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originally posted to www.carnsight.com

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

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

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

What coverage is likely

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

What the angle should be

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

Good client service

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

The pitching approach

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

When to pitch

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

Sharing results and analytics

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

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

originally posted to www.carnsight.com

By Leigh-Ann Hewer

Depending on your business type and even your individual career experience, hiring a copywriter might be second nature to you, or it might be something you didn’t even know you could do. In the industry I have worked in for most of my career, full-service PR and marketing agencies are in abundance, but copywriters, far less so. But when I attend networking events with other local PR and digital agencies, it’s part of the day-to-day running of their business. So, for the un-initiated, what sort of companies hire copywriters and what kind of things can they help with?

There are many unique variations of how a copywriter can be utilised in a business, but here is a selection to give you an idea.

Supplement agency deliverables

If a business has a fairly large marketing budget, they may decide to employ a full-service marketing agency to take care of all aspects of their marketing for them. The agency might work with the MD of the company, or an in-house marketing manager, to deliver a whole host of communications from PR and advertising, to e-mail marketing and social media management. However, sometimes, if there’s a wide scope of work, there are things the agency can’t help with.

For example, perhaps a company employs a B2B PR agency to place and write all of their trade magazine articles and press release, and build media relations on their behalf, while their in-house marketing team manages their social media channels. If that same company then wants a B2C blog to support their customer base, it might not be the best utilisation of time or resources of the agency or the in-house team. A third-party copywriter that is also an expert in that field, could research topics for them, make suggestions for new posts and deliver regular blogs every month to strategically suite in with the rest of their marketing activity.

It might not be blog posts that need supplementing, but it’s a great example of playing to different people’s strengths and building a team that can work seamlessly together to deliver everything you need.

Supplement in-house marketing teams

The same idea applies if you only have a directly employed marketing team and don’t use an agency. Your team might be fantastic at coming up with creative ideas for how to market your business, building relationships with magazines, and managing your social media channels. But perhaps they don’t have the time to dedicate to copywriting for longer pieces. Whether writing for e-shots, social media, blog posts, press releases or magazine feature articles, each channel requires something a bit different and rather than making do, you could supplement your in-house team resource with some additional copywriting support.

Support start-ups

When a business is first established, it often doesn’t have the in-house capacity to carry out all of the necessary marketing activities, nor does it have the budget to employ an agency. A copywriter can be an excellent interim solution, or even a sole solution in the beginning and then supplementary support as requirements and budgets increase. They will have the skill and expertise to guide you through what you need and to produce copy with impact. Whether it is populating your new website with words, establishing a business blog, or writing feature articles to promote your new business in trade magazines, a freelance copywriter can be a superb way to support your start-up business in the early days.

Marketing agencies in need of additional capacity

Copywriters are also utilised directly by marketing agencies who want some flexible additional capacity. They don’t necessarily need to employ an additional account manager or full-time or even part-time employee, but they do require some copywriting support across the accounts they manage.

I know from my own experience of working in a couple of different full-service marketing agencies, the amount of admin and juggling there is to do in agency life. It takes an inordinate amount of time to build and maintain client relationships as well as establish and nurture relevant media contacts. Add to this all the written work they need to supply across multiple accounts, and you can see why they need some extra help sometimes.

Copywriters can prove to be an excellent resource for agencies that want to ensure they deliver quality copy on time every time.

Different agencies work in different ways. Some assign copywriters to specific clients so they can become accustomed to that client’s objectives and learn what they like and what they don’t like in their copy, while other agencies prefer a scatter-gun approach to using copywriters as and when they need the additional capacity, across any and all clients. While I would argue the more a copywriter can understand the client, the better they can do their job, it’s horses for courses in terms of what works for the agency and the copywriter alike.

Marketing agencies’ own promotion

It’s quite a well-known phenomenon that marketing agencies are often poor at marketing themselves. It’s like the old tale of the cobbler who had terrible shoes. You spend so much time delivering the best service to customers that you don’t have the time to focus on your own needs. This is another area where external copywriters can offer peace of mind and remove hassle.

Whether it’s the business blog that never quite gets prioritised, or the feature articles in trade magazines to promote your wares, copywriters can take on this aspect of your marketing for you. Because you are a client to them, the work gets prioritised in a way it simply can’t be by in-house employees who have customers that must come first. And because copywriters generally only get involved in writing the copy, you still get to keep those media relationships that you have worked so hard to build, and full control over how your blog looks. In fact, no-one outside of the business needs to know that you haven’t written those words yourself.

Is partnering with a copywriter right for you?

Only you can answer this, but whether you are a full-service agency or a business wanting to market your wares, if you have identified a weak spot in your marketing delivery or know your team is pushed to the limit, it might be time to consider outsourcing some work to a third-party resource. Freelance support is flexible too, so if it doesn’t work out, you haven’t committed to a full employment contract. What have you got to lose?

If you would like a strong copywriter to join your team on a freelance basis, to help remove some of the pressure from your existing resources, I’d love to help. Drop me a line at [email protected] for a quote on any of your copywriting needs.

Most businesses now know about the power of content. But not all content is made equal.

Different types of content serve different purposes and audiences. So content, for content’s sake is not the best way to run your content marketing strategy.

What type of content marketing should you be creating? Which formats will work best for your audiences? Where should you be activating it for maximum effect?

These are all valid and common questions when approaching a content marketing strategy… and it all starts with understanding your audience.

Understanding Your Business and Audience

Knowing your audience is crucial to building out a strong and effective content strategy.

You need to know a couple of things before you start producing any content.

Firstly, you need to have a very clear understanding of your audience’s habits, behaviours and browsing patterns. What are the things they like? What don’t they like? What are their preferred channels?

There’s no benefit in creating a series of long-form blogs and whitepapers, when you’re audience prefers video content. There’s also little benefit if ploughing resources into channels and outlets that your audience simply does not exist in.

Understanding your business in relation to your audience is also very important.

You need to identify the needs of your audience; their pain points and what motivates them to take action. Then you have to overlay this understanding with content ideas on how you can answer those questions and fix their problems.

When you clearly understand these things, you’re on the first step to developing a content strategy.

Next, you need to understand the buying journey.

How The Buyer Journey Impacts Content Marketing Efforts

Principles such as the 95 – 5 rule outline that only 5% of your audience is ready to purchase at any given time. 95-5 states, that because of this, you should not spend all of your time and efforts trying to convert that 5%. Rather, you should spend it engaging with the other 95.

Now the buyer journey does vary from business to business. For some, it can be days, for others, years.

So what this means, in real terms. Is reducing the amount of hard sales content marketing you produce, in favour of more content that builds relationships, and loyalty and fosters engagement.

Producing high-quality content is great. But if all that content does is try to land a sale, your audiences are going to become very fatigued, very quickly.

What Makes YOU, different?

Finally, you need to understand and clearly establish your unique value proposition (UVP).

What sets you apart from your competitors? What makes your products or services unique?

By understanding your UVP, you can create content that showcases your unique strengths and differentiates your business from others.

This is what’s going to make you stand out!

Shaping Your Content Marketing Strategy

With an understanding of your audience’s interests and your own UVP, it’s time to start thinking about what content you can make,

A well-planned strategy will help you create content that resonates with your audience, aligns with your business goals, and sets you apart from your competitors.

Content creation is an extremely helpful way to drive prospects through the buying process, but also an incredible way to build brand loyalty. Rather than think about the quick wins, you should be thinking more in the long term.

Think about ways you can engage, entertain, delight and educate your audiences, rather than just trying to make a sale.

It’s not about conversions… it’s about conversations.

What content should you be making?

So, the Million Dollar Question… what kind of content should you be making?

Well the answer to that question, should become apparent once you’ve done all the appropriate strategic research and planning.

Depending on the content format and type you choose, you can appeal to buyers at different stages of their journey. From awareness and consideration, through to the final decision, different content types can have varying effects.

The awareness stage

At the awareness stage, potential customers realise that they have an issue that needs a solution.

They won’t be looking for answers at this stage but will turn to search engines and social channels to contextualise their problem.

The best type of content that would help generate leads at this stage is top-level informative and relevant content that will explain their problem, concern or situation. It won’t seek to offer immediate answers and solutions or try to push the issue.

It’s about educating and informing… and you can do this in a number of ways.

Blog posts

A blog post or article falls under the category of awareness stage content. Writing blog posts allows a marketing team to target a specific pain point or problem that your audience is experiencing. You may also use search engine optimisation to target keywords that match the search turn. This will assist you in creating valuable content that search engine users may find, in turn potentially generating leads.

White papers

White papers are a form of long-form material, similar to blog posts. However, they differ from blogs in that they provide a comprehensive answer to a specific issue. They can be used to inform, clarify and educate prospects during the awareness stage. They are especially helpful for B2B companies because they cover specific issues related to the industry.

Video Content 

For the awareness phase of the buyer’s journey, the following types of video content work best:

1. Brand films: These videos share your company’s values, mission and brand story to introduce yourself to potential customers.
2. Explainer videos or animations: These introduce your product or service by focusing on the audience’s pain points
3. FAQ videos: Short videos that answer common questions to educate searchers about their problems and potential solutions
4. Ads: Short, attention-grabbing videos that grab the viewer’s attention and send them to your website for more info

Keep these videos short, educating and engaging not hard selling. The goal is to present your best content, as the solution to the viewer’s problem and make them aware of your brand.

The consideration stage

This stage of the buying process is when your customer starts to think about which service or product to solve their issue.

With extensive research and careful consideration of all available options, it is regarded as the lengthiest phase of the buying process. During this phase, your content marketing strategy should include quality content that is as informative as possible, but content that also flexes your knowledge and expertise around the question at hand.

Social media

Social media can help reveal more about your product and brand.

It can also be the place where your audience can discover more about your brand’s reputation. Social media has an impact on consumers at the awareness stage, but it can also move people from the awareness stage to the consideration stage.

Successful social media marketing, for instance, can show competitive value, increase brand awareness and facilitate decision-making.

Video content

For the consideration phase of the buyer’s journey, consider the following types of video content.

1. Explainer videos: tell your product or service story, and how it solves the customer’s problem.
2. Demo videos: give customers a full view of how your product works, so they know what to expect.
3. Webinars: give customers in-depth information and engage with them live.
4. Comparison videos: compare your product or service to others, and show off your unique selling points.
5. Brand videos: show off your company’s values, culture and expertise to build trust and authority.

These videos should educate the audience about your solution, address their specific problems and differentiate your offering from competitors. The goal is to build trust, give detailed information and convince customers your product or service is the solution to their problem.

Email marketing

Email can be utilised at any point during the buying process, but it’s most effective during the consideration stage.

Your customer might not be prepared to make a purchase at this time. But any queries they might have can be addressed in your emails. Email also allows you to learn more about your audience. Click-through-rates, web traffic, bounce data, email opens and behaviours on your site can provide valuable insights.

To move buyers through the process, you can start introducing your product or service in more detail.

Decision time

This is the most valuable stage of the consumer buying process.

It’s where the buyer will evaluate all of their options and decide on the right provider for a solution. At this stage, your buyer knows about your brand through reading your social media network, digital content and high-quality blog posts, and now intends to make a purchase.

Here’s how you can make a difference at this stage

Free trial

Offering a trial is the best method to address any last-minute queries your customer may have about your service. It’s like how car dealerships give test drives. Many software companies free trials to potential customers to give potential customers increase their customer base and widen their market appeal.

Coupon or voucher

Because it appeals to your customer’s fear of missing out, a coupon or voucher is an excellent marketing strategy for the decision stage. Your customer is already fully informed about your company or product at this point in the process. They are now seeking an excuse to make a purchase. At this point, a short-term offer or deal can frequently earn their business.

Case study

A case study can be used in both the consideration and decision-making stages of the buyer’s journey. They’re essentially a kind of research report that focuses on how your solution helped business at another company. They’re excellent for demonstrating how and why your good or service is superior to those of your rivals. By analyzing these case studies, businesses can identify gaps and areas of improvement which can then be utilized to enhance their own strategy.

Video Content

For the decision stage of the buyer’s journey, the following types of video content work best:

1. Video testimonials: real testimonials from happy customers build trust and credibility and get the potential buyer to take action
2. FAQ videos: Answer any last questions or concerns customers may have before they buy
3. Product videos: show off your product’s features and benefits, so customers know why it’s the be
4. Comparison videos: Show a side-by-side comparison of your product or service vs competitors and your advantages

These should be high quality, short and focused on getting the prospect to buy your product or service. Get them to take action.

Timing is key

Creating content is always designed for the personality and interests of your target audience segments.

But always remember the 95-5 rule, not everyone is ready to buy from you right away. Warm up your audiences and work hard to endear them to your brand during this incubation period.

Wherever you post your content, be it on YouTube, LinkedIn or Facebook use proprietary analytics to monitor the reception of your content. Different channels often have different windows of opportunity for the most effective posting.

Test and learn with this, mix up your posting schedule and try to learn what times work best for you and your audiences.

The Prominence of Video

Now, you’ll likely have noticed the repeat mentions of various types of video content throughout the buyer journey.

Video is more than just a useful tool for conveying information. Video is one of the best ways to tell a story It also has the highest interest level out of any other content form. Making it one of the most valuable and effective parts of your content marketing efforts.

Video content is incredibly versatile and offers a wide variety of creative opportunities for video marketers. A YouTube video, for example, can educate customers on how to use a product, while also entertaining and engaging.

But, there can often be some confusion and concern about producing content like this. You want to be producing quality content. But a lot of people correlate quality content, with extremely high production value and an associated high cost. That’s not always the case.

For example, TikTok can be a very effective source of video content throughout the buyer journey. But TikTok videos don’t need massive production value… if anything, lower production value content works far better here, than something slick and shiny!

YouTube, is becoming increasingly important and quality is important here. It has to look great and something people always overlook, it has to sound great too!

If you’re committed to making video content, know also that sweating the assets is a good thing. Just because you’re making a YouTube video, doesn’t mean it should just be a YouTube video. Consider how you can slice and dice your assets to be used on different channels.

The greater your format variety, the greater your chance of cutting through.

Measuring and Improving Performance

Measuring and improving performance is critical for content marketing success. By tracking your performance, you can identify what’s working and what’s not, and make data-driven decisions to improve your strategy.

To measure performance, you need to track key metrics, such as:

• Website traffic and engagement
• Lead generation and conversion rates
• Social media engagement and follower growth
• Email open and click-through rates
• Sales and revenue growth

By tracking these metrics, you can identify areas for improvement and make adjustments to your strategy.

To improve performance, you need to analyze your data and identify opportunities for growth. This may involve:

• Refining your target audience and content strategy
• Optimizing your website and content for search engines
• Experimenting with new content formats and channels
• Improving your lead generation and conversion rates
• Enhancing your email marketing and automation efforts

By continuously measuring and improving performance, you can optimise your website content creation and activation, ultimately driving better results.

In summary

Content marketing isn’t about creating content for content’s sake – it’s about strategic storytelling that resonates with your audience. The key is knowing your unique value proposition and your audience’s journey, and focusing on the 95% who aren’t immediately ready to buy.

In the vast world of content creation, video content is king, it’s versatile and highly engaging across all stages. Remember, it’s about conversations not just conversions.

The ultimate goal? Content that educates, entertains and connects with your audience!

Originally published on www.carnsight.com

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

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

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

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

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

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

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

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

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

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

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

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

originally posted to www.carnsight.com

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

Decluttering physical and digital spaces

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

• Office organisation: Take some time to declutter your workspace, whether that’s an office desk or a home workspace. Clear out papers you don’t need, tidy up your files, and create a space that feels motivating. A clutter-free desk can mean a clearer mind—one that’s ready to handle the multiple tasks and projects that PR and social media professionals face every day.
• Digital declutter: In a digital-heavy role, it’s easy for inboxes and cloud storage to overflow. Take an hour or two to go through your email, delete old files, and organise folders on your computer. Do the same with project management tools, like Trello, where tasks can pile up and make things feel cluttered.

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

Reviewing and refreshing content and goals

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

Refresh tips:

• Conduct a quick content audit to spot any gaps or areas for improvement in messaging.
• Take a look at social media analytics to see what’s resonating and where there’s room to shift focus.
• Check in with client goals and objectives – are there any new trends they’d like to tap into as the year wraps up?

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

A fresh perspective before the year ends

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

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

Reinforcing work-life balance and mental well-being

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

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

A seasonal reset for a strong finish

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

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

My name is Michael James, I am a driven postgraduate part of the Bristol UWE Alumni. I am known for:

Thriving in social environments and building strong professional relationships.
Demonstrating an unwavering work ethic and relentless pursuit of goals.
Embracing challenges as opportunities for growth and learning.
Balancing academic rigor with a love for sports and active lifestyle.

My current area of work is UX/UI design and digital marketing, with a passion for enhancing brand images in the digital space. Currently exploring opportunities to collaborate on projects that push the boundaries of digital design and marketing. Keen to contribute my skills to forward-thinking teams and exciting initiatives in this dynamic field.

If you would like to learn more about myself and have any positions open..

Please contact me!

[email protected]

07873168911

https://mikeyj100.github.io/portfoliopage/

originally posted to www.carnsight.com

Introducing Lizi Sprague, Co-founder, Songue PR

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

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

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

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

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

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

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

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

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

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

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

originally posted to www.carnsight.com 

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

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

What is a paywall?

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

Paywalls come in several forms:

• Subscription-based: Readers pay a recurring fee, usually monthly or annually.
• Freemium models: Some content is free, but after a certain number of articles, access is cut off unless the user subscribes.
• One-time payments: Occasionally, some sites offer a single article purchase, though it’s less common.

An alternative source of profit

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

Why do people not want to pay for news?

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

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

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

Regulation and accuracy.

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

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

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

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

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

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

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

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

In the rapidly evolving world of Digital PR, it’s easy to feel overwhelmed by the vast amount of information out there. To help you navigate this landscape, we’ve created a concise glossary that breaks down essential terms and concepts you need to know to strengthen your business’s online presence. This guide is designed to simplify Digital PR by focusing on the most relevant terms, explanations and examples that matter for today’s digital strategies.

A

A/B testing

A/B testing is a method of comparing two versions of content to determine which one performs better in engaging or converting an audience.

Example: Testing two different headlines for a blog post to see which one gets more clicks.

Amplification

Amplification in digital PR refers to the strategic sharing and promotion of content across various channels to increase its reach, visibility, and engagement with a wider audience.

Example: Sharing a blog post on social media and sending it in an email newsletter to increase visibility.

Anchor text

Anchor text is the clickable, highlighted text in a hyperlink that leads to another webpage, often optimized with relevant keywords to improve SEO and provide context for both users and search engines.

Example: In the sentence “Check out our Digital PR services to learn more,” the words “Digital PR services” serve as the anchor text.

B

Backlinks

Links from other websites that point back to yours, helping improve your search engine ranking and build authority.

Example: A popular blog links to your website in an article, that link serves as a valuable backlink.

B2B (Business to Business)

Marketing or providing services to other businesses.

Example: A media agency that sells its services to other companies rather than individual consumers.

B2C (Business to Consumer)

Marketing or selling directly to individual consumers.

Example: An online beauty store that sells directly to shoppers through its website.

Broken link

A hyperlink that no longer works and leads to a page that does not exist.

Example: Clicking on a link to a product page that shows a “404 Not Found” error.

C

Call to Action (CTA)

A prompt aimed at encouraging people to take specific actions, like signing up for a newsletter or making a purchase.

Example: A button that says “Subscribe Now” on a newsletter signup form.

Content curation

Content curation is the process of discovering, organizing, and sharing relevant third-party content to engage your audience and enhance your brand’s topical authority.

Example: Sharing trending or important articles on social media to engage followers.

Content marketing

A strategy that focuses on creating valuable content to engage the target audience.

Example: Writing blogs or making videos to educate potential customers.

Community engagement

Community engagement in digital PR involves actively interacting with an online audience through comments, industry forums, and social media to build relationships, trust, and brand loyalty.

Example: Engaging in a LinkedIn group related to your field and answering questions from other members.

D

D2C (Direct to Consumer)

When a company sells products directly to customers without middlemen such as retailers or wholesalers.

Example: A company directly selling its products on its website.

Domain Authority (DA)

Domain authority is a search engine ranking score that predicts how well a website will perform in search engine results, based on factors such as backlink quality and site structure.

Example: A website with a high domain authority is more likely to appear on the first page of Google search results.

Digital footprint

A digital footprint is the trail of data and online activity left by an individual or organization on the internet, which can influence public perception.

Example: Social media posts, comments, and website visits contribute to your digital footprint.

Do-follow link

A hyperlink that allows search engines to follow it to reach the linked website, passing value and authority.

Example: Your page is linked to another site, and inspecting the link shows if it’s a “follow” link.

E

Earned media

Free publicity gained through word-of-mouth or coverage in the media.

Example: A publication writing about your products without payment.

Engagement

How users interact with your content through likes, shares, comments, etc.

Example: A Facebook post with lots of likes and shares indicates strong engagement.

G

Geotargeting

Delivering content or ads based on a user’s location.

Example: Writing an article for a local newspaper, for the audience of that area.

Google Trends

A tool that shows how popular certain search terms are over time.

Example: Checking Google Trends to see how topics like “Minimalism” are trending.

I

Influencer marketing

Partnering with influencers to promote products.

Example: A skincare brand sending products to beauty influencers for review.

Influencer outreach

Contacting influencers to build relationships and promote campaigns.

Example: Sending an email to a blogger inviting them to review a new product.

K

Key Performance Indicators (KPIs)

Metrics used to measure the success of a marketing campaign.

Example: Measuring media mentions as KPIs to evaluate the impact of a digital PR initiative.

L

Link building

Getting other websites to link to yours to improve SEO and gain backlinks.

Example: Writing guest posts that include a link back to your site.

Link juice

The SEO value passed from one site to another through links.

Example: A high-authority site linking to your page can boost your site’s credibility.

N

No-follow Link

A link that doesn’t pass SEO value to the other site, denoted by HTML tag rel=”nofollow”.

Example: A link on a blog with a “no-follow” tag to prevent passing SEO value.

O

Online mention

When a brand is referenced in online content.

Example: A blog post discussing your company and including your brand name.

Organic search

Search results that appear based on relevance rather than paid ads.

Example: Your website appears in top results for “best running shoes” without paying for ads.

Outreach

Contacting media or influencers to promote a story or content.

Example: Reaching out to journalists to pitch a new product launch story.

P

Pitch

A proposal sent to journalists or influencers to promote a story or idea.

Example: Sending a press release to a reporter to cover your company’s new initiative.

Podcasts

A podcast is a digital audio program available for streaming or download, often featuring discussions, interviews, or storytelling.

Example: A marketing podcast discussing industry trends with expert interviews.

Press coverage

Press coverage refers to mentions and features in media outlets, helping build credibility.

Example: A newspaper article highlighting your company’s achievements.

Press release

A written statement to the media announcing newsworthy information.

Example: Announcing a new product launch through a press release.

R

Referral marketing

A form of marketing where businesses encourage customers to recommend their services or products.

Example: Sending a referral code to a friend.

Retention marketing

Retention marketing is a strategy focused on keeping existing customers engaged and encouraging repeat purchases through personalized communication, loyalty programs, and targeted content.

Example: Offering a coupon code when a customer hasn’t placed an order in a while.

S

Short tail keyword

Short tail keywords are brief, general search terms, typically consisting of one or two words, that have high search volume but also high competition, making them important for driving broad traffic.

Example: “Shoes” is a short tail keyword compared to “best-running shoes for women” which is a long tail keyword and drives niche traffic.

Social media engagement

Interacting with audiences and promoting content on social platforms.

Example: Responding to comments on Instagram posts and sharing user-generated content.

Social proof

Social proof is where individuals look to the actions and opinions of others to guide their own decisions, often leveraged in digital PR through testimonials, reviews, and endorsements.

Example: Displaying customer reviews and testimonials on your website to build trust and credibility.

UGC (User-Generated Content)

Content created by users or customers, often used in marketing.

Example: Resharing customer photos wearing your brand’s clothing on social media.

Still unsure? Speak to our experts

With this glossary, you are now armed with a foundational understanding of Digital PR terminology to support your business’s growth in the digital space. Remember, Digital PR is an ever-evolving field, so staying familiar with these terms will empower you to make informed decisions and adapt to new trends with confidence.

If you are still unsure about any of these terms, don’t hesitate to reach out to our expert team who are happy to help. Contact our expert SEO team.