Listen up entrepreneurs and start-ups! I need to tell you something – when you invest in Public Relations, it is a bit like a marathon, rather than a 100m sprint race. It takes time to build a brand and an authentic leadership voice in an increasingly competitive marketplace. And yes, it requires an investment of time, ideas, and actions. Make sure you make every dollar count.
Richard Branson, a global start-up legend and Founder of the Virgin empire once said that “A good PR story is infinitely more effective than a front-page ad.”
And he’s 100% right.
But … and this is a big BUT …
The truth is this – no matter how good your product is, how innovative your technology, or how successful your ‘to market’ strategy is; no matter how big your profit margins are or how impressive your CEO is, the mainstream media really needs you to be “good media talent”.
Every business is special and has a lot to offer its audience … But I’m speaking from 25 years of experience here. Furthermore, if I’m really being honest, serendipity really can play a big part in whether you get three pages, two paragraphs, or any social media hits when it comes to PR.
Yes, there are some fundamental principles behind every PR campaign, and a lot of research too, but sometimes even the most considered strategy or solid news story can fall flat, simply because there are no ‘sure-fire’ PR guarantees.
Those who succeed are agile and don’t stop pursuing relationships with the right media. It just takes time, consistency, and creativity to get long-term traction when it comes to media engagement. PR is an essential element of any marketing campaign and that remains.
Most people running a start-up won’t have a massive budget for marketing, communications, and PR – that’s to be expected.
Here I’ve put together some top tips so you can avoid costly mistakes!
Above all – and this is critical – if you’re embarking on PR then be prepared.
Biggest tip: journalists are ALWAYS on deadline. So have headshots ready, or make sure that your spokesperson is camera-ready, or zoom-ready. Make sure you’ve got logos in different formats, that your website is up and running, and that you have an up-to-date company profile or an annual report. Also, make sure that your spokesperson is absolutely 100% crystal clear about your message, and media training is always important before you pitch to a journalist. You don’t always get a do-over… so make sure you have everything lined up at your end, ready to go.
It’s a good idea to have a media folder that you can add to over time so that whatever you’re asked for, it’s current, and at your fingertips.
Remember that when you’re embarking on a PR campaign, planning is vital. There will be key dates in the year (International Women’s Day, or End of Financial Year, for example) that you can organise well in advance but if you’re jumping on a story that’s current, then you need to be prepared to GO FOR IT. Newsjacking works. The news waits for nobody!
Other things to consider:
Initially, it is always a good idea to start pitching yourself to media platforms and outlets that are a ‘logical’ fit – targeted media, like those servicing a slice of your target market, your industry publication, or local community paper. Not only are these sometimes ‘easier’ to get a story in, but importantly, they will give you a little taste of what to expect, including the types of questions that journalists will ask, or how different platforms want things packaged up and sent over to them. There is a lot of value to be gained from the process, particularly in how the final story or piece of content went out to the public domain. Sometimes this can be different from your original expectations – not in a bad way – it’s all part of the learning curve, and when you take baby steps you build experience and confidence.In our experience, many start-ups either peak too soon or wait for the news to be over to even pitch their business story to journalists or bloggers. Being too early or too late to jump on an issue can be a fatal PR mistake that will leave you deflated, licking your wounds, and asking yourself why you even invested in public relations in the first place. A ‘day two’ angle can sometimes be a good way to jump into the action. What does that mean? It means adding to the original story in a different way. Just remember that whatever additional information or commentary you have needs to be fairly compelling to keep the story alive or take it in a new direction.Start-ups have their own special challenges. Having coached many enthusiastic, switched-on entrepreneurs, we know that you are busy folks with many competing demands. This is why hiring a specialist PR agency or freelancer can really help your business — because you’ll have a team or someone skilled in keeping an eye on the opportunities at all times, so you don’t have to. An agency should have well-established media relationships and can pitch you regularly with ease. A freelancer can build relationships with publications key to your PR strategy – either way, when you’re persistently reminding journalists and content creators that you’re available and have a story to tell.Nobody likes to hear ‘no’. Even worse is radio silence. Newsrooms are not for the faint-hearted, and in the current landscape, fewer reporters doing more work means less time for returning your calls or letting you know via email if you’re story is a winner for them. This is another great reason to hire a specialist – to seek feedback so you know what’s required next time, or to say thank you if the story gets a run. Regular contact keeps you front of mind – and, as above (see point 3) – it does pay off eventually.
Lastly, remember that famous Australian actor Shane Jacobsen wrote a great autobiography entitled: “The Long Road to Overnight Success.”
The title is also a pretty good mantra to remember for anyone wanting to succeed in PR.
Business leaders can understandably feel totally flummoxed by constant changes that are impacting the way we do business, socialise and work online. Despite the rise of tech and the ability to hold events or speaking engagements virtually, the same tried and tested communication fundamentals still apply. Now there are just many more options available to get your message to market!
The best communicators are flexible, sincere, and not afraid to share their journey honestly – good, bad, or otherwise. Authenticity is key though that word can get overused, it still has currency in 2022. Another thing you should understand (if you don’t already) is that selling is no longer the name of the game. ‘Engagement’ is what you’re going for…. Genuine interaction with clients and customers builds loyalty.
Where you decide to share your message comes down to what you’re trying to achieve – stay flexible, there is a myriad of options to choose from in this rapidly changing landscape but the right one depends on the audience first and foremost.
The key is to know where your clients or customers are and to tailor your message accordingly… and here’s where you can really get creative!
In the past decade, we’ve seen an explosion in communication channels, platforms, and forums – there are new music and podcast streaming services, magazine apps, Insta, WhatsApp, and TikTok– the list is endless. But don’t be tempted to engage with them all at one time. Choose wisely, think innovatively, and allocate your budget and resources where you’re likely to get the most engagement. The ROI if you like.
While marketers have traditionally relied on one clever image or tagline, now is the time to explore ways to grow your brand’s imagery and message as you reach different niches via different forums. The trick though is to keep it consistent, but different – and that’s where professional advice can really make the difference between a campaign that works, and one that has real cut-through.
Sometimes I like to think of it as “Don’t skywrite to a fish – it can’t read. Tailoring the message to the audience and the platform is key. Audio-only simply doesn’t work on YouTube … you know what I mean?
With all of that in mind, here are my top 5 considerations for your next campaign.
On a final note, if you outsource, and the brief is right, trust that your creative team or content developers have worked hard to craft an engaging, authentic message that reflects what you offer and why it matters today. Just remember that the ‘hustle’ is important – never let your message hide from the audience. Get OUT there – blog, speak, comment, engage … the more you communicate, the more easily and simply you will secure new business opportunities… Keep it genuine. The days of the hard sell are over. The conversation is what counts.
With the digital revolution in full swing, and even more so since the pandemic hit us, business is facing a time like never before: one of disruption and unprecedented change. The key to navigating this change successfully, according to communications expert Amber Daines, is finding – and expressing – your authentic voice.
The way we do business is definitely changing, at an incredible pace, in an increasingly competitive global environment. Mainstream media is just one offering amongst a proliferation of social media and online channels … Audiences too, are less attentive, and more often than not, they’re in a different location.
On the face of it, building a strong brand with longevity looks like it is getting harder unless you have a billion-dollar budget. But this is not necessarily so, says Amber Daines, Founder of Bespoke Communications & Media Training Pty Ltd – success lies in mastering effective communication.
“On many fronts, technology has made communication impersonal, so now, more than ever before, it’s important to make sure that your communication is personal, and the only way to do that is to be personable,” she says.
As the founder and head communicator at Bespoke Communications, Amber works with scores of leaders, offering a range of services including media training and public speaking skills. In the past decade, Amber has trained more than 5,000 people to be confident writers, speakers, and presenters. She has worked with some well-known brands as they aim to remain firmly, tweak their messaging or completely reinvent themselves.
“I encourage clients to be brave and confident,” says Amber. “But most of all I encourage them to be their authentic selves –to find their own voice, their unique message, and to express it clearly and concisely.
This is so critical in this day and age as audiences become more discerning – and know when someone is for real. Plus they have the power to scroll on, move to the next listing on Google, hit the button on the remote, and plenty of choices available. You’ve got mere seconds to grab attention …. And then you have to be able to hold it.
Amber says this comes down to having a compelling message, a call to action, and a “what’s in it for me” (WIFM) factor.
“This is where a professional communications consultant can really add value, along with tailoring the message to suit the circumstance without diluting the brand.”
With almost 20 years of experience in communications, including print and TV journalism, PR, and marketing, working in Australia, Asia, and Europe, Amber set up Bespoke Communications in 2007 with about $1,000 in her bank account – a testament to how passionately she feels about communication, and the real need to help companies get it right.
“When you put yourself out there and a PR strategy goes well, the rewards are amazing and the bottom-line results for the business can be phenomenal – but the opposite can happen in an instant too if something goes wrong.
“It’s so important for companies to have a communications advisor, and I don’t necessarily believe that it’s good to have these skills in-house, because people get ‘too close’ to the issues. Independent advice, from a partner who knows the business, but is just one step removed, can really offer a fresh perspective and new ideas. Another benefit of using a consultancy is that you can choose the services you need, and only pay for what you use – this really suits smaller companies that don’t always have big budgets,” she explains.
Amber’s passion for start-up Bespoke Communications has paid off and now counts big and small businesses across a range of industries as well as government departments, start-ups, and worthy causes as its clients.
“Most business leaders consider that they don’t need PR and communications help unless they’re initiating a big project, but I believe that now, more than ever, it’s important to engage with a communications partner across all business activities.
Social media has empowered many organisations to become ‘DIY’ PR professionals – this is a good thing because it means that messages can be sent immediately, changed, and updated,” says Amber. “But it’s important that underpinning this ability to DIY are some fundamental communications skills, and a strategy so that key messages are reiterated at every opportunity,” she says.
“We all have good communication skills, but in this day and age, to stand out in the marketplace you need to have great communication skills. One thing that’s really exploding at the moment is audio and video communication – people have less time to read, but they can watch a video while they’re waiting for the kids to finish soccer training, or listen to a podcast while they’re preparing dinner, or working out at the gym … it’s important for businesses to embrace these audio and visual platforms as part of their communications too, or the simple fact of the matter is that they will be left behind.
“When I interviewed successful CEOs and business leaders for my book in 2015, I realised that good communication skills can be easily learned. The same holds true today. What I know from experience is that when solid communication skills are put into action sincerely, with personal style, then each and every one of us has the ability to become an incredibly powerful influencer.”
Amber’s best-selling book ‘Well Said: How to be heard in business and generate real influence’, is a must-read for all leaders. It is available for purchase here.
For a conversation about professional communications help for your business, contact Amber.