Category: #SharpNews

Change of guard for businesswomen’s networking event

The Managing Director of Sharp Minds Communications, Siobhan Stirling, chaired her last Make It Your Business event for female business owners in June, handing over the role of Tunbridge Wells champion of the national organisation to Debbie Waite, founder of Stronger Inside and Out.  

Siobhan has chaired 16 events and interviewed more than 60 leading Tunbridge Wells businesswomen since being asked to launch Make It Your Business in the town in 2019 by the founder, Alison Cork, who received an MBE for her services to women in business.  

“It’s been a privilege to get to know such dynamic business leaders,” commented Siobhan, “and incredibly rewarding seeing how inspired the audience is from hearing their business stories.”

“With the enthusiastic organisation of our Operations Manager, Alison Dry, we’ve grown Make It Your Business Tunbridge Wells to three events a year, often with a waiting list. ”

“But with the opportunities presented by our new, bigger venue at The Town Hall powered by TownSq, it seemed the perfect time to hand over to someone who can bring fresh energy to take the events to a new level – and I know that Debbie, with her infectious energy, humour, drive and strategic vision is the right person.” 

New champion for the next chapter

“There’s something truly powerful that happens when women come together to support, inspire, and empower one another,” said Debbie. “We can move forward in business AND life, achieving bigger and better things – together.”

“That’s why I’m beyond excited to be involved with Make it Your Business (MIYB), a community where successful women share their journeys in a safe, supportive space. Whether you’re just starting out, scaling up, or contemplating stepping out on your own, MIYB offers a judgment-free zone: with no egos, no competition, and no expectations. “

“This is where the true power lies. This is where women become stronger on the inside and out.” 

Different business stories – common themes

More than 40 female entrepreneurs and women wanting to set up their own businesses came to hear the speakers share their business stories at the meeting on 25th of June. 

The dominant themes to emerge from the panellists’ business stories were the importance of positive cultures and aligned values, as well as a willingness to think and do things differently. 

Keynote speaker Victoria Symons, Head of corporate law at Cripps, shared how at every stage of her life she has listened to the advice of others – but trodden her own path when the counsel she received was not the right advice for her. She encouraged the audience to listen to their own inner voices. 

Succeeding through being true to personal values 

Jessica Bunce, co-founder and chief operations officer of Sapio Research, a multi award-winning, full-service market research agency that numbers Visa, Mailchimp and Cisco among its clients, recalled how she left a steady job while pregnant to found her own business because the culture of her previous company no longer aligned with her values following a takeover. 

Leanne Terry, co-founder of Clic Accounting, revealed that she turned down partnership to become her own boss because she was convinced they were alternative ways to run a successful accountancy practise that would create more opportunities for staff and a better experience for clients. She explained that Clic’s flexible employment terms, including no annual leave limit, had enabled her and her cofounders to build a loyal, reliable team. 

Katie Whittingham explained how her role as Chief Executive Officer of The Glasshouse, a charity which provides training and employment for women in prison, brought together all her previous experiences in alignment with her personal motivations and values. 

She shared a moving story of an abused, illiterate woman from the travellers’ community, who had previously never had a job or lived anywhere other than a caravan, who had had several spells in prison. Supported by The Glasshouse, she has learnt to read and write, and grown in personal confidence and interpersonal skills as she has trained to become a plant technician. After leaving prison recently, she was able to move into her first ever apartment with the security of her new job maintaining plants in offices across London for The Glasshouse’s corporate clients. 

A prize draw was held for local mental health and wellbeing charity, West Kent Mind, which raised £185 – which will be doubled to £370 through the Big Give philanthropic scheme.  

3 reasons I’m excited about Make It Your Business

By Debbie Waite, the new Make It Your Business Tunbridge Wells champion:  

  1. We’re lucky to be women – but it can be super overwhelming! As women, we are fortunate to live in a time when we have choices. We can run businesses, be financially independent, and pursue our passions. But having so many options can sometimes feel overwhelming, especially when we feel pressured to excel in every area (business, family, health, and appearance). That’s a ‘Hard’ we don’t talk about enough. MIYB provides a safe space where we can be vulnerable, share our challenges, and know we’re not alone in our stressy struggles. It’s a place where we can breathe and know that others get it. 
  2. The Gender Gap: There’s a big gap in the way men and women approach opportunities. Men often think, “I’ll go for it, and see what happens.” Meanwhile, women tend to hold themselves back, thinking they need more training, experience, or time before they step into something new. But this hesitation leads to missed opportunities. MIYB creates an environment where women can smash that self-doubt, step into their power, and feel confident to take action. It’s a space that breeds a “can-do” attitude, where women support each other in pushing boundaries and taking bold steps forward. 
  3. Corporates have messed up! More women than ever are leaving corporate roles,and while that’s a loss for big businesses, it’s good news for the business world because women are starting their own businesses in record numbers- yay! But let’s be real: entrepreneurship is tough and can feel lonely.  

That’s why MIYB is so important. It provides a community, a sense of belonging, and the support that women need.  
At MIYB, we link arms to lift each other up. We grow stronger together, and we create a community that’s truly one of a kind. Whether you’re looking to connect with other women, share your story, or get the support you need to scale your business (and life), MIYB is the perfect place to be. 

The next Make It Your Business Tunbridge Wells will be on 7 November, 10.30am – 12.30pm, at The Town Hall powered by TownSq. Free tickets will be available through Eventbrite. 

If you are a brand looking for support with your marketing and PR campaigns, please get in touch.

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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A bigger venue, A bigger vision – We’re entering a new chapter for Make It Your Business Tunbridge Wells 


We’re delighted to announce that Make It Your Business Tunbridge Wells, the popular networking event for female entrepreneurs and female business owners in Kent, is entering an exciting new phase – and a new venue. From Friday 27th June, our popular female entrepreneurship event will be hosted at The Chambers at Town Hall, powered by TownSq, in the heart of Royal Tunbridge Wells. 

Designed to support women starting or growing their businesses, Make It Your Business provides valuable networking opportunities, practical insights, and inspirational advice from experienced business leaders. The move to Town Hall is a reflection of the event’s growing popularity—and its commitment to supporting more women across Kent’s business community. 

“We’re thrilled to take Make It Your Business to a venue that champions innovation and entrepreneurship,” says Siobhan Stirling, Managing Director of Sharp Minds Communications and Chair of the Tunbridge Wells event. “Town Hall and TownSq share our values of collaboration, business growth and community support. With this move, we can welcome even more women into a space that empowers them to succeed.” 

A partnership built on shared values

Lucie Merkl, Hub Manager at TownSq, explains the significance of this new partnership: 

“Supporting business growth is core to what we believe at TownSq. Hosting Make It Your Business in the council chamber—a space where big decisions are made—feels entirely fitting. It’s about creating room for bold ideas and helping more women access the support they need.” 

A powerful speaker line-up for female business owners

The 27 June event features an outstanding line-up of female leaders and entrepreneurs who will be sharing their expertise, personal stories, and practical business insights. Highlights include: 

Keynote: Victoria Symons, Partner, Cripps 

Victoria Symons is Head of the Corporate Group at Cripps, where she advises high-net-worth individuals and family offices on complex business issues. As a passionate advocate for gender parity, Victoria has also led Cripps’ research into female leadership in mid-market firms. Her keynote will explore how women can drive strategic growth and overcome systemic barriers in business. 

Jessica Bunce, COO and Co-Founder, Sapio Research 

Jessica Bunce co-founded Sapio Research, an award-winning market research agency delivering insights for PR, marketing and tech-led B2B companies. Jessica will share how insight-driven strategy, ethical leadership, and values-based growth can help businesses of all sizes scale and succeed. 

Leanne Terry and Katie Clarke, Co-Founders, Clic Accounting 

Leanne Terry and Katie Clarke are two of the co-founders behind Clic Accounting, the UK’s first Climate Neutral certified accountancy practice. With over 20 years of experience in financial strategy, Leanne will discuss the challenges and rewards of running a purpose-led, tech-powered business. The duo will also share how Clic Accounting is supporting SMEs with smarter systems and more sustainable practices. 

Katie Whittingham, CEO, The Glasshouse 

Katie Whittingham leads The Glasshouse, a not-for-profit social enterprise that provides paid employment and horticultural training for women on day release from prison. With a reoffending rate of 0%, the business is a shining example of social impact entrepreneurship. Katie’s talk will explore the intersection of commercial success, personal transformation and community reintegration. 

A Thank You to The Finance Hub

As the event expands, Sharp Minds would like to thank Gillian Palmer for her generous support in hosting Make It Your Business at The Finance Hub since lockdown. Her enthusiasm and modern space on The Pantiles have played a key role in the event’s growth.

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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Turning setbacks into stepping stones: lessons from Make It Your Business entrepreneurs


The power of failure, being open to opportunities when they come along and the importance of aligning yourself with people who share your values and vision were key themes to emerge at January’s Make It Your Business, Tunbridge Wells. Hosted by Sharp Minds’ Managing Director, Siobhan Stirling, the audience of the sell-out event took inspiration and encouragement from the personal business stories shared by the panellists.

The latest Make It Your Business Tunbridge Wells event brought together local businesswomen from around Kent at The Finance Hub for an inspiring morning of networking and learning. While many women already run their own businesses, countless others are held back by a lack of networking opportunities and mentoring. Make It Your Business aims to change that with regular events that foster connections and empower women.

January’s Tunbridge Wells event featured an impressive line-up of speakers: keynote speaker Julia Elliot Brown—a serial entrepreneur, advisor, and founder of Enter the Arena; Jodie Claridge, founder of Dentalbox; Danielle Friend and Jane Hodge of Create Balance; and Nell Mellerick of Arty Farty Retreat.

Failure is something to embrace

Julia Elliot Brown discussed the power of reframing failure. She shared her experience with Upper Street Shoes, a venture where women could design their own shoes. Despite raising capital and attracting celebrity clients, the business ultimately collapsed. For a while afterwards, Julia said she felt like a failure. She was devastated and needed time to lick her wounds and consider her options. Which she did. Looking back now, instead of viewing this experience as a failure, Julia sees it as a pivotal moment. 

Her three tips for bouncing back after failure. 

  1. Take time off: Julia needed time to reflect; she took time off to give her brain time to unravel itself and work out where things went wrong.
  2. Look out for problems that need solving: During her time out, Julia thought about her own struggles to raise investment. She had many women coming to her to ask for advice during her time running the business and this helped her formulate the idea for Enter the Arena. “When you’re stuck, look at the problems you see around you,” says Julia. “Very often those are the sparks for a great business idea.”
  3. Don’t listen to the naysayers: Because there will be many. For Julia, it was mostly men saying her idea was too niche. However, she went for it anyway. “Don’t let others define your limits.”

Ultimately, Julia’s advice to other business women was not to be disheartened if it’s hard. Failure doesn’t define you, see it as a stepping stone and don’t be afraid of it.

Be curious and observant

Jodie Claridge is the founder and owner of Dentalbox, but her journey to being a successful business owner wasn’t an easy one. Forced to leave home at 17, Jodie’s career path was shaped by curiosity and keen observation. She stressed the importance of learning from one’s surroundings and using every experience as a springboard for growth.

In just two years, Jodie has taken The Dental Box from a standing start to a turnover of £350,000. Her work ethic centers on sticking to one’s values, continual learning, and maintaining a clear vision.

Have the right people around you 

Create Balance burst onto the Tunbridge Wells business scene a year ago – but it’s a business that was 12 years in the making. Business partners Danielle Friend and Jane Hodge highlighted the significance of surrounding yourself with the right team. Their business, 12 years in the making, flourished once they found the right partnership dynamic. 

They advised entrepreneurs to be careful about who they choose for their inner circle, emphasising the need for people who can challenge and spur you onward, rather than simply agreeing with everything.

The importance of community 

Nell Mellerick of Arty Farty Retreat discussed how community involvement contributed to her business growth. After running art classes at charities Peppenbury and Hospice in the Weald, Nell was inspired to make art accessible to everyone through her retreat.

Nell not only runs the Arty Farty Retreat but also manages Southborough Street Community social pages and organises large annual events. She emphasised that being a trusted figure in the local community significantly helps in growing a business.

Key points from the morning:

Be a part of your community and build connections

Be curious and observant in your early career

The importance of keeping yourself open to new opportunities

Find the right team that shares your values 

If you are a brand looking for support with your marketing and PR campaigns, please get in touch.

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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Building trust with consumers in the digital-first eco-culture


Consumer trust is the most valuable commodity of any brand. Crafting marketing and PR campaigns that build consumer trust, rather than eroding it, is therefore essential. Mailchimp’s Brand Trust in the Age of Information Overload report provides valuable insights into how brands can build that trust and create authentic relationships with their customers.

Tailored campaigns that go beyond the sales pitch

According to the report, 61% of consumers want tailored content, so pumping out general marketing materials won’t encourage engagement. To gain consumer trust and grow authentic relationships, you need to know who your core customer is, where they spend their time and what type of content they consume.  

For example, brands wanting to target Gen X, will see a higher success rate if they demonstrate an awareness of topical events and social issues. To stay relevant, brands must therefore be aware of the news cycle, social trends and global issues such as climate change so they can offer their audience more than just a product or service, but a brand they can align with.

Quality over quantity

The report suggests consumers will only tolerate up to a certain amount of content per week from any one brand – with emails, it’s a maximum of six a week. Instead of creating an endless stream of content, which might not all be value adding, look at investing in tailored campaigns. Quality over quantity is key. Considering consumers are more likely to align with brands they are already loyal to, building loyalty should be done in a slow, measured way – don’t pump out six emails a week, if you only have two that are of real value.

Timing it right to score the best ROI

Timing your campaigns for a window when your audience is most likely to be online will ensure you are top of mind when they come to making that all-important purchasing decision. The report suggests there is a spike between 3-9 pm, but it’s worth experimenting with send-out times to see what performs best.

Consumers’ view on AI content

While AI can speed up content creation, it’s wise to proceed with caution as 48% of consumers crave authentic, human-led communications. However, the report’s findings suggest consumers are open to some AI involvement if it has “extensive human input and oversight.”

Consider how to best utilise AI to streamline systems and processes, for example, to line up newsletters or to stimulate content ideas, leaving you with more time to do the creative thinking so that you can build consumer trust.

The standards are high when it comes to winning over consumers who are becoming increasingly conscious of marketing techniques. Honing in on what it is your audience wants and needs is key to gaining their trust, and building long-lasting connections.

If you are a brand looking for support with your marketing and PR campaigns, please get in touch.

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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Running for mental health


How would you celebrate a successful second hip replacement? Our Managing Director, Siobhan Stirling, has chosen to run the Tunbridge Wells Half Marathon for West Kent Mind next month – and has chosen to speak personally about her own struggles with mental health to explain why this is a cause she is keen to champion.

Strengthening mental and physical health through running

“Having suffered from depression myself in the past, I know how debilitating mental health problems can be, both for the individual and those who care about them,” shares Siobhan. “With 15% of UK adults this year saying their mental health is bad or the worse it’s ever been, it would be fantastic to raise some funds to help West Kent Mind in its invaluable work supporting people in our community.

“I suffered from depression a couple of time as a young adult, and then had long-term postnatal depression, exacerbated by failing to deal properly with the emotional toll of a couple of miscarriages. This continued almost up to early onset perimenopause, which came with its own problems.

“I decided to run the Tunbridge Wells Half Marathon in 2014 after I realised I had become very unfit. It was a bold commitment for someone who had never run further than to catch a bus, but running proved a salvation for my mental health. The time outside and the ability to clear my head properly brought me space and strength I had never managed to achieve before, so it’s fitting for me to dedicate my new challenge of taking up running again after two hip replacements for West Kent Mind.”

The role of West Kent Mind

West Kent Mind helps people in Tunbridge Wells, Tonbridge & Malling and Sevenoaks to live well, stay well and thrive. Its services include low-cost 121 counselling, creative courses, need-specific support groups and an early intervention service for children and young people.

Stevie Rice, the Chief Executive of West Kent Mind commented: “The ongoing challenges with cost-of-living, local authority cuts and long waiting lists for NHS appointments mean our services are in demand more than ever, so every donation is vital in helping us to continue to offer mental health support to people in West Kent.”

Marathons, injuries and hip replacements

Siobhan caught the running bug after completing her first Tunbridge Wells Half Marathon, which led her to finish the London Marathon and The Beachy Head Marathon in 2015, followed by the Rome Marathon in 2016.

Although an ankle injury sidelined her for a time, she managed to bounce back and celebrated her 50th birthday by achieving a personal best at the New York Marathon in November 2017. Unfortunately, a series of injuries and a subsequent hip replacement have kept her from running for the past seven years.

“My first hip replacement made my operated leg 1.4cm longer than my other leg, which meant I wasn’t able to run because it caused problems in my back,” explains Siobhan. “I must be the only person to have prayed their second hip would go quickly to be able to try and correct some of the leg-length difference with a second hip replacement.

“It may sound strange, but I was really pleased when I recognised the telltale symptoms that indicated osteoarthritis due to hip dysplasia at the beginning of last year. I saw an excellent surgeon and we discussed how he might offset my leg-length discrepancy. I’m over the moon that he managed to halve it, which has made all the difference to my quality of life.”

A challenging return to running

Despite having completed four marathons, the return to running has not been an easy journey.

“When I started the couch to 5k programme, I honestly didn’t think I’d get through the first minute, and certainly never thought I’d be able to do anything more than a 5k, especially after being told by my first surgeon that I would never run again,” admits Siobhan. “But I surprised myself by running four and a half miles in Spain in October, so decided to commit to the Tunbridge Wells Half Marathon to give me a firm goal to inspire me to get properly back into my running shoes and raise much-needed funds for West Kent Mind.”

“After seven years of no cardiovascular exercise at all, the training has proven to be really tough. I won’t come anywhere near the times that I managed a decade ago,” confesses Siobhan. “But after never expecting to run again, I will be delighted if I simply manage to complete the course.

“I’ve had fantastic encouragement from my family – my three children, my son’s best friend and my partner – who’ve all got behind me and are currently training to take part in the race as well. Although I fear they’re all going to get very cold waiting on the other side of the finishing line for me to shuffle in after them!”

You can donate to Siobhan’s fundraising for West Kent Mind on JustGiving.

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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What investment should you make in 2025 in marketing and PR?


For many businesses, 2025 looks to be an expensive year, and many brands will be assessing how they can cut costs to allow for growth. When rising costs and a loss of consumer confidence threaten, many businesses choose to cut their marketing and PR in hopes of saving money. However, research shows that such disinvestment can have long-term costs when it comes to brand awareness, customer loyalty and market share, and so it is important to continue investing into your Marketing and PR in 2025.

You don’t have to search far to find a gloomy prediction for the business landscape in 2025. Changes introduced by Rachel Reeves in her first budget – notably increases to employers’ National Insurance Contributions and the National Living Wage – will mean significant cost increases for many, on top of the rising inflation emerging at the back end of 2024. When you add Day One employment rights into the mix as well as the prospect of Donald Trump making tariffs a top priority as soon as he re-enters the White House, you have a recipe for a very challenging time for businesses from SMEs to corporates, from manufacturing to tech.

But, however bleak the forecasts, alongside the inevitable business casualties, there will be those that emerge stronger on the other side. These are typically businesses that best adapt to the changing circumstances. For brands that want to be on the winning side of this economic evolution, there are lessons to be taken from previous downturns such as investing into your marketing and PR in 2025.

Successful businesses invest in progressive marketing and PR strategies

Analysis https://hbr.org/2010/03/roaring-out-of-recession by Gulait, Nohria and Wohlgezogen published in the Harvard Business Review https://hbr.org/ concluded that businesses that emerge in the strongest positions out of downturns are those that adopt a progressive strategy, as opposed to prevention strategies (defensive moves focused on cutting costs and risks) or promotion-focused strategies (a bullish approach, investing in offensive moves to get ahead of the competition, but without analysing costs and addressing operational issues that could provide a competitive advantage in the long term).

The authors describe companies that adopt a combination of defensive and offensive moves as ‘pragmatic companies’, but they reserve the title ‘progressive’ for firms that achieve an optimal balance between the two.

They conclude:

“The CEOs of pragmatic companies recognise that cost cutting is necessary to survive a recession, that investment is equally essential to spur growth and that they must manage both at the same time if their companies are to emerge as post-recession leaders.”

The brands that are most likely to emerge as leaders when the economy picks up are those that adopt progressive strategies:

“These companies’ defensive moves are selective. They cut costs mainly by improving operational efficiencies rather than by slashing numbers of employees relative to peers. However, their offensive moves are comprehensive. They develop new business opportunities by making significantly greater investments than their rivals do in R&D and marketing, and they invest in assets such as plants or machinery.”

The trend is backed by strong economic indicators. According to Statistica, short-form video ad spending is projected to grow at a rate of 7.82%, reaching £4.91 billion by 2028. Demonstrating its significance for brand visibility moving into 2025.

For the communications industry, this represents a paradigm shift. Traditional formats and longer forms of storytelling are taking a backseat to more concise, visually dynamic, and instantly accessible content. To remain relevant, companies must adopt marketing and PR strategies that prioritise creativity, immediacy, and adaptability within the short-form video landscape.

This evolution also challenges businesses to find innovative ways to stand out in a crowded market while maintaining authenticity and resonating with their target audience.

The importance of tailoring recession marketing strategies to customers’ needs

In another article published in The Harvard Business Review, How To Market in a Downturn https://hbr.org/2009/04/how-to-market-in-a-downturn-2?referral=03759&cm_vc=rr_item_page.bottom, the authors Quelch and Jocz emphasise the importance of understanding the psychology of your customers to create marketing strategies that will resonate most strongly with them. They identify four customer profiles:

Slam on the brakes: The most vulnerable and hardest hit financially. In the current situation this may include many in the gig economy or those asked to take unpaid leave by their employer as they fight for survival.

Pained but patient: Resilient and optimistic about the long term, but less confident about short-term recovery or their ability to maintain their standard of living. Typically, this is the largest group of consumers, some of whom may migrate into ‘slam on the brakes’ if the situation continues.

Comfortably well-off: Typically, they feel secure about their ability to ride out the economic downturn, but may cut some discretionary spend.

Live for today: Normally young and urban, they carry on as normal and remain unconcerned about savings, however they often respond to economic uncertainty by extending their timetables for making major purchases.

Identifying the psychology of your customers can help brands devise marketing strategies that correspond with their concerns. For example, if your company has a high number of ‘slam on the brakes’ or ‘pained but patient’ customers, short-term, price-cutting strategies or offering smaller, more affordable purchasing options might help persuade them to continue to buy your product rather than look for a competitor who appears to offer better value.

Customers’ psychological profiling needs to be paired with whether your goods or services are essential, treats, postponables or expendables, as the different customer types are going to have different responses to where distinct categories of spending fit in their current situation and what messages will persuade them to include particular goods or services within their immediate budgets.

But Quelch and Jocz conclude that:

“On average, increases in marketing spending during a recession have boosted financial performance throughout the year following the recession.”

Understanding the emotional profile of your business’s target customers and their responses to different types of purchasing are important first steps. However, successful marketing strategies are going to need to be creative and authentic to keep your consumers engaged.

Finding opportunities for growth in 2025

No matter how difficult a situation is, there are always new opportunities to be seized. Marketing, sales and business development teams should be brainstorming how target clients might be reacting to the economic challenges, how they might have to adapt their work or home life, and how to position your brand as part of their solution.

These are undoubtedly tough times for businesses of all shapes and sizes – and in all sectors. Developing the right marketing strategies to capitalise on new opportunities that resonate with customers’ concerns is going to require strategic, creative thinking. But the evidence shows that when the going gets tough, the tough get marketing – and if you do it well, you can emerge the other side leaner, more competitive and with a bigger market share. so it is worth investing into your Marketing and PR in 2025.

Want to get your brand noticed? Get in touch

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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Future of communications: The need for authentic and personalised marketing & PR strategies in 2025


Staying relevant and ahead of trends when social media, marketing and PR are evolving at such a rapid pace has become increasingly challenging. Successful communications rely on a brand’s ability to convey authenticity and resonate with their target audience. As consumer preferences shift moving into 2025, short-form videos and podcasts are dominating social strategies, while creative, outside-the-box campaigns that align with emerging interests are gaining traction. 

To create an effective marketing and communications strategy in 2025, businesses will need to focus on genuine engagement and authentic, personalised content.

Short-form videos saturating the market in 2025

The COVID pandemic acted as a catalyst for reshaping consumer habits and content consumption patterns. One of the most significant trends to emerge, which now dominates communications and marketing, is the importance of short-form video content. These videos, designed to deliver quick, engaging messages, are now essential for brands wanting to connect with audiences in an oversaturated digital market. With attention spans perceived to be shrinking and daily content consumption soaring, short-form videos are an efficient and impactful way to deliver messages.

The trend is backed by strong economic indicators. According to Statistica, short-form video ad spending is projected to grow at a rate of 7.82%, reaching £4.91 billion by 2028. Demonstrating its significance for brand visibility moving into 2025.

For the communications industry, this represents a paradigm shift. Traditional formats and longer forms of storytelling are taking a backseat to more concise, visually dynamic, and instantly accessible content. To remain relevant, companies must adopt marketing and PR strategies that prioritise creativity, immediacy, and adaptability within the short-form video landscape.

This evolution also challenges businesses to find innovative ways to stand out in a crowded market while maintaining authenticity and resonating with their target audience.

Podcasts are a marketing winner for 2025 marketing strategies

With the evolution of technology and social media, the communications landscape is constantly shifting, with several trends reshaping the way organisations engage with their audiences. The meteoric rise of the podcast, the expansion of short-form video content, and the changing expectations of Gen Z – who are increasingly looking for brand authenticity, commitment to diversity and environmentally sustainable policies, as well as providing entertaining, unique digital experiences – are all contributing to this transformation.

Now, more than ever, repurposing your long-form content is a successful strategy for your audiences to engage with material in their preferred formats. For instance, podcasts have diversified into video-podcasts; this not only boosts reach but also enables brands to repurpose podcast episodes into short-form videos for their social media channels. Additionally, podcasts can be repurposed into long-form content, such as blog posts, which can significantly enhance search engine optimisation (SEO).

Tapping into rising interests

Brands are no longer just aligning themselves with obvious trends but are also partnering with products that may seem counter-intuitive to engage with new audiences. For example, some energy drink providers are positioning themselves as wellness brands, promoting their products as healthy providers of natural energy.

To thrive, businesses must find different and creative ways of communicating with their audiences. Researching where your audience spends time online is key to ensuring you get in front of the right people and stay top of mind. Incorporating this practice into your marketing and PR strategies in 2025 will help you build credibility, trust and authenticity which will resonate with a new generation of consumers.

Want to get your brand noticed? Get in touch

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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Sharp Minds shortlisted for two Tunbridge Wells Business Awards 2024


We are excited to announce that Sharp Minds Communications has been shortlisted for both the Creative and the Small Business accolades at the Tunbridge Wells Business Awards 2024.

This event, being held on 26th November 2024, celebrates the exceptional companies, organisations and individuals operating in Tunbridge Wells and the contribution they make to the local economy and community.

Our innovative approach to intelligent, evidence-based thought leadership enabled us to put our hat into the ring for the Creative Award, showcasing the recent example of a campaign we ran with client Autumna.

In less than six months, Sharp Minds got the brand in front of a digital audience of more than 200m, establishing it as a data-driven authority on developments within social care, a leading innovator in devising imaginative, effective solutions, and go-to expert sector commentator.

Then, Sharp Minds’ dedication to nurturing talent, boosting team identity and supporting overall health and well-being are just some of the reasons why we put ourselves forward for the Small Business Award.

Looking forward to the event, which will be held at Trinity, and celebrating the many exceptional and innovative businesses in Tunbridge Wells. Watch this space! forward to our next Make it Your Business event in January.

Want to get your brand noticed? Get in touch

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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Don’t be an obstacle to your own success – business women share their stories


Building a strong network is often the difference between a business that thrives and one that struggles. For women in business, connecting with other inspiring, like-minded professionals can be a game-changer, offering both support and invaluable insights. Recently, our Managing Director, Siobhan Stirling, hosted a successful Make It Your Business event at The Finance Hub in Tunbridge Wells’ historic Pantiles area. The event featured four inspiring speakers, each sharing strategies and experiences to empower women in business. Here’s a look at the key takeaways gathering that arose from the event.

Feel the fear, but do it anyway

Keynote speaker Jenny Kitchen, founder of YoYo Design and Amplifi, shared her inspiring journey to becoming a business owner, highlighting the pivotal moments that shaped her path.

First, was learning to trust her instincts. She explained, “Accept that feeling of not being good enough because you will feel it. Keep going regardless. Bit by bit, the confidence will grow.” Jenny founded Amplifi, a local initiative amplifying environmentally conscious businesses, despite already having a busy schedule running the successful YoYo Design. “People thought I was mad to start another business, but when you’re passionate about something, you can always find the time and energy for it.”

Jenny also underscored the importance of focusing on operations as much as strategy. “I invested so much in strategy and not enough in operations—that’s one of my biggest lessons. People often overestimate the brilliance of their ideas and underestimate the hard work required to bring them to life.”

To Jenny, business success is defined by three key pillars: profit, people, and planet. She stresses the importance of getting comfortable with financials, saying, “Finance is what makes the world go round, whether we like it or not…then it’s people and planet.” Together, these principles fuel her joy, her team’s purpose, and the positive impact they are having on their community.

Recognise the gaps in your skillset

Failure is an interesting word, says Lynne Campbell, Director at Alexander Bates Campbell. When you’re in a position where you are faced with closing your business, you have to wrestle with that word. But she says, “Knowing when to give up is the key. So not knowing when to give up is also failure.”

When you run your own business, you need to oversee each aspect of the operations, but that doesn’t mean you are gifted at everything. Lynne explained that she learned this the hard way when she started her first business. “I had to face up to the fact that I wasn’t good at everything. I didn’t have all the skillsets required to go at it alone.” From this learning, she has gone on to partner with people who plug that gap. Recognising her strengths and weaknesses has been key to the success of ABC IFA.

Be open and transparent

Tamara Roberts anticipated a change of pace when she left her finance job in the city to join the family business at Ridgeview Wine Estate. But in 2014, following the sudden passing of her father, she found herself stepping into the role of CEO and facing unexpected challenges. Struggling to secure bank loans and reassure stakeholders, Tamara quickly realised the importance of overcoming self-doubt to lead with confidence. “You’ll never fully feel good enough,” she shared. “Learn to work with that feeling rather than against it, and allow your confidence to grow.”

Tamara also emphasised the importance of transparency in leadership, even within a family business, advocating a direct approach to difficult conversations. “Be honest and transparent,” she advised. “Often, these discussions aren’t as daunting as you might think.”

Don’t be an obstacle to your own success

Suzi Mitchell, founder of Taylor-Made Dreams, made a promise when her son was ill that when she could, she’d set up a charity to provide families who have children with life-limiting illnesses the support that she and Taylor didn’t receive.

Through pure dogged determination, she put herself through training, attended workshops and taught herself how to set up and run a successful charity. “I know lots of things about lots of things but I’m not an expert in anything,” said Suzi. “To not be an obstacle to your own success you have to surround yourself with like-minded people who want to support you and lift you up.”

Suzi’s heart is about social impact and meeting as many children’s needs as possible and she recognised that she couldn’t do that on her own, so for the charity to grow she needed to hire the right people. “For Taylor-Made Dreams to have longevity I moved out of my own way, and brought them in.”

Suzi says that she has never made a bad hire. Her secret? “It’s about the person, not the skill. For me, it boils down to gut instinct.”

Ultimately, Suzi recognised that for the charity to grow and create the legacy that she wanted for Taylor, purpose alone wasn’t enough. “Again, it’s all been about recognising when to get out of my own way. I never want to be the person who stops the charity from getting bigger and meeting more children’s needs.”

The key takeaways from the event were:

  • Invest in the person not the skill
  • Know when to get out of your own way
  • Bring on people who can do what you can’t

All four of our panellists were incredibly inspiring and we are already looking forward to our next Make it Your Business event in January.

Want to get your brand noticed? Get in touch

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.

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Account Manager wanted – full- or part-time 

Are you an astute professional with a creative flair and an ability to think strategically, who is motivated to get the best results for clients? If so, you could be the Account Manager that we’re looking for to join our ambitious, award-winning marketing and PR company to play a key role in delivering public relations support for clients across a diverse range of sectors and sizes, as well as liaising with our marketing team to ensure PR and marketing strategies are aligned. 

The contract is offered on either a full-time or part-time basis, with blended office/wfh (maximum wfh 40%).  

Key skills and responsibilities: 

  • Running effective PR campaigns to secure editorial, including: keeping abreast of relevant political, social and sector developments; identifying opportunities for campaigns, news hijacking and thought leadership; writing press releases; maintaining media lists; nurturing effective relationships with journalists; delivering and overseeing media campaigns; monitoring and reporting campaign performance 
  • Effectively nurturing clients’ needs – working proactively to champion clients’ interests, making strategy recommendations to capitalise on potential opportunities, informed by analytics and campaign monitoring  
  • Client liaison – maintaining excellent relationships with all clients 
  • Project management – ensuring client and internal projects run smoothly and on time, juggling resources as required to meet budgets and conflicting deadlines, using internal processes and platforms effectively to ensure smooth project management and internal communications 
  • Line managing junior members of the team – developing their talent and acting as the quality gatekeeper to ensure clients receive consistently high service and outputs   
  • Working effectively with external suppliers, collaborators, sub-contractors and freelancers – including website design agencies, graphic designers, photographers, printers, video production agencies, marketers, copywriters and editors, briefing them effectively to ensure optimal outputs 
  • Core sectors: Professional services, financial services, property/construction, tech, health, care. 

You will need to have:  

  • Excellent communication skills, written and verbal, including first-class grammar, evidenced by a portfolio of content demonstrating a range of voices and styles for different brands and platforms 
  • Holistic vision to look for marketing opportunities for clients and liaise effectively with our marketing teams to ensure PR and marketing are aligned 
  • PR agency (senior account executive) or senior journalistic experience  
  • Sector experience, or be able to demonstrate how you will quickly get up to speed in these sectors: financial and professional services, technology (essential); care, property & construction, transport & logistics (good to have) 
  • Data literacy: the ability to read data to draw out stories 
  • Project management experience, ideally using appropriate software  
  • Line management experience  

In return you will receive a competitive salary and benefits and the opportunity to make your mark within a small, ambitious team as you enable the company to expand.  

Interested?  

Email your CV, three examples of your written work including at least one press release, together with a covering letter with your availability and salary expectations to communications@sharpminds.agency  

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