Weeknotes 5 - when a rest is as good as a rest

Just back from The Galapagos Islands.  Oh yes, the Mayor took a holiday.  No internet, all jobs handed over to other members of the team and me alone communing with nature.  I barely saw a person for 10 days, let alone kept up to speed on the news.  Time flew.  

I packed paperback novels, took my ukulele and borrowed a great camera.  I thought I'd have time to fill as the boat moved from one island to another.  I thought I'd be twiddling my thumbs.  But time flew.

I dozed, I daydreamed and I watched iguanas walk oh so slowly across deserted sandy beaches.  And I slept.  Time flew.

According to City AM this week, the cost to the UK economy of the business world's sleep deficit could be up to $50bn a year.  This is measured in higher mortality, lower productivity and probably a whole load of bad decisions made when the mind is just frazzled.  Sleep deficit catches up with you. 

I learned so much on my holiday.  Turtles are wonderful creatures, sea lions swim alongside you fearlessly in the Galapagos, and I don't seem to suffer with seasickness (unlike some of the people on the catamaran I was on).  But I also re-taught myself how to sleep.  It was wonderful.  

So, that's the lesson of this week's notes.  A change isn't as good as a rest - although changing your location to the middle of nowhere helps separate you from all that's filling your head.  A good brisk walk won't wake you up if you would do better closing your eyes.  After years enjoying the fast pace, it's obvious that I really needed a good kip. 

Weeknotes 4 - When you see everything differently

Yes, I missed a week.  A trip to Madrid threw my schedule into a bit of a state and my last week’s notes were sacrificed.  However, I’m back and this time I mean business.  In fact, it’s the very business of PR and media relations that’s been filling my mind with questions.

This week, I travelled down to Sussex to meet a client for dinner.  He’s someone I’ve worked with for years and he’s shared many words of wisdom that have influenced how I’ve run my own business as well as a heap of insight that can be shared with the media.   We had a great chat, as expected, however as the bill came and the last coffees were quaffed he questioned me about the significance of media relations.  With fake news, alarmist reporting, clickbait and the ocean of comment out there, was any of this getting through to the right people?  And wasn’t it only going to get worse as people stuck within the small circle of opinion that they found comfortable and avoided press because it just ‘didn’t help them understand the full story’.  I argued the case for my industry.  I used the usual lines about credibility, building a comfort factor amongst people who don’t know you, shareable content.  Maybe it was the caffeine, consumed too late after a very long day, but I wasn’t completely happy with my answers and thought about them as I surfed the net in the hotel room later that night. 

This discussion with a strategic heavy-weight, someone who I admire and have always listened to and believed, showed that I need to dust off my arguments but, more importantly, it showed I needed to take a closer look at how the PR industry and Wordville in particular is responding to the media weariness that is very real amongst so many professional people. 

Radio 4’s Media Show had a discussion about Jeremy Corbin’s reaction to news stories about him this week and about how the younger generations were not engaging with the media.  Trevor Kavanagh, political columnist of The Sun, assured us that the press ‘still has a place, the ability to delve into things in depths which social media doesn’t’.  It wasn’t very convincing.  If the national press that he works in is still relevant across generations, then surely people shouldn’t need reminding of that. The power of perception has shifted and his argument did sound a bit old-school.

At Wordville, we’ve often taken an original approach and work frequently outside the usual media channels to get clients noticed.  It feels like it’s more important than ever to question all the outreach.  I don’t have any answers yet, and I’m certainly not throwing out the baby with the bathwater.  A good night’s sleep and a hotel fry up was what I needed to recognise that this offers an opportunity for Wordville not a death knell.  The game’s a foot. And the game’s changed. 

Weeknotes 3 - The Epitome of Now

Matt says this is the time that most people give up.  You know, after a few Weeknotes you wonder what more you can say.  Well, for me, loads.  My issue will always be squeezing it all in. 

Managing time has been my theme for the week.  I spent quite a while on a new business proposal for a client I really want to work with.  It’s a risk and always in the back of my head are what an old boss of mine said ‘it’s expensive to come in second’.  I don’t want to add up all the hours I’ve spent on new business that I didn’t win.  I’ve gotten better over the years at assessing if Wordville stands a chance and so only investing the time and effort when it’s worthwhile.  Meeting the people helps.  You can see pretty quickly if they are the kind of people you want to work with (they’re having exactly the same thoughts I know).  Now, if I quit a new business pitch, it’s usually after the first meeting.  A kind of speed dating for business growth.

This week, one of our clients has written about how a CEO can combat stress and it seems that a lot has to do with time management and prioritising successfully.  I went to a Time Management course a decade or so ago and I remember two things from that training.  Firstly, that eight of the ten people attending the course were late (funny that) and, secondly, that you can’t control time only the activities you fill it with. 

I’m addicted to the Pomodoro Technique, as everyone in the office who has to suffer my ticking kitchen timer knows.  I can pack a whole lot in when I’m swapping activities every 25 minutes, rather than every other minute.  And I really like the ticking now – it’s like a happy little sidekick that is working as hard as I am.

I can’t promise to always be on top of things.  In fact, I only listened to the WB40podcast five days after it came out.  The podcast is hosted by Matt Ballantine (my unintentional transparency coach) and Chris Weston.  This week, Chris started the 55^th episode with a discussion about how time had flown since starting their podcasting.  “We are right in the moment … in the epitome of what I’d call now.”  I love that line.

So, with Pomodoro kitchen timer ticking, proposal being proofread, reports to write and a quick trip to the vets scheduled because the dog has hurt his nose, here am I, writing Week Notes - in the epitome of now.

Weeknotes 2 - 2nd February 2018

Keeping my promise to be open and also to take time each week to consider what I've learned, what worked well and what I could have gone better, here is Week Two of my #weeknotes.

I spent a good part of the week interviewing people for a magazine article.  Each of them had struggled to find work because of a disability.  They'd received support and had made progress towards getting a job.  Many of them talked to me about how cut off they felt without work.  It wasn't about the money.  They wanted to work to put their skills to good use and to connect with others.  They wanted to work to combat loneliness.

In the UK, we now have a Minister of Loneliness and this week the The Washington Post (amongst others) has written about how Europeans are struggling with feeling isolated.  Could social media help?  I admit to being hooked on Facebook and often post jokes or photos when I just need an audience to share something with (and require a little more response than the teenage eye rolls I get from my sons).  But social media also paints an unrealistic picture and, if you compare yourself as you're scrolling through the fabulous lives of others, it can make anyone feel separate, less interesting and alone.

I also had a chat to a friend who is running a marathon in the Sahara desert (that's one that'd go down a treat on social media).  He's doing it to raise money for a London charity, The Camden Society, that supports people with disabilities, many of whom are housebound .  As well as providing care, they also provide company.  It struck a chord with me.

What did I learn this week?  That I don't know very much about loneliness but I know it affects all ages, races, socio economic groups.  I hope the Minister of Loneliness does a great job - and that my friend Matt makes a fortune with his fundraising.  What I don't do well?  Sharing my own time and keeping an eye out for others who might be lonely.  I'm going to work on that.

Welcome to Weeknotes 1 - 26th January 2018

An intriguing lunch with Matt Ballantine this week caused me to rethink how transparent I am in my working life.  Although cautious, I agreed to adopt some of the tools he uses.  I signed up to a lively and informative WhatsApp group (note to a beginner, mute the notifications - some people start chatting very early in the morning and if you sleep with your phone in bed with you you'll be woken at the crack of dawn).  And I promised to share Weeknotes - a sort of stream of consciousness about the week just experienced.  Here's mine:

It's been awards week.  Oscars announced.  Wordville won an award:

Most Outstanding PR & Marketing Company 2018

Why, thanks for that. 

And I had some heated debates about whether Management Today's proposed award for men who have supported woman to break through the glass ceiling was a bit 'iffy' and felt like handing out a prize for doing the right thing - or really an award for not doing the wrong thing.   

I also drafted an award for a client, which was inspiring.  Growth is great - or so they say - but it was impressive to catalogue all the achievements the company has made on behalf of the staff, clients and community.  

So, as someone who has always been a little cynical about awards, here am I in 'awardsville'.  I'm still conflicted about awards but admit I'm considering ordering the faux crystal trophy that comes with Wordville's latest.  Well, once you've got one you sort of need to keep it up. 

LG

Ten steps to perfect modern business portraits (Part Two)

Modern business portrait – head-shot not mugshot

Naturally, you want to look good in your business portrait, so what are the top 10 things to think about to ensure your photos are great? In the second of this two-part blog, we are going to look at five things you can do to make yourself look great, from what you wear through to how stand in front of the camera…

1. Outfit - For your killer business portrait I would always say wear something classic, especially if you aren’t planning to get your portrait re-done every year. Imagine you are going for a job interview, you want to be the very best most polished version of yourself and the same goes for your shoot.

For the guys - A simple white or pale blue shirt and blue/grey blazer works well for a more corporate look, open collar no tie looks much more modern than a tie or suit. An ‘I mean business’ look is a shirt, open collar, rolled/pushed up sleeves, nice chunky watch and no jacket. This works well but if you are carrying more than a few extra pounds you many want that jacket on to streamline your look. Avoid anything heavily patterned like hounds-tooth and checks - it just makes the viewers eyes go funny.

For the ladies, again, classic is best. It depends on your business and the image you are looking to portray. Whatever you choose it needs to be well fitting - baggy clothes and shapeless tops simply make you look bigger in a photo, so more structured and tailored always looks more polished. A crisp white shirt looks awesome, again avoid heavy pattern and anything that will date quickly. Black can look a little harsh so always try to soften black with something coloured and more feminine. Jewelry works well here - something bold and with a bit of colour can often pack a punch, looking contemporary and stylish without dating too quickly.

Whatever you wear it should be something that you feel good in, empowered and attractive.

One thing to note is that if your shoot isn’t first thing in the morning, then take a spare top/ shirt with you, I’ve lost count of how many times I’ve turned up to a shoot to find the ‘model’ has spilled their (usually ‘his’) lunch down their front. Not a good look.

2. Hair and make-up – Ladies, your make up should be worn slightly heavier than usual, although a natural make-up look is always pretty timeless. It’s a good idea to take your make up kit and hairbrush with you to the shoot that way you can apply extra if needed. Loose powder works well to stop any shine, (think of the news presenters getting their noses powdered moments before going on air, male and female). You will most likely have a favourite side to your face, perhaps without even realising it.  If you have an off-centre parting, it’s likely to be the side with more hair. Ensure you have photos taken of both sides. Your photographer should be able to see which looks best but ask them to take both sides anyway. Guys, get a haircut in advance if your hair needs it. Don’t wait until the day and then suddenly remember. Brushing your teeth prior to the shoot is always a good idea.

3. Posing – The most flattering angle is always ¾ to the camera. To achieve  this, stand with your feet at 45 to 90 degrees to the camera, then twist from your waist towards the camera.  If you can shift your weight into your back hip that will make your hips and legs look slimmer. Think about all those celeb photos, they twist, they pose and they shift their weight back away from the camera. You want to do the same in a less obvious way. If your weight is in your back foot you will know, you will be able to lift the foot closest to the camera and still maintain your balance. It’s always going to be more flattering if the photographer is slightly taller or a little bit above you.

4. Facial expressions – Try to remember to keep your chin down a little. It’s a natural instinct to try to minimise a double chin (or the worry about one) by looking up and trying to ‘stretch’ your chin out. This has the total opposite effect in a photo, it simply highlights the chin area. Remember in a photo, whatever is closest to the camera looks the largest. We want your eyes and smile to look largest, so chin down a little (think Princess Diana and those puppy eyes in a less dramatic way). Another top tip is to push your forehead forward just a little, not too much, but a little can tighten the jawline and skin wonderfully!

5. Hands – This is a funny one. Your hands are about the same size as your face, go ahead, try it. If you have your hands in a shot in the foreground they can look even bigger! To avoid giant hand syndrome. You want those hands tucked out of the way, certainly relaxed and with your fingers together. The only exception to this is the ‘talking heads’ type shot where you want some hand movement as if someone is in conversation or being interviewed. In this case, it’s important not to have any pointing, or aggressive looking hand gestures. You want to aim for a gentle explaining type hand movement. Try resting your elbow on the table and keeping your hands up fairly close to your face.

If you are having a head and shoulders shot, it's good to remember that as soon as your hands move up, say if you put your hands in your pockets, then your shoulders become more hunched and the line of your neck and jaw is altered (in a bad way!) If it’s a ¾ length shot then a hand low on the hip can create a nice shape to your waist and an interesting line through the image.

Liz Carrington is a professional photographer, founder of THE informal SCHOOL OF PHOTOGRAPHY and likes straightforward people and almond croissants. Find her at www.informalphotoschool.com and www.lizcarrington.com and follow her at https://www.facebook.com/informalphotoschool/

These shots were all taken by Liz in natural light on location to demonstrate the ten steps. Thanks to our wonderful model Katie, interior designer extraordinaire, who can be reached via katie@atelierinteriordesign.co.uk.

Ten steps to perfect modern business portraits (Part One)

Naturally, you want to look good in your business portrait, so what are the top 10 things to think about to ensure your photos are great? In this two-part blog, photorgrapher Liz Carrington looks at the right environment for creating brilliant portraits, identifying five key points to consider if you want ‘head and shoulder’ portraits for corporate or professional use.

1.Photographer – it goes without saying  that a fabulous photographer is the first thing you need. With the best will in the world, if you have a fusty old photographer, who has been doing things the same ways for donkeys years, your portrait is unlikely to look fresh and modern. Similarly, if you have an inexperienced photographer, or perhaps a friend or colleague taking your photo, it’s unlikely they will know the tricks to ensure your portrait is as flattering as possible. Grab yourself a fab photographer with a style you love and off you go…

2. Time – One of the keys to creating a wonderful portrait is to allow enough time. Now I know you are busy and I know there is work to do but trust me, you need a little time for the magic to happen. I would allow at least 30 minutes but more likely an hour, especially if you’re going to be shooting in multiple locations and aiming for a few styles of photograph. An hour is enough time for you to relax into the shoot, without clock watching, enough time to try a few different poses, styles, lighting arrangements, backgrounds and expressions. With a good photographer, an hour will pass very quickly. Give yourself the best chance to have a flattering relaxed-looking portrait. You will be glad you did.

3. Natural light – This is an easy one. If you are having your photo taken, natural light is likely to be the most flattering light. Use windows and light-filled spaces to bounce the light all around and fill in any shadows. If it’s a super bright day and you want to avoid the harsh sunlight, bounced light works best - this is why photographers use reflectors and shade. However, there are times when you will be photographed with studio lighting - a little more intimidating perhaps, but the even lighting gives a great glow. 

4. Location – Its important to get a good selection of shots from your shoot, as time is precious and whilst you are doing a shoot, you need to get good value for your time. I would recommend at least 3/4 different set ups and looks for one shoot. Your photographer will scout these locations out in advance and have an idea what will look great. Windows work well, interesting walls and walkways with perspective are good too, as are stairwells. You will need to trust the photographer on this one, but be prepared to move around and try a few things.

5. Style and feel – Are your shots to be used on a corporate website, are they for Linkedin and social media? Do you need more than one look and can this be achieved by simply using several set-ups and taking your jacket off and rolling your sleeves? Professional photographers know that you are likely to need different shots for different media and different PR purposes. You don’t want the happy smiley shot used for a news story about redundancies, nor do you want a serious shot for a lighthearted piece about a fun charity event for instance. You will know what type of shots are most relevant to your work, but ensure you get a selection as your PR or Marketing team may need something else too.

Liz Carrington is a professional photographer, owner and tutor at THE informal SCHOOL OF PHOTOGRAPHY and likes straightforward people and almond croissants. Find her at www.informalphotoschool.com and www.lizcarrington.com and follow her at follow her at https://www.facebook.com/informalphotoschool/

These shots were all taken by Liz in natural light on location to demonstrate the ten steps. Thanks to our wonderful model Katie, interior designer extrordinaire, who can be reached via katie@atelierinteriordesign.co.uk.

Watch out for Part Two of Ten Steps to Perfect Modern Business Portraits ... on Wordville's blog. 

Who would have a dog in the office?

Our PR agency has a four-legged ‘employee’ and we couldn’t do without him.  PR Pooch (aka Cosmo) comes into work every day and our visitors are very happy to see him.  He's quite a remarkable dog and has just the right temperament for a office dog.  He came from Battersea Dogs & Cats Home four years ago and is a wonderful ambassador for that great institution.   However, having an office pooch is something that needs to be well thought through.  It's more than a novelty stress reliever - it could actually change how you run your business. 

So here are some things to ponder if you're thinking of implementing a pet-friendly office:

1.     Not every landlord is going to be happy with having a dog in the office.  Once you’ve got the pet and committed to having them at work, you’re also committing to staying in working premises that are pet-friendly.  Dreams of a super-slick, high rise city boardroom might be out of the question as they can be strict about furry staff.

2.     Not every individual likes – or can deal with - pets.  We realised that every person we hire from this point on has to be comfortable with a dog in the office.  People with allergies wouldn’t be able to work here easily and that could potentially limit our intake of talent. 

3.     Visiting clients and suppliers generally love the dog.  Although many organisations now have dogs in the office, it’s still rare enough that every visitor is surprised and usually delighted.  Our dog runs down the stairs when the buzzer goes and brings up guests.  It’s quite a helpful way for them to find our reception which is on the second floor of the building.

4.     Having a dog forces you to take a break.  In busy work spaces lunches can be forgotten – but you can’t ignore a dog who needs to go for a walk.  Forcing people away from their desk, whatever the weather, actually helps reduce stress on manic days and keeps people moving.

5.     When it’s cold, our dog's a living hot water bottle.

6.   Our office pet has developed his own reputation.  His twitter profile PRPooch has followers and his tweets on dog-related news have been shared by the likes of Battersea Dogs Home and Country Life Magazine which helps the business's own profile raising. Follow him @PRPooch.

ARE YOU TOO SMALL FOR PR?

When is the right time to appoint a PR agent?  When is a retainer with a PR agency worth the investment?  Interesting questions that I’ve been asked more than once over the course of my career.  Let me be really clear, PR isn’t right for every company at every stage of their business.  If a PR agency says that they can make you a household name, but you are still working out of your bedroom, they might be more interested in taking your money than in building your brand.  Many bedroom entrepreneurs make it – Wordville itself enjoyed a few months in ‘duvet land’ before we got our office, built a team and created a proper organisational structure.  But start-ups survive or flourish because they don’t run out of money by spending their hard-earned pennies on things they don’t really need.

PR is not free/cheap advertising.  If you can’t afford advertising don’t think that PR is a less expensive alternative.  PR is a professional service and the skills of the agents, whether in a company or as individual consultants, are sold to you by the hour.  PR agents charge for the effort it takes to devise a plan, create content, find a suitable target and reach out to the press with consideration and persistence.

If you’re a young business and you really feel that being in the media will have an enormous impact on your business’s credibility and success.  Here are the questions to ask yourself:

1.     Do you have a website with contact details (email address and phone number) that people can find if they want to get in touch with you once they’ve heard about you in the press?  Seems obvious – but, believe me, lots of individuals put effort into launching a product or project without the wherewithal to record interest or sell.

2.     Do you have a spokesperson who is available, lucid, well-informed and can speak to a journalist about your company, its products/services and its clients?  If you don’t have a spokesperson how are you going to answer a journalist’s specific questions?  A reporter is going to want to personalise any company news to appeal to their own audience and will very likely want a quote that touches on a particular topic that relates to their area of interest.  If no one has time to help with this – or no one is happy about ‘putting their head above the parapet’ – then avoid PR for the time being.

3.     Do you have a client who you can reference, name drop, or call in to support what you say?  Approximately 600,000 businesses are launched in the UK every year.  Many never win the clients they need to go onto their second year.  The press is understandably cautious about featuring any business that might not be around in a matter of months.  They like to see you have credibility and you get that from the people who buy your products/services. 

We love working with start-ups and always have.  We are inspired by the energy, sense of purpose and flexibility of small business leaders.  So we’re always intrigued when a start-up approaches us with a request.  But we’ve worked long enough with established brands and newly-founded companies to know that to succeed in PR you’ve got to have the basics or you just can’t get in the press. 

If you’re reading this and thinking ‘oh no, I was expecting PR to help me sell products’ – then you probably need to go back to your business plan and look again at your route to market.  Eventually PR will help you grow your business – it’ll will amaze you how much PR can help – but once your business is ready to be helped.  

by Lucy George, Mayor of Wordville

picture souce: Ryan Jorgensen 

Wordville wins UK PR & Marketing Company of the Year 2016

Well, we're celebrating at the little village of Wordville after being told that we've won an award for outstanding work.  The bunting is out, the brass band is tuning up and the Mayor has had her hair done.  Thanks to all those who nominated us.  

Sponsored by the International Business Innovation Association, The Innovation & Excellence awards recognise businesses that have transformed over the past 12 months setting clear industry trends and advances.  

The judging panel at Corporate LiveWire considered the strengths of each shortlisted candidate, setting its sights firmly on the most innovative, groundbreaking and client-focused firms, teams and individuals who have transformed the way in which they do business. 

This year’s winners include Google, Uber, Airbnb Inc, Microsoft, and Wordville to name a few.

The full winners guide can be found at: http://www.corporatelivewire.com/innovation-and-excellence-awards.html

If it's a Show-Off Society, how are you getting your share of the stage?

The business world, despite the best efforts of best practice, doesn’t always reward those who put their heads down and get on with the job.  The best can rise through the ranks, climb the corporate ladder or get picked for the dream job – but they have to be spotted.  It’s not just about being creative, hard-working, conscientious.  It’s about being all those things and being seen to be.

The Mayor of Wordville, Lucy George, has written a book with business coach Barbara Greeenway, that outlines some of the principles of PR that can work for anyone.  Called 'Don't Work Harder - Just Get Noticed', the book is for individuals who are looking to be promoted.  Jobseekers looking to be selected for an interview.  Hardworking folks who are getting a little bored of sitting around waiting for the break because surely ‘it’s their time now’.

Championing the unsung, who suffer colleagues taking undue credit, the book incorporates positive ideas, and motivational stories. Don’t Work Harder helps frustrated executives focus on what they want to be famous for, guides them to the evidence to support their personal brand, and offers tips on the next step. It’s not about burning the midnight oil, or suppressing your own beliefs. It’s getting noticed that makes the difference.

Lucy and Barbara will be giving a sneak preview at the IAM Group on Wednesday 30th March in London.  To buy tickets for the event visit http://www.eventbrite.co.uk/e/charity-drinks-networking-dont-work-harder-just-get-noticed-tickets-18551354601

If you would like to pre-order Don't Work Harder - Just Get Noticed (published autumn 2016) please email dontworkharder@wordville.net

Happy Birthday, Wordville

What can marketing managers learn from Kim Kardashian?

From an outsider’s point of view, Kim Kardashian’s domination of the world’s media is a mystery, probably an irritation and very often dismissed.  But being ‘famous for nothing’ is harder than you think.  Although I can’t call myself a fan, I don’t like the monochrome kiddie clothes and haven’t even watched the reality TV show, as a PR professional I have to take my hat off to Mrs West for how she captures so much editorial attention.  So, if there’s something you want to share – you might actually have done something amazing that it’s worth being famous for – then you too can learn from Kim’s campaign:

1.     Produce shareable content – It’s not just social media that is hungry for videos and pictures that people can comment on and share.  More media outlets than ever seem to be snapping up the snaps from paparazzi, members of the public and Instagram.  Have you got a way of showing off that can be recorded quickly, is entertaining, and might be shared by strangers?  Don’t make it difficult to understand – the first glance has to say it all.  Don’t expect to be an internet sensation from the first attempt.  Short, frequent, popular content will help move you up the social media hierarchy.

2.     Always on brand – Whether she’s stepping out in Paris, pottering around in LA or home with her family, Kim’s clothes seem to be a very strict uniform of black or white – perhaps a beige colour but always monochrome.  It’s like she has some pretty serious brand guidelines and is committed to a small handful of Pantone colours. It means that her ‘look’ is recognisable and sparks debate. Does every piece of marketing you share have your own ‘look’? If what you’re sharing is very similar to other brands in your market then your lack of originality isn’t doing you any favours. 

3.     If a strategy isn’t working – change it.  According to my hairdresser, Kim Kardashian had her blonde hair for a total of three weeks.  Not every strategy works.  And it can be difficult if you’ve spent time working on a year-long marketing plan and securing senior management buy in, to admit that you’re not getting the results you wanted and need to revert to an old method.  Think Kim.  Take a good hard look at the evidence and go back to the drawing board.

4.     Whatever you have flaunt it.  Don’t be shy.  Really.  I mean it. We sometimes get informed by potential clients that they are nervous ‘putting their head above the parapet’ in case their ideas get stolen, they get criticised in their industry or their own staff object.  I'm afraid in any one of these cases the company is not ready for PR and should probably spend a little more time sorting out their internal communications and market relevance before worrying about fame.  However, if you have a business you’re proud of, if you are connected to your industry in a way that means you have a view on its future success, and if your staff are right behind you, then start speaking.  We’re living in a show off society and those that can’t ‘pull a Kim’ now and again to get noticed and stir things up a little, won’t just lose their reputation, they’ll lose their market share.

by Lucy George - Mayor of Wordville (not shown in this picture)

Brand ambassador or brand agitator?

It’s no surprise that 888poker reviewed its relationship with Luis Suarez after his latest, questionable behaviour at this year’s World Cup. Endless memes have graced our screens over the last month, including McDonald’s and Snickers (above) jumping on the bandwagon to make light of the situation. But with so much risk attached to a famous brand ambassador, how can brands tell if the famous face they are about to attach to their name to is going to deliver?

Over the last few years there have been many ambassadors I’m sure brands would like to forget. Tiger Woods’ personal affairs led to him being dropped by AT&T and Accenture, whilst Kate Moss’ drug allegations ended up in H&M dropping the model from its ad campaigns.

In my opinion, there are some that seem the perfect match. Angelina Jolie’s work with the UN over the last ten years has been inspiring and nothing but beneficial to the brand. Earlier this week, the UN

appointed Emma Watson as a Goodwill Ambassador for women’s equality. It’s an exciting and positive move that I think will see more young people interested in the work the UN does and, in the process, skyrocket the actress’ career and popularity.

When it comes to consumer-facing brands such as Coca-Cola or L’Oreal, it’s unlikely the celebrity has any involvement in the product development but choosing an ambassador that fits with the brand’s values is desirable. However, it’s a constant battle between what a brand pays for a celebrity endorsement and the return on investment. If your ambassador’s behaviour – good or bad – increases sales it seems money trumps saving face. 

By Stephanie Rock 

Who needs a business mentor?

Everyone should have a mentor – someone who is not too close to your day to day working situation, with the experience to offer insight and counsel, who can support you with an outsider’s view.  And the higher up the corporate ladder you climb, the more you need a behind-the-scenes business sensei.  But finding the right mentor isn’t straight forward.  Where one mentor can inspire and motivate, another can treat you like a disappointing pupil.  If your mentor is sharing their words of wisdom for the love of doing it – and the occasional cup of coffee – then they obviously have an instinctive urge to teach.  But, dangerously, they might just have an instinctive urge to hear the sound of their own voice.  Opening up about your working issues and ideas is a revealing exercise and unless you trust that your mentor is genuinely motivated to help, a mentor session can feel more like a TV crime drama grilling than a supportive catch up.

My own mentors found me.  Two are ex-clients who I advised on PR, corporate positioning and communications.  Things changed and we all moved jobs but we stayed in touch.  And our informal meetings changed from chit chats into in-depth discussions about business, management, finance and life.  The focus switched from a two way catch up to a focussed assessment of my business and ‘therapy session’ into my working challenges.  I relish the opportunity to run things by them and often do make decisions with a nod to ‘what would my mentors do’. 

I’d say ‘what’s in it for them?’ if I wasn’t also a mentor myself.  I recognise the satisfaction and reward of sharing knowledge and the feel-good factor of helping someone with some of the lessons you’ve learned along the way.

So if you haven’t got a mentor, then keep your eyes open and try to cultivate one.  The perfect mentor doesn’t prescribe the solution to your business challenges, puff you up in a sycophantic way or reprimand you for getting in tricky situations.  They encourage, advise and illuminate opportunities.  They hold a mirror up and help keep the focus clear.  After a good meeting with a mentor you look in the mirror and like what you see.   

By Lucy George

Please don’t pull me out of my shell, I’m busy

Shy, sensitive, serious. These are all words perceived as, generally, negative attributes. But these are also words people associate with introverts. One in three people are introverts and society makes us believe that if you’re anything other than an extrovert you’re made to think something is wrong with you.

I've recently read Quiet by Susan Cain, a book about the power of introverts in a world dominated by extroverts.  It's an insightful read and one that has taught me that the environment we live in is not suited for introverts.

Take our schooling system, for example. From a young age we are taught to work in groups. Now you could argue that this is teaching us to communicate with others and build confidence, but for those introverted children it's incredibly daunting. 

Introverts are typically very intelligent but feel more at ease working individually or in pairs, and are more productive knowing they have a particular role – taking the notes in a group discussion, or feeding back their findings to the class.  In bigger groups there are always kids who have no problem taking charge and contributing ideas but, for those overwhelmed by the pressure to contribute, many introverted kids feel their views are insufficient.

Some people believe that introversion is something we grow out of when we get older, that it’s just a phase or a confidence thing. But the reality is it’s the environment we’re in that makes a difference. Once we can chose our environment, whether that’s our work or home environment, we come into our own.

Steve Wozniak, inventor and co-founder of Apple, was incredibly shy at school and hated small talk. He wasn’t a popular kid at school but was fascinated by engineering and electronics from a very young age. He spent most days working alone, even when he worked at Hewlett Packard, and believes this approach led him to creating the Apple I and Apple II.

“Most inventors and engineers I’ve met are like me – they’re shy and they live in their heads. They’re almost like artists. In fact, the very best of them are artists. And artists work best alone – best outside of corporate environments, best where they can control an invention’s design without a lot of other people designing it for marketing or some other committee. I don’t believe anything really revolutionary has ever been invented by committee...”

Whether you agree with Wozniak’s way of working or not, it’s interesting to note that in the same way school is not adapted for introverts, neither is brainstorming. In the workplace, brainstorming is a widely used creative tool. However, psychological research shows that enforced teamwork – like we experience at school – signals a fear of rejection in people (not just introverts) and discourages potentially valuable contributions.

In fact, brainstorming is guilty of three things; social loafing where people sit back and let the others do the work, production blocking by letting only one person speak at any one time and evaluation apprehension, the fear of looking stupid. Teamwork is, of course, a necessary part of business life but employers shouldn’t underestimate the creativity harvested by those who work individually – especially as a third of employees will be introverts.

So the next time someone calls you shy or quiet, just remember – without introverts the world would be missing the theory of relativity, the Civil Rights movement and Google. 

By Stephanie Rock   

Wordville is hiring

London-based PR agency, Wordville, seeks Account Manager

Imaginative, resourceful, talented PR manager wanted to join small international team that specialises in technology, travel and start-up brands.  With clients that range from beloved automotive brand Cosworth, to Dragon’s Den start-ups, to international NGOs, working for Wordville means you’re as likely to meet an astronaut as an ambassador, an entrepreneur as an engineer.  All our clients share one big goal - to become famous in the circles that count.  If you can help and have experience of delivering sensational PR campaigns then get in touch.  

Our office is relaxed but the pressure is on so enthusiasm is a must.  Exquisite written skills and journalist pitching prowess are essential – as is an insatiable appetite for bringing in new business and helping the company to grow. Wordville’s dog comes to the office so if you’re scared of or allergic to dogs this might not be the job for you.  Good salary based on experience and opportunities galore.  Full job description available on request.  Email info@wordville.net  with the reasons you’re perfect for the job.  We can’t wait to hear from you. 

Travel – standing out in a crowded market

Travel, Travel, Travel – I love it. I’m the most renowned traveler of my friends, colleagues, peers and family and having worked in the industry for many years it’s easy to get addicted.

However making an impact as a travel business is not a straight forward journey. You’re competing against thousands of holiday destinations from Bournemouth to The Cotswolds, Brazil to Suriname; you’re up against travel agents and tour operators, excursions, escapes and experiences, online travel agents and member websites, plus all the gadgets, gizmos, and gear that go with traveling.

From a PR perspective most publications offer just a couple of travel pages, and often to a destination, and national press have their travel supplements.  It really does limit your PR options. To stand out in the crowded travel market you really need to do something spectacular and that really means thinking off the beaten path.

Gain genuine consumer media interest and you can ditch the supplements and travel features and work your way through the main sections of your target publications. And to achieve this you need to look way beyond your product, instead at the 1) experience you offer 2) the way you operate 3) who you work with and 4) who’s behind the company.

Find those special stories that make you stand out as a business, but also look at your core values and discover how you can represent these through experiential PR and events, partnerships and endorsements. When budgets are tight, always look to business partners and associates for support – working in collaboration can really help the budgets go further; and could deliver an exciting prospect to the consumer press.

HOW TO – tackle the media

Destinations

Connect with the audience, appeal to the travelers you want most, and deliver the brand you want them to experience when they are visiting your destination. Help them breath, smell, and visualise where their travels will take them.

Travel businesses (Tour Operators/Travel Agents)

Demonstrate how you do things differently, communicate the experience, get your timing right when communicating to the media to optimise your sales performance across national and consumer press.

Online travel businesses

Keep the momentum going, be innovative with promotions, products, visuals and especially social media. It’s innovative and engaging content that will help you gain attention, even from the most skeptical journalists.

Timings for great travel exposure:

October – January:

It’s all about: summer holidays, weekend breaks/short trips, bargain deals, inspiration, winter vs summer.

Between Christmas and New Year the travel sales are in full swing and people plan and start booking their vacations for the next year. Take advantage of this time and make sure you’re as visible as you can be. If Boxing Day, 26^th December, is the most popular day for travel search you need to start at least two months before, just so you can feature in the Christmas issues of glossy magazines. Drive your PR campaign throughout January and you are likely to pick-up a lot of traffic, especially as Europe is dull, grey and cold and people are keen to plan a warm getaway.

February – April:

It’s all about: early summer breaks, executive travel/non families.

Those families looking to budget and strapped for cash may have already booked their one holiday vacation a year, but you now have the chance to target the slightly more wealthy – those looking to do something different, which means you can avoid everything that was covered between October and January. It’s time to market for Easter, and appeal to the No Kids market with vacations before the schools break-up.

May – July:

It’s all about: Last minute breaks, kids’ holidays, quick escapes.

We’re back to the bargain hunters and families who are finally making up their mind for their summer vacation. On the other side you have the ‘power-couples no kids’ who want quick weekend escapes. This is your last chance to maximise the summer and get in those last minute bookings.

August – September:

It’s all about: Executive/non families, quick breaks, Christmas, the following summer.

More families are traveling at Christmas so do target this market, although on the whole it will be quiet for families. Instead remember the high-disposable income couples that want a quick break in the autumn and winter when other people’s children are at school. It’s also a chance to sell special offers for the end of Summer. Finally, incredibly budget conscious families will be looking towards next year’s vacation so they have a year to save – time to inspire them.

By Ryan C Haynes, travel media PR specialist