Alex Bellinger Interview
Alex Bellinger is one of the UK’s most experienced practitioners in the field of SME, financial services, and business-to-business public relations. He has headed up small business PR for some of the the UK’s largest financial institutions including RBS, HSBC and Alliance & Leicester and has also worked in lobbying, marketing and PR roles in the food industry.
He is also the founder of SmallBizPod, the UK's first podcast dedicated to small business, start-ups and entrepreneurs and an avid blogger.
And on top of all that, the truth be known, he is also one heck of a nice guy. I think you'll like him...
The Interview
Damien: What initially attracted you into the world of PR?
Alex: The truth is I never had any intention of getting into public relations. I was working in the food industry lobbying in Whitehall and Brussels, when one of my bosses decided I’d be good in the PR and Marketing department. I reluctantly agreed and then ended up having the time of my life. Launching a healthy eating campaign with Denise van Outen was a particular highlight!
Damien: You had a very distinguished career within the corporate world, why then did you decide to go out into business on your own?
Alex: Heading up commercial banking media relations at large banks meant that much of my time was involved in promoting small business and enterprise. I was always really inspired by the stories of entrepreneurs and the challenges they overcome and the successes they achieve. I think this and a desire to take greater control over my own destiny was what lead me to a decision to branch out on my own.
It was a big decision, giving up my hard won place on the corporate ladder and the salary that goes with it. But I’ve not had a single regret and have found the whole experience of running my own business incredibly liberating and rewarding.
Damien: So tell me what exactly is Blogging and how can small businesses use it to best effect to promote their businesses?
Alex: Put simply, blogs are online journals quickly and easily updated that allow individuals outside or inside an organisation to share their opinions, views and insights with the world.
For small businesses, if done well with an openness and willingness to receive honest feedback from readers, they are a great way to build credibility and establish a more personal connection and conversation with existing or potential customers.
My advice to any small business owner wanting to start a blog would be to begin reading and interacting with blogs and bloggers before plunging in. This will give you a feel for the medium and the community that surrounds it. Then, when you start, make sure your personality and opinions shine through, make sure you’re giving people a window into your business or useful information and advice that they’re not going to get elsewhere. Do not see it as an opportunity to plaster marketing literature and press releases in your posts.
Damien: And what about Podcasting....?
Alex: Podcasting’s like online radio to go. People can listen to it anywhere they like, anytime they like on their computer or mp3 player. Unlike a lot of traditional radio, podcasts give people the chance to be much more informal and personal. Like blogging, from a small business perspective podcasts can help bring, personality, colour and credibility to your company.
Producing a podcast is not that hard from a technical point of view, but in order to attract and then keep listeners content really is king. That’s an area where you might want to seek advice, as well as help in getting a good sound. Audio quality in many personal podcasts is pretty poor, but I think if a podcast is linked to your business it’s important to make an effort.
Damien: How does your small business podcast help the small business owner?
Alex: SmallBizPod, to use a Guy Kawasaki-style mantra is ‘inspiration for entrepreneurs’. The show is based around interviews with small business owners and business experts to give listeners plenty of practical advice and ideas. People seem to like it and I get lots of feedback and interaction from listeners. If anyone reading this wants to suggest a topic or theme they’d like to see covered, just drop me a line.
Damien: What kind of challenges do you help your business clients overcome?
Alex: One of the biggest challenges for any business is to get noticed and to get customers. At it’s most basic that’s what both Origin PR and Audacious Communications aim to do for the businesses we work with.
Damien: What advice would you give to a small business person trying to pull together their first Public Relations Plan?
Alex: Be very clear about who you want to reach with your public relations. Be very clear about
what messages you want to get out there. Be objective about the story you want to tell and why anyone is going to be interested in that story. Think creatively about angles and tactics your business could use to make those cynical, hard-nosed hacks in the media sit up and take notice! Make sure you spend time understanding the journalists and the publications they write for before approaching them, if media relations is part of your plan.
Damien: What memorable mistakes, if any, have you made in business? What did you learn from them and how can they be avoided?
Alex: I think one of the biggest mistakes I made when I started out was to spend too much money on stuff the business didn’t really need. It’s always tempting to get the best kit, the best software, subscriptions and memberships to organisations you think will be vital, the best office furniture! You think, well that’s what I had when I was working for other people, so that’s what I should have now. That’s delusional!
I’m now a big fan of bootstrapping. Bootstrapping’s a very simple philosophy. If you don’t have the money to pay for something, then you shouldn’t get it, you should go out there and start pulling in customers and cash flow. You really don’t need to rack up large quantities of debt to start a business. All you really need is your own passion, skill and ingenuity.
Damien: Are there any other thoughts, insights, or advice for aspiring small business people that you would like to add?
Alex: Be passionate about what you do and make your own luck. How do you make your own luck? Get out there, be persistent and be generous. I’ve also found that it’s very important to keep an open mind and be flexible about where your business is going. If something’s not working or an interesting opportunity pops up, don’t be afraid to refocus your business. Have a business plan, but remember it’s not set in stone!
For more info on Alex Bellinger please
www.smallbizpod.co.uk
www.smallbizblog.net
www.verbalism.net
www.originpr.co.uk
http://www.audaciousonline.com/
He is also the founder of SmallBizPod, the UK's first podcast dedicated to small business, start-ups and entrepreneurs and an avid blogger.
And on top of all that, the truth be known, he is also one heck of a nice guy. I think you'll like him...
The Interview
Damien: What initially attracted you into the world of PR?
Alex: The truth is I never had any intention of getting into public relations. I was working in the food industry lobbying in Whitehall and Brussels, when one of my bosses decided I’d be good in the PR and Marketing department. I reluctantly agreed and then ended up having the time of my life. Launching a healthy eating campaign with Denise van Outen was a particular highlight!
Damien: You had a very distinguished career within the corporate world, why then did you decide to go out into business on your own?
Alex: Heading up commercial banking media relations at large banks meant that much of my time was involved in promoting small business and enterprise. I was always really inspired by the stories of entrepreneurs and the challenges they overcome and the successes they achieve. I think this and a desire to take greater control over my own destiny was what lead me to a decision to branch out on my own.
It was a big decision, giving up my hard won place on the corporate ladder and the salary that goes with it. But I’ve not had a single regret and have found the whole experience of running my own business incredibly liberating and rewarding.
Damien: So tell me what exactly is Blogging and how can small businesses use it to best effect to promote their businesses?
Alex: Put simply, blogs are online journals quickly and easily updated that allow individuals outside or inside an organisation to share their opinions, views and insights with the world.
For small businesses, if done well with an openness and willingness to receive honest feedback from readers, they are a great way to build credibility and establish a more personal connection and conversation with existing or potential customers.
My advice to any small business owner wanting to start a blog would be to begin reading and interacting with blogs and bloggers before plunging in. This will give you a feel for the medium and the community that surrounds it. Then, when you start, make sure your personality and opinions shine through, make sure you’re giving people a window into your business or useful information and advice that they’re not going to get elsewhere. Do not see it as an opportunity to plaster marketing literature and press releases in your posts.
Damien: And what about Podcasting....?
Alex: Podcasting’s like online radio to go. People can listen to it anywhere they like, anytime they like on their computer or mp3 player. Unlike a lot of traditional radio, podcasts give people the chance to be much more informal and personal. Like blogging, from a small business perspective podcasts can help bring, personality, colour and credibility to your company.
Producing a podcast is not that hard from a technical point of view, but in order to attract and then keep listeners content really is king. That’s an area where you might want to seek advice, as well as help in getting a good sound. Audio quality in many personal podcasts is pretty poor, but I think if a podcast is linked to your business it’s important to make an effort.
Damien: How does your small business podcast help the small business owner?
Alex: SmallBizPod, to use a Guy Kawasaki-style mantra is ‘inspiration for entrepreneurs’. The show is based around interviews with small business owners and business experts to give listeners plenty of practical advice and ideas. People seem to like it and I get lots of feedback and interaction from listeners. If anyone reading this wants to suggest a topic or theme they’d like to see covered, just drop me a line.
Damien: What kind of challenges do you help your business clients overcome?
Alex: One of the biggest challenges for any business is to get noticed and to get customers. At it’s most basic that’s what both Origin PR and Audacious Communications aim to do for the businesses we work with.
Damien: What advice would you give to a small business person trying to pull together their first Public Relations Plan?
Alex: Be very clear about who you want to reach with your public relations. Be very clear about
what messages you want to get out there. Be objective about the story you want to tell and why anyone is going to be interested in that story. Think creatively about angles and tactics your business could use to make those cynical, hard-nosed hacks in the media sit up and take notice! Make sure you spend time understanding the journalists and the publications they write for before approaching them, if media relations is part of your plan.
Damien: What memorable mistakes, if any, have you made in business? What did you learn from them and how can they be avoided?
Alex: I think one of the biggest mistakes I made when I started out was to spend too much money on stuff the business didn’t really need. It’s always tempting to get the best kit, the best software, subscriptions and memberships to organisations you think will be vital, the best office furniture! You think, well that’s what I had when I was working for other people, so that’s what I should have now. That’s delusional!
I’m now a big fan of bootstrapping. Bootstrapping’s a very simple philosophy. If you don’t have the money to pay for something, then you shouldn’t get it, you should go out there and start pulling in customers and cash flow. You really don’t need to rack up large quantities of debt to start a business. All you really need is your own passion, skill and ingenuity.
Damien: Are there any other thoughts, insights, or advice for aspiring small business people that you would like to add?
Alex: Be passionate about what you do and make your own luck. How do you make your own luck? Get out there, be persistent and be generous. I’ve also found that it’s very important to keep an open mind and be flexible about where your business is going. If something’s not working or an interesting opportunity pops up, don’t be afraid to refocus your business. Have a business plan, but remember it’s not set in stone!
For more info on Alex Bellinger please
www.smallbizpod.co.uk
www.smallbizblog.net
www.verbalism.net
www.originpr.co.uk
http://www.audaciousonline.com/
posted by Damien Senn at Thursday, February 02, 2006
0 Comments:
Post a Comment
Links to this post:
Create a Link
<< Home