Service highlight: Getting ahead of the curve – What to do in post Coronavirus world… NOW?

As I’ve been progressing through the isolation period, one very important question has been front of mind for me.

What’s next?

It’s a question that can’t be answered on many fronts, however, there are some aspects that CAN be answered.

In the “Getting ahead of the curve” consulting service, there are many aspects that are considered for businesses interested in participating.

We look at:

*Previous activities carried out across advertising, marketing, public relations and social media

*Planned activities prior to COVID-19

*The new goals for your business in a “post-COVID-19” world

*Refining the best channels for communicating your message to get the maximum return on investment for your business

*How to best execute using these channels in plan format (an outline)

PLUS MORE!

But the question remains, why should I do this now when so much remains unknown?

The simple answer is because it’s VITAL to keep planning and forecasting.

Even if these plans have to change, a plan, in any case, is better than no plan at all.

If you’re interested in this one-hour session click here, choose COVID-19 services and the option will be the first one in the list, proceed to fill in your details and you’re booked in!

Learning as you go… The new way forward

I know I’m not alone when I say, this new way forward, for a large majority of us, will see us “winging it” to start with.

The Coronavirus has thrown so many industries into disarray and knowing how to move forward while we wait on details from the Government about funding doesn’t make the process any easier or any of us an expert in what to do!

However, what we do know that with a few simple steps, the process can be a lot easier.

Firstly, take everything one day at a time. The expectations that we are to achieve just as much, if not more than “B-C” (Before Covid-19) isn’t a fair reality.

If you’re fortunate to still have employment, check in with your team, your boss at least once a day, even if it’s via email or text. If you’re feeling anxious, let them know. These are uncertain times we’re facing and if you need support there’s Beyond Blue and Head to Health. 

If you’re running your own business and trying to keep everything afloat, now might be the time to start with lists, we love TRELLO for a good list creation, you can invite others to see what’s due when and create different boards for different components of your business. Remember now is the time to work smarter, not harder!

If you’ve had to close your business, but still want to keep your company front of mind with your customers we have created a series of lists, for download for you to use to hit the ground running, we’ve currently got lists for:

  • General Retail
  • Gardeners
  • Hairdressers
  • Physiotherapists
  • Cleaners
  • Travel Agents
  • Musicians
  • Creatives /Freelancers
  • Podiatrists
  • Early-childhood educators
  • PLUS MORE!

To get your copy of a list that’s applicable to your industry, click here. 

Remember, no one is an expert of how to deal with business during Covid-19, we’re all just doing the best we can. That’s all ANYONE can ask.

If we can be of assistance, in any way, even if it’s just to chat, please contact us. 

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PR lessons from Harry & Meghan

In the Pursuit office, over the water cooler talk for the last 24 hours has predominantly been focused on the news that Harry & Meghan “revealed they intend “to step back as ‘senior’ members of the Royal Family, and work to become financially independent”.

It’s HUGE news. What’s even bigger is that it really did come without warning. Sure, some Royal watchers may have expected the pair (and baby Archie) to split their time between Canada and the UK, but a step back? Wow.

Below we share our thoughts and highlight four important PR cornerstones relating to this announcement.

  1. The importance of communication – If nothing else this announcement highlights how very essential communication must be with all associated parties.
  2. Planning – Having a timeline that includes all associated parties is also critical
  3. Keeping your internal organisation as informed as the general public is paramount
  4. Be prepared for a barrage of questions following a major announcement

It’s our opinion that it appears internal communications didn’t occur with this announcement from Harry & Megan. The statement from Buckingham Palace  said: “We understand their desire to take a different approach, but these are complicated issues that will take time to work through.” This insinuates that Buckingham Palace were not informed prior to announcement. A huge no-no in anyone’s book.

Being caught off guard (pardon the pun!) is never a good look for any organisation (including the Royal Family).

Taking the time to communicate with all associated parties will ensure when making an announcement that there’s a united front and everyone is aware of who will be saying what and when! It will keep any “fallout” to a minimum as well.

Which leads into the planning of any announcement. Making sure you have a timeline that allows everyone involved enough time to get their messaging correct, approved by those who need to approve it and making sure those managing social media are aware of the announcement, when it will happen so they can tackle any questions from the general public.

As with Harry & Megan, they seem to be running to their own schedule and letting Buckingham Palace clean up the proverbial mess.

When making an announcement, knowing what to say externally is one thing. Knowing what to say to those internally is another.

Internal communications need to be handled differently to external communications, often with care and discretion. Some team members may need to have a “closed door” discussion and others may need to sign a non-disclosure agreement, stating they won’t reveal any details of the discussion until a certain day /date.

The language will differ between the general public and your internal communications as well. You may want to be a little more relaxed with your internal communications (pending the announcement).

Internal discussions can often raise more questions which may not have been considered by those making the announcement. It’s always best to discuss in advance with internal executives and get their input.

Finally, being prepared for questions (both internally and from the public) is so very important. This is where good media training and planning really does prove its worth.

Being able to answer a question succinctly is key. If you’re not sure, don’t be afraid to say so. DO say that you’ll get an answer to the person who queried and make a priority of doing so.

Your social media team should be armed with a series of potential Q&A’s. If they are asked a question and they’re not sure of the answer, the team should have DIRECT access to spokesperson /decision make to provide them with the answer in a succinct amount of time.

Only time will tell how this will play out for the Royal Family. Hopefully with a little preparation the next phase won’t be as catastrophic as the first.

Lessons from Gary V

I was listening to the Seize The Yay podcast yesterday, it’s a fabulous podcast that I highly recommend you subscribe to.

Sarah Holloway is the presenter and she was interviewing Internet personality and New York Times Bestselling author Gary Vaynerchuk.

If you haven’t heard of Gary V before jump on Instagram, YouTube, Facebook – any social platform and you’ll find his profile.

He’s unforgiving in his attitude, but (in my opinion) that’s how he got to be where he is today.

One of the many takeaways from this podcast that ties in well with this month’s Small Business September activities was his idea of “Giving more than you take”.

It’s simple and something that I’ve tried to do in many aspects of my life, including business (hence Small Business September) but I thought how can I extend this further?

It’s akin to the saying “underpromise and over deliver” when working with a client.

I’ve been working on ways to GIVE MORE in 2020 for our clients (both existing and new) and I’m excited to say that while brainstorming with my textas and coloured pencils, there will be MORE for our clients in 2020.

I’m fine-tuning the details over the next weeks and then will start getting wheels in motion so everything is good to go come January.

In the meantime, take a look at this week’s Small Business September offer. We’re changing the offers each week and they’re all BRAND NEW services at highly discounted rates.

Just by listening to a podcast Sarah and Gary have given me (and in turn my clients) more.

 

Photo by Austin Distel on Unsplash

 

 

Consult with someone who knows

When you’re running a business, you want to engage with the best people to get optimum results.

We’ve all heard the saying “You don’t ask a mechanic about your water pipes”, so why would you engage the services of someone who doesn’t understand the PR landscape to help you communicate your message?

Pursuit Communications knows the best media outlets to contact (and the people behind them)  across a wide variety of sectors, including niche “vertical” outlets within a multitude of industries.

It’s knowing “Who’s who in the zoo”, their deadlines, their communication preferences and so many other variables to get your message across to the media and to your desired audience.

It’s also an ability to think creatively, understanding what’s the BEST way to communicate your message to the media and your customers, that’s going to stand out from the rest!

With our first Small Business September offering – a 1:1 phone call, over 30, 60 or 90 minutes, we can cover all of this – and more.

So if you’d like to have a discussion, click here to get started and connect with someone who knows.

 

 

An intern’s perspective

As we look for a new Intern (click here more details about applying!), we’ve asked Jordyn Rankin our most recent Intern, to reflect on her experience.

 

So Jordyn, what did you expect from your internship & what was the reality of your internship experience?

I honestly didn’t know what to expect from interning with Pursuit Communications, I guess that’s because this was my first ever intern experience. So, I went into this with an open mind and an eagerness to learn, even though I knew it would be challenging, yet it would also be very valuable for my future in the PR industry.  

The PR industry is definitely portrayed in a glamorous light and I thought that I would step into this internship with an abundance of knowledge from everything I have learned at University so far. I was quick to realise that a lot of what we are taught in the classroom plays only a small part in this fast-paced industry.

Jordyn, under 100 words – describe your interning experience… 

The reality of my experience, over the 10 months I was with Pursuit proved that practical experience in the PR industry is so important whilst studying at University. I got to see first hand all the time, effort and hard work that goes into having a PR business in order to be successful. I know I have a lot more to learn, however interning with Pursuit has confirmed my passion for PR!

 

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Jordyn Rankin

 

With this in mind, do you think Intern experiences should count towards university credit points?

I think that every University should encourage more students to undertake internships because the benefits are endless. However, in my opinion, the most important benefit is that it gets your foot in the door, gets your name out there and is a way of networking and forming relationships, which is so important to do.

Real-life experience has personally given me a lot more confidence and motivation to succeed and now I’m able to add an internship on my resume, which is also a huge bonus. Brooke (Founder of Pursuit Communications and Central Coast Chronicle) has been an amazing mentor and from day one, I always felt supported in my work and my ideas. With her help, I can now go into my next internship or job interview with some real industry examples and knowledge that will set me apart from the rest.

Where do you see the PR industry moving in the next three to five years?

This is a very hard one to predict because of how fast the industry is evolving and how much the web and social media revolutionises the way the PR industry operates. Having also studied Marketing at Tafe I can definitely see both PR and Marketing complimenting each other and becoming more integrated. Utilising both of these disciplines is definitely proving the overall success of businesses today in reaching its target markets. As a result, I think there will always be a demand for experienced, result driven PR practitioners.

 

How so?

The PR industry is a lot more than just press releases and getting the word out to journalists. (If you’re still thinking that it’s just media releases, you really need to chat to Pursuit – some of the ideas Brooke comes up with for her clients are absolute “WOW-factor!”)

So following this line of thinking, PR is becoming more popular for businesses (well I think so!) because of the multitude of ways a message can be executed. PR isn’t advertising, nor is it like marketing. It’s all about storytelling and shaping an image of a certain product, service, event, or organisation. Therefore, PR gives businesses an exciting way to stay connected with their customers (both existing and potential) and an opportunity to educate the general public about what it is they do – in (perhaps) an unconventional way. 

Any tips for those considering starting an internship program?

The sooner you start interning the more you will get out of your degree and the more experienced you’ll be entering the workforce after University. You will learn so much more by gaining practical experience, so step out of your comfort zone, ask questions (there are no right or wrong questions) and make your resume stand out above the rest. 

Finally, interning is also a lot more than just showing up and doing what you’ve got to do. It’s about being proactive in the office, anticipating what might be happening and asking if you can help (go above and beyond!) it’s also about getting to know what other PR agencies are out there and what they’re all about so I highly recommend researching, talking to people and attending networking events!! It will hugely benefit you and your future as a PR practitioner during your time at University and also when you step foot into the real world.

Brooke’s note: Jordyn, thank you for what you added to Pursuit and to the launch of Central Coast Chronicle. You were here at a critical time for both businesses and your ability to adapt and “switch gears” from “PC” to “CCC” at a moment’s notice was very much appreciated. I wish you continued success with your studies and entering the workforce.

Why we offer freebies

Did you know we have a freebie page?

We do!

Right now, we’re offering a New Year’s hashtag cheatsheet. A complete list and thought-starter document for your social media needs.

Go and check it out. 

We offer freebies to build rapport with our existing audience and to build on that audience.

Our content changes frequently because we know our audience’s needs changes as frequently as our own!

We’re currently working on ideas for 2019 for our freebie content and we’re excited about the offerings you’ll be able to download.

 

How to PR in 2019

It’s a hectic time of year, there are functions to attend, end of year reports to be completed not to mention all of your personal commitments. What’s the best way to get ahead in 2019? Read on… 
We’ve made a list why taking advantage of our new year offer from Pursuit will give you and your business the edge in 2019. 

  • We will create a tailored pitch for your business. It will be completed by PR professionals. All you have to do is provide some details as to what you would like Pursuit to promote to our extensive list of relevant media contacts.
  • Pursuit will enhance your business profile with these contacts 
  • It will give you the chance to receive one-on-one advice from the Pursuit team to improve your PR communications strategy
  • Pursuit will help your business gain media coverage, reach your target audience with a great platform to generate sales
    Overall, Pursuit will give your business that much needed and desired head start in the New Year.

NOW is the time to inspire your audience as to WHY they should engage with your business in 2019 and beyond and Pursuit Communications will help with just that.

Public Relations can make a huge contribution to the success of your business, so teaming with Pursuit in the lead up to the new year is the most cost-effective way to market your business. 

Let Pursuit generate the media attention and brand recognition your business deserves 2019. 

 

New Year package details

 

Influencers – A definition

 

Following our fortnight of sharing Influencer statistics* on our Instagram, in our post today we look at defining “influencers” and investigate the power of a “micro-influencer”.
What does the word “influencer” mean to you? Do you picture someone of power? Do you think bikini-clad model? Do you think mum-of-three, with a side-hustle?
It’s generally defined as “A group of people (or person) with a high-following on social media or someone more relatable and approachable with a smaller following yet more engagement from their followers.”
On the surface it seems that an influencer’s following is the most important. However, while this does attract attention engagement is key to an influencers success. Marketers are now more focused on interaction between the influencer and their audience which is measured by likes, comments and the trust followers have.
Micro-Influencers often have a higher engagement with audience yet this is overlooked by brands wanting to pursue social-media campaigns. A micro-influencer is anyone with 10,000 to 50,000 followers on social media to the amount of engagement the influencer gets from that number. Usually a micro-influencers audience is quite niche and deeply connected.
Micro-Influencers can be found in any sector such as: health and wellness, food and cuisine, entrepreneurship and business, beauty and fashion etc. These influencers have already built this fan-base and established trust with their audience. They have established these relationships through their Instagram stories so if a brand’s story is shared by a particular influencer, their followers are usually willing to listen.
For this reason, Brands reach out to influencers and for brands to get the best ROI (return on Investment) on a campaign, it’s ideal to hire multiple micro-influencers to increase the reach for any given campaign. Yes, macro-influencers have more of following, yet micro-influencers have more of a niche audience so don’t be fouled by the number of followers.
These micro-influencers can be found through the brands own followers on its social media channels or searching specific hashtags, see what influencers are using hashtags that are relevant to YOUR business /product or service.
You’ll also want to explore, who is the influencer associated with and how engaging are their posts? Does the “creative” (image and caption) seem authentic? Engaging with these influencers and showing interest in their content is the best way to build a relationship with them, BEFORE you reach out to them and begin a discussion.
Speaking to these influencers to determine a mutually beneficial relationship sometimes yields the best result.  Negotiate what will work best for both parties, sometimes an influencer might take-over a brand’s Instagram for a period of time or perhaps share a number of posts over a set timeframe. As part of this the brand might send out product for the influencer to try out and take photos for their social media accounts or even they might create their own original content on their blog or Youtube account reviewing the product.
Sometimes a brand might not have the budget to work with a celebrity so micro-influencers are a great way to gain the benefit you need for your brand and watch it grow through social media.

If you’d like assistance in finding an influencer that’s the perfect fit for your business, contact us today. 

*Statistics provided by Planoly