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As a part of the Morning Lazziness collection about empowering girls who encourage and do unbelievable issues with their concepts in society, I had the pleasure of interviewing Megan Wilson.
Megan Wilson is a dynamic content material creator, advertising and marketing strategist, and the founding father of Candy Speak Technique, a boutique agency serving to manufacturers craft significant, results-driven narratives. With over 15 years of expertise in writing, public relations, and influencer advertising and marketing, Megan combines deep storytelling experience with artistic technique to launch impactful campaigns and construct robust model identities.
A seasoned journalist and award-winning blogger, Megan has collaborated with main manufacturers like Macy’s and Spirit Airways and led profitable influencer-based campaigns throughout industries. She’s additionally the voice behind Candy Sauce Weblog, her vibrant way of life platform the place she shares vogue, journey, and wellness content material with a loyal and engaged viewers.
Whether or not creating built-in advertising and marketing plans, pitching to top-tier publications, or assembling tailor-made artistic groups, Megan brings unmatched ardour, precision, and perspective to each challenge.
What impressed you to begin your PR company, and the way did you get your first consumer?
I began out as a reporter and freelance author in 2009. I had actually hoped to stay a contract author, however the panorama of the web modified the world of journalism in a short time. Most of the magazines and newspapers I used to be working with have been slashing budgets or closing altogether as a result of they weren’t leaping quick sufficient to the digital promoting mannequin. That meant I didn’t have as a lot work!
I used to be finally recruited into the nonprofit world of promoting and took the primary social media courses out there and started to study digital advertising and marketing. I began writing tales as a advertising and marketing technique for these companies, like I used to be a reporter. These “blogs” and fundraising items become nice media pitches. Reporters might take what I used to be writing and duplicate and paste i,t or at the least use it as a suggestion for his or her tales. I didn’t thoughts! The placements have been highly effective and stuffed with impression. It was actually rewarding.
Because the years rolled on, I dipped again into freelance reporting whereas additionally rising my advertising and marketing company. The world of journalism continued to vary due to social media, diminished employees sizes, and a shift to a pay-to-play focus. I noticed how irritating it was to navigate to non income and companies who didn’t know this world. I made a decision to place all of my weight into serving to them get their tales in print, on air, on the radio, and past.
What distinctive challenges have you ever confronted as a girl entrepreneur within the PR world, and the way did you overcome them?
I truthfully have discovered that being a girl mattered lower than the truth that I turned an entrepreneur lengthy earlier than a lot of my friends did. That did put me at a drawback discovering feminine friends to lean on and study from. Right this moment, there are feminine entrepreneurs in every single place! I function VP of Advertising for the Richmond Chapter of NAWBO (National Association of Women Business Owners) and actually love sharing data and sharing their tales. I believe all entrepreneurs, female and male, ought to have a community to lean on and study from. It’s important for a profession in advertising and marketing, particularly.
How do you keep forward of traits in an business that’s continuously evolving with media and know-how?
I work with a crew of creatives, which incorporates younger creatives and interns. I be certain they’ve their enjoyable on social and past and ship their insights and traits to me as they arrive alongside. Sending a pitch to an outlet or model that encompasses a present pattern is all the time a win–however the timing needs to be proper. Typically we construct total PR occasions round traits. You want a number of eyes on the panorama to search out them early and take motion.
We additionally data share as a lot as doable. There may be a lot to study and concentrate on. From webinars, to conferences, to retailers, to social media, to networking occasions, it’s essential to make notes and obtain with each other. We regularly create our personal content material to share this data for our social and e-mail channels, which helps us start to personal it and put it to work.
What’s your go-to technique for constructing robust, lasting relationships with shoppers and the press?
For shoppers, we insist that we assist them write their very own headlines. Anybody with an internet site, social media, and e-mail checklist will be their very own information outlet. We’re constructing narratives that may be built-in on social, e-mail, web sites, occasions, AND within the media. No media pitch is wasted if a reporter doesn’t decide it up or we don’t land a placement. That content material nonetheless turns into a weblog publish, is featured in emails, and breaks into a number of social media posts. This helps them streamline their advertising and marketing efforts and successfully inform their story throughout all channels. If we do get a media placement, readers/viewers who land on a consumer’s channels see the identical messages mirrored there to drive house our core targets for that month or time interval.
For reporters, I do know what it’s wish to be one so I be certain they’ve an abundance of particulars, information, photographs, movies, and anything they should be profitable. I organize interviews with shoppers, introduce them to the correct individuals, and provides them speaking factors forward of time. I make it as simple as doable to inform a fantastic story. I additionally continuously join with them to share updates for various shoppers to maintain them high of thoughts once they want an professional interview for a particular story or have an empty spot on the morning information they should fill. They know I’ll reply and put together them as a lot as doable. Being dependable and simple to work with has turn out to be an everyday shining evaluation from our reporter contacts. I imagine realizing what makes an excellent story additionally retains them trusting each me and my shoppers.
Are you able to share a marketing campaign or media second you’re particularly pleased with—and why it stands out?
Yearly, I get to work with the Richmond Tattoo & Arts Convention. I first bought to know the host Jesse Smith once I was a freelancer as a result of I used to be drawn to his story as an artist. The subsequent yr, he requested me to put in writing concerning the conference, which is now in its thirty seventh yr, and I made a decision to see if I might assist dozens of parents to put in writing concerning the conference as a substitute. It was an enormous success and I’ve been doing it yearly each since– seven years now. The occasion permits me to uplift a whole bunch of artists, companies, and nonprofits yearly and provides them a platform on native, state, and nationwide retailers. This yr’s occasion is October 17-19 and we’re already touchdown placements and lining up media passes. It’s turn out to be a coveted occasion for reporters, photographers, and videographers to achieve entry to due to a line up of enjoyable, celebrities, meals, and a lot extra.
Which platforms or techniques have been handiest for rising your individual model visibility?
Social media continues to be one of the simplest ways to indicate off our work publicly. We deal with our social accounts like a portfolio for all to see. From showcasing our newest photoshoots, to consumer media options, to sharing our experience it’s the place the “lurkers” flip into “shoppers.”
I additionally community in particular person often. Advertising is a private enterprise. Exhibiting up and connecting with individuals in particular person builds belief. It isn’t solely good for bringing in new shoppers but additionally helps us construct connections for our shoppers. We’re all the time out discovering new potential partnerships and refining our narratives within the subject.
Lastly, we do nice work, hold shoppers organized, function with honesty and integrity, and are simple to work with. We discover these components above all make us profitable. Many purchasers come to us with a horrible style of their mouth from advertising and marketing companies who “stopped caring” “didn’t pay attention” “by no means defined something” or “overcharged.” They’re relieved to search out somebody who cares, manages up (with permission), and brings new concepts and connections to the desk freely.
What position has mentorship performed in your journey, and the way do you pay it ahead to others within the business?
I’ve discovered probably the most from my shoppers themselves over time. CMOs, CEOS, and Govt Administrators are stuffed with perception and knowledge. I’m so grateful to the instruments they’ve uncovered me to, the liberty they’ve given me to achieve success, and the non-public connections they’ve deliberately made to make me profitable.
As I discussed earlier than, I didn’t have entry to many mentors in my subject as a result of I used to be such an early arrival to digital advertising and marketing. I’ve been constructing the aircraft because it taken off for years. I now make some extent to rent younger creatives and mentor college-level interns. I take them to as many occasions and introduce them to as many individuals as I can. I be certain they really feel secure to ask all questions, private {and professional}. Any feminine mentor is a blessing and I’m proud to be one for thus many over time.
How do you deal with high-pressure conditions or crises, whether or not for a consumer or your individual enterprise?
The easiest way to deal with a disaster is to be ready earlier than it occurs. We plan content material far forward so we’ve got the house to press pause and concentrate on emergencies. Not solely is that this a profit logistically, however once we know the model’s full story for the subsequent 6-months to a yr, we will higher place the model’s message in occasions of disaster. We be certain to know as a lot as we will inside and outside so we aren’t at nighttime when the time comes.
When the stress does get sizzling, we assist everybody concentrate on the answer, not the issue. Being solutions-oriented adjustments the ambiance and will get everybody in a constructive crew mindset. That is far more highly effective and efficient in moments of disaster. It’s proof that inner PR is simply as essential as exterior.
What’s one piece of recommendation you’d give to girls getting into the PR or communications business right now?
There may be loads of enterprise to go round. Concentrate on discovering shoppers you LIKE to work with. You’ll be extra profitable in the long term. Discover manufacturers you wish to construct, not simply go to for some time. My most profitable shoppers have turn out to be 8+ yr ongoing contracts. We’ve grown our scope of labor as a result of we’ve grown the model. Experiences and influencers affiliate us with the manufacturers now and know who to name once they want a narrative in a sure business. That’s actual success and reward.
What are the 5 stuff you imagine are important to beat self-doubt and construct confidence on this subject?
Discover out what makes you completely different and discover ways to articulate that to friends, shoppers, associates, and anybody else you speak with. Concentrate on what makes your method particular and completely different from anybody else.
Know your strengths and weaknesses and people of your crew. That enables you to not over ship or pressure a challenge when it’s not a proper match. It additionally permits you to delegate successfully.
Have a good time your successes publicly and internally. Concentrate on what makes you nice and never what doesn’t. You’ll discover there’s so much to speak about.
Be certain to place punctuation marks on huge tasks and moments to breathe and relaxation. This may stop burnout and guarantee you are ready to tackle the subsequent huge win.
Pour into others. Mentor your crew and younger professionals. Give recommendation to friends. Create for an excellent trigger if the timing is correct. You’ll construct new abilities and bear in mind why you’re keen on what you do when it’s out of the day-to-day obligations.
Is there a quote, mantra, or philosophy that guides your decision-making and management as a magnificence entrepreneur?
All the time have a plan. That grounds and relaxes your crew mentally and creates a strategy to talk in any respect hours of the day. This additionally helps save money and time within the long-run. No challenge begins and not using a plan for us at Candy Speak Technique.
As a freelancer, I’ve been uncovered to many, many extra organizations and workplace situations than people. We see unsuccessful management and extremely efficient management. The organizations and companies that aren’t serious about sharing and collaborating on a collective plan are those that unravel. The groups that don’t overtly and often talk falter.
Okay, we’re almost executed. You’re a particular person of nice affect. For those who might encourage a motion that will deliver probably the most quantity of excellent for the best variety of individuals, what would that be? You by no means know what your thought can set off.
I’d wish to discover a strategy to mentor as many younger girls as doable to assist them construct confidence. I discover once we usher in interns, we will train them learn how to use apps, learn how to write press releases, learn how to discover reporter contacts, and extra. What’s typically lacking is the arrogance to stroll right into a room and stroll as much as a stranger and shake their hand and introduce themselves. I work with our interns to assist foster this sense of confidence, however what else can we do at universities, faculties, sports activities, golf equipment that ensures girls are ready to face out in rooms stuffed with competitors.
How can our readers additional observe your work on-line?
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