Marketing
**The UnNoticed Entrepreneur**

Fellow entrepreneurs share their stories so that us so that we can build a better business.

Hi – mine name is Jim James and I’m your host. In 2019 I started this podcast to help entrepreneurs learn from one another. When I started the Entrepreneurs Organization chapter in Beijing, I realized that the best insights came from people who had already done the work.

If you’re running a business; this show is my gift to you. It’s hard enough as it is, and I hope that this podcast solves just one problem to help you on your way.

Connect with me here:

https://www.jimajames.com

https://www.linkedin.com/in/jimajames

Latest Episodes:

Who buys 11% of their alcohol online during lockdown, and what would a Likert scale say about it? May 29, 2020

Show notes

The Likert scale often found on survey forms or questionnaires, measures how people feel about something which can be useful in many different situations. It was invented by American social scientist Rensis Likert invented in 1932.

Businesses can use it now to learn about what's important in the minds of the team, partners and customers before they start their PR. Some services include: polldaddy, survey monkey, mentimeter
Read these survey results and see if they are what you expect, and more importantly how they would impact your PR activity?

Deloitte survey in Forbes shows consumers in 13 countries see themselves in the middle of a two-front crisis involving their health and finances.

Across the 13 countries surveyed, 42% of respondents worry about job loss, led by respondents in Spain at 62%, India at 54%, and South Korea at 51%.

Only 35 % said that they feel safe going to the store, 25% that they feel safe staying in a hotel, and 22% that they feel safe taking a flight.

How will these stats impact your business communications, and what more detail do you need to tell people the message they need to hear; because they are not all the same.
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
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Find us on Twitter @eastwestpr
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is an award-winning British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

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How can smaller companies use sponsorship for PR? Learn how A-Fit events can fit your bill . May 28, 2020

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What we can learn from James Radcliffe, founder and CEO of INEOS, about sponsorship of sports events? The answer lies in his upcoming launch of the Ineos Grenadier 4x4 and how he sees sponsorship as part of building his business.
Kent University researchers layout out a theory about how you can choose which kind of events a company should sponsor in their paper: ABSTRACT - Sponsorship as a marketing communication tool has increased remarkably over the past two decades. Drawing from research in social psychology, a conceptual framework which affords a clearer understanding of the appropriate sponsoring of events when objectives are to improve consumer attitudes and increase recall is developed. The framework suggests that companies sponsoring events that provide a moderately inconsistent Afit@ to their company will be viewed more favourably by consumers.
I am working with Action Coach to sponsor their webinar series as it is an Afit for EASTWEST Public Relations. Listen to how entrepreneurs can work on a scale which suits them to grow their business as I discuss the basic deal structure and benefits agreed to work together which is a win-win deal.
For a 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
Subscribe to our newsletter here
Find us on Twitter @eastwestpr
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is an award winning British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

Please Support the show (http://www.eastwestpr.com)

Support the show

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https://www.theunnoticedentrepreneur.com/

Does Twitter trump other media for PR, the Stockdale Paradox, and what Buffet said can be lost in 5 minutes. May 27, 2020

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Peers Have Influence Over Consumers, Celebrities Don't. This according to research by Collective Bias. On the day that Trump has his account fact checked, I look at why President Trump uses Twitter as his chosen channel to influence his followers, and more importantly should an entrepreneur follow his lead?

I dive into the stats behind Twitter, its value for trends, time sensitive information and customer engagement.
Credit to Sprout Social for informative post:
Too summarise -

The Twitter algorithm is constantly evolving.
The Twitter timeline is a mix of algorithmic content and real-time content.
You can turn off the Twitter algorithm in your own feed display, if you want.

Twitter’s curation means that content quality and connecting with your followers are still essential ways to help your posts get reach and visibility.
We also discuss Admiral James Stockdale, and what Jim Collins coined as the StockDale Paradox, and what guidance that gives to entrepreneurs about their messaging during this time. It's not about being optimistic, but having faith and being realistic about the challenges at hand.
Admiral Jim Stockdale said,
“This is what I learned from those years [1968-74] in the [Hanoi] prison camp, where all those constraints just were oppressive. You must never ever ever confuse, on the one hand, the need for absolute, unwavering faith that you can prevail despite those constraints with, on the other hand, the need for the discipline to begin by confronting the brutal facts, whatever they are. We’re not getting out of here by Christmas.”
If a person wants to write their own version of events, then Twitter enables them to circumvent the traditional filters and restrains of editorial media. As Trump has found this makes Twitter a supremely powerful platform but also one to be managed with due care and attention.
For a blog post which accompanies this podcast please visit:
https://www.eastwestpr.com/blogs/
You can reach Jim James on Linkedin:
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
Subscribe to our newsletter here
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is an award winning British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

Please Support the show (http://www.eastwestpr.com)
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Why Brazilian waxes about #reachfortherazor, how you can use print, and rise of Good News Shows. May 26, 2020

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Hélio Vogas, Brazilian motivational speaker shared insights into the need to find ways to motivate staff as they come out of furlough, and shared the story of the #Reachfortherazor campaign led by the CEO Jason Killens and the Director of Operations Lee Brooks.
What can you do spark a movement which is personal, on message, and importantly more symbolic than difficult to do, but which sends a message to staff, partners and customers?
Although I didn't like the content of a China focused publication I received through my letterbox today, it did lead me to discuss the merits of printing ones' own newsletter as a solution to the lack of print which is available for long form information and photographs. In the old days of PR, print was an essential part of the marketing mix; perhaps it is time to bring it back especially for certain customer groups who don't live on the internet.
I share here how my agency, EASTWEST, recently secured over 90 pieces of coverage for our client Rosti for it's 72 hour 3d printing service by framing the news release within our COVID mindset of Compassionate, Optimistic, Values Based, Informative and Digital.
Finally - 'some good news' - a YouTube only show by celebrity in lockdown John Krazinski has been sold after only 2 months. There is another site running since 1997 called the "Good News Network®" as an antidote to the barrage of negativity experienced in the mainstream media. Because of its long history, staying power, and public trust, GNN is #1 on Google for good news. However, in spite of their own PR it seems that it 'Some Good News' was more attractive to ViacomCBS; because Krasinski is already an actor on their shows. Sometimes it's not just about the PR but the connections.
Next show I'll talk about Russell Brunson and his strategy for getting into the top 100 influencers that you need for your business.
For a blog post which accompanies this please visit:
https://www.eastwestpr.com/blogs/
You can reach Jim James on Linkedin:
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
Subscribe to our newsletter here
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is a British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

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https://www.theunnoticedentrepreneur.com/

Not so Fast [selling] cars & DIY PR; how Aston Martin fired its CEO, VW response is 'fine', and B&Q botch job May 25, 2020

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I saw that 57% of listeners are on mobile devices and so probably don't read the shownotes.
Andy Palmer - CEO of Aston Martin is ignominiously sacked. Read the news here It's a lesson in how not to do PR.
How VW took the news of another fine, offers an alternative way to manage a crisis.
What can you learn from my shopping experience at B&Q; one of the countries largest home improvement retailers.
And I share a thought that social media metric give us an insight into the real reason why Aston Martin shares have lost 95% of their value since floatation Oct 3 2018.
[Palmer’s annual salary was £1.2m and he was entitled to a maximum yearly bonus of £2.4m and share awards worth up to £3.6m under a performance share plan. At £17.75 a share, his 0.6% stake in the company is worth £24m. As of writing this - the share price is 34.96p. We shall see what news of his departure does to the share price. Same company different leadership - it's all about the story the markets will hear, and this is PR at its most effective.]
Interested to see Similar Web analysis of the B&Q website analysis here
For a blog post which accompanies this please visit:
https://www.eastwestpr.com/blogs/
You can reach Jim James on Linkedin:
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
Subscribe to our newsletter here
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is a British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

Support the show

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

McLaren in meltdown, how AI can read your website aloud, and what Dominic Cummings tells us about leadership. May 24, 2020

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What does the financial chaos surrounding Hertz, McLaren and JLR tell us about the need to focus on growth areas of the economy, as bike sales surge 23% and Halfords shares add 80% in a week?
Dominic Cummings has a PR nightmare; it's one thing to break the rules but another to be seen doing so. Did he forget that he is famous, that a 70 year old member of the public can look up car plates online, and that social media means Durham is no further away than down the road. More importantly, the response on social media and mainstream media demonstrates why 'who we are' matters when it comes to leadership.
How can you show leadership to your team, partners and customers during lock down?
Do you want to share your website and lots of other information with people who can't or won't read it? How about using AI enabled readers like http://talkify.net
Talkify reads the content of any website and we automatically detect any of the supported languages for you. Our idea is simple - Enter a url to a website and we will read it aloud for you, you can of course download the audio as mp3 to listen to at a later time. Today, the foundrs have a big variety of users ranging from study material used by Universities, bloggers that proof reads their blogs, students and more. Could this increase engagement on your site/app/materials/guidebooks/manuals?
Getting your company noticed with just 18 minutes per day of PR activity. That's my focus now for the SPEAK|pr program. I've built the tools and was thinking about how I can make it useful when entrepreneurs, including me, have so little time.
The answer is automation. I share on this podcast my statistics after one week of using the ZOHO Social platform to centralise and manage our social media posts to Linkedin, Facebook and Twitter. (Instagram to come later once I've solve the workflow).
I won't bore you with the stats here but the numbers are in the >100's % increase in engagement. It's off a low base for sure, but we have to start somewhere.
Where are you starting from, and how can my team and I support you and your organization to get noticed? See more details at our website below.
For a blog post which accompanies this please visit:
https://www.eastwestpr.com/blogs/
You can reach Jim James on Linkedin:
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
Subscribe to our newsletter here
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is a British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

Support the show

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

Is your company being heard? Lessons schools are teaching us, which high street brands failing, and your "so that." May 22, 2020

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Public relations is about more than press relations; I have to say that I hate it when people think that PR is about having articles published.
'The profession or practice of creating and maintaining goodwill of an organization's various publics (customers, employees, investors, suppliers, etc.), usually through publicity and other nonpaid forms of communication. These efforts may also include support of arts, charitable causes, education, sporting events, and other civic engagements.'
Business Dictionary.com
I chat today about what I am learning from the Girls Day School Trust in the UK about pivoting, communication and being aligned to their "so that."
"So that" was shared by Paul Dunn who is the Chairman of the B1G1 (Buy1GIVE1) is a global giving business movement that helps businesses give back easily in meaningful ways. Since 2007, B1G1 has worked with more than 2,000 businesses from all industries around the world, creating over 130 million giving impacts.
As I walked downtown in Bath today I surveyed the banks and shops, then took a look at their websites when I got home. Listen to my review of their high street and net street personalities and what it says about their "so that" motives.
As we keep saying, those with a COVID strategy will survive. See my slideshare on the need for pr to be Compassionate, Optimistic, Values Based, Informative and Digital. See here
Finally - how is a tech newspaper in Vietnam putting big companies to shame when it comes to helping its vulnerable readers? With over 2m visually impaired in the UK and 285 million people visually impaired worldwide (about the same as the population of the USA), how is your company showing it cares for employees and customers who are vulnerable at this time? Doing so now will build lasting loyalty.
For a blog post which accompanies this please visit:
https://www.eastwestpr.com/blogs/
You can reach Jim James on Linkedin:
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
Subscribe to our newsletter here
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is a British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

Support the show (http://www.eastwestpr.com)

Support the show

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

Bonfire of the sanities, the Allen Curve, and why video can overcome trust issues for entrepreneurs May 21, 2020

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How a dispute over a farmer's bonfire sparked a train of thought about mistrust, and how the Edelman Trust Barometer report backs up the impression that people aren't in favour of anyone that's in authority.
That means entrepreneurs and business too! We've all got a bad reputation before we've started communicating. If we made money during COVID we're mercenary, if we lost money during COVID we are bad at business and possibly out of business.
So how can entrepreneurs use PR to build their reputation and put the fires out as they rebuild loyalty and trust. The answer is in this podcast, and on my website at http://www.eastwestpr.com/speakpr
For a blog post which accompanies this please visit:
https://www.eastwestpr.com/blogs/
You can reach Jim James on Linkedin:
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
http://www.eastwestpr.com/speakpr
Subscribe to our newsletter here
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is a British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

Support the show (http://www.eastwestpr.com)

Support the show

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

Why the biggest threat to companies is the remoteness of conversations, and how AI may solve it. May 20, 2020

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Automation in PR is available to all companies regardless of size, and the deployment of AI assisted content generation will allow content to be available at a rate to match the possibilities of the automation tools.
In this podcast I am going to talk about the McKinsey report on the first 90 Days of COVID-19 Recovery Plan, the impact of the Allen Curve on people working at home, and what my Shanghainese wife is listening to on her iPad in the countryside of England which speaks to the future impact of AI on us all.
McKinsey Report can be found here.
For a blog post which accompanies this please visit:
https://www.eastwestpr.com/blogs/
You can reach Jim James on Linkedin:
http://www.linkedin.com/in/jamesjim
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
http://www.eastwestpr.com/speakpr
EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is a British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

Support the show

Subscribe to my free newsletter

https://www.theunnoticedentrepreneur.com/

Falling forward...how a Paralympian inspires, publishers close and Zoho social shares. May 19, 2020

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I discuss the news that Haymarket will close it's finance publications in Asia, and what that means for everyone who relies on traditional print as a means of getting PR.
I'll also share about ZOHO Social, the content scheduling toolset that we started using today which looks set to save us lots of time and will help us to reach our communities across 5 platforms.
Steve Judge, 2 x World Paralympian Champion inspired me this morning with his talk on ActionCoach about taking one step at a time. I've been guilty of setting standards so high for myself that I wasn't putting one foot forward. Today this changes.
As an entrepreneur for over 25 years across the world, I want to share what I know works to get a company noticed which is free, or nearly free. As we see that traditional print publications are going all digital, or going out of business, the opportunities for entrepreneurs have been been greater to leverage technology for profitable business.
I mention toolsets which you can download for free from my website. SPEAK|pr tools and a Technology Applications Directory.
http://www.eastwestpr.com/speakpr
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