by pulseprni | Oct 13, 2025 | Clients
Grainne McGarvey | Pulse PR Director
Artificial intelligence is rapidly transforming how we tell stories and in public relations, storytelling is everything. In recent months, many major newsrooms and photo desks have begun using software to detect whether images have been created or altered by AI before they’re published. That shift says a lot about where the communications industry is headed: we’re entering an era where the authenticity of content both written and visual is under closer scrutiny than ever.
AI’s Benefits for PR Professionals
For busy PR teams, AI offers both efficiency and insight. Tools can analyse data to show how messages are landing, or draft first versions of media content, freeing up time for strategy and creativity. When used well, AI doesn’t replace human thinking, it amplifies it.
The same goes for visual content. AI can help edit press pictures, improve lighting, or remove background distractions, ensuring the images we share are professional and consistent with brand standards. In a media landscape driven by first impressions, a well-edited image can be as crucial as the headline.
Where the Ethical Line Lies
But here’s the challenge: when does editing cross the line into manipulation?
AI makes it easy to retouch faces, alter settings, or even generate people and places that don’t exist. While some of this might be harmless in marketing, it raises serious questions in PR, an industry built on trust and authenticity.
As detection tools become more sophisticated, transparency around how we use AI will become essential. If a photo is AI-generated or heavily altered, that should be disclosed. If AI assists in writing or analysis, human oversight must remain central.
Striking the Right Balance
AI can make PR more inclusive, creative, and efficient but only if we use it with care. It’s about striking the balance between innovation and integrity.
At Pulse PR, we see AI not as a replacement for human creativity, but as a support system that helps us communicate more effectively while staying true to our values of honesty and transparency.
The future of PR will undoubtedly involve AI, but it’s our ethical choices today that will define whether that future builds or breaks trust.
Get in touch if Pulse PR can help your business: info@pulseprni.com
by pulseprni | Aug 28, 2025 | Clients, News
ARC Regulatory, a leading regulatory affairs and clinical research consultancy has announced the opening of a new office hub in Derry~Londonderry representing an investment of £250,000. This expansion marks another milestone in the company’s growth, following the recent launch of its £3 million state-of-the-art laboratory facilities in Belfast earlier this year.
The office in Ebrington Square will launch with an initial wave of recruitment for new roles in regulatory affairs and clinical research experts. These hires will join members of ARC Regulatory’s Belfast team who are originally from the Derry area and wish to work closer to home.
This first recruitment phase marks the start of ARC’s expansion in the North West, with plans to grow headcount further as the local talent pool develops and the right candidates are identified. The long-term vision includes moving into a larger office in the city and creating a significant number of high-value jobs, supporting both the company’s strategic growth and the region’s economic development.
The decision to open in Derry~Londonderry is further strengthened by ARC’s collaboration with the Personalised Medicine Centre, part of the Ulster University School of Medicine, which is based at Altnagelvin Hospital. This partnership provides access to an established life sciences network, world-class research, and a strong talent pipeline from Ulster University’s life sciences and personalised medicine courses at the Derry~Londonderry campus, all of which directly support ARC’s specialist skills needs.
The new office opening is further strengthening ARC Regulatory’s presence across Northern Ireland and its capacity to serve clients globally.
Seamus Kearney, CEO and Founder of ARC Regulatory, said: “Derry has an incredible pool of talent, a strong sense of community, and a growing reputation in life sciences. By opening our new office here, we’re creating opportunities for local people to build rewarding careers without having to leave the North West. With the support of Ulster University and its partners, we see a clear pathway from education and research into meaningful, high-impact work, and that’s exciting for both ARC Regulatory and the region as a whole.”
Professor David Gibson, Research Group Leader, Personalised Medicine Centre, School of Medicine, Ulster University, said: “ARC Regulatory’s expertise in regulatory affairs and clinical research is a welcome addition to the expanding life sciences cluster in the North West. Their presence demonstrates how collaboration in education and research between Ulster University and the life and health science sector can create the right conditions for innovative companies to flourish, while offering exciting career opportunities with global impact for our graduates in the region.”
by pulseprni | Jul 28, 2025 | Clients, News
Pulse PR was delighted to support Trainor Stone & Tile Limited in highlighting its largest project to date – a multi-million pound tiling contract at 20 Ropemaker Street, a landmark development in central London that will become the new headquarters of a prestigious international law.
The high-profile contract was secured earlier this year following a competitive tender process, with completion due in September 2025. Trainor Stone and Tile was selected for its competitive pricing, sustainable delivery model, and its track record of managing complex, high-end commercial projects with consistency and care.
The 20 Ropemaker project also marks the 60th project delivered by Trainor Stone and Tile in 2025 alone -a milestone that reflects the company’s rapid growth and expanding market share. With a strong operational base in London and a dedicated team headquartered at the Gasworks in Belfast, the company continues to build its reputation as one of the UK’s leading specialist sub-contractors.
Michael Halliday, Senior Quantity Surveyor at Trainor Stone and Tile, said: “As one of London’s most anticipated new office developments, 20 Ropemaker sets a new standard for design and sustainability. This is the biggest contract we’ve secured, and we’re absolutely delighted to be part of such a significant project. It’s a major boost for our team and a real reflection of the quality, consistency, and expertise we bring to every job. We’re proud to showcase our capabilities on a scheme of this scale.”
Originally founded by Peter Trainor as Trainor Contracts in 2012, the company was re-incorporated as Trainor Stone and Tile in 2015 – making 2025 the official 10-year anniversary of Trainor Stone and Tile. Since then, it has grown to become one of the most recognisable names in the sector, delivering standout projects including Netflix, Sony Music, Amazon, Estee Lauder, Harrods, Selfridges, and the Tottenham Hotspur Stadium.
With a full order book and multiple large-scale projects in the pipeline, the company is now strengthening its Belfast-based team to support continued expansion.
by pulseprni | Jun 1, 2025 | Clients, Opinion
Grainne McGarvey | Pulse PR Director
This month marks 15 years since I started Pulse PR – a milestone that feels both surreal and deeply satisfying. Working for yourself is one of the most rewarding and challenging things you can do. There’s no roadmap, no guaranteed wage, and no boss to lean on – but there’s also freedom, flexibility, and the opportunity to work with clients and people you genuinely want to!
To mark this anniversary, I wanted to share 15 lessons I’ve learned along the way – the kind of advice I wish someone had given me when I started. Whether you’re just starting out or years into your own self-employed journey, I hope something here resonates, reassures, or re-energises you.
1. You are the business: People buy from you before they buy what you do. How you show up matters. Be consistent, be genuine, and be someone they want in the room.
2. Know your worth: You’re the expert, so let that show in how you price and present your work. Confidence in your value takes time to build, especially when it comes to setting rates, but it’s important not to undervalue yourself. My dad used to say: “If it’s £100 an hour, it’s £5 for the time and £95 for the expertise.” And if someone thinks it’s easy that’s okay, you can always let them try it themselves.
3. Bring your personality to the table: Unless you’re doing heart surgery, it’s okay to have a laugh. Clients remember how you made them feel, so be someone they enjoy working with.
4. Don’t overpromise and underdeliver: Self-employment lives and dies on trust. Guard your reputation. Be clear, be realistic, and do what you say you’ll do. Ireland, and more importantly Northern Ireland is a small place- if you throw someone under the bus – people will find out about it, and quickly.
5. Be flexible: When I started in 2010, print media was everything. Now it’s digital-first. I went back to night classes, ran social media for friends, learned the ropes. Adapt or get left behind.
6. Not every day feels like a win but keep going anyway: Some days are slow. Some are chaotic. Some are just… meh. Show up anyway. That’s what being self-employed is all about.
7. Your time is a non-renewable resource: Protect it like gold. That “quick coffee to pick your brain” may not be that quick and they can all add up. It’s okay to say no, especially if it’s not valuable or energising.
8. You can’t work in the business all the time: Client work pays the bills, but don’t forget to work on the business. Marketing, strategy, PR, visibility… no one else is going to do it for you.
9. Be your client’s biggest believer, and their clearest mirror: Encouragement matters. But so does honesty. Clients don’t hire you to tell them what they want to hear, they hire you to help them grow. And sometimes that means kindly telling the truth.
10. Be a problem solver: Things go wrong, it’s part of the job. What matters is how you respond. Clients are generally very understanding, but they do want solutions so be ready with a Plan b.
11. Come clean when you make a mistake: We all make mistakes. Own them, fix them, and move forward. People trust those who are honest more than those who pretend to be perfect.
12. Never stop learning: Things change fast. Stay curious. Read the blogs. Subscribe to the podcast. Try the thing. Ask the question. That’s how you stay ahead and stay relevant.
13. Structure gives you freedom: It might sound boring, but it’s true. Routines, tools, systems, they stop things slipping through the cracks and let you focus on the stuff that matters.
14. Community matters more than competition: Other self-employed people aren’t your rivals, they’re your support system. Find the ones who get it and stick with them.
15. Not every client is the right client: Sometimes, things just don’t click, and that’s okay. If something feels off, trust your instincts. Protect your energy, your values, and your peace of mind.
Get in touch if Pulse PR can help your business: info@pulseprni.com
by pulseprni | May 26, 2025 | Clients, News
Following a highly successful series of events earlier this year, ESB Science Blast, the RDS-led initiative fostering young scientific minds, is set to ignite curiosity and celebrate STEM learning as it arrives in Belfast on Tuesday 3 June at the ICC.
Now in its sixth year, ESB Science Blast has engaged more than 82,000 students across Ireland reflecting the growing enthusiasm for STEM education nationwide.
This year’s Belfast event will feature schools from counties Antrim, Armagh, Down, Derry, Fermanagh and Tyrone and showcase 30 STEM-related projects, each exploring simple, thought-provoking scientific questions investigated by primary school students.
The event is organised by the RDS (Royal Dublin Society), which has a long-standing commitment to promoting science and education in Ireland.
In addition to the student projects, a range of leading organisations will exhibit at the event, offering fun, hands-on STEM experiences and demonstrations. Exhibitors at the Belfast event will include W5, Waterways Ireland, the Northern Ireland Fire Service, Ulster Museum, ESB, Marble Arch Caves, Kainos, NI Water, and the Armagh Planetarium. Their involvement will provide students with exciting opportunities to see how science, technology and engineering are applied in the real world.
Niamh De Loughry, RDS Deputy Chief Executive – Foundation, said:
“We are truly humbled by the incredible response from schools. It is inspiring to see the dedication of teachers and the boundless curiosity of pupils as they explore scientific questions in fun, hands-on and imaginative ways. ESB Science Blast continues to make STEM accessible and bring it to life for young people from a wide range of communities.”
Marguerite Sayers, Deputy Chief Executive, ESB, added:
“ESB Science Blast has been a transformative experience for thousands of students across Ireland. Supporting this initiative is one of the ways we help nurture a diverse talent pool and encourage children to see the endless possibilities a career in STEM can offer. We are proud to continue our partnership with the RDS and our mission to inspire the next generation of STEM leaders.”
The impact of ESB Science Blast extends beyond the showcase events. A recent national survey carried out by ESB and RED C Research highlights strong parental support for STEM education, with 80% of parents of primary school-aged children supporting participation in extracurricular STEM activities, and 54% actively encouraging their children’s interest in STEM subjects.
Furthermore, survey data shows:
- 71% of participating pupils reported improved teamwork skills
- 86% noted enhanced presentation skills
- 81% felt more confident applying STEM to real-life situations
ESB Science Blast plays a key role in developing essential life skills such as critical thinking, collaboration and confident communication – all of which are highly valued in today’s workforce.
The ongoing partnership between the RDS and ESB, extended for a further three years, reinforces a shared commitment to nurturing a scientifically literate and innovative future generation. The programme also champions inclusivity, with a strong focus on ensuring equal access for all students, including significant participation from DEIS schools (18%) and Gaelscoileanna (18%) nationally.
by pulseprni | Apr 30, 2025 | Clients, News
Farm support charity, Rural Support announces the launch of Farming in Partnerships, a new initiative which is part of DAERA’s transformational new Sustainable Agriculture Programme.
The Farming in Partnerships programme is designed to bring together farmers who do not have a ready successor with new entrants or other farm businesses who face limited access to land and other agricultural resources.
The programme is a direct response to two growing challenges in the farming community: the increasing number of family farms without a clear succession plan, and a rising generation of eager and skilled individuals who are ready to step into the world of farming but can’t find a way in.
Farming in Partnerships provides a space for new connections to form and helps participants explore a wide range of collaborative arrangements. From farm management opportunities and shared farming agreements to new enterprise development and long-term business partnerships, the goal is to build practical and lasting relationships that benefit both parties.
Each partnership is supported by Rural Support’s team of farm business mentors, who offer guidance at every stage of the journey. This includes help with relationship building, business planning, communication, and the financial aspects of working together.
According to the team at Rural Support, the process is designed to be gradual, guided, and grounded in real-world farming experience. It recognises that handing over a farm – or stepping into one—is a deeply personal and complex decision. That’s why mentoring and tailored support are key components of the programme.
Catherine McKenna from Rural Support said, “This programme is about creating opportunities for the next generation of farmers, and for those established farmers who want to see their life’s work carried on. We know these conversations aren’t always easy, but with the right support, they can be transformative. Farming in Partnerships is about building trust, opening doors, and keeping land in use for the future.”
For those who have worked on farms but never had the opportunity to take ownership, or for those thinking about the future of their own business but unsure where to start, Farming in Partnerships offers a positive way forward.
Anyone interested in finding out more is encouraged to contact Rural Support to explore the options available and begin the conversation. Contact: farmgenerations@ruralsupport.org.uk or 02886760040
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