To kick off our series of blogs holding honest conversations with our clients, we have Lisa Artis, deputy CEO of The Sleep Charity, on her role, working with Faith, and who she looks to for inspiration.
- Firstly, tell us a bit about your role and organisation?
I’m the Deputy CEO of The Sleep Charity. While I oversee all of our departments, my main interests lie in marketing and communications as well as partnership working. I also specialise in adult sleep. The charity has been established 11 years, and while we may be small, we certainly are mighty! We have a very large mission to empower the whole nation to sleep better.
- How did you get into the industry and your current position?
I started out with a career in PR and marketing, working in agencies, before moving over into an in-house role with The Sleep Council. It was in this role where I started expanding my knowledge around sleep, training to be a children’s sleep practitioner and working with corporate organisations. I was then introduced to Vicki, who is our CEO of The Sleep Charity (formerly The Children’s Sleep Charity) and we started collaborating on projects including a sleep manifesto which we launched in Westminster. It was from this we started talking about merging the two organisations together, which is what happened in July 2020. It has brought together mine and Vicki’s skills enabling us to become a much stronger, independent organisation.
- If you could describe your brand in three words, what would they be?
- Who do you look up to for inspiration?
I’ve got to say our CEO, Vicki. Since joining the charity, I’ve single handedly seen how determined she is. She started the charity from her garage, as she wanted to prevent other families from suffering the devasting impact of sleep deprivation that she suffered as a parent. She took her personal passion and shaped it into something that has transformed the lives of others. We are helping 1000s of people a year, across the nation and working with the likes of Shaun the Sheep, Dunelm and NOW TV. Who couldn’t be inspired by that?
- What has been your biggest career achievement so far?
I was proud to have won the Trailblazer in Workplace Wellbeing Award in 2021. It came off the back of my aim to get people talking about sleep in the workplace and launching our Workplace Sleep Ambassadors programme, which has seen over 200 people trained in just two years.
- What led you to engage with Faith?
I had heard about Faith for a number of years through networking and the industry. When we were looking for a PR and comms agency, I wanted an agency that could see where the charity was going and would get on board with our messaging!
- What are the most important things to consider when partnering with a specialist agency?
That they don’t just talk the talk but they can walk the walk! Over the years, I’ve seen many agencies, across different sectors, who can really deliver amazing pitches and proposals but then can’t deliver what they promise. Always look at those agencies who can show real case studies – large and small – and don’t be swayed by fancy all-singing, all-dancing pitches.
- How important is trust in the client–agency relationship?
It’s really important – if you don’t have trust and open communication, you can’t truly have a happy, healthy relationship. As a client you are trusting your agency with confidential information and your new ideas, but not only that – you have to trust that they are the specialists in their field and they know how to maximise your brand to its full potential.
- Did anything surprise you about partnering with a specialist agency?
Not particularly, but I think the beauty of partnering with a specialist agency is that they are constantly on top of trends. In today’s world, things move at an extraordinary fast speed and it’s important to keep track on what’s going on.
- How do PR and TikTok fit into your wider business strategy/goals?
A comprehensive communications strategy is part of our wider business plan and it’s important that we continue to build on our external comms. The services of Faith supplement the work of our internal team in raising awareness of the charity, our work and associated projects with the media and the general public to cement our reputation as the go-to experts.
- What do you see as the biggest challenge for charities at the moment?
Funding! It’s difficult right now. The knock-on effect of Covid-19 and the current cost of living crisis has seen some small charities fold, which is extremely disheartening. That’s why it’s important for us to continue to communicate to our audiences that we are still here, driving that message around sleep and looking for opportunities.
- What is your personal favourite social media platform and why?
I am a big fan of Instagram. I’m a very visual person so I love all the pictures and imagery. Plus I think it’s great for inspiration and ideas, though my husband would probably disagree as it usually leads me to buying something I really shouldn’t!
- Where do you consume news?
I wish I could say the newspapers but unfortunately, I can’t tell you the last time I bought one. It makes me really sad. I listen to the radio or watch the TV for news, or I will use social media to gather really up to the minute information.
- What do you view as the most trustworthy source of news?
BBC – is where I would usually find myself steering towards.
- Do you attend networking events? If yes, which is your favourite?
I do – but I don’t attend any one more than another. I like to attend a mix of local networking ones and those that are sector specific.
The Sleep Charity is the UK’s leading charity committed to empowering the nation to sleep better. Find out how we support The Sleep Charity through PR and social media.
Talk to us today about the services we provide, to find out what we can do for your business.