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Today’s podcast guest is Rosie Davies-Smith. PR agencies have led clients to believe they’re the only ones who can do what they do. Rosie made it her mission to prove them wrong. After running her own agency for over a decade, she founded PR Dispatch, a platform which powers in-house teams to become the PR experts.  Since then, over 500 brands have been given the training, expertise and contacts they need to take control of their PR in house and secure their own coverage at just 3 percent of the cost of a PR agency.

Rosie shares her expert advice on what really matters in PR (hint – good imagery!) and the variety of publications to pitch to. She’ll provide you with actionable strategies to handle your PR efforts independently, reducing the need for external agencies.  This episode is a must-listen for anyone prioritising brand exposure for their products in 2024. 

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Transcript
Vicki Weinberg:

Welcome to the bring your product idea to life podcast. This is the podcast for you if you're getting started selling products or if you'd like to create your own product to sell. I'm Vicki Weinberg, a product creation coach and Amazon expert. Every week I share friendly practical advice as well as inspirational stories from small businesses. Let's get started. Today I am so excited to welcome Rosie Davies Smith onto the podcast. PR agencies have led clients to believe they're the only ones who can do what they do. Rosie made it her mission to prove them wrong. After running her own agency for over a decade, she founded PR Dispatch, a platform which powers in house teams to become the PR experts. Since then, over 500 brands have been given the training, expertise and contacts they need to take control of their PR in house and secure their own coverage at just 3 percent of the cost of a PR agency. So I know we've spoken about PR on the podcast before, but what I absolutely love is that every guest I speak to has a different experience, different perspective, different ideas, and, um, this is not a conversation about PR like any that we've had before. So Rosie has a really interesting perspective on what PR is, what's important. And she also gives you some really practical advice about how you can do your PR yourself without needing to employ an agency or get anyone else to do the work for you. And hopefully you will find that really interesting and also really empowering. So I would love now to introduce you to Rosie. So hi Rosie, thank you so much for being here.

Rosie Davies-Smith:

Thank you for having me. Very excited to be here.

Vicki Weinberg:

Yeah, I'm really excited to talk to you. So can we start with you, please give an introduction to you, your business and what you do?

Rosie Davies-Smith:

Yeah. Um, so my name's Rosie, uh, Davies Smith. Uh, I am the founder of, uh, PR dispatch, uh, PR dispatch is a platform which powers e commerce brands to be, uh, PR experts. Uh, so we have insights training, access to a press database, and, uh, they also have access to our community and our support too. Um, combined the team have over 24 years. Uh, when it comes to PR, I ran a PR agency, uh, for a decade, um, kind of before just doing, uh, PR dispatch. Um, so we know if we kind of, uh, power the people behind, uh, the econ brand, uh, to become experts in PR, they can do a really, really, um, good job because uh, PR is most powerful when it's done by the people closest to the product.

Vicki Weinberg:

Oh, that's amazing. So if I'm understanding you correctly, because I was about to, to ask the question, but I think you've, you've answered it, Rosie. So PR dispatch is about empowering small businesses to handle their own PR rather than presumably spending what can be lots and lots of money on someone to do it for them.

Rosie Davies-Smith:

Yeah, exactly. So, um, kind of from running an agency, um, we know it is, it is very, very expensive. Um, you know, when you say 2000 pounds plus a month, um, but it's creeping up to maybe three thousand, four thousand pound minimum, uh, if you did want to work with a PR agency. Um, and kind of over the years, I found that, you know, people who are, um, kind of behind the product or maybe a small team of people working, um, for the brand was so much better at doing the PR than a PR agency. You know, they know the product inside out. They're passionate about the story. They can pivot really quickly. Whereas trying to translate that to a PR agency is it's actually really, really difficult. And it is, it's a job in itself. Um, So we launched PR Dispatch in 2017 alongside the agency to kind of give those smaller brands, um, the opportunity to kind of pitch to the press at a really, really affordable cost. So just 3 percent of what it would cost, um, them if they were doing it with a PR agency. And actually what we started to see is that the brands that were PR dispatch members and were doing it themselves, were doing as well, if not better than the clients we were, we had at, um, at our PR agency. So it became very apparent very quickly that actually people that are kind of closest to the product do actually, um, do PR best, even if you've got no previous, previous experience or never done it before.

Vicki Weinberg:

That's really fascinating, and I guess that comes back to what you said about those people being so familiar with their product, their brand, their story, and maybe seeing opportunities that PR agency maybe wouldn't, um, because they obviously know everything in so much more detail. I also think that must be really empowering for a small business because I've, um, obviously I'm a service business, not e commerce, but I've done, had a little bit of PR this year that I've got myself. I did a little bit of training, and I think there's something really nice as well about that feeling. Like, okay, I can do this and just getting over those barriers of approaching journalists or pitching your ideas. Um, I think that's also a really good skill for small businesses to have.

Rosie Davies-Smith:

Yeah, it's, it's not rocket science. I think that's what I learned pretty quickly. I mean, my background before I started kind of the PR agency was not PR. Um, I actually worked for a small business. I was given the task of pitching to magazines. I'd never, um, I didn't even know that's how magazines are compiled. I was completely naive. I just didn't know that, you know, you emailed a magazine about your product and they then compiled pages and they might email you back at some point and say, hey, actually, this works really well for what I'm doing. And I was just completely blown away. Not only how beneficial it was to a brand, it was a knitwear brand called Loewe. We worked with them for 10 years, then our PR dispatch member and they got really good traction in kind of the first few months of me just kind of consistently emailing magazines every single week. And it made a massive difference, um, you know, to their awareness and it was a key time of year. It was leading up to Christmas and you could see it was having a big impact kind of on people coming to their website and probably sales as well. Um, but it was so easy. I couldn't believe it. I was like, this is so easy to do. And actually quite enjoyable. Um, so yeah, I, I agree. Once people kind of start the ball rolling with it, um, it's, it's a very addictive, it's a very addictive feeling. It's just getting over that initial, initial hurdle of starting and not feeling that imposter syndrome or like you're annoying them or, you know, you don't know what to say, kind of getting over that first hurdle, I think is kind of the biggest, um, the biggest stopping point for many brands.

Vicki Weinberg:

Absolutely. I know for me it was definitely a mindset thing. I just felt a bit silly, sort of emailing someone I've never met and saying, I've got an idea for a story. It just felt really daft until you realize, like you say, that's what everyone's doing. Like any story you read presumably has started that way. Unless of course a journalist puts out a request, which is also, um, obviously another way of, another way of doing it. But I think that once you send that first email, it just gets a lot easier and it becomes, I hope this is useful for everyone listening, as well for me, especially, you know, I think you can send lots of emails and you might only get one or two replies if that, but it's water off a duck's back. You don't really, you think that you're going to care if someone doesn't reply or if they say no, thank you. And actually they don't usually say no, thank you. Do they? Let's face it. They're busy. They just don't reply. But I think you soon realize it's not personal and you just move on to the next one and just keep doing it. And no harm done really.

Rosie Davies-Smith:

It's, it's, it's totally true. And that mindset is such a good mindset to have, you know, we say, we say to our members, it's, it's actually PR is, yeah, the coverage is great, but the actual work of PR is just sending those emails consistently, you know, going back to them every three, especially if you're an econ brand, going back to them every three months with maybe a new product that you've got or something that's seasonal that they might be interested in that time, they're only going to respond if you're relevant. And, you know, a lot of the time you're not going to be relevant. You know, they might be doing a different feature or they might have filled that quota for the features that they're doing. You know, they might store it for future. What we see a lot, especially with the econ brands is, um, and I saw this a lot during when my agency days is the press email back of previous pitches. So you might send a pitch about, I don't know, uh, I'm looking at my press board in front of my pyjamas, for example. And, um, you send it in November and then in March they respond and they say, hey, these pyjamas are actually really relevant for something that I'm working on now. So it's about being, it's about being visible, being in their inbox because they're the brands that are going to get featured. The brands that are being proactive about it. You're totally right. The brands that are being proactive about it are the ones that are going to secure those features. Um, so yeah, just don't be disheartened if you don't get those responses.

Vicki Weinberg:

Thank you. So it definitely sounds like it's a case of just doing it. Um, and I know it's not as simple as, well, it is and isn't as simple as that, but actually let's, if you don't mind Rosie, let's go back to the beginning and talk about, so for small businesses listening, how do you know if your business is actually ready to do any PR in the first place, or whether there are other things you should be thinking about before you get excited and and start sending out pictures.

Rosie Davies-Smith:

So my advice to anyone is the way to think about PR is you should be doing it for the lifetime of your business. You're never too small. But there is a difference between being too small or being ready. And I'll talk about being ready in a second. But PR is not something that you do seasonally. It's not something that you pick up and drop. You know, even if you've got a seasonal product, the rest of the year you work on profile press or podcasts or, you know, getting speaking opportunities that, you know, industry shows that are really relevant to your sector. So PR is something you should be doing consistently from the day that you launch your business. If, are you ready is a different question. So the only thing you do actually need to do PR and it's not a press release. You do not need a press release. PR it is imagery. Um, so for econ brands, we talk about four different types of imagery, um, product shots. So there obviously you'll cut out white shots, clear or white background, and they will be included in those kind of roundups, product roundups, um, lifestyle shots, which probably most of the listeners have, you know, your product in a lifestyle um, setting being used or whatever it is, um, behind the brand imagery. So that might be, you know, your office space. Um, if you've got a physical store, it might be a physical store. It might be, you know, making photos, the process, um, and finally, uh, founder shots, so photos of you headshots, um, kind of something with a person, a key person in your business, um, you don't need all four. You actually just need one of them to start. So if you only have a founder shot and you know that you're going to run with that, then start with that. Start with kind of these more interview based, um, stories. If you've got product shots, then that's a great place to start, you know, pitching into these product features, roundups, print and online. Um, and I say, build, you know, we haven't got endless amounts of budget. That's like an extensive list of imagery to have. So every time kind of, you have some budget or you're thinking about next season, or you're thinking about, you know, ramping up your pressing, what is the next kind of imagery I can add to my rapport, if you like. So I've got more imagery to send out. But once you've got imagery, which I'm going to assume if you're launching a brand or a business, you have some form of imagery to sell the product, you are ready to do PR.

Vicki Weinberg:

That's really good news. Thank you, Rosie. Thank you for explaining that because I think it can be tempting to think, oh, I'm not, um, you know, I'm not ready. I'm too small. I'm, there's all, you know, there's all sorts of excuses we can give ourselves, aren't there? So I think that's really good to know. And now this might be a really stupid question, but I'm going to ask it anyway.

Rosie Davies-Smith:

Never, never a stupid question.

Vicki Weinberg:

So you mentioned, um, so when I speak to people, um, about social media, building media, all sorts of other topics around starting a business, um, we're, we're sometimes told actually start before you, you know, before you have something. So I know, for example, lots of brands when they, even when their product isn't quite ready to sell, they might get on social media. They might start building up their email list. They might start with their website. Is that too soon to start thinking about PR or is there something we can be doing then as, then as well, when we're in those very early stages?

Rosie Davies-Smith:

Yeah. I think that's a really good question. Um, so my, so the longest lead time, so lead time is how far ahead the press are working is about six months. So anything before six months, I wouldn't. Uh, before six months before you launch, I wouldn't be thinking about PR, but you can be building that imagery once you've got any types of imagery that I've talked about to send to the press and you have somewhere to send them. So I recommend a landing page that looks nice. Please make sure it looks nice. Um, maybe capturing email addresses, for example, before you launch, um, then you're ready to get going, but just remember those lead times. So you're not going to contact online press if you're still six months away from launch. Um, they, they do want to, I should also say a launch, this is in the nicest possible way. And this is so people don't waste their time doing it. A launch isn't news to the press. If you've got no previous you know, brand history, you haven't run a big business before, or kind of something that's well known, they're not going to write about your brand launching. It's just not going to happen. So I recommend trying to start with kind of those product features, maybe kind of, um, some niche interviews, you know, if you're a knitwear brand, for example, there was some really good knitwear magazines out there or knitwear platforms where they really specialized. It's really, really niche. Um, we had one member that was on a podcast, I think it's called Maker Meaning, and it was, it was very, very, very niche. It was the stories behind why makers make, um, but it had 250 listens in the first hour. So. Think about don't don't try and kind of just get your launch into the national press. Think about really niche, you know, platforms that are going to drive people, um, kind of really care about what you're doing to, um, your website. But once you've got that imagery, I'd say anywhere between six months up to your launch date is a good time to start thinking about PR.

Vicki Weinberg:

That's really helpful. Thank you, Rosie. And I also liked what you said about not always going for the big publications and going a bit more niche as well, because it can be really tempting to think, oh, I'd love to be in the, I don't know, the Guardian, whatever, wherever you want to be or a certain magazine. But that's actually such a good point about thinking about where your customers, you know, what they're listening to and what they're reading and being a bit more targeted because actually you could get a lot more sales, which is what we're all after from featuring in a, let's say the sock example, featuring in a knitwear magazine or whatever it is than being on in something big with a much wider readership or listenership, but actually only a percentage of those people might actually be interested in what it is you sell.

Rosie Davies-Smith:

Exactly. I say, I say to our members, don't be a publication snob. Because if you just want to be in the Guardian and the Times, you're going to be waiting a long time. Try and spread your net as far and as wide. Obviously, it needs to be relevant. It needs to be relevant. Otherwise, they're not going to feature you. But try and like spread your net as far and wide as you can. Think niche. Think podcast. Think other medium. Think YouTube. Um, I love print and online magazines don't get me wrong, but there are so many other ways to PR um, your product. And when I, when I say don't be a publication snob, I mean, we had a member, um, a few years ago and they really wanted like high fashion publications, which great, so does everyone, but let me tell you now they don't drive sales. Um, and I think they got featured in a woman and home and country living. And actually you could see a direct correlation between the readers and people purchasing and it was amazing and it's not a publication they wanted to be in because I think it was seen as a bit uncool but actually it was so, so powerful and the readers were so engaged. Um, so yeah, cast your net as far and wide as you can when it comes to who you're reaching out to.

Vicki Weinberg:

That makes sense and I think as well that I guess the more niche you go, you go the more likely you have of your story being picked up as well. So. 100%. For my example, I have had, I tried to get a bit of PR for something earlier this year and I had much more success with my local press. I think because I was local, there was that angle, whereas the kind of the bigger publications, I guess there just wasn't as much of a story for them. But the fact that someone had done something locally, all the local press were like, oh yeah, this is great. This is really relevant. So it's not the best example for products, but I do think that sometimes you have a bit more luck if you're sort of really targeted.

Rosie Davies-Smith:

Yeah 100%, 100%. People always forget about local press as well. It's super, super powerful.

Vicki Weinberg:

So we are recording this at the end of 2023. Um, but when everyone's listening, it's going to be early 2024. And I would love to talk a little bit about the new year and how to start the year one step ahead as an e commerce business when it comes to PR.

Rosie Davies-Smith:

Um. So imagery, I can talk about imagery for 45 minutes, I would, um, just reviewing kind of what you've got, what you might think about getting done in 2024, what you can run with. Let's, let's go positive. Like what, like based on the imagery that I mentioned earlier, you know, what's your strongest? What can you, um, what can you start with? I would also, um, recommend setting time aside. So PR is one of those activities that is important, but it's never, ever urgent. It will always, always, always go to the bottom of the to do list and everything else will always overtake it. So, we encourage members to set aside a minimum of 60 minutes a week. It can absolutely be done in 60 minutes a week if they've got longer, fantastic. But 60 minutes a week just to pitch to the press and nurture relationships. PR is all about relationships. So just nurturing, you know, those relationships, going back to people that you maybe pitched to three months ago, you know, following them on LinkedIn or Instagram, um, just nurturing that PR every single week. Yeah, after imaging, I would say set aside, um, that time and my third piece of advice would be for 2024 is just get going. Stop, um, putting it to the bottom of your to do list if that's what you've been doing, because the sooner you get going, the sooner you'll start, um, to get coverage. So even if you can just set aside 60 minutes and reach out to five people a week, just five people a week, you are doing so, so much more than your capacity.

Vicki Weinberg:

That's really helpful, thank you. Because I know that times right now are really tough for everyone, for consumers, which we'll talk about in a moment, and for small businesses. Um, so, and why do you think it's still important to invest in pr? Because I think, I think there will be people who are saying yes, but you know, why should I think about PR when I'm struggling to, I don't know, make cash flow work or, you know, there's so many challenges at the, at the moment. So why do you advocate for businesses still focusing on PR during these times?

Rosie Davies-Smith:

Because I honest, honestly believe if you have no, if you have no kind of awareness strategy. Um, aside from social media, uh, you're going to really, really struggle to stay in business because people, people are not going to shop with you if they're not aware of you and Instagram is great, but let's be honest, that is, that is limited to how many people you are going to reach. Um, PR is by far the best activity for awareness. If you secure coverage, it makes hundreds, thousands of people aware of you. What it also does, and this is why we'll talk about this in a second about consumers, is it makes people trust you. So if you've got three people in your sector, um, you know, you will make similar products, similar price point, maybe a similar audience competitors, if you like, and one of you is doing PR and you know, it, it's really obvious you're trusted by this magazine as seen in this magazine, this product was highlighted. That is the brand that is going to get the sales because people trust them. Um. So that is why I would absolutely, I kind of not think, oh, we've got no budget, so I'm not going to do PR right now, but we'll spend on ads. Don't spend on ads until you've got PR coming in because ads are going to support your PR. PR should be the first activity.

Vicki Weinberg:

That makes so much sense. Thank you. Because also, um, when we talk about ads and PR, PR presumably can cost you a lot less money than ads as well. So again, I think it sounds like you can do a lot with your PR just by investing your time and not perhaps investing any money or investing a little bit of money. Whereas ads, as we know, can, you know, the spend can just spiral. Um.

Rosie Davies-Smith:

Yes.

Vicki Weinberg:

It's a lot more in terms of investment. And of course, you know, we don't know what the payoff is going to be for ads or, or PR. Um, but yeah, PR to me seems like much less of a financial commitment and more of a time commitment, which hopefully we can all find 60 minutes a week to do that.

Rosie Davies-Smith:

Definitely.

Vicki Weinberg:

Thank you. And so let's talk a bit about consumers as well, because times are hard for small businesses. They're also really hard for everyone, aren't they? Because disposable income is definitely going down. Um, but so is there anything we can do in terms of our PR to help. When I think spending, you know, and I think that's part of the reason small businesses are finding it tough is people are, I think, spending a little bit less at the moment.

Rosie Davies-Smith:

Yeah, absolutely. So, um, I talked about the trust element. I can't emphasize how important that is for consumers, you know, they want to there's so many brands out there. They want to they want to purchase with people that they trust and PR is probably the top um, thing you can do to build trust, um, with consumers. But the other element that is really, really important and people don't really consider a lot when they think about PR is, um, emotional connection. So there's two types of PR for e com businesses. One is products. Um, so, you know, product roundups, shop this look and have all the kind of nice product stuff, which is really, really great. And it's great for awareness and it's great for trust. But the other type of PR for e com businesses, and I always recommend you do both split your time across both is, uh, what we call profile press. So, um, this is what service businesses would do, but it's still really relevant for e com it's, you know, meet the maker, an interview with the founder, a day in the life. Um, it might be an interview about a shop opening, um, it might be, you know, what, how you overcame, you know, a mental health battle to start your business or why, why your product is so relevant. What, what about your story? What about your journey, you know, has led you to create this product or this brand? Um, and that emotional connection is what will drive consumers to, um, spend with you. I am so brand loyal to, um, to brands where I have an emotion that I have an emotional connection with, and it's normally with the founder. So putting the founder at the forefront of your stories, I think it's really, really important. Those that do will reap. Um, the rewards and we've seen it in all the reports this year, like we've been, um, kind of pulling together all the reports for 2024, you know, consumers want an emotional connection with the brand before they shop with them, um, they want that feeling. Um, so yeah, you can use PR to tell your story in a different way. And then when you do get that coverage, just make sure you're sharing it. Um, don't kind of, um, just think, oh, well, I got featured in a magazine and that's it. There are some laws around sharing. I'm not an expert in it, so I'm not going to go into it, but, um, you know, making sure you've kind of shouted about it on your Instagram or shared it on your LinkedIn or put that logo on your website. It's all really, really important. It's going to drive um, firstly, awareness of people that don't already know you, but people that do know you, maybe they're on your mailing list and they joined your mailing list, but they've never shopped with you or they follow you on Instagram and they've never shopped with you. It just might be that final push they need to make that purchase to know kind of your story or what you overcame or why you're doing what you do might just be, um, that emotional connection they need to make that purchase.

Vicki Weinberg:

That makes so much sense. Thank you, Rosie. I think that, yeah, knowing a bit about the background of a brand just stops them being faceless. And I think it makes a huge difference.

Rosie Davies-Smith:

Yeah, it makes me, it makes me sharp.

Vicki Weinberg:

And actually, that's kind of the whole point of this podcast is to feature brands and their stories, partly so they could, those brands can help other people learn from what they've done, but also to share those stories and the background. And I find that I and my listeners as well are so loyal to brands that have been on the podcast because you know, it feels like you know them. It feels like you know who this brand is because you've, you've had the founder's voice and you've had them talking about their, their products. And yeah, and I think that does keep us saying come back to brand loyalty. I think we're much more loyal when we feel that we know who the business, who the person behind the business is.

Rosie Davies-Smith:

Whenever, whenever I need to buy something. Um, a suitcase actually is the most recent, um, kind of example of this. I will always think who, who did I hear from? And like, I bought a suitcase from away because I heard the founder on a podcast, how I built this. So I, instead of all the suitcases I could have bought, I probably spent double what I wanted to spend on a suitcase, but I did it because I'd heard her journey. I'd heard what she had overcome to start this business. And it's so, so true. If you're thinking, you know, Oh, I'm going to get featured on a podcast and then I'm going to get loads of sales. It doesn't work like that. It's about people remembering you. So when they do need that product, you are absolutely forefront of mind. You're the person that they remember.

Vicki Weinberg:

Absolutely. Um, yeah, that's, and that's actually leads me on really nicely to my next, my next question. So as you've said, we, you know, you might go on a podcast and you might not get instant sales or from a magazine piece, but how can you tell what return, if any, you're getting from the PR that you're doing?

Rosie Davies-Smith:

Oh, I love this question. Please don't think about, uh, PR in terms of what kind of return you are going to get. It is not a marketing act marketing activity, it's an awareness activity. I, when people kind of really want to measure, um PR, I would say look at it year on year. So do PR activity for 12 months and then review at the end of those 12 months. And you're looking at metrics like, have my website users increased? Has our revenue increased? You know, you might see some people clicking through from online articles, but apart from that, it's so, so difficult. Um, it's so difficult, uh, to measure because someone will see you. That we had, I don't know how many, I think we had about 15 members featured in the Guardian Christmas gift guide, um, last week. Um, and some of them did actually get sales from it and it's very, very clear, but a lot of them maybe didn't, and it's about, you know, someone coming to their website that might buy something else, you know, they'll see the product that they saw on the Guardian, but actually, you know, something else takes their fancy or, you know, they saw a notepad in the Guardian that they want to buy for themselves, not as a Christmas gift, so they'll come back in January and buy it. So, I would, if you're going to look at PR activity and kind of what return you're getting, I would annually review it. Don't drop it, and if you don't feel like your website traffic is increasing or you're not getting the coverage, um, that you should be. You need to look at what you're doing, kind of what you're doing, how much, how often are you emailing them? What are your assets like? I can tell you 90 percent of the time that people don't secure the coverage that they think they deserve it's because their imagery is not good enough. Um, so go back and kind of review all that if you're not getting, um, the coverage, um, that you kind of expected, but PR is very much a top of funnel activity. It's about awareness. It's about credibility. And then your marketing is to drive people through your sales funnel.

Vicki Weinberg:

Thank you for humoring me with that question because I know there are always people who want to, who want to know, is it worth me doing this activity? Will, am I getting anything from it? Should I be dropping it? You know, especially as we're coming towards the end of the year and, you know, make, making plans for the next year. So it sounds like your advice is do it. Don't drop it. And if it isn't working, think about why perhaps it, you know, what other aspects are not working.

Rosie Davies-Smith:

Yeah, exactly.

Vicki Weinberg:

That makes total sense. Thank, thank you. Um, and I think it's really interesting as, as well, what you've said about how you might see immediate results or you might not, because I've definitely had that anecdotally from clients as well, where they've done something and then it can be quite a while later that it seems to be paying off and often it's an accumulation of things. So it's not just one event being in one publication. It can be, you know, a couple of months of consistent coverage. And then all of a sudden they'll say, oh, my sales are around month for month or whatever, you know, whatever it is. And I think that's really interesting. It comes back to what you were saying about people having to sort of see you consistently and get to feel like they know you. Um, and I think for lots of us, just one article or one podcast interview probably isn't going to be the thing that changes the whole business.

Rosie Davies-Smith:

Absolutely not. I've actually got, have I got time for a quick story?

Vicki Weinberg:

Of course. Yeah.

Rosie Davies-Smith:

Um, so I think it's about 2016, 2017 when I was running, um, the agency and just as I launched peer dispatch, I got a few, this is for the agency and for me as a founder, we got a few pieces of small coverage and then we got contacted by, um, Elle. Um, actually no, we pitched Ellen, we pitched Ellen, um, and she said, yeah, this sounds great. So it was an article about 23 female founders on the 30, um, and that was a great, great article. And, um, six months later I got a call on the line at work and, um, it was the BBC and they said, we're shooting the final of the apprentice. We'd like you to come in, um, be a judge. And they had actually found me through that Elle article. So it, it's about building, totally right. It's building blocks. Don't think you're going to get one piece of coverage and, you know, that's it, you don't PR and you don't need to do it again, all of those building blocks, all of those small pieces of coverage that we got kind of made us seem credible so that then Elle ran the article. And then six months later, the BBC found us through Elle and asked me to be on the apprentice. So it is always. Always, always building blocks. And we, we do it consistently. So we're always showing up and we're always forefront of mind, because if we weren't doing it, someone else in my space would take over and become the forefront kind of leader in the e com, um, kind of PR, um, space. And PR is the only thing that doesn't stop that from happening. Um, so yeah, hopefully my story kind of spurs you on to get going.

Vicki Weinberg:

Well, I didn't know you were on The Apprentice. That's very exciting first of all.

Rosie Davies-Smith:

It's a long time ago, a long time ago.

Vicki Weinberg:

I had no idea. So that's exciting. I've got so many, I'm refraining from asking my questions about that, holding myself back. But I really like that story. And I really like what you said as well, because the key thing that's, as you've been speaking, that came to me like lots of things in business is about consistency and not just you know, trying to get some PR in January and then think, right, take the rest of the year off now. I've done my bit. Um, I think it's like everything, isn't it? It's just keep on doing it. Um, and as you say, it all starts to build a bigger picture.

Rosie Davies-Smith:

Exactly. Yeah. Keep, keep going. Don't stop.

Vicki Weinberg:

Well, thank you so much, Rosie. Thank you for everything you've shared. Before you go, um, I have got one final question, which I don't think I prepared you for, but I'm sure you'll have an answer, which is what would your number one piece of advice be to e commerce businesses listening now wanting to get going with their PR? What's the one thing you want them to take away?

Rosie Davies-Smith:

Um, I could say imagery, but I've talked about that a lot, so it would be that you are completely capable of doing PR. If you run a business, if it's just you, or, you know, you're working with one or two other people. I can't tell you how capable business owners are of doing their own PR, um, you have all the skills you already need. It's not rocket science. It's really, really easy. So yeah, I would say just kind of, uh, start doing it so you can start building those blocks.

Vicki Weinberg:

Perfect. Thank you. That's such a nice positive message to end on. Thank you so much.

Rosie Davies-Smith:

No worries. Thank you for having me.

Vicki Weinberg:

Thank you so much for listening right to the end of this episode. Do remember that you can get the full back catalogue and lots of free resources on my website, vickiweinberg. com. Please do remember to rate and review this episode if you've enjoyed it and also share it with a friend who you think might find it useful. Thank you again and see you next week.