Part of Caroline’s fantastic after-dinner talk last week at Aubaine included her 3 ‘p’s for PR – Perspective, personality and perseverance.

1. Perspective (and peg)
   One of the problems with startups is that they are obsessed by what they do and as a result they forget to think about the bigger picture. To combat this, ensure you think about how your business fits in with the world of news as a whole. Answer the question – what can you peg on to?Become an expert in something. Once you’ve established this by talking about your experience and expertise, you won’t need to pitch your company. The speaking and knowledge you have gives you credibility, which in turn means that you no longer need to pitch your company. Know your specialist subject inside and out; become the person that journalists go to. Ultimately, be useful to journalists and think about how you can help them.
2. Personality
   Establish who has the personality in your team. Utilise that to your advantage. Generally speaking, people want to hear from women. Always be thinking about what makes your people (or you) that bit different.
3. Perseverance
   Remember, it’s not personal. So be sure to take everything with a good pinch of salt. Don’t be disheartened, and don’t lose the relationship you’ve built with the journalist(s).

For more insight from Caroline – check out the dinner’s #afterdinnerroundup, and to hear first-hand from one of our speakers – take a look at the upcoming TableCrowd dinners.