Hamsters are just rats with positive PR

by Startacus Admin
"Hamsters are just rats with positive PR” or so says President Putin
Spin, PR, hype or just the old concept of the emperor’s new clothes, business positioning is and always has been massively important to a successful enterprise.
From the start of any venture and throughout its existence, maintaining a positive image is all important but it's also essential to recognise the fragility of such promotion.
Positive image can be destroyed so much more easily than it is created. One bad restaurant review, one negative theatre critique can more often than not destroy the enterprise despite the numerous contrary opinions.
Service and product buyers can be fickle and in this economy price is often still a deciding factor when faced with a like for like choice.
When I started my business I was told that I would only ever be as good as my last deal, that advice still resonates today. For me this has meant I am constantly striving for improvements and aware I need to shout about such successes.
The British mentality is one of the most reserved in the world when it comes to shouting about our success; by and large we are naturally self-deprecating. Frankly if this is you, you just need to change your mind set. It’s tough out there and if you are great at something then start to shout about it, it’s not a sin to be successful.
My word of caution is to stay grounded because if you have a fall from favour, be it for a justified reason or not, it’s always a long way to fall.
Positive PR is not hard to garnish, engage with the local press, they are always desperate for column inches. Social media is free and brilliant when used correctly for spinning out messages but be careful though about over hyping it all up and then not delivering. It is always best to under promise and then get the PR on the over delivery.
The key to promotion is always a hook that looks not like self-promotion but information and education. Make it look less like a direct complement and more like a bask in reflected glory. It's worked for me for many years.
I don't think I have ever paid for any PR and have had 1000’s of pages of it over the years. Although I would add it’s not free in every sense, you may not need actual cash to secure a good media presence but you do need to devote personal time and energy into the creation of the information.
Jo Haigh is a Partner at fds Corporate Finance and Cracking Boards
Email: Jo.haigh@fdscfs.com
Telephone: 01924 376784 / 01484 860501
She is the winner of the Sunday Times NED of the year award, Claridge’s 14th March 2013. Her latest book: The Keys to the Boardroom, how to get there and how to stay there, due for release October 2013.
If you like what you see here on Startacus, why not become a member of our growing community? It's free! And you'll get all this - exclusive access to our Business Toolkit, discounts and offers galore for your business via our member only business deals, the chance to network and connect with loads of fellow self-starters, and maybe even become our celebrated 'Self-Starter of the Week' and tell the world your startup tale! Join right here for free
Subscribe to our newsletter
If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.
Want to gain an edge over your business competitors? Listening to your audience is an absolute must.

The Clothes Doctor mission to fight fast fashion continues as the innovative eco clothing care brand raises £1m to support further growth.

If you plan on using social media to promote your brand, these simple rules will help, increasing both brand awareness and the number of consumers.

High-potential social impact startups from the UK sought for the 9th annual Les Tremplins by Voyage Privé programme.

The lowdown on Danish startup EvodiaBio and its innovative tech that produces sustainable aromas for the food and beverage industry.

Small Business Britain’s ‘How to Grow’ report outlines how small businesses are responding to economic challenges and how they can grow during recession.

Odd Coffee Company - the startup that's tackling coffee wastage by offering sustainably-sourced surplus coffee, rescued from British roasters.

Tech Nation shares an overview of the impact they have had on the UK's tech economy and ecosystem.

The lowdown on London-based Tutti and its digital marketplace that connects event space owners with the creatives wishing to book them.

UK-based and got a business idea with a link to colour or colouration? A new investment fund from The Dyers' Company is well worth a look.
Published on: 9th September 2013
If you would like to enable commenting via your Startacus account, please enable Disqus functionality in your Account Settings.







- Leading French Travel Co. Offers Mentoring to two UK startups on its prestigious two-month programme 23rd Jan 2023 High-potential social impact startups from the UK sought for the 9th annual Les Tremplins by Voyage Privé programme.
- Small businesses need new model for growth in recession 23rd Jan 2023 Small Business Britain’s ‘How to Grow’ report outlines how small businesses are responding to economic challenges and how they can grow during recession.
- Tech Nation responds to the DCMS Digital Growth Grant announcement 20th Jan 2023 Tech Nation shares an overview of the impact they have had on the UK's tech economy and ecosystem.
- Colour/dyeing industries- seed capital investment fund launches for UK entrepreneurs 19th Jan 2023 UK-based and got a business idea with a link to colour or colouration? A new investment fund from The Dyers' Company is well worth a look.