Building skills in the charity sector and gaining board-level experience
After 12 years of specialising in pharmaceutical PR, I decided I wanted a change. Giving back has always been important to me, so I decided to look for my next role in the charity/ education sector. The following two roles gave me the chance to broaden my skills further, especially with fundraising, bid-writing, volunteer management, sales and marketing, and Government lobbying.
I expanded my experience at board level by becoming a trustee for two local charities, firstly a children’s centre and then, more recently, a local food bank. I relished the responsibility for governance, strategic growth planning, and risk management, and valued the opportunity to do something positive for our community. I enjoyed working as part of a group of diverse professionals towards a common goal. I was lucky to witness first-hand what could be achieved when there’s a clear sense of purpose and vision.
Becoming a consultant
In 2017, I decided to become an independent consultant so I could share my skills and experience with the exciting businesses forming the new movement of solopreneurs and innovative micro-companies.
I was also frustrated by the way PR is so often misunderstood. I believe PR is the most important part of the marketing mix because it’s all about the relationship a business has with its ‘publics’. Successful PR build’s a company and individual’s reputation by providing education and information, and also by influencing opinions, attitudes, and perceptions.
But ultimately, PR matters because people buy from people – and, most especially, from people they know, like, and trust. PR is everything you say and everything you do. Your reputation exists in the minds of others. But there is a lot you can do to influence and shape what others think about you.
This is what makes PR so crucial for business owners to understand, and why I’m on a mission to help businesses learn the skill of effectively communicating ‘human to human’, and conveying their value, purpose and the difference they make. In focusing here, I can bring together my PR experience with my desire to be a force for positive change in the world.