I often get asked by other consultants and small business operators what I find to be the most difficult hurdles in my business.  There are many, just as there are in the corporate world. They are just different and need to be managed efficiently and with mindfulness.
 
Here are some that I encounter regularly:
 
Apportioning the right time for each client 
 
This is a hard one and obviously has a lot to do with the amount of investment by the individual client. Being rigid with days and hours just doesn’t seem to work in PR and communications, as you get interruptions all the time and a “sorry, it’s not my day for that client” response somehow doesn’t cut it.  I tend to keep a rough idea of the hours I work on each client per day and go from there. Have an agenda for the day to concentrate mainly on one or two clients.
 
The key is to manage client expectations realistically. If they are only paying for essentially one day a week, they need to understand what results they may hope for. Your clients will appreciate you far more if you are honest with them.
 
Outsourcing Services
 
When engaging with suppliers such as media monitoring, media databases etc you need to be very specific about your requirements. Often you will find there’s a special rate for consultants, and you do not require the magnitude of service they provide. Often you can register for a trial period and then work out if it is going to be of use. Monitoring and access to media lists can be very costly and is unnecessary if you have a solid contact base. LinkedIn is a fabulous source for creating contact lists, as are the social media platforms.
 
Keeping up with trends
 
Many larger clients have a need to be with a large or international agency as they feel this might provide them with deeper insights into this profession. However, there are many clients who are unable to afford those rates of larger agencies and look to their PR consultant to keep them up to date on news and media.  Since the world of communications changes constantly, you will need to be reading as much as you can fit in. Subscribe to MUmBRELLA, social media and marketing experts (millions on the www) and regularly check for staff changes. 
 
Don’t forget to monitor the client competition as much as possible too, as this will often steer you into new creative territory.
 
Being always ‘on’
 
A big problem amongst consultants, as we never stop working. I have read the blogs, listened to the podcasts and am an avid admirer of Arianna Huffington - a strong advocate of healthy work-life balance. But in my opinion, this is one of the greatest challenges. A regular routine is recommended, around some healthy daily habits such as walking first thing (get a dog!) or a daily exercise class. Also, switching off at night and participating in something totally unrelated to work is another good habit to adopt.
 
Cash flow
 
As with all small business, the ups and downs in revenue flow are endemic to consultancy work. You will need to be resilient, be able to take the knocks and always maintain a deep sense of self belief for the tough times. Change is inevitable, and the wheels will turn. It’s a good idea to keep an emergency account to draw upon, if you can.
 
How do you stay motivated?
 
So - you’ve been pitching for hours with little or no response. It’s monotonous and unrewarding, and trying to retain a fresh focus can present a challenge.  Try switching gear. Go write a content piece or a blog. Do some constructive research, talk a walk or make a cup of coffee. 
 
If you find your creative juices are drying up, go out into the world and look around you; something will spark off a new idea. I guarantee it!  I have dreamt up some of my most creative pitches while chatting to my local barista. Customer service (both good and bad) is a great source of inspiration for PR!

Have you noticed that whenever you turn your TV on there’s an Aussie athlete there? Anyone would think Australia is the number 1 nation dominating the entire event, thanks to the highly skewed coverage we are being delivered from Chanel 7.
 
There’s nothing wrong with this of course, since here we are in Australia and very proud of our country - and especially keen to cheer our fabulous athletes and teams on.
 
What this teaches us though in communications-land, is that we are 100% lead and influenced by the media that is fed to us. Sure we have choices, but if there’s one major source, as we have here with the Olympics, we are invariably at the mercy of their offerings.
 
Understanding your audience or the people you are trying to win over becomes key to any marketing efforts. Sadly, there are way too many brands out there with amazing products destined to a mystery user because the owner or manager hasn’t really researched his consumer.
 
Facebook has incredible tools that allow you to drill down on your target market right to where it matters. You can direct ads to people in a particular suburb, who eat a certain food and share the same religion if necessary. And that’s just Facebook.
 
Finding the core market of any campaign is where the results will eventuate, either via digital conversions or customers asking for your product in store.  Gone are the days where companies had to place ads randomly and hope they resonated with someone who shared the same tastes and value system.
 
So there’s no excuse. PR activity, marketing materials, content marketing and so on, can be more effective than ever before.  The talent lies in realising it’s a wasted effort, unless it reaches precisely the people it’s intended for. This is how and where a campaign succeeds.
 
Back to Rio and would you believe it - I’m watching the Beach Volleyball :) 

It’s as easy as 1, 2, 3
 
We all know that the world of public relations and marketing changes by the day with the substance of influence, almost just as fickle.
 
Here’s what I’ve found most recently to get results, if you are looking to gain some media attention.

1. Slip into their shoes.  Try imaging you’re trading places (remember that movie?) with that editor and get a feel for what might make their workload lighter. Is it fresh content they want? Is it an exciting headline, or maybe a reference tool? It will of course depend on the publication and the product or service you are selling, but there is absolutely no point in doling out worthless information that does not relate to their audience. It might seem obvious, but still happens every day!
   
   
2. A word on press releases.  They still do have a place and are more than ever, a crucial introduction to your piece. Ensure that you tell your story in the first paragraph. People no longer read. No one has the time to sift through passages of beautifully written text. Just give it to them up-font. This is sometime a hurdle with the client, as they often like to keep their ‘promise’ secret. That strategy is very last century!
   
   
3. Quality over quantity. Avoid the scattergun approach with a generalised cover email and forwarding the release to anyone covering your chosen beat. Copy + paste relevant information and personalise your message, paying attention to the format and font. I cannot emphasise this enough. How many times have you been sent a pitch of some sort that has been pasted together from different sources?  How did that make you feel?

 
Follow these guidelines and you’re well on the way to cutting through a busy inbox. Just copy and paste onto a sticky and keep on your desktop:
 
STAY RELEVANT - SHORT + FOCUSED - TAKE AIM ON CHOSEN TARGET
 
 
 
If you need any assistance I’m here ready to help.






If you are struggling with the frustrations this crazy, challenging weather has been throwing up at us lately, consider the following. A lot can be accomplished without the need to rush around from meeting to meeting, not to mention getting drenched in the process. How lucky are we to have access to the world in the comfort of our homes or offices? Power permitting, of course!





DO

1. Rethink your target end user. Who really is buying or wants to buy your product? So often we filter this knowledge with our own value system, so maybe it’s a good time to look at your customer with fresh, objective eyes.
2. Follow up all leads and outstanding messages. Let no prospect remain unanswered. 
3.  Clear the inbox, get rid of flagged items, file important messages and empty the trash. You will feel so much better after a good clean out.
4.  Promote from your desk. Get inspired! Send out a newsletter, blog, post, tweet – whatever your customer gets turned on by. Just do it!
5. A few sets of push ups to keep warm and get the blood pumping.
   

 
DON’T

1. Keep visiting the fridge.
   
2. Divert to a sneaky episode of Game of Thrones or funny YouTube you have been meaning to watch (unless it’s lunchtime and you deserve a break).
3. Get stuck on social media, spending unnecessary hours, liking pictures of people’s dogs.
4. Hanker for a better day. Carpe Diem! Now is the time, use it wisely and enjoy the luxury of more time to do, what really needs doing.
   
5. Take a nap.