Sam Howard reflects on five years of being freelance…
A lot can happen in five years. Five years ago my 11 year old little cutey baked cakes and gave freely of his cuddles and enthusiasm. Five years on and my ‘little’ cutey looks down on me in disdain while raiding the fridge and giving freely of his criticism. He loves me really – it’s just a phase right?
And so too has the freelance life grown up. On the client side we have really found our niche now – tech startups, the way we work combined with our business model make us a great fit for the nimble and ambitious startup. None of us have the appetite for long meetings or long emails – we all just want to get stuff done!
Most recently our client work was short-listed for an award, for a PR campaign we ran in the public sector. And I confess it feels good to be ranked up there alongside the more established agencies.
It’s gone from being just me to a tight little collective of PR Pros, our AR guy, a designer or two and a trio of copywriters, working together and playing to our strengths. And it’s grown bigger in all the right ways, while holding onto the core freelance premise, which is no premises at all!
Proud to say CommsCrowd HQ is still my former dining room and therefore we still have no need for a receptionist, an IT team, an office manager, an HR team or an accounts department. Just outlook, dropbox, google docs, and some wicked spreadsheets (a personal forte).
In addition to the bulking up of expertise, the other fantastic side of forming the freelance collective is that it offers the opportunity for each of us to develop outside of the world of comms. Whether it’s renovating a 300 year old cottage, bagging munros or learning to surf.
I’ve really got into the talent development element of PR and I’m now an associate lecturer for Westminster University and The London College of Communication. College days are the best days, I get an enormous amount of satisfaction nurturing the next generation of young ones and helping them prepare for the world of work.
And when you feel supported by a brilliant team; when you genuinely warm to your clients and get a kick out of every campaign that delivers; when your pockets are over flowing with psychic income and you’re still learning and still evolving – well then there’s no reason to stop. Here’s to the next five years!
PR Pro, Debbie Smith looks at how to ‘ride’ a current news story to raise your client’s profile…
When you choose to work in B2B technology PR, most of your career is spent pitching to trade press and freelance journalists who specialise in the same area. Unless you’re working for a megabrand such as Microsoft or IBM, you’re not going to have many opportunities to pitch to the national press.
OK, let’s rephrase that – nothing’s stopping you pitching to them, but you’re unlikely to get much response unless your client’s invented a computer processor that isn’t based on silicon or found a solution to climate change. However, there’s a useful tool to add to your PR kit bag: link your story to something that’s already making the headlines, and your client suddenly becomes relevant to mainstream media.Critical to success are speed and relevance. The link has to be genuine, and you need to act fast. If you’ve spotted the link, you can be sure that another PR will have done so too. But if you get it right, you open up a whole new conversation for your client. Here’s how we made it work for Comms Crowd client, Elliptic.
Elliptic specialises in security and analytics for the blockchain. The firm was the founding member of the UK Digital Currency Association (UKDCA), and in this role provided input to a Government consultation on digital currencies. Earlier this year we thought the results of that consultation might be announced as part of the Budget a couple of days’ hence. This was an ideal opportunity to link Elliptic to a topic which would be given extensive coverage in the print media and online as journalists analysed every last detail of the Chancellor’s speech – assuming of course that digital currencies were included.
So we wrote a short alert to let key media know about the potential announcement and outline why Elliptic could provide expert comment. The following day we listened carefully to the Chancellor’s Budget speech – but no mention of digital currency. However, an online search led to the supporting papers for the Budget and there it was – the Government’s recommendations on how it proposed to make the UK a world leader in digital currency. We quickly followed up with our key media, providing a link to the announcement and offering comment.
The results exceeded all our expectations – interviews with the FT and the Guardian and several requests for written comment, resulting in 15 items of coverage including City AM, the Independent and the Wall Street Journal. Our client was delighted and so were we.
Opportunities like this don’t come around very often. It’s important to be aware of what’s making the headlines, think creatively and look for new and unusual ways in which you can link your client to a story. It may be straightforward, such as when a former colleague was working on a campaign against workplace bullying for a leading trade union and bullying in the Celebrity Big Brother house hit the headlines. A few media calls later and the client was on Sky News explaining what an individual should do if he or she was being bullied. But even if it’s a more tangential link, remember that journalists have pages to fill every day and may be looking for a different angle to keep the story alive. Why shouldn’t you be the one to provide it?
Sam Howard is hitting her prime
Perhaps freelance years are like dog years, for I’m starting feel like I’m in my freelance prime! Four years in, and, as they say on those talent shows, ‘it feels like this is my time’! Oh why’s that then? Well I’ll tell ya.
Tech in general and fintech in partciular is finally hot!
After some 20 years of apologizing for working in a sector of which nobody has ever heard; countless conversations explaining what I do to those whose eyes glaze over in the time it takes to say ‘enterprise-wide trading systems’ – all of a sudden our sector is hot!
Not only is our sector hot, my home town for some 30 years, London, is fit to burst with tech startups and I do love a startup – always have! Not for me the 200 page branding guideline bible, the 83 slide PowerPoint on our ‘core’ USPs. Where’s the opportunity to add value to that (other than rip it up)?
I love the pace, the energy, vibrancy that comes with young tech companies. They are brave, bold and, my lot at least, quite audaciously brilliant. But it’s always struck me, that at the point a young company needs the most care, nurturing and attention to its comms, is just when it can least afford it. Sometimes, that’s not a good fit for a standard agency, where there can be an expectation mismatch, (a big PR budget for a small company is still a small client for a big PR agency). But it’s a great fit for collaborations and small networks of specialist freelancers like The Comms Crowd. Freelancers by our very career choices have often rejected the status quo and defined ourselves as fellow disruptors.
Another great thing about working with young tech companies is the absolute lack of formality. This suits me down to the ground, I want to use my time helping that company do smart comms, not validating how smart I am. Decisions are quick, turnarounds fast, reporting is a spreadsheet in google docs and emails are brief, often littered with typos from both sides. Witness recent email exchange, informing client CEO that we had secured media interest from a noted publication.
ME – OMG We’ve got Forbes!
CEO – F*** yeah!
And of course when you work in a hot sector, in a hot city, with hot clients, you get to talk to media that you have never had the temerity to approach before, but that, it turns out, are really just like us, if you have a decent story to tell. And call me a easily impressed but for a long-toothed B2B fintech PR to be suddenly talking to the nationals, is just really rather cool!
So yeah, in this the fourth year, I find myself, in the right place, with the right business model at the right time – happy freelance birthday to me and the crew, being four rocks!
Throughout her career, Sam Howard has always maintained that providing PR for fintech companies isn’t rocket science, however it is a bit tricky.
Not only are you, the PR, the only person in the brain-chain without a PhD or three, which can leave you feeling perma-insecure; but also ‘tis hard to tell good stories if there are no good stories to tell.
Actually no news isn’t good news – but owing to the nature of the deals, it is not unusual for a small or a start-up fintech company to have just a few client signing announcements a year and those signings usually fall into three categories:
- The no comment: you may not mention the bank in anyway shape or form – great thank you sooo much for that one.
- The vanilla bean: you can prepare something but the details are to be so vanilla and that the quote so bland that it’s barely worth the effort.
- The never never: You get the go ahead on the Friday night, write it on a Saturday, it gets signed off by your team on the Sunday and it’s with the bank for approval first thing Monday morning. And there it will stay, stuck in the corporate food chain awaiting sign off forever more, never to be seen again.
Five tips for getting a bank to sign off a press release
Over the years, working for a fintech start-up, then a fintech multi-national and then a fintech PR agency, these are the tactics I have seen work. It’s a bit of a team effort:
- Incentivize your sales people to negotiate press as part of the contract. Cash bonuses for press releases and double again for a case study, seems to work well enough
- Incentivize your bank by giving them a discount in the contract if they agree to do press, get dates.
- During the sales process and the implementation, stay close to your champion in the bank and work directly with them on the story, using them as the spokesperson, and making sure your story shows your champion as the pioneer they truly are.
- Have the release written and ready to go so that it can be slipped under the nose of your happy, happy client the day everything goes live ahead of schedule and under budget.
- Make the release hardworking and insightful tell the story of the partnership between your company and the bank. Do not dwell on what was wrong in the first place, be realistic no bank is going to sign off a story that goes, ‘well it was just chaos here till you guys showed up’. And keep the quotes real and relevant not an unadulterated and shameless plug for your company. This will make it easier to get sign off, and more credible with the journalists, on whom you ultimate depend to publish it.
What if you hit an absolute wall and can’t get the bank to talk no way no how?
Rather than issuing a no name press release, which somewhat reeks of desperation, consider going down the analyst relations route where your client can freely talk about the project and its successes to the industry analysts under the comfort of NDA.
Eria Odhuba, resident analyst relations lead reviews the ‘dos and don’ts’ for getting the best out of the mighty trade show.
|Sibos – comes round quicker than Christmas|
So I’ve just been to a couple of big industry events, and it got me thinking about the preparation exhibitors need to do to make them worthwhile. I am going to use Sibos 2014, this year in Boston, as an example here as I have shed so many tears getting clients Sibos-ready over the years.
Obviously there are many exhibitors who have got Sibos running through their veins and if they had time, could write this post with their eyes shut, but here’s a guide for Sibos newbies, or a useful checklist for the seasoned salts.
What are some of the issues with events like Sibos 2014?
- ROI – if you’re going to exhibit, you want to make sure you recoup your costs and some! It’s a very expensive line item, the return needs to be quantifiable and equally impressive.
- Poor preparation before the event – If you don’t plan your communications and resources properly, you will look amateurish and it will show compared to those companies that have this event down pat.
- Being heard above the white noise – if you don’t know your key message, if it’s not relevant, fresh and exciting, then you won’t get heard.
- Thinking lead generation begins at the event – People come to Sibos to continue conversations, not to start them, Sibos needs to be the culmination of a campaign that results in a face to face meeting.
- Recruitment consultants – not much you can do about this. I remember a consultant at Sibos who told me, at a party, that he had received or processed CVs for about 25 people in the room. The recession is over; it’s a seller’s market.
What should you NOT do before Sibos 2014?
- Panic (!) i.e. wait until it is too late before preparing for the event.
- Keep your head in the sand and ignore industry trends leading up to the event – you need to know what pain delegates are feeling so you know what your products and services best address it.
- Miss the opportunity to try and connect with signed-up delegates before the event (more on this later).
- Prepare conference material that is bland or off topic.
How should you prepare for Sibos 2014?
- First of all, you need a three-month activity timeline with specific actions and deadlines, allocating responsibility for each action. So, with Sibos 2014 in October, you need to start planning now, July.
- If you’re reading this and you haven’t booked your hotels and flights yet, suggest you stop reading right now and get on it 🙂
- To stay ahead of the game, read the Sibos 2013 summary by Aite Group here and other post-event summaries.
- Read Sibos Issues and other news to understand what people will be talking about this year. Don’t repeat the last year’s messages or themes – find something new and relevant to attract attention in the lead up to the event. If you can’t figure out how to articulate your value proposition, get help.
- Think how this event falls into your sales funnel. Identify key prospects from the delegate list, and plan multi-step communications or lead generation activities to get them to want to talk to you at the event. Each step should add value to the relationship, so use content to increase interest. Get delegates to self-select themselves to contact you for a meeting based on the content you have provided BEFORE the event.
- Plan your press and industry analyst engagements now. Influencers don’t have time to speak to everyone so make sure you know how and what to pitch to them. If you don’t know how, get an expert in. Don’t be unprofessional about this and ignore the value of great influencer meetings.
- Focus on meeting influencers you rarely see, rather than those that are down the road from you who you can catch up with any time.
- Go for feature opportunities that get you in the news the week of Sibos, and make sure whatever news announcement you have is actually informative and not simply white noise.
- Contribute or link to pre-event social media communications to help build your profile before the event.
- Plan your post-Sibos steps now – what content or steps will you follow up with and who will be responsible for these steps? What you do after the event is even more important if you want to convert prospects into sales?
What to do at Sibos 2014?
- Make sure you set time and proper spaces aside to speak to delegates you have meetings planned with.
- Document your meetings and make someone responsible for managing follow up actions.
- Plan how each contact will be communicated with after the event and when.
- Get someone to walk the floor to see what other exhibitors are displaying. You need to understand what competitors are saying and how they might be getting their message across.
- Have content that is sharp and precise enough for someone to read in two minutes that would make them want to ask questions.
- Enjoy yourself; ergo no rest for the wicked!
Just so happy to be doing transatlantic PR again, here’s a post from our US PR partner, Lorraine Russell on why it’s not easy securing the US column inches.
It doesn’t matter where in the world you want PR coverage, you will find the journalists you need are a busy lot. Their publications are under competitive attack, staff have been cut, acquisitions and closures are commonplace, everyone is doing more with less and covering more areas and, well, it all sounds rather familiar doesn’t it?
Journalists and their organizations face many of the same issues you do in your business. And just like any busy company expert, journalists want only the most insightful and relevant information and sources to ensure they do the best job possible. That makes getting their attention, building a relationship and winning their trust all the more challenging and important.
The U.S. journalistic landscape is similar to the UK although larger. According to Pew Research’s “State of the News Media 2014” report there are 38,000 full time journalists employed within the traditional U.S. newspaper industry alone (not to mention TV, magazines, etc.). Comparatively, the European Journalism Centre reports similar full time newspaper journalists in the UK. Digital native sites are growing on both sides of the pond, yet still employ only a small numbers with about 5,000 full-time U.S.-based editorial jobs at nearly 500 digital news outlets.
Whether traditional or digital, one big difference is ownership. Certainly there are U.S. conglomerate owners, however the UK newspaper market is generally far more nationalistic with fewer owners.
What does all this mean to you? Obviously you aren’t after every US journalist. You want only a logical niche of decision makers to notice your new product/service or entry into the market. As you should. But that doesn’t necessarily make it easier.
Here’s why. Think about your competition. How many companies will you compete with in the U.S.? 10? 20? 50? More? How many of your European competitors are also entering or active in the U.S.? How many non-industry companies are nipping at your heels trying to steal the same potential customers?
Each of those and all the ones not yet identified are engaging PR to contact the same journalist you want. Whilst there are about 50,000 PR professionals in the UK, there are nearly 230,000 PR professionals in the U.S. Talk about competition!
Now think back to that busy journalist looking for someone to validate or negate the premise of an article (yes that has a lot to do with it). The journalist must be accurate. And the editor and the publisher need them to have a differentiated story than the other media outlets in their niche. After all, eyes on their story and their publication translate into revenue for survival.
So, who does the journo turn to? Someone they know will deliver. And yes, despite journalistic outcry, the line is blurring between editorial coverage and those who do or could buy advertising or sponsorships. Remember how different the ownership of US media outlets is compared to the UK? That can increase in importance when those paid and earned media lines blur.
So the number 1 reason it is trickier to get your story told by a U.S. journalist is pure and simple -competition.
And #2? Your story absolutely must be relevant to the U.S. reader/viewer. It is not enough to believe your product/service is right for them. It means understanding U.S. centric issues and trends – not just of your potential customers, but of the journalist as well.
Your chances will significantly improve if you can produce a U.S. customer. Some journos won’t talk to “vendors” without one. If you don’t have a U.S.-specific example, the challenge for coverage is even greater. Not impossible, but challenging. It is very likely you will share the story with one of those U.S. competitors you identified.
But it’s not all doom and gloom. Truly, it’s not. You just need the experienced insight of localized PR. That’s the same in any country. A world view is quite important strategically but localized insight is invaluable.
As for the U.S., remember those growing digital outlets? Turns out, whilst mainstream U.S. media are sharply decreasing their global coverage, digital is on a quest to include more global coverage. And that spells opportunity! Plan your strategy wisely. This is the perfect time to think global and act local.
In fintech Sam Howard asks can comms people add value or are they the weakest link?
I’m a comms person in b2b tech, primarily fintech. Fintech – that’s software geeks creating awesome stuff for banking geeks.And all fintech comms people have to do is wrap their pretty little heads around how the the global markets work, how a financial institution works and how it makes its money; then evaluate the opportunities and obstacles created by the latest market conditions and regulations that might help or hinder it making that money and just piece together how their client’s technology taps into those opportunities/overcomes those obstacles, so that a bank might want to buy it.
Anyone got a PHD in anything at all they are not using right now?
Dear software geeks, we understand your fear of getting us comms people involved, we share your fear. We have reoccurring nightmares where Anne Robinson is sufficiently underwhelmed by our efforts. But Einstein once said if you can’t explain it to a six year old, you can’t explain it. Let’s assume all the people in the room are clever, it is the common denominator, so there is no need to posture on that. Don’t be tempted to use content as an opportunity to show off how much you know – they know you know.The key then is to add some value to the debate, to explain the complex lucidly, to ensure that overarching points are not lost in the minutiae of the detail and that those points stack up to a logical argument leading to an insightful conclusion.
It’s not as ‘easy’ as it looks, I can tell ya, getting the people with the PHDs to look up not down, out not in. And if in so doing we tend to simplify things, rather than wonder if we haven’t dumbed down your whole reason d’etre, just trust, you know how to build software, we know how to build reputations.
In the kingdom of the big and the clever, it’s the six year old kid you need to impress.
Sam Howard advises on how tech companies can give better interviews.
Media training – that’s a terrible phrase isn’t it? Makes you think of all those awful politicians that enunciate every syllable emphatically, use all their fingers to underline each phrase and talk at you as if you were Jeremy Paxman. So let’s not go there. But there is still much you can do to make sure your conversations with journalists go well. Key, is to remember the journalist has very little time to create a very good story, and it’s your job to help them with that.
Some sensible tips for sensible interviews:
1) The Press as a whole are more concerned with business arguments than technology methodologies so the WHY needs to be answered way before the HOW and this is where many tech companies need to lift up their heads. The WHO is pretty interesting too, so whatever you do, don’t tone down your colourful characters.
2) The old truism,’ no-one is that interested in you’ is – erm – true. They are interested in issues though, so if you can help solve them, then that’s the angle to go in on.
3) Journalists are very busy people, so PLEASE get to the point. Work out how your issue-based messages can be delivered top down, so if you’ve struck a chord you can drill down with more insight or leave it as a one liner if it gets no traction.
4) It sounds obvious, but actively listen to the question and genuinely try to answer it.You need to answer questions as best you can and weave in your messaging where appropriate and leave it out where it isn’t. It’s critical to be seen as someone who understands the market and how it ticks. This is more important than getting all your messages across in each and every interview, euch! You may manage it the first time, but I doubt if anyone will want to talk to you a second time. However if you can establish yourself as a credible and trusted source, then the journalist is more likely to make time to talk to you when you do have relevant news.
5) The journalist is looking to create a compelling story from a mixture of background information, intelligent argument and quotes, so if you want to be quoted you need to have a view and be incisive; otherwise you find most of your effort gets swallowed up in unattributed body copy or as background information. Answers can be your own thoughts based on experience or theory, statistically or anecdotally-based or ideally a mixture of the lot.
6) Spokespeople should be reading a weekly digest of relevant hot stories, remember head up!
7) It should go without saying but follow the publication and the journalists you are hoping to meet, so you can assess what messaging will resonate best for that particular journalist.
8) Be courteous, Allow time for the journalist to finish their note taking and prepare their next question, do not dictate or just talk into the silence. Offer sustenance, and DO NOT look at your phones.
9) Remember this is a two way conversation, ask what the journalist is seeing and hearing in the market and future story ideas he is working on.
10) Every interview is different but you should be able to answer the following fundamental questions:
. In these cash strapped times, where are your customers spending their IT budget in your sector?
. What are the drivers behind this (i.e. sticks and carrots)?
. So where do you fit in?
. Other companies do what you do why are you better?
. What tech Holy Grail are you customers chasing right now?
. What’s preventing organisations from achieving it?
. What are the key trends in your technology sector right now?
. What’s your sector going to look like in five years’ time?
You can download these tips in a handy pdf if you like to keep on your desk and front of mind.