If there’s one person I’ve met who knows about making a splash when it comes to the media, it is Sir Richard Branson.
He was at it again with the launch of ‘Virgin Voyages’, his new Australia-based cruise liner last month (December) where he danced around with his colleagues after briefing the assembled media on the new venture and demonstrated the snazzy new champagne app (shake it and champers will arrive).
Of course, being Branson (or should that be Brand-son) he couldn’t resist a bit of cheekiness and duly pushed one of his dancing buddies into the pool and then, as the cameras flashed on cue, in he went after him. Textbook stuff.
He won’t get in trouble (unless someone really is being a jobsworth!) because he’s joined in the mirth and got a thorough soaking, and by pushing the fella first the cameras were already running and trained on the pool.
It would have been way too clunky if he had just dived in and there was always a risk the cameras would not catch it. Timing is everything and Branson knows it. In fact, it is a lesson that I gladly took from him just over 10 years ago – how time flies!
I’d just finished registering the press ahead of a Richard Branson keynote speech at a major business show and there were already 60 in the room and rising. No surprise.
Branson is a dream for journalists and an absolute PR natural. What was a surprise was that he didn’t have a PR officer attending to conduct the press conference itself. There was no apparent solution until it began to dawn on me that I should conduct it. After all, I had been a business journalist myself and already had over a decade of PR experience. So, in words Branson himself uses I stepped up: “Screw it, let’s do it.”
I introduced myself to his PA and waited on the stage for Richard to arrive. He duly did to a thunderous round of applause, full of smiles, reclining in his chair.
How does one introduce one of the most famous business figures of all time? “You might recognise this chap” is not the classic I had expected to tumble out of my mouth, but it worked. The room relaxed and we went on to discuss everything from global business to negotiating with the Rolling Stones.
His latest PR stunt on the cruise liner reminded me of a section of his book, the classic autobiography ‘Losing My Virginity’. It is peppered with anecdotes about his relationship with the press, good and bad, but what he makes look effortless is also a carefully considered strategy.
Here’s an excerpt: “Most companies don’t acknowledge the press and have a tiny press office tucked away out of sight. If an inaccurate story appears…and is allowed to run…it becomes fact. Then, every time your product is mentioned, this same story will be repeated.”
The lesson here, yes, Branson is a natural at PR, a maverick even, but he still ensures he has safeguards in place. So, in 2024, I’d urge you to be more Branson. Be creative and proactive with your PR (PLEASE) but also ensure you have the ability to react.
Most of all in 2024, if you have been holding back, waiting for someone else to make their move, stop it now. With systems in place then you can just dive right in.
A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008.
He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.