This is the first of a new format series on the PRmoment Podcast. We’re going to continue our Life Stories series but I wanted to make sure we include the stories of younger, up and coming talent who are trailblazing impressive careers. So welcome to the first of our Trailblazers PRmoment Podcasts. I’m pleased to welcome the founder and MD of PRmoment’s B2B agency of the year, Victoria Usher.
I wanted to interview Victoria for a couple of reasons. First of all because Victoria came into PR relatively late in her career; she didn’t start working in public relations until she was 33.
Also, until she moved into PR Victoria’s career was predominantly spent as a data analyst. So I reckon there’s probably some interesting stuff to talk about on how a data analyst built a PR firm.
And finally I wanted to talk to Victoria about GingerMay. GingerMay only launched in 2010, already employs 40 people and has a fee income of £3.5m. What’s also interesting about GingerMay is that they refuse all project work - that £3.5m is made up of only retainer clients!
Here is a taster or what Victoria and I discussed:
Why did an experienced research analyst decide to launch a PR firm?
Why Victoria would never describe herself as entrepreneurial.
How she set out to build GingerMay gradually, steadily and organically
How GingerMay is built with data at the centre of it
Defining what “a data driven rigeur” means in a public relations business
How GingerMay uses qualitative and quantitative deep dive studies with clients, carried out by its own data analysts
How senior members of staff respond to GingerMay’s data investigation
Why changes in the research sector have had big and positive implications for public relations
Why a project based agency?: Client relationships don’t benefit the client or the agency
Why a slow burn campaign will always be more effective than a short term splash
How GingerMay train staff for 6 months before they go “client-side”.
How GingerMay has grown to a £3.5m firm so quickly
Why launching a PR firm having never worked in an agency is both an advantage and a disadvantage
Why, as a client, PR firms can appear untransparent
Why mentoring benefits both the mentor and the mentee
How Non Exec Director roles have helped GingerMay grow its business
Why a good mentor won’t give you the answer!
Why Victoria is so frustrated at the inability of businesses to see the assets they have in working parent