It’s been a great few weeks for me in terms of generating PR. I was in Children In Need’s programme called Around the World in 80 Days on BBC1, which also starred Nick Hewer from The Apprentice(he’s the dashing handsome one that sits to the left of Sir Alan on the programme).
With that came a whole load of PR opportunities, interviews, radio chats, local TV. After that came the BNP debate which meant appearances on GMTV and writing my opinions for The Sun. I was then asked to do a double page spread for The Mirror about what I am doing right now. Finally Celebrity Mastermind, and I was grilled by John Humphries on my specialist choosen subject, “the life and works of Coco Chanel” – this will be shown during Christmas and New Year on BBC1. I adore John Humphries and listen to Radio 4 every morning – it just sets me up for the day.
I sometimes have a real dilemma about PR. It’s great when I get to showcase my business and products, for it is that kind of PR that leads to sales and distribution. However, I also make TV programmes and am a social commentator and talk about difficult and sensitive issues like racism and whether the veil should be banned on British streets. As a business person I am in danger of polarising my customers, who if they don’t agree with what I have said about an issue or like one of my TV programmes could actually decide that they will not buy my products.
This issue really does play on my mind and I am always asking myself the question, what will my customers think about what I have to say? Will my customers approve of this programme? Will it put them off buying miamoo? I find it very difficult to separate who I am and what my values are from my business. The business world that we operate in now isn’t just about the product and how much it costs; customers want to know – who is the face of the brand? What does that person do and think? Who is that person associated with? What are their views on certain subjects?
The relationship the customer wants with a product/service is an intimate one where they choose to buy the product/service which compliments their own values and aspirations. I think the only person who managed to successfully link her business to her cause was Anita Roddick of the Bodyshop. Every bit of PR that she did resulted in the growth of the Bodyshop Empire and her customers loved her for it.
I don’t think every business out there needs to have a cause, but I do and that is to ban the use of nasty chemicals like sodium lauryl suphate and parabens in baby skincare products. I am appalled at what big manufacturers are putting in their products and then using terms like “natural” “gentle” and “organic” and taking advantage of parents who don’t understand the back of labels as they’re written in a format that only a qualified chemist could make sense of. I am not scared to take on the big boys, but I need my customers to support me and demand change, it is only when a million people have signed a petition that anyone in power actually takes any notice.
So in order to get people to support my cause I have set up a campaign on Facebook called KISS campaign, I also have a blog which is accessed via www.miamoo.co.uk, and on twitter I tweet about what I am up to and what miamoo is doing. I am not an expert on social media, but I am quickly finding out the power of tweeting and blogging and I hope that through these mediums I can build up my customer base but also raise awareness about the nasty chemicals people should avoid putting on their baby’s skin.
I know that this is a long term objective and that I am not going to get over a million signatures overnight, but you have to start somewhere and be patient. In my experience the only thing that gives a campaign a chance of success and that is passion and I have plenty of that, so watch this space and I will update you on the campaign’s success and share with you some of my experiences on running a campaign.
One of the biggest lessons that I am learning about running my business is that one can’t afford to sit still, there’s always someone to call, a press release to write, some research to be done, some ideas to think about – it really is 24 / 7. There are days when all I have done from 9.00am until 5.30pm is sit in front of the PC and tap away without taking a break. That’s the reality of running a small business and once you decide to do it, there is no short cutting the process.
I love getting your letters and here’s one I want to share with you:
“Hi, just wanted to let you know how much I enjoyed reading the article about you in The Mail on Sunday’s Enterprise Zone. In particular your thoughts / wording on past business experience mirrors exactly what I have done. I sometimes wonder who I was trying to impress (myself or others?). As I continue in my own business I view the past as a very valuable rehearsal – the best is yet to come. Good luck, regards, Margaret.”
Saira’s website: click here
Miamoo: click here
My Little Black Book of Contacts
I have some amazing business contacts that predominantly cater for small /medium sized businesses, so I thought it would be helpful to recommend their products and services to you. Every week I will focus on a specific sector. This week it’s Public Relations experts:
Caroline Fosbury: caroline@fosburypr.com
Mary Jones: mary@maryjonespr.co.uk
Elizabeth Ayto: Elizabeth@mediaambitions.com
Books: Powerful Marketing on a Shoestring Budget by Dee Blick
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January 21st, 2010 at 9:27 pmdee blick says:
The PR that you generate Saira is always balanced, positive and relevant PR because you are discerning in what you do and how you lend your name. So don’t worry. Miamoo is a great brand aimed at Mums and their young children and you have an obvious affinity, not least because you are a Mum and you get involved in really worthwhile projects involving children. You are a good role model on many different levels and everyone that meets you can see that immediately (and of course your added fiestiness is what makes you so genuine and devoid of luvviedom! Not sure if that is a word but nevertheless you get my jist)