I work as a freelance writer, journalist and PR consultant, specialising in promoting all kinds of organisations, from community trusts to global brands, by helping them to tell their stories.
My list of PR clients past and present includes Acair Books, Point and Sandwick Trust, Stòrlann Nàiseanta na Gàidhlig, Stornoway Port Authority, Sandwick Bay Candles, An Lanntair and Harris Tweed Hebrides. I was also Communications Manager for NHS Western Isles from 2015 to 2016, covering a maternity leave.
I can produce written content for websites and social media platforms, as well as traditional press articles. I also provide advice on reputation management.
I specialise in a type of public relations called Brand Journalism. This is strategic storytelling; features that are delivered with all the style, insight and flair of a good journalist — and aimed at improving the profile of your company or organistion.
It starts with the press release but covers so much more as the explosion of digital media means you can use channels such as Facebook, Twitter and blogs to reach your readers.
I have nearly 20 years’ experience as a journalist, starting with the local West Highland Free Press and Stornoway Gazette through to the Evening Times in Glasgow, where I was a news reporter, and the Daily Record, where I was a sub-editor.
There is more about my background in my About Me page. Nowadays, though, most of my pure journalism is published here on this blog, for which I have been shortlisted in the Highlands and Islands Media Awards 2016 for Best Use of Digital Media.
My move into PR writing happened seven years ago, when publishing company Acair asked me to start writing review-style features for them to supply to newspapers instead of paying for advertising. That relationship has continued to this day.
I don’t write adverts. I write stories. Stories that are fully packaged with headlines and captions and written in newspaper style, so they can be slotted straight into a paper.
Most importantly, I know what makes a story in the first place and can help influence attitudes around your brand or organisation by telling the stories that create goodwill and positive belief. I can help you manage your reputation and control your narrative.
If I can help you promote your business, organisation or brand with content for newspapers, websites, social media or anything else, then please contact me at email@example.com and we can discuss your requirements.
Prices start around £30 an hour. Quotes can be given for bespoke projects on inquiry. Discounts are offered for longer engagements.
In the words of my clients…
“Acair has been fortunate to work with Katie Laing over a number of years. She has produced PR copy for us for several very different situations and each time has quickly grasped the essential qualities of the ‘story’, followed through any research and interviews and most importantly allowed review of the final draft before signing off for media use — always meeting the deadline.”
(Agnes Rennie, manager, Acair)
“As General Manager of Point and Sandwick Trust I was acutely aware that our press releases, social media profile and public relations were falling some way short of the mark despite our ‘good news stories’, and for that reason we hired Katie to raise our profile and generally manage our public relations.
“She has done this very successfully for us, with some of our good news stories achieving national coverage on radio, television and trade journals, and we look forward to continuing working closely with Katie to maintain our profile and get our story told.”
(Donald John MacSween, General Manager, PST)
PS. FROM THE CUTTINGS FILE…
Here are just a few examples of coverage resulting from my PR work, to show what’s possible.
- A feature-length article, in The Scotsman, which promoted a £100 donation from Point and Sandwick Trust to Sgoil an Rubha to buy Lego sets, to boost their stock for Lego therapy play sessions for children with Additional Support Needs and others. By exploring the research around Lego therapy, the story became much more interesting than a simple cheque donation — and gained national exposure for Point and Sandwick Trust’s good work.
- A piece of positive press from the Daily Mail — worthy of mention in and of itself — from the period I was in charge of PR, along with all sorts of other communications, at NHS Western Isles. The story was their exceptional success with introducing the ‘Flo’ system for monitoring patients’ conditions by text message.
- Newspapers picked up on my press release announcing Megan Macdonald’s commission to make a bespoke candle for the influential Their World charity run by Sarah Brown, wife of the former Prime Minister Gordon Brown. Afterwards, Megan said: “My online orders went up 100 per cent.”