Category Archives: Inspiring Entrepreneurs

Re-inventing umbrellas and corkscrews in the Business & IP Centre

Squid_LondonIt never ceases to amaze me how innovative our customers in the Business & IP Centre are. In just the last couple of weeks I have been helping visitors who have re-invented the most iconic of household products, the umbrella and the corkscrew.

It started when a young man came up to the enquiry desk to ask if I could help find market research on the UK umbrella market. Sadly, the well-known publishers we hold such as Mintel and Keynote don’t tend to produce reports on niche markets like these. But a bit of creative researching led to some useful information on some of our other databases. I was of course curious as to why he wanted to know this information, (I would like to think this is part of what makes me a good information professional). “I guess you are going to tell me you have invented a new form of umbrella”, I said. His response was, “That is correct. I came up with the idea many years ago, and have now decided to patent it”.

As a heavy user of umbrellas to and from work (sadly they are necessary part of life in this rain ‘blessed’ nation), I can’t wait to see what his solution will be. The only real innovation I am aware of is the patented wind proof umbrella. Although an honourable mention should go to Squid London with their colour changing model, who just happen to be one of our Success Stories.

ScrewpullThe next encounter was with an older customer who wanted to find sales figures for corkscrews in the UK. Once again, we were not able to locate a market research report on this niche product. However we did manage to locate a few articles estimating sales and covering trends in the market.

As something of a gadget man I was interested in hearing about his corkscrew invention. But he wasn’t in a position to go into details at that point. However he did say that his idea was remarkably simple. I was left wondering if it will be any better than the ScrewPull system which is my current favourite. This involves the use of a low friction screw to penetrate the cork, combined with a mechanism that pulls it out of the bottle in one continuous movement.

By coincidence the previous evening Stephen Fry had been showing off what must be the most complicated and expensive corkscrew ever invented, on his Gadget Man television show.

 

higgs-corkscrew

Higgs Corkscrew

 

Inspiring Entrepreneurs: Question Time for Entrepreneurs 2012

GEW_UK_logo

Tonight we hosted another of our Inspiring Entrepreneurs evenings as part of Global Entrepreneurship Week (GEW). This time we had successful entrepreneurs from a diverse range of business sectors, from home wares to plumbing.

Once again our moderator and all round business expert was Matthew Rock,  Real Business Co-founder and Editor.

Charlie_MullinsFirst up was Charlie Mullins who said he wanted to be a plumber from nine years old. And from very early on was out on the road working with plumbers. He doesn’t believe in a magic formula for business success. He didn’t have any set plans when he started out, just hard work and dedication to be successful. The harder you work the luckier you get.

His is a family business with children and in-laws employed. Pimlico plumbers is now the largest independent plumbing company in the country, and the most recognised in the country. And they now employs 200 people, but the hardest thing is finding the right staff.

orla_kielySecond was Orla Kiely who knew by the age of twelve that she wanted to work in fashion. She applied to the one good art college in Dublin and there discovered textiles. She left Ireland in the late 1980’s as there wasn’t much going on there at the time. After four years working as a textile designer she went back to college at the Royal College of Arts which she considers essential for creatives.

orla_kiely_logoFrom there she started making a few hats and bags with fax orders from the UK to Monaco. On moving back to London to expand the business with her partner Dermott Rowan she began by freelancing for M&S and creating her designs at weekends. Their first office was their flat which became crammed with boxes. The move to prints was the way they were able to differentiate their brand, and since then they have grown organically.

.

 

Sam_HargreavesNext was Sam Hargreaves who credits his sister with starting his business when she turned down an iPod he had bought for her as a present. At 16 Instead of spending £5,000 on a car as agreed with his parents, he bought 50 iPods from the USA and doubled his money overnight, but was grounded by his mum.

His Gadgets 4 Everyone now has eleven staff and a million pound turnover, and recognised as the number one gadget recycler. Sam puts his success down to a personal touch, following up with customers over the phone and making use of social media. He tests his ideas on his friends who are brutally honest and will throw any bad ideas back into his face.

Stephen_FearFinally Stephen Fear who grew up with virtually no education, and used to read the newspapers he was delivering. At fourteen years old he began using his local phone box to contact American suppliers with help from a friendly phone operator. He settled on trainee salesman as his job title after rejecting Chairman and President, in order to get in the door at big companies who wouldn’t see a teenage child.

The evening ended with a lengthy question and answer session:

How to grow your business?
Spend your profits on your business not on holidays or expensive presents for yourself. Find the right partnerships who can help your business grow. Partner with your customers and your suppliers and ultimately with your financier.

Mistakes
Mistakes are how you learn, and you come out a lot stronger. You always have to watch your own business regardless of who you employ to look after it for you. You have to keep focussed on your business at all times. Plan ahead. Example of a five year plan to choose between menswear and home-wear for Orla Kiely.

Funding
Finance means everything must have a margin (40% in the case of Orla Kiely). Stephen Fear covered the funding options of Crowdfunding, personal investors who will take a percentage of the business, BBA website for grants. Charlie reckons friends and family can be the best source of funding for startups.

Business plans
Don’t need to be too detailed, but must be a credible road map for your business.

New markets.
Sam is expanding into European markets through connections and other people’s successes. The UK DTI help exporters expanding into new markets.

All of the speakers stayed on well after the 8pm close for some serious networking in the bar of the conference centre. It was great to be able to chat to Orla Kiely, Stephen Fear and Charlie Mullins over a glass of wine and nibbles.

Our YouTube channel is now up to 341 thousand hits

youtube-logo

Back in October 2011 I wrote Our YouTube channel gets 250 thousand hits.

This has proved to be a very popular topic on my blog recently, so I feel obliged to point out that the number is increasing rapidly, and today stands at 341,492.

Our BIPCTV channel has been going since the Centre opened in 2006, when we began posting recordings of our Inspiring Entrepreneurs events, and our success stories.

The most recent upload was From Battlefield to Business, and run in partnership with Heropreneurs, Royal Air Force Benevolent Fund, Royal Navy & Royal Marines Charity and ABF The Soldiers’ Charity, British Legion, Franchising Works and Help for Heroes.

The wonderful Levi Roots and his Reggae Reggae Sauce still tops the charts with 25,541 views, but he has stiff competition from Success Stories Guy Jeremiah of Aquatina Ltd, and William de Lucy from  Amplify Trading.

However my favourite remains Sam Roddick, founder of the ‘erotic emporium’ Coco De Mer, and daughter of Body Shop legend Dame Anita Roddick. She describes herself as an activist first and accidental entrepreneur second.

http://www.youtube.com/bipctv

Levi Roots

Calling all dyslexic entrepreneurs

The Business & IP Centre is hosting a research placement for Sally Ann Clarke, an MA student from the University of Brighton. She is looking to find entrepreneurs and business people who are dyslexic. Below is her blog post about the project:

Sally Ann ClarkeMany thanks to the British Library for agreeing to host my research project.

First of all, something about me. I started my career as a qualified librarian in Manchester Public Libraries, and since then I have had a variety of roles including managing an independent bookshop. This gave me retail and business experience but also an interest in business information. I decided to return to the library profession and I am now studying for an MA in Information Studies at the University of Brighton.

For my dissertation I am researching dyslexic entrepreneurs and business information. My choice of research topic came from bringing various ideas together. I read the Cass Business School’s research by Dr Logan that entrepreneurs have a significantly higher incidence of dyslexia than in corporate management and the general population. I also visited the Business and IP Centre and noticed that many of their services are aimed at entrepreneurs. I then wondered if dyslexic entrepreneurs had specific business information needs.

I also have an insight into some of the issues dyslexic entrepreneurs have, as I am dyslexic myself. I understand that many people do not realize they are dyslexic although they may have an inkling that they are ‘different’. I didn’t find out myself until I studied for a part-time University Certificate in Creative Writing eight years ago. I am now aware of the difficulties I have, and have learnt some strategies to try and overcome them, but now I am becoming aware of some of the ‘advantages’ such as good verbal communication, lateral thinking and creativity. These ‘advantages’ are perhaps why someone with dyslexia becomes an entrepreneur in the first place.

Richard_Branson

And there are many examples of successful dyslexic entrepreneurs such as Richard Branson, Kelly Hoppen,  Duncan Bannatyne from Dragon’s Den and Tom Pellereau, winner of last year’s The Apprentice.

However, I need your help! If you are dyslexic and have used the Business and IP Centre, if you think you may be dyslexic or if you know a dyslexic entrepreneur please do get in touch. I would love to hear from you. My email is SallyAnne.Clarke@bl.uk

Inspiring Entrepreneurs: Forward-thinking Fashion

Tonight’s excellent Inspiring Entrepreneurs event looked at different approaches to ethical, environmentally-friendly and sustainable fashion.

Rather than seeing ethical fashion as an add-on, our speakers are taking advantage of new technology and practical innovative business models to make them more creative and also sustainable in the long-term.

Tonight was run in partnership with  London College of Fashion’s Centre for Fashion Enterprise (CFE) and Designer-Manufacturer Innovation Support Centre (DISC).

DISC-image

Christian Smith is Corporate Responsibility Manager at ASOS, and has an MSc in Environment and Sustainable Development from UCL. His work at ASOS includes measurement of greenhouse gas emissions, helping the company to understand its impacts and opportunities for improvement.

Annegret Affolderbach is designer and founder of Choolips, who revive  ancient textile traditions. She is passionate about sustainable fashion, and the exciting and potent future it presents for global fashion. Her range is now sold through the ASOS Green Room.

Annegret spent a year and a half after graduating collecting ideas on Post-It notes trying to work out how she could use her talent to make a positive difference to fashion in the world. She also felt the need to be inspired for her whole business career, rather than a short term goal.

Annegret spent another year travelling and listening, visiting the Gambia to learn about Batik, and how the local producers thought about their lives and impact on their local environment.

She was determined to create a product that would be harmonious to both the producers and consumers of the products, and started with just two simple dresses.

Electrobloom flowerMark Bloomfield with a background experience of designing wearable accessories for brands such as Vivienne Westwood, Matthew Williamson and Asprey, talked about developing his own jewellery business, Electrobloom.

This has been inspired by how the worlds of nature, art, technology and science collide, he produces unique jewellery designs using 3D printing technology.

Eleanor Dorrien-Smith is the founder of PARTIMI, and graduated from Central Saint Martins with a BA in Fashion and Print. She has worked for Mary Katrantzou, Tata Naka, John Galliano and Eley Kishimoto before setting up PARTIMI. After creating a capsule collection for US retailer Anthropologie, the PARTIMI ready-to-wear collection was launched in 2010. The PARTIMI collections are defined by striking prints, a distinctive personal narrative and an environmental edge.

The evening was chaired by Melanie Frame, Sustainability Manufacturing Developer at London College of Fashion (DISC). Melanie is part of the DISC project to support fashion manufacturers and designers to innovate their production process. Melanie has been involved in various sustainability projects helping small businesses to set up sustainable and ethical practices.

A question about the concentration on sustainable supply lines led to a fascinating discussion about the speaker’s views on what sustainable fashion means to them.

For Mark it was about recreating a made-to-order type of personalised shopping experience, which gives a more engaged experience for customers.

For Christian improving the welfare of the environment and fashion producers are an important new additional part of the business model, from the traditional success measures of company share price and market share.

He talked about how the Green Room at ASOS helps breakdown the enormous challenges of sustainable fashion into bite sized chunks, making it more manageable. Also telling the story behind the product is another way of engaging customers and staff.

He gave several examples of innovation and change:

The discussion ended with a transparent discussion of producer pricing and markups that are common in sustainable fashion.

My colleague Fran Taylor who organised the event has written an excellent review of the evening on her Creative Industries blog .

Another great Inspiring Entrepreneurs with Mothers of Invention

Another fantastic event this evening with a range of inspiring women entrepreneurs and their stories.

Jones_EmmaThe event was chaired with great warmth, energy and humour by Emma Jones  who launched her first business at age 27, and successfully sold it two years later. In 2006 she launched Enterprise Nation as a website to help anyone start and grow a business from home. The company has since expanded to offer online services, publications, events and finance to small businesses across the UK. Emma is also co-founder of StartUp Britain, and currently acting as the campaign’s chief executive.

Sophie_CornishAs co-founder of shopping website notonthehighstreet.com, Sophie Cornish has won many prestigious awards including the ECMOD Direct Commerce Award for the last three consecutive years and the Online Retail Award Prix D’or 2010. They now host over 2,500 businesses on notonthehighstreet selling 40,000 different products.

They came to the British Library Business & IP Centre early on to look at trends in Internet retailing. And worked hard on their business plan to the extent that they new their numbers inside out. Sohpie emphasised that creating a brand is the key challenge for any business.

Her tips were:

  • Own your mistakes
  • There is no silver bullet
  • Hard work is your unique selling point
  • Cash is king

Kamal_BasranFrom helping her parents prepare samosas for the English pub they ran, to setting up her own food business The Authentic Food Company in 1985, Kamal Basran indulged her passion for cooking authentic Indian food and opened a small business supplying local catering establishments with hand-made samosas and other Indian snack food.

Today, the company has over 240 employees and has a turnover of over £31 million. The company are supplying many of the UK’s top hotels, pub chains, restaurants and retail outlets with the range of quality international cuisine.

When Kamal started out in business, she was a full-time teacher, settled in a comfortable lifestyle, married with two children. While out shopping she saw some ready made samosas, but once home discovered they tasted horrible and threw them into the dustbin. This was the trigger for starting her own business. She had no idea how to start, but wonders in retrospect if this is perhaps the best way.

She began making 600 samosas a week, and grew the business to over a million meals a week.

Her tips were:

Number one priority was to organise her children.
Then, learn how to do everything yourself (nothing is too menial).
Finally, don’t listen to other people (especially your parents!)

Her reasons for success were:

  1. Target your market
  2. Grow gradually
  3. People – 25 nationalities
  4. Products – are the best quality
  5. Customers – we love our customers

Rosie_WolfendenRosie Wolfenden and Harriet Vine are the founders of Tatty Devine whose distinctive fashion designs have made them brand leaders. In 2011 they had a boom year, with a £1 million turnover and kick started 2012 with opening a Selfridges pop up shop which launched their new silver label. The two London Tatty Devine boutiques are located in Brick Lane and Covent Garden.

Harriet_VineThey are independently run and design every piece, 99% of the jewellery is made by hand in their workshops (based in London and Kent). Their custom-made jewellery has been worn by everyone from Claudia Schiffer to Jessie J.

They are very proud of producing their own book on How to Make Jewellery.

In the last two years they have started letting others in to their business, such as developing a new website, to enable them to concentrate on the jewellery.

Christina_RichardsonChristina Richardson is founder of The Nurture Network the UK’s first on-demand marketing department for start-ups and entrepreneurial growth businesses. Christina has spent much of her career managing and growing FMCG brands worth in excess of £100 million.

Now she and her blue-chip trained team, work flexibly across multiple businesses – being their marketing expertise, part time or for specific projects – calling in creative specialists from their network as and when they are needed.

Her tips for new businesses:

  1. You need to give yourself the strongest foundations you can. Be distinctly different by playing a different game.
  2. Define your brand by being clear on your ‘onlyness’. Think about who your brand would be if it were a person.
  3. Test your brand out with real people.
  4. Have a vision, but with numbers. Know the future you want to create.

And for existing businesses:

  1. Marketing is everything that touches your consumer.
  2. Always think consumer first. Choose which group will be your most valuable customers. This will inform your marketing chooses.
  3. Plan with the end in mind and be objectives driven.
  4. Use everything you can do to spread your brand
  5. Bootstrap and collaborate

The evening closed with a lively question and answer session followed by some serious networking until closing time.

Take part in our ‘Seven Up Census’ and win £100 worth of Amazon vouchers

866529_feedback_form_excellent by Dominik Gwarek - kilashiAs we approach our seventh birthday, we are trying to conduct a census of all our customers – past and present.

We need your help if you are one of the 50,000 people who have used our services, we would like to hear from you about the difference we have made to you and your business.

Your participation is crucial in helping to secure future funding and ensuring that we continue to meet your future needs.

I would be grateful if you would spend five to seven minutes to complete this questionnaire.

The information you supply will be kept strictly confidential and will only be used for this purpose.

As an incentive, and to celebrate our seventh birthday, your name will be entered into a prize draw and you could be one of three people to win £100 worth of Amazon vouchers.

Please complete the survey before Wednesday 29 February 2012

 

The Web in Feb 2012 – coming soon

WebinFeb logoLast year we had a great Web in Feb month (The Power of Social Media – an Inspiring Entrepreneurs evening and What is the Business & IP Centre doing with social media?)

And we are anticipating another excellent month of events for 2012 to help you reach and grow your online audience.

Join us this February for our special workshops and events in the Business & IP Centre. Regardless of what stage of business, this will be your chance to interact with experts, entrepreneurs and potential clients.

During Web in Feb you can learn how to:

  • Protect your online and mobile technology
  • Get your site noticed on search engines
  • Sell your products effectively over the Internet
  • Manage your business on the web
  • Chose the right channels of communication through social media

Here is a summary what’s going on this February:

David_WarrilowAsk an Expert

Throughout February IP Lawyer, David Warrilow, will be running free, confidential, one-to-one advice clinics to help entrepreneurs and inventors understand the different options available when protecting a new online or mobile technology.

Use our hashtag #webinfeb to see what people are saying on Twitter?

Inspiring Entrepreneurs: Question Time for Entrepreneurs 2011

GEW_logoTonight as night as part of Global Entrepreneurship Week we held another great Inspiring Entrepreneurs. This time the topic was Question Time for Entrepreneurs, and was a chance to grill our assembled panel of experts.

Emma Bridgewater, Chairman and Founder of Emma Bridgewater Ltd, Vernon W. Hill II, Co-founder and Vice Chairman of Metro Bank, Lara Morgan, Founder of Pacific Direct Group Ltd and Company Shortcuts Ltd and Tim Campbell, Founder of the Bright Ideas Trust.

Jonathan Moules, enterprise correspondent at The Financial Times, was in charge of moderating the team.

Emma BridgewaterEmma Bridgewater admitted her business was more home counties than ‘wild west’.

You will have to go through tough times. So even if you don’t feel strong enough, when it is your company, you feel differently about it.

You will surprised how creative you can be in business when you first start out and have no money.

Having to think about accounts was something unpleasant, but necessary.

Her value add, was to make modern dishwater friendly pottery.

‘We have spent ‘shed loads’ of money trying to protect our designs. I don’t think it is possible to protect them.’ The next new design is the key to success. And your brand.

Vernon W Hill IIVernon W. Hill II managed to extend his five minute introduction into an impassioned 15 minute talk about the amazing success of his banking ventures.

Be aware of the brand hierarchy: Basic brands,
Emotional Brands and Legendary Brands. When you reach the top stage you have fans not customers.

You need a clear business model that differentiates you from the competition. The culture of your company must be unique but matched to your business model. Your business execution must be fanatatical

In the US they gave away 28 million pens, and they were trying to get the number up. They let dogs in on the theory that if you love my dog, you must love me.

Metro Bank have 90 percent customer satisfaction rate, Barlcays has minus 35 percent.

Emotional brands create massive value. Look at the example of Apple who grew from a five percent market share less than 10 years ago.

Are you really emotionally and equipped to go down the entrepreneurial road? Ask yourselves does your product or service add value? What is different about you? Successful entrepreneurs start with the end result, not the process of getting there. In the UK we concentrate too much on the technicalities.

He went through 15 years of the press saying ‘this won’t work’, so having a thick skin is essential.

Ninety percent of people they see looking for investment don’t have a business plan, they just have hope. Not good enough! If you don’t have convincing numbers to raise money you will fail.

‘My problem is dealing with the government every day!’

In the US they were recruiting 6,000 jobs a year, most came from existing staff contacts. If they didn’t smile in the first interview then they were out.

Lara MorganLara Morgan.

The ability to just keep going is vitally important. Jack of all trades and a master of one, where you recruit others to fill in the other roles required.

She worked on her own for two years, morning, noon and night. Her first recruit was a ‘gobby’ hocky player who had the ability, and could be taught the skill required.

Be aware that you can recruit people if you are creative as employers, find out what will lure someone in other than money.

You can actually learn lots of good stuff from books. This is a solution Lara has applied on many occasions.

Understanding finance was a painful part of becoming a successful business. You don’t need to to do the numbers, you do need to understand them.

Finding the right staff, means being utterly rigorous in you recruitment process. Make sure you test skills, because there is a lot of flannel from candidates. Check with your receptionist for their behaviour. Maths, English and culture tests are key. Invest time in this and you will be rewarded.

It took several years to work out what our USP was. It became representing the best products to the best hotels. A key to this was understanding the market place and the competition better than anyone else.

There are very few new ideas, so you just need be aware of how you are different and better.

Tim CampbellTim Campbell

There is a huge value in mentors and advisors. Having a wise head behind you will help solve some of your issues. Having a loyal team with you on your journey will be a key to your success.

Entrepreneurs need to learn to rely on others to deliver the expertise required for the business.

You may need to extend your sales technique to family and friends in order to raise capital for your business. However, business angels are sitting there waiting to find ideas to invest in. There needs to be a better way to bring these two together.

You can’t expect people to invest in your idea if you aren’t prepared to stand by the loan, or put in your own money.

Employing people who don’t have the same passion as you do, is the biggest problem. Managing them out is incredibly difficult. You need to be incredibly clear about what you want from your recruits.

Don’t compete on price, there will always be someone cheaper.

Intellectual protection can be a very costly route to protect something that may not be unique enough. Speed to market is your best protection.

You can learn from other first mover’s mistakes.

The time to pull the plug on his business, was when he realised he could not get the 2,000 outlets needed to reach the minimum size. There is an inner voice you can hear when you go to sleep at night. Listen to it, and to advisers you trust.

There is nothing wrong with a lifestyle business (small scale).

 

Video now live here, Question Time for Entrepreneurs 2011 by BIPCTV’s channel

Question Time for Entrepreneurs 2011

by BIPCTV’s channe

Inspiring Entrepreneurs Media Maestros – 12 October

Matthew_RockJust back from a great Inspiring Entrepreneurs event, Media Maestros chaired by Real Business magazine founder Mathew Rock.

He kicked off the evening by talking about his own experience of building a successful media business.

He listed six key points he has learnt over the years:

.

1. You are you own brand. So make sure you have a point of view you can express to the media.
2. As much as possible, tell your story yourself. Be your own PR person.
3. Don’t worry if you’re shy, just tell your story with your passion.
4. Digital dialogue, means you don’t have to depend on broadcast media.
5. Understand the new media hierarchy – chatter,  promotion, influence
6. Influence still matters, be ready for that first, serious article to build your reputation.

Shazia_AwanShazia Awan the founder of Peachy Pink and Max Core, kindly returned to the British Library following her succesful talk at our Mothers of Invention evening  in March.

This time, as well as sharing her amazing success story, she also included some practical advice for getting media coverage.

She had five years experience of working in Press Relations, but wanted to go into the fashion industry.

She argued that advertising is often too expensive for a small business. But that the media are open to entrepreneurs making contact with them directly.

­In order to maximise the impact of the initial launch of her Peachy Pink brand, she organised for 50 underwear models to walk down Bond Street on a very nippy day in December, wearing Peachy Pink underwear. By spending three days ringing every newspaper,  magazine and media outlet she could find (with a follow-up reminder the evening before), Shazia ensured her story appeared in every red-top newspaper. As a result the store sold out within two days, and she received contact calls from 15 countries.

She­ talked about the danger of entrepreneurs trying to keep control of every aspect of their business, as it grows you have to learn to let go a bit. And you need to be clear in your own mind how using PR will help grow your business.

When asked for examples of mistakes she had made along the way, she said she prefers to think of them as learning curves. Viral marketing can be effective, but you can get carried away with it. As Peachy Pink becomes an international brand, they are beginning to capitalise on their London and British connections.
­

Next came a panel discussion with Jonathan Moules, Louise Third, and Rob Pittam:

Louise Third is a director of Integra Communications
–    Plan media work
–    Do quality research
–    Top tips
o    Plan ahead – only a few have a marketing and PR plan within their business plan
o    Identify your key audience
o    What is news – look at your press release and say ‘so what’.
o    Be realistic about the coverage you can expect

Jonathan Moules is enterprise correspondent at the Financial Times
–    Read the newspapers you are going to pitch to
–    Understand the kinds of stories they are looking for
–    Your story pitch should be like your elevator pitch – short and simple
–    Test it out on friends first
–    Learn how to build a relationship with a journalist – have an opinion on a subject
–    FT readers can see through marketing bullshit

Rob Pittam is a television and radio correspondent, he was also broadcast presenter for the BBC Working Lunch programme.
–    Don’t be afraid to ring newsrooms, they appreciate how hard it is to cold call.
–    It is passion that gets people on to television.
–    Sex sells – although journalists won’t admit it.
–    Journalists will give feedback – email first then follow up with a phone call
–    If something has already happened, it is too late for broadcast media to cover
–    The story is always about people not things
–    Think about the audience, so you will need to let a bit of control go to the journalists.

The evening ended with a busy Question and answer session:

Q – Do you need different PR for different life stages of your business?
A – Identify your key messages for the long term, then identify the key ways of getting these messages across. Start local, then regional, then national. For Business to Business services, start speaking at events to raise your professional profile.

Q – Can you use historical stories?
A – Good stories from the past can work in the print media, but not for broadcast. But the bottom line is that there needs to be a great story.

Q – How to get into professional journals?
A – Be prepared to write your own articles.

A – PR is a drip-drip process, you may not get any mention of your company name each time.

Q – How can you benefit from an important story in the media?
A – Develop your role as an expert / commentator.

Q – How do you leverage a personal brand?
A – Planning is key. The media need to be involved before your launch.

Q – How do you find time for PR?
A – Make sure you block out a couple of hours a week in your diary.

Q – How do you get celebrity endorsement?
A – By getting your product into their (or their agents) hands to try out. Even celebrities love a freebie.

Q – What kind of PR works for service businesses?
A – Look for specialist publications. They will often have a lower threshold for news and articles.

A – Patience is essential. You have to wait for the right hook to hang you news item on. Set up a Google alert to track opportunities.