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originally posted to www.carnsight.com

 

At Carnsight we always work hard to ensure that every client has a positive experience while working with us. A big part of this means creating an excellent first and last impression. It’s vital to start and end on a positive note to provide an overall satisfying experience to our clients. To ensure that we start and end a project with a client in the best way possible, we always keep three things in mind: clarity, connection, and openness.

Starting a project

At the beginning of a project we work hard to lay the foundation for a positive working relationship with the client and set a good tone for the entire process.

To achieve clarity, we make sure we’ve clearly defined the project goals and objectives. This means discussing and documenting the client’s expectations, ensuring we’re all on the same page when it comes to deliverables, timelines, and any potential challenges. It’s all about establishing a clear roadmap from the outset and aligning our efforts.

Connection is also vital. We take the time to establish a personal connection and show genuine interest in ever client’s needs and aspirations. We’re proud to be expert active listeners and take the time to really get under the skin of every client’s business. We often start projects with something called a messaging session. You can find out more via our messaging session blog, but in essence a messaging session is a meeting we hold to bounce ideas, really draw out key themes and nail messaging.

Openness is essential to create a transparent and collaborative environment. We always maintain open lines of communication, encouraging the client to share their thoughts, suggestions, and feedback throughout the project (not just the end – but more on that later). We’re always willing to adapt our strategies or make necessary adjustments based on their needs.

We’ve also prepared a set of communication templates that can be used at the start of every new project or during client onboarding. These templates ensure that we get all the information we need from the client and provide a clear overview of what they can expect from us. By consistently using these templates, we can be sure that important details aren’t overlooked, and both we and the client have a shared understanding of the project’s scope and objectives.

This communication is always maintained throughout a project and we’re on it when it comes to addressing any concerns or questions promptly. Repeating important messages, sending summary emails after meetings or key milestones, and providing actionable steps help reinforce our shared vision and minimise the chances of miscommunication or missed nuances. By actively involving the client in the decision-making process, we encourage a collaborative atmosphere that improves the overall client experience.

Ending a project

We understand that the final impressions you leave with the client will greatly influence their perception of the entire project and their likelihood of working with you again in the future. And so we always approach the ending phase with the same dedication to clarity, connection, and openness that we maintained throughout the project.

Communication plays a pivotal role in the project’s closure. We clearly communicate the project outcomes, summarising the key achievements, and demonstrating how the project has met or exceeded the initial goals and expectations. We present the results in a clear way using visual aids like CoverageBook to highlight the value we’ve delivered. We want to make sure we’re re-enforcing the client’s confidence in our abilities and the overall experience they had working with us.

Active communication is always maintained until the very end. Instead of letting communication drop off during the final stages, we send multiple cool-down emails that update the client on the progress of the remaining tasks and outline the steps being taken to wrap up the project. This proactive approach ensures that the client feels informed and involved until the last moment.

As mentioned before, we would never wait until the end to seek feedback from the client. Throughout the project, we regularly ask for their input, allowing them to express their thoughts, suggestions, and concerns. By the time we ask the client for a review at the end of a project, we’re confident that they’ve had an excellent experience working with us. And we’ve got the the twenty-one 5 star reviews to prove it!

By consistently focusing on clarity, connection, and openness from the beginning to the end of a project, we make sure we’re creating a positive overall experience for every single one of our clients. This approach improves client satisfaction, strengthens relationships and increases the likelihood of future work together. And it’s the right way to behave.

 

For more PR and communications tips, check out ‘The Best PR Tips for Small Businesses’ 

originally posted to www.carnsight.com

 

In case it isn’t obvious, reputation matters.

A business’ internal and external image can have an impressive sway on its success. Yet, when we think of brand reputation, we usually go to the consumer aspect. We concern ourselves with how reputation can affect purchase intent, or how our brand compares  to competitors in the eyes of our customers.

Yes, this outward, customer focus is very important. But reputation also matters quite significantly when it comes to recruitment. Attracting top talent is less of a slam-dunk/proven formula and more of a proactive effort in today’s job market. It takes more than a competitive salary or impressive benefits to sway high performers. So, we’re taking a statistical approach to guide the way, highlighting compelling research and trends that indicate the importance of nurturing a positive image both online and offline.

Setting a foundation for imperatives 

Recruitment trends have started to take a decisive shift, with 86% of employees and job seekers now evaluating companies based on their reputation and brand as an employer pre-application. Recent research and studies support this conclusively; like this research paper, which makes clear that corporate reputation and employer branding heavily mediate jobseekers’ intention to apply for a job. Like a lot of literature on this topic, the article validates the connection between attracting and retaining top talent with achieving better market or brand positioning… so it’s certainly not to be ignored!

It seems that Glassdoor and Indeed users include roughly half of the active job seeker pool, with top candidates typically only applying to companies with great reviews; 75% of prospective employees would not take a job if they found that the company had a bad reputation. This is all to say again that reputation really matters. It can boost or damage a business’ ability to acquire valuable talent, which in turn can boost or damage its performance and success.

How to actively manage employer brand to attract top talent 

Leverage good, effective reputation management and keep a thumb on the pulse of your online reputation as an employer. Cultivate a positive online presence and take control where you can – take ownership of business profiles on public review sites like Glassdoor, as well as job boards like Indeed. Be proactive and manage the public, employee, and jobseeker facing communication channels/platforms you have the opportunity to. Monitor and assess the activity that goes on and you will give your business a better footing to be strategic about its reputation management. Importantly, this gives insight into the opinions that prospective employees may be exposed to. In turn, this awareness allows the business to realign and readjust where necessary to better attract top talent. 

The best of the best will take this idea a step further and build up a company culture that truly walks the walk. It will nurture a low-maintenance, high-asset reputation that flows more naturally and genuinely inspires positive reviews and discourse online. 

Approaching negative reviews and public commentary online 

Removing or taking down a genuine review is not something we recommend. If you try to censor a genuine review or fall into an aggressive defence, you run the risk of escalating the situation. It can also go against good faith management and can send the wrong message to past, present, and even future employees who could view removal as confirmation or censorship. 

So, what can you do instead? One route is to acknowledge and respond – but be consistent about it. If you’re going to take ownership of a review and extend communication, it’s important not to be selective about which ones you respond too. Hence, we recommend an all or nothing approach; choose to make comments on all feedback or take a reserved path and leave every review without a formal response. When making this decision, it is worth nothing here that one study recently revealed that 80% of users agree that their perception of a business improves when employers respond to a review.  

Sometimes it can be difficult to face critique, whether unfounded or not. But it’s important to take onboard reviews with an impartial lens where possible and consider if what is said rings true. If it does – maybe it’s time for some reflection. If you genuinely think the review is unfaithful, then try to analyse what lead to the reviewer writing that comment – what underlying issues or miscommunications could be at play, might it be an internal or external influence? Considering context and motivation can be quite insightful. Gut instinct is also a useful tool when it comes to differentiating between meaningful critiques and  

Either way, it’s important to keep in mind that these are public forums, and key points of interest for prospective and even current employers to evaluate your reputation as an employer. So be strategic, considered, and mindful in how you approach any public reviews or commentary. Think about who may read what you write, and the kind of image it may create – because again, reputation matters. 

The importance of a strong employer brand is clear 

It’s clear – a business’ reputation and brand as an employer are vital for attracting and retaining top talent. Company reviews and ratings are increasingly sought out by job seekers, with Glassdoor and job boards playing a significant role in their decision-making processes. By investing in reputation management, actively responding to reviews, and cultivating a positive online presence, businesses are more likely to enhance their employer brand, reduce turnover, and attract high-quality applicants. Hence, in today’s competitive recruitment landscape, a strong employer brand and positive reputation are essential for long-term success. 

 

Wondering what the difference between in-house vs outsourced agency PR entails? Read more here

Written by Theo Locke, this article has previously appeared on the ADLIB Blog.

Purplefish is a UK-based PR, communications and digital agency specialising in tech, property, and purpose-led organisations — including charities and not-for-profits.

In this blog, Purplefish shares their journey to becoming a B Corp, why certification was the right step for the business, and how it’s helping them drive positive impact for their clients, employees, and community, all while achieving the highest B Corp score in their region.

For some background information, who are you as a business and what makes your business offering unique?

We are Purplefish – a UK PR, comms and digital agency specialising in tech, property and purpose-focused organisations – including not-for-profits and charities.

We offer insight-led communications and marketing campaigns. Our strong values-based ethos, which is reflected in our B Corp certification and employee ownership status, means we can offer clients a unique perspective that helps them stand out.

What got you interested in joining the B Corp movement and what does being a B Corp mean to you?

We have been a B Corp business since 2021 and we originally joined the movement because my personal view as the agency founder has always been that businesses should be run as a force for good and beyond the profit-focus that has traditionally been hard-baked into company structures.

The B Corp certification is an important, internationally recognised framework for us. It has become a kitemark for businesses which operate a triple bottom line of people, purpose and profit. Day-to-day, it’s a pragmatic way of keeping track of collective actions that we as a company have committed to. It helps us stay accountable in our mission to make a positive impact on the people we work with, our community and the environment.

It’s also great being part of a community of likeminded people and I have met some very inspiring individuals since we became a B Corp business.

We have just recertified and been awarded the highest B Corp score in our region – something which, as a team, we are all immensely proud of.

Can you share a little bit about your B Corp story, what the process was like for you?

We started the process of certification during the pandemic. It was something I had wanted us to do for a long time before that but, as a small business, time and resource had always been barriers to committing to the process.

The whole assessment took about 6-8 months to complete in 2020 and then we achieved our certification in February 2021 with a score of 109.

Following the certification, it’s been good to have the rigour of doing an annual impact report, and since our certification, we have really been able to use it as a focus for ongoing continual improvements. The B Corp journey also led us to transition to an employee ownership model, which felt like the next step in our journey.

We have just recertified and that was also a significant amount of work, but very worthwhile as it looks across all aspects of the business.

In your case, what does it mean for your workers, customers, community and environmental considerations?

Being a B Corp means we focus on these three areas and have specific targets for each, enabling us to track progress, which we do through a monthly team B Corp lunch meeting to ensure everyone in the team remains involved and included.

We are on the path to being a carbon-neutral business and we are proactively working to address the lack of diversity in our own industry. We also work together to volunteer for local causes and have a nominated charity each year. This year, it’s the Julian Trust that provides meals and beds to the homeless community.

We also provide pro bono services to organisations which would not ordinarily be able to use an agency and regularly engage with a broad range of community groups and initiatives to give advice talks. For example, we have a relationship with a local record label which promotes music of black origin to provide PR and social media advice to its emerging artists and trainee manager cohorts. We have also recently been involved with an initiative spearheaded by the Bristol Beacon to improve diversity in event management and production and are part of the annual Purposefest events for purpose-driven businesses.

originally posted to www.carnsight.com 

With Christmas being in just a few months perhaps you’ve started thinking about your December PR and marketing plans. Thing is, I’m afraid to say, you’re a bit late. For PR professionals, it’s July that marks the beginning of one of the most crucial seasons of the year: Christmas. Yes, you read that right! Behind the scenes, Christmas PR work often kicks off in July, and there are some very good reasons for it.

Lead times

Big outlets and print publications often start work on Christmas content far earlier then you might expect to accommodate timelines for print, sampling, and so on. So if you’re targeting publications that are likely to adopt this practice, then it’s essential to have your press releases, pitches, media lists, and products prepared earlier. Make sure you know who’s doing what and when, and have samples ready to be sent out months before the Christmas shoppers have started to ensure your product or service ends up with a review or spot on the prime gift lifts come November and December.

Commencing in June or July ensures you align with the media’s PR schedule. As I said, journalists typically request products for review during this period, and when they compile Christmas gift guides later in the year, they often reference items they’ve previously reviewed or written about. Delaying your efforts into the year may cause you to miss out on valuable opportunities for exposure in major news outlets.

Know your promotions

If you’re working with a product that is likely to be discounted at some point in the lead-up to Christmas, it’s a good idea to plan and prepare any deals, their dates and details, well in advance. That way you can jump on any media opportunities ahead of time and secure your spot in any offer roundups.

Power pitching

We’ve all heard of speed dating, but have you heard of the PR equivalent – power pitching? It’s a PR’s dream, promising a big batch of journalists and media contacts with a special interest in your product area. And best of all, they are specifically there to hear your pitch. The catch is you usually only have a short window of a few minutes to impress each person. But the pay off can be well worth the effort, with big outlets often in attendance. Plus, your audience is likely more receptive than they would be in their overstuffed email inbox because they’re listening to you with the intention of being pitched to, and hopefully finding a great story or product to pick up ahead of the festive season.

Organise the chaos

It’s a great idea to keep any information you collate about specific print lead times, contacts, upcoming features of gift lists, power pitching opportunities etc and make a master folder or spreadsheet to keep track of things. Using colours, fonts, or symbols to organise key dates or contacts can help streamline the wealth of information you are likely to collect from July onward.

The early reindeer gets the sleigh

While it may seem unusual to start Christmas in July, the benefits of early preparation are sure to be seen. By beating the holiday rush, securing media coverage, crafting organised resources, building strategic partnerships, and getting ahead of print lead times, you can sew the seeds for a more successful and less stressful holiday season.

It is easy to see why the lines between public relations, marketing and advertising are often blurred. All three are concerned, in one way or another, with how the world sees and interacts with a brand. But the differences between them are not just academic.

They shape how organisations communicate, build trust and, ultimately, succeed.

Public relations: reputation, not just recognition

Public relations is managing reputation. It is the long game: building trust, credibility and mutual understanding between an organisation and its audiences. It relies on third-party endorsements, earned media and relationships with journalists, stakeholders and the public.

The aim is to create a positive image that endures with the right audiences, increasing positive brand associations, trust, and helping purchases of services and products.

Marketing: the umbrella strategy

This aspect is about identifying and satisfying customer needs, profitably. Marketing brings together product strategy, pricing, promotion and distribution.

It is very obvious to audiences that they are being driven to purchase and trust a brand through strategic activities that are recognisable: online ads, emails, influencer campaigns, events, affiliate marketing, direct mail, product launches and much more. The goal is to drive sales, acquire new customers, and retain them while building relationships.

Marketing messages are crafted to stimulate demand and encourage action, but the focus is always on the customer and their needs.

But the distinctions and differentiations start at the briefing phase.

Strategist, Trainer and YouTube Content Creator, Julian Cole, sums up this challenge particularly well in this video, on the differences between marketing and creative briefs. Marketing briefs serve the purpose of the organisation, whereas a creative brief must then translate the marketing brief into the customer’s point of view.

Advertising: the call to action

Billboards, TV spots, video ads, radio readouts, product placement, giveaways, vehicle wraps; they’re all designed to grab attention and take action.

Where PR is subtle and marketing is direct, but ROI driven, advertising strategies are often centred around statements of pure intent. It often grabs attention, without a clear call to action.

Which means that, while advertising can be a quick shot in the arm, its impact can be fleeting. Unless supported by broader marketing and PR efforts

How they differ: a closer look

Aspect Public Relations Marketing Advertising
Main Goal Build positive reputation, trust Drive demand, increase sales Immediate awareness
Approach Mixed tactics. Often earned media and owned content Research, strategy, promotion Paid media, direct messaging
Control Low/high, depending on tactics Generally high High
Credibility High (third-party endorsement) Varies (depends on channel) Lower (brand-driven)
Timeframe Long-term Short- and long-term Varies per campaign
Cost Varies but compounds over time Varies Varies
Measurement Reputation, sentiment, reach, share of voice Impressions, clicks, conversions Varies, depending on tactics

How do they complement each other

Unified messaging and brand consistency

When PR, marketing, and advertising work together, they create a unified brand message that is consistent across all channels. PR shapes the narrative and builds trust, marketing amplifies the message and drives demand, and advertising ensures the message reaches the right audience at the right time.

This synergy reinforces brand identity and values, making the brand more recognisable and trustworthy

Amplifying impact and reach

PR can generate media coverage and thought leadership that supports marketing campaigns, while marketing provides the promotional content and resources PR needs to craft compelling stories. Advertising, meanwhile, can boost the visibility of both PR and marketing efforts, ensuring key messages reach a wider audience quickly.

For example, a successful PR campaign can be supported by targeted ads, while marketing analytics can inform PR about which messages resonate most with customers.

Building credibility and driving results

PR’s earned media coverage lends credibility to marketing and advertising messages, making them more persuasive. At the same time, marketing and advertising can drive immediate results such as sales or sign-ups that PR alone may not achieve.

By integrating these disciplines into a successful marketing strategy, organisations can build long-term trust while also achieving short-term business goals.

Optimising resources and crisis management

An integrated approach allows for more efficient use of resources, avoiding duplicated efforts and ensuring all teams are aligned with the organisation’s objectives. In times of crisis, a unified PR and marketing team can respond quickly and effectively, minimising reputational damage and maintaining customer trust.

Enhancing digital presence and SEO

PR and marketing collaboration can also improve digital visibility. PR-driven content, such as thought leadership articles and press releases, can boost digital marketing efforts and be optimised for search engines, driving organic traffic and enhancing online authority.

Advertising can further amplify this content, ensuring it reaches the intended audience and supports broader marketing objectives.

Final thoughts

While PR, marketing, and advertising each have distinct roles, their true power lies in their ability to work together.

By understanding their differences and leveraging their complementary strengths, organisations can build stronger brands, foster deeper trust, and achieve both immediate and long-term success.

… and why that’s a very good thing. 

 

(originally posted to www.carnsight.com)

 

There’s a common misconception when it comes to social media for business. Actually, there’s a few of them – but today I want to talk about the idea that as soon as you bring a social media agency on board, your account will explode. Sales will soar, followers will skyrocket, and you’ll be turning away customers within weeks. 

It’s true that (at least in our case) it will see significant pick up. Every client that we’ve worked with has seen some truly exciting results with weeks, and even days, of our team coming on board. 

But – but – while there are definitely improvements (and some lovely metrics!) that come from working with a strategic team, the truth is: long term results don’t happen overnight. And, more importantly, social media was never designed to work in a vacuum.  

SIDE NOTE: It actually wasn’t designed for businesses or and sales in the first place. But naturally, it evolved that way. Partially through interference by highly motivated entrepreneurs, but also because it’s a pretty natural offshoot from human behaviour (plus, you know, capitalism). Sharing and being social can lead to recommendations, inspiration, and connection – all of which are essential precursors to behaviour change, including making a purchase or forming a new intention. 

Just like in real life, the ‘relationships’ that brands form with consumers – and the decisions, and behaviour changes they inspire –  take time. You don’t buy a house the second you walk past for the For Sale sign. You don’t immediately marry someone who smiles at you on a train. So why do so many of us expect people to see one or two posts and hit ‘buy now’?  

 

Understanding the journey 

Social media is just one part of a wider customer journey. An important part, undoubtedly, but not the whole thing. 

You can unpack that journey using a bunch of different frameworks and theories, but to keep it simple, let’s look a classic model from the marketing world: AIDA. 

Too often, people expect social to skip straight to the final step (even more alarmingly so, they expect it to do that when it’s the only form of ‘marketing’ they’re doing – and it isn’t even a paid strategy, just organic!!!). For most people seeing your brand for the first or second time, the journey starts waaaaaay earlier. 

 

Socials are for every stage 

Social media can support every stage of this process, not just the end. And that’s actually a huge strength. Some of the ways it does this: 

Research shows [get new stat] that customers often need to encounter your brand at least seven times before converting. That might sound like a lot, but that’s exactly where consistent, strategic social comes in. Every post is a touchpoint and a reminder. A chance to be seen, heard, and remembered by current, returning, or prospective customers. 

Platform matters 

Different platforms play different roles in that journey. You don’t need to be everywhere, you just need to be where your audience is, so choose your platform(s) carefully 

As a (VERY) broad and (VERY) general example: 

Ask yourself: “Where are the people I actually want to reach?”  

And, actually, before you do that, make sure you know who you actually want to reach. What are their interests, age ranges, locations, behaviours? The more you know, the better your content, target, and overall strategy can be. 

Then you should be able to confidently ask (and answer), “what do they need to see, hear, or feel before they’re ready to act?” 

Want some actual, tailored advice about what might work well for you? Come chat to the team and me. 

Not all purchases are equal 

The kind of product or service you offer also plays a big role. Some things are low-impact, habitual buys – like grabbing the same cereal or toilet paper every week. Others are considered purchases – things that are more expensive, emotionally loaded, or lifestyle-related. Those take longer. They generally require more thoughtful, persuasive touchpoints to build trust, overcome barriers, and nail hesitation to the door.  

Take a bespoke shoemaker. Someone might follow the brand for six months before buying – watching, liking, saving, learning. They’re not just buying shoes, they’re buying a feeling, a statement, an aspiration, a piece of craftsmanship. Socials can help nurture that long decision gently, consistently, and intentionally. 

As my second side note: there are a LOT of factors that influence the consumer decision making process. We won’t get into them today, but even if you’re not a marketer or business owner, it’s worth being aware of the below: 

 

 

Organic vs paid 

Another big piece of the puzzle is that not everything you see online is organic. That brand that seems to sell out overnight? They might be running targeted ads, influencer partnerships, or paid collaborations you’re not seeing. 

Paid content works different – and, yes, perhaps faster – but it also often needs real, sustained budget to deliver results (we’re talking minimum four digits). Organic content, on the other hand, is a slower burn. But it’s also where the genuine magic happens. 

With organic, every like, comment, and follow is earned. That’s a real person who found you and chose to engage – not because they were targeted, but something about your content spoke to them. It might take longer, but it builds deeper loyalty and a more engaged community. 

(P.S. we’re big believers in combining the two when and where it makes sense if there’s budget, but it’s just important to understand that they’re not the same game, and it’s not a one-size-fits-all shortcut to guaranteed success). 

 

So, what does all this mean? 

If you’re only looking at socials as a way to instantly sell, you’re missing out on it’s true potential – and, I’d argue, it’s greater value. 

Social media builds awareness, trust, desire, and connection. It reminds people you and your brand exist, shows them who you are, and gives them reasons to stick around. Over time, that leads to real-world actions (e.g. booking a service, buying a product, or simply becoming a loyal fan or community member or supporter). 

So, if you’re starting out ramping things up with your socials, remember: it’s about showing up, building momentum, and becoming part of the fabric of your audience’s world as they progress along the path to purchase. 

saintnicks has been shortlisted for four awards at the UK Social Media Awards 2025, recognising the agency’s standout work in user-generated content, integrated campaigns, long-term strategy and team excellence.

Best Use of UGC – POSCA
Best Integrated Social Campaign – Ascot Racecourse
Best Long-Term Strategic Use of Social Media – Ascot Racecourse
Best In-Agency Team – saintnicks

The UK Social Media Awards celebrate the very best in creativity, innovation and impact across social platforms. From the vibrant, creator-fuelled world of POSCA to diversification of Royal Ascot’s audience and fan engagement, saintnicks’ work continues to blend bold thinking with measurable success.

Callum Joynes, Head of Content at saintnicks, said:

“Social media is one of the most powerful ways to build meaningful brand experiences, and these nominations are a fantastic recognition of the agency’s creativity, commitment, and real-world strategic capability. We’re incredibly proud to be shortlisted across such a broad mix of categories.”

_____

saintnicks is a leading independent brand agency. We partner with ambitious brands to drive commercial growth, through standout strategy, campaigns, digital experiences, and social media. An agile, highly experienced team of specialists, combining top-tier strategic and creative talent from global agencies and client-side brands. We take brands further.

originally posted to www.carnsight.com

 

It’s been no secret that Google is slowly losing its status as the default search engine. With TikTok as an evolving social media platform, younger generations are looking to discover things beyond Google.  

It’s been talked about before, but it’s fully coming into play now. And as a brand, you need to adapt to the needs of your audience. Search engines aren’t dead, and they won’t be anytime soon, but it’s no longer just about being visible on Google. To be visible across your social content as well, you need to optimise for social search.  

 

What do we mean by social search?

Social search describes any user behaviour which involves searching for information directly within the social platform, instead of using Google. And this is steadily on the rise – it’s reported that 23% of users search within the first 30 seconds of opening TikTok. 

TikTok pioneered this growth in social search with its interest-based algorithm, offering users a personalised experience they hadn’t had before. It made discovery less passive – instead of being fed the content of people we follow, TikTok made it so users can actively search for the content they want to know more about.  

That content also became more engaging than a traditional Google search, with social media making education both accessible, and attention-grabbing. Audiences began to trust the storytelling in User Generated Content. For a quick dinner meal idea, people are turning to TikTok and getting inspiration from a creator, rather than following a written recipe. So just as your recipes want to rank high on Google, it’s time to get them visible for social search. 

 

How do you optimise content for social search?

People are much less likely to randomly stumble across your content. They have a need, they search for that need, and if your content appears for that search term, they will watch it.  

It’s similar to implementing SEO for Google – social content needs keywords, captions and on-screen text to rank. TikTok’s algorithm has to give your content an accurate label, for it to appear in a user’s search results.  

Whatever your niche may be, Google Trends or Creator Search Insights can help ensure your content is based around trending and related searches. Creator Search Insights will show you the topics that are frequently searched for on TikTok, but it can also show you the search topics that have fewer relevant posts. You can identify content gaps within your niche, and tailor your content plan to fill this gap. Less competition means more visibility for your brand, so do your keyword research before you create your content, rather than trying to shoehorn it in later.  

 

How is your content discovered?

After your post the content, TikTok will index your video, essentially putting it into a category that will appear when another user searches similar keywords. But that’s not the only way to get your content discovered, and TikTok’s comment section can be just as effective as its search bar. When you look through comments of a video, you may notice some turn blue: 

A picture of TikTok comments, with two comments turning blue.

This is a feature added by TikTok – if the words in a comment are relevant to the specific videos, or are frequently searched, TikTok will turn the comment blue to link it straight to that search term.  

So again, keywords are essential. And the more relevant your keywords are to the content you’re posting, the more discoverable that content will be.  

 

Testing the algorithm

Of course, this is something that may take some trial and error. The algorithm isn’t perfect, and you can’t expect TikTok to accurately index your videos all the time. For example, say we wanted to rank for the term ‘ice cream’, so we posted a video eating an ice cream in Marshfield. Despite the content being more relevant to ice cream, writing Marshfield in the caption could trigger a location tag from TikTok, meaning the content would now rank for the term ‘Marshfield’.  It’s a bit of a delicate balance, but TikTok lets you tweak captions for up to 7 days after posting, so if you find your content is ranking for the wrong search term, it may be worth trying a different caption, and removing the location tag. 

 

It may be something you have to keep testing, but it’s definitely something to start trying. Optimising across multiple platforms, including both search engines and social search, is key for top visibility, and letting your audience find you however is best for them. 

Looking for more SEO tips? Here’s how to get started with Google. 

originally posted to www.carnsight.com 

 

If you’ve ever worked in PR, you’ll know there’s a lot of spinning plates and wearing a lot of hats.

And sometimes you can spin a hat and wear a plate and it all gets a bit chaotic.

There are press releases to write, journalists to chase, campaigns to plan, and about a hundred emails to answer. Staying organised is a huge part of the job. That’s where my trusty Kanban board (among many other organisational obsessions) comes in.

What is a Kanban Board?

A Kanban board is a visual tool that helps you manage tasks by moving them through stages. These stages are usually something like “To Do,” “Doing,” and “Done.” Think of it as a to-do list with a bit more movability.

I use a lot of different versions of a Kanban board. I have digital ones and physical ones, and I reset them and try new iterations often. I’ve used everything from a notebook or A3 paper, to tools like Excel, Trello and Notion. The principle is always the same.

My PR-friendly approach

Over the years, I’ve tweaked my board to reflect the way I actually work. Here’s how I’ve got it generally set up now:

  • With me – These are the tasks I’m actively working on. Writing copy, building media lists, planning campaigns – basically, anything that’s currently sitting with me.
  • With the client – This is for anything I’ve sent off to a client for review or approval. It helps me keep track of what I’m waiting on so I don’t accidentally chase them too many times!
  • With a journalist – Pitches sent, interviews scheduled, follow-ups pending – it all goes here. It’s a great way to keep tabs on media outreach without digging through your inbox.
  • On hold – This is my “not right now” column. Maybe I’m waiting on an event date, or a client’s budget sign-off. It’s not dead in the water, just on pause.

And of course, when it’s done it comes off the board altogether (I keep a note of those elsewhere).

Why it works

PR is fast-paced and often reactive. My Kanban board gives me a clear view of what’s happening, what’s stalled, and what’s next.

It also helps me communicate better with clients and teammates. If someone asks for a status update, I can give them a clear answer without rummaging through emails or WhatsApp threads.

A few tips

  • Use labels. I colour-code by client, which makes it easy to scan the board and see where my time’s going.
  • Review regularly. I do a regular tidy up – move things around, archive what’s done, and prep for the next day/ week.

Kanban boards won’t stop last-minute requests or magically make journalists reply faster (if only), but they will help you stay on top of your workload and feel a bit more in control. And in PR, that’s no small thing.

What methods do you use to stay organised at work? I’d love to hear about them.

And for other organisation tips, have a look at how we clean up our inbox.

From January 2026, new UK advertising restrictions will land with a heavy thud on anyone promoting foods high in fat, salt or sugar – aka, HFSS products. If you’re in grocery or hospitality, you’ve probably seen the headlines and felt that familiar flash of worry: is this going to ruin our marketing strategy?

So let’s break it all down. Yes, the rules are changing. But no, it doesn’t mean the end of your creativity (or your sales). In fact, it’s a chance to sharpen your brand, strengthen your storytelling, and rethink how you connect with guests both online and off.

Firstly, what’s actually happening?

The government is rolling out a new set of advertising rules that aim to reduce children’s exposure to high fat, salt and sugar (HFSS) foods. It’s part of a wider public health push and it’s been on the cards for a while.

Here’s what’s changing:

The rules apply to foods in 13 specific categories – think burgers, pizzas, fried chicken, crisps, cakes and sugary drinks. If it’s indulgent then it’s probably on the list.

How does this affect the hospitality industry?

If you’re a restaurant group, bar brand, food truck or fast-casual operator, these changes matter. Especially if your menu leans toward the comfort-food end of the spectrum.

Here’s what to consider:

1. You can still post HFSS content organically

The ban only applies to paid-for ads. So you can still post your drool-worthy burger reels on your own Instagram. Just don’t boost them or pay influencers to share them.
2. You can still advertise the brand – but not the product
You can’t promote your loaded fries, but you can run an ad about your story, your locations, your team, your vibe, your sustainability mission – basically, anything that builds your brand.

Final word

The HFSS ad ban is a challenge but not a death sentence. Hospitality is built on connection, culture and community, all of which don’t need a paid ad to thrive.
If you’re not sure where to start, get in touch! We help brands tell stories worth sharing, with or without a media budget and will be helping several existing clients navigate these new challenges as they come into effect in 2026.