Business 21 August 2018
PR is powerful. It’s the special magic of making a business meaningful to the media, making it something the media can work with. I’ve watched people’s profiles light up because of good PR strategy, and I’ve seen it make stock fly off shelves.
I built a tech startup on the belief that editorial coverage can happen for anyone if the right information is made accessible to them. I was interested in empowering businesses to tackle PR on their own behalf. Young businesses with big ideas but tiny budgets. Those that are newsworthy but can’t yet hire a PR firm. I wanted to build a platform that provides validated, up-to-date media contacts, sorted logically by industry.
My startup has now ‘gone live’ in a couple of major markets. It was picked up by a prestigious accelerator in Berlin just after it launched and now I’ve being invited to incredible conferences around the world. But the journey was rocky, and I was sustained only by belief in my vision and the belief my loved ones had in me.
Tomorrow’s best business communicators cut their teeth on snapchat captions
I was at the 10 year mark in my PR career and at the strategic forefront. My skill as a Fashion & Luxury specialist had taken me to big glamorous cities like Dubai and London. I’d run a highly-regarded agency with my name over the door for years. I was still in love with doing PR work when I turned my face to a new direction.
The world of PR has always been behind a velvet rope; an exclusive world with secret networks. My vision was to open this world of opportunities to those who also deserve a seat at the table.
When you set out to build something you believe will solve a big problem, that vision can be so crystal clear that you underestimate the weight of the challenges you will face.
Part of the problem was the unaffordability of Public Relations. Few bootstrapping businesses can afford PR consultancies. Another part of the problem was information accessibility.
There wasn’t a reliable, affordable resource for accessing media contacts for independent businesses in my corner of the world. Media data companies were serving the big end of town and the communications industry, but for small businesses there was nothing. No one was making the best use of digital technology to deliver small businesses the constant updates that happen in media.
I worked with developers to create a platform that delivered the names and contacts for key media people, sorted into tidy industry categories. Crucially the platform we built made this intel both affordable and fathomable to users who are outside the world of professional communications. We left out the complex metrics, I didn’t want it to alienate anyone with a good story to tell.
I’ve watched people’s profiles light up because of good PR strategy, and I’ve seen it make stock fly off shelves.
Enter here for a chance to win free media lists for your business.
How tech do you need to be, technically?
When you set out to build something you believe will solve a big problem, that vision can be so crystal clear that you underestimate the weight of the challenges you will face. I entered the tech world fairly read-up on it’s inequality issues. The stories of sexism, under-representation and funding discrimination were filtering through the media.
Here are the ways I navigated it and a few things I learned.
Firstly, I worked out early on that I wanted to self-fund rather than take on investment. My early experiences with the investment world cemented this resolve. This to me was an empowerment issue. It was really reassuring that there was early investment interest in the concept.
Words like ‘scalable’ were peppered through conversations, and “you can add a zero to that price point”. However I knew instinctively that if I took on investment early then List Co. would not make it to market as the accessible service I believed it should be.
I met with a female VC at this early juncture. I told her I was hearing out investment options, but I felt I could personally fund the project to launch. Her advice; “Lady, do it”.
Bringing something to market with the vision intact can be an ideal worth holding onto. You will be in a better bargaining position down the track once the concept has been ‘proven’. When it’s ready to scale there’s no doubt the right kind of capital will help your startup achieve it’s potential.
Secondly, I regret not learning to code prior to building List Co. Working with tech leads and coders requires you to think in new ways just to see information the way they see it. I strongly believe every creative thinker and business mind should learn to code. You may never use the skill to build something, but when the time comes to work with a tech team you will be a greater support to their work process.
How much can you withstand before it begins to take shape?
And finally, the setbacks. Realistically, most tech builds take three times longer than expected. When you kick off with all the gumption in the world you think your project will take six weeks to accomplish. This is something you will laugh about in the end.
It’s often said that setbacks can work in your favour. That’s truly an annoying thing to hear when you are facing technical hurdles and coders gone AWOL. I can look back now and see how the long technical delays that List Co. experienced made it an even better product. Six months in I had finalised the media lists planned for industries like Fashion, Interior Design, Travel and Food, but the platform itself was far from finished. So while I waited I began to build resources for the other markets that I have worked in and am passionate about, including the UK, Asia and the Middle East. Ultimately, launching with a number of markets ready to go has given List Co. greater dimension and opened up opportunity for the users.
List Co. is now live in the US and Australia with media contact lists for the consumer-facing industries. It will be launching in other markets soon also. The dream is to bring it to every market with an entrepreneurial community that needs valuable, up-to-date media contacts. Ultimately I hope it helps to change the balance of representation in consumer media.
3 Min Read
With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.
When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.
Tip 1: Communicate with your current wellness providers and set a plan
Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.
Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.
The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.
Tip 2: Stay active for both mental and physical health benefits
The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.
With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.
Tip 3: Start slow and strong
If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.
Be aware of your sitting time and balance it with activity.
Tip 4: If your gym is open, prepare to sanitize
In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.
When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.
Tip 5: Have a good routine that extends outside of just your fitness
From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.
Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.
Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.
A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.
Tip 6: Focus on food and nutrition
In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.
If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.
Tip 7: Don't forget about your mental health
While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.
For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.
While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.