Cracking the Code on End Users – with Katharine Topham: PR in the Real World

Katharine Topham: Cracking the Code on End Users

Katharine Topham had a ‘Sliding Doors’ moment at university. She was studying Zoology and could have stayed in a land of labs and research. Instead, she headed to construction sites and quizzed the blokes (they were mainly blokes) about the tools they were using. And with that, another career in comms and marketing was born.

Today, Katharine​​​​ is the Marketing Manager (E&AM) at multi-award-winning heat network provider Vital Energi. Our episode with her delves into the art of connecting meaningfully with end users and driving impact – even when you have no direct levers to pull. Here are some key lessons:

Science and Creativity 

Anyone falling into the trap of thinking PR and comms are just for flowery wordsmiths is missing a trick. Katharine shows that a science background can pay dividends. In comms creative and analytical approaches are two sides of the same coin.  Asking the right questions, testing hypotheses, considering all variables, and being results-driven – these aren’t just lab skills, they’re comms essentials.

Don’t Forget Your Customer’s Customer

A bad end-user experience today can damage your brand reputation and customer base tomorrow. For Katharine, the end user’s biggest concern is their heating bill, yet that’s something set by the customer, not the heat network. So how can her team connect with end users without control over pricing? Through messaging that conveys genuine empathy and practical resources that improve user experience.

Ensuring your messaging is accessible, your channels are user-friendly, and your staff have excellent people skills when interacting with your customer’s customers all contribute to a better user experience. There’s little value in investing time into polished LinkedIn content if your end users prefer quick, simple updates via WhatsApp. Effective messaging understand where, how, and what to share with end users based on their needs. Even if your customer handles end-user grievances, maintaining clear and effective communication with end users is crucial for protecting your reputation and enhancing their overall experience.

Ask the Questions Others Can’t

One of Katharine’s first jobs involved her visiting construction sites to interview tradespeople about the tools they used. She quickly realised something: end users were more willing to open up to a plucky 22-year-old than to someone they saw as a corporate suit. Understanding and leveraging what makes you stand out can give you access to insights others don’t have. When you ask the right questions, especially the ones no one else thinks to, you unlock the knowledge that leads to sharper messaging.

Who knows the most about how to market tools effectively?  The people using the tools. The best marketing and PR strategies don’t start at the top – they start on the ground. Get under the skin of your end users, understand what matters to them, and let this guide your messaging.