Do you want to appear in the national press? Do you want to be interviewed on national radio? Do you want to be featured in a high quality national magazine?
If the answer to any of these questions is yes – please read on.
I attended an event in London last week called Meet The Journalists – organised by Dan Martin of Enterprise Nation. You may well ask ‘why would a journalist want to meet other journalists?’ – in my case it was to make new contacts face to face but also to ensure my thinking about the national media and the advice I share with my clients is actually up-to-date and accurate. It was.
The event was attended by many small business people and PR people and it was sold out. What interested me was the behaviour of some of those who attended. First of all, when invited to ask questions – several people launched into a long pitch about their business. Often very desperately as if they had to speak at 100mph and share their long story in 30 seconds flat. This demonstrated to me they saw this as an opportunity to pitch, not to ask. Rather like the hard sale at a networking event and probably likely to yield the same result.
The next thing which interested me was the way in which a few small business owners wanted to whine and bleat at the journalists about how hard their lives are, how they try to get publicity but are ignored and how they don’t have time to make the effort to engage these journalists. There was a sense from some in the audience the journalists had some kind of ‘duty’ to tell their story. Again, this is a familiar ditty which I hear week in and week out. For me, it’s also a sign of a business which probably won’t last. It’s no good telling a journalist you haven’t got time – they aren’t interested. Listening and acting efficiently on the tips they share is one of the best ways to spend marketing time surely. Or hire someone to do it for you. Simple.
A third thing which really got my attention was the way in which a national journalist will decide if your business is worth more than a cursory glance. I know how the news agenda works – when in television day in an day out, a story was often not deemed newsworthy until it had appeared in a newspaper somewhere first. Personally I could never understand that – a good story is a good story. However it often worked that way.
Now, the journalists clearly have a pattern of research and – surprise, surprise – it’s very similar to anyone’s pattern of research.
In a national arena where they write about the biggest, the best, the richest, the worst, the least – they will not write about the mediocre. If a national journalist is interested at all in you, they will look you or your business up on the internet first. If your website is done by your cousin’s child and cost you 50p you are out straightaway. If there are no news stories already there about you to reinforce your credibility – you are at a huge disadvantage. If national or international profile is your goal – you have to be present in a way that can be found easily and quickly.
Finally, some national journalists positively want to hear from the little guy or the little gal but not every day and not on stories which are not of national interest. If you are hiring your first employee – that’s not going to cut it. If you are hiring that expert from Flog It!, that might get their attention. However, if they are writing about apprenticeships and you have hired your first apprentice – well, that’s a toe in straightaway. So my final piece of advice is this – keep on top of the news agenda every day and, if it fits you or your business, become part of the story by proactively letting them know that you are around – and you are available.
As we know – this week, entertainer Rolf Harris was sent to prison for abusing children – using his celebrity status as a cloak for his disgusting activities. His past has now caught up with him, he’s paying the price and so will his family. Justice perhaps for those he abused.
He’s one of a line of people, often most famous in the 70s and 80s, who have been accused – and some subsequently convicted – of allegedly having one public persona and another private persona which is infinitely darker, sexually motivated and criminal.
Within hours, more women, many over the age of consent, starting talking about Harris’s inappropriate behaviour towards them. Then there also came the voice of those who think all of this is nonsense, a snowball out of control.
I have some sympathy with this I suppose because in those decades, some behaviour was more acceptable than it would be now. When I started out in the 1980s, I lost count of the amount of times I had my bottom pinched or slapped, or talked to someone who kept their eyes aligned with my boobs or who, on one occasion, actually told me his wife didn’t understand him. I could handle all of this – more than handle it in fact. Several times, I pinched a man’s bottom in return, told someone my face was up here and, with the ‘wife doesn’t understand me’ line, I laughed in the face of the CEO of a large company who said that to me. Positions of ‘power’ don’t impress me.
However, there were darker moments. Times when I felt the undertone was completely ‘other’ and the threat was something more. There’s a difference between banter and feeling compromised. I remember once visiting the home of a successful businessman who suddenly, quietly and firmly sexually propositioned me in front of his wife – I ran out and drove off at a rate of knots. I also remember one man, then in his 50s, and someone I often saw in the course of my job, who would keep coming up behind me and gently stroking the back of my neck. It was very invasive.
Therefore, if you know this, you might understand why I got caught up in an online spat with someone who was using phrases like ‘jumping on the bandwagon’ suggesting that somehow women are ‘cashing in’ on Harris’s conviction. There seemed to be a suggestion that these women were out for money. Or were unworthy of being believed, or were somehow complicit because they didn’t do anything about it at the time. However, I would challenge any one to do something different to those victims, in the same circumstances.
Are you being abused?
Anyone who is a journalist would know that the majority of people who suffer abuse – both men and women – don’t tell anyone at all for very long periods of time. Sometimes for ever.
They will often feel they are somehow at fault, that something they did or said, did make them complicit in the act of abuse. There are refuges nationwide full of people who’ve put up with abuse for very long periods of time.
This online ‘banter’ made me very angry – because I know what Rolf Harris was like and I’ve known for years.
Why didn’t you say something I hear you all cry? It’s very simple. I’ve never met him, he did nothing to me.
However, he did do something a good friend of mine – she told me – and I believed her. Why didn’t she report it? Well, that’s a matter for her – but I can probably hazard a guess. She probably thought it wasn’t worth the hassle.
Remember the man who stroked my neck that I mentioned earlier? I did confront him and told him not to touch me again after he’d done it several times. I also did report it to my boss – a lovely man but one who appeared out of his depth and probably felt it was too minor a thing to escalate. Maybe he was right. I’d not been groped intimately. It was just the feel of that man touching me was all wrong, that’s very hard to convey in a telephone call – to your boss. To this day, I don’t know if he was told by anyone other than me that he was out of order.
However, I was a young journalist, just starting out. I’d heard all of the stories about the ‘casting couch’ though, frankly I’ve only ever met one person in my career who I thought used her womanhood to achieve her goals. I wanted a successful career and I didn’t want to get caught up in a scandal or a case which could become something really nasty. Life in the media as a working class woman was hard enough.
Imagine that man being a celebrity like Rolf Harris? Who would believe me at that time? And even if they did, what would have happened? To me? Would it have possibly damaged my career? Anyone could have accused me of inviting the attentions of a famous man. Who would have wanted to employ me as the person who’d accused Harris? Would I inadvertently become damaged goods myself?
Now, more than 20 years on, it would be different if someone acted inappropriately towards me.
Of course I don’t look the same, I’m older, I don’t have the slim figure I had then.
However, I have the same drive, the same passion for my chosen path – but I also have experience. My experience has shown me that if someone makes me feel threatened – I should listen to that instinct and act on it.
If someone acts inappropriately towards me – is he going to do it to someone else? Has he done it to anyone before me? Experience has taught me that it’s highly likely. For that reason, today, I’d make much noise.
And to those women who found the courage to speak out – you might inspire others who have kept such abuse a secret – thus throwing the spotlight on offenders who’ve been able to hide their behaviour for a life time.
Have you ever been to Exmoor Zoo? Have you ever heard of Exmoor Zoo?
If you haven’t I’d heartily recommend a visit. Situated in the Devon countryside, down a little country lane, this zoo has more of a family feel than any I’ve visited. We were spending a weekend in the Exe Valley so this location was less than an hour’s drive away.
While nowhere near the scale of Longleat Safari Park or zoos in Bristol or Paignton, it has a charm all of its own and is suitable for families, or those without children.
We visited over the Easter bank holiday and the cost was less than £50 for five of us. Given that’s close to the cost of a cinema visit for us, we hoped it would offer at least a couple of hours of enjoyment and entertainment. We arrived at 11am and left the premises at around 3pm.
When we arrived it was already busy but there is an additional car park as the one near reception is quite small. One tip is to use the toilet on the way in as there are no toilets around the site. This is due to the site not being connected to the mains (it’s all explained on notices around the reception area).
Immediately on collecting tickets as we’d booked online (be aware a family tickets is two adults two children so, in our case, we had to pay an extra amount for our third child), we were given activities for the children to take part in. For me, this is always a good sign. My children love having to find or discover something. So it was a trail where they could collect stamps of animals and another where they could answer tricky questions and then get an Easter egg at the end.
As my children are a bit older, this meant they often ran off for a short time to fill in gaps on their Easter ‘find an animal’ trail.
The zoo has the sense of being a garden, you move quickly from one animal to the next – but there’s also a feeling that the staff know what you are thinking. There are some spaces where you wonder if that space is big enough for the animal within – then you read the blurb and that question is answered.
There is animal activity all around, so bird, bee and bat boxes which children can look at. I personally love the bigger animals but found myself enraptured by the smaller ones too. I didn’t get the feeling of there being animals which were just ‘making up the numbers’. Even the sparrows had their own special spot.
On site, there are lots of activities where families can get involved in including talks, feeding the animals and holding animals. We’re not good with this in our family, we tend not to like to stick to any timetable or dictate our time around set events, but plenty of families did take part. As you walked around you heard them saying they had to be ‘here’ or ‘there’ at a certain time.
Anticipation was built up by continuous reference to the Exmoor Beast which intrigued the children, who love a sense of the mysterious. So it was quite magical when the zoo’s own beast, languidly stretched, walked down from its perch and marched around its pen.
Another thing which I enjoyed was the good use of the natural landscape and of look-out points around the site. Some of the site is quite steep and rugged, but the animals seemed to like it. Don’t get me wrong, the site is quite accessible, though some paths will be trickier for pushchairs and possibly wheelchairs.
- One of the pumas resting in the sunshine at Exmoor Zoo
The only odd point was one small enclosed look-out area, overlooking the antelope, where there was a picnic table in the middle where a family had stopped for lunch. In this small space, this seemed to have two effects, putting off some people from going into have a look across the enclosure as there wasn’t a lot of wriggle room, or interrupt the family who found themselves being watched closely as they tucked into their sandwiches.
Also one of the children’s Easter egg discoveries was in this small enclosure, so it encouraged more and more eager children to mill around the eating family. If I had one tip, it would be to remove that seating as it did seen to give visitors a confused experience. Families do tend to create a private bubble around themselves so it’s easy to feel like you are intruding on them.
However, further around the site the play area for children is very spacious and there’s plenty of picnic room. There’s a small café on site and the quality of the food is excellent. Much better than in other venues. The price tag for five came to £40 but this is fairly normal for us – and in many places would cost far more.
All in all – it was a good visit, value for money, more educational than expected and lots of fun. Even the small egg given as a reward for the children completing the trail was decent and not a disappointing, tiny, hollow piece of low-grade chocolate.
Find out more here – http://www.exmoorzoo.co.uk
Since being in business, I’ve come to realise that understanding yourself can be key to success.
There are lots of things I know about myself but when I became self-employed, there was one thing I didn’t know – could I actually do it? Could I generate any money at all through my own efforts?
You see, I didn’t want to be self-employed. I was doing a job I loved and I wanted to carry on doing that job – sadly though that job no longer wanted me. It wasn’t a personal thing, it was a business decision and about 1,000 people lost their jobs at the same time.
Now I am almost at the five year anniversary of being self-employed and I’m still here. I’m not rich by any means but I’m earning my own money, through my own efforts and endeavours and that’s got to be something to celebrate.
However, I’m also wanting to be better in what I do. So I’m taking a course! I’ve been searching for ages for something which will make me better but which will engage me. During this course, which I’ll blog about many times I’m sure, I’ve been reading text books.
I don’t know about you but reading business books has been without fail, a hideous experience. They are mostly badly written, rushing off into different directions and lacking in real life examples. Frankly, many are simply tripe.
But I’ve just read one in a single day. That’s a record. It was called Taking Flight…do look it up. It tells a very simplistic story about birds in a forest who have to act when trees start falling down…no literary masterpiece but it does the job required…it shows how certain personality types can work.
It’s all about personality types – using the DISC model – which until recently I knew nothing about. Now it’s all around me. I’ve had two personality profiles done and they do capture lots of things about me.
The truth is, I do know these things but knowing and grasping the reality are two different things. Applying that truth is also tricky.
I’ve found out – in bird analogy – that I’m a parrot, with a large element of eagle and a quite large portion of dove. I’ve got very little owl though.
If you know this book, the previous sentence will make sense.
The biggest immediate impact is that I’ve started to recognise others around me, mainly in my friendship group and realised that the dynamic is visible. For example, one of my children is very, very caring and very detailed orientated – which drives me absolutely potty. But it’s not her fault, that’s her response to things and that’s okay. Now I know it’s okay, I find I’m not so irritated by the constant questioning and asking the same thing over and over again.
I also spent some time with two old friends and hardly got a word into the conversation – very unusual for me. I ended up feeling that I was of little value as no one seemed that interested in me or anything I had to say. As I started the self-pity dance, I realised that these were two eagles vying for position without realising it. As a personality with both eagle and dove, confronted by this, I simply gave up and shut up rather than expend energy trying to be heard. I don’t feel angry at all, I’ve just realised that it’s better to see them individually if I personally want to feel listened to – otherwise I’ll continually be a spare part.
Now I’m hoping to become better at business through this learning….here goes!
No, I’m not a peacock..I’m a parrot….
Today I want to talk about some of the things journalists are asked to when they approach organisations for an interview – particularly when that interview might be difficult.
This might be a business which is facing some kind of legal action, industrial tribunal or a local authority involved in an investigation, a school involved in a court case. It could involve a news interview, a sit-down interview for a longer programme or a fly-on-the-wall or ‘reality’ type programme.
Most businesses will feel uplifted by such a request and would tend to look at reasons ‘to do’ it, sometimes without asking the correct questions about the project.
Many organisations, or public service bodies, would often look for the reasons ‘not to do’ something, considering in much detail the possible risks or pitfalls.
Excuses to avoid being interviewed are often not pretty
Both approaches need modifying – a business could do damage to itself by not considering the messaging, however a public body could miss out on a valuable opportunity by not engaging.
So what are the top three excuses might a journalist be given for not giving an interview?
The first and most common when there is some kind of legal action is ‘it’s subjudice’ ie. it could prejudice a court case to do it. This can be a very good reason but journalists are also subject to the same laws around contempt of court so they do know what this means. Don’t use this as an excuse – journalists see through it. Be clear about the law for a journalist – subjudice in a criminal case starts technically when a person is arrested though in practice it’s when a person is charged. When that point is reached, the Magistrates Courts Act comes into effect to which all are subject. In a civil case, however, proceedings are active (subjudice comes into play) when a date for a hearing is set. This might be very late in the day, many months after the issue has arisen. Don’t try to baffle a journalist using this excuse.
The second request is ‘we’re interested but we want editorial control’. I’ve heard that many, many times. Understand this – YOU WILL NEVER GET IT. We have a free press in this country, that’s what makes PR so powerful. You cannot have editorial control over what a journalist does when they are writing for a third party publication as a contributor. Editorial control means I write, record or film an interview, let you see it, allow you to change anything you don’t like, and then it goes out. Not only is that time consuming – is that really what you want? Do you want to see a programme about, for example, MPs expenses where the MPs have ‘editorial control’?
If you’ve ever employed a PR consultant or company – they should clearly state that coverage isn’t guaranteed – and that’s because it is independent and therefore more credible.
A third and final one is – ‘it isn’t our fault, it’s their’s’ – this is often used when partnerships between organisations falls down. For example, a local authority and a building company hoping to build homes on a new site, it fails and the work is not done as originally intended. The local authority blames the housebuilder. The housebuilder blames the recession. Remember this, if your organisation is associated with a project – even if it’s not your fault that it failed – the perception will be that you are involved. Blaming another organisation won’t work. You will have to contribute to demonstrate what’s gone wrong – or people will assume you’ve done something wrong/don’t care/have something to hide.
When you have done something wrong – admit it, say sorry and outline what you’ve done to sort it out.
Many business owners hear the term ‘public relations’ or ‘pr’ and think ‘I don’t need this, there’s no evidence of a return on investment’ or, as I’ve heard more than once:
‘I want bangs for my buck’ or ‘where’s the bums on seats?’.
Personally, I tend to back off from any business owner who thinks he or she needs my services – and then say things like ‘PR it’s not really that important but I think I ought to do it’ or ‘my product is so fantastic that that article should have sold a million overnight, that press release didn’t work’.
PR is one tool in a marketing strategy and a very valuable one – but it’s a long term, slow burn affair. It’s not, or very rarely, able to fill a stadium with your customers overnight or even in a week or a month. It’s about being visible and understanding how the media and social media works and putting yourself out there to be discovered. Also, if you’re selling a product everything else has to work, like your website, your telephone, your e-mail. You have to be available!
In a time of recession it’s the PR which gets abandoned very quickly. Why is this? Is it not even more important what you project outwards about you and your business at this time? Through traditional and social media? Through advertising, leaflets, brochures, events, e-mailing or whatever strategies you use? Is it not important to be part of your business and geographical community? To have a view on the issues affecting that community?
There are some organisations or business people who just get this – look at the charitable sector, they absolutely understand the value of PR day in, day out. They just get it.
At a recent business event I attended, I spoke to Graham Hill, who discussed these very things with me. He runs a telephone answering company called Verbatim near Newbury. He belongs to various business groups and last year, one of those groups honoured him.
He was the first Oxfordshire member of the Entrepreneurs’ Circle to be awarded “Entrepreneur of the Month” twice in less than a year for making stuff happen in his business. So a group of which he’s a member honours him internally. Deservedly so.
I’d like to say I was responsible for what happened next but I’m afraid I cannot – Graham didn’t know me then! But Graham’s story is one which shows what CAN happen when you get the message about PR.
A simple press release went out detailing his award with photograph. In terms of cash spend – the most this would have cost him was £500, probably less.
Graham Hill gets the award for Enterpreneur of the Month for the second time in 2012.
In Graham’s words this is what happened:
1. the Thames Valley Chamber of Commerce then invited me to speak at their lunch which led to a couple of sales enquiries.
2. Then Executive Television, which produces 30 minute documentaries on business and entrepreneurial subjects (aired on Sky information channel 212 and BBC/ITV digital) got in touch.
3. We have just completed the filming, one of four companies interviewed about “Effective Business Communication” Once they have a date to broadcast they will email 5000 IOD members information etc.
So from one little press release we have positioned our business as opinion makers / formers.
What will this publicity be worth globally? What would it have cost if that documentary was turned into advertising space? Four firms featured in 30 minutes – let’s say, conservatively you’ll get seven minutes air time – thousands and thousands of pounds.
Not all press releases will have the same effect but sooner or later one could – and once you are established as a leader in your field in your area, a commentator on your sector, the sky can literally be the limit. And hopefully you’ll take your friendly neighbourhood journalist along with you……
I’ve worked with many small businesses and charities over the years and have found that plenty would like to have a regular presence in the media or online but few have the budget to match.
PR takes time, and while a couple of articles in the press may help with instant publicity, often what is needed is a long-term strategy to develop a brand and continuous plugging away at getting customer recognition. Many small organisations lack the skills internally and can’t afford to hire someone on an on-going basis, so how can they build a media profile?
Fiona and I have been puzzling about how to tackle this issue for a while. We were talking with social media whizz, Jackie Hutchings and fellow blogger and journalist Jo Smyth, it turned out that they’d been pondering the same thoughts too.
So we’ve decided to join forces and run a course on – to put it bluntly – do it yourself PR.
We have more than enough experience between us to teach the basics on how to get started on social networks, to engage an audience, blog and write a press release. We find that many small business businesses have stories to tell but they don’t know how to communicate them effectively on or offline. There is a method in writing a decent press release, and there are strategies to deploy to give that story more chance of being used. This day will help delegates understand how the media works, what makes a good story and what doesn’t.
We are prepared for complete beginners, who find Facebook, Twitter and Google+ a complete modern mystery, and for those who use social media but would like to engage in a more effective way. By the end of the day you should be able to identify and write a good story about your news and know how to maximise the ways of communicating that message. Our aim is that delegates walk away with real, practical skills to build on what they already know.
And the final thing is, this course is aimed just at women.
We want a relaxed vibe to the day, where questions (however basic) can be asked with no judgement.
My DIY PR takes place at the Mechanics Institute in Milton Rd, Swindon on Tuesday, October 23rd.
Anyone interested can book here
Today’s blog is a bit of a rant. I cannot help it but within the space of 12 hours, two things about LinkedIn have really annoyed me.
It’s also made me think about the role each social media offering plays in my life, both professional and personal.
For me, LinkedIn is a professional site where I can share insights, news, interesting bits and bobs with other business people.
These might be people I admire, I like, I’ve worked with or I simply know or they’ve requested to be linked to me and I’ve checked them out and thought ‘yes’.
I do try not to directly market to individuals with whom I am linked. I try not to do this because frankly I hate it being done to me. I usually post information about what I’m doing, appeals for help etc on my profile or status and leave it to others to engage directly if they are interested.
I’ve found that if I’m linked to an organisation like a hotel – I might get individual messages relating to events which I usually delete. Today, I’ve been targetted by two separate individuals in two different ways and it’s safe to say I’m fed up.
One was a person from overseas, asking me if she could talk to me as she’s got ideas for television programmes and would like to talk to someone about them. There followed a basic list of about five ideas. Great.
I get numerous requests like this on an annual basis and they take up lots of time. People often think they’ve got a great idea for television but have no idea how to take the next step. Well, let me give it to you straight – go to an established independent production company in the UK and ask for a hearing. Unless you are hand in hand with someone within broadcasting that’s one of the only ways to be heard. And another fact, less than five per cent of those ideas will get beyond first base. I know this because I’ve tried it many times, and yes, I’ve had some success.
Hearing the ideas, explaining how tv works, helping with contacts takes a lot of time and effort. Plus I don’t know how the system works in Australia (where this person is purportedly based), it could be totally different but I doubt it. And if it’s America, you’ll probably get all literature posted back to you unopened.
So, harsh as it may sound, I declined the message. Only to get two more with lots of question marks and exclamation marks as though I’ve done something heinous. In the end I send a brief reply outlining the above. So I’m now giving notice – if I don’t know you well on LinkedIn and you want that type of information – I’ll give it to you at my normal daily working rate. Please DM me, I’d be more than happy to hear from you.
Don’t yell at me with your marketing message on LinkedIn – that’s not what I like. Tell me quietly and I’ll consider…..
The other message came from a man asking me to buy his book. It’s related to raising money for charity, it’s a dreadful personal story. The first time I received this message, I replied in some detail. I’ve received it again, the same message clearly sent out as a round-robin request a few months later.
How do I feel about that? My empathy is the same but I still feel like I’m being barked at in a very personal way. If I want to buy a book I will, please don’t try to make me guilty enough to buy it. I went through a hard time with a terrible illness a few years ago and I started to write a book about it – but don’t worry I won’t send you personal messages trying to sell it to you. I’ll let you know about it in passing and the rest is up to you!
Is there an etiquette to this type of marketing? I don’t really know. I just know what really annoys me.
And by the way, I’m holding a DIY PR day for business women on October 23 in Swindon to help you do your own PR stuff. If you are interested – just contact us through this website. I won’t be sending you direct messages on LinkedIn!
Today I feel hugely proud of our company, Mellow Media Ltd, as I have just attended a meeting which brought to a close three months’ work on an amazing project.
We have played an important part in running, developing and implementing a marketing strategy to raise well over £4m in just six weeks.
Let’s just think about that for a moment – that’s £666,667 a week or £95,238 every day.
Anyone connected with me on my social media network could have picked up my messages and tweets about Westmill Solar Cooperative or @westmillsolar.
It was the brainchild of Wiltshire farmer and entrepreneur Adam Twine to create a solar power station on his land but, instead of allowing a big company in to run the station, offer it up to people within the wider community. A less lucrative option for him – but in keeping with his green ethics.
Investors could bid for shares by putting in an investment of between £250 and £20k maximum. If successful, the cooperative will allow one investment, one vote. The aim was to make the cooperative accessible, open to as many people as possible and giving all an equal say, regardless of their investment or wealth.
Adam has created a similar project before, on the same site, Westmill Windfarm – that had taken years to come to fruition and had also raised a similar sum in community shares but over a longer period, 12 weeks – and a different economic time -2007. Five years on, it has over 2,000 investors and is providing strong returns on that investment.
This time, while the integrity of the project was clear, it seemed a tall order to raise that much money. Together we came up with a marketing strategy which involved much PR, advertising, leafleting, e-mailing and other features. In our case, we looked after PR, advised on other parts of the strategy as and when required.
We’d worked on the project from mid-May working towards the opening of a share offer in mid-June which would stay open for around six weeks – a cut-off date of July 31. The aim was to raise more than £4m from would-be investors to create the UK’s only community-run solar power station.
In fact the world’s largest community run solar power station.
Hundreds invested millions in UK's largest community run solar power station
This was a big ask. We are in a long-term economic depression with many businesses being happy just to survive. And many families suffering a stagnation or drop in income.
In our favour, we had a small, but illustrious team of people hoping to raise that kind of money in a short space of time. And fantastic partners who would step in to help out and support us as much as possible. And the offer on the table was a strong one – returns way above anything a bank could offer at the moment, or for the foreseeable future.
But, of course, PR is never guaranteed. This felt like a test of the value of PR as it’s so difficult to quantify. It’s about brand, messaging, information sharing and story-telling all rolled into one. So we stuck to our basic principles of telling a story well, with accuracy and always a picture. And we always had something new to say – a new nugget, a new angle.
When the share offer closed on July 31, it was over-subscribed by some margin. The message had clearly got out there. How did that happen?
As it was a project rather than a ‘slow burn PR strategy for the long-term’, I tracked some of the coverage we received. I found almost 100 separate items both online and offline. More than 50 per cent were online, and often, but not exclusively, within the specialist ‘green’ or ‘renewable energy’ sector.
More than 30 per cent were articles and features in the local press – within a 40km radius covering Wiltshire, Oxfordshire, Gloucestershire and Bristol.
There were around eight radio interviews or mentions in that period and two exposures on regional television. As for the national press, there were five items in total, on and offline.
None of this included the fact that traditional written articles which appear in a newspaper, magazine or paper publication also tend to appear online – so the online total was probably much higher.
As the ideal target was reached, our role has now ended. But has it? When involved in a project like this which had a very specific beginning, middle and end – something always remains.
For me it’s a deeper respect for those who work in the renewable energy sector, who do so, often in the face of much cynicism because they feel it’s the right thing to do. Even though they might have to justify their position often.
Friends have been made, connections forged which will continue in to the future. And it’s this legacy, at a personal level, which will mean the most.
It’s Budget Day – a day when some journalists groan and yawn and others get all flustered with excitement.
If you are producing a programme, especially a debate about the Budget or an impending Budget, the hardest job is to find participants. And that should ring all sorts of bells for anyone in business. It’s a wonderful time to set yourself up as a commentator on a topical issue – if you’ve got the courage.
Today, I’ve only got to look at my Twitter feed to see who’s been commentating both locally and nationally. Have a look at your own Twitter feed and you’ll see. I’ve got MPs all saying what you would expect according to their political allegiances, individuals like Martin Lewis, voluntary sector groups like the CAB, campaigning groups like Gransnet, other journalists etc.
If you think you’ve not got the courage to contact your local media outlets eg. newspapers, television or radio and offer to be a commentator for your sector , then engage on Twitter or Facebook because then you’ll get into conversations with interesting people who may be interested in you in the future. Remember, whatever someone’s perspective, they are still human beings, often with families, or savings, or expenses, or debts and the Budget affects them as personally as you. Today is a perfect opportunity for some PR on a day when people want to talk. At the time of writing Granny Tax was trending on Twitter. And if that’s not enough, it’s a day when you can be ‘topical’ and relevant. Look at who’s talking and follow those people or groups who interest you – some will follow you back. Make the Budget work for you, even if it doesn’t work for you (you know what I mean).
Enough of the rant, this wasn’t at all what I wanted to blog about really. But I’ll save that for later – (another moan about the absurdities of our current health provision in Swindon.)
Better off? Or worried about extra costs?
What does the budget mean to me – as a working mum with three kids and a husband who is, luckily, working? Well, I won’t have to pay tax until I’ve earned a bit more, I don’t earn over £150,000 a year so the cut in top rate of tax will not affect me in fact barely anyone that I know. I’m not a pensioner but my mum and parents-in-law are – so I’m worried for them as they live on a very fixed income. It’s possible that we might keep child benefit which is great. I had accepted we would lose it but felt that we’d have to deal with that, but I did feel cross that some families with a greater household income would keep it. If that anomaly has been overcome, then for me child benefit should be reserved for those in most need.
My concerns relate to the more vulnerable in our society. People who are disabled, by physical or mental issues, those who have chronic illness, those who are carers, and so on. Also I’m not clear on how the Budget is going to stimulate economic growth – I don’t mind being put right, being contradicted, being corrected. But I just don’t buy the argument that those who earn what to me is mega money – will not fleece the system if the tax rate is lowered. They’ll do it any way if they can. Wouldn’t you?
Share your views? Go on…..