PR start-ups please protect yourselves:
1. Invoice 1st 50% upfront and DO NOT START until payment is made -start your journey with mutual respect.

2. Red flag - when a client won’t share their creds or case studies with you cos they are “still working on them but you can start the PR”. No you can’t. YOUR credibility is at stake.

3. Red flag : when you get asked who you are friends with in media. Nope, nope, nope. You engage with media on strength of angle / pitch / story.

4. Red flag : “we don’t have money now but if you help us now then we will absolutely use you in September” #truestory

5. Chase your money hard: do NOT let anyone take longer than 30 days to pay you in this economic climate. Stop the work after the 30 day mark.

6. Get your costings right: work on projects vs retainers. Clear outputs. High impact work. Clients return for that. Know YOUR hourly rate & scope your projects according to the time YOU will take. Don’t get greedy.

7. Take on pro bono work for NGOs or businesses that need your help & speak to your heart. Energy exchange work is important, especially now.

8. Do as much, if not all the work yourself. Touch every part of of it. Craft it. This is how you build magic & reputation & return work. Don’t outsource too quickly.

9. Trust your gut. In the last month I have said no to some high flying guys & some well known brands because I could just feel something was off. You know when you are dealing with talkers & with privilege. Saying no gives you capacity for the right ones.

10. Your network is key. Share your successes & milestones, no matter how small. Your network is watching. And recommending. Cos word of mouth is still THE most powerful endorsement. Keep on keeping on