Better #29

Kia ora friend,

How are you feeling?

Me? I’m happy but tired 😴

It’s been a big year and as much as I’ve loved it, I’m glad I’m lucky enough to have a nice long break coming up (back on 27 January!).

Running a lil’ business is such a labour of love, and those first 18 months required so much time and input that I’m sooooooo glad I’m now able to pull back a little on the hustle and grind side of things. Which means more time doing my favourite part of the job - working closely with clients on awesome projects.

On that, over the break I’m going to do some reflecting, resetting, and exploring. I want to work out how I can do bigger things, more unexpected things, things that more consistently surprise and delight and give value. How I can be more helpful but also have more fun in my work. I don’t know what that will look like, but even writing these words feels quite exciting 😊

In the mean time, I really want to say thank you. Thank you for subscribing, reading, clicking, liking, sharing, commenting, questioning, forwarding, recommending, or however you have supported me through 2024.

I am extremely grateful to you, and determined to deliver as much value and insight as I can to your inbox in 2025.

So have a lovely Christmas with loved ones, and I’ll see you back bright-eyed and bushy-tailed in February with the next edition of Better.

P.S. Have a think about booking April 22-24 off next year - that way you get 10 days off in a row for just 3 days of leave…

Seasonally yours,
Seamus Boyer 🧑‍🎄

We’ve all heard it before - that our comms/social/content/media etc “isn’t proactive enough” 😭

While often the person saying this has zero idea what they’re talking about, sometimes it’s also true (or at least partly).

So here are 5 areas to be more proactive (and strategic) with in 2025. You don’t need to do all of them - just pick one or two and try to be a little less reactive and a little more proactive with the time and resources you have.

Your organisation will thank you for it, and so will your career.

1. Content and comments

Out with the news and updates, in with the proactive content. Don’t just sit back waiting for post requests to roll in - own your outputs. Being proactive means developing content that deliberately builds connection and turns specific dials for your organisation beyond just informing people. The same goes for comments: stop thinking of them as problematic or merely questions to answer. Instead, see them as opportunities to start conversations, show your audience you’re listening, and prove you understand them. Be brave.

If you haven’t already, formalise your approach so everyone knows what’s expected. Without a clear strategy, even the best intentions fall flat. And remember: the message isn’t enough anymore. Focus on how people receive what you’re saying. Creativity and delivery matter as much as the core message - maybe even more. Make your content unmissable.

2. Educate and influence

Your strategy isn’t just a tool to say ‘no’ to bad ideas (well, it kinda is). It’s also a way to educate and inspire your colleagues. Share it widely. Take it to every business unit and show them how you can help achieve their goals while sticking to the bigger picture. Write those intranet articles that tackle FAQs and demystify your priorities and processes. Don’t wait for people to ask - be proactive in answering questions and positioning your team as the experts.

Proactively educating and influencing builds trust, creates advocates, and reduces the friction of last-minute requests. In 2025, aim to make your strategy the foundation everyone leans on, not just a document that gathers digital dust.

3. Dial up your LinkedIn

LinkedIn is where proactive reputation management thrives. Your organisational presence on LinkedIn is essentially PR without the buffer of a reporter. It’s also a rare chance to blend internal and external communications into one powerful message. Use it deliberately and often. Create posts that highlight your expertise and culture, celebrate progress, and humanise your organisation.

And don’t forget your personal profile. A strong presence on LinkedIn isn’t about vanity - it’s about visibility. Engage in a way that makes sense for you, whether that’s sharing thought leadership, commenting thoughtfully on posts, or simply connecting with the right people.

4. Take charge of your story

Not your organisation’s story, you and your team’s story. Too often, we wait for someone else to tell it, or for an opportunity to come knocking. In 2025, make it your mission to loudly and proudly tell your team’s story - and tell it often. Celebrate progress with SLT before they ask for updates. Frame your wins, challenges, and insights in a way that reinforces your value.

And remember, you can’t tell a truly effective story without data. Get your reporting and metrics in order so you have the proof points to back up your narrative. Your story isn’t just about the organisation’s mission - it’s about how you and your team are delivering on that mission every single day.

5. Arm yourself with AI

Yes, AI is everywhere - and no, it’s not going away. Instead of resisting it (or ignoring it), lean in. In 2025, make time to understand what AI can do for you. Experiment, brainstorm, and yes, even play. The best ideas often come from curiosity. But be deliberate: ensure your tools are secure and align with your organisational values and standards.

AI can help you come up with content ideas. It can analyse data, streamline workflows, and spark creativity. But it won’t replace you - it’s just another tool. Use it wisely, and you’ll stay ahead of the pack while having a bit of fun along the way.

That’s it for today, and this year!

Which area above are you planning to be more proactive in next year? Hit reply on this email and let me know.

Personally, I need to do more playing and learning with AI tools. But that’s a 2025 problem… 😊

See you in February for more tips on how to get a little bit Better 👋