PR Masterclass for Startups with Juliet Fallowfield

Summary

PR expert Juliet Fallfield provides tips on PR strategy for startup founders in a webinar. She explains the difference between paid, owned, and earned media, emphasizing that earned media where someone else endorses your brand is most powerful. She advises goal-setting, knowing your audience, timing pitching correctly, repurposing content, and building relationships with journalists. Fallfield also details her agency's approach of training clients to do their own PR for maximum effectiveness. The webinar finishes with a Q&A session covering topics like justifying PR investment and making the most of media coverage.

Takeaways

• 😊 PR is someone else saying you're good, while advertising is you saying you're good
• 📝 Create tools like mission and vision statement, brand lexicon, audience personas to clearly define and describe your business
• 🎯 Set tangible PR goals based on brand awareness, community building etc. and prioritize accordingly
• ⏱ Budget your PR time like your finances to maximize efficiency and avoid wasting time
• 🔎 Use free tools like Google Alerts to monitor media coverage of your brand and identify pitching opportunities
• 🗞 Read publications you want coverage in to ensure your business fits their audience before pitching
• 🗓 Plan PR activities factoring in typical lead times of 4+ months for print features
• 💡 Repurpose owned content like podcast interviews to earn coverage in other publications
• 🤝 Build genuine relationships with journalists by being helpful and reliable to earn their trust
• ✅ Track PR results to quantify reach, guide strategy and further leverage successful coverage

Q & A

What is the difference between advertising and PR?

Advertising is paying to promote your business while PR is earning media coverage through outreach to journalists and publications.

What tools does Juliet recommend for startups to manage their own PR?

Google alerts to monitor news mentions, media lists to track journalist contacts, coverage tracking docs, calendars to plan PR campaigns, banks of pre-written content, and using scheduling tools to manage outreach.

How can startups best justify the ROI of PR to their leadership?

Explain the long-term brand awareness benefits PR provides and have leadership buy into goals upfront rather than trying to directly correlate PR to immediate sales.

What considerations are important when developing an initial PR strategy?

Know your target audience and messaging, set realistic objectives aligned to business goals, and dedicate sufficient time and resources.

What tips does Juliet have for pitching journalists effectively?

Personalize emails, lead with angles relevant to the publication, follow up politely, and provide information the way journalists want it.

How long does it typically take to secure a major feature story?

Start pitching 4+ months in advance to allow for research, writing, and editing. Juliet shared an example that took 7 months from idea to publish.

What legal precautions should you take when promoting editorial coverage?

Be careful not to directly republish content. Instead, link back to the original article from your site and social media.

How can you build relationships with journalists over time?

Engage genuinely with their content, share relevant industry information, demonstrate reliability, and look for opportunities to be useful.

Why does Juliet recommend brands learn to do their own PR?

Business owners tell their own story best. DIY PR meets journalists' needs better than agencies and builds internal skills.

What ongoing effort is required to maximize PR results?

Have a process to repurpose coverage into owned content across your website, social channels, and newsletter to extend reach.

Outlines

00:00

📝 Overview of PR strategies and goals

The first paragraph provides an introduction to PR strategies for startups. It advises focusing on core business like an Instagram shop first before prioritizing PR. Key goals for PR include increasing brand awareness, engagement, and community building rather than directly driving sales.

05:01

😕 Misconceptions about PR

The second paragraph dispels some common misconceptions about PR being simple or straightforward. It emphasizes PR as a complex process that requires strategic planning and management of expectations.

10:01

🎯 Defining and prioritizing PR goals

The third paragraph advises clearly defining PR goals and success metrics aligned to business objectives. This prevents getting overwhelmed and guides strategy. Examples of goals include specific podcast, newsletter, speaking event targets.

15:03

🕰️ Managing time for PR activities

The fourth paragraph focuses on the importance of scheduling dedicated time for PR activities. It's a proactive process that requires planning to see results. Time is highly valuable for startups so budgeting time like finances is crucial.

20:05

🧰 Essential PR tools and assets

The fifth paragraph outlines key PR assets startups need like vision/mission statements, brand lexicon, competitor analysis, founder bios, press releases etc. These provide credibility, consistency and preparation for media outreach.

25:08

⏳ Typical PR campaign timelines

The sixth paragraph illustrates the lengthy timelines for a typical PR campaign. It emphasizes starting early with initial research and outreach 4+ months before desired publication date for long lead publications.

30:11

😊 Leveraging and repurposing media coverage

The seventh paragraph advises properly leveraging and legally repurposing secured media coverage across owned channels. This includes tracking coverage in a centralized document for consistency and follow-ups.

35:11

🤝 Finding business partners

The eighth paragraph responds to a question about connecting with business partners. It recommends providing more specifics on the query for a helpful response.

40:13

🌟 Getting coverage in top tier publications

The ninth paragraph responds to a question on leveraging Wall Street Journal coverage for follow-on interest. It advises showcasing achievements subtly to other publications rather than explicitly announcing past wins.

45:13

😃 Parting tips and closing comments

The final paragraph concludes with parting tips on making personalized overtures to specific journalists and being helpful to them. There is an open invitation for further discussions and recommendations for relevant entrepreneur interviews.

Keywords

💡public relations

Public relations (PR) refers to managing the spread of information between an organization and the public. In the video, PR is contrasted with advertising - PR is when someone else says you are good rather than you paying to say it yourself. PR builds credibility through earned media rather than paid advertising. Examples in the video include getting featured in magazines, panels, newsletters etc.

💡earned media

Earned media refers to favorable publicity gained through efforts like PR rather than paid advertising. It includes mentions in editorials, articles, podcasts etc. where the business earns coverage rather than paying for it. The video emphasizes focusing on earned media for startups rather than expensive paid advertising.

💡pitch

Pitch refers to presenting your story ideas proactively to writers, journalists, editors etc. It is an essential PR skill to get your content featured. The speaker talks about how to craft targeted, relevant and appealing pitches.

💡coverage

Coverage refers to the publicity gained, like features in magazines, newspapers, online platforms etc. Gaining quality coverage across relevant media builds brand credibility. The video includes advice on tracking and leveraging coverage.

💡messaging

Messaging refers to how you communicate your brand stories. The video stresses on defining your mission, vision, ideal personas etc. to build effective messaging in PR.

💡press tools

Press tools refer to resources used as part of a PR strategy. The video mentions key press tools like media lists, coverage trackers, internal Q&A docs etc. that provide critical inputs for PR.

💡exclusives

Exclusives refers to giving one particular media first access to content like new product info, stories etc. It increases interest and coverage value. The video advises allowing adequate time for exclusives.

💡lead times

Lead times refer to the advance submission deadlines for pitching content, especially for print publications. The video emphasizes researching submission timelines to target relevant opportunities.

💡Google alerts

Google alerts allow tracking keywords and news trends automatically. It's a free alternative to expensive media monitoring tools. The video recommends alerts on brands, execs, industry news etc.

💡ROI

ROI refers to return on investment, used to measure the value gained for money spent. Tracking PR ROI is difficult, so the video suggests tangible goals and internal comms to justify PR spend.

Highlights

PR is someone else saying that you're good, while advertising is you saying that you're good

Owned platforms like your website and social media are fully in your control, while earned media like press coverage requires pitching and is not guaranteed

It's crucial to define your PR goals and success metrics upfront before developing a strategy and pitching

Use tools like Google Alerts to monitor media coverage of your brand, keywords, and competitors

Read publications you want coverage in to ensure your brand and stories fit their audience and angles

Save time on PR pitching by using schedule send functions, templates, and text replacement shortcuts

Maintain an editorial calendar to target relevant special issues and themes for your industry

It's better to send 10 well-targeted pitches than 100 blanket emails to journalists

Feature stories require significant lead time - pitch 4+ months out from desired publication date

Thank journalists after getting coverage and invite them for future stories to build relationships

Repurposing content across owned, earned, and paid channels reinforces messaging and expands reach

Focus PR efforts on select high-impact targets rather than trying to be everywhere at once

Customize and personalize pitches to show journalists why their readers will care about your story

Follow up persistently with key targets in multiple ways - email, social media, events, etc.

Reliably provide journalists value and never waste their time to become a trusted media resource

Transcripts

sometimes meet people like you don't

need PR yet you just need to do your own

Instagram shop and that should be your

priority look at clavio look at email

marketing to support that you haven't

actually got a PR story to tell yet so

that initial strategy work at the

beginning knowing who you're talking to

knowing what you want to say how you

want to say it is crucial that you don't

then waste time hello everyone Welcome

to our webinar today on PR hacks for

startup Founders my name is Amilia and I

work with founder Institute and founder

Institute is the world's largest global

accelerator for early stage startups and

it turns business ideas into fundable

scalable and Global businesses today I'm

very excited we have an amazing uh guest

she's a PR expert with tons of

experience but also she's a host of a

startup podcast her name is Juliet

fallfield

and she's going to join us now hi Juliet

welcome uh before we start the session

we want to know more about you our

audience is usually Global so please use

the chat to uh introduce yourself tell

us who you are where you're joining from

and also uh please take a moment to see

the other features on the platform on

your right hand side

there is a Q&A section most of you who

have joined us before know that this is

a place uh where you put your questions

for our speaker and then we find them

easier later and we can ask her also

there are emojis down under uh the

screen you can use them to help us uh

get your

feedback and uh we want to publish a

poll quickly now to ask you one question

that will help us uh know know you

better and your needs understand your

needs better so what is your biggest

challenge with public relations is it

time money or understanding

it so

understanding is number one at the

moment good

nice yes so that's a very useful then so

I'm going to hide this but you can still

uh vote it's in the bar and now uh

Juliet will do her in through her

presentation for about 20 30 minutes

then I'm going to jump back to ask

questions for our Q&A session and then

we will meet in the networking clouds so

Julia to the floor is yours thank you so

much Amelia it's fantastic to be back

with founder Institute I've Loved

meeting everyone I've met so far over

the years I hope everyone is well and

I'm super excited to read where

everybody's based I should say I'm

currently based in London but I did get

back from Antarctica two weeks ago so

I'm not that boring just being in London

right now um I love the fact that

there's people in Toronto s Augustine

amazing International working and

networking is wonderful I'm a big fan so

thank you for your time this evening

well it's this evening for me it might

not be this evening for you guys

um I as Amelia mentioned have had a 25e

career in Communications I started with

aspey in New York on an internship

program with the Matt baton internship

opening their Trump Tower Fifth Avenue

store sponsoring Met Gala I had no idea

what I was doing but it turned out it

was PR marketing and from there led me

to javoni um Chanel London um shanga

hotels Deb graph I've been through a few

different wonderful luxury Brands

in-house roles between New York London

and Sydney I returned 10 years ago to

the UK and became self-employed four

years ago so I'm I think I'm still in

the startup phase I feel like we're now

at the scaleup part of our business but

I'm very much in it with you I started a

business from scratch off the back of

redundancy having no idea what I was

doing and found myself four years later

surrounded by a fantastic team really

gorgeous clients and and a way of

working that I'm thrilled about so I

managed to step foot onto my seventh

continent having done a zoom call in the

Antarctic thinking really if this is

self-employment I'm I'm pretty happy

with it so it's it's for the win um but

I'm really excited to help you today go

through some PR hacks that I hope is

helpful um as Amilia mentioned we're

going to have a Q&A session so please

put all the questions in the chat and we

will cover them later on um I find that

if I can take you through a little bit

of an overview that might give you some

more ideas for more questions and no

question is a stupid question PR is a

bit of a Dark Art there's a lot of

misunderstanding around it please don't

feel like your question means that you

don't understand it a lot of people

don't even people in the industry don't

so have some comfort in that it's it can

be complicated and can be confusing but

I hope to demystify it for you today I'm

just going to share my screen because I

have a deck to present with you give me

one moment to share

this good old

canva there we go um unfortunately it

means I can't see the chat so Amelia if

I if you lose me or anything like that

please just let me know uh so little bit

of an agenda through the deck I'm going

to go through we've talked about ffield

and Mason I started this four years ago

we'll talk about what PR is and is not

because that can often really help

people in their understanding how to

hack it and then talk about really what

a success look like to you because I

find this across all business is a

really helpful thing to think about not

just in Communications but just

generally timing tools and press tools

generally um I should also mention that

I host a podcast called how to Startup

and it was born through lockdown of me

receiving an insane amount of wonderful

advice from other Founders who found out

I was becoming self-employed calling me

with great advice and I made a very

offcu comment that I to start a podcast

to capture all the content and three

years later we chart in apple quite

often we're in the top 25% of podcasts

and it gives me great joy I have an

amazing platform to interview successful

entrepreneurs on what to do now next and

never and it has now become a revenue

stream in our business because we offer

podcast production because we can do the

messaging and we can do the technical so

who knows what's ahead of everybody in

their startups so just to kick off with

what PR is and what PR is not there's

this great quote to say advertising is

saying you saying that you're good and

PR is someone else saying that you're

good and this quote from Apple is quite

useful when you're thinking about it

because what's more powerful you telling

someone that you're brilliant or a

friend telling someone else that you're

brilliant and we all know that word of

mouth is really really strong so that

helps segment the advertising versus

editorial keep that in mind when we're

looking at paid owned and earned here

because these are the three sorts of

platforms that you can really think

about when you're looking at

communications um paid is where you pay

to be somewhere back of a magazine a

banner on a website an inclusion in a

newsletter it's when you're paying and

therefore controlling where your

business is and where it's seen owned

are your own platform so your website

your LinkedIn profile your email

signature is an owned platform something

to be aware of your bio and your

Instagram handle anything that you can

control is your owned platform and this

is is something where you can repurpose

paid and earned content on we'll come

back to that earned is earned it's hard

this is where you go out you're not

paying to be anywhere you are earning

the right to be on this third party

platform it's being on the Ft it's being

featured in sifted podcast you are going

out and pitching yourself and this is

where PR comes in public relations or

press

relations they get interchanged we like

to think public relations because it

isn't just about the column inches

anymore and this is where you're earning

your place to be there a speaker event a

panel a newsletter a podcast editorial

print digital it's there and you have

very little control of that environment

because you're earning it and you're not

the editor of it so these three all talk

to each other and you could repurpose

content on them all but when you're

thinking about PR you think about earned

so I hope that helps um delineate

between the three and something that we

do at ffield and Mason and this is where

we scored quite well with borp that we

managed to get certified last September

is that we teach the founder how to do

their own PR because we believe that you

are your own best Storyteller I'm

working from home this evening if I'm

trying to describe my kitchen to

somebody who's never been here I'm going

to be the best person to do that because

I live and breathe in that kitchen and

spend a lot of time in there if I'm

paying a third party person a freelance

PR or PR agency they're not going to

know the kitchen as well as I am and

it's the same with a journalist they're

going to want want to hear from the best

person to describe the business and that

would be the founder Founders are

typically very busy and have about 30

million hats to wear and this is where

it's really important to think about PR

and how much time you're spending on it

and we'll come to that in terms of one

of the hacks because you can't do it all

but you can do things well um so owning

your own PR inous is definitely

something to be thinking about uh they

often say I will happily pay my lawyer

and my accountant they will always

always be the industry experts in law

and accounting I will never be as good

as they are but to describe your story

you will always be that expert and a

question I wanted to ask you all at the

end is how many people are already doing

their own PR so I might do a hands up at

the

end and another thing that is important

when you're trying to hack your own PR

because presumably that's why you're

here is because you want to learn how to

do yourself which is super exciting is

what does success look like to you I

think a lot of the times you are very

very busy you get stuck in the weeds but

if you can goal set of best case

scenario in 12 months time what would

rpr have achieved and what is it

bringing back to your business what is

its Point why would you spend time on

this why do you want it we meet a lot of

clients who come to I say I want to be

on Vogue and I need to be on the ft and

my comeback to that is why does the Ft

reader want to read about you on the Ft

the Ft doesn't care about anything other

than its readers it needs the readers to

want to come back to read more that's

how they make money they are a business

as well so why does that editor need to

put your business in their article so

thinking backwards look at your goals

and look at what you would like to get

delivered be realistic you have many

many things to do within your business

what does success look like to you when

it comes to PR and when we've talked

about podcast newsletters panel events

Awards networking events that's also

public relations articles SEO cont that

you can repurpose in a blog what does

success look like for us in our business

we have to do our own PR for us it's I

would like to be on six podcasts a year

be included in four newsletters that

reach a startup Market do 10 speaking

events a year and potentially two

articles and that for us we're enough

that's enough that's good good enough

for us and we' be really happy with

those results because it is endless and

I say this that you need some tangible

goals in place so you don't get

overwhelmed by it because you can always

pitch to another editor you can always

find another angle you can keep going

and going and going but it can be

exhausting and and really wearing when

you don't see the results come at the

beginning so it's it's one of those

things that when you're putting your PR

hat on time cap it look at what you're

trying to achieve and why and just go

after those things so Define and then

prioritize your goals of like we want it

to drive brand awareness we want to

increase our G in our engagement or

build a community those are really

important things to think about of PR

it's also important to mention that PR

is definitely brilliant for brand

awareness or business awareness it's

harder to track sales because people

will come across your business in the

newsletter on the panel event then

they'll read about you and then they

might come to purchase often you're not

selling something that somebody

immediately needs and hasn't gone viral

so they need a few different touch

points to come across it to then make

that purchase decision or you're

purchasing your services we're a service

based business they might need to speak

to us or see us around for six months

and go you know what I'm ready now so

that's where I think it's important to

really look at what you're trying to

achieve through PR and I've just given

some examples at the bottom there of

what that could look

like um something that I have learned

the hard way is time is more precious

than money most often in a startup so if

you budget your time like you budget

your finances I think you'll have a lot

more self-preservation in your startup

journey I think it's really important to

do this especially when it comes to PR

which is 100% proactive you're it's for

me it's like going to the gym getting

fit or saving money if I don't spend

time and attention on it it just doesn't

happen same with PR journalists are very

unlikely to find you and call you unless

they've been referred by somebody else

another journalist or they've read about

you somewhere else you have to go to

them some good hacks here and I'm happy

to share this deck with you afterwards

so please don't worry about taking

taking notes um is set up Google alerts

for keywords Google Alerts is a free

media monitoring service you can pay

thousands a month for a genuine media

monitoring company but to be honest

they're not any better than Google

Alerts I would say at this time so set

up a Google alert for your name your

business name sector news um keywords so

we have a couple of jewelry clients at

the moment that we're um on boarding and

training them how to do their NPR we set

up keywords for jewelry recycle golf

um circularity we set up the client's

name key spes people in in the brand um

just so 8:00 a.m. every morning Google

will send us an alert because that's

when we set up the alert that's the time

it will arrive and we'll get a real gist

of what media is writing about these key

topics and it will feed ideas for angles

and you can save if you delete it if

it's not interesting it'll prompt oh

goodness okay that Magazine's new I

haven't seen them write about jewelry

before that's a target for us great um

read need coverage that you want to be

in I know this sounds really basic and a

lot of people be like of course I do

that but a lot of people like well we

want to be you know in all these

magazines it's like well have you read

those and seen that your business fits

in those I think it's very important to

know where you're going and where you

want to be and then the best thing with

that is once you've read it bookmark it

scrapbook it keep it as a bit of a kind

of pin on the board i' going to Target

these people I know that we belong in

that magazine or that newspaper um it

aim it kind of comes as a bit of another

goal setting exercise as well um and

then you can use that to feed your media

list so as you're reading going well

that person's cropping up quite a lot

looks like a freelancer I seeing their

name I'm going to follow them on

LinkedIn follow them on Instagram engage

with some of their content that way your

name will pop up in their feed as well

and your name will become familiar I

would suggest doing it from your

business account not your personal

account um but don't like 50 posts

because they can see through that um and

then just really start thinking about

what's coming up in the news agenda as

you start seeing these Google Alerts

around your sector you'll see what's

trending what type of coverage is coming

through you'll get a feel for what the

journalist likes to write about and

you'll get a feel for where the market

is going so for us in the last few years

diamonds obviously with everything going

on in Russia have been much more um

scarce the price has gone up hugely

that's a great talking point if there's

a Diamond Brand who are working with a

new source of diamonds that's a really

relevant piece to put into that trending

using agenda and another thing in terms

of timing with your many hats we tend to

say um block out say Friday morning to

do your PR where you're going to be less

inundated and disturbed by other people

just do one thing and do it really

really well I've been listening to lots

of podcast recently about how

multitasking is not good for us which is

a shame because that's what you do as a

PR um so time block your PR moment in

your week and then you canuse use

schedule send function this is my

favorite hack in terms it's not a PR

hack it's just a email hack Apple have

now brought it in Gmail haveit you can

use uh the template function within both

of them to set up an email template

tailor it per person draft all your

pictures schedule send for Monday

Tuesday Wednesday morning don't bother

journalist out of hours they don't like

it just good manners do as you would be

done by and that function is really

really

helpful here's a list of some B basic

press tools that you should have within

the business um it might look like a lot

but I can break it down for you um

vision and Mission just your business

alone is really really important because

it keeps you on the straight and narrow

of like who are we talking to what do we

want to say what are we doing this for

within that your brand lexicon 10 key

words you attribute to your business

that sit well and Def like if someone

read those 10 words they would see your

brand or your your business which will

feed your brand values as well and this

is something that in the rise of borp um

I think there's now over 1,500 in the UK

alone but it's growing um know what your

brand or your business is um standing by

because when you come to talk to

journalists they will ask you these

things um something that we do in our

first module with clients is a huge SWAT

on comp set analysis it's competitor set

it's really important to know who's in

your field and what they're doing with

the Press maybe set up Google alerts for

their businesses as well to see where

they're appearing um another really

helpful tool but this is a massive piece

of work is a forwards features calendar

so in the UK where we do um a capped

handful of retained PR for clients we

have a whole road map of the next 12

months of all newspapers and magazines

in the country when they're featuring

their special issues what are their key

themes what are their print dates what

are their submission dates and so we

have like one A3 piece of paper that has

a road map of everything that's

happening so we'll never miss an

opportunity so if we're pitching

skincare we know where all the skincare

issues coming out for pitching travel we

know all of those we spend four months

the end well three or four months at the

end of the year before putting this

together and it's so worth it because

then you've got it for the year

ahead um audience

personas really wish I could ask you

questions right now because I want to

see how many hands are raised when I say

who do you know who your client is who

knows who their client is do you have

three personas of who they are what are

the shopping habits where are they

living what's their disposable income

where are they consuming

media uh internal Q&A doc super

important as well it answers all the

tricky questions that might get thrown

at you before they're asked so I'm a big

believer in carrying the umbrella so it

doesn't rain and this is something we

again work with clients on is like

what's your sourcing pipeline like how

do you validate that have you like drill

down on supply issues like anything you

feel slightly uncomfortable about

uncomfortable about now write it on a

piece of paper think about the answer

and get it down and then you probably

will never have to use it but at least

you're prepared um this feeds into the

banks of hero copy describing your

business describing your product write

it once use Google Docs the biggest game

changer I cannot tell you in my career

has been live cloud-based document the

years that we were spent at Chanel

sending attachments back and forth with

copy amends and there would be 10

different versions I just can't bear to

think about it so now one version one

live copy it lives and breathes and

grows there's only one version of it you

can see track changes and everyone can

see it comment edit it's gamechanging so

in here you can put your key quotes your

Banks of hero copy of describing what

you're doing so you never have to then

sit there and retype something when

you're in a rush my other hack for you

and my team laugh at me thing I should

be an IT Help Desk rather than in comm's

person is the Apple Auto text

replacement um you type an acronym and

it pre-populates already written copy so

I've taken this to an extreme that I

have addresses email addresses file

paths anything I know I'm typing more

than once I'll set set it as a um auto

text replacement in apple settings I

think it's available on Android as

well so I will have introductory

paragraphs for all of our clients

ourselves myself my team and I'll type

em and it'll come up with the whole

paragraph and it'll just save so much

time means that I'm on the tube I'm not

wasting any time I'm just replying to

emails super quickly um and tailoring

them top and tail where I need to but

it's not wasting time retyping anything

so as you can tell we're very words

based in our business and where you can

have these Banks of copy it's absolute

GameChanger when it comes to time I

think the biggest hack in a startup is

finding more time so anything I can do

to help with that I will um founder

biography self-explanatory PR angles uh

unique talking points industry talking

points it's very good to to really put

these down as well of like where you're

unique but where you're also standing

out in the industry and knowing your

competition someone said to me once in

one of the podcast interviews I did it's

the shark you can't see that bites you

and it's like just be really aware of

who your competition are because then

you're informed image library is super

important here's an idea of how to label

the pictures so they don't get lost with

the picture desk uh brand press release

campaign press release who what where

why when as long as ask answering those

you're all good never forget your

contact information so many journalists

get emails who like well what's the

price when's it available how do I find

out about it and journalists now knowing

what I knowing a few journalists and

they know what I'm doing now they'll

send me some best and worst case

examples and someone today had an email

uh dear freelancer we'd love to invite

you to this clearly a bad mail merge and

then she wrote back saying and I also

got this one dear Legend and obviously

not not a mail merge but she's like I

kind of like it although they should

have tailored it so tailor your presses

pictures um coverage tracking document

it's amazing once you get going how

quickly you can use track of the

coverage that you're getting keep an

Excel Google sheet tracker of this

create your press page on your website

and just keep a log of who wrote what

when and where because then you can go

back in a year's time saying we'd love

the story you wrote we'd love to do a

followup hopefully you'll get to the

point where you'll have loads of

coverage and and you'll have this

amazing tracker and it'll just inform

all future things media list again Excel

or Google sheet um and keep a column a

really good hack with managing a media

list is have a column with a date at the

top of who emailed that journalist about

what and when you are busy you will

forget when I was just doing one brand

PR inhouse I could remember all it was

on my head there's no way I can do that

when I'm doing payroll accounting legal

lead gen d I have a media list like oh

yeah I spoke to Sarah four weeks ago

about that particular topic I need to

follow up now okay fine um and then

lookbook if you're a product based

business a lookbook for stylists to see

your imagery to shoot product that's

really important and if you're lending

product to shoot a shoot loan form

that's templated you can make a new copy

every time and it just keeps everything

tracked and you're not going to lose

product um a SWAT I'm sure you're all

very familiar with but it's incredibly

important to do this from a business and

then comm's perspective and it's

something that we spend a lot of time on

module one on this because it informs

all other things that you then go and do

in

Communications uh this is the Fords

features calendar that I mentioned you

can see on the left all the different

titles it's a terribly bad screen grab

apologies month by month special issues

blah blah blah blah so it gives you an

idea of say ft special reports on

February the 5th on the Monday they've

got their sustainable Education First

issue and that means that if that's

coming out 5th I should have been

talking to them in December if I wanted

to pitch to that because they're a short

lead uh so that just keeps us

accountable and knowing your audience is

another really important thing to hack

your PR it will save you time you can

send thousands of emails and if they're

to the wrong people it's a waste of your

time and we do not want you to waste any

time so finding out who your client are

what they're reading and then that will

inform your subsequent media Target

targets is really really

important

um knowing your relevant talking points

is also a timesaver because again you

don't want to throw so many things out

there but it falls on De ear and if

journalists keep getting emails from

people that are not relevant they'll

just block you delete you and it'll end

up meaning that your emails will tend to

go to spam more often so really Target

and tailor and you're better off sending

10 really well researched targeted

emails than 100 blanket blasts it's a

generous very busy people probably get

100 emails a day they can this one of

them told me they delete by email title

which is heartbreaking of the amount of

time you spend on the actual content of

the email but it's really important to

make it relevant dovetail your news to

what's relevant to them work backwards

on lead times make sure you're giving

yourself enough time to pitch pitch

again follow up go to somebody else at

that title and then come back again Dove

tail it into what's happening in the

market so Valentine's Day Bridal tends

to be January through April I think

Thursday's National Margarita day we in

our forward features calendar have lists

and lists of those key dates fashion

weeks um baffs whatever it might be that

you're targeting it's really good to be

aware of those

dates timeline this is to give you an

idea you're pitching long lead typically

four month minimum but that doesn't give

you that much time to then pitch to

someone else followup especially if

you're doing an exclusive because you

need time for them to think about it

research the story pitch it to their

commissioning editor get the commission

research again come back to you that's

probably three or four weeks and they're

already gone and if it's a no you then

need to take it to someone else so four

months minimum but first month

brainstorm research plan second month

pitch followup at or

retarget month three wait because

patience is a virtue that lots of comms

people do not have because you just want

to get onto it and want to get see the

coverage but journalists do need that

time to think and live and breathe the

story and then hopefully launch and the

coverage comes out this is a study that

we did with a jwy client based in Hatton

Garden in London Ruth tomenson we

started working with her a couple of

years ago found at a business 20 years

ago incredible juler she came to me said

I've learned how to mudlock in lockdown

and I found garnets in the riverbed of

the temps do you think that's a story

and I was like my goodness this is an

amazing story so this story took I think

seven months from that conversation to

this coming out in print um and it's

just to give you an idea of going after

a feature like this it takes a lot of

time and effort there's so many details

that need to be fact checked there's a

photo shoot that needs to happen the

story needs to be really researched fact

checked everything like that so just to

give you an idea that it can take that

much time but when it happens it's

absolutely amazing and she's still two

years later selling off the back of this

digital story because it came out online

as well it works um so that is a very

quick rattle through let me just stop

presenting here of some key hat around

PR and I hope that was relatively

helpful um but given that we have

rattled through it uh we have more time

for questions hopefully so I think

Amelia is going to help us with

that is she

there I'm just going to read Zara's

question if you aren't native to

marketing or PR I can totally understand

how

overwhelming this information can

be uh I'd find applicable methods to

your teams resources and time example

your business can Target local PR in the

PA area yes um press Association is

really helpful uh they have lots of

Freelancers that can help get the story

out there and actually if you have a

story run with press Association it will

go to many many many many news desks so

press Association is a fantastic first

goto if you haven't got me much time it

to seed it in there and then you'll be

absolutely good

aha we have a Hello for the delay uh yes

thanks a lot for sharing your secrets

all the tools and the hacks it was

amazing very useful I personally learned

a lot from you so uh yes everyone Juliet

followfield follow her we're going going

to send you the request boarding and all

the contacts about her and her

agency uh follow Fe and

Mason and uh now we have here in the Q&A

section

uh many questions uh okay let's start

with this one with the most

votes it's

from this is a good one yes how do you

justify a return of investment on PR

time cost investment to your board for

an early stage

B2B uh Service as a software business

yes okay so I in my previous roles for

luxury Brands had

typically a six-year-old male CFO that

couldn't understand what PR was about

and it I learned very early on explain

explaining how it worked and getting

their Buy in before it even happened

meant they were far more sympathetic as

to the trials and tribulations as to how

long it can take and what it can cost so

one brand who will remain nameless who a

very very high-end Diamond Brand well

why do you need to buy them coffee why

can't they buy their own coffee it's

like well the competitors are flying

them to Italy on a private helicopter

for a press trip for five days and

putting them up in a very expensive

hotel so I think we can afford to buy

them coffee so I feel like that's an

extreme example

internal coms can be as important as

external at early stage PR typically

doesn't cost it's the least expensive

unfortunately for PRS the least

expensive service within the marketing

um choice where you're looking at paid

PPC newsletters someone to manage your

social PR if you get a great freelancer

to support you and put budget towards

that so they're effectively in-house for

a couple of days a week rather than than

an agency you never see that can be

really effective but because once you

get the coverage it's very hard to see

the return unless you're really good on

your Google analytics but even then it's

never going to really prove how much

value it's brought back to the

business I think that's why it's even

more important to get your internal

board on board as to why you're doing it

and have a debate with them at the

beginning saying look we want to go

after PR here are the reasons why do you

think what are your experiences with PR

and maybe get someone like me or someone

else I can 100% recommend to come in and

give them a PR 101 of this is what it is

this is what it isn't this is how it

works so it isn't you trying to preach

to the

unconverted it's it's typically a really

hard thing for finance people to get um

an understanding of because they're like

where's the return prove the return and

something someone said to me recently

was like well what is the cost to the

business if they don't do it and that's

a really interesting way to talk to

finance people of like well if we don't

do it we're not going to get brand

awareness we don't have this third party

Integrity against our business we don't

have a press website we can't use the Ft

logo on our social media we don't have a

profile to then go after speaker events

you can go at it that way as well but

it's it's a really good question because

you will never prove exactly how much

it's worth I remember once walking into

the Chanel find jwy Boutique and we done

a huge PR campaign and someone in the

store was holding Tet and pointing to

the full page feature that we got saying

I want this Tiara which was millions and

I was like oh it works it'd be great if

you could tell me when you have these

reaction oh people do this all the time

it's like tell me but you're never going

to have an exact Ledger of this piece of

coverage equals that sale you can work

with influencers with codes and track it

that way but again an influencer might

put out content and someone will go oh

yeah that's nice and then a week later

go now I'm going to buy it but I'm not

going to use the code so you it's really

frustrating I have clearly OCD and I'm

in the wrong job because I would have

Pro my worth um but it it's that g

feeling of like the the kind of building

the buzz building the excitement it fors

your press page it helps SEO there's

many many reasons to do it but I think

you do need your board to back you

before you go out to Market on PR

because if if you get there buying at

the beginning it's better than trying to

ask for more budget at the end I would

suggest sorry it's a very long-winded

answer but it's a really important one

yes and we started with it thanks for

the comprehensive uh

reply uh next one is from Mark wri could

you please talk about uh s string lean

PR in Social entrepreneurial Enterprise

models it's hard a lot of people talk

about what's the cheapest we can do with

PR and I think if you're coming at it

that way it might not be the thing you

should focus on first I think try and do

a few things really well than trying to

do everything half-heartedly or not even

half-heartedly that's the wrong way

saying it you can't do 20 20 things at

once I would pick three ways of

marketing your business and really deep

dive and focus on that in terms of

social Enterprise that isn't my area of

expertise but I would suggest that

writing out or doing lots of research

around the right events to be showing up

at and meeting people public relations

as in you talking to people and

networking and meeting people is really

important LinkedIn webinars offering out

content and educational pieces um free

of charge to build your community and

build your Authority that's a Content

machine you can then repurpose that on

LinkedIn and engage and other people can

share that there's ways that you can

create your own content that will earn

you media elsewhere and with our podcast

my business coach at the beginning said

I just don't understand it the podcast

is over here and your business over

there and I was like no I completely

disagree the podcast is an excuse for me

to be active on LinkedIn without selling

and I mean I'd do it if no one lesson I

learn so much from the people I get to

interview but it's a piece of content

that I can then earn media on the guests

platforms as well so it's owned earned

content so thinking of it that way you

can create events or happenings that you

can then use to get out there and in

Social Enterprise I imagine that's

really important to build your integrity

behind what you're doing by all means

email me more um precise questions on

that and I can do some research and look

to connect you with a PR who is an

expert in that area um I hope that

helps there is thanks there's another

question it's also about uh

Niche this time for the luxury

Market is it the

same what's the best way to validate PR

in the luxury Market mine is a reminder

service for busy EX Executives that are

killing it in their professional life

but getting killed in their personal

life the best way to validate straty and

I think validating PR strategy I think

it's really doing that initial work of

like what is it going to bring back to

your business we often not often

sometimes meet people like you don't

need PR yet you just need to do your own

Instagram shop and that should be your

priority look at clavio look at email

marketing to support that you have

haven't actually got a PR story to tell

yet so that initial strategy work at the

beginning knowing who you're talking to

knowing what you want to say how you

want to say it is crucial that you don't

then waste time I think we can all get

stuck into stuff you can open an inbox

and suddenly four hours have gone it's

not opening in box and sitting there

looking at a blank wall going why am I

doing this what is the end goal for me

to do this PR work what does it need to

bring back to the business um that I

think you can validate to yourself but

in terms terms of validating to others

let me know which audience it is you

want to validate it to because I think

that's

important uh yes just to remind everyone

we have a networking session after this

and uh juliia might join us but uh if

there is no time for that for her uh you

can always contact her email her or um

find for on

LinkedIn so our next one is um can you

provide ideas and suggestions on finding

business partners the key points you

look during the evaluation process the

legalities around it and possible groups

accelerators that folks could join for

facilitation of the

process so I would put my business hat

on rather than my PR hat on on this in

terms of business partners are you

talking about people to join your

business as an actual company director

or are you talking about business

partners coming on as a board are you

able to DM a little bit more specific

around

that and which sector you're

in just looking out the

DMS perhaps we can come back to that one

if the next yes okay we can come back to

that one it's by uh hems so if they can

jump in again uh okay let's go to next

one um okay let's take this one this is

a lot of setup are the pr services that

we do the initial setup that have the

company self-manage it I

suppose promise you I didn't put this

question in here but that's exactly what

we do and it was purely based of the

fact that when I was made redundant I'd

had 20 years of hearing journalists say

I hate PR agencies we never get what we

need when we need it and hearing friends

in business going I hate PR agencies I

pay them and I just don't know what

they're doing I was like hang on I can

fix this pain point I love my career

I've Chang jobs every two or three years

and I love learning about new businesses

you come in you learn about everything

and then you move on so I thought hang

on if I set up that small business's

press office they're going to be happy

because they're not externalizing budget

anymore the journalist is happy because

they're getting to speak to the creative

director immediately and getting what

they need when they need it and I get to

move on to the next one my business

coach on the other hand is like this is

a terrible idea you're making yourself

redundant with every client and I was

like well it's the right thing to do

because the business owner is the OWN

best Storyteller so what we do in module

one is a full audit of everything you've

got currently so we then don't double

handle in module two where we set up all

the tools we do all the writing the

messaging the calendar the planning the

mapping the angles everything and we

take you through it to check that you're

comfortable with it you obviously have

an opinion and we tweak it if we need to

um and then by end of module two whoever

does your PR will have all the necessary

tools to take it out to Market but

module three we then spend three months

um training you how to use those tools

and then we sort of edge away quietly

and leave you to get on with it but

we're there in the background if you get

stuck it was I was trying to do this in

about six weeks and I learned very much

through feedback it was too short and

one client's feedback was like we would

have paid more to keep you near us

nearer us for longer so that's where

we've actually just um stretched it much

further so people aren't overwhelmed by

the amount of information that we impart

and it's worked really well but I love

it because we have Google alerts for all

of our clients and so we see their

coverage coming through like oh my God

you're in Vogue this is so exciting um

and it gives us great joy because our

brains are happy we get to learn about

these amazing companies and see what

they're doing the journalists are happy

because they're getting exactly what

they need and that's where we scored

really highly in bort because we're kind

of breaking the pr agency model I

haven't doing our own concept analysis I

haven't yet found other people that do

it as in depth as we do I think every

business is different and every

every business needs a proper thorough

strategy that's relevant to them I don't

think it's something you can automate

too much um and we do do a messaging

module for people who are just getting

going who just need a bit of help to get

started that's a six week project as

opposed to a f month project um but if

you find other people who are doing it I

would love to know in fact there is one

woman in Australia odet Barry I think is

her name who's killing it she does

cohort training um so she's based up in

Queensland I think I can send you her

details she's phenomenal and has amazing

case studies but yes if you come across

other people do let me know because I'm

always all

ears thank you for the question G me a

great opportunity to sell our

wees p I know

sorry okay so now uh we have tons of

questions good coming in so I will just

uh choose a couple of them more and this

one

many people ask during the events so

okay I go back over that so advertising

you pay to be there

PR the editor is putting you there and

you're not paying for it so advertising

you're saying you're great PR someone

else is saying You're great and PR can

be public relations or press relations

pre pandemic pre 2000s it was always PR

press it was in a newspaper when we only

had newspapers my team laughed at me I

was like well you know back in the day I

used to scan coverage and facts it up to

Paris like what um these days you've got

digital platforms and social media and

Everything's changed you've got many

many many many ways of getting your

brand or business out there but

advertising you would have to pay and

it's expensive to have a presence

because you it's expensive because

you're controlling that and you're

controlling the environment so when I

was at Chanel their their mandate was we

have a global budget it's extraordinary

with this extraordinary budget Vogue and

Hurst and cond Nast we will not follow

di if you put us behind dual we're not

paying any pennies and we're canceling

all budget so they would have a real

weight behind them to negotiate their

placements and it really mattered that

they were on the right hand page not the

left and all this kind of stuff that

cost money the reason people want PR and

like PR is because if an editor is

saying something great about your

business it's far more believable like

who's picked up a magazine and flick

through the first 10 pages and then got

to the actual editorial written content

that's editorial anything that looks

glossy and perfect is advertising

editorial is where the magazine of put

the pages together in fact I should have

a magazine in front of me

really I don't um but yeah outside back

cover advertising front cover editorial

is quite a good way of remembering it

does that help please ask more questions

on more detail questions on that because

it's really important to to know the

difference and if a magazine this is a

really I've been often asked this if a

magazine is coming to you and offering

you a great placement or an editorial

opportunity it's normally an ad ftorial

and it normally means they've had

someone drop out and I would really be

suspicious of it if they're coming to

you and it's too easy it's not where you

want to be a lot of small trade titles

do that to a lot of Founders and target

people it's a sales

job if they're asking is something

suspicious about it if you're going

after them that's probably you

want some of our attendees ask about uh

services like PR news

wire one and then there is another one I

put on stage is an example I got PR for

the Wall Street Journal what are the

steps to amplify how do I find follow on

journalist that may want to cover us due

to coverage from Wall Street Journal

great question so firstly

congratulations on getting in the Wall

Street Journal that is huge um the UK

have something called the nla and the

CLA the national licensing company or

agency there's a body of Publications

that have got together and pay for the

nla to exist to go after businesses that

use editorial on their commercial sites

and find them so there's definitely

rules in the UK as to the US market I

don't think there are yet but you've got

to be really careful if get in a

publication that is listed on the nla's

website you will have to pay a fee to

use that piece of coverage on your

website if you're selling there's ways

around this I will share our guide so in

our module three when we do the training

we have 20 guides to around PR one of

them is how to share coverage legally I

will share that with you because it's

really important you don't get this

wrong but there are ways around paying

for the

license probably a hack but it's legal

so it's not really a hack

um it's helpful it's you can use the

logo on your website and as long as

you're linking off to the coverage so

for your business on your website you

have wsj logo and that if someone clicks

on that it links to wsj website as long

as you're directing traffic to their

website bus you're fine you can't use a

quote you can't repurpose the copy you

can't take a picture and put it on your

social that all flouts the rules this is

Def UK

focused this is because Publications are

businesses themselves the way they make

money is getting people to buy those

Publications it's their product so if

you're repurposing their salable product

on your site and commercializing it you

can see why they may get a bit annoyed

all PRS LOE nla but I really quite

sympathetic to it given I'm now a

business myself um what was the second

part of that oh leveraging the content

so once you have looked at that guide

and worked out how you can repurpose

coverage um legally it is really

important to leverage this our now

internal content team um I say that

because it's just three of us who do

this out of the four we meet once a

month look at what we have check that we

have a LinkedIn content strategy a Blog

content strategy um content for

Instagram and content for our newsletter

that all talks to each other and this

will be one of our podcasts and pull out

some key quotes we can do that we own

that asset that's fine we will look at

what's trending in the media we will

look at a guest blog on our website

that's fine they've given us permission

if we've got so for example today I was

in retail Jeweler magazine I have a a

page once every other month talking

about a key topic because I wrote those

words I'm allowed to use those but if I

hadn't and they had featured me without

me writing those words I would be able

to link to that coverage on our blog

repurpose that blog post to our link in

put that blog post in our newsletter and

make sure that it's linked to Instagram

and through link Tree on our biography

and our Instagram it links onto our blog

all to drive traffic to our website

we're a service based business we want

people to land on the website discover

us and then come to us and hopefully

work with us but that feed it's taken us

a while to hit our groove of like what

leads to link to what but you need to

once you've got this coverage the team

kind of laugh when we get coverage for

clients because we're just like oh now

we have to do the coverage track

the Instagram post the blog post we we

have to then generate more content

around it so it's a blessing and a curse

but it's a good one you want it but you

should and it breaks my heart we have

one client we have so much coverage for

and they haven't updated their press

page for two years and I'm like guys

you're losing all opportunity this is

amazing like come on do it um so if you

can get into a rhythm and a structure of

like when the coverage comes in you

thank the journalist first off that's

always something really important to do

go with a thank you say we'd love to

meet for coffee we've got more news in

the pipeline leverage it that way thank

the journalists say I've read your

recent stories we've got more news

coming away we'd love to keep you in the

loop and then the Fatal thing a lot of

people go is to another journalist

saying we've been in wsj you're now

going to want to ride abouts too the ft

is not going to want to follow wsj ft

want to lead so don't tell other

journalists where you've been they can

do that due diligence themselves don't

worry about that the important thing is

to make sure that it's on your own

platforms without alienating future

journalists rights about you does that

make sense I hope so journalists are

funny fish they want to be the ones to

break the story they want to be the ones

leading the leading the trend but

sometimes they're catching up so it's

important to you know give them the

information go to them with something of

value um but don't tell them that you

know we've been in all of your

competitors but not you and they're like

oh why did we miss that

um I hope that makes

sense yes that helps for sure and what

about did you mention about

newswire sorry yes you can pay for a

newswire service where you put out your

press release and it sort of pushes it

out to like press associations is an

example news PR newswire is another it's

a platform where journalists will browse

and look for information we to be honest

have never really used it because our

clients tended to be not ones that are

breaking news if you're about to land on

Mars and it's breaking news newswise are

great for that service sort of thing um

for more Evergreen

stories um it can be useful journalists

do use them and there's a what is it

called I can add that to the deck

there's

a a platform in the US that you can put

up your sound bites or news tipit and

journalists can scroll and keyword

search and then come to you I haven't

had much success with those in the past

and typically because I've got access to

a media directory where we create media

lists for all of our clients I know

exactly who I want to Target and tailor

to so I just go to them direct and I go

to them before they've had a chance to

think about coming to me but and also

things like if someone's writing an

article on AI who isn't doing something

around AI then they're going to sift 3

hundreds it's not really stand out it's

it's worth experimenting with and doing

trials for like they all should offer

like a week or two week trial test it

but make sure you've got a really

hard-hitting title in your press release

that stands out on your keywords that

journalists will be like that I need to

read that and take it from

there awesome so much high level advice

uh and we are almost out of time but one

last question I'll put on stage uh it's

little bit on the other direction beyond

the total code email you mentioned once

you identify your best Target

Publications what's the best way to get

in front of relevant

journalists it's yeah the the cold email

with a Punchy title key statistics say

for example we were helping a sexual

Wellness Tech start up in New York and

there is so much data that was being

published by health organizations around

how 18 to 25 year olds weren't accessing

safe places to discuss sex and this app

solved that problem so we put together

all these amazing statistically backed

Punchy titles with angles around what

was nationally relevant and then how

this business was solving that problem

if you lead with the reader reader

problem of like why that editor wants to

give this information to their reader

they're much more likely to to land that

story but short of that once you've done

that and you followed up with them a

couple of weeks later you found another

colleague of theirs that you've then

pitched it to as well you found them on

LinkedIn you found them on Twitter you

found them on Instagram they all behave

differently some of them love it some of

them hate it just find where they're

active they will typically active one

follow them on substack they're all

going there engage with them genuinely

for Content that you like reshare their

content repost if they're on LinkedIn

repost it saying love reading this

article I've learned so much about this

um add value to those comments don't

just do it to be seen to be doing it

your brand name will your name will

become regularly recognized by them and

then go back and Pitch again and then if

that's not working like see if they're

speaking at an event like it's I don't

know if I should say this on webinars

that are being recorded but it's soft

stalking in away you get to know them so

well we see you on Instagram when you're

on holiday do not picture them when they

on holiday but well welcome them when

they're back and give them a couple of

days to settle in and then be useful to

them I remember following one instagram

one journalist who was on Instagram this

is something else I should mention

you've got journalists and influencers

and then you've got journalists with an

Instagram following who are also

influencers so there's a v diagram where

they cross over but then you've got

people of influence who are not

influencers but they Influence People

genuinely rather than taking selfie so

you've got this kind of mix of

personalities I saw one journalist that

I was really trying to get to for ages

and I knew she'd love this product and I

saw that she' put saying something like

my roof's falling in does anyone have

roof of recommendations in Southwest

London and I dm'd her three that I had

got from friends and I'd used one of

them and gave her that information said

oh thank you so much that's so helpful I

recognize your name why do what and I

said oh well I actually pitched you

about blah blah blah and our

conversation started that way so and I

say we genuinely useful to them it

doesn't necessarily always have to be

about work but they are all raising

their own profiles the media landscape

is Shifting very quickly they're getting

on substat they're doing their own

podcast like there's other ways to get

into their universe and get their

recognition it can feel like a SLO at

times and this is why it's really

important to make sure that you're going

to the right journalist with the right

angle at the right time and that's

something we help with um because when

you when it works and it gets there the

journalist is thrilled because you're

giving them information that they really

actually want and then that that flow

starts and they you're getting back them

on time you never let them down they

trust you they'll come to you again

there's a lot of people and this is what

I want to change with what we're doing

and PR people like oh PRS are just like

car salesman and Realtors and HR

recruiters it's all talk no action it's

like I've never once let a journalist

down I always I manage their

expectations I I do what I say I'm going

to do if I can't get the answer I tell

them and why just be really Frank really

professional and build that relationship

and they will come to really learn learn

to trust and love you and come to you

first like I'm on Deadline I need a

quote can you help and they're like yeah

sure no problem and that's where you

want to get to with your top 10 media

targets and that's enough that's plenty

you'll be busy with

that this is incredible I hope everybody

can get the best of everything you share

today and with that we will close our

Q&A session Julia would you like to

share to say something for

an parting message thank you well thank

you for listening I know it's a lot of

words and obviously I'm sort of PID to

talk in my career but I'm really

thrilled to have the opportunity to try

and like demesy it a bit because I can I

know I completely appreciate how

overwhelming it can be but I really hope

it's helpful and just stay in touch like

we'd love to hear from you actually

we're launching our new season of the

podcast it's all going to be a focus

around branding we've just finished one

investment so if you guys have any

questions you'd like uccessful

entrepreneurs to answer about

branding voice note me or DM me or email

me and we'll edit you into the episode

and we'd love live questions like my

biggest branding question is and we'll

get it answered for you that would be

amazing but no pressure but thank you

for your

time sounds great thanks again for

joining us and everyone feel welcome to

join our networking Louch also check our

other events and subscribe to the

newsletter you will find the links in

the chat so uh see you in a bit in the

lounge bye Juliet thank you so much