The below article and podcast originally appeared on PRmoment.
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 of 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 rigour” means in a public relations business
- How GingerMay uses qualitative and quantitative deep dive studies with clients
- 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 parents