commscampnorth faces: Q&A with MusterPoint founder Christine Townsend

As part of an ongoing series, we’re blogging a mix of new faces and old faces you may see at commscampnorth.

This is Christine Townsend who had a eureka moment at an unconference and gave in being a public sector comms person to found MusterPoint.  This platform has now blossemed into a one stop shop for your social media, internal communication, media handling and public information management.

Christine Townsend

Hello, Christine. What’s your background?

I was a public sector communicator and prior to that, a national news journalist.

I worked in policing primarily and also did some work with the Dept. of Health, Ministry of Justice and worked on a lot of big events such as Margaret Thatcher’s funeral, the Queen’s Diamond Jubilee, a few major incidents and some really challenging campaigns around young offenders institutes, the sugar tax and fracking.

I was also a volunteer police officer for a number of years. I’m now the founder and CEO of MusterPoint – a communications management dashboard for the public sector.

Have you been to commscamp before? 

I have and it’s lots of fun – I’ve been a few times and it’s always been a worthwhile trip. I’m always amazed at the enthusiasm that people muster – pardon the pun – despite constantly working under difficult conditions in the public sector. It’s heartening to see. I always come away with too many good ideas.

Can you tell us about MusterPoint?

MusterPoint has been on the go now for five years and helps public sector comms teams and internal stakeholders within organisations manage communications. It’s a one stop shop for all types of engagement and includes social media for campaigns, media monitoring, archiving and emergency management. I wanted something that was all in one place that helped me when I was part of a very small team have oversight of all that was being said about and to our organisation. We had a lot of extra legal requirements to comply with and so I wanted to ensure this was taken care of in addition to enabling full internal collaboration.

Is it true you got the idea at an unconference? 

Yes it was – there were lots of people saying that there wasn’t really a tool fit for the public sector as it’s such a unique comms environment, that I scribbled something out on a piece of paper and wondered if it would be possible. I was kind of fed up with paying for six different tools that we were locked into long contracts for and wanted something that was a lot more affordable that did what I needed it to do.

Why does this work for Public Sector people? 

It takes into consideration the things that aren’t a necessity for private sector – archiving, audit trails, accountability, legal compliance. The logging of media contact and decision making during a campaign or crisis response is absolutely vital. Why shouldn’t it be easy to do and all in once place. I would say that the public sector and emergency services have a higher number of people on call, on shifts and across a wide area – some don’t even meet on a regular basis. This enables that clear overview to see what everyone has done at any time day or night.

What session would you pitch at commscampnorth?

How can we beat the procurement system to find tools that are fit for purpose – regardless of how little it costs and how well  – or not – the supplier fills in the the 2,384 page procurement application process.

What session would you like to see pitched?

The above. Or something around how do we professionalise comms in the public sector.

I’m fed up with really good communicators not valuing themselves enough because other people don’t. I was once given a press release written by a police officer with no comms experience. When I asked him if I could have the keys to his van so I could arrest a few people, he was a bit shocked that I would suggest I could do his job. After that he did a short stint in comms and it totally changed his outlook on how absolutely vital *good* communications is.

Victoria sponge or battenburg?

A bit of Battenburg is always better. Mind you, I’m the sort of person that peels marzipan from wedding cakes and hides the unnecessary fruit bit in plant pots.

musterpoint_logo_final_curves-01You can find Christine Townsend via the @muster_point Twitter account where you can find out more about the platform and discuss with her the finer points of Battenburg cake.

You can check-out the platform here or sign-up for a free 14 day trial here. It’s a good platform, so I would. 

commscampnorth: a welcome and advice for new people

Are you new to #commscampnorth? If so, well done bagging a ticket, welcome to a group of people who are just like you and let us know what those of us organising it can do to make the day be the best it can be.

Taking a day away from the office can be daunting – it’s something different to the norm, there’s usually a stack of work left behind and there are lots of new people to meet and lots of information to take in.

So, I thought I’d write a blog to put your mind at rest that it’s worth the effort, you’re not alone, and you’ve achieved something awesome by getting your hands on a ticket.

CCN blog stock.jpg

The reason I went to my first commscamp was because I was in a busy public sector communications job, a bit misunderstood and isolated in my organisation and opportunities to learn, meet peers and stay ahead with the latest thinking weren’t prioritised.

I got everything I was lacking and much more besides, and it made me better and more productive in my day job. And that’s why I keep coming back for more and got involved in organising the northern events.

#commscampnorth is all about meeting people who work on the same things and face the same challenges, there are no speakers and the format is sessions and discussions pitched on the day to learn about the latest trends and solve problems together.

Some of us know each other and will want to say hello to people we’ve met before – but we want to meet new people too. Most of those attending at last year’s event were new to #commscampnorth, and it was their first time at an unconference, so you won’t be alone if its your first time.

The whole point of an unconference is that its less formal and structured than a regular conference: pitch a session if you want, don’t if you don’t want to, if there’s a slot where you don’t fancy anything then try a few different ones or just hang out at the cake table and chat. All of that is ok and very much encouraged!

Please come along with no expectation other than to have some space from the day-to-day and enjoy a change. If you’ve got any worries, there’s lots of content on the blog that might answer any questions, try out your session idea in the Facebook group or via Twitter using #commscampnorth and, if there’s anything we can do to help, contact me @BridgetAherne, Albert @AlbFreeman, Dan @danslee or Josephine @iojosy between now and the day.

Can’t wait to see you there!

commscampnorth faces: Kate Bentham who runs the cake table

With commscampnorth coming we’re putting the faces to the names of some of the people you’ll see on the day.

In this post, Kate Bentham, who works for Shropshire Council who for the past eight years has ran the cake stall. Attendees are asked to bake or bring a shop-bought cake with them. Cakes are then sold and each slice raises money for a good cause. This year? MacMillan Cancer.

34409468475_164a9ec0d8_oHi Kate. What’s your day job?

I work in local government with a focus on communicating information to families.

This includes families of children and young people with special educational needs and disabilities; families who may need some early help to stop challenges escalating and families who are generally looking for information to help them in their role as a parent or to help their children.

Having access to information can really make a difference to family life and it’s something I have been involved in for over 18 years.


If you could do one thing to improve the public sector what would it be?

Never forget who you’re working for. Frontline workers have this sorted, but I think there are managers and leaders who, due to the nature of their role, are detached or out of touch with people and this must make decision making a challenge.

How many years have you been coming to commscamp?

I am lucky enough to have attended every single commscamp and commscampnorth. I was asked to be Official Cake Monitor for the first commscamp and have clung onto the role ever since.

No two commscamps have been the same, and they have evolved over the years. The wider public sector is well represented, there’s always plenty of first timers in attendance, and pitches alter to reflect the changing nature of comms, technology and budget.

What tips do you have for the first time attendee?

I always think that you get for something what you are prepared to put into it, so get involved. Share and give what you can and take from the room what you need.

I always come away from commscamp with a new idea, or a clearer way of thinking, or a new contact.

Why is there a cake stall at commscampnorth?

There’s been a cake table at every commscamp since it started. Chatting over a piece of cake is a very sociable way to spend time and get to know someone. Something which we have found to be true at commscamp.

We also use the cake table as a way of raising money for charity – have a slice a cake, chuck some money in a donation bucket. Win, win. Our lovely attendees have raised over £1000 for charity, and long may this continue. 

What’s your favourite cake?

My favourite at the moment is courgette, lime and pistachio. My all-time favourite is my late nan’s banana and walnut loaf.

What tips to you have for first timers when it comes to baking?

Just please bake. A simple traybake, or batch of fairy cakes will go down just as well as a Mary Berry show stopper. The fact is comms people like cake, and lots of it, and so we need as many people as possible to bake.

We have prizes up for grabs for our bakers, one overall Star Baker and 3 runners up prizes. You have to bake to be in with a chance of winning.

Seriously though don’t stress about it if you can’t bake or don’t have the time, a shop bought cake is just as welcome. 

What’s your best memory of the event?

My best memories are when the cake creations start arriving in the morning. I am in awe of the skills our bakers have. From the Willy Wonka cake, to ice cream cones cakes, to ‘Weird Shit’ and last year’s gin and tonic cake, we’ve had some delicious cakes for us all to try and I am sure this year will be the same.

I also have fond memories of the time my strawberry and coconut cake was described as looking like sweaty meat.

You will find Kate on the day by the cake stall.

Commscampnorth faces: Q&A regular attendee Eddie Coates-Madden

In 2019, commscampnorth will be held in Yorkshire for a second time and we spoke former Hull City Council and Sheffield City Council head of comms turned student Eddie Coates-Madden.

A veteran attendee Eddie talks about the inspiration he gets from the unconference model.

180427-CCN-135Q: Are you still a head of comms in local government?

I’m not currently a Head of Comms anywhere, but it’s a hugely rewarding job, so I don’t completely rule out a return to the role in future. I’m currently a full time student. An opportunity came up to do something I’m passionate about, so I took it. It coincided with my thinking that it was time for some new energy and leadership for my team and I’m sure they will go from strength to strength.

Q: Why the change of direction? I think we can all reflect a bit on why we do a job and how well we’re doing in them. I believe I did a decent job and made a difference but – at the risk I sounding like a football manager – I had probably taken that team as far as I could. So that, and the opportunity to dive into some Arts and Culture, along with a recognition that nobody is irreplaceable and it was time for someone else to have a go means I’m doing new stuff. It’s all good.

Q: Are you coming to commscampnorth in Bradford?

I am if I’m still allowed! I will be at commscampnorth for a few reasons. The first is that it feels like family. I’ve made a lot of great friends through my work in Comms and it is good to stay in touch. The second is that I genuinely believe the opportunities to learn at commscamp are unlike anywhere else, and I am working on my learning! And third, Bradford is ace.

Q: How would you describe the event?

My first unconference  – I was encouraged to go to GovCamp by a brilliant friend and colleague – was a total revelation. A conference where everyone can be the keynote speaker, where everyone is the expert, including you! It’s a place where everyone is learning and sharing and discussing, having fun and making friends. It’s rare that you don’t take away at least two things you want to try out back at base.

Q: What advice do you have for people coming to commscampnorth for the first time? Join in. It only works because you’re part of it, and – new or veteran – your ideas and experiences are equally valid. Leave the job title at the door; bring your brain in with you.

Q: Seeing as you’re an unconference veteran, what’s your favourite memory from an unconference? A couple. I remember Sarah Baskerville arriving at a GovCamp years ago. She’d been treated appallingly by the Daily Mail over some twitter nonsense. As she said who she was the whole room burst into supportive cheering and applause. Like I say, family, innit? And I remember causing a massive fight at the first CommsCamp with a simple question about whether Comms would be better thought of as Customer Services, than some pretentious marketing thing. Big, ‘energetic’ debate. But all left as friends. Like I say, learning, innit?

Q: How do you intend to pass the day? Talking. Listening. Laughing.

What session would you like to pitch? I’ve been thinking a lot about how or if public sector Comms people can support the communications work of local charities and local action groups. How the professional bodies like LGComms and Comms2Point0 can reach into these very small, under-resourced teams and provide support, skills and platforms. So something about that.

Q: What session would you most like someone else to pitch?

I love the ‘restricted people say what they actually think among friends’ pitch. And maybe something about how Comms people can do better with their own and each other’s mental health. The stats on mental health problems among public sector communicators are shocking and we need to do better at finding strategies for looking after ourselves. And diversity too – we still have a great deal to do to make sure we represent those we serve – especially BAME communities – in Comms teams.

If you could do one thing to make the public sector better what would it be?

Oh, I have controversial views here. I think we need massive reorganisation and merger, with fewer elected members and much greater use of social, digital and insight to drive evidence-based policy, service delivery and improvement. The truth is that we’re running over-layered, confusing, Victorian governance structures in the 21st century. That has to change. Someday I’ll write a pamphlet.

Q: Lastly, what’s your favourite cake?

Today it’s chocolate. Tomorrow it’ll be something different, and the day after that… it’s always cake though.

commscampnorth: our facebook group and our twitter


In the run-up to every event we’re always keen to get the discussion going… what kind of cake shall I bake? Is this a good idea for a session? Is there anyone going from Batley? 

With that in mind we’ll be using the pre-existing commscamp Facebook group here.

If you’re thinking about a session you’d like to see, maybe you can find someone who can pitch it with you.

Pop over to the Facebook group and connect with them.

We’re also on Twitter @commscamp and we’re using the #commscampnorth hashtag.

Head over and say hello.

commscampnorth: the walking train


We’ll run a walking train from both railway stations.

Look out for two volunteers who will be holding a foam finger and a copy of the commscampnorth logo airport arrivals lounge stylee.

At 9.10am on the morning of the event they’ll depart for the short walk to the venue.

There are two railway stations. We have Bradford Forster Square railway station at five minutes walk (postcode: BD1 4JB) and Bradford Interchange (postcode: BD1 1RX) which is an eight minutes walk away.

Bradford Interchange

For the Bradford Interchange walking train, head through the ticket barrier and down the stairs straight in front of you. We’ll be waiting at the bottom of the steps in the lower concourse.

Bradford Forster Square

For the Forster Square walking train, head past the ticket office and bear to the right. Walk past the lift and we’ll be hanging around the city centre exit, just before the slope up in front of the Midland Hotel.

Making your own way

If you will be making your own way from one of the stations, here are a couple of videos of the routes.

Questions? @commscampnorth on Twitter or or in the comments box here.

commscampnorth: the pre-event social


Commscampnorth would not be complete without a social ahead of the main event.

On the evening of 22.10.19 we will explore the finest sights Bradford has to offer.

It’s a chance to meet-up with old friends, meet some new people and have some curry and try out the beers and soft drinks in two of the city’s notable establishments.

From 5pm, we’ll be at Sunbridge Wells (postcode: BD1 1SD) which has entrances off Aldermanbury, Sunbridge Road, Millergate and Ivegate. See the Twitter video below for the simplest way in.

From 7pm, we’ll be at Jinnah Bradford for the finest curry in Yorkshire. The address is Leeds Road, BD1 5BL.

A big thank you to Albert Freeman for his insider knowledge in arranging the two venues.

To book a place at the curry head to the eventbrite to reserve a place.

There are several ways into Sunbridge Wells. Here’s a video of the way in most of you will probably want to use:

commscampnorth: Where to stay and how to get there

The Wool Exchange, Bradford.
The Wool Exchange, Bradford.

Your ticket has been secured and now you’re planning your trip to commscampnorth.

Firstly, well done.

You’ve got one of the hottest tickets of the year.

Secondly, crikey. A plan!

As you know, there’s a cake table at the event and we encourage attendees to either bake or bring along a shop-bought cake. You can buy back a slice of cake to keep your belly happy during the day, and all the proceeds go to our charity MacMillan Cancer. There is even a competition for Star Baker, so if you want to get all Bake Off on us then you can really go to town.

There’s a few other things, too.

On the day: The venue

We’ll be in Kala Sangam, St Peter’s House, 1 Forster Square, Bradford and if you’re navigating by satnav or Google maps the postcode you’ll need is BD1 4TY.

The building is the former town Post Office and stands by Bradford Cathedral near the Broadway shopping centre. Today, it is home to a thriving multicultural arts centre.

On the day: Timings

The venue will be open to the public at 9am on 23.10.19. We encourage you to get there as soon as you can so you can grab a cup of coffee and meet people ahead of the start of pitching at 10am. This is when we’ll chose which sessions we’ll run.

We’ll be done and dusted by 5.30pm.

On the day: Transport and rail and the walking train

There are two railway stations. We have Bradford Forster Square railway station at five minutes walk (postcode: BD1 4JB) and Bradford Interchange (postcode: BD1 1RX) which is eight minutes walk away.

From both, there will be a walking train which leaves at 9.10am. Look out for further instructions and the two volunteers holding the laminated commscampnorth logo airport-style.

For the Bradford Interchange walking train, head through the ticket barrier and down the stairs straight in front of you to the lower concourse. We’ll be waiting at the bottom of the steps.

For the Forster Square walking train, head past the ticket office and bear to the right, walking past the lift. We’ll be hanging around the city centre exit, just before the slope up in front of the Midland Hotel.

If you will be making your own way from one of the stations, here are a couple of videos of the routes.

On the day: Parking

If you’re driving, the best car park is The Broadway shopping centre from the the entrance off Hall Ings on the A6181. That’s £5 for the day. if you get there before 9.30am. You can also join the walking train at the Interchange if you are worried about getting lost.

The night before: Accomodation in Bradford

Bradford has no shortage of hotels in each reach of the city centre.

The organising team are heading to the two-star Ibis Budget hotel in Prince Court, 15-minutes walk away from the venue. More upmarket is the four-star Jury’s Inn in Thornton Road. The two-star New Beehive Inn in Westgate is 16-minutes away. The three-star Great Victoria Hotel in Bridge Street is 15-minutes away. The three star Holiday Inn in Vicar Lane is 10-minutes walk away.

For the best accommodation deals do head to trivago.

The night before: The pre-event social

We’ll be in the city centre for a trip to a pub and a curry.

From 5pm, we’ll be at Sunbridge Wells (postcode: BD1 1SD) which has entrances off Aldermanbury, Sunbridge Road, Millergate and Ivegate.

From 7pm, we’ll be at Jinnah Bradford for the finest curry in Yorkshire. The address is Leeds Road, BD1 5BL.

To book a place at the curry head to the eventbrite to reserve a place head here.

A place at the curry doesn’t mean a place at the event and yes, you’ll have to stump up for your curry and drinks, obvs.

There are several ways into Sunbridge Wells. Here’s a video of the way in most of you will probably want to use:

Pic credit: jonfarman / wikimedia commons



Sold out: We’ve switched the waitlist on, here’s how it works


We’ve been taken aback by the interest for commscampnorth in Bradford.

More than 150 tickets have been issued across three releases with each release being snapped up in around two minutes for the event on October 23.

If you’ve missed out…

Don’t worry.

We’ve switched on the waitlist which means you can add your name and details and if you’re in luck we’ll give you a window of 24-hours to claim a ticket.

You can join the waitlist right here. Hit the green register button and then hit the waitlist button and add your details.

If you can’t come…

Do let us know as soon as possible. Drop a line by email to, via Twitter to @commscamp or you can cancel via the ticket yourself via eventbrite.

It’s really, really, really important that you do let us know you can’t come because we can free-up your space for someone else.

Pic credit: Nigel Bishop


Commscampnorth faces: Q&A with CIPR Local Public Sector’s Mandy Pearse



This year #commscampnorth will be held in Bradford and we’re pleased to be joined by the CIPR Public Sector who will be supporters of the event.

Mandy Pearse is chair of the body and is standing for President of the wider CIPR body. There are two candidates and you can find more about them here.

In the first of a series of Q&A posts we thought it a good idea to chat about where she thinks events like commscampnorth and commscamp fits into the wider landscape.

mandyQ: Commscamp is free and an unconference. What kind of role does this play for shaping the future of public sector comms?

A: I love having variety in events. As someone who started in market research and engagement unconferences are a great addition to the mix. I’m never convinced anyone wants to attend a conference to be talked at all day. I want people to be comfortable to be candid about what didn’t work and how they fixed it. You learn more that way. I’ve been calling as CIPR Chair, Council and Board member for greater engagement with members and to try different approaches. It’s one of the reasons I’m standing for President to get more for members especially those not based in or near London.

Q: What’s your public sector experience, Mandy?

I’ve spent over 20 years working in-house in local government. I’ve worked in rural districts, new towns, regional capitals and unitary city councils with a lot of partnership working with CCGs, acute health trusts, police and fire as well as working across tiers with town and parishes & county councils. I started out in engagement, research and marketing but then moved into corporate PR and public affairs. I’ve managed teams both big and small and supported a lot of solo practitioners.

More recently my work has focused on training PR folk as well as delivering basic comms skills for service managers and politicians. I also work as a consultant with senior leadership helping them to see the value PR adds and get it resources properly.

Q: Tell us how the CIPR can help.

A. One of the biggest benefits of being a CIPR member is the access to local events and learning sessions organised by the volunteers in the regions, nations and sectoral groups. The other key benefit is the access to  accredited learning (both training and qualifications) and a pathway through CPD to becoming Chartered. I want to put more resource and emphasis on these areas.

Q: You’re standing for election for President of the CIPR. What will you do for public sector comms people?

I have a vision and six pledges all with a detailed plan underneath on my blog page

I feel it’s all relevant to public sector but I’d really highlight the need to get CEOs to understand the value of PR, modernising to make access to training at a time and way that’s suitable for busy people who have family lives, more support for the volunteers which provides more local network and learning opportunities and the getting more for membership.

Q: What advice would you give to someone starting out in public sector comms?

Ask questions, read widely and never be afraid to ask for help from colleagues across the UK. We all come from different backgrounds and we need to continue to learn whatever level we are at as we work in a rapidly changing environment.

Q: What advice would you give to someone a bit jaded by the difficulties of public sector comms?

A: I can reassure people that the challenges are not all exclusive to the public sector. I have heard people in the third and private sector’s working in-house raise similar issues of not being able to get a seat at the top table, being just seen as tactical and not being given the support to really deliver. I’ve also heard agency and freelancers talk about the difficulties of getting clients to do think wider than just media and do proper evaluation. What is different is the financial pressure on the public sector. I’ve written about some of this for #Futureproof . However, the one thing I will say is you will never have such a diverse, fast paced, exciting environment where every day is new as working in the public sector.

Q: As you know, the sessions at commscampnorth will be chosen on the day. What’s the one topic you’d most like to see happen and that you would pitch?

A: My session would be on personal resilience. It’s far more than just talking about mental health. I want to look at the really practical things we can do to build the personal resilience of both ourselves and our teams. I have ideas on this having faced huge challenges in both my working and personal life.

Q: What’s the biggest challenge to public sector comms people? Brexit, a lack of budget or the pace of change?

A: The pace of change in our industry, the media landscape and in society is the big one for me. The public sector is known for its extraordinary creativity on minuscule budgets and Brexit is a moment in time but being flexible and adaptable to survive in the PR world is key. Artificial intelligence (AI) is already employed to write news by both Reuters and PA. Current estimates suggest in 5 years almost half of the activities we do will be capable of being done by AI. We have to skill up now and focus on the strategic bits and very human stuff like reputation, managing stakeholders and engagement.

Q: Lastly, and most importantly, what’s your favourite cake?

I’m a coffee and walnut fanatic.

Mandy Pearse can be found on Twitter @mandypearse and on LinkedIn here. You can also find the CIPR Local Public Sector group on Facebook and Twitter. You can find out more about the CIPR here.



Unconferences for public sector comms people