The UnNoticed Entrepreneur

It's amazing that some companies, and individuals, still struggle to provide high-quality photographs to accompany their press release, article, or blog when they are a prerequisite for prominent coverage.
The media, and our own channels, all thrive on quality images so in this podcast I share the costs and top tips from professional photographer Marcus Ahmad.
Media coverage: In some cases – such as announcing a new appointment – the media won’t even publish the story unless there’s a decent image to go with it.

Delivering the right message: Images can give the right, or wrong, message to your audience. If someone knew nothing about your business other than what they could see from a single photo, how would they describe you?

Full impact: Whatever platforms you use for your content marketing – blogs, Twitter, Instagram, Facebook, Pinterest – images are vital. There’s lots of research out there to show how images can help increase engagement (e.g. tweets with images get twice as much engagement).
3 Key tips - plus more in the show - from Marcus.

Make sure you and the photographer are on the same page in terms of outcomes. Discuss first what you want to get out of this …eg. How many shots, for which purpose…image, style, purpose, colour or B+w, usage
Employ a Stylist - To help on-site so that you can relax and enjoy the shoot. You'll look better in the end. I mention my work with UK based Nick Hems.
Personal grooming. Prepare the night before. e.g. shaving, eyebrows, ear hair, and. bring several changes of clothes and accessories to the shoot.

If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars.

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Don't spend anything on public relations until you've listened to this podcast. It tells you how to measure your return on investment. Jul 01, 2020

Show notes

Over US$11bn is spent on PR and the burning question is "how do we measure the impact?"
Actually now we can, with even more detail now thanks to technology but with some of the basic principles which have been in place for over 30 years. I heard them from one of the original authors in Singapore in 1996!
Firstly, let's talk about the Active Communications Index: our simple formula which addresses the need to measure inputs before worrying about outputs.
Content x Channels x Frequency. There's more on our website about this here.
Then I am going to take you through some platforms which can be used for free or low cost, and also one of the biggest service providers.
Coveragebook.com is a platform we use as measurement and evaluation is such a big part of where PR is at the moment. This service combines both strong analytics and excellent design. It visualises the impact of campaigns in a single comprehensive, intelligent and user-friendly way. It's really useful because it tells you immediately the page views and domain authority of the media your coverage appears in.
Sentiment analysis is important because it's not enough to be spoken about, as Gerald Ratner found out in 1991 when he lost GBP500m overnight; there was too much negative publicity. TalkWalker.com has ‘free social media monitoring tools’ to track all sentiment. I've been using this platform to measure our work on the Ineos Grenadier launch today.
Carma is the one of the largest media monitoring and sentiment analysis firms in the world with offices in 5 countries and over 500 staff. Really there isn't much this company can't do and it's global so that helps for international campaigns.
I mention the standards body so you can go and find out more if you want to. AMEC (the International Association for the Measurement and Evaluation of Communication) is on hand to help. Great tools to check out include the Integrated Evaluation Framework (IEF), a useful guide to building a solid measurement framework based on industry best practice, and the Measurement Maturity Mapper (M3), a diagnostic tool designed to help you understand where you are in your measurement journey.
Professor Jim Macnamara of the University of Technology Sydney created this IEF and I remember meeting in Singapore in 1996 when he headed up the Mass Communications Group of Australia. He was sharing the vision of the importance of measurement 30 years ago and deserves credit today for the fact that he is keeping the industry-relevant and measurement-based. He sold his business to Carma.

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How sewing machine makers are building a US$44bn industry with tribes. Jun 30, 2020

Show notes

What can we learn about the digital customer journey from the purchase of a beginners sewing machine?
The answer is a great deal. The industry sells products to consumers by a sophisticated mix of editorial reviews, influencer videos, manufacturer specifications, and merchant offers. The sewing machine industry isn't just about home stitching, this is a vibrant tribe in a worldwide and growing business.
I was amazed - sewing machines market worldwide is projected to grow by US$17. 1 Billion, driven by a compounded growth of 3. 9%. Industrial, one of the segments analyzed and sized in this study, displays the potential to grow at over 4%. Industry reaches over US$44.3 Billion by the year 2025.
I share in this podcast about how the tribes are driving amplification, and the consumer path to making a purchase. From a PR perspective, we need to think about each step and each platform and deliver great content across each of them.
If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.

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https://www.theunnoticedentrepreneur.com/

Is content creation the bottleneck to keeping your social media campaign vibrant and consistently active? Learn of free content sites, automation tools and how to Scoop.it Jun 29, 2020

Show notes

Is content creation a bottleneck to keeping your social media campaign vibrant and consistently active? Then listen to this podcast as I share both the value of content and sites for creation, curation and automation. As marketing now needs to include the power of search, content is essential to drive leads.
Here are some of the sites I mention:
14,281+ documents and articles which can be used rights free on PLR
10’s of thousands of articles on Amazines.
Great infographics on infogram
Over 2 million curated icons on the noun project
Blog topic headline creator from hubspot
Publish topic pages with curated content in minutes with Scoop
Finally - great content is nothing without readership; and this is where the PR consultant comes in handy to place these articles on the high traffic websites. (you can also do this with Outbrain content syndication for a fee).
If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

Who turned Liverpool FC into winners after 30 years of being “doubters,” and how can you turn around your organization. Jun 27, 2020

Show notes

8 October 2015, Jurgen Klopp addresses a press conference to announce his appointment as manager of Liverpool FC, and he said, "We must turn from doubters to believers."

This weekend they won the English Premier League and their first English title for 30 years. What can we learn for our own business by reviewing the leadership of Klopp in the context of Influence: The Psychology of Persuasion, the framework by Robert Cialdini.
I review each of these factors of influence and look at how we may use these in our organizations.

Likability
Reciprocity
Social Proof
Consistency / Commitment
Contrast
Scarcity
Authority

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.

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How did Viya in China generate US$49m in sales in one day using live-streaming, and how can you do the same? Jun 26, 2020

Show notes

On October 10th 2019, Viya broke her own sales record once again, driving 353 million RMB (roughly 49.7 million USD) in sales in a single day. All this on Taobao, the Chinese social media marketplace.
How can our companies use live-casting and multicasting to improve our public relations but also take potential customers to the shopping basket!
I discuss the key points of social media platforms but also share details of companies including Restream.io, and manycam, which enable one recording to multiple channels.
Now, Vimeo Enterprise and Premium customers can reach viewers across multiple live platforms. Users can stream to Vimeo and a number of other platforms at the same time through native integration with Facebook and now LinkedIn, too.
So conversations with our team in China prompted a conversation about the power of live- stream for public relations which can lead to direct sales in the same user session. Packed full of technical information and guidance on how to go live with our content.
If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

How can you stitch together your PR story, and who is the best person to spin the yarns in public? Jun 25, 2020

Show notes

What can a sewing machine salesman teach us about PR? A lot it would seem as Mr Pickles created quite an impression with his passion and expertise. I wasn't even going to the shop to buy a sewing machine, he's that compelling!
Listen to this podcast to learn about the kind of person within your organization who is best to be the spokesperson for the company, and what qualities they will need to be engaging to your audience.
You will also learn a bit about sewing machines....
If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

Who are journalists and where can you find them, locally? COVID leads to village mentality. Jun 24, 2020

Show notes

If we are to stop travelling then pr will become more local too, so what can we do to promote our businesses via public relations? Fortunately, there is a trend towards local media titles which create opportunities for companies to share their stories locally; just like we used to when I was a youngster!
Founder Karl Hancock claims the nub network is now “on track to become the largest online local newspaper brand in the UK.”

He said: “There’s a strong demand for hyper-local news without intrusive advertising and pop-up surveys. We encourage our journalists to delve into the community and talk to the people that really matter.
I share on this podcast sources of media contact lists, how to research journalist contact details, and to build a shortlist of key media relevant to your business.
Also, I share some details of the Reuters Institute for the Study of Journalism, which uncovers the lack of diversity and wage disparities in UK journalism, which I suspect is mirrored around the world. 64,000 registered journalists in the UK filing average of 50 stories per week, with 32,900 registered journalists in the USA in 2015. These are educated, underpaid and extremely busy people.
I mention some sources:
https://www.thelocal.fr
https://media.info/
https://www.responsesource.com/pr/mediadatabase/
https://journolink.com
https://www.bbc.co.uk/mediacentre/enquiries
https://www.pressgazette.co.uk
And finally:
https://www.nuj.org.uk founded in 1907 - the National Union of Journalists in the UK.
If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

How to make your company as exciting as a holly/bollywood blockbuster? ABT Storification is the script. Jun 23, 2020

Show notes

How we compose our public relations and sales, information can often be informative and make us feel better but bore the audience to death. So how can we create more compelling content?
It turns out that storification (sic) is the answer, and with thanks to Park Howell, 'the worlds most industrious storyteller', and his guest Candice Frazer at TTI Success Insights, I am sharing here about the 6 different driving forces which dictate how people will respond to situations and to information.
Based on the theories of Eduard Spranger (27 June 1882 – 17 September 1963) a German philosopher and psychologist, who wrote a book in 1928 entitled, 'Types of Men'. In this work, Springer identified six universal attitudes and value systems through which we observe and experience life.
This sets us up for the ABT methodology Randy Olsen for framing our narrative to the story, which is detailed in his book 'Narrative is Everything.'
From theory to practical examples of the ABT approach, this podcast provides a useful lesson in storification; which at EASTWEST forms part of our SPEAK|pr methodology which is free to download.
Storify
Personalise
Engage
Amplify
Know
If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

Why only 12% of your campaign will be understood, and what you can do to improve the odds. Jun 22, 2020

Show notes

"Communication usually fails, except by accident”

Finnish original: Viestintä yleensä epäonnistuu, paitsi sattumalta so says Wiio's law.
Audiences have a staggeringly low chance of understanding a message, possibly as low as 12%, and the broader the audience the more variables there are at play which magnifies misunderstanding. I use WIIO's law to analyse PM Johnson's COVID 'Stay Alert' address on May 10th to illustrate the points made in this Finnish politician's witty but useful analysis of how the audience composition impacts how well a message is understood.
Why is this and what considerations should your communications program take into account in order to improve your chances of effectively sharing your messages.
For more information this podcast you can read the article on our website.
If you like this podcast, then subscribe to our newsletter here
Please visit our blog post on PR for business please visit our site:
https://www.eastwestpr.com/blogs/
I also talk about SPEAK|pr - our 5 Step Methodology for entrepreneurs to manage their own PR. Do please come and download a free copy along with our Technology Applications Director with over 100 free marketing apps listed.
http://www.eastwestpr.com/speakpr
Find us on Twitter @eastwestpr
Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.

Also available on Apple Itunes, Stitcher, Spotify, Google Podcasts and Heart FM.