Branding 101

As part of our PR Intermediate course, we dive into the elements that should comprise of a comprehensive business plan.

We know only too well that budgets can be tight, so how do you start?

In this blog post I share some of the key elements of what should be part of your product inventory (and therefore included in your business plan!)

You start with a style guide and keeping it consistent EVERYWHERE. (Sorry for the caps, but it was needed!) What’s a style guide? Well in simple terms, it’s the fonts you’ll use for your business, the size of your logo… all that sort of “stuff”.

If you’re a physical store, does the feel of your store reflect what you’re sharing on socials?

What about your menus-  if you’re a cafe? Do you have details of your socials on there? You want people to share the word right? A little reminder at the bottom is a must.

How about receipts? Invoices? Flyers? Do they all have best contact details for your business, return policy details (if needed), your logo?

If you’re a service-based business, does the tone of your email reflect the nature of your business? Do you have the luxury to communicate in a relaxed tone? Make sure it’s consistent with your business.

Then there are the logos of your business, the business “theme” colours, the way your logos are to be used and oh-so-much more.

Need help with this? Give us a call, we’re happy to have a coffee (face to face or virtually!) and share some more ideas that will specifically help your business reach its goals.

Photo by You X Ventures on Unsplash

Instagram Fact V Fiction

One of our offerings at Pursuit is social media management.

We pride ourselves on creating great content, that will engage and drive results for your business.

We also make sure we’re all over what’s fact and fiction when it comes to social media.

Below you’ll find some clarification about some of the myths that have been circulating about Instagram.

  1. Shadowbanning is a real thing…

Nope. FALSE. Instagram has stated, “it doesn’t hide people’s content for posting too many hashtags or taking other actions”. **

 

2. Instagram will “punish” your account if you don’t post at least once a day

What? I’m sorry, how does this even make sense? In Australia alone Instagram has 9,000,000 Monthly Active Australian Users (FB/ Instagram data)*. Trying to monitor all that data alone is a mammoth task.

Instagram is (and always has been) about quality over quantity.  

So think about your style and what your customers will want to engage with, remember you’re posting for THEM, not for yourself.

Suffice to say this one is also FALSE.

 

3. The old “Only 5%, 7%, 10% of my audience will see this post, please comment to ensure more people see this post” post!

Instagram reached out to users via Twitter to clear this one up. They said; “What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow, etc.”**

So drops in engagement are due to content not anything behind the scenes.

 

There are dozens if not hundreds more that we could clarify – and new myths popping up every day.

If you’d like some advice regarding social media, give us a call. We’d love to have a chat and share some ideas on how we think this medium could work wonders for your business.

 

Photo by Katka Pavlickova on Unsplash
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Thinking outside the box for success

If you’ve found this post via our Instagram, you’ll know that Pursuit Communications has been working with Generator Property Management for a number of years now.

Generator Property Management is the caretaker of the former Munmorah Power Station site on the NSW Central Coast.

Pursuit’s tasks include traditional PR services, issues management advice and services and general media /consultative advice.

The project has been an eye-opening experience and one that the Pursuit team has loved working on.

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Through this project, we’ve been able to work with a team that are industry leaders and share our own expertise to achieve some pretty unreal results.

As an example; one of the last demolition activities saw the news story go NATIONAL. The video footage was provided to television stations in Sydney. The story was aired on all commercial television networks news bulletins the evening of the event. Exceeding our client’s goals.

Pursuit actively monitors the media across a variety of topics for our client so they’re more than aware of what’s happening in the media landscape within their industry.

If you’d like to have a chat about your business and how Pursuit can assist, shoot us an email.

We work within your budgets, tell you what’s achievable and create a plan to not only achieve your goals, but we work hard to exceed them!

Send us a message now. 

 

 

 

 

 

 

Image: Photo by Ian Schneider on Unsplash

Podcasts: What I’m currently listening to

Whether you’re in the car, commuting to work on the train or bus or hitting the gym and need some distraction, Podcasts are a fabulous way to be entertained, informed and educated.

Below I’ve shared my list of my favourite podcasts (in no particular order!)

The Squiz – These girls are my WAKE-UP crew. After I listen to local news, I’m straight into this podcast and their daily email. You won’t regret adding this to your must-listen list, you’ll be kept up-to-date with current news and events in an instant, so you can impress your work colleagues with how very informed you are!

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Seize The Yay – If you read our post about Gary V, then you’ll know I’m pretty darn keen on Sarah and her Podcast Seize The Yay. What I love about this podcast is Sarah’s interviewing style, it’s very natural, I feel like I’m sitting with friends, having a conversation. Added bonus – the show notes – are BANG. ON. Always great if you’re keen to learn more about a guest.

Screen Shot 2019-10-03 at 6.04.44 pmLauren Conrad – Asking For a Friend – Okay, so for anyone who has known me for more than 15 years will know, that I have an absolute girl-crush on  Lauren Conrad aka LC. So much so that a friend bought me an authentic LC autographed picture one Christmas. What’s so fabulous about Lauren’s podcast? The topics are varied but so relevant to any young woman. Her guests (often friends of Lauren’s) offer great bits of advice that’s achievable, in any particular area. It’s the honesty, but also the support network that’s clearly a reflection of what an absolute gem Lauren is inside and out.

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Socialette: Bite-Sized Online Marketing Podcast – This is the perfect quick listen after a meeting or whenever you’ve got less than 10 minutes. Steph’s podcasts and short, sharp and to the point. I love the frequency of the Socialette podcasts and the variety of guests.

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I’d love to be guest on a podcast, in fact, it’s a goal on my vision board for 2020. In the meantime, I’ll keep listening to these podcasts and hoping that I get closer to that goal day by day.

Tell me, what are YOU listening to? Any recommendations would be gratefully appreciated.

 

Featured image via Unsplash

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

 

 

“Words are free… It’s how you use them that may cost you”

Never have truer words been written.

This week’s Small Business September offer is for a Blog Ideas Session and quite possibly one of my favourite things to do.

Thinking about content for my clients is exciting, it gives me the opportunity to think creatively. “How can I position this message differently, to reach a unique audience?” I often ask myself.

Once I’ve decided with the client the different audiences to target, it’s then a matter of being creative with the message to ensure cut-through.

That’s what you’ll get this week.

Over 60 minutes – two phone calls sessions (one at the start and one at the end) we’ll talk you through the ideas from start to finish. During the first call, we’ll get you to tell us what you’d like to achieve from these blog posts. 

We’ll then get our creative hats on and come up with up to 12 suggestions for post ideas. 

Please note: if you’d like us to write these posts, this is a separate cost. 

As a result of blog posts we’ve written for clients, we’ve been able to secure exposure for a major fashion brand in business magazines (not the first place you would think to look!), we’ve been able to get coverage for an educational business in industry magazines to spread the message of their services.

So if you think a blog post is just to sit on a website, think again!

Click here to get started.

 

 

 

 

Photo by LUM3N 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.

 

 

What will you gain from our PR courses?

So you’ve seen us promoting our courses on Instagram and Facebook.

You’re thinking, sure that’s something I might want to explore. (Then register your interest here!)

What will you gain from the courses?

Well, there’s the obvious response… Knowledge.

Pursuit Founder Brooke Simmons has experience across the business to consumer and business to business PR arenas.

She’s represented multinational airlines, multinational FMCG brands, and independent sole-traders. She knows the way to get your individual message heard.

Okay, that’s great, but what else?

Confidence. Confidence in PR is essential, in your brand, and in so many other areas that are covered in both courses.

You’ll also have the opportunity to network if you’re attending one of the public courses. The ability to meet people who are of a similar mindset to you, who want to achieve the same goals. It’s an opportunity to expand your business network.

If you’re ready to learn PR basics click here. 

 

Dedication is not a dirty word

So I’ve had to make a very difficult decision in 2019.

This will be the first time in ten years that Pursuit /Central Coast Chronicle won’t have an internship program running.

Earlier this year, I shortlisted three wonderful candidates, met with them and organised a trial with one. So I was serious (at that stage) about another year of supporting an Intern.

When I was scheduling this trial, I realised I needed to dedicate a full day to this Intern, despite the fact she would only be with me for 3.5 hours.

There was the organisation of tasks before she arrived, (making sure the tasks weren’t too hard and equally not too easy, yet showing her the breadth of responsibilities). Once she arrived, there was explaining how “things work” at Pursuit and Central Coast Chronicle, showing her where everything is saved and then, getting around to some work.

It’s not that I didn’t love this interaction between an Intern and myself and learning to look at things a different way or consider a younger viewpoint.

It really did come down to dedication.

When you have an Intern or a Junior, there’s a lot of explanation that has to go on. If the face to face time is only weekly, that’s a lot of going over the same ground (hopefully only initially). It’s dedicating time and knowledge to someone who is willing to learn, someone who will benefit from your knowledge and you’ll benefit from their participation. It’s explaining the “how’s”, “who’s” and “why’s”.

So often, I’ve had an Intern tell me, “I’m learning so much, Uni doesn’t cover this sort of stuff!”

For me, that’s worth its weight in gold.

I do sincerely hope that in the future, I’ll be able to revisit an Internship program. It may be a program that’s completely different in nature, only time will tell.

I do know when it does happen again, I’ll be completely dedicated to ensuring both the intern, Pursuit Communications /Central Coast Chronicle and our clients all benefit from the experience.

Liking the new Instagram changes…

We’ve all had some time to digest the fact that Instagram has removed likes in what is being called a “test” across seven countries. 

In case you missed it, no longer will you be able to see how many times an image (that isn’t yours) has been liked or viewed that has been posted by someone else – unless you’re looking at Instagram on a desktop computer!

You’ll be able to see WHO has liked the post in some circumstances when people you follow like an image from an account you follow. 

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I think this is a fabulous step from Instagram /Facebook. 

Why?

Because for many of us, (including yours truly) we’re guilty of focusing on the number of likes our content receives rather than the content itself.

Speaking of content – it’s all well and good to post the things we love but business accounts are about the customers and what *they* want. In short, post the aesthetically pleasing pictures on your personal accounts. 

I’m not saying that your business account should be a “hodge-podge” of images, but it should serve your followers well. 

Employ a local photographer for a day, have a plan of what sort of shots you want to get and then you’ll have social media content for at least a couple of months.

So, now that the number of likes has been removed, what will this mean for metrics? 

In short, nothing. 

Some influencers may argue with that point, but you’ll still have the data in the back-end, so in my opinion, it’s a moot point. 

While it’s been called a “test”, I don’t think we’ll see likes come back in the way they were.

My thoughts? In the future, I think Instagram will allow business accounts to see the numbers, perhaps not directly under the image but perhaps somewhere on the home screen.

Perhaps the whole issue is best summed up by this quote;

“Change the way you look at things and the things you look at change.” – Dyer.