Brand and PR specialist, Georgie Wolfinden, launched Blossom Consulting over ten years ago. A voice of knowledge and understanding in the well-being industry, Georgie explains the benefits of using a PR firm, the questions that she asks clients, and how to build a good working relationship.
Can you introduce us to Blossom Consulting, what you do and why you decided to launch your own PR firm?
Well, it grew organically; I was the Marketing Director for triyoga and, as we were working on some really interesting things, I ended up doing the press too. I think because I was so passionate about what I was doing and speaking about, we generated a lot of interest – also, at that point 12 years ago, well-being was quite a small space and it’s really boomed since then.
While in house at triyoga, some really interesting businesses began to ask me to do their PR, so I spoke to the founder of triyoga, Jonathan Sattin, and asked him if I could take on triyoga externally. He said ‘yes’, which was great. I had no dreams of launching a big PR business and I still don’t want to take that route, as I think the experience and end results get very diluted for the client. I’d only ever be a three-four people team at most – and often, I believe that the best PRs are not from agencies.
I’d only ever be a three-four people team at most – and often, I believe that the best PRs are not from agencies.
What are the key ways in which hiring a PR firm can help a brand?
It allows brands to gain recognition quickly and become trusted by the consumer. It builds brands and sales if done properly. But it’s very much a partnership between the client and the PR; both have to work together.
When you first meet a new brand and begin building a PR strategy, what are the key questions you find yourself asking of the brand?
Before I do anything, I ask clients what their expectations of the press are. This is super important. If you can meet these expectations and surpass them, clients are happy. Every client has a different perception of press and they all have different needs. One client’s vision of PR success is not the same for another.
With that in mind, my key questions to a client are:
– What are your expectations of the PR?
– Who is your target market and how are you currently communicating with them?
– Have you had any PR to date?
– What’s special/different about you?
What are the cornerstones to a successful PR strategy?
Being enthusiastic, hard working, but also realistic. If a client wants to be in Vogue but it’s not really their target market, it’s good to be honest from the beginning. That way no one is disappointed. Also, being thorough and working with the client creatively too has helped lots of start-ups that I have worked with.
If a client wants to be in Vogue but it’s not really their target market, it’s good to be honest from the beginning. That way no one is disappointed.
If a brand wanted to hire a PR firm, what would your advice be and what should they be looking to do?
I think look at their track record and speak to other clients who have worked with them. Also, really think about what you expect from the PR and be clear from the beginning. Hiring a PR who has knowledge in the space is also a plus as they can work faster and have the relevant contacts and expertise. The clearer a client can be with a PR, the better the outcome.