The Business Exchange Swindon & Wiltshire Edition 40: Dec/Jan 2018/19 | Page 27

CREATIVE THINKING
FIONA’S TOP TIPS FROM 10 YEARS
Running your own business is rewarding and sometimes very
tough – so it’s important to celebrate every milestone.
It’s especially important as the year turns and we think about
what’s coming up over the next 12 months.
1. Yes, I can do ‘business’
When you start out on your own through
necessity rather than desire, the biggest
obstacle to overcome is your self-limiting
belief in yourself and your ability. It takes
time to realise you do have skills, these can
add value and some will pay a fair price for it.
2. Being a connector is powerful
I’ve always known journalists are super
connectors, they have amazing contacts.
This has worked over and over again for my
clients. Some of us may be idiots but we’re
connected and we’re influential whether you
like us or not.
3. Not every one is your customer
Media relations is not sales and every
business owner must see sales as a skill.
Part of this is understanding not everyone is
your customer and that’s okay. Getting a ‘no’
is fine and getting a ‘yes’ is fantastic.
4. The power of ‘no’
I believe in the world of PR, business owners
are often given false expectations so I’ve
learned it’s okay to say ‘no’. This may be ‘no
that’s not a story’; ‘no that’s not of national
interest’ or ‘no, we’re not going to be a good
fit’. Saying ‘no’ can demonstrate honesty and
integrity.
5. The benefit of a clear upfront
contract
“There’s much to think about and we’re this
is a skill which has to be learned. Be as
clear as possible at the outset of a business
relationship, spell out what you can do and
what the results could be. Avoid hidden
costs and when things go wrong, adjust your
upfront contract for the next time. If you
find this difficult to put into words, then find
someone who can.
6. Beware the phrase
‘I want to pick your brains’
Creatives hear this phrase a lot. It’s usually
code for ‘I want something for nothing’. My
knowledge has value and I will decide if I give
it away for free – no one else will make that
decision. I get asked this on average twice
a month.
7. Some people need time to think
When someone in business says ‘I need to
think it over’ many people assume it’s an
excuse to get rid of you. Sometimes that’s
true. However some people genuinely need
time as that’s how they operate. They need
to consider every angle and impact. Your
best and most loyal customers can come
this way.
@theFionaScott
8. Collaboration is important
There have been numerous occasions
when I’ve met someone who has offered
similar services to myself and they’ve
actually refused to talk to me because I’m a
competitor. I’ve never done this – my skillset
is often very different and therefore this can
lead to a collaborative relationship which
benefits both parties.
9. Analysis can lead to paralysis
Getting too bogged down in detail can lead
to inertia where nothing moves forward or
changes for the better. I’ve seen this in every
area of business and it’s made me really pick
up on clients who are damaging their own
businesses by getting too stuck in the detail.
There’s risk averse and risk perverse….
I always encourage my clients to
celebrate these successes as part of
their media strategy.
It would be wrong of me to tell my
clients to do something and not to do it
myself! If you ‘talk the talk’ you should
also ‘walk the walk’.
2018 marked my tenth year as a media
consultant – 30 years as a written and
broadcast journalist and I thought I’d
share ten things I’ve learned. I hope you
find it useful.
10. Find joy in every day
Like many business owners when a small
thing goes wrong in a day, I did used to dwell
on it, mull over it and forget the 20 other
things which went well. Being passionate
about what you do allows you to cope with
the bad moments and learn. Don’t be afraid
to celebrate every success, however small.
Fiona, back when she received her Diploma in Journalism.
What’s coming up for me?
My online PR course for beginners in
business had just gone live – that’s been
about two years in the making.
I’ll be offering more animation and video
services in 2019 using my fantastic contacts
across tv and beyond. These are powerful
tools for story-telling and more and more
companies will want to invest to stay
relevant.
Also look out for my first business book
later in 2019 – aimed at those who are often
labelled as ‘lifestyle’ or ‘a hobby’. This book
is for you – and the message is this ‘you
are as valuable in a business community as
anyone else, stop apologising and be ‘you’.”
Fiona taking part in a charity wing walk.
THE BUSINESS EXCHANGE 2018
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