Learning is a lifelong process
I’ve been working in public relations for 25yrs in May this year. It’s a career that I’ve loved and I still do today. PR has changed immensely since I first started out. Long gone are the days of photocopying press releases, paper filing, courier bikes and paper cuts from monthly coverage boards (more on that soon)! Public relations is a creative brand marketing discipline that has many faces and abundant opportunity. This fast-approaching anniversary got me thinking about the changes I have seen and how much I’ve learnt.
Scrutinise cashflow - it always looks better on paper than it is in reality. Use financial software and learn how to do weekly management reports. Use them! Head-off issues before they materialise and don’t gamble.
Negotiate costs - ask for reductions from suppliers as price is always a market factor. If people want your business they will consider sensible offers. If suppliers don’t supply what they are supposed to be - then speak with them. Set expectations, explain why you are not happy and ask them to rectify the issue.
Avoid credit where possible - pay-as-you-go wherever possible. If you can’t afford it go without. Waiting means you will appreciate it more when it materialises. Plus, the desire for something will drive you to achieve it.
Positivity mindsets win - visualise success and you’re halfway there. People feel and engage with positive vibes. By having goals and working backwards from them in small achievable and measurable steps - even the biggest challenge can be overcome. Be thankful, say ‘thank you’ and be grateful for every blessing.
Reply to every human email - obviously not the spam ones! Even if just to say a polite ‘no thank you’ - ghosting is rude and unnecessary in business. Plus, you never know where someone will end up in the future.
Pipelines are not worth a penny - leads do not impress investors, accountants or bank managers. Never stop building your pipeline. It is only signed live contracts and invoices issued that really matter.
Organise for productivity - embrace digital technology - everywhere - learn how to maximise its potential impact on your workflow, wellbeing, processes and output. Share best practices with your team. Look at every job and ask yourself if there is a faster, better, more digital way to do it. 99.9% of the time there is.
Look to learn every day - if you have a skill or knowledge gap - fill it. Education is a powerful thing. Never stop learning new stuff. Invest in an executive business growth coach too! Being challenged and having KPIs to report against does wonders for performance. Read books and listen to podcasts.
Lay down your culture - be transparent and showcase what your team culture means and what you stand for as a leader. One person’s interpretation of ‘honest feedback’ might be another person’s ‘abrasive’. There must be close cultural synergies and understanding. Setting clear expectations from the start pays huge dividends.
Do not compromise on attitude - set out your expectations clearly and transparently. If you accept tardiness, laziness or lacklustre - that’s what your business will become known for. Nobody ever got fired for doing a great job. Performance can always improve through mentoring, coaching, learning and training. Attitude is harder to shape or change.
Don’t take things personally - harsh but true. People will come and people will go - the best ones may well return. Be a positive part of people’s journey whether that’s team, client, supplier or neighbour. Friendships bloom and flourish from the people we meet.
The grass isn’t greener - rather than looking over the fence for pastures new - water, feed, weed and care for your own lawn. It’s often easier than moving to a new playing field.
Trust is two-way - honesty triumphs every time. The damage from dishonesty is nearly always impossible to repair. Trust should be given and earned in equal measure.
Smile, have fun and laugh - strong team spirit, shared values and cultural cohesion will always win the day. It’s PR not ER. Celebrate successes however small - as the small things build up into BIG things.
It is OK not to be OK - nobody will deliver excellence if they are burned out. Make space and time to rest, heal and build back stronger. Ask how people are feeling and act upon this.
Be kind, caring and courteous - it’s important to care - especially in people-centric businesses. Happy people do far better work - and this will keep your clients happier too. Manners cost nothing and small acts of kindness often make the biggest differences.