Erikka Askeland

THE CONFLICT OF INTEREST DILEMMA... PR done well is intimate within any business. Many people think it's just 'pink' and 'fluffy' & 'fannying' about with press releases. However it's not that simple. To do the job well I have to get to know my clients deeply - I need to know them personally and professionally so that we can plan stories, comments, and go for media opportunities when they arise. One thing that can arise is a 'conflict of interest' and people have all sorts of feelings around that which has no basis in law. They can feel, in the world of PR, that they 'own' you even if your retainer is small. Some PR companies specialise in specific areas of business so conflicts are more likely to emerge - if you specialise in legal PR, it's likely that one legal firm will not like it if you work with another - yet that's your specialist area. How do you square that circle? My view on this is simple - be honest and upfront. Yet even that is sometimes not enough. I will train anyone, regardless of my retained clients and I'm clear about that. However with retained clients, I will have a conversation with anyone new who is looking at working with me, about anyone I already work with where there may be a conflict. I'll also contact my relevant client and share information to ensure there's no conflict for them either, as they are already investing in me. If either party objects then I can suggest the potential client looks for another PR partner. The existing client gets first dibs. If I choose to work with a single seat model - it will be my choice & mine alone. It's something I discuss with all retained clients. Recently I had a company express an interest and there was a potential conflict. I checked with my existing client who saw no issue, I then responded to the potential new client, having checked, told them who else I worked with and did they want to book a call to take the next steps? I had not committed to work with them, or them with me at this stage. To my surprise, I had a very snotty email from that person that I'd shared confidential information about them with my existing client which they were not happy with. Truth was I didn't have any confidential information, just their website which is in the public domain. It was very odd. This person thought I was being unethical - and in my book - I was being honest and clear upfront. I suggested he look elsewhere for PR support. Then I also had someone who knew full well I was working with a similar business - as I'd been clear from the outset - who was fine & now she doesn't like it. She isn't happy and either wants me to step away from my existing client or walk away from her. I chose the latter subject to my t&cs. I had never lied, I'd been honest but she was jealous and felt the other client was getting 'more'. However, as I explained, the other client was spending far more budget on PR and general marketing. Sometimes in business you just can't win...

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'What do I say in an email to a local journalist?' This is a really common PR question 🙂 Four tips to DIY your PR when sending a story idea to a journalist: • Keep it brief • Tell them what's new. Is your business launching a new product or service? Do you have a local event coming up? • Explain the 'why' - i.e. why they/readers should care about this story • Sum up your story in the subject line in 15 words or less This weekend, I've made a new downloadable PR pitch template for my Etsy store. You can use it to 'pitch', or send, an idea to local media about a launch or event coming up for your business. This could be a new product or service, or maybe a workshop, class or exhibition. It's really easy to use. Just paste it into an email, add your business info/details at the prompts, and press 'send'. As it's nearly Black Friday, it's just £18 until the end of the month (then it goes up to £34). Image: Random photo of something else I made this weekend - a Sunday crumble. Cooking isn't my strong point (although I did think about becoming a chef for a while when I was younger). Mixed berry and apple, if you're asking! 👇 Link to buy the new email template in my Etsy store in comments below 👇 #PR #DIYPR #smallbusiness #BlackFriday #Yorkshire

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The best types of headlines are... part 3. How-to headlines E.g ✅️How to become a writer for free ✅️How to lose weight without going to the gym ✅️How to become rich without having a job ✅️How to get paid from home ✅️How to write compelling copy ✅️How to optimise your content with SEO ✅️How to set your new TV up This type of headline offers solutions on how to do something. For example, by saying, 'How to lose weight without going to the gym,' you will then explain the tips on how to lose weight without the gym. You can even drop the tips as a list. PS: What have you learnt about headlines so far? See you tomorrow!

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I just filed my 500th invoice after being a freelance journalist for just over four years. Here is a sweeping overview of how I managed to get so much published in a relatively short amount of time, with no professional training. -Learned what a good pitch looks like, and that you should always send pitches directly to editors, not general inboxes. -PITCHED A LOT. Like a lot a lot. Like 10 - 15 pitches per week in the beginning. I also batch pitched periodically, making sure when I did, I was up front in my pitch. -Brushed up on how to write news and features articles, and the correct grammar in the UK (because I'm American). -Signed up to newsletters that included round ups of editors looking for pitches. -Learned to have thick skin because I got incredible amounts of rejection and ghosting. Still do. -Improved my writing skills by studying the edits from editors. -Tried to file early, when at all possible. -Promoted myself on social media. What a totally unenjoyable act, but it gets my name out there to editors and lets people know where to go if they have a good story. -Took breaks. Because I burned out too many times and now know when I need to stop and step away from the computer, even if it means a couple weeks of little to no work. -I worked other jobs to supplement income. I also have a partner who works as a nurse, so two incomes and living in a cheap area has helped too. There is so much other stuff too, but we're all short on time aren't we? Journos, editors - best tips? #freelance Journo Resources Women In Journalism Do It For The Kids (DIFTK)

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Oi, copywriters and marketers - let's talk about that thorny little problem called the ‘About’ page. Despite what you see, this should NOT be an opportunity to waffle on about your ‘journey’, ‘mission’ or ‘purpose’. Nobody cares – you’re not selling to your mum. You know what people actually want to see? Proof that you can solve their problems. So, bin the self-indulgent storytelling. Instead, try this: 👉 List the specific issues you tackle 👉 Show real results (with numbers, not fluff) 👉 Let your clients do the talking. Testimonials trump your bragging (just don’t call them testimonials, although that’s a different post entirely…) And, I beg you, lose the stock photos of signposts and sunsets. They're about as genuine as Nigel Farage. Put yourself on there – that’s who they’re buying from. Remember: your potential clients aren't looking for a new best friend. They want someone who can get the job done. So cut the crap, focus on what matters, and watch your conversion rates soar. (And if you're tempted to start a sentence with "We're passionate about..." - do us all a favour and have a word with yourself.) *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms   Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you’ll discover how to market yourself better and sell more - bit.ly/thesoloarms

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I hate how stereotypically Linkedin-y this post is going to be but here we go: PR folk, founders etc: Your brands should welcome bad press. Yes, I know that sounds counter initiative but here me out: As a reporter, I cover the good, bad and ugly about how money moves. Oftentimes founders and PR people voice some skepticism about talking with me (or other reporters) out of fear of bad press. Yeah I get it, our job is to give people an accurate picture of what the world looks like. Sometimes that's not good for you. For reporters that means calling out the not so savory and other times it means giving praise where praise is due. However, when I see nothing but good press for a company, person or organization that suggests to me maybe they have something to hide. Think about it this way, if you see a Yelp review for a restaurant and all the posts are five stars, it seems a bit fishy (potentially even fake) and not thus not trustworthy. Whereas if there is a mix you get a more accurate picture, you don't feel like you're being misled and maybe you want to see it for yourself. Authenticity will go much further than a hyper manicured image. 

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THE VALUE OF COMMUNITY RADIO... Radio is a medium often forgotten or neglected in the world of PR - and frankly that's a huge mistake in my view. These days, having a voice is a fantastic way to share knowledge, purpose, passion, expertise and personality and community radio is one way to do that - and to practice doing that. Last week, I was invited to Swindon 105.5 to be the guest on their regular show Mind Your Business with presenter, and fellow business owner, Darren Moore. This isn't a paid gig but it is hugely valuable if you are trying to get seen, heard, especially if the media outreach part of PR is something you've not tried before. Yes it requires effort, yes it requires a degree of confidence and yes it requires you to overcome any nerves. Having done this once though, you will find it easier the more you do it. Most big towns and cities have community radio stations which fulfil many functions and are often funded by grants, sponsorship and by businesses which embrace the value of community engagement. If these things resonate with you - then it's worth picking up the phone and seeing if there are opportunities for you at your local community radio station. For a community these radio stations have multiple missions: *Sharing hyper local news and views. *Sharing what's on in the community. *Sharing marvellous stories from within the community. *Offering opportunities to business owners. *Offering experience to those who want to develop presentation skills. *Offering opportunities to those who are vulnerable in our communities. *Supporting those people, of all ages, to become more confident. *Develops communication skills for those who can feel isolated or marginalised. *Providing a friendly radio service to people at home, some of whom are lonely. *Provides a wonderful service for those who want to keep their finger on the pulse of their community. Often run on a shoestring, being a presenter, or an interview, does not involve payment - one has to accept that in this scenario but it provides a huge opportunity to be part of a community. Being confident on radio and entertaining can lead to other opportunities arising of a similar nature such as local BBC radio, commercial radio, podcast opportunities and even national radio. It gives people confidence in you and your own brand, company, or organisation. It also means you enter a 'circle' of people who have influence within any community so there will be outcomes you cannot predict over time. Here are three tips for radio: *Don't write a script - it should be a conversation, not a scripted ad. *Don't try to remember too much - relax and focus on just three main things you want to say if you get the opportunity. *Don't beat yourself up if you are not 'perfect'. You will not get better at it if you don't actually start somewhere. Have you engaged with community radio yet? Here's my latest interview - https://lnkd.in/eQDSQJfC

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Ready for the festive wind down or drowning in copy and commissions? I have some gaps in my schedule over the next two weeks: let me free up your metaphorical plate so you can fill it with mince pies and festive cheese. Get in touch! 🥧 🧀 #freelancewriter #freelanceeditor #freelancecopywriter

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Blogging was really the first manifestation of social. Given the sheer volume of articles and blogs out there, and how hard it is to cut through the noise, are they still worth doing? I'd argue yes, and indeed I'm so convinced I'm going to start one on my own business website. Why? Because they play a role far beyond reach and clicks. Here's a reworked presentation I gave yesterday on why blogs are still a valuable part of your communications strategy. Thoughts? #blogging #communications

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It's the last day of the month. As a freelancer, this means one thing: Invoice time! But in 2024, invoice time has been a stressful one for so many of us in freelance world. I've had endless conversations with fellow freelancers about how projects have slowed, how clients have pulled back, how business development activities aren't yielding new work. It's a scary time. I haven't been immune: I'm on track to have my lowest year, revenue-wise, since I started as a freelancer almost 4 years ago. It's been hard to swallow. But I've got hope for the future, thanks to clients, new and long-standing, who continue to trust me with their important projects. Whether it's research or writing, strategy or execution, thought leadership or sales, non-profit or for-profit, I've had a chance to grow through each assignment. And, more often than not, I've had a lot of fun doing it. So, to those clients: Thank you for sticking with me and powering me through this year. I do not take your business—or your belief in me—for granted.

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“Do you blog for your business?” It’s a question I ask business owners and I get a mixed bag of answers. 🔹 𝗦𝗼𝗺𝗲 𝘀𝗮𝘆 𝘆𝗲𝘀 They blog regularly and they’re seeing good results. 🔹 𝗦𝗼𝗺𝗲 𝘀𝗮𝘆 𝗻𝗼 𝗮𝗻𝗱 𝘁𝗵𝗲𝘆’𝘃𝗲 𝗻𝗲𝘃𝗲𝗿 𝘁𝗿𝗶𝗲𝗱 𝗶𝘁 They never understood how it could help their business, so it was never a priority for them. 🔹 𝗠𝗼𝘀𝘁 𝘀𝗮𝘆 𝗻𝗼, 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲𝘆 𝘁𝗿𝗶𝗲𝗱 𝗶𝘁 𝗮𝗻𝗱 𝗶𝘁 𝗱𝗶𝗱𝗻’𝘁 𝘄𝗼𝗿𝗸 They were probably doing it wrong. 🔹🔸🔹🔸🔹 💡 𝗙𝗔𝗖𝗧: If you don’t understand how blogging is 𝙨𝙪𝙥𝙥𝙤𝙨𝙚𝙙 to work for your business, you won’t have much chance of making it work for you. But if you’re interested to find out, this week’s blog post explains everything. https://lnkd.in/e-3ikaEq #BusinessBlogging #ContentWriting #SEOContentWriting

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A polite reminder to hard working and talented tech company press officers and their PR agencies. When a journalist posts a request on social media for case studies that usually means talking to the end customer, not your tech company/tech client. Because hearing how amazing your customers think you are, being vague about tangible benefits of your tech and skipping over inevitable problems isn't a news case study! It's marketing/PR. It doesn't tell a story and it isn't relatable. And it wastes time for companies and journalists. As a journalist, I'll sometimes interview the customer and their software supplier in the same article - word count permitting. Especially if the executive has interesting views. But the customer is the priority. Usually more newsworthy and of more interest to the reader. My advice: skip the intermediary and offer journalists access to your customers who have interesting stories to tell and are happy to talk. It shows you understand what reporters want and makes it more likely that you'll be quoted in other stories by the same title - raising your company's media profile.

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Yeah, I'm a copywriter/social media gal by trade, but in my heart I'm an author. So just *imagine* how wonderful it feels to get feedback like this on my book from the Cheshire Novel Prize <3 The fact they think it'd work really well as a film? What an actual dream. They also said: "We loved the authentic voice, and a lot of your description is well done." Ascending to cloud nine as we speak. True, my novel didn't make it the whole way. But it did make it to round two of the feedback, and there was an encouraging note saying the judges really wanted to put it further, but there were some issues with the pacing. Luckily, working in creative and social comms for a decade means I can take an amend like a champ, and I'm more than up for the challenge after reading their encouraging words! Bring on: HelensNovel_V12_Final_FINAL_FINALFINAL.pdf. [Image description: A quote from the feedback: The opening was exciting and fresh, and we loved the idea that this book is podcasts with material that was considered lost, but is now found – this adds to the creepy mood of a ghost story. We felt that this would work so well on film and that the visual elements of what you were describing would work really well.]

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In the middle of a busy day... An Email notification pops up on the phone. Your subscriber decides in 3seconds… By the look of your subject line. Thanks to our low attention spans... To read it or carry on with their life. That's how crucial a subject line can be. But what if your email lands in Promotions or spam? No notification, no chance to stand out. Even the most irresistible subject line can only do so much. It won't bring you the revenue you crave. If your emails keep going to Promotions or spam. Your open rates are going to decline drastically. Your domain’s reputation will suffer a blow. Forcing all your emails into spam in the future. Here's a simple tip... Regularly ask something in your emails to get a reply.

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I'm a firm believer in looking outside my industry for content inspiration, ideas and lessons. But I wasn't expecting to get quite so much from what I thought would just be a funny interview with comedian James Acaster. It was The Comedians Comedian podcast (link in the comments), which is funny but also quite a geeky unpicking of comedians' careers and processes. So here are four content-related takeaways from the interview: 🤣 Earlier in his career, Acaster was a support act, and he explained how he learned different things from the contrasting styles of each comedian he worked with. Content lesson: Learn from different writers and different types of content. Comedians, for example, can teach you a lot about pace and storytelling structure. 🤪 James Acaster has learned (the hard way) that adapting his material to the audience is important. What material will go down well with a room full of stag and hen parties is different from what will go down well with a room full of comedy connoisseurs. Content lesson: Understand who you are creating the content for. 😆 If you've seen James Acaster do stand-up, you may have noticed that he tends to wear slacks and a jumper. He confessed it's what he usually wears and feels comfortable in. The first time he wore slacks and a jumper to perform, he got a laugh as he walked on stage. He saw that as a win-win. A laugh without saying anything and getting to perform in comfortable clothes. Content lessons: There is only one you, so being authentic is a point of difference. Reflect that in your writing/content. And it's much easier being more yourself than trying to project a different persona. 🤭 When he started out, the tone of his response to heckles was often aggressive and broke the 'character' of his performance. Then, during one performance, someone shouted that he was 'a bit boring', and he ran with it. He purposefully added in boring details to the story he was telling. The audience spotted what he was doing and loved it. Content lesson: Learn and adapt and keep learning and adapting. Content marketing is something that evolves. Who is your favourite comedian?

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What's the secret to contacting journalists to get press coverage for your business...? If you're a solopreneur or run a small businesses, PR is your friend. It can attract new clients and boost your reputation. If you're recruiting new staff, it can really help with that too. And you don't always need a press release. It’s often more effective (and quicker) to just send a short 'pitch' - or an outline of your story idea - to journalists in an email. Here are a few tricks to sending a successful pitch: • Keep it short and to the point (a few sentences is enough) • Use the first couple of sentences to outline your story idea - especially the 'who, what, when, why, where and how' • Then include any other information, your contact details and a photo • Make sure your idea is relevant to the publication or media outlet • Put your pitch in the body of your email (not as an attachment) • Do some research online and, if you can, find a journalist's email address (rather than sending to 'news@....' where it could get lost in a busy inbox) • Don't delay - just do it! If you need a bit more help with knowing what to write, I've created some pitch templates. These are based on the emails that I’ve used for many years to send successful pitches to journalists. They're affordable (launch offer of £29 in August) - and you can keep using them to contact journalists again and again… 🤩 Ready to start seeing your stories in the media? Just send me an email - or there's more information on my website. (Image: Me with my laptop in a fab cafe in Leeds, which one of my lovely clients introduced me to.) #smallbusiness #PR #York #Yorkshire #newspapers #magazines #freelance #presscoverage

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Your email ‘newsletters’ are rubbish. How to tell if they really are👇 I’m sorry to say it but, if… ❌They are all about YOUR news ❌They are not aligned with your audiences challenges, needs or interests ❌They present information ❌They have nothing to ‘give’ your audience ❌They don’t have calls to action Then it’s HIGHLY likely your newsletter are not making the impact you want. It’s likely that they’re sucking your time and energy for nothing! It’s likely your audience will switch off. It’s likely you’re not going to make a sale because you haven’t built a two-way relationship. Do 1 thing this week to make your ‘newsletters’ more impactful. ❌STOP spreading YOUR news. ✅START sharing value that will HELP your audience. Press the 🔔 to follow me for Email and copywriting tips and insights. 🪄Emails are powerful, when in the right hands.

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Say goodbye to long-winded, jargon-filled (or should I say prolix and verbose) written content by using a copy editor - like me! Even complex information can be communicated in a way that is easy to understand. I can make sure your written content delivers that information clearly without boring the reader. Contact me for a chat about how I can help you at [email protected]

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