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As a business owner, how much value do you place on your brand reputation? How much value do you place in holding the trust of your audience?

It doesn’t matter what you’re selling, or if you’re a small business or a huge company, you’re trading on that trust. Marketing can help you build a presence and profile, but marketing alone cannot build this trust.

For that you need Public Relations, and this is seven ways PR can elevate your brand and bring business success.

1. It builds credibility and trust

Public relations is all about credibility.

Business X approaches PR agency Y; they want to be seen as legitimate, trustworthy, and professional. Agency Y rolls up their sleeves, crafting a narrative that does exactly that.

Now, it would be easy to think PR is just about getting your name in the papers. But this is a rather outmoded view of what public relations delivers. But it’s still a commonly held viewpoint that PR is just about media coverage.

Media relations is still a big part of what we do, because if you’re building credibility and trust, third-party trust signals are everything. When respected industry publications highlight your achievements or innovations, it creates a kind of credibility that no amount of paid advertising can buy.

That third-party endorsement, whether through media placements, speaking at events or tactically placed thought leadership content, is like gold dust for your business profile.

But third-party endorsement is no longer the sole remit of ‘ traditional media’ it can come in the form of influencers, industry analysts, ambassadors and so much more… and it works in multiple directions too. Let’s take podcasts as an example. You can launch a podcast and the guests you bring into your podcast can act as third-party endorsement, that you have effectively created yourself.

Third-party endorsement has the potential of adding value to your business, in a way you cannot achieve on your own.

2. It shapes and protects your brand reputation

When we talk about “brand reputation,” what are we really talking about? It’s quite a loaded term.

It brings up notions of public perception and business standing, but it’s almost intangible. Understanding reputation within a business context is evolving, and it’s evolving for the better.

Your brand’s reputation isn’t just some fuzzy concept; it’s an incredibly valuable asset, and it’s fuelled by everything you say and do.

PR professionals are like strategic guardians who proactively manage your public image. They help you control the narrative before little issues snowball into big ones. But great agencies aren’t spin doctors.

Great agencies are the ones who recognise issues and crises from a distance, then help keep you true to your values and ethos by avoiding the root cause entirely.

In today’s hyper-connected world, a well-managed reputation can be the difference between thriving and merely keeping your head above water.

3. It can drive meaningful business growth

Effective PR isn’t just about getting your name out there; it’s about strategically positioning your business for growth.

To this extent, PR isn’t a vanity project and strategic media coverage can do a whole lot more than make you feel good about seeing your name in print. It can:

4. It creates a communication approach, blending creativity and strategy

PR folks aren’t just media hounds. They’re master communicators who understand how to craft messages that hit home across multiple platforms.

Marketing and PR are not about overloading a funnel with as much content and messaging as possible and hoping for the best.

Great PR and marketing is about honing in on what’s special and unique about your business and making that the central narrative. It is about telling great stories with this at its heart. PR can help you:

This approach, which blends creativity and strategy, ensures that when you speak, people don’t only listen but remember.

5. It can provide cost-effective marketing

There’s no escaping the fact that budgets have a major effect on marketing decisions. We see this in the growing importance of PR as a cost-effective alternative to traditional advertising.

Compared to splashy ad campaigns, PR can offer a significantly higher return on investment. Because when done right, it can compound over time.

That’s where the real bang for your buck comes in.

PR generates predominantly organic results, which audiences find more trustworthy and engaging.

Starting from a position of earned media rather than paid placements can help you win and build audience trust. Then, over time, you introduce more paid elements across your full PR and marketing mix.

The amplification across paid and earned, shared and owned can spread your message exponentially and incrementally.

6. It helps to manage crises and navigate challenges

Now, this is quite a high-stakes area of PR and one where no business is immune.

At face value, it’s easy to see crisis management solely as a reactionary tactic. But it shouldn’t be.

You need to recognise the impact proactive planning can have on a smaller, more manageable level. We call this issues management, and its something that only comes with a wealth of crisis communications.

When you have an expert who’s been through crisis after crisis, they know the patterns and the triggers. They can see what others cannot: the root cause of a crisis and how to avoid it.

In practice, this could be anything from managing negative reviews, addressing product recalls, or navigating leadership changes. These are just a few examples of crisis management, which businesses can leverage for protection and recovery.

Avoiding a crisis entirely is always the preferred option. But sometimes, there are those unforeseen and unavoidable moments. Things that could never have been predicted. Whether it is in issues preparedness or full-blown crisis management, a PR expert can help you:

The best way to think about crisis preparedness is that you’d rather have it and not need it than need it and not have it.

7. It supports long-term strategic positioning

Rome wasn’t built in a day. Neither is your brand.

Every business needs to play the long game when it comes to positioning, and public relations is a marathon, not a sprint.

It gradually builds your brand’s equity and positioning through consistent communication of your values, achievements, and unique perspective. This binding together of narratives doesn’t happen overnight. This is a cumulative effect.

It’s not about quick wins or overnight success stories but rather creating a sustained narrative that positions you as an innovative, reliable, and forward-thinking organisation.

In summary

Public relations isn’t just another item on your marketing checklist; it’s an investment in your business’s most critical asset: reputation.

It’s a strategic communication discipline that goes far beyond simple publicity.

Remember that PR is a broad church.

It’s no longer just about media relations, though that’s still part of what we do. Contemporary PR is now entwined with specialisms like content creation and production, SEO and the nascent GEO (now being called LLM SEO).

In short, the line between public relations and marketing continues to blur.

But while PR and marketing are often bucketed together, it’s important to recognise that while they can indeed be complementary, they are two very different disciplines.

PR is about building meaningful connections, telling compelling stories and creating lasting value that resonates with audiences long after they’ve forgotten your latest marketing campaign.

originally posted to www.carnsight.com 

 

Leigh-Ann here, Carnsight Account Director. It’s been a crazy busy few weeks in the Carnsight office. But today, as I write this, is a work from home day, and so I’m sitting in the garden with a cup of coffee and the sunshine, and thoroughly enjoying a bit of time writing as…well… me!

If you’ve followed Carnsight for any length of time, you’ll very likely know that we all really love to write. And good thing too! Because PR involves A LOT of it. We spend so much time ghostwriting, drafting social post captions, press releases, thought leadership and comments. It can be really fun to take on the challenge of embodying the tone and style of the brands and wonderful professionals we work with. But I’d be lying if I said it wasn’t a real treat to settle back into my own voice every once in a while.

Feeling drained by social media?

Maybe I’m projecting here, but I get the feeling that over the past few years there’s been a growing disillusionment with social media. And frankly, rightly so. Whether you use social media in your personal life, professional life, or both, you’ve likely got a mixed bag of feelings when it comes to the pros and cons of spending time on the internet.

As someone who works in social media and the news, people in my personal life often think that means I’m always pro-social media. And of course, I think social media offers a huge variety of wonderful opportunities and I spend a lot of time on it. But I also know that there are problems with it too.

I won’t pretend to know how to address all of the pitfalls of social media doom scrolling and questionable algorithms, but what I do want to do is share some of the ways that I (both personally and professionally) aim to keep social media as positive an experience as possible. I hope you might find these tips useful too.

Remember it’s about people

I personally think social media is at its best when we remember that it’s about people. Social media can bring people together, connect humans from two sides of the world. It can create a community. It can aid access. It can spread awareness of brands doing amazing things for people and planet. It can help raise money for causes and it can give a voice to those who might not otherwise be heard.

I think especially when we’re using social media for business purposes, we can get a bit lost in the metrics and forget that ultimately, social media is about people. And the more human you are, the more your content will resonate and the stronger your connections to others will grow.

Set time limits

Again, whether it’s spending too much time scrolling TikTok on your sofa at home, or spending hours comparing your most recent post to your competitor’s latest update, there’s definitely such a thing as too much time spent on social media.

I had a conversation with a client just recently about how frustrating it can be that the post you barely thought about and just popped online can perform so much better than the one you spend hours pouring your best advice and expertise into. Of course, social media requires thought and strategy – that’s what we do at Carnsight. But we also know that it’s all about testing and learning, trying things out and being open to how things play out. And it comes back to that human element I mentioned too.

Setting yourself time limits to ensure the time you spend working on or consuming social media is considered, effective and enjoyable is something I’d highly recommend.

Create and follow what actually interests you

If your social media feed or profile is filled with content that you personally don’t even want to take the time to read and consume, then you’re not using social media to its advantage. Even as a business, you have to think about how much you actually enjoy the content for the simple reason that if you don’t, a) people reading will be able to tell in how it’s written and created, and b) the likelihood is your audience probably won’t enjoy it either.

Before you post, ask yourself, would I stop scrolling for this? And actually spend a bit of time on your business accounts, engaging with and looking for content from people and business you like, are inspired by and have connections to.

Know what platforms are the best spaces for you

Personally, my favourite platforms are Pinterest and YouTube. Professionally, it’s LinkedIn and maybe just a touch of Bluesky. These are the spaces I feel like I see the content that I learn from and enjoy the most.

You don’t have to be everywhere. And there will be some online spaces that just don’t feel relevant or right for you or your business. Pick the ones that do and don’t worry about the rest. It’s also to switch up your primary platforms as they all change and evolve.

I hope that these tips have been useful for anyone feeling a bit lost with social media at the moment. They’re simple but surprisingly effective!

originally posted to www.carnsight.com

 

Having a strong online presence is important for businesses of all sizes, especially in today’s fast-paced digital landscape. One of the easiest and most effective ways to ensure your business is visible to potential customers is by setting up a Google Business Profile (GBP). This free tool allows businesses to appear in Google Search and Google Maps, providing essential information such as location, contact details, operating hours, and customer reviews. 

So, what even is a Google Business Profile? 

Previously known as Google My Business, this platform allowed business owners to manage their online presence across Google Search and Maps. In November 2021, Google rebranded it to Google Business Profile (GBP) to simplify the experience, encouraging businesses to manage their profiles directly within Google Search and Maps rather than through a separate interface. 

 With a GBP, businesses can take advantage of various features, including updating business information, responding to reviews, posting updates, and directly engaging with customers. If you’re not yet using a Google Business Profile, you could be missing out on valuable opportunities to reach and connect with local customers. Let me explain to you why I think your business needs a GBP.  

Boost local visibility 

One of the advantages of a GBP is increased visibility in local search results. When potential customers search for a product or service you offer, your business can appear in relevant search results, increasing the chances of attracting nearby customers. Having an optimised profile with updated information, high-quality images, and positive reviews can significantly improve your chances of standing out in local searches. 

Building trust 

A well-maintained GBP indicates professionalism and reliability to potential customers. Businesses with complete and verified profiles tend to be more trusted by users, and positive customer reviews further enhance credibility. According to a Google study, businesses with complete listings are 2.7 times more likely to be considered reputable by consumers. Additionally, 76% of people say they “regularly” read online reviews when browsing for local businesses (Bright Local, 2023). A business with strong ratings and genuine customer reviews naturally stands out, often earning greater trust and preference over its competitors.
 

Additionally, responding to reviews, both positive and negative shows that you value customer feedback and are committed to providing a good service. 

Gain customer insights 

Google Business Profile provides detailed analytics that helps businesses understand customer behaviour. You can track insights such as how customers find your profile, what search queries they use, the number of website visits, phone calls, and direction requests. These insights allow you to refine your marketing strategies, tailor your services to customer needs, and improve overall engagement.  

Improve customer engagement 

A GBP enables direct interaction with customers. They can ask questions, leave reviews, book appointments, and even message your business directly. Keeping your profile updated with fresh content, responding promptly to inquiries, and posting regular updates about promotions or new offerings can foster strong relationships and encourage customer loyalty. 

 Setting up and maintaining a Google Business Profile is a simple but powerful way to enhance your online presence, attract new customers, and build trust within your community.  

 If you haven’t claimed or optimised your Google Business Profile yet, now is the time to do so! 

 Would you like to learn more about SEO? Why not start here? 

originally posted to www.carnsight.com

This week’s blog has been guest written by Niamh Brodrick, who recently completed a week’s work experience at Carnsight for her university placement.

 

As a second-year Media and Communications student at Cardiff Metropolitan, I’ve spent a lot of time thinking about the kind of work I might want to pursue after university – but this week at Carnsight Communications has really helped me turn my vague idea of what I want to do into more of a clear picture.

Before starting my work experience here, I was both excited and nervous. I’ve always been drawn to the world of social media, but stepping into a professional environment is very different from university life. Those nerves disappeared almost instantly as I walked into the Carnsight office and I was greeted by a welcoming team and a supportive environment. I instantly felt comfortable in the space and everyone took the time to involve me in real tasks.

 

My activities

On my first day, I was given the opportunity to write a blog post for the Carnsight website – something I hadn’t done before, but a task I really enjoyed. I also created some Instagram content, which felt like a perfect introduction given my interest in social media. It was really satisfying to see ideas I’d put together being considered for real-world use and it made the experience feel more meaningful.

By the second day, I continued with Instagram content creation, but also began researching influencers for a client – helping identify potential partnerships that aligned with the brand’s identity and goals. It was a great insight into the level of strategy that goes into the smallest details of PR and marketing.

Midweek, I was given the task of helping write a monthly review for one of Carnsight’s clients, breaking down their social media platforms for the month. It was a valuable task that gave me a better understanding of how social media performance is monitored and assessed. Seeing how data and insights are used to shape future content – something I hadn’t explored much before but now see as an important part of effective communication work.

On my final day, I wrapped up the week by writing a blog post reflecting on my favourite marketing campaigns – this allowed me to reflect on what I find interesting and looking at campaigns through a more analytical lens made me realise how much work, creativity and planning goes into them.

A standout part of the week was how approachable the team were. Whether it was giving me helpful feedback on a piece of writing, explaining a process or simply checking in to see how I was finding things, everyone made the effort to help me learn and feel at ease. It was clear that they cared about making the experience valuable for me.

My learnings

This week has been incredibly valuable. I’ve learned so much in a short space of time, not just about PR and social media, but also my own strengths and interests. The Carnsight team have been so generous with their time, support and feedback and I’m really grateful for how encouraging they have been throughout.

This experience has definitely given me a new sense of direction and motivation. As I head into my final stretch of my degree, I’m excited to take what I’ve learned and continue with what I’m passionate about.

 

Thank you Niamh – it’s so nice to hear you’ve enjoyed your experience! To hear from another work experience student, have a look at what Anneka had to say. 

Imagine this. Instead of writing a traditional article like this one, we shorten our article to a series of headlines and project them onto a famous skyscraper. Outside an advertising awards show. We tease the event. And we invite you and influencers along to it. You take pictures and film parts of the show. You then post it on social media. We film the entire stunt. Afterwards, we edit the vid into different cut-downs for different channels. That my friends is a brand activation in practice.

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So what actually is the definition of a brand activation? ChatGPT defines it as a ‘marketing strategy designed to actively engage consumers with a brand, creating a memorable experience that drives awareness, interaction, and emotional connection’. It’s a decent definition for this recent advertising phenomenon. But for us, it’s an idea worth advertising. Something for your brand to shout about. And right now, activations are becoming more common. They’re taking full advantage of digital capabilities to propagate ideas online which in turn, amplifies brands organically for free. 30 years ago, a Tango ad on a Saturday night was talked about on a Monday morning in the school playground, or at the water-cooler. Today, it’s instant on Whatsapp, TikTok, Twitter and so on.  And great activation ideas that live online, always have the possibility of getting shared time and time again.

Here are some of my favourite brand activations from recent times including an app concept for Toyota that was the no.1 downloaded app in the country it was made for.

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American Outdoor Brand REI Closes For Black Friday

You read right. Sounds bonkers. But it was genius. True to their values, REI closed their doors on Black Friday. Instead of getting caught up in the chaos of the shopping day, they wanted their staff to #OptOutside, have a stress-free day off and enjoy the great outdoors. The feel-good news story was picked up by all the mainstream media outlets in the states, and the brand saw sales, brand warmth and employee retention increase off the back of this one activation.

 

Xbox made the world’s most dangerous billboard

Xbox wanted the world to know how tough their new Tomb Raider game was so they created an interactive billboard that played out like a live game show. Then they subjected the six people on the London billboard to the extreme weather conditions from the actual game. Fans streamed the show via Twitch, where they could even control the weather via their smartphone. Until only the grittiest contestant was left. The results were off the charts, from 450k+ views on Twitch, 2 million views on Facebook and 18 Cannes Lions.

 

IKEA created furniture truly for all

How? By flipping disability around and creating ThisAbles. Ikea found 1 in 10 people in the world live with a disability. So they hacked their most iconic IKEA products by developing 13 open-source 3D printed add-ons, each solving a different accessibility issue. Besides the 5M$ worth of earned media from PR, 4,625 people downloaded the 3D models. One of the great brand activations, that intrinsically links to their vision and genuinely make people’s everyday, wonderful.

 

Human-sized candles battle burnout

Education groups came together to launch Denmark’s Mental Health Day and create awareness about the increase of youth burnout. How? They crafted human sized candles and erected them all over the country to start a nationwide conversation. Each of the statues were made from wax that symbolised inaction leading to an entire generation burning out. They also targeted policy makers with small versions of the burnt-out youth, and produced a series of solutions to help address the growing issue.

 

Adidas created the world’s first liquid billboard 

The global sports brand discovered that 32% of women around the world feel uncomfortable swimming in public. In the Middle East, it jumps to a staggering 88%. So adidas created the world’s first swimmable billboard in Dubai, encouraging every woman in the city to dive in and become ambassadors for its new inclusive swimwear collection, regardless of their shape, ethnicity or ability. It sparked a global conversation across 60 countries about making swimming more inclusive as a sport for women.

 

Toyota faced down driver distraction

Put your phone down while you drive and pick up rewards. That was the simple award-winning idea for Toyota in Ireland.

The app topped the Irish app charts, received national TV, radio and press coverage worth nearly £350k. But above all Irish people drove over 13 million miles with their phones faced down. And Toyota showed how “built for a better world” made a real tangible difference in people’s lives.

 

Calm changed how we looked at suicide

People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes. With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect. So on the happiest day of the year, they created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide.

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Act now on your next brand activation

The next time you brief your creative agency, think about what it is you’re really looking for. If it’s brand awareness, perception, resonance and share of voice, give your agency the license to think bigger. Creativity shouldn’t be squeezed into conventional media formats – let your brand break free and break the mould. That’s what garners coverage, reach and long-term legacy.

It’s where experiential meets content meets stunts meets brand amplification. And in today’s world, that means more bang for your budget. Just remember, the best activation ideas can be summed up in an attention-grabbing headline. If you nail that and get excited about making it happen, who knows? Your brand activation could be talked about for years to come. Building long-term brand awareness and advocacy, that’s some return on investment.

Drop us a line at https://saintnicks.uk.com/contact-us/ and let’s chat about how we can use brand activations to take your brand further.

Originally posted to www.carnsight.com

Today’s blog has been written by Niamh, our lovely intern who’s here with us on her university placement. Studying Media and Communications, we’re giving her the floor to share her thoughts.

 

We’re only a few months into 2025, but the marketing world has already delivered some standout campaigns. This year, brands are pushing the boundaries of traditional advertising, embracing innovation and finding new ways to connect with their audiences. From AI-generated content to interactive experiences, marketing is evolving rapidly. The standout campaigns of the year aren’t just being seen – they’re being shared, discussed and remembered. 

 

Here are the campaigns that are setting the standard for 2025 so far: 

 

Virgin Media – Switch to the Red Team

Virgin Media’s campaign, ‘Switch to the Red Team’, draws inspiration from Lewis Hamilton’s iconic move to Ferrari. Coinciding with the start of the Formula 1 season, the campaign positions Virgin Media as the fast, reliable choice for broadband services. This campaign aims to capture the excitement of racing and apply it to the speed and quality of Virgin Media’s services. 

 

Beyond Equality – See What She Sees

Beyond Equality’s International Women’s Day campaign, ‘See What She Sees’ highlights the difference in safety concerns between men and women. The campaign encourages men to understand the everyday fears women face by asking them to ‘see’ those experiences. It sparks important conversations around safety and the aims to make it a more active issue. 

 

Dove – These Legs

Dove’s 2025 ‘These Legs’ campaign continues their #KeepHerConfident initiative, focusing on building body confidence in young girls, especially in sports. Research shows that by the age 14, girls drop out of sports at twice the rate of boys, often due to body image concerns. The campaign aims to challenge the traditional beauty standards and encourage girls to stay active and confident. Dove aims to shift the conversation around body image, promoting inclusivity and self-love. 

 

Polly Pocket x Airbnb

In 2025, Polly Pocket teamed up with Airbnb to offer an actual, life-sized Polly Pocket themed Airbnb experience. The nostalgic yet innovative collaboration allowed fans to live out their childhood dreams in an oversized, custom-made Polly Pocket house. It was a blend of nostalgia, fun and unique marketing that captured attention across generations. 

 

Duolingo – ‘RIP Duo’

Duolingo’s ‘RIP Duo’ campaign took a humorous twist by announcing the death of its beloved mascot, Duo the owl, after users failed to maintain their daily streaks. The campaign went viral, with users sharing tributes and memes across social media. The campaign itself combined humour with the brand’s quirky personality, boosting engagement whilst reinforcing the focus on learning. 

 

The campaigns of 2025 have already set a high bar for creativity and engagement. Brands are embracing bold ideas, humour and technology to connect with their audiences in innovative ways. Whether its Virgin Media’s Formula 1 inspired broadband, Duolingo’s ‘RIP Duo’ campaign or Dove’s body positivity message – they’re not just catching attention, they’re fostering meaningful conversations and creating lasting impressions. As they year unfolds, it’s clear the most successful campaigns will continue to drive engagement and inspire change. 

It’s been super interesting to see how 2025 is panning out! Have a look at our predictions so see what we’re getting right so far 😉

 

originally posted to www.carnsight.com

 

We’re back at it with our ‘Two Minutes With’ series, this time starring Niamh Brodrick!

Niamh is a student at Cardiff Met, studying BA Media and Communications. She’s joining us for a work experience placement, giving her some insights into our industry. It’s been great to have a fresh pair of eyes, and a new set of ideas!

Here’s all you need to know about Niamh:

 

Name: Niamh Brodrick 

Job Title: Work Placement 

Joined Carnsight: 7th April 2025 

Why are you interested in PR and Social Media? I find this sector exciting because it is constantly evolving and offers endless opportunities to grow. Plus, it’s a great way to connect with people and share stories that can spark real conversations. 

Preferred social media channel: TikTok but I do love an Instagram scroll! 

How do you have coffee in the morning: Caramel Iced Latte, very basic! 

Dream job as a child: A F1 driver 

Sum yourself up in three words: Creative, Calm, Loving 

Star sign: Taurus 

Grow up and born: Born and raised in Bristol, now based in Somerset 

Favourite Movie: Notting Hill 

Favourite dog breed: Golden Retriever 

Any pets: Yes, 2 dogs and 6 sheep  

Favourite word: Lush 

Least favourite word: Moist  

Playlist: It totally depends on my mood! From Country to Sam Fender to Beyonce 

Destination: Australia and New Zealand 

Never guess: I’m a black belt in Judo 

Name three things make happy: Family, Friends and F1 

 

Enjoying our ‘Two Minutes With’ series? Curious to know who started it all? Read Jess’ story here.

Originally posted to www.carnsight.com 

We talk about PR a lot – what it is, why it matters, how it works – but we don’t always break down the different types of PR. So, today, I thought I’d do just that. 

If you’ve read any of our other blogs, you’ll know that PR sits under the wider marketing umbrella, alongside things like branding, partnerships, events, advertising, and website development. But within PR itself, there are a few key areas, each with its own purpose and approach. 

Media Relations

This is the classic PR that most people think of – getting coverage in newspapers, magazines, TV, and online. It’s all about building relationships with journalists and securing positive media attention for your brand. Think press releases, interviews, and expert commentary. 

Crisis Communications

When things go wrong (and sometimes they do), crisis comms is what helps brands handle tricky situations and come out the other side with their reputation intact. It’s about being prepared, staying transparent, and communicating clearly when it matters most. 

Internal Communications

PR isn’t just outward-facing! Keeping your team in the loop and making sure they feel connected to the business is just as important. Internal comms helps with employee engagement, morale, and making sure everyone’s on the same page. 

Social Media Communications 

Social media plays a huge role in brand reputation these days, so having a solid PR strategy for platforms like LinkedIn, Instagram, and Bluesky, is a must. Whether it’s posting content, engaging with customers, or handling any online hiccups, this type of PR keeps your brand looking good in the digital world. 

Community Relations

PR isn’t just about media and marketing – it’s also about people. Community relations is all about building strong relationships with the local community, supporting good causes, and getting involved in initiatives that show your brand cares. 

So, there you have it! PR is so much more than just ‘getting in the press’ – it’s about building trust, managing reputations, and making meaningful connections across different spaces. 

If you want to chat about which PR approach is right for you, get in touch! Or, if you’re not sure if you’re ready to start PR at all, you can check out our what to get right before you start PR blog.  

originally posted to www.carnsight.com 

When we talk about PR, we often hear the terms proactive and reactive, but what do they really mean? Let’s break it down and explore why proactivity should always be your secret weapon in the world of public relations.  

Reactive PR 

As the name suggests, reactive PR is all about responding to external events and factors. Think newsjacking, crisis communications, or reacting to something in the news cycle. It’s about being quick on your feet, spotting opportunities as they arise, and jumping in when you need to. Whether it’s hopping on a trending topic or answering a journalist’s call for comment, reactive PR plays a really important role in keeping your content timely and relevant. 

Here’s a little example from Carnsight in action: 

WPP’s Return-to-Office Policy — When WPP introduced a new office mandate, it sparked global debate. Journalists jumped on the story, and we were able to quickly provide relevant comments to weigh in on the discussion. This is reactive PR – maximizing opportunities in the moment. 

Proactive PR 

In my opinion, this is where the real magic happens. Proactive PR involves creating stories from the ground up. It’s about digging deep into the business, its people, and the unique angles you can highlight. Proactivity means you’re always looking ahead, thinking strategically, and shaping your brand’s narrative before external events even occur. 

Why does proactive PR matter? Because reactive opportunities are out of your control. They depend on things happening outside your brand, which doesn’t always align with your business tone and values. With proactive PR, you’re in charge (as much as anyone is in the media anyway! But that’s an explanation for another day) creating the momentum and crafting the stories that will resonate with your audience. 

Proactivity in Action 

Even when we’re diving into reactive PR, remember this: As a PR you still have to be in control. As a PR professional, your job is to proactively drive the strategy forward, whether you’re chasing down a reactive opportunity or taking the reins with proactive storytelling. Proactivity is everything in PR. From coming up with fresh ideas, to executing those ideas seamlessly, to pitching and following up – it’s all about taking the initiative. 

Take this example. We didn’t just wait for a story to fall into our lap. We actively created and pitched a press release about our new appointments, resulting in coverage like this: Bath Business Net. This is proactive PR- spotting opportunities, creating them, and pushing the narrative forward. 

At the end of the day, both reactive and proactive PR are vital parts of the overall strategy, but proactivity is the key. Whether you’re responding to a crisis or jumping on a trend, your role as a PR professional is to make sure you’re always as ahead of the game as possible. It’s about anticipating what comes next and driving the narrative forward — not just reacting to what’s already happened. 

To learn more about the ins and outs of PR consider reading our blog on the different strategies and elements of PR covering everything from press releases to thought leadership and comment features.  

For a PR campaign to be successful, it requires several things, but above all, it needs to be strategic, creative and data-driven.

Great campaigns come down to understanding your objectives, your audience and your ability to tell a great story, among a few other things!

When building a winning PR strategy, here are eleven things that will take your PR from ordinary to extraordinary.

1. Set clear objectives

Before you start executing, you need to set clear objectives for your campaign. Develop a detailed PR plan that uses the SMART criteria (Specific, Measurable, Attainable, Relevant, Time-bound) to define goals that are big and realistic.

For example, instead of setting a vague goal like “increase brand awareness”, set something more specific like “increase social media mentions by 30% within three months of the campaign launch”. This way, you can track progress and show value to stakeholders.

2. Know your target audience inside out

Understanding your target audience is the foundation of any PR campaign. Use tools like surveys, social media analytics and customer data to create detailed personas and better understand your target audience.

For example, if you’re promoting a new fitness app, you might find that your main audience is health-conscious millennials who use Instagram and TikTok for fitness inspiration. This information would then inform your content and channel strategy. Make sure that your key messages are tailored to the right audience and are going into the right places.

3. Tell a compelling story

A good story is the backbone of any campaign.

It should align with your brand values, resonate with your audience, and be effectively communicated through media relations. Think about the story you want to tell and how it ties in with current trends or societal issues.

For example, you may want to focus on your environmental credentials, leveraging your governance or sustainability efforts. This way, you promote your product and position your brand as one that aligns with your audience’s core beliefs and ethos.

4. Choose your outlets wisely

Not all media channels are equal, and what works for one campaign may not work for another. Choose the platforms and social media channels that your audience uses and loves.

LinkedIn might be a more effective platform than Instagram if your audience consists of business professionals. If you’re targeting a local audience, partnering with local news outlets and community organisations might be more effective than using national media.

5. Create content that’s high-quality and tailored

Once you’ve chosen your channels, focus on creating content that’s tailored to each platform and audience segment. High-quality, engaging content, including social media posts, is more likely to be shared and picked up by media.

Creating compelling content can position a company as an industry authority.

For a B2B tech company, this might mean creating in-depth white papers for industry publications and snackable infographics for social media. The key is to adapt your message to fit the format and expectations of each channel while keeping consistency in your overall narrative.

6. Timing is everything

Timing can make or break a campaign.

Consider industry events, product launches, press releases, and media lead times when planning your campaign timeline. When plotting out your timelines, look for opportune moments in the calendar and be hyper-aware of any periods which may detract from what you’re trying to do.

A good PR strategy also factors in an element of reactiveness when it comes to timing. Recognise that real-world events can have an impact on your efforts. Don’t be afraid to hit pause on your plans should something like this happen. Just because you’ve planned some public relations activity around a certain time doesn’t always set it in stone.

As PR experts, when creating PR strategies, we would always counsel to be reactive to issues at hand. If that means holding fire on a launch moment, so be it.

7. Measure

And finally, set your key performance indicators (KPIs) at the start of your campaign to measure PR success and track consistently. This might be media mentions, social media engagement, website traffic, or lead generation, depending on your campaign goals.

Use tools like GA4, Semrush or Ahref, social media insights, and media monitoring platforms to gather data. Regularly analyse this to see what’s working and what’s not, and be prepared to make real-time changes to your strategy.

Analytics tools are essential for tracking various performance metrics in PR campaigns.

Four more tips to take your campaigns even further

So, those were seven strategic tips for building a winning PR strategy. But here are four more pro tips from PR professionals that can take your strategies to the next level.

8. Building relationships with media outlets and journalists

If you want effective media outreach, building relationships with media outlets is crucial.

Research media journalists who cover topics related to your industry and familiarise yourself with their work and preferences to tailor your pitches effectively. Nothing puts a journalist off more than an ill-considered pitch.

Develop a list of key media contacts and build relationships with them through regular communication and engagement.

Going beyond this, you can even reach out to key journalists before you’ve even drafted any press releases. Including them from the outset with themes and ideas brings them on the journey; you can tap their industry knowledge and create mutually beneficial relationships this way.

By developing relationships with media outlets, you can increase your chances of securing media coverage and achieving your PR goals.

9. Leverage influencers to amplify your message

Collaborating with influencers can significantly extend your business reach.

Identify influential social media personalities in your industry who align with your company values. Partner with them for endorsements, reviews, or joint content creation.

An influencer doesn’t just live on Instagram and TikTok, though there are a lot of them there. The term influencer has become something of an ugly word in recent years as people associate the term with pushy people who get free things. But all an influencer is, is someone with a platform and presence whom an audience trusts.

That could just as easily be an individual on Linkedin as it could be on TikTok or Instagram

Influencers can help amplify your message, increase brand awareness, and drive website traffic. They promote content and build a community. When selecting influencers, consider their relevance, reach, and engagement rates. By leveraging influencers, you can tap into their established audiences and enhance your PR efforts.

Develop an issues management and crisis management plan

Issues management and crisis management are essential for preparing for and responding to unexpected events that can impact your brand’s reputation.

Issues management involves the prediction of potential issues and crises. Crisis management is the steps you put in place to react to said issues. A crisis response should be quick and transparent to effectively manage the situation.

Ensure that you are prepared for any eventuality, so regular training for spokespersons is important for consistent messaging during crises and preparedness with issues management.

Combined, these plans should include protocols, communication strategies, pre-approved messaging, key contacts and such.

Stay up-to-date with industry trends and best practices

Staying up-to-date with industry trends and best practices is crucial for creating an effective PR strategy.

Continuously monitor industry news, research, and developments to stay ahead of the curve.

Attend conferences, workshops, and webinars to learn from industry experts and network with peers. Stay informed about the latest PR tools, technologies, and platforms to optimize your PR efforts.

By staying up-to-date, you can refine your PR strategy, improve your skills, and achieve better results. Keeping abreast of industry trends ensures that your PR plans remain relevant and effective in a constantly evolving landscape.

In summary

A successful PR campaign is a combination of strategy, creativity and data-driven decision-making. By setting clear objectives, understanding your audience, telling a compelling story, choosing the right channels, creating content that’s tailored, timing your campaign well and measuring consistently, you can amplify your PR.

Remember, the best PR campaigns are ones that are agile and adaptable. Listen to your audience, be prepared to pivot and always keep the end goal in mind.