Natalie Coulson

It's time to collect some questions for the Comms Question Time podcast. The offer is simple. I'm organising 3 panels of comms and PR experts who will tackle specific scenarios raised by listeners that they are facing in their business or organisation. As a panel, we'll devise practical strategies that can be immediately applied in a specific scenario. Stay anonymous or share who you are. It's your choice. To ask a question, direct message me as a starting point. It'll be like getting 10-15 minutes of free consultation from experts doing this stuff every day. Feel free to share with anyone you think might want to ask a question.

4

Journalists… I hear you. I completely and utterly hear you.   You don’t want endless calls from PR people – that’s why many of you don’t share your telephone numbers.   You don’t want endless email chasers and follow ups – they clog up your already overwhelmed inbox – if you’re interested in a story, you’ll run it. If you want more information, you’ll ask for it.   As the PR person often playing piggy in the middle – between the media and our clients - it’s our job to understand and respect those boundaries, while securing the coverage we know we’ll be ultimately judged on.   I work incredibly hard to achieve the best results I can for my clients – indeed my professional nicknames are Tenacious D and the Hunter – but I'll never risk the reputation I’ve built over the past 20 years by breaking all the boundaries I know I need to respect when it comes to my relationships with the media.   If you’re working with a PR agency or freelancer, please understand, we’re not being lazy or complacent if we say ‘no’ to doing the third round of follow ups; we’ve not got a bad media network just because we don’t have a particular journalist’s phone number (who works from home); and please, please, don’t micromanage us – trust that we’re doing our job the very best we can, but that we need to balance what you want to achieve with what we know about our media.   PR can be a pretty thankless and very stressful job at times – so I just want to say a huge ‘thank you’ to all the amazing clients and agencies I work with who do trust me to make the right calls when it comes to their comms. 

137

6 ความคิดเห็น

Newsrooms, get your people (all of them!) trained in trauma. Stories, survivors, and the souls of your staff will be better for it. Same goes for any organization involved in the telling of traumatic stories. Law enforcement, non-profits, any company that shares the stories of (think media campaigns, advertising, publishing) trauma survivors. This is such important work. Bravo, Jo! 👏👏👏 #traumatraining #media #journalism #survivorsupport

13

I had a timely reminder success looks different for different people. In what has been quite a tough year for many across the PR and comms industry, it is super important to remember what success means to you and how that is reflected. LinkedIn is no different to other social media in terms of people sharing what they want you to see. So if you are struggling but see someone "smashing" it, always try to take a step back and focus on yourself, however hard that may be. I reflected over half term on my success. I feel very lucky. This year has been "ok" financially (which quite frankly in this market is a real positive) but my real success comes from other stuff. Things that determine success for me: ➡ Being able to take my kids to school every day and walk the dog before I sit down at my desk ➡ Never having to miss a school play, parents evening or other event due to work. Always being able to say yes to those things ➡ Taking holiday when I want to. Yes the juggle is hard at times but it is a luxury to be in that position ➡ Having clients and candidates send me messages of thanks, even if for things that haven't directly resulted in a financial win. Feeling valued and being good at my job means the world to me I know things are tough for many out there and it can be hard to see the positives, but I urge everyone to take the small wins, focus on themselves where they can. After all we can't control what others are doing, only ourselves and out reactions to it.

23

1 ความคิดเห็น

PR has a PR problem. We're quick with words, big on promises and light on delivery. We spin, we're shallow with no moral compass, hawking an firm here, an 'expert' there. We're always hustling, chasing the next client, the next story. Journalists say they don't want us, clients swear they don't need us. I've heard this time and time again over the last 30 years, and I would stand up and defend the PR profession until the cows come home. PR, media relations, communications - call it what you will - is a strategically important function of every organisation. Good, clear and concise communications inspires, builds brands, drives revenue and changes behaviours. And then I get this...

7

5 ความคิดเห็น

Five weeks until the General Election 🙌 Which means a deluge of election-related coverage in national news media and a rather dismal outlook for consumer PR stories. But fear not, PR comrades, we’ve still got a job to do! Here are my top three tips to land consumer PR stories amidst the election madness: 1️⃣ Leverage Timely Research-Based Storytelling 🕵️‍♀️ Ah, research. The magic dust that makes any story seem legitimate. Use it to make your campaign timely and irresistible to journalists. But do please stick to data that genuinely adds value. When space is as tight as a politician’s conscience, leading with solid research can help you cut through the clutter. 2️⃣ Align with Public Sentiment and Electoral Themes (if it’s a natural fit) 🗳️ If your brand’s values naturally align with key election issues, by all means, go forth and conquer. But remember, forced relevance is the PR equivalent of wearing sunglasses indoors - desperate and slightly tragic. Authenticity is key. If there’s a genuine connection, journalists will be grateful for the expert insights and relevant commentary. Otherwise, stick to your lane. 3️⃣ Be Proactive and Adaptable 🚀 In PR, we all know that the media landscape is more unpredictable than a reality TV star's career. With the election on the horizon, it’s even more volatile. Stay ahead by being proactive in your outreach and adaptable to the ever-changing news agenda. Quick, responsive pitches with fresh angles on developing stories are your best bet. Read all the papers (yes, all of them) and prep your stories and assets in advance. Ready, set, pivot! Good luck navigating the election season, fellow PR warriors! And do share your thoughts and survival tips. 🍀 #PR #MediaRelations #Election2024 #ConsumerPR #Storytelling #ResearchDrivenPR #PublicRelations #PRTips #MediaStrategy #ElectionBuzz #BrandStorytelling

6

Bringing the right stakeholders into the room can make or break your communication strategy. It’s not just about having the best ideas, but making sure the right people are shaping them. Ask yourself: 💫 Do you have the right stakeholders on board who bring real value and perspective? 💫 Is there a senior champion to drive the strategy and cut through red tape? 💫 Is your team’s expertise combining to create a strategy that truly connects with customers? Bring the right expertise together, and your communication strategy shifts from mere messaging to a vision that everyone’s genuinely invested in 💥

16

7 ความคิดเห็น

It's interesting isn't it that I a PR practitioner would find it hard to market myself and my business? Do you have the same dilemma? It is my day job to tell stories about organisations and their employees. Market, sell, and promote in all the creative forms possible mainly internal to the organisation. I am in the middle of creating a presentation pack all about me, my consultancy, and my value proposition. This piece of work is for a future collaboration here in the UK and internationally. I have had to stop and think about my story. The story of Think Impact First Communications. ✍ What is it I and my organisation do? ✍ How I can help? Where can I add value? ✍ When can I start? And what I think is vital to the mix. ✍ Why would the client choose me and why am I in this business? _________________________________________________________ 📍 Is your #internalcommunications team time-poor and, could do with an extra pair of hands to talk #employeecommunications and #employeexperience dilemma? 📍 We can work together to find out if you have good #internal #employeecommunications. 📍 I can help you with undertaking #qualitative #measurement #listening #focusgroups. 📍 I can help to upskill your in-house teams by delivering bespoke workshops/masterclasses on the #measurement and #evaluation of all your #internalcommunications. Email me at [email protected] for a 30-minute free no-obligation chat.

9

4 ความคิดเห็น

Content is king, but consistency is the crown. Consistency in messaging and tone is vital for an impactful Annual Report. Work closely with your agency to ensure the content aligns with your organisation’s voice and resonates with your audience. Tip: Develop a style guide for the report and share it with the agency. This ensures everyone is on the same page regarding tone, language, and style. Consistency builds trust and reinforces your brand identity.

1

One of the most undervalued and overlooked skills of a PR professional, especially those agency-side, is their ability to learn about a number of different sectors, write accordingly on those for a wide variety of publications and then advise clients about whether they have the tone right, the nuance right and whether the insight and data is going to hit the mark. If I think about my own agency's clients, we are expected to know about immersive technology, music technology, gaming, esports, robotics and AI, health and pharmaceutical technology, the content creator landscape and this is just a snapshot. And I am not talking about being able to bluff your way through a conversation with someone who knows nothing, I am talking about having a detailed understanding of each of these sectors and successfully pitching to media who have significantly more knowledge without looking stupid. This is multitasking at its finest. The downside, you need the right type of brain to process all of this information, balanced with the demands of your clients. The upside, you become a very well-rounded individual with an ability to speak on a diverse set of topics and in some instances you end up becoming that go-to expert. What is one of the most undervalued skills in your profession?

13

5 ความคิดเห็น

I simply can't justify the cost. This is something that we have heard time and again as a #PR agency. In some instances we get it, and in others it makes absolutely no sense whatsoever. While listening to the Digital Marketing Podcast earlier today (it's a great listen by the way) Ciaran Rogers and Daniel Rowles were discussing how brands can create a point of difference. I'm paraphrasing, but one of the comments shared was that if you don't market your business, the only point of difference you can rely on is price. It got me thinking, there are so many businesses that offer a very similar service to their competitors. The choice a consumer is left with, is to use the information that is available to them to make a decision between one and another. Suggesting company A has invested in marketing and as a result details about the company, its purpose and what experience you can expect when you purchase - supported by customer feedback - can be found across a range of platforms. Company B has left the marketing of the business to word of mouth. It doesn't take a huge amount of processing to work out which company will attract most business. After all, one is offering an experience while another is relying on a transaction. While this is a simple example, it makes the point that marketing directly supports sales and that is often what people forget. How you communicate about your brand matters. It's not a vanity project. It is about education, information and building trust. Now more than ever, people buy from brands that resonate with them. It's not good enough to have a good product, it needs to be supported by a story and an experience that puts that into practice. The world of words has never been more complex - or exciting - but the one thing that hasn't changed over the years is the knowledge that if you choose not to communicate with your customers, you can expect them to go elsewhere. #PR #Comms #Brands #Profile #Sales

15

6 ความคิดเห็น

I did an audit of my LinkedIn posts from the last 12 months to see what was sticking (or not). Here's what I learnt. The top four performing posts were: 1️⃣ A Performance Communications company picture at our 20th anniversary party and a bit about MY journey at the company. 5000+ impressions and over 100 likes 2️⃣ ME going to Westminster University with colleague Sophie Mansergh to talk to PR undergraduates about what it's like to work in a PR agency. 3320 impression and over 100 likes 3️⃣ ME being promoted, 2400+ impressions and over 100 likes 4️⃣ Me and my colleague Ross Milton having spent the day judging undergraduate final year PR proposals, 1500+ impressions, 60+ likes When trying to group the remaining posts in themes: *️⃣ sharing examples of securing media coverage in a clever way e.g. free, repeatable data story, around 1000 impression and 30/40 likes *️⃣ automotive, comms industry and leadership stuff, around 800-500 impression / 10-20 likes *️⃣ sharing other people's stuff around 300-500 / 10-20 likes. So my take out. It's the personal stuff that seems to do best. Have you noticed any patterns in your LinkedIn posts. #linkedin #audit #communications #automotive #personalstories #pr

11

1 ความคิดเห็น

"Our people are our greatest asset". *sub context* But our shareholders are our greatest priority. I feel like even though obviously no company admits to the above, the reality is I am seeing this way too often at the moment. It feels like PR agencies (and other companies) have learnt nothing from other tough times (like covid and recessions). Things that make me feel like this: 🙄 Leavers not being replaced as people look to squeeze budgets and therefore people even tighter. Making fewer people do more and the usual post Christmas burn out feels inevitable. 🙄 Not using freelancers to plug gaps. As above really. Pushing current staff to cover more for less. 🙄 Commitment to D&I has at best plateaued and at worst disappeared from too many agencies. There are still some amazing PR agencies championing this, but for many it feels like it was a "nice to have" option when the economy was better. 🙄 Employee welfare and wellbeing being a theory over a reality. Huge strides forwards were made in recent years in recognising the need to treat people better and support their physical and mental health (spoiler alert they will literally do a better job if you do). This feels like it has diminished and employees feeling so stretched they can't even take advantage of anything that is theoretically put in place. 🙄 Pay rises and promotion freezes. Yes it has been a tough financial year for many but I keep hearing of broken promises when it comes to progression. It can be hard to balance when the money coming in isn't as good, but you risk losing the best people if you don't invest in them. 🙄People are emotionally and physically drained. Words regularly associated with 2024 include "brutal", "slog" and "grind" to name just a few. These are not words of people feeling happy, supported and thriving. What I do know having experienced *ahem* more than 20 years in PR and comms is those who genuinely treat their staff well when times are tough as well as good are those who will win out in the end. Short sighted financial "wins" are a short term fix that will leave lasting negative repercussions. So if you REALLY value your people think about treating them well, especially as we move towards 2025.

9

12 ความคิดเห็น

Comms professionals might have a great track record of securing media coverage, but it's important to remember that media relations don’t come with guarantees—nor should they! Despite what some might think, it’s not a world of favours or gentle nudges to a media mate. The real magic happens when we craft a compelling narrative and tell stories that truly resonate. The best comms pros know it is a long game and it’s not about promises; it’s about building relationships and sharing stories that genuinely add value. That’s what leads to great coverage! #MediaRelations #PR #Communications #Storytelling

1

I’ll be joining my colleagues at the IABC WAIG for this timely webinar on Communication Leadership. There’s a lot to say about why it is beneficial for organisations to adopt responsive communication strategies and I’ll be sharing my thoughts on this topic during the webinar. Please register using this link to join the conversation - https://lnkd.in/ehPXhX7s #Communication #IABC

50

2 ความคิดเห็น

I'm honoured to have been invited to share insights alongside global PR leaders in a comprehensive piece on the evolving state of our industry. As the founder of TNA, I discussed how Australia's unique media landscape and positioning in the APAC region presents both challenges and opportunities for PR professionals. Key observations I shared: The transformation of media relationships in the digital age means we must be both relationship builders and digital storytelling strategists. While a coffee catch-up with journalists remains valuable, success now demands delivering stories with proven digital appeal and engagement metrics. The reality is that PR has evolved far beyond traditional boundaries. Today, we're integrated communications strategists who need to master everything from SEO to social media algorithms, while maintaining those crucial journalist relationships that have always been at the heart of our profession. Working across APAC has given me unique insights into how Australian brands can succeed globally while navigating our distinct challenges - from our concentrated media landscape to managing communications across multiple time zones. Grateful to be part of this global dialogue with fellow industry leaders from Dallas, Milan, London, and Los Angeles. As our industry continues to transform, these international perspectives become increasingly valuable. #PublicRelations #Communications #DigitalPR #MediaRelations #PRIndustry #Leadership #APAC #GlobalPR. The PR Net

19

1 ความคิดเห็น

The Underestimated Value of Awards: A Credibility Boost 🛡️ Awards act as social proof and a layer of credibility that can't be easily replicated. How are you using awards to build trust with potential clients?

3