How I tried and failed to set up my own PR agency

After three (mostly) happy years as the head of digital at Text 100 UK I was lured away to a competing agency to do a similar job, for similar clients, for a lot more money at the beginning of 2013. For one reason or another things didn’t really work out and after four months I was politely given the boot. They were decent enough about the situation, but it was hard not to be frustrated – I thought I was good at my job, things had gone pretty well at all the other agencies I’d worked for, but this time it just didn’t click.

My confidence took a bit of a kick in the balls and for a while I wasn’t sure about what to do next, but pretty quickly I decided to have a crack at setting up my own digital PR shop:

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My plan was this: I’d charge low rates and deliver great results, rather than pouring a lot of resources into conventional media relations campaigns, I’d use social media and digital technologies to help my clients make a splash without relying on mainstream media. I’d do bold, edgy work that only required creativity and brave clients to succeed.

So I did a bit of networking and landed a few clients, and that’s where it all started to go wrong. Typically clients would buy into my proposition, but once the work got started they would really just want me to deliver traditional PR activity – which wasn’t really what I wanted my business to be about. Although I will admit to a giddy rush of excitement when I landed one of my clients in the Telegraph.

I had hoped to do alternative, edgy work to get clients noticed, but that’s asking them to take risks they might not be ready for. One of my first clients was a datacentre and cloud services business – we agreed that churning out the same old dry thought leadership pieces wouldn’t be particularly useful, because companies with bigger budgets would win every time. So I agreed with the marketing manager that we’d try a different angle, and I wrote a bunch of articles about how a decent cloud-based backup strategy could have saved the Death Star, or what Breaking Bad can teach you about rolling out new IT infrastructure projects

I felt confident that the IT press would lap this stuff up because it was different and it was funny, and the client told me that it was the first time she’d laughed while reading about enterprise backup – so clearly it was going to be a winner. Only, once the client took this stuff to her boss for approval, it immediately got shot down, because this isn’t the kind of tone that serious IT companies should use.

So it wasn’t as easy to convince clients to take creative risks as I’d hoped. The other big problem was that my plan needed clients to understand that while they paid low rates, they would get a limited amount of my time. That would be fine if I was doing the kind of agile, guerrilla style work that I wanted to deliver – but since I was being forced into doing more conventional comms activity, it was taking up more time than it should.

I was losing motivation, the clients I had were eating up all of my time but barely paying enough to keep the wolf from the door. I couldn’t find time to win any new business, and even if I did, I wouldn’t have the time to service any new clients.

At the same time I got a little distracted by learning how to code so I could build apps myself – I found this much more interesting than my day job, so I’d make excuses to spend more time coding than working on my business. I started building [http://www.influential-blogs.co.uk](http://www.influential-blogs.co.uk/) and convinced myself I could turn it into a profitable service if I spent enough time developing it.

By the end of 2013 I’d all but lost interest in running my own agency, and my bank balance started to look a bit grim, so I decided to throw in the towel and go back to full time employment. Fortunately for me, my old Text 100 colleague, Kirsty Leighton, invited me to join her at Hudson Sandler almost as soon as I put myself back on the market, and four months in that move looks to be working out beautifully, so everything’s turned out fairly well.

While I’m a little embarrassed that I couldn’t make a success of my business, there are a few positives:

  • I got to spend the best part of a year working at home and that meant I was able to see much more of my two young boys during the early part of their lives, which I wouldn’t otherwise have done.
  • I pretty much broke even financially, so I didn’t lose anything.
  • I learned to code, which I’ve wanted to do for years but never found the time.
  • For the first time in my life I felt like a proper grown up every time I wrote an email to my accountant.
  • I’m really enjoying Hudson Sandler, and I wouldn’t have ended up working there if none of this had happened.

So I’m in the process of wrapping up Disruptive Communications, but I’ll keep it as a dormant company, just in case inspiration strikes in the future, and for now I’ll use this domain as my personal blog because I quite like the name.

 

The ultimate B2B social media guide

The case for social media marketing to consumers is relatively easy to make, but B2B marketers still grapple with the problem of how to justify investing resources in these channels. In this article I’ll outline why and how B2B brands should be using social media for marketing, and I promise I’ll avoid techno-babble and agency guff as much as possible to get right to the important points.

That said, this is still quite a lengthy article, because there’s a lot to cover. You can download an easy to print PDF version of this article from here, and if you’d prefer to jump straight to the practical stuff, you should skip to section five using the contents menu below.

Continue reading The ultimate B2B social media guide

Why journalists hate getting press releases as email attachments

I couldn’t help but titter when I saw the following tweet from tech journalist, Mike Butcher, earlier today:

PressReleaseEmailAttachments

The reason I found it funny is that I remember journalists complaining about exactly the same thing when I was a hack as far back as the late nineties. It seems that fifteen years later, some PR people still haven’t learned that journalists hate it when you send your press release as a PDF or Word attachment.

Try to understand things from the journalist’s perspective: every day you’re likely to receive dozens, maybe hundreds of emails begging for your attention. At best you can skim through them all, picking out the ones which might be interesting to you. But if the important detail is hidden in an attachment, you have to interrupt your flow and wait for the document to open, which could take anything from a few seconds to a couple of minutes. Doing this once or twice might seem like a minor inconvenience, but those minor inconveniences pile up pretty quickly when you’re dealing with dozens of them every day.

And imagine if they’re reading emails on a mobile device, do you really think they’re going to open attachments then? Life is simply too short.

When you email your press release to a journalist, you’re asking them to take time out from what they’re doing to pay attention to your pitch. That’s always going to be a hard sell so, if you want to improve your chances of getting through to them, the very least you can do is make life easier for the journalist by including the release as plain text within the email.

What customers hate about your social media channels

We recently carried out some research into what brand behaviour annoys people in social media. Surveying a total of 1,003 UK consumers, we asked what would be most likely to damage their opinion of a brand in social media.

Most people flagged up poor spelling and grammar as their number one turn-off. This is interesting because so often in social media we see brands being much less formal and even using heavily abbreviated txt speak, perhaps in an effort to appear more laid back and human. The survey findings show that this could actually be counter-productive and is more likely to annoy people than win their trust.

Broadly speaking the results were very similar across all age groups and between the different genders, with one notable exception. When we drilled down into the 18-24 age group, we found their biggest complaint was brands not updating frequently enough, which happened to be at the very bottom of the list for all other age groups.

Here’s an infographic we made to illustrate the survey results.

Can you set up an office using just free, open source software?

While we were setting up the Disruptive Communications office we were keen to use open source wherever possible. Why? Primarily to keep our costs down but also because it just kinda feels right – the open source community is a hotbed of innovation and creativity, with thousands of hugely talented people working towards the goal of building high quality tools that are free and open for anybody to use, modify and build upon. Something about that strikes a chord with us. Also, free is good.

So what open source office software are we using?

For our our office suite (word-processor, presentation tool, spreadsheet, etc) we chose LibreOffice. It’s a really polished, user friendly package that is reasonably compatible with MS Office and is capable of handling pretty much everything we need to do with a productivity suite. We’ve also played around with OpenOffice and IBM’s Lotus Symphony, both of which are impressive, but for our money LibreOffice is the best.

We’re using Mozilla Thunderbird for our email client, another professional quality package that’s easy to use and powerful enough for our requirements. We added calendaring capability with the Lightning plugin, and the Provider plugin enables us to synchronise with Google Calendar. All in all the bundle works nicely and we’re able to exchange calendar invites with Outlook users seamlessly.

Since we frequently need to do image editing work, we’re using GIMP for this – a great alternative to PhotoShop. In the old days GIMP had a reputation for being very clunky and difficult for newbies to learn, but the more recent versions have a much simpler to navigate interface and we find it a lot easier to use now. For photo editing, graphics manipulation and infographics creation, it’s a really useful tool.

Our website is built entirely on WordPress. While it’s best known as a blogging platform, WordPress has grown into a mature and stable content management system that can be used for building a much wider range of websites. It’s easy to set up, simple to use and incredibly flexible.

While we’re still using Windows on some of our computers, we’re also using Linux to breathe new life into a few of our older laptops. Specifically, we’re using Lubuntu – a variant of Ubuntu designed to run smoothly on lower-spec hardware. And run smoothly it does. The machines which were creaking under Windows are now zippy and responsive again. Best of all, most of the open source tools we’re running on our Windows machines are also available for Linux too, so all the machines can run the same apps.

We’re still using some proprietary software out of necessity (such as Skype) and, while we were keen to try out some open source accounting software like GnuCash, our accountant pleaded with us to stick with the widely used Sage package. We’re also struggling to find a good open source video editing tool for Windows – although now we have some Lubuntu boxes we can experiment with some of the Linux only editing software options.

As the business develops we’ll see how easy it is to carry on using open source software in a world dominated by proprietary and commercial packages, but for now it’s all working pretty well.

 

 

A newbie stand-up comedian in London, blogging my progress