Adviser of the Month: Hayley Knight

Congratulations to our Adviser of the Month for January, Hayley Knight, co-founder of BE YELLOW.

BE YELLOW is a purpose-driven, fully remote PR agency specialising in social impact and sustainability. In our chat, Hayley points out that a lot of brands see social impact PR as just a marketing activity. “Purpose-driven and social impact are the new buzzwords,” says Hayley.

So how does being a social impact PR agency that only works with brands that practice what they truly preach put their own money where their mouth is?

She elaborates:

“I have partnered with Media Trust on a 'PR With A Purpose' campaign, where 5% of our profits go to supporting accessibility in the creative media industry and I hire interns from disadvantaged backgrounds to help provide learning and opportunities.

“I also mentor small business owners through Digital Boost and offset my carbon footprint through the Carbon Footprint pledge. Last year, I offset 5.153 tonnes of carbon dioxide. I also work with the PRCA Schools programme and teach young people PR and marketing in schools across the UK.

“At BE YELLOW, we offer four-day work weeks, with the free day used for learning and development and offer mental health days and focus on employee wellbeing.

“I also run my own campaign, FlowAid, where we provide free menstrual products for homeless women.

“Last year whilst working as a digital nomad, I visited 11 countries, where I worked with, and learnt about the social impact communities are making.” 

How did your interest in PR and marketing, specifically in social enterprises, come about?

I've worked in PR for over 12 years now. I started out studying creative writing and English literature at university with the intention of going into journalism. I began in tech journalism but soon realised I wanted to be on the PR side – creating campaigns and working with brands.

I got my start with an internship at a tech company, then moved to an agency where I worked with various consumer brands. After being made redundant during the recession, I went freelance and set up my first PR agency.

It wasn’t entirely fulfilling at first, but I’ve always been driven to make a difference. After launching a campaign in 2017 to provide free menstrual products to homeless women, I realised I wanted my professional life to align more with my values.

In 2021, after the pandemic, my partner and I quit our jobs and travelled for two and a half years on savings. During this time, we reevaluated what we wanted to do and how we wanted to work. I met organisations doing incredible work in areas like conservation, eco-tourism, green energy and climate change. These experiences inspired me to focus on supporting purpose-driven companies.

That’s how BE YELLOW, a remote PR agency specialising in social impact, was born.

Why call it BE YELLOW?

The name comes from a book I read while travelling, Surrounded by Idiots. It describes four personality types, each associated with a colour.

Yellow represents creativity, positivity, helpfulness and being all over the place. I've got ADHD. I'm as yellow as they come. That’s what I wanted the agency to be, the communications to be very positive, very creative, very forward-thinking, very loud and also to represent me as the owner of the business.

You co-founded BE YELLOW with your husband. What’s that dynamic like?

My husband is a marketer through and through and focuses on the marketing and branding side, handling things like website development and social media. He does the jobs I don’t want to do.

I take care of PR, business development and client acquisition. We complement each other’s skill sets, which works well. So what I can't do he can do, and what he can't do, I can do.

That said, he’s now stepping back to launch his own AI agency, although he still supports us with branding and strategy.

How do you choose which clients to work with?

All our clients must be purpose-driven and have a social impact focus. For example, we’ve worked with a vegan beauty brand tackling animal cruelty, menopause coaches trying to make menopause education more accessible and a drinks company that champions sobriety and wellness.

It’s not just about the brand or product – it’s about their mission to make the world a better place. That’s the key.

What are some misconceptions about social impact PR that you’ve encountered?

A big one is that social impact PR is just a marketing tool or a buzzword. Some brands think they can jump on it for a campaign or awareness day without any real substance – like a recent Levi’s campaign newsletter using ‘Blue Monday’ to sell jeans, which was completely tone-deaf.

True social impact must be ingrained in a brand’s identity, from supply chains to customer engagement.

For example, one of our clients, Unai, doesn’t just sell mushroom-infused wellness drinks, it's selling the lifestyle of slowing down, being more present and the benefit of being sober. It’s not a marketing fad; it’s who they are.

Watch this webinar to identify your key PR targets and pitch your release to them effectively:

What services do you offer small businesses?

We offer a range of services, from helping start-ups with mission statements and website optimisation to traditional PR like media relations, digital campaigns and content creator partnerships.

For example, we worked on a campaign with the Boston Tea Party to end single-use plastic cups. We also help clients with podcast appearances, webinars and even influencer marketing (or as I prefer to call it, content creator collaborations).

Everything is designed as a package to meet their mission, make change and get people talking about the client.

What advice would you give small businesses that can’t afford a PR agency just yet?

Do your research and tailor your pitches. Spray-and-pray PR – sending out mass press releases – doesn’t work.

Focus on building relationships with journalists who write about topics related to your business. Engage with them on social media, reference their recent work and make your pitches personal. A handful of well-researched emails is far more effective than blasting out generic press releases.

What are your plans for BE YELLOW in 2025?

We’re focusing on building our digital brand and talking more about the social impact side.

We’re also creating workshops for smaller brands and individuals who can’t afford a PR retainer. These workshops will teach them how to manage their own PR.

I want to support more local and small businesses and work on larger campaigns that drive meaningful change.

How has being neurodivergent influenced your business journey?

It’s a mixed bag. ADHD means I’m creative and energetic, but it also makes focus and organisation challenging. I’ve had to put systems in place, and I’m working with an ADHD coach to improve.

Our entire team is neurodivergent, and we’ve built a culture that supports our differences. This includes flexible work policies like mental health days and a four-day work week.

What’s the biggest lesson you’ve learnt since becoming self-employed?

First, stop comparing yourself to others. Everyone’s journey is unique, and there’s no set timeline for success.

Second, build a community around you. Whether online or offline, having people to share ideas with and learn from is invaluable – especially as a remote worker and frequent traveller.

How did you first come across Enterprise Nation?

I joined Enterprise Nation when I was freelancing before COVID. When I started BE YELLOW, I signed up as an adviser. I’ve always known of Enterprise Nation – it’s a great resource.

What pushed you to become an Enterprise Nation adviser?

I wanted to help small businesses. I already do a lot of mentoring through Digital Boost. I remember how tough it was when I first started, with nowhere near the amount of support available today.

As an ADHD business founder, I also understand the challenges neurodivergent entrepreneurs face, and I wanted to use my experience to support others – whether through mentoring, training or just sharing advice on LinkedIn. 

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