Now this is a column I could write for days – promoting businesses is something I know quite a lot about.
However, I’m not going to hijack it, instead I crowd sourced the answers from PR professionals across Scotland.
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They all agreed that if a business is scaling, the absolute key thing is to keep control of the messaging. Much like hanging onto the “start-up culture” as your team expands, ensuring consistency in your image to the outside world must be a priority.
“I’d get a few meaty paragraphs together that really explain who you are and what you sell,” said Lisa Palompo Dixon, founder and director of Palompo PR. “You need to make sure everyone is singing from the same hymn sheet.”
If in doubt, refer back to the business plan.
“If you know where you’re going and have bottomed out the strategy properly, then the comms plan flows from that,” said Emma Gordon, formerly of Aberdeen-based Fifth Ring and now director of Bydand Copywriting. “In essence, same advice regardless of size and stage: right people; right way; right time.”
Photography is a service your company needs to invest in as you scale. If there’s one thing journalists are going to want as you tell your story, it’s great pictures.
“As much as your team may be camera shy, invest in great, professional photography of the key people and obviously the products,” Lisa added. “If you sell a service, think of creative ways to illustrate what you do.”
[Bonus tip – for print media, images must be at least 2MB and 300dpi. For online, low resolution images are better.]
Finally, take a critical look at your social media.
Chris Fairbairn, account manager at Holyrood PR, said you should put your employees at the forefront.
“They’re your first ambassadors, use employee-generated content to create a genuine image of your company that keeps you likeable and relatable. It helps with the culture of the company too.”
Tomorrow I will be hijacking the column as I’ll be starting my journey as part of the team at a very exciting Scottish scaleup…
Kim McAllister is a Journalist & Communications Consultant and director of Impact Online
