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Carol Driver | Journalist & PR Consultant | PR for Entrepreneurs(@carol_driver_)'s profile avatar HD Profile

Carol Driver | Journalist & PR Consultant | PR for Entrepreneurs

@carol_driver_

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Most people have no idea how a national story really begins - and that’s exactly why so many entrepreneurs struggle to get meaningful press. Here’s what actually happens behind the scenes. A few weeks ago during a catch up call, one of my brilliant clients mentioned a small detail as part of a wider chat. After 25 years in journalism - commissioning stories, running news teams and taking the lifestyle desk at MailOnline from 2 million to 15 million hits a day (along with an incredible team) - I knew that almost throwaway info would make a great story. The next day, there was something similar in the nationals - a great hook to peg my client’s story on. I pitched to an editor straight away, pulling out the strongest lines, and she replied within seconds to commission it. Not only did that story run on that national newspaper - but in four in total, as well as lots of regionals. This is the skill I’ve developed thanks to sitting on the other side of the desk for decades - knowing how to shape a story, exactly what an editor needs, and how to deliver it. And that’s how I’ve spent the last eight years getting entrepreneurs consistent national coverage - every month without fail. If you know you’ve got a story but you’re not sure where the real hook is, share it below. I’ll tell you what stands out immediately from a journalist’s perspective - and that’s the same perspective that gets my clients in the national press over and again. by @carol_driver_
4
10 months ago
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When the incredible @iamhollymatthews said she valued having clear direction, proper support and a pace that actually matched her own when she worked with me, I was thrilled. That’s exactly how I run my business. Most entrepreneurs come to me confused about how the press works. They don’t know what editors want, how stories are chosen, or why their pitches keep disappearing into the void if they’re doing DIY PR. I take their expertise and shape it into angles that editors will be keen on. And it usually results in them being featured in publications they never imagined would be interested in them. Great press coverage comes from knowing what makes a great angle and how to pitch that story to editors. And I’m really proud of the clients who I have helped to achieve this for. by @carol_driver_
2
10 months ago
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25 years in journalism have taught me what editors really want... I’m Carol Driver. I’ve spent 25 years working as a journalist - starting in local papers and working my way up to national titles to become Femail Editor at MailOnline. I’ve been inside newsrooms and on the receiving end of every type of pitch you can imagine. With my experience, I know what makes an editor say yes - and why they’ll say no. For the past eight years, I’ve been working with entrepreneurs to secure consistent national coverage in the national media - from Forbes and the FT, to The Times, Telegraph, Daily Mail, Mirror, Sun to Good Housekeeping and Stylist, Woman&Home, Closer and Woman magazine. I only ever take on clients I 100% believe I can secure coverage for them (and that’s never failed). How I work as a PR is the same as how I work as a journalist - I identify story angles that will resonate with readers. I’m considered a safe, trusted pair of hands. And I’ve worked through crisis comms both in the editor’s seat, and for clients. Fun fact? (I hate fun facts.) A potential client said to me she had employed a PR before and didn’t hear from them for two months. I told her if she worked with me and doesn’t hear from me for two months, I’m probably dead. If you want to work with someone who knows what they’re doing when it come s to you and your brand, and who delivers results, then you need to talk to me. by @carol_driver_
3
a year ago
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Here we go again! Day 2 is here. After an epic line up yesterday, we now have a line up that is just as epic. @suzy_ashworth @flamingobusiness_ @therealdanmeredith @teresa_heathwareing @financialgrowthacademyuk @imkarlmuir @carol_driver_ Will you be joining us? You can still grab a free ticket and replays here https://thesalesmakers.com/summit_2026 by @carol_driver_
2
10 days ago
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It’s happening TOMORROW! Have you got your ticket? You’ve still got time. Don’t miss this epic two day FREE event. Grab your ticket in my highlights or stories. by @carol_driver_
0
12 days ago
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Meet your 2026 End of Year Extravaganza room leaders! These phenomenal business owners will be hosting your tables, bringing their experience, ambition and ideas into the conversations that could shape your next year in business. The End of Year Extravaganza is our flagship event, bringing ambitious business owners together for a day of networking, sales strategy and conversations that open doors. This is your opportunity to: ◈ Meet people who could become your next clients, collaborators and business friends. ◈ Share ideas with experienced leaders who will encourage you to think bigger. ◈ Put yourself and your business in front of a room full of ambition. ◈ Build relationships you can take into 2027 and beyond. Then it’s time to turn up the glamour for the evening dinner where sequins, glitz and sparkle are encouraged. This is followed by our Golden Peacock Awards, celebrating the talent, achievements and ambition within our business community. You have worked hard this year. Give yourself a day to look ahead, make valuable connections and celebrate what you have built. Ready to join us? Get one of the final tickets via the link in my bio! ​ Enfys by @carol_driver_
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13 days ago
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Could your story make headlines? What would change if more people recognised you as one of the leading experts in your industry? The right press coverage can raise your profile, strengthen your authority and open doors to speaking opportunities, book deals, television appearances, partnerships and sales. Yet many accomplished business owners assume their story is not interesting enough for the media. In today’s 14th episode of the More Than Sales podcast, I’m joined by journalist and PR expert @carol_driver_ to explore how founders can harness the power of PR and become the go-to expert in their field. Carol has nearly 30 years of editorial experience, including working as Femail Editor at MailOnline. She now uses that experience to secure high-profile coverage for entrepreneurs and businesses across national newspapers, magazines, radio and television. In this conversation, we discuss: ◈ What makes a story newsworthy in today’s attention economy ◈ Why founders often underestimate their own story potential ◈ How to use trends and timing to create stronger media pitches ◈ Why journalists will investigate your digital footprint before featuring you ◈ How PR can lead to opportunities far beyond the original coverage ◈ Why your brand, reputation and instincts should guide the opportunities you accept Carol also explains the risks of scattergun pitching and shares how to build a PR strategy around your expertise, ambitions and wider business goals. If raising your profile is part of your next stage of growth, this episode will help you understand what journalists are looking for and where your strongest opportunities may already exist. Watch Episode 14, More Than PR: How Founders Can Raise Their Profile - link in bio! Carol's interview is the fourth in an incredible series of conversations with the business leaders you’ll also get to meet in the room at the End of Year Extravaganza. DM me for the link to secure one of the final tickets. Happy watching! Enfys by @carol_driver_
1
25 days ago
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Tomorrow on The More Than Sales podcast, we’re talking about the power of PR. For Episode 14, I’m joined by journalist, PR expert and one of our End of Year Extravaganza sponsors @carol_driver_ to explore what it takes for founders to raise their profile and become the go-to expert in their field. Carol has nearly 30 years of editorial experience, including her time as Femail Editor at MailOnline, and she knows exactly what makes a story worth covering. We discuss: ◈ Why founders often underestimate the strength of their own stories ◈ What makes something newsworthy in today’s attention economy ◈ How trends and timing can strengthen your pitch ◈ Why your digital footprint matters when journalists research you ◈ How PR can lead to book deals, television appearances and other valuable opportunities ◈ The importance of protecting your reputation and choosing opportunities that fit your brand Carol also shares why scattergun pitching can do more harm than good, and what founders should consider when creating a PR strategy that supports their wider business goals. Episode 14, More Than PR: How Founders Can Raise Their Profile, is out tomorrow on YouTube and all major podcast platforms. Subscribe to the More Than Sales channel via the link in my bio so you don’t miss it. Enfys by @carol_driver_
0
a month ago
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OMG. IT’S TOMORROW. Tomorrow, I open the doors to The Club for the very first time. A room full of established business owners, decision-makers, hosts, speakers, authors, global voices and people with extraordinary networks of their own. And I know exactly what’s going to happen. A high-calibre networking chain reaction. One introduction leads to another. One conversation opens a door. One person knows exactly the person you need to know. Opportunities ignite. Fast. And tomorrow, we light the firework. Should you be in this room? Are you already IN?! Comment CLUB and I’ll send you the details. The founder rate is £500+vat for the year and there is a strict application process before joining. Founding Members… SEE YOU TOMORROW! We're about to start something... and I couldn't be more excited! Enfys by @carol_driver_
1
a month ago
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IdeasFest — I was so close to not going, with a lot on my plate at the moment. But I’m so pleased I did. Purely to see the @thesistrhoodgroup women and contacts who have now become friends. The talks I made it to were incredible. Seeing our India documentary being aired was emotional (thanks @samteale_ and maybe Apple 🤞🏻). And seeing the brilliant @darceycroft win a prestigious national award for her business @isomums was 🤩 (as was filming my own reaction instead of hers!). Seeing the wonderful (event bestie) @krystynalennon do her thing on stage was 👌🏻, as was listening to @laura.hadcroft, @emsayle333 and @sarahchaosmcdermott — and hats off to the lovely @taraaskham and @sandragarlickmbe for organising a tent filled with insightful speakers. These — and so many others who I haven’t mentioned — are the women having the hard conversations, they are forces of nature, they are honest and open, they are building businesses that are changing the narrative, and they are thinking big. They are inspirational! Lastly, but not least, to say a huge congratulations to @frankie_j4y for organising a HUGE event in every sense of the word. It’s been incredible to see IdeasFest grow and can’t wait to see where it leads. Until next year! (And happy birthday @tif_bryant 🥳) @moobag88 @jude.jennison @businessbollox @laurabarbertron @cakefletcher @ideas_fest And @sueyleagle (thanks for chatting til midnight!) by @carol_driver_
20
a month ago
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A week away in Kos, Greece. So nice! by @carol_driver_
3
3 months ago
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I’ve had a few people ask me if I’m still a journalist over the last few weeks, as they have seen me promoting my PR work across social media. The answer is YES! I’ve been a journalist for nearly 30 years — and that isn’t something that stops overnight. I run @maketheheadlines.co.uk with journalist @tiffanysylva — we’ve helped hundreds of women share their stories in the national press over the past eight years. Plus I get editors emailing me to ask me to find/if I have certain case studies. Our stories have been featured in newspapers, magazines, online and on TV. Our case studies have gone on to secure agents, book deals, commercial partnerships, and to help others. Tiffany is back from mat leave and so we’re looking for more incredible exclusives. Get in touch if you have something — stories@maketheheadlines.co.uk What’s more — we’re going to be setting up a weekly newsletter with the press ops we’re currently looking for. If you want to be the first to hear, sign up for our newsletter here: www.maketheheadlines.co.uk Btw — em dashes are all mine. A style learned when I was working on the London Lite (who remembers that?!) and the Standard. by @carol_driver_
4
3 months ago
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