Uploaded March 2026 | Updated September 2026, 1 hour ago
In this episode of PRCA Sparks: Productivity in PR, Nigel Sarbutts is joined by Carolyn Bowick, Director of Marketing Communications at FreeBalance and a CIPR Fellow, to unpack the ongoing pressure on communications teams to “do more with less.” Drawing on her experience across in-house, consultancy, and global roles, Carolyn challenges the idea that productivity can be solved with tools alone, arguing instead that PR is a creative discipline where outcomes are difficult to predict, measure, and guarantee. Together, they explore the growing gap between client expectations and delivery reality, particularly as organisations shift from outputs to outcomes.
The conversation also focuses on the human side of productivity—highlighting the role of workplace relationships, internal alignment, and leadership under pressure. Carolyn shares practical insights on managing stakeholder expectations, reducing friction within teams, and maintaining transparency around workloads. She emphasises the importance of strategic alignment, honest conversations, and protecting space for creativity, warning that without it, the profession risks losing its value in an increasingly automated world.
In this episode of PRCA Sparks: Productivity in PR, Nigel Sarbutts is joined by Carolyn Bowick, Director of Marketing Communications at FreeBalance and a CIPR Fellow, to unpack the ongoing pressure on communications teams to “do more with less.” Drawing on her experience across in-house, consultancy, and global roles, Carolyn challenges the idea that productivity can be solved with tools alone, arguing instead that PR is a creative discipline where outcomes are difficult to predict, measure, and guarantee. Together, they explore the growing gap between client expectations and delivery reality, particularly as organisations shift from outputs to outcomes.
The conversation also focuses on the human side of productivity—highlighting the role of workplace relationships, internal alignment, and leadership under pressure. Carolyn shares practical insights on managing stakeholder expectations, reducing friction within teams, and maintaining transparency around workloads. She emphasises the importance of strategic alignment, honest conversations, and protecting space for creativity, warning that without it, the profession risks losing its value in an increasingly automated world.
