In this episode of DCC, meet Sarah Kemp, whose lifelong fascination with news and journalism has propelled her through a dynamic 16-year career in the communications industry. From her early passion for journalism and scriptwriting to her current role as the Head of Comms and Marketing at Moove, a fintech company, Sarah brings a wealth of knowledge and a forward-thinking perspective to her work.

Introduction

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Sarah has had a diverse and dynamic career in the communications industry, spanning over 16 years. Her journey began with a passion for news and storytelling, which she pursued through journalism and scriptwriting studies at university. Her interest in the world of communications started at a young age, inspired by a visit to the BBC studios in Nottingham.

Over the years, Sarah’s career has taken her through various industries, from heading up marketing at a burger chain in Australia to working in social media and content at a media intelligence company. She also delved into reputation and crisis management at a recruitment company. Currently, she holds the position of Head of Comms and Marketing at a fintech company called Moove, which has been in operation for three years.

Moove began as a solution to a local problem in Nigeria, addressing the challenge of limited access to credit and asset ownership. They partnered with local businesses to provide finance and vehicles to customers, enabling them to work within the platform. Recognizing the global relevance of their mission, Moove expanded its reach to tackle issues related to credit, visibility, and access to finance on a global scale.

In just three years, Moove has scaled rapidly, operating in 13 markets worldwide with plans for further growth. Sarah joined Moove seven months ago, initially leading external communications but has since taken on a broader role overseeing a global marketing team. Her role is dynamic and full of opportunities to share Moove’s impactful story with the world, making her excited about the future and the potential impact of their business.

Favourite Campaign

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One of Sarah’s most memorable and impactful experiences in her career was when she worked at a media intelligence company. During this time, they undertook a project involving a social listening tool called Brand Watch. Their goal was to assess the effectiveness of sponsorship for the World Cup, a significant event at the time. They analyzed data related to brands that were sponsoring the event compared to similar brands that were not.

An illustrative example involved Pepsi and Coca-Cola. By examining factors such as the number of mentions, sentiment, and engagement around these brands during the World Cup, they aimed to determine whether the hefty investment in sponsorship was justified. Surprisingly, the data revealed that the non-sponsoring brand achieved nearly as much engagement as the sponsor, despite not investing millions of dollars. This experience highlighted the power of data in shaping communication strategies and guiding brands on where to allocate their resources.

Another campaign that left a lasting impact on Sarah was one she worked on a few years earlier. Her previous CEO had suffered a tragic skiing accident that left him paralyzed from the waist down. Despite this life-changing event, he returned to the workplace just three months later, displaying remarkable determination. He embarked on a mission to advocate for people with disabilities in the workplace.

Sarah and her team led a communications and marketing campaign that aimed to transform the landscape for hiring individuals with disabilities and raise awareness about their presence in the workplace. Through their efforts, they secured coverage in prestigious publications like Time, effecting real change and bringing attention to the cause. This experience was profoundly rewarding and exemplified the positive impact that effective communication and marketing can have on important social issues.

Important metrics to track

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Sarah places great importance on measuring the effectiveness of communication campaigns, and she understands that in today’s digital age, traditional print media can be challenging to assess accurately. While acknowledging the value of being featured in national publications, she recognizes that traditional print lacks the real-time data provided by digital platforms.

For Sarah, “vanity metrics” such as readership figures and follower counts don’t carry substantial meaning. Instead, she emphasizes the significance of engagement metrics. These metrics offer valuable insights into how people perceive a brand and its campaigns. Sentiment analysis, for instance, helps gauge the emotional response of the audience. Furthermore, studying user behavior provides actionable data that informs future strategies.

Sarah’s approach to metrics underscores the evolving landscape of communication and marketing, where the focus shifts from superficial indicators to a deeper understanding of audience sentiment and behavior. This data-driven approach enables her to refine and enhance campaigns to resonate more effectively with her target audience.

Impact of AI in PR and communications

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Sarah recognizes the significant impact of AI in the fields of PR and communications, emphasizing the rapid acceleration in this technology since the launch of Chat GPT and similar AI models. She believes that those who are not already utilizing AI or are ignoring its existence are at risk of falling behind in the industry.

In her view, AI has the potential to greatly enhance productivity, not only in PR but across various domains. However, Sarah acknowledges that this advancement might lead to job displacement in specific areas of communications and marketing. Nevertheless, she firmly believes that AI should be managed and guided by human expertise, emphasizing the continued need for strategic work within these fields.

Sarah sees AI as a valuable tool, particularly in an era characterized by budget constraints and limited team resources. It can significantly boost productivity. However, she also highlights the importance of upskilling to adapt to this changing landscape. For instance, in the context of copywriting, she acknowledges that AI tools like Chat GPT can generate basic content but stresses the need for human editing and refinement to ensure quality. Her advice is for professionals to proactively monitor the impact of AI on their roles, consider how their skill sets may evolve, and take steps to reskill and stay relevant in the ever-evolving world of PR and marketing. This forward-thinking approach is essential for individuals to navigate the potential changes AI may bring to their professions.

Dream metric/feature

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Sarah envisions a futuristic metric or feature that might sound like science fiction but aligns with her forward-thinking approach. She imagines a world where a chip inserted into the brain can directly translate thoughts into content. While acknowledging that this idea might seem unconventional, she believes that given the rapid advancements in various fields, it might not be as far-fetched as it sounds.

The concept involves a seamless process where individuals could simply think of an idea, and it would instantly manifest as video content or other usable forms of content. Sarah sees the potential for this innovation to revolutionize productivity levels, allowing for the immediate translation of thoughts into tangible materials. While it remains speculative at this point, her aspiration reflects a desire for cutting-edge technologies that can enhance efficiency and creativity in the fields of PR and communications.

My two cents

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Sarah offers valuable insights for those considering a career in the field of PR and communications. She describes it as a rewarding yet sometimes challenging profession, emphasizing the need to thrive in fast-paced environments and adapt quickly, which she personally finds fulfilling.

She highlights the psychological aspect of the job, emphasizing the importance of understanding how people think and behave, as this knowledge is fundamental to devising effective communication strategies.

Sarah’s advice to aspiring professionals includes staying updated on industry trends, mastering tools for interpreting data, and seeking opportunities to shadow individuals in various business functions. She emphasizes the importance of understanding how businesses operate, as this knowledge can significantly benefit PR practitioners.

In her view, PR professionals should not operate in isolation but should align closely with the business’s objectives and imperatives. This approach ensures that their efforts are integrated and contribute effectively to the organization’s overall success. Sarah’s guidance reflects her deep understanding of the profession and underscores the multifaceted nature of PR and communications.