Caroline Eardley founded Full Volume, the independent PR and events consultancy, in 2017.
The Manchester agency provides services including media relations, influencer marketing, and event creation and management to engage audiences for brands.
Eardley herself previously worked as Client Sevices Director at Jaywing and Consumer Account Director at RMS. She’s a consumer PR specialist with particular expertise in FMCG, and lifestyle, having worked with brands like Greggs, Arla Foods, New Look and Hamleys.
We found out what lessons she’s learnt.
Which single daily habit or practice could you not do without?
Exercise! It’s taken 40-something years but I’m a recent convert – regular workouts have done wonders for my self-esteem and general wellbeing.
I have a fabulous PT who I see three times a week and I book these sessions in my diary just as I would a client meeting – they’re a commitment to myself. I also go to a boxing gym a couple of times a week which is great fun – nothing sorts out stress like pounding a punchbag!
What’s been your luckiest break?
Joining what was then Epiphany Search in Leeds in 2015 as Client Services Director in the PR business.
It was the biggest learning curve of my career with multiple challenges but, without it, I definitely wouldn’t have been able to set up Full Volume. The things I learned from the very best team were invaluable, from financial matters to the nitty gritty of digital marketing.
So many superstars from that time have gone onto do wonderful things and it’s amazing to see. Also, it’s where I met my now business partner and life co-captain, the brilliant Rebecca Hallinan.
What’s your best failure?
Going freelance for a couple of years after I returned from living in London. It was great and I worked with some fab Manchester agencies and brands, but it made me realise I’m not cut out for solo work – I need to have a team of people around me to chat to and bounce ideas and thoughts off.
I found freelancing quite lonely and I think that a lot of people go into it and don’t realise that it can be quite isolating and tough – I have great admiration for those who manage it successfully.
What is the best investment you’ve ever made, either financial or time?
Setting up Full Volume PR and building a business that lets me work with lovely people every day and allows flexibility to live my life the way I want, is the best investment of time I have ever made.
Which book would you recommend others to read and why?
‘A Little Life’ by Hanya Yanagihara is the only book that has made me openly sob throughout, but be unable to put down – life-affirming, thought-provoking stuff. And it’s about 900 pages long so you feel a real sense of achievement once you’ve finally finished it!
What one piece of advice would you give your 21-year-old self?
It’ll all work out, you’ll be just fine and you’re going to have a lot of fun along the way – but please get a bit better at saving some of your wages!
Who or what has had the single biggest influence on your working life?
I’ve been lucky enough to have so many brilliant bosses and peers but a few really stand out and as I’m writing this on International Women’s Day, I’ll single out the ladies.
Ruth Shearn, my boss at RMS who showed me it’s possible to run a successful business while being thoroughly decent, authentic and kind.
My business partner Rebecca who I think is the best PR person I have ever worked with.
The old Epiphany PR team, notably Beth Nunnington – now doing great things at Journey Further – who taught me to never, ever give up when trying to get that piece of coverage and for making every single day in that office hilarious and fun.
I’ve been lucky to always be surrounded by talented, hardworking and fun people who have made my PR career something I still hugely enjoy, 20 years in.
Tell us something about you that would surprise people.
I have an absolute phobia of driving after crashing my learner car age 17, and I don’t have my licence. Luckily, I love a train and I never have to be the designated driver! Public thanks to Rebecca who has basically chauffered me to every meeting in the last five years.
How will the COVID crisis change work for the better?
It’s an obvious answer but the new hybrid working model adopted by most companies in the PR sector has already created huge positive change.
Pre-COVID, I was an old school dinosaur who was quite rigid in my approach to the 9-to-5, everyone in the office, etc., and I’ve learned that showing flexibility and putting trust in your team to get the job done, whether it’s at home, in a coffee shop, in the office, wherever – leads to a happier, more productive agency.
We work three days a week in our co-working space, the gorgeous Beehive Lofts in Ancoats, and two days at home and it works so well. Pre-COVID, it’s something I would never even have considered, which just seems bizarre now.
What does success look like to you?
The good health and wellbeing of my friends and family, a happy and energised Full Volume team and a group of lovely clients who are collaborators and friends. And the means and flexibility to take a long weekend and a good holiday!
