Fellow freelance PR Lianne Robinson makes it brief.
I saw this tweet from Tom Knowles a few weeks ago, And it stayed with me. I see this type of thing all the time. Paragraphs beyond paragraphs of long clunky words with no clear explanation as to what it is they are trying to say.You can spend what seems like an age watching a company description going around the various the heads and powers that be of a company. I know this as I’ve worked in-house too. Everyone wants to add their own point of view, something that makes them feel that they played a part in the creation of the copy. But in doing so, adding a long word here and a bit of jargon there, we can completely lose all sense of what we’re trying to say.
When you work for a company you can get so immersed in it and the technicalities around how it works that to come up with a simple sentence to describe what it does exactly can be the hardest thing. We see this a lot in PR too. When I ask a company for 800-1000 word article on a chosen subject its easy. When I ask for a two-sentence reactive comment, it seems to take all day. And it’s the same for me too. For some reason writing less always takes more.
Let’s take the example above with Tom Knowles. Tom is the property reporter at The Times so we can assume that this is a property company (if the PR has got the pitch right!) but what they actually do is anyone’s guess.
Tom’s a busy man. He needs to sift through hundreds if not thousands of emails every day looking for the best news stories all while writing insightful copy for tomorrow’s paper under tight deadlines. He doesn’t have time to read 800 word emails. Tom needs to understand clearly from the outset why this company is great and unique and why it is that he should be speaking to them.
Think about how you read a news article or blog. If you read the first 100 words and you’re either a) not interested or b) you can’t see where it is going, then you are going to switch off and move on to something else. It’s the same with PR pitches. You’ve got to be succinct right from the start and make it very clear why your client is so interesting.
I’ve often questioned if my pitches to journalists can at times be too simplistic. I go back through them trying to add in fancy adjectives and make things sound perhaps more revolutionary than they actually are. What my clients are paying me to do is make sure that the journalist understands why they are so great and why I think it will make a good story. Translating this 800 word description in to two or three easily digestible sentences that get the journalist interested and want to find out more.
So next time you’re thinking about your ‘story’ find the three things that you think make it unique and interesting and express these points high up in your pitch. If you can capture the journalist’s attention in the first two sentences, then that’s half the battle won. If you’re not entirely sure what these key messages are, then it’s time to go back to the drawing board and start the process again.
You don’t need to give the journalist a life story about the company and the 30-year career of the chairman
Keep it brief. If the journalist is interested in the story that you are pitching then they will come back to you with questions. Keep it clear, to the point and highlight why it’s interesting in a couple of short sentences. Keep it simple.
OK so she does get out of bed for somewhat less then £10k, but Comms Crowd content writer Sandra Vogel, sets out her terms for keeping us all singing from the same song sheet…
Over the years I’ve been commisioned by some of the biggest names in Tech, national newspapers, and some of the best known technology web sites. I’ve also worked with lots of small companies, mostly but not all with a technology angle, with voluntary organisations, and with communications agencies.I’ve found good and bad clients across the spectrum. It’s not the size or sector that matters – it’s the approach and attitude of the client to using freelancers.The good clients value, support and nurture their freelancers, and in particular they get three very important things right.
Respecting my time. If I say I don’t work Friday afternoons and weekends, although i may make the odd exception, don’t expect me to be free to work as a matter of course. Similarly, if I am set to work for you, say, Mondays and Wednesdays, then if you need to change the day please give me lead time. In return I’ll only change our fixed days if it’s impossible not to, and I’ll give you as much lead time as I possibly can.
Keeping me in the loop. If I’m contracted to work on a specific project, then knowing what’s going on with that project is helpful. Rather than just being asked, ‘please do A, B and C this week’, it can be useful to know how A B and C fit into the bigger picture and what others are working on. I appreciate that if I’m not in the office full time stuff will happen without me. Of course it will. But it’s useful to be briefed on the bigger picture, not just because it makes me feel like one of the team (it does, it really does), but because I can take wider points into account in my work. Even extra-busy clients that fall into my ‘love to work with’ group manage this.
Paying on time, and at the agreed rate. It should be unnecessary to make this point, but sadly it’s not. Renegotiating rates downwards during a contract or paying late are simply not on. Freelancers are working for a living. They are not volunteers. Trust me, you’ll soon get called out, word will get around. In exchange for paying on time I will deliver on time. And if there’s a chance I’ll be unable to do that, I’ll let you know well in advance.
Now, there’s circularity in this. You treat me well, I’ll treat you well. We’ll have a grown up, professional relationship that we will both enjoy. Heck, I might even work for you on a Friday afternoon. Now and then.
It’s seven years this month since Sam Howard walked away from the big West End PR agency to set up office in her dining room, buy a domain name, and a dog.
|You got you a seven-year itch goin’ on?|
In that time working life has evolved from lone PR, to freelance collaborator, to creating a collective and now to running our (cloud-based) PR agency that continues to grow at around 25% a year.
So what does the seventh year herald? Am I going to get itchy feet and chuck it all in to become a landscape gardener, a masseuse or apply for Bake-Off? Or should I consider taking a back seat and let the team take the strain?
I think not. After seven years of being my own boss I still love the buzz of running a business and the challenges our kind of work brings. Still love my team and nearly all of our clients, nearly all of the time. I get a huge thrill when a campaign goes well, and I feel the pain if ever it doesn’t. I am alive to it.
Although I get to take a fair few holidays, I never have the blues on my return, and Monday mornings are much of a muchness to me. Among all my friends I never have one moment of work envy, not even when they are essentially paid to get plastered at Ascot under some vague notion of corporate hospitality. They are welcome to it – it’s small recompense for those inhuman early morning commutes, petty office politics and stingy levels of annual leave.
As for taking a back seat now that we are way up and running… Our clients have bought into the whole team and while there is no ‘I’ in team there is a ‘me’. We’re not going to become one of those agencies where you only see the founder on pitch day. Instead we’ll keep our growth to manageable proportions so we can continue to be an all-in kind of crew, as therein is where the happiness lies.
Turns out for me a seven year anniversary is less about an itch more an affirmation of vows.
As our junior’s three year PR degree draws to an end and the student loan looms large, she asks: Was it really worth it?
Ultimately only time will tell (although I would
like to think YES) as I am yet to graduate and secure a job in the industry.
However, I can still look back on my time studying PR at UAL and pick out the positves and negatives.
Firstly, I do think studying in London brings such an advantage to any student, particularly a PR student, as your University is located on the door step of some of the biggest PR agencies in the UK. Additionally, my Uni has fantastic connections with a variety of PR professionals, with completely differing backgrounds.
Consequently, every week we received a guest lecture from somebody different,
who would provide us with an insight of their experience in the PR industry and
offer advice to those wanting to take a similar path. For me this has been one
of the highlights of my PR degree experience. The talks have opened my eyes to the different paths, sectors and opportunities working in the industry has to offer.
The opportunity the university provides to being exposed to different PR professionals gives you the ability to be proactive and make connections. In
my case, if it wasn’t for Sam being one of my guest lecturers in my second year, I wouldn’t have landed an internship at the tech PR agency Hotwire in the summer of 2017. This then led to me landing my role as a junior for The Comms Crowd.
However, if I am being completely honest, if someone was to say to me do you
think a PR degree is worth it, I would struggle to definitely say yes. This is simply because I feel as though the duration of three years is far too long for the work that you do. In addition to this, obviously this differs depending on where you study, however my course has been primarily theory based. It has been interesting to unveil the theories and history behind PR, although I feel it could be argued whether it is necessary to have this knowledge to succeed in the PR industry.
So although I have obtained a great deal from studying a PR degree, I do feel three years is too long and nor do I believe it is essential if you want to go into the industry. In my experience, PR internships are not too hard to come across, once you
have gained the necessary experience from carrying them out. If you are hard
working, passionate and approachable it is possible to secure a role in PR without a PR degree.
PR Pro, Debbie Smith, on getting out there and expanding your work horizons.
It’s more than six years since I became an independent PR consultant, and I’ve enjoyed (almost) all of it. I’m still here and still working on interesting projects with great clients. We freelancers often swap advice but there’s one thing I haven’t seen much conversation around about and that’s the need to keep challenging yourself and venture outside your work ‘comfort zone’.
In this post PR Pro Lianne Robinson – looks at how freelancers can outsource the business of running a business.
Yesterday my website finally went live! Well ok, it’s a holding page but it’s a start. I actually bought my domain name two years ago when I decided to take the plunge into the freelance world. But the reality is that work gathered pace quite quickly (thank you Sam ;-)) and I have been so busy since then helping clients manage their PR and marketing that I haven’t had time to do my own. And while I’ve managed to get a home page up, the rest of the content will simply have to wait until I catch a breath!
For some the joy of freelance work is being able to get your head down, get on with it and then get out (thus being the first to the bar). But for others the isolation can be an issue, in this post our new fintech writer and researcher, David Black looks at measures you can take to replicate those ‘water cooler’ moments.
There are pros and cons of being a freelancer ranging from flexibility on the plus side to occasional periods of lack of work as a negative.
Sam Howard dispenses some sage advice to would-be freelancers. Or, how to pitch a pitcher…
The Comms Crowd has been growing recently our little team has just about hit double figures and what a fab little team we are. I knew from the get go when each person got in touch that they would be a great fit for us, our culture and our clients.
But over the years I have been contacted by quite a few individuals hoping to join the gang and not all of them made such a brilliant first impression.
Here’s my top five mistakes to avoid when pitching your freelance services:
1) Telling me (in some detail) how much you hate your 9 – 5. Firstly I don’t care, secondly we don’t do negativity in pitches EVER, thirdly it demonstrates no commitment to freelance.
2) Telling me how (in more detail) you can’t get any work and you’re dying of starvation. Firstly I still don’t care, secondly one can only assume you are crap at what you do.
3) Clearly not understanding what we do, who we are and who we work for. We are B2B tech ergo if you are not B2B tech it’s not a good fit, honestly. Sending me some vanilla pitch about my ‘organisation’ has me lost at organistation.
4) Not demonstrating you have the four core skills: client management, content production, media relations, social media management. The rest is neither here nor there. And by demonstrating I mean send me a link to something you’ve written, send me coverage, show me a channel that you run…
5) Taking too long to tell me anything at all – this is a pitch right?
Truly if you can’t pitch yourself, how in the hell you gonna pitch our clients? (Can I get an Amen?)
Meanwhile, succinct, compelling and personable pitches that demonstrate your commitment to the freelance faith, map well to the Comms Crowd and showcase your in demand skills will just have me dashing for that welcome mat.
Our new content creator, and sax enthusiast, Sandra Vogel looks at the attributes you need to sustain a freelance life.
Freelancing doesn’t suit everybody, but it sure suits me. I’ve been freelance for 20 years, and I can’t imagine working any other way. But it’s not for everyone. You know those buzzwords – highly motivated, self-starter, flexible attitude. Well, they apply to freelancing bigtime.
Highly motivated. Um – yep. Motivated to sit at the computer when the sun is out, the sky is blue, there’s not a cloud to spoil the view, and yet there’s a deadline to meet, a client call to take, and a couple of pitches to get in before you can even think of heading out that door. Well, that’s one way of looking at ‘highly motivated’. And there are times when it most certainly applies.
But there are other ways to look at motivation. I’m motivated to make as much as I can of the free time I have. That means that there are times when I can – and do – drop everything and get outside on a weekday to have some fun. The trick is keeping that motivation in line with working. Now that does take a certain personality type. It’s the type who can manage their time well, not over-filling it, not being too ambitious about what can be achieved in a given couple of hours, and making sure that time is allocated to fun as well as to work.
If that means being motivated to work on a Saturday morning in order to free up a Thursday afternoon, so be it.
Self-starter. People often see this as synonymous with the motivational thing, but in fact it is different. A self-starter just gets on with stuff. They’re the opposite of the procrastinator who always looks for reasons NOT to do things. The procrastinator says ‘Oh, I won’t write this blog today, because I’ve got a slot in the diary tomorrow’. The self-starter says ‘if I write this blog today then that diary slot tomorrow will stay free, and I can do something fun in that time.’
The self-starter has initiative and they make things happen. Importantly they don’t walk away when things get difficult. That’s a really important personality trait for anyone who wants to freelance. There’s no manager sitting nearby to provide feedback that you’re doing OK, or give pointers if you’re not doing OK. You just have to figure it out.
Being a self-starter shows itself in all kinds of things, not just hunkering down to tasks that are in the diary. It also applies to bigger picture stuff like hunting down new potential clients, following up possible work leads, even having a view of the universe and where you want to be in it – then working out how to get there.
But being a self starter also means doing things that might not feel very exciting, but that nobody else can do for you. There’s nobody around me to say ‘Sandra, I think it’s time you filed your tax return and updated your CV’. But when these things have to be done, they have to be done.
Flexible attitude. I’d say this is a vital attribute for any freelancer. I’m a pretty controlled kind of person. I like checklists, and I like to have things planned out. Most days I sit down to work knowing what’s going to happen during the day. I like to have my week planned out to a fairly fine degree too. Fridays are importantly different from the other days of the week. I don’t like having meetings on a Friday and I usually have no work at all scheduled after noon. The last work thing I do on a Friday is plan the following week.
How is that flexible? Well, while the aim is to take Friday afternoon off, it’s also ‘available’. So, Friday afternoon is a bucket that work can slip into if necessary. It might slip into the bucket because schedules have overrun, because a client has come up with something for me to do on a short deadline, or because Wednesday afternoon was beautiful and I went out for a bike ride, pushing everything in the diary ahead half a day.
One of the companions to having a flexible attitude is being relaxed and able to handle stress. A freelancer has to be good at that. There are often multiple demands on my time, and only I can decide the best way to resolve them. So, when two clients want something done right now and I have to negotiate a way through that, I need to be calm and considered. When my computer decides to give up working and I’ve not got a spare around, I just have to handle it. When something comes up that takes me away from work unexpectedly, I need to be able to handle both the work and the out of work situation equally well.
Like I said at the start freelancing isn’t for everyone. But if the cap does fit, it’s a great way to make a living. I’ve worked with some wonderful people (and my current Comms Crowd colleagues are among the best of all), done work I’ve really enjoyed, and spent more weekday afternoons in the cinema than I probably have a right to. What’s not to like?
Holly Mercer, our new Comms Crowd junior looks at how PR translates from the lecture halls to a busy tech PR agency.
As a PR student I feel as though you are taught an incredible amount of theory while doing very little practical PR tasks throughout the duration of the course. Ultimately the University leaves it to the student to gain the necessary experience and insights into the working world of PR. I am actually incredibly grateful for this, as this independent approach has really allowed me to be proactive in gaining necessary experience and insight into the PR industry and ultimately allowed me to be where I am today!
Admittedly before April this year I had very little idea what sector of the PR industry I wanted to go into when I graduate, which to be fair isn’t surprising. Although I have been exposed to guest lectures at Uni, until you experience them for yourself how on earth are you meant to know if that sector is right for you?! So my only strategy was to get as many different work placements as possible in 3 months. I carried out placements in tech and consumer PR agencies and also a communications agency specialising in sport and music.
After finishing my first placement in the tech PR agency, I knew from the beginning it was exactly what I wanted to do. Not having a clue what you want to do can be a very daunting feeling, so to finally realise what it is – it is the BEST feeling! So from there that opened a door for me with Sam and the Comms Crowd. Sam was actually my guest lecturer at Uni for a couple of months. So to be interviewed on skype by the same person who TAUGHT you how to do skype interviews, was quite frankly a very daunting scenario!
So getting to the meat of the question, what have I learnt since becoming a member of the Comms Crowd? In all honesty this question has been a struggle for me to answer, because truthfully the answer is most definitely A RIDICULOUS AMOUNT.
Being completely honest, this experience has been a challenge. But I do love a challenge, so this has been a great test for me. As well as working for the Comms Crowd, I have two-part time waitressing jobs and uni work so the key skills that I have learnt so far are time management and multi tasking. Both of these skills are a necessity for anybody working in PR where you have to be able to mange your time between client deadlines and meetings, while still making time for managing twitter feeds and other social media channels.I think the one tip that I would give to anyone in my position, or any student carrying out work placements or junior roles is to ask questions! I know this is such a cliché thing to say because everyone says it, but it is so true and so important. Even still I start emails saying “sorry if this is a stupid question” but truthfully I have come to understand that no question is a stupid question. And it is most definitely better to ask a potentially obvious question and then get something right, as opposed to not ask and then get something wrong!