In 2015, entrepreneur Jessica Hope, who has a postgraduate degree in religion and politics from the University of Manchester, launched her own PR company. She had a few thousand pounds and a basinful of optimism and needed both.
Africa experience.
Hope had worked in Africa for years and felt she had enough experience to take a tilt at the often tricky, but rarely dull, public relations market on the continent.
Seven years on, the London-based company she built – Wimbart – has more than 120 clients across Africa from tech entrepreneurs to investment companies.
A market for the patient.
The Africa market is fascinating, but not easy, and certainly for the patient. It took her 368 days to land a major deal with West African fintech company Andela.
How does she try to stay ahead of the game?
Here are her insights on how to get ahead, and stay there, in the cutthroat world of PR.
FIVE TIPS ON HOW TO MAKE IT IN PR.
1 – Do your research and become an expert in your market – it makes your work a lot easier and allows you to shine
2 – Build long term and solid relationships – play the long game with clients and journalists. This means being knowledgeable, useful, authentic and being able to demonstrate the impact your work is having – on both sides
3 – Don’t spray and pray – be targeted with your approach when reaching out to journalists. Don’t just hit send to a mega list.
4 – Become a resource – be so good that you have people come to you, so you’re not always pitching outwards
5 – Be realistic – manage clients and journalists’ expectations and don’t over sell
