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Esme Roberts

@theesme_edit

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šŸ’­ The freelancing journey continuesā€¦ One thing Iā€™m still trying to get better at is switching off. I still feel guilty if Iā€™m not at my laptop between 9 and 5:30. But working in communications isnā€™t just about getting through a to-do list. Sometimes the best ideas come when you step away from the screen for a bit. Iā€™m not saying Iā€™m there yetā€¦ but Iā€™m trying. šŸ˜… The kitties, however, have absolutely mastered the art of doing nothing and feeling no guilt whatsoever. šŸ˜‚šŸ˜¼ Iā€™ll be working in Manchester next weekā€¦ timing couldnā€™t be better. Happy Friday folks šŸ¤ #FreelanceLife #CommunicationsConsultant #PublicRelations #PRLife #SmallBusinessUK by @theesme_edit
3
a day ago
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šŸŽ¤ If youā€™re still wearing the microphone... youā€™re still doing the interview. Yesterday, Robert Jenrick learnt that lesson the hard way after accidentally leaving his mic on following a @gmb interview. Cue: ā€œWell, that was a waste of time.ā€ Unfortunately for him, everyone heard it. The good news? Heā€™s in very famous company. From Gordon Brown and King Charles to Gillian Keegan and Barack Obama, hot mic moments have been making headlines for years. So, letā€™s look back at five of the most memorable. The communications lesson? Double check. Triple check. Quadruple check your mic. Save your PR from the inevitable meltdown. PLEASE. šŸ˜‚ Because one forgotten mic can become the only headline anyone remembers. šŸ‘‰ Swipe to see five unforgettable hot mic moments. #PublicRelations #PRTips #MediaTraining #StrategicCommunications #TheEsmeEdit by @theesme_edit
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2 days ago
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Every new Prime Minister inherits two things. A country... and a story. Long before a government has delivered anything tangible, it has already started shaping public perception. Every appointment, every speech, every photo opportunity and every symbolic decision helps answer the same question: Who are we, and what kind of leadership are we going to offer? Thatā€™s what stood out to me about Andy Burnhamā€™s first day. Prioritising an end to rough sleeping, placing devolution at the heart of his messaging, inviting Donald Trump to Manchester rather than Westminster, and the composition of his Cabinet all appeared to reinforce a consistent narrative: this is a government that wants to be seen as governing differently. Whether that narrative proves successful is something history will decide. But as a piece of political positioning, the intention felt difficult to ignore. šŸ“° Thatā€™s the story behind the story. Because before governments build a record, they build a reputation. Before they change a country, they have to communicate what kind of leadership theyā€™re going to offer. Strip away the personalities and the party politics, and the same principle applies to businesses, brands and CEOs. Every leader has to define themselves before someone else does it for them. #PoliticalCommunication #StrategicCommunications #PublicAffairs #PR #Leadership by @theesme_edit
3
4 days ago
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Sometimes the best stories start with simply spending time with the people behind the business. A recent visit to @croxsons with @northpruk @vixen1977 gave me the chance to learn more about a company thatā€™s been shaping the drinks packaging industry for more than 150 years. Good communications always starts with understanding the business first. #FreelancePR #Communications #BehindTheScenes #Packaging #B2BMarketing taken in Sutton, London by @theesme_edit
0
8 days ago
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šŸ’”Brand Spotlight | Aldi Tonight, England face Argentina for a place in the World Cup final. For millions, the nerves are kicking in, the drinks are on ice, and the excitement at the prospect of reaching the final almost feels too good to believe. Moments like this are fascinating because they create opportunities for brands to become part of a national (and in this case, international) conversation. The challenge is doing it in a way that feels authentic rather than opportunistic. Once again, @aldiuk has got the balance just right. Ahead of tonightā€™s match, they ā€œremovedā€ Argentinian Malbec from the shelves and replaced it with a sign saying it was being taken off sale ā€œin solidarityā€. Itā€™s a simple joke, but one thatā€™s already been photographed, shared, made headlines and talked about far beyond the supermarket itself. What I like isnā€™t just the idea. Itā€™s that it feels unmistakably Aldi. Over the years, theyā€™ve built a brand thatā€™s quick-witted, self-aware and happy to join in with cultural moments. That consistency means when they do react to something like tonightā€™s game, it feels like a natural extension of the brand rather than a marketing team trying to force relevance. Aldi has a habit of getting that balance just right. The best reactive campaigns donā€™t start when the news breaks or the match kicks off. They start years earlier by building a brand people understand. Once youā€™ve done that, responding to cultural moments becomes much easier because your audience already knows your voice. Thatā€™s what makes this work. Itā€™s funny, itā€™s timely and, perhaps most importantly, it doesnā€™t feel like advertising. This is a reminder that the best reactive marketing isnā€™t about reacting quickly. Itā€™s about building a brand that already knows how to join the conversation when the right moment arrives. #BrandSpotlight #TheEsmeEdit #PR #StrategicCommunications #BrandStrategy ReactiveMarketing by @theesme_edit
3
10 days ago
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If you want to understand positioning, watch politics. Yesterday, I attended a discussion focused on the challenges ahead of Andy Burnham, hosted by @inhousecomms. For years, Burnham has built a highly recognisable personal brand as the ā€œKing of the Northā€. Visible, accessible and relentlessly present on the issues affecting Greater Manchester. His social media reflects that too. Itā€™s active, personal and consistently reinforces the image of someone who is close to the people he represents. If his ambition is now to become Prime Minister (which is near even certain), that positioning presents both an advantage and a challenge. He already has something many politicians would love: a strong, authentic personal brand. The question is whether that brand can evolve from regional leader to national leader without losing the qualities that made it successful in the first place. One of the other themes that came up repeatedly was tone. Burnhamā€™s communications are often optimistic and accessible, whereas the current Labour government has frequently had to communicate difficult trade-offs and restraint. If he were ever to lead the party, maintaining that hopeful, relatable style while addressing national challenges would be a very different communications test. It also reminded me that campaigns donā€™t exist in isolation. They sit on top of years of messaging, relationship building and reputation. By the time an election begins, much of the positioning work has already been done. Thatā€™s what I wanted to capture in this first edition of From the Notebook. Not a summary of the event, but five communications observations that stayed with me afterwards. A big thank you to all the fantastic panalists and @inhousecomms for hosting such an insightful discussion. šŸ““ From the Notebook by The Esme Edit. #PoliticalCommunications #StrategicCommunications #PublicRelations #Leadership #TheEsmeEdit by @theesme_edit
2
11 days ago
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šŸ’­This week has been a reminder that freelancing is a funny old thing. I heard ā€œnoā€ on two briefs because the roles had already been filled. Iā€™ve chased opportunities that havenā€™t come off, and Iā€™ve had more than one person ask me whether I did the right thing leaving a permanent job. I understand why they ask. On paper, freelancing can look uncertain. There are no guarantees, no monthly salary and no one else responsible for bringing work through the door. But despite all that, I genuinely havenā€™t questioned my decision. I have the freedom to choose the work I take on, the people I work with and the stories I get to tell. I can analyse political campaigns one day, work on founder profiling the next and help organisations navigate complex communications challenges after that. The responsibility sits with me too. Every opportunity won or lost is ultimately down to me. Thatā€™s daunting at times, but itā€™s also incredibly motivating. So, whilst this week didnā€™t go entirely to plan, Iā€™m finishing it feeling grateful that I took the leap. Hereā€™s to another week of learning, pitching and seeing where it takes me. Happy Friday. ā˜€ļø Esme šŸ’› #FreelanceLife #PublicRelations #Communications #TheEsmeEdit #FridayThoughts by @theesme_edit
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15 days ago
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Over recent weeks, Nigel Farage has faced sustained scrutiny over questions surrounding his personal finances and governance within Reform UK. Those stories have dominated headlines, prompted repeated media questioning and fuelled criticism from political opponents. His response hasnā€™t simply been to continue defending himself through interviews or statements. Instead, heā€™s changed the terms of the debate. The conversation has shifted from ā€œWhat happened?ā€ to ā€œShould the public decide?ā€ Itā€™s a classic example of reframing. Rather than allowing the story to remain centred on allegations and scrutiny, the battleground moves to the ballot box. If voters choose to re-elect him, that result can be presented as more than just another electoral victory, it becomes evidence that, despite the controversy, he still has the backing of the people. Of course, not everyone will accept that framing. Critics argue the resignation is a political tactic designed to divert attention from the recent scrutiny. Supporters see it as putting the decision where they believe it belongs: in the hands of voters. Whatever your political views, thereā€™s a broader communications lesson here. When youā€™re under pressure, donā€™t just answer the question. Change the battleground. #PR #StrategicCommunications #Reputation #PoliticalCommunications #TheEsmeEdit by @theesme_edit
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16 days ago
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āš½ļø The story behind the story. Whenever England wins, politicians and other public figures are never far behind with their congratulations. In communications, thereā€™s a principle known as emotional transfer. People donā€™t just remember what happened; they remember how it made them feel. Those emotions often transfer to the people, organisations and brands associated with that moment. Itā€™s the same reason brands spend millions sponsoring the World Cup, Wimbledon and the Olympic Games. Theyā€™re not simply buying visibility. Theyā€™re associating themselves with moments that already carry feelings of pride, excitement and unity. Public figures do something similar. They arenā€™t claiming responsibility for a victory, but by celebrating alongside a successful team, they become part of the wider conversation and the emotions surrounding it. Of course, thereā€™s a catch. Emotional transfer only works when the association feels genuine. Audiences are incredibly good at spotting opportunism, and when something feels staged or inauthentic, the effect can quickly reverse. Thatā€™s why the photograph itself isnā€™t the story. The real story is whether people believe you belong in the moment. The next time you see a politician or brand celebrating a sporting success, ask yourself: are they simply celebrating the result, or are they consciously associating themselves with how that moment makes people feel? Theyā€™re not always the same thing. #PublicRelations #BrandStrategy #Reputation #Leadership #TheEsmeEdit by @theesme_edit
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18 days ago
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Iā€™m Esme, a PR and communications consultant analysing the stories behind the headlines. āœØ The stories we tell are shaped by the experiences weā€™ve had. Before The Esme Edit became a place to analyse campaigns, politics and reputation, it started with the experiences that shaped how I think about communications. This carousel is a little insight into that journey. Because every headline has a story behind it. And so does every communicator. šŸ¤ by @theesme_edit
11
22 days ago
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šŸ“°The Story Behind the Story. One of the biggest challenges in communications isnā€™t building a successful brand. Itā€™s growing one. Andy Burnham has spent years developing a clear and consistent personal brand. Whether people agree with his politics or not, he has become known for being accessible, outspoken and fiercely associated with Greater Manchester. His positioning as the ā€œKing of the Northā€ wasnā€™t created overnight; it has been reinforced over years through his messaging, decisions and public persona. But now the audience has changed. Leading a city region and leading a political party are very different communications challenges. The qualities that helped him build trust locally will now need to resonate with people across the whole country. Whatā€™s interesting is that, judging by his speech earlier this week, he doesnā€™t appear to be abandoning that identity. His proposal to move some No.10 operations to Manchester wasnā€™t just a policy announcement; it reinforced the decentralisation message heā€™s championed for years. Even the way he communicates, from laughing off political attacks to his relaxed social media presence, feels consistent with the brand heā€™s already built. The strongest brands donā€™t reinvent themselves every time the audience changes. They evolve, while remaining recognisable. Whether Andy Burnham can do that on a national stage may prove to be one of the most interesting communications stories to watch over the coming months. Can a regional political brand successfully become a national one? Letā€™s wait and see. #PoliticalCommunications #Leadership #BrandStrategy #PublicRelations #TheEsmeEdit by @theesme_edit
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23 days ago
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šŸ“® When Keir Starmer announced his resignation last week, Royal Mail was quick to react. The company shared a photo of one of its redirection forms addressed from 10 Downing Street with the line: ā€œFor lifeā€™s unexpected moves.ā€ As youā€™d expect, it divided opinion. Some praised it as a clever piece of reactive marketing that gave the brand personality and made it feel more relevant. Others argued it cheapened one of Britainā€™s most recognisable brands by prioritising engagement over the heritage and trust it has spent generations building. Thatā€™s what makes it such an interesting communications case study. Royal Mail is no longer a publicly owned organisation, which arguably gives it greater freedom to adopt a more playful tone than many people still associate with the brand. But when a business has centuries of history behind it, every shift in tone carries more weight. The post is witty and timely, but does it reflect the brand Royal Mail wants to be today? The best reactive communications donā€™t simply respond to the news. They reinforce a brandā€™s positioning and feel authentic to the organisation behind them. Thatā€™s especially important for legacy brands, where every campaign contributes to how that reputation evolves. Was this a smart piece of reactive communications, or a step too far for the Royal Mail brand? Thoughts welcome. šŸ“¬ #PublicRelations #BrandStrategy #CorporateCommunications #ReactiveMarketing #TheEsmeEdit by @theesme_edit
0
25 days ago
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