It’s five years since David Goddin Communications made its debut on the UK public relations stage, offering a range of PR and marketing communication consulting activities direct to clients and as a standby service for agencies and corporate marketing departments.
As with any business start-up, there have been highs and lows – but, thanks to good client support, the general trend has been positive and the outlook remains good. Business is fun – and I want to keep it that way.
The business came into being because I wanted to fulfill a dream of putting my name to an agency that could make a real difference for its clients. It’s made a huge difference for me, too, with many fresh opportunities: for example working for interesting clients in new sectors, expanding my range of communication tools and enjoying greater flexibility in work patterns.
Communication is a basic need for all businesses – mine included. My challenge as a consultant is to deliver a cost-effective blend of experience and creativity, so that clients large and small always get the best solution that I can offer.
Experience from previous career steps provides the backbone of my skill set, but with the proliferation of ‘new media’ – bringing exciting new communication techniques – I am now using words in ways that were scarcely on the agenda five years ago. I still regard the news release as the fundamental element of PR copywriting, but it can now be adapted for use in many different ways … from 140 characters upwards!
Consulting is not only about writing and communication technology: it also involves a great deal of listening and learning. This is because to make messages more effective, the PR consultant needs to balance what the client wants to say … and what the customers might want to hear. A good consultant will, of course, loyally represent the client at all times – and should also earn the position of trusted adviser.
My plan for the next five years of David Goddin Communications includes modest growth on the foundations already laid plus further exploration of new communication opportunities. in short, I simply want my business to be enjoyable – as much for clients as it is for me.
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 16 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.