Sunday, August 26, 2007

How to network like a pro online

Dear Communicators
As you know in our industry your networks are like gold.
Some people say it's not what you know but who you know that matters - I believe it goes further than that - I believe it is who knows what you know that really counts when it comes to leads, referrals and 'getting known' in your industry.
Not that I am saying that your worklife should revolve around getting known - such a goal on its own with no substance supporting it would not reap the rewards you are looking for. What I mean is that once you get good at your chosen field and become comfortable with your level of expertise it's time to share that - so don't be a secret! Why is it that so many of us who are in PR, marketing or advertising are so brilliant at writing great copy for a client, designing strategies and implementing media plans to help them get known and then we don't apply the same principles in our own careers? The plumber with the leaky tap strikes again!
Today I thought I would share with you a link to an article about getting known in cyberspace (for all the right reasons of course). To read more about "How to network like a pro online" visit
Haven't got a web presence at all yet? To get started come and connect with me on the new site APsense by following this link:
Until next time
Heidi Alexandra Pollard
The Communicators Coach

Friday, August 17, 2007

Prosperity, passion and purpose

Life is so fantastic when you love what you are doing, are on purpose and achieving the goals you have set for yourself.

I've just celebrated a birthday and have to say getting older doesn't bother me in the slightest. In fact I am so grateful to be living right here and now and have the opportunities to coach so many wonderful communications professionals to achieve their goals and dreams. My clients are the best I love that they are so honest with themselves and I and are willing to stretch themselves - it is an honour to be a part of their lives and professional careers - thanks guys!

Here's a picture of me on my birthday surrounded by gorgeous flowers the love of my life sent me! Pictured with me is the other love of my life - my gorgeous pup "Chops".

Yes indeed I look a little tired - that's what celebrating does to you! (Thanks Nic for the bling bling earings).

All the best

Heidi Alexandra Pollard

Thursday, August 9, 2007

Determining a brand's market perception

I am currently working on a project with a client to realign and refresh their brand to reflect their new direction.

One of the first steps I undertook was to engage a research company to undertake an audit or assessment of the brand’s perception in the market, so we knew the baseline we were starting from. This was an interesting exercise of both qualitative and quantitative research and although we had a good feel for where the brand sat in the market, it really did hone in on the specifics of which specific target audience thought what and allowed us to get some firm data to be able to communicate easily with the Executive number crunchers.

Our research included not only the key “customers,” but also key stakeholders and influencers, including staff. Essentially all the people in the company's "Circle of Influence" or COI. Tapping into the views of the COI can be very useful...Jennifer Jones has posted an interesting blog on this topic on MarketingProfs - visit here to read more and see her diagram of a COI

Gaining this defined and drilled down perspective about a brand will ultimately assist you in developing a target strategic marketing communications plan for the brand. I will keep you posted on my progress, until then I'd love to hear about what anyone else has done to measure their brand, shift an existing brand or launch a totally new one.

All the best
Heidi Alexandra Pollard