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originally posted to www.carnsight.com

 

Gen Z isn’t just on the way – they’re already here. They’re your customers. They’re your colleagues. They’re your employees. And in 2025, they make up 27% of the global workforce. 

This generation, currently aged 12 to 27, is already the largest globally, with around 2 billion people according to the UN. They’re not just influencing culture, they’re creating culture.  

  

So, what are they telling us?

 

  1. They want work-life balance… REAL work-life balance

This isn’t about being lazy. It’s about setting boundaries. Gen Z has grown up watching burnout being glorified and mental health being overlooked. They’re not interested in repeating that cycle. They want flexibility, autonomy and a workplace that respects their time and energy. If your business still equates long hours with loyalty, it’s time to rethink. 

  

  1. For them, brands actually caring is the bare minimum

Gen Z can spot inauthenticity a mile off. They’re not impressed by token gestures or vague values. They want to see real action on things like sustainability, diversity, mental health and more. If your brand says it stands for something, you need to be able to back it up… because you bet they’re going to check. 

  

  1. They want purpose-driven business

Profit doesn’t cut it. Gen Z wants to work for and buy from companies that are driven by purpose. That doesn’t mean you need to save the world. But it does mean you need to stand for something meaningful and make it part of your everyday operations, not just your marketing. 

  

  1. They won’t buy your false promises

They’re a generation that’s frankly deeply sceptical. We live in a world of misinformation, greenwashing and broken promises. So if your business says one thing and does another, they’ll notice and walk away.  And they’ll probably talk about it.  

  

  1. You can ignore them – but that’s your mistake to make

You can call them lazy. But if you do, you’re missing the point. Gen Z is redefining what work looks like, what leadership means and what success should feel like. They’re a generation working towards building better systems. Out of complete necessity (see the climate crisis). And if you’re not willing to adapt you’re going to face the consequences.  

  

What Can You Do? 

 

 

It’s snuck up on us, but Gen Z aren’t the future anymore. They’re the now. 

Creating an effective public relations (PR) budget is crucial for scaling businesses aiming to enhance their brand presence and credibility.

Thorough market research serves as a foundational element in developing effective PR campaigns and long-term success. But knowing where to start can be a challenge.

This guide outlines key considerations and strategies to help you allocate your comms resources effectively.

Determine the percentage of revenue for marketing spend

Allocating a specific percentage of your gross revenue to marketing and PR is a common approach.

The Chartered Institute of Marketing (CIM) recommends that companies spend between 5% to 10% of their gross revenue on marketing. But this is a ballpark figure.

The actual percentage you spend can and will vary on a lot of different factors. Are you B2B or B2C, what’s your sector? What’s the size of your business, and what are your business goals?

All of these things, and more, can have an impact on your marketing budgets. So it isn’t as simple a task as looking at the averages or the recommendations. It’s a decision that needs to be personalised to your wants, needs and goals.

Assess your PR and marketing needs

To tailor your PR budget effectively, consider the following questions:

Target revenue for the next year: having a clear understanding of your financial goals helps set a proportional marketing budget.

Existing marketing budget: review current spending to identify areas for reallocation or enhancement.

ROI review: in line with reviewing existing or previous budgets, look at what’s working in your current plans, what isn’t and why.

Focus areas for the coming year: what do you want to achieve in the year to come? A strategic picture of these goals will help you implement tactics to achieve these goals.

Benchmarking against competitors: research industry standards to ensure your budget aligns with or surpasses your competition.

With clear objectives, targets and a strong understanding of what success looks like for you, it’s far easier to set a PR budget. Then you need to make a call on whether you can achieve this internally or if you need to bring in a third party.

In-house vs external PR resource

Deciding between in-house and external PR resources depends on your company’s capabilities and objectives.

External PR agencies can offer specialised expertise and established media relationships, which can be priceless. The cost of bringing in an external agency can vary. Smaller UK agencies may charge between £1,500 – £5,000 per month, while larger firms’ retainers start from £5,000 per month.

Opting for an in-house solution may result in you maintaining more direct control. With an in-house PR, there is a complete, dedicated focus. But this comes with the challenges of hiring, retention, training, development and investment in standard tools, like media monitoring and journalist databases. These are tools which we, as an agency, invest in so you don’t have to.

Beyond in-house vs external, there are other industry-specific considerations that you need to factor in when allocating your budgets.

Industry-specific budget considerations

Marketing budget allocations can differ across industries. For example, consumer packaged goods companies in the UK allocate more than 20% of their budgets to marketing expenses, whereas the average budget in real estate is less than 10%

Understanding your industry’s standards can guide appropriate budget setting. Hubspot provides a helpful breakdown of sector budgets. But as an agency, as part of pre-briefing or the briefing process proper, we can give you our expertise and insights and help you put your spend in the most effective and appropriate places.

Then, you need to consider your relative size and scale.

Strategies for scaling businesses

It’s often said that scaling businesses need to dedicate more of their budgets to marketing than more established businesses. But this rationale does have its flaws.

Firstly, budgets are often referred to as a percentage of net revenue rather than a cash value. So, it can be easy to fall into the trap of thinking that a lower percentage means less investment. But that’s not the case; 20% of revenue for a start-up could be similar to 5% of an established business; it’s all relative.

Speaking of relativity.

There’s also the notion that just because you’ve reached a point of relative success, why would you slow down then? This is where having an agency partner can be very useful. Because we’ll have a certain degree of separation from your day-to-day, which often allows us to join dots and make connections which can be hard to see when you’re caught up in operations.

The reality of the situation is that if and when you reach a certain size or stature, there are going to be start-ups that are hungry and eager. They’re coming for your spot on the ladder.

Look at it this way: Microsoft still puts 10% of its $240 billion revenue into marketing.

Spending in the right places

How you divest and spread out your spending is, ultimately, down to your targets and goals.

But spending for spending’s sake should be discouraged.

Whether it’s paid campaigns through social media channels, content creation, SEO performance or media office fuelled by press releases. Whatever and wherever you’re spending, it needs to be driving value.

It’s important to recognise that value doesn’t always mean converted business leads. In the context of broader PR strategies, value has many meanings, from the quality of media coverage earned to engagement on your social media posts.

This is where it’s important to develop PR strategies with both breadth and depth. The array of expertise and specialisms within the AMBITIOUS team means we are especially well-placed to deliver this kind of approach.

Depending on your sector and relative size, as well as your goals, you’ll be implementing different tactics. So it’s difficult to say, in the space of a paragraph, how and where you should be spending without this wider context.

But broadly speaking, the following strategies can bolster your PR outreach.

In summary

Investing in PR is vital for building trust with your audience.

For this reason, setting a PR budget isn’t just about throwing money at different activities. It’s about making sound strategic investments in your brand’s future.

Your PR budget is more than just numbers on a spreadsheet, and spending for spending’s sake needs to be discouraged. Regardless of whether you’re a hungry start-up or an established business, your comms strategy needs to be as dynamic and purposeful as your business goals.

You can invest in all kinds of strategies and tactics. So much so that it can be dizzying. This is why having an expert in your corner helps, as they can help steer the overall direction of your PR outreach.

But whether you decide to build an in-house team or partner with an external agency, you need to achieve the same thing: create a communications approach that doesn’t just speak to your audience but genuinely connects with them.

Remember, investing in PR isn’t an expense; it’s your pathway to establishing credibility, supporting growth and securing long-term success and trust.

And trust is your most vital commodity.

originally posted to www.carnsight.com

 

We don’t sit as a panel, there’s no getting in a warehouse lift to meet us and no interviewer outside asking about last-minute nerves. But, in many other ways, there are similarities between our process and Dragon’s Den. That’s because the success of PR and social media is closely linked to an understanding of your business fundamentals. And they’re something we work to understand really quickly. 

To create a compelling pitch about a new product, to work out where we need to focus our media attention, or how to craft a powerful social media post, we need to understand the product really well.  

We need to know the problem it solves and why it will fly. We need to know where it sits in the market and what its competitors are. We need to understand the target audience, and how it suits their needs, how many people you’re expecting to engage, as well as any seasonality. And we need to know your overall business objectives. 

It’s these facts that will lead us to the essence of the business, and will enable us to make someone stop and pay attention.  

 

That’s why we start with our Four Lens Messaging Session 

Our work always starts with a conversation to understand what you’re trying to achieve, but the real gems are uncovered in our Four Lens Messaging Session. We’ve designed this discovery workshop around busy founders and their teams or stakeholders, and it’s where we get to the heart of your business in just a few hours. 

We call it a Messaging Session as some of the key messages we’ll communicate around your business will spring from this workshop. It’s our job to uncover the interesting angles, and they come from a deep dive into your world.  

 

We understand what will engage a journalist 

For PR, the press release you might write about your business is rarely the one we would. That’s not to say that some of the content will be the same, but we filter it through a journalist’s lens. Remember, they’re not there to promote your business, they’re there to engage their readers. 

Knowing the ins and outs means that we can pitch this correctly. Are you really the only business doing what you do? Are you actually the first to launch this product? It’s fine if you’re not, but we need to find out what you are doing that’s different. 

 

We find the stories behind the business 

People buy from people, journalists buy people’s stories, as will your audience on social media. How many times do you click on a link because there’s an interesting line about the person’s life in the caption? One of the great things about working with founder-led businesses is the interesting backgrounds of the founders themselves. Your journey and your daily life is just as interesting – and sometimes more so – than your business. We work to identify those. 

Focusing on a PR or social media campaign can mean opening yourself and your business up for more scrutiny. It can lead to amazing results. But we understand that people have boundaries, so it’s good for us to establish those upfront.  

 

Numbers really matter 

When we ask for the numbers behind your market, your product or your team, it’s because those numbers matter. It’s important to get the details right, and strong stories often lead with numbers. So, we’re not asking for clarification to channel our inner dragon, but to make a better story. 

 

Being open with us really helps if a crisis hits 

It’s something many companies are nervous about, but the reality is, most businesses don’t face crises regularly. However, crisis management is an important part of our job, and that starts with preparation. 

It’s not appropriate to share case studies of crisis management but the common factor is that good management starts with us really understanding the situation. A lot of what you tell us doesn’t get passed on, but it’s important that we know everything, warts and all, to be able to respond in the right way and be ready for any question. 

 

You can turn the tables on us when it comes to reviewing activity 

Accountability is key, so we have regular check ins with clients (bi-weekly or monthly), to talk results, and offer a live status report and CoverageBook tracker for PR. After the first three months we do a more in-depth review and then do it again at regular periods. 

This is when our clients become the dragons! It’s good to understand what’s behind the numbers, what’s been working well and what needs to change, so we encourage questions and comments. 

 

We keep checking in 

Businesses evolve and focusses change, and no one can ever know your business better than you do. So, our regular check ins ensure we talk about what’s going on in our clients’ business and the wider market. Sometimes people choose to hold another Messaging Session, which can help us understand what’s going on right now. 

 

So, never fear the dragons! When we know your business inside and out, we can make sure journalists and followers really understand it, too. Every question will help us get to a more powerful, authentic result. 

originally posted to www.carnsight.com 

 

If you’re a brand, Gen Z will not be texting about you. But that’s not to say they aren’t talking. It means we’re seeing a new wave of communication, one that is far more visual-heavy and uses random, chaotic images to do the speaking for us. 

The days of hand-written letters are (mostly) coming to an end. Understanding the current virtual language is essential for understanding how people are actually talking about you, and how you can keep your connections going strong. 

  

Communication is not just words

Gen Z is the largest generation on Earth at the moment, and it’s safe to say they have a huge impact on cultural and social media shifts.  One of their biggest was turning visual images into a language in their own right. GIFs, memes, and other stills from hit TV shows are now being stored and saved to the camera roll, ready to be sent at the perfect opportunity. Group chats are now imbued with cultural references, and they aren’t references you want to miss out on.  

Online content can be used as a visual backup to our feelings. And that’s why 67% of Gen Z Facebook and Instagram users have shared video content in those apps with family and friends, as sharing content has become an easier way to connect than text-based conversation. The percentage of sharing activity on Instagram is also much higher, which underlines why Instagram now considers shares as a much bigger factor in its algorithmic ranking. 

By choosing videos that reflect your personal feelings, we can speak in a language that only exists from re-sharing other people’s content. This strengthens not only our personal connection with social media, but with the origin of the meme itself. You don’t have to have watched a single episode of Real Housewives to recognise the That’s My Opinion! lady. But that meme, despite going viral 6 years ago, is still making its way through the comment section today, so don’t underestimate the new visual language. 

 

Make talking as easy as possible

As a brand, you have to make the language easy for new social media users. It’s one of the reasons why reactions became so popular, giving people a way to end the conversation in a way that isn’t awkward (or worse, a full-on ghost).  

Channels started expanding these emoji reactions, adding the perfect balance of simplicity and nuance. It’s no longer an option to just ‘thumbs up’ or ‘thumbs down’ – users can express shock, admiration, anger, happiness, surprise etc all at the click of one button.  

This is where Snapchat does a good job of having simplified responses, with maximum engagement. Your bitmoji can react to chats in 14 different ways, all animated, depending on what emotion you want to express. However, you can only have 6 of these on your dock at one time, letting you give a timely response, without the overwhelm.  

And these quick reactions have been brought into real-life – laugh reacting to a DM is no different than the emoji feedback machines you find on the customer service desk. Giving people easy, painless ways to express their emotions makes engagement all the more accessible.  

 

Know your meme

Getting all your visual cues is one thing, but deciphering them is the next step. You have to be on it with your pop culture – if an image is popping up in your comment section, and you don’t know how to correctly use it, your brand will just look out of touch. 

And this will only become more prominent with future generations, both in visual language and the filler words that are now dominating social media. If you’re thinking “ate, no crumbs” is an insult, then you need to do your TikTok homework. When you understand the silly references of the generation you’re talking to, you have a much clearer perspective on what to say back.  

 

So yes, you need to lean into online content. Memes, stills, and even the most obscure of references will resonate with your Gen Z audience. Do your homework, and join the conversation. 

Need more tips for using social media? Leigh-Ann’s blog has got you covered.

 

Having recently got a bit behind with my own marketing, I realised that I’d been procrastinating again. So yes, let me say upfront, I am not claiming to be perfect when it comes to beating procrastination! But, in the five years I have been a freelance copywriter, I have never missed a deadline for a customer. In fact, I normally deliver copy ahead of any set time limit.

So that got me to wondering – how can I come up with the goods time and time again on behalf of my customers, even when the inspiration juices aren’t always free flowing, when I struggle to do the same for my own business? And can I do something to change this?

It’s not a new phenomenon. There’s an adage about cobbler’s shoes that says although cobblers have all the skills, and all the tools needed to have the best shoes around, they often have the worst.

The same is true of marketers. Despite the skills they have to create powerful marketing strategies and put words on a page in the most effective way for customers, they often deploy little to no marketing effort for their own businesses, and their websites host the least populated blogs.

There are a few reasons for these discrepancies including the lack of fixed deadlines, and the fact they are busy putting customers first and have less time or inclination to focus on their own shoes or marketing.

How do I overcome procrastination when it hits?

Although having a clear deadline and the promise of a satisfied customer at the end of a piece of work is always enough to motivate me to get the job done on time, the ugly head of procrastination does sometimes appear when I’m doing client work too. And this is what I do to overcome it (and what I need to do more when it comes to my own marketing efforts).

  1. Say what you see – The first thing I find helpful is to call myself out for my procrastination. Procrastination is sneaky because it makes us convince ourselves that other less important tasks simply cannot wait. It’s OK to give in to this sometimes, but don’t deny it, because that’s not helpful. Simply acknowledging what’s going on can sometimes be enough to snap us out of it.
  2. Give yourself a break – Literally and metaphorically giving yourself a break can be useful. We can’t all be firing on all cylinders all the time. If you’re struggling to do your work, accept it and allow yourself some understanding. If you can afford to without missing a deadline, take a physical break from your workspace too, it might help to refocus the mind quicker than if you force yourself to sit staring at your work and beating yourself up for not starting it yet.
  3. Focus – Sometimes the reason we procrastinate is because we have too many things on the to do list. We can dash around starting lots of jobs because we know they’re important, but don’t actually get around to finishing any of them. When this is my problem, I always revisit my physical to do list. Make sure you have everything written down including personal and professional tasks you need to complete in the short and medium term and then highlight the items you need to complete that day or that week. This helps focus the mind on what is actually important, without the distraction of everything else you know you need to do.
  4. Start small – There’s another reason that writing it all down can help. If you can see a list of important tasks in front of you, you might be able to pick off some of the smaller jobs to do first. This can be enough to reset your stalled mindset and reignite your productivity.
  5. Switch things up – The other thing I find helpful is switching up my work environment. I’m lucky enough to have my own office at home where I can shut the door on any distractions and fully focus on my writing. Most of the time this is the only place I want to be, but every now and then I know I’m going to be more productive if I move to where I want to be. This might be snuggled up on the sofa in the winter or sitting outside listening to the birds in the summer, but I have learned that by allowing myself this flexibility, I am more productive than if I force myself to sit at my desk in my ‘proper’ working environment.
  6. Reward yourself – Sometimes when it’s really time to get cracking on that piece of work, it can help to bribe yourself! Promise yourself that if you can spend 30 minutes doing something towards the task you’ve been avoiding you can stop for a coffee or go for a short walk. Because getting started is often the hardest part, you will probably find that after your coffee or your walk you can continue the task without any issue. Or you might even find you get so engrossed in the piece of writing; you blast through your 30-minute window of work.
  7. Block out your time – While ideally, we can start small, acknowledge when we’re procrastinating, and take a break, sometimes a piece of writing simply needs to be done. At times like this, when you simply have to push through, I find it helpful to block out my time. For example, depending on how far into a project I am, I might allow myself 20 minutes to finish researching for a particular piece of writing and then if I need to, I’ll take a 5-minute break before spending 15 minutes on planning out the piece. Once again, if I need a quick break I’ll take it, before spending the next 20 minutes making a start on the piece of writing. It’s surprising what a positive impact making a start can have and breaking it down in this way can be a helpful way to do just that.

I started off by saying I’m not perfect at avoiding procrastination and I’ll say it again! I need to do better, especially when it comes to working on my own marketing copywriting. I fully intend to continue to use these tactics to continue delivering ahead of deadline for my clients, and to hopefully improve my productivity when working on less deadline driven copywriting for my own business.

How do you cope with procrastination when it hits? I’d love to know. And if there are certain pieces of copy, like regular blog posts or feature articles that you always find hard to complete, e-mail me at helen@blogwrite.co.uk because even if my own blog gets missed every now and then, I never miss a deadline (external or self-imposed) for my customers!

 

 

 

 

 

 

 

originally posted to www.carnsight.com

One of the most common mistakes we see brands and business owners making on social media is forgetting that it’s meant to be social. It sounds obvious, but it’s easily overlooked, particularly by B2B brands.
There’s often a misconception that B2B communication needs to be overly formal, corporate or distant. But businesses are made up of people. And those people want to engage with content that feels human, just as any consumer would.
A lack of humanity

AI can be brilliant. It can also be terrible. But that’s a conversation for another time.

At the moment, one of the biggest issues we’re seeing is the rise of generic, AI-generated posts filling up our feeds, especially on LinkedIn. These posts might follow a neat format or sound ‘polished’, but they completely miss the mark when it comes to making a genuine connection.

Worse still, we’re seeing so much of this kind of content that even when people write their own posts, they often unconsciously mimic the same flat, lifeless tone (I’ve even caught myself doing it!). The result is a stream of boring samey sounding updates that don’t reflect anyone’s actual voice or opinion.

What social media is actually for

At its heart, social media is supposed to be about people. Your content should be interesting, helpful and engaging for the human beings you’re trying to reach. If everything you post is purely self-promotional, it reflects poorly on you.

You can’t expect to hand over your content to AI and still build meaningful relationships. Social media is becoming less social because we’re moving further away from what made it valuable to begin with – connection, conversation and community.

A return to community

But maybe social media is coming full circle. With algorithm changes making reach more difficult than ever, the most valuable thing any brand or business can do now is focus on growing and appreciating a tight-knit community.

This only happens when your content is personal and genuine. Success isn’t about visibility alone. It’s about relevance and resonance.

So, how do you make social media social again?

  • Engage with others as much (more so in fact!) as you post yourself
    Start conversations. Leave thoughtful comments. Be present in your community.

  • Sound like a real person
    Whether you’re posting as a brand or an individual, your tone should reflect a real human voice not some generic template.

  • Write your own content
    Avoid copying what you’ve seen online. Trust your own tone and experience and play with structure.

  • Focus on value, not just sales
    Ask yourself what someone might take away from your post. A new idea? A bit of encouragement? A helpful tip? That’s the kind of content people remember. When you re-read your post, ask yourself – would I stop scrolling for this?

Social media still has huge potential. But only if we stop treating it like a pure advertising platform and start using it for the potential it has for good – to help people connect and spread awareness for important issues. Let’s not lose sight of that.

And if you’re feeling drained by it all, have a look at how we balance our time on social media.

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.