Catriona Pollard had worked in the corporate environment for almost six years when she realised there was more to her life than striving for a corner office or fighting to be recognised within a corporate structure. For Catriona, starting a business didn’t come from an exploration of career options. She resigned and took time to figure out what she was really aiming for. Admittedly, she knows this might not have been the easiest way, but it has landed her a career that she now enjoys.
“I opened a PR business because that is what I was an expert in. I use public relations and social media tools to inspire businesses and people, and to help them achieve their dreams.”
CP Communications (CPC) provides PR and social media support for organisations nationwide. The company believes every organisation has a story to tell, and that amazing stories deserve a good audience.
Catriona Pollard recommends that startups gain knowledge and skills in five essential areas:
1. Embrace Social Media. Don’t be scared. Social media allows any business to engage, listen, share and exchange ideas with consumers in ways that have never been done before. Most importantly – social media is free! You do need to participate. If you behave like a bad friend (not sharing or ‘being there’), then you won’t get many contacts. Be open and give it as much time as you can.
2. Network. You can never have too many contacts. From specific association networks to broad business groups, there are so many opportunities for business owners to network. Turning up isn’t enough – follow up those you meet. Networking can help you learn about different types of businesses, what is happening in the business community, and it gives you the opportunity to share your experiences.
3. Write an Article or Media Release. Write and distribute media releases. This is a great way to gain media coverage. Write an article that positions you as an industry expert who offers topical, helpful information. Many publications are stretched for resources and welcome well-written articles. When writing articles, ensure they are objective, informative and entertaining. Avoid blatant advertising or advertorial. Research which publications your potential clients read, or simply pitch to your major industry publications.
4. Update Your Website. Offer interesting and informative articles on your website. This is a great way to build credibility, get people to come back to your website to read them, and increase your ‘Google ranking’. Keep your content fresh. If you are stuck on ideas, think about what has been happening in your business recently – readers love to read positive things about your business.
5. Get Customer Testimonials. Getting customer testimonials is simple. Many people forget to include them in their PR and marketing strategy. Testimonials help to build credibility and trust for your business and are a very powerful way to position your business as an authority. Including customer testimonials on your website and in marketing collateral can also help to win new business. Catriona’s favourite aspect of running her business is its unique approach to PR by combining creativity and strategy – CP Communications doesn’t “pump out” press releases all day because “good PR is more clever than that”.
“I love seeing the results and making a difference to businesses by getting them the right PR and profile in social media. I love it!”
Catriona Pollard’s advice for starting a business:
- Get on to social media. Tell your stories and build connections.
- Build networks and relationships. It’s the most important thing she did, and it’s critical to building the business and feeling like you are part of a community.
- Spend money where you need to. Find the money if you think it’s going to lead to greater financial gain.
- Think big and don’t be too cautious.
- Stop working from home sooner. Even if it means getting a desk in a shared office.
