Self-promotion is hard. I’m here for the challenge.

I’ve never been great at singing my own praises. I was brought up to be humble. I was coached to celebrate the team’s success, never an individual’s contribution.

But countless studies have shown that those who actively promote themselves at work earn more and progress faster. And men are much, much better at it than women.

So, I’m working on speaking up when I’ve achieved something I’m proud of – in a way that still feels authentic to me. This quote reminds me that it’s ok to be a bit bold and I thoroughly enjoyed the #IAmRemarkable course.

“It’s not bragging, if it’s based on facts.”

How do you shout about things you’re proud of?

It’s Coming Home: A hit and a miss

With the England football team progressing so confidently though the Euro 2020 tournament, it was inevitable that brands would try to capitalise on the hope of the nation.

But being topical and timely isn’t always enough…

Specsavers and Tesco provided us with great examples of how to score a hit and how to miss spectacularly:

Specsavers – on brand and on point:

Tesco – trying to find an angle, and missing the mark:

Let’s hope the England team’s performance is more Specsavers than Tesco tonight!

How to create a picture story with impact

Including an image with your press release is a no-brainer. Why? A strong picture can:

• Score you the front-page
• Make your news more memorable
• Communicate your message in an instant
• Boost the physical size of your coverage
• Make-or-break your story being featured or not
• Show your announcement / product / service impacting on people, adding colour contextually and visually

With American citizens unable to attend President Biden’s inauguration in person, the typical photo story that we’re used to seeing from this event was simply unattainable. Instead, a ‘Field of Flags’ has been created, resulting in some truly stunning photo opportunities for the global media.

Some of my all-time favourite photo stories, including this one, relied on one or more of the following elements:

1. Size / scale – show them something very big or incredibly small

2. Humour – surprise people, make them laugh, be unexpected

3. Beauty – is it worthy of being hung in someone’s home or becoming their screensaver? If it is, you might be on to a winner

A little time spent considering how your announcement looks and not just what it says could net you a whole lot more coverage. Good luck!

How much do you think your colleagues are worth?

Have you ever really considered this question? I’m not talking about the monetary value of your professional network, rather the combined worth of their influence, support and the collaboration opportunities they represent.

It was only when I took on a new student to mentor, whose career aspirations are quite different from my own, that I found myself needing to look beyond my experience. The bonus was a realisation that I, personally, didn’t have to have all the answers; I could call on my colleagues, friends and other connections to help.

Each year, I mentor at least one student from my former university to help them figure out what they want to do when they graduate, how they’re going to get there and which steps they need to take first. I usually support students with an interest in marketing and PR, but this year someone with Film/TV aspirations asked for my help. I pushed back at first, thinking she’d be better off paired with someone from that industry, but she was confident and steadfast in her choice of mentor.

While I got to work helping her with her CV and creating a professional profile, I also wanted to be able to more confidently address her questions that I didn’t have answers for and connect her with others who could provide industry-specific insight. This is where my network really came into its own…

I started with a poll which ran concurrently on my Twitter and LinkedIn profiles. It not only garnered some good quantitative data, it also generated great commentary and advice, from a wide range of my connections, that I was able to pass on. I also reached out to people who actually do have experience in TV/film and asked if my mentee could get in touch with them. I was delighted when they both said yes.

So, if you’re wondering whether it’s worth continuing to invest time on Twitter, LinkedIn or any other professional networking site when you already have enough on your plate, consider the future value of that small investment. You may be pleasantly surprised how much they can – and are willing to – do for you!

Has the global pandemic caused a lowering of expectations – in a good way?

There’s no doubt it’s been a crazy year. Everyone has had to adapt to new ways of working and what was dubbed the ‘new normal’. While this has caused a lot of stress and hardship for a lot of people, there are some positives that can be drawn from the ways we’ve all adapted and made it work.

I was talking with a colleague this week about a lowering of expectations that’s occurred this year – but in a good way. When it came to producing video and audio content, there was always great concern about getting the lighting exactly right, checking what everyone was going to say and agreeing who was going to speak when so it ran as smoothly as can be. While professionalism and a high quality output are still hugely important, everyone delivering their ‘bit’ from a distance has meant that things have had to be a bit more organic, a bit less rehearsed and, in my opinion, a lot more authentic.

I believe most audiences can see straight through something that is overly stage-managed and therefore not delivered from the heart. When even the BBC now airs interviews with experts whose cameras are at an awful angle and internet connections are only just up to the job, it feels like we can all relax a little on the set up and focus more on what really matters – the content.

If there’s one positive to come out of this mad year, it’s an appreciation for what is truly important. When it comes to content, for me, that will always be the stories of real people and sharing them in the most genuine way. When we can return to a more ‘professional’ set up, we will no doubt all feel hugely relieved. Until then, we’ll remain focused on helping everyone stay connected by keeping storytelling at the heart of our communications.

From drab to fab – how to give your copywriting a new lease of life

Picture this: you’re sat at your desk and an email arrives from your boss asking you to write a news story about yet another [insert typical request here]. You quickly check what you wrote last time and type out a new version with all of the same information, switching in a few alternative words here and there.

It may be easy but it’s not exactly inspiring.

This is the situation I was getting close to being in when I signed up for a Guardian Masterclass on persuasive writing. I needed to inject a bit of energy into my work to reinvigorate the copy I was delivering.

Thankfully, the course was excellent and I came away with some excellent ‘persuasive writing techniques’ which I now have as a constant reminder on my desk. So, if you’re looking for a few creative ways to approach any writing task, why not try answering the same brief in a few of these different ways and see which one you like best:

1. Emotion

Is there a time in your life when you wanted exactly what this product/service can offer/solve? Can you draw upon that story and how you felt, using the experience to guide what you say?

Humans are emotional beings and reaching for something personal to you might just help you strike the absolute right cord with your audience.

2. Image

Is there something visual that could represent what you want to say, either in a literal or abstract way? An empty chair at the table could symbolise loss or longing, but an empty seat on a plane could inspire hope and excitement.

Don’t forget: you can describe something highly visual with words as well! You don’t have to be use an actual picture if that doesn’t suit the format you’re writing in.

3. Impact

1. Be provocative
2. Solve a problem
3. Use repetition
4. Ask for an opinion

4. Fascinating detail

Tell the reader something they don’t already know (put your most fascinating fact first). This makes it more of a story and delivers much more than a bland series of statements.

Here’s an example:

New store opening on X date

becomes

It’s taken 200 builders and 60 carpenters 11 months to create your new store…

5. A new point of view

This could be your customer’s, an inanimate object’s or even an animal’s (a cruise line used this effectively to describe what a seabird was seeing from above).

Presenting the same information but from a different perspective forces you to be creative and take a step back from a subject you may, in fact, be too close to.

6. Vary sentence type/length

Every eight or so sentences, have a 3-4 word sentence that distils your message. Keeping it this short means it will get noticed.

Balanced sentences are also good, e.g. the big network for small phones, one small step for man, one giant leap for mankind

Is our relationship with ‘competitors’ changing?

At the start of my career, I felt an acute sense of rivalry, particularly within the PR industry. As I sought to establish myself and help my agency be ‘the best in the business’, I felt like I was in direct competition with the other Executives at the agency and definitely with those competing with me for coverage in our clients’ target titles.

Over the past couple of years though, I’ve felt – and observed – a real shift…

In the sector

A good example of this came as recently as last week. I was at a conference where my company had partnered with the organiser (who is, technically, a competitor) to create a wellbeing summit and secure a number of speakers, as well as deliver the official video content. In a conversation with them about how this partnership had worked, one phrase stood out:

[Working with external partners] brings a wide breadth of expertise that we wouldn’t otherwise have… it adds massive value.

The lack of ego in this statement really surprised me, in the best possible way. Why wouldn’t we all seek to fill our own ‘gaps’ by bringing in external experts, regardless of where they come from, after all?

In our own teams

The same feels true within my department now. Rather than comparing ourselves to one another and feeling threatened by the skills and experience that someone has and we don’t, in my current team, our various and differing skills make us much stronger as a whole. Thanks to the humble and honest leadership of our director, we’re upfront about what we bring to the table and where we need support.

Indeed, when I was looking to recruit an Executive last year, I wasn’t hoping to find someone exactly like me. I was looking for someone who would complement the personalities and skill sets already there, but also deliver a new and inspiring approach.

In the wider world

One of my favourite recent examples of competitors addressing one another publicly comes from BMW. With the CEO of Mercedes retiring, BMW not only saw an opportunity to make a video that could go viral, they took the time and effort to say this:

Thank you, Dieter Zetsche, for so many years of inspiring competition.

I think there’s a lot we can all learn from these interactions and I hope this sense of ‘competitive cooperation’ is a trend we see continue to grow.

Do we need to ‘chill out’ about measuring the impact of PR?

The challenge of effectively measuring the impact of PR activity is never far from the mind of any PR pro. In fact, the constant pressure to quantify success using AVEs, analytics and press cuttings could be enough to discourage the keenest young professional.

It was therefore unsurprising that a recent event focused entirely on PR metrics had the overriding message that we have, as a profession, become overly focused on measurement, with the CMO of British Land declaring ‘we’ need to “chill out”.

These free learning and networking events by PRmoment are always worth attending as they offer insight and debate on hugely relevant topics. The title of this one, What does the C-suite want from their PR metrics? chimed particularly well with my current focus.

Perhaps the most useful advice from the evening was this:

1. Measure outcomes rather than outputs

Measuring column inches or online mentions may be a valid measure of impact for you, but it’s unlikely to impress the CEO, CFO or any other business leaders.

Instead, PR teams should report to this level on the value ­– and outcomes – of their crisis management work, horizon scanning (what could affect the business and its competitors next) and the impact of your message (what is resonating and with who). These are the areas where PR can differentiate itself from marketing and showcase true value.

2. Don’t be afraid of including qualitative data

While ‘proving’ worth with hard and fast facts seems like the obvious choice, it’s not that surprising that many business leaders would rather receive commentary on the issues affecting their sector than how many people saw an article or social media post.

Don’t be afraid to move away from just delivering facts and figures and offer insight to help them review and improve strategies, instead.

3. Complexity can take away from credibility

PR professionals tend to like getting stuck into the detail so remembering that less is more when it comes to a presentation of results is vitally important. Again, a mix of quantitative and qualitative data, presented in a way that makes sense to that audience (i.e. short, graphics-led, digital), is best.

All in all, remember that your PR metrics should be:

• Useful
• Supplemented with insightful commentary
• Aligned with overall business objectives

Would you add anything to this list? Let me know in the comments below…

How to be an effective and authentic leader, whatever your gender

This time last week, I was sitting down for the first session of the Women in Communications Conference 2019. The agenda looked promising, with senior comms directors and strategists lined-up to speak about the role of women in the communications sector and the skills needed for success.

Without a doubt, it was one of the best conferences I have attended. I left feeling truly inspired and wanting to continue the debate with friends, family and colleagues.

There are so many things I will take away from this day – and many pieces of advice that I have already taken to heart and acted upon – but here are my top 10:

1. “Diversity and inclusion are good for people and good for business”

– Chartered Institute of Personnel & Development

Research has shown time and time again that organisations with diverse workforces are more profitable and more effective. For example, a recent study by the Boston Consulting Group found that diverse companies produce 19% more revenue.

2. “You cannot be what you cannot see”

– Abbie Sampson , Director of External Affairs, Energy UK

Having visible female leaders in aspirational positions is hugely important if we want to inspire the next generation. Sometimes it is easier to imagine a path if we see someone else paving a similar way.

3. “Don’t be put off by different leadership styles”

– Poli Stuart-Lacey, Director of Communications, HMRC

Work on, develop and stick to a style that reflects you. Don’t try to imitate someone else, it’s impossible and exhausting. Authentic leaders make the best leaders.

4. “To position yourself as a leader, bring your cynics in”

– Sally Otter, Head of Internal Communications, Oxfam

This one is easy to say and very, very hard to do. But, if you can find out why a colleague feels more like a nemesis or what it is about your work that they just don’t rate, you could turn things around and they might become your best advocate. I particularly love the idea of ‘disagreeing productively’. There is power in being brave and in being curious.

5. “It is easier to be courageous if you really care about what you’re doing”

– Emma Reynolds, Head of Communications, National Crime Agency

Do you have an emotionally compelling story about why your work/project is important? Is it something you, personally, believe in? If you do, you’re much more likely to take risks and push hard to get the outcome you want.

6. “Don’t step away from the challenges”

– Poli Stuart-Lacey, Director of Communications, HMRC

When things get challenging, that’s good. Being pushed out of your comfort zone is when you are most likely to see the greatest change and development.

7. “Comms people are very keen to go into the detail. Sometimes we need to take a step back”

– Sarah Pinch, Managing Director, Pinch Point Communications

Invest time in understanding what motivates your senior leaders. Which are the targets they are really focused on? What cannot be ‘dropped’ in their mind? Take a step away from the detail of your project and try to see how your work impacts the organisation at large.

8. “No-one cares about your development like you do”

– Sneha Patel, Senior Advisor for External and International Affairs, Mayor of London’s office

The thought of adding yet another thing to your to-do list might feel impossible but it’s true that no-one is going to develop your career for you. Make time to work out what it is that matters to you and how you’re going to achieve it. Get a mentor, a coach and/or a sponsor (you can have more than one), but be clear about what you need and whether they are the right person to give it to you.

9. “Work is what we do – not where we are”

– Ebony Gayle, Independent Consultant & Founder, Ebony Gayle Communications

There was lots of discussion around the pros and cons of flexible working but, for me, it all boils down to this: You should be judged and recognised for your outputs, not where (or even when) you get your work done.

10. The gender pay gap in the western world is not estimated to close until 2078!

– World Economic Forum

Probably the most shocking thing I learnt so a good one to finish on. We have to keep pushing for gender equality and being inspiring leaders ourselves seems like a great place to start.

What do you think about the advice and information shared above? As always, if you have anything to add or you’d like to continue the conversation, please use the comments.

The rise of ‘considerate marketing’ – is being nice good for business?

I was impressed to receive a marketing email from flower delivery company Bloom & Wild offering me the chance to opt-out of receiving their Mother’s Day marketing emails. Acknowledging that this can be a ‘sensitive time for some of us’ struck me as not only a kind move but a smart one, too.

And it seems I’m not the only one…

Bloom & Wild’s Mother’s Day opt-out has been picked up by national media ranging from The Independent to Grazia and Good Housekeeping, all of whom have praised the company for its thoughtfulness and encouraged others to follow suit. In fact, I’ve already seen at least one other high street store now doing the very same thing in the past few days.

As you’d expect, the opt-out invitation has also resulted in a ground-surge of appreciation from customers on social media.

It’s heartening to see that a company doing something that feels intrinsically ‘good’ is being recognised and held up as an example for others. I hope to see even more examples of ‘considerate marketing’ like this in the near future.

Have you seen any other companies putting their customers’ feelings at the forefront? Please share them in the comments below.