A lot of the time getting quality PR coverage can be about being in the right place at the right time, and crucially in the case of BusinessZone.co.uk Business Boot Camp cadet Gordon Dickson, choosing the right angle.
Glasgow children's entertainer Gordon, aka Pirate Pete, secured coverage that most entrepreneurs dream about, using the PR advice provided by Paula Gardner, a mentor in BusinessZone.co.uk's Business Boot Camp, to get himself on the pages of local and national Scottish press, and the BBC Scotland radio breakfast show (see below for an audio clip).
Gordon wrote a press release which led to a seemingly unassuming piece in the Paisley Daily Express. But the coverage was quickly picked up by a national media agency and generated an amazing response.
It seems the press were taken with the idea of a former banker who had given up a high-flying corporate career to become a pirate. The Daily Record, one of Scotland's best read papers, ran a piece on page three with the headline, "Bank manager quits his job...to become a pirate (well, sort of)".
"I can now tell everybody I’m a page three boy. I was delighted by the response to it," said Gordon, who is currently undertaking phase two of the Boot Camp, receiving training in social media marketing from mentor Nikki Pilkington.
The Scotsman, one of the country's other main newspapers, also carried the headline, "Banker swaps pieces of eight for fun new life as a pirate".
"I have been really impressed by Gordon's enthusiasm and his ability to spot opportunities and potential for coverage," said Boot Camp PR mentor Paula Gardner, founder of doyourownpr.com. "I am sure his warmth and chatty charm will help him go even further."
"Without any doubt Boot Camp did take me outside my comfort zone but the advice provided was invaluable and could be used by any business," added Gordon. "It does take time and effort to perform effective PR, but the Boot Camp gave a methodology and structure to follow.
"I used to prefer to maintain a low profile and declined requests to talk about my business because I thought that I had nothing of note to say but now I can see opportunities all the time."
You can view transcripts of the mentoring advice given to Gordon and all the Boot Camp cadets on the Business Factory Boot Camp site. We're taking the Boot Camp cadets through three complete mentoring sessions, covering PR, social media and marketing.
An audio clip of Gordon Dickson being discussed on BBC Radio Scotland:
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