Winning Business
Creating an agency and putting the practical things in place is fairly straight forward but bringing in the clients is when the real business begins. Winning clients as COVID-19 hit was tough. Having both a strong network and a belly full of fire really helped, as did the strong coffee and supportive husband. Like so many households our working day and night had to navigate nurturing and ‘home schooling’ two small humans. All at the same time being so grateful for our health the fact we were able to work.
Previously pitching for new business has involved many face-to-face meetings before the final decision was made. Exchanging contracts without meeting people only happened in a few exceptional cases and for international clients. This Spring we signed up our first two new clients that we had pitched for competitively all by the power of video call. From start to finish every piece of communication was done virtually and our on-screen chemistry skills were in full flight.
Doing Business Virtually
The business of PR relies on people. Remove actually being with people in the same room and what impact does it have?
For our burgeoning business forsaking meetings in person has ironically had a positive impact. As a start-up, only a few months into our journey and working within the confines of a global pandemic, we have been able to create a business without physically meeting with anyone. As a people person I can’t explain how even saying this goes against my nature but we have proven that its totally possible. Every element has been done online and I genuinely believe has removed unnecessary procrastination, making things happen even quicker. We’ve created amazing new connections with people we are yet to meet offering fruitful opportunities already.
Adapting Services
As agency life returns to a new normal there are a number of services we have to embrace in a new form. Events are one of the most obvious. Currently delivering an event socially distanced wearing a mask doesn’t have the same appeal and as I write we remain restricted on group gatherings.
During lockdown UK events usually a calendar highlight have transformed into digital experiences. The creativity and adaptability has been magnificent from Fearne Cotton’s awesome Happy Place Festival to the flamboyance and fun of Notting Hill Carnival being taken to another world online.
And on a smaller scale, virtual events are the order of the day. This has been driven by necessity but whilst we navigate the current world, they do offer the opportunity to communicate to press and influencers. Dare I say they also bring some positives.
Many media contacts have said how the virtual product launch for example has become accepted and for some celebrated. Being sent products in advance and having a briefing can save time and, in some cases, offer the same coverage results. With restrictions comes the call for creativity and the need to make an impact through either the written word, visuals or on screen. Clever creative ideas with stand remain a must.
Online press conferences where experts present on screen can in some cases reach larger audiences than physical events. During lockdown the number of people engaging in online sessions has soared and the conversion rate from accepting to attending has been high. Whilst this is not a new approach in the PR world, the experience of lockdown may make more brands and businesses embrace this approach in the future.
There may be benefits, but nothing beats human contact and the energy and connection you get from being in the same room. I hope that writing a post about an event we have delivered will not be too far away.