Hello hello there!

Last week, I completed a Driving Leadership in AI course with the Artificial Intelligence Collaboration Centre, and it was an eye-opener. So many learnings from the course but central is the seismic change that AI will have, not just in our workplaces, but in life. This is the biggest change since the introduction of the internet - even bigger some might say – and for me, this means there are two immediate takeaways:

1. Our need to constantly learn - we need to know more, understand the developing picture, continue to experiment with AI and also embed AI Guiding Principles within RNN.  
2. Focus on ‘real life’. Authenticity matters, and standout campaigns and brands will not just live online. There’s been so much focus on online and digital campaigns, and rightly so, but it’s the real-life, experiential campaigns where customers can see / taste / engage with brands that will stand out. 

Recently, we have just commenced a significant sampling campaign for a FMCG brand across Ireland and Northern Ireland. The goal is to reach thousands of people, encourage them to taste the product and engage with consumers in a fun way that’s reflective of the brand’s personality. 

The actual sampling delivery is relatively straightforward, but the devil is in the detail of the planning.  Working across shopping centres and entertainment venues across Ireland and Northern Ireland, the logistics and coordination of the campaign were epic. Agreeing permits, insurance, the right team, stock quantities etc. takes time and can be frustratingly slow, but now, as the campaign comes to life, we’re reaping the rewards of all of the detailed planning with the various aspects of the campaign falling into place. 

Here’s a blog by Tara on the campaign: https://rnncommunications.com/blog/sweet-success-how-experiential-marketing-is-driving-buzz-for-bazooka-candy/

The campaign has also reminded me of the value of getting back to basics. We’re as guilty as anyone of coming up with ‘big ideas’, new online concepts etc but for FMCG brands, people need to be reminded of your product and also encouraged to taste it. This leads to new customers, awareness, and ultimately sales.

Why ESG Matters

In addition to helping clients develop their ESG strategies, frequently delivering on the ‘S’ (social) element of ESG and working with social enterprises and charities within this arena, ESG forms an important part of many of our clients’ business and marketing plans.

A more sophisticated evolution of CSR that covers environmental, social and governance, ESG is no longer a ‘nice to have’ but a business imperative. It helps companies to future-proof their operations, meet stakeholder expectations, and build a sustainable competitive advantage in an increasingly transparent and values-driven world.

Discussing our ESG work, Sarah has published a more detailed blog post here: The Feel-Good Factor of ESG: Why Working in Social Matters & How to Strengthen Your ESG Communications Strategy - rnn communications

As a business, we’re currently undergoing our B-Corp assessment. This is a VAST BODY of work and not for the faint-hearted, even for a small organisation like ours. It takes funding and resources. We’ve started the process and have a timeline in place. I’m working with Sinead on this, and it’s rigorous, as it should be, but we’re getting there…slowly! Our summer project – RNN to transition to B-Corp – that’s the aim. 

RNN Gets Lean 

Not one to rest on our laurels, we’re never complacent. Last year, I was introduced to the concept of LEAN – generally a term for manufacturing companies that focuses on a systematic approach to minimising waste without sacrificing productivity in the manufacturing process.  It originated from the Toyota Production System (TPS) in Japan and has since been widely adopted across industries worldwide.

This appealed to me immediately for two reasons:

1. The identification of what ‘wastes’ there are in a business e.g., for us, overservicing, complex processes, underutilised skills
2. The focus on continuous improvement - this has my name all over it, but I didn’t have a process-driven approach to this - now I do 

I’m a Co-Founder of an entrepreneurs group called SOAR NI, and many of my fellow SOAR members have started to adopt LEAN processes within their businesses. We set up a study group and really started to delve into the LEAN processes and how they can be adapted and interpreted for our respective industries.

A company called Seating Matters here in Northern Ireland is leading the way with its Lean Made Simple   - and so in late May, Jill, Sinead and I headed off to Seating Matters for a tour of the facility and to see how the business has created a vibrant culture using LEAN methodologies.

We were BLOWN AWAY. I have never been in a cleaner factory where the team is engaged, living and breathing LEAN values, and with team members of all levels confident to present to outsiders on how they have made LEAN decisions to improve their departments etc.

We had so many takeaways from the tour, and it gave us renewed vigour for LEAN. Since then, we’ve made a number of improvements at RNN with many more to go: 

• No more dual ownership. The lesson of ‘dual ownership is no ownership’ has really struck a chord. I think that this one learning could have transformed our business years ago, if only I had known. I do now… 
• Fix what bugs you - we ask this question every week to team members and have ‘improvement time’ in our working week
• Improvement board for suggestions and actions 
• Jazzed up kitchen and bathrooms through a 20-minute makeover (of course, I loved this one) 
• Kitchen and bathroom rota for everyone. No more kitchen tidying by one person. We’re all on the rota. I was on duty last week and aligned to the LEAN principles of respect and leaving things better than you found them, I honestly didn’t have much to do. This is how it should be.

We’ve so much more to do, and it’s over to me to ensure I keep the momentum going, but one thing is for sure, RNN is getting LEAN! 

Wishing you a super July. If you haven't booked that holiday, do. You will thank yourself for it later. 

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 

At RNN Communications, we understand that ESG isn’t just a trend.  All three pillars, Environmental, Social, and Governance, play a key role in how many of our clients operate, and it’s the Social element that strikes a particularly powerful chord with the team here at RNN.

Why? Because we don’t just love being social - we work in social. We use communication as a tool to

• Connect people
• Tell important stories
• Drive positive change

“Our vision is to be the voice of bold and brave businesses, brands and people, and to do good out our team, clients and the planet.”

Whether it’s supporting our clients on the development of their ESG strategies, elevating community and charity initiatives or amplifying the voices of purpose-led brands, we see every piece of content as an opportunity to do something meaningful.

Strengthening Your ESG Communications Strategy

Of course, it’s not enough to have a great ESG story, you need the right strategy to share it. Here’s how to strengthen your ESG communications plan, with a focus on the Social pillar, through a PR agency lens:

1. Create a Compelling ESG Narrative

Forget the dry, jargon-filled reports - your ESG journey deserves better! A compelling narrative brings your environmental, social, and governance efforts to life. Start by connecting your values to real people and real impact. What motivates your team? What change are you trying to drive in the world? At RNN Communications, we love turning big goals into bold stories that resonate. Think less “compliance,” more “compelling.” Because when your story is authentic, people don’t just listen - they lean in.

2. Engage Stakeholders with Empathy

Not all audiences care about the same thing, and that’s a good thing! Whether it's your team, customers, investors, or the local community, understanding what they value is key. Are they passionate about diversity and inclusion? Do they care about youth opportunities, mental health, or local impact? Meet them where they are. The best ESG comms feel personal, human, and heartfelt. That’s why we always lead with empathy - and why your stakeholders will thank you for it.

3. Be Transparent and Honest

Let’s be real: today’s audiences are savvy. They can spot greenwashing from a mile off. So skip the spin - honesty wins every time. Share the wins and the work-in-progress moments. Maybe your sustainability goals are ambitious, or maybe you’re just getting started. Either way, being open about your journey builds trust and credibility. As your PR partner, we’ll help you frame the truth in a way that’s clear, confident, and courageous. Transparency never goes out of style.

4. Use Multi-Channel Storytelling

Your ESG message deserves a spotlight, and not just in one place. From press releases and podcasts to Instagram reels and stakeholder newsletters, your communications should echo across all the right channels. Different platforms attract different audiences, so don’t keep your story in a single lane. Our job? To weave that message across touchpoints so it’s consistent, creative, and unforgettable. Think integrated, think dynamic, think: “Wow, they’ve really thought this through!”

5. Partner for Greater Impact

Want to supercharge your ESG impact? Don’t go it alone! Collaborating with the right partners, charities, local groups, even schools - can deepen your message and extend your reach. These partnerships aren’t just good for business, they’re good for the soul. Plus, shared campaigns mean shared credibility, which strengthens your brand. At RNN, we help match our clients with aligned partners that add meaning (and magic) to their ESG storytelling.

6. Report Progress with Personality

Spreadsheets are great for accountants, not so much for storytelling. Yes, the data is important. But it’s the stories behind the data that move people. Instead of just listing KPIs, highlight the humans behind the change: the employee who led a green initiative, the community group that benefited, or the intern inspired by your inclusion programme. Data + heart = impact. Bring your ESG reporting to life with personality, colour, and a human voice. We’ll help you do just that.

Call us selfish - The Feel-Good Factor Is Real

Every time we help a brand amplify their community initiative, support internal culture change, or shine a light on a sustainability success, we feel it: the feel-good factor.

Working in ESG, especially in the Social space, gives PR teams like ours the chance to create communications with impact, and we’re proud to be part of that journey.

At RNN Communications, we’re committed to helping businesses communicate with clarity, conscience, and creativity. So if your brand is doing good, let’s make sure the world knows about it.

PR and ESG in a nutshell…

In a nutshell, effective ESG communications:

• Build trust with stakeholders
• Differentiate brands in competitive markets
• Attract talent and purpose-driven customers
• Protect reputation and manage risk
• And yes - Make people feel good

That emotional connection is the difference between ticking a box and building a movement.

Elevate your ESG comms Strategy Today!

If you’re ready to elevate your ESG communications strategy, let’s talk!

Get in touch with the team at RNN Communications to find out more about the importance of ESG and how we can help you share your story, authentically and effectively.

At RNN Comms, we love nothing more than rolling up our sleeves and coming up with fun, quirky sampling ideas that stop people in their tracks. There’s just something about getting a brand straight into people’s hands - it’s simple, memorable, and when done right, delivers big results.

Whether it’s sweets, snacks, beauty products or something completely unexpected, we know a great sampling moment can spark conversations, smiles, and can lead to purchase and talkability for a brand.

Sarah and Tara have been the brains behind this one, after the client reached out to them earlier this year looking for a fresh way to get people talking - and tasting.

The brief

Bazooka Candy Brands approached us with a clear goal: to boost brand awareness and drive product trial across the island of Ireland. The focus was to make real-life connections with people, not just rack up online impressions, by getting its products directly into the hands of consumers in fun, memorable ways. Standing out in a busy market, especially with younger audiences and families, was essential.

The solution

We rolled out an experiential marketing campaign, built around interactive sampling activations in some of Ireland’s busiest shopping centres and family parks.

From branded kiosks and usherette trays to feather flags, uniforms, stock logistics, and a dynamic sampling team - every detail was designed to bring the Bazooka brand to life. Our sampling team handed out free samples of Bazooka’s bold, flavour-packed products and were on hand to talk about the products and answer any queries shoppers had.

This hands-on approach gave people the chance to experience the products for themselves – and for free - to see the bright packaging, the range of products, and taste the sweets right on the spot. It turned curiosity into a mouth-watering tasting session, making the brand feel fun and memorable on the spot.

The outcome

Early results have been great. We’ve handed out thousands of samples, and shoppers have responded really well. The on-site video content means Bazooka can keep the buzz going on social media too.

For Bazooka, this isn’t just about free sweets - it’s about building genuine brand awareness through real moments with real people.

Conclusion

Experiential marketing works because it turns brand engagement into an experience people remember. By creating fun moments that tap into the senses, we help brands like Bazooka build real connections with new and existing customers.  

And with more activations planned for the summer, there’s plenty more to come.