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Speaker 1: Get a I'm Lula Berry, nutritionist, author, actor, TV presenter,

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Speaker 1: and professional oversharer. This podcast is all about celebrating failure

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Speaker 1: because I believe it's a chance for us to learn,

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Speaker 1: grow and face our blind spots. Each week, I'll interview

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Speaker 1: a different guest about their highs as well as their lows,

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Speaker 1: all in a bid to inspire us to fearlessly fail.

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Speaker 2: Hello, Fearlessly Failing. Gang.

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Speaker 1: Really interesting guest is on the pod today. Her name

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Speaker 1: is Alice Dodge. She's got a company called the comm Suite,

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Speaker 1: and she is going to teach us all about PR, communication, crisis,

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Speaker 1: comms strategy, the importance of relationships. So, if you've got

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Speaker 1: a business idea or a brand and you're thinking about

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Speaker 1: PR or bringing someone on to help you with getting

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Speaker 1: the right kind of publicity around your brand, this episode.

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Speaker 2: Is few I learned loads.

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Speaker 1: I'm a big believer in if you don't know something

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Speaker 1: but you need it for your work or business or

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Speaker 1: dream outsource and I've worked with Alice before, so this

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Speaker 1: comes from Alice's perspective but also perspective of someone that

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Speaker 1: wants to have PR. I hope that makes sense, but

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Speaker 1: I hope you love this episode She's got loads of info.

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Speaker 1: If you're listening to this and you're at home, pull

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Speaker 1: out a pen and paper. Great notes about the skills

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Speaker 1: to look for in someone you're hiring PR.

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Speaker 2: So yeah, if you've got a brand idea.

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Speaker 1: Business idea at the start of the year you're thinking

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Speaker 1: about launching something, this is a really good episode about

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Speaker 1: an important part of building a brand or a business,

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Speaker 1: especially awareness when it comes to media.

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Speaker 2: So hope you love this app. I learned loads.

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Speaker 1: Alice Dodge from the comms Wait, welcome to the pod.

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Speaker 1: I want to call you a PR and comms guru.

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Speaker 2: Is that okay? That is very nice? Thank you, Lola.

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Speaker 1: Ola.

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Speaker 2: You know paulatd for that way. Yeah, Well, we've worked.

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Speaker 1: Together, so I feel like I've got to experience a

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Speaker 1: little bit of like both sides in a way, being

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Speaker 1: booked as talent to work with you, but then also

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Speaker 1: like we've kind of been on the road together because

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Speaker 1: we did a tour together. So I feel like I've

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Speaker 1: got a little taste.

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Speaker 2: Of your career. But I really want for the listener.

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Speaker 1: I think this EP is coming out around New Year,

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Speaker 1: people might have like it's a good time to like

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Speaker 1: rebrand and refresh of the business. I know, I'm building

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Speaker 1: a new website at the start of the year, you know,

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Speaker 1: like all those little things, and so I want you

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Speaker 1: to come on here and teach us and help us

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Speaker 1: how to navigate pr like what it is. But let's

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Speaker 1: start with you because you have so much experience. You've

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Speaker 1: got two decades of experience, and before that was like journo.

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Speaker 1: So mate, talk to me, like, tell me about let's

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Speaker 1: talk about you here, Let's talk about it, like, so

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Speaker 1: where did it all start?

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Speaker 3: Where did it start? So I go, look how long

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Speaker 3: we got. We will keep the abridged version of the

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Speaker 3: other career. But I think you know, probably like you

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Speaker 3: as a little kid, loved talking, loved writing, loved telling stories,

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Speaker 3: and I think I knew I wanted to be in

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Speaker 3: that sort of world.

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Speaker 2: So that led me to journalism.

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Speaker 3: Went out to Bathist best UNI for the journal course.

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Speaker 3: Sadly it's it's changed its sort of shape with the

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Speaker 3: way the landscape is now, but at the time it

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Speaker 3: was their place where every reporter, every news reader that

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Speaker 3: you see on the Telly tonight, they went to Bathists.

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Speaker 2: So had the best time there.

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Speaker 3: Was very determined to be a newsreader, a news reporter,

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Speaker 3: and that led me to Channel seven, where I cut

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Speaker 3: my teeth. What a great player was amazing. It was

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Speaker 3: an incredible opportunity. I was very lucky to get an

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Speaker 3: internship there when I was still at UNI, and I

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Speaker 3: think that was that sort of really shaped me, and

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Speaker 3: I guess more ways than one, because I was in

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Speaker 3: I was this, you know, twenty year old twenty one

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Speaker 3: and at the end of my UNI degree thrown into

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Speaker 3: the busiest, biggest newsroom in the country and there was

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Speaker 3: a lot going on, but it did turn into a job,

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Speaker 3: which was amazing. So I was there as assistant chief

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Speaker 3: of staff, which I think is the best place to

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Speaker 3: learn how a newsroom works, because that is the central

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Speaker 3: nervous system of a newsroom.

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Speaker 2: So I was feel chaoti Oh, it was so chaotic.

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Speaker 3: It was It was run on coffee adrenaline and because

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Speaker 3: breaking news breaking, that would change the whole plan of

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Speaker 3: the day, right it does, And I remember so vividly,

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Speaker 3: so many breaking news stories happened at sort of the

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Speaker 3: end of my shift, so i'd they'd be like, turn around,

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Speaker 3: ol us week, we're going, We're staying on air, and

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Speaker 3: so your shift does just keep going and it becomes

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Speaker 3: that twenty That's when Australia was really embracing that twenty

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Speaker 3: four hour news cycle. So we were this is like,

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Speaker 3: you know, early two thousand and late late two thousands

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Speaker 3: and early twenty ten.

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Speaker 2: So I wish I talked to you.

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Speaker 1: I work on Katla in Los Angeles and they had

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Speaker 1: me booked for when the fires hit, and I kept

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Speaker 1: getting booked and canceled, like over the space of two

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Speaker 1: weeks I think five times.

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Speaker 2: Yeah, and to.

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Speaker 1: The point of like I'd be driving to set and

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Speaker 1: they're like, turn around, there's breaking.

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Speaker 2: News about fires. You need to go home.

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Speaker 1: It was so fascinating, like it was such a beautiful

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Speaker 1: gift to actually learn it was obviously a really hard

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Speaker 1: situation for all of La, but it was such a

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Speaker 1: good experience that it made me realize, oh, news is

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Speaker 1: hard because especially for people running the show, absolutely it

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Speaker 1: doesn't stop. Yes, and so nimble to just be like, okay,

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Speaker 1: we're going in that direction. And then to also if

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Speaker 1: it's something breaks, how do you learn and absorb all

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Speaker 1: of that information, feed it to the hope like get

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Speaker 1: the clips, get someone on the ground.

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Speaker 2: Like that feels like a beast.

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Speaker 3: It is such a beast and that's why the CAUs desk,

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Speaker 3: the chief of staff desk, was the place to learn

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Speaker 3: because it's helped me so much in my PR career

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Speaker 3: because I know exactly what they're doing every day, and

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Speaker 3: especially if it's a big news day, and you know,

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Speaker 3: we've seen some very big news days lately, and I

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Speaker 3: think you just you have to be so mindful of

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Speaker 3: what when you are in PR, of what is happening

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Speaker 3: in a newsroom particularly, and how your pitch might be landing.

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Speaker 3: So yeah, we definitely I found that doing the journalism

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Speaker 3: part of my career at the beginning, and I didn't

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Speaker 3: think I'd end up in PR. I actually used to

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Speaker 3: joke about it, going, oh, I never work in PR,

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Speaker 3: and it's just sort of joke with my friends and

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Speaker 3: be like, oh, you do PR, because we know we

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Speaker 3: all went to the same beauty but some of us

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Speaker 3: did Journey, someoneus did PR. And there was sort of

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Speaker 3: a few little in jokes and here it is, I've

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Speaker 3: actually moved to that to that industry in the last.

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Speaker 1: And you're running your own show like the comm suite

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Speaker 1: is your baby. It is, yeah, and so like, how

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Speaker 1: obviously there's a huge because you did a chunk of

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Speaker 1: time in London, right, can you share how you pitch

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Speaker 1: yourself as Alice in London.

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Speaker 3: Alice in London, Alice in London Land or something. I

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Speaker 3: can't remember what I actually wrote, but it was in

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Speaker 3: a haze of I moved to London after seven and

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Speaker 3: that's when I got into PR because I sort of

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Speaker 3: decided I want to do the London thing, but I

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Speaker 3: don't want to be doing the hours that I was

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Speaker 3: doing in a newsroom, which were midnight to nine am,

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Speaker 3: very crazy sunrise show hours, which you know you can

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Speaker 3: do when you're in your early twenties. But I was

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Speaker 3: just like, no, I want to go to London and

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Speaker 3: enjoy London and see it more.

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Speaker 2: So that meant a PR pivot.

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Speaker 3: But there went many jobs because it was the GFC

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Speaker 3: had just sort of finished. There was still the hangover

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Speaker 3: of the GFC over there, and I found this agency.

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Speaker 3: I googled them and I loved what they were doing.

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Speaker 3: It was all about storytelling. They were called Golden Goose PR.

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Speaker 3: Shout out to my lovely British friends and they, yeah,

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Speaker 3: I wanted a job there, and I thought, well, look,

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Speaker 3: I've had a few rejections from other agencies from a

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Speaker 3: just a you know, standard cover letter that you do

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Speaker 3: back then, and I got a bit creative and I thought, well,

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Speaker 3: they're about storytelling. I'm going to take a spin on

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Speaker 3: Alice in Wonderland. I'm going to turn it into my

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Speaker 3: journey coming here. My savings were running.

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Speaker 2: Out very quickly. I was working working a pub, working

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Speaker 2: no five pounds.

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Speaker 3: I was earning five pounds five pounds an hour at

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Speaker 3: the at the local pub, and I was ringing my

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Speaker 3: mum in tears, going that's it.

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Speaker 2: I can't do it.

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Speaker 3: Mum's like, you've been there for six weeks, like just

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Speaker 3: stick about, you know, typical, you know, catastrophizing. And that's

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Speaker 3: when I thought, right, we're going to write something a

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Speaker 3: bit creative. And it got me a foot in the door,

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Speaker 3: got me internship. I did want a job, and they said, look,

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Speaker 3: we just haven't We can't pay you at the moment,

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Speaker 3: but we'll give you the experience. And as I was

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Speaker 3: wrapping up the internship, you know, we had the best time.

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Speaker 3: They were the most beautiful team and they were like,

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Speaker 3: ohwa's so said, you can't stay with the boss was like,

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Speaker 3: I wish I could give you a job.

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Speaker 2: I just don't have one the moment.

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Speaker 3: And then the next day she rang me, She's like,

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Speaker 3: we've just won Jaggie a Landrover.

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Speaker 2: I know you're hired.

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Speaker 3: And that was the foot in the door. And it

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Speaker 3: was only twenty four hours after my internship. And that

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Speaker 3: took me all over the world. I was twenty four

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Speaker 3: and being flown to you know, Milan for the day,

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Speaker 3: I went to la I went to New York.

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Speaker 2: You know, it was insane.

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Speaker 1: I loved how you wrote to me and you said

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Speaker 1: it was Brecky in London, dinner in Paris.

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Speaker 2: That's crazy. It was because you just jump on the Eurostar.

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Speaker 3: So it was yeah, I was having my breky in

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Speaker 3: my London flat and then I was having dinner with

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Speaker 3: my best friend who lived in Paris at the time,

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Speaker 3: and then I'd be back on the train in bed

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Speaker 3: in London in one day.

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Speaker 2: Yeah, that's crazy.

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Speaker 1: Yeah, what a great start of like just to also

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Speaker 1: now like being Sydney based, having your but having all

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Speaker 1: that lived experience. And it sounds like both the Channel

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Speaker 1: seven job and the Golden Goose. Yeah, they like it

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Speaker 1: feels like that's very fast paced and so and Australia

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Speaker 1: correct me if I'm wrong.

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Speaker 2: Feels like a different pace.

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Speaker 1: Like I noticed the difference when I come back from

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Speaker 1: la like tenn minute wait for an huber what you know.

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Speaker 3: Like very different pace. I did find that when I

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Speaker 3: left London. Obviously I left London for the reasons that

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Speaker 3: most people do, which is the weather. It was just

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Speaker 3: too old and missed the fam And so I did

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Speaker 3: three years in London, and when I got back, I

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Speaker 3: was like, oh God, Sydney slow. But I think, yeah,

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Speaker 3: you sort of get to choose the pace. I think

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Speaker 3: that the lovely thing about Sydney or Melbourne or you know,

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Speaker 3: any anywhere in Australia that you return to after overseas,

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Speaker 3: is that you can capture breath a bit. Yeah, but

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Speaker 3: I would say that it is. It's still a fast

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Speaker 3: paced industry journalism and PR. They I think it's a

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Speaker 3: blessing and a curse that my mind does move pretty.

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Speaker 2: Far to know. I struggle. A voice loves the voice.

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Speaker 3: She needs to switch off, so she needs to do

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Speaker 3: a bit of yogs and meditation with your your guidance.

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Speaker 3: And I think that's where you know, working cutting my

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Speaker 3: teeth in the newsroom has helped me exponentially in PR

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Speaker 3: but sometimes in my personal life it's hard to switch off,

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Speaker 3: and I think that's where I'm constantly on and it

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Speaker 3: is hard, and you know your cortisol's firing, and you know,

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Speaker 3: you do get the heart palpitation. Yeah, but then you

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Speaker 3: can sort of the joy of running your own show,

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Speaker 3: which we'll talk about, is you set the pace. So

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Speaker 3: there are going to be times where yeah, I am

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Speaker 3: really busy and I'm hustling and I'm you know, working

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Speaker 3: on a number of clients, and then there's there's going

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Speaker 3: to be a really quiet period and it's such a

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Speaker 3: great space to be because then I can just lean

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Speaker 3: into that and the clients are like, no, you worked

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Speaker 3: really hard for us this month. Have a breather that

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Speaker 3: we don't have any any urgent work at the moment,

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Speaker 3: and we know that when we're.

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Speaker 2: Back on, we're back on. You're here, Yeah, cool right away. Well,

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Speaker 2: the thing that I learned working with you because.

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Speaker 1: We did wonder Luss together, it was I was because

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Speaker 1: I live in Los Angeles. You organized and choreographed an

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Speaker 1: interview with me with like a morning TV show here

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Speaker 1: in Australia, and we were coordinating back and forth on

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Speaker 1: times and like talk points and it kind of moved

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Speaker 1: around a little bit, and I remember I had a

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Speaker 1: flight book to Australia and we were trying to figure

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Speaker 1: out we doing in Australia. It was And so I

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Speaker 1: imagine for you, you're managing you're managing the TV show

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Speaker 1: and those producers, you're managing the client, which is wonder Us,

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Speaker 1: and you want to make sure they're messaging and everything

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Speaker 1: is hit. And then you want to keep talent happy

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Speaker 1: as well, because you want talent to hit all the

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Speaker 1: talk points and everyone's happy and tick tick tick. But

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Speaker 1: that's managing a lot of personalities.

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Speaker 3: One hundred percent. And I think the joy of working

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Speaker 3: with you on that was you didn't need a lot

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Speaker 3: of brief You didn't need any briefing to be honest,

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Speaker 3: and you knew exactly how to hit those key messages.

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Speaker 3: On top of the fact that you'd spoken to this

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Speaker 3: show before, so you were a pro. You knew how

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Speaker 3: to do a Brecky TV zoom because it was still

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Speaker 3: zoom then. And then it was more again just like

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Speaker 3: you know what happens with your team in LA We

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Speaker 3: were getting a bit of updates, like we're moving the

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Speaker 3: segment with Lola.

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Speaker 2: It's going to be next week, it's going to be

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Speaker 2: this week.

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Speaker 3: And so you were great because you're like, that's fine,

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Speaker 3: Like this is the time difference is what I can do.

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Speaker 3: The client understood, but also I wanted to get that

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Speaker 3: story up because I was like, we need to sell tickets,

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Speaker 3: you know. And it was a very sort of ticket

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Speaker 3: led call to action for that one. And you did

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Speaker 3: an amazing job and it is and that was actually

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Speaker 3: that was quite an easy scenario.

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Speaker 2: Oh it was so fun.

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Speaker 3: It's not always like that, and I think you just

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Speaker 3: you do.

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Speaker 2: Everyone.

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Speaker 3: I think every client has to hold that space to go.

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Speaker 3: We don't actually own we don't run the news.

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Speaker 2: I wish I did.

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Speaker 3: I wish it was Allis's News twenty four to seven.

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Speaker 3: We'd have some great shows on. But we've got to

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Speaker 3: sort of look at it from the perspective of a

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Speaker 3: newsroom in that we might think it's the best story

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Speaker 3: in the world, but they have six hundred other pictures

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Speaker 3: and that's the cut through. And that's why you ticked

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Speaker 3: all the boxes, because you were a familiar face to

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Speaker 3: that show. You had a great message. It was a

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Speaker 3: timely national message. We had great b roll. All those

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Speaker 3: little parts that's what made your cross so strong, and

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Speaker 3: you know, it was so wonderful then to do other

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Speaker 3: ops with you and have you in the country to

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Speaker 3: sort of look at Yeah, if we had any news

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Speaker 3: crews come up, I'm absolutely putting Lalla in front of

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Speaker 3: you know, this network because I know she can hit

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Speaker 3: all the key messages.

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Speaker 2: You were so much fun to work with.

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Speaker 1: It was like, because I work with publicists a fair bit,

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Speaker 1: especially with booking talent for this podcast, I'll often go

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Speaker 1: through a publicist, especially if they're working on a movie,

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Speaker 1: TV show, or a theater play, and a publicist will

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Speaker 1: often send me like the brief for what they need hit,

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Speaker 1: which is usually ticket sales when things are available or

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Speaker 1: where the show's streaming. And it was what I loved

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Speaker 1: about working with you, and I love working with publiciers.

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Speaker 1: It's so much fun for me because I feel like

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Speaker 1: I'm getting a peek behind the veil.

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Speaker 2: I'm like, oh, it is.

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Speaker 1: So cool because I sit in the talent book like

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Speaker 1: pool as well. But what I really noticed when I

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Speaker 1: was working with you is like, you have such a warm,

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Speaker 1: can do demeanor that like even if I like I

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Speaker 1: remember we were shooting content in Brizzy or something, and

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Speaker 1: you're like, yeah, well I do this, da da da

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Speaker 1: da da da, And then I'd be like cool, see

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Speaker 1: you in twenty like and then and then you have

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Speaker 1: to roll through six other talent because we were all

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Speaker 1: speaking and and yeah, you were just such a chiller.

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Speaker 1: It was so fun to work with you, and as

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Speaker 1: a result we've kept a friendship. How many years later,

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Speaker 1: it's like two or three years ago, it's.

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Speaker 3: Like no time has pass us. I remember putting you

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Speaker 3: on that swing, being like, you can you can make

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Speaker 3: this swing look fack, You're a fanning and you have

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Speaker 3: the best can do attitude. And I think when you know,

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Speaker 3: I love working with talent like you because you get it.

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Speaker 3: But also you're forging your path. You know, this is

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Speaker 3: about brand, Lola, and you've done so many years, decades

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Speaker 3: of brand building yourself, but you sort of you can

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Speaker 3: just just get on with it and there isn't an ego.

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Speaker 3: And I think that's really lovely. And I've been actually

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Speaker 3: very lucky. I've worked with a number of talent and

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Speaker 3: some very big names, and I have really never encountered

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Speaker 3: anyone that's been a monsive night man. There are going

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Speaker 3: to be definitely big personalities and often sometimes.

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Speaker 2: You are actually more.

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Speaker 3: Up against their publicists than the individual and so there's

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Speaker 3: a bit of you know, you know, territorial stuff, and

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Speaker 3: you sort of have to just yeah, it's a very

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Speaker 3: human industry and people can also have really bad days,

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Speaker 3: and so you sort of everyone just holds a bit

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Speaker 3: of grace and space for that. As I like to say,

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Speaker 3: it's pr not e R, and that's reality check. You

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Speaker 3: do need to give yourself sometimes because what we do

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Speaker 3: is certainly important and moves the dial, and a lot

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Speaker 3: of the cause led work I'm very passionate about, but

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Speaker 3: we aren't saving lives or curing cancer.

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Speaker 2: At the end of the day. We might be able

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Speaker 2: to raise awareness.

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Speaker 3: About those things, but there's a lot of big things

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Speaker 3: in the world that are happening, and everyone has their

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Speaker 3: own little micro worlds at home, and people have stuff

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Speaker 3: going on, and it's the whole you know, walk a

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Speaker 3: mile in someone's shoes. So I do try to do that,

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Speaker 3: probably not as much as I should in my own self,

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Speaker 3: but you know, sometimes go don't be so hard on yourself.

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Speaker 2: Ellis like, you're doing a good job. You do a

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Speaker 2: great job. Can you debunk some stuff for me? A

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Speaker 2: sure can so.

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Speaker 1: And this might sound really like simplistic or but like

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Speaker 1: what is PR?

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Speaker 3: What is PR okay? So it is very much in

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Speaker 3: its purest form. It is the work that goes on

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Speaker 3: behind the scenes to in every sense of the word,

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Speaker 3: favorably position a brand, person, a business and organizations. So

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Speaker 3: I guess the best example is if you were to

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Speaker 3: open up the paper and you saw a story about

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Speaker 3: you know, let's use an example like Mecca opening a

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Speaker 3: new store. Mecca's PR team would have had a lot

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Speaker 3: to do with that new store opening. They would have

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Speaker 3: worked with the construction team that built the new store

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Speaker 3: and their PR team and they would have, you know,

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Speaker 3: collaborated on how we're going to position this story to

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Speaker 3: make sure that it's covered really well because it's a

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Speaker 3: really exciting new store opening, and me could do that

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Speaker 3: very well.

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Speaker 2: They've got a brilliant team.

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Speaker 3: I really really rate their PR team for what they

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Speaker 3: do in the storytelling. And I think just using you know,

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Speaker 3: examples of some of my clients. You know, I work

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Speaker 3: with Lifeline very proudly. I've worked with them for a

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Speaker 3: number of years. I'm in charge of all their campaigns.

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Speaker 3: So if you're opening the paper, and there's a story

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Speaker 3: about someone that's very bravely, in vulnerably shared their lived

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Speaker 3: experience with suicide. That person I have worked really closely

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Speaker 3: with for weeks or months to ensure they feel safe

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Speaker 3: and comfortable to share that story. And then only then

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Speaker 3: would I put them in front of the journalists that

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Speaker 3: we've agreed to talk to, and then they would handle

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Speaker 3: that story with sensitivity and care, and there would be

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Speaker 3: a call to action, there would be messaging around Lifeline

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Speaker 3: and their desay. I wouldn't be here today if Lifeline

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Speaker 3: didn't exist, and that person has bravely done that. But

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Speaker 3: that's a client that really relies on lived experience. So

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Speaker 3: you'd see a lot of charitable story and hospital stories,

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Speaker 3: and they are really putting forward people that have the

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Speaker 3: undergone treatment and they've done that with their their you know, permission,

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Speaker 3: and it's it's a very transparent way of ensuring the journalist.

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Speaker 2: We're helping journalists.

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Speaker 3: At the end of the day, they've got to put

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Speaker 3: a paper to print, a TV news bulletin to air,

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Speaker 3: and they don't have infinite resources. We are giving them

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Speaker 3: a really important story, but we go to them. The

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Speaker 3: best prs go to a journalist understanding fully who they

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Speaker 3: write for, what they need and what makes a good story,

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Speaker 3: and those ingredients are what makes PR do its thing.

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Speaker 3: What about and I know this is like a taboo topic,

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Speaker 3: but what about crisis PR?

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Speaker 2: I imagine it's pretty important. It's big in LA I

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Speaker 2: can imagine.

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Speaker 1: I only know from watching cool like shows that are

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Speaker 1: kind of the behind the scenes of it, and you

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Speaker 1: can kind of see it's it's it's very like prevent

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Speaker 1: it feels very preventative, like they're getting on ahead of

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Speaker 1: the fire, like right before the fire kind of blows up,

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Speaker 1: essentially as a metal nipping it in the button.

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Speaker 2: Yeah.

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Speaker 3: Yeah, And look, crisis is such an important thing. You

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Speaker 3: don't need it till you need it. So that's why

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Speaker 3: it is always important as an organization to have a

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Speaker 3: plan so that that would that would start with having

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Speaker 3: your your spokesperson media trained, like i'd say almost annually,

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Speaker 3: and there are some amazing, amazing media trainers here in

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Speaker 3: Sydney and in Melbourne, all over the country.

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Speaker 2: Jess Ridley is fantastic. I'd rate her.

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Speaker 3: She's a BTW Media x ex journal at Channel nine

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Speaker 3: and Channel seven. Because what's going to happen is they're

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Speaker 3: going to have a microphone thrust in their face the

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Speaker 3: next day, and if they're not ready, even there even

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Speaker 3: a midnight briefing from their PR person with some key points.

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Speaker 3: If they don't know how to hold themselves in an interview,

438
00:18:36,119 --> 00:18:39,080
Speaker 3: it is We've seen that happen where CEOs have walked

439
00:18:39,080 --> 00:18:42,080
Speaker 3: out on live interviews and it's been diabolical. So I

440
00:18:42,119 --> 00:18:46,320
Speaker 3: think crisis pr is, you know, whether you're a small

441
00:18:46,320 --> 00:18:50,640
Speaker 3: company a big company. Between social media and everyone having

442
00:18:50,680 --> 00:18:51,520
Speaker 3: an opinion, which.

443
00:18:51,359 --> 00:18:52,280
Speaker 2: We are absolutely allowed to.

444
00:18:52,280 --> 00:18:57,320
Speaker 3: We're a democracy, that can be a tinderbox for something

445
00:18:57,359 --> 00:19:00,280
Speaker 3: getting up that is absolutely disparaging to the brand. So

446
00:19:00,480 --> 00:19:02,560
Speaker 3: you could have someone that works for a company and

447
00:19:02,640 --> 00:19:05,199
Speaker 3: has put something up on their personal socials and it

448
00:19:05,280 --> 00:19:07,360
Speaker 3: is not good. So then that's when you see them

449
00:19:07,359 --> 00:19:09,840
Speaker 3: issue a statement, which is usually those grids saying we

450
00:19:09,960 --> 00:19:11,959
Speaker 3: posted something the other day that we feel, you know,

451
00:19:12,119 --> 00:19:15,520
Speaker 3: And that's that's my biggest takeaway for crisis comms is

452
00:19:16,440 --> 00:19:19,040
Speaker 3: fess up when you mess up, because it is it

453
00:19:19,119 --> 00:19:21,119
Speaker 3: is a human We are human, We are not robots.

454
00:19:21,520 --> 00:19:24,760
Speaker 3: Some mistakes are very innocent and they can have, you know,

455
00:19:24,880 --> 00:19:28,680
Speaker 3: diabolical consequences for the individual's reputation and obviously the brand.

456
00:19:29,119 --> 00:19:33,000
Speaker 3: So the best crisis comms is where you move quickly,

457
00:19:33,520 --> 00:19:37,560
Speaker 3: you own it and you issue a statement. And yes

458
00:19:37,600 --> 00:19:39,480
Speaker 3: it will hang around for a while like a bad smell,

459
00:19:39,520 --> 00:19:42,680
Speaker 3: and it's not ideal, but if you would follow those

460
00:19:42,720 --> 00:19:45,560
Speaker 3: steps and any good crisis comes some amazing crisis comms

461
00:19:45,560 --> 00:19:49,080
Speaker 3: specialists in Australia. Sally Branson's a fantastic one here. She's

462
00:19:49,160 --> 00:19:53,920
Speaker 3: up in Queensland. She steers businesses away from these things

463
00:19:53,960 --> 00:19:56,800
Speaker 3: in a very very professional way and she does a

464
00:19:56,840 --> 00:19:59,959
Speaker 3: lot of coaching and it is about following some very

465
00:20:00,040 --> 00:20:04,480
Speaker 3: very simple like the three c's, being clear, communicating, consistent,

466
00:20:04,600 --> 00:20:05,960
Speaker 3: you know, just being human.

467
00:20:06,000 --> 00:20:07,000
Speaker 2: I think that's the way to do it.

468
00:20:07,000 --> 00:20:09,320
Speaker 3: Because these things happen and then you know, there are

469
00:20:09,359 --> 00:20:11,320
Speaker 3: bigger crisis and there are recalls and there are you know,

470
00:20:11,320 --> 00:20:13,640
Speaker 3: and there's things that affect people's safety and that brings

471
00:20:13,680 --> 00:20:15,080
Speaker 3: in a whole lot of other people. But if you're

472
00:20:15,119 --> 00:20:17,200
Speaker 3: behind the comms of it as their pr person, your

473
00:20:17,280 --> 00:20:20,080
Speaker 3: job is to make sure a statement is ready very quickly,

474
00:20:20,359 --> 00:20:23,520
Speaker 3: ideally pre written before the issue happens, and then it

475
00:20:23,560 --> 00:20:26,280
Speaker 3: is issued very quickly, like you don't have long with

476
00:20:26,359 --> 00:20:29,919
Speaker 3: media you've got a couple of hours sometimes yeah, and

477
00:20:29,960 --> 00:20:31,760
Speaker 3: I think it depends on the time of day it happens.

478
00:20:31,800 --> 00:20:34,400
Speaker 3: But obviously legal has to feed into There are lots

479
00:20:34,440 --> 00:20:37,720
Speaker 3: of parts that come in to managing a crisis, and

480
00:20:37,760 --> 00:20:42,160
Speaker 3: there's legal, there's stakeholders, there's the client, there's yourself. There

481
00:20:42,160 --> 00:20:44,919
Speaker 3: may be a crisis specialist that's been brought in and

482
00:20:44,960 --> 00:20:48,480
Speaker 3: they all work really hard to follow it. It's when

483
00:20:48,480 --> 00:20:50,720
Speaker 3: people put their head in the sand. Yeah, that's when

484
00:20:50,760 --> 00:20:54,000
Speaker 3: these things blow up and or they walk out of

485
00:20:54,040 --> 00:20:57,760
Speaker 3: interviews or they snap at reporters. You know, you can't

486
00:20:57,760 --> 00:21:00,359
Speaker 3: behave like a toddler. You actually have to own it.

487
00:21:00,480 --> 00:21:03,040
Speaker 3: And it might feel really uncomfortable at the time and

488
00:21:03,280 --> 00:21:06,679
Speaker 3: someone's stuffed up somewhere, but it will if you if

489
00:21:06,720 --> 00:21:08,280
Speaker 3: you fesce up early and do it in a way

490
00:21:08,320 --> 00:21:11,320
Speaker 3: that shows the audience you respect them, and the journalists

491
00:21:11,320 --> 00:21:14,280
Speaker 3: that you respect what they're writing, you will come out

492
00:21:14,280 --> 00:21:16,160
Speaker 3: more favorably in the long run. It's often the ones

493
00:21:16,160 --> 00:21:18,520
Speaker 3: that you know, it's that that story of sort of

494
00:21:18,520 --> 00:21:20,680
Speaker 3: making it comeback, and they're the stories that people.

495
00:21:20,400 --> 00:21:24,399
Speaker 2: Do oheah, totally. That phoenix from the ashes from the ashes,

496
00:21:24,440 --> 00:21:25,119
Speaker 2: that's what I was thinking.

497
00:21:25,560 --> 00:21:29,000
Speaker 1: So one of the things you wrote to me when

498
00:21:29,000 --> 00:21:31,680
Speaker 1: you you pitched this essentially and I was like, I

499
00:21:31,720 --> 00:21:35,359
Speaker 1: don't know this is going to be and so we

500
00:21:35,480 --> 00:21:38,040
Speaker 1: kind of went back and forth a little bit like brainstorming,

501
00:21:38,520 --> 00:21:40,679
Speaker 1: and I lot when you wrote this is kind of

502
00:21:40,680 --> 00:21:42,800
Speaker 1: like what got it across the line for me? You

503
00:21:42,840 --> 00:21:47,760
Speaker 1: wrote this, your network is your net worth and the

504
00:21:47,800 --> 00:21:49,080
Speaker 1: importance of relationships.

505
00:21:49,119 --> 00:21:52,640
Speaker 2: Now I would have thought that against you.

506
00:21:52,640 --> 00:21:54,199
Speaker 1: Like I would have been like, no, no, if you

507
00:21:54,359 --> 00:21:56,680
Speaker 1: just work really hard and you're honest, you've got no problem,

508
00:21:56,880 --> 00:21:59,680
Speaker 1: Like the work will speak for itself. But having now

509
00:21:59,760 --> 00:22:03,399
Speaker 1: lived in Los Angeles, I can see that I have

510
00:22:03,520 --> 00:22:07,720
Speaker 1: been booked on roles because of my relationship with people

511
00:22:07,840 --> 00:22:10,640
Speaker 1: because they want to work with me. It's not necessarily

512
00:22:10,880 --> 00:22:12,840
Speaker 1: because I'm like, I'm obviously not a.

513
00:22:12,800 --> 00:22:17,399
Speaker 2: Known actor, so like it can't be that. And when

514
00:22:17,560 --> 00:22:18,880
Speaker 2: you wrote when you wrote.

515
00:22:18,720 --> 00:22:22,120
Speaker 1: Down about like the importance of relationships, it is a

516
00:22:22,240 --> 00:22:25,720
Speaker 1: hallmark of Los Angeles, like it is how you do business,

517
00:22:25,720 --> 00:22:27,040
Speaker 1: not what you know it. So you know so that

518
00:22:27,119 --> 00:22:29,679
Speaker 1: old say, well, and it's one hundred percent through and

519
00:22:29,720 --> 00:22:32,600
Speaker 1: I fought it for years. Can you share a little

520
00:22:32,640 --> 00:22:34,480
Speaker 1: bit about the importance of relationships or.

521
00:22:34,680 --> 00:22:35,399
Speaker 2: It is vital.

522
00:22:35,680 --> 00:22:37,359
Speaker 3: I don't think you should go into PR if you

523
00:22:37,400 --> 00:22:41,159
Speaker 3: are not good at relationships in personal life, but also professionally.

524
00:22:41,200 --> 00:22:44,399
Speaker 3: It is the smallest industry. I mean, I am, you know,

525
00:22:45,040 --> 00:22:46,920
Speaker 3: on great terms with every boss I've ever had. I've

526
00:22:46,920 --> 00:22:50,639
Speaker 3: never left a job disgruntled. Because what has happened in

527
00:22:51,160 --> 00:22:53,360
Speaker 3: the last few years since running the comsuit is I've

528
00:22:53,359 --> 00:22:56,400
Speaker 3: had referrals from those bosses and from former managers and

529
00:22:56,840 --> 00:22:59,320
Speaker 3: it is and people actually haven't even met They're like,

530
00:22:59,320 --> 00:23:00,919
Speaker 3: I know, I don't know you, but I met so

531
00:23:01,000 --> 00:23:02,520
Speaker 3: and so at a networking event and they said I

532
00:23:02,520 --> 00:23:05,040
Speaker 3: should reach out to you. There is so much of

533
00:23:05,040 --> 00:23:06,720
Speaker 3: this and this will be happening for you as well,

534
00:23:06,840 --> 00:23:09,679
Speaker 3: like in the background, people having conversations about you right

535
00:23:09,720 --> 00:23:12,000
Speaker 3: now and you won't you know, it's like goosebumpsy stuff.

536
00:23:12,000 --> 00:23:14,160
Speaker 3: But like you will find out about that soon. That's

537
00:23:14,200 --> 00:23:17,760
Speaker 3: just the way it works because you present yourself in

538
00:23:17,800 --> 00:23:20,240
Speaker 3: the in the way that is I'm curious, I'm here

539
00:23:20,240 --> 00:23:22,240
Speaker 3: to work, and you've got the body of work and

540
00:23:22,240 --> 00:23:24,480
Speaker 3: the experience that is there. But you can only get

541
00:23:24,480 --> 00:23:27,920
Speaker 3: that over time too. And I think for me, yeah,

542
00:23:27,960 --> 00:23:32,399
Speaker 3: I have absolutely hand on heart, had the majority of

543
00:23:32,600 --> 00:23:35,280
Speaker 3: clients that the Common Suite has worked with or is

544
00:23:35,320 --> 00:23:38,040
Speaker 3: currently worked with, have all come through a referral. Really yeah,

545
00:23:38,080 --> 00:23:41,120
Speaker 3: which I'm really proud about. Yeah, so it's been amazing.

546
00:23:41,160 --> 00:23:43,119
Speaker 3: But you know that that's not to say I'm not

547
00:23:43,160 --> 00:23:45,159
Speaker 3: out there hustling for other clients. It is.

548
00:23:45,320 --> 00:23:47,120
Speaker 2: It is a flood and famine industry sometimes.

549
00:23:47,119 --> 00:23:49,160
Speaker 3: And this is a quiet period which I'm really trying

550
00:23:49,160 --> 00:23:51,240
Speaker 3: to lean into because it's summer and I just want

551
00:23:51,240 --> 00:23:55,959
Speaker 3: to relax, me migul summer, but it is and then

552
00:23:56,400 --> 00:23:58,119
Speaker 3: when it rains at pausing, you might get four and

553
00:23:58,119 --> 00:23:58,880
Speaker 3: you're like, I can't.

554
00:23:58,680 --> 00:23:59,160
Speaker 2: Take you all.

555
00:23:59,200 --> 00:24:01,600
Speaker 3: So if they don't always fit with the times, you

556
00:24:01,640 --> 00:24:03,840
Speaker 3: have quiet time and you start to know when to

557
00:24:03,920 --> 00:24:05,280
Speaker 3: ride the waves, like how I know it usually gets

558
00:24:05,320 --> 00:24:06,600
Speaker 3: busy around this time of year and then it's going

559
00:24:06,640 --> 00:24:07,800
Speaker 3: to drop off a bit, and that I know these

560
00:24:07,840 --> 00:24:10,520
Speaker 3: clients have really big campaigns. But I'm really proud of

561
00:24:10,560 --> 00:24:13,479
Speaker 3: the referral rate, and I am I honestly do believe

562
00:24:13,520 --> 00:24:16,840
Speaker 3: that everyone you cross paths with, you know, they might

563
00:24:17,240 --> 00:24:18,960
Speaker 3: they might not be a lifelong friend, but they might

564
00:24:19,160 --> 00:24:21,159
Speaker 3: be someone that refers you down the line that you

565
00:24:21,200 --> 00:24:23,200
Speaker 3: never even know about. And I think you're always making

566
00:24:23,240 --> 00:24:24,520
Speaker 3: an impression whether you know it or not.

567
00:24:24,640 --> 00:24:25,560
Speaker 2: Oh, one hundred percent.

568
00:24:25,920 --> 00:24:28,359
Speaker 1: I want to convince you to take on I know

569
00:24:28,400 --> 00:24:30,879
Speaker 1: you don't need personal branding and all the PR around

570
00:24:30,880 --> 00:24:32,879
Speaker 1: person I'm like, oh my god, you'd be such a

571
00:24:32,920 --> 00:24:37,240
Speaker 1: great team member because in America all actors have PR

572
00:24:37,320 --> 00:24:39,280
Speaker 1: like they work with someone that reps them, just like

573
00:24:39,320 --> 00:24:42,680
Speaker 1: a manager would. And it's just as important as having

574
00:24:42,960 --> 00:24:46,359
Speaker 1: your manager, your lawyer, your agent, like at publicist all PR.

575
00:24:46,800 --> 00:24:50,159
Speaker 1: It's like a very but you work more with like

576
00:24:50,280 --> 00:24:52,480
Speaker 1: brands and businesses, right, I do, and I do work

577
00:24:52,480 --> 00:24:54,919
Speaker 1: with those talent managers though, So what happens is you

578
00:24:54,920 --> 00:24:58,040
Speaker 1: know for clients like Lifeline again we work very famly

579
00:24:58,080 --> 00:25:01,240
Speaker 1: with Yeah, j Moo's been an amazing and I've worked

580
00:25:01,240 --> 00:25:03,879
Speaker 1: directly with him and we have a fantastic relationship and he's.

581
00:25:05,440 --> 00:25:06,640
Speaker 2: Wonderful. Yes he has.

582
00:25:06,640 --> 00:25:08,320
Speaker 3: I listened to that with such a good episode. He's

583
00:25:08,359 --> 00:25:11,520
Speaker 3: he's been amazing and more than sort of talent. Like

584
00:25:12,480 --> 00:25:14,760
Speaker 3: you know, people that haven't have a manager, we would.

585
00:25:14,800 --> 00:25:16,440
Speaker 3: I would approach the manager to say life I would

586
00:25:16,480 --> 00:25:19,320
Speaker 3: love to work with your talent, and they often say, well,

587
00:25:19,400 --> 00:25:21,600
Speaker 3: thank you, because you've obviously read about our talent, and

588
00:25:21,640 --> 00:25:23,400
Speaker 3: they do have lived experience with mental health or lived

589
00:25:23,400 --> 00:25:26,680
Speaker 3: experience with another sort of tragedy that might have happened

590
00:25:26,720 --> 00:25:28,520
Speaker 3: in their life, and they really want to raise awareness.

591
00:25:28,560 --> 00:25:29,600
Speaker 2: You know, it's a charity.

592
00:25:29,280 --> 00:25:32,439
Speaker 3: They will do this work, you know, with you know,

593
00:25:32,560 --> 00:25:35,520
Speaker 3: absolute passion and authenticity. So I deal with the talent

594
00:25:35,560 --> 00:25:37,520
Speaker 3: and what I offer them in advance in exchange is

595
00:25:37,520 --> 00:25:40,280
Speaker 3: obviously that the pr results that I can get. But yeah,

596
00:25:40,320 --> 00:25:42,840
Speaker 3: to your point, I think, I mean, I love people,

597
00:25:42,840 --> 00:25:45,399
Speaker 3: I love you know, looking at how we can you know,

598
00:25:45,520 --> 00:25:48,679
Speaker 3: make their their amazing skills shine more. So I wouldn't

599
00:25:48,680 --> 00:25:50,520
Speaker 3: say that door would be closed. It's just I haven't

600
00:25:50,520 --> 00:25:51,720
Speaker 3: I probably just haven't had time.

601
00:25:51,920 --> 00:25:53,639
Speaker 2: Yeah, don't stop.

602
00:25:54,000 --> 00:25:56,840
Speaker 1: Can you talk to me about the importance of strategy.

603
00:25:57,640 --> 00:25:59,920
Speaker 1: I imagine it would be the difference in night and day.

604
00:26:00,160 --> 00:26:03,200
Speaker 3: Absolutely, I think there is no such thing as spray

605
00:26:03,240 --> 00:26:04,400
Speaker 3: and prey in this industry.

606
00:26:04,920 --> 00:26:06,639
Speaker 2: Oh my god, I love it. I'm coming out with

607
00:26:06,640 --> 00:26:07,760
Speaker 2: all the pums for you.

608
00:26:07,880 --> 00:26:12,720
Speaker 1: I feedback in Australia for like, literally spray and pray.

609
00:26:12,560 --> 00:26:15,800
Speaker 3: Try and use it in a sentence today, so we'll see.

610
00:26:16,080 --> 00:26:18,880
Speaker 3: But spray and pray look in its PR innocent form

611
00:26:19,000 --> 00:26:22,280
Speaker 3: is very much about writing an email and literally b

612
00:26:22,840 --> 00:26:25,600
Speaker 3: BC seeing one hundred people and hope It's like throwing

613
00:26:25,640 --> 00:26:27,159
Speaker 3: something against the wall and hoping it sticks.

614
00:26:27,200 --> 00:26:29,280
Speaker 2: And that is not That is not PR.

615
00:26:29,680 --> 00:26:31,880
Speaker 3: That is you know that that lacks a lot of things,

616
00:26:31,880 --> 00:26:35,040
Speaker 3: mainly strategy. Strategy is the golden thread that will run

617
00:26:35,080 --> 00:26:38,600
Speaker 3: through any campaign, any any retainer, any any brand, any person.

618
00:26:39,720 --> 00:26:40,440
Speaker 2: That takes time.

619
00:26:40,560 --> 00:26:42,320
Speaker 3: And I think when when you're coming to a PR

620
00:26:42,680 --> 00:26:44,119
Speaker 3: with a brief and you really want to work with them,

621
00:26:44,119 --> 00:26:46,080
Speaker 3: you got this really cool launch, this really cool product,

622
00:26:46,160 --> 00:26:48,440
Speaker 3: or something's happening, you have to bake in a bit

623
00:26:48,480 --> 00:26:50,840
Speaker 3: of time for strategy to happen. You know, you can't

624
00:26:50,840 --> 00:26:53,280
Speaker 3: say I want coverage in tomorrow Sydney Morning Herald because

625
00:26:53,400 --> 00:26:55,080
Speaker 3: unless it's breaking news, I'm sorry, you're not going to

626
00:26:55,119 --> 00:26:58,720
Speaker 3: get that. So it's it is very much you know,

627
00:26:58,800 --> 00:27:01,639
Speaker 3: holding holding space for is a strategy. A strategy is

628
00:27:01,720 --> 00:27:05,800
Speaker 3: essentially these are the business priorities for the brand, the business,

629
00:27:05,800 --> 00:27:07,960
Speaker 3: the person, the CEO.

630
00:27:07,720 --> 00:27:10,080
Speaker 2: Whoever we're talking about. We need to hit all these markers.

631
00:27:10,359 --> 00:27:12,120
Speaker 3: And then what the PR does is they take those

632
00:27:12,320 --> 00:27:14,840
Speaker 3: those business priorities and they come back with a strategy

633
00:27:14,840 --> 00:27:16,959
Speaker 3: and they say, right, we understand this is really important

634
00:27:17,000 --> 00:27:18,840
Speaker 3: to you. You need to sell x amount of product,

635
00:27:18,840 --> 00:27:21,680
Speaker 3: you need to sell tickets, you need to repair damage.

636
00:27:21,280 --> 00:27:24,080
Speaker 2: From some crisis that you dealt with recently.

637
00:27:24,280 --> 00:27:27,000
Speaker 3: Whatever the challenge is, the business challenge and the business objectives,

638
00:27:27,040 --> 00:27:29,320
Speaker 3: those sort of get put in the magic pr machine

639
00:27:29,400 --> 00:27:31,439
Speaker 3: the brain, and you do you work out a strategy

640
00:27:31,560 --> 00:27:33,560
Speaker 3: that does take time because you're looking at all scenarios.

641
00:27:33,560 --> 00:27:35,359
Speaker 3: You're like, well, if we're to pull this lead, and

642
00:27:35,400 --> 00:27:37,600
Speaker 3: then then from the strategy comes the tactics. So the

643
00:27:37,640 --> 00:27:40,200
Speaker 3: tactics might be we need the strategies, we need to

644
00:27:40,240 --> 00:27:43,679
Speaker 3: achieve X, y Z, and this is the human challenge,

645
00:27:43,720 --> 00:27:45,399
Speaker 3: this is the perception, this is what we need to

646
00:27:45,440 --> 00:27:47,920
Speaker 3: address and that's what makes it tick with the consumer.

647
00:27:48,240 --> 00:27:50,560
Speaker 3: And then cascading off that of the tactics. So that

648
00:27:50,680 --> 00:27:54,600
Speaker 3: might be a launch event, a festival, it might be

649
00:27:56,480 --> 00:27:57,760
Speaker 3: I'm trying to think off the top of my head.

650
00:27:57,760 --> 00:27:59,760
Speaker 3: It could be anything like tactics of It could be

651
00:27:59,800 --> 00:28:02,159
Speaker 3: so social media play, it could be gifting some influences.

652
00:28:02,720 --> 00:28:04,160
Speaker 2: It's making me realize. I don't know if you noticed.

653
00:28:04,200 --> 00:28:06,080
Speaker 1: I used to have a smoothie bar in Melbourne called

654
00:28:06,080 --> 00:28:08,320
Speaker 1: happy Place, and we worked with the PR company around

655
00:28:08,359 --> 00:28:10,240
Speaker 1: the launch of that, and like we had a soft

656
00:28:10,320 --> 00:28:13,000
Speaker 1: social media launch, which is me teaching yoga and making

657
00:28:13,080 --> 00:28:15,800
Speaker 1: smoothies for everybody, and then like there was a different

658
00:28:16,240 --> 00:28:18,760
Speaker 1: like there was all the press came out after it

659
00:28:18,840 --> 00:28:22,159
Speaker 1: was officially open, Like everything was timed out exactly, and

660
00:28:22,280 --> 00:28:24,199
Speaker 1: like even when you talk about strategy, like we did

661
00:28:24,280 --> 00:28:27,720
Speaker 1: a special shoot that was specifically designed for the target

662
00:28:27,840 --> 00:28:30,399
Speaker 1: media that we wanted to hit as well, and like

663
00:28:30,520 --> 00:28:33,160
Speaker 1: I imagine that all comes from like brainstorming and strategy

664
00:28:33,320 --> 00:28:35,320
Speaker 1: and like plant almost planning back like looking at the

665
00:28:35,400 --> 00:28:37,840
Speaker 1: end results and planning backwards from there exactly.

666
00:28:37,920 --> 00:28:40,520
Speaker 2: And that's that's what a strategy is. It is It

667
00:28:40,640 --> 00:28:42,240
Speaker 2: is the roadmap that we're all.

668
00:28:42,520 --> 00:28:45,320
Speaker 3: We're driving a car, we're flying a plane, use whatever now,

669
00:28:45,440 --> 00:28:47,640
Speaker 3: and the strategy is the roadmap. So if we start

670
00:28:47,680 --> 00:28:49,960
Speaker 3: to go a bit off for someone's big idea, you

671
00:28:50,080 --> 00:28:51,400
Speaker 3: just say, we've got to go back to the strategy,

672
00:28:51,480 --> 00:28:53,360
Speaker 3: like yeah, because this is what we need to achieve. Now,

673
00:28:53,440 --> 00:28:55,120
Speaker 3: we're also talking about something that is so out of

674
00:28:55,160 --> 00:28:57,840
Speaker 3: our control, which is landing coverage. We cannot do unless

675
00:28:57,840 --> 00:29:00,640
Speaker 3: we're paying for it. We cannot guarantee it. So what

676
00:29:00,800 --> 00:29:03,400
Speaker 3: goes into a strategy is a lot of experience in

677
00:29:03,480 --> 00:29:05,120
Speaker 3: that I have done this for a number of years.

678
00:29:06,120 --> 00:29:08,600
Speaker 3: In a perfect scenario, we are going to hopefully get

679
00:29:09,080 --> 00:29:13,560
Speaker 3: Channel seven News SMH, Harold's son, you know. And then

680
00:29:13,600 --> 00:29:15,560
Speaker 3: what layers on top of that is the relationships and

681
00:29:15,680 --> 00:29:16,600
Speaker 3: that's the secret source.

682
00:29:16,640 --> 00:29:17,200
Speaker 2: And that's when you go.

683
00:29:17,760 --> 00:29:20,120
Speaker 3: I think because of my relationship with this journal, they've

684
00:29:20,160 --> 00:29:22,040
Speaker 3: said to me they're really looking for stories at do X,

685
00:29:22,160 --> 00:29:24,880
Speaker 3: Y and Z. This is that we are absolutely with

686
00:29:25,000 --> 00:29:26,880
Speaker 3: what you need to achieve from a business point of view.

687
00:29:27,200 --> 00:29:29,760
Speaker 3: We're going to take that with the assets, photography, videography,

688
00:29:29,840 --> 00:29:31,880
Speaker 3: whatever we've got, and the talent, and we're going to

689
00:29:32,640 --> 00:29:35,760
Speaker 3: compellingly pitch that whether that's an exclusive. They love an exclusive,

690
00:29:35,840 --> 00:29:37,480
Speaker 3: so that is always a good way to go. But

691
00:29:37,560 --> 00:29:40,040
Speaker 3: if it's not an exclusive, the strategy has to explain

692
00:29:40,080 --> 00:29:41,720
Speaker 3: why it's not an exclusive or why it is. So

693
00:29:41,960 --> 00:29:44,280
Speaker 3: you do have to sort of defend all your recommendations

694
00:29:44,400 --> 00:29:47,080
Speaker 3: to the nth degree. But it is. It takes time

695
00:29:47,240 --> 00:29:51,000
Speaker 3: and a good client and there are very many of those.

696
00:29:51,280 --> 00:29:53,720
Speaker 3: We'll understand that. Okay, I'm not just buying you to

697
00:29:53,760 --> 00:29:56,240
Speaker 3: get me resolves I'm buying you for your relationships and

698
00:29:56,280 --> 00:29:58,440
Speaker 3: your strategic thinking as it's like long term.

699
00:29:58,360 --> 00:29:58,800
Speaker 2: Long game.

700
00:29:58,920 --> 00:30:03,960
Speaker 1: Yeah, so you sound to me chadding to like very driven, motivated.

701
00:30:04,080 --> 00:30:06,960
Speaker 1: You're like, it feels like you're someone that really likes

702
00:30:07,000 --> 00:30:10,840
Speaker 1: momentum and moving forward. How do you handle rejection like

703
00:30:11,040 --> 00:30:14,040
Speaker 1: you'd be pitching all the time. I imagine rejection is

704
00:30:14,160 --> 00:30:16,600
Speaker 1: just part of the game. It is how do you

705
00:30:17,120 --> 00:30:17,680
Speaker 1: navigate that.

706
00:30:18,400 --> 00:30:20,800
Speaker 3: You get very good at managing expectations, and I think

707
00:30:21,240 --> 00:30:23,880
Speaker 3: your strategy does factor that in. So just going back

708
00:30:23,920 --> 00:30:27,320
Speaker 3: to strategy, you will say, look, we may not hit

709
00:30:27,680 --> 00:30:30,720
Speaker 3: all this media, so the backup plan is this, And

710
00:30:31,680 --> 00:30:34,880
Speaker 3: rejection happens all the time. I've put forward amazing pictures.

711
00:30:34,920 --> 00:30:37,640
Speaker 3: I've had pictures accepted that I didn't think were that

712
00:30:37,680 --> 00:30:39,200
Speaker 3: great and they ended up being a huge stories. So

713
00:30:39,600 --> 00:30:41,920
Speaker 3: sometimes a journalist, you know, you could have managed the

714
00:30:41,920 --> 00:30:44,200
Speaker 3: client's expectations, say oh, look we might not get TV,

715
00:30:44,240 --> 00:30:46,160
Speaker 3: and then you still pitch it to TV of course

716
00:30:46,920 --> 00:30:48,760
Speaker 3: with what they need, and they're like, yeah, yeah, we're

717
00:30:48,800 --> 00:30:51,040
Speaker 3: actually doing a broader segment on that, So this is

718
00:30:51,120 --> 00:30:55,000
Speaker 3: really good. It's timing, but no rejections hard. Your client

719
00:30:55,360 --> 00:30:58,760
Speaker 3: would always if you've managed their expectations. They will always

720
00:30:58,840 --> 00:31:01,640
Speaker 3: understand and their job is to manage up the chain

721
00:31:01,640 --> 00:31:03,320
Speaker 3: because they've obviously got a boss that's saying, well, why

722
00:31:03,360 --> 00:31:05,400
Speaker 3: haven't I seen this story on Channel seven news And

723
00:31:05,440 --> 00:31:07,920
Speaker 3: you have to say, well, because you know, our PR

724
00:31:08,000 --> 00:31:10,040
Speaker 3: person hasn't yet been able to secure that, but they've

725
00:31:10,040 --> 00:31:11,560
Speaker 3: come back with some other recommendations.

726
00:31:11,840 --> 00:31:13,360
Speaker 2: I think the key, Yeah, the key is not to

727
00:31:13,400 --> 00:31:14,120
Speaker 2: take it personally.

728
00:31:15,840 --> 00:31:17,880
Speaker 3: Like I said, I'm pretty sure a journalist gets at

729
00:31:17,960 --> 00:31:19,960
Speaker 3: least one hundred and fifty pitches a day. Like to

730
00:31:20,080 --> 00:31:23,280
Speaker 3: even be getting a response sometimes is huge. They don't

731
00:31:23,320 --> 00:31:25,880
Speaker 3: have time to write back to everyone individually, and they

732
00:31:25,920 --> 00:31:28,120
Speaker 3: do often say and I do respect this, having been

733
00:31:28,160 --> 00:31:32,640
Speaker 3: on both sides, no answer is sometimes an answer. I

734
00:31:32,840 --> 00:31:34,960
Speaker 3: understand clients need feedback because I have to give mind

735
00:31:34,960 --> 00:31:37,000
Speaker 3: feedback a lot. And I think you know, based on

736
00:31:37,080 --> 00:31:39,240
Speaker 3: your relationship you can always get feedback. You can go

737
00:31:39,320 --> 00:31:42,040
Speaker 3: that's fine, totally understand. It's not one for insert program

738
00:31:42,440 --> 00:31:45,280
Speaker 3: or publication, just so we know what you're looking for

739
00:31:45,360 --> 00:31:45,959
Speaker 3: in the future.

740
00:31:46,440 --> 00:31:48,520
Speaker 2: What else could we do or is there any feedback?

741
00:31:48,640 --> 00:31:50,640
Speaker 3: And the really good journals they do take five minutes

742
00:31:50,640 --> 00:31:52,480
Speaker 3: say look that's great, actually covered this a couple of

743
00:31:52,520 --> 00:31:54,240
Speaker 3: weeks so you wouldn't have seen it, but you know

744
00:31:54,680 --> 00:31:56,560
Speaker 3: I didn't. But now I've gone back into the back catalog,

745
00:31:56,600 --> 00:31:57,760
Speaker 3: I have seen it, you know, because you can't be

746
00:31:57,800 --> 00:32:00,560
Speaker 3: across every story the land. So the good ones do that,

747
00:32:00,640 --> 00:32:03,720
Speaker 3: and the good ones understand. This is a very you know,

748
00:32:05,240 --> 00:32:07,920
Speaker 3: cohesive relationship between a PR and a journal. They they

749
00:32:08,040 --> 00:32:11,239
Speaker 3: work best when they work together as we do. We're

750
00:32:11,320 --> 00:32:14,920
Speaker 3: very lucky, amazing journals here in Australia that I work

751
00:32:14,960 --> 00:32:16,600
Speaker 3: with regularly, and new ones I meet all the time,

752
00:32:16,720 --> 00:32:20,800
Speaker 3: and some move around. And yeah, like I said, relationships

753
00:32:20,840 --> 00:32:22,480
Speaker 3: of the bread and butter with everything to do, but

754
00:32:22,720 --> 00:32:26,760
Speaker 3: rejection happens. It absolutely stings. We are also promising something

755
00:32:26,800 --> 00:32:29,600
Speaker 3: that can't be guaranteed, so there is that grace. KPIs

756
00:32:29,640 --> 00:32:31,920
Speaker 3: are obviously a really good thing to build into your agreements,

757
00:32:32,360 --> 00:32:35,240
Speaker 3: but you know it's important to caveat that. We can't

758
00:32:35,280 --> 00:32:37,760
Speaker 3: control the news agenda, especially when there's breaking news.

759
00:32:38,280 --> 00:32:39,120
Speaker 2: Alice, I could talk to you.

760
00:32:41,200 --> 00:32:45,920
Speaker 1: If just if you could just summarize three the top

761
00:32:46,080 --> 00:32:47,800
Speaker 1: three This is not fair of me to do this too,

762
00:32:47,920 --> 00:32:51,440
Speaker 1: the top three skills. If someone is looking for to

763
00:32:51,680 --> 00:32:54,920
Speaker 1: engage with PR, so they've got a brand, it's near

764
00:32:55,040 --> 00:32:58,120
Speaker 1: they're thinking of some call out here and they're like, right, Like,

765
00:32:58,280 --> 00:33:00,320
Speaker 1: I can see the importance PR. There's a relaship chips

766
00:33:00,320 --> 00:33:01,800
Speaker 1: there that don't exist for me. I need to have

767
00:33:01,960 --> 00:33:05,600
Speaker 1: access or somebody that can facilitate that. What are three

768
00:33:05,800 --> 00:33:08,880
Speaker 1: skills someone should look for when they're sitting or three

769
00:33:09,000 --> 00:33:11,720
Speaker 1: late hallmarks of someone when they're having that initial meeting

770
00:33:11,760 --> 00:33:12,240
Speaker 1: with PR.

771
00:33:12,680 --> 00:33:15,000
Speaker 3: Right, So we're looking at from the client's perspective and

772
00:33:15,040 --> 00:33:17,280
Speaker 3: they're looking they want to hire a PR.

773
00:33:17,400 --> 00:33:18,760
Speaker 2: Yeah, yeah, So if you and I I have it.

774
00:33:18,880 --> 00:33:23,000
Speaker 1: Say I had a coffee brand and was like, okay,

775
00:33:23,200 --> 00:33:25,800
Speaker 1: I want to look at a three month PR campaign

776
00:33:25,840 --> 00:33:26,760
Speaker 1: and we were having a meeting.

777
00:33:26,800 --> 00:33:29,840
Speaker 2: What would I be looking for in PR? Great question.

778
00:33:29,920 --> 00:33:31,880
Speaker 3: I don' think these questions asked often enough. I think

779
00:33:33,160 --> 00:33:35,080
Speaker 3: you've obviously done a bit of your research. I'd imagine

780
00:33:35,120 --> 00:33:37,680
Speaker 3: you've jumped online, You've had a look at websites and instagrams,

781
00:33:37,720 --> 00:33:40,880
Speaker 3: but you would be really looking for someone who isn't

782
00:33:40,880 --> 00:33:42,440
Speaker 3: going to pull the ball over your eyes. I think

783
00:33:42,440 --> 00:33:44,560
Speaker 3: you've got to have a pretty good BS detector in

784
00:33:44,640 --> 00:33:49,440
Speaker 3: this industry. Somebody that is really going to understand your

785
00:33:49,480 --> 00:33:51,840
Speaker 3: brand now we're not going to recite the brand like

786
00:33:51,880 --> 00:33:54,480
Speaker 3: you do because it's your baby. But as a PR,

787
00:33:54,560 --> 00:33:56,840
Speaker 3: you've got to be ready to jump in feet first,

788
00:33:57,000 --> 00:34:01,480
Speaker 3: feet first as that brand representative and treat it like

789
00:34:01,560 --> 00:34:03,760
Speaker 3: it is your your brand. And I've you know, seen

790
00:34:03,880 --> 00:34:05,440
Speaker 3: the best feedback you can get from a client is

791
00:34:05,640 --> 00:34:07,520
Speaker 3: they're like an extension of my team. So if you're

792
00:34:07,560 --> 00:34:10,200
Speaker 3: willing to be an extension of Lolla Coffee, that's where

793
00:34:10,239 --> 00:34:11,840
Speaker 3: you're going to start to see, Okay, this is what

794
00:34:12,200 --> 00:34:14,000
Speaker 3: she gets it, she or he gets it.

795
00:34:14,040 --> 00:34:15,000
Speaker 2: They're going to be a.

796
00:34:15,040 --> 00:34:17,000
Speaker 3: Great They're going to fly that flag whenever they're talking

797
00:34:17,040 --> 00:34:19,080
Speaker 3: to a journal I trust they are going to be

798
00:34:19,440 --> 00:34:23,040
Speaker 3: so they look for that, and then I think it's yeah,

799
00:34:23,160 --> 00:34:26,719
Speaker 3: no bs, embodying the brand and being good at what

800
00:34:26,800 --> 00:34:30,440
Speaker 3: you do, being a good writer, being you know, understanding

801
00:34:31,560 --> 00:34:34,360
Speaker 3: what being curious about the world, not looking for cookie

802
00:34:34,400 --> 00:34:37,640
Speaker 3: cutter angles, surprising them with things that they haven't thought of.

803
00:34:37,719 --> 00:34:39,160
Speaker 3: And I think that's why that's why you bring on

804
00:34:39,160 --> 00:34:40,239
Speaker 3: it a PR, because you don't want to do that

805
00:34:40,280 --> 00:34:42,520
Speaker 3: work or you you probably prt out yourself and you're like,

806
00:34:42,560 --> 00:34:44,400
Speaker 3: I need fresh eyes, I need someone to look at

807
00:34:44,440 --> 00:34:47,279
Speaker 3: this with a different perspective, So definitely having that curiosity

808
00:34:47,640 --> 00:34:49,480
Speaker 3: and just ready to get your hands dirty. I think

809
00:34:49,880 --> 00:34:52,000
Speaker 3: that's when you're a sole trader. You are going up

810
00:34:52,040 --> 00:34:53,720
Speaker 3: and down, up and down. You know, I'm writing the pictures,

811
00:34:53,760 --> 00:34:55,680
Speaker 3: I'm selling them, and I'm you know, sharing the coverage.

812
00:34:55,719 --> 00:34:56,160
Speaker 2: I love that.

813
00:34:56,320 --> 00:34:58,520
Speaker 3: And you know, when you've got a bigger team, you

814
00:34:58,600 --> 00:35:01,680
Speaker 3: can have resources to support that. But if you've engaged

815
00:35:01,719 --> 00:35:03,520
Speaker 3: a PR that is a bigger agency or a bigger

816
00:35:03,520 --> 00:35:05,799
Speaker 3: team a small to medium, you definitely want to look

817
00:35:05,800 --> 00:35:07,680
Speaker 3: at who the team is and how they all work together.

818
00:35:07,760 --> 00:35:10,320
Speaker 3: And that's a really important thing for anyone engaging PR

819
00:35:10,440 --> 00:35:13,759
Speaker 3: because you want to ensure you're in the best possible hands.

820
00:35:14,120 --> 00:35:16,360
Speaker 1: I love that you said curiosity because I think that

821
00:35:16,520 --> 00:35:20,360
Speaker 1: anybody listening to this with any passion or career that

822
00:35:20,800 --> 00:35:24,360
Speaker 1: they're like the driver of I think that curiosity you

823
00:35:24,440 --> 00:35:27,720
Speaker 1: can almost put it to any goal and it won't

824
00:35:27,760 --> 00:35:29,759
Speaker 1: let you down because it's just a sense of openness,

825
00:35:29,960 --> 00:35:32,400
Speaker 1: right as opposed to like holding onto type something or scared,

826
00:35:32,440 --> 00:35:35,359
Speaker 1: being scared of judgment or whatever. And I always that's

827
00:35:35,440 --> 00:35:37,800
Speaker 1: my thing with acting or even the pot if I

828
00:35:37,840 --> 00:35:40,920
Speaker 1: get nervous, I'm just like get curious and it's straight away.

829
00:35:41,880 --> 00:35:44,680
Speaker 1: It's just such a great value to have the grounds here.

830
00:35:44,880 --> 00:35:47,320
Speaker 2: Yeah to the listener.

831
00:35:47,719 --> 00:35:52,000
Speaker 1: If you need an amazing PR or COMMS person, look

832
00:35:52,080 --> 00:35:53,720
Speaker 1: up Alice Dodge the comm sweet.

833
00:35:53,920 --> 00:35:56,680
Speaker 2: She's incredible. I've worked with her. I feel like quite

834
00:35:56,680 --> 00:35:58,560
Speaker 2: a bit because that was quite a long with a

835
00:35:58,600 --> 00:36:00,200
Speaker 2: lot of it we did with what happened on the road,

836
00:36:00,239 --> 00:36:02,319
Speaker 2: stayed on the road. We had a lot of fun.

837
00:36:02,480 --> 00:36:04,400
Speaker 2: Matt was in the green room. Yeah, well I met

838
00:36:04,440 --> 00:36:07,839
Speaker 2: Matt so good. So thank you so much, and thank

839
00:36:07,880 --> 00:36:09,680
Speaker 2: you for jumping on this pot. I really appreciate it.

840
00:36:09,760 --> 00:36:10,640
Speaker 2: Thank you for everything you do.

841
00:36:10,760 --> 00:36:16,320
Speaker 1: Laura right, Oh, how good is Alice? What a wealth

842
00:36:16,360 --> 00:36:19,759
Speaker 1: of knowledge? I think one of my favorite takeaways was

843
00:36:20,120 --> 00:36:24,680
Speaker 1: your network is your net worth? And how important relationships

844
00:36:24,719 --> 00:36:30,520
Speaker 1: are and how PR and strategy is just so important

845
00:36:30,560 --> 00:36:33,760
Speaker 1: when it comes to brand awareness and building and growing.

846
00:36:33,960 --> 00:36:37,359
Speaker 1: So I hope you love this chat and I hope

847
00:36:37,360 --> 00:36:39,640
Speaker 1: you learn loads and if you want to, you know,

848
00:36:40,000 --> 00:36:42,000
Speaker 1: re listen and take notes. There are so many good

849
00:36:42,000 --> 00:36:44,960
Speaker 1: little nuggets and gems in there. Alice, thank you so much,

850
00:36:45,040 --> 00:36:47,440
Speaker 1: my friend. I know you haven't done loads of pods,

851
00:36:47,440 --> 00:36:49,680
Speaker 1: but mate, you nailed that one. Can't wait to have

852
00:36:49,760 --> 00:36:50,440
Speaker 1: you back one day.

853
00:36:53,280 --> 00:36:54,200
Speaker 2: That's a wrap on.

854
00:36:54,280 --> 00:36:59,560
Speaker 1: Another episode of fearlessly failing. As always, thank you to

855
00:36:59,640 --> 00:37:03,360
Speaker 1: our get yes and let's continue the conversation on Instagram.

856
00:37:04,000 --> 00:37:06,120
Speaker 2: I'm at Yamo Lollerberry.

857
00:37:06,840 --> 00:37:10,920
Speaker 1: This potty my work for podcast is available on all

858
00:37:11,080 --> 00:37:15,040
Speaker 1: streaming platforms. I'd love it if you could subscribe, rape

859
00:37:15,120 --> 00:37:17,839
Speaker 1: and comment, and of course spread the love.