BRAND AWARENESS | REPUTATION MANAGEMENT | ENGAGEMENT | LEAD GENERATION
MAKING BRANDS VISIBLE AND
LIKEABILITY AND TRUST
Finola has worked in Europe (Dublin, Marbella, Paris), America (New York), West Africa (Accra) and is now based in the South East of England. Her career in PR started 20 years ago, with her first and second roles working in the NGO sector during which she became a seasoned media spokesperson for the causes she represented. Then came a change of scenery with a four-year stint in Africa and working in a consular bilingual role (French-Eng) with a diplomatic mission. Her mandate was to assist Canadians and Australians in distress – a job that regularly entailed a lot of negotiation and … diplomacy. Simultaneously, she operated a crafts business from West Africa to England and Ireland, dealing directly with the craftspeople in their home environments to which she travelled.
An idea to have a PR & Events business focusing on ‘putting the fun into business’ saw Finola spend almost ten years organising
corporate golf holidays for people from all over the world in the South of Spain. She escaped the fairways for the Costa del Southsea.
On moving to England, Finola became a member of the Chartered Institute of Public Relations and is an active presence in Twitter chats organised around specific topics of relevance to the PR and Digital Marketing industry. She has a keen interest in the solutions offered by technology for a better world and works with clients to raise awareness of how consumers can benefit from having technology in their lives. Ironically, her first job after college was with an American multinational technology company in Paris. “Little did I know I’d be back working in the tech space all these years later”.
Away from the office, Finola is a Les Mills enthusiast and a social golfer.
"I believe public relations is of strategic value to a business in helping it to communicate with its audience. The more we know about a company, the clearer the mental image we develop of it, the more inclined we are to buy from it."
“Public Relations is the discipline which looks after reputation - the result of what you do, what you say and what others say about you” - Chartered Institute of Public Relations
GOAL FOR YOUR BRAND
To maintain visibility and relevance of the brand to the end customer, you need to consider: reputation - maintaining good standing in the community | being a Thought Leader in your industry by having a proactive digital presence and highlighting specialties and expertise | employee advocacy of your brand | peer-to-peer online networking, to expand market reach. Techniques applied: social selling and inbound marketing; creation of successful CTA's (Call-To-Action)
PR AND YOUR BUSINESS PLAN
PR builds credibility and validation for your company’s brand and for the people in front of your brand. It allows people of interest to see what you know, to understand your specialties so that you become the best and only option when people need what you offer.
Once your company’s vision and its desired outcomes are set – minimum twelve-month period – I define the market you want to reach and the people you want to be in front of, sharing your people's knowledge in ways that can be helpful to them. Communicating your company’s culture and expertise through key personnel and authentic marketing collateral will help to manage and maintain a positive image, making your products and services relevant and timely to your prospects’ pain points.
PR AND THE MEDIA
Getting media exposure paints you as an expert in your field. When a reputable trade title includes your business in publication, or agrees to publish an article written by you with your website address and social media handles, this points back to your site(s) and this helps you to be discovered by Search Engines like Google, Bing, Other.
It is the media’s job to find newsworthy stories of interest to their readers and it is my job to identify a suitable opportunity to promote stories to create awareness of the brand, be that personal or corporate.
Do this with the aim of helping your desired audience by sharing knowledge and opinions, without expecting something in return. It will pay dividends.
Places to share thoughts and opinions include social media | video interviews | press releases, published in the right places | In-person events (not currently) | case studies | blog articles | website | white papers | webinars | podcasts. Focus on your comfort zone, if you are not comfortable being on camera, a blog article or niche event may be best for you. Many bespoke, small in number, corporate events are currently taking place (August 2020).
Social is the best tool in the world for stimulating conversation between people - whether that's your prospects or existing customers, your employees, stakeholders, the talent you wish to attract - all of these conversations can take place on social because it is a frictionless, scalable, free way of connecting.
The goal of a brand is to have customers know, like and trust it. Video creates an environment where you can see behind the print material and get to know better the brands and the individuals that you are following. It adds a level of transparency and humanity to that connection. Some would say that video allows your audience to see you being fallible, more human, and this puts your viewers in a relationship with your brand.
HOW PR HELPS WITH SEO
Search Engine Optimisation is the process of improving the visibility and performance of a website. Its aim is to drive qualified traffic to a website, and by this, I mean reputable and reliable 3rd party websites linking from their sites to yours. This is important because it indicates to search engines that a website is worth visiting. When a website is highly relevant to keywords being searched for - and the site is considered to be reliable and trustworthy - links provided by that site will be viewed positively by visitors and search engines, helping you to be discovered above others doing the same thing.
James J. Nolan B.E., Energy Engineered Solutions
Dublin, London, Jeddah
"In the current energy market with such a diversity of technologies, it is important to us that we maximize the experience and talents of our family of engineers. We approached this with Finola to offer best match of Client requirements and expectations with our wealth of experience and developing technologies. What has emerged from Finola is a blueprint that enables us to best match our engineers with a challenge presented by Clients to produce clear and concise assessments of energy projects from feedstock optimization to usage or sale of energy produced." 2016
London, United Kingdom
"Finola stressed the importance of having a good online profile to accurately position me, my skills and the value of what Media15 offers our customers. She advised what would make my online presence more likely to be viewed, such as outlining the problems we solve and make our ideal prospect curious to know more. I recognise and acknowledge the importance of promoting brand awareness, both on and off-line, and I am therefore happy my personal branding accurately reflects and represents me\my career trajectory over 30 years and how the journey has led to where I am today with my company." 2016
Rafael Trujillo, Director general de hotel en Ohtels
Taragona Area, Spain
"I worked with Finola on several large-scale events on the Costa del Sol between 2008 - 2013. She is a wonderful woman who always knows something before it happens. Her planning and professionalism ensured satisfaction for the customer and for the venue every time."
Kevin Mathiaz MBA, Head of Sales (SaaS)
WE, Toronto (Canada)
"Finola’s input into our digital strategies has demonstrated the importance of driving content on our digital channels and social platforms, which is where our customers are to be found. We took a different approach to customer engagement, from usage of hard-copies, forms, manual and classroom training sessions, converting to being more personal, more social and more digital.
As customers became more self-empowered conducting their research online, we have had to establish relationships well beyond the traditional methods of phone-calls and email and now reference all our good news with content on our digital channels. Now thanks to Finola and her techniques, we are finding our social media marketing to be a really good vehicle to get our content out to the people we want to engage with.
Moving our business practices online has helped us to cut down on time and not drain on our resources. Not only has Finola added value and reduced existing costs, she has single handedly improved our inefficiencies and streamlined our processes. I would have no hesitations in recommending Finola as a PR Consultant." 2016
Mahyar Mortazavi BSc, CEO Wee Gems Holdings Ltd
Edinburgh, Broxburn, Livingston, Armadale (Scotland)
"Finola Sloyan has been managing the Facebook page for our four busy nurseries for the last six months; she has also created and promoted an advertising campaign for two different initiatives we decided to run as a business. I am very happy with the highly professional and prompt service Finola provides for Wee Gems and delighted to recommend her as a digital marketer." 2017 - 2018
Anne McMonagle, CMP Account Manager
International Associations at The Convention Centre Dublin (The CCD)
"I met Finola 3 months before the start of the Special Olympics World Summer Games which were held in Ireland in 2003. I had been asked to assist Finola in the planning and delivery of an evening of racing at Leopardstown which included catering and entertainment for thousands, as well as the programme of horse racing, all of which took place in the country’s principal race track. I found Finola to be creative and imaginative, very professional in her approach, highly personable and meticulous in her planning and delivery. It was a pleasure working with her."
Yvonne le Quément, Head of Business Development - Lupp + Partner
"Charming to work with ……. Finola and I worked together at the Irish Youth Foundation, a grant-making charity, where she was responsible for the fundraising programme and I was the Operations Manager. Finola had just come from a consular role with an embassy and I found her to have the right attitude for the work at hand, quickly filling in with our team and embracing a very busy and varied workload.
Her networking skills, impressive ability to juggle and organise multiple fundraising events and public relations tasks, her gentle care of grant recipients, looking after contributing celebrities and trustees, corporate sponsors and high net worth individuals, journalists and press – all of this she did with aplomb. She made a dramatic difference to the funds raised for the Irish Youth Foundation and regularly secured front-page coverage of our events in national and regional papers, ensuring awareness of the brand and interest in the Foundation’s work."
Alastair Bell, Founder - Bell Integration (formerly Bell Microsystems)
United Kingdom, Singapore, India, Poland
Finola has an ability to organise effortlessly, and with a huge amount of natural charm, anything we have ever requested. I would have no hesitation in recommending her for anything in the event managed space. Finola's social and language skills are immensely useful in a business setting and allow us to focus on our customers and not on the event."
Denise Vaughan, CEO - Meningitis Research Research
Finola Sloyan was Manager of Meningitis Research Foundation’s Republic of Ireland's office from Jan 2000 to March 2003. She was responsible for achieving the Foundation’s charitable objectives in the country, at a time when Ireland had the highest incidence of meningococcal septicaemia in Western Europe, and reported directly to me. Finola brought tremendous determination, energy and enthusiasm to the role and was a popular member of the Senior Management Team.
She drew up and implemented effective annual operational plans and budgets to meet testing income targets. She managed a small staff team and coordinated the activities of the members (volunteers). Her work with volunteers grew the membership base in the country. Among her achievements, Finola:
set up networks and instigated partnerships with people and organisations that shared our goals, such as Boots the Chemists’ with our annual cause-related awareness and marketing campaigns;
worked in partnership with the Dept for Health and the Foundation’s Northern Ireland Office to present health professionals from the Republic and from the North with information about the diseases and the role of the Charity. This first All-Ireland Conference on the topic was held in Dublin Castle. The keynote speech was given by the then Minister for Health, Micheal Martin (currently Ireland's Taoiseach\PM). Finola also spoke at the Conference - about the Foundation's awareness work at the time - and arranged an exhibition for delegates to obtain more information;
On behalf of the trustees, successfully invited the Director-General of the GAA, Liam Mulvihill to become a Patron of the Charity.
Finola left the Foundation because she was moving abroad. I was very sorry to lose her as she had become a friend as well as a valued colleague. I believe she would be an asset to any organisation that works with her.