July 20, 2020

Annette Densham

I have learnt over the past five years it takes time to build a brand (yes, even for someone who works in PR and media). There are no overnight successes, even though it seems that way when you are on the outside looking in. To become well known and in-demand is like being a duck on a pond - cool and calm on the surface but paddling madly underneath.


Growing a brand is all about persistence, consistency and resistence.

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I also bet if we spent 30 minutes together, I could find over 10 stories in your business you could share with the media because I know you have them (you just need a prod to help start the story digging process). Once you know what a journalist is looking for, then you will have stories on tap. I use a really cool tool called Content Creation Matrix to help pull out story ideas for this process (email me if you would like a copy).

Please follow the next steps

Step 1. Persistence

Don't give up if what ever you are doing to promote your business doesn't work in a week or six months or a year. Adapt. Test and measure. Change. Just do not stop. It can take three to five years to build a solid business. So business success is really an inside job, as cliche as that is.

Step 2. Consistency

Start with a plan and stick to it. Don't be a workshop junky, jumping from course to course, hoping to find the magic bullet. There isn't one. Success will come from creating a plan, following it, doing the things over and over and being open to change if it is not working. Don't try PR for one month or two and think it isn't working. Marketing and PR is all about relationships - it takes time to make connections.

Step 3. Resistence

Resist the voice in your head that says you are loser, useless, hopeless, a failure, an imposter. What does he/she know? Resist giving up because someone said no to you or the media didn't like your media release. Find ways to repurpose content and reuse. Find ways to reach your target audience with real messages rather than spin and salesy pitches.

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Annette Densham

Annette Densham is an international award-winning publicity expert with a 30 plus year career in newspapers – The Australian, Financial Review, and Daily Telegraph, magazines (print and digital) and corporate communications. She uses her expertise to teach small business people how to use their stories to connect with the world and build influential brands.

Annette is also a stand-up comedian, and as an author, trainer, mentor and speaker, she weaves her story magic everywhere.

annette densham

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