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PR - Communications - Writing

Environment Specialist

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I'm Amanda Barry - a freelance communications professional, providing PR, writing, marketing and communications services, with specialist experience in environment-related issues.

For over 25 years I've been delivering successful consumer, business to business and public sector campaigns. After a stint as Head of Press & PR for WRAP, leading the PR for Recycle Now and Love Food Hate Waste, I realised I wanted to focus on using my skills for the benefit of the environment. Since then, I've worked for clients such as the Marine Conservation Society, Global Action Plan, the Climate Group, Biogen, Zero Waste Scotland, British Glass and Plastecowood. 

Thanks to technology, distance is no object so my clients are based all over the UK from the Home Counties to the Scottish Highlands. 

Previously I ran an award-winning PR agency in Bath (winner of PR Week's Best Small Consultancy) and am author of PR Power, a guide to PR best practice, published by Virgin Books with a foreword by Sir Richard Branson. 

In 2018 I gained a BSc in Environmental Studies with the Open University and also qualified as a professional business and personal development coach with the world-renowned Coaches Training Institute, USA. 

I love putting my skills to work for businesses and organisations who are dedicated to a more sustainable future. If that's you, please get in touch - I'd love to be of service!

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Communicating powerfully

Great PR Campaigns need simple messaging, a defined target audience, a powerful, engaging creative, a strong story and clear goals. I work with clients to ensure all these elements are in place so that targets can be met and great results delivered. 

An example of this is a campaign I created for British Glass and Marks & Spencer. The #RecycleHero campaign aimed to drive up glass recycling rates in Leeds and resulted in a clear increase in glass tonnages collected in the area. The campaign was used as a template for other local authority-driven glass recycling campaigns. 



Clear, direct communication

Writing is one of the most enjoyable parts of my job. From case studies, features, press releases and social media content to reports and websites, I produce clear, concise copy that will tell your story simply and powerfully.

Previous projects include website copy for Scotland's first Seaweed Festival, a series of Circular Economy case studies for Zero Waste Scotland, a conference report for the Ethical Tea Partnership and a short features about brands switching away from plastic to glass for the Friends of Glass campaign.  

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Set Your Compass

Taking control of the how, what, when, where and why of your communications is vital. Creating a clear communications strategy is a great way to support your overall business goals. 

I work with clients to design communication strategies, facilitate workshop sessions and if needed, hire the right type of ongoing support.  This includes writing a communications brief, identifying shortlists and managing the pitch process to find the right agency partner.

Comms Strategy projects include those for the Marine Conservation Society, Scotland's Food & Drink Net Zero Programme, British Glass and the Ethical Tea Partnership

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Expert help when you need it

When there's simply too much to do or when staff are absent due to holidays or sick-leave, Comms teams can quickly get into overwhelm. This is when you need an experienced safe pair of hands to help keep the wheels turning. 

I provide ad hoc freelance support to organisations and teams - from day to day tasks such as writing press materials, media sell-ins and social media delivery to event management, key messaging and developing creative ideas for new campaigns. 

My experience spans Consumer, Business to Business and public sector campaigns across many different topics and industries. I particularly enjoy helping turn complex issues into easy to understand content. 

I also provide counsel on reputation management issues to senior team and Board members. 

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Below are a few examples of my work. To find out how I can help put the power of communications to work for your business, please get in touch through the Contact form below.


Marine Conservation Society -
Communications Workshop

The Brief: The MCS was campaigning for 127 designated Marine Conservation Zones around the UK coastline. MCS and its partners in the campaign, the RSPB, Wildlife Trusts, Countryside Link and WWF wanted to take stock of progress - and have recommendations for the next phase of the campaign. 

My Approach: Participants were interviewed in advance to gain understanding of different perspectives. Frank sharing of views and experiences were facilitated on the day and creative exercises and tools used to discover potential ways forward. 

Results: MCS reported that greater collaboration between all partners arose as a direct result of the workshop with improved communication and understanding which helped the campaign progress with its objectives. 

Contact Me
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Friends of Glass -

 #RecycleHero PR Campaign

The Brief: Marks & Spencer and British Glass wanted to create a campaign that would boost glass recycling by consumers. It was to serve as a pilot for future activity and be promoted through the pan-European Friends of Glass campaign.  

My Approach:  A suitable local authority partner was researched and innovative and forward-thinking Leeds City Council were invited to join the partnership. The #RecycleHero campaign idea was proposed and accepted by the partners. It combined digital and traditional channels to capture the target age groups. Launched at a busy Leeds M&S store, supported by direct mail leaflets, in-store promotion, giveaways and a social media competition.

Results: Over a quarter of a million tonnes of glass was recycled during the period of the campaign. It was the largest amount recorded in the area for four years.  PR coverage and good social media engagement achieved. 

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Zero Waste Scotland - 
Circular Economy Case Studies

The Brief: Zero Waste Scotland  provides grants and consultancy to businesses that are making the transition to a circular economy model. A series of case studies were required on a few of the most interesting examples such as a company making beer from left-over bread on the Isle of Bute and a new scheme that is set to give a new lease of life to the thousands of golf clubs that end up gathering dust in people’s garages. 

My Approach: The structure, length and key questions were agreed with the client, then all interviews set up and conducted by telephone. A brief for each of the accompanying images was provided to the client's photographer, Iain McLean. 

Results: The case studies are being used by Zero Waste Scotland to promote its services through the media to those with circular economy-related business ideas.  



Working in Partnership

The Brief: To provide guidance to Comms team members on the delivery of the agreed Comms strategy, provide advice and sounding board for Executive Director, day to day management of issues arising, copy writing, reviewing social media opportunities, media relations, drafting of board presentations, creation and management of Climate Week strategy, Input into new Comms strategies for the year ahead.  

My Approach: The project was delivered remotely for most of the period, with occasional London-based meetings. Close working with the Comms team and regular calls with the ED ensured a good rapport was established and trust quickly built.

Results: The Comms team were able to deliver on their objectives during this period and challenging issues were navigated successfully. A particular highlight was the significant engagement with target audiences achieved during Climate Week 

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Client testimonials

"Amanda is great to work with. Skilled in PR and communications, especially from an environmental perspective, she also brings terrific people skills to the table; friendly, enthusiastic, reliable and a real determination to get results!"

Claire Munro

Communications Lead

Zero Waste Scotland

Amanda is a wonderful extension to any marketing and communications team and I couldn’t recommend her enough. We have contracted Amanda for several years to work on European communications campaigns and she is great to work alongside - she is a skilled communicator with creativity to match, organised with a host of experience in delivering effective campaigns. On a personal note, Amanda is welcoming, friendly and supportive.

Victoria Adams,

Communications Manager

British Glass

"MCS and our partners WWF, RSPB, Wildlife Trusts, were thoroughly impressed with the structure, delivery and outcomes from Amanda's comms workshop and I'd absolutely recommend her as a facilitator and consultant for PR campaigns".

Thomas Bell, 

Campaign Manager

Marine Conservation Society

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Can I be of help? Drop me a note below and let's talk.

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