Publicity for Your Business: How to Make a Good Media Relationship Great
May 16, 2012
By Johanna Baker-Dowdell, Strawberry Communications
Anyone who has ever tried to generate publicity for their business will know it doesn’t happen overnight; it’s more of a slow burn.
Of course there are ways to get noticed quicker, like pulling a huge publicity stunt like climbing up to place a banner on the Harbour Bridge for instance, but for those without that sort of bravery – or budget – a better way to speed up the process is to establish a great relationship with key journalists at the media outlets you want your business to appear in or on.
Here are seven tips on establishing and building a great relationship with the media:
- Tailor any press releases or pitches to the journalist and their publication. Don’t send a bulk email to every contact on your media list. This is a waste of the journalist’s and your time, and will not endear you to that contact.
- Respect the way the journalist wants to be contacted. Most prefer email, but some like over-the-phone pitches, information sent by fax, or a quick pitch via Twitter. Just ask them their preference and stick with however they respond.
- Follow up anything you send. Journalists receive hundreds of emails and calls every day, so make sure they notice yours by following up with them using their preferred contact method.
- Be available. If the journalist likes what you pitch, don’t make it difficult to contact you to find up more or organise an interview. Include several contact methods so they can get you while the story is fresh in their mind.
- Think about deadlines. Journalists operate to strict deadlines daily, weekly or monthly, depending on the media outlet, so find out when your contacts’ deadlines are and don’t hassle them about publicity while they are in it.
- Offer options. Sometimes a journalist might be interested in your business story, but not enough to take it further, so try to give three different ideas to show how your story can be used, i.e., a press release about winter hats could become a fashion article covering the season’s millinery trends, a business article about how and where materials are sourced or a part of a bigger fashion item on the hot colours for winter.
- Check your facts. If you are quoting someone or using statistics in your press release or pitch, make sure you have permission and the information is right. While a journalist will check facts, they won’t come back to you if you prove to be an unreliable source.
Yes, building a relationship with journalists still takes time, but think of the benefits of that relationship down the track when you call your media contact and offer them an exclusive for your latest news. If you’ve done your homework and it’s right for them, it saves you starting the process from scratch each time you work on your business PR.
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
- 10 Steps to the Perfect Proposal
- Diary of a Sweet Startup: Stanley & Nelson Cupcakes
- Creating PR around Special Dates
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Johanna Baker-Dowdell – Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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10 Steps to the Perfect Proposal
April 4, 2012
By Johanna Baker-Dowdell, Strawberry Communications
Winning a new contract for your business cements your status as an industry expert, brings in extra money and gives you a boost in confidence.
Whether the proposal is submitted in writing, via email or in person, there are some essential ingredients to make sure your proposal is selected, rather than tossed on the pile of rejects.
How to Win a New Contract for Your Business:
- Keep your branding strong throughout so your pitch leaves a lasting impression – include your logo and use your brand colours in headlines, headers and footers and watermarks.
- Tell your business story – capture the prospect’s attention with a short history of your business.
- Explain what your business can do for theirs at a glance – spell it out with short words and phrases, so they know exactly what they will get when working with you, but aren’t bogged down with long explanations.
- Explain how you do what you do – like the point before, use words, phrases or diagrams to show what will happen when they work with you, from establishing their aim through to their desired outcome.
- Include biographical information for yourself and any other staff members or contractors who will be involved – this way the prospect knows exactly who they will be working with.
- List your business awards and milestones – this adds to your existing credentials.
- Feature case studies from existing clients – show how you have worked with other companies to achieve their aims, listing the goals and solutions your business provided.
- Explain how you plan to work with them – list the tasks your business will perform as part of the contract and the strategy behind these.
- List the methods used to evaluate your work – measurement is an important factor, so show how your business will help theirs measure the success of the work completed. This could be through media clippings, increased sales, unique website visitors, online engagement or the actions the prospect’s customers take as a result.
- End your proposal with the ways to contact you for more information – this shows you are willing to answer further questions and welcome contact.
Once you have all this information it will provide a solid foundation for your proposal, so you can make your pitch for their business knowing everything is covered.
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
- Diary of a Sweet Startup: Stanley & Nelson Cupcakes
- Creating PR around Special Dates
- Using Photos in Your Media Pitches
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Johanna Baker-Dowdell – Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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Diary of a Sweet Startup: Stanley & Nelson Cupcakes
March 7, 2012
By Johanna Baker-Dowdell, Strawberry Communications
December 2, 2011:
Just before Christmas, Suse Henshaw and I were discussing our love of baking over coffee with another friend. Suse had made some yummy pistachio and cranberry shortbread and was thinking of selling it as Christmas gifts. She ended up baking 28 packets of biscuits and made herself some festive season pocket money in the process.
December 8, 2011:
I was asked if I would make 30 cupcakes for a friend’s daughter’s 18th birthday party. They wanted vanilla cupcakes with white icing and pink flowers. An idea started to form that our skills would work well together baking sweet things. Suse and I spent the next few weeks throwing around some ideas.
January 3, 2012:
Suse and I met up for coffee and decided we should start a baking business. What would we call it? How do we tell people this fledgling business exists? We threw around a few name ideas until it occurred to us to name it after the furry men in our lives – Stanley (my ginger cat) and Nelson (Suse’s black Labrador).
January 13, 2012:
Stanley & Nelson was registered as a business. The next piece of the puzzle was how we get our sweet bakings out to the public. We knew we could do personal and corporate orders, but what about the wider population? This question was answered when we found out a farmer’s market was launching in Launceston. Harvest Launceston would be our storefront! The first market was in February, so we had to finalise a product line, get council approval, find a commercial kitchen and buy equipment for the stall itself.
February 11, 2012:
Everything fell into place with not too many hiccups and we even found a commercial kitchen within walking distance of our homes. After a whirlwind few weeks, we found ourselves standing at the first market, with a line of customers five deep. We sold out of 180 cupcakes in less than two hours (we thought a cupcake a minute was more than enough for our first three-hour market). A local cafe owner bought six of our specialty cupcakes and contacted us to see if we wholesaled. Yes!
February 18, 2012:
Our second market. We made more cupcakes and sold out again, paying ourselves back the $500 we’d each invested.
March 3, 2012:
We’ve now had four markets and have been taking orders for parties and events (including one for 200 cupcakes), with interstate orders and interest along the Eastern Seaboard. Now we’re looking to manage our growth as we each run other businesses. Stanley & Nelson has also enjoyed some excellent media attention in its short life.
A business that started, like many I assume, over a coffee went from an intention to start to a fully-fledged operation in less than six weeks. The world is our cupcake!
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
- Creating PR around Special Dates
- Using Photos in Your Media Pitches
- 10 Suggestions to Extend Your PR
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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Creating PR around Special Dates
February 10, 2012
By Johanna Baker-Dowdell, Strawberry Communications
Children have been heading back to school, Valentine’s Day is next week and 2012 is a leap year, so there is an extra day this month.
All three events happened in February, but they also have more in common than just sharing the same month.
They are each opportunities to create some PR for your business and approach the media.
Stationery suppliers and department stores across the country have been promoting pens, pencils and lunchboxes for weeks now; florists are working overtime to source the perfect flowers for the 14th; and jewelers are selling special pieces for the women who plan to propose to their partners on the 29th.
If you look at an annual events calendar and think about all the dates that could relate to your business, you will find plenty of opportunities to create some PR.
Think about these options:
- Seasons – summer, autumn, winter and spring
- Summer and winter solstices
- Annual holidays like New Year’s Day, Easter and Christmas
- End of financial year
- Friday the 13th
Then look at the special days, weeks, months and years for further ideas. This list could include the following events for 2012:
- Australia Day
- Chinese Year of the Dragon
- International Year of Sustainable Energy
- International Women’s Day
- St Patrick’s Day
- Seniors Week
- Earth Hour
- ANZAC Day
- Remembrance Day
- Melbourne Cup Day
- Mother’s Day and Father’s Day
Finally, look at weeks and days tied to causes that may relate to your business:
- World Kidney Day
- Multiple Birth Awareness Week
- National Volunteer Week
- Pink Ribbon Day
- R U OK? Day
- Movember
Now you will have a well populated calendar of days and events from which to draw inspiration for media releases, articles or events of your own. Think about whether your business can get involved in a community event to raise money for a charity and then contact your local newspaper for a photo opportunity. Or you might donate a prize for a Girl’s Night In event to help raise money for the Cancer Council.
There are lots of ways you can be creative with your business PR and it makes sense to tie your activities to something that is already happening.
When the media is looking for a story on that topic, who do you think will be top of the journalists’ mind?
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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Using Photos in Your Media Pitches
January 11, 2012
By Johanna Baker-Dowdell, Strawberry Communications
A photo draws our eye instantly to a page, demanding attention and making us read the story to find out the explanation for the picture.
There is something incredibly powerful about a fantastic image, which is why you should always consider sending a photo when pitching a story to the media. Including a photo with a pitch or an article can make the difference between the story running on the front page, at the top of a left-hand page or, sometimes, not at all.
So what are the rules around sending images to media?
Here are five tips:
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Use the right format
Make sure you save photos as a JPEG file because this can be used either in print or online media and can be opened on both PC and Mac computers.
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Think about the size
If sending a photo to a print publication, it should be at least 200dpi and a minimum size of 1mb, but you can usually send photos up to around 4mb. If your photos are bigger than this, consider sharing online via YouSendIt or DropBox rather than compressing them. Photos for use online can be smaller, so check the size needed.
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Consider the quantity
If you are sending the journalist several photos to give them a choice, make sure you send them via a few separate emails so you don’t clog up their server.
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Use people
Always send a photo with someone in it (preferably the person quoted in the media release or pitch). Even if you’re sending product shots, have a person demonstrating how the product is used, rather than a straight product shot.
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Supply captions
List the people in the photo from left to right with the correct spelling of their name and their title so the journalist doesn’t have to chase the information. If someone should be credited for the photo, make sure to include their name as well.
You can refer to the photo in your pitch, using the image to illustrate your point and tell the story. Even if the media outlet doesn’t use the photo you supply, it can often give them an idea for another image to illustrate the story. That means they are interested in your pitch!
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell – Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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10 Suggestions to Extend Your PR
December 14, 2011
By Johanna Baker-Dowdell, Strawberry Communications
When you think about generating PR for your business, I imagine the first thing that enters your mind would be writing and sending out a media release, which would then lead to interviews with the media or being quoted in an article.
This is a great place to start, but I want you to think about the other ways you can extend your PR beyond the media release.
To help you along I’ve included 10 ideas below:
1. Write articles about your area of expertise
For example, Kristy-Lee from Footprint Recruitment writes about HR. These articles can be sent to industry magazines, newspaper sections and blogs.
2. Offer yourself as an expert for an interview
Everyone will soon be thinking about New Year’s resolutions, so it’s the perfect time for Alycia from Coastal Accounting Services to speak about setting business goals.
3. Call the radio station
We all laugh about the loonies who call talkback radio, but not all callers are loonies and this method might fit in with your message. Breakfast and drive time radio segments often have call-in topics and some even have free business promotions on certain days if you send your details.
4. Current affairs programs
If you watch Today Tonight or A Current Affair, they are always asking for people to send them stories, so make yours topical and pitch it.
5. Letters to the editor
When I worked at a newspaper, this was one of the best-read pages in the whole paper. If the issue was good, the editor would turn it into a story and interview the writer.
6. Online editions
Many media outlets now have online editions and invite readers to send newsworthy information and, sometimes, even tell the news themselves in a special section, so it’s worth checking out your local paper.
7. Run a competition
Many businesses run competitions and if it’s newsworthy, the media might be interested. For example, the Miss Australia pageant is a fundraising event, but always covered in the media.
8. Product reviews
Pick 5-10 media outlets that you know are popular with your customers and offer them a review sample of your product or a CD with images, information or even a song if you’re a songwriter. Your customers will see third-party opinions on your product and the cost to you has been minimal.
9. Responding to source call outs/calls for witnesses
Whether this is someone who has filmed a video of a bushfire and posted it to YouTube, or responded to a request SourceBottle, it is often first in, best dressed, so take advantage of opportunities as they arise. The LinkedIn Answers section works similarly, in that you can answer a question on your topic of expertise and others can see what you have written. They can contact you if they need more information.
10. Advertising
I left this to last because this will involve you outlaying money to promote your business; but if you ever buy advertising in any medium, ask for editorial space or time as part of the deal.
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
- Five Lessons from Business Mums
- Make Your Media Release Social
- How to Get Your Awards Entry Shortlisted
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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Five Lessons from Business Mums
November 16, 2011
By Johanna Baker-Dowdell, Strawberry Communications
In writing my book, Business & Baby on Board, I’ve had the privilege to interview some amazing women who have combined their entrepreneurial traits with motherhood, so I thought I’d share some of the lessons we have in common.
Like many ‘mumpreneurs,’ I started my business after I became a mum (don’t ask me why I thought starting a new business while I was getting used to having a baby would be a good idea). I was looking for a way to combine my professional experience with being at home — and freelancing seemed the way to make it all work.
Some of the women I’ve interviewed had already established a business before throwing children and step-children into the mix, but there were still common threads. This started with wanting to find a career where we felt valued for our contribution, even if it meant working with a child on our lap, taking a sleeping baby to meetings or working at midnight when the house was quiet.
Here are five of the lessons we shared:
- Flexibility – is one of the main drivers for self-employment, whether it’s being available for your child’s sports carnival or simply working when it suits you.
- Be social – working alone with only a child/ren for company can be a lonely existence, so attend meetings with clients, go to work events and find a community where you feel comfortable, whether online or off, so you can share experiences and let off a bit of steam when needed. Not only do you get to exercise your adult communication skills, but you also stay in the loop for industry updates.
- Perfection is elusive – striving to be the perfect parent or the perfect business owner is hard enough because it’s not really possible, but when you try to be the best at both jobs, it can be very stressful. Find what works best for you and stick with it. If that is a combination of childcare/school and work, great; if it’s waiting until all children have started school and working school hours only, great; or if it’s only working on the business when the children are asleep, that’s great too. The point is to find the place where business and motherhood combine and then make it yours.
- Some days are write-offs – this goes for anyone doing anything, but it came up in my interviews a lot. Some days just don’t go to plan and there is no point fighting them. There’s always tomorrow.
- Parenting opens up new skills – how are your boardroom negotiation skills? Now think about brokering a deal with a two year old and answer the question again. Being a parent arms you with a whole host of skills that are vital in business. Don’t underrate them.
What lessons have you learned as a mum in business?
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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Make Your Media Release Social
October 19, 2011
By Johanna Baker-Dowdell, Strawberry Communications
You may have heard the term Social Media Release (or Social Media Press Release) and wondered what the difference is between this and the standard media release. Well, social media releases are all about the reader, making the content easier to access and much more useful.
A lot has been covered about writing media releases and why, including by me, but the media release has evolved. Not only has the audience for releases grown from journalists to now include bloggers, podcasters and the consumers themselves, but the way information is presented in release form is different too.
Social media releases include links to websites and supporting material, yes, but they are also optimised for searching with tagged key words, make sharing easier with links to bookmarking networks and social media platforms, plus add the multi-media element through images, video and audio.
Some social media release authors even deconstruct the release into sections, making it easier for journalists, bloggers and podcasters to focus on the point(s) of interest to them. Instead of introducing the topic, giving some background, offering quotes from a spokesperson and then showing where they can find out more, the author might use a slightly different format.
Here is a sample template for a social media release:
- Headline
- Key word rich introduction
- Supporting facts
- Quote(s) from one or more sources
- Embedded video
- Embedded audio
- Embedded images
- Links to supporting articles and references
- RSS for company news and product information
- Option to post/share in social network of choice, such as Facebook, Twitter, blogs, LinkedIn and bookmarking networks
- Comments
Once the social media release has been created…
It can be published in a number of different ways. This includes online media outlets, bloggers, traditional web services like PR Web, your own social media, blog and bookmarking sites and article submission directories like Ezine Articles.
Think about how much more “social” this format is than traditional media releases that tell the story, but then encourage the journalist to contact the author for more information. This way, the author is putting everything on the menu, allowing readers to pick how they consume it and encouraging them to share the story. It’s social publishing in action.
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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How to Get Your Awards Entry Shortlisted
September 21, 2011
By Johanna Baker-Dowdell, Strawberry Communications
The past few months has revolved a lot around awards submissions. Whether it is researching and writing submissions for clients, doing it for myself or judging the Bio-Oil AusMumpreneur Awards and the ActionCOACH My Business Awards, I’ve seen a lots of awards entries recently.
After discussing the good – and not-so-good – points of awards submissions with fellow judges, I’ve put together a list for you to consider next time you are putting together an entry:
Stand out
Most awards programs ask entrants to follow a set format, so all entries look pretty much the same. Make sure you show why you should win very early on in your entry by letting your passion shine through.
Be succinct
You do not win extra points for waffling, so make your point and move on to the next question. Less is more when sorting through lots of submissions.
Stick to the word count
Awards organisers give you a word count to ensure every entrant has the same opportunity.
Answer all the questions
It seems pretty basic, but if you skip questions because they are too hard, it reflects badly. And when you are answering each question, remember to address the point asked for, not what you think should be covered.
Be original
Of course, there are some answers that would be similar for every awards entry, however if your entry is obviously slabs of content cut and pasted from your website, it will show.
Include supporting material
Your entry will paint a better picture of you and your business if you include extras, such as customer testimonials, marketing material, photos and media coverage, but don’t overload the entry with too much, otherwise something amazing may be skipped over.
Respect the judges
Most awards judges are involved as volunteers, which means time away from their business or life, so respect that and don’t waste the time they have given.
Now that you’re armed with some tips on how to get your awards submission to the top of the pile, start nominating!
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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What’s Your Story?
August 24, 2011
By Johanna Baker-Dowdell, Strawberry Communications
Last week, I attended the Tasmanian Women Entrepreneur Awards as a finalist and saw the importance of storytelling first hand.
I know how powerful stories are – I tell my clients’ business stories every day in my line of work, but being part of the group of women sharing how they came into business was an exhilarating experience for us – and our audience.
Each business owner stood proudly to share the story of what had brought her to the point where she was an awards finalist, and the winner had all of us laughing and smiling along with her. Women are naturally great connectors, storytellers and sharers, and when we get together in a supportive group, we can be inspirational.
Each of us had something different to say about the journey we took as women, as business owners and, for some, as mothers to get to that point and, as a result, we added to the knowledge and experience of those successful women entrepreneurs who had gone before us.
I think it is easy to devalue the important role we play in inspiring others, instead of celebrating what we achieve in our businesses, so I’m going to set you a challenge… I want you to think about your story in business – what was the catalyst that started you off, how has your business grown and evolved and what have you learnt as a result?
Now that you have started thinking about your personal story in business, think about who will be inspired by it. Of course, there are the ABN community members, but think wider to your family, friends and neighbours. Is there an aspiring business woman out there who needs one more nudge to get started? And, could that nudge be your inspiring story?
Celebrate your story and share it far and wide. You never know who it will touch.
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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