News / Interview
‘PR firms are indispensable allies for businesses today’
“When it comes to PR, people think it’s all fluff and champagne, I wish it was,” chuckled Jess Morgan, founder of Carnsight Communications, while talking to Bristol24/7.
Morgan, who started her PR agency on a kitchen table back in 2016, working with one client “between baby naps and evenings”, went on to have a raft of local businesses on her books including Armadillo, Independent Design House, Springmead School and Nursery and The Coconut Tree.
In an ever-changing landscape of modern business, public relations firms play a pivotal role in shaping a company’s image, fostering relationships, and driving success.
According to Morgan, these specialised agencies are not just about flashy events and press releases, but are strategic partners that navigate the intricate web of communication to elevate businesses to new heights.
With the experience she has accumulated over the years, working with businesses big and small, Morgan has compiled an e-book, Powerfully Practical PR, and is eager to share some closely guarded secrets of the trade, reiterating that “you can do your own PR.”
The e-book, which Morgan described as “a real team effort and the brainchild of Leigh-Ann Hewer”, is out at the start of February. She sat down to talk with Bristol24/7 on the e-book and the world of PR.
Morgan, who started her PR agency on a kitchen table back in 2016, went on to have a raft of local businesses on her books
Morgan grew up in Cornwall before studying English Literature at the University of Bristol.
After graduating, Morgan left for London in 2000 where she worked in advertising working with marketing companies. But during her stint in advertising she branched out to PR, as she missed the “content creation and writing” aspect. She moved back south in 2015 when her husband secured a position in Bristol.
Her first recruit was an intern graduate from the UWE Bristol (UWE) where the pair worked in Morgan’s garage on two desks side by side. Since then Morgan and her team has moved to an office in Marshfield, strategically located between Bristol and Bath.
So what do PR firms actually do?
“To put it simply, it’s a concerted strategy to bring your business to the targeted market,” said Morgan.
“In a PR campaign you highlight what the business has to offer, its past output, what sets it apart from its competitors and the targeted customer group. After taking all these factors into account, PR companies check the right strategy of social media, press releases and online advertising.”
She broke it down with an example: “Imagine you are a painter and decorator and you want to expand your business. First and foremost, the PR agency will sit down with you and do some brainstorming and lay down a strategy combining social media, local press and advertising. The key is to highlight what sets you apart from other local businesses similar to you.”
Our big news for 2024 – our PR eBook is out at the start of February!
A real team effort and the brainchild of @Leigh_AnnHewer – do have a look and pre-order if you think it could be useful. We hope it will be!#NewBook #PRBook #BookLaunch https://t.co/zRsveICsrr
— Jessica Morgan (@cornwalljess) January 8, 2024
“A PR agency takes off that burden from the business. So they can devote their energies to deliver the best possible results.”
One of the primary functions of PR firms is to craft and maintain a positive public image for their clients. They strategically position businesses to enhance their reputation, ensuring that the public perceive them in the best possible light.
Morgan acknowledged the enormous potential of social media and the necessity of harnessing it for businesses.
PR firms are adept at fostering relationships with the media to secure positive coverage for their clients. They seem to understand the importance of storytelling in capturing the attention of the audience.
By crafting compelling narratives, PR professionals help businesses share their stories, values, and achievements with the world, ultimately building brand trust and loyalty.
Another important aspect of PR operation is crisis management. She reiterated the importance of an effective communication from the business when “the going gets tough as there is so much at stake.”
She said: “Sometimes people think PR is a dirty word with a tinge of duplicity and “spin” attached to it.”
“But when hard times set in, the best thing to do is to address it promptly and effectively. No waffle but clear and concise information on what’s exactly happening. Of course there’s a spin. You are addressing the issue from the business’ perspective, but it’s not deception.”
She pointed out that PR firms have become invaluable partners for businesses, especially during difficult passages. Whether it’s a product recall, a legal issue, or a negative media incident, PR professionals step in to manage the crisis swiftly and effectively. Their expertise lies in mitigating damage, restoring trust, and guiding clients through challenging situations.
“The longer you leave it, the worse it will become and cause irreparable damage to the brand,” she said.
Another important service PR firms provide businesses is collating and comparing statistics. PR agencies use advanced tools to monitor media coverage and analyse the effectiveness of their strategies. By tracking mentions, sentiment, and engagement, they can adapt their approach in real-time, ensuring that the client’s objectives are met and exceeded.
“PR firms are indispensable allies for businesses seeking to thrive in a competitive environment.”
“PR firms are indispensable allies for businesses seeking to thrive in a competitive environment,” concluded Morgan.
“Beyond the champagne evenings and press releases, these professionals navigate the intricacies of communication, shaping perceptions, managing crises, and fostering lasting connections. In an era where reputation is paramount, the role of PR firms is vital.”
All photos: Jen Allen
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