Hello hello there!
Summer arrived with a bang in May, and with so many events taking place, sunny days were very welcome. From Ireland’s Best Baker with Gala Retail Ireland’s Best Baker: The PR recipe that rose to the top - rnn communications at the incredible Airfield Estate, to photocalls for client sponsorships, numerous TV and press features, new business meetings, awards, and a team event to celebrate 10 years of Jill at RNN, May has been a busy one.
New business is always welcome and after many years, we still don’t have this sussed, but we’re getting better.
We approach new business with chemistry meetings, understanding what new contacts need and how we can contribute, explaining about what we do and how we work, and approx costs. BUT we no longer create PR plans.
WHY? Time is our currency. Unlike many businesses, we don’t sell widgets or goods, we sell our time. So when we spend time working on a new business, researching the market, creating the plan, allocating two days of someone’s time – that results in two days of unpaid work. This simply isn't sustainable. We’ve spent many a month being manic but not earning fees by completing new business requests, and this benefits no one.
We have the clients, the awards, the results and the track-record to give people confidence in our work so if our initial meeting goes well, a budget has been allocated to PR, and we have an agreement to proceed and work together with a new client, we’re all in - 100%.
New PR pathways: I’m so delighted to welcome 19-year-old Brianna to RNN. Brianna is studying for a Higher-Level Apprenticeship (HLA) in Digital Marketing, Advertising and Communications and her energy, enthusiasm for learning, and bright and breezy demeanour is a pleasure to have around.
Brianna approached us, she wants to learn more and broaden her understanding of communications. We love young people who take their futures into their own hands, and to have a truly digital native team member is really valuable to us. Brianna can learn so much during her time at RNN, but we can also learn so much from her - e.g. check out Brianna's latest blog post on TikTok - Mastering TikTok: The Brand Survival Guide - rnn communications
The route into PR life was often pretty structured, requiring a degree in PR, communications, marketing or an associated subject but times are changing - thankfully! Our skill set is also evolving, but a few traits are constant: good grammar, a curious mind, desire to learn, fast and agile and bucket loads of common sense.
Brianna has already been creating some great content for us so keep posted on our social channels for more of Brianna’s work. To read more about Brianna, here’s her welcome blog: https://rnncommunications.com/blog/hi-im-brianna/
Fetch Ireland 2.0 - fetch is our micro-influencers platform that connects brands with micro-influencers in Ireland – fetch Ireland | Where influencers and brands unite - Influencer Marketing Agency Northern Ireland & Ireland . We launched fetch in 2021 and over the past four years, we’ve delivered hundreds of product drops on behalf of big brands, local players and hospitality providers, and created bespoke campaigns.
A couple of years ago, we commissioned SEO work and this still pays off. We receive enquiries from across the globe regularly asking to know more about fetch and its services, many of which we convert, some of which we don’t.
As a digital service and with the speed at which technology is evolving, we felt that the time was right to conduct a deep dive into fetch, see what aspects of the app were performing and how we can elevate our offering. In a quest to continuously improve our services, we’re working on the next iteration of fetch Ireland. We have worked with a super savvy tech expert over the past six weeks to cast an expert eye on what fetch is and how it can be improved. Next steps are to take these recommendations, invest in fetch’s future and make fetch Ireland 2.0 as good as it can be. Watch this space.
All about AI - AI is everywhere. From being at the top of meeting agendas, to the hot topic at conferences, the focus of podcasts, and the lead article in newsletters - it’s hard to avoid AI, and even more difficult to understand how AI can impact your business.
One thing is for sure… AI is changing the game. The pace of its sophistication is staggering. AI can handle tasks twice as complex as today every few months. The horse has bolted, and although we’re a little terrified too, we either lean into the learnings and use of AI, or ignore it at our peril.
So many AI tools are useful in our day-to-day roles, from idea creation to handling large quantities of data, but key is that we use AI as a starting point. There’s no emotion with AI, the element of humanity is non-existent, and in a profession that reads the zeitgeist and context, this is where our value lies.
AI spotting now seems to be a sport with many people calling out others on their use of AI. How do they know… number one is that the text often lacks personality. Other obvious signs are that the copy uses lots of words that mean very little, adopts a formal tone, use of repetitive phrasing, and a lack of personal anecdotes or emotional depth. People view AI-generated text less favourably - fact.
For us, it’s hugely important that we continue to learn as AI evolves. We need to educate our clients, be transparent in our use of AI, and adjust our services - and our prices - accordingly. That’s why back in June 2024, we launched our AI charter: https://rnncommunications.com/blog/rnn-launches-our-ai-charter/
Next up is more formalised learning. Many of the team have already studied elements of AI, and last November, I completed a diploma in Artificial Intelligence & reputation leadership. I’m now part of the first cohort of students studying with the AI Collaboration Centre - Driving Value from AI – which is due to be completed next month…I’ll report back accordingly.
That’s all for now. May is almost done and dusted. We’ve got an action-packed June in-store, including managing five store openings in GB for a previous client. There’s some time in the sun in-store and as always, we’ll continue to spin the plates, manage the challenges in-store and keep our eyes open for new opportunities.
Wishing you a super month ahead.
If you’ve any questions on the above or would like to get in touch, my inbox is always open: riki@rnncommunications.com
For now, it’s over and out.
Riki
In a world where attention spans are shorter than ever, TikTok has quickly become one of the most powerful platforms for brand exposure. With over a billion users worldwide, it offers a huge opportunity to connect with audiences in a creative but authentic way. But having a presence on TikTok doesn’t guarantee you’re doing it right.
With 34 million videos being posted daily, it can become difficult to stand out from the crowd. That’s why we are here to help and guide you with the dos and don’ts to make sure your brand is being advertised in the best way possible.
TikTok users value realness over perfection, so focus on creating content that feels authentic, relatable and entertaining as these are the types of videos users are more likely to engage and reach with the most. Content that shows behind-the-scenes, local influencers using products and useful tips often allows brands to build trust and connect with their current or potential consumers.
Videos can be created up to 10 minutes long however aim for the 1-minute mark as shorter videos tend to deliver better in engagement levels and can help build audience.
Participating in trending sounds or challenges – while putting a creative brand spin on them – can also boost visibility. It is important to remember that users enjoy when brands interact in the comment section or use humour in a way that aligns with its brand personality. Ultimately, content that tells a story or sparks a sense of emotion whether this is funny or inspiring performs best because it feels more like a conversation rather than an ad.
Creating engaging and entertaining content on TikTok begins with understanding what captures the attention of users quickly – studies show that users decide within the first 1-3 seconds of a video whether to keep watching, so strong hooks are essential. Some ways to do this is by using humour, surprise or relatable moment right at the beginning to draw viewers in. TikTok’s algorithm rewards high watch time and interaction, so the more entertaining and relatable your content is, the more likely it is to reach a wider audience.
Let’s look at B.bold’s TikTok account for example. B.bold is a Northern Ireland tanning brand with an audience of 55k followers and over 1 million likes, B.bold is a prime example how brands can succeed on TikTok. Eye-catching and short videos, that are paired with trending sounds means that their videos align perfectly on the platform, while still showcasing their brand. (B.bold, 2025)
Experimenting with different video formats on TikTok is essential, for brands to grow and engage effectively with their audience. TikTok thrives on creativity and fast-evolving trends, meaning sticking to one style can limit reach and impact. By testing different formats like behind-the-scenes clips, tutorials and voiceovers brands can begin to discover what resonates most with their target audience. This approach also increases the chances of landing on users For You pages which is where you’re videos can be discovered and essentially go viral.
Collaborating with influencers benefits brands expanding their reach and building trust with their target audience in a more trustworthy way. Influencers already have established their credibility have loyal followers, which makes endorsements feel more personal and genuine than traditional advertising. This connection can lead to increased engagement, higher conversion rates and improved brand awareness.
Finding Influencers that resonate with your brand and have a voice in the target audience you want to reach is the key. It is essential for the influencer who is advertising your brand to have an interest in what they are promoting, as users are beginning to see a pattern in influencer content that is purely transactional and lacking levels of sincerity.
Brands need to define who it is they are trying to reach on the platform. A brand shouldn't target everyone on TikTok because trying to appeal to a broad, undefined audience often results in diluted messaging and ineffective campaigns. TikTok's strength lies in its highly personalised content feed and niche communities, so brands are more successful when they create tailored content that resonates with specific interests, values, or demographics.
Targeting everyone can lead to generic content that fails to connect meaningfully with anyone, wasting both time and advertising budget. Instead, a focused strategy allows brands to build stronger engagement, foster loyalty, and create viral potential within clearly defined audience segments.
In the fast-paced world of TikTok advertising, it can be tempting for brands to chase only the big wins—viral videos, explosive follower growth, or overnight sales spikes. But the real value often lies in the small wins: a steady increase in engagement, a handful of positive comments, or a few conversions from a niche audience. These moments, though modest, signal progress and connection with the right viewers. Brands that stick with their strategy and build on these smaller successes lay the groundwork for long-term growth and loyalty.
Consistency is key when it comes to seeing real results on TikTok. Unlike traditional advertising channels, TikTok thrives on regular content that keeps your brand visible and relevant in users’ feeds. Posting consistently helps build momentum, trains the algorithm to recognize and promote your content, and creates more opportunities for users to discover and engage with your brand. Brands that show up regularly—not just when they’re launching a product or trend-jumping—are more likely to grow a loyal following and see sustained engagement over time.
When advertising on TikTok, brands need to resist the urge to be overly promotional. TikTok users value authenticity, creativity, and entertainment over traditional advertising tactics, and content that feels like a commercial often gets scrolled past. Instead of pushing products directly, successful brands focus on storytelling, humour, trends, or behind-the-scenes content that subtly showcases their values or offerings. By blending into the platform’s native style, brands can build trust and engage viewers more naturally. The key is to create content that feels like it belongs on TikTok first—any promotional message should come second, almost as a byproduct of engaging, relatable content.
Remember: TikTok rewards bold, relatable content — not corporate perfection. Be human, be creative, and most importantly, have fun with it.
I am thrilled to introduce myself as the newest member of the PR team at RNN Communications. My name is Brianna McCartan, and I will be carrying out a Placement position, allowing me to gain hands on experience at RNN.
I am 19 years old, and I am currently studying a Higher-Level Apprenticeship (HLA) in Digital Marketing, Advertising and Communications at Southern Regional College (SRC) in Banbridge.
Over the past few weeks, I’ve had the opportunity to carry out my HLA at Glór Uachtar Tíre, where I have been managing its social media content and helping with the podcast production. It has been a fantastic few weeks and I have already learned so much about the creative and cultural work happening within the business.
When I am not brainstorming creative content ideas, or keeping up to date with social media trends, you will usually find me at the gym, out for a walk with my dog, Sandy or spending quality time with my family and friends. I also really value having time to myself as it allows me to recharge and keeps my creative mind flowing!
In recent years, and especially since leaving high school, I believe I am truly becoming the best version of myself. I have a positive mindset, and I do my best to reflect this in all aspects of my life. By having this mindset, this allowed me to be given opportunities I thought would never be in reach. It’s about believing in yourself p.s I know that is easier said than done but I believe in you.
I am really looking forward to learning from all the team at RNN Communications, growing my skills and contributing wherever I can. Everyone has already made me feel part of the team and I am grateful to be doing this in such a welcoming and positive environment.
Looking forward to the journey ahead.
Brianna:)
Hello hello there!
March Madness
Where to start? We should be used to this by now, but Spring has sprung. We start the year knee-deep in planning, February disappears in the blink of an eye and then hey presto, March madness appears.
Events are back in full swing, spinning the plates of new business enquiries is a job in itself, and then as I’m one never to rest on my laurels, we have training and agency planning sessions to schedule in.
Projects this month have included everything from the unveiling of a new £15m showroom for a client, to a partnership with JOE.ie that reached 350,000 people in just two weeks, including almost 30,000 people participating in the weekly joe.ie quiz! Not forgetting our first-ever pieces of coverage in Scottish Farmer and Agriland.co.uk for a pedigree cattle sale in a Co Down Estate and multiple award entries for clients.
We held an agency planning morning, attended a special awards event at Hillsborough Castle and I was honoured to be asked to judge the inaugural PR Week People and Places Awards.
It starts with an idea
So many times when I look back at what we’ve delivered for clients, it started with an idea. A good idea. Over the years, this has been a true strength of the agency. My creative brain can be a challenge at times, but like everything, there are certainly many gains - including a never-ending supply of new thinking and ideas.
A few weeks ago, an idea that we discussed back in Jan for a client became a reality. From the initial idea to planning, outreach, scheduling, filming and the final edits, a new YouTube series is now live. Episode 3 has just aired and I’m so proud of what the team has produced.
For our client, they gain from the introduction of a totally new concept, benefit from rich content that has huge potential to grow in popularity, growing their audience through affiliations with the featured guests, and giving audiences another reason to visit their website.
I can’t wait to see how this series develops. The challenge for both the client and us is to stick with it, not become obsessed with the numbers, build on marginal gains, and give it the time it deserves to deliver – check out the series here: https://homesni.com/behind-closed-doors
In the business for new business
A big learning from last year, that I always need to remind myself of, is the need to have an ‘always on’ mentality for new business. To not get consumed by the current workload and always leave capacity for working on and embracing new business.
From the frustrating and often bewildering process of tenders (thank goodness for Sinead and her love of processes and paperwork) to open-ended briefs for FMCG brands, we must have responded to well over ten new business briefs in the last four weeks, and that’s not to mention new business enquiries for fetch Ireland - our micro-influencer platform that seems to attract lots of interest from brands outside of the UK and Ireland, as well as local companies.
Did we win them all… no! And thank goodness for that as delivery and quality for our current clients is paramount.
And I’m a big believer in that what we didn’t win, wasn’t for us. But we did secure several really exciting new pieces of work which fit our experience, expertise and ambition.
Time to get LEAN
In the midst of everything else, Sinead and I have been studying the concept of LEAN - based on LEAN manufacturing principles, it puts the customer at the heart of everything we do. I’m part of a book club of entrepreneurs who are deep-diving into the principles and then incorporating them into their businesses. Sinead at RNN is bought in and can see how we, and all businesses, can adopt LEAN principles to make our business more streamlined, our delivery more valuable and our culture vibrant.
One of the team quite rightly asked me: ‘why are we doing this?’ Because I’m a firm believer that none of us has it sussed. There’s always room for improvement and growth. Forward motion and curiosity make us richer in terms of our knowledge, learnings, how our business runs and what we can offer to others.
If you’re interested in finding out more about LEAN, here’s where to start – the Lean Made Simple website that houses hours of superb content from the book’s author, Ryan Tierney of Seating Matters - https://www.leanmadesimple.com/
And that brings me to a super blog article by Sarah - The Many Hats of PR. Sarah joined us in September from a marketing agency and six months in, Sarah was recently reflecting on how many different hats we wear in PR, our chameleon nature and the pace of the agency. If you have a few minutes to spare, check out Sarah’s blog here: The Many Hats of PR: Why Versatility is the Secret to Success - rnn communications
And so, thanks as always for reading. That’s you up to speed with all of the goings on at RNN this month (well, those that I can publish 😜)
If you’ve any questions on the above or would like to get in touch, my inbox is always open: riki@rnncommunications.com
For now, it’s over and out.
Riki
As I sit in the office, reflecting on some of the exciting client projects we’ve been delivering lately, it never ceases to amaze me how many different ‘hats’ we wear within the PR and Communications industry.
Far from a ‘one-size-fits-all’ job, if you ask any PR pro what their typical day looks like, you’ll likely be met with a laugh before they rattle through a list of roles that could rival an entire department!
If there’s one thing I’ve learnt, it’s that no two days (or even two hours) are ever the same in RNN Communications. One day, we’re strategists, mapping out long-term campaigns that align with business goals. The next, we’re creative copywriters, crafting compelling narratives that capture attention. And then there are the days when we’re producers, working behind the scenes to bring ideas to life through video, events, or social media content. PR really isn’t just about media relations anymore - it’s about being a storyteller, a strategist, a creative and a problem solver all rolled into one.
From Idea to Execution
Believe it or not, a great PR campaign doesn’t just happen. It starts with insight, research and a strong creative vision. As PR and Comms professionals, we also tick the box of…
It’s this ability to wear multiple hats (*and switch between them seamlessly) that makes PR professionals so valuable.
So, the next time you see a perfectly timed campaign or a story that captures headlines, remember: behind the scenes, a PR team was busy wearing many hats to bring it to life.
Hello hello there!
We’ve been feeling the LOVE in February…a love for our client work, new projects and events, and a love for other experiences too.
SAYING YES Just take two weeks ago - I said YES to a new adventure. I had so many reasons to say NO. We have deadlines, there are lots of spinning plates and an endless stream of new business enquiries. But – I said YES! And I’m so delighted I did.
Rachel, a former colleague of mine, asked me to accompany her to Abu Dhabi to the Tech Powered Luxury event at the Irish Ambassador’s private residence. Rachel and I joined a host of Irish fashion and jewellery designers, Irish media and UAE-based influencers at the event which covered a live podcast recording, a fashion show and networking. Although Rachel’s days in PR are long behind her, her PR training has stood her in good stead. From the involvement at the event to maximising the models and imagery, building her social following and personal brand, this was a one-off opportunity that Rachel maximised for her new bridal dress business, The White Era, which sits alongside Rachel’s long-established bridal boutique https://www.thewhitegalleryboutique.co.uk/
For me, I got to spend time with Rachel, meet new people and reconnect with some others, see new things and simply take two days out from our PR, deadline-driven world.
We visited the Louvre, Abu Dhabi, the amazing St Regis Hotel on Saadiyat Island (where we spotted a family photoshoot on St Valentine’s Day that was complete with a seven-strong crew), one of the largest mosques in the world - the incredible Sheikh Zayed Grand Mosque - and we finished off an epic trip with dinner at Hakkasan Abu Dhabi. Set within the Emirates Palace Mandarin Oriental… honestly, I have NEVER visited such an opulent hotel. I love a little OTT but this was on a whole other level! What a 48-hours, whistlestop trip to Abu Dhabi!
COOKING UP A STORM AT CATEX: Back on Irish soil, this February marked 60 years of CATEX - one of Europe’s longest-running trade events. Organised by the superb team at EventHaus on behalf of IFSA, we have worked alongside the EventHaus team for many years, providing the comms support for the event.
CATEX is right up there as one of our favourite events. Created for the hospitality, foodservice and catering sectors, CATEX is a feature-rich event that welcomes 12,000 visitors every two years. This year’s event was exceptional - from the standout quality of the exhibitor stands to the mix of exhibitors and programme of events.
Jill and I attended the event, which was superb. After our work (of course 😊), we nibbled our way around the show, spotted new trends in cuisine, met some seriously progressive businesses and watched the bartenders ‘in the mix’ at the Irish Cocktail Championships. We met baristas, young budding chefs and catering veterans who all shared a love for the vibrance of hospitality.
Business-to-business events are a particular favourite of RNN’s and in this digital-first world, there’s a realness that exhibitions offer. I truly believe that their value will increase and the importance of expos will be elevated as we seek to build real connections that the digital world just can’t offer. Through face-to-face opportunities, meaningful business discussions can take place, new connections are made, and there’s a chance to see and taste products in real life.
Not everyone understands how to market B-2-B but for us, this is our bread and butter. We have years of experience delivering comms for trade events, and that’s why we know our stuff, especially when it comes to how exhibitors can boost their presence at trade events.
In this month’s blog article, Jill shares some very solid advice on how exhibitors can maximise their event - for the full article, click here: https://rnncommunications.com/blog/top-tips-before-you-turn-up-to-a-trade-show/
#TRENDING I know what you’re thinking…eye-roll (me too sometimes) - but the facts are that if you can keep up to speed on what’s trending on social, what’s in vogue, what to tap into - you’ll supercharge your social with relativity the same time input. So being aware of the trends isn't just common sense but it makes financial sense. It saves time and makes your social pop.
I’m all about effectiveness and efficiency, and continually questioning what’s new, what’s trending, how our work reflects this and what are the results. Delighted to see that Tara’s blog this month is on current trends. So whether it is to expand your reach, launch new products or reach new demographics, consider incorporating Tara’s social trends in your future content – Three Social Media Trends You Can’t Ignore in 2025 & What to Watch Out For - rnn communications
And we move…. marching into March with renewed vigour, exciting client campaigns and new names in our inboxes. Onwards we go.
As always, my inbox is open for any questions. I wish you all a year of progress ahead and if we can be of help in any way, please do get in touch.
Over & out,
Riki
Social media is evolving fast, and 2025 is shaping up to be a year of big shifts. Whether you’re a brand or creator, here are three trends you need to know and one major thing to watch out for.
Trend #1: Authenticity is King
People crave real, unfiltered content. Brands and influencers who prioritise transparency, storytelling, and genuine engagement will win.
Trend #2: Social Entertainment
Platforms like TikTok, Instagram, and YouTube are prioritising engaging, binge-worthy content. Short-form videos, and funny creator-led storytelling will dominate feeds.
Trend #3: AI is Changing the Game
Expect AI to drive better audience insights, automate engagement, and even create content—though knowing when to keep it human will be key.
WATCH OUT: People Know When You’re Using ChatGPT
AI tools like ChatGPT can be great, but overuse makes content feel robotic. Users value personality and authenticity, so if you’re relying on AI, make sure to add a human touch. Edit, personalise, and infuse your voice into everything you post.
In 2025, staying ahead means embracing authenticity, leaning into social entertainment, and using AI wisely.
