Running the Royal Highland Show press office is an udderly brilliant job 

Running the Royal Highland Show press office is an udderly brilliant job 

Running the Royal Highland Show press office is an udderly brilliant job

It’s not often that you get to go to work with over 6,000 cattle, sheep, horses and goats, not forgetting donkeys, alpacas, honeybees and sheep dogs! But that’s exactly what the Muckle team did this weekend when we took-up office with a view of hundreds of different breeds of cows at Scotland’s largest outdoor event, the Royal Highland Show!  

2025 is the second year we have managed the press office at this spectacular agricultural event which sees the crème de la crème of Scotland’s agri and rural communities gather to showcase their award-winning cattle and compete for prestigious trophies, cups, plates and prize money.  

While competitions have always been at the heart of the Show, which has run for 203 years, this historic event is about so much more than this. It’s where thousands of farmers and their families and friends gather annually for almost a week in June to socialise, catch-up, form new friendships and connections, discuss and take forward business opportunities and celebrate what is one of the sectors most long-standing traditions of coming together in person – something that most farmers or those working in the rural sector don’t get much chance to do when they’re working day and night looking after their animals and business at hand. 

And it’s not just for farmers. This year’s Show saw over 22,000 children attend with their families and with children 15 and under able to attend for free, it’s a popular choice for a family day out, where activities like axe throwing, forestry and mountain bike displays, live music and mini (Land) rovers can be experienced.  

It’s safe to say that the Show is one of the most heartwarming and wonderful sights to see. Set across 197 hectares – the equivalent of around 180 football pitches – it really is a location like no other where you can watch in awe as Scotland’s best livestock and horse riders compete, the country’s leading agricultural businesses showcase wonderfully big machinery and innovations and where the very best in Scotland’s food and drink providers share samples and new products all in one place. It’s where tradition meets modern ways of thinking and working, where you can see a hydrogen-powered engine displayed alongside a fourth generational farmer preparing an animal just as his great-great grandfather did.  

 So, after the team treading a combined 205,749 steps across four-days at the Show’s site at the Royal Highland Centre at Ingliston, here are some of our much-loved moments at the Show!  

  1. Stalls, stalls, stalls

Yes, there are hundreds upon hundreds of stalls which help to house cattle during the Show but the stalls we’re talking about relate to the retail kind and 750 of them to be exact. 

Within Scotland’s Larder, businesses and start-ups stemming across Scotland’s food and drink sector set up shop for four-days to sample their wares and, importantly showcase tried and trusted, as well as new and emerging products to over 200,000 customers.  

It’s a platform like no other where suppliers, buyers and retailers join the trail to find the tastiest and trendiest delights. 

We absolutely LOVED hearing from the people and the stories behind social enterprise, Sea Buckthorn (https://www.seabuckthornscotland.co.uk/), Scottish moonshine company, Angus Alchemy (https://angusalchemy.com/), newcomer non-alcoholic spirit Naesip (https://naesipdrinks.com/), organic craft chocolate makers Chocolate Tree (https://www.choctree.co.uk/) and delicious berry brand, Angus Soft Fruits (https://www.angussoftfruits.co.uk/).  

2. VIP visits 

The Show is a hive of activity for grassroot discussions amongst farmers and local communities but also politicians and even Royalty. Across the four-days, the Show team was privileged to welcome the First Minister, the Cabinet Secretary for Rural Affairs and HRH the Princess Royal. Yes, discussions touched on the key issues affecting the agricultural community but also saw John Swinney MSP making pizzas with young people in the RHET (the Royal Highland Educational Trust) Discovery Centre, which educates young people on activities and learning opportunities that align with the Curriculum for Excellence. Mairi Gougeon MSP met with many inspiring ladies at a Women in Agriculture Scotland breakfast to discuss the importance of women in Scottish agriculture and HRH Princess Royal watching the illustrious showjumping displays. 

3. A press office with a view  

In advance of the Show taking place, we helped to manage the accreditation for over 200 media from across the world! From navigating satellite trucks, to facilitating interview requests, sharing competitor information and imagery, the press office finally made it out of the chats and into reality when we set up our base above the Cattle Hall. Although noisy to start with the noise soon drowned out as the hustle and bustle of journalists began at 7am on Thursday morning!   

There’s nothing quite like the buzz of the media centre during a live event, and we absolutely loved seeing new and known faces and having wonderful chats about the industry, life and, as us Scots always do, the weather! We love nothing better than hosting everyone over the event, sharing amazing daily shots, assisting with filming requests and reading articles that perfectly capture the essence of the Show – pure magic! Our top reference to the Show has to be that the Royal Highland Show is like Glastonbury for the farming community (thanks Keith Findlay)!  

 4. Majestic animals 

Over 6,000 livestock were welcomed, including 700 cattle, 2,000 sheep, 400 heavy horses, 1,700 light horse entries, from 2,500 competitors! To be able to witness some of the spectacular events, from the Heavy Horse Turnouts (horses and carts), to the Grand Parade (the champion livestock), and the Young Handler competitions is always a great honour and this year didn’t disappoint. The Young Farmer tug of war is just as fun and there were some great fights on the field fought and won! In amongst all of the competitions are a series of wonderful awards that are given out each year. The Sir William Young Award is one of the top honours at the Show and recognises a lifelong dedication to the wider agricultural industry. This year, the award was presented to Jimmy Wilson, a renowned sheep breeder from Aberdeenshire. With his family by his side, it was an emotional moment that really reminds everyone the historic importance and legacy of an event like the Royal Highland Show, holds.  

5. Trophies for days 

With over 300 trophies handed out across the four-day event, it’s no mean feat preparing these for their new owners. Each trophy takes around an hour to polish, meaning it takes a full 40 days to get the trophies ready for the Show. This year, Jordan Zaccardelli of Links Engraving, has taken on the mantle of what you could say, is one of the most important jobs within competitions. Following the Show, all trophies will get engraved for the newest champions across all the Show’s categories.  

The Royal Highland Show 2026 dates have already been confirmed – 18th-21st June. If you’ve never been or can’t wait to go again, then make the most of early bird tickets now! We’re passionate about the Show and supporting our client, RHASS, organisers of the event. If you would like to link up with RHASS or be part of a future Show, please reach out to us.   

Mike Alexander joins Muckle Media to help shape what’s next for the agency 

Mike Alexander joins Muckle Media to help shape what’s next for the agency 

Mike Alexander joins Muckle Media to help shape what’s next for the agency

Creative communications agency Muckle Media has appointed Mike Alexander as Account Director to lead new business development and support the agency’s continued growth.  

Mike brings a wealth of experience to the newly created role, having previously worked at one of the UK’s leading business development consultancies, Future Factory (part of The Ingenuity Group).  

With expertise in lead generation and defining agency propositions, Mike is joining the team of 35 to work with loved brands and deliver clever and creative campaigns that drive success. The agency currently works with a range of high-profile brands including Galloway Cheddar, Isle of Harris Distillery and Popeyes, to name a few. 

Mike will work closely with creative director Jacquelyn Whyte to continue building relationships with exciting brands across Scotland and beyond.  

 Jacquelyn Whyte said; “Mike joins the team at such a pivotal time in our growth journey as we seek to continue to win work with major household brands on a global stage. Mike’s proven track record for lead generation and his passion for creative communications will help us continue to scale with purpose, while bringing even more exciting brands into the Muckle group. We remain committed to aligning our work and values to the triple bottom line through all our hires; people, profit and planet, moving towards a regenerative and more sustainable future.” 

Mike Alexander added; “I’m looking forward to contributing to Muckle Media and its bold, values-driven approach to communications. The agency has built a strong reputation for creative and impactful work, and I’m looking forward to helping shape its next chapter of growth.” 

The appointment comes after Muckle Media acquired 100% of Spey’s shares last year, making it a fully owned subsidiary, a further step in Muckle Media’s ambitious growth plans. 

Muckle Media was named no 27 in PR Week’s Top Agencies Outside of London list for 2025 and recently took home five PRCA DARE Awards as well as a Gold, Silver and Bronze award at the Marketing Society Scotland Star Awards. 

Spey and Muckle Media shine at The Marketing Society Scotland Star Awards 2025

Spey and Muckle Media shine at The Marketing Society Scotland Star Awards 2025

Spey and Muckle Media shine at The Marketing Society Scotland Star Awards 2025

Muckle Media and Spey are once again celebrating after winning a trio of awards at The Marketing Society Scotland Star Awards 2025, including a gold, a silver and a bronze in what was a highly competitive night with some exceptional campaigns.

As the vibrant marketing community in Scotland came together, it was a night of celebrating enlightened thinking, innovation, and creativity.

A Vehicle for Change Taking Galloway Cheddar and FareShare UK on a Scottish Road Trip, Spey’s community-based campaign that saw over 90,000 meals donated across Scotland secured the gold award for brand experience. Also in brand experience, ‘Oh No Blu didn’t: A Perfect Pantomime Partnership’ came silver, with Muckle Media engineering Radisson Blu Hotel Glasgow’s sponsorship of the King’s Theatre pantomime.

The Royal Highland Show must go on, an integrated campaign delivered by Muckle Media and our agency friends at Lane and Lane Media for RHASS secured bronze in the hotly contested Tourism, Leisure, Culture & Sport category.

In total Spey and Muckle Media were shortlisted for seven awards, with our client entries for Essential Edinburgh and the Loch Ness Centre also shortlisted in the chairman’s SME awards list.

Nathalie Agnew, founder and Managing Director of Muckle Media, said: “The Marketing Society Star awards are the pinnacle of the Scottish creative and marketing sector and we are beyond pleased with our performance. Just for us and our clients to be shortlisted nine times across such competitive categories was a big win for us and to bring home a gold, silver and bronze really was the cherry on the top. This years theme ‘steal the limelight’ really came to life on the night and we were delighted to be front and centre on stage with Spey and Galloway.”

My Internship at Muckle Media

My Internship at Muckle Media

My Internship at Muckle Media

When I applied for an internship with Muckle Media, I expected to gain experience in media relations and campaign planning. What I didn’t expect was how quickly I’d feel like part of something meaningful or how much I’d grow both personally and professionally during my time here.

As a master’s student in Strategic Communication and Public Relations at Queen Margaret University, I came equipped with plenty of theory under my belt. But being part of a dynamic, fast-paced agency taught me that no amount of classroom learning can fully prepare you for the thrill of a live campaign or the buzz of securing media coverage for a client.

To say I was nervous on my first day would be an understatement, but the team at Muckle Media made me feel welcome straight away, throwing me into projects with real impact, but never without guidance. I supported everything from researching influencers and writing press releases, drafting media pitches, and contributing to campaign brainstorms. These tasks weren’t just given to me to tick a box, but were real opportunities to contribute meaningfully.

The Muckle Media culture is genuinely supportive. I felt encouraged to ask questions, try new things, and reflect on what I’d learned each day. There’s a real sense that everyone, from interns to directors, is valued and heard. And in a field like communications, that kind of internal alignment makes all the difference.  

This internship showed me that PR is the right career choice for me. It’s the perfect mix of strategy and creativity, and when done right, it makes a real difference. I’ve gained skills I’ll carry into every future role, and I’m grateful to Muckle Media for showing me what smart, values-led public relations really looks like.

My time at Muckle Media didn’t just unlock new potential but helped me realise that I already had it. I just needed the right environment to bring it to life.

 

Muckle Media wins big at the 2025 PRCA DARE Awards Scotland 

Muckle Media wins big at the 2025 PRCA DARE Awards Scotland 

Muckle Media wins big at the 2025 PRCA DARE Awards Scotland 

We’re still riding high after taking home five golds at last week’s PRCA DARE Awards Scotland. From purpose-driven projects to powerful storytelling, it was a night that recognised bold thinking, big ideas and the brilliant people behind them. 

Rising Star of the Year – Olivia Messina 

A standout moment was our very own Olivia Messina being named Rising Star of the Year. Since joining Muckle Media from New York in 2022, Olivia has carved out a name for herself in our food, drink and hospitality division, ‘Taste’.  

In under three years, she’s risen from Senior Account Executive to Account Director, leading creative experiential campaigns and headline-grabbing restaurant launches across Scotland. 

Low Budget Campaign – The Loch Ness Centre: The Quest for Nessie 

Turns out, going smaller was the key to going global.  

To mark the 90th anniversary of Sir Edward Mountain’s iconic surface watch for Nessie, we launched The Quest 2.0, a modern take on monster hunting with a twist. 

While the brief encouraged us to think big, our insight told us to also go small — and using state of the art equipment we captured incredible images of ‘micro-monsters’ in the famous loch. The result – global press coverage, sold-out tours, and smashed sales targets for the newly refurbished attraction. 

Diversity, Inclusion & Purpose – Spey x Galloway Cheddar 

Our Spey team picked up gold for a powerful, community-led campaign with Galloway Cheddar and FareShare UK. 

The Galloway Gathering Project tackled food insecurity and social isolation by hosting ten pop-up food truck events across Scotland, each serving up cheesy goodness with the option for customers to donate a meal to someone in need.  

Add in MasterChef winner Gary Maclean dishing out mac and cheese at FareShare hubs, and a strong media push, and the result was a campaign that not only raised awareness but delivered meaningful impact. 

Team Culture & Community Award 

We’re incredibly proud to have been recognised for our team culture and community, it’s crucial to us that we’ve built an environment where people feel valued, supported and empowered to thrive. Our inclusion on the UK’s Best Workplaces™ 2024 list and ranking at #41 in the small business category is proof that happy teams do great work.

Large Consultancy of the Year 

Being named Large Consultancy of the Year capped off a dream night.

With major new business wins including the Orkney Island Games, Dean Banks Group, Popeyes, The Royal Highland Show, andGraham’s Family Dairy, alongside continued partnerships with iconic brands likeContinuum Attractions, Barrhead Travel, andThe Old Course Hotel, we’ve solidified our place in the UK’s PR landscape. And it all comes back to our team’s talent, creativity and commitment. 

Here’s to pushing boundaries, telling better stories, and always thinking bigger, or sometimes, smaller, when it counts! 

 

The art of conversation: Why good chat is still PR gold

The art of conversation: Why good chat is still PR gold

The art of conversation: Why good chat is still PR gold

I sometimes wonder – has conversation become a lost art?

In a world where emails, WhatsApps, Teams calls and DMs dominate our daily lives, it’s easy to overlook, and perhaps forget, the power of a proper, face-to-face natter. But for me, conversation is everything. It’s one of the reasons I love working in PR – I love people! I love hearing their stories, understanding what makes them tick and finding the golden nuggets that bring their brand to life.

Being a great communicator isn’t just a ‘nice to have’ in PR – it can be the secret ingredient. Whether it’s chatting with clients, catching up with journalists, or collaborating with suppliers, good communication builds stronger relationships, creates better opportunities and ultimately, leads to bigger wins for everyone.

Not everyone is a natural-born communicator, but great communication isn’t about being the loudest in the room – it’s about being personable, memorable and bringing a little warmth into every interaction. It’s about finding your own style – whether that’s dry wit, playful sarcasm, high-energy enthusiasm or a calm and considered approach.

So, what makes a great communicator?

Active listening
Truly listening (not just waiting for your turn to speak!) makes all the difference. Paying attention to people’s stories, their interests, and their challenges. Remember the little things, how their daughter’s new job is going or how their weekend trip was. Make a tracker if you need to, but a thoughtful follow-up can turn a conversation into a real connection.

Confidence & friendliness
A warm, approachable attitude goes a long way. People want to talk to people who make them feel at ease and who they can trust. Having a genuine interest in others – whether it’s their brand, their article, their editor’s opinion – shows that you care. Speaking and writing with confidence boosts credibility and strengthens these relationships. And empathy, showing you care makes you approachable, and who doesn’t love a friendly face in a fast-paced industry!

Curiosity is key
Some of the best PR stories come from asking the right questions. Many clients don’t realise they’re sitting on storytelling gold – it’s just ‘normal’ to them! Being inquisitive, digging deeper and uncovering those hidden gems can turn the ordinary into something extraordinary.

Be proactive
PR is still a people – first industry. While digital communication is great, there is something that can be said for an in-person meeting, coffee catch ups with journalists or the buzz of an event. In the rapidly changing media landscape, one thing that remains constant is people need people.

At the end of the day, PR isn’t just about press releases and strategies – it’s about relationships. So, smile, be yourself and start a conversation. You never know where it might lead!

Launching a restaurant in a new market: A local PR & communications guide

Launching a restaurant in a new market: A local PR & communications guide

Launching a restaurant in a new market: A local PR & communications guide

For any restaurateur, breaking into a new market is thrilling – whether it’s your very first venue or the latest addition to your restaurant empire, there’s a world of possibility with a whole new audience of potential customers at your doorstep, hungry for their next best meal.

But it takes more than flipping the sign to open to bring those eager diners through the door. And if those first few weeks don’t start strong, recovery can be near impossible.

On our Taste team, working with chefs and restaurants to make a memorable debut in a new region is (quite literally) our bread & butter, and across Scotland.

A strong, localised communication strategy ensures that your brand resonates with the local community. Even for brands with a massive global PR engine, partnering with a local agency can make all the difference, offering expertise, established media relationships, and a deep understanding of regional dining trends.

BOOTS ON THE GROUND

Chances are, you’ve done your research before making the move to enter a new market. You know who your main competitors will be and have scoped the best part of town to set up shop to reach your target audience.

What you may not know is which local influencer who has the most sway over the foodies in town – or what must have menu item will make or break a booking.

Work with your agency to craft a narrative that will resonate with locals, incorporating culturally relevant elements while highlighting your restaurant’s unique identity.

Putting the aye in Popeyes

When we were asked to support the famous fried chicken brand as it ventured north of the border, we knew the nuances of the Scottish market would mean making some changes. We convinced the brand to change their drinks menu – a never before done act for the brand – to make sure the all-important Irn Bru was available to customers that may otherwise never return. Even the famous Popeyes branding got an adjustment following our advice, toning down the brand’s distinct orange to reflect cultural sensitivities in Glasgow. With an opening tailored towards locals, we saw the longest queues of any opening (18 hours!) and the best opening sales weekend to date throughout the UK. 

REACHING THE RIGHT CROWD

The right people talking about your restaurant from day one can make all the difference. A strong launch strategy ensures key voices in the community – from respected food journalists to social tastemakers – are engaged and excited before you even open the doors.

A local connection will have those deep-rooted relationships with top journalists, taste makers and critics, helping you land impactful coverage that speaks to the right audience .They will also identify and collaborate with influencers who genuinely align with your brand, ensuring their recommendations feel organic and authentic. A well-curated guest list for pre-launch events, from exclusive tastings to intimate chef’s table experiences, can build serious buzz before your official opening. 

Rio sambas into Edinburgh 

When Rio Brazilian steakhouse arrived in Edinburgh, we knew the launch needed to be just as bold and vibrant as the brand itself. We built a guest list that extended beyond traditional press and food influencers, ensuring a diverse mix of industry insiders, cultural influencers, and key local personalities. Who better to promote a continuous-service steak restaurant than perhaps the hungriest people in town – the Scottish national rugby team. To further localize the experience, we collaborated with Edinburgh local distillery Lind & Lime to create exclusive cocktails for launch night. The result? A packed opening night, extensive media coverage, and an instant buzz that carried over well beyond the first few weeks.

CRAFTING A STORY THAT RESONATES

Press coverage isn’t just about getting mentions –shaping a compelling narrative that captures the essence of your restaurant and connects with local diners will take you much further than those initial clicks.

A local agency can help you craft a press release that truly speaks to the community, incorporating themes that resonate with regional audiences. Whether it’s highlighting sustainable sourcing, championing favourite local suppliers, or tapping into cultural dining trends, your messaging should be tailored to stand out in a crowded food scene.

Beyond traditional media outreach, your PR team can help build a strategic communications calendar, aligning your story with key local moments – from food festivals and seasonal trends to citywide celebrations and events that bring diners through the doors year-round.

Dulse 2.0

Working with Dean Banks Group, we aimed to revitalise a Leith venue that has held multiple identities in recent years. With local Leithers on the team, we knew the focus had to be on community – ensuring all comms positioned this new restaurant as a space for people to gather without pretention. Emphasizing the unique use of hyper-local Scottish ingredients and gaining the loyalty of neighbourhood influencers and publications helped us craft the story of a venue that’s a perfect fit for its community 

KEEPING THE WHEELS TURNING

Opening night might be over, but the real work begins in the weeks and months that follow. Keeping your restaurant top of mind requires consistent engagement with media, influencers, and of course your new customer base.

A strong local PR strategy ensures that the relationships built during launch continue to work in your favour. Regular check-ins with journalists and influencers, well-timed follow-ups, and creative collaborations – from special menu previews to seasonal events – help keep your restaurant in the conversation.

With guidance from Taste, you can confidently launch your restaurant in a new market, making a memorable impact and fostering a loyal customer base from day one. Hungry for more? Drop us a line and we can discuss how this strategy can work for you.

More than a message, why communicating your value is more important than ever 

More than a message, why communicating your value is more important than ever 

More than a message, why communicating your value is more important than ever 

Every March we celebrate B Corp Month to recognise the people and the businesses redefining how we deliver impact out in the world. This year, I had the privilege of partnering with my fellow B Local Scotland Co-chairs, Muckle Media’s fabulous leader Nathalie Agnew and the inspiring Mehalah Beckett. Together, we hosted Scotland’s largest ever gathering of B Corps since the movement began in 2007.

Last Tuesday, B Corp and Beyond: Scotland’s purpose led business fest connected over 200 purpose-driven  leaders across three events in a single day. With only two months to pull it all together, the response from the Scottish B Corp community exceeded all expectations. It was a powerful reminder that connecting people with shared values and staying committed to better business is more critical now than ever.

The evolving business landscape
The environment in which businesses operate is changing rapidly. Intense geopolitical conflicts, DEI rollbacks, rising operational costs, shifting timelines for environmental and social impact reduction present huge challenges. With so many obstacles, it’s natural to ask: Is it still worth it? Are the odds stacked against us? Can we still create a positive impact in the face of such adversity?

My answer is a resounding yes. We can.

Frameworks and certification processes like B Corp are essential for helping us stay the course toward a future where every business is a force for good.

More than just a logo
B Corp certification is often viewed as a badge of honour – recognition of a company’s commitment to balancing people, place, planet and profit. But for us, it’s much more. It’s a vital operational framework that guides our continuous improvement for the benefit of our people and our community. From the clients we choose to work with to our four-day working week, and the suppliers we choose to work with, B Corp values are embedded in our culture and DNA.

B Corps are leading the charge
Leaving the world a better place than we found it isn’t just the right thing to do, it’s good for business. B Lab UK, the certifying body for B Corps, recently revealed that B Corps outperform non-certified businesses in key areas including revenue growth, talent acquisition and social/environmental impact. Purpose-led businesses see tangible commercial benefit from doing things the right way.

The importance of communicating your values
In times of global uncertainty, communicating our values and expanding our community has never been more crucial. It’s easy to feel disillusioned by global setbacks, but we can’t let that discourage us. Instead, we need to surge forward and double down on our efforts, advocating for and embodying the change we want to see.

B Corp and Beyond reminded us that any contribution, no matter how small or imperfect, matters.

It’s essential that our stakeholders, partners, and clients understand why we do what we do and how we’re striving to create a better world. By openly sharing our commitment to purpose-driven practices, we build meaningful connections with others who share our ethos and find ways to learn from and support one another.

More than just messaging
Communications isn’t just about crafting the perfect message. It’s a tool to achieve your business objectives. Whether you’re aiming to increase revenue, attract talent, enter new markets or raise funds, your communications strategy should always support your core business goals and the purpose for which your organisation was founded.

Beyond selling a product or a service, clearly communicating why your business exists helps attract loyal customers, engaged employees and committed partners. It’s about building lasting relationships that are based on shared values, not just transactions.

For us, communicating our values—through social media, our website, or direct client engagement—is how we align our purpose with our bottom line. It shows the world that we’re not just in business for profit, but to make a difference.

Maintaining momentum As we reflect during B Corp month, we’re reminded that our work doesn’t end here. Being a B Corp is an ongoing journey of accountability and improvement. We’ll continue to make decisions that align with our values, communicate our purpose clearly, and connect with like-minded businesses that are striving for the same balance of profit, people, and planet.

For me, our event served as an important reminder of the role that individuals can play in improving our impact. My personal commitment is to connect as many impact leaders and organisations as possible, share ideas and stories that demonstrate the power of purpose, and do everything I can to capitalise on the momentum we have built.

Let’s keep pushing the boundaries of what it means to be a business that makes a difference.

Supporting women-led business through our purpose driven ethos 

Supporting women-led business through our purpose driven ethos 

Supporting women-led business through our purpose driven ethos 

“If you don’t know where you are going, any road will get you there.” Those words from a passage in Alice In Wonderland by Lewis Carroll are an apt way of illustrating the importance of knowing what you want to achieve both in life and work.

They can also be applied to those leading the charge for businesses. Purpose led leadership. Words that are used often and can sometimes sound nebulous, but if you’ve ever witnessed a leader who understands and lives their vision, and passes that enthusiasm and ethos to their employees, the impact is incredible.

Currently 19.1% of active UK companies are women led (almost one million businesses in the UK, according to Prowess UK), and women occupy over 43% of roles on company boards, according to a report released by FTSE Women Leaders Review and the UK Government.

Women-owned businesses have a positive spillover that goes beyond the financial and have a profound social and cultural impact. Women-led firms achieve significantly higher ESG scores and outperform non-women-led firms in terms of the likelihood of offering training opportunities to their workforce.

Purpose led and impactful leadership should be celebrated, as many choose to spotlight on International Women’s Day, which is marked in various ways by many people. Most recognise and use it is an opportunity to uplift and celebrate women and their achievements. Others feel that the meaning of the day has been lost, and this level of awareness should be being fought for each day, not on just one.

However you choose to mark International Women’s Day, it’s clear to see that while there is still a long way to go in gender equality, progress has been and is being made. Recent research from the House of Commons Library show that in the UK, the aggregate contribution of improvements in women participation to the UK’s GDP from 2011 to 2023 is at £74.4bn.

Women now also make up one-third of high-growth-oriented entrepreneurs, according to research from the GEM’s 2023/2024 Women’s Entrepreneurship Report.

At Muckle Media, led by our very own Nathalie Agnew, winner of Director of the Year at the 2025 Edinburgh Chamber of Commerce Awards, we are lucky to work with a wide range of clients that share similar values to ours: Be kind, get results, and leave the world in a better place. These include women leaders that are driving their companies forward with purpose, at the forefront of their respective fields.

From pioneers in the animal health sector such as entrepreneur Dr Eve Hanks, who is on a global mission alongside her gender balanced team of experts, to improve health outcomes for animals through earlier disease diagnosis using revolutionary biomarker technology and artificial intelligence, to Carol McLaren, CEO of RSABI who leads the charity with passion and dedication, working to ensure vital support is available to farmers, crofters, and agricultural workers across Scotland when they need it most. Or how about Kirsty Talbot, director of the Orkney 2025 International Island Games, whose leadership has brought together athletes, volunteers, and the local community, to create a lasting legacy for the island that will inspire future generations. We’re also delighted to be working with Florence Rolland, a business negotiation specialist who has made it her life work to empower women to negotiate and advocate for themselves.

With the theme of ‘accelerate action’ leading 2025 International Women’s Day activity, we couldn’t write this blog without also mentioning What Matters to You. An approach supported through an investment from The Hunter Foundation and BBC Children In Need, the predominantly women led team work tirelessly to put community voice – many of who are women – at the centre of systems change.

These incredible women, and many others like them, are a living embodiment of action over rhetoric, and we love being able to support and amplify their voices, sharing their personal, and their companies’, achievements with the world.

The art of influencing

The art of influencing

The art of influencing

We caught up with influencer engagement expert, Amy Anthoney, on how brands can successfully integrate influencers into their PR and marketing strategies. With years of experience navigating the ever-evolving social and digital landscape, Amy highlights her top five tips for achieving a strategic and thoughtful approach to influencer partnerships;

1. Engagement over follower count

One of the most common pitfalls brands fall into is focusing too much on the follower count. It’s easy to assume that bigger means better, but that’s rarely the case. A creator with millions of followers might look impressive on paper, but if their audience isn’t engaged, it won’t translate to results. What really matters is engagement rate and how actively their followers interact with their content. A smaller, highly engaged audience will deliver far better outcomes than a disengaged large following.

2. Invest in your community

We’ve seen over the last year that there’s a growing trend of brands shifting focus from flashy influencer trips to investing in their own communities. More brands are swapping big-name influencer experiences for smaller, community-driven trips that showcase how they value their loyal customer base. We’ve seen fantastic results from this kind of campaign with the Refy ‘community-first’ trip to Mallorca earlier in 2024. The brand hand-selected their most engaged customers and whisked them away on an immersive experience hosted by brand founder and influencer Jess Hunt, in a bid to create long lasting positive connections amongst attendees.

The trip was a huge success, and the brand have really managed to shift from solely relying on traditional influencers to empowering their community into becoming the influencer. In doing so, they’ve built a fiercely loyal customer base that genuinely connects with the brand and have generated authentic content that people connect with, rather than just perfectly curated posts.

3. Choose the right influencers and utilise their expertise

Knowing who your influencers are, what kind of content they create, and who their audience is makes all the difference. The best partnerships come from alignment—not just in aesthetics but in values and audience demographics.

It’s also completely acceptable to ask for previous work examples, rate cards, and performance stats. Good influencers will be more than happy to share, as it helps them showcase their own expertise. Brands should see influencer collaborations as a two-way partnership. You’re not just hiring someone to promote your product, you’re leveraging their creativity and deep understanding of their audience. That means giving them the creative freedom to do what they do best, rather than handing them rigid, uninspired briefs. The best campaigns are built on trust and collaboration.

4. Know your influencers inside out
I won’t lie – my screen time is somewhat alarming, but there’s a reason for it. Keeping up with influencers goes beyond just knowing their content, it’s about knowing their lives. If they’ve just got engaged, announced a pregnancy, moved house, or are about to go on holiday, these are all key moments that brands can tap into. Being reactive to life updates allows for thoughtful collaborations, whether that’s a well-timed gift or a partnership that feels personal and authentic.

The more you understand about the people you work with, the more meaningful and effective your influencer campaigns will be. The more time you invest in keeping up with creators, the better positioned you’ll be to create impactful, relevant campaigns that actually resonate.

5. The power of long-term paternerhships
Another key piece of advice is to prioritise long-term partnerships over one-off placements. A single paid post might generate some buzz, but ongoing collaborations build trust with an audience in what is now a deeply oversaturated market.

By implementing these strategies, brands can build stronger, more authentic relationships with creators and, ultimately, see greater success in their influencer marketing campaigns.

To find out how we can support you with your brands influencer outreach, contact our Digital Team planning@mucklemedia.co.uk

How flexible working can positively reimagine our 9-5

How flexible working can positively reimagine our 9-5

 How flexible working can positively reimagine our 9-5

In the same week President Trump signed an executive order forcing all federal workers to stop working remotely (or they will be fired, bar a few exemptions), Ex-Asda boss, Lord Rose claimed that “working from home is not proper work” and that in doing so we’re setting the county back 20 years when it comes to working practices,  productivity and people’s well-being. BBC’s Panorama posed the question: Should we all still be working at home?

As these well-known names hit the headlines, we hosted a very timely event in partnership with PR Mums at our Muckle Media HQ in a mission to crack some of the nuances around flexible working and discuss home working policies that many of us currently find ourselves navigating. We wanted to find out how ‘work where you like’ policies really work, if flexibility helps teams thrive and how we can rethink the traditional 9-5 to create a culture that works for all. 

At Muckle, everyone in our team is afforded the same flexible working benefits, whether you’re a mum, dad, a 20-something-fresh-out-of-university-grad, or a pup-parent. That means there’s the option of working from home or in the office as little or as often as you wish* (*as long as client commitments are fulfilled), and for over a year we’ve been implementing a four-day working week.

So, is working from home really hindering our nation’s economic progress and happiness, or should all employers face up to the fact that employers are pro-flexible working and that’s not going to change?

In a bid to dissect some of the highlights discussed at our The Agency Debate – How flexible working works for us event, here’s my seven takeaways (yes, one for each day of the week, depending when your flexible working time lands!). Thanks to our wonderful panel of industry experts who joined us and each shared their experiences of flexi-working which have helped to influence the below –  Rachel Watson, Head of Health Marketing, Scottish Government, Keira Hodge, Marketing Consultant, Denholm Associates, Nikki Slowey, Director & Co-Founder, Flexibility Works and Nathalie Agnew, Founder and MD of Muckle Media.


1. The energy of being together is still really important

Breaking up your week with set office days can offer a very welcomed change to staring at a screen in your home office set-up and can stave off that digital fatigue we can all feel from time-to-time. View those ‘office days’ as a welcome opportunity for team collaboration, idea creation and quite possibly days when you’re not going to be able to send quite as many emails or get through your to-do list as quickly, but, in exchange, you’ll benefit from genuine and worthwhile human connections and ideas that you might not have otherwise had if working in silo at home for client campaigns.

 
2. Check-ins and Teams chats offer a positive boost for culture and clients

Just like in the real 9-5 world, to thrive as a team and future proof business, client retention and pipelines, when a team is dispersed and working from home, regular online check-ins are a must. Without them, not only can those who are working entirely from home, or those spending less time in the office, feel out of the loop but they can also begin to feel disconnected from the work at hand, the people and the culture. Whether it’s via Skype, Teams, Slack or Messenger, regular team catch-ups ensure targets are being met, client expectations are being considered, and results are being driven forward and continually improved on. 


3. Boundary setting for the win

In an effort to forge your own successful flexible working pattern, it’s essential to set boundaries. When the lines between work and home space are blurred, or you’re contracted to do less hours than colleagues as part of your flexible working approach, it could make this harder, especially as fewer hours should mean a more balanced volume of work to reflect your working day. Be realistic about what’s possible and say no if you’re unable to do something. Honouring your work time and non-working time is what supports a positive flexi-working experience to ensure it’s an effective and enjoyable process for all involved.   

 

4. Organisations shouldn’t fear change

Organisations shouldn’t wait to be told what to do, whether that’s from Government or otherwise. We heard how 78% of people want to work flexibly and that flexible working and culture come before salary for many, so it really is a topic area that can’t be ignored by employers. The 9-5 model was created to optimise productivity and efficiency but it’s been claimed that flexible working creates a more productive, loyal workforce. Businesses should adopt an approach that works for them and those who work for them. Consulting staff and regular reviews on what’s working and what’s not can help businesses to find their flexi-path.

 

5. You don’t need to be present (in person) to be promoted

Whether you’re behind a desk in your company’s head office, pinging an email on your phone while running for a train as you make your way to a school pick-up, flipping open your laptop on a sunny beach, or negotiating supplier costs while taking your dog for a walk during the working day, as long as your job is being done and being done well, promotions should be recognised where deserved.

 

6. Could more job shares be transformative?

In days gone by job shares were traditionally associated with part-time working mums. We heard of examples of mums, dads and cross-gender job shares that are proving a roaring success. Having another team member who is doing your job to bounce ideas off, while benefiting from flexi-hours to fit around your personal life, could be the dream for many. As the saying goes, “two heads are better than one”! 

 

7. This is the start of an exciting generational change

One of our audience members shared his experience of working with his wife flexibly to care for their daughter. They both work from home and look after their little one as they juggle work pressures and domestic chores. His hope is that when his daughter is older, flexible working won’t be a discussion point any longer but will be engrained in our working culture. A cultural shift in how we all live, and work is a once in a generation opportunity. We have an exciting chance to permanently change the status quote. Let’s make it happen.


We’re by no means flexible working experts but always open to conversations about how Muckle’s approach to flexible working supports our values and culture. Drop us a line or give us a call.

If you’d like to chat flexi-working and PR, then we’re definitely your people! Whether it’s a one-off campaign, long-term project or you’re looking to navigate commentary and thought leadership to share your voice with media, we’d love to chat – you can email us at planning@mucklemedia.co.uk or call us on 0131 228 9713.

Are you ready for 2025…? Taking corporate communications to the next level

Are you ready for 2025…? Taking corporate communications to the next level

Brands in 2024 have wrestled with shifting social media dynamics, a huge change in the political landscape and further technological and AI advancements. Some of these key trends are set to continue to shape the industry and the way we work in 2025, so here is some insight from Muckle Media’s corporate communications specialists: a glimpse into what we think the key moments and trends will be in the coming year.


Scotland’s crossroads, countdown to the 2026 Scottish Election
Although the next Scottish election isn’t until 2026, Scotland’s major political parties will start to compile manifestos from the summer of 2025. Corporate brands need to get ahead of the curve by building relationships with political and policy influencers whilst establishing clear policy positions and calls to action. Moving into 2026, companies operating in Scotland, or with vested interests here, will also need to prepare for heightened political discourse, being mindful of the potential pitfalls and reputational risks of having a strong political voice. Transparent, well-crafted communication strategies will be essential as brands navigate conversations around key election campaign issues including independence, economic policy and the cost of living, public services, energy transition and climate change and devolution. Balancing neutrality while engaging authentically will be critical. Don’t forget the golden rule, criticise the policy, not the party. 


The great X-odus, where the flock is heading next
Twitter, now X, continues to see a significant decline in user trust and activity, prompting brands to seek more stable alternatives. Concerns about content moderation, changes in user experience and political stances associated with Elon Musk’s ownership are largely to blame for this shift. Platforms like Bluesky and Mastodon are emerging as viable options, offering better moderation and a renewed sense of community. For brands and PR professionals, this change demands agility, an experiential approach and a reevaluation of how to engage audiences across multiple platforms while ensuring consistent messaging. Our recommendation is to prioritise quality over quantity, choose the platform(s) that work best for you and that your audience prefers, and do them well. 


B2B’s influencer revolution
Traditionally a more common tactic for B2C brands, influencer marketing is gaining traction in the B2B space. Businesses are increasingly recognising the value of industry thought leaders and niche content creators to drive credibility and engagement. In 2025, we’ll see more B2B brands leveraging influencers to enhance trust, share expertise and humanise communications, particularly on professional platforms like LinkedIn. 


Communications in command, why PR deserves a seat in the C-suite
The role of communications in the C-suite is more prominent than ever. Whilst many brands are feeling the pinch due to ongoing cost pressures, now is not the time to skimp on communications expertise. With crises emerging faster and brand reputation at a premium, having a dedicated communications leader as part of strategic decision-making is no longer optional. This trend reflects a growing understanding of how integrated, proactive PR can support business objectives, from managing stakeholder expectations to driving cultural alignment.  


Bridging action and ambition with realistic sustainability 
While sustainability unsurprisingly remains a top priority, in 2025 we expect to see a shift toward more pragmatic approaches and greater discussion around the barriers companies face in achieving net zero ambitions. Roadblocks such as supply chain challenges, regulatory hurdles and economic pressures necessitate transparency and open discussion about realistic solutions. Consumers and stakeholders are demanding measurable results rather than ambitious yet vague commitments. PR can play a key role in communicating with stakeholders about what they want to see from businesses and in crafting narratives that acknowledge challenges while highlighting actionable progress.


inclusion and strategic priorities 
Partisan polarisation on the topic of Equity, Diversity, and Inclusion (ED&I) initiatives has seen commitments stagnate in certain sectors, with corporates even opting to roll back on existing policies. It’s clear organisations have started to reassess their strategies, however in some cases brands are merely ditching lofty social goals in favour of policies aligned more closely with business priorities. PR teams will need to navigate this delicate terrain, balancing genuine inclusivity with shifting external pressures and growing conservative activism. Expect nuanced storytelling that emphasises sustainable, culture-embedded ED&I practices. 


Unlocking potential through AI
The rise of artificial intelligence continues to reshape PR workflows, from content creation to data analysis. However, with these benefits come significant risks, including ethical concerns and the potential for misinformation. In 2025, successful brands will be those who not only harness AI’s potential but also communicate its limitations and ensure its use aligns with ethical guidelines with effective internal governance frameworks to boot.


Summary 
2025 is shaping up to be another transformative year for corporate PR, marked by shifts in politics, platform usage and the role brands play in the wider social landscape. By being attuned to these trends and preparing for the opportunities and implications they provide, businesses can navigate this complexity with confidence and authenticity.

The future is always uncertain, but one thing is clear: effective, adaptive communication remains at the heart of every successful organisation.