. Ideally, it should be a clear form of visual communication, but the purpose it fills may differ depending on your primary goal – it may need to entice, stir curiosity, convey credibility, or illustrate an idea. Think: what is the style of your content and how can you translate that visually? What is the type of information you’ve shared or what story is being told? Are there important symbols, graphics, or visual cues you should include? Does your audience associate certain things with the content that should be visible on the cover?
It’s also worth having a look at what’s already out there. Is there a theme or a certain set of colours or graphics that are used a lot already for similar eBooks? If you want to stand out amongst the competitors and capture attention, consider what your cover could do differently.
We know we promised answers and have included a lot of questions, but this is to help prompt you to think critically and creatively about your process and point you in the right direction. Grabbing a pen and paper or doing up a quick digital mind map can be a great way to help explore your thoughts here.
3. How to write a synopsis for a non–fiction book
The idea of KISS (Keep It Simple Stupid) works well here. Distilling an entire eBook into something short, sweet, and to the point might seem hard at first. Where do you start, what’s the most important thing to include?
It’s a little like your elevator pitch, but in the case of non-fiction, it should be less creative and more to the point. Your readers won’t be standing in a bookshop and they’re unlikely to be browsing on a whim. They’ve likely sought a specific solution or knowledge gap and want to know quickly and succinctly if your book will be able to help them.
So, you need to be clear and concise and explain the value that this eBook provides to the target reader in simple but effective terms. Use a few sentences at most, but if you can keep it to just one or two that’s even better. Many people will quickly scan over big paragraphs of text and your words can easily get passed over. So, use your words wisely!
4. The long game
Remember, this sort of project is typically the kind that involves playing a long game. That is, you’re unlikely to make back what you invested in bringing it to life immediately. Writing and publishing an eBook is a long-term form of passive income.
You put in the effort and resources at the start, and over time the product generates income (and perhaps even leads) as it sits on the digital shelf, meaning that after publication it is incredibly low maintenance.
In saying that, we still recommend putting effort into promoting your eBook after you’ve done the majority of the work. Include a small visual in your email signature, have a page on your website and give a nod to the project in your LinkedIn bio. If you’re doing a speaking engagement, be sure to give a subtle (or not so subtle!) reference to your easy, accessible eBook.
It’s okay to shout about your achievements and be proud (so long as you are tasteful about it, being the general rule we apply) but do be thoughtful about when and how you do so. Your community don’t want to hear about it endlessly or feel constantly sold too, but that’s not to say they won’t want to celebrate and support you.
So, is writing an eBook worth it/a good idea?
We are biased, seeing as we’ve just embarked on this process ourselves. However, both pre- and post-completion, we can confidently say that if you have the scope, the resources, and something worth saying, then YES! Absolutely. Especially if you have a pre-existing knowledge bank to pull from.
If you work with a team, this is a great project for everyone to come together on and pool knowledge. It’s incredibly rewarding when you see the finished product. So, if you’re prepared to put in some overtime to get your product over the finish line, it can become a neat form of passive income and an achievement to be proud of.
Speaking of…our eBook, Practically Powerful PR, is currently available on Amazon. For more on our eBook, and an example of how to promote yours, check our recent blog. Our next blog will also deconstruct the proofing process because there’s more to this than you might first think!
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