Age-related resilience

Once upon a time, when I was younger and definitely less worldly, I really cared what people thought of me. Now, not so much.

Does it matter in the grand scheme of things? Do I have to have anyone’s permission, approval or consent about how I run my business? No. Have I done ok so far? Pretty much.

As the years go by, I’ve found I care less and less about what people think, and more and more about whether I can lay my head on my pillow at night, knowing I’ve done the best I could during the day.

It matters more to me that I’ve acted morally, legally and ethically. It matters to me that if I have a problem with something or someone, I’ve done something about it and not stayed quiet for fear of being thought badly of, which I might previously have done. I can’t stand idly by while I watch something being done which I believe is incorrect, illogical, unreasonable, unfair or plain daft. And I tend to say things in a straightforward manner these days, whereas I might have spluttered and walked away before.

People might not like it, but it has to be done. I might implode or explode if I keep things in, and that just wouldn’t do. Think of the mess.

I was someone who would sit in a meeting and a bright idea would come into my head and I’d be reticent to share. I’d wait and wait, gathering up the courage, then someone else would say it and get the credit. I bet that’s happened to you too. 

Now I stand up for my views, share my ideas and if someone else presents a rational counter-argument, that’s fine. I’m happy to be persuaded otherwise but only if there’s a better rationale and I can see it makes sense. You may not believe it but sometimes I do get things wrong, and I get frustrated when there isn’t a rounded and fair debate on the subject.

I often ask clients why something is being done a particular way and frequently hear it’s “always been done that way”, which is almost a gauntlet being thrown down to someone like me. If I can’t see the logic I’ll offer a better, quicker, cheaper, easier way to do it. 

The result is that people look as it they’ve seen a ghost. They go white, then red, then a strange shade of green as the penny drops that they could have been doing it that way all along.

This, of course, is because having been in business for so long I’ve seen an awful lot, made many mistakes, enjoyed many successes, worked in and with a huge range of sectors, and have the benefit of experience. It means age-related resilience, more courage, less ‘sweating the small stuff’ and an ability to see the bigger picture.

Clients sometimes hook themselves on to a belief about an issue based on their views about their business. Age-related resilience allows me to stand my ground. I’m giving them my best advice (which, as a Fellow of the Chartered Institute of Public Relations, I’m duty-bound to give anyway) and because it’s based on an excellent understanding of my field of expertise and the facts that I’ve gleaned about their business. I reach conclusions and give advice solely for the benefit of clients long-term. And if they get frustrated with me when I don’t always agree with them? I go to bed at night knowing I’ve given the best advice for which they’re paying. I am, after all, on their side.

Lessons learned along the way?

•          Never be afraid to get things wrong – enjoy the learning curve
•          Focus on cash flow, knowing your customers inside and out, what makes them buy from you and what makes them not buy from you
•          Look after your clients as they’re your brand ambassadors
•          Keep up-to-date with innovation and new technology which can help you in your job
•          Take frequent pit stops during the day to remind yourself there is a world away from the computer
•          Drink lots of water
•          Breathe deeply
•          Be grounded
•          Use voicemail effectively especially if you’re concentrating on something and don’t want to be disturbed
•          Realise you don’t need to answer every email immediately
•          Use the Auto Reply function on your email to let people know you’re away from the office for a while so you don’t lose any business
•          Sleep well (something I still haven’t mastered)

The benefits of ageing? Being able to write a blog post like this and not worry if someone doesn’t like it. It's more about not needed validation, as you do when you're younger. It's about having the courage of your convictions, the benefit of having seen and done a lot, and knowing that something that seems huge one day will likely be almost forgotten in months to come. 

The best mentoring comes from age, experience, knowledge, straight-talking, empathy, big picture thinking, confidence, proven skills, and a desire to pay things forward.

If you need mentoring – or any other PR, marketing, branding or social media services we offer – contact Jill Woolf on 01903 812275.

Blink and 15 years go by, just like that!

It all started at the Hotel Seattle, Brighton, in February 2003. I was having dinner with a very good friend, colleague, mentor, future client and future team member. My small but perfectly formed PR and marketing consultancy was about to arrive on Planet Earth.

I had just taken voluntary redundancy from a wonderful job I had been in for 10 years. I was a head of department running PR, Communications and Corporate Services across nine group companies in the South-East. I had a great team behind me and unquestioning support from my immediate director.

It’s possible I would have been there still today, had it not been for rafts of mergers and acquisitions, the last of which resulted in horrendous internal politics, self-preservation tricks and ego-related shenanigans. This was the sort of situation that showed people up in their worst light. It became the sort of place in which I didn’t fit, so I was off.

What next?

So many people said to me, upon hearing of my impending departure: “If you’re going to set up a PR company, I’ve got some work for you.” Goodness no, I retorted, that’s really not what I want to do! No, no, never. My plan was to take a few months out and consider what to do next, calmly and rationally.

Back to the Hotel Seattle on that fateful night. “If you’re going to set up a PR company, I’ve got some work for you.” Now it was my friend’s turn. “Go on,” she countered, “what’s the worst that can happen?” I pondered for a moment and responded, “If it all goes wrong, I’ll have to go and get another job… oh, alright then. I’ll call it Chimera Communications.”

And that was it. The next day I designed the logo, set up a bank account, got an accountant and bought a new laptop.

And now …

Fast forward 15 years and, of course, it was probably the best thing that could have happened to me. 

That’s not to say there haven’t been times when stacking shelves in Tesco seemed a desirable alternative. But overall, I really can’t believe it’s been 15 years. And several hundred clients later.

Here are some observations, as I sit back with my coffee vat and contemplate what’s turned out to be the very quirky world of Chimera Communications:

• Few people understand what PR is (public relations, that is, not proportional representation … which no-one understands anyway)
• When they do get it, they think they can do it themselves (sometimes you can, sometimes you really do need to be concentrating on the business you set up and leave the professionals to do it properly)
• Even fewer people realise how important it is to know your customer inside out and what makes them buy into your brand, products or services
• Only about 5% of SMEs have a business plan when they come to us (that’s an estimate, by the way, based on my experience; we’re not talking Ipsos MORI here)
• PR is not necessarily a quick win. You must be patient and allow time for the professionals to do it right (no, I’m not going to tell you how, you’ll have to employ us for that!)
• Some clients ambush themselves by not giving us what we need. This has been one of the most surprising client attributes. By not giving us what we need, to deadline and in the right format, we’re unable to do our job
• Another surprising client attribute is that some think we should work for nothing, which I always think is quite weird. Would they? I, for one, have spent decades honing my skills, experience and professionalism, and that comes at a price as a business consultant, just like a lawyer or accountant
• Social media has revolutionised communications. It’s fascinating to watch what happens next in the world of PR and comms. Will robots take over our jobs? Wouldn’t it be fun to see how they tackle organising an event on the beach, or train people to go live on TV or radio?!
• The explosion in real-time news availability has been, overall, fantastic. How interesting is it to watch news happening in front of your eyes?
• Crisis PR management, though, has changed immensely. Not the theory, just the speed at which responses are expected. Not a bad thing, but organisation and prior preparation for such an event is key

• Everyone’s expectations have changed dramatically too. Remember when we used to send letters by post and – yes - actually waited days for a reply?! 
• Now most of us look online for reviews before we consider buying a product or service
• Whole new industries have arrived to tell us how to do things: digital everything; Data Protection; GDPR and so on
• Technology has certainly made life much easier in so many respects, but the burden of legislation and political correctness in communications has escalated, more so for some sectors, so the small print is not so small any more
• Where would we be without YouTube videos to show us how to do things properly (invaluable in many cases)?; or squintillions of apps (how did we ever live without them?), so much so that we don’t need to go outside our homes or offices unless we really want to (sunshine and fresh air, anyone?)
• Keeping up with the pace of change is either exhausting or exhilarating, depending on your frame of mind. I think a combination of the two, as I love learning new things daily
• And I have learned so much over the years. I’ve improved. I’m confident in my views and advice. I can share successful techniques across my client base. I mentor others in business. I give back

Some more observations

• It’s been interesting to see the revival of vinyl - and that the specialist record shop on the corner opposite Brighton Station is still trading, despite everything!
• People’s love of reading books is still alive and kicking. It’s been dismal seeing libraries disappear
• It seems social media is losing some of its lustre. I’m sure we’ll be seeing more about this in the weeks, months and years ahead. Life is cyclical (as any woman who realises something she wears is so old, it’s now back in fashion will tell you). Plus ça change, plus c'est la même chose
• As someone who started her career on newspapers in London, I’ve been saddened by the decline in the quality of journalism over the years. Governed by the decrease in advertisers and the subsequent decrease in journalists, content has been lost and quality content at that. Coupled with the lack of experience of cub reporters and sometimes the lack of experienced chief/senior reporters and editors to teach them on the job, as well as sub-editors who don’t seem to know how to correct bad grammar or spot bad spelling - plus the proliferation of non-stories and fake news - is it any wonder people these days have little faith in what they read or see on screen?

Overall, though 

Don’t let the above make you think it hasn’t been fun. I’ve experienced so much I never thought I would, done so much, seen so much, been so many places, met so many people, laughed so much.

It’s been a real ride, and I still have the ticket to go around again.

One of the highlights was being invited to become a Fellow of the Chartered Institute of Public Relations for services to PR. A real accolade.

Most of my clients have been a delight and a pleasure to work with. We’ve had some great results and some lovely testimonials. We’ve had some talented, skilled, creative professionals on the team over the years, who have been real assets to the company. And I have a clever hairdresser who hides all the grey hairs which have arrived over the years under this nutty blonde halo (of hair, not the celestial kind).

So, to start celebrating 15 years of Chimera Communications with you, we’re offering 15% off PR and marketing services, as well as mentoring, for 15 days from 15 February 2018.

There are some Ts & Cs, so do contact me for details.

Thank you to everyone involved in or with Chimera Communications over the years, and here’s to the future.

Top 5 customer service fails of 2017

Yes, I know this is slightly tardy but I have had over a month’s-worth of poor health due to some version of the infamous flu bug, for which my flu jab wasn’t ‘person’ enough for the job [Note: proper PC word use].

There are few things that set my temperature valves to breaking point than the truly awful examples of bad customer service that I am destined to experience, and last year was no exception.

It has to be said that the bigger the company or organisation, the worse the customer service. Usually. I have worked in and for organisations of all sizes over the years, and it doesn’t need to be so. It comes down to management and communications.

Consider the effect that poor customer service has on me. It ranges from:

·         Mild irritation. The problem gets sorted, I tut and then get on with something else

·         Simple frustration. It takes longer to get sorted but it’s ok, we get there in the end

·         Some short, sharp words of advice from me. Often about a training need

·         I ask to speak with a manager. It gets worse when they refuse to put me through

·         Some tweets ending with #fail

·         Emailing the Chief Executive. “Dear [xx], I’m not normally prone to writing directly to the top honcho, but on this occasion …”

·         A formal complaint. If I have the energy to fill in copious forms. It depends on the incident

·         Advising the Ombudsman. Must have been a bad incident

·         Contacting Watchdog. Must have been a very, very bad incident. Don’t they know they’re dealing with a PR person?!

·         Considering sending the boys round (I jest. Really.)

During the course of the above, my blood pressure rises along with the volume of my voice. 

Especially if I’m getting scripted responses from an overseas call centre where the very nice people have not trained their very nice people to veer off-script to actually help customers. Sometimes, if I’m in a very good mood, I’ll play along with the idiocy of it all and tie the poor person up in such knots that they may need psychiatric support after my bout of mischief. I apologise unreservedly to them all.

What these companies and organisations seem incapable of understanding is that there are real ramifications of ignoring the bad customer service practices they operate. Be aware:

·         It’s bad PR, folks

·         Customers will go elsewhere to buy goods or services

·         They will tell everyone they know about their bad experience (and less frequently about their good one)

·         They will leave bad reviews; as we all know now, reviews are increasingly used as online testaments for potential customers

·         You don’t know who you’re dealing with – who customers really are and who they know (they might be the one person instrumental in getting your next huge contract)

·         Your profits will suffer

·         Your shares will suffer, and your shareholders will ask questions

·         Your brand will suffer – you’ve spent a lot of money and effort getting it right and one or two bad experiences can have a significantly negative effect

·         You may be fired

Top 5 fails of 2017 – according to my own experiences during last year

• NHS
• GP surgeries with rude receptionists who don’t allow you to see your own GP unless you wait a month, by which time you’re either better or dead
• GP surgeries which don’t offer an effective online booking service. Or one at all
• NHS area appointment booking services which on the face of it seem like a good idea until in practice, they’re totally rubbish
• No emailing allowed. Come on, it’s 2018
• BT – truly awful customer service and accounts. Yes, both personal and business accounts were moved to other providers
• A certain mobility bathroom installer – young business owners/fitters working on our neighbours’ place; showed no respect and were rude when asked to move their van from across our drive. Repeatedly. They might have gained work from the whole road if they’d been more accommodating. Much lack of foresight shown
• Port of Tilbury – normally the most courteous and helpful assistance but one individual being offensive lets the whole side down. Considering giving him a Jobsworth Award
• DPD UK – ringing the doorbell, not waiting and taking a parcel away immediately. Twice. Perhaps it’s a corporate game of Knock Down Ginger

Also: O2, Vodafone, Royal Mail, Lloyds Bank, HSBC – the list goes on.

As I said, it doesn’t need to be this way. No matter what size or sector, organisations should be offering the best customer service they can, through proper training and management. Managers should be trained to manage – not simply be called a manager because they’ve been there the longest.

It’s not always the size of your budget, but the way in which you manage it. 

Managers/business owners shouldn’t be afraid to bring in change and not do something ‘because it’s always been done that way’. Life has moved on and you don’t need to be afraid of, for example, automating a process and retraining your team to work in a different way. As long as you communicate change effectively with all your audiences in the way in which they need to be communicated with, and in a language they’ll understand, they’ll come along with you.

Our clients are used to me asking why something’s being done a particular way when it doesn’t seem logical to me. Most of the time there’s a rational reason but now and then, I can suggest a different way of doing something which involves less cost, resource or duplication of work, and I love it when it works. Our smartest clients are those who are open-minded and listen, then participate in the process. Quite often, it will enable them to work smarter too. Plus I get to learn plenty from my clients, and I can pass this on to others to help in their businesses.

You see, PR with Chimera  is not only about communicating effectively, promoting and selling more, it’s about the whole in terms of business strategy – and that’s because we’re experienced, skilled people who have worked with a wide variety of companies and organisations across the years.

And every now and then, if you stand outside my office, you can hear the gentle ripples, caustic comments, or volcanic eruptions caused by poor customer service. 

One thing though – I always compliment people and say ‘Thank you’ when someone gets it right or goes above and beyond! I hope you do too.