6 minutes and 6 questions with Laura Sutherland from Aura PR
Showcasing like-minded business owners who love gemstones and appreciate great design!
Here’s Laura Sutherland, Founder and Director of Aura PR, an award-winning chartered PR consultant.
Tell me a little about your business and what its purpose is
My business is called Aura PR and I’m a Chartered PR consultant (and I’m lucky enough to work with you!). The purpose of my business is to help brands modernise how they communicate. By this, I mean utilising the full integration of public relations and ensuring it’s supporting the business goals. Public relations is a very different place than it was 10 years ago. The rise of social media, video, tech and other amazing tools, has meant we have greater access to data and we have more information than ever to inform strategies and to come up with relevant and valuable campaigns and content. I love it!
Where did your passion for your business come from?
I fell into public relations nearly 20 years ago. Originally, back then, I loved the glamour of working with amazing brands such as Bvlgari, Patek Phillipe, Mikimoto, Rolex, LK Bennett, but in the last 10 years or so, it’s about how I can push boundaries with the work I do. I’ve worked with billion pound organisations on their stakeholder engagement through to small boutique brands. I’ve done a lot of crisis management, too. Essentially the client feedback and the impact I have on businesses is what drives me to continue pushing boundaries, challenging the norm and having fun along the way.
How have you adapted your business to the current climate?
Yes! Although much of my work can be done behind a desk, I also did a lot of training with clients and peers. I’ve now adapted the training to be delivered online, supported by live presentation. I’ve also recorded them as webinars and they are available online on a ‘pay to play’ basis. What’s been important for me to work with clients on, is making sure the staff and customer is at the heart of the changes. I think many businesses will go on to continue to adapt their processes and streamline their businesses. We’ve now demonstrated travel and offices aren’t essential. However, I’d caution and say that we must be mindful of mental health. There are already signs of issues arising as a result of the changes and it will only get worse with deprivation, staff having been furloughed and businesses not all eligible for grants. The reason I mention this is because it’s part of my job to be thinking right now, of future scenarios and start to prepare for living and working with COVID-19 for a while to come.
What top three tips would you give to someone looking to start their own business right now?
Well, I started Aura in the last recession in 2008! So now is as good a time as any.
I’d say firstly really get to know your target audience. Know them deeply.
Next, invest in your brand and really think it through, from mission, vision and values, to personality, design and how it will all resonate with your audience.
Give it a go! Testing is the most effective way of development. The biggest challenge humans have is getting out of their own way, so if you allow yourself just to try it, you’ll see it’s not the most horrible thing you thought it might be!
What kind of jewellery do you wear?
I’m a very minimal jewellery dresser, unless it’s a plain evening outfit, then I go big. During the day, diamond rings, diamond earrings and that’s it. Occasionally a tasteful, simple necklace to dress a neckline. When we used to go out (lol, remember back in those days?!) I love big earrings or a chunky blingy necklace, but that’s because I wear classic, tailored clothes. It doesn’t stop me from drooling over your pieces though, Jade!! In particular, the star sapphire ring!
Do you have a jewellery wish list? Perhaps a board on Pinterest?!
I’ve actually been looking at eternity rings – it’s my 10th wedding anniversary coming up. I’ve been looking at ideas and how I can complement my wedding band and engagement ring but with more sparkle. I do have a Pinterest board but I’ve made that secret as I don’t like everyone knowing what I’m looking at!
I’ve always wanted an opal ring and earrings too – with a diamond halo. I‘ll need to wait another 10 years for that though!
… Thanks Laura!
Just reminding you that opal is the gemstone associated with 14th wedding anniversaries, so maybe you wont have to wait 10 years after all!
Laura Sutherland, Founder and Director of Aura PR. Award-winning chartered PR consultant.
Website: www.aura-pr.com
Instagram: https://www.instagram.com/aurapr_scotland/
Twitter: @AuraPR
Facebook: https://www.facebook.com/AuraPRScotland/
